Research On The Homemade Content Of Vedio Websites In China Under The Context Of New Media Industry

For the past few years, new media industry of our country is gradually developing with increasingly improved new media technology and media environment. Network media and mobile new media are two of the most important media appearances and contribute much to the new media industry. Since 2005, network video industry in China has made active exploration for almost 10 years as mainstream video websites were launched one after another. Overall, our video websites has experienced the change from rampant piracy to homemade content, from separation of manufacture and broadcast to mixture of transition. As the national copyright policy and management requirements of Internet are becoming more and more strict, domestic mainstream video websites have enhanced their copyright consciousness, abandoned pirated videos, bought network broadcasting rights of the films and television programs of high quality. However, this practice has prompted copyright prices artificially high, and result in Chinese network video industry’s falling into trouble. At the same time, new questions arise. The problems such as the serious phenomenon of content homogeneity, diversified audience properties, advertisers’ requirement for more precise ways to run ads and so on, prompt the video websites eager to break through old business models, and attempt to expand homemade content business. At present, video websites’ homemade content of our country is developing rapidly, every link of the content production mechanism is at the important stage of innovation. One of our mainstream video websites called YOKU declare that they will invest 300 million yuan to the homemade content areas, and Sohu will invest 600 million yuan to the same area. The total amount of homemade content is increasing by years. Video websites should guarantee the quantity as well as pay attention to avoid content homogeneity. It is so called “content is king”.Content industry is the most important part of new media industry, it emphasize content innovation, and demand to turn personal creativity into the products which full of intellectual property rights, value, and can stimulate economic growth, which can enhance the creativity of producers and increase the economic benefits at the same time. Video websites’ homemade content is a part of content industry, and content is a form of human creativity, and creativity is the core of creative industries. Unique homemade content and in line with audience expectations is the prerequisite of video site brand names. How to make content different under the background of emphasizing the development of new media industry is currently the biggest challenge to Chinese video websites.The purpose of this paper is to explore and analyze the video websites’ types and the development and status of homemade content, put emphasis on analyzing the homemade content’s production mechanism and development problems, and then think about them.