"Carrot and Big Stick" on the long video platform

Author ｜ Xiangxuelan

The partnership after "reduction of cost reduction"

Since the "cost reduction and efficiency" of the long video platform, there is a partner that exists in addition to the platform itself. Copyright drama producers, popular actors and other closely general partners.

These partners also entered the "cost reduction and efficiency" period under the influence of joints. The Tencent Video "Early Spring Business Sharing Conference" proposes to further reasonable spending on its own self -control, customization and copyright procurement projects, optimize production factors, and put forward more than a dozen upstream workers involved in the project involved in the project involved Reference guidance price at the salary level.

It is reported that after the long video platform "cost reduction and efficiency", a large number of competitive film and television companies will be completely out of the situation. The incidents such as low project rate and stopping the project before the project are frequent. "Although it is a bit pretentious, it feels like an era has passed. It was previously emphasized that explosion models have become cost, throwing, and input -output ratio in the past few months."

In this case, while the long video platform waves the "big sticks" of various "reducing costs", it also needs more and better "carrots" to stimulate the enthusiasm of partners and guide the production of content to be reasonable, industrialized and industrialized High -quality.

Picture source: official Weibo

honor

In early September, 2022 Tencent Online Video Golden Goose Honorary Launching Series was held, and a total of 52 honors covering TV series, variety shows, online movies, animation, micro -short dramas, small shows, and knowledge. The high -quality content and excellent creators emerged.

In mid -September, Youku's "Customized Drama Partner Xiaohui" announced the launch of a customized drama incentive plan, awarded the honor of "Youku Customized Drama" for the producers who saved budgets and broadcast standards, and gave cash feedback. Eight producers such as Galaxy Cool Entertainment became the first batch of honorary winners and shared the tens of millions of cash rewards.

Also in mid -September, at the Iqiyue enjoyment meeting, the three dramas that broke through the three hot value this year: "The World", "Cang Lan Jue" and "Punishment", and mentioned some frequent cooperation actors and film and television and television company.

For partners, the investment of real gold and silver is very important, but the recognition of awards and honors is also an indispensable "carrot".

In addition to film and television works, for the background in film and television production behind the screenwriters, IP authors, honor and fame are more important to its future development. In recent years, various awards of long video platforms have also tilted towards personnel behind the scenes.

This time, Tencent's online video Golden goose honor to 16 film and television creators such as IP authors, screenwriters, directors, and producers in the industry awarded 7 creative honors. "Excellent content creators are the cornerstone of the benign upgrade and development of the film and television industry. Tencent Video has also established in -depth and good cooperative relationships with creators in terms of content development and co -creation, subject matter innovation and creative incentives to achieve the industry's cooperation. "

Picture source: Weibo screenshot

IQiyi has also hosted the "2020 screenwriter night". There are 13 outstanding works such as film, animation, and episodes, and 23 outstanding screenwriters have won the honor issued by the screenwriter night to encourage and recognize outstanding screenwriter creative talents. Iqiyi Gong Yu believes: "The screenwriter as the source of the creation of film and television content has broad development space. IQiyi hopes to join hands with more screenwriter talents to transport high -quality content to the industry."

Fame

For popular actors, it is very important to enhance fame and industry recognition. This can meet their needs through the form of various annual awards and achieve the popularity of "win -win".

At the end of each year, the three major TV stations of South Korea's MBC, KBS, and SBS will take stock of all the TV series aired on this TV station this year, awards awards of various actors, and present a feast for the audience. The high popularity of Korean dramas and Han Xing has largely benefited from the guidance of these selection and awards activities.

The three major Taiwan awards are not the same. The best episodes and actors on their respective platforms on their respective platforms. In addition to the conventional acting awards and other awards, the best popularity awards, best screen couples, child star prizes and other awards are all the awards. Very distinctive. Especially the best screen couple award, at this stage popular film and television drama CP has become the biggest motivation for many young audiences to chase dramas, and I am looking forward to their favorite CPs to appear on the stage for real interaction. Its popularity and popularity can be expected. Essence

Many couples in the classic Korean dramas have won this award, such as: Rain and Song Huiqiao in "Romantic House" performed the scene of "Three Bears" in the awards scene. MBC TV has also set up a chic "Family Award" to reward the harmonious and happy family in the TV series, and advocate the concept of the family.

In addition to the conventional awards project, the editing inventory of the classic clips of the TV series in the year is also the highlights of previous, such as: classic KISS scenes, couple warmth scenes, quarrel scenes, popular TV series actors NG scenes, etc. Link settings.

At this stage, although the long video platform will praise or reward some popular actors in the annual inventory report or industry sharing conference, it does not form a large -scale and ritual state. Imagine that if a popular actor gets super popularity through a series of activities of the platform, then he or she will be more inclined to choose to cooperate with other projects on the platform. Therefore, it is optimistic that long video platforms are innovative in this regard. Picture source: official Weibo

Autonomy

For the partner of the film and television company, autonomy is another important "carrot" that stimulates its content production enthusiasm.

When upgrading the online movie accounting mode, iQiyi canceled the platform level, allowing all films to stand on the same running line, and had the right to see and choose by users; canceled the first 6 minutes to let the market decide the content. There is a saying in the industry that "what online movies earn are not the money of the audience, but the subsidy of video websites." After the discount rules are updated, the online movie needs to respect the audience's choice.

The cooperation model of Tencent Video and content producers has also carried out innovation. The newly introduced "market price+membership inspiration incentives" measures to further inspire high -quality content and activate upstream and downstream content production.

Youku also announced the new "post -broadcast level" model on the basis of the original account division model last year. It is hoped that the content of the content of the content will be repaid to the C -end user, so that the excellent content can have more box office space.

Once, the platform's excessive intervention is a major problem in the production process of film and television content. Today, the continuous improvement and scientificization of many policies such as adjustment model adjustment, and film and television partners with autonomy are more likely to output high -quality content output As the first priority.

Technology and data

The overall level of industrialization of the domestic film and television production industry is relatively low. There are a lot of improvement space in the entire production process. It is empowering the projects of partners with new technology and big data platforms. It is also an area that long video platforms are good at.

At the Tencent Video Golden Goose Honorary Conference, Sun Zhonghuai said that the project data sharing platform built for partners has been launched, and it will open more project data dimensions for partners and empower to create.

Youku's "Customized Drama Partner Small Club" announced that through the research and development and construction of the film and television industrialization system, Youku can provide full -process services such as budget management, shooting progress management, digital asset management, etc. for custom drama partners. For example: Yunshang Production is a full -process management system developed by Ali Pictures, which can realize project progress and budget management. Youku also combined with the LED digital background solution launched by the industry partner. Compared with the traditional green screen shooting, the effect is better, the funds are more saved and the cycle is shorter.

According to reports, for children's ecological content innovation, Tencent Video has a special "Content Safety Self -Rescue Guide" document in the background of Tencent's video, which summarizes many typical content problems, similar to "misleading content" and "unsafe operation", etc., which can help help help No newbies for children who enter the industry solve many practical problems.

Link resources

Iqiyi is famous for its "one fish eat more" development strategy, and its many years of IP authorization cooperation model has been very mature. For example, around the demand for immersion in the audience, the Mist Theater has expanded more scenes related to consumption and lifestyle, including art exhibitions, stage dramas, script killing, audio books and other industries.

Picture source: Weibo screenshot

"Through platform resources to achieve the output of stories and values, and based on the audience's preferences and experiences, they need to create new products and develop new products. More in line with the current audience's aesthetics and consumption needs. "

IQiyi gives full play to the role of the platform, connecting creators, artists, and even customers to realize the opening of content and consumption, so that IP authorization can continue to develop and operate in a longer -line and more interesting direction.

The ability of long video platform link resources is very attractive for many partners. Based on IP and platform links, partners can enrich their income channels through various methods such as derivatives and other ways. Effectively make up for the problem of the source of income from film and television content.

No. 1 conclusion

Partners provide high -quality content for long video platforms. The platform provides broadcast channels for high -quality content, amplifying content IP influence, and each other should be a relationship between each other and win -win. However, in the past "pathogenic" industry environment, the film and television industry is a "poor temple monk". Various people have made a lot of money. The corporate platform is losing money and has not achieved a good "win -win" state.

Under the cost -reducing efficiency and efficiency policy, the long video platform can effectively improve the output rate of high -quality content by giving full play to the effectiveness of "carrot" and "big sticks", and guide the entire industry to win a win -win cooperation.

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Reference materials:

1. Look at Youku drama from "Customized Drama Partner Xiaohui" -Efficient increase efficiency, long -termism and boutique "landing"

https://mp.weixin.qq.com/s/vg_icbc6wtgisorq-g1eqg

2. Focus on multi -type creative talents, select representative high -quality content 2022 Tencent Online Video Golden Goose Honorary List

https://mp.weixin.qq.com/s/0tdxiz3zps_akq-obi8wxq

3. The era of cost reduction and efficiency is coming, and the film and television industry is looking for spring

https://mp.weixin.qq.com/s/pqonxytjwcwqm54is3wmlw

4. The iQiyi Authorized Merchants Conference will hold four major IP universe in Shanghai to explore new possibilities

https://mp.weixin.qq.com/s/_ypyk7xed4mg8cmfrypysg

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