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Video content sites in the event of homogenization, the issue of royalties soared higher after trying to self-select according to their characteristics drama.
Since last year's "old boys" to see the original video site market potential, the network will be gradually made drama trend spread. Today, the site has a new round of home-made World War II drama staged, Sohu launch popular novel of the "loose money married mind", Youku launched one hundred sets fashion show, "Miss Puff" Fantastic Art Toupai "online love" and variety shows "Love has no GO" ...
How profitable Internet home-made play, but the site can become a "blue ocean"? Exploration under way, the answer may have to wait a while be known.
New form: the first time to receive audience feedback
From the video upload into the sea election, to be the top post for the heat, a large number of reproduced, and then continue to top, mounted home. Video creators and Web site after signing a contract, not only to get the priority to promote the network platform, but also to get financial support.
"Network operators like the past is the window of the street, but now they began to prepare for the showcase of goods." Tsinghua School of Journalism and Communication, said Yin Hong, vice president, home-made drama of the original power requirements from the Web site content creation, will brand identity for the website.
"Miss Puff" is made of human skin with Youku completed three co-brand show, urban young people to express emotion through animation, broadcast an episode every week, every intensive 12 minutes, the current traffic has more than 35 million times.
Youku will give the skin time to play three rounds of the analysis of data, including age distribution, occupational structure, level of education and so on. The first time the audience feedback is unique to the network channels, questioning, moved, and the depth of the comments accused it away, have been incorporated into the skin three creative material.
He said programs from production to broadcast week to be through the following process: early draft of the script is 5-7 amended to require a density plot, and to reflect social issues and fashion information; after entering storyboard stage, production of dynamic feature film, set a new appearance of the character modeling, finalizing the story rhythm; synthetic stars in the medium term scenario, adding advertising; finalize effects, sound effects and subtitles, the film release.
TV shows sold through traditional television, product placement to recover the cost compared to video sites have a fixed group of advertisers, broadcast platform is extant, and can open up more distribution channels, multi-mode hand.
"Youku has a pyramid of talent pool, and ultimately the creators of those top of the pyramid will become our partners, Youku is now produced." Youku Lu, director of the Vatican produced Creek said. Youku is responsible for programs produced for packaging, promotion producer, and later released to seek co-operation is original and strong, solid foundation, and the director and the audience with the understanding and team.
New model: change in product placement marketing to customers
But now, most network-made drama is still in the state of profit margins, placement, product placement and promotional activities in line is the most important revenue streams.
It is reported that Sohu made play "loose money married mind" has been pulled Beijing Hyundai, L'Oreal Paris and a number of customers; everyone, Sina microblogging and other brands have also joined the "Miss Puff", the film has a cost-recovery . Play the ads blend into the story, is the industry's product placement as seamless way.
"Product placement can get more benefits and more, but we have to protect their brands, even after the development of peripheral products to the extension of the gradual development of music, film, drama, books and other derivative products." Skin three said.
Lo River in the Vatican view, the advertisement made drastic changes in growth is the lowest level of product placement, the highest level is the concept of implant is the brand into the story, the feelings of convergence with the characters.
"But the future of advertising will be more light weight, our value lies in the content production, customer marketing will be the future way of profit, including royalty income and high-quality content to build income after charging mechanisms."
Many in the industry made the site as a site to show the development of entertainment products company, obtained by the content side as content producers. In the skin three view, respect for the original, to enhance the original value of the significance of the video site, for respect for property rights, provide more space for creativity. "This is an independent animation provides a glimpse into mainstream publicity." "Cultural monthly - anime game" Lei Song, executive editor of that magazine.
"If Youku is the platform, then Youku produced is a bridge connecting the audience, creators and investors." Lu Fan Kai said, "Currently our market funds are not missing, the new director is emerging, we can fragment integration of resources, to provide viewers with high quality work; the same time, a good creative environment need to work together in various network platforms. "
New pattern: the homogenization of resources under the exclusive mining
According to statistics, now has more than 40 million people as a "network video exclusive group", that is, they only use video instead of traditional television networks. Online viewing mainly concentrated in the 21-27 age group, high school to college-level education accounted for 80%, because the market has great potential, the industry has yet to dig into this market space called "Blue Ocean."
In 2010, the number of video websites and TV shows strength throw each other an olive branch agencies, became close partners. Web video site has gradually made its play into the strategic level to operate.
Home theater network development and talent pool is the market environment and industry dictates. Yin believes that the "survival of the fittest into the video site is about the stage, access to quality resources for the future sustainable development of the bedding, the site of competition between self-drama is a microcosm of brand competition, the game is to occupy the high ground early, self-drama will also be a reshuffling of the leading brand. "
"At this stage of the site have spent heavily to buy popular drama, not only to attract the eye, more importantly, to attract capital in the homogenization of the competition, they only open up exclusive resources, the brand features to attract the crowd, which is made rallied together to show a deeper reason. "vice president of China International Television Corporation, said Zhang tide. Li Fang Chang Li-fang
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