Integration and transformation | Integration as the first to create a "ecosystem" of radio and television

Author: Huang Yuan and Li Jing in Qingdao Radio and Television

Source: "All Media Exploration" August 2022 issue

Integration as the first to create a "ecosystem" of radio and television

——In Qingdao Radio and Television All Media Ecosystem Construction Practice

Abstract: Faced with the tremendous changes in the environment of public opinion, media ecology, and communication in the entire media era, traditional media can only survive in the difficulties, deeply integrate, and seek breakthroughs. Qingdao Radio and Television uses media integration as a lead to build a full media ecosystem to create "ecological radio and television". Taking this as an example, trying to summarize the breakthrough of a radio and television media in the era of the entire media.

Keywords: media fusion; all -media ecosystem; "blue cavalry"; gathering users; service; ecological radio and television

In the era of the whole media, the environment of public opinion, media ecology, and communication have undergone tremendous changes. It is the key to realizing media integration and seizing public opinion system as soon as possible and seizing public opinion system. In recent years, Qingdao Radio and Television Station has actively promoted the process of media integration and built a three -dimensional media communication system for programs, clients, video accounts and community linkage. The ecosystem, the influence and economic benefits of the media have been significantly improved. In 2021, the State Administration of Radio, Film and Television was rated as the "National Radio and Television Media Integration Unit in 2021".

1. Fully mobilize to form a virtuous cycle of self -drive

The era of the entire media is a media era with the media, the spread of the entire format, and covered by the entire platform. It has the four characteristics of the whole process, holographic, full staff, and full -effect. If traditional media wants to achieve breakthroughs, we must first change their ideas. To this end, Qingdao Radio and Television took the lead in implementing a "brain revolution", requiring employees to actively and comprehensively serve the market, become the builders of the media ecology, form a virtuous circle of self -drive evolution, and do "one -in -one people" in the media field. In internal management, the frequency of various channels and the barriers between departments will be removed, and the "center+team" mechanism will be reshaped under the goal of "big center and deep integration".

In addition, the full use of 5G, artificial intelligence and other technologies to achieve comprehensive communication efficiency, and truly realize the entire process of the media, pan -interest, full staff, and full -effect.

Second, seize the opportunity, and strive to be the protagonist of the public opinion field in the era of all media

In the context of the entire media, traditional media must stand firmly and must adhere to the mainstream public opinion position. because:

(1) This is the need for the development of traditional media. In the era of the whole media, traditional media must first occupy the initiative and dominance of the public opinion field, and stand on the position of mainstream media in order to achieve the continuous development of traditional media. To this end, Qingdao Radio and Television opened the media column "Involving Qingdao" in 2020. It was affirmed by the Qingdao Municipal Party Committee and Municipal Government and the audience.

(2) This is the responsibility of traditional media. In the era of the whole media, the leader of public opinion is still the unavoidable responsibility of traditional media. Qingdao Radio and Television is focusing on cultivating a group of network commentators who have deeply cultivated vertical fields, unique insights, good expression, and charming charm to build a mainstream public opinion matrix of all media.

Third, deep integration, create a full media ecosystem

Faced with the inevitable trend of the media industry, Qingdao Radio and Television created the full media ecosystem of radio and television with ecological thinking with integrated development.

(1) Empowerment with technology for integration. Implement the "dual -platform" driver strategy to empower the development of technology. Lan Zongrong Media Platform has opened up into a full media support platform, using a comprehensive management big data platform to form an integrated information platform for radio and television, and gradually connects ecological data resources inside and outside the radio and television; The construction of construction will also be superimposed.

(2) Internal vitality is stimulated by mechanism reform. The integration of institutional mechanisms is the focus of media integration. Through innovative systems and mechanisms, Qingdao Radio and Television realizes the effective integration of platforms, technology, talents and other resources, promotes comprehensive optimization and reconstruction of production, management, operation, and services, catalyzing the integration of the media, and truly realizing the deep integration of the media.

1. The new "center+team" model stimulates creativity and innovation. Focusing on user needs to build a center platform, with many "teams" as the cell tissue, the team's responsibility rights are integrated, and market -oriented assessment incentives are implemented. The most typical is the "blue cavalry" team mode of the program center. The television station integrates the three TV channels of the previous content homogeneous into a new large show center, and successfully hatched the "blue cavalry" team model -these "blue cavalry" implement contract management, simple play, capable of hard work, personnel are hard, and the personnel are capable. Each has its own expertise. The short video produced by the screening studio, the new life concept workshop, the future studio, and the creation group of "The City of Entrepreneurship" frequently "out of the circle"; Through the integration media operation model, teams such as "Qingdao Radio, Television Culture" have initially realized the gathering of users in the fields of vertical industries such as finance, public welfare, law, art, marriage, medical care, and sports.

2. Introduce outstanding talents and activate the whole. Recruitment and selection of talents nationwide. The joining of new forces has mobilized the enthusiasm and creativity of all members. In the future, Qingdao Radio and Television will make more attempts on the evaluation and incentive mechanism.

(3) Build a new ecosystem of content and benefit content from content. In the era of the whole media, "content is king" is still the truth. Qingdao Radio and Television gives full play to the role of the authoritative and high -quality content providers of the mainstream media, and build a new ecology of the content of the full media communication system. Not only did it create more than 4,600 monthly editing reports, more than 7,000 new media, and more than 400,000 hours of original audio and audio, and more than 1 million pieces of information. Many works have won the Chinese News Award, Broadcasting Film and Television Awards and other awards; And while achieving social benefits, economic benefits have also risen. (4) Create a benign ecosystem with user needs. Users are the core of the entire media ecosystem. Qingdao Radio and Television tries to establish a benign ecosystem with users. All teams provide personalized customization services according to user needs, such as cultural studios, health studios, fashion sports studios, wide gravity, and gravity. Studies, new media innovation studios, etc., have initially formed an ecosystem of close linking customer needs.

(5) Strengthen the platform effect and enhance core competitiveness. Deploy superiority and allocation of corresponding resources to enhance the advantages effect of strengthening the internal platforms, and then superimposed into the core competitiveness of the entire media platform. The news center integrates news channels and account numbers, blue -eyed clients, and has stabilized "Qingdao's most authoritative and standardized news and information first platform"; the program center integrates living channels, account numbers and love Qingdao clients, aiming at "Qingdao's function is the most functional function. Complete life service first platform "; broadcast center integrates radio frequency, mobile account number, Hai rice client to create the" Qingdao Mobile Service First Platform "; The first resource platform of literary and artistic creation and cultural products is bigger and stronger. Each platform forms an ecosystem layer that converges the influence of small platforms into the competitiveness of the entire large platform.

(6) The integration of resources and enrich the media ecosystem. In the conception of the full media ecosystem of Qingdao Radio and Television, not only the highlands and service platforms of public opinion, but also the magnetic field of resources. At present, the reform of the All -Media News Center, the All -Media Program Center and the All -Media Broadcasting Center have been launched one after another. It is expected that the resources of the three centers in the second half of 2022 will be completely opened. At the same time, each center has its own sub -ecology, and all teams will also Ebony with distinctive characteristics will be formed, and it will soon be converged into a new ecological pattern that is integrated in the center of the center and the team's full strength. In the future, Qingdao Radio and Television will also use the teams and teams as the tentacles to link more government resources and social resources to enrich the media ecosystem through internal and external integration.

4. Continuous innovation and explore "ecological radio and television" more possibilities

Looking forward to the future, while deepening media integration, Qingdao Radio and Television is planning more breakthroughs and exploring more possibilities for "ecological radio and television".

(1) Continuously enhance the ability of innovation and excellence, and expand the influence of mainstream media. In the future, all centers and teams will make full use of their own expertise, strengthen planning, collaborative cooperation, continuously improve the ability of innovation and excellence, produce more media boutiques, and resonate with emotional resonance with innovation and creativity. Content and stand -alone products win the audience and leverage the market.

(2) Realize the fundamental change of the business method and reshape the value of traditional media. Complete the transition from the traditional business method of "doing programs and selling advertising" to the new gold attraction method of "gathering users and service"; the mainstream and high -quality media value is the ultimate pursuit of goals.

(3) Realize the internal and external ecological interconnection and build a larger ecosystem. Guided by the thinking of new media to achieve a comprehensive interconnection of the internal and external ecology. Internally, the central platform is the mother, and the resource allocation is performed according to the needs of content production, operating income, and technical services. ; In terms of management, the mesh interoperability of the Internet logic has gradually evolved; on the basis of improving the internal ecology, value and services are radiated outward to build a larger ecosystem. In short, we must make a large -scale media ecosystem in the process of building a new mainstream media, and integrate into the economic and social development of cities with a new media ecology.

From the practice of Qingdao Radio and Television, it is not difficult to see that in the face of unprecedented changes, traditional media must quickly transform the track while adhering to the mainstream public opinion position, from me as the main user to the core, from strong media thinking to new. Media thinking, boldly breaking the system of system, implementing internal reforms guided by integration and development, and completing the media's resource integration, transformation and upgrading as soon as possible to find a breakthrough in the era of the entire media.

"All Media Exploration" magazine is a journal communication professional journal hosted by Volkswagen Newspaper Group. The domestic unified continuous publishing number CN 37-1526/G2, international standard continuous publishing number ISSN 2097-048X. Pioneer in August 2021.

The purpose of running the journal: Focus on the frontier of the media integration, exchange practice and exploration experience, strengthen the guidance of news and public opinion, create a research and communication platform, and help the media to comprehensively and develop.

Main columns: Special articles, front -line focusing, integration transformation, communication point, public opinion observation, news practice, audiovisual communication, county -level media, case analysis, intelligent application, media rule of law, all -media talents, business management, etc.

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