[Art Review] Can the "limited exemption" benefit exist for a long time and with high quality?
On May 1, the video website Bilibili announced that it will open all of its more than 3,000 documentaries to the public for free viewing for a period of seven days.
Due to the recent outbreak of the new crown pneumonia epidemic in many parts of the country, this "May Day" holiday, from movie theaters to museums to performance venues of all sizes, is particularly deserted.
Against such a background, Bilibili's wave of restrictions on exemptions has to be said very timely. There are many comments such as "New Year's Eve" and "Restrictions and exemptions make me happy" in the barrage of related documentaries.
The so-called "limited free", that is, free viewing, listening or use for a limited time, is a common marketing strategy for video, audio, knowledge payment and other types of websites.
Some resources that original users can only get after paying a fee or becoming a member will be made available for free within a certain period of time.
On the one hand, it can attract more users and traffic, and on the other hand, it can also encourage some experiencers to be willing to spend money and recharge to unlock more content after the restriction is over.
Take the limited-free documentaries at station B as an example. From domestic to foreign, from history to the future, from astronomy and geography to cute food, the content can be said to be all-encompassing.
In theory, this can completely make people "walk" around the world several times during the holiday without leaving home, and feast on countless cultural feasts of different flavors.
Such benefits are not unique to one family.
At the beginning of this year, Aurora TV, a subsidiary of Tencent Video, launched a year-long limited-free campaign for a number of children's content films.
In addition, every major holiday, major content platforms will also list the corresponding list of restrictions and exemptions for users to pick up.
However, despite this, throughout the year, the website "limited exemption" time is always much less than the "unlimited exemption" time.
Not to mention, the form of some restricted and exempt activities is greater than the content, and the truly essential and popular resources are not included, which makes it inevitable that the platform is not sincere.
Of course, from the perspective of an enterprise, it is understandable to limit the exemption and how to limit the exemption. After all, whether it is self-made or purchased copyright, most of the content presented on the online platform comes at a cost, and they are the core of the platform. Competitiveness is the key to enterprise survival and profitability.
However, when it comes to cultural and intellectual dissemination resources like documentaries, the situation is not so simple.
It is the proper meaning of a country's cultural construction to allow children, young adults and even the elderly to easily access high-quality documentaries and audio-visual works with similar functions.
This can not only enrich people's spiritual life, but also allow people to be exposed to new things and learn new knowledge at any stage of life.
Especially when the new crown epidemic has not subsided, it is difficult for people to walk into theaters, concert halls and even theaters to get a close cultural experience.
In fact, during the Spring Festival this year, the relevant departments have called for encouraging video apps to provide limited-free services to create a good atmosphere for the local Chinese New Year crowd.
The appeal is just lip service, and the platform website cannot provide unlimited free lunches.
In fact, regardless of the impact of the epidemic, strengthening the cooperation between the government and enterprises is an important way to enrich the cultural life of the masses.
On the one hand, online platforms can purchase and produce high-quality cultural products with a keen sense of business and professional skills. On the other hand, relevant government departments undertake the cost of using resources of a popular science, education, and public welfare nature, including documentaries, in the form of purchases. , so that the limited and exemption welfare can exist for a long time and with high quality, and ultimately benefit the masses, enterprises and society.
Perhaps, this will be one of the most important revelations of this large-scale exemption at Station B.
Luo Xiaoxiao