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But newly launched fanTV has done just that! The short video series of "Bad Euro" produced by them created "screen dominated" works such as "Foreigners eating Latiao" and "group leaders giving red packets", which were reported by Phoenix TV, China Daily, letV News, Tencent News and other media, and even discussed at the level of social phenomenon. All kinds of network V, We-media platform, and friend circle went crazy! How to play fanTV at the Rio Olympics?
The picture says: "Group hosts give red envelopes" has been clicked more than 80 million times. "Foreigners eat Latiao" has been viewed more than 50 million times.
The Born creationists of the 90s: Stereotype shredders
Weiwo fanTV is a young company founded by young people. The founders are Gao Yousi and Fang Yedun, both top students at Peking University. Gao Yousi is also the first Israeli undergraduate student in the history of Peking University and the most popular foreign host of Douyu, "China Pique" (Gao Yousi's online name because he looks like Spain's Gerard Pique). They are a young team that started in the field of football and focuses on live streaming, video self-media and innovative Internet financial tools.
"Bad European Cup" is the first time for them to use the world competition to create, but the video's exponential popularity was expected by Xiao Hong, the chief director. Unlike the two founders' academic background, Xiao Hong, a street artist, is a "people's artist" who claims to be the spokesman of Chinese diaosi culture -- "from the people, now back to the people."
The script of "Playing Bad Europe" planned by Xiaohong, combined with the strong execution of the super efficient cross-cultural team led by Peque, put some popular domestic Internet memes in the context of the European Cup, making fun of foreign fans, or letting them discuss some topics that are particularly relevant to China. The whole process is foreigners interviewing foreigners, and the soundtrack is mostly rural heavy metal style. Such a magic video, with enigmatic logic. It is this contrast that allows more domestic audiences to resonate with it, and fake fans can understand it. Compared with the tidbits of the event, it attracts more eyes, so it is almost a hit. Take a look at the topics of these videos:
Latiao, Laoganma, Chinese Holy Water, college entrance examination, square dance... Even to ask "Who is beautiful between Bingbing and Fengjie?" "Which would you save first, mom or girlfriend?" Foreigners are as embarrassed and funny as Chinese!
Fang explained, "After analyzing the needs of a large number of young domestic users, we feel that they have some unrealistic assumptions about foreign countries and foreigners, as if the moon is bigger and rounder in foreign countries. We want to break these 'auras' and stereotypes through video works, and let them know that foreigners are also human beings, just like us, with the same hobbies, the same faults, and can communicate and joke equally. On a high level, what we want to do is to communicate Eastern and Western cultures, especially to export Chinese culture to the West, and to shatter some of the 'Western illusions' rooted in the hearts of young Chinese people."
Commercial value is grossly undervalued
In this European Championship, CCTV has been subjected to fierce ridicule by public opinion for its monopoly of livestreaming rights. The criticism mainly focuses on the poor level of livestreaming and the short-sightedness of losing people's hearts in order to get a huge amount of advertising fee (conservative estimate is more than 500 million yuan).
Compared with CCTV's sky-high advertising fees, the cost of ViFantv's "Bad Euro" videos is negligible, but the difference in performance is self-evident. The video of "Laowai Eating Latiao" alone has brought its partner Weilong more than 50 million times of positive exposure and international image publicity. Moreover, after the CCTV live broadcast, except for super fans, the chance to watch the game again is relatively small. But "latiao" and "red envelope" are the "hard currency" in the hearts of young people in China. They are often read and new. The long tail effect of "playing bad European Cup" can also be imagined.
Xiao Hong believes that "foreigners eat latiao" can be used as "a model for cooperation with businesses in the future." "While it's a shame that our logo has been ruthlessly erased, 95% of our traffic is being split between the big platforms and the big Vs. But the rights of the partners are guaranteed to the fullest extent, "Fang said." This business model of integrating video content with advertising may be the future of content monetisation."
Zhang Xun, the former general manager of PPTV, said publicly when he took office that year, "Homemade IP is very important for PPTV, to create phenomenal-level homemade programs, to do things that the post-90s and even post-95s like." And a European Cup IP baptism, let us see the status quo, how many stars carrying a heavy "burden", not put the body, shoot people frequently embarrassed "since hi" works. In contrast, Xiao Hong's old quote, "from the people to the people," is thought-provoking. And Zhang Xun has left PPTV.
The golden age of content entrepreneurship has come. Monopoly and manipulation will be replaced by free sharing. Vifantv is a deconstructor in the new era, deconstructing cultural misunderstandings, deconstructing traditional Chinese entrepreneurship model, and deconstructing the old video industry chain. The Olympics is just around the corner, and the Vickers team is working on a new shooting plan.
