The extra-restriction order is implemented Video website survival observation

On the surface, the extra-restriction order itself does not have a great impact on video websites, but the intentions of radio and television revealed behind it will have a profound impact on video websites. This policy means that the management of video websites by radio and television will be gradually strengthened, and the management scale will be on par with that of TV stations. Video websites will no longer be a distribution center for content that TV stations cannot broadcast.

In 2014, the news about the "extra-restriction order" has always made introduced drama fans nervous. Recently, the sword of Damocles hanging over everyone's heads has finally fallen.

Recently, several American TV dramas have been removed from many domestic video websites, including "Agent  Cater","Empire","Shamless", etc. Among the dramas removed this time, there are both this year's new dramas and the latest seasons of old dramas. The websites removed include Sohu, LeTV, etc.

On the surface, the extra-restriction order itself does not have a great impact on video websites, but the intentions of radio and television revealed behind it will have a profound impact on video websites. This policy means that the management of video websites by radio and television will be gradually strengthened, and the management scale will be on par with that of TV stations. Video websites will no longer be a distribution center for content that TV stations cannot broadcast. Therefore, video websites need to create their own characteristics, make achievements in large-scale variety shows, high-quality homemade dramas, etc., and make innovative breakthroughs in marketing models.

■ Specific provisions for the extra-restriction order

include the "Notice of the State Administration of Press, Publication, Radio, Film and Television on Further Implementing the Relevant Provisions on the Management of Online Overseas Films and Television Dramas", which is called the "extra-restriction order" in the industry. There are several basic principles of "quantity restrictions, content requirements, review before broadcast, and unified registration."

1. Quantity limit: The number of films and television dramas that can be introduced in 2015 is 30% of the number of domestic films and television dramas newly broadcast online in the previous year (2014), and the countries and theme types should be diversified.

2. Review first and then broadcast, managed locally, and cannot be broadcast simultaneously:  overseas film and television dramas newly launched in 2015 must receive the full season of one season, complete with subtitles, and submit them to the Beijing Bureau for review. After the review is approved, the introduction license number can be obtained before it can be broadcast online.

3. Unified registration:  Overseas film and television dramas broadcast online before September 2014 must be registered before April 1, 2015. The content agreement broadcast online cannot be renewed after expiration. For example, new policies will be used for renewal, and quotas will be allocated and reviewed. content. Government departments are studying whether the overseas film and television dramas broadcast online from September to December 2014 occupy the quota of the 2015 introduction plan.

■ Video websites use

home-made content to accumulate

popularity. They cannot rely on popular overseas copyright TV dramas to gather popularity. Video websites bet their treasure on home-made content. On the one hand, they continue to compete for top TV variety shows with hundreds of millions of yuan. On the other hand, with the help of fresh capital, homemade variety shows, movies and TV may bid farewell to "copycats" next year and truly "rise up".

iQiyi  earlier announced that "the investment per unit cost of homemade dramas exceeds that of TV dramas, and the investment in homemade variety shows exceeds that of TV stations." For example, the super online drama "Tomb Robber Notes" co-produced with Huanrui Century has invested 5 million yuan per episode. Gu Yongkeng, head of Youku Tudou Group, not only gave a specific figure of "600 million," but also said that in addition to the self-produced overseas copyright programs "Big Brother" and "The Voice of China Junior Edition", the company's Heyi Pictures will produce more than 8 major movies and more than 9 Internet movies next year. The tone is big, and the writing is bigger.

Relying on classics to resist the" lack of new products"

has not given any positive response to restrictions and removal from shelves. Sohu Video, which focuses on American TV series, and iQiyi, which has purchased many authentic American TV series. Tencent Video has made it clear that it will no longer pursue new dramas, but will jointly launch a new US drama strategy with HBO, exclusively launching 20 episodes including "Game of Thrones", with a total of 739 classic US dramas.

LeTV followed the policy of "first trial in one season" and chose to purchase the rights to the third season of Netflix's "House of Cards". Because Netflix uses a one-time shooting and one-time playback method, LeTV can submit the content for review in advance. However, LeTV said it was inconvenient to respond to the entire "extra-restriction order".

As a popular drama series "The Walking Dead" that is filmed while airing, Youku said it has purchased the rights to the fifth season, so the show's updates and shelves after the winter break will not be restricted. Similar to Tencent, Youku said that in order to cope with the "time gap" caused by censorship, the website will mainly promote "classic film libraries". Currently, they have introduced "24 Hours","Desperate Housewives","Hero" and other full-scale dramas that have ended American dramas.

Making up for advertising losses with new marketing models

Overseas programs have always been favored advertising targets for high-end consumer goods such as automobiles. After the restrictions caused a reduction in revenue, video websites used a more ferocious and all-pervasive marketing campaign to make up for the existing losses.

Youku and Alibaba have cooperated to launch new video marketing models such as "buy while watching" and "play with goods" with Tudou. As the name suggests,"Buy while watching" means that when consumers watch videos such as TV series, movies and anime, they can click on the products appearing in the videos to purchase them without having to jump out of the viewing environment. "Playing goods" gives merchants the opportunity to self-market. Merchants can create fun product promotion videos to attract consumers 'attention and purchase. Dong Yawei, chief marketing officer of Youku Tudou Group, said that the move will eventually realize that "the screen is the store, content is marketing, and advertising is sales."

The e-commerce website Jingdong heavily sponsors iQiyi's homemade reality show "Falling in Love with a Supermodel". In addition to common brand titles and advertising patches, the costumes of supermodel players on the show are all sold on Jingdong. Video link technology runs through the entire broadcast. You can also "buy while watching". This form is summarized by industry insiders as "content productization". Through lifestyle, scene orientation, type theater, packaging and implantation and other carrying models, high-quality content is transformed into products, and using product thinking to make content will become a mainstream trend.