After listening to the voice of the content producer, we saw the correct way to open cost reduction and efficiency

Text | Lin Bomizi

"Turnive reduction and efficiency" is undoubtedly the keywords of the current long video industry.

In the first quarter of this year, in the financial notes of the three major platforms, you can see the adjustment of the cost income structure to varying degrees. The good news is that in this context, this year still has "The Gate of Rebirth", "My name is Zhao Jiadi", "Liangchen and good scenery. High -quality boutique dramas such as "Geometry", "Begin", "Menghua Record", "People in the World" capture the market. According to a survey conducted by the joint questionnaire network of the China Youth Daily Social Survey Center, 63.9%of the respondents feel that the quality of domestic dramas in the past two years Increasing, these show the correctness of the current direction of the video industry.

Recently, a "customized drama partner Xiaoshui" organized by Youku allows us to see how the video platform is more clearly reduced to reduce costs and efficiency, especially how to unify the platform goals and content producers and give it. The entire industry is sufficient support and confidence.

After putting forward the concept of cost reduction and efficiency, Youku determined a idea. Xie Ying, general manager of Youku Drama Center, also made it clear at the meeting, "One does not bargain, and the two do not reduce the production standards. Under the premise of not lowering quality. " The focus of this idea is to reduce unnecessary waste and use good steel on the blade. Therefore, Youku also took out a set of industrialized tools to help content producers to improve efficiency and remove unnecessary cost waste.

Xie Ying, general manager of Youku Drama Center

For example, "entertainment" products, more than 200 suppliers, including ten types of work, over 1,000 main creators, and five categories including the director and screenwriter gathered in the system, which helps the producer to improve the efficiency of the code disk. Director and screenwriter Li Jingdong of Fozuo Culture said at this small meeting that in the process of making two seasons of "Cocoon", there are "entertainment" systems, "help us deal with the main creator to follow. The price is transparent, which reduces our management costs. "

Director and screenwriter Li Jingdong, director and screenwriter of Beijing Fuzuo Culture

Another example is the film and television resource library, which is Youku's setting of clothing props in multiple film and television shooting in the country. The producer can choose and rent through the small program. This lease system can save the maximum extent for small and medium -sized crew to save manpower and financial resources to the greatest extent. Essence According to Xiao Bing, the person in charge of Youku Financial Supervision and Production Management Team, at present, the asset scale in the resource library is 330,000 pieces, and the service items have exceeded 900.

Xiao Bing, the head of Youku Financial Premium, Production Management Team

At the same time, Youku also provides digital technical support in content production. For example, LED digital background solutions have served more than 100 episodes, which is better than traditional green screen effects. Assets, improve utilization.

In terms of content production process, Ali Films has also launched the "Yunshang Production" system that can provide the producer with digital full -process control. Galaxy CFO Xu Yan introduced at the meeting that the company's custom drama "I accidentally picked up love" was exactly that Yunshang's production improved the level of informationization. " On the spot or verbally, it is not real -time, and the information is not shared. Now you can know the situation of the field through the system, know the shooting progress, know the implementation of the budget, and improve the control of the process as a whole. "

It should be said that this set of tools provided by Youku is to facilitate the content producer, and also establishes a closer relationship for the platform and the content party. The platform helps the content party to improve efficiency in the production process. The tool reduces content costs for the platform. Although the goals of the two sides are different, the common efforts not only ensure the quality of the content of the episode, but also achieve the cost of lowering costs and efficiency of the platform. At the meeting, many company representatives said that they now realized that the interests of the content and the platform are consistent, and the platform has good development as a partner to have better survival and development space.

This is probably one of the reasons for Youku to give these eight producers who not only guarantee the quality of the output episode while ensuring the quality of the output episodes. The efforts of the producer, at the same time inspire more productions and platforms to improve the efficiency and quality of content production together, and run together.

As for the accidental surprise, on the way to promote cost reduction, these film and television industrialization tools provided by Youku also provided new ideas for content producers.

Li Jingdong said at the meeting that after using Youku's "entertainment" and "Yunshang Production" system, it provided basic ideas and grasping the creation and production of Fuzuo culture. "Now my team has two One point, one is to disassemble, disassemble all the work and then carefully (allocate), one is the front, and the all work plan is sufficient as much as possible. In my opinion, it is also the entertainment and Yunshang production system. Inspiration of our creative process. In other words, at the same time as Youku executes cost reduction and efficiency, it also provides the industrialization of the film and television industry with the tools and tools that can be relying on, so that the content party will reform and adjust the thinking and process of content production.

Of course, then, the platforms have proposed to reduce costs and increase efficiency. The essence of the essence not only changes in the budget, but produces more high -quality content under the premise of controlling costs. This is also the ultimate goal of the platform and the producer. For the content side, it is also obvious to be more stable in the development of the company; for the platform, more high -quality content can further precipitate existing users on the platform.

In 2019, Youku proposed "Three Three Three and Three Don't", that is, "Don't spread the efficiency, do not want idols to act as actors, do not want the value of traffic". Combine, everything aims at content quality. Under such a strategy, we have also seen many high -quality episodes taken out by Youku this year. In terms of custom drama, "Please call me director" and "Us who can't fall in love" and other episodes are very popular in the market. When "Please call me director", the heat in the station exceeded 9800. There are nearly 200 hot searches on the entire network. In terms of homemade dramas, "The Gate of Rebirth" is even more popular on the entire network. During the broadcast period, Youku Station has exceeded 10,000, and 16 times on the Lighthouse's full network of the lighthouse to play the market.

At the same time, for Youku's content performance, it is worth paying more attention to the birth of a small dark horse drama. This year, the emergence of small dark horse dramas such as "My name is Zhao Jiadi", "Liangchen and Good Green Knowing Geometry", "Forensic Qin Ming's Reader", etc., so that the industry has seen the market space of small and beautiful episodes, "Good Green and Good Green Knowing Geometry" For a few weeks, the major data list, "My name is Zhao Jiadi" also achieved the total amount of the accounts exceeding 70 million, which proves the value of the small dark horse drama.

Earlier, the long video industry was mostly attached to the big explosion model and won market attention with the content of the circle. On the contrary, small dark horse dramas that serve type users and circle users are easier to stabilize to produce, and gradually accumulate users' recognition of the platform through market reputation.

Looking back now, the entire network explosion+dark horse drama has continuously confirmed the insistence of Youku's strategy of "Three Three and Three Don't", combined with the current results of Youku reduction and efficiency, and the help and empowerment provided by the content industry. It can make us see Youku's long -termism and make efforts for the long -term and healthy development of the entire content industry.

Only the transformation of consciousness and ideas can bring changes in action. Youku also gives partners to provide industrialized tools to improve efficiency and give cash rewards and other behaviors. Opinions, from "supply" to the platform to make good use of content with the platform, this change also makes the content party more willing to participate in the process of reducing costs and efficiency, and focus on the core of the content business together in high efficiency.

In this way, the cost of increasing costs and efficiency in the current industry is no longer just a way to survive, but also an opportunity to form cohesion, so that the industry has the confidence in continuing to move forward. Open the way correctly.

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