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爱奇艺引领纯网综艺付费模式 《中国有嘻哈》本期再推VIP用户专享

2017-09-01 17:01:19   中国经济网

由爱奇艺出品,中国首档Hip-hop文化推广节目《中国有嘻哈》截止目前十期总播放量已突破21亿,节目自开播以来微博热搜榜中相关嘻哈关键词累积逾160个,最高13个关键词同时在榜,豆瓣评分7.2分。《中国有嘻哈》不断以亮眼的成绩刷新国内网综播放成绩及口碑,更不断推出高品质内容与“VIP会员看更多”的VIP专享模式相结合,为VIP会员用户提供更多专属特权以及绝佳观看体验。与此同时,爱奇艺围绕节目衍生潮牌“R!CH”开发的200余种SKU,借助强大的衍生消费市场空间,使《中国有嘻哈》IP品牌的商业价值得以清晰显现,最大化的提升爱奇艺平台的商业化能力。

纵观过往,从国内首档大型单口相声体验式综艺《坑王驾到》以VIP独享纯网付费新模式惊艳网综市场;到《大学生来了》《来吧冠军》VIP独享版陆续上线,爱奇艺始终坚持在纯网内容VIP特权模式上不断探索和创新,并实现行业引领。此次,随着《中国有嘻哈》的热播,爱奇艺又一次率先尝试爆款综艺内容与VIP会员付费权益相结合的创新模式,将第八期12进9淘汰赛后的“魔王踢馆”内容开放给VIP会员专享,在节目正片精彩内容之上,提供给VIP会员更多专属特权。《中国有嘻哈》“正片+VIP独家现场”的观看方式获得了爱奇艺VIP会员的热烈追捧,该期内容上线4天,播放量接近700万。而在本周六的“嘻哈不眠夜”中,爱奇艺将再次引入会员独享模式,为爱奇艺VIP会员独家奉上《中国有嘻哈》复活赛。

在节目衍生品开发上,《中国有嘻哈》区别于以往IP以形象入手的传统衍生开发方式,从节目筹备规划之初就确定了《中国有嘻哈》“节目品类+潮流文化”的文化价值定位,并打造出“R!CH”这一嘻哈文化品牌,更深层次挖掘其衍生产业链。目前爱奇艺已经围绕“R!CH”开发出近200余种与IP相关的SKU,未来爱奇艺还将通过与嘻哈音乐的相关合作持续深挖并推出更多的衍生品,不断延长《中国有嘻哈》IP产业链,实现IP商业价值的最大转换。

作为行业的引领者,爱奇艺始终坚持纯网内容精品化的打造与创新的VIP付费观看模式相结合,不断引领纯网内容付费新形态,同时依靠节目IP本身的文化价值,拓展并延长IP周期,生产可持续的商业模式。据悉,本周六晚21:00,半决赛与VIP会员专享模式的复活赛将同期上线爱奇艺平台,同时与20:20登录湖南卫视快乐大本营的“马兰坡有嘻哈”专场节目,合力打造燃爆全国的“嘻哈不眠夜”,三重精彩重磅来袭,爱奇艺为用户带来《中国有嘻哈》的魅力。


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