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互动新闻产品：央视频杭州亚运会报道的创新实践

Interactive News Products: Practical Innovations in China Media Group Mobile’s Hangzhou Asian Games Coverage

China News Review / 2024,5(1): 99-108 / 2024-02-02 479 507

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• Authors: 徐锐 马娅萍
• Information:

  中南财经政法大学，武汉

• Keywords:
  Interactive news products; Central video; Asian Games
  互动新闻产品; 央视频; 亚运会
• Abstract: Under the background of media integration, interactive news has given new forms ofinformation expression with its integration and openness, releasing great potential in practicalapplication. The interactive news products reported by CCTV for the Asian Games are diverse,including content click, scene control, and embodied participation. It has a youthful productionmindset and strengthens user/product thinking; Online and offline linkage, building multipleconnections; Strengthen social relationships and achieve viral dissemination; Deeply cultivate brand IP,create a series of products and other multiple innovations. The production of interactive news productsfor the Central Video Asian Games should be cautious of form being greater than content, and expandthe dimensions of information mining; Beware of deviating user attention and encouraging users toparticipate personally; Beware of solidified interactive boundaries and create a liquid news industry. 在媒介融合发展的背景下，互动新闻以其融合性和开放性赋予了信息表达新形式，在实践应用中释放出巨大的潜能。央视频亚运报道的互动新闻产品类型丰富，包括内容点击类、场景控制类和具身参与类。它具有生产思维年轻化，强化用户思维/产品思维；线上线下联动，构建多重连接；强化社交关系，实现裂变式传播；深耕品牌IP，打造系列产品等多重创新。央视频亚运互动新闻产品生产总要谨防形式大于内容，扩展信息挖掘的维度；谨防偏转用户注意力，激励用户具身参与；谨防互动边界固化，打造液态新闻业。
• DOI: https://doi.org/10.35534/cnr.0501008
• Cite: 徐锐，马娅萍．互动新闻产品：央视频杭州亚运会报道的创新实践［J］．中国新闻评论，2024，5（1）：99-108.