Mango TV really want to grab video site jobs?

Behind the astronomical figures produced in the copyright transaction, in fact, a strange circle or common law has formed: As long as the video websites are willing to pay for the money, then the only thing left is to discuss the issue of the price. Anyway, the copyright will always return. You can buy it (advertisement comes after the owner of the plate...), and then you will be able to follow the customary routines (such as the distribution party that has been known in the past for a large-screen ecosystem and that you haven’t had any intimacy with it). If you don't have a dry broadcast party, the only thing is that as long as you get the copyright, all that remains is the already existing business model. And this kind of "comfortable" gameplay for video sites doesn't look so good on TV: Compared to the 100 million earned by selling "Daddy Where? 2" copyright, it's just from naming rights. It has already earned as much as 300 million yuan (this is not counting the income of various types of implanted advertisements with a large variety of designs). As Hunan Satellite TV, apart from calculating the small amount of advertising expenses, it is even more important This is the big account rating: In the current era of mobile Internet, it is not only irrational behavior to allow users to lose from their own side for the income of the districts. The so-called ratings, it does not represent the amount of users and Is the user sticky? If you want to understand this point, it is easy to understand that Lvtai asked all the Hunan TV programs to be broadcast by Mango TV.

Then, are the television stations represented by Hunan Satellite TV and other excellent content parties truly a wolf for video sites? Actually not completely.

The first thing we need to know is that the fundamental purpose of the two operations is different: Video sites are the right place for business organizations to pursue their interests, and the primary task of the TV station as the government's mouthpiece is to ensure that the Party’s voice can be delivered to the people accurately and timely. This is why the radio and television organizations are taking advantage of the fact that they can be broadcasted and controlled every day and attach great importance to politics. Compared to video sites, the content has a very high degree of flexibility, and it is more reliable for television stations. It also uses existing high-value content through its own new media clients to meet the needs of current users through the Internet. To watch it, on the one hand, TV stations continue to complete government tasks based on broadcasting and television, and on the other hand, they also circle users to obtain higher returns on the value of their own content.

Second, from the perspective of operational content, the content that can be provided by TV stations' new media clients (such as Mango TV, etc.) is far from being comparable to video websites. Even Mango TV, an app that has a lot of advantages in entertainment programs, focuses more on the display of variety shows and sections with its own copyrighted content, and remains the mainstream video site in other movies, TV dramas, and sports programs. There is a big distance. On the one hand, as a TV station, it is impossible to cover all aspects of the copyright of a large number of film and television works (actually Hunan Satellite TV is doing relatively well in this aspect), and on the other hand, the traditional media such as TV stations have funds for copyright operations. Inputs are not likely to be compared with video sites. The purchase of copyrighted content with hundreds of millions of dollars is not a game for television stations. What's more, if you want to make a bottomless hole with your video site to burn another money, it is an input from the CDN for TV stations. It will also be difficult to maintain the model that can only be sustained by his own blood.

Finally, from the new mode of user experience, some innovations attempted by TV stations have in fact given good guidance and direction to video sites. From the beginning of the social television client “Hula” on mobile phones, Hunan Satellite TV has gradually used the hot events such as the New Year’s Concert and the Golden Eagle Awards Gala to try a multi-screen live broadcast experience such as user-selected live broadcasting and barrage. These are the product directions that video sites hope to promote. Video websites can learn from the TV station's "trial and error" results, and constantly adjust the direction of product development to provide users with a better experience.

For Mango TV's pad client, the role played at this stage is more of the extension of Hunan Satellite TV copyright content on the Internet. It seems that network television stations seem to be a better choice. In contrast to the situation in other countries, online clients such as CBS, NBC, and ABC have also grown together with video sites represented by HULU and Netflix, with both sides focusing on each other, without necessarily fighting for your death. In fact, the main battlefields that Mango, Huadian, and BesTV as Internet TV licensees really want to fight are still on the TV screen. TV stations and video sites are another way of cooperation: Don't forget to be here on the video site. The role played is generally a content provider (CP). Wanting to show your content on TV is in any case bypassing the licensing business... So overall, TV stations and video sites are The business model is more of a cooperative and symbiotic relationship. The so-called “robbing rice bowl” and “breaking the posterior” are a bit too far-sighted.