Theses of the master class by Alexei Lysenkov “Television – creativity or factory. Features of social content creation ” | Easy Online Work

On July 2, an online master class was held by the Member of the Worldn Television Academy, TV and radio host, producer Alexey Lysenkov “Television. Creativity or Factory: Features of Social Content Creation ”. The speaker spoke about the specifics of working on television and the production of social content, and also answered questions from the meeting participants. The master class was held as part of the Good Story video competition on social projects.

Moviestart publishes the abstracts of the meeting.

Television – Creativity or Factory?

Television is a factory, a factory that sharpens details every day. There is an element of creativity on television, but still it is, first of all, production. For example, all daily programs come out according to the same patterns, the same scenarios. Only themes and characters change, experts change less often.

Not many people are able to calculate the target audience. This is probably why now on our television there are many foreign licensed projects with an audience already understandable to everyone.

Internet or TV?

The Internet is now using television technology. Speaking about the audience, it can be noted that the younger generation prefers the Internet, and the older generation prefers television, since they do not like to choose a product on their own and prefer to be offered it. In the future, the Internet will not defeat TV, but symbiosis will occur.

What should be a social project?

Social programs are one of the most difficult genres: no one wants to watch about abandoned children, orphanages, illnesses, assistance to retirees, dog shelters, etc … It’s boring. The main task is to make it boring. So, in the social project “AIDS. Ambulance “, within the framework of the national project” Health “on the fight against HIV infection, our task was to attract the youth audience. In all regions of the country, we filmed stories of discrimination against HIV-infected people in real life, at work, in social institutions. There were also lectures for high school and university students with lecturers infected with HIV. They talked about how they found themselves face to face with disaster and what needs to be done in order not to face this situation. These and other measures have attracted a huge number of young people to the project.

In general, in social projects for television, you need to come up with unexpected moves. The main problem with social television is a huge hunger for creative ideas and specialists who can develop them.

The project “My own director” can also be called social. The program was made by the whole country, which is why it was so popular. This is a modern “TikTok”, when we share our ideas with each other or just an interesting video. The program always contained elements of a social approach to what we show: from the point of view of humor, we never crossed certain “red lines”, we also showed a large number of socially oriented stories.

How to tell about a social problem in 5 minutes?

It is important to focus on the reference points. For example, if you are filming about a shelter for the homeless, the journalist must go to the shelter, spend the night there, meet these people, eat the same food …

Nobody needs statistics – they need sharp, vivid plots, a non-standard approach. The plot should have “light at the end of the tunnel”, the possibility of a bright outcome should be felt and humor should be present.

How to prepare to shoot social videos?

Even what is filmed with a hidden camera requires a lot of preparation. Any improvisation should also be well prepared. During staged filming, you can write takes, in the reportage there is no such possibility, so everything should be prepared as much as possible so that the filming goes as planned. For a social project, you need to work through literally every frame, every thought, make a storyboard.

What is the difference between filming a plot “from the inside” and “outside”?

A person “outside” can notice interesting moments of the organization’s work that a person working “inside” does not notice. Therefore, it is better to make videos about NGOs by outside specialists. An Inside Look is rather a video report on the activities that NGOs are engaged in.

Can you shoot a good video on your phone?

A good video can be shot with a phone, because technology and thoughts about technical support will eat up a huge amount of creativity. And in social television, the main thing is emotion. Picture quality, in my opinion, is of secondary importance in social television, despite the fact that modern phones are quite powerful. The simpler the tool you use, the better. The ability to make a social project for television is aerobatics, given the limited funds and unpopularity of the topic. Original solutions are needed here, so the equipment is not fundamental, but the installation is important.

How to liberate the heroes so that they are natural?

Don’t let the heroes know that they are somehow different from us. Perhaps, on the contrary, they are superior to us in some way. It is necessary to make friends with them before filming, in order to win over, transparently tell what your goals are, explain that you are not an enemy. It is important to communicate with a person at his level.

What is more important: a game component or a documentary in a social video?

It depends on situation. For example, in the case of the AIDS. Ambulance ”, if a person lives with an open status, then this is a documentary story, if with a closed one, then this is a feature film based on a real story. As for filming social videos, the method is secondary, it depends on your super task.

Do I need to calculate the audience for a social video?

We must try to do this. Social cinema should be aimed at young people. Creating a product for young people is much more difficult than filming for an adult audience. The older a person is, the more experience they have and the better they understand social problems. It is more difficult to reach out to younger audiences who do not yet have the appropriate emotional experience. Therefore, you need to look for unexpected, shock moves and shoot for young people. After all, it is young people who will solve the complex of social problems facing the country tomorrow.

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