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12月25日,爱奇艺宣布设立首席内容官,由原央视主持人、导演、制片人马东担纲,全面负责爱奇艺的内容采编及制作工作。虎嗅当即给马东打了个电话。前央视名嘴表示,自己受到爱奇艺CEO龚宇的邀约、确定加盟爱奇艺是两三周之内才发生的事。

这件事有两个看头:

1 去年底开始,版权采购成本的提高,让不少视频网站开始减少甚至停止了长视频的版权采购。“重回UGC”之声再起。而爱奇艺高调设立首席内容官,等于是在表态,坚持远离UGC,强化内容自制。

2 当年在纸媒发生过的媒体人大规模向门户迁徙,又开始发生在传统电视行业到网络视频领域。

那么,为什么是马东?

先看看马东的背景资历:

马东是已故相声大师马季先生的独子,毕业于北京电影学院,还曾留学澳大利亚。他在北影第一届管理系的学生,跟博纳影业的总裁于冬是同学。1998年起,马东曾在湖南卫视《有话好说》、央视《挑战主持人》、《文化访谈录》等多档节目担纲主持人,并担任《挑战主持人》,《文化访谈录》等节目制片人,2009年“春晚”语言类节目导演,2011年“春晚”总导演,并任职中央电视台综艺频道总监助理,有着丰富的电视制作和管理经验。

2012年9月,马东宣布离开央视,当时职业去向不明。

如果虎嗅是龚宇,至少会认为简历里有三点亮了:学院派;传统演艺界资源深厚;同时有地方与中央级卫视的主持、制作和管理经验。

其次,从爱奇艺的视角看。虽然势头胜过传统电视,但网络视频明显也有短板存在:走UGC路线,内容质量不可控;走版权采购路线,很难实现内容差异化。爱奇艺的定位一直是非UGC,那在版权采购成本渐高、差异化渐难的当下,引进马东这样有内容自制和团队管理经验的传统电视人,正好可以走内容自制路线,弥补短板。

马东说自己成为首席内容官之后,对爱奇艺的自制内容已经有了方向性构想,但拒绝进一步透露。他对虎嗅说:

爱奇艺这家公司,只有龚宇跟我是同岁的,整个公司只有3个60后,特别年轻,我的经验和资源在这里可能可以有所发挥。

我跟龚宇在工作上接触比较多,一起做策划案的过程中互相有了了解,我们的理念比较一致,又都是理科生所以思考问题的方式也一致的。我在做电视时,已经关注了很长时间的视频新媒体领域,这个行业上行速度很快是毫无悬念的,已经进入了高速增长期。

在行业上行的大前提下,用户越来越讲求的是品质,所以做UGC还是版权采购都只是模式。


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