REVIEW
According to China Internet Statistics Center, three Chinese Internet users increased by more than the video 170%, as of December 2010 has reached 284 million people, more than 46 million people choose to use the network to view video content, students, technicians, professionals have the purchasing power strong group accounted for half.
Now watch TV, you will choose the traditional way, in front of television time to read the broadcast of her own set of twelve or hire a DVD player with CD player, or anywhere on the Internet from hundreds of productions in the Department of free to click, or fast forward or replay?
If it is busy office workers and students in the pursuit of new generation of the trend, most would choose the network. According to China Internet Statistics Center, three Chinese Internet users increased by more than the video 170%, as of December 2010 has reached 284 million people, more than 46 million people choose to use the network to view video content, students, technicians, professionals have the purchasing power strong group accounted for half.
In recent years, venture capital, market, new media integration, driven by the sudden emergence of Chinese online video industry, market share is stabilizing, growing influence, the video Web site have the copyright, user experience, advertising, content and other aspects of fierce competition, for a television show in television, audio-visual market in addition provides a new route of transmission, Chinese TV, multimedia communication time has come.
Network distribution model the basic form of copyright
From potatoes to spend more than a million buy-out of CCTV drama "myth" of online copyright to the music Watch spent twenty million purchase of sync with the television broadcast of the TV series "Temple Zhen Huan Biography" of online copyright, to the TV series "FHM" 40 if set record high prices TV networks ... ... copyright dispute almost white-hot level.
"In 2004, the Chinese television network rights for all but a few million total revenue in 2010, has grown by leaps and bounds to the tens of millions, the network video market, once the copyright thrive. Video sites in the development of increasingly mature, from the early simply compete for users to enhance the film and television rights for the control of the advanced stage. "Tsinghua School of Journalism and Communication, Yin Hong, executive vice president laments.
Recently released "drama collar world - foreign TV Industry Report" shows that China's main television network purchased the copyright of several large networks by copyright, such as in Prime sun, excellent friends Bullock, Jia Yun community, international and other recorded , and Sohu, music Watch Ku6 other large sites and Chinese enterprises and other large film and television production business opportunities which have been seen, began to carry out independent distribution network of the copyright.
Vice President of China International Television Corporation tide Zhang said: "Prime sun in 2010 the company bought a new network of four classic distribution rights to broadcast the first round of a non-exclusive right to sell 2 if set high prices, great reputation in the industry temporarily noise, which also gives us an important signal, relative to the traditional TV industry, film and television drama, mostly homegrown programs, few large-scale copyright sales professional company operating condition, movies and television network distribution model has been basically formed. TV rights sales network has entered the operational phase of specialization and scale, financial strength, strong, professional team will be in the future operation of the network television rights market in China a major force in the online video industry, television industry and even the effects are enormous and far-reaching. "
Network to self-drama from the cottage boutique strategy temperament
"According to the survey, Film and Television is the most popular Chinese Internet users in video content, and more thorough Zhibofenli Chinese TV mode of operation but also to video sites long-term cooperation with content providers to bring convenience, but one simple easy way to purchase the copyright into a pure capital strength of the competition and our unique TV production and broadcast video ways to bring Web content to differentiate the test - China's video site more colorful and distinctive drama content to protect the user stickiness, to enhance their influence and business prices. Thus, both the use of 'ism', carried out in 'self-reliance', both 'eating a bowl', and 'ready to pot', the network self- This drama just came into being. "CCTV International Networks Co., Ltd. Managing Director film video Jingjing He introduced the.
Tudou "Welcome to our love" one set to invest up to 50 million, but earnings have been broadcast less than two months. It is understood that before the shooting, the film would have been fresh lemon Anheuser-Busch InBev's favored brand, offered to throw for product placement. During the broadcast, potatoes and use their own strengths and video sharing means the user, for a wide range of forwarding, the advertisers and their own strong brand promotion. The network aired, "Welcome to our love" and made television license issued to 11 countries and regions television broadcasting rights sold, also introduced a novel, photo albums, DVD and other derivatives, to form three-dimensional chain. CCTV International Networks Co., Ltd., Deputy Director of Planning, said Song Shanshan, integrated marketing, product placement, after product development, starting from 2008, after two years of toil, the network is no longer a minor self-made drama, entertain "grassroots video" clear and industry business model began to emerge.
"Chinese and foreign TV Industry Development Report" noted that the number of video websites and TV production sector strength throwing each other an olive branch, became close partners, the network gradually to the regular drama-made high-quality drama direction. The "star popularity to boost its profile in order to vote, surveys and other interactive means to improve the participation of Internet users to make video sharing to expand the influence of interpersonal communication, are the network means the further development of home-made drama, although not yet appeared, but certainly, shot broadcast network operating mode will be an important development direction of the self-made drama, which Internet users will experience superior interactivity, the advantages of reference on its head. "Zhang Hai-Chao said.
Traditional media, online video to bring about a revolution
As Bill Gates predicted in 2006: "The next five years, traditional media, online video will bring a revolution." Day only 24 hours, the user media consumption time in the case of relatively fixed, as the emerging online video video consumption patterns will inevitably have to compete with traditional video media consumption time of the user. Song Shanshan, said: "With the use of the Internet increase the number of channels to watch TV and video site profitable model matures, there will be a select group of television networks before the broadcast, rather than the current major and television broadcast mode synchronous or lag . This may change in the traditional TV media and TV production companies both opportunities and challenges. "
"Chinese and foreign TV Industry Development Report" analysis, in the crowded multi-channel communication era, the core of competitiveness is still compelling content. Network to enhance the value of copyright, the producers of television drama has added a significant income, in addition to traditional TV broadcasting rights outside the network rights, mobile phones, IPTV, Internet TV and other multi-terminal can be sold individually or packaged to form a more three-dimensional profit space. The first part of the network TV broadcast, the accumulation of a certain popularity, and then in the traditional television broadcast, you can achieve the value-added products.
Just as television did not replace newspapers and film, new media, online media, although the impact on traditional television, but a larger perspective, the two can not be replaced, can also form a complementary relationship. Zhang Hai-Chao said: "Faced with multimedia communication era, the most important thing 'attitude' for the rapid development of Internet video, must not be ignored, should be attached to a strategic height, and effective response from a tactical point of view to start no matter how change, who can maximize the quality of content control, who is the biggest winner, so in order to broadcast platform for competitive advantage as the main institutions of traditional television, to try to grasp the content and the production greater efforts are now emerging self-drama, the trend is to customize the drama broadcast organizations to enhance the competitive strength of the effective action. "
No comments:
Post a Comment