BuzzFeed的下个大动作：长视频

    BuzzFeed动画公司总裁扎•弗兰克

    BuzzFeed动画公司的内容与我们看过的其它视频内容有什么区别？

    我们过去两年的业务主要围绕着视频短片，特别是带着试验和迭代的想法。它一直在持续增长，另外我们之所以对短片非常兴奋，还因为它为我们打开了一个知识的宝库。它为我们打开了一扇门，让我们能够发现文化的一些非常有意思的方面，这些方面似乎对媒体业也非常重要。比如对自我的关注，人们对自身一些得不到满足的方面似乎特别容易发生共鸣。

    其次是连续剧，以及在网络上播放的中等长度的电视剧。它也是一个与好莱坞传统拍摄技巧相结合的好地方。

    第三是我们的Future of Fiction工作组，在那里我们引入了制片人迈克尔•沙姆伯克和喜剧演员乔丹•皮尔，可以说我们不遗余力地与好莱坞展开了合作。我们想知道通过这样做，我们能否在如何生成I.P.、如何通过减少摩擦来获得额外的收益等方面启发对方。同时也促使传统市场必须进行数据型学习。

    与传统好莱坞制片公司达成了哪些具体的业务安排？

    我不能说细节性的东西，但是有可能合作的范畴是很广的。我们目的是要构建内容和财产 ，并且用跨媒体的视角去思考它们，它们所在的领域一开始并没有明确的定义。

    你们的观众主要来自YouTube，对吗？

    目前我们的主要观众仍然来自YouTube，但是这个比重正在随着时间而下降。我们每个月在YouTube上大约有1500多万名观众，但是如果再加上雅虎、美国在线（AOL）、Facebook等等，我们的观众群就有2500万人。这种增长的一个关键部分，在于理解内容开发与平台的关系。如果你可以把内容分散得很广，有不同的模式和方法让可以你在不同的平台上推广视频呢，会有什么不一样吗？公司新的推广部门“BuzzFeed, off BuzzFeed”（意思是BuzzFeed制作的内容，但不在BuzzFeed上播放）将把这种思路带到另一个水平。

    Ze Frank, president, BuzzFeed Motion Pictures

    How will Buzzfeed Motion Pictures content be different from the video content we’ve seen so far?

    The business we’ve built over the last two years is focused on short form, specifically the notion of experimenting and iterating. That continues to grow and we’re incredibly excited about the short form business because it’s opened up this bank of knowledge for us. It opened up a way for us to identify really interesting aspects of culture that seem to be important to media, like focusing on identities and the way that people seem to relate to a lot of the niche aspects of identity which we think are underserved.

    The second piece is, when we start talking about serializing content and creating mid-range series for release on the Web broadly, it’s a great place to interface with the more traditional skill sets of Hollywood.

    The third piece is [the working group] Future of Fiction, where we're bringing in [producer] Michael Shamberg and [actor and comedian] Jordan Peele, and that's an all-out collaboration with Hollywood as it is today. We’re trying to see whether, through that, we can inspire each other on how I.P. is generated, how we can make some incremental gains in reducing friction in the process. And to expose the traditional market to data-driven learning.

    What’s the actual business arrangement with traditional Hollywood?

    I can’t speak to specifics, but it’s a pretty broad swath of potential types of arrangements. The goal is to build content and properties and to think of them in a trans-media way, where the place they live isn’t defined from the start.

    The majority of your viewership comes from YouTube, correct?

    We are still in a position where YouTube is the majority, but that ratio has been declining over time. We’re at around 150 million-plus views a month on YouTube, but all-in across Yahoo, AOL, Facebook, and all those things, we’re at 250 million. A critical part of this growth has been understanding the relationship between content development and platform. What changes when you syndicate broadly and there’s different models and ways of thinking about content in different platforms? "Buzzfeed, off Buzzfeed" [The company’s new distribution unit —Ed.] is going to take that to another level.