2020 IASA - FIAT/IFTA Joint Conference

Shanghai Audio Visual Archives (SAVA) is the first professional institution to implement centralized management on radio and television program files in China, which is also the only professional audio and visual archive in Shanghai. In order to fully utilize the social value of SAVA, we need not only to cooperate between institutions, but also to set up good trust relation with the public. Traditional audio visual archives focus on a professional image. But with the time developing, this kind of single-focused institution image brings big limitation, which is hard to attract young generation (below 35 years-old). Therefore, it becomes the topic we have been exploring in recent years that how to enrich the brand image of SAVA and how to build-up the relationship between SAVA and young generation. SNS and We Media platform bring us opportunity that we use WeChat Official Account, improve the image courses and make VLOG, to show the historic images to young people with a more interesting way.
In this presentation, we will show you the importance of SAVA's attracting young audience, and the effort and exploration we made for this purpose. And we will discuss with you about how to enhance the influence power among young audience in the future for SAVA.