Ryder harnesses Web to boost his career

— -- WWE wrestler Zack Ryder is the self-proclaimed "Internet Champion of the World," thanks to the success of his YouTube Z! True Long Island Story videos. Created to lobby WWE to give him more TV airtime, the gamble paid off with a vocal fan base, 11 million online views and attention from the front office, which now features him more regularly on its USA Network WWE Raw TV shows.

Friday, Ryder's web show moves to WWE's revamped YouTube channel, part of the Google owned company's $100 million gamble to beef up original programming. The show features Ryder making silly jokes and talking to the camera about his life, as well as behind-the-scenes footage from wrestling arenas.

We met with up with Ryder, whose real name is Matthew Cardona, during rehearsals for a WWE Live event in Anaheim, Calif. Among the things we discussed were YouTube, his gear, and his "Woo, woo, woo" and "Broski" catchphrases.

Why the web show

"I realized I wasn't going anywhere in the WWE, and if I was going to go out, I was going to go out swinging. I was saying some risky things about the company and why I wasn't on TV. I thought, this will either get me noticed and back on TV or get me fired. It was a risk I was willing to take. A year later, it saved my career. It's unbelievable."

Internet Champion of the World?

"It started as a joke. I wasn't on TV, I couldn't compete for a real championship, so I made a toy title belt. Eventually I paid $1,600 for a real leather belt, and now I'm the Internet Champion!"

ZLI Gear

He shoots on a Flip compact video camera, a product killed off by Cisco last year, and edits back home in New York on an iMac desktop computer. He prefers the big computer to a laptop for video editing. "I tried it on a MacBook, but it was too small."

Besides the Flip, he travels with an iPhone and iPad. He would love to make the video show on his iPad, but with no USB port there's no easy way to get his Flip footage in there, he says. "It would be so convenient."

His shtick

When he enters arenas to compete, he struts out holding his Flip camera and filming the audience, who respond by holding up "Broski" and "Woo woo woo" signs.

The catchphrases are such a part of his act that he sports a "Broski" T-shirt during the interview. On the back is a QR code that when viewed on smartphones takes you directly to his videos. WWE now sells Broski T-shirts and headbands at the shows.

The costs of the ZLI

He figures $10,000 to $15,000 yearly. "I'm constantly buying things. I did a thing where I took my sunglasses and threw it at the camera,and it broke my camera. You never know what costs are going to pop up, but it's all worth it."

Advice

"Embrace the audience. They really help out. I found a guy who makes my logos. I've never met him. We just talk through Twitter and he just sends them over. The power of the Internet is amazing."

His work week

"I spend every moment thinking about the show, and at least 10 hours per week on production and editing. I'm making them in my living room, and trying really hard. But it's worth it."