TV stations, video sites don’t play with you

I. The culmination of a television station

In 2015, it should be the culmination of the television industry. At its peak, it is time to go down. The rhythm of the downturn is also very varied, that is, it can be as slow as the broadcast and usher in the second spring, or it can fall like a newspaper and fall like a cliff. At present, the second possibility seems to be even greater.


Second, the three major challenges for television stations

In 2015, the worst news about television was that advertisements for variety shows began to fall.

There was no brand name at the end of the Jiangsu Satellite TV that had high-profile advocacy for the year's giant system-level work. There is no brand name for the comedians of comedy stars who have assembled all of the comedy stars on Dragon TV. Previously, the music master class broadcast on Beijing Satellite TV had also been "stretched" for multiple periods.

Dr. Peng Wei of Tsinghua University summed up three major challenges faced by the television industry : Challenge 1: The overall decline from the television industry; Challenge 2: Decline in advertising revenue; Challenge 3: The conditions for cooperation between social production companies and television stations are becoming increasingly demanding.

Three, pure network variety has entered the golden age

Compared with the TV series variety show, video sites are increasingly confident. With the rapid development of online video, pure network variety has entered a golden age.

On June 3, at the 2015 online variety show industry forum, iQiyi announced that it will establish an open cooperation model.

Imagi's chief content officer Ma Dong said that the profound changes brought about by the online variety industry are far more than changes in channels. Apart from the difference in broadcasting platforms, there is an inherent logic that is completely different from traditional variety shows, namely, new values ​​and new videos. Logical and new application scenarios.

And this golden age has only just begun because it is all based on the maturity of the video website platform. At present, young people aged 15-24 years are the main viewing groups of variety shows, and post-90s are the main creators of Internet content.

Fourth, the end of Taiwan's network linkage?

Before the iQIYI had advocated the network linkage, and Henan Satellite TV and CCTV respectively cooperated with Chinese character heroes and big magicians. However, with the deepening of cooperation, Iqiyi has found fewer common interests with TV stations.

Therefore, iQiyi dominates the pure network variety show this year and the Taiwan network is not linked.

V. Video sites begin to play ecology

With regard to the development of video websites, Gongyi, the founder and CEO of iQiyi, hopes to establish an open, healthy, and sustainable development ecosystem so that each link in the ecosystem can find its own way and play its own value.

At present, the number of independent users of iQiyi is 1.2 to 130 million, which is close to 10% of the total number of people in China. We want to be part of a healthy ecosystem more. We cooperate more equally with all parties. This is the basic element that allows us to benefit together and achieve greater returns together.