To create a new mainstream media, how to integrate media integration resources at all levels, further open up the construction of central, provincial, municipal and county-level media platforms, and form an overall and coordinated development mechanism?
Text | Li Lan (Development Research Center, State Administration of Radio and Television)
Source | National Radio and Television Think Tank
The "Proposal of the Central Committee of the Communist Party of China on Formulating the Fourteenth Five-Year Plan for National Economic and Social Development and the Long-term Goals for the Year 2035" adopted at the Fifth Plenary Session of the Nineteenth Central Committee proposed to "promote the deep integration of the media, implement the all-media communication project, strengthen the new mainstream media, and build and make good use of the county-level financial media center". The Central Office and the State Council issued the "Opinions on Accelerating the In-depth Integration and Development of Media", which proposes to "improve the four-level integrated development layout of central media, provincial media, municipal media and county-level integrated media centers in accordance with the principles of intensive resources, reasonable structure, differentiated development, and collaborative efficiency". Integrating media integration resources at all levels, further opening up the construction of central, provincial, municipal and county-level media platforms, forming a coordinated development mechanism, and promoting the integration and operation of integrated media resources are the requirements for building a new mainstream media and building a cultural power.
There are problems in the coordinated development of the construction of radio and television financial media centers at all levels across the country
At present, the radio and television industry has entered the stage of in-depth acceleration of media integration and development, and the capital construction of radio and television media in the central and provincial and municipal governments has formed a media convergence center with its own characteristics. The central media have made efforts to integrate core technologies, the provincial platforms have sunk, and the construction of county-level media centers has blossomed at many points. According to the requirements of the Central Propaganda Department, the construction of 600 county-level financial media centers will be launched in 2018, and the full coverage of the whole country will be basically achieved by the end of 2020. As of the first half of 2020, most provinces across the country have completed the establishment of county-level financial media centers. The construction of the national media integration platform position has made important progress in systematization, multi-level and heavy connection. However, whether it is the construction practice of "central media aggregation", "provincial overall planning", "city-area linkage" or "county autonomy", there are problems that need interconnection and coordinated development.
First, the hierarchical development and regional development of the construction of the media center are unbalanced, and the layout of the four-level media integration development of the national chess game is very imperfect. China's media integration has made breakthroughs to varying degrees at all levels, and the stronger ones are central media, provincial media, urban media, and county-level media. At the prefectural and municipal levels, as well as the western region and the northeast region, the process of media integration and development is relatively slow, and there are more problems in the development of media integration at the prefectural and municipal levels, and in the construction of the technology platform linked at the provincial and county levels, the prefectural and municipal media centers are mostly ignored, forming a "hollowing" dilemma.
Second, the overall coordination mechanism for the construction of media centers at different levels is not perfect, and the degree of intensive integration of media resources at all levels is not high. There is less direct cooperation between central-level radio and television financial media institutions and local radio and television financial media centers such as provinces, cities and counties, and there is a lack of linkage coordination mechanism. Although most provincial-level radio and television financial media centers have their own characteristics in platform construction, they have not yet played an important role as a hub for connecting central media and lower cities and counties. In the "province-to-county" integrated docking model, the prefectural and municipal media are crossed, and their docking with the county-level media lacks both policy agreements and the possibility of technical and market cooperation. At present, most county-level financial media centers are in the stage of "integration" but not "integration", and there is no requirement for the integration of all media resources, the integration of production and communication, and the coordinated interaction of provinces, cities and counties in terms of functions and system architecture.
Exploration of the overall coordination model for the construction of four-level radio and television financial media centers
With the promotion of policies and the deepening of media integration and development, media integration centers at different levels have continued to innovate and explore in the construction of interconnection and coordination mechanisms. The construction of central and provincial municipal media centers started early, gradually improved and accumulated a lot of experience in practice, in view of the uneven economic development of various places, the media development situation is different, the central and some provincial media through independent research and development of the media cloud technology platform, vertical and horizontal, up and down through, to achieve joint operation of media at all levels, resource sharing, the formation of platform aggregation and coordination, cloud co-construction, provincial, municipal and county three-level linkage and other overall coordination mechanism model.
Platform aggregation collaboration model
This is the mode of establishing information aggregation and distribution and service platform of the central and provincial media centers, which realizes the sharing, sharing and interconnection from content data to user data from technology and process, and forms a unified platform and unified resources.
In early 2019, CCTV launched the "National County-level Media Wisdom Platform" and the new version of CCTV Network Full Terminal, and opened the "Most Cutting-edge County-level Media Integration" entrance in its client "CCTV News +", empowering the county-level financial media center from the aspects of program research and development, technical support, content distribution, and media resource sharing, and helping the county-level financial media center form a mobile communication matrix with rich channels, extensive coverage, and manageability.
Based on the Yangtze River Cloud, Hubei Radio and Television Station has built a comprehensive mobile new media "aircraft carrier" platform for the whole province. In accordance with the principle of "one place, one end", Yangtze River Cloud has built a series of "cloud" clients to empower the integration and transformation of media at the city and county levels and achieve full coverage at the provincial, municipal and county levels. On this basis, a "central kitchen" shared by reporters and editors of hundreds of media institutions in provinces, cities and counties will be created to form a three-level media integration mechanism.
Henan Radio and Television Station Elephant Media Cloud built a provincial-level technical support platform for the county-level media center in Henan Province, supporting the construction of a system with commonality, lightweight services and reduced repeated investment in all counties of the province, so as to achieve "one platform in the province". In accordance with the construction requirements of "one county and one end", the provincial platform provides a separately developed and individually deployed original ecological client for each county. The provincial platform and the provincial government service system have now realized the docking of 28 government services to reduce the repeated docking of government services by county-level financial media centers.
Cloud co-construction model
Some provincial-level media have adopted the path of "cloud co-connection", through the establishment of a collaborative development sharing platform and a media integration alliance, and established strategic cooperation with media centers at different levels to achieve interaction, mutual integration, sharing and win-win situation.
Jiangsu Radio and Television Station "Litchi Cloud" implemented and built a hybrid cloud model of "public cloud + private cloud", using the three-tier architecture of the cloud to establish a converged media technology platform that meets the needs of various media businesses, providing city and county-level media with rich media platform services such as Internet information collection, data analysis and recommendation, mobile editing, integrated news applications, content management, interactive live broadcasting, and public opinion analysis. Pizhou City took the lead in establishing a county-level financial media center in Jiangsu Province, cooperated with the "Lychee Cloud" strategy, joined hands to develop diversified cooperation in media integration, technology research and development, product incubation, smart city, etc., upgraded the existing media technology platform, built the "Ginkgo Cloud" platform to dock with Jiangsu Radio and Television "Lychee Cloud", and realized the interactive sharing with the provincial radio and television news resources and technology platforms.
Anhui Radio and Television Station takes the creation of the provincial integrated media ecological cloud platform "Dolphin Cloud" as the fulcrum, accelerates the deep integration of provincial stations and county-level stations, and basically completes the full coverage of the media center in all counties and cities in 2020, forming a new pattern of three-dimensional communication of provincial media integration of "one screen in the county and city, one end in one place, and one cloud in the province". The Anhui Radio and Television (County) Media Alliance was established, and the members of the alliance created a county-level media comprehensive information service platform through cooperation methods such as content sharing, content cooperation, platform interoperability, anchor participation, all-media reporter collection, and channel sharing.
The Media Center of Beijing Radio and Television Station integrates program resources, communication channels and technical systems, and at the same time connects the news resources of the 16 districts and the committees and offices, expands Beijing's government resources and urban service resources, and uses the technical means of "Internet + government affairs + people's livelihood" to achieve support for information services in the fields of government affairs, party building, and people's livelihood; docking the news resources of the central media, integrating the resources of Beijing-Tianjin-Hebei, and building a beijing-Tianjin-Hebei coordinated development and media resource sharing platform.
Provincial, municipal and county three-level linkage mode
This model builds a provincial-level technology platform based on the integration concept of "technology + mechanism", establishes a three-level linkage media cloud platform for provinces, cities and counties dominated by provincial radio and television, and creates a media integration ecosystem with the provincial level as the hub, the municipal level as the node, and the county level as the outlet, forming a professional, vertical, and regionalized pattern of media integration and coordinated development in provinces, cities and counties.
Based on "China Blue Cloud" and relying on the China Blue Rong Media Center platform, Zhejiang Radio and Television Group has built a province-wide radio and television integration technology collaboration platform with a "tenant" model, helping city and county radio and television institutions to rapidly evolve to converged media in a low-cost and high-standard model. The first provincial and municipal media center in Zhejiang Province, the Lishui Radio and Television Station Rong Media Center, and the first county-level media center in Zhejiang Province, the Qingtian Media Group Media Center, are both models for the integration of provincial, municipal and county media integration of Zhejiang Radio and Television Group with the goal of "media convergence center". As the infrastructure of the city-county financial media center, the base platform for integrated communication and collaboration, and the backbone link of multiple distribution channels, the "Blue Media Alliance" builds a "1+101+X" integrated communication system through close collaboration between the media news center of Zhejiang Radio and Television Group, the 11 municipal media centers in the province, the 90 county and city (district) financial media centers and major external platforms, and media institutions at all levels work together to complement each other's advantages and realize the integration and sharing of high-quality content and technical resources of mainstream media at all levels in provinces, cities and counties.
Shandong Radio and Television Station leads the construction of county-level financial media centers in the province, and accelerates the in-depth integration of radio and television institutions and emerging media at the provincial, municipal and county levels. The Shandong Radio and Television Station Media Convergence Platform has basically completed the technical connection of provincial, municipal and county news communication, and is making every effort to build a technology platform covering the whole province and interconnection with the Shandong Radio and Television Station's media "central kitchen" as the center, realizing the media integration ecosystem of provinces, cities and counties sharing, with the provincial level as the hub, the municipal level as the node, and the county level as the outlet, and with the help of the east wind of the construction of the county-level financial media center, the establishment of a provincial, municipal and county three-level linkage media cloud platform dominated by Shandong Radio and Television.
In accordance with the construction idea of "one cloud, 1+N terminal, and multiple kitchens", Shaanxi Radio and Television Network strives to build a cloud platform for integrated media services for the whole province, build a provincial-level technology platform for county-level media integration, and serve municipal and county-level media centers. The "central kitchen" platform of Shaanxi Rong Media can flexibly and quickly establish nodes for the municipal and county level media platforms by relying on the provincial platform. Through in-depth docking, integrate the mainstream media resources and provincial government service resources of the province, open up the large-screen terminals such as TV and new media release channels such as WeChat, Weibo, and Today's Toutiao, and finally build a new media integration ecosystem of provincial, municipal and county levels of linkage, coordination and interoperability, and resource sharing.
The provincial platform "Ganyun", a county-level media center built by Jiangxi Radio and Television Station, provides all-round and refined technology, products and operational services to the county-level media centers in the province, and has formed a new media format pattern of independent and controllable, strong aggregation ability, connecting central media on the upper level and connecting the cities, counties and districts in the province. The basic platform of the "Ganyun" Media Convergence Center has realized the vertical integration of radio and television media content at the provincial, municipal and county levels, providing a strong technical support for the content collaboration of the media in the province, and realizing the sharing and sharing of media resources of the three-level radio and television stations.
The four-level financial media center coordinates the development of ideas
Only by integrating media integration resources at all levels and establishing a coordinated development mechanism of the central, provincial, municipal and county four-level media platform can we realize the interconnection, synergy linkage, integration and innovation of radio and television media service clouds at all levels and the production and broadcasting cloud, build a smart cloud platform, promote the transformation of traditional production and broadcasting networks to an interconnected IT architecture, build an integrated media intelligent information resource platform of "all-media aggregation, common platform production, and multi-platform release", and form a resource-intensive, structure-based, differentiated development. Coordinate and efficient all-media communication pattern, build a "radio and television financial media system" with clear hierarchical functions, coordinated management and operation, and balanced development ecology, so as to give play to the systematic role of "the whole is greater than the sum of parts", enhance the market viability and communication power influence of the main body of radio and television media at all levels, and strengthen the mainstream public opinion position of radio and television media.
The first is to create a provincial-level overall coordination model supported by a technology platform. Considering the technical limitations of most municipal and county-level media centers, it is more feasible to establish a coordinated coordination mechanism in the provincial radio and television media to build a technology platform. At present, the "cloud" in nearly 30 provinces in China has been put into operation. The provincial technology platform carries the functions of content production, publicity management, media collaboration, resource aggregation, technical support, etc., and can provide security, overall and technical work guarantee for the development of media at different levels, with the characteristics of "cloud platform" or "cloud", to create an open and shared technology platform in the province, integrate resources, one-click distribution, reach the central media, and connect the city and county media centers, which is conducive to forming a central, provincial, municipal and county media integration and coordinated development layout.
The second is to establish a cross-level and cross-regional media consortium collaboration mechanism to complement each other's resource advantages. In the central, provincial, municipal, county-level media and the east and west of the development of different degrees of media convergence cooperation mechanism, take a multi-legged way to walk, or strong alliance or group heating, the cooperation model and media mechanism can be diversified attempts, in order to fully cope with the complex market reality and regional development imbalance. Through the joint construction of an integrated sharing platform, cross-level and cross-regional orderly sharing of information resources, intensive sharing of technical resources, emergency sharing of editorial personnel, centralized sharing of user resources, collaborative sharing of IT talents, etc., so that radio and television fusion media on the basis of the original advantages, form a joint force, promote the radio and television industry integration of business synergy, to achieve intensive, ubiquitous development.
The third is to give play to the role of the market, form a community of interests, and expand the situation of integrated media coordination and intensive operation. Since radio and television media at all levels are limited to their respective administrative areas, there is no direct interest between the media centers at all levels, and it is difficult to form a driving force for resource integration and interconnection. Consideration can be given to establishing a certain relationship of common prosperity and sharing of interests between the grass-roots media center and the higher-level cooperation platform, including shareholding cooperation, shareholding, shareholding, etc., so as to stimulate the initiative of the integration and coordination of the media centers at all levels, so that the media centers at different levels can form a common prosperity and sharing body, give play to the positive role of the market in the allocation of cultural resources, and stimulate greater market potential. Through the all-round expansion of the extension of the integrated development of radio and television media, the integration media at different levels penetrate and coordinate and cooperate with each other, so as to form an integrated operation situation of complementary advantages and mutual benefit and win-win results.