A Study On Successful Operation Of Sina Video Channel

Based on the development of vedio website in 2008, this paper discusses the emerging experience and advantages of Sina Website from many other vedio websites.Sina"ChinaVnet"(The following "ChinaVnet" refers to Sina video) develops from podcast, but prones to the development ideas of media corporation in the network video industry. First, it relies on and makes use of the traditional media. The content of traditional media itself and the content of its corporation with the traditional media have, to some extent, solved the problems of content and copyright. Then, ChinaVnet follows the development ideas of Sina. The rich resources and channels of Sina enables ChinaVnet to produce the content they need, and to edit heavy- handedly based on the needs of users. Besides, ChinaVnet itself is an important part of Sina. These are what the sheer vedio websites do not have.The brand and users of Sina make ChinaVnet the best platform for Internet video industry to connect the users'needs and production. The richness of web content and forms of dissemination creates a cycle of unlimited production and infinite demand. From the perspective of time and space, the demand of the web users is infinite. The production of network vedio comes from the users themselves. The great number of loyal users of Sina website accumulated over ten years and its top online media brand make it a distributing center of programme contents. Not only many celebrities and professional vedio production agencies open the podcast in Sina, but the traditional media also seek Sina vedio initiatively to become the breakthrough of development. Sina vedio is the bond of production and demand as well as the best platform of sharing.This paper first studies the characteristics of Sina ChinaVnet, and then makes an analysis in such aspects as the content and sourses, the forms of dissemination, the operation of websites, the function of media and the strategy of development. Seeing from the essence, the characteristics of Sina ChinaVnet comes from the position that Sina is the first portal of Chinese websites. Its concept of development and strategy inherit the tradition of Sina, that is,"All starts from you". Sina"ChinaVnet"has been incorporated into the great and complex organizational structure of Sina website, which is of great help for its various parts to complement each other. This distinguishes the"community"represented by"potato net"and embodies the features and advantages that it is better than the traditional TV, grafting traditional media resources and is superior to the sheer vedio websites. Finally, this paper addresses some external thinking about this phenomenon, that is, the integration of the traditional media and new media, and to look for development ideas from today's vedio websites.