Internet content can also take the minority route

In 2005, when the Internet video site rapid rise, video site entrepreneurs common pioneer role model is YouTube, it as the domestic video site boss, in the mind of our more than 1 billion people in China, even if it is one of the one hundred thousand out of 10,000 points, casually take some interesting things come up, The human nature of the onlookers will soon erupt like a volcano, allowing all netizens to relish the content on the video site?

Discard UGC mode, buy copyright swap content

But in the next few years, we can see: Although our Internet base is comparable to the sand in the Sahara desert, but Leng is you wait to be torn apart, also see the vast desert has a few sand creative sparkling enthusiasm high, upload point really can let the crowd onlookers fun video content. But helpless video website burning money such as burning, since already spread two cross already ride Tiger, heart and soul all smashed into, next also can only glib around castles to investors to depict the future of the Internet video better.

Then each video site, have given up the UGC mode, no longer expect netizens to donate blood to support, the beginning of large-scale piracy and even buy TV dramas and variety show copyright. This move is indeed immediate, or even a few years down the network of new generation will look at the strange eye of the antique TV. But Dipper, the purchase of copyright, although the content of the video site is very popular, but the film and television copyright fees have soared in the same year, all the way up to the enemies sworn video of the big guys, have to sit down to form an alliance, buy copyright swap content.

But along with the rapid development of Internet technology and the rapid popularization of mobile internet, traditional media advertisers seem to dawned overnight, quickly dumped the original incomparable favor of internet advertising, so the video site immediately rich and powerful gas through such as rainbow up, the last two years is to see the original wife of the advertisers of the traditional media life.

The current video site, everyone is bullish, no longer disdain to swallow the copyright with others, have played "exclusive broadcast and homemade content" banner. In fact, everyone who is not a fool, as the British Prime Minister Palmerston that sentence: No forever friends, only the interests of the eternal, we hold a group of heating or tongshicaoge, are accurate calculation is the occasional strategy.

Royalties go up, only their own blood

Now that we have decided that eight recount no longer ally, but the film shows the copyright fee is the same as the same as the crane clam Yuwengdeli, expensive to make people liver pain, so the video site has to consider the upstream development began to nurture the director of the team, under the strong gas self-directed self-play self-broadcast, the masses do not donate blood, The hospital wants high price, that can only own hematopoiesis.

But the problem is: Video site was first established, hundreds of millions of people did not donate blood, just because there is no habit, no enthusiasm, no corresponding equipment technology? Now even take out the rich funds, support to encourage the grassroots, young directors to show talent and seek common development, and how many heroes halfway killed on the satisfaction of the answer? Meanwhile, When the video site was reborn, since the media also burned the land of China, the Internet is really lively, the content of the Internet production into a new era of unprecedented prosperity, to some extent, the enthusiasm of the great leap more than 50 years ago, but warm to warm, these a brain burst out, And through the micro-BO micro-letter Friends Circle of various apps and windows to our Internet content, really worthy of such a battle, such a number, such frequency, such annoyance?

The rapid development of Internet technology, make any news information, information entry, the soul of chicken soup, film and television variety show, become like Tannangquwu easy, even you do not have to take the initiative, these fragmented, entertainment to death, flat, dazzling erotic edge information will automatically come to the doorstep. This makes our spiritual life and mode of thinking, paradoxically in an era of unprecedented information technology development, become shallow and vulgar unbearable.

Idiots and the age of low IQ come?

Wang Meng, a famous writer, wrote an article called "The Internet brings idiots and the age of low IQ", "the development of information technology has changed people's lifestyles, and when people receive information only with their ears, eyes, tongues, nostrils, and flesh, it is likely to mean the shrinking of the brain and the withering of the soul," he said in the article. means that the age of idiots, the era of low IQ slowly approaching. ”

Of course, some people will jump out immediately to point out that Wang Meng this argument is not new, far from the McLuhan, a famous science and technology writer Nicholas Carl, "shallow: how the Internet poisoned our brain," are talking about this kind of thinking by technology dominated, human being the media tool alienated the old song, The Frankfurt School, which has great influence on the history of philosophy in the 20th century, is also focused on three generations of thought giants.

But the problem is: technology itself is neutral, indifferent to good for evil, make technology evil, is the specific people's desire to profit from the capital, which is like nuclear energy can be used to generate electricity for the benefit of mankind, can also build atomic bomb disregard. The undeniable point is that technology is being used for profit today in the logical world of the capitalist free market, and for profit in the least cost and the most convenient way.

All mass media, whether it is a newspaper magazine or a TV station video website portal, in order to survive for profit, of course, to "attract attention, entertainment to death" schooled, so Zhao Benshan ridiculed the peasant sketch, the star's erotic lace news, soothing the hearts of the public chicken soup and "cock silk man" "Never Thought of" Such Internet content products are the most popular, now movies and online dramas, there is no need to tell the story, the embarrassment of others embarrassing embarrassment one after another to show that the masses are welcome.

It is a fact, irrefutable, that historically there have been youguoyoumin cultural elites trying to change this fact, but their problem is that even though they litterateur familiar with culture, they are largely ignorant or overly optimistic about the skills and possibilities of changing the reality of entertainment to death. And before the Internet technology sweeping the world, basically also does not have this kind of feasibility, spring of high-end ideological and cultural content, can only in the University Institute or Institute of peer talk about talking, or hair in the masses nobody buy also can't buy the periodical wait for moldy hair.

Influenced by thinking inertia, there is too little production of internet quality content

But as the Internet technology is so advanced today, and on this historic key node, I think an effective strategic counterattack is coming: while "eye-catching" remains the "golden rule" of Internet content production, today's internet users are so huge and diverse Attracting eyeballs does not mean attracting the attention of all people, as long as we produce enough content to attract the attention of a small number of people, and then this part of the people willing to pay for the content of their eyeballs, everything OK.

It's like Youku's homemade drama "Hip Hop Quartet" (Hip hop is clearly not a high-end content) in the last few seasons, the amount of clicks was staggering, but in the recent season, the user-paid model, looking at a piece of money, was so convenient and the cost of a single collection so cheap, The number of clicks per episode also reached more than million. "Logical thinking" is also a living example, it is clear that not every Netizen is Rhoda head of a person's bar is interested in the talk show, but this does not matter, "logical thinking" as long as a certain amount of audience is enough.

I do not mean to say: Go this small public route, fine differentiation demand market thinking, is how fresh. Someone has already done so, and there are a lot of success. But for the huge, diverse, and at the same time high-end market demand, the production of this content of the individual institutions and teams, or too little.

The first reason why Internet quality is too small is the investor or difficult to get rid of the inertia of the clicks, the higher the ratings the better the thinking inertia, as if the content of investment production, must be more popular and even more vulgar more than the more trust, investment point Spring tall things pains pains sleep well. The second reason is that China's current program planning content planning and even production team, are willing to dare to do, but really no culture of the Cottage Brigade, on this point, to see the gifted cool potatoes 56 odd art of the original talent is known, the number of clicks ranked one of the so-called original cattle people, No, it's not that kind of funny, violent erotic video.

However, spring things, even if the ratings and clicks a lot less, but spend some money to try to invest, really need a lot of courage? For example, I like a lot of Phoenix columns, such as "Qiang Three Lines" "Phoenix big Field of vision", such video content, is Phoenix has been a loss in doing it? Apparently not, "Three Qiang" is the Ace of Phoenix TV ratings, broadcast 15 years countless columns down it is still resolutely stand up to the top, its production cost is unattainable? I really do not see three old men sitting at the table every day ridicule how much production costs. However, it can not be denied that the creation of such a program of the production team and host, cultural vision and human heritage, is indeed enough to drown the vast majority of Internet content planning team.

"Logical thinking" does not satisfy everyone's taste.

Back to say, we 1:30, not so broad cultural celebrity resources and the planning of the production team, we but "Qiang three people", than its level lower half of the line? Two-thirds or less? But even the low two-thirds of the Internet video content is pitiful, but at the same time, we clearly see, NetEase Open Class, Sina Open Class, Super Star video and video public classes and Ted, Mu class more and more hot sought after. In fact, the current public class content is very high-end large, but the form is still very boring, is a camera a former university teacher there in the excitement of speech, serious lack of interaction and collision. One of the people who worked in the Super star academic video told me in fact, those university professors and cultural celebrities to record public classes, most of them are very willing to pay the class fee is simply insignificant, I firmly believe that the real cultural elite and intellectuals, or are willing to use the Internet to spread the power of technology, To share their wisdom thoughts and industry knowledge.

But we leng no one to find them, and Leng didn't know what kind of program to plan after they found them, and could do a little more interesting than a dry open class. CCTV documentary channel broadcast documentaries, most of them are done abroad, we are currently the most fire variety show, copyright is also imported from abroad, our Spring Festival Gala holding the national Force preparation for a year, out of the sketch crosstalk is so humorous level. We are all well aware that our creative imagination and the level of planning are so low as to be so shameful, but with the power of the Internet, we boast about how awesome it is.

Of course, Gao's "Xiao said", Lo Zhenyu's "logical thinking", Yuan Take-off "This history is very reliable" and so we have seen, compared to other forms and quality of the Internet content is also quite good, but this for China's total of 600 million of internet users is clearly not enough, we look forward to the future of the Internet cultural institutions, Be able to boldly and creatively produce more high-quality, more diverse and more interesting internet cultural products. In the Internet age, how can you spring? The so-called "high place is too cold, highbrow" put in the past is indeed the wisdom of the mass media, but in the present, this may just be a smelly and long binding cloth and cliché, knowledgeable media people, should bravely throw this magic spell, Create a brighter future for Internet content.