In the past few years, how to use the form of short video news reports, has become a traditional media to face a “must-answer” question. News media organizations at all levels have been stationed, and for a time, the media official on the short video platform has formed a new information dissemination matrix.
But the standardized threshold of video is much higher than graphics, even if the professional media and even radio and television media, after accessing the short video platform, there are still many lack of originality. As a result, unprofessional operations that do not label the source of the material, do not specify the time and place and other news elements have always existed. There are even practitioners bluntly pointed out that “some media short video number has become the porter of the wiping ball”.
Indeed, in the current ecology of short video content, the traditional media, which has long played the role of copyright owner, does not have much right to speak, MCN, KOL seems to be more handy, and more likely to be welcomed by users.
Therefore, although the head of the media is still a major producer of quality video content, but many of the traditional media with limited resources is faced with the homogenization of video content, lack of originality and other issues, they are not able to cope with the mobile Internet given the transformation of the proposition. This time, the media (ID: quanmeipai) simply sorted out the news information market, the role of supply and demand for content between institutions, trying to analyze the traditional media short video “hard to original” and other reasons for the phenomenon.
There is a gap in production capacity, there will be a flow of content.
In 1998, Sina.com launched its news business, and since then, the cooperation between web portals and news agencies has become a trend. Articles from newspapers and news agencies were distributed online by website editors, and an online media model characterized by large volume, speed and comprehensiveness entered the daily lives of millions of users.
According to public records, Sina.com has sought cooperation with traditional media in order to obtain more content. The first crab was the Beijing Evening News, which was signed on the premise of establishing a paid partnership; People’s Daily was the second media outlet to partner with Sina, and according to the then deputy editor-in-chief of Sina.com, Wen Jin, recalled, “The two of us had a copyright deal from the beginning, although we paid very little at the time.”
After that, major web portals started to cooperate with traditional media in “content packaging”. At that time, the traditional media were in their golden period and showed an open and tolerant attitude towards cooperation. As for the price of copyright, it varied depending on the awareness of both parties of the importance of copyright at the time, and some of them offered free licenses based on the exchange of resources.
In the course of development, the content cooperation between large web portals and traditional media has become more and more standardized, and the copyright issue has received more and more attention. A symbiotic relationship has been gradually formed: on the one hand, the traditional media provide strong content support to the emerging information platform; on the other hand, with the promulgation of the Regulations on the Protection of the Right to Disseminate Information Networks in July 2006, the price of copyright has increased significantly, and the income from content copyright has also become an important part of the revenue of traditional media.
However, while copyright cooperation is becoming more and more formal, some small-capital websites are still practicing the simple and brutal “bring it on” approach, without attribution, without attribution, and even with regard to the transported content, which is taken out of context and altered indiscriminately, these blatant infringements were once widespread. The problem continues to this day, although the optimization of the policy environment and the strengthening of industry norms, so that copyright disputes can be more effective in legal proceedings, but the problem does not solve from the root, UGC model, marketing number still exists, shuffling behavior also occurs from time to time.
In the media industry, there are differences and even a divide between different forms or levels of media in terms of information access, processing and dissemination. It is an immutable rule to align with good content, so the existence of these gaps makes the circulation of content a necessity.
However, some of the circulation is benign, such as online platforms with conditions to obtain the right to publish important content of traditional media through copyright purchasing and other methods; and some circulation is malignant, such as limited conditions but want to make quick profits to obtain traffic and attention through direct appropriation and other methods.
New content market, the absolute advantage of traditional media is weakening
Five years ago, a common phrase in the industry was “media convergence is the trend”. But today, no one is saying that anymore, because media convergence has become an urgent task in progress. Most of the newspapers and TV stations have opened new media departments, or they have sailed out to sea, or they have built their own platforms, putting their content on the Internet with great care to fill in the lost traffic of the old platforms and try to find a place in the new world.
In fact, since the beginning of the century, traditional media have been exploring extensively in the transition to new media, from the electronicization of newspapers and the establishment of their own websites to the “thumb media” MMS mobile newspaper. However, the content market does deserve the adjective “ever-changing”. Nowadays, PC news websites are becoming a tradition, and e-newspapers and MMS mobile newspapers have been in a formality for a long time. Nowadays, PC news websites are becoming more and more traditional, and e-newspapers and MMS mobile news have long been in the form of “two micro ends” and short videos.
In the mobile Internet, the creative force of the head of traditional media is still strong, with Xinhua News Agency, People’s Daily, CCTV as the representative of the central media and the Beijing News, Peng Peng News as the representative of the market-oriented media, is still the leader of the content industry.
But if you cover the entire media industry with a transformational observation perspective, for example covering the 1,851 newspapers still published in the country in 2019, the percentage of standouts appears very low. Many traditional media outlets that can’t afford to build their own channels remain stuck in the rut of simply moving content from newspaper or TV to mobile.
As a result, the overall content production gap in today’s media industry is narrowing. And internet platforms have found another partner in content – the vast number of netizens and the content creation agencies they comprise. Thousands of content creators are flocking to the Internet, institutionalized media operations are becoming the norm, and content production models such as UGC, PGC, OGC, and PUGC have matured.
Online platforms still need the content support of traditional media, but the choice is becoming more and more; and traditional media can provide less, the most typical is that, in the short video platform, the copyright king in the hands of a relatively single content, it is difficult to undertake short video users in addition to the news content needs.
To be a content mover, but also difficult to talk about
Gaps in the capacity of various aspects of content production give plenty of room and reason to sell or misappropriate content. The narrowing of the gap and even the interchange of roles have given birth to some new phenomena. Individual short video accounts of traditional media also ignore some rules in order to gain traffic and become bigger and stronger. For example, the proportion of original video is not high, most of the content is reprinted or transported online material after the second edit, and the existence of sensitive content without coding, reprinted content does not mark the source or deliberately blocking the original logo and other operational activities.
As in the past, some websites would encounter criticism for privately carrying professional media content, and if the dragon slaying teenager becomes an evil dragon, it will certainly be questioned in various ways. For some people, the news media’s short video accounts indulging in carrying material is also a classic case of commercialism converging to lead to professionalism leaving the scene.
But if placed under the difficult context of transition, this kind of disorderly attempt can be seen as part of the traditional media in the transition period of tricky groping. Many media in similar conditions and situations may follow suit, opting for this kind of “new media entrepreneurship” that is “grafted” on top of the traditional media structure. After all, the question of survival is on the horizon.
Compared to the transformation of text content, really do a good job of original news short video, is indeed a very difficult thing. Wang Aijun, deputy editor-in-chief of the Beijing News, said in an interview with MediaCorp, “It is a misconception that short video production threshold is low and easy to operate. From the perspective of the development of our video for more than three years, this threshold is actually very high, in terms of funding, personnel, mechanisms, dissemination, etc., are much more complicated than graphic production.”
Specifically.
1, large-scale financial support is the basic guarantee for the production of short news video original content. Short video business is needed in a good business environment within the incubation, equipment, shooting network, operations need to invest a lot of financial resources. For example, “our video” in three years to invest more than 100 million yuan of costs to set up the current team. Thus, short news video is not suitable for all market-oriented media, especially the traditional media has not yet escaped from operating difficulties.
2, formed into an editorial team is the core pillar of the original content of the production of short news video. Three people and two guns can make a short news video traffic number, but it is impossible to make an original number. An original news video account behind the need to have dozens of people or even hundreds of people behind the professional “shooters”, and require these “shooters” as a number of jobs, such as video journalists are needed to master the full range of skills: interviews, photography, aerial photography, editing and other work. Basically by one or two journalists “one-stop” finish.
3, the standardized operation of the mechanism is the production of short news video original content important support. The standardization of operation here does not mean that there is a set of finding a topic, turning material or shooting, editing, auditing, publishing the workflow, but refers to the ready-made melting media framework in the process from gathering and editing, business training, personnel scheduling, incentives to the business model can be synchronized transformation, and the formation of a standardized program to adapt to the flexibility, speed and efficiency of the short video creation. An influential news short video account or brand should be a natural fruit on the vine of the melting media transformation, rather than a “graft”.
In the media era, traditional media need to self iteration, the difficulty of which can be seen. Transformation is not brilliant enough, the pressure is huge; limited conditions, playing the ball, the pressure is equally huge.
Therefore, part of the institutional media in the short video circuit on the “porter” role, the probability will exist for some time, and even more media will choose such a way to communicate with users. When the conditions gradually mature, slowly catch up production capacity, standards began to unify, the media have a more macro vision of development, the situation may be improved.
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