Research On The Creation Of Omnimedia Content Of Broadcasting Programs

2018 is the 40th anniversary of the reform and opening up,the 38 th anniversary of the establishment of the Shenzhen Special Economic Zone,and the 10 th anniversary since the concept of omnimedia has been proposed.Practice goes along with the Reform.As the window of reform and opening up,Shenzhen has come up with the case planning of “ New Shenzhenese——Wish the Shenzhen Special Economic Zone a happy 38 th birthday”,which is a new attempt for omnimedia broadcasting.Broadcasting was once popular among each and every household and regarded as a necessary tool.Nowadays,however,people are getting information through an increasing number of approaches,and broadcasting is constantly seeking new directions of development.Media integration has entered the deep water area with the following urgent problem to be solved: Nowadays,how can we take advantage of new media while making use of the characteristics of broadcasting itself to make the broadcast a new vitality.This article is based on the broadcasting omnimedia innovation practice of the author's graduation design work: “ New Shenzhenese——Wish the Shenzhen Special Economic Zone a happy 38 th birthday ”.Alongside with omnimedia broadcasting cases since 2010,as well as this case schemed by the author herself,this paper analyzes the omnimedia planning ideas of broadcasting and its content production.This paper is divided into five parts.The first part is to tease out the omnimedia broadcasting development,theoretical exploration,and practical experience,sum up the experience,and define the concepts.The second part is the planning of omnimedia broadcasting.Starting from the planning of the broadcasting program itself,combined with various modes of participation practices such as pictures,videos,WeChat Official Accounts,live broadcasts,short video platforms,etc.,it conducts the omnimedia planning so as to provide a practical direction for broadcasting omnimedia.The third part expounds the characteristics of broadcasting in the era of omnimedia: concomitant,fragmentation and mutual-dimensionalization etc.,and explains how to make use of them to bring the superiority of broadcasting into full play,so as to adapt to the convergence trend of the media.The forth part concentrates on the things that should be paid special attention to while making an broadcasting omnimedia program as well as those that should be avoided,thus to achieve favorable practice results.For the last part,it summarizes the problems of serious homogenization and lack of talents within the current omnimedia practices according to the author's experiences and the scholar's articles,and besides put forward feasible development strategies for the presented problems.