Video site and TV station compete in cooperation

In the long run, the author believes that the advantages of TV stations in the production of variety shows will gradually shrink, and video websites will sell more of their copyrights to TV stations. There will be various forms of cooperation between the two in terms of content, marketing, and advertising.



Video sites continue to extend the industry chain

The author believes that self-made dramas and stand-alone plays of future video websites will become the mainstream mode for the development of video websites, and will also have a major impact on TV stations.

After 2009, major video sites increasingly involved in self-produced dramas, developed to the present, the contents of which include variety, mini-drama, drama, micro-film, animation and so on. The variety and production of self-made dramas on video sites have been diversified. With good momentum, video sites are also expanding their investment in this area and increasing their expectations. Although the content of current video websites is mostly from traditional TV stations, in the days to come, the author believes that there is a high possibility that video websites will transition from broadcast platforms to producers. Such as Sohu Video's launch of Reel Mens 2 hit a single set of record-breaking 10 million hits, Youku.com's online drama Miss Puff, the total playback is also more than 200 million times.

In the future, with the diversification of home-made drama genres and styles, various types of "sharing" and "sharing" programs will gradually improve, to a certain extent, ensuring the continuity and freshness of self-produced drama productions, while leveraging big data for users. Precise mining of demand also laid the foundation for gaining market share.

The stand-alone drama can fully utilize the channel advantages of the video website, achieve the maximum dissemination of high-quality content, establish a free, high-definition, interactive, and good user experience to meet the viewing rhythm and viewing habits of young people. Although the current stand-alone plays are more from TV dramas and variety shows of traditional TV stations, in the future, as the competition intensifies, there will be more video sites expanding the scope and type of purchase.

The author believes that in addition to selling advertising and copyright, the future video website revenue can continue to promote direct payment. A large part of the income of foreign video websites comes from paying users. However, in domestic video revenue, advertising revenue accounts for 70% of the total, and users' payment accounts for less than 10%. It is still difficult to promote the development of user-paying habits. The key to the difficulty of direct billing is that the first is that the awareness of paying is not cultivated, and the second is that users do not form a fixed brand awareness, so each website has formed the characteristics of content-based users. In the future, with the enhancement of strength and the emphasis on core resources and the power of capital operation, video websites will continue to extend the industrial chain and occupy more advantages. The future development path may be the same as that of e-commerce websites: The product line, with the help of capital, strengthens core advantages and expands its own areas of influence, which also lays a solid foundation for future copyright output.


Competitive mode under competitive situation

China's current video site is based on the Internet giants as the main background of the development of the way, the path of competition is similar, as the three portals of the year, the core is mainly due to differences in content and service, experience. The current relationship between existing video sites and TV stations, in addition to copyright sales, mainly includes content, promotion, and advertising-level cooperation models. Although deep cooperation has not yet become a mainstream model, deep cooperation and resource integration should be worthwhile. The path to the trial.

First, at the content level, multiple models can be developed for strategic cooperation. Television stations and video websites can integrate the advantageous resources of both parties and work closely together in the production and promotion of the programs to achieve a win-win situation. For example, in 2013, Sohu Video and China Voice launched a sprinting sound to output players for the program. During the broadcast of the program, the footage of the Sohu video reporter on the recording site was used for entertainment broadcast programs and programs. Warm up. As a result of the cooperation, within 48 hours, Sohu Video has created 158 million hits, and has provided TV stations with a counter-output viewing point; the heroes of Chinese characters created by Iqiyi and Henan Satellite TV have planned, produced, promoted, and invited merchants. The joint operations across the board have opened up the resources of television stations and video websites, maximizing the effectiveness of communication.

Secondly, at the marketing level, it is possible to achieve the linkage between the Taiwan network and mutual benefit. With the increase in the production capacity of video site content, they will expand the broadcasting channels of content as much as possible, and offline channels of television stations will become important resources. Through cooperation with the Internet, TV programs can realize real-time multi-screen interaction among four video terminals of TVs, PCs, mobile phones, and tablet PCs, enabling simultaneous or asynchronous broadcast of different volume and type of content to meet the needs of different audiences. Different levels of personalized needs continue to extend the "long tail" of the program. For example, in CCTV's documentary hitting China in 2012, after CCTV broadcast, it quickly logged in video sites such as CNTV and iQiyi to realize the second transmission and gained more attention. It was also the Chinese on the tip of the tongue. Preheated very well.

In the long run, TV stations and video websites can gradually establish a cross-platform audience database, strengthen research on audience behavior habits, and innovate more interactive forms.

Thirdly, at the advertisement level, platforms are shared and precisely linked. The existence of a dual platform for television stations and video websites provides advertisers with an opportunity to optimize their portfolios. It can increase exposure, expand the level of consumer users that can be covered by advertisements, and combine product development cycles with programs or episodes. As the core, select the regional combination of website + TV station. The combination of television and the Internet can have the effect of re-communication, which is more attractive to advertisers. Such as the brand naming rights, as long as the crown can be presented on television and the Internet at the same time. Generally, when the Internet broadcasts, the embedded content of the TV station's advertisers will also be broadcast in full, spending two channels on a single payment to achieve the effect of the secondary dissemination of advertising. From an advertiser's point of view, it is also possible to try to broadcast ads synchronously to increase the effectiveness of communication. TV stations and video websites have certain complementarity. Therefore, the advertising linkage between the two parties is conducive to the exchange of customer resources, complement each other's advantages, and increase and expand the overall advertising revenue.

In the long run, video sites and TV stations will become more and more fierce in competition for advertising resources and user resources. However, there are many possibilities for cooperation in the current period: TV stations have the advantage of content production and channels, while video websites are in rapid development and continuous development. During the growth period, there is a basis for cooperation with powerful television stations at the content and channel level.