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In March 2012, the "Romance of the Dragon and Snake" online series entered the charging stage, and on this day, many people on Bilibili were staring at the data in the background. Pen | fun | pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

After all, the online drama of "Romance of the Dragon and Snake" can be regarded as a series specially customized for the online platform on the Bilibili platform of small partners.

The ones that used to be broadcast were all TV series. The video website relies on the TV series as the main content, it is not an online drama, it is just that the producer of the TV series sells many goods, both to the TV station and to the video website, among them, because the overall content procurement market of the TV station is larger, therefore, the producer is giving priority to the TV station, and only after selling the TV broadcast right does it start to consider selling the network broadcast right.

If you don't engage in exclusive self-made drama content, but try to purchase TV series, then the Internet platform will not be able to truly gain exclusive loyal users.

In "Romance of the Dragon and Snake" entered the charging stage of the fourth episode. Although the number of daily hits has decreased, the fourth episode received a whopping 370,000 paid on-demand views on the day it was charged.

In addition, coupled with the prop rewards and other benefits of some enthusiastic audiences, the official fee for the online drama "Romance of the Dragon and Snake" began, and the daily income exceeded 500,000 yuan.

This number of paid on-demand broadcasts on the first day broke a record for Bilibili! In the past, although Bilibili had more than one million subscriptions to video content, it was accumulated over a long period of time. With 370,000 subscribers on the first day, this is definitely a new popularity high.

This is different from the gold content of Youku's free video on demand, the video content is free, and many users pass the time to watch it, they are not loyal users of the content.

As for content charging, there will still be users who buy it, which is the touchstone of whether the content is good, whether it is of quality, and whether it is valuable.

Who is the producer's food and clothing, then, the producer must give priority to who to create content for.

Past. The parents of the TV series producer, in fact, ...... Not the audience, but the advertiser. To put it simply, what kind of program advertisers are willing to advertise for. What kind of content has a market.

Ratings...... It is only a reference data, not an absolute basis. It is precisely because of this that the creative level of China's TV drama market has not improved much in recent years, and it has not gained huge room for improvement with the scale of investment and market development.

Movies are more advanced than TV series. Because, the movies after the theatrical system have been very market-oriented. Movies are food and clothing, parents are the audience, and the audience is not interested in the content, and it is becoming more and more difficult to make money, so many directors are gradually eliminated and a lot of content is eliminated. The role of the market has strengthened the content that the audience who buys tickets is most interested in. As a result, under this very fair market-based voting, some directors are very popular. As a result, you can get higher and higher remuneration and investment scale. Some directors fell off the altar because the content was not popular.

To put it simply, what the little partners have to do is to marketize, and use the aesthetics of the Chinese audience as the basis for the creators in order to incubate the best content in China.

And art that tries to be created without the aesthetics of the general audience is certainly deformed and unpopular art. If it's not popular, then how to advocate it and how to advocate it. It's also something that doesn't make sense.

Although, compared to the total investment of the first season of the "Romance of the Dragon and Snake" web series, it is 15 million yuan. 10 episodes of paid content, you need to earn 1.5 million yuan per episode to be able to recover the cost. Of course. According to the content sharing ratio and tax deduction, it is conservatively estimated that each episode should receive at least 3 million yuan on demand.

This paid on-demand data is not only difficult to imagine in the Chinese market, but even in the international market, the scale of paid on-demand is still very small.

Even if online premium video content in the United States became popular, it would have to wait until 2013, when "House of Cards" revenue exceeded 100 million dollars. That's more than $10 million per episode.

This terrifying income has made American pay video sites a subversive existence, truly surpassing free video sites in terms of business model, and, with the growth of user scale, it has begun to be no less low-income than mainstream TV networks in the United States.

However, according to the past experience accumulation of the partner company, in the Bilibili online theater market, the highest online box office of movies broadcast on the Internet has exceeded 5 million yuan, although it is much inferior to the offline box office. However, online is never drawn, as long as the content is not harmonized by the relevant departments, then, you can get a steady stream of on-demand subscription accounts. No matter how unpopular a movie is, as long as the copyright has not expired, there will always be an audience who likes unpopular movies, and suddenly one day they will start subscribing to these contents.

As for TV dramas, Bilibili previously mainly purchased the online broadcast rights of some TV dramas broadcast on TV stations. Due to the non-exclusive playback, the highest number of subscriptions to paid episodes has just exceeded one million times.

It is precisely for this reason that it is still difficult for Bilibili to obtain the exclusive broadcast rights of all channels of some high-quality aggregation at a low price.

……

Shortly after the first day of data release.

Wang Qinian also went to the company in person to celebrate with Bilibili and the crew of "Romance of the Dragon and Snake".

""Romance of the Dragon and Snake" is very beautiful data!" Wang Qinian said optimistically, "Under normal circumstances, there may be a gap of several times or even more than ten times between the data subscribed on the first day and the average subscription data in the follow-up." 370,000 on-demand on the first day. If it rises five or six times, it can reach an income of more than 2 million. The platform channel of the video website is ours, and the investors are also us, and on the whole, it is actually profitable! ”

Dream into the god machine also deeply agreed: "In terms of the subscription of the PC website in the online novel market, if there are 1000 subscriptions on the first day, the content will not collapse, 3000 average subscriptions, or even tens of thousands of average subscriptions, it is possible." ”

In fact, there are now tens of thousands of orders on the PC website, which can be called a god. The starting price of the copyright is in millions. Some copyrights can even be sold for tens of millions of yuan, so that some god-level authors have begun to dump copyrights, forgetting that they are fundamentally good at writing, and only with fans can they sell copyrights.

And if the foundation is lost, that is, the book hits the street, and it will not be regarded as a god in the future, can the copyright still be sold?

"The premise is that the quality and style do not collapse!" Wang Qinian said with a smile, "This is the key to the longevity of many serials and the getting better and better." Including serialized comics, novels, and film and television dramas, they are all the same. There are highlights at the beginning just to attract the audience, retain the audience, and retain popularity, or rely on the level not to decline too fast! ”

"I have a lot of confidence in our team!" Dream into the god machine said, "Our team, in order to make a good film and television drama, even spent half a year learning martial arts with a martial arts coach. To this day, in our spare time, we have begun to study national arts. This kind of professionalism is probably not possible for many big-name superstars! ”

"If you are afraid of being serious in everything, you can do it well if you are serious!" Wang Qinian nodded and smiled, "I hope that in the future, your creations, whether they are novels or film and television, will have the spirit of now!" (To be continued.) )