State Administration of Radio, Film and Television (SARFT) Implements the American Opera in advance

Under various regulations, the "synchronized updating" of overseas dramas on domestic websites is no longer realistic. Although netizens expressed their disapproval of the situation of being unable to continue nesting at home, the most impacted domestic video websites have a rational attitude toward this policy. Youku, Sohu and other website owners said in an interview with reporters that overseas drama broadcasts. The output will definitely be reduced. Home-made dramas and home-made dramas will have more space. The prices of foreign dramas that have been raised too are expected to return to normal.

1, the mainland piece of music: a large space for self-made works

The “Limiting Foreign Orders” is first of all a restriction on the number of foreign dramas: In 2015, the number of film and television dramas that could be introduced was 30% of the number of domestically produced movies and TV dramas that were broadcast online in the previous year (2014), and the country and subject matter types must be varied. Change. Followed by content control: Encourage the introduction of broadcast content healthy, well-produced, promote the truth, goodness and beauty of overseas film and television drama. The common homicide, violence, eroticism, and psychological metamorphosis in the American drama must be cut down.

According to people in the industry, “restricting foreign orders” has played a role in promoting the development of domestic cultural industries. Each video site believes that the restrictions imposed by overseas broadcasts have limited impact on the overall video site, because the viewers of the American drama are niche and not the main users of the Internet. The main traffic of major websites is not from the American drama, but domestic TV dramas and large-scale variety shows. According to website data, the proportion of US dramas in overall traffic is only single digits. For the space reserved for 2015 due to a reduction in overseas drama, each video site will be filled with home-made dramas and home-made dramas. In addition, “Chinese-foreign company cooperation”, especially with Korea, which is extremely good at idol drama production, will have a lot to do. Some industry insiders predict that in cooperation with Korean companies, launching homemade content with the nature of Korean drama is likely to become a popular model in 2015.

At the beginning of the year, Youku took the lead in testing the water and jointly launched a new self-made drama doll knight dream knight with South Korea’s JYP Corporation. Although the play is a joint production between China and South Korea, the Korean director and the star performers have all adopted the Korean team. In particular, the Korean men's team GOT7, which is owned by JYP, is a full-time member. The youth-based love story is based on the campus theme. The form of expression is the strength of the Korean team.

In the middle of last year, Sohu has invested 15 billion won into South Korea's keyeast entertainment media company, which has Bae Yongjoon, Kim Soo Hyun, Kim Hyun Joong, Lin Xiujing, and other actors, becoming the second largest shareholder of the company. This is considered to be the clear signal that Sohu Video will cooperate with more Korean companies in content creation and distribution. Tencent’s QQ Music also announced at the end of 2014 a strategic cooperation with South Korea’s YG Entertainment, which has popular groups such as BIGBANG and 2NE1.

2, chasing fans smashed: overseas works updated slowly

In addition to limiting the number and content, the “Limiting Foreign Orders” also requires “unified registration” for overseas dramas: Off-sea TV dramas broadcasted before September 2014 must be registered before April 1, 2015, and be broadcast online. After the agreement expires, it cannot be renewed. If it is renewed, the new policy will be followed. Whether the overseas film and television dramas aired on the line from September to December 2014 took up the quota for the 2015 import plan, the relevant authorities are still studying the issue.

The most troublesome thing for netizens is that the overseas drama “Cannot be synchronized to live broadcast”: The new overseas film and television dramas in 2015 must have a full-length film of the first quarter and have a good caption for review. After the review is approved, the import license number can be obtained. Broadcast.

Since the review process of overseas dramas generally takes six months, this requirement will undoubtedly directly affect the broadcast schedule of domestic video websites. First, the US dramas such as the Agent Carter suffered a full-line offline in 2015, followed by the impact of Korean drama. . At present, except for Korean dramas such as the Healer, which began broadcasting at the end of 2014, other broadcasts such as Hyde, Jekyll, and I have killed me in the course of their broadcast in January 2015. Korean dramas have not been broadcast on major domestic video sites.

In addition, TVB dramas produced in Hong Kong are also listed as "limited." According to WeChat public account number "entertainment on call", due to the influence of "external orders", TVB dramas also need to go through the "preliminary post-listening" program and broadcast for at least one month. The reporters also found videos on TVB series broadcasted by Youku and Tudou. The TVB dramas currently being broadcasted have no synchronized sources. The latest episode on the website was only the Qihai spectacle that was broadcast at the end of last year.

The introduction of a “time difference” for several months triggered many heated discussions. Some netizens stated that it would take more patience to pursue foreign dramas in the future, but more netizens said that they were not happy. Netizens “pig face pen boxes” believed that “stopping the audience from watching American TV shows is best. The way to do it is to make home-made dramas better, not to restrict foreign orders."

3, video site calm: prices dropped overseas drama

Although the broadcast content has been greatly restricted, many video sites still support this policy. “At least the prices of foreign dramas have dropped, and they have been too high before!”

Relevant person in charge revealed that the reason why the price of overseas drama copyrights in China is high is mainly due to speculation that major video sites are bidding for copyright. After the introduction of new rules for overseas dramas, as long as major video sites are no longer in a hurry to “know” their copyrights, it is entirely possible to purchase on the basis of surveying ratings ratings and online reviews of overseas dramas in 2015. From this perspective, the emergence of this new regulation has played a positive role in squeezing the water price of foreign drama copyrights.

Recalling the overseas drama market in recent years, the prices of British and American dramas are high, but they are still “highly cost-effective” compared to their production expenses; while the prices of Korean dramas are obviously somewhat imaginary, and the royalties of Korean drama exports to China are high. And repeatedly refreshed records.

According to South Korean media reports, Korean TV drama rights in China were only US$1,000 to US$3,000 each in the three to four years ago, but in 2013 they broke through a single US$10,000. Your copyright from the stars has become a phenomenal work in China has reached 40,000 US dollars per set. Then the copyright price of Korean dramas went up further. By May 2014, Doctor aliens had already exceeded 80,000 US dollars. According to statistics, the highest copyright price of Korean dramas sold to China in 2014 even broke through 200,000 U.S. dollars for a set of 300,000 U.S. dollars.

Because many buyers of video sites in China have limited knowledge of Korean TV dramas and Korean-language culture, they only judge the price from the popularity of the starring act. This has led to a number of embarrassing situations of “spending big money for bad drama”. As an example of her cute Korean drama in the summer of 2014, because the actor was Rain, the introduction price of the entire drama reached a record-breaking $3.2 million, but the play was not only tedious, but also the actor performance. Criticism has even led to a disastrous defeat in ratings in Korea.

The implementation of new regulations for overseas drama is likely to reduce or even eliminate this irrationality. After the SARFT began to review overseas dramas on major websites in January, the copyright price of Korean dramas has dropped by 1/3. Take SBS's water-mugget copyright price as an example. Pinocchio, starring Lee Jong-suk at the end of last year, had a price of $280,000. Hyde and Jekyll, who were originally starred by Hyun Bin, are expected to exceed US$300,000. In one episode, the production company HEM stated that due to the influence of Chinese policy, the actual export price of the drama dropped to a set of 100,000 US dollars.

4, overseas film side angered: the price dropped more pirated

For the drastic reduction in the price of Korean dramas for export to China, many Korean media have made quite a few comments. According to the Korea Culture Daily, Hyde Jekyll and our production company HEM representative Park Mi-hee said: “At the end of last year, China’s video websites had made purchases for a single set of 400,000 US dollars, but the bid price has plummeted.”

The report also expressed concern about "piracy issues." "China's early review system generally takes six months. During this period, the content of Korean dramas will be illegally downloaded and circulated in China. Even if it can be broadcast on video sites after six months, the response will only be minimal."

However, some people in the industry think that this is a worry for the fear of piracy counterattack. The piracy counterattack has little to do with the time limit for “out-of-time orders.” As long as the crackdown on piracy is rampant and there are unimpeded circulation channels for genuine copies, then there is no “piracy counterattack” issue. The heads of a number of video websites such as iQIYI, Youku and Sohu said that at present, several companies are seeking solutions to cooperate with the competent authorities to do a good job in protecting the rights of the anti-piracy version.

US drama advances into the era of severe investigation: cloud disk has become the biggest beneficiary


On February 27th, the eighth day of the lunar calendar, although the remaining temperature of the Spring Festival holiday was still in existence, a group of folk drama translation organizations had prepared for the first time the "battle" of the Year of the Ram including the announcement of the dissolution of the individual captioning group. A political theme of American drama - house of cards.

In the afternoon of the same day that the US Netflix website released the third quarter of the House of Cards, raw meat (with no Chinese subtitled version) began to be downloaded in several domestic well-known cloud discs. With the help of QQ, Weibo and the circle of friends, these download links spread rapidly. Brought a group of new users for the above cloud disk.

Different from these peripheral beneficiaries, Sohu video that has purchased solo copyright has failed to broadcast the drama in the first synchronization. Sohu video insiders told Tencent Technology that the play is still under review, and the specific broadcast date will be determined. .

Another video site is already ready to quietly sneak around. After keyword optimization, the third quarter (British drama) of the BBC version of the house of cards owned by them has quickly reached a higher ranking on search engines, resulting in a surge in traffic. .

More online video industry practitioners expressed concern to Tencent Technology. According to the provisions of the SARFT last year, since April 1, 2015, unregistered overseas film and TV dramas must not be played on the Internet. It is still present on April 1st. One month, but the scale of future review is not optimistic.

Coincidentally, several video sites, including LeTV, iQiyi, and Tencent Video, claimed that they would launch US popular movies in fifty degrees before the House of Cards. However, they later announced that they could not go online due to special reasons.

With the arrival of the deadline for the strict investigation of the Internet drama, the calm video industry chain will present the following major changes:

Video site returns to cautious cloud disk profit

In recent years, as the government has stepped up efforts to combat piracy, major video sites have also increased their investment in the purchase of US drama copyrights. With the tightening of regulatory policies, video sites have declined in enthusiasm for US drama, and copyright prices will return to rationality.

In the short term, one of the most direct stimulating consequences of “preliminary post-study” is that cyber piracy may resume its intensification.

Pan Yang Law Firm Liu Chunquan believes that the conventional way to combat piracy is to use a genuine market to seize the pirated market. If the genuine resources cannot satisfy the user base, pirated resources will seize the market in the review cycle of the competent authorities. Giving pirates a grey living space.

Although Shooters.com and Renren Films and Televisions successively announced that they were shut down and quickly broadcasted after being investigated by criminals, Thunder has also stepped up efforts to combat piracy. However, after the collapse of the traditional film and television resources search site, a large number of overseas drama lovers can still find themselves. The way of viewing.

More small and medium-sized resource websites can still provide downloads, and they can also obtain pirated resources through more hidden channels such as network disks and cloud disks, which increases the difficulty of supervision. Now that a popular movie is online, resources related to video linking, downloading of seeds, etc. are often starting to appear on Weibo, Post Bar, and various forums. Weibo has become a dissemination front, sharing video files through various web disks and cloud disks. Extract the password and let users download it.

Tencent Technology found on a movie called Watching Movie Online that some content resources will be built directly into the playback windows of major video websites. When querying some movies and other resources, there are “Baidu cloud discs - need to download or watch online” after opening. The link prompts, after clicking, will directly enter the viewing or downloading address of Baidu cloud disk.

A US drama enthusiast once said in an interview with the media that the Big Bang had been banned last year, but the fans could easily access resources if they wanted to see it, but the process was more tedious and hidden.

A person who has long paid attention to the webmaster industry has told Tencent Technology that there are currently more than 2 million small and medium-sized video stations in China. Many of them use foreign servers and pay monthly, and use websites to prevent websites from being domestically used. Sealed IP, which also increased the intensity of the fight against piracy.

There are two main types of medium and small stations. The first is a video resource station that only provides search and links, without its own server and video content. The second is an existing content search portal. It also leases servers directly from IDC and stores a large amount of pirated video content. These video content are downloaded from each. Ordinary video site, or directly after the purchase of a CD-ROM copy upload.

The relationship between the two video sites is that the first type of website is actually only a shell, the production cost is very low and fast, and its video source is in cooperation with the second type, and the advertising revenue is divided according to the click amount, and the proportion is 60%. Or higher.

In order to get more traffic, small and medium-sized movie stations also cooperate with each other through the link to invert traffic. After the larger video and television stations are established on the content resource platform, they often create stations. That is, the stationmaster will build a lot of different services. The video station for the domain name, but the final resource link actually points to the same content platform.

Hierarchy or early arrival

Iggy Arts Deputy Editor-in-chief Wang Zhaonan believes that in terms of content guidance, he hopes to “sparse” rather than “block” and explore the grading of video content, including the US dramas that have been introduced, so that suitable people can see suitable content and put user IDs. To hook up with an ID card, users with video content with restricted elements cannot be viewed by users under the age of 18.

Discussions on the film rating system have been carried out in China's film industry and the Internet video industry. However, the absence of mainstream official voices once made it difficult for the industry to reach consensus.

Around 2010, Zhao Shi, who was the deputy director of the SARFT, once represented the government and stated at the conference on the reform of the cultural system that China would not adopt this approach in film-grading. He said that in theory, the film's classification can guarantee the needs of audiences of different ages and different levels, but in practice it has not yet seen very successful experience.

Since then, the argument of “grading” was once suppressed, and movie makers are still making relevant attempts. Bona International Films has planned to remind minors and senior citizens to watch movies containing violent and erotic content carefully from the perspective of serving the audience, but has not imposed restrictions on ticket purchase behavior.

The tense atmosphere of this attempt was not released until President Xi Jinping’s visit to South Korea led to the release of the “Korean Ministry of Culture, Sport and Tourism” and SARFT’s signing of a Sino-Korean film co-operation agreement. The agreement stipulates that the Chinese-Korean co-production film will enjoy the benefits of Chinese-made film in the Chinese market and will no longer be subject to import film restrictions. The industry once believed that the Chinese movie censorship system will be loosened.

In fact, the entire cultural industry is forcing policy makers to reflect. At the end of 2014, Dr. Lu Yufei of the Chinese Academy of Sciences Dr. Lu Yufei introduced China's first classification system for non-governmental children's film and television dramas - China Children's Film and Television Drama Standards, which classifies some of the released films according to the degree of "hazard," marking standards for different ages. . Discussion on the classification system once again sparked heated discussions.

In response to the recent “reinvention” of the domestic TV drama Wu Mei Niang’s “reinvention”, when Tian Jin, deputy director of the SARFT, responded, he revealed that the SARFT had found that the drama did exist without modification and that it was instructed to revise the investment agency and production agency after the amendment. .

However, experts in the industry still consider this position to be too formal. "The relevant provisions of our laws are too vague and we must revise the law as soon as possible to define clearly its meaning."

However, with the latest regulations promulgated by SARFT at the end of 2014, the so-called strictest anti-smoking ban was implemented. It can be seen that the policy makers are paying attention to this issue that the public cares about, but it is difficult for the arbitrary “single-size” policy to be accepted by the industry.

What the industry expects is still some practical evaluation criteria. At present, it seems that only the General Administration of Radio, Film and Television can run at a small pace to seek a breakthrough.