Youku Spring Collection launches 50 new dramas Yang Weidong: The production level of single-episode dramas will surpass that of movies

On the 20th, the 2017 Youku Spring Fair was held in Beijing. This spring festival Youku released 50 new dramas including "Chang 'an Twelve Hours" and "The Story of Searching for Qin".

. The 2017 Youku Spring Festival was held in Beijing. This spring festival Youku released 50 new dramas including "Chang 'an Twelve Hours" and "The Story of Searching for Qin". With the entry of the Internet Group Army, the entertainment industry has evolved into an ecological stage. According to Yang Weidong, president of Alibaba Culture and Entertainment Group's Dayuku Business Group, the production, distribution, promotion, and monetization of content can no longer rely solely on the capabilities of a single platform, but require the manipulation capabilities of an ecological platform. "In the future, fragmented or isolated content production will become more and more difficult. Whoever has ecological thinking and execution will have more vitality. This also requires video platforms to have ecology-level production and digestion capabilities, deeply participate in the entire industry chain, and highlight the overall collaborative energy of ecological platforms under the ideas of large-scale production, large-scale operations and large-scale publicity."

Super series: Online stations independently upgraded their broadcast schedule to cross-media broadcast

last year's autumn episode. Youku released a 3+X series strategy, which focuses on the three major drama types of happy comedy, blood-burning youth, and pure love, and also includes super hot dramas with explosive potential classified into the X series. At the beginning of the year, Youku led the entire network with more than 10 billion views, and "Hot Blood Chang 'an" created a new era of blood-burning themes with 5 billion views and the first CG special effects simulation real-life technology.

Under the ecological gameplay in the era of big content, the relationship between Internet and Taiwan will become closer. TV dramas and super online dramas are no longer able to accurately define the drama content of this era. Youku first proposed the concept of "super drama series". Yang Weidong said that as the "super online drama" is upgraded to a "super drama series", Youku will also upgrade from single broadcast of the drama series to full-link participation, and from independent broadcast on the Internet to cross-media broadcast, realizing the drama's value., influence and scheduling efficiency.

Super hot drama: "Chang 'an Twelve Hours", adapted from Ma Boyong's novel and directed by Cao Dun, will for the first time realize the full opening of IP ecological chains such as drama series, movies, games, music, advertising, and derivatives; Ma Sichun and Sheng Yilun's misplaced legendary love "The General Is Above", Liu Shishi and Chen Weiting were fascinated by their interpretation of the country's first dual-time fantasy drama "Drunken Exquisite", Tang Yan and Luo Jin's couples 'joint urban emotional drama "Come Back", Miao Qiaowei, Huang Zongze and Wu Zhuoxi's new work "Flying Tigers Extreme War", the fantasy IP "Big Splash Monkey" starring Lin Feng, etc.

Pure beauty love: Di Lieba and Zhang Binbin teamed up again in the pure beauty love drama "Fire Like a Song" and "The Legend of Liji" after "Three Lives". Zhang Yishan and Zhou Dongyu performed "Ten Miles of Spring Breeze, Not as Good as You" adapted from Feng Tang's novel. Youku will also export the latter two dramas to TV stations to achieve cross-media streaming.

Blood-burning youth: The black idol drama "Cambrian" performed by He Junxiang, Zhou Yutong, and Qin Han, the cold-blooded detective crime drama "White Night Chasing" starred by Pan Yueming, and after "The Ultimate Class 4", Youku and Meteor Garden production team jointly launched "The Ultimate Three Kingdoms 2017", Zheng Yecheng and An Yuexi performed the open-minded ancient costume science fiction "Shiver, Abe!" Chen Ruoxuan and Xu Jiao's new book "Light Year", and "SCI Mysteries Collection" created by Alibaba Pictures and Bai Yicong Studio. The two works of the China soft science fiction drama "God's Providence of Qin" starring Ou Hao, and the drama "Searching for Qin" starring Wu Qilong as artistic director and Chen Xiang as the originator of the journey are also dramas dominated by Youku and participated in the full link.

Super Internet Comprehensive: "Saturday Night Live" is about to be launched. China

Youku has also taken the lead in proposing the concept of "Super Internet Comprehensive". Whether it is comedy, talk show, reality show, idol development, parent-child, and music, it is also a vertical and precise Internet Comprehensive of the V series, which has a more network-oriented layout, creativity and expression. Wang Ping, senior vice president of Alibaba Culture and Entertainment Group's Dayu Business Group, shared the two ways of Youku Super Internet Comprehensive "making the head more head" and Precision Internet Comprehensive "new needs, new emotions, and new circles". Wang Ping said: "Super Netcom strengthens the appeal of the head and maximizes the influence of the head. The vertical category V series precision network comprehensive is more concerned about the disappearance of the demographic dividend, and new content power will be aroused by user psychological and emotional changes, which will be a new source of traffic and content consumption." The V series currently includes three major categories of programs: culture, games, and social, and aims to explore a content creation path that accurately targets users 'needs and interests.

Super Net: In the talk show released by Youku Spring Collection in 2017, Super Net's benchmark "Mars Intelligence Agency" is ushering in its third season. Youku will join forces with Galaxy Cool Entertainment to launch a series of spin-off programs, which will be upgraded to "Mars Program Belt","Mars Laboratory" and Mars Academy create a comprehensive and three-dimensional life on Mars. Zhang Shaogang's quick-witted Q & A talk show "Big Brain Opening", stars and amateur gods compete for brain holes. Comedy website Youku has launched "Saturday Night Live"(SNL), the world's most influential comedy show, to China, and young users will experience the chemical reaction between the top comedy stars and the most popular idols.

The third season of the reality show "Extreme Challenge" is also coming. "Flowers and Teenagers 3·Adventure Season" depicts crazy travel. In terms of idol cultivation,"2017 Happy Boys" has been transferred from Taiwan to the Internet for the first time, and the slogan of "The Strongest Depart" has also brought the latest and coolest game methods. He Jiong runs "Super Dimension Idol";"Ace Manager" enables young people with other talents in addition to singing to realize their dreams. For parent-child variety shows, Youku provides two interesting perspectives: "Awesome Daddy" shows the real interaction between fathers and children;"Little Hands Holding a Puppy", the world's first hilarious growth challenge show between children and dogs, will show The story of cute children and cute pets.

Precise online synthesis: At this spring episode, Gao Xiaosong appeared with "Xiao Shuo 2017". After returning to China,"Xiao Shuo", which talked about ancient and modern times, received more than 10 million visitors in its first week of broadcasting;"The Great Craftsman" has also set sail again on Youku in the second season;"Hehe Drink" is a unique drunk reality show, and singer Hu Haiquan will present a real life of various kinds.

Publicity strategy: "Half of the good plays are outside the show"

Youku proposed the "Publicity" strategy in early 2017. This ability is reflected in the opening up of ecological resources on the two platforms of Ali and Ali Entertainment, linking content, brands, artists, fans, media, and Ali Entertainment. At the scene, Yang Zhen, senior vice president of marketing for Alibaba Culture and Entertainment Group, shared Daxanfa's "opening" plan. That is,"open resources", from "Beautiful Smile","Mars Bag" and "Peach Blossom Bag" formed in the actual combat of "Mars Intelligence Agency" and "Three Lives of Peach Blossom", and their methods of play: "Open gameplay" is a good creative linkage with the brand side, and the "open position" is a direct attack on the circle, making the grand publicity more targeted. Yang Zhen said: "The publicity campaign is to create momentum for this kind of consumption.'Half of the good plays are outside the play', and content consumption has thus become an experience consumption."

New marketing energy: "Content + Data + Ecology"

Su Li, chief operating officer of Alibaba Culture and Entertainment Group's Dayu Business Group, introduced new marketing energy composed of content empowerment, data empowerment, and ecological empowerment. Su Li said: "Traditional marketing has entered a new stage of new energy. Content, data and ecology will become new energy to help brand development. It is a new potential energy to help advertisers continuously accumulate brands and increase premium value." In terms of content empowerment, Youku will continue to develop advertising products with content symbiotic such as screenshots and cross-cutting, allowing brands and content to coexist and integrate, greatly improving the efficiency of content marketing. Based on IP content, derivative content such as previous summaries, creative inserts, and highlights of the next episode will also be extended to the brand to achieve deep binding between the brand and content.

Editor: Nancy