[summary] against the background of intense competition in economic centres like shenzhen, media outlets at the provincial level, city-level media, district-level media integration centres and new commercial media platforms, the provincial government has been able to take a stand on the issueNew mainstream mediaHow can new media challenges be addressed? In this paper, the south + shenzhen channel, for example, describes how the new provincial mainstream media subside in shenzhen market can build its own differential advantage in terms of content, platform, personnel, technology, and deepen. "CommunicationThe construction strategy。
[keywords] new mainstream media sink and spread
The 20-year report of the party highlighted the need to strengthen the media-wide communications system and to shape a new pattern of mainstream public opinion, placing new and increased demands on accelerating the pace of integration and strengthening mainstream public opinion. In the age of mobile internet, new commercial media platforms such as headlines, telegraphs and tremors today enter the main field of content dissemination. How can the new mainstream media, represented by the party, build its own strengths in the transformation and underdevelopment of integration and firmly hold public opinion in its grip? In megacities such as shenzhen, the media are heavily deployed and well-established; the local press and radio media groups have been growing for many years and have accumulated and gained advantages in terms of personnel, channels, technology, resources, etc.; and district-level media have also built large, diverse and wide-ranging media platforms. How can new mainstream media platforms at the provincial level achieve a radiation zone and shape new patterns of mainstream public opinion in the context of the underdevelopment
Since 2022, the southern press media group has been implementing a deep-seated strategy, and the southern + is becoming the main platform for the southern press to advance into the sinking markets and vertical areas as a platform for mobile power distribution by the guangdong provincial council, the provincial government and the development of integrated mainstream media in guangdong province. South + subsides in shenzhen-level markets, gradually exploring differential advantages in terms of content, people, services, channels, etc., and exploring practices, strategies and effectiveness in terms of activation of the end-of-life dynamics, building down “dissemination” and large-scale markets。
I. Changes and challenges in downmarkets
With the impact of the mobile internet, media readers become users of information and content, whose access to information, ways of understanding information and reading news habits have changed dramatically. The internet's “online” wealth of information is accompanied by a proliferation of redundant, ineffective and false information, at a time when significant changes have taken place from the subject of information, the choice of the channel of dissemination, the content of the information, to the different needs of the audience. It can be said that mobile internet has changed media communication and information availability and audience habits。
“de-mediaization” of communication-type information, increasing demand for personal quality content
In the age of mobile internet, a microblogging and video can be published. After “everyone has a microphone”, the traditional form of information “notices” that are the subject of information, represented by authorities, has changed accordingly. Previously published with interviews and press conferences, the websites and public numbers of the departments became more “on-line” and “public launches”. This means that the reliance on traditional media has diminished at the level of the mere publication of information, and that there is a trend towards “de-mediaization” in the distribution of information at the sector level. At the same time, however, new media markets increasingly require “hard content” such as personalized, targeted information interpretation, trend studies, policy recommendations, etc。
2. Issuers need not only content dissemination but also optimized dissemination of process-wide recommendations
In addition to the content needs of the audience, some departments even need information on “what and what are easier to endorse and to move forward” and therefore hope that they will be given advice and guidance by the media prior to publication during the planning of the event. This also places new demands on the new mainstream media to strengthen the media-wide communications system, and on the media to help the party committee and the government to do their job in shaping a new pattern of mainstream public opinion and consolidating it。
3. Longer information dissemination needs to be more extensive deep
Although the district departments, which are the subjects of traditional information dissemination, have established websites and micro-letter public numbers, the unified version of the information circular does not meet the information needs of different groups of people. In particular, in sub-district markets, the information needs of different groups of people in different streets vary, and how information reaches a wider audience, reaching out to users who actually have such information needs, becomes a problem for the dissemination of information across sectors。
4. Need not only content but also tools and wisdom to operate
In the new media age, traditional media readers became users of new media, and their demand for new media was not limited to access to information, but also to other content-based tools and intellectual operations. For example, a large number of readers need to obtain the most up-to-date and accurate information on services such as exhibitions, travels, subsidies, etc., departments need to collect the views of residents of the jurisdiction on a particular decision, offices need to summarize pages showing outstanding personalities/cases, businesses need to view and share online course platforms only internally, and residents need real-time updates of an open or subsidized preferential policy in a community。
These have created new demands for new mainstream media to build a media-wide communications system, to meet the functional needs of long-term readers, to operate new media with wisdom, and to strengthen public opinion at the grass-roots level。
Ii. Strengths and opportunities in the sinking of new mainstream media
After the ecological changes in the media, simple information dissemination is no longer scarce. However, the special features of high-quality content production and distribution, as well as of new mainstream media such as platform channels, are becoming an advantage and an “advanced instrument” in sinking。
1. The platform is trustworthy
The southern press, with the southern plus as the main platform for moving forward in the depressed market and in the vertical areas, is characterized, in addition to the high volume of downloads, the large number of new media outlets and the wide range of media outlets, by the fact that other platform-based app and district-level media are not available — the southern plus client as the authoritative information dissemination platform for provincial governments, the guangdong dissemination platform, with reliable content, the platform's credibility and the authority to issue it. “media is information”, where major information releases and investigations of online hotspot events are verified, the platform attributes of southern + allow its content to be characterized by other authoritative, reliable sources that are not available in the media platform and serve as a powerful third-party source outside the official publishing platform。
2. Content is standard
In the era of mobile new media, most of the media lacked standards for the writing, censorship and publication of news content, and even some district media centres lacked auditing standards and clearance capacity for important and sensitive content. The southern + client's content production and attachment to the southern daily news production team are familiar with the requirements, standards and bottom lines of the news content clearance, allowing them to have higher standards of content production than the media and media centres. In southern + downside practices, there is also an urgent need for content dissemination and the building and upgrading of production standards in the local network departments and at all levels of the media, so that practitioners are often invited to conduct training or specialized training。
Distribution of the entire network
In addition, after sinking to the district market, it can be observed that local media messages also lack targeted coverage. The media lacked people and access to information that sunk to the streets and communities; the local media were often used as a platform for the dissemination of information using micro-intellectual public signals or self-contained aps, but the platforms were not widely distributed and their actual dissemination was heavily influenced by subscriptions and loads. The new mainstream media, represented by the southern + client, has, on the one hand, built people and channels into regional (county) markets, on the other hand, into media platforms, commercial platforms, etc., and more than 20 third-party platforms, such as “learning in powerful countries”, news, microblogging, twitter, today's headlines, tremors, fast hands, video numbers, etc., have been distributed across the internet to achieve south + distribution。
4. Operational support
In the process of media sinking, it can be observed that, in addition to the production, publication and distribution of online content, the perception and use of the media by readers and users needs to be supported by many “underline” services and instrumental applications. It is only by synchronizing services with content and achieving “news + government + service” for the new mainstream media that the mainstream media can truly enter the market and participate in grass-roots public opinion and social governance. Currently, the voting tools of the south + shenzhen channel, the live use of party classes, and the decline in tools, activities and services such as the southern journalists, the change and innovation observation mission, shenzhen research, have further entrenched the position of the south + mainstream media at shenzhen grass-roots level. At the same time, shenzhen channel also provides services such as meetings planning, advocacy, live broadcasting, research and video for grass-roots units, making the south plus truly integrated and accessible to grass-roots units, demonstrating the increased operational capacity of the provincial mainstream media after sinking areasRegional developmentsProvide strong support。
Strategies for integrating new and expanded mainstream media platforms in the downside “opportunities”
At present, the development of media integration has gradually led to the emergence of mass media outlets, with the provincial media radiation zone, the opening of municipal media, and a four-tier media pattern with extensive regional (district) media connections. The central goal of the new mainstream media in sinking is also to increase “dissemination” and to strengthen mainstream public opinion, specifically to reach more people, reach more readers and reach more users. The southern + shenzhen channel explores a variety of practical strategies for integrating transformation in the pursuit of these objectives。
1. Building positions and continuous innovation in content
Some mainstream media dominate new third-party media platforms, such as micro-intellectuals, when down-marketing, but this model faces multiple bottlenecks in publishing content spaces, formats, responses, etc. The deeper the horizon, the wider the audience, and the greater the need for autonomous, controlled new media platforms. The model based on self-building platforms, supported by third-party platforms, is more conducive to the sinking of regional markets in new mainstream media and to the expansion of mainstream public opinion positions. In the shenzhen district market, the main focus of the south + has been on the new mainstream media, with a focus on the shenzhen city council, municipalities and district centres. Hundreds of products, such as in-depth observations, web pages, videos, posters, etc., were launched each month。
It is not once and for all that the content of a strong mainstream public opinion and a dominant position is in place. In recent years, the shenzhen media content market has become increasingly competitive, and, in addition to media outlets, local media outlets in shenzhen city and new third-party media platforms occupying the information portal, a number of high-level film special effects companies, three-dimensional visual effects companies, have also begun to engage in shenzhen video marketing. At the same time, there has been a steady increase in operational inputs and staffing and a steady increase in the transformational capacity of the sector-level media, which has put some competitive pressure on the provincial media. In the face of such a market-based and fully competitive regional content market, the new mainstream media have to insist on ownership of content, not just innovation, but continuous innovation. It is only through continuous, orderly and innovative content output, which enriches forms and enhances quality and the timeliness of product delivery that the majority media can continue to build up。
2. Upgrading of think tank content, underline connection
In the new media era, audiences were frequently subjected to information bombings and traditional media had no longer had the advantage of news and information. However, the more extensive the content on the line, the more valuable the interconnectivity on the line is, the deeper it is to test the ability of platforms to connect to grass-roots markets such as the district level. In these depressed vertical markets, more users simply cannot be reached by publishing information, and the new mainstream media platform can be sunk only by combining products such as think tanks with the content of the dissemination, along with operational services, upgrading service attributes and tool functions of new mainstream media platforms。
In recent years, the southern + shenzhen channel, in addition to its traditional content products, has expanded its think tank products, such as observation missions, shenzhen, party construction, finance, business environment, etc., by using media think tanks to upgrade media content. The mission, for example, is an issue-driven media content product that, with the concerns of its core readers and joint expert scholars, opens an open-ended content production process, with dozens of observation events each year in shenzhen district markets, leading to content production from problem to problem. For example, in response to the need for “party-building”, every year since 2018 shenzhen channel has launched a series of reports, such as “working with the party” on “party-led grass-roots governance”, along with ongoing events on “people-centred-party-led grass-roots governance” case-sharing. The shenzhen channel's party-building content, from online to underground think tank activities, has become an important brand in shenzhen party-building。
These think-tank activities and content products, which are designed and implemented locally and in combination with falling market demand, are a demand for online content connections that are difficult to cover today by mobile internet information integration platforms, such as headlines, e-mails, etc. The southern + production of sub-line demand-led content in the district markets has been accompanied by wider connectivity to users, which has accelerated the sinking of the southern + platform at the district level。
Soldiers lead deep and dig deep into the trenches
Achieving the downside of the new mainstream media platform requires reaching more people, reaching more readers and affecting more users, which means more people, more content and more resources. For mainstream media platforms, however, there can be no large-scale expansion of staff and resources, but only insistence on the use of limited energy and manpower to consolidate the growing market. In the face of the advantages of municipal media and regional media, the provincial media mainstream, represented by the shenzhen channel south+, uses the “treads” approach to consolidate and expand the main positions。
In particular, in the face of the sinking of the regional market, we have adopted personnel “soldiers” to lead vertical production of content, “deep-deep” trenches, not content bombing, but precision supply of content. Strong content support with media platforms, with full back-up technical and personnel support to counter the “human-seat tactics” approach in the form of “low-sink small teams + medium unified service + platform technical empowerment”。
At present, the majority of the teams in the submerge of the shenzhen channel are within three persons, who are in close contact with the content teams of several or more people in the same city media. In addition to being a strong business and making differences, the new media, video, etc. In shenzhen are all aligned with the first-line team, forming a small group of one editor-in-chief of one channel and one to two writers. Each team is also equipped with a docking staff for complex products, such as video, which forms a small, working team-support model that ensures efficient team mobilization and enhances content productivity。
Building new mainstream media is both a national strategy and a proactive option for traditional media to survive and develop in the new context. The decline in the new mainstream media is more of a grass-roots practice of building communications capacity, strengthening media-wide communication systems, consolidating and empowering mainstream public opinion. The southern + shenzhen channel is constantly exploring new aspects of content production, coverage capacity, platform operation, optimization of personnel, product innovation and service capacity enhancement in the process of sinking into urban and regional markets in the new mainstream media in the province. It is hoped that the sinking practice of shenzhen channel will inform and inform the sinking of the new mainstream media。
