When you think of newspapers, what comes to mind?
Newspapers, printing, inks?
Oh no! That's all in the past
Standing on the media convergence track and AI technology outlet
Traditional print media is also undergoing a metamorphosis
It is a "paper" medium, but also a "finger" medium
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Take Shenzhen News Group, for example. Since the beginning of this year, SNG Shenzhen Newspaper has taken "remodeling" as the keyword, "value communication" as the core point, and "creativity" and "technology" as the driving force, and all employees have accelerated the transition to the Internet, and all employees have enthusiastically devoted themselves to the era of intelligent media.
In the first quarter of the past year, the media under the Shenzhen newspaper industry successively gave birth to a number of phenomenal popular products. This is actually the result of the accumulation of Shenzhen's newspaper industry over the years of deep cultivation in the production of high-quality content and the dissemination of creative forms. But on the road from "reporting money" to "explosive money", it is not easy for Shenzhen newspaper people to walk.
On the afternoon of April 26, in the new media building of Shenzhen Press Group, a unique sharing meeting revealed the difficulty of turning "newspaper payment" into "explosive style", and also unlocked the "traffic password" of this year's SNG Shenzhen newspaper industry's popular products.
"The sharing of every hit model, all the seemingly effortless on the surface, is behind the unbridled power of traditional media people. Ding Shizhao, Secretary of the Party Leadership Group and President of Shenzhen Press Group, said that the reason why the first quarter of SNG Shenzhen Press Creative Communication Sharing Conference was held with the theme of "It is a newspaper, but also a hit", which is not only to show the outside world, especially the partners of Shenzhen Press Group, the latest efforts and achievements of Shenzhen Press Media Integration this year, but also to show the confidence and determination of Shenzhen Press Industry to reform and reshape.
"Although traditional media is coerced by the Internet, we are not afraid of any wind and rain. The most gratifying thing about this creative communication and sharing is that the young people of Shenzhen's newspaper industry have taken over the baton. As a party media, we must always adhere to positive energy, continue to play the role of the anchor of the sea, and at the same time, we must learn to change the wind and rain on the Internet battlefield, constantly strengthen the original content, strengthen the communication of the whole network, and strengthen the guidance of public opinion and the handling of public opinion. Ding Shizhao said.
At the sharing meeting, the creative teams of a number of phenomenal original works took the stage to share the stories in front of and behind the scenes.
Next, let's decipher them one by one
How does Shenzhen Newspaper play creative communication?
Crystal News:
"Crystal newspaper expression", why is it out of the circle repeatedly?
In 2024, Jingbao will be positioned as an in-depth reporting media with the most Internet characteristics, and has successively launched several major fist products such as "Special Report", "This is Shenzhen", "Jingbao 10 Minutes" and "City Hero", and tens of millions and hundreds of millions of popular works have appeared in the first season——
The city marketing series short video "This is Shenzhen" launched on January 27 (the MV of the theme song of "This is Shenzhen" was officially released!), nearly 50 issues have been launched so far, and the Weibo topic of "Why is Shenzhen Public Toilet Out of the Circle" has been read more than 60 million, and the number of dissemination on the whole network has exceeded 100 million (this is Shenzhen | Why are Shenzhen's public toilets out of the circle);
The dialogue program "Jingbao 10 Minutes" launched on March 1 was launched in just half a month, and it produced a work with tens of millions of views on the video account of "Why Formalism Can't Be Defeated" (Jingbao 10 minutes|Why can't formalism be defeated?). The 8 full-page special report of the 10th anniversary of the University of Chinese Hong Kong (Shenzhen) "The Birthday of the University, the Festival of the City" was praised by Academician Xu Yangsheng, President of the University, and the series of videos of "Crystal Newspaper 10 Minutes" talking to President Xu Yangsheng has been disseminated more than 5 million times on the whole network (Crystal Newspaper 10 Minutes|Dialogue with President Xu Yangsheng (Part I): We cultivate the most important talents in 20 years). A single graphic report of "City Heroes" has reached millions of spreads ("City Heroes").
"Special Report" is full of pictures and texts, showing Shenzhen in the story, Shenzhen in the details, and Shenzhen with flesh and blood; "This is Shenzhen" shows the big era with small incisions, focusing on the beauty of the city, and is committed to urban marketing; "Jing Bao 10 Minutes" guest dialogue, focusing on social topics and exploring the value behind the event; "City Hero" pays tribute to urban innovation, entrepreneurship and strivers, illuminating the life path of more people.
The internal driving force of the Jingbao explosion comes from the "Jingbao expression". What kind of expression is "crystal newspaper expression"? At the sharing meeting, Jingbao unlocked the "traffic password" on the spot in the form of a special edition of "Crystal Newspaper 10 Minutes".
"Is there any traffic on public topics and serious topics?" "Crystal News 10 Minutes" talks about formalism topics, which is to use "crystal newspaper expression" to do a traffic 'test'. In the final analysis, it is based on the three fulcrums of "observing major events with a large vision, defining the main battlefield with mainstream values, and surging with positive energy".
Hong Kong Commercial Daily:
One person set off a billion traffic, how did the "Hong Kong Media First Sister" come about?
At this year's National People's Congress and the National People's Congress, Hong Kong Commercial Daily reporter Li Xiaoying exclusively interviewed Yuan Huazhi, political commissar of the People's Liberation Army Navy. Subsequently, the original topic she wrote about "China's fourth aircraft carrier will be announced soon" quickly appeared on the Weibo hot search list, and the number of clicks on the related short video quickly exceeded 100 million, and she herself was also called "the first sister of Hong Kong media" by readers.
Of course, "Hong Kong Media First Sister" is not made in a day. After running for more than 10 years, why is it that only this year is "popular"? I have written N exclusive military reports, why can I set off more than 1 billion yuan of sky-high traffic this time? At the meeting, Li Xiaoying summed up the mystery -- the power of short video communication. She believes that the presentation of new media has brought great challenges to the interview, and it is also an important factor in the success of this interview.
In less than 10 days of the two sessions, the website of Hong Kong Commercial Daily published 1,600 articles, including nearly 200 short videos, with a total traffic of 1.2 billion. Li Xiaoying said that she has been running the two sessions for 16 years, and this year's feelings are particularly profound. The biggest feature of this year's two sessions is the new media interview method, "The previous interviews were mainly text-based, but this year is the first year to shoot videos while interviewing, and I feel like a newcomer." She said that in the past, she could run a meeting with a voice recorder, but this year she had to bring a bunch of equipment, and she was often in a hurry. After the interview, I used to finish writing the script, but now I have to pick the camera and cut the film, and the workload is several times that of the past.
A set of military reports from the Hong Kong Commercial Daily was the main reason for the good results this time, in which the flow of news about the fourth aircraft carrier reached 500 million. Li Xiaoying believes that in addition to the amount of dissemination, it has also gained extensive influence, and almost all media around the world have reprinted it, which proves that the reporter's report has been recognized by everyone. She said that at the scene of the two sessions, the name of the Hong Kong Commercial Daily was widely known, and the leaders of the troops also praised the meeting, and both the staff and their media counterparts also expressed their approval, and even when they took a taxi, they were recognized by the "elder brother" in Beijing and asked to take a commemorative photo with her.
"This time I really feel the influence of short videos," Li Xiaoying said, in fact, she has been doing new media interviews for several years, and there have been exclusive news in military reports before, such as an interview with Chen Bingde, then chief of the General Staff, in 2011, revealing that China is already building aircraft carriers, and this report has also been reprinted by major media around the world, but the influence is definitely not as great as this time.
Shenzhen Evening News:
Strong "festival", how to create the limit of a better life in Shenzhen?
In recent years, Shenzhen Evening News, as a company that has transformed from a traditional paper media to the most dynamic cultural and creative comprehensive service organization in Shenzhen, has become a creator, explorer and disseminator of beauty by linking creativity.
In March 2023, Shenzhen Evening News planned and launched the annual series of activities of the "Longgang Good Life Festival" for the proposal of a better life in the city. Through a series of brand activities such as "Intelligent Maker Market", "Longgang Coffee Place" and "Dafen Art Life Market", the public can immerse themselves in the colorful façade of Longgang's beautiful life. This "payment" IP was also written into the government work report by Longgang District.
In March this year, Shenzhen Evening News recreated the new IP of the Good Life Festival, moving a grand and romantic cloud wedding ceremony to the top of the 369-meter Shenzhen Galaxy Twin Towers, and under the resonance of a "sky concert", the melody of a better life resounded in the starry sky.
Shenzhen Evening News is committed to building a "Bay Area Life Aesthetician", and to be the eyes of readers and users to discover and highlight beauty. Every evening, the quality life column "Multi-faceted Deep Life" is launched to arrive at every beautiful place in the city. In March this year, Shenzhen Evening News, together with the Cyberspace Administration of the Municipal Party Committee and the Municipal Bureau of Culture, Radio, Television, Tourism and Sports, launched the "Exploring Shenzhen Internet Celebrity Check-in Places" online selection activity, presenting the freshest and hottest check-in list for Shenzhen residents, tourists and foreign friends, etc., to find and share a better life.
Shenzhen is beautiful, and it can also "circle fans" in the global strength. On the occasion of the New Year in 2024, Shenzhen Evening News will promote the Shenzhen city tourism promotional film on the NASDAQ screen in Times Square, New York. Boosted by the late night, Shenzhen's time dominance of the "crossroads of the world" quickly went out of the circle, and the platforms at home and abroad were simultaneously promoted, and the communication volume of the whole network exceeded 100 million, creating a phenomenon-level event in Shenzhen's urban marketing.
At the sharing meeting, Feng Min, the anchor of Shenzhen Evening News, talked about the power of "making festivals" late at night and revealing how the password for a better life was created. She believes that in recent years, Shenzhen Evening News has actively embraced the trend of the times, driven by creativity, conformed to the changing new needs of readers and users, innovated and changed, creatively emerged, and continued to create, striding into a new track of media integration, and gradually forming a "late-night phenomenon" of rising against the trend and flying creativity. There are five important supports behind this: new momentum for media development, new logic for media survival, new ecology for the media industry, new value for media services, and new culture for media organizations.
"We firmly believe that as long as we continue to gallop, we will eventually reap the rewards, and the most beautiful scenery must be in the most difficult places to seek. In the next step, we will continue to unleash the power of creativity and innovation, stand up to the new, create endlessly, work with partners to achieve mutual success, continue to write more win-win stories together, and create a better tomorrow. ”
Read the client:
Under the AI tuyere, how does Shenzhen Press Group accelerate its take-off?
AI Writing, AI Anchoring, AI Vision, AI Editing...... Since the beginning of this year, Shenzhen's newspaper industry has ushered in a large number of "new colleagues".
With the support of the strongest AI brain, in the "AI Workshop" of the Reading Special Client, there is a digital person per capita;Together with the "AI partner", Shenzhen Evening News completed the country's first AI media fusion newsprint;On March 29, Shenzhen Special Zone Daily, Shenzhen Business Daily, Shenzhen Evening News, Jing Daily, Shenzhen Daily, Southern Education Times and other print media collectively launched AI co-creation pages;There are more AI videos and AI songs...... As the first news unit in Guangdong to access the latest native application ecology of Huawei Hongmeng, the AI universe of Shenzhen newspaper industry is being launched, and the era of artificial intelligence of Shenzhen newspaper industry has begun!
At the sharing meeting, Chen Zhiyuan, the anchor of Read, and his special partner, "Digital Human" Chen Zhiyuan, talked about how the "Shenbao AI Heavenly Group" represented by the Readte client accelerated its take-off under the AI tuyere.
It is not only the head client of Shenzhen Press Group, but also the forefront of the application of AI technology in Shenzhen Daily. The AI workshop is the core of AI practice, which integrates AI technology into every aspect of news gathering and editing, from creative planning to video production, from text writing and poster design, AI is everywhere.
Innovative practices in AI workshops
On March 28th, the establishment of the Reading AI Workshop, in just one month, it used AI to generate two blockbusters "The Next Future" and "Fantastic Beasts AI Shenzhen", and at the same time injected the powerful kinetic energy of AI into the whole process of content production, copywriting planning, graphic design, and video production. With the slogan of "ALL IN AI", Readtech AI Workshop has launched the "Five Action Plans" - "Intelligent Generalization", "Ingenuity to AI", "Value Symbiosis", "Intelligent Advancement" and "AI Pathfinder", aiming to promote the deep integration of AI and content production and create a "Readtek model" for media integration in the AI era.
Deep integration of AI technology and news gathering and editing
Shenzhen Press Group's AI editorial office system, based on underlying AI capabilities such as HUAWEI CLOUD and Tencent Cloud, has become a powerful assistant for news gathering and editing. It can not only generate headlines, text polishing, style rewriting, and picture generation, but also recognize and review various texts, pictures, voices, and videos, which greatly improves work efficiency, and more importantly, it makes news content richer and more diverse. For example, "AI marketing officers" can integrate financial information and provide in-depth interpretation services. During the National Two Sessions, we launched the "AI Reading Front Page" and "AI Anchor Talking about the Two Sessions", which made the news reports more three-dimensional and vivid.
Cross-border integration of the "AI+" ecosystem
In addition to news gathering and editing, we are also actively exploring the cross-border integration of "AI+". For example, "AI + Film and Television", we launched AI micro-short dramas, which use modern technology to spread classic stories, "AI + Education", our audio picture books and intelligent animations, which present a world full of imagination for children, and "AI + Office" "Deep Report Wonderful Pen - AI Kumon Assistant Platform", which provides strong support for Kumon writing.
Embrace change in the face of challenges
"Of course, we've also heard some skepticism about the use of AI in news production. The appearance of AI anchors also made me continue to feel uneasy and anxious, worried that I would not be "needed" one day and be laid off. "But we firmly believe that AI cannot replace human ingenuity and critical thinking, and the core of news reporting is still strict fact-checking and journalistic ethics standards, and journalists still need to go to the front line to write news with warmth, ethics and humanity." We also choose to embrace change bravely, believing that the organic combination of AI will only make us more committed to the original value and provide more impactful reporting. Let's look forward to AI technology bringing more possibilities to our media convergence!"
Shenzhen Business Daily:
To create value for customers, we don't just "advertise"
As a financial technology media in the transformation track, Shenzhen Business Daily firmly believes in "symbiosis for value" and has been striving to give customers the greatest communication value and the best communication effect.
In January this year, the first phase of the "Taetea Shenzhen Business Daily & Reading and Creating Pillars of the Torch Program" was launched. Behind this, there is a moving story of "making dreams with a cup of tea and empowering dreams". At the sharing meeting, Xie Yutong of Shenzhen Business Daily shared classic advertising cooperation cases through the four dimensions of "temperature", "heat", "social" and "value", and explained how to develop a comprehensive urban cultural service body with a new identity, how to give full play to the "effective communication" and "efficient communication" of media integration, and open up a new path for media to empower the brand value of enterprises.
She said that "Shenzhen Business Daily" was born and prospered because of reform. In recent years, Shenzhen Business Daily has put forward the concept of "symbiosis for value", forging a new media iron army that constantly explores innovative development paths and enhances self-hematopoietic ability, actively embracing new technologies, cultivating new business formats and stimulating new kinetic energy. On the one hand, we will give full play to the expertise of financial new media to provide accurate information dissemination services, and on the other hand, actively explore ways and paths to cooperate with enterprises. Realize "linkage" and "symbiosis", expand the "circle of friends", expand the "circle of cooperation", and promote the establishment and improvement of a comprehensive cultural service system.
Shenzhen Special Zone Daily:
Rooted in the new era, singing the theory of light
Born in the era of the tide of reform and opening up, growing up in the pioneer city of reform and opening up, the blood of Shenzhen Special Zone Daily flows with the gene of reform and opening up. Shenzhen Special Zone Daily not only records the turbulent situation of the reform and opening up of the Special Economic Zone and sends out a strong voice of the times of China's reform and opening up, but also is a staunch reformer and innovator, creating the "first newspaper of reform and opening up" in reform and innovation.
In the history of Chinese journalism, in 1992, the Shenzhen Special Zone Daily published the "Eight Commentaries on the New Year of the Monkey" and a long-form newsletter in which the spirit of Deng Xiaoping's important speech on his inspection of the south caused a sensation at home and abroad, and promoted a new round of reform and opening up in China.
The Central Economic Work Conference held at the end of last year put forward the "Theory of Singing the Brightness of China's Economy". Why do you want to sing it, and how do you sing it?
From the first working day of the New Year in 2024, Shenzhen Special Zone Daily published the blockbuster articles of "China's Economic Brightness", "China's Economic Confidence", "China's Economic Confidence", "China's Economic Confidence" and "Three New Year's Theses" in a prominent position on the front page for 3 consecutive days, triggering the whole network to be reprinted on the screen, and the number of readings on the whole network exceeded 10 million. On March 18, Shenzhen Special Zone Daily published a blockbuster related commentary on the front page headline "Bears will be disappointed repeatedly, and the bears will benefit again", with more than 20 million views on the whole network, highlighting the voice of Shenzhen in the "Pilot Demonstration Zone".
In the finale of the sharing session, Shenzhen Special Zone Daily, as the flagship and ballast stone of Shenzhen's newspaper industry, took the popular "Three New Year's Theses" ("China's Economic Brightness", "China's Economic Confidence", "China's Economic Confidence") and the blockbuster commentary "The Bears Will Fail Repeatedly, and the Bears Will Benefit Again" as an example, telling how to use responsibility and responsibility, sensitivity and strength, ability and literacy to clear the fog, sing a strong voice, and guide public opinion.
Shenzhen Special Zone Daily reporters Wu Dequn and Zhuang Yuan said at the sharing meeting that along the way, Shenzhen Special Zone Daily has used its strength to show that the authority and influence of the party newspaper have not changed, and the role of the party newspaper as a producer of high-quality content has not changed in today's seemingly declining paper media. More importantly, the love of all newspaper people to present professional reporting remains unchanged, and our original intention of sticking to the ideal of journalism remains unchanged.
Looking to the future, the ambition is immense. Shenzhen Special Zone Daily will continue to take root in the spring of Shenzhen, the fiery Shenzhen, rooted in the turbulent wind and rain, the new era of galloping, swaying youth and passion, writing a "spring story", and issuing the voice of the trendsetter.
SNG Creative Space:
A movable space shared by media, art and cultural creativity
On the occasion of the "First Quarter SNG Shenzhen Newspaper Creative Communication Sharing Conference", a "small but beautiful" creative and cultural space - "SNG Shenzhen Newspaper Creative Space" was unveiled in the lobby on the first floor of the New Media Building of Shenzhen Press Group at the same time.
"SNG Shenzhen Press Creative Space" is the first cultural and creative exhibition space of Shenzhen Press Group, jointly created by Shenzhen Creative Culture Center and design students of the School of Art of Soochow University. It is characterized by the cooperation between media people and designers to create a movable space shared by media, art and cultural creativity in the mode of "pop-up space + cultural creativity + art display".
"SNG Shenzhen Press Creative Space" makes full use of the advantages of media and cultural integration of Shenzhen Press Group, takes personalized cultural and creative space as the core function positioning, and integrates multiple functions of display, communication, service and communication. This space is not only a mobile cultural and creative space for Shenzhen Press Group and various cultural and creative displays in Shenzhen, but also a live broadcast space for the release of new products of Shenzhen Press Group, as well as a service space for the release of new products and city lists in Shenzhen and local cultural and tourism information consultation.
(Author: Shenzhen Press Group)