(First published in Computer Newspaper) The author believes that the power of netizens is both the savior and the gravedigger of video websites. The most influential new force among netizens, which we call "grassroots culture," will be presented on the Internet in the form of videos. It may create diversified popular trends and harbor great value space. Grassroots videos have successively made representative figures such as the "Post-She Boys" and Hu Ge. Although the cultural implications they display come in different forms, they have undoubtedly all achieved great success. After deeply exploring this successful model, the author has drawn the following conclusions: grassroots videos can be said to integrate multiple advantages. If operated appropriately, great benefits can be obtained from them.
Grassroots videos can also bring about a "box office miracle." A grassroots video titled "The Blood Case Caused by a Steamed Bun" became famous for parodying Chen Kaige's movie "The Promise." Since then, with Hu Ge as a representative, these "grassroots heroes" have turned video websites into their stage for showing off, triggering a craze for civilian image video entertainment.
Blogs were once regarded as the vanguard of grassroots culture. However, the simplicity and low cost of text writing are making the quality of global blogs become mediocre. On one hand, it is difficult for the voices of billions of people to be expressed freely, and more and more readers are getting lost in the sea of information without any consensus. On the other hand, the emergence of a large number of high-tech digital products capable of producing videos has changed the way people express themselves.
Thus, more and more people are using DVs and the Internet, crossing over professional thresholds for traditional film production and distribution at once. They participate in the entire process of video shooting, production, and dissemination, gaining enough traffic on the Internet. Although this traffic may not necessarily bring them actual profits, it can largely satisfy their sense of reputation. And don't underestimate this traffic. If there is an income model that can be used to encourage and reward original video authors, this traffic will become their "box office." Excellent video works, through effective promotion strategies, will quickly become popular on the Internet and be regarded as classics by a wide range of netizens, thus forming a huge fan base and bringing astonishing traffic, which is equivalent to the "box office miracle" created by grassroots videos.
In the works shortlisted for the "Tudou Imaging Festival" awards, the author discovered a work called "Find Money." The author watched this work carefully from beginning to end. Personally, the author tends to prefer international blockbusters and domestic comedies. But this seemingly ordinary grassroots video changed the author's view on grassroots videos. In many people's eyes, grassroots videos tend to aim at pleasing and entertaining the public, while "Find Money" was carefully crafted by a relatively professional production team. The plot twists and turns strangely, the character performances are profound and in place. The work takes the typical Chinese urban life as its background, with the main thread being the poor family going out to work and "find money." It vividly portrays the joys and sorrows of the small characters in a poor rural family. In the author's opinion, this work can easily compete with many second-tier films and TV works in China. With the popularity of grassroots videos, grassroots works are bound to undergo a brand-new evolution, that is, the sources of works will become richer, and the creation level and performance skills of movie enthusiasts will become more professional.
At the scene of the "Tudou Imaging Festival," renowned director Lu Chuan, who gained fame at home and abroad for directing "Kekexili," said in an interview with journalists today: "I saw the dreams of my childhood in these podcast works. I think every director has had such dreams, all starting from naivety. Podcast websites provide a very good path for every friend who wants to be a director to showcase their works to the public."
3G will give grassroots videos a new proposition. The arrival of China's 3G era will completely ignite the "second revolution" of the Internet. 3G breaks the traditional application mode of the Internet, and mobile Internet rises suddenly, providing many new business application platforms, prompting more changes in user concepts and application habits.
Mobile Internet has never been the exclusive backyard of telecom operators. Traditional Internet giants like the four major portals have long extended their territories to the "mobile phones" of mobile users. Tudou.com will not be content with mediocrity in the field of mobile Internet.
Tudou.com CEO Wang Wei stated regarding the "Tudou Imaging Festival": "I hope that the programs promoted by the Tudou Imaging Festival are for the Internet, for mobile phones, for iPhones, for PSPs, for screens that I don't even know where they will be played, appearing on these new display screens. I hope that these programs are made for people like us, for young people with life hopes and vitality."
Wang Wei's words seem to imply that Tudou.com will converge with telecom operators in the near future. If cooperation with operators can be reached, grassroots videos can be downloaded onto mobile phones as customized programs or mobile users can directly log in to Tudou.com via their phones to watch videos. Users can watch videos and upload videos via their phones, operators can provide a new business application for their user groups, and Tudou.com can benefit from revenue sharing. Once a balance point is found among the three, multiple wins can be achieved.
It should be noted that in the 2G era, downloading a complete movie onto a mobile phone was considered almost a crazy act. But with the advent of the 3G era, regardless of the craziness of downloading an entire movie onto a mobile phone, downloading a complete smaller-sized video clip is still possible. Moreover, podcast videos have the characteristics of small size and low resolution, making them very suitable for mobile phone playback.
In summary, grassroots videos will sweep across China in the next few years. They record real-time stories happening around netizens and document the most authentic and genuine lives. Therefore, original videos often make users feel especially close due to their unique grassroots nature. Fortunately, the authors of grassroots videos who create large website traffic are expected to extract their "labor remuneration" from website advertising revenue in the future. This may also be the key to whether video websites can last longer.
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