Text | Laojiu
is making a big push into the B station of long videos and sports events. The goal is not just to surpass Aiyouteng / Picture from the network
In 2021, long video platforms have encountered many obstacles.
Station B, which has been "ambushing" for a long time, sensed an opportunity to overtake in a corner.
In 2022, Station B took the attitude of accomplishing all the results in one battle, working hard in various content tracks, and aggressively invaded long videos. How powerful is
?
On December 10, 2021, at the "2021 bilibili AD TALK" (Marketing Conference), Station B released more than 70 pieces of content in 6 categories including large-scale performances, variety shows, national innovations, documentaries, film and television, live broadcasts and operational activities. 's playlist.
In addition to Guochuang (the name of the column for domestic animations, comics, and games at Bilibili) that has consolidated its own advantages, long-form video content such as film and television, variety shows, and documentaries are also targets to conquer.
At the beginning of 2022, B station released the "2022 Bilibili Live Broadcast Guild Incentive Policy" and simultaneously recruited external guilds to settle in, marking Station B's expectations for the live broadcast market.
At the same time, it won the three-year English FA Cup broadcast rights, which symbolizes its blocking of long video platforms. Sports broadcast As a new track for Aiyouteng to expand its user base, Station B was born, and its ambitions no longer want to be hidden.
Station B has a new slogan of âGo to Station B and watch footballâ
So Station B in 2022 will be wild and crazy. From the audience's perspective, we also hope that it will be exciting and have frequent masterpieces.
Step 1: Documentary -
It is not a new thing that Station B wants to share the long video cake.
But it was really an accident that the two came together.
In 2016, the documentary " I am repairing cultural relics in the Forbidden City " was broadcast on CCTV-9, and its reputation exploded.
But such good content may not meet the user attributes of mainstream platforms, and the cost of 1.5 million cannot be earned back. Whatâs even more âannoyingâ is that someone uploaded pirated resources to Bilibili, which was mainly engaged in animation business at the time.
There has been some dispute over this matter. According to rumors, Bilibili subsequently paid a "huge sum" of 10,000 yuan before settling the copyright matter.
Station B didnât spend the ten thousand yuan in vain, and CCTV didnât make it in vain either. Because a documentary that was met with lukewarm reception on TV stations actually became a hit at Station B. Shortly after
was launched, the number of views of "I Repair Cultural Relics in the Forbidden City" exceeded 1 million. Young people who watch anime also resonate with high-quality cultural content.
Stills from "I Repair Cultural Relics in the Forbidden City" / Pictures from Douban
After discovering that Bilibili and the documentary "sympathize with each other", some production companies took the documentary to Bilibili for distribution, and the results were pretty good.
B station is also enjoying the success, and documentaries are gradually taking root on the platform.
In 2022, documentaries with already having content and user advantages will naturally become the first step for Station B to enter long-form videos.
At the end of last year, Station B held its first documentary press conference, which was regarded as a long-form video differentiation card.
Judging from the released film list, the 21 documentaries are divided into three categories.
The first is "Fireworks", with food documentaries such as "Life Is Boiling 2", "Taste of Sichuan 4", "Strange Food 2" and "A String of Life 3" among them.
The second is "all things", including " Green Planet ", "Unsolved Mysteries of Science", "Future Odyssey", " MythBusters ", "The Wilderness 3", "Time and Space Identification", "Psychic Code" and "Shocking Reversal 2" "The Scam Artist" and "Land of the Gods".
The third is "human world", "But there are books 2", "This is how we grew up", "I am your porcelain", "The second time in life", "Only the fragrance is the same as before", "The Road of Heroes", "On the Stage" China" 7 documentaries are listed.
The three types of films cover almost all the preferences of documentary viewers at Bilibili. Whether these works can make it out of the circle may be the focus of the documentary industry, as well as Bilibili and Aiyouteng.
Excerpted from Station B
Step 2: Variety show -
Compared with the step-by-step development documentary, Station Bâs homemade variety show is a bit sudden.
In the summer of 2020, there was not much popularity left in domestic rap , but Bilibili, which had only participated in the production of talk variety shows such as " Informal Talks ", suddenly launched a self-made variety show " rap new generation ".
Although Bilibili has never done this before, the director Yan Min found is definitely an expert. With his constant work and the support of the contestants, the program became the most successful one that year. One of the variety shows, Douban score is above 9.
Overnight, Station B became a platform that can produce variety shows.
"New Generation of Rap" recommendation / Picture from Douban
The following summer, Station B continued its efforts. Self-made variety shows such as "0 Dating Agency ", " My Music Do You Listen to " and " Dance for Thousand Years " were launched one after another. But except for "90 Dating Agency", which made a small appearance in the industry, other programs have not made much noise.
In order to break everyone's impression that "debut is the peak", in the 2022 film list announced by Station B, variety shows are prominently included, and their background is not small.
Among them, is the largest branch.
The aforementioned "New Generation of Rap", "90 Dating Agency" and "Informal Talks", as well as the well-known "Guardian of Jiefangxi " and "I Am a Special Voice", all have new seasons to meet the audience.
These films that can represent the style of Bilibili and are recognized by the market will be launched in 2022. Station Bâs determination to achieve a breakthrough is evident.
In addition, "Song Wanli", which once again cooperated with Henan Satellite TV , the artistic creation reality show "Crazy Artist", the military variety show "Predator", and the "Rebirth" version of "Boys and Girls Rushed Before" "Bilibili Xiang" "Forward", Pet Olympics "Non-Human Games"...
Every variety show is different from the mainstream content in the market. The content direction of Station B based on the user group may really have the potential to break the circle.
The third step: drama series -
Aiyouteng has such a large scale of paying users, and the drama series has made a great contribution, so if Station B wants to make long videos, the drama series must be arranged.
But in the field of film and television dramas, the best creators and IPs are in the hands of Aiyouteng. Most of Bilibiliâs self-made dramas and copyrighted dramas can only be small to win big, in terms of quality and high-quality online dramas There's no comparison.
However, Station B is not helpless.
In August 2020, Station B spent 500 million to invest in " Huanxi Media " and signed a five-year cooperation agreement. The agreement stipulates that the platform will obtain the exclusive broadcast rights for all film and television works under "Huanxi Media" in the next five years.
html In September, the youth drama "Wind Dog Boy's Sky ", which was premiered by Huanxi and co-exclusively broadcast by Station B, was launched.Compared with previous small-scale dramas on the platform, this work directed by Zhang Yibai and starring Peng Yuchang and others sold quite well. After the
series was launched, it also gained popularity as expected and gained a reputation of more than 8 points on Douban.
Stills of "The Sky of the Wind Dog" / Pictures from Douban
In 2022, Station B followed this methodology. From the film and television list, except for " Sanyue has a new job " " Time Agent " " Most of the small-scale works with new themes such as "Fengling Yuxiu " are linked with other leading production companies. For example,
has collaborated with Huanyu on the cool drama "Fantasy", the light comedy "Algorithm of Justice" in collaboration with Disney , and the short film "Big World Gacha", etc.
These works are not large in size, but have relatively new themes and forms. With the support of established production companies, their quality is guaranteed, and coupled with the community culture of Bilibili, there is no hope of making small hits.
In summary, Site Bâs comprehensive layout of documentaries, variety shows, and dramas in 2022 may seem inconsistent with the platformâs previous tonality, but every move is accumulated over several years.
âs sudden move into long-form video. Although it cannot be said to be a complete success, it is definitely a long-planned blitz.
expands into long-form videos. Internally, animation, especially domestically created content, is still the focus of Bilibili.
At the 2021-2022 Guochuang Animation Works Conference in November 2021, Station B announced a new list of 51 animations, and also changed the slogan from "Made for China" (Created in China) to "Made for Globalâ (for the world).
is so bold, out of confidence in the content.
In the film list, there are sequels of big IPs such as "Time Agent 2", "Blessing of Heavenly Official 2", "Legend of Sword and Fairy 4", "Hundred Demons 3", "Yuanlong 3", "The Daily Life of the Immortal King 3", etc. All will be unveiled in 2022.
At the same time, "Three-Body ", "Mortals Cultivation to Immortality in the New Year", "The Romance of Dragon and Snake", "Five Elements in Mist Mountain·Xichuan Fantasy Purple Forest", "Eternal Life" and "The Little Devil is Exposed!" ă and other new IP works. "Qian Cong Shou" and "Pause!" "Let Me Check the Guide", "Sword of Dawn", "Liar Face", "Daily Life in the Time Photo Studio", "Infinite World", "Black Gate Swarm", "The Old Herbivorous Dragon Was Named the Evil Dragon" and other small-scale works are also will appear one by one.
"Three-Body" Season 1 Information / Intercepted from Bilibili
Continuous layout of these or IP and production online, or imaginative animations can allow Bilibili to maintain a close distance with users.
The so-called user stickiness is the advantage that distinguishes Bilibili from other long video platforms, and it is also the confidence that it dares to expand outward.
According to data released by Station B, from 2018 to the end of 2021, Station B produced a total of 178 nationally created works and 430 works were launched online. The cumulative number of viewers exceeded 340 million, and the viewing time exceeded 1.92 billion hours.
has quantity and will improve quality in 2022. At least in terms of basics, station B is still solid.
In addition to focusing on long videos and consolidating the advantages of animation, in 2022, Station B will also increase its layout in other tracks such as live broadcast, sports, and movies.
Watch the live broadcast first. When
B station live broadcast was established, it was during the Qianbo War, a large amount of capital entered the game, and the market was in chaos. Therefore, Station B did not expand its live broadcast business at that time, but supported major UP owners to create live broadcasts.
Public information shows that more than 50% of the active anchors at Station B are UP anchors. So they are both producers of community content and contributors to live broadcasts.
But in 2019, Station B went against the norm and first bought the three-year exclusive live broadcast rights of the League of Legends Global Finals in China, and then signed the anchor Feng Timo .
Picture from the Internet
After two years of accelerated development, in 2021, the value-added service business revenue (live broadcast, etc.) of Bilibili increased by 95% year-on-year, accounting for 36.7% of the revenue, becoming the most profitable business of Bilibili.
âs real income makes Station B full of ambitions for live broadcasting.
In early 2022, Bilibili Live Broadcast released the "2022 Bilibili Live Guild Incentive Policy" and simultaneously recruited external guilds to settle in.
It is reported that the policy shows that in addition to the 50% basic share for new anchors, a 20% no-obligation reward share will also be given.
At the same time, the support policy also includes a series of actions, including increasing investment in content, innovating the gameplay of live broadcast activities, providing one-on-one refined operations for high-quality anchors, linking with live video manufacturers to open up the anchor's upward path, and using high-quality resources , helping anchors expand monetization channels, etc.
In the words of guild leaders and industry insiders: 2022 may be âthe year when Bilibiliâs live streaming is about to accelerate.â
Live broadcast of the party is also a key project of Station B / Picture from the Internet
Watch football again.
In the early days, Station B was always called the âfootball desertâ because of the two-dimensional nature of its users.
However, in recent years, the platform has not only invited football celebrities such as "Refund Brother" to settle in, but also cooperated with many top European football clubs, laying the groundwork.
At the end of 2021, Station B acquired the exclusive rights to the English FA Cup for three seasons and broadcast the games for free. We also hired Zhan Jun , Zhang Lu and other head commentators.
More importantly, the platform has the slogan âGo to Station B and watch footballâ.
Therefore, although Station B currently only has the copyright of FA Cup , if the traffic of football events can also meet expectations, it is not impossible to get involved in the broadcast of sports events in the future.
This move is not only to expand its content territory, but also can be regarded as a "deterrence" to Aiyouteng. Currently, all three have broadcast rights to their own sports events.
In the future, the long-form video war will definitely take place in the field of sports events.
intercepted from Station B
In fact, in addition to the above-mentioned links, Station Bâs emphasis on movies is also worth discussing in detail. In addition to publicity and distribution, joint movie production in the future will definitely be a new branch of the platform.
But tracing back to the source, several tracks can be counted in the sequence of developing long videos.
Under the siege of short video platforms and the epidemic, the current bottlenecks encountered by long videos are both opportunities and challenges for Bilibili.
How to use its own content and user advantages to reopen the audience's imagination of long video content. How to open up more tracks, reach out to fans, and drive consumption...
In addition to persisting in purchasing, producing good content, and finding ways to solve the above problems, it is the key to Bilibili's ability to truly break the three-legged alliance of Aiyouteng.
Solving problems seems to be one of the capabilities of Bilibili.
Therefore, it is worth looking forward to 2022, when Station B will focus on long videos.
