An interview with popcorn: advertising is a profitable begotten of video sites

Advertising

March 5: In the second half of 2006, in the domestic video site more and more hot, venture capitalists suddenly cold down, and the industry sigh into the "cold winter", in such an environment can be recognized by investors in several sites are particularly eye-catching, popcorn is one of them. How does popcorn stand out among many competitors? How far did you go on the road to profitability? What do you think of the 07 video industry situation? Recently, streaming media network to the vice president of Popcorn Network Li Longxiang exclusive interview.
Summary of Views:

There will be no big acquisitions in the domestic video field

Blogs, podcasts Take the portal route is a mistake, professional is the way to survive

Domestic video site 2007 will be a large area of death

Selling content on the Internet is running counter to the Internet.

Video site can not rely on the development of the hope in the 3G

Video site to rectify the content, whether active or passive to do, the time has come.

People who love to look at erotic content are not the objects of our long-term retention.

Some people do video for the purpose of doing a project to finance, this is not for survival and development, there is no pressure to survive

Streaming Media network: Google is said to be ready to enter the field of Chinese video, Baidu has begun to the domestic video site impact is not big? If they are buying at home as much as YouTube, is good news or bad news?

Li Longxiang: There will be some pressure, but everyone's business direction is different, so more cooperation than competition, we currently have cooperation with Baidu. Their participation is generally good, at least to prove that the future of the video is indeed optimistic.

YouTube things for a long time, not to mention, Baidu has started to do video, video is the development trend of the Internet. But I think Baidu do video mainly for business integrity considerations, as the domestic search eldest, it to ensure that their business volume is not missing, of course, do not exclude also have to look for new opportunities to consider, because after all, there is MP3 search success in the front.

Domestic situation and foreign differences, Baidu will not engage in acquisitions.

Popcorn Network Vice President Li Longxiang

Streaming Media Network: So the pressure on the portal site is greater, Sina Podcast will not endanger the survival of these professional video sites? Blog site initially menacing, but also someone claiming to do video portal, but Sina blog seems to have died down.

Li Longxiang: Competition is certain, but not a life-and-death, professional things will not disappear because of competition. Sina's participation can play a popular role, such as it let the blog deeply rooted, some professional blog also did not die.

Some bloggers have to do the portal, that direction is wrong. Video site is the same, to be professional to win. Video sites are inherently vertical, and there are people who are moving in a narrower and more specialized direction, such as sports.

Streaming Media network: For the 2007 domestic video site development, pessimism seems to prevail, and even speculated that there will be 90% deaths, how do you think?

Li Longxiang: This is not alarmist, a lot of death is inevitable. Or have no money to starve to death, or be "forced" by the policy to die, but also suicide, such as automatic withdrawal of the field or transformation. Now there are our competitors to transform to do content providers, has become our chain of the previous level.

Of course, there are people who are constantly falling down while others are joining in. I estimate that in the video field, including Peer-to-peer, video search, video sharing, podcasts, and so on, the first half of the stay will not die, and can maintain a certain degree of visibility is not more than 20, almost 10% of the proportion of the remaining to the end of the year will appear big development. As for our video sharing, the top six should be able to stay.

Streaming Media network: No profit has been plagued by all the video site problems, video site this year can be profitable? What is popcorn doing in terms of profit model?

Li Longxiang: There are some sites that claim to be profitable, and our popcorn is expected to make ends of the month.

The most important thing in the profit model is advertising. The media's revenue is to sell content and sell advertising, on the internet to sell content is contrary to the operation of the Internet. Are advertising, the key is how to refine and in-depth. For example, we have adopted a set of advertising system early, according to the cookie in the region, the age group, the distribution of sex, and can do a piece of advertising to let an audience look at three times and see only three times, the arrival rate is accurate. And we were the first in the industry to work with the AC Nielsen agency to convince advertisers. Now we have set up a professional advertising company, specializing in the advertising business of popcorn.

We can sell a location to some content providers, or you can add ads according to the requirements of advertisers, charge advertising fees, or represent other people's products to be divided, in short, the income ultimately comes from advertising. Google AdSense also think that the information of popcorn is true and reliable, and cooperate with us, and said that cooperation with us the best effect.

Streaming Media network: Referring to google this advertising division plan, netizens response? Will it involve copyright issues? Because it is difficult to ensure that the user uploaded must be original works.

Li Longxiang: This is a voluntary participation of netizens, we provide such a platform. Copyright problem is unavoidable, netizens because like and upload, collect some video works is normal. We have strengthened the editorial supervision, the original banner but upload the copyright issue of the so-called "MAKER" works, see a win one.

Streaming Media Network: Some people think of 3G as a profitable video site, Lee has always done wireless value-added services, and now is the video site operators, how do you think? Can you also forecast the time of issuance of the 3G licences?

Li Longxiang: We do CHINAVB when the business direction is the three nets in one, but the reality of the development is not satisfactory. The issuance of 3G licences is estimated to be after the fall.

However, I personally think that video site can not put the development of the hope in the 3G, 5 years of 3G video applications will not have a big development. In the case of a company with a computer and a TV home, who would like to watch video on such a small screen, 3G video application is just a supplement of computer and TV, anyway I am not accustomed to, and change the habit is not easy.

Of course, we still very much look forward to the arrival of the 3G era, not out of profit considerations, but the content of the perspective, because the time to use mobile phones to shoot and upload video will become more convenient, which will make our number of users greatly increased, content channels more convenient and smooth.

Streaming Media Network: In addition to the profit model, the most about the video site is content, such as the homogenization of serious, copyright disputes, pornography, spoof and so on, popcorn in the content of competition in what measures? What do you think will be the mainstream of future content?

Li Longxiang: We are already working on the content, such as increasing the proportion of copyrighted content. To rectify the content, whether it is active or passive, the time has come.

Internet Association is forming a video industry self-discipline organization, self-discipline Convention has been drafted, will soon be issued, as one of the initiators, we will resolutely win the suspected copyright, pornography and so on.

In the differentiation, we are staring at the original content of film and television, we have to focus on some unpopular, such as drama, stage play performance; "Beauty Anchor" is a feature we launched, this year we will launch the "handsome Anchor". The Olympic Games may also have the content of sports theme, in short, combined with the situation development, to meet the needs of the masses.

Streaming Media Network: Needless, erotic content, spoof content does attract a lot of traffic, we have to sacrifice these traffic? When will the action of the self-regulatory organization be carried out? The number of participants, the number of participants is likely to form the mainstream AH.