The impact of the rise of video websites on TV stations is not only reflected in the ratings. When each is engaged in self-control, the status of "content output" of TV stations is seriously challenged. Ultus will invest 600 million in self-control in 2015, including "Big Brother" and "China Voices Juvenile Edition". Iqiyi is also super self-made and the impact on TV stations from the source of the content is fatal.
For television stations, the days after are getting worse.
The Internet TV that had played in the wind and water has already placed the "crisis" on the front of the TV station. Although under the strong supervision of the SARFT, the TV station temporarily has a respite, but the future will inevitably be affected by new media. Impact.
Ratings are falling
According to data from the White Paper on the development of China's Internet TV, the time for Chinese people to watch TV is gradually decreasing, and the television viewing population is beginning to "age." In the past 4 years, the number of viewing minutes per viewer of 15-34-year-olds has declined.
For young audiences, television is no longer their darling. It is obviously unrealistic for them to watch TV programs scheduled at a given time. They are more willing to arrange the time of watching videos and the content they want to watch according to their own situation. This determines that the characteristics of the Internet are more suitable for them.
In the TV series broadcast by the Provincial Satellite TV in the first half of 2014, there were only 21 TV dramas with an average rating of 1 broken, and none of the TV drama ratings exceeded 2. The overall data is down, and the single data also has no outstanding highlights. The variety shows became the most watched savior of television stations. Their status has become more and more powerful. Some of them are even single-core drivers.
The decline in television ratings has a direct relationship with the rise of video sites.
Because viewers watch videos for a limited amount of time, and most of their free time is fragmented, watching videos on the PC and mobile terminals is their first choice. This not only diverts viewers' time to watch TV, but also gradually develops the habit of watching videos. Therefore, the decline in television ratings is an inevitable trend.
"Content output" status challenged
Before 2013, TV stations could play happily with video sites. Television stations had high-quality content output. Video sites had the advantage of platforms and users. Video sites were not blind to scarce premium content. The copyright fee Le's ear to ear.
However, the video site's money is not a waste of money. High-quality television programs have allowed video sites to earn commercial income while also expanding their own platforms, increasing the number of users and nurturing user habits. In the past, LeTV's reputation for relying on rumors was soaring overnight. This is a living example.
While video sites are booming, TV stations have begun to suffer growth bottlenecks. In 2013, although domestic TV stations’ advertising revenue reached a record high of 130.2 billion yuan, revenue growth declined by 11 percentage points, only 2.52% over 2012. At the same time, the market size of online video on the Internet has maintained a rapid growth. In 2013, the growth rate of domestic video websites reached 42%. Although it is still far from the rival of TV stations in terms of volume, everyone is aware that the future belongs to the video. Who.
What's worse is that with the video website positioning "2014" after the first year of self-control, each of them has made a concerted effort to compete directly with the TV station from the source of the content.
In July of this year, the chairman of Youku Tudou Group Co., Ltd., Gu Yongzhen first mentioned the concept of “big self-control†and comprehensively upgraded homeowners. At the 2015 Youku Potato Media Promotion Conference recently, Gu Yongzheng said, “8 or 9 years ago, we led the industry to change the multi-screen distribution and marketing publicity methods. Today, we are leading everyone to change the content production method to create a derivative ecology. "."
Zhu Xiangyang, chief content officer of Youtu, also stated that the total investment for the production of excellent soil in 2015 could reach 600 million yuan. This includes two top "big-in-house" projects: BIG BROTHER and China Voices Junior.
BIG BROTHER will be launched on Youku in the second quarter of next year. The reality show that was born in 1999 has more than 300 series in 120 countries and can be said to be the world's biggest and most successful TV program. The Voice of China juvenile edition based on The Voice Kids' exclusive model will be registered on the potato platform. The juvenile version has caused viewership fever globally and has become the subject of major TV and video platforms.
In terms of form alone, these two programs are afraid of the TV station also coveted. In addition, Youtu will also launch a series of "big self-control" content. From a scale point of view, it will have caught up with or surpassed television stations.
In terms of self-control, iQiyi is also a framework for "super self-control," and iQiyi CEO Gong Yu even stated that in 2015, the cost of self-produced drama units exceeded that of TV dramas, and the investment in self-made variety shows also exceeded that of TV stations.
As a result, the video site’s impact on the TV station from the source of the content is fatal. When the TV station enters content from the video site one day, the day may really change.
For television stations, the days after are getting worse.
The Internet TV that had played in the wind and water has already placed the "crisis" on the front of the TV station. Although under the strong supervision of the SARFT, the TV station temporarily has a respite, but the future will inevitably be affected by new media. Impact.
Ratings are falling
According to data from the White Paper on the development of China's Internet TV, the time for Chinese people to watch TV is gradually decreasing, and the television viewing population is beginning to "age." In the past 4 years, the number of viewing minutes per viewer of 15-34-year-olds has declined.
For young audiences, television is no longer their darling. It is obviously unrealistic for them to watch TV programs scheduled at a given time. They are more willing to arrange the time of watching videos and the content they want to watch according to their own situation. This determines that the characteristics of the Internet are more suitable for them.
In the TV series broadcast by the Provincial Satellite TV in the first half of 2014, there were only 21 TV dramas with an average rating of 1 broken, and none of the TV drama ratings exceeded 2. The overall data is down, and the single data also has no outstanding highlights. The variety shows became the most watched savior of television stations. Their status has become more and more powerful. Some of them are even single-core drivers.
The decline in television ratings has a direct relationship with the rise of video sites.
Because viewers watch videos for a limited amount of time, and most of their free time is fragmented, watching videos on the PC and mobile terminals is their first choice. This not only diverts viewers' time to watch TV, but also gradually develops the habit of watching videos. Therefore, the decline in television ratings is an inevitable trend.
"Content output" status challenged
Before 2013, TV stations could play happily with video sites. Television stations had high-quality content output. Video sites had the advantage of platforms and users. Video sites were not blind to scarce premium content. The copyright fee Le's ear to ear.
However, the video site's money is not a waste of money. High-quality television programs have allowed video sites to earn commercial income while also expanding their own platforms, increasing the number of users and nurturing user habits. In the past, LeTV's reputation for relying on rumors was soaring overnight. This is a living example.
While video sites are booming, TV stations have begun to suffer growth bottlenecks. In 2013, although domestic TV stations’ advertising revenue reached a record high of 130.2 billion yuan, revenue growth declined by 11 percentage points, only 2.52% over 2012. At the same time, the market size of online video on the Internet has maintained a rapid growth. In 2013, the growth rate of domestic video websites reached 42%. Although it is still far from the rival of TV stations in terms of volume, everyone is aware that the future belongs to the video. Who.
What's worse is that with the video website positioning "2014" after the first year of self-control, each of them has made a concerted effort to compete directly with the TV station from the source of the content.
In July of this year, the chairman of Youku Tudou Group Co., Ltd., Gu Yongzhen first mentioned the concept of “big self-control†and comprehensively upgraded homeowners. At the 2015 Youku Potato Media Promotion Conference recently, Gu Yongzheng said, “8 or 9 years ago, we led the industry to change the multi-screen distribution and marketing publicity methods. Today, we are leading everyone to change the content production method to create a derivative ecology. "."
Zhu Xiangyang, chief content officer of Youtu, also stated that the total investment for the production of excellent soil in 2015 could reach 600 million yuan. This includes two top "big-in-house" projects: BIG BROTHER and China Voices Junior.
BIG BROTHER will be launched on Youku in the second quarter of next year. The reality show that was born in 1999 has more than 300 series in 120 countries and can be said to be the world's biggest and most successful TV program. The Voice of China juvenile edition based on The Voice Kids' exclusive model will be registered on the potato platform. The juvenile version has caused viewership fever globally and has become the subject of major TV and video platforms.
In terms of form alone, these two programs are afraid of the TV station also coveted. In addition, Youtu will also launch a series of "big self-control" content. From a scale point of view, it will have caught up with or surpassed television stations.
In terms of self-control, iQiyi is also a framework for "super self-control," and iQiyi CEO Gong Yu even stated that in 2015, the cost of self-produced drama units exceeded that of TV dramas, and the investment in self-made variety shows also exceeded that of TV stations.
As a result, the video site’s impact on the TV station from the source of the content is fatal. When the TV station enters content from the video site one day, the day may really change.
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