Research On The Homemade Content Of Video Website In China

The Video website as a new media, since it appeared in2005, develops extremelyrapidly, and plays an important role in promoting and enriching Internet media development.However, there are lots of outstanding problems in the video industry, such as the lowrecognition of the bumper advertisement, the lack of profitable way of the video website andthe serious homogenization of the contents of video website. In addition, although in recentyears the cost of bandwidth is decreased, but the content purchase costs has increased sharplyand become new constraints of the development of video site. In view of the similarity of thevideo site with television, video sites emulate television to make User-generated Content(UGC). They try to cope with the soaring copyright price through the use of UGC and seekthe differentiated development. Therefore, it is essential and critical to carry out thedevelopment of the UGC of domestic video websites in this intense competition period.The UGC of video website can be explained as follows. Through investment andself-production, the video websites participate in the production of video website content andspecialize in producing the proper content for their own network platform. Currently, theparticipants of UGC of website are outstanding personal content studio, production sector ofwebsites, as well as professional film and television production organizations, the producersshowing a diversified and professional characteristic. The video sites can use the UGC notonly to reduce the number of purchased content, to lower content costs, but also to seek thedifferentiated development by virtue of the unique, personalized UGC in the homogenizedvideo industry. At this stage, the number of website using UGC continues to increase and thenumber of UGC is booming. The effect of differentiated development by the UGC isgradually reflected. However, constrained by the lack of professionals and experience incontent production, many problems of UGC website are revealed, such as the poor quality ofhomemade, focusing solely on the shooting part and the video site not getting through thewhole industry chain.In order to promote the UGC further development, the websites must do the followingaspects. First of all, the video site should be vigorously in the introduction of professionalsand create content in strict accordance with the law of professional film and televisionproduction, in order to ensure a high standard, high-quality video content. Secondly, it isnecessary to change the misconceptions of content production. The websites should increaseinvestment in upstream and downstream links of UGC and get deeply through the entire UGCindustrial chain. What’s more, the websites should participate fully in the entire process of UGC. Finally, the video sites need to further strengthen the interaction with the audience, andcontinuously improve and optimize the experience of UGC of the audience.