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阿里大鱼号发力短视频 新基础设施赋能内容创作者

2017-09-07 10:40:43   中国青年网

阿里巴巴文化娱乐集团副总裁周晓鹏

中新网上海新闻9月6日电(缪璐 王笈)“大鱼号的目标,是要成为短视频内容创作者的素材库,粉丝站和淘宝店,要让创作者们在这里有独特的资源,有独特的沉淀,有独特的收益。”

9月6日,在第九届中国网络视听产业论坛上,阿里巴巴文化娱乐集团副总裁周晓鹏在演讲中指出,短视频行业正在迎来新风口,但头部以外大多数创作者都面临运营和变现的双重难题。而阿里大文娱将以大鱼号为核心,从内容生产、用户触达和商业化三个方面,发力短视频行业新基础设施建设,为产业全链路赋能,推动产业升级。

短视频行业的三大“新基础设施”

近两年逐渐升温的短视频,成为了内容创业的最大风口。在周晓鹏看来,短视频风口的出现源于网络条件完备,视频采集生产软硬件普及,以及内容创意爆发的大环境。

风口之下,数以万计的创作者和机构入局,每天都有数千万条短视频被上传至各大平台。行业发展初期的流量红利快速消失殆尽,内容制作成本不断提升,商业化路径狭窄,形成了当下短视频从业者的冰火两重天。

今年3月底,阿里大文娱将UC、优酷、土豆等旗下自媒体平台统一为大鱼号,并明确定位为赋能创作者的大中台,实现一点接入、多点分发。周晓鹏表示:“大鱼号得到阿里巴巴的技术能力和数据能力支持,同时享有阿里文娱的生态资源,能够充分从内容生产、用户触达、商业化三个层面赋能内容创作者。”

内容生产方面,大鱼号将提供大数据指引创作方向、专业制作指导等创作支持,以及阿里大文娱海量版权资源和全网版权追溯体系的版权支持和保护措施。仅优酷目前就积累了2000多部版权剧、400多档综艺等版权,创作者们可以在这个平台获得更多独家创作资源。比如,影视类、搞笑类创作者可以更早获得阿里文娱具有独家版权的创作素材进行创作。

在用户触达上,大鱼号实现了一点账户统一管理多端互动。同时,阿里巴巴以电商数据、支付数据、位置数据、社交数据、兴趣数据等多维度、高准度数据能够支持内容精准分发,让更适合的内容找到更适合的人。在此基础上,大鱼号还要让合适的用户留存沉淀为粉丝。通过实现账户内容页面的个性化设计,以及活动、问答、直播这样的强互动方式让创作者与粉丝建立联系,大鱼号让创作者真正成为内容服务商。

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