The publication reflects on the role of the concept of publication in the conditions of the modern media market. In the conditions of the region, the project should be based on the needs and values of the target audience. The Omsk media resource Tramplin, which was born during the pandemic, is an example of a new conceptual solution. Omsk is known as a city with an “unstable” background mood, with a high migration outflow and a lack of a positive attitude towards the area of residence. In this situation, several enterprising creators decided to offer the market an alternative point of view on the space in which they live. Springboard Media is a resource about the love of the city, encouraging the reader to share this feeling. The concept of the publication resulted in a content strategy, which can be traced at the level of selection of facts, graphic and structural design of the resource. The developed content distribution system found support and response from readers. This is evidenced by the marketing audit of the resource, undertaken during the study, its results are presented in the publication. The emergence of such projects indicates a new stage in the development of regional journalism, which needs to correlate the values broadcast by the media.
The article is devoted to the problem of identifying the competitive advantages of journalistic TV works. The analysis technique is based on a comparison of the format-forming features of two TV programs that are similar in terms of display subject, subject matter, functions, genres, and other features. The issues of current trends in the television industry are considered. The author focuses on the specifics of the development of criminal journalism on Russian television. The material of a comparative analysis of the programs “The investigation was conducted ...” with Leonid Kanevsky (NTV) and “Legends of the Soviet detective” (TK “Zvezda”) did not become the subject of wide study, despite the rather long existence of the projects. It is argued that due to the fact that on domestic television today there are a large number of programs that are largely identical in terms of format-forming features, it becomes important to understand the benefits that further provide the viewer’s attention and the rating of the TV channel. It is shown that a comparative analysis allows understanding the needs of the audience, based on which in the future it is possible to model the conceptual features of programs. It is concluded that journalistic projects develop according to the laws of marketing: those products that have the following advantages are “sold” more successfully: emotional values, functions unusual for journalism, art values, etc.
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