Netcomprehensive has entered the fast lane, and multi-gear Netcomprehensive has been exposed to be "losing money and making money"?

In the second half of 2016, Netcom's life was not so easy, which was directly reflected in the fact that advertisers were not so generous. Many Netcom were later exposed to be "losing money and making money". The growth of traffic driven by Netcom and the growth rate of overall Internet traffic There is also a gap between them. Is the good days of Netcomprehensive over?

Original title: Netcomprehensive enters the fast lane, multi-gear Netcomprehensive has been exposed to "lose money and make money"?

In 2014,"Qi Qi Shuo" pioneered online variety shows. Since then, Netcomprehensive has entered the fast lane. In the second half of 2016, Netcom's life was not so easy, which was directly reflected in the fact that advertisers were not so generous. Many Netcom were later exposed to be "losing money and making money". The growth of traffic driven by Netcom and the growth rate of overall Internet traffic There is also a gap between them. Is the good days of Netcomprehensive over?

Reason for the premature aging of Internet comprehensive:

The tightening of advertising content is similar and the cost

is high. At the recently held iQiyi Internet Variety Summit Forum, many practitioners discussed hot topics such as standard upgrades and sustainable operations in the Internet comprehensive industry. Tighter advertising, similar content, and high costs have caused the Internet Comprehensive to fail. Has Internet Comprehensive entered a bottleneck area?

Wang Xiaohui, chief content officer of iQiyi, analyzed that there are three reasons for the premature aging of the Internet: First, as the overall economic situation declines, advertisers have tightened their wallets. Second, the quantity continues to expand and there is too much homogeneous content. Data shows that in 2017, there were 264 online comprehensive programs worldwide, and China's online comprehensive programs accounted for 98."There are many similarities, such as 77% relying on big stars and 80% relying on foreign models." Third, the cost of programs continues to rise, mainly due to the rapid rise in artist fees and the pursuit of large-scale productions. "Sometimes when we produce large variety shows, we mobilize as many cameras and work teams that are unexpected. However, when the public watches it on a small screen, they may not need this kind of large-scale technical display."

Wang Xiaohui believes that the Internet Comprehensive does not show the essential difference from TV variety shows."The whole Internet Comprehensive shows that there are too many TV means and does not reflect the distinctive characteristics of the Internet. Everyone may have watched fake Internet Comprehensive."

Internet Comprehensive Survival Regulations: Be ingenious

Video program planning and development expert Leng Song believes that too much care about performance in the capital market also affects the producer's mentality. "Everyone wants to go public and make profits. Companies that are obviously good at this type of company do things that they are not good at in order to cater to the market. At this stage, you should be honest as a team. For example, when we talk about golf, no team in China can shoot the scene of a driver kick-off well. The camera always swings past and the ball is gone. However, when watching golf matches in the United States, you can clearly see the trajectory of the ball in the air, and people's positions are always positioned just right. Why not? You talk to the cameraman, he says I've been doing this since I was 20. Therefore, we say that the appeal of ingenuity, first of all, from your personal positioning, what I can do, what my company is good at, should be clearly subdivided. Even if you can make it to the top three in a very small field, you won't have to worry about food."

Video websites cannot be upgraded to TV. Regarding how to make a program, Leng Song suggested: promotion is more important than content production; top-level design is more important than link logic, and one sentence must be clear and have values; character relationships are more important than star platters. Nowadays, many times you can pull an advertisement and just fight for a few stars. These stars didn't know each other one day before they appeared on the show, and were polite to each other the next day. Can this show be good? Platform temperament is more important than ratings ranking. No matter whether the platform is strong or weak, third-line satellite TV also has its survival rules. The difference between excellence and phenomenal level actually lies in the platform's matching and fit.

New Deal for Internet Integration: Opening Pay-sharing accounts

For video websites that always want to replace them with TV stations, Leng Song also made suggestions: First, video websites should not become upgraded versions of TVs. The more you watch TVs, the more inconvenient they become. Now you live in a five-star hotel, it's not bad if you don't have three remote controls, and you can't tune up a TV program for a long time. Second, Netcomprehensive should not become a remote control for viewers to have choice anxiety. Third, paying for content should not become a threshold for precious time that wears off audience patience. Fourth, click rate should not become the balance for judging the merits of a program. The last point is also reflected in the "New Policy for Comprehensive Internet Support" formulated by iQiyi. "For Netcomprehensive, in the past, we only had a click-to-account sharing model, but now we have launched a paid sharing system," Wang Xiaohui said. In the new system, Netcomprehensive will be included in the paid viewing section, and producers can receive more than 50% of the sharing income. "It will be broadcast for free for one month first, and then continue to include it in our paid section, allowing members to pay for viewing. Paid income is calculated based on the number of members, so as to provide more resources for our partners and support a large number of entrepreneurs and young people in the online comprehensive program." Wang Xiaohui said.

Editor: Mary