Youku’s New Formula: Sponsored Programs 优酷“新配方”：赞助项目

By newsdoug on August 24, 2011

Youku finds good formula in sponsored programs At first glance, video sharing site Youku’s (NYSE: YOKU) new announcement regarding the creation of a new video series together with Dutch electronics giant Philips (Amsterdam: PHG) looks like little more than PR, which led me to pay little attention when it landed in my email box. (company announcement) But closer inspection reveals a more innovative tie-up, which has Philips essentially paying for the creation of an exclusive new video series for Youku in exchange for sponsorship rights, much the way advertisers pay for traditional TV series with their advertising dollars. According to Youku, the first episode of the series, about a young designer trying to win back his girlfriend from a wealthy man, was viewed 2 million times in its first 24 hours — numbers that would make most TV channels envious. While I’m still not completely convinced about Youku’s long-term viability as a stand-alone online video provider, initiatives like this, which are costing it nothing and bringing in millions of viewers, look like a smart formula for success as the money-losing company seeks ways to turn a profit. This latest effort follows another Youku initiative back in June, when it became China’s first big portal to sign a licensing deal with a major Hollywood studio, in this case offering content from Warner Brothers (NYSE: TWX) to its premium subscribers. (pervious posting) These kind of initiatives are exactly the kind of thing that Youku and video- and music-sharing rivals like Tudou (Nasdaq: TUDO), Xunlei and even Baidu (Nasdaq: BIDU) need to be doing in order to ensure their long-term viability. Recent talk that Youku may be in talks with for an equity tie-up with China Internet leader Tencent (HKEx: 700) (previous post) are making this company look like an even stronger bet to maintain its position as China’s leading online video site, and potentially even a profitable one in the near future!

Bottom line: Youku’s foray into sponsored video series looks like a good move with strong future potential as it weans itself from pirated content.

乍看起来，中国视频分享网站优酷(YOKU.N)与荷兰电子厂商飞利浦(PHG.AS)联合出品系列网络电影的新项目不过是公司公关而已，所以一开始邮箱里出现这条消息时，我并未在意。但是进一步的观察发现，其实这一合作还有着非常创新的一面：飞利浦其实通过出资为优酷创作独家网络电影，以换取赞助权。据优酷介绍，系列电影第一支短片《爱有多久》首映24小时内，点播量高达200万，这一数字足以让多数电视频道感到眼红。短片讲述一名年轻设计师如何从一名富翁手中赢回自己的女朋友。虽然我对优酷能否长期扮演在线视频提供者的角色还存有质疑，但此类创意举措，用不着优酷花钱，还能吸引数以百万计的观众，看起来像是优酷寻求扭亏为盈的“巧妙配方”。此前，优酷6月份宣布与华纳兄弟(TWX.N)合作，由优酷通过视频付费点播服务，向高端用户提供450部华纳影片，并成为第一家赢得好莱坞主流片商授权的中国大型门户网站。此类做法正是优酷、土豆(TUDO.O)、迅雷，甚至百度(BIDU.O)等类音乐与视频分享网站需要去做的事情，因为这样可以保证他们的长久生命力。而且最近还有传言称优酷可能正在与腾讯(0700.HK)洽谈股权合作事宜，似乎意味着优酷保持国内在线视频网站领头羊的机率更高，甚至有可能近期扭亏为盈。

一句话：优酷涉足有赞助的网络电影项目看似是明智之举，未来颇为看好，有助于其摆脱盗版内容。

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