A few days ago, the provincial propaganda made a selection of "I do practical things for the masses and integrate media works for the exhibition and broadcast", and I was invited to serve as a judge.
When I spoke, I said that the themes are good and the orientation is very good, but as a media integration work, most of the communication effects are definitely average. Because they are not very attractive, and at first glance, like the products produced by traditional media people, they are not attractive.
Among them, there is a short video of "love relay, slow-selling watermelon sold 40,000 pounds in four days" but suddenly attracted people's eyes, although the production appeared rough, but at the beginning the lens picture attracted people.
In the era of short videos, it is not attractive at the beginning, it is difficult to leave traces, it may be a stroke, no one wants to wait for you to finish telling the truth, and then listen to you tell the story.
I say that many of the works in the selection look like the works made by traditional media people, because our creators have not yet left the stable "5 W one H" news gathering and editing model, and the products produced also leave traces of traditional media everywhere, and it is difficult to find the "breaking point" of the news, and it is difficult to find the point of dissemination. Now that the audience is facing an explosion of information every day, and the information you post does not even attract his instantaneous attention, how can he be interested in your back?
In particular, the reports planned by this kind of theme must have "points" to attract attention. Pay more attention to keywords, key pictures, key shots, key words, key people, key events in the media... If the key "content" is not prominent, you will not be able to win the audience, and of course you will not be able to spread. Works that cannot be disseminated are difficult to become good works in the era of integrated media.
In addition to the correct orientation, whether it can be effectively disseminated should become an important criterion for new media and good works of media integration. And pay special attention to the spread of mobile terminals. And mobile live broadcasting should become an important form of integrated media products.
So, although that "watermelon" work is a bit rough, I still recommend giving it an award to encourage such work. Because it knows better what is easier to spread.
Two days ago, our channel City 2 live broadcast, 6 hours of long live broadcast of the two-year-old girl who was pierced by the glass eye emergency, from receiving the hotline to contacting the traffic police, contacting the hospital, to touching millions of netizens, to the doctor being praised, to the enthusiastic audience to send blessings to the hospital door... This is called media communication. I praise our team that can fight a hard battle, which is the "classic case of mobile live broadcasting".
The dismantling of our "fake Jin Dong incident", our "waiting for the 89-year-old grandmother of the Red Army brother... All because of the media communication, it was on the respective hot search lists of the day. If we rely only on television specials, it is impossible for television reports to achieve such a communication effect.
And when we catch the most valuable communication points in the story, these communications are successful. What is the point, the point is - straight to the heart.
Remember, the point that strikes people's hearts is not only touching, but also excitement, and even vibration.