"Limiting Foreign Orders" Opening Costs or Polarization

After the "restricted foreign orders" were implemented for a quarter, overseas dramas that made netizens suffer finally came.

On June 30th, Hyde and Jekyll of South Korea’s SBS TV and I passed the review, Youku Tudou got the quasi-broadcast serial number and became the first overseas licensed drama on the entire network; 10 days later, Sohu Video announced the Big Bang. In the eighth quarter, he obtained the permission for the broadcasting of (Jing) Drama Network Character (2015) No. 0001, which became the first American drama to obtain a license after the “exemption order”.

A video industry source told reporters that the new rules of foreign drama squeeze the moisture of the soaring Korean drama copyright price to some extent, but the video website is still "content is king", and in the future there may continue to be high prices for multiple video sites. Hot episode situation. This means that overseas drama fees may appear polarized.


Time difference mode

Starting from April 1, this year, the State Administration of Press, Publication, Radio, Film and Television issued a circular on the further implementation of the relevant provisions of online television drama management (hereinafter referred to as notification) formally implemented.

According to the notification requirements, the introduction of the drama in the video site has "four restrictions on the number of content requirements, pre-approved after broadcast, unified registration" four main principles. Among them, the newly-launched overseas film and television dramas must have “full season footage” and have the subtitles submitted for review. After the review is approved, the import license number can be obtained for on-line broadcast. This also means that the introduction of foreign dramas by video sites has entered a "time difference" mode.

Nearly seven months later than the Korean audience and nearly 10 months later than the American audience, the dramas of Korean drama Hyde, Jekyll and I, and American dramas became the first overseas dramas Chinese netizens saw this year.

Among them, the Korean drama Hyde, Jekyll, and I, who were adapted from South Korea's popular online comics, took the lead to pass the audit, obtained the quasi-broadcast serial number, and began broadcasting on July 13. Reporters logged in Youku.com. Currently, Hyde, Jekyll, and I have played a total of 79.21 million videos. It also ranked Youku's number one Korean television broadcast in the most recent week.

Followed by the eighth season of the Big Bang explosion. At present, the show has broadcast 4 episodes on Sohu video, with a total of 19.34 million plays.

As the first US TV drama to be introduced after the release of the "out-of-order foreign orders," the popularity of the Big Bang has been expected. At the 66th US TV Emmy Award last year, its protagonist "Xie Er" Jim Parsons has won the best actor in the comedy category for four times with a big explosion in life, and his popularity has always topped the Chinese online video platform. .

Since July 27th, the fifth game of the exclusive rights game introduced by Tencent Video has passed the audit and obtained the Quasi-broadcast license of (Guangdong) Drama Review Net (2015) No. 0001.

It is understood that these repertoires are only part of the overseas procurement of domestic video websites in 2015. According to public information, Youku Tudou claimed to have won more than 1,700 episodes of overseas dramas exclusively in 2015; Sohu Video is currently reviewing US dramas including the third quarter of the House of Cards; Tencent Video announced exclusive rights to broadcast more than 900 episodes of HBO dramas each year.

Youku Tudou told reporters that although the introduction of policies tightened, but based on the appreciation of the habits of the Korean TV audience appreciation, still have a certain degree of confidence in the playback of Korean drama, and the initiative of broadcasting is greater, before it was followed by overseas broadcast Outgoing, now has a more independent broadcasting rights, according to the user's preferences, existing content, and even the demand for sales to adjust accordingly.

Copyright fees will be polarized

The "preliminary post-study broadcast" provision allows the overseas drama to be broadcasted in China with a "time difference." Industry insiders believe that the cost of overseas purchases is expected to change.

2014 Tencent Entertainment White Paper shows that the price of the US drama is relatively stable, with an episode of US$30,000 for a single episode, and a non-standalone play for US$2,000-4,000. The online copyright sale price of Korean dramas has doubled. Before 2013, the price of a single episode of Korean dramas was less than 4,000 yuan. By the end of 2013, the successors sold 90,000 episodes. In 2014, the number of stars from the stars rose to 18.5. In the event of a set, the price of the recently sown Pinocchio single set was as high as 1.73 million.

A video industry source told reporters that the new rules of foreign drama means that major video websites can fully evaluate the quality of overseas dramas by investigating the ratings of foreign users and online reviews, and then squeeze the previously soared Korean drama to a certain extent. Copyright price moisture. On the other hand, the video site is still "content is king", and in the future there may continue to be a situation where a number of video sites compete for hot episodes at a high price.

This means that overseas drama fees or polarization may occur.

On the other hand, under the policies of domestic drama “One Show Two Stars” and overseas play “Pre-trial and Post-Send”, the website originally developed by relying on a single drama must expand its content, and the home-made drama is not a differentiated route for video websites. Second choice.

Self-made plays have many advantages such as large space and short cycle. People in the industry believe that if 2014 is the first year of online self-produced drama, then 2015 is a year in which the major video websites have fiercely "killed" the content of self-made dramas.
Youku Tudou, CEO of Youku Tudou, announced at the conference that the company invested 600 million yuan in self-produced drama content in 2015, which doubled the investment announced in 2014. Zhang Chaoyang also told reporters earlier that he hopes that the self-made drama in 2015 will be twice as much as in 2014. The self-produced drama will surpass the variety show and become second only to TV drama category in the Sohu video layout.

"In the future, as the production of TV dramas is reduced, iQIYI's investment in the purchase of copyright will be reduced, and the investment in self-produced dramas will exceed 10%. At the same time, when the copyright dramas are broadcast, they will push the dramas. The entire brand has been developed." Zhang Yixin, general manager of Iqiyi's copyright production management center, predicts.

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