On 8 may, 35-year-old star watch announced the suspension of satellite transmission services due to “operational difficulties”。
This is the end of the channel and the question mark of the times: yesAiIn the context of rapid development, how should traditional media respond
A reporter from the shanghai securities journal visitedUniversity of jordanProfessor at the institute of journalism and founding chairman of the committee of the chinese institute of press and history of applied information and communication. In his view, starfleet sees a lot of troubleTraditional mediaChallenges that have been or are being faced. Although everyone is trying to embrace the internet and ai, it is fast and slow, with mixed results, but it is generally faced with inadequate operational capacity and a lack of awareness of the “ecological position” transition。
In his view, for traditional media to truly survive and develop in the new era, they could not simply use the internet, ai's “new bottle”, to install the old “old wine” that operated and spread ideas, but rather to carry out a self-change based on the underlying logic。
Here are some of the interviews:
Shanghai securities post: starfleet suspends satellite transmission services, and many feel sorry. Do you think this represents a future trend in the mass media
Zhang zion: “infrastructureization” in the new media age, especially the super-internet platform thereafter, the entire traditional media, not only television, but also radio, periodicals and newspapers, faced enormous challenges。
The central problem is the marginalization of traditional channels. Large numbers of young users have moved to internet platforms, and if paper-based media and electricity are unable to “go to the main battlefield”, influence and sustainable development are inevitable。
Although many media “loan out” to sea and have a large number of matrix accounts on internet platforms, another major problem is the lack of capacity to operate internet content。
Because of the flow laws, operations require more professional, stronger flow logic and business logic. However, in the practice of some of the traditional media, their internet content is not yet translated into enough income to feed themselves, and business models do not really create a new closed circle。
Shanghai securities post: in recent years, we have seen some differences in the logic and focus of development in the overseas chinese language and the interior。
Zion: yes. From the perspective of media integration, some of the overseas chinese language guards view the pace of transition to the mobile end, which is in fact slower than some of the mainstream media in the interior, which “strikes inwardly and positively”。
On the one hand, some of them had a brilliant history, and when the new media age came, there was no greater sense of crisis, nor was the new strategic sense of awareness and action。
On the other hand, they have a higher degree of marketization and are not as well driven by policy towards transition. Indeed, more than a decade ago, the authorities and government departments in the interior carried out a top-level design for the transformation of media integration, which continued to promote the integration of traditional and emerging media, followed by greater integration of media at the district and municipal levels, followed by systemic changes in the mainstream media and a continuous pace of policy development。
Shanghai securities post: twenty-three decades ago, we saw more of these overseas chinese-language guards, but these years seem to have been less and less。
Zhang zhi an: their location is national, but it also means that unlike mainland television stations, such as zhejiang watch, orient watch, they focus on a region while taking into account the whole country, which also leads to a lack of precision in their excavation of downside users and markets。
Sas has seen less than enough of what it had previously done to focus on the downside users, and commercialization has been difficult to develop when they have gradually lost their traditional target audience, the national market。
Phoenix watch is a relatively special case. One of the core reform tasks of phoenix watch over the past two to three years has been to raise local ratings. When users and markets become more focused, the liquidity and commercial value of commercial advertising increases。
Shanghai securities post: is ai a fast-growing opportunity to “reverse” traditional media
Zhang zhi an: given the current trend, if mainstream media are not able to regain a new “ecological position” in an intelligent society, ai development will only have a greater structural impact on traditional media, a challenge that is even destabilizing to the sustainable development of most traditional media。
In terms of trends, ai is leading to new entry movements, for example, to bean buns, quirks, yuanbao, and the results of the ai search of social networking platforms, which have weakened the “visibility” of future media in the ai scene. This is also the key to the need for the media to speed up the layout of the ai scene。
At present, however, it is difficult to see, and many media are not responding or finding effective responses. Most of the media are turning from their own perspective and do not think about their “ecological place” in future digital dissemination business。
What does shanghai securities mean by "an ecological position"
Zhang zian, “eco-location” changes or transformations mean that, in the future, there will be more and more intellectually driven human interactions and that the media will not change from their own perspective, but will think about their relationship to the platform, ai and the functions to be used to build strong links with users。
The mainstream media need to be fully conscious and perceptive of reality. First, traditional channels are no longer central and can no longer hold their own. Second, in terms of functionality, it is important not only to preserve traditional journalism or publicity functions, but also to expand and extend the importance of such basic functions in ai “one-on-one” or intelligent human interaction settings and to find core competencies that can be reconnected to society。
My basic view is that, without ecological change, it is simply “apocalyptic” and that traditional media cannot solve the problem of sustainable long-term development。
Shanghai securities: is traditional media of its own value or advantage in this broader context
Zhang zian: of course it's worth it。
The first is credible language. The main source of reliable data should be the media。
Second, in major public events, the media often played a key role in value anchoring and de facto recognition, i. E. The role of opinion-led ballast and fixed stars。
Finally, there is still a need for the output and dissemination of mainstream values in the context of artificial intelligence applications, depending on the mainstream media。
