Video industry: Saying goodbye to fast broadcasting, movies and television for all, embracing the ecology

In the video website in 2014, we had to mention the swift broadcast. This once-in-a-life camp of Pan Yi finally left the altar and eventually lost to the copyright. Although it had previously tried hard to whiten, it also Back to powerless.

If the server seizure at the end of 2013 was a foreplay, then as Wang Xin's arrest, it was completely announced that the fast broadcast really left us, leaving the competitors with more content awe .

In addition to the fast broadcast, Yu Wei’s copyright has also affected domestic subtitles. The earliest and most influential subtitles group in China, and the Chinese subtitles exchange platform, Shooter, have also staged the drama of QuQuan.

Comparing the gates behind the station, the "selling" may be more decent, and it may be possible to regain the turnaround, but this is only possible. Four years ago, Renren's $80 million acquisition of 56 networks, and 4 years later, 56 network was sold to Sohu video for $ 12.90 million, this is the industry mergers and acquisitions after Youku M & A potatoes, iQIYI mergers and acquisitions PPS Another milestone. Renren's performance on the single can be seen, for supporting 56 network, Renren network of social dividend or strength is not enough.

At the beginning of the year, Zhang Chaoyang still remembered that Zhang Chaoyang, the head of Sohu's video, once told the media that “Sohu Video has no M&A plans and will focus on the development of media entertainment.” Faced with the needs of the reality and the development of enterprises, it is sometimes necessary to fight.

Even Shanda, who claims to be a "dreamgoer," sold 641% of its cool shares, and was picked up by Xu Xudong, the founder of iSpeak, a voice and video chat tool. After the transaction, Shanda held approximately 30% of the shares. For the East Side changes, Cool 6 will usher in a new round of personnel changes. After the news of being sold, the fate of Cool 6 added even more.

All along, the video industry is an area that allows companies to love and hate each other. There have been few profit makers, and even if it is known as the industry leader, Yu Tu said that this year will achieve profitability this year, but it has also been faced with reality. Despite this, the development momentum of video websites has remained unabated, and giant capital is still favored in this field.

Here, there is no shortage of competitors. As long as you can endure loneliness and keep users, you can get a world.

During the May 1st, Alibaba's share of shares in EuToo led to the battle of the Internet BAT Big Three in the video industry. Although in recent years, Ali’s investment in entertainment culture has never stopped, the investment is far-reaching and I believe many people in the industry A real "Labor Day" has passed.

One is the representative of the domestic Internet industry giants, the other is the video industry's boss, the topic of marriage between the two is enough to prop up the video industry in the first half of the talks. In terms of transaction details, Ali and Yunfeng Funds acquired 18.5% of Youku Tudou for 1.22 billion US dollars, Ali holds 16.5%, and will appoint its CEO Lu Zhaoyi to join the Youtu Board of Directors. The valuation of nearly 6.6 billion yuan for U.S. stocks with a market value of only 4 billion U.S. soil, self-satisfaction, and this also shows the eagerness of Ali to seek video breakthroughs.

Backed by Ali's Yutu, Baidu backed by iQiyi and Tencent's Tencent video, all three parties are strong in the background, and video copyright is precisely the most tested capital operation.

The recent acquisition of the latest financing has become unfavorable for the company to become the second only to BAT in the valuation. Digging Sina's chief editor Chen Yu, together with the investment of $1 billion in content investment, has also caused a lot of buzz in the industry. . Now that investment has been gradually phased out, it will be unclear how U.S. will receive US$300 million in Uchizu and iQiyi’s US$300 million in U.S. dollars. We will not know how the remaining capital will play its biggest role, but we can still guess that Xiaomi’s investment in Thunder has continued since March. After that, the content will be taken at a faster pace.

Watching the video industry today is also a strong attack by the three “giants”. Several other companies have their own group. Vertically building their own brands can be considered as a place to fight. The competition continues, but the pattern is already settled and there will be new ones in the future. The dark horse, from the industry's competition barriers, the result is self-evident.

One fold: Content competition is deeper and overseas markets are more popular

Last year's copyright price war still loomed over the surface. Websites that failed to win valuable resources in the copyright struggle began to play the "Year of the First Year" and vigorously developed home-made dramas.

According to the data in the White Paper of China's Internet Audiovisual Industry, the amount of online self-made dramas in 2012 is about 65 million yuan, and it is expected to reach 100 million yuan in 2014. In fact, Utugu Yongyong said that in 2014, it will invest 300 million in holding home-made programs, collaborative programs (PGC) and user originals (UGC), and in 2015 will increase production costs to 600 million. Iqiyi and Tencent videos have also mentioned home-made and newly-introduced self-made content.

Although self-produced dramas have low costs and controllable advertising revenues, they can hardly conceal their low brand value and low advertising value and low profitability. After all, not all self-produced plays can be made like dramas. Bring fame and fortune, more self-made drama is the end of the niche.

On the one hand, it is difficult to establish a brand for self-made dramas. On the one hand, the copyright of television stations has tightened the cost of broadcasting copyrights. This year's video website experienced the content contest for content resources. Faced with this situation, they collectively chose a new path for “curve to save the country”.

Hunan Satellite TV, which has a large amount of output for entertainment programs, has tightened its copyright. It is undoubtedly a bad news for video sites. In order to get rid of the dependence on traditional TV stations' copyrights, video websites have turned their attention to the copyright upstream—video companies and foreign resources.

Ultimo establishes Heyi Film Studios; iQiyi and Huace Film and Television jointly fund the establishment of Huazeiqiyi Film and Television; LeTV has established two subsidiaries in the United States; LeTV Films spent US$200 million to establish its subsidiary LeVisionPicturesUSA in Los Angeles, etc. And so on, a number of film and television companies that have injected Internet genes have mushroomed.

In addition to obtaining content copyright through another "home-made" approach, the production risk of co-investment appears to be even smaller, and the quality of the program is more secure, but the cost is also considerably higher.

Ultim CEO Ke Yongyong hand in hands with Busan International Film Festival Chairman Li Yong's "Asian Cooperation Project" to force film production; Baidu and Dong Bang Shin Ki's Korea SM Entertainment Co., Ltd. will be authorized to broadcast SM Entertainment Audio and Video in mainland China. , Iqiyi will also tailor-make an integrated entertainment program; Sohu 8.61 million yuan to acquire the 6.4% stake in Korean entertainment company KeyEast as the second largest shareholder, and announced that it will launch a customized Korean drama exclusive in the future, and KeyEast is the hottest at the beginning of the year. The brokerage company where the Korean drama "Star You" is a professor has previously reported that Tencent has also participated in this cooperation negotiation, but in the end it was Sohu.

Whether it is a self-reliance portal or a large-scale cooperative investment, or content from a self-produced drama to a big movie to a custom drama, this requires strong capital and decision-making support behind it. Otherwise, it is only a clever woman who can't be without straw.

Two fold: The hardware market is in the ascendant

Just as the LeSports model took the lead in gaining a good momentum of profit, a wave of smart hardware was spurred in the industry. Sohu Shadowstick, Youtu brought Haierhua to launch Internet TV, and iQiyi launched a video phone and a video in addition to new television products. The outbreak of the sector is approaching and box television storms are on schedule, cooling the feverish market enthusiasm.

Looking at the regulatory policies of the entire radio and television sector, the “most stringent supervision in history” of Internet TV, which began in June 2014, has the greatest impact on Internet companies.

On the eve of the storm, the Sohu video stick has been formed, built-in Sohu video and game games, iQiyi and TCL released 9 TVs, and then the 100+ mobile video phone was put forward to propose the “Friendship Partner Program”; LeTV released the world’s first The overall sense of the smart TV UI system, etc.; everything is in full swing, and no one would have thought that the storm soon after so fierce.

On June 23rd, the SARFT issued a document requesting that the number of Internet TV licensees and China BesTV be rectified, and the download channels for all types of video APP and video aggregation software and Internet browser software in all Internet TV terminal products should be closed.

On July 9, SARFT requested “Cable TV Network Company to vigorously carry out TVOS 1.0 scale application trials”, and at the same time requested that cable network companies not install other operating systems other than TVOS.

On July 14, SARFT demanded that all Internet TV boxes must stop providing TV programs with time shifting and viewing functions.

On July 15th, SARFT issued a strictest order for the box: not only overseas film and TV dramas and micro-movies are required to be off-line within a week, but also that unapproved end-products are not allowed on the market.

On August 20, when SARFT criticized the CNTV (China Internet TV)'s weak TV reforms in the future, it pointed out that the set-top box UI violations of Xiaomi and LeTV with which it cooperated.

The State Administration of Press, Publication, Radio, Film and Television stated that only radio and television organizations approved by the State Administration of Press, Publication, Radio, Film and Television can qualify for the development of Internet TV content platforms, and there are only seven institutions that possess such qualifications. Seven companies are CCTV CNV, China National Radio, China Radio International, Shanghai BesTV, Hangzhou Huashu, Southern Media, and Hunan Radio and Television.

Under the new rules, if a video site wants to gain permission on Internet TV broadcasts, it must access the content platform instead of using a separate TV-side App. Afterwards, Youku, Tudou, iQIYI, LeTV and other internet video companies have their app on the TV.

There are many microblogging netizens that LeTV's online TV applications have completely died down. When the click enters, some will prompt "stop service" announcements, while others will be unable to respond directly to a long black screen, QQ and some music software. But still able to use normally.

In addition to the deepest responsibility for the love of boxes and Internet TV, SARFT has issued related notifications for foreign dramas overseas, claiming that overseas film and television dramas that have not obtained the “Pictures for Public Release of Films” or the “Permit for the Distribution of TV Dramas” have been obtained. Never play online. The overseas dramas broadcast on the website must be reported to the press, broadcasting, and broadcasting administrative departments before March 31, 2015 as required. From April 1, 2015, unregistered overseas film and TV dramas may not be played on the Internet.

The industry has also revealed that SARFT has imposed restrictions on the number of overseas dramas and domestically produced TV dramas and made new restrictions:

1. The number of film and television dramas to be introduced in the next year will be 30% of the number of home-made dramas on the line in the previous year (2014), and the types of country and subject matter will be diversified;

2. In the next year, the overseas dramas on the new line must receive the full film of the 1st quarter and be handed over to the Beijing Bureau for verification and approval.

The overseas dramas on-line that were on-line in March and September must be completed before April 1st of next year. The online broadcast content agreement cannot be renewed after the expiry of the agreement, such as the renewal of the new policy, accounting for quotas and audit content. Whether or not the overseas drama on-line in September-December takes up the number of quotas for the introduction of the plan in 2015 is yet to be decided by the government.

The content is limited, the channels are blocked, and the hardware path of video websites encounters an unprecedented development bottleneck. Whether or not the latest smart devices that will appear or are about to emerge will survive, not only depends on how the video website captures the licensee’s heart. , Also see if we can avoid the intersection with the interests of SVA. It seems that the possibility of the development of other smart terminals other than the TV box will be more promising.

Tri-fold: Eco-scattering development, innovation without limits

The hottest word in 2014 was “ecology”. Almost all Internet companies are mentioning the concept of ecology. It is no exception in the video industry, and since its establishment, LeTV has used ecology as its synonym for its development, despite the fact that box TV is in radio and television. The impact of the ban has been hit hard, but the eco-efficiency of super TV has gradually emerged, which has caused many competitors to take a close look.

However, based on the multi-terminal extension of video content, the recreation living room ecology is no longer the ultimate goal of the video site. With the addition of more new elements, the extension of this ecology has been infinitely expanded and innovation has been seen everywhere.

New Element One: E-commerce

Alibaba has not made any new progress since it joined the equity market. The first wave is to jointly advance the DT process in China's marketing sector in November, first testing the water video e-commerce business. The specific form is: Ali's marketing platform, Ali Mama will use data and technology to support Youku's new video marketing modes such as “buying while watching” and “playing with potatoes”. At the same time, it helps merchants to conduct data operations, reduce video delivery costs, and attract more. Many small and medium enterprise marketing customers join.

The CEO and CEO of Youku Tudou Co., John Koo, said: "The cooperation between Youku Tudou and Ali will closely integrate cultural and entertainment consumer behavior with product service consumer behavior. Both parties will work hard to realize the vision of 'screen as channel, content as a store', and culture. There will be strong synergies in entertainment, business, and payments, and we will work together to create an O+O era."

In contrast to the “Looking at Side” Buying by Uniland and Ali, it is more entertaining. At present, payment applications are integrated in millet TVs and Tmall boxes. Users can bind a bank card and pick up a remote control. Shopping, the future will also be able to achieve the payment of water and coal electricity charges, the atmosphere has become increasingly strong.

New element two: mobile

The development of the mobile internet is undoubtedly the trend of the year in 2014. A series of popular social applications such as WeChat, Line, and Instagram occupy people's mobile lives, and video as an entertainment representative also shifts to mobile.

According to the data of Airui Net, in August 2014, the number of online video mobile end users was close to 300 million people, reaching 290 million people, an increase of 89.2% compared with the same period of last year in August 2013, and the mobile terminal's share of the use time was close to 40%. In August 2014, the monthly number of online video PC-side monthly coverage was 1.8 times that of online video mobile monthly, compared with 3.1 times in August 2013 and 4.3 times in January 2013.

The keen sense of development is a necessary skill for fierce competition, and the extension of the mobile is no longer news. As an important role of ecological terminals, smart phones can also become one end.

Following the joint launch of iQiyi’s one-plus-one video mobile phone, Tudou also jointly launched a smart phone brand “Transcendence” with the mobile phone manufacturer duowei; and the news that leTV will also be tested shortly afterwards. Previously Meizu executives joined LeTV. It also indicates that LeTV’s mobile phone plan is on schedule.

In addition to the outstanding innovations mentioned above, the entertainment ecology has also seen more new directions of development along with the market trend. One of the online reality shows has gradually shown business opportunities. With the listing of 9158, its representative video product "Show Field" broke into public view. On territory occupied by 9158 and YY, Uniland, iQIYI, and LeTV entered the arena. The site of the online reality show field was divided up. The war is about to kick off.

In addition, new elements such as barrage technology, toll platform, video-based media, and car networking continue to enrich the blueprint for the future development of video sites. The diffused development of the entertainment ecosystem is closer to the construction of living platforms, providing viewers with a full range of full screens. Smart future life brings endless possibilities.

In 2014, after experiencing a series of ups and downs such as fast broadcasting stations, copyright wars, box television disturbances, and restrictions on the broadcast of film and TV dramas, the video website still received the favor of capitals from companies such as Ali and Xiaomi. After experiencing a new round of new and old alternations, the game of capital competition has also shown a state of separatism, with BAT carrying love or an allies at the corner, while others continue to divide up the remaining markets.

In the few days before 2014 was over, the news that the traditional film and television company Light Media and 360 announced the establishment of an Internet video company would add a newcomer to the video industry this year. The new model of paid on-demand exploration could create a new one in the future. Xintiandi will wait until next year.

The content competition still dominates the development of the industry. Different from the past, this content not only serves the construction of websites and brands, but also serves the construction of the entire entertainment ecosystem, providing inexhaustible motivation for the extension of diversified intelligent terminals.