Shouldn't be reluctant to let go?Do not make the main business of the new media into a side business!

Author | Yang Bing

Source | Shanghai Entertainment

In August 2014, the central government sounded the charge of media integration and development. This year is the ninth year, and the media integration enters the second half.

In September 2020, the Central Committee issued the "Opinions on Accelerating the Deep Integration and Development of the Media", which clearly required the main force to advance into the main battlefield. The mainstream media put more people's property into the main position of the Internet.

How to measure the development level of a mainstream media? You can use the "media fusion index", including three basic indicators: independent controllable new media platform coverage, the proportion of new media practitioners, and the proportion of new media operating income.

If you measure the "media integration index", many mainstream media still adhere to the traditional media "staying in the ground" and make the main business of the new media into a side business.

Most media people still adhere to the traditional media "staying in the ground"

The transformation of the talent team is the key to the development of media integration. It can use the "proportion of new media practitioners" as the basic indicator to measure the development level of media integration.

Taking the radio and television industry as an example, you can organize and analyze the "proportion of new media practitioners" indicators nationwide and urban stations.

The proportion of new media practitioners = (number of new media departments ÷ total number of people in Taiwan) × 100%.

In the distribution of the actual staff of the radio and television, in addition to the new media departments, the business departments such as the channel frequency also have a small number of personnel engaged in new media business, but there are fewer personnel and cannot be accurately counted. Therefore, the "proportion of new media practitioners" has not been included.

The "proportion of new media practitioners" indicator represents a human resource allocation between the new media and the traditional media. It can also measure the development level of a Taiwan media integration and the training of all media talents.

Figure 1: proportion of new media practitioners in urban platforms

From the perspective of urban platforms across the country, the "proportion of new media employees" indicators are low, with a low value of 1.27%, average of 3.93%, and a high value of 10.64%. Among the national urban Taiwan talents, the proportion of new media practitioners is less than 4%, and more than 96%of people are still distributed in traditional radio and television, editing and broadcasting positions.

Based on the "proportion of new media practitioners", it was measured that the development process of urban Taiwan media integration is very slow, and the training of all media talents is small.

Figure 2: The proportion of provincial new media practitioners

Judging from the provincial -level platforms (due to the special business of Hunan, Shanghai and other provinces, this statistics are not included in this statistics), the "proportion of new media practitioners" indicators are slightly higher than that of urban platforms, with a low value of 2.08%and an average value of 6.77%. High value is 14.33%. Among the provincial -level talent teams across the country, the proportion of new media practitioners is less than 7%, and more than 93%of people are still distributed in traditional radio and television editing and broadcasting positions.

Based on the "proportion of new media practitioners", it was measured that provincial platforms were slightly better than city platforms in the pace of media integration and development of all media talents, but the gap between the requirements of "the main force entered the main battlefield".

On the road of media integration, there is a victory called retreat!

To achieve "the main force entered the main battlefield in an all -round way", the mainstream media must speed up the "all -member transformation".

"All -member transformation" is the basis for "the main force to advance into the main battlefield", and it is also the key to "building a new mainstream media"!

From the perspective of the "proportion of new media practitioners", most media people still adhere to the traditional media "staying in the ground" and only sent a small number of people to "investigate" the Internet "main position".

"Surging News" and "Beijing News", the courage and courage in the development and transformation may be more worthy of the media people's reference and learning.

On July 6, 2020, the "Surging News" reported that the B -round financing was launched recently, which may exceed 610 million yuan, which made people see the dawn of the successful transformation of traditional media.

On July 22, 2014, "Surging News" was officially launched as the transformation experimental field of Shanghai Newspaper Group.

At the end of 2016, after the "Surging News" completed the first round of financing, the Oriental Morning Post was closed. All teams and resources were put into "surging news", which promoted the "all -member transformation" with great courage.

In August this year, "Surging News" completed a round B financing of 400 million yuan.

The "Beijing News", which was published in 2003, has become a benchmark for Chinese newspapers for more than ten years. On the road of media integration, the "Beijing News" is not too early. On October 31, 2018, the Beijing News APP was officially launched.

After seeing the general direction, the strategic transfer of the Beijing News was very decisive: in 2019, all members transformed; in 2020, comprehensive transformation.

During the reform of 2019, the "Beijing News" promoted the "all -member transformation". Only 11 full -time newspapers were held in the newspaper, and more than 500 editors were transformed into a client -based new media communication matrix.

Under the general trend of "mobile priority and video priority", the core resource allocation of the newspaper was completely shifted to the new media position for the first time.

As a newspaper, the newspaper is no longer standing in the center of the stage for the first time.

Active evacuation of the newspaper "staying in the ground" is the biggest base and guarantee for the successful development of "surging news" and "Beijing News".

As the TV series "Huru" said, "there is a victory called retreat."

This article is authorized to reprint from the WeChat public account "Shanghai Entertainment"

Author: Yang Bing, general manager of Shanghai Entertainment Chinese

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