Go, Chinese film and television people, feed the Vietnamese audience!
Editor’s note: This article from the micro-channel public number “fugu Film Archives” (ID: htysda) , author Deng Yingxi. Authorized to reprint. Original title: “Go, Chinese film and television people, feed the Vietnamese audience! 》.
prologue, Ⅰ. Click on the link to the sea game Review
Ⅱ.TMT product click on the link to the sea Review
III. E-sports to the sea to click on the link review
IV. Film and TV Live
Opening the Vietnamese video site bilutv, the puffer movie archives (id:htysda) found that the online drama “The Egg Yolk Man”, which has been online for less than two weeks in China, has appeared on its homepage and has received more than 23,000 hits. When Xiaoyue came to visit the Vietnamese National Television (VTV), which is equivalent to CCTV in Vietnam, they also felt their strong demand for Chinese film and television content, especially like “Water Margin”, “Huanzhugege”, “Bao Qingtian”, The costume drama of “The Legend of Chu and Han”.
Illustration: Vietnam National TV VTV
VTV staff told puffer fish, based on this demand, Vietnam’s online video platform has launched a large number of Chinese film and television dramas, and even has a special classification for it. But only VTV’s own VTV GO, and the video of Tencent’s overseas version of WeTV are genuine. Because of their low local market share, the bigger market is occupied by pirated websites and Youtube. This kind of piracy is rampant. Similar to China more than a decade ago.
However, their copyright awareness is getting stronger, so the demand for genuine film and television content is increasing, but the previous introduction process is longer, which takes about half a year. The pufferfish video file (id:htysda) has already reached a cooperation with VTV. The domestic TV series introduced by Xiao Entertainment will take only two to three months from negotiation to signing.
At the same time, variety shows are also popular among the audience in Vietnam. The Vietnamese version of “Running Man” “Chay Di Cho Chi” has gained 1.45 million fans on Youtube, with a cumulative 190 million plays. It is understood that when Vietnam introduces a variety model from abroad for local production, the production cost of an episode can reach 500,000 US dollars. At present, only Jiangsu Satellite TV has gone through the model of the variety show “Super Magician” to Vietnam. In the future, domestic variety makers may also consider exporting models or production to Vietnam.
Not only domestic film and television culture content has a great development prospect in Vietnam, Vietnamese users on domestic social platformsThe level of welcome is also very high. According to the data platform Deepaso, Bigo has always been in the first place in the download ranking of Vietnamese iOS social software in the past month.
Karaoke Now, a software that combines K song, live voice and social development, developed by a famous company in Guangzhou. Also ranked second in the ranking of entertainment apps. And in the Vietnamese market to defeat the national K songs, to achieve 200,000 days of live.
What is the market situation of Vietnamese film and television culture? How does social software in Vietnam go out of the competition? The pufferfish video file (id:htysda) tries to answer these questions by visiting these companies.
1, Film and Television Culture: Strong Demand for Copyright of Chinese Genuine Film and TV Drama
Either the 87-year version of “Dream of Red Mansions” or “East Palace” which has performed well in the online drama market this year, has already gone to Vietnam and won the audience’s enthusiasm. Youtube has more videos about “East Palace”. Nearly 100,000 are uploaded by Vietnamese fans. What is the TV drama and variety market in Vietnam?
We came to VTV (Vietnamese National TV), which is equivalent to CCTV in Vietnam, to understand the local situation. TV station staff Grey told us that there are more than 20 cable channels throughout Vietnam, of which VTV has 9 channels and HTV (Ho Chi Minh TV) has 4 to 5 channels. VTV’s annual revenue is about 400 million yuan, and the usually good 30-second advertising price is 1.5 million yuan.
In the golden season of the ball season, the price can rise up to 2.4 million yuan. The main advertisers are OPPO, Unilever and the milk brand. However, if the drama is low and not in the golden file, it is basically only a hundred thousand 30s.
The expenditure on the content of the TV station is divided into two parts: self-made and purchase. In terms of TV dramas, VTV has one or two episodes produced each month, most of which are family ethics dramas, and the dramas purchased are less than 10 in a year. These TV shows are generally 50 to 60 episodes, and the longest is even more than 500 episodes. VTV has purchased the copyright of the 86 edition of Journey to the West in China for $1,000. This drama has also become a childhood memory for locals.
In fact, as early as the late 1990s, starting with “Hunger,” Vietnam TV began to introduce TV dramas from China. During the six years from 2000 to 2006, the Chinese TV drama broadcast on Vietnamese TVAs many as 300, the Vietnamese audience has already been trained to watch Chinese TV dramas. However, since 2012, TV stations have suddenly reduced the number of Chinese TV dramas. By 2014, there were only six. It was not until the last two years that the situation began to pick up again.
According to Grey, the audience watching Chinese TV dramas is showing a younger trend than the audience watching Vietnamese local dramas. The audience between the ages of 18 and 35 is mainly watched through the video website. The audience over the age of 35 are watched through the TV station, among which women account for 60%, and these viewers have the highest degree of love for Chinese costume dramas.
Stable audiences, viewing habits, and convenient sea going processes have prompted more and more domestic dramas to enter the Vietnamese market. The Vietnamese video platforms BiluTV and ZingTV also feature separate Chinese TV dramas. But whether it is VTV’s own video website VTV GO or Tencent video overseas version WeTV, the local proportion is very low, the larger market is occupied by pirated websites and Youtube, this piracy is rampant with more than a decade ago China is similar.
When Xiaoyue came to VTV to visit, the staff told us that they urgently needed TV series like “Water Margin”, “Huizhugege”, “Bao Qingtian” and “Chu Han Legend”. Because the Vietnamese audience is very interested in the history of China, especially in the Three Kingdoms era, Chinese costume dramas are the most popular in the local area. The process of Chinese TV dramas to the Vietnamese TV station is not complicated. If you contact through the pufferfish video file (id:htysda), the whole process takes about 2 to 3 months.
Although the domestic TV drama market in Vietnam is recovering, the domestic production team has not yet started the joint production of film and television dramas with the Vietnamese production team. South Korea has already begun to try in this area. In 2014, South Korea’s CJ and the Vietnam Film and Television Production Center (VFC) jointly produced the first and second works of the TV series Forever Young. The actors and production teams work in the two countries. The personnel were formed together, and the shooting location also spanned the two countries. The final TV series was broadcast on VTV3, harvesting 8% to 9% of the ratings, far exceeding the average.
In the variety show, the current Vietnamese model mainly comes from Japan, South Korea and Europe and the United States. If the copyright fee is not included, the production cost of a set of variety shows is generally about 500,000 US dollars. This price is almost approaching China’s second-line variety show.
Psychological warfare game variety “Society Game” produced by South Korea’s TNV TV stationStudents from the Japanese TV series “Sasuke” American Variety “American Ninja Warrior” (American Ninja Warrior), popular variety of “Vietnam good voice” and other purchase expenses reached $ 1 million an episode, you can see a greater variety in the Vietnamese market Floating space.
Like China’s TV stations, Vietnam TV stations also adopt a business strategy of separation of production and broadcasting. The Vietnamese company TV station HTV purchased the copyright of “Running Man” from South Korea SBS, and combined the Madison Media Group and Lime Entertaiment to localize the program. The name of the program was changed to “Chay Di Cho Chi” and aired in April this year. In just two months, the ratings ranked first in terms of other programs, and the final episodes broadcasted at the end of last month were as high as 5.2%.
On Youtube, the program’s official account earned 1.45 million followers, and the total number of videos totaled more than 190 million. Grey tells us that hilarious variety and music variety shows like Chay Di Cho Chi are the most popular among Vietnamese audiences.
Domestic TV stations are also trying to export their original variety show mode to Vietnam. Last year, Jiangsu Satellite TV sold the model of “Super Magician” to a Vietnamese production company.
According to the public information of Jiangsu Radio and Television, in addition to providing instructions to the Vietnamese producers, there are also consulting services for stage design, magic props production, music copyright editing, and post-packaging, which make them in two months. The whole process from pre-planning to formal production was completed, and the whole model took only half a year from the sea to the landing. The program was finally broadcast on VTV3, which yielded a 2% rating, which is higher than the average rating of VTV3 in the same period.
The film and television culture is not limited to traditional TV dramas and variety shows. Short videos also have the same opportunities. Short videos like Chen Xiang’s 6:30, Li Zikai and Office Ono have a certain popularity in the local area. According to the pufferfish video file (id:htysda), there are local companies that want to introduce such short videos in the form of exclusive agents or single purchase rights.
Localization should respect the local economic system, culture and even religion from the content operation and product functions. It is necessary to understand what topics the local people care about every day to cooperate with the operation, or to organize online with local festivals. , offline activities. In terms of function, local people care about social, travel, payment, community or information flow, which are also issues that need to be paid attention to when designing products;
Next is the technical level. BIGO’s large number of layout servers around the world provide strong support for excellent audio and video experiences, while using artificial intelligence to monitor content. This is why many other live broadcast platforms cannot be implemented in a short period of time.
Bigo Live also has a special feature that allows nine people to connect to the same room in the same room, and can be technically guaranteed to not even jam. And they can also package the global video content library together in the form of SDK and global and partners.
At the end, the patterns of the other product journey pyramids within the Group are mutually empowered. The bottom layer is a stable relationship chain through the communication product imo of 210 million users around the world. In the middle, the short video product Likee is used for content consumption, and then through its upper-layer live broadcast business to complete the realization chain.
For the live broadcast of Vietnam, it is not like relying on a few head nets in China. Bigo proposes a “small-grained social” operating strategy.
Although Bigo Live has achieved great success in Vietnam, it is more important than the “live” company. Pass a name called Karaoke Now! The performance of the software in Vietnam can show the needs of local users for pan-social software.
This software for Vietnam, which integrates K songs, live voice and social integration, was officially launched by Guangzhou Cool Mai Information Technology Co., Ltd. at the end of 2016. The local downloads exceeded the national K songs, reaching 200,000 daily lives. . According to App Annie’s Google Play popular app rankings, the platform ranks second in the Vietnamese entertainment app.
Illustration: Karaoke Now! Interface
It is understood that the platform has 150 contracted anchors, they contribute 20% to 25% of the revenue of the platform, the revenue share ratio is: platform 50%, guild 5%, anchor 45%. The platform’s ARPU (average revenue per user) is 2 yuan a day, ARPPU (average per paying user)Benefit) is 60 yuan, and paid users account for about 1% of the total users. User fees can be paid through PayPal, Google and iOS channels, bank online banking, manual stored value, and phone card stored value.
The reason for Karaoke Now! Being able to go out to sea, first of all, they are localized. The platform takes into account the strong kinship of the Vietnamese, and has set up an online karaoke room that can accommodate 50-100 people at the same time. However, it is only when the level is reached that it is eligible to open such a room, and the upgrade needs to be achieved by giving gifts to other users.
It satisfies the needs of users and stimulates their consumption. Secondly, it is also the guarantee of technology. Because the platform needs to support the needs of large-scale people and online at the same time, the system has no delay, which requires powerful The server is supporting; finally, at present, Vietnam does not pay enough attention to music copyright, so there is no cost of copyright fees.
From Bigo and Karaoke Now! These two representative cases show that social platforms are more popular among local users in Vietnam, and if they want to do well, localization is the key and technology is the guarantee. Both are indispensable.
With the rise of social platforms, the online red market has begun to take shape in 2013 and has now matured to a relatively mature stage. Domestic companies have already begun to enter this market. An industry insider who has been engaged in the work of Vietnam’s online red intermediary since 2017, tells Xiaoyu that there are more than 15 Chinese companies that have contacted related businesses.
At present, there are three main modes of Vietnam Net Red: brokerage companies, MCN and personal operations. It is understood that the brokerage company has weak control over the contracted network red, and more to the live broadcast platform or Facebook; MCN is stricter on the control of the contracted network red, and adopts a star-based strategy to build them, head traffic Most of the net red is in the hands of MCN.
When the brand side cooperates with them, if it only needs Net Red to send ordinary promotion on the social platform, the number of fans is below 10W, and the brokerage company, 10W or above, will choose MCN. Cooperation. However, because MCN has higher operating costs for a single net red, their offer will be higher than the brokerage company. And according to Stoudemire, brokerage companies have more room for discussion on price.
yeah! It is a representative of Vietnam’s MCN, with more than 5,000 local network red resources. The company won the MCN certificate of Youtube in 2015, mainly to YoThe channel owner and platform in utube combine to provide copyright, advertisement, channel development, and access to advertisers.
In the future, with the popularity of mobile devices, the improvement of information infrastructure, and the development of mobile payments, social platforms may gradually increase in Vietnam, so the online red market also has hidden opportunities. In the future, Xiaoying will also explore this market with everyone.