Strategy To Development Of Commercial Video Websites Original Content In The Trend Of Media Convergence

With the development of mobile Internet technology, "multi-screen users" which using the terminals like PC, mobile phone, tablet and TV both times to watch TV and network videos increasingly, the battle for more screen has become increasingly fierce. The truth is that the battle for more screens is actually the competition for more users, and the core of "multi-screen communication" still lies in the content.Since the launch of Letv in 2004, domestic commercial video websites has experienced a history of 11 years. In different from the TV video websites which inheriting rich resource from TV, commercial video sites experienced a tortuous process in content construction, and been plagued with problems such as copyright and homogeneity, in recent years, the mainstream business video websites keep trying to produce original content by themselves and made 2014 the year of the original content. While as the advantage party in content, under the impact of multi-screen time, television are suffering a decline on audience rating and a crisis of audience structure aging, have to speed up the transformation and convergence with new media.In order to maintain the mainstream media position of traditional media in guiding public opinion, in August 2014, The Central Reform Leading Group policies to encourage the traditional media to speed up the integration with new media, to build "new mainstream media". In the integration of TV station and Internet, TV stations and TV video websites are all belong to the official system and have an advantage on content, so they are more initiative than commercial video websites. HNTV has officially announced to start the exclusive broadcast strategy for Mango TV in 2014.Facing the trend of media convergence, the thinking of Internet operating and the original content that rooted in is the quality that commercial video websites should be maintained and highlighted, and how to strengthen the construction of its content and to take the integration as an opportunity for promotion, but also the most important issue for the survival of commercial video websites.According to this train of thought, this paper divided into four chapters.The first chapter presented the three content construction models of commercial video website through the history of it’s development, and to analysis the advantages and limitations of each mode based on the operation and profits of website, and in the rough process of content construction, the video website industry has experienced several rounds of shuffle and reached a further concentration, formed the "1-2-4" industry structure at present, among them, because have been invested by BAT respectively, iQIYI, Youku&Tudou and Tencent video are with strong strength, and this paper will take them as representative for commercial video website at original content in the following.The second chapter based on statistics of three websites (iQYI, Youku&Tudou, Tencent video) to observe the status of commercial video website’s original content, and statistics shows that commercial video websites explore further on the form of original content, also made a breakthrough to create new forms with unique Internet style instead of limited to the bounds of TV program forms. On the production of original content, through made to order, special studio and other new ways to cooperate with professional content organizations and professionals, produced high quality original content. But original content of high quality is still in the minority, duplicate and vulgar content still exist. The further development for original content to promote quality needs to cooperate with professional television production capacity.Besides the professional production companies, TV stations are still the place where the best production resources gathered, and own a wide coverage channels at the same time, which catering commercial video website’s demands in terms of promoting quality and influence of original content. Chapter three analysis three cases that commercial video website’s original content cooperates with traditional TV stations, in the cooperation, restriction factors such as the policies are partial to traditional media, passive position on the content production and low brand recognition degree reduced the possibility for commercial video website’s original content using TV capacity to achieve promotion.The fourth chapter analyzed ways of development for commercial video website’ s original content in the trend of media integration from the different positioning in the network video ecology, based on the above. Firstly, from the background of convergence between traditional media and new media, policies encourage traditional media integrating with new media to form "new mainstream media ", make traditional media the core of integration, while collision and cooperation between the battle for more screens and users in multi screen time are market conducts which based on profits. From the differences between TV video websites and commercial video websites in network video ecology, the former one as a new media belongs to the official system, occupies the advantage position in integration, but the truth of it is that technical integration between TV resource and new media platform; the latter has the thinking to operate a network video website and a first-mover advantage, but as a market-oriented company are restricted by policies and system factors in the integration. From the point of commercial website itself, in the face of integration and TV video websites warming trend, original content are the core resource to commercial video website’ s survival and breakthrough, convergence is a gathering which should remain one’s own quality, at last, this paper puts forward suggestions on the development of original content based on this.