Why does network video counterattack TV?

With the convening of the video website resource promotion conference, the content strategy of the mainstream video platform in 2015 has gradually unveiled its mystery.
The multi-screen environment has gradually matured and the boundaries between different screens have become increasingly blurred. The network video platform has been in the mix for many years, and the market concentration has been continuously improved. The video platform that has survived has been continuously upgraded both in terms of body mass and content production capabilities. The wipe between online video and traditional TV will go away, and it will be encrypted.

Traditional TV stations such as Hunan Satellite TV and CCTV have gradually recovered video playback rights of self-made programs in order to keep user access. At the same time, the SARFT tightened the introduction of copyright for overseas programs, which also made the major video sites face a crisis of content supply.

Since 2014, homemade production has become a key strategy for the video industry. This trend will be further strengthened and upgraded in 2015. Big scenes, big investments, heavy production of heavy columns, all-star lineup drama, one after another, the level of money as much as first-line television. The importance of content layout is increasing day by day. Only people with deep internal strength can be invincible for a long time.

iQIYI: Super Homemade + Top Copyright

This year, iQiyi is still the first to kick off the video website's annual resource promotion meeting. Under the theme of "No video and no marketing", iQiyi has made an overall upgrade to its content input, relying on platform big data, and has constructed a 2015 content layout of "Super Home Premium + Top Copyright".

Gong Yu, the founder and CEO of iQiyi, stated that “The cost of iQiyi's self-made unit in 2015 exceeds that of TV dramas, and the investment in self-made variety shows exceeds that of TV stations.”

The super network drama represented by "Tomb Notes" has invested 5 million yuan for each episode, greatly affecting the future direction of network self-control mode. In addition to "Tomb Notes", iQIYI 4+X Super Net TV strategy also includes "Ghost Blows", "Psychic Crime," "Living Goodbye," "Skin Game" and other four plays.

In terms of self-produced variety shows, with the investment of billions of “Qiqi Shuo” as its representative, it has obtained Metersbonwe’s title of over 30 million yuan. At the same time, various kinds of content, such as "Fall in Love with Supermodel" and "King of Pop" that are based on big data insights of video users, will also appear one after another.

In terms of copyright, Yiqi Art won 8 exclusive copyrights such as Dreamer, The Star's Chamber, The Peak Partner, and Stars to My Home. In terms of copyright dramas, "How to Use the Mouth," "Ban List," "Lady's Alum", "Spend One Thing", and "The Legend of Heroes" are all on the air.



Youku Tudou: Big homemade, global copyright and joint production

As a senior player in the video industry, the theme of Youku Potato Promotion Conference this year is “Big Self-restraint Big Data Impact”. From strategy to ecology, from content to marketing, the overall layout around “big”. The self-control, global copyright, and joint product development are the content strategies for this year.

You Yongtuo Group Chairman and CEO Gu Yongsheng said, “Today we are leading everyone to change the content production method to create a derivative ecology. This is a small era for everyone, but also belongs to our great era!”

In the “Large-in-house” project, Youtu teamed up with two world-class production facilities, Endemol and TALPAMedia. One is the "BIGBROTHER" where Youku is on the lineup in the second quarter of next year, and the other is the "China Voices Juvenile Edition" created by the exclusive "TheVoiceKids" model of the upcoming potato.

In self-produced dramas, "Little Times 2: The Copper Age," "The Search for Qinji," "The Cloud of Xuanyuanjianhan," and "Kyushu • Darkmoon Six" and other content based on mature IP, will pick up Youku Tudou Super. The banner of the drama.

In terms of copyright, the "Most Powerful Brain" will be exclusively broadcast on Youku Potato in the second quarter. In terms of domestic dramas, it will cover popular contents such as "Mu Zetian", "Qin Shi Mingyue" and "Beijing meets Seattle".



Sohu video, Tencent video: What surprises worth looking forward to?

According to Sohu Video's announcement today, Sohu Video will hold its first marketing meeting in Beijing on November 17th. The theme of this year’s Sohu video is “Same Screen Resonance,” and the name is not called a resource promotion, but a marketing opportunity sharing session.

From the invitation letter, it can be seen that, like last year, Sohu Video is not a way to “pile up resources,” but from the perspective of users and marketing, the whole sharing session will be held in series, and the customer “concentrates on the same screen and resonance consensus”.

In this year's vigorous Tencent video, on this year's resource promotion, there is still no release of any wind.

However, the industry is still looking forward to whether Tencent’s video can finally make a big move. Tencent Video has always been on the way to Tyrant. Regardless of whether it is self-control or copyright, including the sound of the next season, it is worth observing.