under the promotion of the application of new technology, audio-visual communication is becoming an important evolution trend of Internet communication, audio-visual everywhere, all the time.
original title: network audio-visual service strides towards the era of great convergence
strong > Media Convergence advances in depth / strong > "the integration of traditional media and emerging media is a bright spot in the development of audio-visual new media in the past two years." At the beginning of the interview, Cui Chenghao, deputy secretary of the Party Committee of the Development Research Center of the State Administration of Press, publication, Radio, Film and Television and executive deputy editor of the 2017 Audio-Visual New Media Blue Book, told reporters. indeed, the current central, provincial and municipal media are actively exploring the integration and development of traditional media and emerging media. People's Daily created a "central kitchen" to promote acquisition and editing process reengineering. By the end of 2016, its clients had downloaded 154 million times independently. Xinhua News Agency aims to create an "online news agency" and has formulated a "two-wheel drive" strategic plan for Xinhuanet and Xinhua clients to promote the "trinity" of text, pictures, audio and video of front-line reporters. By the end of 2016, its clients have downloaded a total of 180 million times. The CCTV "three micro one end" new media three-dimensional communication matrix has also been formed. By the end of 2016, its "CCTV Audio and Video" client downloads 550 million times, "CCTV News" client downloads 41.95 million times, Weibo fans 47 million, Wechat official account subscriptions 6.8 million. similarly, provincial and local radio and television organizations, centering on the three cores of "acquisition and editing process reengineering", "platform construction" and "content construction", are "changing the stock" on the basis of "increment", and are developing in the direction of "merging traditional media and emerging media into one". strong > High-quality homemade content is growing rapidly / strong > the 2017 Blue Book of Audio-visual New Media shows that in 2017, there were 4558 online dramas, 5556 micro-films (online movies), 197online animated films, 140online documentaries and 1616 online columns. As of August 2016, the number of online self-made audio-visual programs increased by 180% compared with the same period last year, and the proportion of traffic increased from 8% in 2015 to 14%. "the rapid development of online self-made programs reflects the prosperity of the video-based content market in recent years." In Cui Chenghao's view, this is also due to the great attention of the CPC Central Committee and the General Administration in recent years, and the direction of network audio-visual literature and art work is clearer, the path is clearer, and the measures are more effective, which makes capital and professionals pour into the field of network self-made programs with unprecedented enthusiasm, and promotes the development of network self-made audio-visual programs from "barbaric growth" to "orderly growth" from the source of the industrial chain. in 2016, iqiyi successively launched content such as "running Bar Brothers" and "Old Nine doors". Among them, the homemade drama "Old Nine doors" has become the first online drama with more than 10 billion views in history since it was broadcast. While the popular IP online drama "he comes, please close your eyes" successfully "anti-output" first-line satellite TV platform, as the first production side of Sohu video online at the same time, the play is also synchronously broadcast in Oriental Satellite TV, this is the first in China by the network platform main investment, successfully landed on the front-line satellite TV series, indicating that Sohu video as the representative of the online drama platform has realized the transformation from a simple broadcast platform to the creation and output platform. in addition, Cui Chenghao pointed out that a number of masterpieces emerged in 2016, including the "red temperament" that shows the responsibility and responsibility of outstanding communists, the "youth without regrets" that shows the dream stories of ordinary people, and the "songs for mothers", "Happy Courtyard" and "Ping-Pong Youth" that deeply excavate the touching stories of people's love and mutual help and pay attention to the left-behind children and other vulnerable groups. in Cui Chenghao's view, the content of online self-made programs has shown exuberant vitality and strong momentum of development in recent years. Under the guidance of the exuberant market demand, video websites are becoming the main driving force of network self-made content creation and production. strong > Resource integration is becoming more and more frequent / strong > in recent years, with the increasingly frequent capital operation of the Internet audio-visual program service industry, Internet audio-visual services are more and more concentrated to Internet enterprises with strong capital strength, and the degree of intensification is deepening day by day. in fact, in 2015, marked by Alibaba's acquisition of Youku Tudou for US $4.5 billion, the top three video websites-iqiyi, Youku and Tencent Video-all belonged to the BAT Internet giant, and audio-visual resources and markets became more concentrated. In addition to bringing the "stock resources" of network audio-visual into the BAT system, BAT also aims at the opening of "incremental resources" in the network audio-visual field. For example, around emerging businesses such as live broadcast, short video, virtual reality, etc., continuously access and distribute emerging Internet audio-visual services by means of investment and equity investment, and set up film and television companies and distribution companies one after another to purchase network literature copyright and realize the optimization and integration of resources through the layout of the whole industry chain. on the other hand, radio and television organizations and other mainstream media are forming a new force in the field of audio-visual programs dominated by news in the form of alliances. On February 19, 2016, the people's Daily, Xinhua News Agency and CCTV all launched new media products and alliance strategies. In addition, Hubei Radio and TV Station's "Yangtze River Cloud" platform and Guangdong Radio and Television Station's "Electric shock News" media platform have all formed the integration of news resources in the province. "Audio-visual new media is a resource-gathering industry. The combination and opening of content and channels will make the resources in the field of audio-visual new media more concentrated, more flexible and more dynamic." Cui Chenghao said. strong > payment model develops rapidly / strong > in 2016, China's online video industry entered the fast lane of development in an all-round way. Data show that China's online video market reached 60.9 billion yuan in 2016, an increase of 56 percent over the same period last year. By the end of 2016, the number of Internet users in China had reached 731 million, of which 545 million were online video users, accounting for 3% of the total Internet users. data show that the number of paid members of major video websites such as iqiyi, Youku and Tencent Video increased significantly in 2016, with more than 20 million paying members all announced. As of September 2016, 35.5% of online video users had paid to watch videos, an increase of 89.8% over 2015, achieving rapid growth in recent years. according to a survey conducted by the China Association of online Audiovisual Program Services, 83.3% of users choose to pay for "content they want to watch"; 69% of users choose to pay for "more sources and can watch more paid content"; and 77.3% of paying users choose to watch paid content because they are ad-free. In addition, hot new movies in cinemas and exclusive online movies are the content that users are most willing to pay for, with more than 60% of users willing to pay for it; nearly 50% of viewers are willing to pay for exclusive online dramas and TV shows; and the proportion of users who are willing to pay for exclusive variety shows, anime, sports programs / live broadcasts are 31.9%, 31.4% and 26.2%, respectively. "it can be seen that more and more users are willing to pay for good content, and the habit of paying for video is gradually forming." Cui Chenghao pointed out, "with the rapid development of paid viewing business in 2016, on the one hand, major video websites have attracted paying users by investing in popular dramas, and on the other hand, film and television copyright owners have gradually shortened the window period. Video websites have become an important paid broadcasting platform for film distribution. in Cui Chenghao's view, content is still the first driving force for the rapid development of paid business, and the rapid growth in the number of members of video websites comes from users' pursuit of hot broadcast, boutique and unique content. The paid environment will promote the upgrading of the online drama industry and enable producers to invest more accurately in the production of high-quality content, and the quality of production also determines the growth of paying users. Edit: xiongwei