On March 3rd, PPTV Juli Sports officially announced that it won exclusive rights to the new media of the 2017 China Super League season with 1.35 billion yuan. At the same time, it announced today that it has become the official short video partner of the Chinese Super League for the 2017-2020 season. This means that Le Sports, which has just lost the right to broadcast the AFC events such as the AFC Champions League and the 12th Round, has suffered a “two-piece blow†and the road ahead will be even more difficult. On October 28th, 2015, LeTV Sports announced that it will buy all the media copyrights for all the Asian Football Championships events in China from 2017 to 2020 for US$110 million. In February 2016, LeTV Sports announced the signing of the exclusive broadcasting rights of the China Super League for the next two years from the Olympics, worth 2.7 billion yuan. At that time, no one would have thought that at the end of 2016, LeTV Sports was caught in a serious financial chain breakage and management crisis, and successively exposed arrears. This time, the short-sighted LeTV Sports suffered further blows and lost the larger Chinese Super League in the domestic Biaguan League. Once LeTV Sports had shouted a joke in the 2017 season's AFC Champions League publicity film, "I'll go on my way". Now it loses the single broadcasting rights of Super League. In the past few years, LeTV Sports, which has been losing money, seems to have lost money. It is really not alright. Although still holding the copyrights of many events, LeTV lost the most important trump card of football. "Look at Chinese Super Charging Members" was once a slogan for LeTV Sports to attract fans to buy its membership. But so far, the fans who purchase members to watch the AFC Champions League have not yet solved the problem of asking for refunds. Another wave of fans who buy members to watch the Super League is on their way to defending their rights. Even if it can properly solve the compensation problem, LeTV Sports is bound to face a large number of fan users. Failing to realise the billions of yuan in copyright fees previously invested is an important reason why Letv Sports is in a dilemma. After the high-priced AFC Champions League and China Super League broadcasting rights are purchased, the safest way is to distribute them, but Le Shi Sports, which does not follow the sword, chooses to monopolize the broadcasting rights so as to attract all fans to purchase members. Watch the game. The membership payment system was originally the most profitable way for the entire LeTV Group content business in the future. However, LeTV's wishful thinking was wrong. On the one hand, the cost premium for the purchase of copyright is far too ridiculous. It is almost impossible to rely on selling members to achieve profitability. The more important reason is that both the Internet platform and the Internet TV platform must face the traditional rivals of "traditional TV stations" because Chinese fans still have a hard time accepting pay-per-view games. Taking the Super League as an example, a large part of the fans of the 16 teams is limited to the needs of the teams they support. At most, they will pay attention to the focus of one or two other teams. The proportion of fans watching in each round of all matches is too small. It is obviously not worthwhile to spend only one or two games in each round, and each local Super League team’s local TV station will basically broadcast the team for free. the match of. Since on TV you can watch the games of your support team for free, why do fans need to spend money to buy LeTV members? Le Sports CEO Lei Zhenjian once expressed his opinions to the media on the high royalties in recent years. “We are very much looking forward to this industry still want to return to the logic of business, rather than just through this capital, through which we can build a copyright market that may have a huge bubble.†In 2015, when the body was While 100 million yuan won the five-year copyright of the Super League, PPTV packaged the exclusive all-media copyright of the La Liga China in 2015-2020 for 1.685 billion yuan. In contrast, the copyright price of the Super League surpassed even more than four times that of La Liga. In fact, the bubble is no small. After LeTV Sports, Physical and Sports and PPTV also faced the problem of how to turn this huge copyright bubble into profitability. This year's copyright distribution has settled. After the introduction of the Football Association 3 foreign aid policy, the appreciation of the China Super League is likely to be affected. Under such unfavorable conditions, how to digest the increasing copyright costs of 1.5 billion, 2 billion, and 2.5 billion yuan in the next three years is the biggest test for the Olympics. After getting this year's super broadcasting rights, PPTV will also face the same problems as how it once competed with traditional TV stations and how to realize the cost of copyright. Reproduced from: China Sports Industry Information Network Stainless Steel Bullet Shape Bottle
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LeTV's current situation insults the sports copyright market to save a huge bubble