Network self-made: starting from "tall"


“People at the TV station think that there are only sluts, thighs, and soft porn on the Internet. They can't make self-made programs.” In the room of a hotel in Shanghai, Li Li, vice president of Youku potatoes, was sipping a meal while reporting with the reporter of “First Financial Daily”. Chatting with the seams, standing behind the makeup artist for her careful dressing.

Li Li is here to attend the 6th China Network Audiovisual Industry Forum co-sponsored by the State Administration of Press, Publication, Film and Television, and the Shanghai Municipal People's Government. Her production of "Monumental Travel" won the "Outstanding Original Network Audiovisual Program" Award at the National Outstanding Original Network Audiovisual Program Award Presentation Ceremony.

In 2013, "Monumental Lines" was broadcast on the Internet and attracted hundreds of millions of players in just three months. In March of this year, the theater version was reversed and broadcast to CCTV. It was recognized by mainstream values. Just before coming to Shanghai, the director of CCTV's documentary channel also spoke to Li Li about the possibility of future cooperation.

2014 was just the tenth anniversary of the start-up of China's Internet audiovisual industry, and network video and audio has become the most basic forms of entertainment for the general public. The Chinese Internet netizens accounted for 44% of the total population, gradually overlapping the overall population. “So vulgarity is the most visible thing on the Internet. There are the world's best programs here, gathering young people, Kochi, and people interested in new things.” Li Li retorted.

In 2014, the keywords of the Internet were also self-produced, and major video sites entered the stage of constructing original content in a big way. Projects with the rank of 100 million yuan were emerging in an endless stream, and the competition for super IP was becoming fiercer. Under heavy funds, the boundaries of new media and traditional media in content production will also slowly blur.

From 3 million to 6 billion

In August 2011, Li Li, the producer of the program, moved away from the scene and joined Youku. He was responsible for the entertainment section of the entire site. There is no independent production team, and only two people are responsible for self-control content, under the jurisdiction of the entire large-scale operation of the site, which is Li Li's first day of discovery.

On this day, she was called to enter the conference room and she had to fill in the entry form. After receiving it for seven days, she was required to give a notice of “Cattle Man Festival”. Li Li listened, “it was all right now.” According to the production process of traditional programs, the preparation of a party president will take half a year, but for a few months, “nothing is in front of her.” She recalled the shocking scenes at that time and still vividly thought, thinking: to be a party. Why should you decide your star first?

"Cowman Festival" is Youku's website based on the UGC upload content, the main high-traffic grassroots star of the Internet annual entertainment festival, Xidan girl, sunburst masculine, "good voice" Zhang Yuxia, etc. have been excavated here.

Fortunately, there is no time limit, grassroots "cattle" quickly arrived. However, on the day of rehearsal, Li Li's heart was still unresolved: The “Cattlemen” in front of them were mostly old and sick, peasant workers, disabled people, stuttering, and talented people who blew carrots. Zhang Yuxia still kept running during practice... ...

At the time of the live recording, "Cattleman" broke out instantly. Li Li remembers the most prisoner. He is a retarded boy who sang “The Flowing East of the Yangtze River”. Even as he took the stage, he needed to be led by his grandfather. His voice was astounded by Heaven. After the performance was completed, the audience underwent applause and he couldn’t see him. The same thing. That year's "Cattleman Festival" created a flow record for Youku. Youku Tudou, Chairman of the Youku Potato Group, who has always been shown in a calm image, patted Li Li's shoulder with excitement and said, "It will be a year later."

"This group of cows is very valuable." Li Li immediately realized that around them they could create variety shows. It's just that video sites have never had a precedent for producing large-scale programs, and they have to cooperate with television stations. Li Li took the planning case and confidently found a certain TV to persuade the other party to develop a grassroots talent show similar to China Talent Show. The deputy director of the TV station also found it feasible to respond, but responded to Li Li. You do the show, you come to sea election, you give me 10 million," Li Li will be wrong to negotiate the price of 10 million is too small, not enough to implement, thought it was the other side to pay ... ... this matter of course nothing. Next, everybody went to the local TV station to talk about cooperation. The latter had no interest in it and refused to return.

"The TV station thinks that the Internet can't make TV shows and variety shows because there are no professional people," Li Li said. "So why don't we try on our own?" she thought. After seven months of sea elections and preparations, in May 2012, the reality TV show featuring the Internet's cattlemen, "I'm a Legend," started broadcasting. The total number of playbacks on the line was just over three days and it exceeded 11 million. China's Internet self-made program shows the highest volume of visits, growth rates, and attention. And more than 20 million in marketing revenue, so that "I am a legend" set a new benchmark for network self-made program marketing. "The production cost of "I am a Legend" is 3 million yuan." Li Li recalls that this figure has broken the production cost record of Youku. It is absolutely generous. "At that time, it takes courage to invest this money."

The first-ever Internet talk show "Xiao Xiao Shuo," which was launched at the same time, has also created a household legend: Over 1 million videos were played in 24 hours, 20 million advertisement tickets were asked in one month, and each embassy The invitation to visit and export to Zhejiang Satellite TV completed the counterattack of the brand from the Internet to the TV station, and also shaken up the entire Internet's self-made boom.

In 2011, when Li Ligang joined Youku, she could spend a million dollars on programming. A month ago, Youku Tudou announced at the press conference that in 2015, the group will use 600 million yuan for content construction and 100 times the input in 2011. At present, Li Li’s team has grown from 2 individuals to more than 100 people. “In fact, it is far from enough,” she said.

Internet Gene Hacking

“Original capabilities, especially content originality that meets the characteristics of the Internet industry, will become the core competitiveness of the online video industry.” IGI CEO Gong Yu said at the 6th China Network Audiovisual Industry Forum. He told the "First Financial Daily", iQiyi has now stored more than 30 self-made dramas including "Ghost Blowing Lights" and "Tomb Notes". The "Tomb Notes" has invested 5 million yuan per episode. Variety also has such high-quality contents as "falling in love with supermodels" and "excellent odds".

From childhood to big investment and self-improvement, the promotion of the Internet's original content took only a few years to come. The attack appeared to be inadvertent, but in reality it was carefully planned. "Behind the support of big data," Li Li cited as an example. The success of "I am a Legend" has paved the way for UGC traffic. For example, if Zhang Yuxia's video is not pushed at all, she can have more than 200,000 broadcasts. Can determine the user's preferences.

In addition to the protection of Gao Xiaosong’s “personal charisma”, Xiao Xiao Shuo also attributed the Internet’s prejudgment to “talk show” forms. "The first stage of Internet function is to ridicule, express your opinion, and the talk show is the highest way to express your opinions." Li Li explained that the English name "MorningCall" in "Xiao Shuo" was intended to arouse more expression. According to the big data, the first quarter of “Xiao Shuo” had the highest click rate on Chinese and foreign cultures. Therefore, the second quarter simply went out of the country and extended the hot discussion of cultural exchanges. At the same time, Big Data also shows that many students under the age of 14 are watching the "Xiao Xiao Shuo," which is beyond the expectation of the team. Then he made the anime scenes in the Xiao Xiao Shuo into a movie, which was introduced for these young people. One of Xiao Xiao said.

"Internet gene" is Gongyu's most hung word. It is used in self-made programs. Li Li sums up two criteria: First, head-up; second, interaction. "You think that Gao Xiaosong's original ecology is very low, but it is actually a deliberately created civilian language lens language," she said. The first issue of Xiao Xiao said took place at the home of Gao Xiaosong in the United States. The camera device was a Canon 5D Mark II camera. There was no luxurious studio and recording equipment. “Like friends are chatting, the audience does not need to look up”, highlighting The core of the Internet thinking - equality.
The outdoor reality show “Monuments” records the journey of a pair of “polar” couples who do not take the unusual road, emphasizing truthfulness, interaction and equality rather than indoctrination. In the program setting, the protagonists Zhang Haoyu and Liang Hong’s travel routes are decided by the audience’s voting; the program style points to “This is not a simple adventure but a fusion of the dreams, love, friendship, courage and mobility of a new generation of young people in China. In one of them, a new line of high-quality Internet programming that meets mainstream values ​​is newly defined.

Li Li believes that the introduction of "Monumental Lines" has attracted the attention of the middle class that is facing "having dreams but failed to achieve." The report on the strength of communication shows that the Internet media preference index of this group is 34% higher than that of the general public. The rate of arrival of digital media is basically the same as the TV arrival rate. They spent more time on digital media than TV, and they are rapidly becoming the main force of consumption, and are reshaping the Chinese consumer market. It was precisely for this market that Mercedes-Benz, who had never been named a variety show, announced the second title of his “Coincidence”.

“I don’t believe that the Internet can't do quality-conscious programming, and Chinese netizens like low-level things.” Yang Weidong, president of Tudou.com, is not convinced by the assertion that “the Internet cannot produce high-quality programs.” The “Financial Daily”, when 80s and 90s became the largest users of Internet video, the programs could only improve quality. “They watched the generation of American TV dramas and Korean dramas.”

Solo Broadcast: Internet PK TV Station

The original Internet sounds like an inspirational story, and more is a business account. Liu Dele, the president of Youku Tudou Group, once expressed emotion that the cost of buying a hit TV drama on the site has been fired to a couple of million yuan. After buying it, it will be played for a week or so. “It's too expensive. It's like using airplanes to pull coal.” When Yang Weidong accepted an interview with the “First Financial Daily”, he also bluntly stated that high-priced copyright purchases are typically stupid, “IP is not their own, they can't be implanted, and they can help others advertise and sell up to a maximum of one spot”. Uneconomical!

The originality of the video website is to change the embarrassing situation of high-priced buying and low-priced selling through self-control. In the third quarter of “China Good Voice”, the exclusive network copyright fee for Tencent sold to the company was RMB 250 million. “The same amount of money is better than doing it by yourself.” Yang Weidong exemplifies that if he participates in the production of the entire program, then “title, voting, program derivative Product development can only be more profitable."

In 2015, the keywords for Youku Potato Media Promotion Conference were "Big Self-Control"; iQiyi launched the "Studio Strategy" this year, announcing the establishment of Liu Chun Studio and Gao Xiao Song Studio, together with the previously established Ma Dong Studio. It is hoped to use the power of traditional TV people to make breakthroughs in self-control; potato's self-made team is in place: four studios, each studio 20 to 30 people, an independent team can promote multiple programs at the same time, and even introduce good projects internally. PK mechanism.

Not long ago, Youku announced that it wanted to move the original reality show "Big Brother" from abroad to China, and Tudou announced the introduction of "China Good Voice" juvenile edition - "Voice Good Voice." Yang Weidong said that the “Voice for Good Voices” will cost more than 100 million yuan to produce, and will become China’s first online self-made variety show with a cost of over 100 million yuan. For the copyrighted model program, the two video sites have adopted a joint production, rather than a one-time buyout approach to adapt to more local Internet users. Tencent's live-action experimental real-life show “On the top of our 15 tops” launched next year will also be directly developed with Dutch model company Talpa.

“The voice of “Youth Good Voice” is not going smoothly,” Yang Weidong revealed. The other person had doubts about the mode of joint self-control. “Because we proposed not to pay for copyright fees, but to develop business value together, if it is not done well, it may also be "Compensation." The result of several rounds of negotiations is: Potato and the Dutch copyright owners jointly established a project company to jointly develop the business value of "Youth Good Voice" in China.

On the one hand, the video site as a platform is eager to expand the boundaries of content creation; on the other hand, television stations believe that the days of working for video sites should end. On May 9th, 2014, Hunan Satellite TV announced that in the future, Hunan TV's self-produced programs with complete intellectual property rights will be exclusively broadcasted by “Mango TV” and will not be distributed on Internet copyrights, thus creating its own Internet video platform. Subsequently, Anhui Satellite TV announced the termination of the second quarter copyright transfer contract for "I'm Gossip 2". This series of actions made "single broadcast" become the hottest key word for China's online video industry in 2014. Mango TV and iQiyi's copyright wrestling about "Where's Daddy's 2" also became a hot topic in the summer of 2014.

"Mango TV's strategy has stepped on the throttle during the video site's increased originality," Yang Weidong commented. "Things are good or bad, they are on TV stations, on video sites, on video sites, on video sites, on the entire network. In terms of self-control, it will take two years to judge."

However, it is certain that, once there are sufficient original copyright programs, video sites will not only play the role of a broadcasting platform, but will also gradually form their media brand attributes and user characteristics. “At this time, users no longer have traditional media. And the concept of new media, but will go to choose more and better content sources.” Yang Weidong explained, just like the audience watching television channels.

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