A Comparative Study of Original Content on Chinese Video Streaming Portals

Title:

A Comparative Study of Original Content on Chinese Video Streaming Portals

Research Questions

1.   How much of original content is featured on the video streaming portals?
2.   Is quality an aspect considered by Chinese video streaming portal?
3.   What is the future of video streaming business in China?

Aims

1.   To determine whether or not original content is featured on the video streaming portals
2.   To evaluate if the Chinese video streaming portal considers the aspect of quality in their approach
3.   To quantify the future of video streaming business in China

Theoretical framework

The study seeks to evaluate the quality and originality of Chinese Video Streaming Portals. To realize this objective the Strategic Choice Theory (SCT) underpins the study. This model is particularly pertinent owing to the decisions video streaming portals are required to make towards a future of quality content. While there are many video producing companies globally, the issue of quality forms the core of business sustainability, particularly when customers put so much premium of quality content. In this respect, video streaming portals may experience high rebound rates if the quality is not at the core of their strategic plan. The study will consider a two-prong game, where individual firms generate not just plagiarized content but also one that is poorly done. In the second phase, all these organizations determine their prices. Based on the indicators of the theory, product differentiation can generate optimal results or otherwise. This is to say, video streaming portals in China can control the market share of high costs of their products, especially if the aspect of quality is at the core of the company’s strategic plan. An efficient strategic choice process aligns the firm towards making sustainable strategic pronouncements (McQuail, 2000). It all starts with evaluating the company’s internal as well as external against the available strategic options. Porter’s generic approaches may help these companies to recognize if businesses are rooted on a firm foundation, possible directions, and methods to embrace towards a competitive future. Strategic options also happen at divergent levels, at the corporate echelon, at the corporate and global scale. Choices within reach can be developed into divergent directions using various methods. The greatest challenge though comes with making some of the best decisions at different levels to remain consistent with each other.

The study will consider a two-prong game, where individual firms generate not just plagiarized content but also one that is poorly done. In the second phase, all these organizations determine their prices. Based on the indicators of the theory, product differentiation can generate optimal results or otherwise. This is to say, video streaming portals in China can control the market share of high costs of their products, especially if the aspect of quality is at the core of the company’s strategic plan. An efficient strategic choice process aligns the firm towards making sustainable strategic pronouncements (McQuail, 2000). It all starts with evaluating the company’s internal as well as external against the available strategic options.

Porter’s generic approaches may help these companies to recognize if businesses are rooted on a firm foundation, possible directions, and methods to embrace towards a competitive future. Strategic options also happen at divergent levels, at the corporate echelon, at the corporate and global scale. Choices within reach can be developed into divergent directions using various methods. The greatest challenge though comes with making some of the best decisions at different levels to remain consistent with each other.
Based on SCT, video streaming portals in China can focus on quality in the production of original content. This way, they can use professional and experienced producers and structures to generate quality content. Therefore, video portals would be better placed to promote all types of original programs. In addition, these portals would independently produce original content rather than outsourcing professional production organizations. With an emphasis on quality aspect, the video streaming industry would remarkably focus on production requirements. The remarkable growth of original content, production standards is less similar to traditional TV channels. The use of an independent system that allows these websites to update themes and genre on a regular basis will go a long way. Emphasis on quality content will ensure that video streaming platforms deliver original content as well as personalized content (Xiong, 2013).

Preliminary Review and Evaluation of the Relevant Literature

The need for Original content

In 2010, Chinese video streaming platforms were mature to the extent that they went public and completed Initial public offer (IPO) (Hu, 2013). The successful stock market provided a foundation for these portals and rose over $400m. During this period, a new concept emerged in online news- original content, which is the content generated or funded by video streaming portals. There were about two innovative programs on Youko, but later the number increased to 19 and by 2014 there were 44 with many episodes about 734 (Luo & Li, 2015).
Nevertheless, the genre of this content is limited. Since these platforms has the similar audience, their production has similar themes as well as genres. Therefore, original content focuses on various themes including soap opera, emotional comedies, and entertainment. Other genres such as documentaries or dramas with several themes are significantly limited (Zhang, 2014). In addition, there is insufficient creativity in the original programs as they have same themes and plots are copied from external programs. For example, Office XiHa program copied The IT Crowd, and English, in fact, certain lines are similar.
While Chinese video streaming websites lacked creativity during the inauguration, they have started providing original programs with quality production principles. They hire experienced and skilled production teams and use good software. Moreover, quality and level of original content is rising remarkably. For example in 2011, Youko had 8 original series by the end of 2014 it had 111 (Dijck, 2009). And original content continued to grow, and it is depicted by the degree of creativity, interests and production teams. IQiYi is much ahead when it comes to the quality of original programs. For instance, U Can U Bibi has high production values; it opens with humane mode, an aspect that attracted many viewers (Verna, 2007).
The growing demand from audience contributed changes in video streaming sector. Following development in electronic apps, users are interested in personalised content on the electronic devices (Zhang, 2014). Furthermore, the users’ expectations changed following the remarkable development of audience level. They like short videos with detailed as well as interactive content. They are even ready to leave comments after viewing. Original content can fulfill users’ expectations if video streaming portals understand users’ needs. Nevertheless, Chinese video streaming sector is still evolving and lacks fundamental production values. With the significant growth of original content, production values are increasing tremendously to guarantee quality content (Tian, L. & Sun, 2013). Though not similar to conventional TV channels, particular production standards are related and can be integrated.
But with resources of video streaming websites gives them an opportunity to reach many viewers. They use software, online media networks to reach an audience. Youku-Tudou, a major Chinese video portal, for instance, its app receives 500 million unique guests on a daily basis (Zong, 2011).

Features of Original Content

Video streaming platforms produce content in different ways- participative and self-production. In self-production, the streaming platforms autonomously generate original content and also do planning, shooting, editing, marketing and advertising (Xu, 2013). On the other hand, participative production involves taking part in certain stages of production with professional firms. These companies are main people in participated production (Zhang, 2014). The majority of these sites started to produce original programs like interviews and news before 2010. Nonetheless, they are inadequate regarding continuity; as such they could not meet viewers’ requirements. But the increasing need for original content, more content was generated by these portals (Xiong, 2013). In mid-2015, primary video streaming portals in China had high tech production houses with Electronic Field Production (EFP) for rebroadcasting and live broadcasts. Moreover, these portals have limited production ability. There are a few websites capable of autonomously producing original programs. Again, some create original content by collaborating or outsourcing services from other professional organisations (Wen, 2013).

Literature search strategy

Detailed literature searches were performed to identify useful data, proof, appropriate practices, policy and interpretations in private and public industries. In addition, the searches involved 1) academic literature on various subjects such as media studies, information science, communication among others and expert views from different disciplines; 2) popular press, and 3) gray data, that is, relevant information like scholarly reports, policy documents, press release, and organizations. This section presents an overview of a broad range of academic as well as useful literature sources on original content and UGC on Chinese video streaming portals.

Reflection

At the moment, the Chinese video streaming sector, should position itself by producing not just content but by identifying and understanding the audience, quality production, different genres and themes, and customized adverts. The development of Chinese video streaming portals and increasing the quality of content remain challenging. To guarantee quality production, there is the need for video streaming websites to enhance creativity. A fresh program that focuses on unique features can attract viewers to watch. Moreover, a creative structure, particularly for reality shows, can attract potential viewers. Besides creativity, product development of original programs or series is another platform that requires improvement. Appropriate product marketing can increase a significant number of UGC.

Nevertheless, it requires the production crew to develop an online marketing strategy, which in turn requires collaboration with several social media networks as well as websites. The issue regarding the approach to acquiring mobile users is of great significance. For that reason, the optimization of users’ experience by way of a continuous update of operation of mobile devices and the internet should be the main focus in future. The future of Chinese Video streaming sector is associated with intense competition. Video streaming portals like YoukuTudou, IQiYi, Sohu TV, and LeTV experience not only internal, but also external challenges including inadequate creativity, competition from conventional TV sector, government policy, and wobbly user experience. Creative and unique content and product development are essential in increasing competitive edge while attracting a considerable number of viewers. Therefore, future research should force on addressing these issues and continuously explore appropriate operation methods in this expanding sector. This will greatly attract viewers on these portals.

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