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徐志斌-石头记

我只是想记录些关于老板们的好玩的商业小故事

 
 
 

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24小时在线——陈彤、徐志斌,以及网络媒体中的人们  

2005-07-25 15:46:23|  分类: 默认分类 |  标签: |举报 |字号 订阅

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转载一篇文章,中国日报李卫涛采访的一篇关于网络媒体的报道,其中采访了我,和老大的老大——陈彤。算是一个留念。

作者李卫涛是我熟识的一个记者朋友,中国日报的一位主力编辑,我也经常向他向他请教新闻报道的一些知识和经验。陈彤则是现在网络新闻的奠基人,他的许多理念正在被我和许多人身体力行着。

简介如此,文章如下。


24小时在线
李卫涛

徐志斌是一位“新闻猎手”,但他既也不为报纸和杂志工作,也不是电视或广播电台的一员。事实上,他是中国最大网络门户新浪的一名编辑,负责网络新闻报道。他说:“传统新闻媒体的新闻发布速度过于缓慢,因此为传统媒体工作令人厌倦。而网络媒体则完全不同,每当看到我报道的新闻在互联网上迅速传播,我都感到非常自豪。”

加入新浪之前,徐志斌曾经在多家传统媒体工作。经过多年的发展,新浪已经成为全世界华人社区最具影响力的媒体之一。过去几年里,曾经有过大量围绕网络新闻的讨论、预测甚至是骗局,但只有一部分变为了现实。同西方国家相比,网络新闻对于中国的影响更为深远,因为中国社会正处于一个转型期,中国人渴望获得更多信息。

在中国,很多公司员工打开计算机后的第一件事就是访问新浪的新闻频道,以此作为一天工作的开始。此外,还有很多员工将新浪的新闻频道设为IE浏览器的首页。新浪资深副总裁陈彤表示:“新浪已经成为中国人最为倚重的媒体。同西方国家相比,中国人对于网络媒体更加依赖,这主要因为中国的打印和广播媒体还不够发达。”

在科索沃战争、台湾地震、中国加入世界贸易组织、悉尼奥运会以及911恐怖事件等重大事件的报道中,新浪均大获成功。陈彤表示:“我们的新闻频道每天24小时都在更新。”新浪是第一家报道美军轰炸中国驻前南斯拉夫大使馆的媒体;在911恐怖袭击事件发生仅仅9分钟以后,新浪就发布了这一新闻,成为第一家对这起悲剧性事件做出反应的中国媒体。新浪新闻还整合了大量的图片、文字说明、视频以及相关链接,以此吸引更多的新闻读者,同时也给传统媒体带来了更大的压力。

与此同时,新浪还有很多徐志斌这样的新闻报道人员随时关注着全球各地发生的主要会议、新闻发布会以及其它重大事件。陈彤表示:“新浪的实时报道对于整个媒体产业都产生了巨大的影响。”例如,新浪聘请了专门的速记人员对会议或采访进行录音,并在最短时间内将发言者的讲话内容公布在新闻频道上。

这并不意味着新闻报道人员的工作很轻松,他们必须四处采访,对事件进行总结,并将重要信息以新闻的形式发布在互联网上。陈彤说:“对所有的重大事件进行实时报道正是我们的优势所在。通常情况下,电视台并不愿意对所有事件做实时报道,因为事先很难判断某一事件到底重要还是不重要。”不论如何,读者都可以从新浪的这种模式中获益,他们可以很快找到发言者就某一事件的讲话内容,或者在任意时间搜索过去的文档。

此外,网络新闻报道人员还经常组织对企业高管或知名人士的现场采访,并同网络用户进行在线交流。所有的问题和答案都以文本的形式显示在聊天室里,除提问之外,用户还可以观看采访现场的视频。陈彤说:“从互动的角度来看,传统媒体完全无法同新浪这样的网络媒体匹敌。”新浪的新闻读者可以在每篇新闻后面发表评论,这同样是一种互动方式。

新浪及主要竞争对手搜狐和网易都已在纳斯达克上市。最近几个月里,这几大门户纷纷开展了全球华人大签名反对日本成为联合国安理会常任理事国的活动,从而吸引了更多的关注。新浪还聘请了300多名编辑,专门负责从国内其它媒体收集整理各类新闻。据陈彤透露,新浪向传统媒体支付了高额的版权费用。具有讽刺意味的是,越来越多的传统媒体开始依赖新浪以提升知名度。毫无疑问,要获得更多读者,网络出版是最便捷、最经济的途径。

对于新浪而言,新闻频道最大的贡献就是帮助公司在中国日益增长的互联网用户中打造了一个知名品牌。从经济的角度考虑,新闻频道是新浪最主要的广告营收来源之一。陈彤说:“如果只考虑新浪新闻频道,我们的利润率非常可观。”搜狐和网易也瞄准了网络新闻内容市场,希望能在这一领域赶超新浪。但陈彤表示:“新浪的领先地位已不可动摇。例如,我们体育频道的市场份额已经达到最主要竞争对手的三倍。新浪体育频道是中国体育产业最具影响力的媒体之一,仅次于中国最大的电视台中央电视台。”从新浪的成长可以看出,尽管网络新闻报道在世界的很多地区都处于勉强维持的状态,但在中国却取得了成功。

不过,网络新闻报道人员在成熟度上同传统媒体人员还有一定差距,要弥补这一差距需要时间。徐志斌表示:“我们一直为新闻的发布速度同其它媒体竞争,因此有时一些新闻来不及验证就已经发布。而且,大多数网络新闻报道人员都非常年轻。”陈彤透露,新浪在招聘网络新闻报道人员和编辑时,往往较为看重应聘人员的知识面、外语水平以及能否在工作中熟练应用互联网。这就意味着大部分网络新闻报道人员和编辑都是能够快速适应互联网社会的年轻人。

此外,一些政治因素也可能会阻碍中国网络新闻报道的发展。到目前为止,中国政府还没有正式向网络新闻报道开绿灯,特别是对商业媒体。一些特定主题,如股票、信息技术、娱乐及类似内容的网络新闻出版不需要申请牌照,但由于规定中的定义十分模糊,也就给网络新闻报道带来了潜在的风险。

博客和RSS也是网络新闻报道的潜在竞争对手。通过RSS,用户可以更便捷、快速的整合新闻、要闻及更多内容,同时还可以获得最新的新闻、工具和资源。近年来,越来越多的中国人开始使用博客和RSS阅读新闻。很多业内人士预测,这类新技术将彻底改变互联网用户的新闻阅读习惯和网络新闻的发布模式。

不过陈彤并不将博客和RSS视为威胁,他说:“博客和RSS目前仍然类似于一种没有成形的概念,现在就说博客和RSS将成为时尚还为时尚早。”但他同时称,新浪将密切关注任何一种可能会带来产业变革的新技术。目前,新浪已经开始测试自己的博客服务,但这并不意味着新浪将完全支持博客和RSS。陈彤说:“有些人鼓吹博客和RSS技术仅仅是为了吸引风险投资,当然也有人希望这类技术可以给互联网产业带来新的变革。”

原文地址:
http://www.chinadaily.com.cn/english/doc/2005-07/11/content_459003.htm

Online, all the time
LI WEITAO
2005-07-11 06:51


Xu Zhibin is a news hunter. But he works for neither a TV/radio station nor a newspaper/magazine.

He reports news for Internet company Sina Corp and is thrilled with online news reporting.

"It's boring to work for traditional media where news is disseminated so slowly," he says. "I feel proud when my online news reports are published much quicker."

Xu had worked for some traditional media before joining Sina Corp, which now is one of the most influential media among the Chinese community globally.

There have been a lot of discussions, predictions and even hype about online news in the past years; and only some of the forecasts have turned into reality.

But compared to Western countries, online news is having a much more far-reaching impact in China where the society is amid a transformation and people are becoming more and more information-thirsty.

In China, many office workers begin the day by reading news on Sina's "news channel" after they turn on their computers. And many set the channel as the main page of their Internet Explorers.

"Sina is the media Chinese people rely on most now," says Chen Tong, senior vice-president of Sina Corp. "And compared to Westerners, Chinese people rely more on online media."

He says the reason is very simple: China's print and broadcasting media is not developed enough.

Sina scored big successes in comprehensively covering the Kosovo war, the Taiwan earthquake, China's WTO accession, the Sydney Olympics and the September 11 terrorist attacks in the United States.

"Our news channel is updated around the clock," Chen says.

Sina was the first media outlet to report the US military's bombing of China's embassy in Yugoslavia. And it published the news nine minutes after the September 11 terrorist attacks, the first response by a Chinese media organization to the tragedy.

A combination of pictures, text stories, short videos and hyperlinks are attracting news seekers; and that is applying much pressure on traditional media.

Online news reporters such as Xu also run live coverage of some major seminars, news conferences and other big events.

"Such live coverage has a fairly big impact in the media industry," Chen says.

For example, Sina hires stenotypists to record the events and put what speakers said on its news channel.

That does not mean online reporters such as Xu sit idly. They still do interviews, summarize the events and publish the most important information as news stories online.

"Live coverage of major events is what we are very good at," Chen says.

"TV stations are simply not willing to have live coverage as the event could be either important or unimportant."

And that means the online audience can find exactly what the speakers said at the events or search the archives at any time.

Also, online news reporters conduct live face-to-face interviews with business executives or celebrities. All the questions and answers in the form of unedited text appear on the Web live. And Internet users can also ask questions and watch live videos.

"In terms of interactive features, traditional media is not comparable with online media such as Sina," Chen says.

Readers of Sina news can also leave messages with their comments.

Sina and rivals Sohu.com and NetEase.com, all listed on NASDAQ, grabbed much attention in recent months when they collected online signatures from tens of millions of Chinese against Japan's bid for a permanent seat on an enlarged Security Council in the United Nations.

Sina also has more than 300 editors collecting material from most of the media outlets in the country.

Chen says Sina pays high fees for republishing news from traditional media. But ironically, an increasing number of newspapers are now relying more and more on Sina to be better known. An online republishing is the best way to reach a bigger audience while saving printing costs.

One of the best benefits the Sina news channel brings to the firm is that it creates a big brand among China's ever-rising Internet population.

And financially, Sina news channel is the major contributor of ad revenues for Sina Corp, Chen says.

"For the Sina news channel alone, the profit margin is fairly good," he said.

Sohu.com and NetEase.com have been playing catch-up with Sina, eying the boom created by the online news reporting.

But it's hard to displace Sina from its well-entrenched position, boasts Chen.

"For example, our sports news channel has a market share three times bigger than our closest rival," he says.

"And that's the most influential media outlet, only second to the CCTV, in the sports industry."

State-owned CCTV is the country's largest TV station.

Online news reporting has largely failed to live up to its promise elsewhere but in China, it did.

However, it may take some time for online news reporters to get as mature as veterans at traditional media.

"We are competing on speed," says Xu. "Sometimes we just do it too quickly and do not have enough time to completely validate some news. And most online news reporters are young."

Chen said when recruiting online news reporters and editors, Sina requires broader knowledge, better foreign language ability and a good mastery of the Internet as a working tool.

That means most online news reporters and editors are young peoople who can rapidly adapt to the Internet society.

And some policy issues could potentially thwart the development of online news reporting in China. The government has never officially given the green light to the online news reporting, especially to commercial media.

Online news publishing of specialized topics such as stocks, IT, entertainment and the like need not a licence but vaguely-defined regulations always pose a risk.

Another potential competitor to online news reporting is blogging, a form of individualized online writing of news and personal journals, as well as RSS (Really Simple Syndication).

The RSS format allows quick and easy syndication of news, headlines, and more. RSS keeps Internet surfers up to date with the latest news, tools, resources and developments of this widely supported specification.

An increasing number of people in China are now using blogs and RSS to read news. And some people in the industry forecast such new technologies will fundamentally change the way Internet users read the news and how the news is distributed.

But Chen dismisses the challenge.

"Blogs and RSS remain something like concepts which have yet to take shape," he said. "It's too early to say blogs and RSS will be a fad."

But Sina will be closely watching any new technology which could potentially bring changes to the industry, he notes.

Sina is already doing some tests of the beta version of its own blogging services.

But that does not necessarily mean that Sina will give full support to blogs and RSS.

"Some people are drumming up such technologies just for attracting venture capital. And some people are just wishing such technologies will bring new changes to the Internet industry," Chen says.


(China Daily 07/11/2005 page8)
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