The Research On The Development Path Of The Newspapers’ Videos

As the increasingly diversified media forms, the survival of the state of traditional media has changed dramatically. As the traditional print media, newspapers has lost the advantage gradually. Faced with the strong impact of the Internet, newspapers has expanded exploration of new media products in the context of media convergence, trying to introduce new elements to the single presentation of newspapers. As a result, more and more newspapers launched its’ online video businesses, developing from the transformation of the individual media photographers to the whole team building, from the early "superficial" for large-scale deployment practices, and tried to produce audio and video programmes.In this paper, it takes the “Nandu video” as an example which is produced by " Southern Metropolis Daily", constructs the model basing on Lasswell’s mass communication "5W Model",uses competitive strategy, "uses and gratifications" 、media business theory and so on, analysis the status of “Nandu Video " from the audience analysis, content strategy, communication channels and dissemination of results and other point of view, adding the demographics data analysis on its’ program hits、platform spread degree conduct and audience, to explore the plight“Nandu Video" was facing. This paper try to make recommendations for the future prospects of the development of newspapers video from the target concentration, audience interaction, social product, and marketing intervention in four directions, in order to provide some reference value to our existing practices of newspapers video.