Research On Self-made Programs Of Youku A Video Website

The rapid development of Internet technology bring both opportunities and challenges for the video websites in our country.As the leading video websites are fighting fiercely for the intellectual properties,self-made programs by video websites create a new opportunity for them.Self-made programs as the weapons,through which these websites try to save themselves,have become the inevitable trend for the future of video websites.Of these websites,Youku went on line in public beta in 2006,beginning making own video programs from the year of 2000 on.So far,based on the principle of the idea that “content is the center”,it has been highly emphasizing on constructing the content of its own shows,keep on accumulating and innovating.As a result,Youku shows its powerful strength and has produced several classic self-made videos by taking advantage of its platform and channel.According to the context above,the paper Research on Self-made Programs of Youku,a Video Website focuses mainly on the advantage and disadvantage of selfmade video programs by Youku,a leading force in the video industry.The aim of the research is to articulate the history and current situation of the self-made programs of Youku,to analyze its developmental pattern,and to summarize its drawbacks in the area in order to propose some feasible suggestions.This paper hopes to deepen the theory of research of self-made videos and provide more systematic methods and ideas as to the development of the video industry in our country.Guided by the thoughts above,this paper is divided into 5 chapters on the basis of analyzing and interpreting relative data of the subject.The first chapter is introduction,including the background,aim,current situation and method of research.The second one is to overview Youku and its history,including its historic development,strategy of making video content and forms of displaying the programs.The third is to analyze the developmental pattern of Youku,including the model of content making,producing,profit making and marketing.The fourth chapter is to analyze the feature of the content of the self-made programs,concentrating on topics,style and quality of the contents.The final chapter is to analyze the problems of these self-made programs and put forward corresponding strategies.The problems of these videos are that the content of some of the videos is vulgar,that it lack of the ability to produce hot and popular shows,that its advertising management is insufficient.In order to solve these problems,Youku must improve quality of the content,stress innovation,strengthen cooperation,boost its professional skill on production and better its profit-making model.Through the discussion about the developmental model,content feature,and problems and solutions of Youku self-made programs,this paper means to be give some guidance on Youku and other video websites.