"Old Boy" by the blitz to see the site's potential for self-drama
In order to attract viewers on television, heavily built, while home-made drama, "made" the trend is now spreading to the major sites. From Tudou, "Welcome to our love" to the excellent cool "11 degrees Youth", to the Sohu this year, pushing the "loose money married in mind," "Crazy Office" and "portal play," portal to join, so Originally only the competition between the video sites, quickly evolved into the Internet industry in a big melee. Home theater, home-made part, made the film, the major site of the "self" into a great deal of enthusiasm. In fact, this self-made boom is quietly changing the Internet landscape, but also calm and collected in the traditional visual media challenged.
Site had become the trend of self-drama
"Old Boy" of success, so the video site to see the great effect of original content, the content of this homemade video sites only to have "exclusive", but also can make products and advertisers to achieve effective interaction, expand the site of the platform value. This year, the first launch of Sohu popular novel "loose money married in mind," opened the "portal play," the banner, then a large-scale network is excellent, cool variety show "Let's dream of flying - China's most cattle people," and one hundred sets fashion drama "Miss Puff" and then pushing the two tranches of Fantastic Art Network made part "of terror! Health Alert "and" had no love GO. " The order of about hundreds of thousands from the investment up to several million, for a time, site-generated content presents a "blowout" situation, and are waving goodbye to grass-roots network drama of the era, have to a large lineup of gorgeous debut.
Of this phenomenon, Sohu video Yu Tao, senior director of strategic cooperation that made it easier to create drama for its own branded products, "Before we buy more of a copyright, by the restrictive relatively large. Shoot home-made play, can Sohu video consistent with the overall strategy, we hope the image of the industry's leaders appear to create the industry's highest level of all things. the level of customer acceptance of our home-made and natural are willing to sponsor, for example, Sohu recently launched film '7 ' program, Nokia has invested ten million yuan X7 mobile phone financial support, took a fancy to the quality produced Sohu. "
Fantastic Art, senior director of high content Jin believes that the video site "content is king" competitive strategy to create differentiated content is indispensable. In June this year, Fantastic Art, chaired the first to introduce self-made part Indah "terrorist! Health Alert ", and on-line at the end of July and gold producer in Taiwan Wang Wei, Zhan Renxiong cooperation marriage part" did not love a GO, "click-through rate even more than each part of Jiangsu Taiwan's" You Are the One. " "In recent years, whether the video site news, interviews, music, various forms have been tried, they have to try not satisfied that you can also have a higher level, home-made content on the site not only broadcast the next will be able to cooperate with the TV station, stations and networks to achieve linkage. "
The flow of film and television talent website
The idea that video sites have force-generated content, copyright movies and television the past two years with the soaring price of self-censorship, and more tolerant, more likely to have a lot of operating relationships, this view did not get the recognition within the site. Youku senior vice president of operations, said Wei Ming, "This phenomenon is easy to make people think, more and more royalties, forcing you to do so made. In fact, copyright speculation is high, the market itself is determined by supply and demand. Some looting, natural increase. and made it for users to achieve 'tailored' to better meet their needs. "Yu Tao also said that this explanation is too far-fetched," Many people feel that the price of buying high drama, but the price even higher have to buy to buy, because this is the core of a video site, most users still directed at these hot play from. "
Internet censorship drama for a more tolerant view of the operation of the excellent cool "11 degrees youth", said Wei Ming, the network must not be made to play more relaxed review as a selling point, this view is wrong. "Our team is really from the film companies, TV stations, TV production companies out, you can see a lot of people are shooting the scene the director range of children who do not because the scale only tolerance, but because of your work to meet the needs of users, the vitality of your work there, rather than regulatory measure. "
When self-made part in the production of high-Jin also said that Fantastic Art all in accordance with provincial standards for the broadcast TV production, "from June 8 last year, Fantastic Art, entertainment on the line that day, all of our original content with subtitles This is any Internet video sites are not done, we are to get TV broadcast standards are derived from I asked, "terrorist! health warning" broadcast a few period, several pharmaceutical companies want product placement in the program, We are very cautious refused, worried that there will be some unsafe drugs advertising, because our program to the television distribution, it is issued in accordance with the standards of television programs produced. "
Star began to favor self-play
Self-made content from this year's lineup of view, the vast majority of video sites selected star of the lineup, Tao, Dai Jun, Aoi, Zhang Yadong and other stars to join, and by the drama team produced excellent images, are now made so that content completely abandoned Hugo "Murder Caused by a bread," the era of grass-roots oriented. Sohu Entertainment this year's third self-produced drama "Summer Sweetheart", and Hunan Satellite TV and invite popular "fast women" Zeng Yi, Liu Xi-jun and other stars. From the first "loose money married mind" began, Sohu successfully invited to participate in investment and starring Liu Tao, Liu Taosheng which is under two children after returning from the United States first appeared on film and television work. Responsible for the content of the play's Sohu Entertainment senior director of operations is still Na introduced Sohu initially clear, do some home-made drama to find first-line star, "the Internet competition is fierce, users can have the U.S. drama, drama many choices, he depends on the must be good work, so we must find a charismatic actor and a good production team. "is hot in the recent" 7 movie "plan, Sohu is also invited to include Liu Ye, Huang Bo, Li Guangjie, Xuebing, Huang Lei, Wu Xiubo, Zhang Mo, including seven first-line cross-directed seven male movie star.
Fantastic Art is inventive self-selected columns, the first show is a series of "health." Of this strategy, Fantastic Art Gong Yu, CEO, said the last two years made play into the video site's "Red Sea", and made part still in the "blue ocean" state is a combination of their own experience on the Internet for many years, told the team health topics must be done, "I know the demands of users, they are actually very concerned about their own health, but we do not make science type of program, but focus on those small lesions." Jin Gao introduced in their initial position " horror! Health Alert ", in addition to heavily invited Indah team, we must also clearly and" Yangshengtang "and other TV section distinguish between health," Internet users in general 19-45 age group, they do not have time to watch TV every day, learn how to massage yourself, how daily porridge, boil medicine, we are wondering, the program should show that the appearance of things, such as stomach pains my days, or diarrhea, or continue to fart, these symptoms are sometimes inconvenient to open discussion in the mass media, but the data in Baidu, the search number of these diseases is very large, but often indulge in privacy, is more suitable for viewing on the Internet alone. "
Home theater is more convenient placement
The rise of home-made content is really attractive for video advertising on the site in no small value, but with the purchase of video compared to the economic benefits generated by copyright, or a drop in the bucket. However, this most video sites with optimism. Many sites have said that the current self-made drama has been able to break even, which is known as the "burn" the video field, is considered very rare. To Sohu for example, the first self-made play "loose money married mind" pulled Beijing Hyundai, L'Oreal Paris and a number of clients to advertise in the story were implanted, the second "Crazy Office" has also been Citroen Sega, Acer, Zhaopin sponsorship, not only to recover the costs through advertising, through television and new media to sell ground-profit clients.
Youku senior vice president of operations WEI more optimistic attitude, "just made the first two years out of time, we do not understand, do not understand the production level and capacity of the Internet, two years out of something so that advertisers have confidence degree of youth last year to do '11 ', Chevrolet full sponsorship, and later their car was sold out of stock, can be very significant return on investment this year, many car manufacturers have added to this to. Youku is shooting home-made drama " being 59 cm ", naming rights to Philips, it is a small appliance, and family life are closely related, in line with 'happy' theme."
Through the analysis of advertising, Fantastic Art, senior director of high content Jin believes that the current lot of advertisers still in a wait stage, "We all know that Internet video is very fierce force for two years, a lot of television advertising to grab a share of But part of the advertising share is not transferred to the Internet from television, which is a wait and see phase, the entire industry needs this time to its confidence, this confidence come from? is well do not you make something well, there is no eye effect, and the site's brand and also hits a great relationship. "
Site "burn" grab the hit series
Although the homemade video website emphasis on content has become the "meat and potatoes", but the television rights to purchase the hit series is still the major video sites survival "dinner." Wei Ming said, made movies, TV shows up to a dozen a year, while the purchase of television rights, there are hundreds of thousands each year the Ministry, not a full order of magnitude. Sohu also in the summer high throw thirty million buyout of the new "My Fair Princess" Internet copyright, setting a new price, which the industry once considered "crazy" move. However, Sohu video Yu Tao, senior director of strategic cooperation, said the purchase price, "My Fair Princess", both to enhance the appeal site, or the economic benefits are very satisfactory. "There are five advertising customers to do the patch, through distribution to other video sites Sohu also recover costs, and which enhance the appeal of Sohu in young Internet users played a very good effect."
Is considered to be the hit of this year several television rights, "never forgotten designation" is to grab Sohu, Sun Li starred in "Temple Zhen Huan Chuan" Watch music to twenty million were purchased in the working screenwriter of "dumping City Snow "is in the shot and get music Watch investment opportunities early to grab the copyright. Youku is expected to spend this money to buy film and television rights to more than 200 million, Sohu will launch this year a total of 25 independent radio drama, "Last year, Sohu bought the" defense of marriage "," daughter of the beautiful era "," stirred mind "and so very successful, has been among the top few hits, like the upcoming broadcast of" indelible designation, "and also spent a lot of energy bought the broadcast rights alone, which is currently distributed to several video sites has not been decided, we believe that this play must be the highest attention to this year, last year not many people optimistic about it when Sohu has been eyeing. "
Recent "Spring Lee Spring" hit, but also to network Fantastic Art copyright buy side is satisfied with high-Jin introduced, initially spotted the show, because the influence of Song Dandan, "We note that, in the micro-Bo Song Dandan is very active, and users to interact with her very much, she was a lot of social networking sites are Zhuantie high rate, we will not judge an actor's age, she belongs to the audience level, on the Internet and television star not on the same. "
Video site layout plan for the coming year, in addition to large amount of money to buy the hit series of copyright, but the projects have also made greater efforts. Yu Tao introduced, Sohu addition to the end of the line "7 film", will also focus on self-introduction programs, no lack of news, documentaries and other types. Jin Gao also said that Fantastic Art Network will be produced next year or large Internet sitcom, does not rule out co-production and television distribution.
Our reporter Wang Wenmiao
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