TV Counterattack: How to Beat Internet Video?

This year's Spring Festival Gala is undoubtedly a successful example of the integration of television stations and the Internet. The "shake" red envelope was launched during the broadcast of the major evening parties. The Internet giants such as WeChat and Alipay have tasted the sweetness and let the TV station once again prove the value of traditional channels.


In the face of aggressive Internet video sites, the TV station has been calmed down from the initial panic, using its own content and channels to fight back. Taking Hunan Radio and TV as an example, it started Mango TV, which monopolizes online video. Its goal is to create a complete ecological closed loop of “content + platform + terminal + application”.

Hunan radio and television to grasp the outlet

Online video is already a recognized outlet. According to iResearch, the market size in the third quarter of 2014 was close to 7 billion yuan, an increase of 83.2% year-on-year; while the usage rate of radio and television media continued to decline during the same period. The currently hit webcast "Tomb Notes" and Tencent's solo "China Good Voice 4" have succeeded in capturing this turmoil.

The network's censorship system is wide and has a high degree of liveliness. It is easier to innovate and seek new development than a TV station with high-quality talent. Hunan Broadcasting and Television Broadcasts, with its huge fan base and exquisite content themes, is the first to take over all Hunan TV programs. In April 2014, Radio and Television announced the “Mango Solo Strategy” in order to have more say.

In March 2015, Mango TV had nearly 30 million active users per day. Data released by QuestMobile, a data service company, at the end of April showed that the growth rate of MAU (monthly active users) in Mango TV in March reached even 109.0%, and the growth rate of users' usage time also reached 160.7%. Once again, the limelight was exhausted.

Hunan Taiwan has the trump card programs "Happy Camp" and "Every Day." There are also phenomenal seasonal broadcast variety “Flowers and Teenagers” and “I am a singer”; they collect copyrights while their contents are strong, reduce the substitutability of channels, and make users who have a desire to watch these popular videos have to be Use mango TV.

By analyzing the user groups, we can find that the Mango TV user group is basically young women, and their loyalty is also very high. As long as the programs in Hunan TV station are basically going to be watched, the growth of the users during the broadcast of the program also confirms the fans. The value of the effect.

Mango TV uses content to feed channels. According to calculations, after the copyright recovery, the “Happy Camp” single pageview averaged ten times that of the previous year, the video patch advertising revenue was approximately 8 million yuan, and the “first-year” SMD advertising revenue was 121 million yuan. In 2013 Hunan Satellite TV sold 200 million yuan to sell "Happy Camp", "Everyday Goes Up", "Where is Daddy Goes", compared to iQiyi, the revenue increased significantly, and it also has the effect of attracting users.

Hunan Broadcasting and Television’s transformation has a certain effect, can not be separated from the strong flow of its own programs, there is a fixed and huge user base. However, the vast majority of TV stations found video user websites are difficult to achieve success. Because the Internet must have the lowest traffic requirements in order to get large-scale advertising.

Video site was squeezed?

Hunan Satellite TV's variety shows and single-play television dramas have long dominated ratings, have a strong audience attraction ability, and even become an important bargaining point for other video websites to attract users. Just as the "Dad Goes Where 2" program, iQiyi sold the online naming rights to a food company for RMB 66 million. In addition to advertising, these variety shows have also brought immense traffic to iqiyi.

However, with the emergence of Mango TV, traffic and profitability of major video sites have declined slightly. At that time, it will be sure to connect second- and third-tier TV stations to ensure their operations. The network is such that there will never be a lack of programs. Compared to the inflexibility of television, viewers can only see what viewers have no choice but to look at the Internet.

Therefore, for a video site, it seems that this transition is a declaration of war on online video by traditional television. In fact, it is only one person's resistance. Even if Hunan Radio and TV is successful, the general trend of the traditional TV industry must be combined with the Internet. Although Mango TV is popular, it also has a short board. If there is no high-quality program for some time, the value of the entire platform will quickly fall back. At present, only a Hunan radio and television company is the only one. This method of monopoly is not all TV stations can imitate.

The current television industry has a subtle attitude toward the Internet: on the one hand, it tries to have more integration with the Internet, and on the other, it is constantly guarding against the Internet giants' erosion of their own interests. While the Internet is at the cusp of waves, it is getting higher and higher and there is no lack of alliances. So while both are competing and developing in the era of prevailing Internet, the tendency of future cooperation is very obvious.