视频网站今年可谓多事之秋,先是一场金融危机促使整个业界洗牌,紧接着就被卷入了“版权门”事件,陡一激灵的“激动网”联合了北京保利博纳、北京橙天娱乐等近80多家版权方联合组建“反盗版联盟”,向总是激灵的视频网站土豆开火。打架理由是:土豆网等视频分享网站无视法律和商业道德,大肆盗播未获版权许可的内容行为。据说激动网在2008年4月就曾经和土豆闹过版权纠纷,只是后来双方以庭外和解了事。谁料事隔不到一年,激动网再次上演老生常谈,所谓何来?
纵观整个视频网站的发展现状以及两家网站的运营状况,恐怕此举的目的并非如激动网所宣称的,单纯是为了“唤起整个行业重视版权”。土豆网的日播放量是激动网的二十倍,而在业界和用户中的知名度更是首屈一指。相比之下的激动网,其状告土豆的举动,总感觉那么有点别扭。目前看来,激动网凭借对于这场官司的hooks,已经完全获得了媒体和业界的“关注”,至于这种关注所带来的效果是否符合激动网的预期,恐怕还有得时间证明了d。
视频网站的版权困扰由来已久,说一箩筐都不嫌多。实际上互联网上视频的授权是非常复杂的事情,不但有独家、非独家类别,还有地方、区域、时间的划分,而且其中涉及的利益方众多,在这种客观环境下或多或少的版权问题在视频网站中是普遍存在的。这也是视频网站发展过程中难以避开的环节。
土豆网及王微的团队,显然也意识到了这一问题,并且开始进行有益的尝试。2008年9月,土豆网的黑豆高清版上线,其所有内容都取得了正版授权,被认为是近来视频分享行业对版权问题所采取的最大规模的实际举措。此外,推出版权管理平台,与东方卫视跨界合作舞林大会、推出视频互动板块等行动,无疑是他们在版权领域的探索与创新。无独有偶,优酷网在2008年里,也联合上百家媒体启动了“合计划”,旨在探索内容合作和互动营销的创新模式。
在多种因素的共同作用下,用户分享型视频网站的版权局面逐步呈现出破冰的曙光,行业洗牌已经成为不可逆转的趋势。大批二三线视频网站随时面临被清洗出局的命运。随之而来的行业环境净化在广告份额上已经有所体现。网上的调查显示,视频广告已经由初步的尝试投放转向了广告主日常投放的发展阶段。各方的公开数据显示,土豆网2008年第三季度业务比初试水的第二季度成长35%,第四季度相比第三季度更是大幅增长80%。目前土豆网已经拥有约150家活跃的品牌广告主。而这对于靠“收视费和广告收入”为生的激动网等,不啻为极大的噩耗。性命攸关,无招可拆的激动死咬土豆的“疯狂”之举也就不难理解了。
关注事件的最新动态,发现激动网的对外口径变化很明显。总裁张鹤在连续三天的高调“喊打”后突然改口,宣称诉讼土豆实为情势所逼的下策。联想到土豆迟迟未收到正式书面通知以及激动网拖延至今的“各方证据搜集”等举动,似乎都证实了之前公众对事件发展的种种猜想。
更有接近土豆的包打听披露,激动网原计划向土豆索赔上千万金额,这笔钱足够让经济危机重压下的激动网孤注一掷,向资金丰沛的土豆开炮。只是世事难料,过于攻击性的PR和明显的论据疏漏让媒体和公众的评论开始呈现出明显的倾向性。所以,激动网看起来只能选择抓着“维护版权”这根稻草,多压死些骆驼,也好让这件事情,最后有个交待。
来源:艾瑞网 作者:戴政
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