From the top of the media video talk show

Wei Wu-hui, a scholar at Shanghai Jiaotong University's School of Media and Design, said that in the Internet age, many people who are talented and individual but can not board the TV platform for various reasons can make their production and creativity emerge through Internet platforms. And since media people want to succeed commercially, they must transition from media operations to using social platforms, otherwise business success will be hard to come by.

First Financial Daily: This wave of Internet talk shows, mostly in the knowledge-based, different from Zhou Libo, Wang Zijian laughing kind of talk show, why the knowledge of the trend? When did the video site became a place for knowledge?

Wei Wu Hui: At present, the public life is dominated by the fragmented information represented by Weibo and WeChat. According to the relevant data, the reading rate of people in our country is very low nowadays. Everyone did not cultivate their habit of reading and lacked an important channel for acquiring knowledge. Knowledge talk show actually played the role of knowledge setter, although only "know the elements", but in fragmented information, to meet the needs of people to acquire knowledge. In this case, the video website is naturally a good way to acquire knowledge: ten minutes of programming, some words, can make you feel great.

Daily: celebrity video column compared to the column of the nature of the Weibo, is not a higher threshold (platform, technology, funding), but also the need for teamwork, based on the commercial meaning of the beginning and therefore more concentrated? Compared with the text column (blog, WeChat), its commercial operation What is the difference?

Wei Wu Hui: video production threshold will be high, only to ensure that the most basic hardware requirements are not enough. From filming to editing, post-production, this requires a team to drive and operate. In fact, making a video column has always been a business activity - after all the initial investment, you naturally need to get a commercial return.

Text column returns a form of relatively simple, mostly rely on print media or other media reprint royalties. The video because of its special nature, you can rely on the media features commercial operations, such as patch advertising sales, which made good earnings.

Daily: Products like "Luo Si Si Wei", the commercial effect has come out, in addition to around Luo Zhenyu did a series of derivative product development, it also paid great attention to the connection with the user, business orientation also changed from media operations to the community Platform, this is not from the media future trend of development?

Wei Wu wave: a book, circle of friends, membership services, etc., are Luo Zhenyu part of the entire business plan. In terms of business positioning, the media's desire to succeed commercially is hard to come by commercially and relies on a simple platform. It is therefore necessary to transition from media operations to community platforms.

Daily: In the self-media business environment, "charisma" can be copied? In other words, "Luo thinking" can be copied?

Wei Wu Hui: Since the media itself can not be copied, it has a strong personal color and characteristics. The image presented by Luo Zhenyu to the general public is different from other people. However, in the business model, the transition from media to social platforms is an important way to gain commercial benefits from media people. An example is the social framework of "Luo Shi Thinking." As for how the community is structured, a variety of other forms can be explored.

Since the media need to publicize their personality, which is completely different from the stars, and personality and opinion from the media people are also important labels and brand image.

Daily: Yuan Tengfei such as has been verified by the traditional media knowledgeable talk show master, is not to the Internet, already have the natural advantage? Another point of view, there are fans based celebrities to do Internet talk shows, is not more successful? In the future, is it more important for media users to emphasize their stickiness than their media coverage in terms of coverage?

Wei Wu waving: the celebrity tested by traditional media into the media, itself has a considerable degree of brand recognition. Yuan Tengfei into the field of self-media, we naturally can think of, he will own unique and sharp way to tell history. This quickly accumulates a lot of attention for him in the early stages of operation. In the age of attention economy, there are people who pay attention to his business value. The fan base of celebrities in this area is more obvious advantages.

It is important for the fan economy to operate in the future. Although Luo Zhenyu now does not recognize himself as a "fan economy" and turns the social economy, but in fact, he promoted the "charm personality" is the most direct embodiment of the fan economy.

Daily: Last year, you said in the column that since the media will usher in a large number of death, then the trend of video talk shows the climax, or death?

Wei Wu waving: The disadvantage of text from the media lies in the low recognition, even if you read all the articles of an author, you can not really know the author. And if you use video recording, read the article in front of the camera, this form, the author's own recognition will increase. Recognized self-media talent is likely to get a series of commercial benefits such as advertising, sponsorship, and endorsement.

Video media and text column is not the same, it requires some upfront investment, and rely on team strength to operate, operate, promote. From a formal perspective, a video from the media team, more like a small production company, not just rely on the power of one person to operate. This also determines the number of video categories from the media will not appear microblogging, blog, WeChat public accounts millions of millions of huge volume, will not be killed quickly in the event of an impact. However, it is undeniable that a large number of video categories will still be drained and dumped from the media in the market choice and business wave.

"There is a" Luo Si thinking "members?" Luo Zhenyu picked up the microphone shouted a throat, "first of all to my food and clothing parents - members bow", in June, "Youku brand new," said the "Times" conference He first started his own private affairs.

In December 2012, former media man Luo Zhenyu created his own video talk show called "Luo Shi Thinking." In less than two years, this Internet product gradually extended to become the No. 1 brand in China's Internet knowledge community. Only on December 27 last year, "Luo thinking" in the second community recruitment called "the history of the most unreasonable membership recruitment", it is easy to raise 800 million a day, no wonder Luo Zhenyu himself to the "food and clothing parents "thank.

The "Luo style of thinking" to the public to demonstrate the possibility of self-media platform, but also contributed to the video home talk climax. At the "Speaking Times" conference, Youku announced the simultaneous release of three new talk shows - Liang Dong's Liang Yan, Yuan Tengfei's Yuan Yu, and Song Hongbing's The Great View of the Currency War. Will be on the line in July and August.

Different from Zhou Libo or Wang Zijian's amusement, these three programs are defined as "Kinds of Knowledge" - a keyword frequently tagged with a large video talk show recently hitherto implicating celebrities turning from text to media position Video

"I study for everyone as a buffer for human civilization from the written civilization to the oral civilization. As a person with reading ability, I can translate it for everyone to use, and make relatively high-quality products." Luo Zhenyu joked: Luo Ji thinking "position is" son of reading ".

Youku, the president of Youku, bluntly stated that there are fewer and fewer people in this generation of Internet consumers, and more people consume content and information through quick imaging or fragmentation, so video talk shows are a lot easier to let We accept the transfer of knowledge in the form.

Is also a phenomenal Internet talk show, "Luo thinking" often used by netizens and Gao Xiaosong "Xiao said" comparison, some people leave a message to Luo Zhenyu, "fat, you are not a noble origin, you can not catch up with three generations of life Gao Xiaosong For such "derogatory", Luo Zhenyu deflected every effort, "Since I saw China's Internet there was a battle of sweet and salty rice dumplings want to make it clear, and even Luo Yufeng have some people like, there is a small fresh to allow a heavy taste The presence."

"Cabbage radish, all have love," let Luo Zhenyu think one thing clearly: Since the media to be small, only point, no longer trying to do the line and surface. In a nutshell, since the media has strong personal attributes, its business model is based on the charisma and operation of the fan economy. Thus, "Liang Yan" "Yuan" "Hong" has a clear and differentiated orientation, Liang Dong's research on Chinese medicine will be frequent in the "Liang Yan"; has long been "100 Forum" verified "blurting Show "master Yuan Tengfei bring" history + travel "talk portfolio; and Song Hongbing's" Duanzi "still biased in the area of ​​finance and economics. In Youku, a platform that has accumulated 450 million viewers and generated 500 million broadcasts a day, the coverage rate is beyond the focus of the media. How to build up its own fan base and maintain the user stickiness in the community is the proposition. Where you are.

Luo Zhenyu, like running a brand like "Luo thinking", behind it there is a large number of teams, not only planning the contents of the video program, is also responsible for maintaining the subscription number, to promote some offline activities, its circle of friends organized a lucky draw Lunch, or even blind date activities. It is said that "Luo Si thinking," the current valuation of the brand more than one billion, as if from the media is a business model, and the template effect has emerged. Not long ago, Wu Xiaobo discontinued his cooperation with all other paper and portal columns and devoted himself to the video talk show "Wu Xiaobo Channel." His slogan was "One Person's Financial Channel," subscribers to WeChat's official website on the same day 4582 people, to a month after June 8 more than one hundred thousand.

Since the media enthusiastically embraced the video talk show, the success of "Xiao said" and "Luo thinking" can be copied? In an interview with the "First Financial Daily" interview, Shanghai Jiaotong University Media and Design Institute scholar Wei Wu-wah that personality can not be copied, whether it is text or video, 80% of the media will die.