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Shareholders Tvigle Media, which develops professional online video entertainment on the same site, are ready to sell up to 25% of the company, CEO Tvigle confirmed in an interview with Yegor Yakovlev, ...
According to the venture fund «Allianz ROSNO ... According to data obtained ...

- It's true, we are such talks since late last year. For aggressive further development of our project needs additional resources in the form of money: everything else we have - the team, technology, audience. However, to date, no documents have been signed, it's not a quick process.

crispy business.

- Most of the market today, worried about the business model: how to finally learn how to profit from all the many start-ups and other initiatives to which the rich and the global Internet market, and Runet in particular? . But what will happen next with the project - not very clear. Tvigle is also known as a successful business project. What's the secret?.

- There is no secret, just we have no choice. In accordance with the business plan we had to build a classroom performance, gather content, learn how to monetize and make money on it at least as much as we spend. Today it is 100% advertising model. In the third quarter of last year the company entered the operating breakeven point. 60% gives us media advertising within the video (in-video), another 40 % - special projects, the so-called branded content and sponsorship. These figures are consistent with Western standards, such as the market in the U.S.. At the same time special projects are more efficient in terms of brand exposure with an audience, because such advertising is not as intrusive as traditional.

- Could you give a specific example of such a special project?.

- We have them there were about a dozen. The most recent - with ...

According to Google AD Planner, Tvigle. ru in RuNet takes the fifth place among the most visited portals, providing the opportunity to watch professional video. From first to fourth place settled Torrents. ru (5,6 million ), Zaycev. net, Torrentino. ru and Tfile. ru. The Russian audience of the portal, according to TNS Web Index, in January amounted to 1.7 million Russians.

First, we produced the creation of the cartoon without being tied to any particular brand - 40 polutoraminutnyh funny black and white stories, where different characters are known to converge in celebrity fights ( in a duel. - ... And after all were ready 40 series, we began to offer a variety of companies.

Short promotional splash painted in the style of the cartoon, but at the end of each series for 4-5 seconds is advertised product pekshot. No product G. By Runet rollers went as a ...

- The format of the cartoon allowed to advertise any brand?.

- Not really. In addition to classroom performance, which we considered, there is the emotional component. Advertising hygiene, for example, to such a format would not be approached.

Today in RuNet difficult to make a media product that was originally incarcerated for the advertiser, because at this moment there are two conflicting objectives. The brand will be thinking about your brand identity, and the producers - the artistic value and popularity of the product from the audience. If we showed the customer scenarios in advance, perhaps many simply would never have been removed.

In total, all series have already collected nine million hits - although so far we have blocked their show on YouTube for an international audience. We want to develop a separate strategy. But while the cartoons were hung in less than two weeks they had collected 2.5 million hits by English-speaking audience.

initial phase.

- You produced cartoons, but today is probably Tvigle media company, video platforms, not the production company. Are you planning to continue to continue to create your own products?.

- We are at the initial stage of the video market Runet. And this is very similar to how we used to begin the commercial TV. The producers brought their program to the channel, and they said: ... And all because of the size of the advertising market was very small. Companies, which produce video specifically for posting on the Internet, very little: the market in the past few years was not able to feed these companies. Here we have to act, and in all manifestations.

Nevertheless, over the last two or three years the market has grown considerably, and the number of projects that come to us from outside and for whom we act as broadcasters, it becomes more and more. So the task to build a production company we do not. On the contrary, we expect that the share of media advertising in the structure of income will increase.

Special projects will remain as the content for prime time, and their unbranded, we will be less. And these things have to produce themselves, because the only way we can create unique products and to apply for leadership positions.

- Can I negotiate with the production companies for exclusive placement of their content?.

- I think that the media company did Tvigle. You can imagine that the ...

- YouTube and RuTube place.

- Compare these projects generally do not. YouTube has more than 50 % of the world views, and it's a different story. I would say that having YouTube - one of the major challenges of our market.

- What do you mean? .

- part of. I'm talking about the global market. YouTube not media company, and Technology Services. As shown, the technological development of the service - something dead-end. Their business model is not profitable. YouTube is alive only because it is part of Google.

This situation is uncomfortable for the entire industry. On the one hand, a model based on the concept of the last century - from the perspective of the Internet is just so - in fact unprofitable and subsidized ... On the other hand, it holds up to 50 % of the audience and does not allow to develop normally the main market. For this video YouTube - the most evil.

- Speech on the fight for attention?.

- On the one hand, yes: the attention and time are limited. On the other hand, as the practice of building an Internet company, when you type a large enough audience, it becomes inert. Look at the ...

The turning point for the market this video came when he appeared Hulu. com, who quickly agreed to the majors and showed that the video might not be such as on YouTube. And this model worked.

Length does not matter.

- So what is the media company is different from video platforms?.

- What would be a great and good may have been the directory, for example, videos, media company, he will not be on this. Producing poses other problems: the understanding who this collection is designed and determine what we want to show in prime time. That we are different from YouTube, and not long content. Rollers are long or short - what's the difference? .

Tvigle on the market since 2007, equal to at that time was not on anyone, Hulu. com did not exist. In the Western market was then the project Atomfilms. com, a working professional with a short video. Then came Vimeo. com, which focuses on people belonging to the video as a creative. We have a social network that exists on Tvigle and allows the talented writers to load their own videos - after the pre-moderation. From this we form a separate content channels. And some of them are not inferior in quality professional content. In the future we plan to share with the authors of advertising revenues.

As long content, neither in this nor in the next year a large number of these videos do not gather views. This means that the media business such content will not be.

- So, a complete meter will remain on the torrents?.

- While, yes, but gradually the flow of users to start torrents. As the bandwidth of Internet channels more and more users will watch online video. What's the point store movies, if you watch them once? . We ran a long broadcast ( television ) content license in November last year. This series, feature films, programs.

Steve Grove (Steve Grove), Head of news and politics at YouTube, said ...

Say ...

The audience is gradually increasing. Occupy a niche online video torrents are unlikely to be able to: it is fundamentally different investments in technology platform is one thing a server, consisting of a list of links, the other - a video player and servers 50-60.

To some extent, the growth of online display - brake holders. And if Russian companies are beginning to realize that you need to monetize content on the Internet, with many Western oil majors increasingly difficult. They are very conservative, and their understanding of the deductions are far from the current realities of the Russian market. The result is a movie on torrent.

Thus, indirectly, our majors are sponsoring a pirate industry, setting the rules and unacceptable rates for legitimate players who have come to terms with them, and not trying to protect content from piracy. That at one time did the music industry? .

- How many majors want to get from the average rent in the Russian market?.

- According to our estimates, the non-exclusive rights to broadcast on the Internet on Russia for one year, one episode of the level of ... USD. At the same time all the seasons are free from pirates.

- And where is the solution?.

- Establish commercial licensing terms corresponding to the market realities, and at the same time, or give non-exclusive rights to display and protect their own, or allow us to protect the product passed. For example, almost all short content, which we bought from foreign companies, we have exclusive rights, which allows us to claim for his bootleg.

- Do I understand that legally this video will not develop at the expense of full-length, but due to other niches?.

- And who said that television content is 100 % suitable internet? .

... I wanted to on TV showed interesting new series and did not give them a year or two in the night air (as was the case with serials ... - E. E. ). But while the series no one has been no interest. Even pirates who sell cheap CDs from trays, disdain, ...

Founder Lostfilm. tv Andrei Kravets:.
In Russia, the main task of the producers - shoot for a song and quickly ...

Mean while watching a movie in the U.S. - about three minutes. The average time that a viewer spends on Tvigle, - 22 minutes, or eight spots.

Hour and a half movies in this situation make niche audiences. Attendance of the best pirate sites dealing with the long streaming content, is thirty thousand five a day. Not much on the condition that they may show all the best.

So, while Western holders of content will not change its position, everything will remain the same. After all, we must understand that the Internet right even to Russian popular TV series and TV shows are often not in Russia, while companies such as Endemol, Sony Pictures and Granada, which owns the rights to the format.

While, on the other hand, it gives a chance to develop as a new online video, unlike that of the TV media. Internet will never be a tracing of TV. Therefore, to transfer the whole of TV does not make sense.

Women and Men.

- List the top five spots on the Tvigle. What is the most popular?.

- Auditorium this video mostly men - more than 60 %. Hence the preference - cars, other male subjects. At the same time people want to have fun - and watch comedy. In third place music.

Also after the close of the Russian office of MySpace released a niche alternative music. Three weeks ago, we launched a special program of support for Russian musicians, where they provide a promoobem and make a branded channel on the portal for free.

- Maybe, grow its availability.

- And no one. There are more niche projects - about cars, about the local stars, which we remove ourselves.

- So, the domestic content is in great demand than the same western serials? .

- I would not share. Popular, and one, and another.

- The transition from the TV viewing audience of men on the Internet can be called a trend?.

- I only spoke about the audience video portals. Historically. When they emerged, formed the main content of the users, and it was open trash that women do not look. They are not interested in stories about how the tram moved a cat, it 's not funny. At the time, female audience for the most part agreed that online video is not for them.

We had some projects designed for the female audience, but some time ago, we decided not to develop. And then they saw that women need to continue, new series, write to us at the forum. And we have changed his opinion.

- What do women want?.

- For application programs in a series of «how to...», shows about fashion, celebrities. Want movies and short videos about Love.

- Love in a short video can be put.

- But why? . This melodrama about love. We adapted, translated, moved the action to modern Moscow - but the crisis hit. On the Internet market, there is no place for such a high quality product - without a sponsor.

- You want to enter in the mobile network Tvigle?.

- As soon as the 3G will be.

- He is the same, sometimes.

- That as soon as it is not in some places - as soon. Recently launching a free application for iPhone. Commercials more than 15 minutes will not be there.

More than just spending.

- When we talk about the development of the market, whether the value of the number of players of online video sites? .

- There were six or seven different start-ups, I do not have time to monitor their appearance and disappearance. I believe that the development of the market hampered by the absence of serious players. Those FMCG- companies are willing to spend more money on video advertising on the Internet, but the total audience while not enough. As soon as you are not 2-3 million viewers and 20 million, they will come entirely from other budgets.

- What is the audience for Tvigle?.

- In November and December, the audience all the videos, according to TNS Gallup, was about six million Russians. Audience of the site - 2.5 million. The core audience - approximately 25-30% of the total number of visitors. Visit the video portal and view entertainment video is not a pressing need for everyday internet users, so this structure is the audience Tvigle. ru is quite normal. The core of such sites around the world lower than that of news resources.

- How much do you earn?.

- More than just spending. Investments accounted for more than four million. At the level of the portal, as Vedomosti. ru, we have not yet reached. Although this is a topic for another column.

In fact, both Vedomosti. ru, and Kommersant. ru, and other sites of major publishing houses are printing resources, the content of the parent company. This allows them to be profitable. On the other hand, it is dangerous. That ... If in the near future a further 15-25% fall revenues from print advertising, the resource parent companies will be reduced. All cards in the hands of the media, which are now being built from scratch. Be part of the traditional media holding company in terms of financial and content according to new media - a dead end. A classic by the media need to pull the boat into the water and burn the ships now, not waiting until they sink themselves, slowly and sadly, and pull the boat for a.




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