3. Explore the operationalization of integrated media information centres at the provincial, municipal and county levels
County levelMedia integration centreThe extension of the information-gathering network to town and village correspondents through client and microclinic public numbers has resulted in a web-based model of news messages; the connectivity of city and city wide-breed media centres with the media production and distribution systems of the county-level integration centres in the city; the establishment of provincial radio centres for media integration; and the establishment of a mechanism for communication of the content of radio agencies at the provincial and local levels, with a notable increase in public information capacity. The connectivity and synergy of the provincial, municipal and county integration centres will further enhance the production and dissemination of content in the new mainstream media. This practice is currently being explored and refined in jiangsu, heilongjiang, chongqing and xuanxi, and will be replicated in more provinces in the future。
Accelerate the re-engineering of the communication channel platform matrix
1. Focus on creating autonomous mobile clients end
LevelsTelemediaConsistent with the “mobile priority”, efforts have been made to build a media-wide communications matrix centred on its own mobile client base, with a focus on the development of new audio-visual platforms with strong autonomy and control. The focus of provincial and most municipal platforms and most county-level integration media centres has been to build clients, to evolve and improve platform functions, to promote quality content production and efficient dissemination, to increase the volume of downloads and daily users, and to increase the impact of communications, making them one of the most influential local mobile phone clients. Its model, which is quite exemplary, is that it promotes two-screening of its own platforms, channels the content resources of its institutions, creative production advantages to its own mobile clients, supports the two-way flow of television and mobile platforms and promotes market-based operations that feed the entire media。
2. Establishment of a sound media-wide communications matrix
The broadcast media strongly promoted the construction of the “1 (owned mobile transmission platform)+n” dissemination matrix, which integrates screens, end-ends, tweets, tweets, accounts, large screens and short videos, live webcasts, web audio, etc. At the same time, collaboration with business platforms has been strengthened to establish matrix delivery networks in learning strong countries and mainstream media clients, as well as in platforms such as microblogging, shivering, quick-hand, micro-mail video. Some of the stations, based on the attributes of the commercial platforms, have established separate operating groups, with content published without distinction from previous “multiplatforms” and have actually managed to produce different content according to the needs of different platforms and users. In addition, the radio media has been able to further expand distribution channels through the use of “short video+” “live+”. The further integration of rrt with the new industry is being promoted to optimize the mobile and intelligent new paths of new mainstream media construction. A media-wide matrix builds capacity to invest in the re-establishment of the full-scale communications capacity and product development capacity of the broadcast media, overcomes the traditional short paneling of the media and the proliferation of brands, and effectively enhances media-wide dissemination capacity and communication effectiveness。
Accelerate the re-establishment of business and industry patterns
The “media+” model continues to expand
Driven by the smart and wide power strategy, new mainstream media building has been actively integrated into smart city building, business models have accelerated change, media + government models have matured, some media outlets have become strong “media + government” in media platforms throughout the country, particularly mobile clients, embedding various types of government services, developing new mobile media, opening online windows such as administrative clearance, emergency management, radio and television, public transport, hospitals, real estate centres, etc., and opening online inquiries, fees, and offices. In addition, there is a joint initiative with the government to run a “break-of-government” section, which will receive calls from the public, address their problems, respond to social concerns, and create an image of the sunshine as a new platform for social governance。
The “media+services” model has advanced further, greatly enriching the media industry. The service capacity of the new mainstream media has been significantly enhanced, with cloud services such as “citizens through” “weather services” “public services” being provided on the app, where users complete the search for people's services such as buses, buses, trains and weather. In the context of deep integration, television stations have changed their political profile to one of the media. In the case of the “wireless state” app, the human life project was upgraded to integrate the television section “e-line people lives”, the radio programme “the windline hotline”, the zhongzhou news network's people lives platform and the micro-intelligence public node, to form a public opinion monitoring and service mass media communication cluster and to build a bridge between the government service population, “press and peace”。
“media + business” has been fully promoted, and traditional advertising patterns have accelerated. The broad-broadcast media have focused on promoting the deep integration of content dissemination and marketing across the media, exploring mcn business niches, and promoting full-scenario marketing models such as media+ campaign “media+telecom” “media+telecom” “media+media+ show”. The commercial marketing of the media as a whole has now become the main mode of “blood-making” in the broadcast media industry, and the media-wide platform has become the main vehicle for the integration of operating income and the injection of new forces to serve local economic and social development。
The “media+” business model, with content as its starting point and centrepiece, optimizes the new business structure of the new mainstream media, improves the sustainability and stability of the efficient supply of industrial operations, and further enhances self-scrutinizing capabilities, creating industry support for high-quality development of the new mainstream media. The further consolidation of the marketing of provincial and municipal radio and radio media, the extension of operations to more vertical areas, the expansion of industrial diversification paths such as ip and branding, and the enhancement of the capacity of media businesses to build innovation。
2. New progress in the operation of integrated industries
Industrial integration is an important part of the deep integration of media development, and industrial operations are an important part of the new mainstream media construction and an important safeguard. The erosion of the revenue-generating capacity of the broadcast media and the continuing decline in income in recent years have created a range of problems that are key to the need for a breakthrough in the construction of new mainstream media for the broadcast media. Since 2021, the mass media at the central and provincial, municipal and county levels have focused on the media as a whole, focusing on its own characteristics, changing the traditional mode of frequency operation and decentralization, reshaping the operating structure, consolidating the resources of the media as a whole, promoting the diversification of business and product supply-side reforms, addressing the needs of the population, government agencies and social enterprises in the areas of information dissemination, policy interpretation, civic services and political functions, exploring digital marketing paths for the full platform, diversity and links, enriching the media ecology, promoting integrated industrial operations and expanding the growth of digital camps. New advances and gains have been made in promoting media integration through industrial thinking and market services。
Accelerated advancement and deepeningInstitutional reform
(c) promoting deeper media integration and building new mainstream media with institutional and institutional re-engineering. The institutional reform of the broad-based media, with varying degrees of progress, path choices and implementation results, is deepening。
1. Increased dissemination of case-specific, synchronized models
In recent years, new types of mainstream media have developed innovative operational mechanisms. In its exploration, the provincial and municipal radio and television media are constantly selecting and developing models of institutional mechanisms that reflect the characteristics of the institutions involved, are adapted to the needs of the media for integration and internal dynamism, and form a model for the organization and integration of the activities, which will be expanded in 2021. The basic approach has been to separate business enterprises, promote the separation of business operations, and implement the “tai+ group” “inclusion of media centres+corporate” model, which is “one party committee, two institutions, interoperating”, which effectively addresses institutional rigidity, inactivity of mechanisms, and promotion of business and business differentiation. The media centre and the media group are committed to party control of the media and are under the unified leadership of the party committee. The media centre is focused on the promotion of the main industry, companies are responsible for running and industrial development, and a new type of mainstream media long-term development mechanism for “professional, industrial anti-nursery” is in place. This model combines the advantages of a number of models, both in relation to the existing institutional policies of the media and in order to address the problem of the non-viability of the mechanisms。
2. Innovative human and distributional institutional mechanisms deepening
Building new mainstream media is critical. Since 2021, the integration of radio and television media has further intensified efforts to reform access and distribution mechanisms. One is the introduction of an integrated user mechanism. The basic approach is to break the rules and regulations, to open up the entire staff, to keep their posts under seal, to maintain the same level in the records of the cadres, to regularize the salary of the archives and to restore their status after retirement; to compete for a two-way option at the middle-level, up to the middle-level, and to choose between the other, so as to create a functionally capable user mechanism; to tighten the institutional set-up and streamline the staffing structure; to open the way for the advancement of both administrative and operational functions; to explore the breaking of staffing barriers; and to explore the mechanisms for the use of personnel “attractively graded, graded, matched by graded salaries”。
The second is an innovative pay appraisal mechanism. In keeping with the principles of “allocation of work, multiplication, merit and merit” and “equal treatment for equal work”, a pay assessment mechanism for full-time “basic pay + performance + bonus” has been established in order to establish job-based performance and to contribute to the ranking of seats, in addition to the former “boil” phenomenon, and to fully mobilize staff motivation, initiative and creativity。
Third is the innovative talent evaluation mechanism. In line with the demands of people-centred and “competent staff, entry and exit, and income generation”, the “berrahoma” has become the “racing race” and has set up and continuously refined a platform of diverse entrepreneurial officers, such as studios, project systems and entrepreneurship, so that people can do their best, use their best, make use of them, and grow a full media workforce of excellence. In particular, the establishment and upgrading of the studio mechanism has given a strong boost to the team, improved content and product production and marketing capabilities and improved media ecology。
3. Phased progress in innovation in regional integration mechanisms
In order to follow up on national regional synergistic development strategies, the trend towards cross-regional integration of the broadcast media has been launched. Under the umbrella of the centre for innovative media integration (cifim), a collaboration mechanism for media integration was initially set up in 2021 and broadcasted on the "voice of kyojin " . In the long triangle, three major case reviews of media integration have been carried out in one municipality in the three provinces of zhong su, with the creation of a “long triangular voice” to be broadcast, as well as information campaigns, programming, media integration networking and collaboration mechanisms at the municipal and district levels, respectively。
In the chengyu economic circle, the kawasu radio has set up a bi-city mechanism. Since 2021, chongqing media centre and sichuan media centre have worked together to build a large platform for media integration. Chongqing's “first eye” and sichuan's sichuan's radio, sichuan's “sichuan watch” channels are on line, and the two-city event, policy express, and two towns of dialogue have been launched. Joint thematic interviews, synchronous live broadcasts, and online coverage have become the norm for collaboration on sichuan's wide-scale radio. In april 2022, the two sides co-sponsored a large-scale media news campaign, “a river from the river to the east”, which, in the form of media coverage, visited the experiences of environmental conservation governance and innovative practices of ecological priority and green development along the yangtze river。
Within the province, a mechanism for the integration of the provincial docking districts is being developed. In hubei, heilongjiang and chongqing provinces, radio and radio have set up a mechanism to link provincial platforms with the regional integration centres, which provide technical support for cloud platforms and place regional integration centres on provincial platforms, share information resources in both directions and share communication networks, and create a good regional integration ecosystem。
There are also problems and difficulties in building new mainstream media, notably: internal institutional mechanisms that need to be further refined; difficulties in bringing together public resources for government services; the urgent need to deepen reforms in the introduction, use and distribution of talent; the difficulties of creating synergies in industry models; and the serious lack of capacity to build the new mainstream media industry。
In response to these problems, the broadcast media at all levels need to be further catalytic and integrated and more effective. The first is to accelerate the development and integration of an all-media business system with a mobile end at its core, leading to the occupation of the main internet battlefield by the main forces; the third is to build on local ownership, accelerate innovation in the integration of technological content management, become a business model of good “news + government service business”, strengthen integration with local departments and industry institutions and further develop multi-functional eco-level platforms for government and information services; the fourth is to promote innovation in the marketing, branding and vertical-type operations of industry, and to continuously enhance self-creating and participatory social governance; and the fifth is to accelerate the reform of the candidate's people-using mechanisms, and to develop a new mass media and multi-skilled workforce。
(author: department of national radio and television, centre for development studies)
