Video websites betting on American dramas to revive may fail

In recent years, European and American dramas that have been highly sought after by video websites may face content adjustments due to scale issues. Yesterday, news confirmed that popular American dramas such as "The Big Bang Theory" and "The Good Wife" were removed from multiple websites including Sohu Video, Youku, and Tencent Video .

Ms. Zeng, the person in charge of the copyright purchasing department of a video website, revealed that the fundamental reason behind the collective removal of American TV series is that they are too explicit. The trigger of the incident was Sina's (48.15, -3.49, -6.76%) "pornography-related" incident. More video websites expressed a "wait-and-see" attitude towards the matter. Some observers who were skeptical also expressed concerns that "80% of American TV series are expected to be banned", but this statement has not been confirmed by the video websites.

Rumors of ban affect video sites

Apart from the explanation on the playback interface that "the viewing service cannot be provided due to policy reasons", none of the affected video websites were able to provide the Beijing Business Daily reporter with more official responses. Youku and Sohu both stated that "the broadcast of film and television dramas shall be subject to the requirements of the competent authorities."

In fact, although only four American TV series, "The Big Bang Theory", "The Good Wife", "NCIS" and "Justice", were caught up in the ban, the panic among users turned into a "ban on American TV series". "The claim of banning American TV series is a complete misunderstanding. Apart from these four series, other American TV series have not been affected," a staff member of a video website admitted. "We really don't know the specific reason for the ban on the above four series, and no relevant documents have been issued. It's just a verbal notice from the competent department, and we don't know what the next step will be."

With a series of government orders and disturbances surrounding the broadcasting of film and television dramas in recent days, video websites are at the forefront of policy changes.

In the middle of last month, the State Administration of Press, Publication, Radio, Film and Television issued the "Supplementary Notice on Further Improving the Management of Online Dramas, Microfilms and Other Online Audiovisual Programs" (hereinafter referred to as the "New Notice"). As a supplementary document to the 2012 "Notice on Further Strengthening the Management of Online Dramas, Microfilms and Other Online Audiovisual Programs", the New Notice reiterated the requirements of "review before broadcasting" and "strictly checking the qualifications of TV dramas and programs for broadcasting".

We are currently in the period of the special campaign "Cracking Down on Pornography and Illegal Publications, Cleaning the Internet 2014". Qvod, which has been repeatedly accused of piracy, has recently been investigated by the public security department for pornography and piracy issues. Sina.com has also been disseminated obscene and pornographic information through its reading and video channels, and the competent authorities are planning to revoke its Internet Publishing License and Information Network Audiovisual Program Distribution License, and stop it from engaging in Internet publishing and network audiovisual program distribution business.

The scale is too large to cause the obstruction of European and American dramas

In recent years, European and American TV series have been deeply loved by Chinese netizens and have also become the main direction of copyright competition among video websites. Popular series such as "The Big Bang Theory", "House of Cards", and "Agents of S.H.I.E.L.D." are striving to be broadcast simultaneously with American TV stations.

Ms. Zeng admitted: "Take "The Big Bang Theory" as an example. Classic hit dramas like these will inevitably lead to user loss if they cannot be resumed in the short term. For video websites, if there are no users, it means losing advertisers, which means losing the capital for making a living." For Youku and Sohu, their plans to seek revival by betting on American dramas will also fail.

Some analysts pointed out that European and American dramas have a growing competitive advantage in attracting users, but they have been subject to censorship and public pressure due to their cultural habits and excessive scale. With the implementation of the new policy, the pace of video websites introducing European and American dramas may slow down, and some dramas with excessive scale may not pass the review. Video websites may consider purchasing Japanese and Korean dramas or more domestic film and television dramas.

The film company may develop dual versions

There are also reports that producers in the European and American markets are paying more and more attention to the needs of the Chinese market and have noticed the policy changes. Many companies have started to produce two different versions to specifically target international markets including the United States and China. However, this strategy also requires domestic video websites to carefully consider, "If the original elements of American dramas cannot be retained, will Chinese audiences buy it?"

Industry insiders suggest that in order to reduce the risk of purchasing dramas, video websites should further improve their "self-censorship" mechanism. When purchasing dramas, in addition to considering the attractiveness of the dramas themselves to users and customers, the investment risks caused by policy influences should also be considered. Ms. Zeng emphasized: "Instead of waiting until the license is revoked and losing both the wife and the army, it is better to clean up the illegal content quickly. However, if the video website has a strict self-censorship mechanism from the beginning when purchasing dramas, it will eliminate negative factors such as pornography and violence from the source, and naturally avoid some of the risks of purchasing dramas."

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.