Seven questions: The new media strategy and competitive strategy in the media deepened the integration

Author: Lu Xiaohua (Dean of the New Media and Communication College of Tianjin University, Professor of Chair, Academic Consultant of Our Journal)

Source: "Young Reporter", No. 17, 2022

Accelerating the deep integration of the media is a strategic operation of the party's central government's authority and centralized leadership, supporting and guaranteeing with national power, and historical significance. For the media individual Revolutionary change. Media integration is reflected in multiple levels. At the conceptual level, it is required to continuously adapt to changes, meet challenges, and update the concept; at the tool level, the dependence on new media tools has increased rapidly, and human -machine relations have changed significantly. At the product level, not only have many new media products, but they also have many new media products, but they also appear. New digital content forms such as interaction content and data content have appeared, and more interactive, shared, and experienced content products have appeared; at the channel level, the channels of paper media, television media and Internet media have been used. Direct competition in the new media channels; at the resource level, the weight of different resources in the generation of competitiveness has changed significantly and requires the establishment of an integrated resource concept; at the level of communication, behavioral data acquisition capacity, personality needs matching ability and driving re -communication ability have become communication capabilities. The core elements of the traditional media have put forward greater challenges; at the operation level, how to coordinate survival, change and development, coordinate the new media investment and realization of time and space misalignment and win development space. All of the above changes are severe real challenges. For traditional media, the underlying logic of survival, development, and continuously enhanced influence is undergoing profound changes. With the significant changes in the competitive environment and the operating environment, traditional media face strategic choices of how to solve problems, how to allocate resources, and seek development.

At this pass, seven issues closely related to the new media strategy and competitive strategy are worth raising and triggering thinking, and need to work hard to answer in practice.

Question: New Media Strategy of Radio, Radio and Television Institutions

What is the core proposition?

In the process of deep integration of the media, the operators and researchers will concern. What is the core of the new media strategy of the super large radio and television institution as a leader? Is it drain to the screen or the drainage to the end? Or no matter what channels or platforms, as long as people see their products, that is, the goal of making a strong influence? As a question, not only is the core proposition of the new media strategy, but also to explore the main breakthrough direction, so that the core propositions are clarified and the media integration strategy is focused.

A media exploration and layout must always focus on a core proposition and main breakthrough direction. Generally speaking, there are at least five types of choices. The first is the platform strategy, that is, do our best to build your own new media platform. The second is the influence strategy, that is, to create its own influence through various channels, or its own brand. The third is the product strategy, which is committed to making its own new media products and spread in various channels. The fourth is the drainage strategy, that is, the audience is led back to the big screen through the new media, or the audience is attracted to a certain terminal. Fifth, the digital media strategy, that is, completely transformed into digital media. The core strategy is not clear and the breakthrough direction is not focused, and it is not the optimization of resource allocation.

The best strategy is often the simplest strategy. All team members can repeat them in one sentence and get the maximum recognition.

Two Question: The video content of the radio and radio agency

What is the direction of development?

Do you face the predicament of picture quality?

In terms of image content, the quality is one of the core competition elements, and the excellent picture quality can attract the audience. During the preparation process of the Beijing Winter Olympics, the Central Radio and Television Total Station 8K Channel launched, and China TV entered the 8K era. In 2012, China's first 84 -inch 8K TV had already appeared. The total pixels of its display equipment reached more than 8 million, which was 8 times the full HD and 16 times the high -definition. Ten years later, despite the attractive picture quality, the popularization rate of 8K TVs in Chinese families is still relatively low. The question worth exploring is whether the image content is facing the predicament of picture quality?

From the perspective of comprehensive factors, this dilemma has existed in a certain sense. First, the limited resolution of human eyes is obviously the most important restrictions. The limit recognition resolution of human eyes is almost 576 million pixels. In 2021, PPT, senior vice president of Samsung Electronics Sensor at the SEMI European Summit, showed that Samsung will release 576 million pixel camera sensors in 2025. It is later that the sensor is more likely to be applied in the automotive field. Second, the actual limit resolution of human eyes is closely related to individual vision, environment, viewing medium, and picture quality preferences. People who pursue more than 8K picture quality are unknown among the audience and consumers. Third, the improvement of the picture quality above 4K brings a sense of freshness and satisfaction, but the marginal effects are obviously not as obvious as from standard clearing to high -definition, from high -definition to full HD, from full HD to ultra -high -definition. Even after considering factors such as the richness and cost performance of content products, the marginal effects may be reduced to some people, so it causes insufficient power to replace the 8K TV. Fourth, the mobile demand is becoming the main demand under the support of continuous iterative smartphones, and the quality requirements of the picture are obviously restricted by how to coordinate with mobile needs.

The relevant factors related to the predicament of the above digital scientific and technological factors have determined that the development strategy of radio and radio institutions' image content can not simply improve the direction of the picture quality. Instead, it should be re -evaluated and made at the strategic level. Three questions: The integration and transformation strategy of radio and radio agencies

What is the implementation strategy?

Objectively speaking, the mainstream media not only reported heavy tasks, but also faced a series of survival and development problems in the integration and transformation: not only to enhance influence and representative products; Maintain the original income scale to maintain the team. It is precisely because of heavy tasks and many problems that while determining the core propositions of strategic propositions, it is also necessary to design the priority goals and implementation steps in strategic strategies. Even paying attention to strategic design and implementation as much attention to strategy. Objectively speaking, even if the construction client and its own platforms are used as the highest strategy and priority strategy, a television institution cannot rule out real goals such as draining to large screens and influence shaping. Therefore, it is necessary to determine the practical goals and implementation strategies of the deep integration of the media. Even after making choices between platform strategy, influence strategy, product strategy, drainage strategy, or digital media strategy, it still needs to be focused on the focus of resources and the priority of the goals. Out of choice.

Fourth question: mainstream media content products

What are the reasons for the high click volume on other platforms?

The mainstream media is authoritative and the content products are well done, but a common phenomenon is that the same content products of mainstream media on other network platforms are far greater than the number of clicks on their own new media terminals. Why does this phenomenon occur? How to recognize the cause of this difference is an important factor that affects the recognition and implementation of the new media strategy.

This difference is due to the product and the platform. The first is because the content of the mainstream media is scarce on the third -party platform. For a third -party platform full of entertainment content, valuable content is relatively scarce. Secondly, the entertainment and social functions of third -party platforms have gathered massive users, and have produced platform stickiness, and the content of mainstream media has obtained influence. Therefore, don't simply judge that the client of the mainstream media does not do well, but to analyze the mechanism of difference. The Internet platform has created user stickiness with entertainment and social networking. The content products of mainstream media provide hard core content and pick up the influence. This is the special phenomenon existing in the current communication pattern. Just as in a normal height, the height of basketball stars is easy to highlight. It is more meaningful to discuss the first issue and discuss the first issue, and it is more meaningful to clarify the core issue of fresh media strategy. If you ca n’t see why success, you must not see why you fail; you ca n’t see why you have a high click volume on other platforms, and you ca n’t see why your own platform does not do well enough. If both are not clear, it is difficult to discuss the core issues of the new media strategy.

Five questions: mainstream media client attracts users

What is the core element?

Most of the mainstream media have self -built new media terminals, and they also hope to attract more users. Then think about a core issue, that is, what is the core element of its own terminal to attract users. I hope that users often come to their own terminals. Where is their own terminal attraction? How to create stickiness? Only hard core content, without user stickiness, will directly affect the number of daily living users. Successful new media terminals either provide entertainment or services. Without these two points, it will affect the gathering of users. Users lack the motivation of frequent use, let alone the stickiness of the platform. In the face of young user groups, even if you provide educational answers, free knowledge services will create stickiness. In the summer of 2019, "Learning Powerful Power" provides literary and historical knowledge content. Young mothers say that they can educate children with "learning power". It can be seen that the core of achieving the platform strategy is to give the audience a reason to use clients, even if it helps educate children. In this sense, the strategic choice of mainstream media clients is to provide services.

Six Questions: Mainstream Media Optimize Daily Live Top House

What are the actual choices of click volume?

One of the choices is to provide services. For mainstream media, it must not only provide hard core content, but also be committed to providing services. Provide knowledge and methodical services can be used as one of the starting points. The beneficiaries of intellectual services include young people and children, providing educational content in the mainstream media terminals and platforms. They have the highest morality, the maximum possibility of realizing influence, the maximum convenience of operation, and having a having a greatest convenience. The maximum synergy with traditional advantages.

The second choice is to study and solve the collaboration between different new media terminals of the same media, and solve the problem of the cooperation of new media products of the same media using third -party platforms to widely spread and develop its own new media platforms. At first, they were often explored under unified deployment. After achieving a certain amount of results, we need to clarify what the medium -term strategy is and how to achieve higher levels of synergy. For example, the Central Radio and Television Station can put the core platforms of "CCTV News", "CCTV", "CCTV" and "Cloud Listening" together, and strategically analyze how the future development is strategically analyzed.

The third choice is to create high -match content and services for core users. Each new media terminal has its characteristics and specific core users. This must carefully evaluate their show and potential needs, and provide high -match content and services. After 2019, one of the biggest changes in "today's headlines" is to capture, distribute them to books, papers, etc., so intellectuals and other groups have distributed corresponding content in the circle of friends. "Today's Headline" is accepted in these groups. The new media end users of the mainstream media generally are the extension and expansion of the original audience. They pay more attention to major events. This must be converted to ideas, content production, discourse, communication strategies, UI design, interactive communication, etc., to improve the matching of this group of audiences. It is also necessary to study the behavioral characteristics of core users. For example, will it need to open the news client every day for work and turn off the push for work needs? Such data can help determine the user's behavior preferences and help determine how the propagers choose. Selected four is to use data algorithms to improve the accuracy of communication and match the needs of mobile personality. The mainstream radio and television institutions must not only have a difference in high -quality, ultra -high -clear images and high data volume, and high convenience dissemination. They also need to explore more in high accuracy and high -matching. Greater communication, influence, guidance, credibility. At present, mainstream media lacks content recommendation algorithms, and the government is exploring how the content recommendation algorithm is effectively supervised. The algorithm is a strategic mechanism based on the system's system description and problem solving. The recommendation algorithm is designed by people. Recommended priority strategies and values ​​are reflected in the recommendation logic of the algorithm. This problem needs to be solved strategically and solved. The new media terminals of the mainstream media can accumulate some data. How to promote the accuracy and matching of communication needs to solve problems with new thinking, and to promote the solution process from a strategic and strategic level.

Selected 5 is how to use the brand and influence of mainstream media to promote the deep integration of the media. Hunan Satellite TV developed its own long video platform Mango TV at its high ratings. To interpret its development process, you can sum up in two sentences: use scarcity to exchange for new platforms. That is, the attractiveness and brand influence of the program at that time, with its own brand content "solo" on its own new media platform, gathered new media users, stabilized their habits and then distributed content products outward. There are platforms to see. From the perspective of the deep integration of the media, strategies mean a certain time and what kind of strategic choices do in the space. Abandoning the previous practice of authorizing its own brand content to other Internet platforms, choosing "solo" in time and space at that time was a strategic choice. To interpret such a strategic choice to put it in a certain period of time and space to see how it weighs many factors, it does not mean that other media will succeed in taking this model. It is often the simplest, most direct, most of intuition, and the most reflected choice of human nature. question.

Choose 6 is to effectively enhance the attention of the new media of the mainstream media through the transmission of incidents. Exclusive resources, exclusive content are valuable to various media and platforms. The question is, can you have such an exclusive content every day? In fierce competition, it is necessary to continuously enhance the attention of the new media of the mainstream media with effective means, thereby attracting more live users. For example, change the idea and spread the "incident". You can publicly announce the platform to increase new features, choose a time without major events, make everything around optimization into a "event", and throw a "incident" every day in half a month. This may be possible. Retain the lost things back. Some consumer electronics companies will have a website spoiler every time they send new mobile phones, like a marketing "event". Mainstream media can turn everything related to optimizing services into a "event". For example, the new version of the function is translated with the language that ordinary people can understand, and a unique cross -border contrast can effectively improve the attention. Not only does the push upgrade itself "incident" itself, it can also push a friendly greeting to form a "event".

Seven Questions: In -depth integration and transformation

What is the most important ability to enhance the mainstream media?

The basic distribution mode of traditional media production content is communication, and the distribution of new media content includes the content producers' active dissemination content, but also the multi -round, multi -dimensional, multi -dimensional, multiple times, multiple times, multiple times, many times, many times, many times, multiple times, multiple times, multiple times, many times. Diversity again. Among them, from the perspective of communication, the audience's attention to social platforms or new media terminals is a representation of information demand preferences, which represents the distribution of attention focus; Forwarding is not only an expression and influence, but also the direct magnification of the original content of the original content; the comment is an interest and perspective enhancement of the audience or participating transmitters, but also the further enlargement of the original content of the original content. Therefore, in terms of communication, how the underlying logic of new media spread is how the multi -round, multi -dimensional, multi -dimensional, multiple, and diverse dissemination of the content of the content is realized.

From media integration to deep integration of the media, what needs to study the underlying logic in demand perception, information acquisition, content production, distribution and communication, etc. What changes have taken place. Digital content is not a simple digitalization of traditional content. It is not only the content that spreads on the digital technology platform, or using digital technology to express content information, but must include the connection and communication strategy with the audience. Digital technology empowers ordinary people to make everyone's voice -to -sound dissemination. The behavior of participating in the transmission and comments of the audience objectively converges into a strong communication force, amplifying the value and communication of the original content. Digital technology is fully applied in the field of news production and communication, which not only changes the media ecology, media operation methods, and communication patterns, but also profoundly changes the important composition elements that affect news communication operations such as content form, communication tools, and communication laws. Traditional understanding methods, analysis methods, and research methods can no longer meet the actual needs of digital technology in the news field. Therefore, the content planning and production of this era must not only consider the content you want to express, but also consider how to let the audience join the communication process. This includes the content planning and expression methods that must be tolerant of the new connotation and new requirements of how to promote the participation of the audience. It also includes how to drive the audience how to drive the audience to participate in communication, forming multiple rounds, multi -dimensional, multi -dimensional, multiple, and diverse re -communication as the core consideration. Therefore, the most important ability to enhance the mainstream media in deep integration is driving and re -communication capabilities, not just the ability to spread directly.

[This article is the achievement of "digital journalism theory, method, practical research" (approval number: 20 & zd317) achievement]

Reference format for this article:

Lu Xiaohua. Seven Questions: The media strategy and competitive strategy in the media deepened the integration [J]. Young reporter, 2022 (17): 77-79.

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