Zhang: Chinese netizens don't have the habit of paying to watch video

Absrtact: Network video has been integrated into the life of netizens. Today, video site is not only entertainment platform, but also communication, expression, display and promotion platform. It's hard to imagine what tomorrow will be without them. What is Network video? That's a

Online video has been integrated into the lives of netizens. Today, video site is not only entertainment platform, but also communication, expression, display and promotion platform. It's hard to imagine what tomorrow will be without them.

What is Network video? It is a promised land that does not require copyright, unrestricted, free appreciation and free expression. In a sense, it is the network video of the surging, so that the huge market of pirated optical discs, from the collapse.

However, come out mixed always want to return, network video so convenient and splendid, but this all must have the support of the business model, look back to the reality: soaring copyright lawsuit, unceasingly aggravating quarrel, more and more competitors, even the video website is struggling to support the performance ... Everything, seems to have come to a tipping point: tomorrow, we really can only pay to watch online video? The bubble of network video, has come to the moment that will break?

In response, Zhang, chairman of China's APEC Development Council, said: "The network video bubble is about to burst, even now it is breaking up."

Mistake it as an industry

Morning: On many occasions, you deny the Chinese network video industry, this is why?

Zhang: Yes, I do not agree with this formulation, the so-called industry needs a comprehensive support system, including market demand, resource supply, production patterns, social production, and so on, now these support conditions are immature, how can it be said that it is the industry?

Morning: Network video users so much, the demand is not clear?

Zhang: There are many users, but pay little, Chinese netizens did not form a pay watch video consumption habits, can be for video sites, each additional user, the cost will increase, then, who will bear the cost? From the current situation, can only rely on advertising, but the real problem is that video sites do not have a unique advertising style. For advertisers, in other sites, the effect is the same, ultimately, to see traffic. Do not forget that video site unit traffic cost is much higher than the non-video site, the same source of income, the cost is higher.

Morning: So, what is online video?

Zhang: From the business model, video site is still the first to attract eyeballs, and then sell them to advertisers, and ordinary sites do not have the essential difference, so the network video is just the internet industry a new technology just because we used it as an industry, it led to the emergence of bubble phenomenon.

Video Site yourself Pit yourself

Morning: Since last year, copyright party to the network video industry pressure is growing, why?

Zhang: Video sites are subject to cost factors such as constraints, the initial start is more rely on piracy, now buy copyright, nothing but want to "wash the white" themselves, improve the public image, but the problem is that video site operating costs are too high, rely on advertising that point of income, it is difficult to completely genuine And the copyright party to the video site is too high, they according to the television industry income to measure the video site, such as a series, television viewing groups are not more than the site, then the station pay how much money, the site also pay the same money, or even more. But the real problem is that video sites simply can't afford it.

Morning: So far, neither side seems to have reached a consensus.

Zhang: Yes, the copyright party is tough, some negotiations on the video site as a "thief", the expectations of both sides are completely wrong, how to compromise? Do not compromise, video site content will gradually dry up, the user also gradually reduced, which is unfavorable to everyone.

Morning: If the copyright party reduces the demand, will the result be more positive?

Zhang: I also put forward the "innocence of the Original Sin" initiative, I hope the copyright party to put video site a horse, video site can not afford to pay so much money, water and fish better. But the problem is that some video sites are impatient to advertise everywhere, claiming to profit how much, advertising how much, in order to attract the wind, this may be helpless measures, but the copyright party to see the psychological imbalance, you earn so much money why still refuse to pay royalties? So both sides were deadlocked. In the 2006, many copyright owners were delighted to hear that video sites were using their work, and that they were not going to talk about royalties at the time. Unfortunately, the good environment was destroyed.

Bubbles will face greater rupture

Morning: From the media reports that this year, the wind cast on the video site enthusiasm does not reduce, and no bubble ah?

Zhang: VC is very realistic, your profit model is immature, others will withdraw. As far as I know, many VCs have already turned, the reason why we think VCs are still in pursuit of network video, may be related to some of the site's own hype.

Morning paper: What is the impact on the internet industry if VCs withdraw?

Zhang: I think there is no impact, after the financial turmoil, the VCs have gone, adhere to the affirmation can also find new investment direction, a lot of new technology on the Internet, network video is just one.

Morning: If there is a bubble in online video, when will it burst?

Zhang: I feel like I'm breaking up now, and with the pressure of the copyright party increasing, the bigger rupture will happen soon.

"The Emperor's New Clothes" type of trap

Morning: The copyright issue is ultimately a game, how to restrain the greed of the copyright party?

Zhang: In fact, video site originally has game power, but oneself create a "Emperor's New Clothes" type of trap, in order to venture, have to maintain this shelf, can have shelves, people naturally to want royalties. Some video sites are too impetuous, reduce the game force, now the public opinion has formed, so the situation is very passive.

Morning paper: Do you really have to pay to watch videos tomorrow?

Zhang: I do not feel pessimistic, with the technological progress, especially the three nets in one, this problem can be solved. Do you pay for the CCTV program now? Three nets different consumption habits combined, will break through the current bottleneck.

Hope the new wave of internet technology

Morning: Video web site is interesting because it inherits the Internet industry technology to change the fate of the romantic spirit, with the bursting of the bubble, does it mean that individual entrepreneurial pastoral will not be gone?

Zhang: I feel the same way about this question. The internet is revolutionary, explosive innovation less and more, the application of the threshold is more and more high, today again rely on an application, a creative to start a business, the chance of success is greatly reduced. Three network integration is the future of the Internet development direction, can on this platform, individual stage can have how big? Take mobile phone as an example, the vast majority of resources are concentrated in the hands of three major operators, they will provide individuals with how much space and what kind of entrepreneurial environment? This is unknown, rely on self-employment to achieve personal value myth, in the Internet industry has not happened for many years, perhaps we can only hope that the next generation of Internet technology appears.