PPLive, Phoenix Video Initiatives Offer News Alternative 凤凰新媒体与PPLive的新尝试

By newsdoug on September 14, 2011

PPLive, Phoenix New Media try news alternatives Two of China’s up-and-coming Internet firms, video sharing site PPLive and new media site Phoenix New Media (NYSE: FENG) are getting bold in their bid to attract more viewers by offering news and current affairs programs in a quiet but clear challenge to Beijing’s state-run media establishment. In the most recent development, Chinese media are reporting that PPLive, one of the country’s hottest video sites and a frequently mentioned IPO candidate, has formed a tie-up with Xinhuanet, the online arm of the state-run Xinhua news agency, to create a joint venture to produce short news segments for streaming online. (English article; Chinese article) That news comes just a week after Phoenix New Media said it has launched its own online current affairs program (company announcement) on its online site. Both initiatives are part of a broader trend that has also seen video sharing leader Youku (NYSE: YOKU) also announce development of its own original programming in recent weeks. (previous post) This latest gamble looks very calculated and is also a smart move by both PPLive and Phoenix, both seeking to top demand for interesting alternatives from viewers tired of watching the same old state-sponsored newsspeak on TV. By choosing the well-connected Xinhua as its partner, PPLive should avoid angering Beijing too much, even as it explores interesting new formats and topics that central propaganda officials might consider inappropriate for mainstream TV. Likewise, Phoenix New Media is also well connected to propaganda officials through its parent, Phoenix Satellite Television (HKEx: 2008), which operates the only privately-owned and quite successful news channel in China. If one or both of these initiatives succeed, which seems likely, look for others like Youku and even Web portals like Sina (Nasdaq: SINA) and Sohu (Nasdaq: SOHU) to follow with similar news video offerings in the months ahead.

Bottom line: New online video news shows by PPLive and Phoenix New Media look like smart moves with a good chance of success, aimed at Chinese consumers looking for more news alternatives.

两家後起的中国互联网公司新秀——视频分享网站PPLive和新媒体网站凤凰新媒体(FENG.N)为吸引更多观众，作风可谓大胆。他们通过提供新闻和时事节目向官方媒体发起了无声但明确的挑战。最近有中国媒体报导称，PPLive计划与新华网络电视台合作成立一家合资公司，制作新闻短片。此前一周，凤凰新媒体表示，公司已在其网站上推出了在线时事节目。视频分享网站优酷网(YOKU.O)最近几周也推出了其原创节目。这些最新举动看起来是精心策划，PPLive和凤凰新媒体的举动也颇为明智，两者都在寻求满足观众多样化的观看需求。PPLive在探索寻找宣传部门可能不适宜主流电视媒体的有趣新模式和话题，与人脉广大的新华社合作，应避免过份激怒中国政府。同样，凤凰新媒体通过凤凰卫视(2008.HK)也与宣传部门的官员保持着良好的关系。如果这些想法获得成功，目前看来成功机会也很大，优酷甚至新浪(SINA.O)、搜狐(SOHU.O)等门户网站也有望在未来数月提供类似的新闻视频节目。

一句话：PPLive和凤凰新媒体提供的新型在线视频新闻看来是明智之举，且成功机率很大，因中国消费者正寻找更多类型的新闻节目。