Alina Belkovskaya, “Don’t tell about your sneakers, tell about basketball”
Any start-up begins according to several ways: you have an Idea, and then you begin to think what kind of audience can take it. The second variant is when we start from the necessities of the audience and we try to find something to satisfy it. You may achieve the success using the first variant; the second one guarantees it for you. When we work with necessities we do business. Belkovskaya warned the listeners against the wrong phrase “creativity is against business”; she is sure, there is no contravention.
First of all we should define free places, i.e. the necessities, “what does the queen want?”. By the way, everyone puts his trust on social analysis, ant it is wrong in its root, you need to ask yourself: why does audience need us? Such answers as “to get information”, “to entertain” are very comprehensive; they do not contain any information. Alina’s favorite example is Nike Company, “Don’t tell about your sneakers, tell about basketball which is so easy to play using our sneakers”.
— Sociology and marketing do not run the process; the process is run by psychology. If you know nothing about psychology, you don’t worth a brass farthing, no matter if you are a journalist or a manager, - she says. The majority of American serials were produced this way, that’s why they are so successful. For example, you should understand, the deep goal of a person’s singing up on the dating site is to avoid loneness. According to Alina, the famous TV channel “Supernatural” failed to choose its audience. They counted on the male audience aged 14-45. The tremendous analysis was made; they checked everything, up to every single soundtrack. Their real audience is women aged 13-25. The reason is that they did not take into account a potential reaction of the sexes on two handsome men which are in close relationship.
Alina Belkovskaya told students about seven main factors of content production development. They are important because everyone wants to choose now what to watch and when. It’s a result of technological sphere development. It’s difficult for television to keep up with it, television is not so fast. Only this year TV channels began to post the information they had on the air immediately, this process used to take a week.
Digital October General producer created her theory about content formation: in 90 per cent a viewer will lose the track of a story because he has his Instagram, Facebook, Twitter open. But also in 90 per cent a viewer will not switch the channel, as he has other things to do and you can show him something senseless every 10 minutes.
Alina Belkovskaya paid special attention to the story about William Randolph Hearst - a yellow press creator. He worked out the perpetual laws of media, which are still popular. These laws are also used in advertisement, marketing and PR spheres.
She advised the guys to start with small things, to mix formats and to develop their speech technique. In spite of others’ work, you should always think “how would I do it?”. It will help to think extraordinary and to approach to the work from a critical point of view.
Questions to Alina were endless; the audience did not want to let her go. It’s difficult to hear a lot of information that would be useful for all media spheres.
At the end the producer told about her project of business incubator in cinema. And she noticed, if she would like a project it would be made free of charge. So, Russian students and students of the SCO countries have a unique chance to become an author of something great and “right” taking into account all media trends.