Recently, the State Administration of Radio and Television announced a number of typical representative and reference innovation cases in deepening the reform and innovation of talent development system and mechanism, and 11 cases were able to stand out.
At present, the national radio and television and online audio-visual industry is in a critical period of promoting high-quality development, and talent construction and the establishment of a scientific talent concept are important guarantees for the rapid development of the industry. To this end, it is timely to carry out the collection and selection of cases of reform and innovation of the industry to deepen the talent development system and mechanism at this time.
(a)
Achievements are made by talents, and the industry is wide by talents. At present, radio and television and online audiovisual are facing unprecedented opportunities and challenges, the pressure of transformation and development prospects are moving in the same direction, and the whole industry is more thirsty for talents than at any time in history.
The State Administration of Radio, Film and Television has carried out the collection and selection of cases of deepening the reform and innovation of the talent development system and mechanism, and its important momentum is to promote the construction of more talent training mechanisms and systems in the whole industry, presenting a magnificent landscape of "360 lines, and the best in the industry", so that talents with different professional specialties, different professional positions, and different ability levels can get their own place, which is its fundamental intention.
The 11 cases can be said to have their own strengths, including innovative mechanisms for the cultivation of young cadres such as China Central Radio and Television Group and Mango TV, as well as talent projects such as the establishment of studios such as Guangdong TV and Anhui TV, as well as mainstream media and private production institutions such as Great Aim and other private production institutions, which are highly representative and typical.
For example, in the cultivation of young cadres, the effective practices carried out by China Central Radio and Television Station and Mango Supermedia have important reference significance for the whole industry.
The case of China Central Radio and Television's "Construction of the Whole Chain Mechanism for the Selection, Training, Management and Use of Young Cadre Talents" has a distinct scientific and practical nature. It should be said that the promotion and use of talents has always been a more acute topic in the industry, and the main reason is that the multiple employment systems formed by the dual-track system over the years have become difficult to break through the mechanism barriers. In recent years, the main station has continuously eliminated and broken down obstacles and barriers that are not conducive to the growth and development of talents, and has built a "whole-chain mechanism for the construction of cadres and talents" through the establishment and improvement of a whole-chain mechanism of selection, training, management, and use, which is interlocking and co-ordinated.
"Selection, education, management, and use" as the four magic weapons to ensure that cadres and talents stand out, "selection" is the foundation, whether the talent is effective, the foundation is very important; "Cultivation" is the means, only after experience, the wind and rain of the talent can be stable and far-reaching; "Management" is the guarantee, and the fair and just assessment and evaluation mechanism is the guarantee to stimulate the entrepreneurial passion of the officers; "Use" is the key, and it is the "key move" for the rapid growth of talents. The four tasks are complementary to each other, and one cannot be wasted, and one is a short board, which will lead to a certain degree of waste of talents.
For another example, Mango Supermedia launched "Mango Youth Talk", with the purpose of "discovering problems, discovering status, and discovering talents", providing a stage for Mango youth to express themselves freely across units, levels, and businesses, and actively solving various pain points, difficulties, and blocking problems, forming a unique youth culture system that stimulates the development of Hunan's radio and television industry.
On the stage of "Mango Youth Talk", the post-90s, post-95s and post-00s made their debut, using innovative mechanisms to revitalize the entire ecosystem, so that the entire ecology maintains the most youthful temperament, the most innovative characteristics, the most exploratory edge and the most active form, and resonates with young people at the same frequency. In the past eight years, "Mango Youth Talk" has received more than 5,000 youth ideas, thousands of young people have given speeches, and more than 50 excellent projects such as "21 Days Before Marriage", "Detective Notes", "Virtual Concert" and "Blind Box Planning" have been successfully implemented, and many innovative products such as "Mango Film and Television City", "Script Killing" and "Pet idol" have been incubated.
(b)
Looking at today's radio and television and network audio-visual industry, there is not only the pressure of the transformation of radio and television, but also the development of network audio-visual is in the ascendant, whether it is facing the scientific and technological problems of "future TV", or writing a big article to revitalize radio and television again, or even telling Chinese stories well, spreading Chinese voices The proposition of the times is urgently needed to batch after batch of promising talents with both ability and political integrity.
Among them, the case of Guangdong Radio and Television Station's "Guangdong Satellite TV Channel Famous Editor, Famous Director and Famous Host Team Studio Project" actively creates conditions to cultivate an all-media and expert talent team, and through institutional support, it creates a professional studio with well-known anchors, well-known reporters, well-known directors and well-known columns as the brand, so that it can become an innovative platform for program production, project operation, media integration and market-oriented. These studios have the right to form a team, the right to control funds, the right to reward income and the right to creative autonomy, leverage innovation with talents, tap the potential of famous editors, directors and hosts, optimize the production process of content innovation and creation, create a new ecosystem of coordinated development with daily production, and bring new changes to the traditional ecology of the whole platform.
Henan Radio and Television Station's case of "Deepening the Reform of Salary Management Mechanism and Activating New Power of Human Resources" innovates the system through matching the rules and logic of the content production industry with the concept of corporatized personnel management and compensation. Among them, breaking the identity restrictions, diluting the concept of rank and seniority, achieving a unified basic salary from the director to the employee, reducing the fixed salary, greatly increasing the proportion of performance salary, fully reflecting the efforts and contribution index of cadres and employees into the performance salary, and tilting towards key positions such as propaganda front-line and creative production. At the same time, Henan Taiwan has implemented two-way selection, competition for posts, and reasonable diversion of personnel involved in reform departments to encourage the flow of personnel to front-line departments. Especially in the all-media marketing planning center, the comprehensive administrative staff accounts for less than 2%, and the other personnel are all set up as more than a dozen studios and project teams such as director studios and visual studios, each of whom is both a creator and an entrepreneur.
Wasu Media Holdings Co., Ltd.'s case of "Playing the Role of Professional Qualification Certification as a "Booster" to Activate the Development of Radio and Television Professionals" originated from Wasu Media's launch of the "8090" Youth Talent Development Plan, which clarified the "8090" talent selection, training and appointment, and dynamic management mechanism, etc., which means to promote more young talents to stand out through the "multi-dimensional investigation" selection mechanism, "1+2+3+N" training mechanism, and "dynamic entry and exit" management mechanism. The implementation of "giving full play to the role of professional qualification certification" booster "activating the development momentum of radio and television professionals" is based on the specific measures of the plan to comprehensively optimize the talent ecology. Through the professional, standardized and systematic training and certification of engineers, and linked to their remuneration and benefits, it provides engineers with a clear career planning and development path, comprehensively enhances the sense of achievement and professional satisfaction, and further promotes the upgrading of the company's talent structure.
Jiangsu Radio and Television Cable Information Network Co., Ltd. implemented the "Jiangsu Cable "223 Cable Voyage" Talent Project, innovated and practiced the "890 Elite Training Camp", continuously optimized the training mechanism of "passing on and helping to lead", actively piloted and promoted the front-line post competition model, established a two-way communication mechanism for outstanding young cadres, and provided a multi-track and large platform for the growth and success of cadres and employees; Implement the professional manager system on a pilot basis and establish a completely market-oriented competition mechanism. At present, the plan selects and trains about 20 first-level leading talents, about 200 second-level backbone talents, and about 3,000 third-level backbone talents in phases and batches, forming an excellent talent team with complete professional categories, a certain scale, meeting development needs, and reasonable echelon structure.
(c)
In the case of "Deepening the Reform of the Convergence Media Employment Mechanism and Building a "Zhejiang Benchmark" for the Personnel Reform of County-level Financial Media" by Ruian Financial Media Center of Zhejiang Province, through the establishment of an organizational structure of "large ministry system + special class", it has promoted the de-administration of institutional settings, the marketization of performance-based compensation, the specialization of team operation, and the normalization of studio incubation, successfully incubated 21 studios and 14 subsidiaries, and cultivated more than 20 professional teams such as content production, space operation, and digital research and development. The implementation of the administrative level of personnel and the actual post separation, to carry out an annual middle-level cadre competition, after the reform of the "post-80s" and "90" middle-level cadres accounted for 70%, at the same time the implementation of front-line staff double selection, unhired personnel rotation trial, and the introduction of professional and technical sequence and management sequence parallel development model, encourage employees to take the road of specialization, expert.
The reform of the personnel system and salary system has greatly stimulated the enthusiasm of employees, the per capita number of original manuscripts, the basic volume, the number of popular models and the production of short videos have doubled, the total number of users of new media platforms has increased from 950,000 to 3.15 million, and the financial media index assessment has won the first place in the province in 2023; Revenue maintained double-digit growth annually, doubling in three years, and took the lead in launching the listing strategy of a media group. The reform experience was made into a teaching video case by the Propaganda Department of the Provincial Party Committee, and the personnel reform system was shared in the province; Last year, it was selected as a typical case of Zhejiang Province's innovation and deepening reform list (the first batch), and it is the only typical case of county-level media integration in the province.
Zhejiang Great Aim Film and Television Co., Ltd. is not afraid to use new screenwriters, new directors and new producers in its creation, and the "Great Aim Outstanding Producer Growth Plan" is an important embodiment of this. The program includes five parts: online courses, offline courses, required books, job rotation, practical combat and coaching, and is committed to building an iteratively optimized, integrated wisdom center-empowered incubation platform to provide all-round support for producers. The program has achieved remarkable results in recent years, such as the hit drama "To a Windy Place" produced by Great Aim and its chief producer, Long Ya, is a post-90s generation; The chief producer of the popular "Chenghuan Ji" on the Taiwan Network, Yang Liu, is also a post-90s generation, and a group of young producers have gradually come to the fore and become an important force in content creation.
Anhui Radio and Television Station "create a good talent growth mechanism to build a first-class talent team-" chief (gold medal) system "talent project", adhere to the creation of talents, take responsibility on character, and contribute to heroes, through the systematic implementation of the "talent rejuvenation" strategy, and vigorously promote the "chief system plan" with "chief system of business posts and gold medal system of business posts" as the main content. At the same time, we will optimize the cadre selection and appointment process, and promote the discovery, training and selection of outstanding young cadres "789 Youth Talent Plan", so that more talents can be in their places and more young people can grow rapidly.
The essence of the "Convergence Media Product Managers Program" of Shanghai Radio and Television Oriental Broadcasting Center is to focus on cultivating managers of high-quality broadcast media content products and business innovation. The plan adheres to the people-centered approach, continuously innovates the mechanism that adapts to the transformation of integrated media, and activates the innovation vitality of broadcasters. Since 2022, the Principal Program has been formally established as a prototype of the mechanism, and has been promoted as a long-term talent plan with the goal of "driving economic value creation through the value creation of content". Each session of the program lasts for one year, and since 2022, a total of 52 media products have been collected, nearly 30 products have entered in-depth analysis and research, and the first session has successfully incubated 4 excellent media products to help several excellent managers grow and transform.
The case of "Breaking Identity Barriers and Smoothing the Cultivation Path - Haidian District Financial Media Forming a New Path of 'Center + Company' Integration of Two-Wheel Incentive" implemented by the Financial Media Center of Haidian District, Beijing, broke the identity barriers of the compilation rank, no longer distinguished the subordination of the platform, all of them are all-media reporters and all-media editors, and all of them have entered the all-media collection and editing process, which has promoted the cross-platform flow of personnel and production collaboration; At the same time, establish a unified performance appraisal mechanism and establish a salary system of "basic salary + post salary + performance reward". On this basis, Haidian Financial Media has promoted the transformation and upgrading of traditional editorial personnel into all-media experts by carrying out multi-level theoretical training, building a financial media training system, and establishing a special counseling mechanism.
In this way, it can be said that these personnel system reforms have provided effective and replicable cases for the training of cadres in the whole industry. At present, the phenomenon of brain drain from radio stations in many provinces and cities is becoming more and more serious, the cadre personnel training system is in vain, and those who want to work and are willing to work cannot get policies, institutional guarantees, and upward channels, and there are many people who fish in troubled waters.
In this context, only by identifying the pain points and difficulties, breaking through the blocking points, deeply integrating various measures, and establishing and improving the whole chain mechanism that conforms to its own reality and promotes it as a whole, can we promote the high-quality development of radio and television and online audio-visual talents in a long-term manner.
Source: WeChat public account "Radio and Television Industry"
Author: Wang Yu
Editor: Deng Rumeng
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