Recently, the major video sites have frequently reported that they have made a lot of money to make self-control. Iqiyi produced 5 million episodes of "Tomb Notes," and invited Tsai Kangyong and Gao Xiaosong to join the "Extraordinary Notes" at a price of over 20 million RMB. Tencent Video " Hi song production cost is more than 100 million. Video websites have launched more and more self-produced content based on TV stations. They have invested heavily in creating a large number of traditional media production teams and invited well-known TV presenters to target reverse broadcast TV stations. At the same time, some media people believe that video sites have been continuously explored, the production team has become more and more mature, capital investment is increasing, and high-quality content is being made step by step. TV stations will sooner or later be rejected by the audience.
Everything looks very beautiful, but the problem has also come - under heavy investment, is still familiar with the content, or familiar face, the audience will really pay for a long time? Depth system TV station, its position is so easy Do you shake it?
Hard to change, blindly follow the trend is not as good as another way
The development of China’s television station has been more than 60 years old. It is the existence of an important public opinion position in the country and an important platform for transmitting mainstream values ​​and guiding public opinion. The existence of SARFT does not have much to say about video websites. One after another ban is an important position to protect its public opinion. And over the years, the mass base accumulated by major TV stations can not be shaken for a day. The Hunan TV’s bidding meeting for the first few days won 3 billion advertising fees in one day, which is enough to see the advertisers’ confidence in the traditional TV station appeal. In addition to LeTV, video sites are still losing money as media attributes. The video site, you want to change the sky, I am afraid it is not easy.
From the aspect of program production, although the video site is not a local tyrant or a cognac, the television station is not bad. On the team, even if the professional teams within the system all rely on the Internet one by one, as a cradle for cultivating them, the specialty At the same level, the TV station will never fail; in terms of content, the original video site can also be used as a TV station. However, in the face of the ban imposed by the General Administration of Radio, Film and Television, it may only be helpless.
Tencent video recently launched a large-scale original music program "Hi song", invited Qu Chengqing to be the music director, Li Xiang to do the host, the guests including Yao Beina, Zhu Hua, Sun Nan, Brilliance, etc., can be described as a star gathering, program form and concept There are also innovations on the site, and the first phase also received good traffic, attracting a large number of advertisers. However, at a glance, even CCTV's "China is listening to" is positioned as an all-media interactive music program. Does "Hi Song" only rely on small differences such as barrage and online voting, can it really allow viewers to experience Internet features?
The production of video websites has attracted attention in the short term. From the long-tail effect, perhaps only the effect of the head curve is emphasized. It is difficult to achieve a phenomenon-level work that will not help the formation of a long-lasting brand effect. There are also some people in the industry who worry that if video sites continue to invest heavily in self-control, they fear further dragging down their profitability. Take the road that others walk, even if they sing and dance on the road, the destination is still the same. What's more, it was too early for the predecessors to start and there was a blessing from the big tree. Therefore, blindly following is not as good as another way.
How to play the advantage?
As an internet platform, video websites have many advantages over traditional TV stations. The "coopetition" relationship may achieve a win-win situation. In terms of self-produced content, the use of video websites as a channel can shorten the distance between content creators and viewers. It can also be used as a platform for the Internet to create a great advantage. There are perhaps three ways to go for differentiation.
Take advantage of Internet big data.
If Big Data has been talking for so long, it does not have to be rumored that the success of The House of Cards has become a commonplace. The video website should have better understanding of the audience's viewing habits and topics of interest. According to the user's preferences, the gimmicks that have no sky-high investment will also produce quality programs. In addition, it is also wise to cooperate with traditional producers by taking advantage of their own shortcomings and to cooperate with traditional producers. For example, after the acquisition of Huaer Movie and Television, LeTV.com selected the actor on the Internet during the production of “Yueyue Biographyâ€. It has accumulated a lot of popularity.
Paying business, stepping into the industry to shake the new economy
As payment methods continue to diversify, netizens have gradually become accustomed to paying for premium content they like. The one-way duration of the television station determines the limited content, while the video website can provide users with a variety of choices, and therefore step into the upstream of television, music, sports and other industrial chains, not only can create high-quality content to cultivate users' payment habits. , you can also form a differentiated competition with the television station. Taking music as an example, in August this year, LeTV and Wang Feng cooperated in the Beijing concert for the first time to try to pay live streaming on the PC side, mobile side, LeTV TV, and finally a total of more than 75,000 people to pay, generate income 2.25 million yuan; Le Sports as a live broadcast During the Premier League, one-week paid users were as high as 50,000; and recently, LeTV cooperated with Yu Quan to create a "full-flow interactive concert" - Announced that the 5th Christmas Music Festival at Yuquan will be fully interactive with TV Super TV and LeTV. Live broadcast, this time will also increase the real-time interaction between on-site and online live broadcast, so that “seeing live broadcast†is no longer a one-sided reception, so that the audience before each computer can also experience the atmosphere of the scene.
Seizing online distribution rights
Online distribution rights may not have been imagined by video sites in the past. However, after Netflix got the rights to North America online distribution of "Crouching Tiger, Hidden Dragon II: Qing Ming Sword", everyone discovered that there was really nothing to be subverted. When all major video sites have already involved in the film and television companies, when the two points are gradually mature, the next movie can be launched at the same time in the theater and video sites, are willing to enjoy the big screen audio and video to the theater, are willing to enjoy the choice of home sofa Video websites; and when video websites have a strong voice in the upper reaches of the industry chain, TV dramas can also be played at the same time as TV stations.
At present, the role of video websites is no longer simply a playing tool. Ecological competition has allowed them to include multiple attributes such as media, production companies, publishers, distributors, marketing platforms, and terminals. Video sites are always equipped with powerful Internet genes. If they can continue to strengthen their own advantages, the future TV series will no longer have the distinction between traditional TV dramas and network dramas, but only the length and subject matter; variety shows no longer have network programs and television As for the program, it is only a matter of time before the video website reverses the output of TV stations based on the columns produced by public opinion. Sometimes, don’t forget that success is just a matter of course.
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