Depth, breadth and sharpness empower the product, how can the "minority party" of Yangcheng Evening News leverage the "majority"?
In recent years, with the development of the Internet public opinion field, culture and entertainment, as the most basic type of social needs, has seen exponential growth compared with the past with the rapid development momentum and the richness of the user link field. In this context, entertainment reporters only focus on celebrity gossip and the current situation of the industry, which has obviously lagged behind the development of business formats and the needs of the public. They must strive to broaden their horizons, focus on social hotspots from the perspective of entertainment, and play the role of "social observer" and "public opinion guide".
March 21, 2022 A10 version
A few parties – cross-border comments on the national football team, is Gong Hanlin qualified?
"A Few Parties" Audio Program
"Minority Party" has three sub-columns: "Strange Knowledge Increase", "Forensics Department" and "Relativity", with the purpose of "not necessarily absolutely correct, not guaranteed to please you". At the same time, the content is refined, and the products are empowered by "depth", "sharpness" and "breadth". Through long-term practice, the column starts from striving for "the majority of the minority" (see previous tweets for details: not necessarily absolutely correct, not guaranteed to please you, Yangwan Yuantang "Minority Party": "Explore new entertainment spaces other than visualization"), and gradually advances to strive for "the majority outside the minority" while standing on the "minority". The column jumped out of the stereotype of entertainment reporting only focusing on star news and gossip, and explored some ways on the road of socialization of entertainment news.
Do a good job in "depth" and "forensics department" and convince the "majority" with ideas
The "Forensics Department" was born out of the "Tasting" version operated by the Entertainment News Department for many years. Under the old model, most of the column articles were professionally "critical" of the works, and the splashes caused were mainly within the industry.
Some comments on the "Forensics Department" column
In the new way of thinking, the commentary adds a focus on the realistic issues in the work, and looks at movies, TV series, variety shows, dramas, and music works from a deeper perspective.
2021 domestic film word-of-mouth champion "Lion Boy"
For example, "Lion Boy": The annual domestic film word-of-mouth champion, who "blackened" this "lion"? "refutes online smears that the image design of the film’s protagonist" vilifies the Chinese ";" Take You to Meet My Mom ": Dramatic Tension Comes from" Living "explores the changes in family intergenerational relations in urban and rural changes;" Real Growth ": Game, Reconciliation and Self-Consistency" explores the purpose of education reform; "Sister Who Rides the Wind and Waves": No need to force "chicken soup" directly denounces social psychology’s enthusiastic pursuit of youth and excessive disdain for years.
Increase "Sharpness" "Strange Knowledge" Attract "Majority" with New Knowledge
The name "Strange Knowledge Zeng" comes from the abbreviation of "Strange Knowledge Added Again". It focuses on knowledge, allusions, laws and regulations derived from entertainment events and works. With its unique perspective and literary style, it has broken a new path in the battle with many entertainment marketing accounts.
Some articles in the "Strange Knowledge Increase" column
Recently, "Qi Zhizeng" has changed the previous passive practice of "finding topics on the whole network", planning and writing in advance before major nodes, such as "Can Bing Dwen Dwen and Shuey Rhon Rhon speak? Beijing Winter Olympic Games Organizing Committee Regulations: No!" The article was born after Bing Dwen Dwen became an Internet celebrity, and was named and praised by the Publicity Department of the Chinese Communist Party for his professional interpretation of the rules of the International Olympic Organizing Committee; the popular science article on the flower skating competition suit "Kausten" "Hanyu Knot String Wear" Little Cherry Blossom "Kausten Appears in the Performance Slip, What are the ways behind the gorgeous competition suit?" Launched within five minutes after the game; "Mask, Cloak, Tights, Superhero" Three-Piece Set "Why Isn’t It Outdated?" This article jumps out of a single evaluation of the movie "New Batman", starting from the overall image of Marvel heroes, and interprets the complex reasons for the history and culture behind their classic costumes…
Broadening "breadth" "relativity" relies on content to generalize "majority"
In comparison, "relativity" undoubtedly plays more tricks.
First of all, the advanced "theory of relativity" has become more diverse in terms of topics. Small to a movie, a variety show, big to a trend, a cultural phenomenon, all of which cannot be exposed to the inside story, analysis of the way, talk about opinions, such as "Watching a drama to see" dramatic anger ", can you report a work-related injury?" "When the star’s character has also begun to" roll in ", who still remembers how the character came to be?" and so on. From the news hot spots, superimposed on the entertainment experiences and private experiences of the friends, the content of the program is witty, interesting and flexible, and constantly bursting.
February 28, 2022 A10 version
"A Few Parties" Audio Program
Secondly, after a long period of development, "Relativity" has gradually evolved from the "relative" of the entertainment department friends at the beginning to a fierce collision of views from different fields. In addition to Bobo, Beard, Xiaoyu, Erqiu, Kelp, Carp and other regular guests, each program tries to add voices from outside the entertainment industry. The content of "Relativity" successfully "breaks the wall" and touches social reality from entertainment works.
For example, "Cross-border Review of National Football, Is Gong Hanlin Qualified?" is not only a fierce confrontation between entertainment reporters and sports reporters representing two circles, but also draws the conclusion that "Feng Gong Zhan Zhan" is a "battle of emotions" rather than a "battle of reason", and sees the lack of domestic football culture behind the "group ridicule" of the national football team; "Watching the fun or touching the doorway? Is the workplace variety show useful for beating workers?" invites senior HR to participate, not only to discuss the gains and losses of workplace observation programs, but also to touch on hot real topics such as "How HR screens resumes", "Whether professional students are competitive in the workplace", "What kind of career view should young people have".
March 14, 2022 A10 version
A few parties – Lianzong "pressing his head" and drinking CP, does it make sense to fall in love with a script?
"A Few Parties" Audio Program
Thirdly, in the daily production, operation and maintenance of "Relativity", the small partners pay more attention to the linkage with other products of the department, strengthening the "scale effect", and the linkage between the content of the audio program and the layout is only a basic operation. For example, after reading the movie review "< Bouquet-like Love >: The Bouquet Will Wither, But It Was Once Beautiful", I feel that it is still not enough. You can also come to listen to the audio program and watch the exquisite layout; "In love with the" head "CP, is it meaningful to fall in love with the script?" It has opened up the entire product chain of text manuscripts, audio programs, mid-form video products, and topic pages, forming a product ecosystem of "one topic, N ways to play".
Conclusion:
In addition to being based on itself and doing a good job in depth, sharpness and breadth, "A Few Party" also connects to "1 + 2 + 3 + N" Yangcheng Evening News three-dimensional mobile communication chain, relies on channels to bind "Most", and performs well on Yangchengpai client side, Himalayan APP, WeChat Channels and major commercial media platforms.
April 11, 2022 A10 version
A few parties – is the workplace variety show useful for beating workers?
"A Few Parties" Audio Program
Where Minority Party was founded, we expected it to "win over people with high demands for entertainment products," who may only be a "minority" of all audiences, but as long as they win over the "majority" of this "minority" group, it is considered a success.
After a long period of practice, we hope that the "minority party" will not only become a source of happiness for the "minority", but also cause the "majority" other than the "minority" to think.
In the future, there will be more new ways to play "minority parties".