The new model of "1+7+N" continues to exert force, "100,000+" has become the norm, the number of fans and comprehensive influence have ranked first in the weChat public account of the national provincial newspaper and the first place in the WeChat public account of Shandong media; the "unique IP column" has attracted wide attention; the annual operating income is 210 million yuan, ranking in the top three of the provincial party newspapers in the country... In 2021, Dazhong Daily took the "integration axis" as the breakthrough point, promoted the transformation of integration and transformation from point accumulation to system breakthrough, explored a practical, distinctive, pragmatic and effective integration path, and achieved fruitful results.
Reform unleashes productivity, and media convergence brings vitality. In the analysis of the Weibo hot search list released by Weibo in the first half of 2021, Qilu Evening News Weibo ranked first in Shandong; the peninsula metropolis newspaper video number that began to operate in July 2020 has now developed into a video number platform head news account with an average daily push of more than 30 short videos and more than one million plays, according to the data of the third-party data platform, the video number is in the top 20 of the daily list of stable residents, and the best result is the first in the country; the public network and poster news take the national hot report as a breakthrough. Through video live broadcasting to directly hit the first scene, explore the way of marching uninterrupted live broadcasting, interactive drainage of short video and live broadcasting, and national linkage live broadcast, etc., to quickly achieve the improvement of national influence.
The media of the Mass Press Group are innovative and innovative, have the courage to open up, and combine their own actual conditions to explore the road of integrated development with their own characteristics. In this issue, four media, including Dazhong Daily, Qilu Evening News, Peninsula Metropolis Daily, and Dazhong Network Poster News, exchanged and shared the practice and exploration of various media in the past year, showed the remarkable achievements of the transformation and innovation of various media of the Dazhong Newspaper Group, and jointly explored the road of media integration and development.
Mobile news live broadcast exploration in the all-media era ——Popular Network Poster News Innovate the new model of "live broadcast + news government services"Abstract: In recent years, with the popularity of 5G technology, in news reports, online video news live broadcasting has become more and more favored by users with its advantages of timeliness, "zero loss" and strong interactivity. The video live broadcast brand "Poster Live" under the public network poster news, with news as the core, extends to the field of government affairs and services, and explores a new model of all-round three-dimensional development of "live broadcast + news government services".
Keywords: mobile live broadcasting; intelligent strip removal; cloud investment; integrated media studio; 5G+4K+VR
Among all the news reports, the first on-site report of hot emergencies, because of its timely, vivid and visual impact, is often more likely to attract national attention. In recent years, the public network poster news has taken the national hot report as a breakthrough, directly hit the first scene through live video broadcasting, connected the core parties, and explored the methods of non-stop live broadcasting, interactive drainage of short videos and live broadcasts, and national linkage live broadcasting, etc., to rapidly improve the national influence.
Live broadcast + news hotspot burst I strive to "break the circle" marching live interaction to enhance user participation
On October 15, 2021, the public network poster news reporter broadcast the launch of the Shenzhou 13 rocket near the Jiuquan launch base.
On May 8, 2021, Poster News broadcast the State Council's regular policy briefing live and was given the opportunity to ask questions.
In 2020, in the national linkage live broadcast of the resumption of work and production, the poster news reporter reported on the start of the Shandong Heavy Industry Green Intelligent Industrial Park.
In 2021, the public network and poster news video live broadcast averaged more than 140 times a month, with an average of more than 300,000 views per live broadcast on the whole network. According to the dissemination data analysis of commercial platforms such as Douyin, Today's Headlines, and Tencent News, in the reports of major domestic hot events such as the launch of Shenzhou 13, farewell to Yuan Longping, Meng Wanzhou's return to China, dialogue with Brother Ramen, and the opening of the Hangzhou wife murder case, with the advantages of exclusive angle and launch speed, the number of live broadcasts of a single live broadcast exceeded 500,000 people. For example, on October 15, 2021, in the live broadcast report of the launch of Shenzhou 13, the number of viewers of the public network poster news alone exceeded 3.16 million, and the total number of viewers of the whole network live broadcast distribution exceeded 5 million, second only to CCTV News and People's Daily. In this live broadcast, the public network poster news reporter tried to travel a long live broadcast, and the live broadcast warmed up to grab the first launch, leaving room for time for the outreach distribution and popularity accumulation of the whole network.
Although Shenzhou 13 was launched in the early morning of October 16, 2021, the video live broadcast room of the public network poster news was opened from 14:00 on the 15th. On the way from the Gobi Desert to the scene of the Jiuquan Launch Base, the reporter from the front introduced the background of the news event, answered the questions of netizens in the message area, and the core tasks shouldered by the science popularization launch, while telling the inspirational story of Shandong girl Wang Yaping astronaut. According to the content broadcast in the front, the rear guide timely inserts the relevant short video screen, which greatly enriches the live broadcast content. After the reporter arrived at the viewing area of the launch base, he continued to use the camera to directly hit the warm scenes such as sending blessings and singing about the powerful motherland. At 19:00 on the same day, netizens collectively left messages echoing the blessings sent to astronauts in the live broadcast of the reporters in front of them, and words such as "safe return" continued to brush the screen during the live broadcast. In addition to interacting with reporters, netizens also interacted with each other during the live broadcast, changing passive viewing to active participation, enhancing the sense of participation, and leaving more than 100,000 messages. The popularity accumulated by the high-quality on-site warm-up broadcast in the first 10 hours has won the opportunity for the "robbery war" between the national media live broadcasts in the final launch period of the mass network and poster news, and it also reflects the great advantage that the live broadcast of the network news is not limited by the broadcast time and duration.
Short video and live broadcast interactive drainage is a great weapon to achieve live broadcast "breaking the circle". Before the live broadcast of major news events begins, the rear guide of the public network and poster news will often prepare a certain number of relevant short videos, on the one hand, published on platforms such as Douyin for live broadcast preview, on the other hand, it can also be inserted during the live broadcast to cope with unexpected situations. During the live broadcast of the Shenzhou 13 launch, the public network and poster news published 10 short videos related to the live broadcast content in a row. At the official press conference held on October 14, the public network poster news reporter went to Wang Yaping's hometown to visit, and the whole network first released two short videos of ""God Thirteen" astronaut is Shandong girl Wang Yaping 100 seconds to review her wonderful moments of spaceflight" and "The first female astronaut out of the cabin sends blessings to her hometown" two short videos for live pre-heating. On the evening of the 15th, with the heat of live broadcasting, the public network poster news successively launched 4 Shandong element short videos such as "Visiting the Hometown of "God Thirteen" Female Astronaut Wang Yaping: She is the Pride of the Whole Village" on platforms such as Douyin. In the early morning of the 16th, the reporter in front of Jiuquan and the editor in the rear linked up to launch 4 short video live news such as "Half a year on a business trip, Wang Yaping just sent a circle of friends", "Crossing most of China to see the launch of Shenzhou 13", "Full of tents Tonight many people come to watch the launch near the Jiuquan Satellite Launch Center". These 10 short videos were not only published in the live broadcast room graphic area of the public network and poster news's own platform, effectively supplementing the live broadcast content in the form of rolling broadcasts, but also after being published on commercial platforms such as Douyin, 2 short videos were played more than 10 million times on the night of the 15th. On the poster news's Douyin number, the netizens attracted by the short video and the audience in the live broadcast room formed the same frequency resonance in the interaction, so that the popularity of the live broadcast room continued to rise.
Major nodes are linked nationwide to create tens of millions of live broadcast explosions. In addition to the live broadcast of a single news scene, in the face of national events, the mass network and poster news also give play to the advantages of the layout of the whole country, try to collectively "fight" with their counterparts across the country, and launch a large-scale live broadcast linked by multiple places. For example, during the "epidemic" in 2020, the public network poster news participated in the planning of central and local media such as Xinhua News Agency, People's Video, The Paper, Cover News, Hualong Network, New Chongqing, Tianmu News, etc., and launched a number of national media linkage live broadcasts, of which "Many Media in the Country Directly Hit the First Day of Resuming Work" Live report on the resumption of work in Jinan, Chongqing, Beijing, Shanghai, Chengdu, Hangzhou and other cities, comprehensively presenting the unity of all localities to fight the epidemic, "one hand to grasp the prevention and control of the epidemic, the other hand to grasp the resumption of production" The total number of views on the whole network exceeded 10 million in five hours. During the "Eleventh" National Day holiday, the public network and poster news linked with 6 mainstream media such as Xinhua Net and Tianmu News, launched a large-scale linkage report on the first day of the national day of the same national day to take you to 10 provinces and cities in China, from scenic spots, transportation hubs, catering and accommodation, etc., to comprehensively present the scene of China's tourism economic recovery, and the number of online viewers on the day exceeded 10 million. In addition to the nodal national linkage, the public network and poster news also give full play to the advantages of the linkage of local channels in 16 cities, normalize the launch of large-scale live broadcast reports that connect the 16 roads at the same time, and the live broadcast of major emergencies involving the province such as typhoon "fireworks" about to transit Shandong, extreme cold weather, and flood rescue of the Yellow River has exceeded 1 million.
In addition, in accordance with the positioning of "based on Shandong, the country's first-class and facing the world", the public network poster news has gradually tested the live broadcast reporting of foreign hot news events by exploring the construction of overseas filming teams. For example, in the explosion in the Lebanese capital, the public network poster news through the local Chinese shooters, the whole network first launched the explosion rescue scene visit live video broadcast; in the Afghanistan "change the sky" incident, the video connection in Kabul Chinese enterprise employees, the exclusive first armed personnel to take over the scene on the street.
Live broadcast + government affairs central, provincial, municipal three-level linkage, political and economic news authority to release live content intelligent striping, seconds to discover the scene short videoIn addition to the scene of news events, the public network poster news also broadcasts important press conferences, conferences or major current political activities through video live broadcasting, conveying the authoritative voice of the party committee and government for the first time, and creating a mainstream political and economic end. At present, the official press conference is broadcast live on an average of 3 times a day. Since May 2020, the public network poster news has received the first opportunity to ask questions at the press conference of the new office of the State Council, and has broadcast more than 200 press conferences and regular policy briefings of the new office of the state, and has obtained more than 110 opportunities to ask questions. In addition to the daily press conference of the State Council New Office and the press conference of the Shandong Provincial Government, the public network and poster news also linked up with the local channels of 16 cities to broadcast the important official press conferences in Shandong Province, realizing the three periods of "morning, middle and evening", and full coverage of the live video broadcast of the authoritative release of government affairs information at the central, provincial and municipal levels. At the same time as the live broadcast, the public network poster news with the help of Qilu smart media cloud intelligent cloud editing system, to achieve the live broadcast content into short video reports of the secondary dissemination. The rear director and the reporter cooperate, according to different news points, pull the live video signal for short video striping, from live streaming, online editing to background release, generally within 3 minutes can produce a short video content of the conference, the fastest realization of less than 60 seconds short video grab the first release, the highest single conference production of 19 short video news. Among them, "Shandong severely punishes price gouging: punished to the point of ruining the family!" "Insist on opening the door to rectify The education and rectification of the first batch of political and legal teams in Shandong: 2477 cadres and policemen voluntarily surrendered" and other short videos of the press conference were pushed more than 100 times on the public network poster news and commercial platforms such as today's headlines, Tencent news, and Douyin, with an average of more than 500,000 hits.
Live broadcast + service cloud investment, cloud roadshow, cloud brand event live broadcast to help industrial developmentIn addition to live news broadcasting, The Public Network and Poster News also took the initiative to adapt to the requirements of epidemic prevention and control, innovated the live broadcast form of brand activities, and helped shandong province's "double strokes and double introduction" work and the development of the e-commerce live broadcast industry. In 2020, the "Choose Shandong" cloud platform launched by the Department of Commerce of Shandong Province, "Online Merchants Association" live broadcast, through online promotion meetings, investment matchmaking meetings, special roadshows and other forms, 326 external promotion and cooperation projects were promoted, and 104 project intentions were obtained, which were unanimously praised by participants at home and abroad. In February 2020, the official website of the Ministry of Commerce issued a document to promote Shandong's "online investment promotion association" live broadcast as a model for investment promotion work throughout the country.
From 2020 onwards, in order to cope with the impact of the epidemic on the economy, under the guidance of the Cyberspace Administration of the Shandong Provincial Party Committee, the Provincial Department of Science and Technology, the Provincial Department of Agriculture and Rural Affairs, and the Provincial Department of Commerce, the mass network poster news also joined hands with the party committees and governments of 16 cities in Shandong to launch a series of online public welfare live broadcast activities of "Luli Helping Farmers" to play a combination of "agricultural products + content + credibility + traffic", effectively improving the exposure of agricultural products, and finally landing as a transaction volume, relying on the creation, promotion and sales of agricultural product content. A complete new sales chain has been formed, and active exploration has been made to promote the effective integration of comprehensive poverty alleviation and rural revitalization. At present, more than 100 local party and government leading cadres have been invited to publicize and promote regional agricultural products in the form of live video with goods, released nearly 1,000 short videos, launched dozens of live broadcasts, attracted more than 20 million people to watch, and helped agricultural products to trade tens of thousands of orders online.
Live broadcast + transformation and improvement mechanism construction, to achieve standardized and professional development of 5G + 4K + VR HD studio technology empowermentTake live video broadcasting as the starting point to promote the transformation of all employees from graphics to video. In recent years, all the editors of the public network poster news have continued to deepen the concept of "no video no news", in the scene of many hot news events, text reporters "second change" appeared in the anchor, "5G mobile phone + aerial camera + handheld stabilizer" has become the standard of mobile video live broadcast. In addition, when the multi-channel linkage of large-scale live broadcast was launched, 4 hosts with professional skills took turns to interact with the reporters and guests in the front of the studio, and the reporters, hosts, directors, technology, and editors cooperated closely to initially establish a live broadcast team of more than 20 people.
In order to promote the network live broadcast business to be more professional, standardized and refined, and maintain the stability of the quantity and quality of live video broadcasting, the public network and poster news further improved the mechanism construction, and issued the "Mass Network and Poster News Network Live Broadcast Content Management Specification", which refined the standards from the aspects of topic selection, editing and review process, job responsibilities, packaging styles, emergency disposal plans, etc., and put forward a series of quantitative indicators. In the daily live broadcast business, through standardized management, the professional level of the live broadcast team is improved.
A network video live broadcast can be successfully broadcast, but also needs a strong rear guide and technical support as a backing. In order to actively adapt to the development needs of 5G+4K+AR/VR HD video live broadcasting and support the increasingly surging network video interview live broadcast business, in 2021, the newly built 4K HD media studio of the public network poster news was officially opened, and the new studio was used in conjunction with the original provincial satellite TV-level starring studio, data sharing between the two guides, more than 20 high-definition professional cameras and digital SLR cameras, and AI, VR, and aerial photography equipment adapted to 5G networks. In the software system and hardware equipment configuration benchmarking domestic first-class. At the same time, in order to meet the needs of mobile news live broadcasting, the public network poster news is also specially equipped with two high-definition recording and broadcasting portable all-in-one machines, multiple sets of 4G backpack mobile transmission equipment, to achieve video acquisition and editing, director switching, multi-track tuning, delay broadcast control, wired production and broadcasting, signal recording, live broadcast release and other functions, with the cloud under the cloud production and broadcasting, packaging, virtual, special effects system integration, refinement, mobile collaboration. The real-time intelligent strip breaking and cloud editing functions of live broadcast signal integrated by Qilu Smart Media Cloud System provide strong support for the secondary distribution of live content after it becomes a short video in seconds.
(Wang Lei: Director of The Video Center of the Mass Network; Fan Sisi: Deputy Director of the Video Center of the Mass Network)
This article was published in the December 2021 issue of All Media Exploration
(All Media Exploration)