In the face of the ever-changing media development situation, according to the decision-making and deployment of the central and provincial governments on the integration and development of the media, Guiyang City plans according to the situation, moves in response to the situation, and follows the trend, with a sense of mission of innovation and change and a sense of urgency to seize the day, presses the "fast-forward button" of media integration and development, and runs out of the acceleration from "addition" to "integration"——
In 2018, Guiyang City built the first municipal media center in Guizhou Province- Guiyang Rong Media Center;
In 2019, the Guiyang Rong Media Politics Platform was launched, promoting "online communication and online service" and "online problem solving", and building a "bridge of hearts" between netizens, citizens and the party committee and government;
In 2021, Guiyang City further explored and formed the "1233" group work mechanism of Guiyang, as a characteristic carrier for carrying out the practical activity of "I do practical things for the masses" and promoting the sinking of the work of the city and county financial media center and building a community information hub.
Standing bravely at the head of the tide to meet the wind, Shouzheng innovation "melts" brilliantly. A new mainstream media matrix with continuous improvement of communication, guidance, influence and credibility has grown and expanded in the wave of the all-media era, writing the "Guiyang Answer Sheet" for media integration and development.
Finding the path: to build the province's first municipal media center
The wind is rising and the waves are moving forward.
In the all-media era, profound changes have taken place in the ecology of public opinion, the media pattern, and the mode of communication, and the work of news and public opinion is facing new challenges. Media integration is the trend of the times and the trend of the times.
Those who are willing to take the momentum can be the first, and those who can seek the momentum will be successful.
General Secretary Xi Jinping stressed that it is necessary to plan according to the situation, move in response to the situation, and follow the trend to accelerate the integration and development of the media.
As a provincial capital city, how to be a pioneer in the development of media integration in the new era, Guiyang City conscientiously implements the strategic decision of the central government on promoting the in-depth integration and development of the media, in accordance with the requirements of The Provincial Party Committee Secretary Chen Yiqin on "accelerating the opening up of the 'last kilometer' of the in-depth integration and development of the media" and the work deployment of the Propaganda Department of the Provincial Party Committee, closely combined with the actual development of the media business in the provincial capital city, and opened a series of exploration and practice -
High-level planning, all-media matrix new online.
The "Implementation Plan of Guiyang City on Further Promoting the In-depth Integration and Development of Media" was issued, which determined the principle of "the city's overall planning, hierarchical responsibility, complementary advantages, city-county linkage, and unified export".
To create a modern communication system, the city and county level media centers are promoted synchronously, a unified technical platform and management scheduling system for the city are established, and an integrated communication system of "city-wide overall planning and city-county linkage" is built.
Only innovators advance, only innovators are strong, and only innovators win.
On December 28, 2018, the first municipal media center in the province, Guiyang Rong Media Center and its technical platform, which was co-ordinated by the Propaganda Department of the Municipal Party Committee, were officially completed.
On March 26, 2019, the city's 11 county-level (including development zones) financial media centers and 1 municipal direct department financial media centers (Guiyang Education Media Center) were officially listed, and all of them were connected to the municipal technology platform, taking the lead in exploring the mechanism of "one network in the city and a thousand lines to the outside world" in the country.
As of July 2021, there are 81 municipal media matrices represented by Guiyang Net, Guiyang Toutiao, Zhizhi Guiyang, Data View, etc., with nearly 40 million mobile downloads and fans, 50 municipal media centers, and 4,200 correspondent teams, based on the rapid improvement of the communication, guidance, influence and credibility of media integration.
In the fourth quarter of 2019, the mobile client and PC side of the Guiyang learning platform of "learning to strengthen the country" were launched successively, becoming the first prefecture-level learning platform in the western region.
Guiyang Rong Media Center is committed to building a media integration information hub in Guiyang City, which not only connects county-level media centers, but also vigorously expands the channels for various Internet communication platforms at all levels in the country.
Guiyang Rong Media Center has been externally connected to provincial media communication platforms such as the Colorful Guizhou Propaganda and Culture Cloud, realizing content access with national Internet media platforms such as Baidu, Tencent, ZAKER, and continuously increasing the intensity of pushing content to cooperation platforms such as Renmin, Xinhua, Today's Toutiao, Sohu, and NetEase.
While striving to consolidate the mainstream public opinion position, Guiyang City has vigorously strengthened the functional construction of the "comprehensive service platform and community information hub" of the media center.
Guiyang Rong Media Center introduced the city's largest people's livelihood service platform "Building People's Livelihood" to settle in, providing citizens with more than 100 services such as social security and provident fund, registration and handling of transportation, education, real estate and so on.
On December 4, 2019, the "Guiyang Rong Media Politics Platform" was officially launched, and as of the end of July 2021, a total of 131 units and departments in Guiyang Gui'an settled in the Guiyang Rong Media Politics Platform. In 2021, Guiyang City will further explore and form the "1233" group work mechanism of Guiyang, run through the main line of innovative practice of the party's mass line, promote the "media center" and the "new era civilization practice center" two "hearts" to be happy, build and make good use of the media Guiyang group work station, the media government service station, and the new era civilization practice station Trinity community position, and effectively enhance the people's sense of gain, happiness and security. Explore an innovative mechanism for mass work that integrates serving the masses, guiding public opinion, supervising and supervising, and resolving public opinion.
At this point, Guiyang City's cross-level and cross-media media in-depth integration work pattern and the "city's one network, a thousand lines to the outside world" of the media communication pattern have initially taken shape.
Bright achievements: Multimedia linkage products are frequently produced, transmitting the good voice of Guiyang
General Secretary Xi Jinping stressed that it is necessary to pay close attention to top-level design, create a new communication platform, build a new mainstream media, expand the mainstream value influence map, and let the party's voice spread more widely, more widely and more deeply.
The mainstream media in Guiyang City create in "integration" and improve in "integration", so that they can "live", "fast" up, and "new". A series of fusion works that stand, shout and spread are constantly emerging.
Enhance the guiding force of mainstream public opinion influence.
Time back to 2019, Guiyang Rong Media Center debuted in Guiyang City after the completion of the two sessions, coordinated the editing, production and release of media products, used multimedia forms such as illustrations, H5, animation, short videos, etc., launched columns such as "Two Sessions Connection", "Roundtable Dialogue" and "Punching Card Guiyang" to integrate communication conferences, and joined forces with Tencent News, Today's Headlines, Douyin and other platforms to build a cross-platform and cross-media integrated communication pattern.
During the five-day session, the Guiyang Rong Media Center accumulated more than 51 million online communications, of which the Weibo topic "2019 Guiyang Two Sessions Focus" alone achieved 18 million active readings, an increase of 500% and 700% respectively over the previous year, and the reading volume of Weibo topics even exceeded the sum of the overall reading volume of similar topics in surrounding provincial capital cities.
This year marks the 100th anniversary of the founding of the Communist Party of China, and the New Media Operation Center of Guiyang Daily Media Group plans to launch more than 5,000 original new media products, including graphics, posters, 3D animations, VR, videos, H5 electronic magazines, etc.; and unites more than 100 city news websites across the country to carry out the "100 Years of 100 Cities and 100 Museums - Dialogue through Time and Space" to celebrate the 100th anniversary of the founding of the Party.
At the 2021 Digital Expo, Guiyang Network's "two micro and one end", today's headline number, Tencent Penguin and other omni-channels pushed 7,000 related manuscripts, with a cumulative number of views of more than 1.3 billion times. Among them, many manuscripts such as "Digital Economy Breeds a New Future for Guizhou" were pushed by the Central Cyberspace Administration of China.
Consolidate the position foundation of mainstream public opinion.
Guiyang City, with the Guiyang Rong Media Center as the hub, connects the county-level media center downwards, accesses the provincial platform upwards, and integrates the working mode of the social platform, which highlights the powerful power of media communication.
Smell the aroma of tea at the side of Jiaxiu Building, and cool off on the banks of the Nanming River... In order to celebrate the 70th anniversary of the founding of the People's Republic of China, Guiyang Rong Media Center, together with the city's county-level Rong Media Center and today's headlines and watermelon videos, launched the "70 Seconds • Meet Guiyang" series of micro-videos, using aerial photography to show the development and changes of Guiyang in a panoramic way, with more than 200 million readings.
In 2019, the National Development and Reform Commission issued the "Master Plan for the New Land-Sea Corridor in the West", and the Guiyang Municipal Media Center joined hands with 12 county-level media centers to plan a series of interviews on "Integrating into the New Land-Sea Corridor and Creating an Open New Highland", conveying the strongest voice of Guiyang's high-level opening up and high-quality development through graphics, illustrations, H5, aerial photography, short videos, etc.
Over the past two years, Guiyang Rong Media Center has organized more than 50 major theme publicity activities around the work of the center, which has effectively improved the public opinion guidance of the city's media.
With the spread of media, Guiyang not only went out of Guizhou and went to the whole country, but also actively integrated with the world.
On the SKY-185 channel of Propale Satellite TV in the United Kingdom, Guiyang Time is broadcast to 60 million audiences in 45 countries and regions in Europe every week, focusing on publicizing and displaying Guizhou's economy, ecology, culture, big data, business environment, opening up and other aspects of content and achievements, winning the praise of overseas audiences.
This column is the first weekly broadcast of foreign propaganda tv in the province launched by Guiyang Radio and Television Station under the guidance of the Propaganda Department of the Municipal Party Committee and in cooperation with the British Puluo Paile Satellite TV, which is affiliated with the Wuzhou Communication Center of the Central Propaganda Department. In the 30th China Journalism Awards in 2020, Guiyang Time won the second prize of international communication.
Improve the government's ability to serve the masses.
"My family lives near the Bayi Reservoir, and when the rain comes, not only will the house be cut off, but it will also be flooded." On June 10, the Guiyang Rong Media Politics Platform received a message from Mr. Xu, a citizen. After analysis, the platform staff was immediately transferred to the municipal department of Nanming District. At 8 p.m., Mr. Xu, who came home from work, was both happy and moved to see that the water had receded. "The efficiency of the relevant departments is too high." Mr. Xu said.
Over the past year or so, the Guiyang Rong Media Politics Platform has accepted and transferred 20,151 cases of problems from citizens, with a completion rate of 96% and a satisfaction rate of 84%. The total number of network hits on the whole platform has exceeded 200 million.
Kaiyang shredded potatoes, Changshun green shell eggs, Weining buckwheat crisp, Guizhou specialty prickly pear juice... These characteristic agricultural products from all over Guizhou are sold to Beijing, Shanghai, Hangzhou and other places through the Guiyang Rong Media Poverty Alleviation "Agricultural Aid Group" display platform.
"Agricultural Aid Group" is a financial media poverty alleviation platform in Guiyang City, through the model of "Municipal Media Center + County Media Center + Media + Circle of Friends", using H5, MG animation and other series of new media products, regularly promote poverty alleviation products every week. By the end of 2020, the cumulative number of articles launched has exceeded 100 million times, more than 1,000 agricultural products have been launched, and the "last kilometer" of poverty alleviation production and marketing has been opened, contributing to poverty alleviation and rural revitalization.
Seek breakthroughs: create a "fusion media brain" and stimulate new impetus for integrated development
The information revolution is in the ascendant, communication technology is changing with each passing day, and there is a long way to go for integrated development. Seizing the opportunity of informatization, Guiyang is using the new "engine" of media integration to stimulate new momentum for high-quality promotion of "strong provincial capitals".
Guiyang City will actively promote the comprehensive upgrading of the construction concept, technology and software and hardware of the Guiyang Rong Media Center System in accordance with the work idea of building a platform, creating a matrix, strengthening a system, building a mechanism, and promoting a reform of the "Five Ones", promoting the deep integration of traditional and emerging media, and promoting the construction of the Guiyang Rong Media Center system to take new steps.
Guiyang City will actively introduce advanced technologies such as big data, blockchain, and artificial intelligence, build a "media brain" technology platform with a higher level of technology, and promote the comprehensive upgrading of the concept, technology, and software and hardware of the Guiyang media center system.
Guiyang City will build a "media Guiyang" media brand and build a "1300N" independent mainstream media matrix. "One" is to create a unified "Media Guiyang" media brand in the city, and to build a "Media Brain" Guiyang Cloud Platform for Media, which serves as the city's media content database and the general export of external communication. "Three" means to focus on building three mainstream media platforms: Guiyang Network, Guiyang Toutiao APP, and Zhizhi Guiyang APP. "Ten" refers to the construction of more than 10 county-level financial media centers with characteristics of independent mainstream media platforms. "100" refers to the construction of more than 100 industry departments (units, enterprises) financial media centers and their communication platforms. "N" refers to the extensive construction of "two micro and one end" fusion media matrix.
Guiyang City has set up "one screen and three stations" community media terminals in 48 pilot communities in the city, and the next step will continue to accelerate the construction of the Guiyang Group Work Station, build a community information hub with the support of the Guiyang Group Work Station, promote the sinking of government services with the support of the Media Service Station, and delight each other with the two "hearts" of the "Media Center" and the "New Era Civilization Practice Center" to consolidate the position foundation of the Media Center.
Guiyang City will improve the working mechanism of "city-wide co-ordination and city-county linkage", promote the establishment of a Guiyang Municipal Media Command and Dispatch Center, complete the construction of 40% of the municipal industry departments' media centers in 2021, and achieve full coverage of the municipal industry departments' media centers in 2022. At the same time, we will create a model for the development of county-level financial media centers with one district (county) and one characteristic.
Guiyang City actively promotes the reform of institutional mechanisms, and strives to break down institutional and institutional obstacles that restrict the in-depth integration and development of the city's media. Further optimize the network and work process of publicity organization scheduling, push dissemination, all-media collection and editing, and build a more systematic, scientific, standardized, smooth and efficient management and operation system and mechanism. Further promote the reengineering of internal processes of news units, integrate decentralized collection and editing forces, reform content production and dissemination methods, and establish an organizational structure that adapts to the working mode of Guiyang Rong Media Center system.
Looking up to the green of a thousand mountains, it is advisable to take advantage of the east wind to rush the horseshoe.
Standing at a new starting point, Guiyang City will stimulate new impetus for integrated development, continuously improve the dissemination, guidance, influence and credibility of news and public opinion, keep in mind the mission and task of raising the banner, gathering people's hearts, cultivating new talents, revitalizing culture, and displaying the image, and make every effort to create a strong propaganda and public opinion position of the new mainstream media, condensing more positive energy for the high-quality development of Guiyang Gui'an.
(Guiyang Daily Rong Media Reporter Golden Retriever)
Editor: Gao Chunchun
Coordinator: Wang Dongwei
Editor: Gan Jianghuan