Production and Packaging of Content by TV-Broadcasters of General Interest and Entertainment Purpose on the Internet

For citation: Shatskaya A.D. (2019) Proizvodstvo i «upakovka» kontenta televeshchatelyami obshchego interesa i razvlekatel'noy tematiki v Internete [Production and Packaging of Content by TV-Broadcasters of General Interest and Entertainment Purpose on the Internet]. Mediaskop3. (in Russian). Available at: http://www.mediascope.ru/2566

DOI: 10.30547/mediascope.3.2019.5

© Alexandra D. Shatskaya

PhD courses alumnus, Faculty of Journalism, Lomonosov Moscow State University; Specialist in the Analysis department of the State Public Institution 'Infogorod' (Moscow, Russia), Av9055127568@gmail.com

Abstract

Internet video consumption is the fastest growing media market nowadays that is resulted in the loss of audience by traditional media like television, radio, and press. In an effort to maintain the size of the audience, Russian broadcasters are switching to digital format. The goal of this research is to study the production and adaptation of the content for digital distribution by Russian broadcasters as a part of their digital strategy. Therefore, we set the following subgoals: find out what type of content is preferable for internet distribution and why; learn how broadcasters adapt traditional video content for digital platforms; discover if special formats for digital are being produced by broadcasters; identify if there is any relation between the genre of a program and its content adaptation strategy. We studied two groups of Russian television channels and found out that the short-form type of content is the most common type of adaptation for television programs of almost all kinds, except drama series and feature films. The results also showed that an adaptation strategy for a content is based on content genre, rather than on a channel type.

Keywords: broadcaster's online strategy, content adaptation for digital distribution.

Notes

Aktualizatsiya Kontseptsii razvitiya Mediakommunikatsionnoy otrasli Rossii do 2025 goda  [Actualization of the Development Concept of the Media Communication Industry in Russia until 2025]. Moscow: RIW, 2016. Available at: http://np-mks.com/strategy/mks_koncepciya_razvitiya_otrasli_riw_16.pdf

Doklad Online Video Forecasts 2018 («Onlayn-video prognoz 2018») agentstva «Zenit» [Report Online Video Forecasts 2018 by the Agency 'Zenit']. Available at: https://www.zenithmedia.com/online-video-viewing-to-exceed-an-hour-a-day-in-2018/

Krupneyshie rossiyskie kanaly teryayut zriteley [Russian Leading Channels Loosing Viewers]. Vedomosti, 2016, January 22. Available at: https://www.vedomosti.ru/technology/articles/2016/01/22/625025-krupneishie-kanaliteryayut

Perspektivy platnykh i reklamnykh modeley dlya VOD. Konferentsiya Connected Future, 23 marta 2016 [Perspectives of Toll and Advertising Models for VOD. Conference Connected Future, March 23, 2016]. Available at: https://www.youtube.com/watch?v=HoK-McVehXA

Televizionnyy rynok Video on Demand v Rossii. Issledovanie KVG Research [Television Market Video on Demand in Russia. KVG Research]. Available at: https://rm.coe.int/1680783542

Tendentsii potrebleniya novostey v 2017 godu. 2017. Iyul', 11. Tsentr sotsial'nykh i mediynykh issledovaniy [Trends of News Consumption in 2017. July, 11. Center of Social and Media Research]. Available at:  https://research.ria.ru/technology/20170711/918730320.html

Why Netflix and Amazon Are Experimenting with the Short-Form Programming. Digitaday UK, April 27, 2018. Available at: https://digiday.com/media/the-streaming-giants-are-experimenting-with-short-form-but-dont-call-it-a-gold-rush/

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