"Integration • Shouzheng • Innovation -Promoting the Municipal Municipal Media to Accelerate Deep Integration Development Forum" is held in Shenyang

On July 29, the "integration • Shouzheng • Innovation -Promoting the Municipal Municipal Media to Accelerate Deep Integration Development Forum" was held in Shenyang. The heads of the provincial and provincial capital propaganda departments, the heads of the news unit, and experts of the Chinese Academy of Social Sciences from Chengdu, Dalian, Zhengzhou, Changsha, and other provincial capitals gathered together to jointly explore the development of the city -level urban media. The heads of the district, county (city) committee, some municipal departments, universities, municipal media and county -level financial media centers attended the forum.

The development of media integration is the trend of the times and the general trend. At the forum, the guests focused on the key content of "promoting the development of the media in deep integration and the construction of a new intellectual media group", "building a big propaganda, creating a large platform, strengthening big support, and implementing great guarantees" and other key contents of strategic discussions and keynote speeches.

In recent years, Shenyang City has closely focused on the decision -making and deployment of the Central and Provincial Party Committee and Municipal Party Committee, continuously exploring the road of media integration, and continued to focus on strengthening mainstream, integrating reconstruction, city media integration, service overall situation, and talent shape. Promote the integration of media resources, service integration, and user aggregation, and effectively help the deep integration and development of the media. Shenyang media at all levels will take this forum as an opportunity to take the initiative to innovate, deeply integrate the changes, and accelerate the pace of integration in terms of institutional mechanisms, policy measures, process management, and talent technology, and realize a new leap in the integration of the city's mainstream media in the era of all media.

Mother Tao, Secretary of the Party Committee and Chairman of the Chengdu Media Group, said that the integration of the media needs to achieve media iterative upgrades from the aspects of strategic goals, technical support, and talent teams. All aspects of the integration of information content, technology application, and platform terminal management are integrated and integrated industrial clusters.

Zhang Tiancheng, editor -in -chief of the Dalian News Media Group, said that promoting the deep integration of prefecture -level media, we must fully understand its importance and urgency, adhere to positive innovation, adapt to local conditions, do top -level planning and design, and formulate integration strategies suitable for its own development. Deepen the adjustment of the industrial structure, improve the level of technical capacity, and take a path of innovation for the integration and development of all -media.

Shi Dadong, the winner of the "Yangtze River Tao Fen Award", the national cultural master and the "four batches", and the president of Zhengzhou Newspaper Group, said that as a mainstream media at the municipal -level, we must resolutely spread the party's voice, reflect the party's claims, and reflect The party's will into ideological blood and transform into practical action. At present, Internet communication is increasingly reflected in the mobile terminal is the main channel of communication. Short videos are the main ways of communication. Interactivity is the main characteristic of communication. Social platforms are the ecology of the main public opinion field. This requires that the party newspaper and party platform of the provincial capital city must "borrow ships out of the sea" and use the head of the head of the head to spread. You have me and you have you. It is also necessary to "ship out to sea", mobilize resources, strong support on human property, and create a "four -all media" and new mainstream media platforms of "full -interest, pan -interest, full -effect, full -effect", that is, influential and competitive APP, occupying the main position of public opinion and leading the right to speak. At the same time, it is necessary to accelerate the establishment of a large -scale publicity pattern, a large communication system, and a large intelligent platform to spread the party's voice more loudly and tell the city's story more exciting.

hosted by the Propaganda Department of the Shenyang Municipal Committee of the Communist Party of China, Shenyang Journalists Association, Shenyang Shenyang Journalist Association, Shenyang Shenyang Journalist Association, Shenyang Shenyang It is hosted by the Urban Academy and co -organized by Shenyang Daily and Shenyang Radio and Television.

News extension: "Integration, Shouzheng · Innovation -Promoting Pride and Municipal Media to Accelerate Deep Integration Development Forum"

On July 29, the "integration • Shouzheng • Innovation -Promoting the Municipal Municipal Media to Accelerate Deep Integration Development Forum" was held in Shenyang. The heads of urban propaganda departments such as Chengdu, Dalian, Zhengzhou, Changsha and other cities, the heads of the news unit, and experts of the Chinese Academy of Social Sciences jointly explore the road of deep development of the city -level media through the combination of offline and offline. This newspaper exceeded the content of the speech based on the guest recording to readers the readers.

Mother Tao, Secretary of the Party Committee and Chairman of Chengdu Media Group

Promote the development of the media deeply and construct a new intellectual media group

Over the years, Chengdu Media Group, like the national mainstream media group, has developed from traditional media to integrating media, and is now moving towards smart media. We propose to build a "intelligent media group", which is the limitation of hoping to surpass a single media construction and explore the path and strategy of the overall intelligence and intelligent transformation and upgrading of the media group. The key to building the "Intelligent Media Group" is to open up various factors resources within the media group, promote the deep integration of various media platforms and industrial units, and realize the integration of information content, technology applications, platform terminals, and management methods to form co -construction joint construction Intelligent, intelligent media clusters and industrial ecology of sharing, symbiosis and integration. We believe that the essence of media integration and development is technology -driven media iterative upgrades, but media groups will not naturally become "smart media groups" because they build several "smart media". In terms of physical space, operation platform, talent team, etc., comprehensively reflect the characteristics and connotations of "wisdom".

Since 2019, Chengdu Media Group has studied a comprehensive deepening reform plan, and has identified the strategic goal of "building a new intellectual media group based on China", and has introduced more than 100 reform measures to firmly move towards the "Smart Media Group". The first is to strengthen the top -level design and systematically plan the reform path of the "Smart Media Group"; the second is to focus on media integration and comprehensively build the "smart media group" communication matrix; the third is to build a cultural and creative landmark and focus on creating the physical space of the "Smart Media Group"; four It is to build a media ecology and continue to optimize the "intelligent media group" industry layout; fifth is to highlight the research and development and application and strive to strengthen the "smart media group" technology driver; sixth is to build a strong professional team to consolidate the support of the "smart media group" talent; Improve service capabilities and vigorously promote the integration of "Smart Media Group" into the city.

Shi Dadong, the winner of the Yangtze River Tao Fen Award, the national cultural master and the "four batch" talents, the president of Zhengzhou Newspaper Group

Build a large propaganda to build a large platform to strengthen the big support and implement a large guarantee

The media fusion has a separate and combined, mainly integrating, and convergence. In today's profound changes in the traditional media pattern, as the mainstream media -level media, we must resolutely integrate the party's voice, reflect the party's claims, and reflect the party's will into ideological blood and turn into practical actions.

At present, Internet communication is increasingly reflecting that mobile terminals are the main channels of communication, short videos are the main ways of communication, interaction is the main characteristics of communication, and social platforms are the ecology of the main public opinion field. This requires that the party newspaper and party platform of the provincial capital city must "borrow ships out of the sea" and use the head of the head of the head to spread. You have me and you have you. It is also necessary to "ship out to sea", mobilize resources, strong support on human property, and create a "four -all media" and new mainstream media platforms of "full -interest, pan -interest, full -effect, full -effect", that is, influential and competitive APP, occupying the main position of public opinion, leading the right to speak. At the same time, it is necessary to speed up the construction of a large propaganda pattern, a large communication system, and a large intelligent platform, create an efficient content production system and full coverage of communication chain, to achieve high -quality media integration and development, spread the party's voice more loudly, tell the city's story, and tell the city story. More exciting.

The road of media integration of Zhengzhou Newspaper Group began in 2013 and insisted on implementing the "one development strategy", that is, "promoting the entire media and diversified development"; All media propaganda matrix, a new mainstream media with bigger media as the banner, do more efficient IP products with content as the core, and do the diversified industrial chain supported by cultural and creative support. " The first is to use "Rong" as the lead, to reconstruct the production and communication process of media content, and build a "integrated" communication system. The second is to create a mobile new media cluster with "all" as the core and integrate emerging media products. The third is to break the "new" as a breakthrough to create a new flagship smart platform "Positive Guan News" to seize the vocal positions of new mainstream media. The fourth is to focus on "people", focusing on technology and talent support, and improving influence. Huang Chuxin, deputy director and secretary general of the New Media Research Center of the Chinese Academy of Social Sciences

Promote the deep integration of the media with mechanism innovation

The deep integration of the media is the process of the transformation and development of mainstream media, and mechanism innovation plays a key core role in this process. Since the integration of media has been rising into the national strategy, news media at all levels in my country have taken the initiative to act, actively seek changes, accelerate transformation and upgrading, and promote the continuous depth of media integration, but there are still some structural obstacles. To innovate the development of the media with mechanism innovation, it is necessary to clarify the development ideas of the media in deep integration, and keep pace with the times to find new development paths. The first is the top -level design and innovative strategic operation mechanism. It is necessary to use "integration" to improve the level of integration; to achieve the integration of media resources and production factors, fully stimulate the vitality inside the media, mobilize external participation, and open up the blocking points and difficulties of innovation in mechanisms. It is necessary to use differentiated layout to promote strategic adjustment. The central -level construction of the "flagship" new mainstream media, provincial media build a regional resource aggregation platform, municipal media to build a financial media center connecting up and down resources. It is necessary to strengthen cross -domain cooperation and integrate media integration between regions in the future. We must realize in -depth interaction mechanisms in content production, technical cooperation, industrial linkage, team building, and talent exchanges. The second is the cooperation content and technology, innovative content production mechanism. To promote process reengineering through intelligent technology, to empower good content with artificial intelligence and other technologies, so that good content spreads into explosive products; to build an independent controllable platform, converge content resources and user resources, and highlight media scale effects; mainstream media It is necessary to use the business platform to achieve the aggregation of various resources such as content, technology, and users to improve influence and competitiveness.

Tang Xiaochu, Secretary of the Party Committee of Chengdu Business Daily and editor -in -chief Hongxing News

Reconstruction content distribution channel reconstruction business environment

There are not many ways to survive in traditional media. Unlike most media around the construction of the circle and a strong chain during the transformation process, the Chengdu Business Daily chose a path of reconstruction content distribution channels and rebuilding the operating environment.

The strategic layout of the "Chengdu Business Daily" transformation is starting from the keywords of content. In the reform of new media integration, a three -layer frame is established, and each section is based on content. At the national media level, two products are planned: "Red Star News" and "Talking" (You Chengdu). "Red Star News" is the mainstream new media of the nationwide period. It is a high -quality content provider with the original competitiveness of the news. The content positioning of "talk" is a new generation of intellectual content suppliers and the country's leading urban life aesthetic service platform. The "Chengdu Release" of the local influence is the first authoritative release platform in Chengdu and the founder of China's "release department" government affairs new media. It has been operated by Chengdu Business Daily since 2019 and has now developed into a new "release department" government affairs new media in the country with the second largest city in the country. Focusing on the rigid needs of local citizens, we have strongly constructed the two major media sectors of the third sequence- "Chengdu Children's Group" and "Sichuan Famous Doctor".

From the perspective of Red Star News Rong Media Reform, first, in accordance with the characteristics of mobile Internet communication, reorganize organizational structures. Most system, centralization and channel play are basic principles. Second, according to the characteristics of the Internet, the assessment and evaluation system was reinstated according to influence as the core. Third, re -structure the content distribution system around the communication power. Fourth, especially highlighting video and visual construction. Fifth, pay special attention to allowing technology to empower production and intelligent management.

Changsha Radio and Television Station (Group) Party Committee Secretary, Director, Chairman Zeng Xiong

From urban media to urban platform

After several years of practice, we proposed that the city's big data is driven to promote the in -depth integration of the media, centralize the operation of good city services+integration media platforms, promote the integration of media and big data, integrate cities and urban services, and integrate with social livelihood. Promote the transformation of urban media to urban platforms. In terms of platform construction, our goal is to make the "My Changsha" APP into three -terminal, that is, the mobile terminal of the city's government affairs, the collection of urban services, and the trigger terminal of news information. In order to do this, three models have been created and three fusion has been achieved.

Create three models. The first is the algorithm model. The algorithm recommendation has become the main communication mode of the Internet platform. The "My Changsha" algorithm is to perform user portraits through the user's behavior, which basically achieves precise push for thousands of people. The second is to spread the model. Through the personalized push of news information, precise pushes for specific areas and specific populations. The third is the business model, mainly based on the size and stable traffic of the user, and the business monetization is made through urban services and information flow advertisements. Realize three fusion. The first is fusion with big data. The integrated platform is firmly binded with the big data base of smart cities, and data, digging data, and using data are constantly precipitated. The second is to integrate with urban services. Integrate to integrate urban services that are just needed for high -frequency. The third is to integrate with social people's livelihood. Give full play to the advantages of the in -depth connection between mainstream media and social livelihood, help solve the problem of people's clothing, food, dresses, old, sick, sick, and sick, and make emerging platforms integrate into the system of social governance and build a urban platform that citizens cannot.

At present, we have set up a digital integration media technology company to operate the "My Changsha" integration media platform, actively create algorithm models, communication models and business models, hoping to form a plate -based product, and then integrate with the national media together. share.

Shenyang Radio and Television Party Committee Secretary of the Party Committee and Director Ma Li

Innovation and change of deep fusion change

In 2020, there was a set of numbers, and the market of Chinese cultural and creative cultural industries reached 2.9 trillion yuan. Many regions cannot get high -end projects due to lack of effective industrial organizations. In 2020, the Tencent Research Institute released a report on digital transformation, and radio and television have become the most important force.

Shenyang Radio and Television's group strategies, in accordance with the strategic deployment of "12345", use a strong mission to solve the problem of deep media. More than 500 radio and television people who have been liberated from invalid and inefficient projects have transformed in more than 70 studios and projects; they have built a new job system for all media production and dissemination, and systematically launched a series of manpower and resource allocation systems. For more than four years, Shenyang Radio and Television Station has rebuilt cultural ecology, content ecology, organizational ecology, technology ecology, operating ecology, and institutional ecology. Shenyang Radio and Television has a 5G+4K+AI experimental platform and a full media communication team and technical team. In order to realize the "digital butterfly change" in the field of cultural and creative fields, Shenyang Radio and Television launched the "Five The arduous project of Lihe Digital Audiovisual Industrial Park. The digital audiovisual "Thousands of People Dream Factory" of universities, enterprises, and parks has made every effort to promote it. Shenyang Digital Industry Laboratory has begun to be founded in the park and has just been rated by the provincial cultural park.

The "World Smile Day" event of Shenyang Radio and Television, which has attracted the attention and praise of the United Nations Secretary -General Guterres. Faced with strong catastrophic weather such as storms and storms, Shenyang Radio and Television instantly gathered the power to roll the live broadcast, reflecting the responsibility of the mainstream media. Since the epidemic, we quickly launched a large -scale live broadcast of the entire media and planned to organize the "Shenyang Family Book" melting media communication activities. "During the period, phenomenon -level communication works.

Dalian News and Media Group editor -in -chief Zhang Tianji

Deepen the exploration and experience of media integration

This year, the Central Propaganda Department, the Ministry of Finance, and the State Administration of Radio, Film and Television jointly issued the "Promoting the Implementation Plan for Promoting Municipal Municipal Media to Accelerate Deep Integration Development", bringing new opportunities for the deep integration of local and municipal media. The prefecture -level media is an important public opinion position and governance resources of the party. It is in the "waist" that is inherited in the four -level media structure of the central, provincial, prefectures, and counties. effect. Promoting media integration is the only way for traditional media to go out of the predicament of survival. In the context of integration, the media must have new positioning.

In August 2018, 11 cultural propaganda institutions including Dalian Integrated Newspaper Group, Radio and Television, and Beijing Theater formed Dalian News Media Group. First focus on the main business of the main responsibility, and keep the red line and bottom line of propaganda work. In terms of breaking "advertising thinking", Dalian News Media Group made useful explorations. Based on big data, the group formulates the "melting media income" model, and to create a publicity and marketing plan for customers to "tailor" through all media customization services. At the same time, explore the implementation of corporate and market -oriented models, and make bigger and stronger "Media+Kangyang" and "Media+Cultural Tourism" brand.

Deepening media integration cannot be separated from policy support. At the same time, media people must make a difference, to further strengthen political understanding, keep awake at all times, and not be able to give up at the end. Do not touch the bottom line at any time; Reform and innovation, deepen the integration of the media can not only have one model. It cannot adopt a simple attitude. It is necessary to fully absorb and adapt to the existing operating system that adapts to the characteristics of the Internet development.

Cheng Mugang, Secretary of the Party Committee and President of Shenyang Daily

"Four Media" Shen Bao practice

Shenyang Daily coordinates the integration of communication systems and organizational integration. Establish a "Shenyang release platform ecology" with the "Shenyang Release" client, party newspaper, party network, and party matrix as its core, and "fingertips Shenyang" client, evening newspaper, subway newspaper, subway newspapers, " Fingertips Shenyang City Comprehensive Service Platform Ecology ", realize the integration of party building and business, traditional media and emerging media, media industry and industrial chain ecology, innovation has carried out the full media editor -in -chief" brain "and all media studios. The "Four Media Shen Pao Practice" for the "Four Media Shen Pao" for the "Fourth Media" is the "city" and all -media user festivals. As of now, Shenyang Daily has completed all the forms and platform matrix layouts of the new media, forming a full -media communication system with a full category of "four newspapers, three issues, two networks, and two networks. Many websites and new media accounts in Shenyang. The total number of fans of Shenyang Daily has exceeded 50 million, and the influence has expanded rapidly.

Traditional newspaper groups carry out media exploration, first of all, we must clarify their own advantages, disadvantages and ultimate visions. By integrating the system's advantages and brand advantages, the transformation and upgrading of the entire industry is completed, and a new media platform ecology is formed, and then it will spread the party's voice and serve users. Shenyang Daily founded the first media studio, adhering to the principle of "deep cultivation district, county, cities, detailed work committee", and explored a road to supply -side reforms that conform to the characteristics of Shenbao's characteristics and innovation in the media; The grid management system plays a role in the general service of large -scale projects at the group level, and has played a role in supporting project support in the mid -level resource portfolio; The transformation of the industrial field towards exhibition, festivals, meetings, and activities, it also represents the news of the newspaper group as the platform ecosystem with "user thinking" as the "user thinking" to integrate the new iterative gameplay of B -end and C -end user resources.

Through the "Four Media Shen Newspaper Practice", a complex and efficient, rapid and rapid communication platform ecosystem has been established, which makes the newspaper news and public opinion spread, guidance, influence, and credibility. All areas of Shenyang have become an important guarantee for the modernization of Shenyang's urban governance system and governance capabilities.

Shenyang Daily, Shen Bao all media reporter Tang Xinmeng

Source: Shenyang Daily

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