Early in the morning, Wang line of the excellent rice online

Wang's office was rented from the "win in China" cast on the 9 floor of Soho Hyundai to the 19 floor, a 2000-square-metre duplex office with a small studio with nearly 20 seats in the audience area. From Monday to Friday, the online enrollment of the audience came to participate in a file "on the Road" program recording, listening to guests talking about the workplace, entrepreneurship, life, marriage and other topics.

This seems to be similar to the process that Wang used to produce as a well-known producer, but in fact it is very different because the communication platform has changed. and live audience at the same time also participate in the network outside of the excellent meter net friends, but also through the M SN, Skype link to the scene outside the audience.

CEO issues

In the face of the entrepreneurial platform's attributes have changed, the process brought to Wang the most important experience is that, compared with the television relatively single transmission way, "came to the network space is larger, means more." ”

Of course, the beginning of the rice network is not the model now, that TV people do network video, choose what business model?

In the absence of "on the Road" live on the weekend, Wang and the southern Metropolitan newspaper reporter chatted about the producer turned to C EO, facing the three major issues.

Adjust the Consumer-to-consumer to the Business-to-consumer

In the middle of November last year, the Wang, who had just left the CCTV office, built this framework: one of the students at the Radio Academy wanted to talk to her for half an hour and was willing to pay 50 yuan, so Wang began to conceive of building a Consumer-to-consumer exchange platform, which was put on an online auction by the excellent rice. O Kai-Fu Lee, director general manager of Northern Aurora Deng, Ecapital Capital CEO ran, Dunhuang Network President Wang, Dangdang Joint President Guoqing, Cisco China Vice Chairman Lin Zhenggang and other people's exchange time.

Soon, the idea of not doing market research did not realize her original idea: users accustomed to the Internet free resources, the willingness to pay is not high.

Although the Consumer-to-consumer business model faces adjustment, there is a user demand that is unchanged: "Users need experienced, well-known people, to say something." Wang told reporters.

Therefore, Wang will be excellent meter network mode for the video web site, heavy TV production fitter, in addition to celebrity auction this column reserved, excellent meter network other content for the "On the road," "innovation" and other regular broadcast columns.

This adjustment began to make the network of excellent rice. The past experience of television producers has made Wang a very comfortable part of the production of the column, plus the accumulated business resources for her column to provide a steady stream of guests, like a heavy bomb to attract the attention of users. After the adjustment of the line of excellent rice online, PV value more than 600,000 rushed to the world ranked more than 600, reporter interview Wang Day, this ranking has been raised to more than 460.

How to adapt to the rhythm of the Internet?

From a superficial understanding, Wang seems to have done another independent "content provider", just broadcast channels to the Internet video field. But for her, it was not just a change in the format of the broadcast.

"The Internet requires us to have faster adaptability, and the tempo is getting faster!" "Wang said, each period of the column broadcast" Things than do TV when more "," to do guest quotes, there are user analysis, see which show more clicks, see what the user is concerned about the problem ... "

With a high level of interaction with users and a quicker understanding of the needs and preferences of the audience, Wang made some adjustments to the way television was made before: "We put the issue ahead, let the user vote for themselves, which topic to vote high we do." ”

In addition, the Internet video Unlimited repetition of the characteristics of the Wang need for the late-stage excavation efforts: "For example, live broadcast finished, there are a variety of forms to present, according to the actual needs, 1.5 hours of live packaging into a guest quotes and other short-sighted frequency; The program is cut into several topics of short video, after induction, users can search the video library according to the keyword at any time. ”

These practices, are before the "win in China" in the CCTV time of the time period can not be achieved.

How to do the media of simplifying

The Internet platform gives the Wang more free means and space, but how to locate the content of the excellent rice net? Liu once told her in an exchange: to simplify, to achieve the ultimate. Wang accepted Mr Liu's advice.

The home page hangs with this slogan: Serve the country and the knowledge group's network television. This slogan in the King's understanding is not erratic, excellent meter network audience positioning in the 15-45-year-old crowd, this stage of life, "not in the workplace on the entrepreneurial, need to exchange space and guidance." "" With the expert communication, to give them confidence and methods this is actually a harmonious society, and innovation is the driving force of national development, entrepreneurship is a solution to employment opportunities. "So, now open up the network can see this understanding of the content of the" Landing ":" On the Road "," innovation "," entrepreneurship "is the main three major brands of rice column.

As for the profit model, "I think the advertisement is very good!" Because I want to do is a media. "Of course, the Internet is only a channel for the dissemination of these content, Wang told reporters that the current program sales agent has approached nearly 30 provincial and municipal television stations," after the production of the title to be satisfied with the output. "And on the iphone and other mobile carriers, you can also see the network of Youku program."

Now the excellent meter network office space is relaxed, in can accommodate 300 people office environment, currently nearly 70 people's team most in the production department. "There is no big difference in the production process. "In addition, the future development of the network will also need the help of capital," this thing we have been talking about. Wang to the reporter to disclose.

Guest of the question

Ecapital Capital CEO Ran

Qiming Venture partner Dong Shihao

Ran dour

Serious content commercialization remains to be tapped

The things you do while using multimedia communication technology platform, but in essence, the business of the network is actually the basic media properties.

In the future, I think, like other media companies with platforms and content, foothold in: 1, whether the network can produce sticky content; 2, not all good content can be commercially successful, the use of AD sponsorship and the network to take the sale of content for the current planning, whether the future will do the content of the industrial chain extension?

In this regard today is still relatively early, because there are certain challenges, including Shanghai only the media "Boston", "Work this Thing", Beijing Lu Bin Bin "Hall of Fame", pointing are the same audience groups. The commercialization of such serious content has yet to be tapped, compared with the movie dramas.

Dong Shihao Dour

How big the program makers are waiting to see

You as a video site, network TV, profit model or return to advertising. I think this form in the market is there is room for survival, it can be more than a potato than youku to make money faster than possible, but because itself is a program producer, can do how big need to observe.

All along, TV program production in China has always been stuck in the hands of party A (broadcast channels) of the hand is not big, the benefit of the party is not party B, excellent rice net such a way as to the content of the field of making a big one of their own attempt. To do such a small and beautiful company, people look good.