On October 20th, on the occasion of the second anniversary of tianmu news launch, the 2021 National Media Integration Platform Development Forum was held in Xiaoshan, Hangzhou, Zhejiang Province, under the guidance of the Propaganda Department of the Zhejiang Provincial Party Committee, sponsored by the Cyberspace Office of the Zhejiang Provincial Party Committee and the Zhejiang Newspaper Group, and undertaken by Tianmu Media Co., Ltd. and the Propaganda Department of the Xiaoshan District Party Committee.
Integration and Breakthrough - The scene of the mainstream media platform development forum
At one of the sub-forums, "Integration and Breakthrough - Mainstream Media Platform development forum", experts and scholars from the media field, representatives of mainstream media and business platforms from the country jointly discussed how mainstream media can promote the deep integration of media, achieve breakthroughs in the circle, and promote platform development and transformation.
Guiding the process of media integration with platforms
Ding Wei, director of the New Media Center of the People's Daily
"After nearly ten years of working in new media, I have a prominent feeling, that is, 'it is difficult to do media, it is more difficult to do new media, and it is more difficult to do platform media'." Ding Wei, director of the New Media Center of the People's Daily, in his keynote speech "5 Keywords for the Platform Development of Mainstream Media", believed that the difficult road is often uphill.
At the forum, experts and scholars from all walks of life all mentioned the development direction of the media platform when discussing the deep integration of the media. As Ding Wei said, "Without an independent and controllable platform, it is difficult for us to have the right to speak and exert our guiding power." The platform development of mainstream media, we must firmly follow the road. ”
Huang Chuxin, director of the Digital Media Research Office of the Institute of Journalism and Communication, Chinese Academy of Social Sciences
"At present, there is a misunderstanding in the media industry that the mainstream media entering the commercial platform to attract users is to occupy the main battlefield of the Internet, but the reality is that the mainstream media only participate in the operation of the commercial platform as a content provider." Huang Chuxin, Secretary-General of the New Media Research Center of the Chinese Academy of Social Sciences, delivered a speech entitled "Challenges and Opportunities for the Integrated Development of Media Integration", in which he believed that integrated development needs to coordinate the relationship between media, users and platforms.
Song Jianwu, professor and doctoral supervisor of the School of Journalism of Chinese University
Song Jianwu, professor and doctoral supervisor of the School of Journalism of Chinese University, said in his speech "The Path and Strategy of Mainstream Media Platform Transformation" that the "four all-media" with the connotations of full media, holographic media, full media and full effect media have given the concept of all media a new connotation, making the concept of "all media" in the traditional sense have a revolutionary development.
Han Yingxin, chairman of Tianjin Jinyun New Media Group
"The current media is indeed shifting towards all-media, ecological platforms, and platform-based organizations." Han Yingxin, chairman of Tianjin Jinyun New Media Group, took "Jinyun New Media" as an example and analyzed that only by establishing a solid and sustainable platform ecology can we retain users and form a benign win-win situation.
Liang Guorui, director and deputy editor-in-chief of Tianmu Media, believes that platform development should be based on content ecology, business ecology and social ecology, and platform development should be accompanied by changes in concepts and roles.
"As a county-level financial media, the development direction of our media platform is clear." Shen Zhongyuan, editor-in-chief of Tongxiang Media Center, said in the salon that Tongxiang Media Center carries out integrated development on the basis of Tianmu Cloud, reconstructs the whole process of content production, and integrates the resources of all parties to achieve an integrated government service platform.
Promote the deep integration and development of media with technology
"Openness, data-driven, function, relationship, intelligence" are the 5 keywords that Ding Wei believes in the development of mainstream media platforms, of which the component of technology occupies an important position.
At the theme salon of "Transformation Path from Media to Platform", Wang Dongliang, chairman of Beijing News Mobile Media Co., Ltd., and Yue Xueyuan, editor-in-chief of Sichuan Observation, both discussed the necessity of media platform development from the perspective of their respective media development, in which technology was placed in a more important position, and continuously improved user stickiness by aggregating resources from all sides to achieve long-term development of the platform. Zheng Yifeng, deputy editor-in-chief of The Mass Network Poster News, talked about the importance of technology in media transformation, and the mass network guaranteed the intelligent development of the media with a technical team of hundreds of people.
"The Tianmu News client of Zhejiang Daily Newspaper Group grabbed the short video outlet and created a new communication platform." Huang Chuxin believes that this is an excellent case of Zhejiang News promoting strategic adjustment with differentiated layout and promoting media integration and development with technology.
Themed Salons: Transformation Strategies from Media to Platforms
For example, the development direction of Xinhua News Agency's "media brain" and People's Daily's "creative brain" is the "content + technology + service" model. In Huang Chuxin's view, for the content mechanism innovation of mainstream media, it is necessary to abandon the previous content-driven monism, but to use the dualism of "content + technology" two-wheel drive, with content as the foundation and technology as the key, forming an intensive and efficient content production system and communication chain.
"The all-media communication project is a technical project, which includes content technology, communication technology, platform technology and terminal display technology." Song Jianwu believes that the all-media communication system needs to have the ability to open up all aspects of data, a technical platform that can carry out data analysis, and a platform that provides various digital content production tools and content production processes.
At the end of the salon, Wei Lu, the host of the salon and dean of the School of Media and International Culture of Zhejiang University, concluded: "The guests here witnessed the rapid development of Tianmu News, and also look forward to the media units working together to make progress for the sake of China's media integration and the beautiful tomorrow of Chinese people's happy life." ”