In order to cope with the fierce challenge of copyright competition, video websites have adopted the following strategies:
First, the alliance production team
How to cultivate the hematopoietic capacity of online video companies is an old topic, and it is also the crux of the unprofitable industry, forcing video websites to keep trying. Recently, the strategic cooperation between He Yi (formerly Youku Tudou) Group and Miwei Media is a new attempt to get rid of copyright purchase of online video.
The alliance between Youku Tudou and the production team has been uninterrupted since June this year. The specific plan has been revealed at Youku Tudou Ecological Conference. It is announced that the six top variety teams in the United Nations will work together to create online variety shows next year, including the production teams that once created Hunan Satellite TV's Everyday, The More Strategies, the Happier, and SMG programs of variety shows such as China's Got Talent, Mamma Mia, and The Voice of Chinese Dreams.
Second, absorb overseas forces.
In addition to cooperating with domestic production teams to produce their own content, video websites are still wooing overseas forces. The reporter learned that "Korean drama China system" is a new mode of Sohu video. Although this mode is promoted by Korean stars, the dialogue is all in Korean, shot by the Korean team, and Sohu Video is responsible for script development, actor selection, scene selection, editing mode selection, entertainment marketing and so on. The content produced by * * * will be broadcast exclusively on Sohu Video.
In short, the role of Sohu Video in this mode is more like that of the investor and more like that of the product manager of the project. In mid-June this year 165438+ 10, as the first Korean drama in China, Secret Love of Gao Zi was officially launched on Sohu video, with a first-day broadcast volume of 765438+ million. At the same time, the pattern volleyball to be launched next year also adopts this cooperation mode. At present, the play has entered the editing stage.
Third, build an open platform.
If it is a self-operated mode to form an alliance with domestic production teams and win over the advantages of overseas resources, then launching self-channel can be called platform mode. Self-channel is an important carrier of online content of Heyi Group, and it is a video presentation method from the media on Youku platform, which integrates the functions of recording video from the media, connecting viewers and interacting with fans. To put it simply, it is similar to users registering "Taobao" account on Youku platform to release related videos.
According to Youku Tudou, at present, the online content traffic of Youku and Tudou platforms has exceeded 50%, and the monthly self-channel broadcast volume has exceeded 654.38+000 billion times, which can generate 30 hours of online content every minute. In the past year, the number of self-channels for publishing content has exceeded 654.38+0 million.
Interestingly, like Alibaba's platform operation mode, Youku Tudou has also launched a variety of profit channels for its own channel, including advertising sharing, gifts, games, card coupons, and soft-wide investment promotion. "Just like the e-commerce model, building a platform to engage in open investment can increase the flow and richness of online content in a short time." Another analyst thinks so, but the quality control of online content is relatively weak.