"Menghua Record" is in disguise "advanced points" on the hot search. Some people applaud, some people laugh ...

Future Network, Beijing, June 24 (Reporter Xie Qing) Tencent's video thermal broadcast drama "Menghua Record" is about to usher in the finale, and all the fans of the drama are looking forward to it.

On June 23, Tencent Video announced that the TV series "Menghua Record" opened the finale to reflect the gift. After the audience purchased the "Gu Pan Shenghui" gift package containing a big end of the end of the end, the audience could use it. During the live broadcast, watch the finale that was originally scheduled to be finalized on July 3rd.

"Isn't this just ahead?" As soon as the news came out, it quickly attracted the attention of all parties and appeared on Weibo. Regarding the "privilege" who watched in advance, some netizens said that they were fans and were willing to spend money to watch the finale in advance. However, more netizens questioned that this move was the "disguised money" of Tencent's video, and at the same time there was the risk of leakage of film and television drama resources.

(Picture according to Tencent Video)

Spend money to buy a big gift package, the star will accompany you to see the finale?

In a question from netizens, why is Tencent Video called "disguised on -demand"?

It is reported that "Menghua Lu" is a costume TV series starring Liu Yifei and Chen Xiao, which was exclusively broadcast on Tencent Video on June 2, 2022.

Once the play was broadcast, it received many attention, and it was numerous. Under the popularity of the drama, with the end of the end, fans are looking forward to the finale.

As a result, on the morning of June 23, the official Weibo of Tencent TV drama announced the launch of the "Menghua Record Fetom Recerity". It is reported that the "Grand Finale Swing Gift" related gift package ("Gu Pan Shenghui" gift package) contains the "33-40 episodes" viewing voucher and dot-gift live view voucher. After the user purchases, you can watch the related sets from 15:30 on June 26.

In the future, the reporter noticed that according to the official Weibo chase calendar of "Menghua Record", Tencent members can watch episodes 39-40 on July 3. If it is a Tencent VIP user, you can buy the "Gu Pan Shenghui Gift Pack" at a price of 18 yuan. You can use the 2888 member points to redeem the gift package for free; or, or, there is a chance to draw a lottery.

From the price point of view, the gift package Tencent's members enjoy the price of 18 yuan special price, non -member price 40, and the highest price gift package price of 258 yuan. As of now, more than 50,000 people have made an appointment for a live broadcast.

In addition, at the "Great Finale Point" on June 26, "Menghua Record" starring Liu Yifei, Chen Xiao, Liu Yan, Lin Yun and other main creators will also meet with the audience in the live broadcast to accompany the finale to accompany the finale. Essence

(Picture on Weibo)

The launch of the Tencent video "Great Finale Point" is actually the same as "advanced on -demand" from the viewing time.

Subsequently,#Menghua Records the end of Yingli#on Weibo hot search, which quickly caused heated discussion among netizens. As of the press release, the topic has gained nearly 240 million reading and 58,000 discussions.

Some netizens said they were fans and were willing to buy gift packages. "I hope to broadcast a few more episodes, I am willing to spend money."

However, some netizens questioned that the move was "disguised in disguise", and there was a risk of resources that affect the rhythm of the general audience. "Rejecting and resisting, the result of advanced on -demand is piracy."

(Picture on Weibo)

"Pet Fans" or "Eat for each other"? The profit demand behind the video platform

"I didn't spend money, and I got the gift packet coupons with points." College student Li Meng (pseudonym) told Future Network reporters that he is a fan starring the female starring "Menghua Record". I don't feel enjoyable.

After seeing Tencent's video launching the "Finale Point", Li Meng used the points to get the gift package. However, if you spend an extra 18 yuan to buy the right to watch, Li Meng admits, "I think the platform is not different from the previous" advanced point "."

In fact, the "advanced points" previously launched by major video platforms have been questioned. Many consumers have expressed dissatisfaction with the fancy package of the platform and believed that it "full of routines."

In this regard, on August 26, 2021, the Shanghai Consumer Protection Commission named Tencent Video in the advanced on -demand of "African Storm", and stipulated that the drama must be unlocked in order. The Shanghai Municipal Consumer Protection Commission believes that this move is suspected of binding sales, which is a indifference to consumers' options.

Subsequently, on September 1, Tencent video responded, saying that the unlocking rules will be adjusted as soon as possible to support the user's selection and unlocking. In this regard, the Shanghai Consumer Protection Commission responded to support Tencent's video improvement, and pointed out that other platforms that hope to have similar situations can also actively follow up and name Youku and iQiyi.

Since then, major platforms have followed up quickly, and have announced the cancellation of "advanced points." On October 4th, the official Weibo of iQiyi VIP members first announced that it would cancel the episode of the episode ahead of time, and to cancel the content promotion patch that members visible. Subsequently, Tencent Video and Youku Platform also announced the cancellation of the ahead of the drama.

(Picture according to Tencent Video)

So is the "Great Found Reflecting" launched by Tencent Video this time, is it "ahead of the disguise"? Zhang Chao (pseudonym) of the Internet film and television drama industry told future network reporters that Tencent Video took the lead in "testing water" and it was indeed slightly advancing, but the reason behind it was that the long video platform was urgently needed to make profits.

"Since the beginning of this year, the cost of major video platforms has been increasing in operation, and the procurement of film and television dramas has accounted for its main share." Zhang Chao believes that video platforms have continued in the environment, and behind the platform is the dilemma of losing money for years."This packaging is the lap of" pet fans ", which is also the willingness to pay for long video payment." It is worth noting that this year many video websites have risen on membership prices.On June 15, Youku issued an announcement that it will adjust the price of Youku VIP and Coolow VIP members at 00:00 on the 21st.After the adjustment, the price of Youku members basically tied iQiyi and Tencent videos, which basically remained consistent in the price of various member packages.

In addition, according to the "49th China Internet Development Statistics Statistical Report", as of December 2021, the number of netizens in my country has reached 1.032 billion, and the usage rate of online video netizens is 94.5%.In the environmental environment of online videos, major video platforms are looking for new ideas and finding an innovative market profit model.

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