Jobs: Nikita Belogolovtsev, head in the direction of storytelling "Yandex. Zen "

"A man with messy unknown name for itself, and I for the whole family": the work on television and the father

- You studied at the Faculty of International Journalism at MGIMO, and then worked for several years on television. How did you lead?

- I was born in the actor's family, so that the flame lights up the camera never led me into a panic thrill, and the TV did not seem something mysterious.

At first I was in secondary school there and arranged performances and presentation. In ninth grade, I was transferred to theater and music school "Class-Center", where in addition to the standard items in the program include acting skills, stage speech and play for at least one musical instrument. Here I learned how to soberly assess what I can do and, more importantly, can not do.

When you play on the same stage with really talented people, who after a few years will become famous actors and musicians, you know that is not so beautiful as you thought. That's why I did not go to drama or music college and chose the faculty of international journalism.

While studying at the university, I was invited to lead the program "Conversation with no rules" to "O2TV" channel. It happened quite by accident: there working girl who studied with me at the same school. She remembered that I was a smart guy and I can swing your arms, so offered my candidacy. Thus began my career as a leading, I went to watch broadcast two days after I was admitted. Then I led more about 10 programs on different television and radio channels. I was lucky to cool the transmission, so do not be ashamed to remember.

- What is the steep and difficult leading to the profession?

- While working in the shot you are in a state of absolute euphoria: doing something cool and feel it all over. If the person is retired from the profession and says he does not miss, it is most likely lying.

But every day to work in the linear broadcast, when to say very often, and a lot - hard. During the first month end with all the funny stories from his own life, and for the second - all funny incidents and anecdotes from friends. Unfortunately, this does not negate the fact that you still need to come to work every day for four hours something to tell.

- I can not mention your father - a famous actor, comedian and TV presenter Sergei Belogolovtsev. Responsibility for the name pressed on you while working?

- Very much. When something turns out everything firmly: "Yes, of course, is the son Belogolovtsev". But when you're wrong, it's, of course, is that nature is resting on the children. In general, if a person with unknown name messy for itself, I mess for the whole family.

However, to this quite quickly get used to. Of course, the success of his father anyway helped: people that Dad worked or simply crossed by life, a priori treated me better. And some just having fun, they will have to work Belogolovtsev. On the one hand, I have earned the right to say that my career in radio and television - the fruit of their own efforts only. But at the same time it is foolish to deny that little merit in this name still is.

- You are often compared with his father?

- is quite rare, because we do different things: the Pope - a brilliant actor, and I like to speculate. Roleplaying, an emotion or a grimace, which depart from his father as much as possible organically, always gave me harder. I chose the one that suits me more: reflections, analysis, conversations with guests. I think if my name was White, not Belogolovtsev, it would be about zero reason to compare us.

- Why are you still left with the TV?

- I can not say that I just got up and left. So there were circumstances: most of the projects on television over and new ones have not appeared. A space where every second was not necessary to conclude compromise with itself, narrowed, so that almost no channels on which I would be comfortable. Wherever it was fine, I have either worked or did not even want to start. I realized that I need to move on, because behind the family, children and the apartment. So I led the online media about the education and training "Mel".

"The publication grew, and I with him": the work in the "Mel" and management

- Why does the position of chief editor offered it to you?

- I saw a job, sent on her resume, and then there was absolute magic. I still do not understand where investors have found at least one good reason to believe in me and start cooperation. At that time I did not have any experience in didzhitalnyh media - I just conducted a funny account on Twitter, and another was a clever and quick-witted. I was hired in July 2015 and the project started in two months. From that moment began a pretty big chapter in my life, which I am very proud.

- The theme of education and training really worried about you?

- Of course, I came up with some beautiful legends, why all this is incredibly interested in me, but then I thought really only what you need To find a job. Glavredstvo seem unexpected, but at the same time a great opportunity to restart his career and try his hand at something new. During one of the first discussions of the project investor he said: "Well, a good guy, but in the formation of you do not understand." It was the absolute truth, so at the beginning of the work I stuffed bumps as media manager, and in parallel with this and still trying to close the gaps in knowledge of the subject.

At first, I was the only editor in chief and was responsible for the text, and then began to study more and the product: thought through what should be a website in terms of interface and services, as well as added to the concept of user blogs.

After a while, I was appointed as the project manager. We quickly developed: the publication grew, and I with him. It was the first experience when I worked to focus almost three years of my life on something one.

- The faculty of journalism do not learn to manage staff and be a leader. How did you learn the basics of management team?

- It was not my first experience of managing a small team of: before I directed a couple of programs on television, two sports editorial offices and one socio-political to "O2TV" channel. Despite this, "Mele" I stuffed a lot of bumps. I had to seriously work on his own temperament, habits and style of communication with subordinates. I became a patient, he began with great understanding towards people learned delegate and do not blame the staff when you need them the impossible.

For three years, "Mel" has become a large, cool and recognizable media, where about children and parents say human being: not 'godovasik - a ray of light, "and in the case and the language to which we are accustomed in" Afisha "Meduza and Sports.ru.

- Why are you still left the "Mel"?

- We are a powerful and fast-growing, not noticing the contradictions, complexities and banal fatigue. After the first stage of development of the team over, edition appeared in a situation when they could not move forward as effectively. We decided that we need to rebuild the team to review the plans for the future and understand that it is better to do it in a different configuration management.

I can not say that it was easy decision because "Mel" - a project to which I am infinitely proud of, as well as a team, which I still love. Say goodbye to all of this was incredibly difficult. Perhaps a month after leaving, I just came to himself and collected his thoughts. After a time, I honestly asked myself: "Nikitos, and do you see yourself in 5 or 10 years?". Hand on heart, I was not ready to say that in 40 years I see myself head to the site "Mel". Perhaps this separation in one form or another all the same would happen.

"Touched people now increasingly difficult": the work in the "Yandex" and good stories

- How did you get in the "Yandex. Zen "?

- I crossed with the team even during my work in the "Mela": I was called to conduct quarterly activities "Zen-Friday." When I resigned from the editorial board, and again began to look for work, then he turned to friends in "Zen" and asked with whom you need to talk about work in the giant Russian Internet Corporation. I was told that I was talking to the right people - so I got a job in a company.

- Now you lead the direction of storytelling in "Yandex. Zen. " What exactly do you do?

- "Zen" is increasingly strengthened in the status of not just algorithmic tape, but the site content, so my experience was useful. We now have approximately 18,000 authors, and we are working hard to make them became even more, and they tell their compelling stories in "Zen".

In addition, I was engaged in the launch of "Nirvana" - a program of the priority ranking of the creators of quality content. The authors, brands and media, who respect their readers, are invested in their own image and Productions, thanks to our system appear in the tapes much more often. Now the "Nirvana" works fine and does not require constant attention, so most of my work is aimed at developing commercial content in the "Zen." We want advertisers to meet the challenges of their business with the help of content. Our main goal now - to learn to do native advertising, Which can be put on the conveyor, and which will bring measurable benefits to the client.

guys Recently channel "MTS / Media" wrote the text of the application, allowing free to watch 20 channels "MTS TV», and we promoted it in the streams by offering immediately go to the store and download product. The advertising campaign was less than two weeks and showed excellent results: more than a million people saw the branded message, and 12,000 of them installed the app for 20 rubles.

- Not everyone understands how the system works. Why some people are publications fall into the tape and collect millions of hits with "Zen" and the other - no?

- "Zen" takes into account in its ranking a huge number of factors. First of all our algorithms try to understand what topics and formats are really interesting to the user. We evaluate a number of factors: The History Channel and its subscribers, the attractiveness of a particular title and the cover, the percentage of dochityvany and time spent on viewing the publication as well as huskies, comments, and other signals of the reader interest.

We even have a philosophy of healthy content iqea, which stands for "interesting, high quality, expected and avtorotsentrichnost". The last two points are particularly important. If out of 10 times we promahnomsya at least once, the user is required to remember our mistake and ask what kind of nonsense we showed him. Therefore, in the tape should appear only those materials that people expect to see.

In addition, it is important to create an environment in which even the most unusual author can find its audience. For example, Andrew Ratnikov He writes in "Zen" about plumbing, water supply and sewerage. His blog is read by nearly half a million people a month.

- What is the secret of all successful stories and learn how to tell them?

- There are two kinds deceivers: Some have left the TV and say they do not regret, but others say that know exactly how to tell and write stories.

I would start from the fact that people consume content, based on three basic motives. The first of them - the curiosity that is the nature. Mobile broadband allows you to meet him 24 hours a day.

The second - the practical benefits. We love to consume useful content or one that pretends to be so. It is unlikely that a person after reading the material on the nine exercises that will lead him in good physical shape, immediately run to deal with. But he had a feeling that he had learned something useful.

Last motif - emotions. We strongly petrified in a huge information flow, so that people now move increasingly difficult. When the content is strong emotion - anger, happiness, jealousy, nostalgia or repulsion - we want to take it further. We look at hang gliderWhich he crashed into a tree and came to the hospital with a snag in the chest, close the material and exclaim: "Oh the horror!" And two minutes later again open this tab, because the story is strong emotion.

Any good stories should be at least one of three motives. If you can combine the two - the text can get incredible, and if all three - just the greatest.

- Tell us about the team that makes the "Yandex. Zen. "

- The "Zen" I became a part of the commercial team. If a journalist and frontend developer intersect almost never in the old school edition, the "Yandex" the system more flexible. All decisions in the company receives a large number of people who learn from each other, communicates, and sometimes arguing.

Time employee of "Yandex" highly structured, because in addition to the personal problems you have also a large number of appointments in advance. The "Zen" every action depends on the collaboration of so many people, so the idea was born in one part of the team in the end can be implemented entirely in another. "Yandex" - a complex organism, but I really like the fact that, despite the large structural, the company retained the spirit of creativity, freedom and development.

We are almost always looking for someone in the team because we grow fast. Most often need people with technical backgrounds. In any case vacancies you can always look at website.

- How does your workplace?

- Actually, I'm terribly unpretentious. My workplace consists of a table, on which I put a computer, and a few old pieces of paper, which I forgot to throw away. We are talking to you on the last day prior to our move to a new office. Today felt a revival: Colleagues They packed their belongings into boxes, and I did not pick up anything. I think the changes I did not notice. Everything with which I work, is in the computer, and everything that can distract me - there.

I like that in the office there is a wall on which to paint markers - I do not know whether it was possible to come up with something more useful than that. Yet we have a lot peregovorok, because an important part of the corporate culture of "Yandex" - the discussion, talk about a product and reflection of what we are doing.

My working day looks like this: I come, take out the computer, I start to do something, and then periodically move from one to another peregovorki where important issues are discussed and draw markers on walls. At lunch I go to the kitchen and eat some delicious lunch and come back to his place. And sometimes I remain operates direct problem there, because you can always enjoy a coffee and a bite to eat anything.

- What tasks are now in your diary?

- I record the case of different levels, so they accumulate a lot of crazy. For example, right now waiting for the decision of the problem 33. This, of course, a wild figure of personal inefficiency. Sometimes I find myself thinking that brazenly prokrastiniruyu, suffering the same problem in the 17-th time, although I understand that it will still need to be addressed.

Periodically I try some apps for the organization itself, but a couple of days I understand that I spend too much time trying to force yourself to follow some rules. The best motivator for me remains a personal responsibility: I must do something, because I do not make just can not.

- And what do you do in your free time?

- I have a rare or pronounced hobbies: I do not go on a fishing trip and do not collect marble crocodiles. I think if it was possible to formulate the main thing that I was missing in my life, then a couple of hours to communicate with family, I would have definitely said, because growing children - it's so cool! Sometimes sad that your child will never again be four, it will not remain the same and a little funny. You can, of course, constantly reproduce four-year children, but this life hacking have reasonable limits.

Our main family love - travel. Together with the children we visited Germany, France, Italy, Switzerland, Luxembourg, Spain and many more countries. Recently, toured the cities of the Golden Ring of Russia - still in the snow, very beautiful. A few days ago for the first time in a long time my wife and I fly a vacation without children. In the near future will increase our family, so we decided that we needed to use the last chance to hit the road somewhere together.

Layfhakerstvo from Nikita Belogolovtsev

books

In general, the question about the book is always baffled. Perhaps because there is always the temptation to answer the most pathetic. Or maybe because I read much less than it would cost.

I, like many today, sin that often muse on native advertising, though not so good to know the most common. Therefore, a delay of a few years, read "Ogilvy on Advertising"And what you suggest - it is possible even without a delay.

For a long time going with the spirit, and then I read "Jerusalem"Simon Montefiore. Monumental, yet incredibly exciting book. Description of the assault on the city troops of Titus reread three times.

I believe the Bible from the perspective of universal storytelling enormously underestimated. Published by most - and with a huge margin - book in the history of mankind. At least so it makes sense to pay attention to it.

Movies and Series

I've got quite a pop and chaotic taste. I love the classic westerns - watched over and over again in different sequences. And still I remember almost all the series "House". And yes, perhaps he inspires me.

I watched almost all American sports film"Moneyball," "Coach Carter," "Remember the Titans" and other films. It's right, my personal pain that Russian sports movie is... is what there is, in general.

Lectures and podcasts

The lectures and podcasts, I somehow did not work out. But I can recommend one not running project in which I was lucky to participate. He called "ProScience Theater». There came the leading Russian scientists, and I helped as much as their stories become infotainment, rather than lecture. Looked, though, now that there two hours each lecture, but I was in an incredibly interesting.

Telegram-channels

From a professional point of view, read Telegram is very helpful, because now everything can be useful to keep in one place. After stripping solo at the end of last year and beginning of this leave here these channels:

• «We Jo"- a classic from Sasha Amzin.
• «Rodislav Skryabov"- it makes sense to read at least because of the name Rodislav.
• «Kitchen "Yandex. zen ""- everything you ever wanted to know but were afraid to ask about China (and much more interesting!).
• «Mediaborsch!"- everything you ever wanted to know but were afraid to ask Facebook (And much more interesting!).

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