Breaking weapon for video sites is here

Not obsessed with IP hot

IP heat will also have very rapid gains in the future. Under the current situation of "burning IP," we must return to the content in the final analysis.

IP refers to literary or artistic works that are well-known to the broad audience and have great potential for development. The form of IP can be varied, either as a complete story or as a concept, an image, or even a sentence; IP can be used in many fields, music, drama, movies, television, animation, games regardless of the form IP with market value is something that has a certain reputation and potential liquidity. This reporter learned that the United States Disney Company is the master of operating IP, relying on the image of Mickey and other people, shooting animated films, also created the history of the most successful theme park. The profits created by derivative products such as toys and costumes with images such as Mickey Mouse far exceed the output value of the film itself.

Today, under the new policy of "one drama and two stars," the most indisputable phenomenon is the domestic IP fever. Last year, 11 IP movies and TV shows were aired, such as why they were silent, ancient swords, and other exotics, making IP the object of the industry's pursuit. However, how long can IP heat continue? How to treat IP hot?


Wu Wenhui, CEO of Wenwen Group, told reporters that the network novels under the review accounted for 80% of the entire network and was the largest supplier in China. "The IP popularity will have a very rapid increase in the future," said Wu Wenhui. In 2003, a large number of online novels could not be sold, but since 2014, almost all of them have been sold, and pre-orders and panic buying have also occurred. Today, the copyright of online novels can sell up to a few million, plus the follow-up share, the total number can reach tens of millions, "not only is the TV drama, but also the rising range of film copyright, sometimes it makes people feel thrilling."

According to producer Bai Yixuan, he has already purchased a "super IP". "A novel cost more than 5 million yuan in copyright, but we are optimistic about the popularity of the work itself." While paying a high royalties, he admitted that he must control the overall production cost.

Cai Yixi, the president of Tangren Film & TV Co., Ltd., is one of the earliest IP practitioners in China. He has successfully created the Legend Sword series and the frightening steps of the ever-popular network. When she heard about using 5 million to buy online novels, I was surprised. "The value of IP will have a ceiling in the production budget. If it exceeds, producers will find it difficult to bear. It would be very unfair if the budget for scripting is further compressed for the copyright budget. Ten years ago, people in the country might buy IP and they can't buy it now." The Super IP will also require dividends for derivatives, which is very risky for investment."

Will video sites have a strong dependency on popular IP or "super IP"? Tencent video editor Wang Juan's answer is: To be calm. "Don't be blind to IP. For the platform, it is even more calm. Under the current status of IP burning, it is still necessary to return to content. Not all novels are suitable for adaptation to TV dramas. Even super-IPs that have already been sold are not. Will it be a phenomenon drama? I am skeptical." Wang Juan said.

Pursue high quality net play

Whether it is price fight or fight IP, quality is king. This is an incentive for producers to be more challenging.

After the introduction of the "One Show Two Stars" New Deal, the video site was considered the "third star." The amount of online play is the same as the ratings, which has become an important indicator of the success of a play.

Wang Wei, an associate researcher at the Institute of Journalism and Information at the Shanghai Academy of Social Sciences, said that last year Dongyang Noon Sunshine Film & TV Co., Ltd. produced four dramas including Peking, which had no warfare, with a network demand of 5.048 billion yuan. However, the total amount was lost to an ancient sword. The amount of on-demand of the latter is 9.307 billion yuan. "The only drama I was chasing was that Peking had no war. Everyone liked to watch English dramas and felt connotations. I would like to recommend the attitude of American dramas. Peking's non-war broadcast volume is not so good, but its audience group must be better than Gu Jianqi. Tan is more solid."

Dong Hong Sunlight Television Co., Ltd. Chairman Hou Hung-liang admits that in the past it really ignored the audience on the Internet, but he said: "It is never too late to start paying attention. If we continue to follow the inertia of the past, we will be eliminated by the market." Today, Hou Hongliang is also a "boarder" of the online drama. He is shooting a network drama and he has come to close his eyes.

For phenomena like Peking, where there is no war on the Internet, Wang Wei does not think it is in contradiction: "Tencent is a broadcasting platform that covers the entire people and is a pyramid structure. A drama similar to Peiping's no war is equivalent to the pyramid's spire. Needless to say, for a mature coverage platform, what is needed is a rare, high-quality drama.” Wang Wei analyzed that Peking had no slow battle, but its reputation could trigger “80s after” and “90” on the Internet. After "the collective hot discussion. The young people affected by this drama also discussed other splendid splendid dramas in a collective manner, which led to the broadcast of dramas such as the vicissitudes of human life.

In fact, up to 4 million or even 5 million episodes of high-priced Internet dramas have appeared in the industry. Cai Yixi pointed out that the highest budget of the online drama produced by the Tangren film and television production is about 2 million episodes, but the episode of 4 million or so episodes is incredible. "Isn't there water in this drama? It is still not easy to say." .


People in the industry believe that whether it is price fight or fight IP, quality is the king. This is an incentive for producers to be more challenging. Fundamentally speaking, a good TV series is because the stories, characters, and situations make the audience feel touched and sensational while being hooked. In order to gather together high popularity and even ferment it into social and cultural phenomena, it is not simply relying on it. IP heat or actor face value competition.

Test water video website charges

Continuing to provide content that appeals to users is a challenge for video sites. Concentrate on original content and attract stable audiences.

As we all know, the current video site is facing a huge cost of copyright fees, but its revenue comes mainly from advertising, copyright distribution, video value-added services. When will the video site start charging? This is also a hot topic in recent years. The focus of this year's industry discussion has shifted from "feasible" to "how to achieve." The new policy of “one play and two stars” and the increasingly optimized content of the online drama have accelerated the speed of the video website to open a charging model.

Hou Hongliang revealed that when he was in Beiping last year, the screenwriter Liu Heping offered to use the drama to test the water on the Internet and watched the charges. Eventually, due to various factors, he could not make it. He analyzed that in order to implement the charging model, it needs a transition process. "If you can compete with the American drama, it will be natural for viewers to pay for it. After all, the content is still not enough quality."

The reporter learned that the charging model can draw on the model of online games. "The game industry is to give players a free experience first, and then go for the fee. If the video site is going to be charged, you can try the first 15 episodes for free. If the audience still has expectations for the extension and development of the subsequent series, it will be charged. Maybe it will work," said Cai Yilu.

Wu Wenhui believes that in the future, it will gradually be divided into two different channels, that is, toll collection and free payment. In this case, the payment method will be more convenient and it will accelerate the advancement of the charging model.


The success of the Diabetics in the first quarter gave Bai Yiyi the idea of ​​trying a charging model in the second quarter. He said: "Darker will do an extra chapter in the second quarter, users need to spend 5 yuan to watch. Free users can watch every Monday, paying users can see the full works every week."

Wang Wei believes that the charging model has great significance in driving the industrial structure. "A lot of producers have little experience with online dramas and have been trying to upgrade their broadcast methods and layouts. They hope to start VIP users as paid objects."

The situation is changing. The network drama Tomb Notes played on Iqiyi has created a miracle. Tomb notes took a total of 22 million hours after the iQiyi went online. The broadcast volume exceeded 700 million after broadcasting 4 episodes. Last weekend, Within five minutes of the launch of the full episode, the broadcast request reached 160 million.

With this case, relevant user needs appear to be being stimulated in the Chinese video market. "The combination of the outstanding original content brand Tomb Notes and the Internet's outstanding media brand iQiyi has generated incredible traffic, further verifying that China's Internet outstanding online drama can charge business models."

"Continuous provision of content that attracts users is a major challenge for video sites. It is not enough to rely on the purchase of copyright to support the establishment of a website brand." Wang Zhenglun, director of strategic development at Guolong Investment Co., Ltd., said that a better way is to concentrate on originality. Content, it is easy to attract a stable audience. In addition, the accurate positioning of the film can also increase the user group's expectations. The audience sees one feels good and will continue to pay attention to the next. A stable audience will likely form.