When the delicate co-opetition relationship is broken, it will take time to verify who will rise and fall in the future.

Editor’s note: This article is from the WeChat public account “Entertainment unicorn” (ID: yuledujiaoshou) , author: sugar fried hawthorn.

This summer, Mango SuperMedia’s wealth creation myth seems to be the traditional TV station and online video industry The co-opetition relationship between the two has been pushed into a new development context, and the market, especially the traditional TV stations that are in the wave of media convergence, are once again looking squarely Mango tv path reproducibility.

On October 22, at the 2021 Dragon TV Open Conference, SMG announced that Dragon TV & BesTV+ streaming media strategy officially landed. In fact, this layout has frequently appeared in the past two months: at the end of August, it emphasized “to upgrade the BesTV+ streaming media strategy to the overall strategy of Taiwan Group to deepen reform and development”; in early September, SMG and Oriental Pearl officially released its new streaming media strategy, announcing the launch of “BesTV+”-the strategic positioning of high-definition, Dragon TV’s ambition to enter streaming media It goes without saying.

Return to the market, in recent years, with Youai provides a full range of self-made content to copyrighted content Overweight, use high-quality content as the fulcrum to move users. For traditional TV stations, media convergence is not only an unstoppable trend of the times, but also an all-round innovation and self-help—whether it is overseas HBO or domestic Mango TV. So.

The question is here. At this time, Dragon TV, which is entering the streaming media battlefield, how to break through with the three-legged force of Uni-Ten and the emergence of Mango TV? Is its strategy of deep bundling with Dragon TV content production realistic and feasible? As traditional satellite TV enters the streaming media market, how will the relationship with the video platform represented by UAT evolve?

Deeply binding Dragon TV, can BesTV replicate the rise of Mango TV?

The most recent high-profile appearance of BesTV on the C-side was the launch conference of “Ordinary Glory” recorded by Zhao Youting and Bai Jingting on September 1. The whole process was broadcast live on the platform; in addition, the platform also launched interviews with artists, Behind the scenes and other resources. This is also the first time that it has won the live broadcast rights of a major drama, and the purpose of using the influence of a major drama to drain traffic goes without sayingYu.

This is almost the most common way of draining new platforms in the Internet era and under the effect of fans. Wei Hua, Secretary of the Party Branch of SMG Film and Television Center, made it clear that the release of dramas and copyrighted content were the focus of helping BesTV content development: “Through diversity The form is overweight, and strive to have more coupling with the BesTV+ streaming media platform, and strive to empower it.”

In-depth bundling with Dragon TV’s content production is the most important and fundamental step in the development of BesTV. After all, to attract users, the most important thing is rich copyright resources and exclusive high-quality content. This can also be seen in the rise of Mango TV: In 2014, Mango TV was established, and in the same year Hunan Satellite TV took back the network copyright of its self-made programs, and since then started the era of Mango TV alone.

This is also the advantage of BesTV, which is backed by Dragon TV, but in addition to content exclusive broadcasting, BesTV also focuses on content production changes and incremental rise. Specifically, it corresponds to the original program center and the second creation department of Fusion Screen. The former is responsible for the production of large and small screen multi-screen programs, and the latter is responsible for providing professional short video content products.

At present, the related short videos of Dragon TV’s classic variety IP “Extreme Challenge”, “Our Song” and “Dream Transformer” are already online on this platform. Obviously, this is a content layout aimed at short video outlets; In addition, in the future, there will be plans for the restoration and linkage broadcast of classic film and television dramas, excellent Shanghai-produced film and television dramas, and classic film and television works.

Relying on Hunan Satellite TV, what it brings to Mango TV is also to avoid the loss of high cost. Compared to iqiyi exceeded 20 billion content costs in 2019. The copyright price paid by Mango TV to Hunan Satellite TV in the past three years has basically remained at around 500 million, and then move forward In three years, this expenditure is controlled at more than 300 million. Obviously, this will also become an advantage of BesTV in the future.

But it is obviously too early to be optimistic at this time. A major foundation of content output is the quality and copyright of its own content reserves. Looking back at Dragon TV’s development in recent years, although the momentum has been fierce, this year, it has led the industry with 2.557% of ratings with the TV series “An Jia”, and the variety show “Extreme Challenge” and “Our Song” have continued to show their popularity among multiple indicators. Climbing Satellite TV ranked second, achieving a major advancement in the first-line guard perspective.

On the other side of things, in the big drama market, the platform is mainly based on the simulcast strategy, and the variety show market is gradually weakening, represented by “Extreme Challenge” and “Happy Comedian”, which are all the existence of Dragon TV in BesTV. Hidden worry: “Our Song” was an instant hit last year, but the “Interns” and “Perfect Summer” that were spawned this year have not been out of the circle. The secondary creation effect based on this will naturally be greatly reduced.

Redefining streaming media, BesTV does not want to be the next Mango TV?

“Using content + services, content + e-commerce and other channels to build a closed loop of content linkage and new consumption”, SMG Party Secretary and Chairman Wang Jianjun once positioned BesTV in this way at the satellite TV press conference, “redefining streaming “Media” is also a crucial sentence in the launch of Dragon TV BesTV. In other words, BesTV does not come from a pure video APP, but a diversified connection under the industrial Internet thinking.

Implemented into the specific platform development layout, this is also traceable. From the content level, it is slightly different from the early rise of Mango TV relying on Hunan Satellite TV’s copyright exclusive broadcast. Standing on the current trend of the rise of short videos, it has targeted the secondary creation, short video, and fan economy markets from the beginning. Then, it is more in line with the content aesthetics of the net generation generation.

One section that must be mentioned is B+ Mall. While Youai Tengman has successively explored e-commerce content, BesTV has also explored in this regard: In addition to IP derivatives of classic content, the mall also covers online purchases and group tours for Shanghai-style restaurants and tourism. All are waiting for activities; watching while buying, popular columns, etc. also have their own characteristics, like a reduced version of “Meituan” “ Dianping“, but the ecosystem has not yet been fully constructed.

Children’s model and aerial classrooms are aimed at the online education market in the children’s market and the post-empathy era. It can be said that BesTV+ streaming media has built a complete ecosystem in which everyone can find their own position. And the corresponding content. Regardless of its degree of completion and experience, from a conceptual point of view, perhaps BesTV may not have wanted to benchmark Mango TV from the beginning.

Traditional TV disturbs the streaming media landscape, and the relationship with video platforms ushered in an inflection point?

The deep integration of media is the general trend. On September 27, the State Affairs Office of the State Council of the People’s Republic of China issued the “Opinions on Accelerating the Development of In-depth Media Integration,” and the notice pointed out that all localities and departments are required to conscientiously implement it in light of actual conditions. If we look at Dragon TV’s streaming media layout under this general background, and the topic of media integration that has been frequently discussed recently, it may be more holistic.

In recent years, the video platform represented by Uni-Ten has continued to exert its efforts in content: while making every effort to increase the content of self-made content, it also realized that the high-quality content represented by “Ice Breaker” was transmitted to the TV station; In terms of the copyright content of the platform, the voice of the video platform is also strengthening. Tencent Video’s exclusive broadcasting rights for “An Jia” and “Thirty Only” are only one of them. The copyrights of major dramas such as “You Fei” and “Qing Hairpin” are also tightly held In the hands of Tencent Video.

At the moment when traditional TV stations are still focusing on purchasing copyrights, video platforms are quickly seizing the right to speak in content. Not only are market audiences gradually reaching the upstream production side, this is further squeezing the living space of traditional TV stations. The viewing habits are gradually being changed. The deep integration of the media is more like a self-rescue measure for traditional TV stations.

Mango TV’s promotion of this year’s high-profile and mango super-media capital myth has given a great boost to the market and has also shown the feasibility of traditional TV. This point also has a reference target overseas: in the face of the strong invasion of Netflix and other streaming media, as the most popular traditional cable TV station in the United States, HBO has successively launched HBO Go, HBO Now, and HBO Max, which went live in May. The main content is all Focus on HBO boutique content.

Back to the domestic market, in addition to Hunan Broadcasting’s Mango TV and CCTV’s CCTV, Dragon TV and BesTV joined the game, which also means that traditional satellite TVs will join the streaming media camp to add another member. In addition, Zhejiang Satellite TV puts forward the concept of “Video Media”, aiming to create a video product for the entire network; Jiangsu Satellite TV puts forward a “dual head” strategy to consolidate the influence of traditional TV while expanding emerging media platform influence.

In the content field, this connection between traditional TV stations and emerging Internet products is more common. On the one hand, use Internet, e-commerce and short video platforms represented by Baidu, JD.com, Douyin, and Pinduoduo are landing traditional TV stations in the form of evening parties; on the other hand, in this year when live e-commerce has become a major outlet, Each David TV also entered the live broadcast variety show to varying degrees.

Specifically in the production of film and television, while the short dramas represented by “I Am Yu Huanshui” and “The Hidden Corner” are booming this year, Hunan Satellite TV also announced that it will join forces with Mango TV to start the monsoon plan, creating 2 episodes a week. , A single episode of 70 minutes, a total of 12 episodes of 10 quarterly broadcasts; Zhejiang Satellite TV announced that it will reach an overall strategic cooperation with iQiyi at the level of online variety creation to jointly create a multi-stage s+ head online variety.

The pace of media integration has already begun. In the market, there are not only the pioneers such as Hunan Satellite TV Mango TV, but also the breakouts of Dragon TV BesTV who are trying to go out of different paths with a full-chain layout, and there are also those who are cautious. , And the future remains to be seen. What is certain is that the relationship between traditional satellite TV and online video platforms has once again ushered in an inflection point. When the delicate relationship of competition and cooperation is broken, it will take time to verify who will rise and fall in the future.