A few days ago, the official Weibo of " LeTV Super TV " announced that "the highest-definition version of " Legend of Zhen Huan " has been launched on Huaying Time, and you can watch 4K "The Legend of Zhen Huan" by downloading the Huaying Time APP with LeTV Super TV." 11 years after the premiere of this popular drama, there is no doubt that it has been "coated" by various video sites and audiences in terms of picture quality, plot, art design, etc.
The most positive of them is LeTV . After all, based on the current situation of this company, perhaps only classic film and television works such as "The Legend of Zhen Huan" and "Conquest" can stand the test of time. "Three brushes" are still new. Now for LeTV, these enduring popular dramas have become one of the few that can maintain a certain popularity without new dramas.
and at the end of last year, when other head video websites and film and television companies jointly "sued" short video platforms for infringements such as cutting, moving, etc., LeTV Video uncharacteristically chose to maintain a relatively close relationship with Kuaishou, and its film and television copyright resources It appears in Kuaishou Cloud Cut in the form of Erchuang materials to facilitate users to create.
It is worth mentioning that the cooperation between long and short video platforms has become mainstream. Since June this year, Kuaishou has announced that it has reached and related licensing cooperation with LeTV Video on the latter's exclusive self-made content. Subsequently, Douyin has also reached cooperation with Sohu , iQiyi , and around the Explore the creation and promotion of long video content.
In fact, the long and short video platforms have changed from the previous "tit for tat" to "resolving the past", and a large part of the reasons may be to ease their own anxiety, such as the peak of user increment and the content shortage that may be caused by the cost of compressed content. problems, etc. And LeTV Video, which has almost stopped in terms of purchasing and producing new episodes, may only hope to re-disseminate its related content on other platforms.
's attempts to "deeply bind" with "The Legend of Zhen Huan" from the LeTV video also reflect that "The Legend of Zhen Huan", as a popular IP in the past ten years, the long tail effect formed also makes Producers, video websites, and second-generation teams can still get a lot of benefits from it.
But in addition to LeTV's recently launched 4K version of "The Legend of Zhen Huan", video sites such as Youku, iQiyi, and Xigua Video have already launched 4K restoration plans for classic TV dramas. As early as 2017, Youku launched the "HD Restoration Program", and so far, more than 5,000 classic film and television works and animations have been restored.
It is not difficult to find that under the trend of quality improvement and reduction in the entire long video track, it has become the norm to repair the content of classic film and television dramas. On the one hand, as Youku has said before, the restoration of classic works can allow more good content to be protected and inherited. On the other hand, in recent years, due to the frequent occurrence of "bad dramas", many users have to watch TV series from more than ten years ago.
Among them, according to iQIYI's previous release of the Spring Festival movie viewing data for the Year of the Tiger, "new old dramas" have become the "standard" during the Spring Festival, and classic film and television dramas such as "Wulin Biography" are on the list again. After " Detective Di Renjie 2" was launched on Bilibili , it also once became the top ten in the TV series hot list. At the same time, on platforms such as Douyin and Kuaishou, the classic episodes in dramas such as " Daming Dynasty 1566" and " Liangjian " have also become "traffic passwords" in turn.
It is not difficult to find that the 4K restoration of classic film and television series not only reflects the maturity of relevant technologies today, but also fills the gap caused by the shrinking of the number of new content on video sites to a certain extent in the current wave of nostalgia. Obviously, for the platform, the restoration of classic dramas is obviously more "pleasant" than the uncertainty of the broadcast effect of new dramas.While attracting users to "second and third brush", it can also adapt to the increasingly discerning "eyes" of the audience.
In the final analysis, in addition to the consideration of improving user experience, the quantity and quality of new film and television dramas today cannot give video sites a sense of security. Previously, it was possible to rely on the accumulation of Aiyouteng, more or less, there may be several hit dramas that can “get the bottom line”. Now, before the next hit content appears, it is obviously much safer to restore classic film and television dramas than to remake .
previously released the 2021 annual report, iQIYI founder and CEO Gong Yu once said that iQIYI's goal in 2022 is to "maintain its leading position in the industry while achieving non-GAAP operations throughout 2022. level and to achieve quarterly non-GAAP operating level break-even as soon as possible.” According to the financial report for the second quarter of 2022 released not long ago, iQIYI's revenue during the reporting period was 6.7 billion yuan, and its non-GAAP operating profit was 344 million yuan, a month-on-month increase of 5%. It has achieved operations for two consecutive quarters. Profitable, the loss attributable to the parent under non-GAAP was 78.3 million yuan, a decrease of 93.0% year-on-year.
However, while iQIYI is one step closer to its goal of 2022, will this "operational profit" based on reducing content cost input also affect the reduction in the number of users and stickiness? At least as can be seen from its second quarter financial report, its membership business revenue increased by 7% year-on-year, but the number of subscription members decreased by 900,000 year-on-year.
But although "archaeology" classic film and television dramas can bring popularity to the platform, it may not be a long-term solution. After all, in the ever-changing market environment, the behavior of "watching" will change from time to time. In addition to the previous old dramas becoming popular again, and performing and disseminating in new forms (such as short videos), there are also May be left behind by the audience for not conforming to the new trend. Further, if the new episodes can guarantee the quality, the freshness will undoubtedly be better than the "nostalgia".
This year, regardless of video sites or other Internet platforms, it seems that round after round of "memory killing" has begun. Among them, the WeChat video account held several online concerts, invited Luo Dayou , Cui Jian and other Chinese music evergreens, and Douyin also invited Sun Yanzi , Andy Lau Waiting for famous singers to face off against the video number. In addition, there are Zhang Guorong , Teresa Teng , Beyond and other singers and bands re-screening concerts, Douyin and Tencent also took the opportunity to promote a 4K restoration technology.
At the same time, Mango TV, who is good at variety shows, also invited Wang Xinling , Su Youpeng , etc. in the new season of "'s sister who rides the wind and waves" and "'s brother ", which runs through the post-80s and 90s. Youthful star. The recently launched "QQ Student Card" on QQ also allows users to check their Q-age with one click, causing many old users to feel that "it's been too long".
However, unfortunately, corresponding to "Memories Kill", a number of well-known Internet "senior" products and platforms have been announced to go offline, such as IE browser to stop providing services, Airbnb and Yahoo Mail to stop domestic services, Tencent announced the closure of many products including QQtang , Penguin e-sports , Kandian App, Handheld WeGame, QQ Huateng and other platforms, as well as the sad exit of platforms such as eBay.
But as the saying goes, "the old don't go, the new doesn't come", after this round of nostalgia passes, Internet companies may need to use more stories to attract users, and users are obviously looking forward to the next "explosion". The birth of "Function".
[The picture in this article comes from the Internet]
