Chapter 1229： digital video

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Monday, January 9, 2006. uTube's channel business was officially launched, and the first batch of channels opened included Channel Eleven, Pixar Channel, and Apple Channel. Corresponding to uTube's slogan "play yourself", the channel business's slogan is "the easiest way to experience the highest quality video at its best".

The experience function of , which was launched at the same time as the channel business, was also officially launched. Users can put uTube videos on their blogs, Facebook, and even choose which part to put on. In addition, uTube also provides an important function: search all videos, including competitors. For example, searching for Universal Pictures videos on uTube - Universal Pictures has not reached any cooperation agreement with uTube, but the search results can still provide the official address of the searched episodes in Universal Pictures, including the rental, download methods and Official link.

For a long time, the revenue problem of video and social networking has always been an issue. Facebook has relied on a new generation of advertising insertion methods, which has been sought after by young people. In the past year, although Facebook has not been able to achieve profitability, it has Completing the goal of breaking even, which really made other major social networks fall below the eyes, it seems that it is not an impossible task for Facebook to achieve profitability in 2006. Now, uTube's advertising revenue has also become the focus. In the past year, although uTube has risen very fast, has been loved by the public, and has the highest number of viewers in the United States, the advertising revenue per video In terms of the two key data of advertising revenue per user, uTube's figures have failed to deliver an excellent answer, and the revenue outlook is worrying.

But to everyone's surprise, after the channel business was launched, uTube completely re-adjusted the way of ad insertion, which was supported and loved by all users. Generally come. Ads for videos are non-skippable, which often irritates users, as has been the case with uTube's video insertions over the past year. Now. uTube smartly defuses this negative possibility.

First of all, in the 20-minute video, the video in the uTube channel service is only matched with two-minute advertisements, which is one tenth of that of TV. Considering the high quality of the video, this is not unbearable; in addition, users have a certain amount of advertising. control, in most of the videos. Users can choose corresponding advertisements according to their preferences; if they hate advertisements, users can choose to replace them with a movie trailer at the beginning. Finally, the user can also click the button to indicate the advertisements he likes or dislike, so as to obtain information such as different likes of the advertisements, the pros and cons of the advertisements, etc., and feed them back to the advertising company.

Once this advertising method was launched, it has received enthusiastic responses from users. On Valentine's Day in February, the channel business was launched for a month to commemorate. A uTube survey received 16 million responses, in which more than 80 percent of users said they had no problem with video insertion. Only 7 percent of users still abhor ad insertion, while the remaining 13 percent believe that there is still room for improvement in ad insertion, and they expressed their opinions.

In the first month of the channel business, the two series "Prison Break" and "American Idol" received the most widespread response, leading the uTube channel business to take off.

The first season of "Prison Break" ended the first half of the thirteen episodes on November 30, and the second half will not start again until March. But for the thirteen episodes that have ended, all of them can enjoy the free collection service on the eleventh channel. The average hit rate of these thirteen episodes reached 52 million, of which the record thirteen episodes were also the season finale of the first half of the season, with a collection rate of 86 million. Becoming the first video ever to hit 100 million views seems to be right around the corner.

In other words, the thirteen episodes of "Prison Break" in the first half of the season have more than 50 million people in the world, and the most concentrated source of clicks is China, and one-third of the clicks are contributed by mainland China. This is the record that was created in just one month, which made everyone stunned.

This is just the beginning.

When "Jailbreak" went live, GE and Apple ran separate commercials for the show. Advertising revenue is calculated according to the click-through rate, and advertising is billed per thousand people. Within a month, the revenue created by "jailbreak" for uTube was higher than that of Fox's prime-time TV station, and even exceeded the advertising revenue per minute of "American Idol". After the statistical results came out, not only did Fox TV and Eleven Studios receive money, but it also made all advertisers dumbfounded.

On the other hand, as the paying party, General Electric and Apple also released reports on the effectiveness of advertising. Within this month, General Electric's earnings rose by two percentage points, and the brand image was spread all over the world. Come on. As for Apple's sales, which rose by a full 25 percent, everyone in the industry was jealous.

Unlike Apple, which was willing to cooperate with uTube from the very beginning, the original GE was unwilling to sponsor the online version of "jailbreak", in which Steve Jobs played an important negotiating role, and Fox TV also provided unhelpful help. In the end, a three-month advertising deal was reached. Now, GE can't wait to sign more advertising deals with uTube, and has even begun to consider sponsoring an entire channel, for example, the entire Channel Eleven, which seems like a very good idea.

The high quality of the "Prison Break" series is linked to the brand image of a large company, which coincides with the professional, legal, and well-made image of a large company, and the feedback from the advertising effect is even more satisfying. It has to be said that at the beginning of uTube's establishment, Eleven Studios took a firm grip on copyright issues and cracked down on piracy, making great contributions to the entire genuine image. The launch of the channel business now distinguishes the grassroots from the professional, and makes full use of the entire huge civilian base, so as to achieve the effect of one plus one is greater than two, bursting with more than ten energy.

If "jailbreak" makes uTube's channel business break out with amazing potential, and the American TV hegemony "American Idol" cooperates with uTube channel business. Accompanied by the video, it entered everyone's field of vision step by step, stunned.

On January 18, 2006, the fifth season of "American Idol" premiered, generating 35.5 million viewers. After its premiere on Fox. uTube's Channel Eleven quickly offered free viewing of the first episode of the fifth season of "American Idol". In less than 24 hours, the online on-demand rate of the first episode of the fifth season reached an astonishing 40 million, and the reprint rate also reached 30,000 times.

The fifth season of "American Idol" was in its eighth episode, the first episode of Hollywood Week, by the time the uTube channel's first-month statistics report came out on February 9. The eighth episode of the fifth season scored 31 million ratings on the TV station, which was 55 percentage points higher than the combined ratings of the other three TV stations in the same period, which is already amazing enough. Even more amazing. The eighth episode's 24-hour on-demand rate on uTube exceeded 50 million! Temporarily excluding repeat viewers, which means that the cumulative viewership of the eighth episode of the fifth season is a full 80 million, which is comparable to the Super Bowl.

At the same time, the uTube on-demand rate of the first episode of the fifth season of "American Idol" officially crossed the 100 million threshold, and later surpassed the thirteenth episode of "Prison Break", becoming the first video in history with a click rate of over 100 million. 's video.

Led by "American Idol", uTube had an average daily hit rate of 13 million in January 2006. It is far ahead of many competitors and more than double the average daily click rate of Google Video, which ranks second. At this time, it has only been established for a year.

Of course. "American Idol" also surpassed "Prison Break" in ad revenue to hit a new high. "American Idol" is sponsored by AT&T and Ford Motor on uTube, and it ranks first among the four major TV stations in terms of advertising revenue. The two companies both announced in mid-January that they will fully sponsor All of the "American Idol" ads on uTube, even if they don't announce specific profit figures, their actual actions are the most proof.

Not only "Prison Break" and "American Idol", but also "NCIS", "Grey's Anatomy" and "House Doctor" are not weak on uTube's click-through rate, and the advertising revenue is staggering. Among them, Eleven Studio also put the movie trailer of "High School Musical" into the advertisement list of "American Idol", which won an amazing effect, which is a later story. But anyway. After the opening of the uTube channel business, the professional, legal and high-quality image it has established has been unanimously recognized by advertisers.

In 2006, the first month of the channel service's launch was the biggest winner than Apple. The private agreement between Steve Jobs and Evan Bell is naturally unknown to the outside world. From the outside world, Pixar has infinitely narrowed the distance between Steve Jobs and Eleven Studios. This time. Apple not only sponsored "prison break", but also sponsored seven works under Pixar, which made the rising curve of i sales, which just went on sale, catch everyone's eyes.

More importantly, uTube has swept away the criticism that it failed to make profits last year. When the business of paid rental and paid downloads has not been fully developed, it has reversed the disadvantage of the whole year last year by relying only on the placement of advertisements. In the case of uTube's revenue situation, deducting copyright fees, deducting maintenance-especially server pressure fees, deducting advertising dividends, uTube realized a profit of 50 million US dollars in January. This achievement is enough to make the entire entertainment industry chain. qualitative improvement.

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