Kurzthese
Beschreibung
Onlineangebote setzen immer mehr auf bewegte Bilder. Von Food-Videos bis Nachrichten-Clips entwickelt sich eine breites Spektrum an Inhalten, Genres und Formaten, die über die eigenen Seiten, Social Networks und Plattformen vertrieben werden. Aber Produzenten und Sender stehen vor der Herausforderung abzuwägen wie sie auf der einen Seite Sichtbarkeit und Präsenz auf Social Networks sicherstellen und andererseits gewährleisten, dass die Nutzer auch noch die eigenen Angebote wahrnehmen. Wie positioniert man am besten ein Angebot im Social Web? Braucht es den Link ins lineare Programm? Kann man eine Marke online-only aufbauen? Welche Freiheit muss ein solches Angebot haben? Wie abhängig ist das Angebot von den großen Plattformen? Wie lassen sich die Nutzer ins eigene Angebot überführen?
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The talk will be held in German (with keynote in English) and will be translated into English.
Keynote: Adam Ellick, Video Correspondent New York Times
Social Video Journalism presents all sorts of challenges for publishers scurrying for distribution and monetization models. But the most important disruption, and often the least discussed, is the daunting task of re-thinking video journalism itself. Inventing new forms of reporting and storytelling for the digital video journalism era.
To be visible on Facebook means producing videos and live streams. Moving images are becoming an integral part of online presences. However, networks and platforms are increasingly intent on hosting content themselves and are less and less willing to release users from their spaces. What does a healthy balance between proprietary offerings and content on third-party platforms look like for broadcasting stations and producers?
Online presences are increasingly banking on moving images. From food videos to news clips, a broad spectrum of content, genres and formats is developing and being distributed via prorietary pages, social networks and platforms. However, producers and broadcasting stations are faced with the challenge of balancing visibility and presence on social networks on the one hand and ensuring that users are also engaging with proprietary offerings on the other hand. How can you optimally position an offering on the social web? Does it take a link to linear programmes? Is it possible to build a brand online only? What freedoms does such an offering require? How much do the productions depend on the big platforms? How can users be transferred to proprietary offerings?