After a few years of fusion, one shot is scattered?How does the prefecture -level radio and television newspaper industry live a good life?

Original: Ge Chang Li Lei

With the continuous deepening of media integration, the central policies are continuously inclined to provincial and county -level media -level media, and prefecture -level media seem to be in a difficult situation in "upper and lower pinch".

How to do the fusion of the prefecture -level media? Recently, many prefecture -level media have been included in the media integration of the "National Pilot Unit" in the media. Most of the local and municipal media have adopted the "radio and television+newspaper industry" integration model and achieved certain results.

However, a few people are happy, and not all the raw radio and television and newspapers that are all happy and the newspapers can be old, and they can fly with each other. In the previous cases, there are Lian Media Group in Dalian, Zhuhai and other cities with harmonious and annual income of more than 100 million yuan. There are also integration of Chengdu, Daqing and other cities in Chengdu, Daqing and other cities that have been fused in a few years.

How does the prefecture -level radio and television newspaper "partners" live "good days"?

In early July, the Media Tea Society successively dialogues Zhang Tianchi, editor -in -chief of Dalian News Media Group, Huang Chuxin, director and researcher of the Digital Media Research Office of the Institute of Journalism of the Chinese Academy of Social Sciences, Xiao Xiaona A journalist who has worked for ten years has discussed related issues.

"Radio and Television+Newspaper Industry" integrates four levels

1. Policies and strategies

The primary and most important level facing prefecture -level media is policy and strategy.

Judging from the central government's guidance policy on media integration, the top -level design of the existing top -level design in my country has fell on the central, provincial and county -level media levels. The policy guidance and support for the integration of local media -level media is still "hollow". zone.

Without clear policy guidelines, it is easy for prefecture -level media to find the direction of integration, which leads to the integration and stop, the process is slow, and the effect is not good.

The development of a city -integrating media center in the western region encountered this problem. A reporter who had worked in the city's radio and television station for ten years and said, "The Municipal Party Committee and Municipal Government have planned to integrate the city's radio and television station and the newspaper group this year to build a prefecture -level and municipal -level level Rong Media Center, but because there is no clear policy guidance, there is always a stop and stop in the process of integration, without substantial progress. Take the network media department as an example. I moved, but this month stopped again. What is going on, is it or not? How? We are also confused. "

Many prefecture -level media are facing the same doubts: how to break through policy guidance?

Huang Chuxin, director and researcher of the Digital Media Research Office of the Institute of Journalism of the Chinese Academy of Social Sciences: two suggestions:

First, the main leaders of the local area must fully understand the importance and urgency of media integration, do a good job of top -level design, and make a good planning and design from the aspects of positioning, guidance, locality, and closeness.

Second, prefecture -level media should formulate a fusion strategy suitable for itself. While taking into account the traditional operating model of the original newspaper industry, radio and television and other media organizations, it is also necessary to fully absorb and adapt to the existing operating system that adapts to the characteristics of the development of the Internet to avoid "one -size -fits -all" and "pushing down". Fully absorb the typical experience of the development of various media, and combine the development trend of the Internet to formulate a development strategy that is in line with its own development.

The macro policy must be clear and specific strategies should be suitable. The two must match each other to go up and down in order to point out the direction of integration and solve the worry of integration.

2. Thinking

How does the integration of the prefecture -level "radio and television+newspaper industry" go steadily and good? I have to break through the difficulties.

Huang Chuxin believes that the backward concept of integration of some media institutions is an important reason for the low -integration efficiency.

Some analysts pointed out that "advertising thinking" and "self -retained land thinking" hindered the development of prefecture -level media.

"Advertising Thinking" refers to the business thinking that mainly depends on advertising in operation, does not pay attention to other businesses, and uses the "advertising" strategy to do business and pull customers without paying attention to helping customers provide comprehensive and customized services.

"Self -retained Land Thinking" believes that traditional end (newspapers, radio) are the core. New media are just "embellishment" and "additional questions", and the traditional end is engaged in content and operation. This kind of thinking has led to some prefecture -level media with the traditional media positions that have been losing money for years, unwilling to let go, and are unwilling to participate in the main position of the new media, resulting in its content increasingly deviated from the market and user needs.

As one of the pioneers of the integration of "radio and television+newspapers" at the prefecture -level level, the integration practice of Dalian City has provided many advanced experience for other cities.

On August 31, 2018, 11 cultural propaganda public institutions including Dalian Integrated Newspaper Group, Radio and Television, and Peking Opera House formed Dalian News Media Group.

In terms of breaking "advertising thinking", Dalian News Media Group made useful explorations. Based on big data, the group has formulated a "melting media income" model to create a financing company. Create a publicity and marketing plan for customers to "tailor -made clothes" through all -media customization services.

As the realization of the group's integration results, Rong Media Company has created an interactive marketing platform "Huimin Dalian", becoming the object of cooperation favored by industries, especially commercial customers. In the first half of the year, Rong Media Company completed the signing value of 13 million yuan. In addition, the Group also entered the field of live broadcast and cargo, and built the first 4K virtual reality live broadcast room in the Northeast. In the first half of this year, the cumulative operating income of the live broadcast company was 2.7 million yuan.

Breaking the restrictions on "advertising thinking", we must make a strong energy to do "open source", which not only allows prefecture -level media to attract market "living water", but also revitalize the entire revenue situation.

In terms of development of the main position of new media, Zhuhai Media Group made great efforts. Xiaona Xiaona, editor -in -chief of Zhuhai Media Group and editor -in -chief of the New Media Operation Company, preached that the group has made efforts to guide resources and talents to lean towards new media by increasing investment in new media. Not only do you specialize in the special performance award of media integration and development of 1 million yuan each year, but also change the original article release method, put more than 80%of the group's articles on the new media end.

Zhuhai Media Group's attention and investment in new media also returned. In the "2020 National Party News Integration Index Report" released by the People's Daily Research Institute, Zhuhai Special Economic Zone Newspaper WeChat public account communication is ranked first in the prefecture -level city.

3. Management

After integration, the scale and number of media have increased sharply. In this case, how to manage personnel and mobilize the work enthusiasm of media people, and improving work efficiency is an important part of the effectiveness of city -level media integration.

At present, many prefecture -level media follow the old management model. The disadvantages are mainly reflected in the two levels of "quality" and "quantity":

At the level of "quality", the department's work is not efficient, and the lack of talents who really understand management; the "quantity" level, there are many redundant departments, high repetition, and a large number of "idle personnel".

A reporter from a city in the western city mentioned above talked about the disadvantages of its media's management: "The approval of the first phase of the program must go through a large number of parallel departments, and the leaders of large and small must pass it. The departments that are not across must also brush a wave of presence. If a leader in the middle thinks there is a problem, it will be returned to the previous link. This management model drags the entire unit. "

In order to solve this problem, many Rong Media Group established the vertical management model of "Group -Department -Studio/Project Group". The group is responsible for implementing the policy policy and putting the political direction. The department is responsible for coordinating the project and managing personnel. The studio/project team is responsible for the planning and implementation of specific programs or activities. This vertical management model streamlines the number of institutions and improves operating efficiency. It is an important method for the difficulty of solving management difficulties in the city -level media.

According to Zhang Tiancheng, Dalian News and Media Group opened the studio reform in 2021. It established two batches and a total of 16 studios to guide and encourage all employees to innovate and start a business.

4. Talent

Talent loss is a problem that plagues media development. If you want to go steadily and well, you must cross this.

The media Tea Society previously designed the "Causes of the Causes of the Media People", and received a total of 369 questionnaires from Beijing, Shandong and other parts of the country. Among them, 26.83%(99) respondents have left the media, and 72.08%of the respondents are not very satisfied with media work.

"In response to the problem of talent loss, Zhuhai Media Group has formulated and implemented the 'Talent Return Plan'. By returning to the talent exemption period and benefits of treatment, it has successfully attracted a group of broadcasting, R & D talents to return, and enriched the 'Talent Think Tank'. With rich experience, these talents can often take on the role of "handle". For example, after a scientific and technological talent returned, he led the team to make a series of heavy products with a series of tens of millions of clicks. "Xiaona said.

Jinan Radio and Television implements the talent training model of "empowering the stock", giving enough training opportunities for existing talents and reasonable compensation incentives to stimulate their enthusiasm for work, and implement the "Director's Award Order" to talents with special talents or outstanding contributions.

To solve the problem of talent, we must not only "keep in the bowl", but also "look at the pot". The prefecture -level media should "attract increment" based on the actual situation of the unit and formulate effective talent introduction policies. In terms of how to introduce talents, we can actively broaden the channels and recruit and introduce suitable talents.

Talent returning, empowering the stock, and attracting incremental three -in -one, creating a complete ecological closed -loop of talents, so that prefecture -level media no longer bother to be available for use.

The integration of "radio and television+newspaper industry" needs to avoid the "four misunderstandings"

Misunderstanding 1: Hangle brand

Hu Zhengrong, director and professor of the Institute of Journalism and Communication of the Chinese Academy of Social Sciences, pointed out that the media groups of a considerable part of the city -level "radio and television+newspapers" in my country are currently staying nominal fusion, but in fact the separation state.

In short, only a media fusion brand -Rong Media Group has been hung only the media fusion, but in fact, the newspaper and Radio and Radio Station still have their own political operations, their independent operating systems, the organizational structure and process have not been reconstructed. As a result, the efficiency of news production is low, and the fusion stays on the surface.

The prefecture -level media can only correctly understand the meaning of the integration of "radio and television+newspaper industry", break the shackles of the old mechanism system, and truly apply the "Internet+" thinking to all aspects of content production, communication promotion, and business activities, and further promote the entire mediaization process. In order to truly integrate the media.

Misunderstanding 2: newspaper and radio and television "fight"

As a integration, the radio and television and newspapers have more or less business crossing and overlap in the new media field, such as public accounts and video numbers. In the process of integration, if these overlapping parts are ignored, it is easy to lead to duplication in work, causing waste of personnel and resources, and even unnecessary contradictions, resulting in "fighting between the two sides".

In order to solve the problem of "fighting", Zhuhai Media Group adopted the "technical leadership" strategy to build a "Jiuxiao" melting media ecosystem. Relying on this system, the group has realized a flexible and efficient creative model of unified gathering clues, unified command scheduling, classification planning and implementation, rapid linkage of editing and editing, release of various end on demand, and comprehensive evaluation and feedback. When Xiaona shared the "Zhuhai practice", "In the specific integration operation, we shut down the original website, the original website, the client, the large and small WeChat public account of the newspaper industry, 1+4 'New Media Cluster. The first' 1 'is integrating their respective websites and synthesizing a Zhuhai.com. That is to integrate WeChat, Weibo, short video and other head cooperation platforms. Through these actions, we will focus on solving the problems of small, scattered and weak, and strengthen the leading project. "

Through the "weight loss", the burden brought by the closing of the business will make the media integration "lighten up". The media "lightly on the battlefield" often faces the "wind and rain" on the road.

Misunderstanding 3: "Walk on one leg"

The prefecture -level Rong media must not only do publicity and reports, but also do a good job of creating revenue. Affected by the level of local economic development and thinking concepts, many media hope that the government will support the government, and the lack of operating power and capabilities, resulting in the "career" and "industrial end" cannot be coordinated and produced "partial subjects".

The integration of prefecture -level media should consider survival issues, and use resources to carry out business activities within the scope of policy permission.

Zhang Tianjie talked when sharing the business experience of Dalian News Media Group that the group implemented a corporate and market -oriented model, guided by the "media+" business strategy as the guidance, and successively formed "media+sports", "media+finance", " The vertical integration center such as media+Kangyang "carried out operations and cooperation activities, and the revenue benefits were very considerable.

Huang Chuxin also reminded that in the process of developing diversified industries and cross -border integration, the media must always adhere to the social benefits of the media and avoid losing the social benefits of the media due to economic benefits.

Misunderstanding 4: "Eat a large pot of rice, spread the big cake"

A reporter from a TV station in the western region preached to the media tea that "eating large pot rice" and "large cakes" are one of the important reasons for the failure of the city -level media integration.

In the process of integration, some prefecture -level media lack a fair and reasonable distribution mechanism, and do the same as not to do it. At the same time, the lack of incentives, competition and elimination mechanisms, narrow channels for rising talents, low work efficiency, affecting the overall content production and income of the media, caught in a vicious cycle of lack of power and inefficient development.

Some media believe that integration must be "bigger and bigger". Regardless of their own circumstances, it will blindly set up departments and recruit employees, resulting in the media "overweight". This blindly "spreading cake" not only does not help the media bigger and stronger, but also drags the efficiency of media integration and weakens reform.

The most fundamental thing is to solve the problem of "eating a large pot of rice and spreading big cakes". Among the pioneers of the reform of the mechanism system, Shaoxing, Wuxi and other municipalities in the integration reform can provide reference for other local and municipal media.

Shaoxing Media Group breaks the identity restrictions of business enterprises, and sets up salaries to pay for performance. The reality of the salary level gap between the former Shaoxing Daily and the Radio and Radio Employees has maintained a stable treatment of the original treatment. Essence

Wuxi Radio and Television re -integrate the 10 departments and their functions and personnel of the center, break the barriers of the original "platform is institution", and set up a new five -major door of the integration of the integration in accordance with the requirements of the media news production process of the integration media, and reorganize After the assessment mechanism, the spread of Wuxi Radio and Television after the reform has increased significantly.

The integration of prefecture -level "radio and television+newspaper industry" is a comprehensive and systematic large project. It needs to be from leadership to employees, from management to execution, and through the "four major difficulties" to avoid the "four misunderstandings" ", Can we take the road of integration firmly.

What are your views or suggestions on the integration of the current city -level media "radio and television+newspaper industry"?

Welcome to comment on the comment area.

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