How can video websites continue to play the card of self-produced dramas after the first year?
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2014, which was called the "first year of self-produced dramas" by video websites, has become a thing of the past. Entering 2015, compared with YouTube, the world's largest online video website, which is about to launch its own original video content, domestic video websites are obviously ahead. After experiencing the "first year of self-produced dramas", facing a series of new policies of radio and television and the impact of the entry of foreign video websites into China, how will domestic video websites continue to play the trump card of self-produced dramas? Content innovation and upgrading is the source of vitality. Compared with traditional TV series and imported dramas, domestically produced dramas were once labeled as "rough" and "low-cost". However, as major video websites began to invest large amounts of money and resources in self-produced dramas, last year, many online dramas such as "Fleeting Time" and "The Darker Side" were launched, gradually changing users' views on self-produced dramas. Relevant data shows that in the first quarter of 2015, the video website industry launched 58 self-produced dramas, nearly four times the 15 in the first quarter of 2014; and in terms of copyright introduction (mainland dramas + overseas dramas), the number in the first quarter of 2015 was 80, a sharp drop of 25% from the 107 in the first quarter of 2014. Judging from the number of online dramas in the first quarter, self-produced dramas are still valued by video websites. Influenced by the policy of the State Administration of Radio, Film and Television that "foreign TV dramas launched in 2015 must obtain the full film of one season and add subtitles to the local bureau for review, and after passing the review, they can be broadcast online after obtaining the import license number", self-produced dramas will gradually make up for the content gap caused by the "foreign restriction order" to video websites in the future. At the launch conference of the fourth season of "Diaosi Nanren" held by Sohu Video, Zhang Chaoyang, CEO of Sohu Group, said that excellent self-produced dramas can bring huge traffic to video websites, and self-produced dramas will gradually make up for the gap in American dramas in the future. In addition, Gu Yongqiang, CEO of Youku Tudou, also announced that the company will invest 600 million in self-produced content in 2015. In fact, the role of original content in the online video industry has far exceeded the common expectations of the industry and users at the beginning. The birth of self-produced content has not only opened up the exploration of new business models in the video website industry, but also brought it into an era where it can truly compete with traditional TV stations. Take the fourth season of "Diaosi Nanren" as an example. Within 24 hours of its launch, the number of views exceeded 15 million, with an additional 20 million views in the series. Mobile views accounted for 80%, and the total number of views exceeded 2.6 billion, setting a new record for the growth of self-made drama views in the industry, surpassing the hit dramas on major satellite TV stations. When self-made dramas become the mainstream of the future development of video websites, self-made content will also change from low-cost, small-scale production, and small stars to high-cost, large-scale production, and big stars. The innovation of self-made content categories and the upgrade of quality will become the focus of future video websites. IP operation should not be underestimated. For video websites, it is very difficult to create an original IP widely recognized by the audience through self-made dramas. Although a large number of self-made dramas have been produced since the year before last, there are not many dramas that are really well-known by the audience. It is even more difficult to keep an IP active, derive more products, and keep users paying attention for a long time. In the domestic IP resource market, there are still many problems in the development of high-quality IP resources, including the lack of original IP resources, short development cycle, and poor innovation ability. Unlike foreign dramas that are long-lasting and often shoot more than ten seasons, a good domestic IP resource often does not flourish for more than three years. If it is not continuously developed and innovated, it is easy to be neglected and forgotten by the audience. At present, some of the better original IP self-made dramas in China have embarked on the road of digging deep into the brand. For example, after the release of the movie "One Hundred Thousand Bad Jokes", it was developed into a popular mobile game. The "Diaosi Man", known as the king of online dramas, is about to take the lead in launching the movie "Jianbing Man" to officially enter the theaters, and launch the mobile game of the same name, striving to expand the original content ecological chain, cross different screens, open up the entertainment and game industry, and realize the industrial chain of online self-made branded platforms with super IP influence. The continuous development of high-quality IP value can not only save the high cost of purchasing copyrights and dramas for video websites, but also continuously generate profits through copyright distribution. This is a good prescription for video websites that have been losing money for years. Zhang Chaoyang once said: "To ask when Sohu will make a profit is equivalent to asking when the entire video industry will make a profit. In 2014, Sohu Video was the video website that spent the least money, but it was the fastest growing. Sohu Video must take a new path. In 2015, Sohu will no longer compete fiercely for external copyright purchases." Not competing for external copyright purchases means constantly innovating their own content. In 2015, video websites holding the trump card of self-produced dramas can only achieve sustainable and healthy development by innovating and upgrading content and digging deep to expand brand value. 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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