Transformation and Adaptation of Video Materials in the Process of Distribution in Digital Media

The purpose of the work is a comparative analysis of approaches to the transformation and adaptation of video materials on different platforms. In the theoretical part of the work, we analyzed various aspects in the activities of convergent media editorial offices, determined the importance of video content on the Internet, various aspects of working with it, and also identified several media platforms on which media outlets distribute their materials. We analyzed the publication and adaptation of video to technical parameters on different platforms in the practical part of the work using examples from six Russian digital media. We saw two different approaches to publishing videos. The most common is publishing content on different platforms with adaptation to the desired format. With this approach, each platform is an independent resource with its own content format. The video changes we highlighted were in length (short), format (vertical), video quality (up to 720p and 1080p), text captions, and audio. Also, almost all video materials were accompanied by news text in posts and captions explaining the essence of the video. Another approach to adapting your videos is to choose one platform and distribute all your content from it to other platforms that are duplicate resources. The video format remains almost unchanged. Most of the media outlets we analyzed used the approach of adapting their video materials, changing its technical parameters and choosing the necessary platform. This way, they can achieve the widest possible reach across different audiences and deliver content to them in the right format.