Image source @Visual China
Article丨Kaiboluocaijing (ID: kaiboluocaijing), author丨Wang Huixian, editor丨Su Qi
Article丨Kaiboluocaijing (ID: kaiboluocaijing), author丨Wang Huixian, editor丨Su Qi
Recently, many netizens may be surprised that the three giants of long video platform YouAiteng will one day “fit together”.
The purpose of this integration is to protect their own film and television copyrights. On April 9, more than 70 film and television media units and enterprises, including iQiyi, Youku, and Tencent Video, issued a joint statement on the protection of film and television copyrights. The content of the statement was directed at Douyin and Kuaishou. Not only must legal rights be defended against unauthorized editing, cutting, etc., but also short video platforms to raise awareness of copyright protection.
Indeed, accounts such as “Watching XX Movies in 5 Minutes” and “XX Movie Clips” are not uncommon on Douyin and Kuaishou. These accounts have gained millions or tens of millions of fans by publishing edited videos after joining the commentary. Both the video and the account are highly replicable. After having a large number of fans and mastering the reproducible model, the “scissors hands” hidden behind the account have also played their own business experience: accepting apprentices, bringing goods, Receiving ads…
From the perspective of content consumers, watching long dramas on long videos, watching highlights and excerpts on short videos, and streaming on different video platforms is very comfortable. But the long and short video are destined to be a pair of CP who can’t beat the sugar.
On the one hand, the film and television clips on these short videos “brought” the paid content of members of the long video platform free of charge, which not only caused a situation of discounts on commercial income such as “paying on their own platforms and watching short videos first,” moreover, great Cost-produced dramas must be divided into traffic and shake fast, and You Aiteng must stand up and condemn it. On the other hand, Uni-Ten has set up short video columns on their APPs, with the intention of regaining the traffic that was divided by shaking, but the current results are not satisfactory.
In fact, You Aiteng loves and hates these short video accounts that are “used”. It not only “enjoys” the heat that these accounts have brought to its own film and television dramas, but is not reconciled to the fact that its copyrighted content is free of charge. Commercial use, user time is robbed.
However, it is not realistic to let You Aiteng cut off those video clips in one fell swoop. Considering various factors, what we can do now is perhaps to sniper the “scissors”, call for respect for copyright, and take the opportunity to “beat” Douyin and Kuaishou.
Should You Aiteng defend its rights?
In a “Joint Statement on the Protection of Film and Television Copyright” on April 9, the appearance of long video platforms represented by iQiyi, Youku, and Tencent Video made the spearhead of online public opinion directly point to “The grievances between the rivers and lakes of Kuai”, I think this is another “declaration of war” by You Aiteng to Dou Kuai. In this regard, netizens have spontaneously formed two teams.
A group of netizens thinkYou Aiteng people are crossing the river to demolish the bridge, and the video clips of Douyin and Kuaishou are being used.. The latter has given momentum to the film and television dramas on the long video platform, and has to be brought to court by the producers.
“I didn’t have those clips that attracted me, I didn’t even know about this drama.” “Some dramas are most popular with short video editing.” In the eyes of these netizens, editing can bring promotional effects for film and television dramas, even some netizens I think that some dramas just rely on short videos to get out of the circle and then attract audiences. To do so is tantamount to breaking out.
Picture source / Weibo
Well-known film blogger @韩先生’s film two or three things also stand in the team of video editors. He believes that video editors are also consumers, and they have paid for VIPs. Isn’t it okay to publish in the form of short videos? “This joint statement seems to be just and awe-inspiring, but in fact it is’exploitationism’.”
It cannot be denied that film and television copyright is extremely important, but the well-known TV series blogger @苏微橙盟主 believes that a statement is simple.It is very difficult to refine the rules. “How does the video clip number obtain authorization from the copyright owner?Can the method of obtaining authorization be widely promoted? “He believes that folk film editing should not be cut across the board.
Of course, more netizens firmly support YouAiteng. “Unlicensed is piracy.” From the perspective of intellectual property protection, this approach meets market needs. At the same time, they suggested that the official account should be edited by themselves or authorized to edit.
Copyright issues have always been the “heart disease” of the long video platform. Taking iQiyi as an example, according to Tianyan Check data, among the 8308 judicial cases related to iQiyi, 6801 were based on “disputes over the infringement of the right to disseminate information through the Internet of works”, accounting for more than 80%.
Picture source / Sky Eye Check
This joint statement by You Aiteng seems to be a grievance with the short video, but the protection is actually the issue of its own copyright ownership. Attorney Yue Dishan from Beijing Yuecheng Law Firm stated to Kaipineapple Finance that, according to the “Copyright Law”, the copyrights of movies and TV series belong to the producers, usually referring to film and television production companies.
The identity of the Uni-Ten platform has changed. With the vigorous development of self-made dramas, many long video platforms will participate in and lead the filming of films, become producers, or obtain copyrights of related works by signing copyright license and transfer agreements with producers.No matter what the situation is, UAT is the right holder, and the infringement will cause losses to it. According to Yue Qishan, You Aiteng in this statement is not playing the role of a “long video platform”, but the role of a “copyright owner”.
Are there any infringements in these short videos edited and explained? Yue Zishan said,Except for cases where authorization is obtained in advance and the two parties have reached cooperation, whether it is editing or commentary video, it is an infringement..
“First of all, to organize and edit the clips for the audience to watch. It does not belong to personal study, research and appreciation. It is not in the category of 12 fair use listed in the Copyright Law. Secondly, those editing works that have added their own commentary and evaluation, although The second creation was carried out, but the most exciting part of the film was usually used, and even the plot development of the film and television drama could be predicted. This kind of’spoiler’ behavior also constitutes infringement.”
Cong Lixian, a professor at East China University of Political Science and Law, believes that if the creation is based on the ideas of others, it is a reasonable use of reference and the copyright should belong to the author; if it is to re-interpret or compile a new short video from others Video, you need to obtain the authorization of the original author.
It’s no secret that You Aiteng has been shaking bitterly for a long time. Gong Yu, the founder and CEO of iQiyi, also publicly stated that short video cutting has caused great losses to the long video platform.Compared with propaganda, the negative effect is greater.
You Aiteng “can’t control” tap water
“These days, who still has time to chase dramas episode by episode?” This is the voice of many drama chasers.
Xiaoxi can no longer adapt to watching TV dramas without double speed. She told Pineapple Finance that “double speed is a good thing, it is necessary to follow the drama, and it saves time and does not affect my understanding of the plot”. Fish and bear paws, the audience wants it,Which platform can save time and look at the essence in one, can capture users.
Therefore, in Douyin Kuaishou, there are a group of “scissors” aimed at the needs of netizens who specialize in the business of film and television editing. After Kaipineapple Finance entered the “movie clips” keywords on Douyin and Kuaishou, a large number of fans with millions of fans appeared. According to Feigua data, there are 26,000 bloggers in the “movie editing” category on Kuaishou and Douyin.
Film and television editing bloggers on Douyin and Kuaishou
In order to better attract fans, these video clipsIt will also select content clips that only VIP members of the video platform can watch in advance.
“You can buy a package of 10,000 yuan, and video members of dozens of yuan are determined not to open it.” Doudou joked that now the members of video sites are getting more and more expensive, not less than a few dozen yuan, but I just don’t think it is necessary. She told Kaipao Finance that the latest TV series “Siteng”, which was popular on Youku platform, is all member content after 22 episodes, and on Douyin, the edited version of “Siteng” can already be found on the finale.
Douyin Kuaishou also has a large number of short video commentary accounts-“Watch the whole movie in 3 minutes”, “XX takes you to watch TV shows in 5 minutes”, “XX movie and television wonderful commentary” and so on. Just looking at these similar account names is enough to imagine why You Aiteng is so angry. Membership fees are the core business model of these long video platforms. These edited video accounts have directly touched their most painful places. This may be the most fundamental reason for You Aiteng’s “fit” hitting Douyin and Kuaishou. one.
The creators of the above accounts have edited and re-created movies and TV series, purified and condensed the essence, without any foreshadowing, with high energy throughout the process, and completed rapid dissemination in a short time in a simple and rude manner to attract fans and traffic. Open Pineapple Finance found that some of the above accounts have hundreds of thousands or even millions of fans, which shows the wide audience.
Short videos can make the content more resonant and attractive by adding BGM, inserting titles, reinterpreting, etc., and it is also convenient for girls in the meal circle to “chuck CP” outside of the plot. TV dramas need to consider the continuity and completeness of the plot, and the edited video number has no burden to put the plot together again to create a sense of CP, which is just right for the “appetite” of many drama-chasing girls.The comment area of these short videos is one of the important positions of CP fans.
The Douyin account “Chaiju” released a video about Youku’s popular drama “Shanhe Ling”. The subject of “small and middle-aged couples in love” was directly clicked in the title. The comment section also resonated with CP fans, “They broke up, The time to reconcile is faster than when I go to the toilet.” “If this goes on, I feel that I was the first to be nailed to death (one of the male protagonists was nailed to his whole body, resulting in a great loss of skill).”
Picture source / Douyin
The reason why the edited drama on the short video can be accepted and loved by the audience is that it captures the psychology of the audience of the drama.According to industry insiders, even“Kill” the clip number on Shake fast, and a new “XX number” will emerge. It is the content that allows users to spend their time and money willingly, not a certain platform or a certain account.
You Aiteng naturally understands this truth. They neither want to be robbed of business by Shakkuai, nor do they want to lose the “traffic magnet” of short videos. They have already divided short video columns directly in the bottom column of their respective apps.And invite creators to settle in, including creators of video commentary, film and television editing, etc..
From left to right: iQiyi, Youku, Tencent Video
However, from the perspective of communication effects, this path of UAT is not very effective. For example, the commentary blogger “Xian Yu Ge Ge” mentioned in the account profile of Tencent Video that he was “No. 5 in the film and television list in January 2021”. But as the leader among the same type of bloggers on Tencent Video, among the 260 videos released, there are only a few hundred to a few thousand likes. The video likes of the account of the same name on Douyin amounted to tens of millions. The number of fans and the total number of likes on the two platforms are in sharp contrast.
Tencent video on the left, Douyin on the right
The road to self-help of UAT is difficult, which may be related to the impact of short videos, but the more powerful the bloggers of video editing in short videos, the more dangerous they are. Because the short video platform is attracting more users, many audiences have developed the habit of saving time and money on the short video platform to chase dramas.
According to the 47th “Statistical Report on China’s Internet Development Status” issued by the China Internet Network Information Center (CNNIC), as of December 2020, the number of online video (including short video) users in my country has reached 927 million, of which the number of short video users has reached 927 million. 873 million, accounting for 88.3% of the total netizens.
“Making money” is easy, and scissor hands succeed in succession
Film editing and commentary is a good business, with low barriers to entry and quick results, so it has attracted a large number of short video creators.
Whether it’s a relatively elementary editing, adding subtitles to the video, or adding content with a certain difference between commentary and BGM, compared with other types of short video bloggers, film and television editing has lower entry and operation thresholds, and short videos are mainly The materials are all from film and television dramas, but the ability to attract fans is not low.
There are a lot of people in the game, but also because this type of account has strong replication and liquidity. Open Pineapple Finance found that many film and television editing bloggers with more than one million fans would add “Accept disciples“Two characters, and leave a WeChat ID in the introduction, “1 to 1 ability to guide students, easy to cut with a mobile phone.”
Picture source / Douyin
The other way is to proceed from the editing tools and methodologySell class. For example, the Douyin account “Brother Rui calls you to listen to class”, shared the “full process of film and television clip editing” in a top video, including teaching everyone where to find resources, which software to use, etc., and put it in the video I have sold more than 1,900 copies of my own teaching courses for 68 yuan. If calculated at the original price, the blogger can earn about 130,000 yuan for this lesson alone.
Picture source / Douyin
With millions of fans in hand, many movie bloggers will also carry out the realization of the goods. Kuaishou accounts such as “The Second Uncle Movie Commentary” and “Lei Ge Wonderful Movie Commentary” have opened Kuaishou shops. The goods are mostly low-priced daily necessities. The sales of data cables and kitchen cleaning wipes have exceeded 1 million.
Picture source / fast hand
Of course, these numbers are also commodities themselves. On Kumquat Rabbit (new media service platform), there are a large number of posts selling such accounts. An account with less than 500,000 followers is priced at more than 10,000 yuan.
Picture source / Kumquat Rabbit official website
The most relevant monetization method for the content of these accounts is advertising revenue. Some film and television editing accounts are incubated by MCN agencies in batches. These accounts will directly mark their MCN agency names in the introduction and guide brands to cooperate with Douyin Star Map.
Picture source / Douyin
The movie’s publisher and producer are one of the “golden fathers” of this type of account. On April 3, during the release of the new movie “The Eleventh” starring Zhou Xun, the Douyin account “Poison Tongue Movie” with 56.21 million fans successively released three commentary videos about the movie and inserted the movie in the video. Ticket purchase link.
Picture source / Douyin
In the film promotion link, the short video platform is also a sharer. Douyin’s official “2020 Douyin Entertainment White Paper” shows that as of November 2020, the total box office of movies that Douyin has participated in the announcement of cooperation has reached 17.499 billion, accounting for 99.4% of the total box office of over 100 million movies. Douyin and Kuaishou are favored by the producers, and the bloggers of these film and television commentaries can naturally get a share of them.
At present, it seems that the joint statement made by You Aiteng really poured cold water on the hot video editing and sounded a wake-up call, but there seems to be no clear answer as to what to do next.
“Let’s have an attitude, and then see how the industry protects rights.” The vice president of a leading film and television company that participated in the joint statement said in an interview.
Note: At the request of the interviewee, Xiaoxi and Doudou in the text are pseudonyms.
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