点播模式卷土重来分享类视频成“废水”？

Fri, 11/21/2008 - 08:50 — 刘进洲

　　悄然之间，一度以分享模式聚集大量人气的视频分享网站，开始酝酿集体转身。

　　11月11日，优酷网表示，将以电视剧合作及营销作为未来的业务重点，其宣布与268家电视台、影视制作机构等内容提供方结盟，将获得4万部集热播及经典电视剧版权及5万小时的影视剧时长。不久前的9月17日，土豆网也推出了“黑豆”公测版本，涵盖电视剧、电影和综艺三个频道，并宣称其所有内容均有正版授权。

      而仅仅在半年前，优酷和土豆还在为分享模式四处“布道”——优酷力推“拍客文化”，土豆网则不断向网民宣扬“每个人都是生活的导演”。

      “这种转变并非要完全摒弃分享模式，只是尝试多一种盈利模式。”对此，易观国际分析师刘彤在告诉记者，视频分享模式长期以来一直未能找到好的盈利途径，随着经济形势的日益趋紧，更是让靠风投度日的分享网站倍感压力。

      无奈的分享

      今年4月，优酷CEO古永锵曾向记者津津乐道“拍客文化”和在此基础上的“拍客营销”。而在当时，除优酷外，土豆、酷六等分享视频网站也均把能聚集广大草根力量的分享模式，视为区别传统单向点播模式视频网站的一大优势。

      然而时至今日，在分享模式基础上的广告营销效果，却开始被重新估量。土豆网CEO王微日前抛出了“废水论”，称视频分享80%的内容是无版权内容，这些内容带来的流量毫无意义。

      11月18日，古永锵亦向记者坦言，相比较电视剧等正版视频内容，拍客视频在广告营收上效果有限。

      “由于拍客内容关注度的不确定性，以及大量无版权内容掺杂其中。广告主对分享类视频内容的广告投放持观望态度。”易观国际分析师刘彤分析，分享模式犹如一把双刃剑，其较高的参与性能将更大规模的网民汇聚其中，但对其内容质量的把控度却往往不够。

      这并不是分享视频网站困惑的全部。IDGVC高级经理曹迪军表示，目前国内的视频网站广告主要集中在网游、IT数码、快销品类，“相比较大型品牌广告，其价格偏低。”来自易观国际的数据显示，同级别同位置的广告单位售价，视频分享网站还不到门户网站的三分之一。

      事实上，全球最大的视频分享网站Youtube也面临着相似的困惑。截至目前，Youtube上仅有3%的流量可以投放广告，而后起之秀Hulu则由于背靠FOX和NBC两家大型电视台，其所有正版高清内容均可投放广告。

      根据媒体调研机构Screen Digest的数据，尽管在用户数量上与YouTube差距巨大，但Hulu的广告收益增长速度却远远超过对手。有分析师甚至预计，一至两年内，Hulu的营收规模极有可能超越YouTube并率先盈利。

      重归点播

      “网站上跟媒体版权合作的视频内容，比例超过70%。”古永锵向记者表示，由于单一依靠草根网民的“分享”模式走不通，优酷将越来越重视健康、正版内容资源的打造,“电视剧的版权合作将成为正版计划的首选合作形式，其中除了传统的广告分成模式，还将主打营销互换模式”。

      据悉，国内每年的电视剧制作量远远超过市面上的发行量，能在电视台播出的仅为发行量的30%左右，高达70%左右的新作被束之高阁。

      “互联网将作为某些视频内容的一种新推广渠道。”古永锵认为，相比较传统的点播类网站，分享类视频网站庞大的人气流量更具用户规模优势。

      与此相应，土豆网也与超过1000家内容提供商签署版权合作协议。有别于优酷，土豆网将点播内容与分享内容剥离开来，单独推出“黑豆”点播平台。据土豆网内部人士透露，在土豆所获的正版授权中，“内容具有程度不一的独家性和排他性”。

      从营销层面讲，相比较拍客视频等“分享”类视频内容的不确定性，正版影视剧的营销推广更易被客户接受。

      “基本上在电视上可以做到的电视剧广告，在互联网上都能做到。”古永锵认为，这对习惯投放电视剧广告的广告主来说，意味着不需要再增加额外的广告创意和制作成本。

      此外，不同于传统电视收看受限于直播，互联网电视内容的点播可以满足不同受众的个性需求。“点播覆盖的人群和电视人群有很好的互补性。”古永锵说。

      随着正版内容的扩充和点播模式推广，广告营销也在由低端网游、互联网广告转向高端品牌广告。“黑豆”上线不久，王微明确将其广告媒介定位在了面向品牌营销。

      分享PK点播

      对各家转向的视频网站而言，在重归点播模式后，如何与其既有的分享融合，将是其面临的首要问题。

      古永锵对此并未正面作答，仅表示“这并不是最重要，关键是要看内容是否受欢迎。”但在刘彤看来，正版点播模式的设计理念与分享模式有悖,“受制于正版授权，从理论上讲，其内容来源必将有所受限。”

      上海中汇律师事务所知识产权律师游云庭曾对记者表示，“作为内容提供方，一般是优先提供电视台、电影院线渠道，网站渠道往往会在此延后，因此网站很难在第一时间获得最热点的影视内容资源。”

      不止于此，对于热点影视资源，内容提供方往往倾向于版权的一次性买断，而非广告分成。面对高昂的版权费，大多数视频网站往往望而却步。对号称中国最大互联网影视内容采购商的迅雷而言，其CEO邹胜龙曾向本报记者透露，平均每部电影的版权采购成本在80万人民币，而好莱坞大片动辄百万美金之巨。这对于早已不堪盈利重压的视频分享网站，无疑更是难以承受。

      “相比较传统的视频点播网站，分享视频类网站最大的优势在于其庞大的用户量，但用户量的聚集在很大程度上正是源于其开放式的分享模式。”刘彤认为，随着视频分享网站内容来源的趋紧，用户的体验度也令人担忧。

      事实上，从视频技术层面考虑，转向点播并不能缓解高昂的成本压力。目前，视频分享类网站普遍基于CDN技术，即通过在网络各处放置节点服务器所构成的在现有互联网基础上的一层智能虚拟网络，使视频传输更快、更稳定；该技术需要大量的带宽和服务器作为支撑，成本高昂。

      “我们70%的成本都在带宽和服务器上。”古永锵坦言。而记者获悉，无论是土豆的“黑豆”，还是优酷的互联网电视，均依然采用CDN技术。刘彤表示,传统采用P2P技术的视频网站诸如风行、迅雷等，技术成本仅是前者的四分之一。

来源：南方报业传媒集团-21世纪经济报道

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