Mr. Chen xian, secretary of the shenzhen press group
On august 19th, the people's net, shenzhen, promotedMedia integrationDevelopment is a strategic initiative to consolidate the culture of ideas and strengthen the mainstream public opinion. From 18 august to 19 august 2017, the people's daily press, in association with the shenzhen city council of the communist party of china, and the people's government of shenzhen city, co-sponsored the “forum for the development of media integration 2017” at the top of the china media integration forum. The theme of this ifid forum is “you are me and i am you”. During the discussion at the main forum on “issues ii: how to build a central kitchen”, a keynote address was given by chen xi, secretary and president of the shenzhen press group, who made the following main presentations:
Distinguished leaders, guests, comrades, friends
Good afternoon
For both traditional and commercial online media, the central kitchen is a key step towards deeper integration. More than a month ago, a large network company in the country launched an intelligent media platform that enabled all media practitioners and content creators to quickly capture hot spots, detect news trails early and match authors with accurate material to produce content quickly; it also enabled multi-channel personalized content distribution based on a comprehensive image of hundreds of millions of users。
This platform is in line with the central kitchen of our traditional media, and the overall direction is the creation of new smart media in the age of artificial intelligence。
In this direction, the shenzhen press group has taken a new step towards deepening media integration in the past year. A new media matrix has been developed, with nearly 60 million users and 3. 27 times the annual volume of print media. The shenzhen special administrative region hosted a time-style client reading feature covering 500,000 users; shenzhen business journal hosted a science and technology finance client reading project covering 100,000 users; shenzhen's shenzhen evening newspaper hosted zaker, covering 5 million users and 700,000 daily users; shenzhen news service operated over 80 new media outlets covering more than 20 million users; shenzhen metropolitan news covered 350,000 users; shenzhen news network led the city-level self-media content platform “@shenzhen” nationwide, with over 21 million users on 26 june。
Despite some progress, we still have many gaps compared to advanced media groups; in the overall media landscape, we still have a long way to go。
According to a chinese mobile internet summer report for 2017, as of june this year, only one out of the top 10 news clients was hosted by the traditional media, ranking 9; four out of the 11th to 20th were after 15; and the total number of users active per month for the five traditional media clients was less than one tenth of the first。
This pattern has not fundamentally changed in recent years. In this context, we must think in greater depth about the depth of media integration that is key to the central kitchen。
I. ElementsScience and technology innovationTo integrate the first driver
The primary reason for the gap between traditional media and commercial online media is probably the lack of science and technology innovation。
Today's business network media giants rely on science, technology and innovation at their core. The fact that they do not have the qualifications to produce information and that their news clients almost divide the market proves that technology plays a decisive role in winning users. The west is leading the traditional media in the transformation of integration, mainly along the path of technological innovation. With the acquisition of the washington post, bessos expanded the technical team to nearly 400 people, more than half of the newspaper's total, known as “any team in silicon valley”。
So, are our traditional media known as technology companies? How much is invested in technology research and development? How many patents have been obtained? We say that integration development is underpinned by technology and that its main purpose is to make science, technology and innovation the first drivers of integration and to make science, technology and innovation the driving force of integration. To this end, shenzhen press group is preparing its own science and technology committee and has established its own media and technology corporation, shenzhen city creative wisdom。
Ii. Beyond integration to true integration
Our traditional media are now on the path of integration through the establishment of a new media matrix with a “two-dimensional end” in mind, and the reorganization of processes, including through the central kitchen, to accommodate new media communications needs. In other words, we rely primarily on existing and emerging media to promote integration. In my view, it would be difficult to achieve the goal of integration if that were not the case。
First, imitation and dependence cannot go beyond commercial web media and do not break the pattern. As has been said, there is always a tendency to bend over on the same road, with a dozen or so crashes and even rollovers, and it can only be achieved by an alternative route or by changing the vehicle carrier。
Second, the existing and emerging media have not substantially surpassed traditional media. While microblogging, twitter, client, website etc. Are new patterns, content production is still largely based on traditional manual tracing, naming and editing. While the distribution channels have been digitalized and networked, their content remains the same as the electronic version of traditional media。
Shenzhen press group has established a strategic partnership with tate corporation to develop synergistic innovations in big data, cloud services and media inclusion to explore new paths beyond the existing emerging media。
Iii. Implementation of a chain-wide intellectual integration
After an earthquake of 7. 0 magnitude in sichuan kage on 8 august, 18 minutes later the china earthquake network sent a 540-word message and distributed four photographs, including eight items, including a quick report of parameters, thermal population, etc. It's built in 25 seconds. If we are to build new and intelligent media, we need to upgrade the whole news chain。
At the stage of public information production, the first is to expand the production of users, to achieve a large supply, to form big data and to lay the foundations for intellectualization; the second is to expand machine production, such as machine-aided writing, robotic autowriting, etc. This year, the shenzhen district newspaper launched a news robot “reading specials” with features such as broadcasting two news sessions and visiting the designated areas to carry out interviews。
At the news transmission stage, the transmission content, channels and objects are automated and individually refined by machines. Ultimately, it must also be the transmission of intelligent machines to meet all the differential transmission needs of millions of users。
At the stage of news consumption, the process of user selection of news should be mechanical. As smart machines penetrate into every aspect of life, users will know far better than the users themselves, and thus be able to help and even replace users in making best consumer decisions。
At the news feedback stage, on the one hand, the machine itself is one of the subjects of feedback that can independently evaluate the effectiveness of the news; on the other hand, the machine is the analyst and manager of all feedback, which can permeate the rest of the news chain, allowing for automatic responses to feedback and automatic dynamic adjustments。
Iv. User-integrated centres
The whole chain of intelligence is designed to truly address the pain of news users and better serve them. In my view, the focus of integration is on the following points。
One is to involve users in the chain. Users are both news consumers and producers and distributors. Traditional media need to be complementary and integrated with user strengths。
The second is user empowerment. To integrate users into the media, advanced communication methods, means, channels, etc. Are handed over to users。
Thirdly, resources are configured around users. The vast majority of news users have moved to mobile internet, and, accordingly, traditional media should devote most of their resources to mobile internet。
The fourth is to address user pain points. For example, the increasing social sharing of garbage information and the frequent occurrence of “precision harm” by “exact delivery” are annoying to users。
Five is to create value for users. How do we test whether we have created value for users? See if users are willing to pay for your digital content. Fifty-five per cent of internet users in china have been paying for content. The number of paid-walled media in the united states increased from 6 in 2010 to 77 last year. There is considerable scope for domestic traditional media to develop value for users。
V. Enhancing global integration
All the above is about the depth of integration within the media, while global integration refers to the depth of integration outside the media。
The first is that any type of media must follow a unified press system. To achieve “you are me, i am you”, not only within the individual traditional media, but also across the entire media industry, as well as within the traditional media, subject to the same norms of policy, discipline, ethics, social responsibility, obligations and mission, or integration will fail。
