The Exploration Of The Network Documentary Channel: Demassified, New Documents, And Omnimedia

Panda Channel has been so popular since the first day it appears on the Internet byexploring the daily life of panda with exclusive24-7live show, which created a veryimpressive new media cluster, meanwhile it also catches much attention within theindustry on this new topic. This article is trying to discuss on both integral and theoreticperspectives, and willing to explore how Chinese recent documentary industry couldimprove itself to increase advantages on the competition in international market, takingPanda Channel as a case study.This article is based on three different dimensions (audience position, contentconstriction, and channel marketing) to analyze the overall operation of Panda Channel.It is fair to conclude Panda Channel with the characteristics of demassified, newdocuments, and omnimedia, based on the online questionnaire and analysis of theprogram content.Firstly of all, the questionnaire presents, different than the traditional documentaryaudience, Panda Channel has a demassified audience group, which mainly focused withfemale, uneducated and young audiences, which demonstrates the demassifiedcommunication trend in the documentary industry.Moreover, this article has analyzed the detailed content construction based on themodule arrangement and program broadcasting. Combined with the realistic theory oftraditional documentary, this article presents the idea of new documents. It is fair tobelieve that the immediate pattern of document, the fragmentation of production and thetargeted theme manifestation have enriched the theory of documentary, meanwhile it iswealth to be researched deeply in the industry.On the marketing perspective, Panda Channel has been built on an omnimediaplatform, which combined with the sophisticated communication and the idea of branded “national album”, therefore it is easier to create special personality within ashort period and gain enough social influence.At last, the article has discussed the sustainability of Panda Channel base onchannel content, branding and customer experience and conclude with some possiblesuggestions.