????很多人都成功地在YouTube上吸引了一些觀眾，但也有不少人抱怨，如何利用這些觀眾群體帶來收入還是難度很大的挑戰(zhàn)。如果用美元做類比，數(shù)字領(lǐng)域相當于幾美分的生意。您提到的Machinima最近裁掉了10%的員工，Vice是否也面臨同樣的問題？

????我們Vice很幸運，能和一些全球最大的品牌合作，我們的銷售實力比自己的擴張能力還強。我們所做的和Machinima不同。YouTube平臺的商業(yè)化問題不是秘密。但你可以開始做一些有創(chuàng)意的生意，做一些品牌方面的交易。許多提供互聯(lián)網(wǎng)內(nèi)容的公司經(jīng)營遭遇失敗，那是因為他們沒有直接奔品牌去，沒能讓自己的交易獨樹一幟，創(chuàng)造性地實現(xiàn)商業(yè)化。

????您能舉個這方面的例子嗎

????拿Creators Project（這個渠道專事藝術(shù)與科技有交集的領(lǐng)域）來說吧。我們在品牌層面【與英特爾（Intel）】達成了交易。我們會生產(chǎn)一些年輕人喜歡的內(nèi)容，幫助品牌。然后我們就提供那樣的內(nèi)容，挖掘那種內(nèi)容。我們在中國有個電視節(jié)目，在印度有移動方面的業(yè)務(wù)，獲得了全球23個國家的電視播出許可。我們還在YouTube上開了一個頻道。它推動增加了客戶訂購服務(wù)，也帶來了幾百萬的視頻瀏覽量。英特爾很開心，因為他們更多的廣告都能在全球更大范圍內(nèi)宣傳推廣。在把廣告放到Y(jié)ouTube上之前，我們?yōu)閺V告內(nèi)容支付了費用。那些就是你必須為這種交易付出的成本。品牌想要規(guī)模，希望用戶參與投入。如果你只是坐等著別人為你掙錢，我認為不可能出現(xiàn)這種事。

????您能不能保持廣告文字的獨立性？

????絕對可以。我們不是給內(nèi)容貼上品牌的標簽，品牌知識贊助我們做的內(nèi)容。做法和電視或者廣播、雜志根本沒區(qū)別。

????Vice有盈利能力嗎？

????有，而且盈利能力強勁。我們有條規(guī)矩，那就是，我們做的一切都必須能賺到錢。

????今年第四季度或者明年第一季度早期，我們就會宣布達成一些盈利可觀的協(xié)議。即使沒有這些交易，我們一年里也會增長一倍。至少對我們來說，以美元來衡量，我們的收入已經(jīng)相當可觀了。

????YouTube乃至整個互聯(lián)網(wǎng)通常都是采取短版。您已經(jīng)在長版方面獲得成功，為什么會成功？

????我認為，長版是有史以來第一次具備了可行性是因為帶寬，因為年輕人在互聯(lián)網(wǎng)或者移動或平板上可以消費電視那種長度的內(nèi)容。Y一代年輕人現(xiàn)在在網(wǎng)上可以消費整個電影內(nèi)容，所以20分鐘、30分鐘和40分鐘的長度也不會顯得太長。我們是在適當?shù)臅r候出現(xiàn)在適合的地方。

????并不是誰都喜歡您對新聞的做法。您在朝鮮拍攝丹尼斯?羅德曼的鏡頭招來一些人強烈的批評。那時候，您的網(wǎng)站聲稱“朝鮮與丹尼斯?羅德曼和Vice是朋友?！蹦趺椿貞?yīng)受到的那些批評？

????首先，與任何國家的任何一種對話都有好處，尤其是在遭到攻擊的時候。我沒有得到進入朝鮮的許可，因為我在朝鮮制作了兩部紀錄片，還有一部沒有在朝鮮拍，拍的是西伯利亞的奴隸勞工大本營，那些片子都受到朝鮮的嚴厲批評。Vice絲毫沒有隱瞞朝鮮政府對我們的批評。

????Yet, while a lot of people are successfully building audiences on YouTube, many complain that monetization is still pretty challenging – that it's digital pennies, compared with analog dollars. Machinima, which you mentioned, recently laid off 10% of its staff. Is the same not true for Vice?

????For us, we're lucky in that we work with some of the world's biggest brands, and our capacity to sell outstrips our capacity to scale. We do things differently. YouTube's monetization issues are no secret. But what you can do is start making innovative deals at the brand level. A lot of online content companies fail because they don't go directly to the brand, they don't make unique or creative monetization deals.

????What's an example of this?

????Look at the Creators Project [a channel focused on the intersection of art and technology]. We made a deal at the brand level (with Intel). We're going to make content that young people are going to enjoy, and it is going to help your brand. Then we make that content. We exploit that content. We have a TV show in China, we have mobile in India, we license it to TV in 23 countries in the world, we create a YouTube (GOOG) channel. It drives subscriptions, and it drives millions of video views. Intel (INTC) is happy because they are getting more ads at more scale globally. We get paid for the content before we ever put it on YouTube. Those are the types of deals that you have to make. Brands want scale. They want engagement. If you just wait for somebody else to make money for you, I don't believe that's going to happen.

????And you are able to keep the editorial independence?

????Absolutely. We don't do branded content. We do content that is sponsored by brands. And that's no different than TV or radio or magazines.

????Is Vice profitable?

????Very. We have a rule that everything that we do has to make money.

????We are growing at 100% a year without our big windfall deals that we are going to be announcing in Q4 or early Q1. We're getting quite big, for us at least, in the dollars sense.

????YouTube and online in general is typically short form. You've had success with longer content. Why?

????Long form, I believe, is (viable) for the first time ever, because of bandwidth, because of young people consuming TV-length content online or through mobile or tablets. Gen Y people now consume whole movies online, so 20 minutes, 30 minutes, 40 minutes isn't too long. We're in the right place at the right time.

????Not everyone is a fan of your approach to the news. You've been roundly criticized for filming Dennis Rodman in North Korea. Around that time, your site proclaimed that "North Korea has a friend in Dennis Rodman and Vice." What's your response to the criticism?

????First of all, any dialogue is good with any country especially if there's aggression. Look, I'm not allowed to go to North Korea because I did two documentaries in North Korea and one outside North Korea on the slave labor camps in Siberia that were harshly critical of the regime. Vice has made no secret of our criticism of the North Korean regime.