| About eight years ago,video website began to rise in China,and it increased tomore than hundreds of total over the years.With the increasing awareness of copyrightprotection in China,the pirate time has gone.The major video websites are competing tobuy the using rights of popular tv series and movies to attract audiences.But followed bythis phenomenon is the higher copyright payment.The price of each episode TV serieseven rise up to2million,and one total tv series even rise up to milions.The cost ofcontent has become the largest expenditure.In the present era,details determine everything.The major video sites began toreturn to rationality, they all began to seek differentiation competition.Themainstreamvideo sites in China began to intensify investment in the self-made programin2012.It’s not only reduce the cost but also increase the professional and uni-quecharacter.Predictably,whether from the perspective of content costs or thediff-erentiation establishment,the self-made program has become the top prioritydur-ing network video industry developing.A successful self-made program can improve the website brand and reputation,andcan access to advertising revenue more than popular film and television series.In thispaper,the self-made program MorningCall in Youku Website has been choosen as atypical case,and been analysed by point and surface.analysis and summary thesuccessful experience of this emerging program form,and put forward some thinkingand suggestions for its future development. |
