In the field of self-produced programs, Youku is a pioneer in the video industry. From the programs such as "Youku Full Entertainment", "Xiao Shuo", "Friends", "Couples", "Gods and Goddess" produced by Li Li, the vice president of Youku Tudou Group, we can see its trajectory of exploring diversified program types.
Breaking down the programs produced by Youku: "Xiao Shuo" and "Friends" emphasize mainstream values ??and cover the middle and high-end groups; "Love" is a bold innovation of online programs in outdoor reality shows; and The first Chinese version of the global classic reality show "Big Brother" will be launched soon and will be launched in May 2015. Youku uses star power to arouse social topics and thereby increase the attention of the program. "Xiao Shuo" was launched in March 2014. It was planned by Li Li, vice president of Youku Tudou Group, and hosted by musician Gao Xiaosong. The program was instantly well received. "Xiao Shuo" has rich and diverse topics, novel production format, and is highly interactive on the Internet. After each program is broadcast, the program team will pay attention to netizens' comments and make timely adjustments to the program accordingly. This format, as well as the "Xiao Shuo" program itself, represents the "groundedness and heritage" of Youku's self-produced programs.
One year after the broadcast of "Xiao Shuo", its influence continues to accumulate: the traffic of the first issue of "Oscar Steps Down from the Altar" is already 3.27 million, and in the first season, 7 streams exceeded 3 million. issue; high-speed rail, civil aviation, and Zhejiang Satellite TV began to broadcast "Xiao Shuo"; some countries' embassies or tourism bureaus began to invite "Xiao Shuo" to record in their countries; Gao Xiaosong's Sina Weibo fans also increased from 3 million to 13 million.
On January 19, 2014, at the Golden Pupil Award Ceremony hosted by Advertising Gate, Youku's "Xiao Shuo" won the "Gold Award" in the original video column category. It lasted for one and a half years, sailed 34,000 nautical miles, and visited 24 countries. As the first Internet reality show created by Li Li, Vice President of Youku Tudou Group, it recorded a couple's spontaneous trip and took 100 million netizens through it. A real world with war, desolation and danger. It is a legendary story and a life textbook that shows the true value of life and another possibility of life in the age of materialism.
The theatrical version of "A Couple" was broadcast on the evening slot of CCTV on March 24 and March 31, 2014. Monitoring data shows that 27.91 million TV viewers across the country watched the program, with an average ratings of 0.31% in 33 cities and an average viewership share of 1.92%. After it was broadcast on CCTV, the market share of CCTV's set at the same time period increased by 16% compared with last year. At the same time, the age and geographical composition of the audience on the online platform of "Love" complements that of traditional television. With more than 450 million views for the two seasons of "Love", its influence is growing. Now "Love" is no longer just a video program, but a philosophy of life, a philosophy that should be followed. lifestyle. The first season of "Friends" is the first online cross-border talk show created by Li Li, the vice president of Youku Tudou Group, where celebrity entrepreneurs sit in and meet old friends from all over the world to talk about world affairs. Current hot topics will no longer be simply stated, and financial topics will no longer be boring and monotonous. Instead, they will be filled with wisdom, humor, free speech, laughter and curses, which is incredible!
When "Friends" is mentioned, many people may think of the American drama "Friends". Although "Friends" is not a sitcom, it actually contains humorous elements. Liu Chuanzhi, Pan Shiyi, Andy Lau, Jack Ma, etc. are popular among ordinary people. Celebrities who seem to be incompatible with each other are dragged into the show in pairs to talk about everything. The pairing principle is only one - old friends. Two years after its launch, it has received a record 200 million hits. Whether it is "garlic eaters" or "coffee drinkers", "Friends" is attracted by "Friends", which has never happened before in the traditional TV market.
From its launch in early August 2012 to 2013, Youku's "Friends" has exceeded the 65 million playback mark in less than a year. While being loved by netizens, it has also received Olive branches from CCTV and local satellite TV. Although Pan Shiyi has no professional training, he is more simple and sincere, and is deeply loved by netizens. It also reflects the show's down-to-earth production style of "high-end and entertainment, depth without pretense, seriousness and fashion". "Friends" has been widely disseminated on Weibo, WeChat, grassroots self-media and other new media, creating a huge number of views and also bringing a good reputation to Youku. The launch of Youku's "Friends" first publication "Eijian: Let's Talk About Our Times" not only witnesses history, but also heralds the program's non-stop entry into a new round of communication. "Gods and Goddess" is the Internet's first new idol platform built around user experience and opening up the entire industry chain, created by Li Li, Vice President of Youku Tudou Group. It uses an industrialized process operation model to realize the commercial value and communication value of ordinary IP in the real world and virtual networks through the combination of traditional film and television programs and Internet-specific products.
In just two months, the average broadcast volume of this outdoor reality show episode exceeded 11 million, setting a record for the highest average broadcast volume of Youku's self-produced program. In addition, Youku has also created a series of peripheral programs that are loved by netizens such as "Goddess' Zoo", "Goddess' Program List", and "Goddess Loves Mobile Games". At the same time, the innate advantages of the Internet in fan interaction, open sharing and rapid iteration are combined with the Korean variety show model and trainee-style intensive training. While greatly shortening the path for artists to debut, it also allows Internet stars to have their own Unique development space.
When more and more people question the authenticity of TV talent shows and the motives of the programs, a talent show "Gods and Goddess" on the Internet video website Youku has been viewed more than 500 million times and received over 10 million comments. Setting off a wave of viewership and public opinion, this is the Internet's first interactive outdoor reality show jointly created by Youku and South Korea's "RunningMan" team. Through a rigorous competition system, contestants can evolve from ordinary girls with no talent to "goddess".
Li Li, vice president of Youku Tudou Group, said that starting with the "Gods and Goddess" project, Youku will invest heavily to create an ecological chain for the Internet entertainment industry, covering content production, entertainment agencies, e-commerce, derivatives, Business models such as game interoperability build a complete ecosystem that allows "Internet idols" to be born on the Internet, raised on the Internet, grow up on the Internet, get out of the Internet, and eventually return to the Internet. In the future, more and more gods and goddesses will be born from Youku and become a new generation of Internet idols. "Youku Full Entertainment" is the Internet's first daily entertainment information program created by Li Li, vice president of Youku Tudou Group. It creates TV quality, highlights the depth of the magazine, and emphasizes the interactive characteristics of the Internet. The slogan of the column is "no video, no truth". In this program, in addition to the most exciting, timely and insightful entertainment information, every photographer can become a news maker, and every netizen has the opportunity to change the entertainment industry through his or her own power. It seems to be an ordinary gossip entertainment channel, but Youku has added a hot element, which is "the power of photographers"! What the audience sees is the perspective of the photographer, and different photographers have different perspectives; the same thing has different views, and the audience understands more and more comprehensively.
The interaction between Youku Quan Entertainment and netizens is not limited to voting. In each issue, Brother Cong will set up small topics. Netizens participate in topic interaction by leaving messages. Brother Cong will select netizens’ messages to share in the program; The ending songs of the entertainment are recommended by netizens, and you can choose the song you want to listen to. In addition, Youku Entertainment fully mobilizes the power of photographers, so that every Youku photographer can become a news provider. Through these rich interactive methods, Youku Entertainment has truly become an entertainment program for everyone.
"Youku Entertainment" takes "No video, no truth" as its slogan to create TV quality, highlight the depth of the magazine, emphasize the interactive characteristics of the Internet, and provide netizens with the most comprehensive, professional and exciting content planning and The latest entertainment information. It takes "whole" as its guideline and fully achieves "full speed, comprehensive, global and full coverage" of entertainment events. Full speed - direct access to the entertainment scene as soon as possible, news as it happens, and first-hand information is provided in a timely manner; Comprehensive - accurately locate user preferences through Youku's massive data analysis, and comprehensively grasp the direction of news dissemination; Full process - rely on the opinions of netizens and celebrity photographers Power, showing entertainment events from multiple dimensions of celebrities, reporters, and netizens; global-overseas celebrity news in one go, directly reporting world-class entertainment events with a global perspective. More fully connect Youku PC, PAD, and mobile phones to achieve multi-screen, full-platform panoramic display. Youku and Endemol have joined forces to create the Chinese version of the global classic reality show "Big Brother", which will be broadcast online in 2015. "Big Brother" is one of the largest and most successful television programs in the world. Since its birth in 1999, more than 300 series have been broadcast in 120 countries, attracting much attention from the news media. .
The Chinese version of "Big Brother" is an exciting test that combines wisdom, strategy and strength. It puts 12 strangers under the same roof, completely isolated from the world, and recorded around the clock. During the three-month period, multiple exciting challenges will be staged every week to reveal the true face of the roommates' aggressive nature. One contestant will be eliminated based on the contestants' mutual votes and the real-time interactive voting results of netizens. The last person left gets a huge bonus.
Arjen van Mierlo, CEO of Endemol Asia, said: "We are pleased to announce this landmark cooperation with Youku, bringing a program model that adds new media elements such as online interaction to China for the first time. In a country that produces thousands of products every year, With a market worth over 100 million views, cooperating with the No. 1 online video platform will enable us to bring "Big Brother" to young audiences and bring the most immersive and interactive unique experience to fans across the country."
Endemol’s popular programs in China include a number of celebrity talent shows. Its representative work is Jiangsu Satellite TV’s “The Strongest Brain”. This program won China’s largest TV award, the Golden Eagle Award, and is now the second Season 2 is already in production, and Youku has acquired the exclusive rights to the second season. In addition, there is Hunan Satellite TV's "Variety Show".
As China's No. 1 video application and online video platform, Youku has established leading multi-screen advantages, covering more than 500 million users monthly and generating more than 200 billion views annually. At the same time, as a leader in the industry, Youku has also been committed to exploring self-made content on video websites. It has been involved in self-made content as early as 2009, even earlier than Netflix internationally. In the past two years, Youku has launched China's first online self-produced outdoor reality show "Couples" and the Internet's first interactive outdoor reality show "Gods and Goddess", which have aroused enthusiastic responses and set a new benchmark for China's original reality shows. , and also successfully explored a program model that integrates netizen interaction, laying a good foundation for the Chinese version of "Big Brother" jointly created with Endemol.