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爱奇艺副总裁王世颖:强IP矩阵是引爆文娱产业的关键

2017-09-09 12:06:41   中国青年网

9月8日,2017上海网络视听季暨第九届中国网络视听产业论坛在上海举行。爱奇艺副总裁王世颖受邀参与IP产业沙龙环节,并发表“IP引爆文娱产业”主题演讲,分享了爱奇艺通过内容与产品的融合,让IP爆发出全新价值的经验。王世颖表示,IP不是万能灵药,而是催化剂,它与产品本身的价值形成叠加关系,强IP矩阵才是引爆整个文娱产业的关键所在。随后,王世颖还与网络视听行业领军人物围绕“顶级IP的运营之道”展开圆桌讨论。

IP价值发酵释放内容长尾效应引爆文娱产业

近几年,IP概念越来越火爆,IP产品逐渐成国内泛娱乐行业的引爆点。爱奇艺《老九门》《余罪》《河神》《鬼吹灯之牧野诡事》等不同量级的IP,都通过内容与产品的融合,爆发出全新的IP价值,IP的长尾生命力愈加凸显。对此,王世颖表示,IP对产品的意义不仅仅在于知名度,更在于IP为产品所提供的内容、用户和熟悉感。无论是头部产品还是细分产品都需要IP支撑,不同阶段的产品和不同量级的IP也会发生微妙的化学变化。正如网剧《花间提壶方大厨》,借由爱奇艺平台的强大运营实力、IP开发能力与用户基础,实现小IP最终释放出大IP的效能与影响力。

此外,VR、AR等新兴技术产品的出现让用户有了更多向的娱乐选择,但因高学习成本、高时间成本、高消费成本以及回馈的不确定性,很多用户对新技术产品仍处于观望状态,依靠IP的拉动作用则有望打破这一壁垒。以《醉玲珑》为例,爱奇艺依据IP在行业中推出首款情侣VR游戏,这就是IP与全新文化形态在产品上的融合,既填补了业内线下VR游戏类型的空白,也成为VR游戏与IP碰撞的全新尝试。王世颖称:“IP化是经由一个IP衍生出多款围绕同一IP的产品,IP化是续命法宝;同时,长生命周期的IP会不断与新形态的文化产品擦出新的火花,不断引爆文娱产业的内在价值,高门槛产品更需要IP的拉动作用。”

IP矩阵拉动价值几何级数增长催生娱乐产能新生态

随着IP矩阵逐渐形成,IP价值会伴随新形态内容的产生推动娱乐产业链各个环节的可持续发展,并催生泛娱乐大环境下的产业新生态。王世颖与阅文集团副总裁罗立、思美传媒董事长朱明虬、华策集团克顿传媒副总裁房迎、银河酷娱创始人CEO李炜以及盛大游戏IP发展中心总经理袁俊,围绕“顶级IP的运营之道”展开了圆桌讨论。王世颖表示:“爱奇艺是一家以技术创新为积淀的平台公司。爱奇艺会不断优化我们的技术水平,希望广大的制作公司、IP持有方更多的跟我们合作,希望爱奇艺这个平台能够帮助所有合作伙伴做得更大更强。”

作为一家“以科技创新为驱动的伟大娱乐公司”为全新愿景的企业,爱奇艺已构建起以IP为核心,围绕文学、动漫、影视、游戏、音乐、直播等领域提供泛娱乐服务的生态体系。正如王世颖所说:“IP就像存钱罐,每个衍生产品都会让IP增值。这些增值出来的价值,可能相当一部分会流回IP的源头,但其实产业链上的每个环节都能得到好处。”基于这种多元融合的平台理念,爱奇艺催动了IP上下游产业链的贯通与发展,为用户提供多样化的娱乐产品,推动泛娱乐产业新生态的构建。

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