Recently, LeTV and CCTV network reached a strategic cooperation on the Spring Festival Gala, and won the online live broadcast rights of CCTV Year of the Monkey and the on-demand service after the live broadcast. By then, in addition to watching TV shows on TV screens, users can also watch 2016 CCTV Spring Festival Gala via PC-Video and mobile terminals to create the most subversive and ultimate Spring Festival evening viewing experience for Chinese in the world.
Every Spring Festival Gala, major video sites will break their heads for copyright. Due to the concentration of attention during the Spring Festival, it not only brings in a large amount of traffic and user transformation, but also brings a series of benefits such as advertising sponsorship and derivative programs. Therefore, online and on-demand copyright rights and other rights and interests on the Spring Festival Evening Festival are also rising. However, at present, LeTV’s video price for the 2016 Spring Festival Gala broadcast and on-demand copyright is not yet known, but the price is definitely not cheap.
In fact, it is not surprising that LeTV won the CCTV Spring Festival Gala 2016 copyright. At the CCTV 2016 Golden Resources Advertising Bidding Conference held on November 19th, LeTV took the first prize of the 16-year CCTV Spring Festival Gala at a high price, becoming the only Internet company with a 30-second golden advertising standard on Spring Evening. A frightened voice. Therefore, it is natural that LeTV will win the live broadcast of the 2016 Spring Festival Gala and on-demand copyright.
Judging from 2015, LeTV Eco has been fully erupted and exerted forces not only in vertical segments such as video, mobile phones, televisions, automobiles, sports, etc. The video APP, LeTV Super TV and super mobile phone were simultaneously broadcast. When the final game was played, the total platform playing amount exceeded 10 billion. It became the hot spot of the entire social phenomenon level and became the well-deserved “Ten Year's Play King”. Earlier, LeTV also announced that it will invest 4.4 billion yuan in movies, TV shows, variety shows and homemade content. This series of actions also allowed LeTV to have exponential growth in user size and brand influence.
At the same time, this year's New Year's Eve LeTV also launched the domestic first-rate video website to create the Spring Festival Gala New Year's Eve "Le Bar" music, which is also the only Spring Festival Gala in a language-based Spring Festival Gala, the two added to the audience to provide more More choices, to create music as the unique "Spring Festival Gala" cultural brand.
Letv spent a large sum of money to compete for the 2016 CCTV Spring Festival Gala live video and on-demand copyright. It is obviously a fancy to the extensive coverage of the Spring Festival Gala at the global level and strong brand influence. With the amplification effect of the Spring Festival Gala platform, the ecosystem of “platform + content + terminal + application” respected by LeTV is not only able to gain greater visibility and brand exposure, but also to create the most disruptive for the national audience and overseas Chinese. , the most extreme viewing of the Spring Festival Gala.
