If you don't want to be shot on the beach, the mainstream media need to pay attention to these four "cultivation"

Source | Shanghai Entertainment

Author | Entertainment Media

In recent years, the rapid rise of new media has been unstoppable, which has greatly changed the territory of the media industry.

Throughout the development of domestic new media, whether it is the news portal or video website, the mainstream media layout and exploring the new media business are not too early, but in the "one riding dust" of the new media outside the system, in the system, the system is within the system. New media has gradually become the mainstream media wearing new media "vests".

"New vest" of mainstream media

On January 1, 1997, the online version of the People's Daily (the predecessor of the People's Daily Online) began to be launched. At that time, there were 60 newspapers opened in the country in the country, and Sina.com was officially launched in December 1998. In April 2000, Sina was listed on Nasdaq in the United States and developed into China's first news portal, but so far, most newspapers' websites are still in the "electronic version" stage of newspapers.

In December 1996, CCTV established portals and tried it. Then other radio and television media also began to touch the Internet. "LeTV.com" was founded in 2004. Youku Tudou "germinated" in 2006.

In 2009, the State Administration of Radio and Television began to issue online television licenses, but so far, most radio and television media have still regarded online radio and television as the "official website".

The gap between mainstream media in terms of concepts, mechanisms, business, and operations is not just "one step away." In terms of developing new media, mainstream media can be described as "getting up early, rushing for a late collection", even if most of the current online radio and television stations are just the mainstream media wearing "new media vests".

"Four Cultivation" of the New Media

In the wave of "revolution" of new media, the transformation of traditional media is a worldwide problem. Just as Dr. Wu Jun analyzed in the book "Top of the Inspur", in the wave of the technological revolution, a company was lucky to conform to the trend and become the "tide" on the top of the wave, but decided whether a company can cross the next wave of waves. It is its inner "gene".

The same is true of the media industry. In this wave of new media based on the Internet, although mainstream media followed the trend in advance, they did not really enjoy the smooth and smooth water of the new media, let alone the top of the wave of waves. Essence

For most mainstream media, the concept of "official media thinking" is still strong, the "public institution" is deeply imprinted on the mechanism, the business "closed doors" is still prevalent, and the "advertising -based" operation in operation is difficult to change. It can be said that in terms of media "genes", traditional media and new media basically do not belong to the same species.

"The waves of the Yangtze River pushed the front waves, and the front waves died on the beach." In the tide of media development, the mainstream media must not become the "front waves" that died on the beach. , Change your own traditional media genes, and evolve new media genes.

"Concept" cultivation

In the new media ecology of "decentralization, personalization, interaction, socialization, and diversification", the "official media thinking" of mainstream media seems incompatible. Some people have suggested that there are only "old people" and "newcomers" between old media and new media, and only "old ideas" and "new ideas". Therefore, the standards of dividing old and new media should not only look at the form of communication, but also "people" and "concepts".

In a new media environment, "official media thinking" is the biggest obstacle that affects mainstream media. Only by abandoning "official media thinking" can mainstream media move towards the first step of "evolution" that integrates new media.

"Mechanism" cultivation

At present, most mainstream media still retain the nature of public institutions. In reform and development, mainstream media are still struggling with mechanisms such as "Promoting VS Industry", "Institutional VS Enterprise", "Financial VS Market", "Cadre VS Post", "Preparation of VS identity" and other aspects. The foundation is the foundation for the competition of the media as the main body of the market.

Although the reform of the media industry has been promoted for more than ten years, for most mainstream media, the establishment of a real "corporate, market -oriented" operation management mechanism is still "long and far away."

"Business" cultivation

The business of the mainstream media "mainly me", from information mining, compilation, typesetting, distribution, and broadcasting, and completed the "editing and distribution" or "editing and broadcasting" closed -loop business process of the media business, and Socialization, interaction, and diversification "new media business processes can be described as" not tolerant. "

In the pan -media era of "Everyone is a reporter" and "the media everywhere", mainstream media only created an open platform, integrating social resources, and organizing the planning, production and dissemination of media content in the interaction of users, to achieve media content from The transformation of "work" to the "product" business will not be abandoned by "users" in the future.

"Management" cultivation

In 2013, Baidu Advertising surpassed CCTV. In 2014, Internet advertising surpassed the radio and television industry, indicating that strong mainstream media has ushered in the inflection point. Traditional media advertising "cakes" will "slightly grow" or become smaller under the food of new media. For the mainstream media that still use advertising as the main source of income, operating risks will be magnified sharply.

In the future media ecology, one of the development directions of the "business model" of the mainstream media is to build a new media format for "two circles and one chain", that is, the "ecosystem" of the integration of all media, creating a "living circle" service platform And operating the "industrial chain" of media and cultural services.

If you do not destroy today, others will come to destroy you tomorrow.It is time to start "cultivation" in the tide of traditional media to be eliminated in the tide of media development.

This article is reproduced from "Shanghai Entertainment" WeChat public account

Original title: The Road to Media Integration and Development (1): Four "cultivation" of traditional media fusion of new media

The picture in the text is provided by the petal beauty

- END -