"Menghua Record" was scolded again, and the platform could not give up advanced on -demand

In June this year, "Menghua Record" became the hottest TV series. On June 26, Tencent Video launched the finale of "Menghua Record". After the VIP member purchased the "Dip Gift Live (Back) Watch Voucher" worth 18 yuan, you can watch it in advance should be at 7 The finale broadcast on the 3rd.

For the "reflection ceremony", some audiences liked to see it and believe that the finale was "too cool" at one time; many audiences were very dissatisfied, thinking that it was ahead of time.

"Menghua Record" push some reflection ceremony

Netizens said that "advanced on -demand" rolled up the soil

For the fans, you can finally finish the finale of "Menghua Record" on the weekend.

"Menghua Record" can be said to be the most popular TV series in June this year. The data shows that "Menghua Lu" launched the 15 -hour playback volume exceeded 200 million and the online 7 days exceeded 1 billion. Record people.

Since its launch, "Menghua Lu" has been controversial.

When it was launched, it was well received, and later was controversial due to the performance of the "dusty woman" in the play. When it was finished, the "Dianying Gift" launched by Tencent Video was involved in the public opinion center. According to the normal broadcast, the VIP finale of "Menghua Record" was originally scheduled to be broadcast on July 3, and the non -VIP finale will wait until July 24.

However, at 13:00 on June 26, Tencent Video launched the finale of the "Menghua Record", inviting the starring group to start 8 hours of uninterrupted live broadcast. After the VIP member purchased the "Dianwan Live (including the Back) View Voucher" worth 18 yuan, he could watch the Dipping live broadcast on June 26 and watch the finale in advance. In addition to spending money, Tencent Video VIP members can also obtain gift packages through 2888 membership points for free exchange and lottery.

As of 15:00 on the same day, the show was close to 770,000 people appointments, and conservative estimates will bring Tencent's videos over one million yuan in revenue. After the real gold and silver, the sound of public opinion followed. Many netizens bluntly said that spending money to watch the finale in advance, this is not to change the skin in advance.

Some "recording people" feel harmless, and for their favorite dramas and stars, it is worth a dozen dollars. There are also opinions that the audience is also voluntary. If you want to buy it, you can buy it. If you don't want to buy it.

But there are still many audiences who are very dissatisfied. They think that Tencent's video cuts leeks with old routines, and even under the official Weibo of Tencent Video to promote Menghua Records, a netizen commented: "When I finish watching, I will come back. Report Tencent Video. "

Earlier, the debate around the ahead of time continued.

In 2019, for the hit drama "Chen Qing Ling", Tencent Video took the lead in launching advanced on -demand for VIP members.

And Iqiyi's user Wu, because of the "Qing Yu Nian" ahead of demand, brought iQiyi to court. In June 2020, the court ruled that iQiyi defeated the first instance.

In 2021, in order to make ahead of time in advance for Tencent's video "Sweeping Storm", Tang Jiansheng, deputy secretary -general of the Shanghai Consumer Insurance Committee, bluntly stated that he was suspected of binding sales and "advanced on -demand" was not kind. The China Consumer Association also published an article, which commented on the long video platform in the "advanced on -demand" and other aspects.

Although the accusations are constantly, for the current long video platform, "advanced on -demand" has become a cash entrance that is difficult to give up.

Content side:

The platform is trapped in the dilemma of funds, and it is difficult to give up on "advanced on -demand"

The main income of long video platforms is nothing more than advertising and membership.

Tencent Holdings (00700.HK) The first quarter report of 2022 showed that the number of paid members of Tencent Video increased by 1%to 124 million year -on -year.

As early as April 20, 2022, Tencent Video adjusted the price of Tencent Video VIP and Super Film and Television VIP. The monthly price of VIP was adjusted from 20 yuan to 25 yuan. Yuan, Tencent Video VIP annual card price was adjusted from 253 yuan to 258 yuan.

"Ahead of time" is actually charging on the basis of membership. From the perspective of the industry, advanced on -demand is the "helpless move" of long video websites to recover costs. Even if there are many opposition voices, they still cannot abandon.

For advanced on -demand, director Jin (pseudonym) bluntly said to the Red Star Capital Bureau: "Because (video website) earns less, even if you are a member, (advanced on -demand), you still have to spend a sum of money, for profit."

From the perspective of gold, saving costs, increasing income is the common choice of You Aiteng's three major platforms. "Iqiyi laid off last year, and they (Tencent and iQiyi) were not easy to do."

"There is no good film now, and the investment is getting higher and higher." Gold told the Red Star Capital Bureau, the high reasons for actors, which led to the cost of a drama. You need to provide some funds.

Therefore, Liu Yifei in "Menghua Record" brought traffic while also stressing.

Gold gave another example to the Red Star Capital Bureau: "I have a friend who filmed a drama starring Yang Zi in Hengdian. The total investment of the show was 800 million yuan. When the normal member system, it would be possible to recover the cost. "

Jin also pointed out that the content of the big drama is a bit old -fashioned now, and it is difficult to make new breakthroughs. It is some old IPs to shoot back and forth. It is tired of watching.Coupled with the cause of the epidemic, many crews do not start; there are also artists, "the artist is an old accident."Therefore, "there are too few good resources." There are few resources. In the face of good resources, long video platforms will compete for cooperation, and will further push up costs.The Red Star Capital Bureau noticed that in 2022, there were more than 70 dramas released by Tencent Video. It was really a few of them. The entire value of these explosive dramas became an inevitable choice for Tencent Video.

Professional photographer Hu An (pseudonym) told the Red Star Capital Bureau that although everyone was disgusted, when everyone was disgusted, someone would still pay for it. The video platform also used the psychology of the audience.

Hu An said: "Even if users are opposed, opposition is often targeted at the platform, not for the play itself. As long as there are good content, the audience will recognize the content."

Red Star News reporter Yu Yao Tao Yanyang

Edit Yang Cheng

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