Source: Media Insider Program Research Group (please indicate the source when reprinting)
Text/Pei Yu
On May 25, 2016, in a gray building in the east seven gate of Chaoyang Park, Beijing, more than 120 people in the company went out to build a team, leaving Ma Dong, the CEO of Miwei Media, to act as the company's temporary reception part-time doorkeeper. After a while, Miwei Media's CCO Mou Da pulled his suitcase back to the company from the team building base. The two Miwei Media founders and co-founders sat at the conference table together. A brain-burning dialogue about Miwei's latest online variety show that Miwei will fully create in 2016 - "Worship, Rou Rou", started between "Media Insider" and Ma Dong and Mou Da...
Miwei Media founder and co-founder Ma Dong and Mou Da
At this time, the third season of "The Debater" has successfully concluded, and the sky-high investment price of 300 million yuan has become a leader in the industry. Ma Dong, who reports to the East Seven Gate of Chaoyang Park every day, is not only planning the fourth season of "The Debater" to continue to expand the extension of this god-level IP, but another very important task is to revolve around a brand new original IP called "Worship with Rou Rou". The show is positioned as a "large-scale health All-Star Weight Loss Fitness Show", and the name clearly tells you - "We want to lose weight."
Looking at the entertainment industry, in the past two years, mermaid line, vest line, A4 waist, and clavicle eggs have been placed. Almost every keyword related to weight loss has become a hit, which is enough to prove the popularity and popularity of weight loss topics. How could the producers of online variety shows with a keen sense of smell ignore this huge market demand? In this regard, Ma Dong and Mou Di quickly made a promising judgment on healthy weight loss programs.
In fact, as early as the end of 2015, after Miwei Media and Youku Tudou announced a strategic cooperation, Ma Dong and Mou Di decided to break through and liberate themselves again on the basis of the "talking" program that the team continued to work hard and worked hard, stand up from the chair, and walk out of the studio. Outdoor and weight loss, these two elements, are new and unknown attempts for Mi Wei, Ma Dong and Mou Di, but they magically collided in "Worship with Me".
2016 is the prosperous era of online variety shows. Major platforms and program production companies have successively launched hundreds of online variety shows. Big hosts and producers of traditional TV media, such as Wang Han, have tried the field of online variety shows. Under the appearance of the prosperous era, there is an embarrassment such as the theme of the program and the content is uninnovative. How to achieve differentiated content competition in
has become a topic that Mi Wei is thinking about. With the foundation of the first three seasons of "The Debater", Mou Di felt: "In addition to continuing to do a good job in high quality, we also hope to completely break through ourselves in new fields and break out of our comfort zone." Ma Dong felt that Mou Di's statement made sense, which is also the charm of cultural products.
satisfy the team's sense of honor with creative thinking, and making money has never been the first place
Now Miwei Media has more than 120 employees and 33 employee clubs. Competition among the groups is fierce, but weight loss seems to be the only transgender, age, and position, which makes everyone always shine in their eyes. The members of the "Mermaid Line and Vest Line Check-in Training Camp" check-in consciously in the group every day and give their sports results. On an ordinary afternoon, the group once again mentioned the topic of weight loss. Mou Di, who had led 30 people to the CCTV, took a group of people into the gym to do yoga this time. In order to make everyone motivated, Ma Dong, as CEO, offered a reward of "If you lose 20 pounds, I will give him a bag! If you don't lose weight, I will give him a fake bag!"
Not long after, this group weight loss incident became the inspiration for the production of "Worship, Meat Meat". Ma Dong, who has always used "creative thinking" to control the overall situation, has a clear positioning of the early stage of producing a program - do something that you are happy with. He believes: "After an idea comes out, we first ask ourselves if the team is happy. If our team is happy, the chance of success will be greater."
In the variety show circle, more and more professionals are accustomed to using big data and fixed models to analyze audiences. For Ma Dong, those belong to platform thinking, customer thinking, and business thinking, rather than the creative thinking he has always adhered to.
In an exclusive interview with "Media Insider", Ma Dong mentioned the four words "creative thinking" several times, which shows his importance to this core. Ma Dong explained: "Creative thinking is something that flows from the heart, it is your feelings about this era, society, and people's hearts." Extended to "Whoo!", Ma Dong judged that "Everyone of us has to lose weight. No matter what we are thin and what we are fat, we have at least made up our minds to lose weight. This is the psychology of this generation."
There is a general chaos in the TV and online program production industry. After a program form appears successfully, there are crowds of people to imitate it. There is nothing wrong with imitation itself, because it is a path that is more easily accepted by the market and audience, and it is also a way to reduce costs. But in Ma Dong's opinion, "Making money is never the first priority. Making money is the reward for you by the market. The greatest pleasure of doing this industry is to satisfy yourself and satisfy your sense of honor and the team."
After the establishment of Miwei Media in September 2015, in addition to the "Doess" series, "Worship, Fuck" is Ma Dong's second challenge to satisfy his sense of honor and his team.
CEO and the host's identity are freely switched. Ma Dong is preparing to entertain "Worship" until death
What kind of leaders and teams can create a program like "The Debater" that can scratch the itchy young people?
Some industry insiders said that the reason why "The Debater" has become an IP that cannot be reproduced and imitated in the industry so far depends on the professional entertainment spirit of Ma Dong, a human IP. There is no one in the CEO circle who can transform eye-cut bags into topics that people born in the 1980s and 1990s have heard of each other.
In "Whoobye, Fruity", Ma Dong will continue this topic and serve as the president of the "Eye Bags and Fruity Slimming Club", leading four members, Jia Ling, Fan Ye, Da Wang and Lei Yang, to fight against the "Big Brother Fat Reduction Gang" led by Wu Zongxian, led by Liu Yan, Xiao Tiantian, Natto and Fang Jiayi.
"Whoobye, Rou" is expected to start recording in July, and the "Weight Loss Utopia" location "Yueban Bay" is built in Chaoyang Park next to Miwei Company. It is completely different from many bosses who need to understand every detail of the program in advance. As the producer and guest of the program, Ma Dong is still kept in the dark about the specific content of the program. After the script was written, the company's friends were ordered to ban them from showing them to Ma Dong, so he could directly enter the scene and play during recording.
Mou Di did a psychological construction for Ma Dong, "You have to forget that you are the boss, you have to forget that you are the CEO of Mi Wei, and you have to forget that you are a well-known person. You have to think clearly that you are an artist with artistic ethics." Mou Di felt that Ma Dong had participated in all the programs before and gave everyone the impression that he was sitting at the table and talking, and this time he needed to move.
For the upcoming physical fitness test, Ma Dong admitted that he was under great pressure, "I accidentally got on the pirate ship. You must have an entertainment spirit in this matter, and it is no big deal to look at the whole matter from the perspective of entertainment spirit. I was running naked and my eyes were cut. What are you afraid of?" When participating in this program, Ma Dong's only requirement for the director team was "I can do whatever you do, but I have to serve me with delicious food and drink." Therefore, the tone of "Worship, Fruity" can be seen. Ma Dong is very good at
mwei Media CEO and host. He usually can take it and let go of the matter of face. At the recording site of "The Debater", Ma Dong became a pure host. "Because I have a bad mind, I especially like to pronounce the wrong advertisements, but sometimes I forget, cue the wrong process, who should be, and how to vote. Mou scolded the director, and the director directly picked up the microphone and yelled me, 'You forgot to vote again!'."
The "strange style" of the unqualified concept and entertainment spirit is the only magic weapon for the Miwei team to seize young people.
Old mouth candle + craftsmanship, making hot products is an attitude
Looking at the variety show circle, there are many healthy weight loss programs, not many hot products."Worship Flesh" and "Burning!" What is the difference between regular weight loss programs such as Calories and "Super Weight Loss King"? Mou Di repeatedly emphasized in the interview that "Whoobye, Fruity" is not a weight loss program, "Weight loss is just our entertainment method." Ma Dong also said that the cutest part of a cultural product is differentiated competition. There are ten thousand singing programs in this world, and there are new singing programs coming out, but there is actually no horizontal competition.
Jia Ling was finally convinced by Mou Di and decided to "take his best" in this show. Jia Ling has rejected countless weight loss programs before, for two reasons. First, she is really worried that she will not be able to reduce her weight and let the audience down; second, she is worried that she will disappoint her weight and then rebound. Mou Di comforted her, "I said you were thinking too much. First of all, I didn't plan to let you come and really lose. We are actually another form of "The Debater", which is discussing weight loss. Through various ways of playing and doing, is it really a way out for life? Maybe the final result is that Jia Ling reduced and reduced, and finally found that I was enjoying my current state, which is also very good."
For the guest lineup of "Worry, Fuck", Mi Wei insisted on his usual practice and did not rely on big names to support the game. For the current situation of online variety shows with increasingly strong star lineups, Mi Wei actually takes a lot of courage to do so.
Mou Di explained, "Our logic is to only find fun people. At the beginning of "The Debater", Ma Xiaokang is not really too expensive or explosive in the world. We choose the right person. We are also the same logic as before. In addition to Mr. Ma and Jia Ling, if we really look at the star lineup, we also chose two people who we think are particularly interesting in chemistry, Brother Xian (Wu Zongxian) and Liu Yan. The remaining six people are not considered first-line stars. There are also our own strange people, such as the King, and one of our own directors, Lei Yang, who was also a little popular in "The Debater". "
Can the four big names represented by the old-mouthed Ma Dong, plus six non-first-line stars recreate the hit miracle of "The Debater"? Ma Dong gave a sober reply: "No one can predict what a hit product is. This is how cultural products are. It is a creature. It has its own growth cycle. No one can tell fortunes too much. The same is true for hit products. There are a hundred programs in the world, and there must be only one or two called hit products. If the top twenty are called hit products, then there is no concept of hit products. But as for who can be hit products, no one knows in advance. Afterwards, I told others that I thought it was clear that this thing must be hit products, and they are all bragging."
But Ma Dong can tell everyone the creative state of hit products. What is the degree? "We made "The Debater" with a nervous heart, walking on thin ice, afraid that some details would go wrong, and the efforts of our entire team were wasted. No one had a good night's sleep, no one had a night in the computer room, and no one was taken out without the director's review. So when our director went home, he saw that his family was watching "The Debater" and asked to turn off the computer. It was an appreciation for you, and for me, he had already vomited. The show was made in minutes. Similarly, for "Whoo, Flesh", we also used All In the mentality of in is invested in this battle. "
What kind of surprise will "Worship Rou" bring to the online variety industry? See you again when the fourth quarter program is launched on Youku.
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