Video site content warfare has these three tricks: exchange, self-control and group operations


Recently, at the 19th Hong Kong International Film and Television Exhibition, domestic TV drama production company Huace Film and Television announced that it will open a total of 100,000 hours of copyright library, and Xiaomi will let it log into the millet box for the “Hua Theater” developed by Huace. Terminal system areas such as mobile devices, Internet TV, etc. As soon as the news was announced, it immediately triggered discussions in the industry about "the depth of content and platform cooperation."

In recent days, Xiaomi invested in iQiyi, Youku Tudou and other video companies, and also cooperated with the Phoenix News Media on the news client "Little Info." The platform for actively extending olive branches to “content parties” is not just Xiaomi, but the way of cooperation is also varied.

According to industry insiders, video platforms have been overwhelming for years of copyright struggles, and finding other ways to obtain content is an inevitable trend.


The contention for content resources on the platform is as follows:

Investment and Resource Exchange

Xiaomi CEO Lei Jun had previously expressed his feelings that Xiaomi's TV and box had regrets in the user's feeling that the content was not rich enough.

To this end, in October last year, Xiaomi took shares in Huace Film and Television. Compared to purchasing videos directly from video sites, the advantage of investing in shares is that the cooperation at the capital level is longer. There is always a time limit for buying copyright, and you have to continue to invest after the validity period. However, if you invest in shares, you can not only maintain value, but also add value. And the party that accepts investment will not sit down.

Chen Xiao, vice president of Xiaomi, said that mainly through the way to participate in the stock selection of strong production agencies to cooperate, rather than invest in a separate project. Of course, Xiaomi does not rule out direct purchase of a small amount of premium content, but the volume will not be as large as a video site.

According to reports, in addition to the classic drama series, movies, documentaries, and variety shows, the “Hua Theater” content does not exclude the possibility of providing premiere video content based on the cooperation and market demand.

Group operations

SMG Group (Shanghai Wenguang) is a good example.

SVS platform has BesTV and popular network, content has Dragon TV, First Financial and other resources. This month, BesTV increased its capital in the popular network and will hold 82.76% of the shares after the completion of the capital increase. BesTV also announced that it will invest 300 million yuan in the targeted issuance of Beijing Gehua Cable and 84.96 million yuan in shares in Sobey. At the same time, BesTV is reorganizing with the Oriental Pearl, and the market value will reach 100 billion after restructuring.

Ling Shi, president of BesTV, believes that SMG's media assets and the copyright of the five-straits media that cooperates with foreign videos are its main advantages, forming the BesTV content+platform+channel model.

Video website development homemade drama or support production company

These platforms, represented by video sites, use methods that are fully developed for self-produced dramas and support or cooperate with some production companies. Wanhe Tianyi and other production companies also have a strong presence here, from behind the scenes to the stage. From the effect point of view, taking the idiosyncratic talk show “Qiqi Shuo” as an example, before it was launched, it received an investment of 50 million yuan from Metersbonwe. This is comparable to the 30 million yuan in the first quarter of the television program "Where Did Dad Go?" and the 60 million yuan in the first quarter of "China Good Voice."

It is worth noting that the homemade drama that was originally used to save costs has now entered the money-burning mode. iQIYI continued to follow the path of burning money and invited the stars to invest in the production of "fall in love with supermodel", Venus, Qi Qi, Awards, such as the emperor Dawa, Wei Mi Super Star He Sui and other stars to help out, visible Iqiyi is Under the blood. It is reported that the unit cost of Iqiyi's self-produced drama in 2015 will exceed that of TV dramas. For example, "Tomb Notes" breaks through 5 million yuan per integrated book.

Of course, the variety shows of movies, TV shows, and TV stations still occupy a lot of attention. Each platform will also continue to invest more in these contents. Even the company's disinterested purchase of exclusive Storm Media said in its prospectus that it will purchase about 409 million yuan worth of movies and TV drama copyrights and variety shows to enrich the storm's online video platform. Xiaomi also said that it does not rule out direct purchase of a small amount of quality content.

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