Project Subcontracting Creative: "The Internet" under the Dome

February 28 morning, the peoples Daily published the "Firewood Survey: Under the Dome," the topic and interview Chai Jing article. This has detonated public interest in the documentary and the discussion of haze. At noon, "Under the Dome" online Tencent video, Youku, music, such as video web site. "Under the Dome" is a 103 minutes long documentary, by the former CCTV famous host, reporter Chai Jing at his own expense, focusing on haze and air pollution in-depth investigation, mainly for what is haze, its formation and solution, carried out a more in-depth record and analysis. The newly-arrived Minister of Environmental Protection Chen Jining chose to meet with the media, the symposium, Chen Jining to the recent concern of the wood-static haze film "Under the Dome" to express appreciation, said its behavior worthy of admiration. Chen Jining said that Chai Jing's documentary also reflects the new media era, the government, the community and the media how to interact with each other, we should work together to improve environmental awareness, promote the development of environmental protection, to face "We are afraid that the history of mankind has never been the challenge of the environment." I believe that, under the dome of each part of the embodiment, the Internet, that is, we have countless times, many people call the "internet thinking", but also some people's way of making money, however, the real implementation of a few people, under the Dome, "Chai female", let us over the "one addiction." Re-use "internet thinking" to interpret a media, new media in this moment to shine in the sky. One, channel distribution, video web site coverage of Tencent Technology statistics, as at 20:30 February 28, documentaries in each network platform has been playing more than 35 million times, two days, video on the Broken billion. On March 2, Sina Weibo's hot Topic # Chai Jing Haze Survey # has reached 300 million reading. February 28, Chai Jing Documentary "Under the Dome" 21:13 Play Statistics: Tencent: 35.96 million, 34,935 comments Youku: 4.81 million, 10,835 comments le: 3.25 million, 46 comments Sohu: 950,000, 261 comment potatoes: 360,000, 2,380 comments Phoenix: 240,000, 9 Reviews Archie Art: 18,000, 21 comments according to incomplete statistics, under the "Dome" released 12 hours, the number of clicks has exceeded 6 million, commented more than 12,000, and a new broadcast per hour 500,000 times the rapid increase in the number of broadcast, a serious theme of public interest in the broadcast record of long video. According to the latest statistics, as of March 2 9:30 A.M., "Under the Dome" in the domestic major video site total playback will break 200 million times. Archie platform: Clicks 11.34 million times cool platform: clicks 29.5 million times the video platform: clicks 12.64 million times Tencent videos: clicks the quantity 132 million times the Phoenix Video: Clicks the quantity 4.88 million times Sohu Video: Clicks 4.88 million times the potato platform: clicks the amount 4.06 million time "the Dome" Completely broke through the traditional documentary mode, the use of new media network coverage, rather than through television, radio and other traditional media. Traditional media at this timeThe line only played a public welfare for the behavior of the event, legitimacy of the endorsement, the use of traditional media authority, and further promote the impact of the event, this approach and we used to be familiar with the pattern is completely different, do not forget the background of Chai Jing, she itself was born in CCTV this traditional media giants. This channel distribution model is not only "under the Dome" project innovation, but also Chai Jing and its team to its once brilliant traditional model of self-denial, I believe that the future demonstration effect will be incomparable. The release of this "Dome" is both a triumph for Chai Jing and its team, and a carnival of major video sites. When the video site is subject to high copyright, bandwidth, profit patterns and other difficulties, "Under the Dome" undoubtedly to the major video site injected a dose of cardiac stimulant, when the Spring Festival evening was shaken, Rob Red envelopes Xuanbing Take the Lord, "Under the Dome" is another blow to the video site, especially mobile interconnection, video new realm of the horn, is worth looking forward to. If the traditional channels do not follow the trend, I am afraid of the famous "Battlefield Bell": Never send to know for whom the bells tolls? Second, the content of the production, hammer old full support in the production of content can see its internet properties and genes, both its founding "See" Team, such as: Editor-in-Chief Fan Ming, producer Li Lun, choreographer Yu Junying and camera team. According to the list analysis, its main responsible for shooting, copywriting, is the main behind the scenes. More importantly, Luo Yonghao and his hammer team. Hutzen, Dongdong gun, Ouyang Nian is the staff of the hammer. Some people say "the field of the speech is Luo yonghao guidance", then Hutzen, Ouyang Nian is responsible for keynote production, it seems that the entire TED-style of the Internet is the press conference by the Luo Yonghao team decided. There are also a large number of micro-bo, Public knowledge of the circle of journalists to join, such as Saint, earth motorcycle, Ding Wenshan, Wang Yu, Mr. Yuan, Huang Zhangjin, Yang Yi and other people as exobrain. The entire filming, copywriting, production, and Exobrain are closely connected with the Internet thinking, can be seen as an environmental protection of the public action, but also an internet thinking in the media field of Cross-border reverse attack, like a "old Hammer", although the content is not absolute innovation, but in detail and process is definitely the internet thinking of the first-class level , there was a kind of Apple press conference, and the feeling of Steve Jobs returning. Third, the scene special effects, the Apple Chowa the Lord to be possessed according to the narration of the southern weekend correspondent Wang Yu in the recording scene, this is a "secret" speech: "January 27, 2015 Night 11 o'clock, white silk shirt, light-colored jeans, flat leather shoes." Chai Jing finished the speech perfectly with a mother's usual dress. Countless cameras, black big screen, the whole process of no Weibo, friends Circle, I sat on the floor of the small theater, and hundreds of people, quietly, secretly watched the speech. "Jobs ' speeches were always unexpected and the sensation was one of the world's biggest. The effect of the speech was due to Mr Jobs's near-brutal perfectionism. Every playBefore speaking, the working group will collect enough videos and images from inside and outside the company to select the most satisfying for him. Jobs would slash most of it so much that the team had to rework it several times. Although some unreasonable, but the final decision to finalize the information is the best. The first time jobs showed his Macintosh computer was on the Ted stage, and Chai Jing's "Under the Dome" with a strong jobs style, it is the use of the Ted speech form, the big screen instead of the traditional newspaper in the hands of the host of the small screen, the audience is no longer a sideshow, and become a real "scene "In the people. This form, so that the speech in a more powerful way to show in front of the audience, whether it is the studio audience, or outside the screen audience, can reap the truth. It is said that the on-site guidance is that there is the old Luo personally debut, "Fat version of the Chowa master" once again in the scene with Apple copied the spirit of Steve Jobs. Chai Jing and his team have perfected the application of jobs ' detail to the scene, whether it is the stage lighting effect, Chai Jing, the movement of the camera, keynote display, and even every video, every picture, each of the data let us feel Chowa the Lord possessed, the spirit of the Internet is Steve Jobs. Chai Jing and his team to pay tribute to their way to explain a topic of environmental protection, perhaps Chowa Lord Upper Nether Know will also smile, in China's stage, in addition to the "Rebels" "Luo Master" outside, another female version of "Chaibus." Four, behind the scenes planning, public-funded project subcontracting creative planning, but also fully embodies the embodiment of the Internet thinking, first look at the Chai Jing Circle of friends. Luo Yonghao: Hammer Technology founder Li Lun: "See" producer Wang Yu: "Southern Weekend" Green Press, the first reporter to explore the Chinese atmosphere. Mr. Yuan: A famous investigative journalist who has published hundreds of thousands of words of novels and poems and published a collection of poems "What the Stone breathes". Saint: Screenwriter, planner, film critic. Dongdong gun: text/Creative workers, network Reds Ding Wenshan: Hunan TV channel Voice image spokesperson, and Chai Jing familiar with the Hunan satellite TV era. Yu Junying: "See" "Three musketeers" one of the famous choreographer. Earth Motorcycle: The trilogy of Life Weekly's columnist and its planning both the original "see" Team Fan Ming and Yu Junying born in CCTV's iron magnetic girlfriends, News "Three Musketeers", also has the senior producer Li Lun, more has the plane media, "The Southern Weekend" the senior reporter and so on crosses the television, the plane, the network and so on many professions, Chai Jing This project model is the Internet art of the following model. Both through different groups, with the common pursuit, with the same project integration, brainstorming, from the creative, planning to production, modification, release in accordance with the Internet divergence and then polymerization, to the central and detonated hot mode, which will also become a domestic film and television media projects a successful case, Believe that the story behind the need for us to carefully judge. Five, the biggest bright spot, the big data landing moving heart What is the biggest bright spot under the dome? The author thinks, is the Internet, especially the Internet bigThe data is used to the extreme, large data real landing, throughout the process of many times using tables, graphics, maps, with data visualization, information graphics, knowledge representation, scientific personification, emotional, dynamic, in each of the second revealed the power of large data. The use of large data is ubiquitous throughout the process. It starts with the data to deduce the story, using data to reproduce the situation of the year, with the data to express feelings, the process is to cite authoritative reports to prove the conclusion, with the death data to attract attention, with the relevance of data, suspense to reveal the seriousness of the problem, with data to prove the scope of behavior, using data to describe the public misunderstanding. From the source of the data also embodies its diversity, both authoritative experts endorsement, but also the conclusions of authoritative reports, more accurate video display. From the data collection and collation, we can see that Chai Jing and its team must make full use of the vast Internet search, but also use its media people's powerful friends circle and contacts. Chinese people are often not good at using data, as Mr Huang Renyu says, the question in China is whether data can be managed. Whether it is "Wanli 15 years" of the Ming Dynasty, or today's internet era, the most lack of people is precisely the respect for data, the use of data, data collation, data mining. Large data should not only be a concept, large data should not just be a marketing tool, large data should really become a habit of our behavior, thinking mode, only such a large number of data in the era of real arrival, only so that people can seize the opportunity in this era. Six, the release time, the Internet beat Tiger Rhythm This release as many internet marketing events last year, such as "super timetable of the Yu Jiawen", Duang, etc. are in the Friday sound, the formation of spark effect, resulting in the audience's expectations, hanging full appetite, and at the weekend really released, forming events, Even CCDI to make the most of this Internet feature, Youai in the weekend and holidays release Dozen Tiger Information, let the people full participation, but give its longer calm and thinking period, this Chinese characteristics of the Internet release mode by Chai Jing and its team skillfully use, and in the recent hot lack of time, in the Minister of Environmental Protection just, Two barrels of oil is about to merge the news rumors, in both sessions before the NPC, in the Spring festival holiday when people think relatively lax to launch such a popular topic, public welfare theme, really nick, pull the trigger, "Let bullets fly"! And not "one step away", really "outsmart Weishan"! Seven, the future trend, since the media spring? Chai Jing out of the CCTV platform, with an Internet-style from the media gorgeous turn around, back again so that we see the power from the media, since the media is different from the traditional media of the institutional, platform, but also different from the original Internet Big V occurred, the author believes that today's media should be the team + + + entrepreneurship + Media + ... Full media. Traditional models have been unable to adapt to today's mobile internet era, the fragmentation of time, and even Chai Jing and team, even a complete documentary cut into eight small themes, as the circle of friends in the brush screen of the various video version is five flowers eightDoor, the internet age no longer need proving, more need is the bright spot, hot spot blockbuster and the finishing touch. Chai Jing not give up the traditional media, but full use of the absolute authority of the traditional media, the new media and the explosive point of the traditional media, the combination of strong, detonated the majority of the "pain point." Is the media spring coming? I think every media person can learn Chai Jing and his team's internet thinking, the Internet model, in the existing society and system can also find a spring-like feeling. Winter has passed and spring is not far.