I remember that day, Xiao Bian's female ticket (yes, you read it correctly, Xiao Bian is not a single dog!) suddenly clamored to see a drama called "Prince's promotion", the result was Xiaobian The parade through the show was shocked. The next thing should be known to everyone. "Prince 妃 妃 妃 èŒ" ​​was fired in an alternative style at the end of the Year of the Horse. Even the fire burned itself. Well, the story ends here, because this alternative IP drama, there are many people who know LeTV. LeTV certainly will not miss this opportunity. With the success of Prince Edward as the theme of TV and mobile phone products pushed out .
In fact, how do you resent the Internet companies and say that they are hype? They can successfully save you money and their purpose has already been reached. As the competition for Internet brands to join TV is becoming more and more fierce, the brand of Internet TV that knows that the hardware is in a weak position needs to capture the consumers' hearts in terms of content resources. Nowadays, hot IP dramas are the tricks that they can use.
What is IP drama?
IP literal translation is intellectual property, which can refer to original network novels, games, animations, etc., and IP dramas are adapted into television and film works. In recent years, the more popular TV series “The Tomb Notesâ€, “How to Use Silenceâ€, “Spend Thousands of Bones†and the “Prince of the Prince†mentioned above all belong to the category of IP dramas, most of which have been adapted from the past. A momentary novel.
So why can IP dramas be so hot? Taking the typical example of spending thousands of bones, the novel serialized in the Jinjiang Literature Network in 2008 has already included a large number of fans. When it is adapted into a TV series, it will inevitably attract the expectations of a large number of viewers. Just during the weekly update of the summer season, with over 20 billion webcasts and an average 2.66 ratings, it became the most successful IP drama. Even more frightening is that the same-name mobile game can also have 200 million yuan per month. Running water. In contrast, Tomb Raider notes were harassed by fans because they violated too many originals. They were even strongly demanded to stop the broadcast.
How many people in the post-90 generation had been hiding in bed and reading novels, and even sneaking up on the phone to read e-books in class. The young consumer groups that have become the mainstream since the 1990s have faced the imagination of the once-obsessed novel adapted into a TV series. In addition, IP is not only a film and television work, but also a literary-video-music-game complete industrial chain. For Internet TV brands, IP drama alone is enough to give them a big promotion effect.
Summary: In 2015, LeTV, Microwhales, Storm, and Popular Internet TV brands played an eco-concept, but it seems that no one can open the gap between their opponents. In the new year, the richness of content must be one of their main strategies. In the face of the popularity of IP dramas, Le Shih's self-made drama "Prince of the Prince" has already set an example and will inspire the Internet TV brand's potential for excavation of IP dramas.
Roar several hundred million! Everyone plays IP
Recently, Youku Tudou has just completed its private ownership and become a wholly-owned subsidiary of Alibaba Group. Its new smart TV products are exposed early. As a result, several major video website giants have basically assembled in the smart TV industry. The content of various resources will be more directly competitive. In the situation where TV hardware gradually tends to be homogenous, content advantages are particularly important.
Interestingly, major video websites including Tencent, iQIYI, LeTV, and Youku Tudou have all given plans for 2016 self-made dramas. All of them are aligned with IP dramas. Now, we should all know that this is not accidental. LeTV’s outstanding performances in the self-produced drama “Yueyue Biography†and “Prince's promotion†have enabled LeTV to continue to increase investment in 2016, throwing $4.4 billion to create 20 or 30 self-produced plays, including everybody’s well-known The "mortal biography".
4.4 billion yuan, in the end worth it? I think the value. A successful IP drama can attract a very large user base. It not only enriches the video content of the website, but also has a greater resource initiative on smart TVs. It serves multiple purposes and coincides with the development philosophy of LeEco's ecology. Flowers and television are also preparing for more homemade content.
In Internet TV brands, in addition to LeTV, micro-whales are also typical examples of IP marketing. "Kung Fu Panda" has become one of the well-known animation movies in China. The third piece of "Kung Fu Panda 3" co-produced by DreamWorks Animation and Shanghai "Oriental Dream Factory" won more than 4,000 copies in three hours of the nationwide release. Ten thousand box office results, let it be called one of the strongest IP of the year. Although the microwhale is a new brand, its founder is Li Ruigang, chairman of Chinese culture and Oriental DreamWorks. With this affinity, he successfully won the premiere of “Kung Fu Panda 3′′ and launched a Kung Fu Panda customized TV. The brand name was successfully pushed out.
Summary: Accustomed to the traditional television drama themes and styles, coupled with fewer and fewer fine TV dramas, more and more anti-Japanese drama, people's tastes have begun to change. The Internet novels have very limited subject matter, form and style, and they are very different in style. They are easily welcomed by young people. Reproducing a TV series can naturally give people different ideas. However, currently, most popular dramas rely on "Value" wins. This is not bad for the Internet TV companies, while enriching the content but also take the opportunity to market, but it really is a good thing to kill two birds with one stone. Maybe one day, you really would have to pay for a TV or buy a member because of a single play, and their purpose will be successfully achieved.
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