Convergence of online and offline supervision
According to Cai Zhaochao, the number of online video users in China has reached 439 million, accounting for nearly 70% of Internet users, and the user scale and market size have maintained a sustained and rapid growth; the proportion of video programs in mobile Internet traffic has steadily increased. Some large audio-video sites have already exceeded the PC-based mobile viewing share; the quality of web-based audio-visual content continues to increase.
When referring to management of the network audiovisual industry, Cai Chaochao stated that it is necessary to conduct scientific and effective management of different products and formats in order to ensure that the dissemination of information to the general public is guided by uniform orientation and content standards.
The current status quo is that, in terms of self-produced video sites, the subject matter scale is much looser than TV stations. For example, Pan Yujun never thought that other online dramas, such as subject matter and drama lines, were obviously lower than the TV station's management level. According to industry insiders, the statement made by SARFT means that the homemade content of a video website is no longer a “dead point†in supervision, and the convergence of online and offline content supervision in the future will have a certain impact on the self-made content of video websites.
"Obviously, self-produced dramas will have more limitations in terms of subject matter, scripts, and broadcasts. The home-made dramas on video websites may be subject to substantial reduction or non-broadcasting risks, which will have a negative impact on attracting traffic and advertising. "An anonymous radio and television system told the China Securities Journal reporter. Looking at the 2015 plans for LeTV, Tencent Video, and Sohu Video, we can see that increasing home-made content is an important strategy. At present, LeTV's self-produced content reaches more than 700 episodes, and it will continue to rise next year. Some brokerage analysts believe that stricter regulation will affect the video site's strategy, but in the long term it will not have a significant impact on the video site's profitability model.
The introduction of drama New Deal is good for film and television companies
In addition to regulating video sites, SARFT has introduced new rules for overseas introductions. It is reported that due to the introduction of overseas dramas, overseas content purchased by video sites must be “certifiedâ€. The lag time for overseas drama introduction next year is about half a year.
On September 2, SARFT issued the Notice of the State Administration of Press, Publication, Radio, Film and Television on further implementing relevant provisions of the online overseas film and TV drama management, reiterating relevant regulations on the management of overseas film and television dramas online, and requiring overseas television dramas for Internet broadcasting on the Internet to be obtained according to law. A film release license or a drama release license. Overseas movie and television dramas that have not obtained a film release license or a TV drama release permit must not be played on the Internet.
In this notice, the number, content and time of overseas drama introduction have corresponding restrictions. In 2015, the number of TV dramas that can be introduced is 30% of the number of domestically produced TV and TV dramas that were broadcast online in the previous year (2014), and the country and subject matter types must be diversified. The overseas film and television dramas broadcasted before September 2015 must be completed before April 1, 2015. Unregistered overseas film and TV dramas must not be played on the Internet.
According to the analysis, this will have a certain impact on video websites, but it will be beneficial to domestic movie and TV drama companies. After the “One Play Two Stars†policy was issued, the production capacity and sales of the TV drama companies were suppressed, and if the video websites were to reduce the number of overseas dramas, the procurement efforts and amount of domestic movie and TV dramas would certainly increase. In addition, according to the requirements of the General Administration of Communications, if video websites want to introduce more overseas film and television dramas, they must increase the purchase of domestically produced TV dramas. The A-share Chinese movie and television company, Great Wall Television, Hualu Baina and other related film and television companies will benefit.
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