Tencent Video releases its 2016 development strategy and builds a content empire of "Vision and Beauty" at full speed

On November 6, the first stop of Tencent's video "Vision Vision Beauty" V Vision Conference was launched in Beijing. At the meeting, Tencent Video announced its 2016 development strategy and high-quality content layout. In 2016, Tencent Video will adhere to the three core strategies of "homemade","copyright" and "user experience" to build a more competitive ecosystem and provide partners with a broader marketing space based on this.

Sun Zhonghuai, vice president of Tencent, said in his speech that the video industry has entered the fast lane of development, and the payment business has also ushered in a comprehensive inflection point. He said that in 2016, Tencent Video will adhere to the three core strategies of "homemade","copyright" and "user experience" to build a more competitive ecosystem and provide partners with a broader marketing space based on this.

It is particularly worth mentioning that Tencent Video has placed the construction of high-quality content at a considerable strategic level this time. Sun Zhonghuai said that Tencent Video will fully launch popular content and top-quality homemade content in 2016, providing users with an audio-visual feast experience of "viewing everything and beauty".

Copyright content board: Full coverage + top-level IP

copyright content has always been the main part of the content composition of major video platforms. Han Zhijie, general manager of Tencent's Video Copyright Cooperation Department, announced the 2016 copyright content strategy. According to him, on the one hand, Tencent Video will achieve large-scale coverage of copyright content and lay a solid foundation; on the other hand, Tencent Video will seize more top IP resources and establish exclusive cooperation with international first-line content resource brands to form Highlights and differentiation.

In terms of TV dramas, Tencent Video will focus on IP dramas and build a popular drama camp. It is reported that dozens of major dramas of the year are included in Tencent Video, including "Xian Xian","Flowers Sending Along the Way","Fantasy City","The Glorious View","Sparrow","Little Farewell","Lonely Empty Court, Spring is Late" and "Poor Good Mr.", etc., and the popular content coverage accounts for the largest proportion in the industry; At the same time, Tencent Video also exclusively gathered the three top IP dramas in 2016, and will be praised as the most watched super IP dramas in 2016, such as "Xian Xian·Qing Yun Zhi","Sending Flowers Along the Way", and "Fantasy City". Win one by one. In terms of high-quality Hong Kong dramas, starting in 2016, Tencent Video will cooperate with TVB to provide Hong Kong drama fans with a total of 2500 episodes including 600 episodes of new dramas of the year.

In terms of movies, Tencent Video has always been the most trafficked movie playback platform in the industry. In 2016, its film library will have more than 7000 works, making it the most complete domestic and foreign film library. In this regard, in addition to 100% coverage of Chinese-language cinema films, Tencent Video will cover more than 2000 North American classic films and the latest cinema blockbusters. At the meeting, Tencent Video announced that it has reached a cooperation with Paramount. Paramount's latest films from April 2016 will be exclusively broadcast in Tencent Video's Hollywood theaters, including "Star Trek: Beyond","Teenage Ninja Turtles: Out of Shadow","Detective Jack 2: Never Return","Mission Impossible 5: Mysterious Land" and "Terminator: Genesis".

In addition, it also announced the purchase of online rights to the James Bond film series from MGM, making Tencent the only Internet company in China to broadcast the "007" film series online. In addition, it also includes the current hit full "Star Wars" movie series, as well as exclusive HBO and NBA content.

In the field of documentaries, Tencent Video will create the "world's first platform for classic documentaries." In 2016, it will include overseas heavyweight content such as National Geographic Channel and NHK, as well as the Golden Horse Awards and the "Victoria's Secret" fashion show that will be broadcast exclusively on the Internet in the near future.

Self-made online drama cards: In addition to top-quality + first-platform

copyright content, the strategic position of self-made content in Tencent Video in the coming year is even more critical. At the launch conference of Penguin Pictures on September 11 this year, it announced plans for eight top-quality online dramas, such as joining hands with director Li Shaohong and screenwriter Yan Geling's "Ma Ge Is a City", joining hands with gold medal producer Hou Hongliang's "If Snail Has Love", joining hands with "Hua Qian Gu" producer Tang Lijun's "Celebrity Superstar Rebirth", and top IP "Ghost Blows Out the Lamp". Above, in addition to the "Old Friends" gold-medal screenwriter Yu Zheng, producer Bai Yicong and others co-created "The Sun and Moon of the King of Yan of the West Palace", the third season of "The Dark Man" and "Young Stock God". Quality online dramas, as well as the creation of the entire industry chain of the original IP "Kyushu·Sky City".

Based on this, Wang Juan, general manager of Tencent's Video Film and Television Department, further explained the strategic planning and latest progress in this field in 2016.

According to her, the female lead in the "Ghost Blows Out the Lantern" series has targeted Chen Qiaoen, a popular actress on both sides of the Taiwan Strait. 2016's most watched super IP drama "Xian Xian·Qing Yun Zhi" was exclusively included. Penguin Pictures, its subsidiary, will create a self-produced super online drama "Xian Xian·Special Chapter", which will reproduce the original film's "Xian Xian Dream" for ten years. In addition, Tencent Video will also adapt "Full-time Expert", the first "thousand-league-level" work in the history of online literature, into an online drama. In addition, Penguin Pictures also announced that it will join hands with TVB to jointly create the top online drama "Apostles 2". As TVB's most popular and competitive drama of the year last year,"The Apostle" not only won the TVB cross-platform annual ratings championship in one fell swoop, but also broke the online broadcast record of Hong Kong drama and became the first Hong Kong drama in the mainland to enter the 2 billion club. "Apostles 2" is a major overseas homemade project created by Penguin Pictures and TVB in 2000, and the cast has naturally attracted much attention. It is reported that "Apostles 2" will be built using the original crew, and there will also be super celebrities joining.

New variety cards: subdivided themes + more down-to-earth In

2016, Tencent's video self-produced variety shows have become more diverse. The camp consists of six major categories of programs, basically covering all variety types including reality shows, food, fashion, language, and music.

New ideas give birth to new programs and new ways to play. There is an appointment! "Big Star" and "RUN Run" focus on online interactions among celebrity fans, and "Are You Normal 3" continues to lead the collision of concepts;"Search God" allows Feng Tang, the "literary god" to find 13 "great gods" to achieve the strongest "dialogue";"Help Concert" uses a concert to reveal stars 'secret connections;"Hi Song 2" fuels new music in the music world;"Na Say So" innovates the expression of Internet talk shows;"Unprinted Men's Products" 50-day U.S. Route 66 blockbuster shows the cultivation of an all-round man;"Please Refrigerator" is once again hosted by He Jiong across the border, understanding stars from the perspective of food and interpreting food and life from the perspective of stars; There is also a reality show "Let go of my North Nose", which uses the banner of "Little fresh meat that can't milk babies is not a good idol", allowing fresh meat idols to "like being a father" and cute babies to spend two days and one night together, with many embarrassing situations, laughter, tears and growth... These refreshing lineups, forms, game rules, performance areas, etc. are bound to set off new popularity in homemade variety shows in 2016 and lead a new trend in homemade variety shows.

In addition, in addition to playing new tricks on homemade variety shows, Tencent Video will also upgrade Live Music, the "first platform for online concerts" in 2016. The joining of six new sectors and more top celebrities will make this product more worth looking forward to.

Anime Cards: Top IP+ China's first platform

Tencent Video solemnly announced the launch of the "Youth National Comics Theater" strategy. Starting in 2016, 16 national comics masterpieces will be launched including "Fighting the Sky" and "Full-time Expert"."Youth National Comics Theater" will cover the huge secondary entertainment market of young people born in the 1990s and 2000s. It will join hands with industry front-line brands and strategic partners to integrate Tencent Video's three advantages of "Fissive Value-Added Platform","Broadcast Marketing Platform" and "Commercial Win-Win Platform". Make every effort to build the number one "secondary platform" in the entire network.

In 2016, Tencent Video upgraded "National Comics Venture Capital and Comprehensive Coverage" to a strategic deployment, which will present a feast for the majority of Comics fans. All-round coverage of themes triggers the screen: In terms of venture capital, in 2016, Tencent Video launched the animation "Drunken Beauty and Creation" year. The year will be divided into four seasons to launch different styles of works liked by different user groups. The "Drunken·National Style" season at the end of the year will focus on fantasy and martial arts elements; the "Beauty·Face" season at the beginning of the year will focus on beautiful men and love themes; the "Burning·Youth" season in the middle of the year will dedicate the most IN, coolest and most trends to the core fans of the second yuan;"Creation·Times" is aimed at the all-age market, using new classics and new entertainment to allow all users to cross the generation gap and share the era.

Tencent Video will adopt a more open attitude and fully introduce high-quality Chinese comic works, so that the coverage rate of Chinese comic works in 2016 will reach 95%.

Experience card: Diversified + interactive

Tencent Video's strategic layout in high-quality content construction basically reflects the keywords of "coverage + top". In addition, the experience that quality content gives users is also very important.

For example, in 2016, Tencent Video will bring users a more diversified live broadcast experience. Based on this, Tencent Video will upgrade through various gameplay methods such as bullet screens, friends, guessing interactions, fan derivatives, screenshots, social communication of small videos and small group communication to create the ultimate social interactive experience; and the newly launched "The" Hyun "APP combined with VR (Virtual Reality) glasses will also directly promote the upgrade of the live broadcast experience. At the same time, Tencent Video will also allow users to participate in and enjoy the joy of live broadcasts through real-time bullet attacks, complaints, flowers and other interactive methods.

Many high-quality content naturally wins the favor of users. Taking mobile as an example, Tencent Video has ranked first in the industry in terms of average daily coverage since January this year. In the first half of this year, it ranked first in terms of average daily coverage of mobile users for five consecutive months. In addition to content construction, Tencent Video has not forgotten to continue to upgrade the interactive experience between users and content connections from a strategic perspective.

It is worth mentioning that the strategic starting point of Tencent Video is the user side, which is to meet users 'more comprehensive and higher content needs and a more intimate interactive experience. This has always been the constant development strategy of Tencent Video.

Editor: vian