“Solo broadcasting†is a love and hate vocabulary both in the video industry and in the user community. With some of its video sites rushing out of the way, the price for users to enjoy quality video resources is Have to download and install one video client after another.
Recently, "Mango TV" APP won the No. 1 spot in the Apple Store free standing list in the third season of the single-cast "I'm a singer". Before that, the "Miracle" was created by the Ministry of Railways' ticket purchasing software "12306". ". The supply and demand relationship allows software with exclusive resources to rush to success. Then, can the single broadcast model really make the video website the only one? Or is it just a brief phenomenon?
After all, solo broadcast is content dispute
From copyright disputes to single-play strategy, from copyright purchases to content creation, the focus of competition between video sites has always been to focus on content as a core appeal.
The cultivation of users is based on the content. The commercial construction is also based on the advantages of content. No matter which video broadcast platform, if you want to control the competitive advantage, you must always maintain the content. Ahead.
In the past two years, the major popular programs for example, iQiyi singled out the "Dad where to go" in the second quarter of online broadcast rights, Tencent video exclusively broadcast the third quarter of "China Good Voice", sohu video monopolize the US drama " In the second quarter of House of Cards, Youku Tudou has already launched the “Most Powerful Brain†Season 2...
Talking about LeTV, who had tasted the sweetness of “single broadcast†for the first time, a Chinese-made court drama “Guan Zhi†won more than 4.6 billion hits for him. With this drama, LeTV can be a famous and prominent player. . In this regard, LeTV announced its exclusive rights to the ancient costume drama "Yueyue Biography" as early as possible.
In the real mango TV strategy of implementing the single broadcast strategy, Joyce Sunshine Chairman Zhang Ruobo said that Hunan Satellite TV’s “single broadcast†consciousness is the result of the huge price that Iqiyi CEO Gong Yuhua bought from Hunan Taiwan. .
In April of last year, Hunan Satellite TV reorganized and merged its two platforms, Golden Eagle and Mango TV, to launch a new "Mango TV" network video platform. In May, Hunan Radio and Television Director Lu Huanbin officially announced its "single broadcast" strategy. Hunan Satellite TV will rely on self-made programs of the full intellectual property rights to create its own Internet video platform - "Mango TV."
Although the "single-play" strategy Mango TV has acquired a large number of clicks and downloads, it has never had more stable traffic like Sohu Video, iQiyi, and LeTV. The quality of the content has a great influence.
For users, high-quality content is the real driving force driving them to major video sites. It is not difficult to predict that once the content of a single broadcast is interrupted, the number one downloader will immediately change hands.
Using Pathfinder Payment Mode
According to informed sources, the third quarter of Hunan Satellite TV’s flagship “I am a singer†will not only be broadcast on the entire Mango TV network, but will also be paid on-demand on Mango TV. The specific mode of operation is that during the 10 days after the broadcast of each episode, the full platform of Mango TV can be ordered free of charge. After 10 days, the PC and TV must pay on demand, while the mobile terminal continues to support unlimited free on-demand.
In addition to Mango TV's move to strengthen competition with other major video sites, it is more obvious that it is pushing its mobile applications and further building Hunan Satellite TV's own mobile channels.
The video site development payment model has a long history, but the current results are not obvious. In addition to the revenue generated by the newly launched hot films, TV dramas, variety shows, and home-made contents cannot temporarily develop payment models.
Mango TV has taken advantage of the rapid adoption of mobile terminal applications, with the payment model on the line, or will win the recognition and acceptance of some users to some extent. Whether it is an advertising model or a new payment model, the ability to create economic benefits for video sites is the foundation of the development of the model.
At present, the entire pay video industry is still in the training period. The major video sites have not been profitable in the payment model. The constant increase in the content copyright price is the direct cause, and the user acceptance is the fundamental factor.
At this stage, solocasting is far more meaningful for video sites than exploring a short-term crowd gathering of users with a certain file. Gong Yu has stated publicly that video sites will not form a single big situation for a long time in the future, because the needs of users are diversified, which also gives more space for the development of video sites.
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