CCTV Short Video "Anchor Talking Lianbo" Content Production Research Report

In the era of rapid development of new media,the transformation and integration of traditional media is urgent.In the path of media fusion,it is the consensus of many traditional media to make full use of the advantages of traditional media's own resources,while striving to follow the characteristics of new media platforms and expressions,and strive to achieve deeper and fuller changes.In recent years,short videos have sprung up in the field of new media.Its huge traffic,especially the extensive coverage of young people,has attracted traditional media to see it as an important direction for media convergence.Major mainstream media have entered the short video platform.On the one hand,they consciously or unconsciously display the strong genetic characteristics of the mother,on the other hand,they strive to gain traffic through form innovation.Some of the public names and products that have been born typically reflect media convergence.The characteristics and trends have higher research value.CCTV(hereinafter referred to as CCTV)as one of the typical representatives of traditional mainstream media,its media integration measures have always attracted much attention.The CCTV gold medal program "News Broadcasting"has been broadcasting for 42 years since it was officially launched on January 1,1978.From black and white recording to high-definition live broadcasting,from traditional TV stations to social media,from TV news to short videos,the great changes of the times are all confirmed in this TV news program.The short video show "Anchor Talking Hookup",which was born in July 2019,is a new media extension product of the "News Hookup" show.It interprets the content broadcasted in the "Newscast" program through the personalized perspective of the host of "Newscast" and puts it on the new media platform in the form of short videos.It not only carries the value judgment and brand attributes of CCTV,but also makes full use of Different from traditional TV programs,the transmission methods and methods of transmission,their innovative attempts and transmission effects have a strong reference significance for the integration and development of traditional media.This article selects CCTV's short video program "Anchor Talking Hookup"as the main research object,and uses research reports to explore how CCTV,as a mainstream media,uses its brand effect and high-quality content to accelerate media convergence.On the basis of collating and studying related literature and theoretical research results,this article has conducted in-depth research on the CCTV short video "Anchor Talking Hookup" program group,and has 1 program anchor,2 main editors,2 Sina Weibo editors,Two photographers and post-producers,and one Douyin staff member conducted in-depth interviews to fully understand the creative concept,workflow and content production mechanism of the current anchor talk sim as a short video program.At the same time,the video samples of "Anchor Talking Hookup" from July 29,2019 to December 31,2019 were selected,and the short video materials of Douyin,Kuaishou,Sina Weibo,and WeChat platforms on this period were added.Quantitative coding and statistical analysis,from the current status and development of media integration,short video development status,"cast anchor simulcast" short video program content production analysis,etc.,forming the following chapters of this article:The first chapter is the introduction,starting with the research background,research significance,research status and research methods.The second chapter is an analysis of the current situation of CCTV media integration,which is stated from the two aspects of the CCTV media integration platform and product strategy.The third chapter starts with the concept of short video,analyzes the positioning and development status of the CCTV short video program "Anchor Talking Hookup",and formulates research plans.The fourth chapter is the focus of this article.The content analysis method and in-depth interview method are used to understand the data of "Anchor Talking Hookup".Based on this,the content production mechanism,theme type,copywriting characteristics,and host style are analyzed."Anchor Talking Hookup" conducted a content analysis,and then interpreted the program's fusion form.The fifth chapter is based on the analysis of the current status of Anchor Hookup,from the aspects of content quality,audience structure,communication channels,product life,etc.,the direction of improvement of the program is proposed,and the experience summary of Anchor Hookup is summarized.Extend to provide reference ideas for media integration of other mainstream media.