There was Brut in 2016. Then Loopsider in 2018. Since Monday, there is also Neo.
A new video medium, imagined by the journalist and television producer on M6 Bernard de La Villardière.
It is distributed on all social networks, from Facebook to Instagram via Twitter, LinkedIn or YouTube.
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Pastilles filmed for a few minutes, images with overlay of texts, interviews facing the camera: on the form, Neo looks like its two competitors.
Not in substance, however.
"We are a media of proximity, of territories, committed to the artisans, peasants, business leaders who make up France today
," explains the presenter of “Enquête exclusive” on M6.
Neo is a positive medium, far from the ideologies which deconstruct and try to make France and the French feel guilty.
On the contrary, we want them to find something in common and a little pride. ”
Promote nuance
Nuns “queens of cheese” in the Dordogne, interviews with personalities like Carla Bruni and astronaut Jean-François Clervoye, topics around “vegan products, really healthy?”… This new media plans to publish every day between four and six videos.
Some related to hot news, others more magazine.
“Our goal is to target both young and older generations.
We will therefore talk about current events but also about the France of Jean-Pierre Pernaut, that of “Roots and Wings”. ”
Would he ignore a video like that of Loopsider, showing a music producer, beaten by police officers in the entrance of a music studio in Paris?
“If we had had this video, we would have released it.
But by contextualizing it more.
And without turning it into a political weapon.
We do neither propaganda nor politics ”,
assures Bertrand de La Villardière
.
Our goal is to target both young and older generations.
We will talk about current events but also about the France of Jean-Pierre Pernaut, that of “Roots and Wings”.
Bernard de La Villardière, co-founder of Neo.
He carries this new medium with producer Stéphane Simon
- co-founder with Michel Onfray of the sovereignist magazine
Front populaire
- and investment banker Sami Biasoni, also contributor to the conservative monthly
Causeur
.
“We have no political orientation.
Neo wants to be the medium of nuance and complexity.
We are in the France of reality, ”he
insists.
To bet on a
"positive and benevolent"
treatment
of information is not an easy bet.
On social networks, the most viral content is above all the most divisive.
"The debate has been replaced by permanent aggressiveness, but we are betting that people also come to social networks to reassure themselves."
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Brut: "We are not here to please the 'yellow vests'"
For the moment, its editorial staff has a dozen journalists.
"We could also work either in partnership or in white label with the regional press"
, indicates the journalist.
Neo will rely on an editorial committee already made up of Franz-Olivier Giesbert (editorial director of
La Provence
), Christine Goguet (director of patronage and partnerships at the Center des monuments nationaux) and Hubert Coudurier (director of information for Le
Télégramme
) .
The media raised 1.55 million euros, mainly
"from small shareholders"
.
Among them, Olivier Roux, vice-president of GL Events, or François, the brother of Bernard de La Villardière.
It will finance itself through advertising - an advertising partnership with the M6 group has been established - and especially the creation of content for brands, like what its competitors are already offering Brut and Loopsider.
Like them, they target several million subscribers.