Web video self-made drama brings new spring to video websites

In recent years, online video has relied too much on the purchase of film and television content, spent heavily on television to purchase quality television variety shows, TV shows, and other resources, and has only assumed the role of "setter". Nowadays, this kind of role has also been forced to “lay off”. Mango TV and CCTV have carried out their own broadcasting strategy to tighten their copyright. Strong TV stations have started to cultivate their own network communication channels. This move also sounded the alarm for a video site that had been walking on crutches and had to open up another way to a home-made show. Self-made content quickly became the focus of the development of video sites. High-quality self-made dramas and home-made programs were in demand and gradually changed to the mainstream. These self-produced programs appearing on major video websites have brought tremendous changes in actor costs, TV drama operations, and TV rankings, while allowing Lectra's traditional TV programs to receive a large amount of on-demand. This allows video operators to see the future. The unlimited possibilities of network self-control. This was originally a video site that was forced to cooperate with television stations to broadcast time and higher copyright fees and forced them into the Liangshan Mountain. Instead, it now has the tendency to become anti-guest, that is to achieve a change in the role: from the original "setter" to "The main attacker."

(B) originality first: to avoid program homogenization

For video sites, good content is a killer for users. In order to further compete for market share, the strategy of choosing large-scale purchases of single-play movies and TV dramas not only led to vicious competition in the industry, but also caused copyright fees to continue to rise. It also brought negative effects that the content homogenization of video websites became more serious.

"Solo broadcasting" is a very hot word in this year's discussion on video copyright and one of the ways to avoid homogenization. On July 18, 2014, in order to achieve exclusive broadcast, Tencent Video won 2.5 million yuan to win China's good voice in the third quarter, but such a high price is not what video sites can afford. In the face of this predicament, video websites rely on their own strength to turn their attention to original self-produced programs, realizing “sole broadcasting” in the true sense, accelerating the shortcomings of self-produced content and avoiding stereotyped tragedies. Take Tencent Video as an example. With its huge media traffic, it has launched a series of self-made dramas and large-scale survey-based reality shows represented by exploration files. Are you normal? Other self-produced programs; Sohu video not to be outdone, home-made talk show Dapeng 嘚 嘚, sitcom 屌 silk men, etc., and has been sought after by young people; Similarly, Phoenix video also uses its own advantages to launch the national relativity, SUPER Mummy, and There are many self-produced programs such as Come and Doo, and the topics relate to various fields such as documentary, current affairs, motherhood, and food. This situation has avoided the homogeneity of the program from its roots, and has also caused the flourishing trend of current video website original programming.

(III) Profit Model: From Simplification to Diversification

There are two main sources of revenue for network video operators. One is corporate payment, and the other is personal payment. Enterprise paid revenue refers to the advertising revenue that the network video operator obtains from the enterprise by providing video services. The individual payment income is mainly based on user paid-on-demand revenue. As we all know, the Internet has always relied on the pursuit of the free market, including attracting users to rely on free resources, especially in video content. Although the degree of protection of intellectual property and copyright has increased, people’s awareness of copyright in video content has increased a lot, and the problem of cyber piracy has also been greatly improved. However, most netizens still do not have the habit of paying for viewing. Many people will think that instead of paying for such a small computer screen, it would be far better to spend money on going to the cinema because the viewing of the latter is better. Therefore, China's paid video has not been done, and it depends on personal payment income is minimal.

In the video site's profit model, the proportion of advertising revenue is the largest, and most of the advertising revenue comes from copyright resources purchased from television stations. However, in the context of self-made programs, the revenue of video websites will be more diversified. On the one hand, it is possible to place embedded advertisements, title broadcasts, advertisement customizations, as well as daily in-stream advertisements and placement advertisements in original programs. This has an absolute initiative for video websites, thereby increasing the source of advertising revenue. . On the other hand, in addition to attracting advertisers, high-quality home-made content can also be profitable by selling copyrights, and profitability of derivative products can be derived from the characteristics of the programs, maximizing the original content revenue and forming unique Operating industry chain.

Second, the goal and direction of the development of online video

(a) Create high-quality content

"Content is the king" is still the video site's constant rule for many years, and its content is its core competitiveness. There is no doubt that self-control and originality will be an integral part of its future development. For video websites, setting up clear brand features and forming differentiated and high-quality content through self-made programs is the only way to establish the competitiveness of video website brands. key.

Throughout major video sites, variety shows, micro-movies, and film and television dramas jointly produced with professional film and television companies have become the main direction of content created by video websites. As the first large-scale survey reality show in the country, are you normal? Since the Tencent video was launched in April and the end of the last period in June, the broadcast volume has reached nearly 300 million. The luxurious star line-up and first-rate production standard are the standard for a good program. The program invites China Youth and Ella to take the lead. At the same time, 23 popular stars are invited to participate in the program recording. Because of its outstanding performance in innovation, interaction, word-of-mouth, and business, it became the “God of the Internet” program, which made the first shot for the 2014 Tencent video original production strategy, and also provided a way for video sites to find original home-made programs with innovative features. Can learn from the typical. Similarly, as the Internet's first food show talent show, the phoenix video production's taste can stand out in many food programs, creating a single set of more than 20 million Internet original column new high, and the reverse output to the TV station, with the It is wonderful content and excellent program quality. Judging from these successful cases, in addition to economic benefits, in addition to economic benefits, there must be value orientation and ideological connotation that are accepted and recognized by society. Only in this way can more attention be paid to the audience and can they go further.

(B) Data Analysis Audience

The 21st century is an era of great development of data and information. Compared with traditional television stations, watching a video program on the Internet will generate a large number of user logs. The user's viewing and searching behaviors will be recorded in the background by data, thus forming big data with decision-making reference value. Compared with copyright purchases, online self-control can make full use of these data in the initial stage of the project to better grasp the preferences of netizens. U.S. house of cards is a big data-related case. Big data enables content producers to understand the main features of the audience, their needs, and feedback on the programs. Video sites need to analyze user needs based on big data, and analyze user data according to their settings. Details of the program or even link settings, etc., to tap the preferences of users, to do adaptive programming.

In China, the Goddess of Goddess on the line of Youku uses online interactive voting, flowers, and competitions to determine the direction of the program. The midnight taxi, late night drama series, is a home-made drama customized for the midnight audience after the website analyzes the audience's usage time and content preferences. Inside the iQIQI, there is a data operation called user's Facebook, which can be used to judge the user's preferences and purchase behavior by summarizing the viewer's gender, age, income, place of residence, and searching for information on Baidu search. The biggest difference between this and the traditional user's Facebook is the timeliness is very strong, can be decided in time according to the user's preferences homemade content development direction, including content production, outsourcing, announcement, and the ultimate sales orientation.

The development of the video industry was more dependent on experience before. Now we can rely on data support and analysis to prescribe the right medicine to achieve greater social and economic benefits.

(3) Modeling star hosting

How do video sites create their own trump card hosting? Many video websites have chosen to push TV hosts to the Internet to use the influence of television hosts to increase the visibility of their own programs. However, it seems that there has not been a trump card host who has created a number of self-made programs for online video. Just as China’s big-name driver for Tencent’s video, video sites need their own entertainment giants and gold medal presenters to create fan economics and star effects, helping to brand homegrown programs. Recently, the news that Liu Jianhong, a well-known soccer host, left CCTV passed through the news. Many famous names including Huang Jianxiang, Yang Lan, Hua Shao, Dong Lu, etc. have joined video sites and made their own programming platforms. It also shows in disguised ways that self-produced programs can borrow star celebrities to bring online video to spring. As the development of video websites has begun to become television, the amount of playing brought by famous names is also very impressive.

(d) Complete reverse output

The biggest difference between a TV station and a video site is its wide coverage. With hundreds of millions of television audiences in China, the living room will undoubtedly become the main battlefield for all future vendors. With the popularity of the Internet and the gradual increase in the level of domestic video site production, Internet video has begun to show a clear trend of TV.

Youku outdoor reality TV program Luyou Theater Edition landed in CCTV in March this year; Xiao said that “recalling India” was exported to Zhejiang Satellite TV; iQiyi’s talk show youth was broadcast on Hebei TV; never expected the Lunar New Year version. During the New Year of the Soldier, he landed on Hunan Satellite TV's annual variety show. Even more rare was the two videos on the 5th of July. The program was originally made by Phoenix Video and it was broadcast on Phoenix TV after the video site hit the children. The video website output to the reverse content of TV indicates that the video media industry and TV media's all-media integration strategy is moving forward.

From the point of view of industrial development, multi-screen interaction and network convergence have become the trend of the times. Only on the basis of high-quality content output can the multi-screen broadcast on the PC, mobile, and TV be realized. In the true sense, network video is realized. In the deep integration of all-media cross-border interaction, in such a complex and ever-changing competitive environment, only the operators who are good at land, sea and air multi-community operations can be the last to laugh.