Mango TV is just an example. It is not reliable for TV stations to get involved in video websites.
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Since the beginning of this year, there have been rumors that Zhejiang Satellite TV will reclaim the online video broadcasting rights of its own TV programs and get involved in the video website industry. In addition, there are rumors that Mango TV wants to acquire the exclusive new media broadcasting rights for some variety shows of Jiangsu Satellite TV in addition to the high-quality content of Hunan Satellite TV. However, the final trend of the plot is that Jiangsu Satellite TV has distributed the copyrights of its latest variety shows "Fight for Her" and "Go to the End of the World" on major video website platforms, and Zhejiang Satellite TV's top reality show "Run, Brothers" has not implemented an exclusive broadcast strategy on any video website company. Except for Mango TV under Hunan Satellite TV, traditional TV stations are obviously not as interested in the layout of the video website field as we imagined. It is difficult to create a replica of "Mango TV". TV stations are committed to copyright distribution. In April last year, with the popularity of Hunan Satellite TV's reality show "Flowers and Boys", Mango TV kicked off the real implementation of its exclusive broadcast strategy. At the beginning of this year, with the exclusive broadcast of Hunan Satellite TV's another popular variety show "I Am a Singer Season 3", Mango TV APP topped the Apple Store free rankings overnight. With a series of popular variety shows created by Hunan Satellite TV, Mango TV quickly won a place in the video website industry by relying on the "exclusive broadcast" strategy. While other video website companies were dumbfounded, major traditional TV stations also began to have some "ideas" about this. Especially after successfully breaking through with a series of high-rated variety shows comparable to Hunan Satellite TV, such as "The Voice of China", "Dad is Back", and "Run, Brothers", Zhejiang Satellite TV has also successfully turned into a first-tier TV station and its voice in front of advertisers has been continuously strengthened. The news that Zhejiang Satellite TV will get involved in the video website industry also came out. Obviously, the fierce competition among major companies in the video website industry is not inferior to that between traditional TV stations, and the current long-term loss situation in the video website field has also determined the impossibility of traditional TV stations wanting to create new video website companies. Imagine that the TV station's high-quality content can be profitable through the distribution of copyrights of new media, so why bother to "burn money" to create its own online video platform. In addition, even iQiyi, which has made breakthroughs in content and users in the past two years, is often rumored to be abandoned by Baidu. It can be seen that the hot video website industry is not the best choice for TV stations. Everything is aligned with content. Platform advantages may no longer be so glorious. At present, the commercial value of high-quality content for traditional TV stations is no longer limited to the introduction of advertisers, but to obtain a win-win situation of income and reputation through copyright distribution new media platforms. Especially after the control of content copyright and the production of high-quality content have gradually become the core points of competition for major TV stations, whether or not to create more content input platforms may no longer be so important. Looking back, the popularity of exclusive rights for TV variety shows can be attributed to Zhejiang Satellite TV's "The Voice of China". During the first season of "The Voice of China", the publisher Zhejiang Satellite TV invested 80 million yuan in it, but created 300 million yuan in revenue; this also led to the fact that before the second season was officially launched, "The Voice of China 2" sold advertising fees of up to 1 billion yuan and Sohu Video spent 100 million yuan on the exclusive network broadcast rights; and in the third season, Tencent Video spent 250 million yuan to buy it out at one time. The fundamental reason for the popularity of TV variety show network broadcast rights is the competition stimulation of video website companies for high-quality content. As traditional TV stations continue to move towards high-quality content, video websites have not missed this opportunity to turn things around. They have turned to self-made dramas and even self-made variety shows. Take iQiyi's self-made variety show "The Rap of China" as an example. It received 50 million yuan in advertising sponsorship fees in the first season and set a record for the highest sponsorship fee for Internet variety shows. The "The Rap of China" that brought together various variety show big names did not disappoint. The total number of views in the first season exceeded 230 million times, and the Baidu Index soared from 500 before the broadcast to 190,000. It can be seen that for users, whether it is traditional TV stations or video websites, high-quality program content is the real driving force that drives them to continue to grow. The so-called "cross-border" TV station to create a video website is ridiculous, except for being absurd.As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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