Jiangsu Broadcasting learns about transmedia, social media and multimedia at Annenberg

Posted: October 10th, 2015 under Politics & New Media, television. Tags: , , , , , ,

So this happened: I got asked to help train a team of 25 bright, ambitious, clever & talented people from Jiangsu Broadcasting. I believe they are headquartered in Nanjing, and they were set loose in Los Angeles for 20 days (missing out on some big & important holidays in China) to learn what they could about how to adapt to the shift from traditional broadcast TV, to a more multiplatform approach.

Here’s a gallery of images from the last day, when they had to present their projects.

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Yeah, I read the caption to this too – “loser … instantly … falling into a pit…” and realized that China’s gameshows are totally badass.

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Here are the contestants, perched on their precarious peninsulas (see what I did there?), waiting to have questions fired at them by the stern hosts.

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The students partied it up while they were in L.A., and experimented with Vine to post pictures of themselves toasting their success with California wine.

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As part of their presentation, one of the teams of students built sequences into their Prezi, where they took the letters U-S-C and used them to talk about how much they enjoyed their time in L.A. They were particularly impressed by the cheerleaders at our football matches.

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I think this spells out “M V” — maybe they saw the old Village People “YMCA” hand gestures, and figured they’d one-up it?

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So my students think I’m “Sully” from Monsters, Inc. Large, hairy, kinda goofy, by generally friendly and harmless. I guess this represents progress of a sort – usually, my students call me Hagrid.

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They were challenged to think strategically about how best to incorporate social media into their marketing and programming mix.

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Contestants on the singing contest show “The Hidden King” put on masks and perform against each other. Some of the masks really get ornate.

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One of the other ways that the students considered to drive traffic, awareness and interactivity with their content, is to start using the gossip sites to send out photos of Chinese celebrities making fashion faux pas. Zippers undone, bad armpit hair-shaving, etc. Somewhere, Perez Hilton nods and murmurs appreciatively.

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They’ve gotten the message that to compete against the market leader – a spinoff of “The Voice” – they are going to have to use a mix of social media strategies to try to build up a more engaged audience.

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Unable to built a real high-quality mask of their own, the students resorted to sticking post-it notes to the foreheads of their singer. I gave them extra points for resourcefulness and creativity. And, of course, silliness.

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The promos for “The Hidden King” would not look out of place in a Thor movie. Some huge guy, dreadful, menacing music … swinging a hammer with a glowing symbol in it … if it was a movie, I definitely would go see it.

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