Promoting media integration may wish to start with the melting media studio

Author: Zhan Xinhui (Professor of the School of Journalism, Communication University of China)

Source: "Young Reporter", No. 14, 2022

Recently, I saw three news related to the media content studio: First, the Beijing Daily Newspaper Group set up the first batch of 7 studios internally internally with independent application and project planning. There are many types such as columns and interviews, trying to build a studio model that matches the media in depth. Second, Shanghai Newspaper Group launched the "Merchants Studio Empowerment Plan" in June, and selected 20 from its more than 270 accounts as the first batch of "seeds" as the first batch of media studios. Support. Third, an online article "The Great Retreat of the Tencent's Lavimer Contents" mentioned that some studios of Tencent News that produced original contents of the original content of Tencent News will be delayed, and some other studios are also facing the dilemma of being dismissed.

The different measures of mainstream media and business platforms seem to have embarked on two different tracks and have different cognition and treatment of the studio. But as far as the studio and its mechanism itself is concerned, this model is exactly a choice and path for everyone to respond to the market in the era of producers.

Let's talk about the abolition of Tencent News Studio. Judging from the current information, there are six major studios under Tencent News, which are deeply cultivated in the fields of social humanities videos, documentary, entertainment, finance, and information. Guyu Lab "" Prism "all came from these studios. It can be said that Tencent News's original content capabilities, quality and influence is largely due to these studios. The retreat may not be related to the studio model itself, but in other aspects.

When it comes to Rong Media Studio, this is not new to media institutions. At the beginning of the traditional media promoting media integration, it was exploring the use of studios to carry out content supply -side reforms to produce content products that meet the characteristics and rules of the new media platform. Rong Media Studio is essentially a similar mechanism for project management. A kind of content production and dissemination operation mechanism that is different from the editorial department of traditional media institutions. Its functional value is manifested in the following five aspects:

First, have stronger professional content production capacity. Those who can set up a melting media studio generally have teams with certain advantages or certain characteristics in media institutions. For example, the People's Daily's Spicy Finance Public Account, the operator is a runter who has been engaged in economic Herald for a long time. It has strong news sensitivity. The "Bund Video" created by Xinmin's Eye's Eye is mainly the content of the rule of law and current affairs. During the year, many million or even tens of millions of explosive works were born.

Second, it has more efficient team collaboration. Rong Media Studio is generally a small team. Compared with ordinary colleagues and work relationships, teamwork is clear, and the work efficiency is high. In addition, the common goals will also allow team members to accommodate each other in terms of working methods, working hours and work progress, and eventually achieve each other.

Third, it has the flexibility and mobility of "a good head of the boat". Rong Media Studio is a lightweight "pioneer boat". It is easy to adjust the positioning and planning direction at any time, and even withdraw and close. The purpose of the "Pioneer Boat" is to explore, experiment, and search, and through the road exploration and experiments, the direction and goals will always be found, and the laws and patterns will be slowly explored.

Fourth, the responsibility of the media agency faces the market and retain users' exploration. The content products of Rong Media Studio are directly facing users. They can not only see the communication effect directly, but also see the feedback of users directly, and even interact directly with the user. In this process, it is easy to understand user needs and market laws, and can also adjust their content products in a timely manner. It is more likely to explore the product characteristics and operation paths of new media in the docking with the new media market and users. And the law of communication.

Fifth, the integration of personnel in the deep integration of the media explores first. The deep integration of the media will eventually land to the integration of personnel. With the studio as the pilot, it advocates the independent integration of small -scale and related departments. It may be able to find a new road of cross -department cooperation and flat management.

Rong Media Studio is the inspiration and release of the redundant ability of media institutions. It is a complementary and synergy of the mechanism of the editing department of the media institution. It is also the exploration practice of deep integration of media. Members of Rong Media Studio should invest in time, energy and resources, like those self -media people with their heads carefully, are committed to creating influential brands, and then generate brand effects. According to media institutions, we should solve the problem of incentive mechanisms, and to turn the content production from the early ideal, feelings, and passion creation of the media to professional, professional, and institutional creation.

Reference format for this article:

Zhan Xinhui, promoting media integration, may wish to start with the melting media studio [J]. Young reporter, 2022 (14): 125.

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