Video website industry's recent ups and downs, wonderful may exceed their degree of large: cool pored over six unbearable giant kui lift not subside, downsizing storm listed only half a year that the optimal cool refinancing 5.93 billion rob market; Potatoes nets for chairman divorce court to delay the listing plan is once again put on the agenda. Meanwhile, tencent, sohu and Internet heads aspires traditional media phoenix TV also unwilling lonely, recently have the edge network video.
However, seemingly limitless scenery, video site also wound doesn't place. Music 300104) fox (chief operating officer LiuHong revealed: "network copyright price from the second half of 2008, to begin this year have gone up dozens of times." And portal level Internet sites to join the difficult to earnings have burned, adumbrative industry money game next round of competition will be bloody.
Copyright bubble can compares real estate
"We buy the heart jade", as well as GongSuo immediately to ChenJianBin, sun liwei SKG enrollment in the harem ??? biography, copyright fee is more than a million. Hunan sets a upcoming TV series, allegedly by certain websites offer 56 million yuan episode aired bought exclusive the copyright." LiuHong told reporters, television network copyright prices have very high, because demand in there. But the joy of miniaturization huge users only 40 million subscribers at present.
One is the copyright prices climbed straight upstream, downstream side is used to enjoy free lunch in video website customers, have access to capital at the same time, have to confront favoured growth worries. "Each year China has very many hits play out, whether cool 6 or optimal cool, is certainly spent a lot of real gold and silver to buy copyright." Cool 6 nets vice President YaoJian helplessly said. "we are trying to charge, but a mass accept payment awareness is still need a process."
Sohu video strategic cooperation senior director YuTao beat one image analogy: everybody thought that film with a foam, price as the price of real estate, but why one high prices have drop not come down? Just because you still want to buy. With a view of Chinese Internet video industry can't profit, not because advertising sales and commercial mode of failure, but because the prices of the irrational copyright height.
According to reporter understanding, hot play single set price has inexplicably to 40 million yuan/set above, packaged buy many TV play network exclusive copyright become the trend. Home-made movies were buzzing, not only the price of overseas hits play continually bullish, American TV network copyright turned five times in the past year, the highest single set price soared to $100,000. From first poineering analysis thinks, videos, Internet copyright continue bullish mainly benefits from two aspects, one is excellent video website film-and-television works is the main competitiveness; 2 it is video website have ipos, attract risk investment are flush with cash.
Multi-channel relieve cost pressures
Upstream film copyright a rising tide lifts all boats, network video company unwilling to wait for water overflowing. LiuHong introduction, through the copyright distribution business can share costs, "distribution out to recover the cost of 50% above. We have three channels apportion, one is the copyright, one is the demand, and still another is paid advertising." LiuHong says, joy fox will timely adjust purchasing proportion, the sole and information network transmission right purchasing proportional control in the reasonable scope, relieve cost pressures.
Network video "left hand to buy Copyrights, right hand selling advertising" business models also controversial, from cool 6 layoffs event is obvious. According to cool six employees revealed that cool 6 club grand group requirements accelerate cool video UGC 2.0 (namely 6 users to create content) strategy propulsion, buy the copyright of the large mode, will all be devoid of concentrated on flow realizable. Grand for cool after six capital for $1.6 billion market competition, but insist on copyright sources, go buy big brand advertising route cool since no any six year performance improvement. Analysis of the personage inside course, cool 6 will give up to buy copyrighted video and brand advertising, become video content sharing platform.
"Everyone is life of director" -- potato net video site is highly domestic UGC mode, the forerunner of the user's video emphasizes will be creating contents pushed into commercial. Advocate the party UGC that users to create content is video network real industry barriers because of high purchase television product homogeneity competition, difficult to get rid of the form not of high viscosity video platform. In addition, video website self-time play basic stability can be implanted, earn not to compensate advertisements elements.
In recent ZhuXiangYang editor-in-chief optimal eve held China new media summit on BBS, said pat guest in an innovative way mainstream social value, the spread of vivid content shows shoot the wonderful life diversification. Optimal cool recently announced plans to seasoned ADS (American depositary shares) $5.93 billion financing. In analysts view, optimal cool, on one hand, because this additional stock plan for a high advantage, on the other hand is to consolidate the competition pattern widening the gap with competitors.
Differentiation competition becomes increasingly fierce
Contrast pat guest type grassroots route, LiuChunNing online video department general manager by the importance of change route emphasized. LiuChunNing thinks, pat guest just a tiny video Angle, but from art and cultural perspective, network video products need professional team to complete, "recently tencent investment huayi (300027), we should enter the film and television market, including the arts company cooperation with big."
Tencent recent series of investment scheme is mind-boggling. Internet entrepreneurs HuangShiQiao told a reporter, "micro bo" and "video" will become tencent's climax, tencent investment 6,900 million dollars promotion huayi two shareholders, and with Hong Kong emperor group establish strategic level partner relationship. Network video has channels and content change feature, seek and scarce cooperate premium content has become the general trend.
Sohu video a blockbuster news has also been the attention. The original phoenix TV ZhongWenTai executive director may LiuChun officially join the sohu, as sohu vice President, sohu video's chief operating officer, mainly responsible for sohu video content and media business. Coincidentally, LiuChun old masters, phoenix TV recently launched video "phoenix phoenix sound plan", said in the whole video industry to compete.
Although video's not few gold network development route, but different families. "Chicken sound plan" although also emphasize fine line, but flagship signature dish is information. Phoenix new media chief executive, said other video website LiuShuang vod, essence, belong to advocate dozen television entertainment industry, while phoenix video flagship information model, belongs to the media industry.
The current video site known as the "burn money" industries, why performance out of such a powerful attraction?
Erin consulting statistics show that video has become the mainstream of film and television network application and the trend of present bullish outlook. Quarter covered major network service monthly number have different levels of growth, including comprehensive video growth significant, as high as 19.4%, compared the growth rate of knowledge search and community in 6.5 percent or so, blog for 5.6%. Analysis of the personage inside course, along with bandwidth, network technology and user application upgrade, video market will be more and more big, difficult to form a single large monopoly situation.
"Network video industry is still in the horse race circle state, relying on thedifference product and the service can win. YaoJian portrait of 10 years ago, for example, portal existence problem, however, homomorphological through content differentiation, they shape the respective brilliant today.
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