The Selection and Practice of Documentary Channels in the Short Video EraA Case Study of CCTV-9 Documentary

The rise of short video has had a certain impact on television media, and CCTV-9 Documentary Channel’s practices towards short videos provide important inspiration and reference for other documentary channels. Utilizing methods such as literature research, case study, and survey research, this study takes CCTV-9 Documentary Channel as the research object to sort out and summarize four forces that encourage television documentary media to embrace short videos. It also summarizes the industrial practice of CCTV-9 Documentary Channel in the field of short videos from the aspects of content production, product dissemination, and brand building. The study points out that in the future, CCTV-9 Documentary Channel should strengthen its practice in the field of short videos from four aspects: brand, content, data, and technology.