The Research On Content Production Of Rednet’s Video Program

The online video in essence belongs to the content industry,"Content is King" tothe media development principles also apply to the development of network videoprogram, with the enrichment of content, The online video has become a mainstreammedia, gradually to the development on track. As the focus of the hunan provincialgovernment news website, Rednet established the Video and Audio channel in2001,as a vanguard in online audio-visual fashion with its advanced technology. However,the rapid development of the mainstream video website is putting greater pressure onRednet’s program,Rednet is facing difficulties and challenges now.This paper tries to argue that Rednet’s video program content products aredivided into the original content products,content reproduced products and contentintegration products in three categories,Rednet’s video production was shared by itsown professional team and other online media. Independent professional productionand online repost constitutes its production methods, and the production processcontains entire and standard independent production and editing of the searched andreposted, followed by the analysis into the production environment with respect to thepolicy, platform, culture, technology and locality and a reflection of Rednet’s dualproduction methods including the one focused on independent production and theother on combination of production and business development. At present it focusedon independent production, with the reprint as a complementation. Rednet has beenacting as the vanguard for years, with its strong political connotation as the Party’smessenger.However, With the development and constant practice.Number of problemsexisted. In terms of its factors, the Rednet lacks the innovation in its vulgarizedcontent, which ignores the user’s preferences,production technology backward andproduction system are rigid and closed. To produce what the users demand, the keylies in balancing the production structure, energizing the creativity and productivityof the Rednet’s content generation, strengthening its selectivity, standardizing theproduction, enhance the user experience, optimize the production environment toimprove the production efficiency and innovation and production system to realize thepluralistic development. Also a revolutionized production method and animprovement on users’experience are emphasized in order to serve them with morequalified service of the Rednet’s video programs.