At present, the classification of online movies on various platforms is mainly based on grade classification, and different grades correspond to different account amounts. At the same time, there are solo and non-solo screening forms, and different combinations produce different resource subsidies, marketing share subsidies, advertising share subsidies and so on. It can be described as various forms of cooperation.
What is affecting the big ratings of the video platform network? How can I improve my movie rating and get better income?
Let's look at iQiyi first:
"Iqiyi is by far the most inclusive and open. As long as the content that has not crossed the red line is sent to iQiyi, it can almost be used." According to a practitioner.
Although judging from one sentence is a bit hasty, the development and promotion of the whole network industry does have a lot to do with iQiyi. Therefore, as the platform with the highest market maturity at present, the whole film grading system and accounting system are also relatively perfect.
Since last year's 165438+ 10, iQiyi has made public its monthly online account TOP 10 for the first time. In September this year, iQiyi cooperated with Cat's Eye to achieve the ranking of daily box office accounts for online movies for the first time. Although only the data of the first 10 movies are displayed at present, the high website traffic and more transparent visual presentation have consolidated iQiyi's leading position in the online market.
So how does iQiyi score?
Although there is no quantitative table for public grading, it also reveals several basic directions:
Ge Xufeng, deputy general manager of iQiyi's member business department, said: "In the scoring process, duration and values can be used as extra points for the film. For the standard length of 60 minutes, if a work can reach 90 minutes, it means that its input cost is higher and the story is more complicated, so there will be corresponding points. However, we also emphasize that the premise is that the content is really rich and it is necessary to increase the duration, rather than slowing down the pace of the work itself. "
The whole scoring process of iQiyi is also relatively objective and transparent. First, the professional film selection team, such as professors from major art colleges, will conduct the primary selection, then the operation team will make a preliminary score, and finally the collective decision will be made at the meeting. At the same time, Iqiyi's exclusive films can only apply for marketing share if they reach Grade A and Grade B. ..
Grading &; Marketing is divided into the following types _
The content selection direction is as follows _
1. positive energy: In order to express true humanity, movies need to tap positive energy values such as inspirational, optimistic and positive. Youth, sunshine and positive energy are also the styles of iQiyi platform, and we will choose to support works that conform to this style.
2. Typing: Movies with universal significance, such as love, youth, suspense and science fiction, can not only meet the viewing needs of more diverse people, but also enrich the market and prevent some themes from being too crowded on the platform, leading to vicious competition.
3. Exquisite: From shooting skills to actor selection and performance, it is very professional and elegant, especially the control of story plot and rhythm. The platform will gradually improve the selection criteria and vigorously promote the boutique network to expand its influence.
4. Innovation: We encourage an innovative attitude and do not encourage simple copying.
Tencent Video
Judging from the current content and the number of users, Tencent follows iQiyi closely, and the rating of online movies is divided into four levels: S, A, B and C, which is better than iQiyi in terms of the proportion of payment and the proportion of individual 5 yuan accounts. However, the low effective click conversion rate of Tencent video has always been a criticism that hinders more revenue. Therefore, Tencent still has a lot of room to catch up on the big plate of network from billing to data transparency.
Four levels of the audit process _
Four levels of accounting methods _
Class S cooperation Tencent Video participates in the production of high-quality online movies, and partners can submit project cases at the project stage; A-type cooperation buys out the right to broadcast or guarantees the share (that is, the minimum income of the film is guaranteed, the excess part is settled according to the actual situation, and the effective paid viewing income is calculated according to 5 yuan/time, in which the share of the partners is 70%); Class B cooperative payment sharing (the effective paid viewing income is calculated according to 5 yuan/time, of which 60% is shared by the partners), which can be broadcast separately or on the whole network according to the needs of the partners; Class C cooperative payment sharing (the effective paid viewing income is calculated by 5 yuan/time, and the partner is divided into 50%), which is broadcast on the whole network.
Effective pay-on-demand: one or more viewing behaviors of each paying user playing a single pay video for more than 5 minutes are recorded as effective pay-on-demand.
Hundred-department plan cooperation _
In addition to regular cooperation, Tencent began to launch 100 planned cooperation in the first half of this year. Excellent solo broadcast network can enter Penguin Solo Theater and get the support of Tencent video quality resources. A movie is launched every Tuesday and Friday, and the right to broadcast is bought out at one time (the payment period and exemption period of the movie are determined by the platform) or the guaranteed share (that is, the minimum income of the movie is guaranteed, the excess part is settled according to the actual situation, and the effective click income is calculated according to 5 yuan/time, in which the partner shares 70%).
1. Film production conforms to the basic technical indicators of film production, and the plot conforms to the mainstream values of netizens.
2. Topic communication, rich film marketing materials.
3. Cooperation policy: The film can be equipped with a special marketing team to support the follow-up and docking of marketing programs.
Sohu video
Judging from the early self-made online drama "Mr. Diaosi", Sohu video is a platform that entered the online student market very early. With the emergence of online market, Sohu initially focused on bringing traffic to movies and forming advertising subsidies. However, after the sub-account mode became the mainstream of the market, Sohu's cooperation mode was dominated by exclusive and non-exclusive forms, which weakened the scoring forms of the first two platforms, strengthened the guaranteed share of exclusive cooperation forms and related subsidies.
"Whether it is non-exclusive or exclusive, we will guarantee and subsidize the unit price of each partner's works. For example, we agreed with the film side that' three dollars for effective viewing', which means that the share of each effective viewing will not be less than three dollars, and the share of the film is not capped at the unit price. In other words, if your film has a good response and the number of users watching it is increasing, it is not impossible for you to click up to ten yuan at a time. The guaranteed amount is basically 20% to 150% of the investment amount, and the subsidy amount depends on the online effect of the work and the audience's reaction. " Ling Hu Quarry, director of Sohu paid content cooperation, said.
At the same time, "is the key to correct mentality. Do a good job of creation first, then consider making money. After the film was finished, the money actually followed. " This is also the core view of the platform.
Cooperation arrangement _
Exclusive cooperation: guarantee+share. According to the investment amount, film type, theme, shooting quality, etc. , evaluate the amount of guarantee. On the basis of the guarantee, if the final income is greater than the guarantee, the film party can get an extra share.
1. Division criteria: 2 yuan/effective click.
2. Quantity plan: per year 100.
Non-exclusive cooperation: sharing. Division standard: open division+viewing division Note: The effective on-demand time node is 6 minutes.
Subsidize (exclusive cooperation only) high-quality films, and get some support in addition to the guarantee and sharing. For example:
1. Promotion and marketing of the whole case: 0.5- 1 yuan/effective click (if the film pays its own marketing expenses and is recognized, the share can be increased).
2. Advertising support (providing advertising support, such as hard width position and video patch, depending on the specific movie)
3. Membership share (that is, new share, you can get a certain share of membership consumption brought by the film, and the amount depends on specific projects)
Youku video
Compared with the activity of the above three platforms, Youku feels "too conservative" in the past year. Perhaps because of the positioning of the initial content of the platform, Youku appears to be relatively slow in the large section of the network. At present, the form of cooperation is still in the stage of email and interpersonal communication, and no detailed cooperation process has been found in the public information.
However, at present, Youku is making some adjustments to this problem. Liu Kailuo, vice president of Youku and head of Youku Film, revealed: "Youku will announce a new online movie accounting mechanism in the near future." At that time, Headline Jun will also give you priority coverage.
At present, producers of genre films prefer to choose Youku, because some niche films, such as horror films, will have a specific audience. They will watch the movie before Youku can get more points, which of course requires a high degree of completion of the movie. Popular movies may tend to choose iQiyi because of their high traffic. At the same time, in the way of film cooperation, Youku is now more inclined to buy out the policy. Although it is less likely for the film side, it will give the platform more energy and promotion resources to allocate buyout films.
Youku scoring policy: advocate reducing manual intervention scoring and let the works speak for themselves.
1. The platform will make various judgments on types, scripts, creative works, etc. Works, and strictly abide by the standards consistent with cinema movies.
Liu Kailuo, head of Youku Film, said, "Youku has formed a set of effective scoring methods in the development of cinema films before, and we will apply this method to online movies."
2. Broaden the dimension of works, and add the number of comments, barrage and foreground play to the evaluation dimension. Similar to "go online first and then score", let "the works speak for themselves" and promote the market to develop in a healthier direction.
3. Manual adjustment will appear as a supplement.
In order to increase the independence and flexibility of the works and combine with the content operation of the platform itself, some "reward items" will be given from time to time-according to the rankings of innovation, sequel, single point, viewing time and other different dimensions, the producers will be given bonuses every month.
To sum up, we can see that each platform has published an unpublished, perfect and improving cooperation plan. They are all changed for the more reasonable and standardized operation of this industry. At the same time, good content is the starting point and original intention of each platform to formulate rules. A willing audience, a good model and a good film.
The cooperation rules in this paper come from the officials of their respective platforms.