CCTV News:In the land of abundance at the end of May, the weather was slightly cool, and a little drizzle seemed to wipe out old ideas and look forward to new sparks of ideas.
The 7th China Internet Audio-visual Conference was held in Chengdu from May 27th to 29th. 40 major summits and forums were held in three days. On the stage, 400 big coffees from all walks of life in Industry-University-Research appeared to tell their "martial arts experiences"; Under the stage, more than 6,000 guests from 2,000 institutions attended the meeting, showing their unique weapons … …
The world trend is vast, and the trend of informatization is unstoppable, which brings challenges and opportunities to the development of media integration today.
In the face of challenges, emerging media should take the lead, and traditional media should catch up, so that giant elephants should learn to dance flexibly; Faced with opportunities, emerging media are chasing after them. Traditional media should use their comparative advantages to create their own characteristics and brands, and make the national treasure panda a world-famous online celebrity.
At this China Network Audio-visual Conference, seven guests discussed "All-media expression and ecological qualitative change of integration", and five guests discussed "‘ Living water ’ " Answer each other, a media convergence development summit will take you to fully understand the new actions of media convergence development from "guidance is the soul", "mobile is the first", "content is king" and "innovation is the most important".
Adhere to the guidance as the soul and promote the development of media integration
The ancients said: "Articles are written in time, and songs and poems are written for things." The so-called "for the time" and "for things" is to grasp the pulse of the times and record people’s lives. Media, the product of the development of the times, is also the need of people’s life. Since its birth, it has assumed its unique historical mission.
什么是正确的导向?2019年新中国成立70周年、五四运动100周年,为祖国庆生、为青年喝彩;2018年改革开放40周年,交流各地改革经验、传播改革人物事迹;每年全国“两会”期间,报道代表委员声音、传递人民群众心声……这些作为,就是媒体融合发展需要坚持的正确导向。
今年是新中国成立70周年,央视网将倾力呈现国家广播电视总局、中央广播电视总台联合主办的大型全媒体活动《歌唱祖国·一首歌一座城》,活动选取70首代表不同城市的歌曲,共同唱出伟大祖国70年的美好之音!
正是坚持导向为魂,央视网得以佳作频出。2017年,短视频作品《公仆之路》,采用一镜到底的方式,在5分26秒内漫游48年时光,再现习总书记的公仆历程;移动直播作品《“天舟一号”发射任务VR全景直播》,采用近距离VR直播方式,尽显火箭发射那一刻的强烈视觉冲击,给用户带来沉浸式的观看体验。这两部作品获评第二十八届中国新闻奖一等奖,同时,网页设计作品《央视网零首页十九大特别报道矩阵设计》也获评当年中国新闻奖特别奖。
At this China Internet Audio-visual Conference, CCTV’s new work "The Supreme Leader of the People’s Congress performs his duties" and "We are all dreamers" were selected as "Excellent Internet Audio-visual Works of 2019" by the State Administration of Radio and Television.
Guangming Daily has also set up a "Bright Story" studio, which is not only closely related to national affairs, but also deeply involved in the field of science, technology, education and culture, and has produced many high-quality works that pay tribute to the great motherland, famous masters and talented craftsmen. Lu Xiangao, deputy editor-in-chief of Guangming Daily and chairman of Guangming. com, said: "This has inherited the political stance, narrative angle, brushwork and expression of Guangming Daily, and has the transformation from traditional media to new media ‘ Guangming ’ The taste is an extension of the traditional reporting method gene. "
Adhere to mobile first and promote the development of media integration
In the "2019 China Internet Audio-visual Development Research Report" officially released by this China Internet Audio-visual Conference, as of December 2018, there were 725 million Internet video users in China, accounting for 87.5% of the netizens. Among them, the average mobile Internet user spends about 5 hours and 40 minutes surfing the Internet every day, which is about 1 hour more than that at the end of 2017. Mobile Internet access has become an increasingly popular way for Internet users.
Today’s society has developed from "no video, no communication" to "no video, no life", and it is expected to become "no video, no business" in the future and formally enter the "big video era"
Qian Wei, Party Secretary and Chairman of CCTV International Network Co., Ltd. (CCTV), said in his speech: "From ‘ Video priority ’ Turn ‘ Full video ’ , open up big videos and small videos, and connect big screens and small screens. " Through the development of media integration, users can switch smoothly and choose freely between multiple screens, so as to achieve "thousands of households and thousands of faces" and respect and meet the diverse needs of users to the greatest extent.
Adhering to the development strategy of mobile priority is fully reflected in many successful experiences of media integration development.
Qiao Xiaoyan, president of Huashu Media Holdings Co., Ltd. from Zhejiang, said that Huashu’s media development actively opened up channels and expanded the scale of users. While serving 100 million Internet TV users nationwide and 100 million computer users every month, it also covered 56 million mobile TV users.
Zhu Haofeng, deputy director of Hunan Radio and Television Station, said that Hunan Radio and Television Station firmly grasped the initiative, control and dominance, and built a mobile communication matrix. Its representative product "Mango TV" has been downloaded and installed more than 735 million times.
The "Ai Anji" application program (APP), the representative of county-level media integration, has tasted more sweetness in the process of making full efforts to build media integration mobile terminals. Song Huanxin, director of Zhejiang Anji News Group, believes that "the construction of county-level media platforms must be mobile and mobile." In Anji, there are 460,000 permanent residents in the county, and more than 200,000 people have downloaded the "Ai Anji" APP, with an average daily activity of about 40%, which not only meets the government needs of residents such as water supply and power supply, but also meets people’s life needs such as eating, drinking and having fun.
Insist that content is king and promote the development of media integration
"You can’t get lost in the jungle of new technology. You must stick to the initial intention of the mainstream media. Technology can only determine the speed of running. Only the initial intention and values can determine how far and how long you can run; We should not only take user inspection as the standard, but also go out of ‘ Flow only ’ The misunderstanding. "
At this China Internet Audio-visual Conference, the "jungle misunderstanding" mentioned in Qian Wei’s speech not only pointed out some hidden problems in today’s media development, but also cleared the roadblocks for media integration and development to embark on the right path.
Around the theme of "content", in the agenda of the Media Convergence Development Summit, the organizer specially set up a "round-table dialogue: injecting content ecology ‘ Living water ’ " Activities, invited a number of media representatives to speak interactively and express their opinions.
Lin Yuhong, deputy editor-in-chief of China Youth Publishing House, firmly believes that "the advantage of traditional media lies in content." China Youth Publishing House, whose predecessor was China Youth Magazine established in October 1923, grew up with the May 4th Movement and has a history of 96 years. Its periodicals "Youth Digest" and "Youth Literature" have been widely praised by readers.
In the era of media integration and development, China Youth Publishing House will continue to "tell the story of young heroes, tell the story of youth innovation, tell the story of youth struggle and tell the story of youth growth", and lead the growth of a new generation of young people with good stories and high-quality content.
Xu Lijun, executive director and general manager of CCTV Market Research, made suggestions on the development of media integration from the content evaluation mechanism. He believes that "it is necessary to improve the algorithm logic and reshape the evaluation mechanism." Looking at the development of the world media, large foreign video websites have begun to take the effective "playing time" as an important reference standard for video recommendation instead of the "playing amount" of a single click. There are also domestic websites that start to adopt "sharing" times as the reference standard of video recommendation … … These new initiatives in the industry have consistently seen the shortcomings of the "data-only" approach. As Xu Lijun said in his speech: "The current algorithm is to let you know more about what users want to know, but ignore what users should know."
The findings in the 2019 China Research Report on Internet Audio-visual Development are highly consistent with the views of the guests present. The survey shows that better short video content and creators will be the important factors leading the development of short video in the future.
Insist on innovation and promote the development of media integration
Grasping innovation means grasping development, and seeking innovation means seeking the future. Where is the future of media convergence? It is innovation!
Nowadays, media convergence is catching up with the "5G+4K+AI" technology update express. On May 21st, Iflytek, a well-known domestic information technology company, joined hands with CCTV to launch a smartbook Youth Edition. The media hand in hand with "AI" to let users get smarter and better news content services in the interactive experience.
At the summit, Shen Jiangying, vice president of Xinhuanet, predicted that "5G technology will redefine the future of media". In his view, 3G technology gave birth to Weibo and WeChat, and 4G technology gave birth to Tik Tok and other short videos. When 5G technology really comes, with the support of new technologies, users will greatly improve their network services in terms of time, space and media.
Tang Weihong, director and vice president of People’s Daily Online, also said in his speech, "The mainstream media must keep sensitive to technology, keep up with the technological frontier, take innovative technology as the driving force for the development of the industry, and constantly innovate media products and expressions."
Under the background of technological innovation, emerging media should take the lead, and traditional media should also shift gears to speed up. However, the relationship between traditional media and emerging media is not a substitute, but an iterative relationship; It’s not who is in charge, but who is in charge; It is not who is strong or weak, but the advantages complement each other.
Lu Gan, director of Shandong Radio and Television Station, believes that, like Shandong Radio and Television Station, although the technology and equipment are not outdated for many years, the content of production does not match the technology and equipment. Therefore, he said, "Under the current technological development environment and conditions, media integration must be coordinated and integrated with all resources and forces."
In addition, from the "makeover" of traditional media to the cover news of emerging media, The Paper also issued a stronger "voice of innovation". Zhou Qi, executive editor-in-chief of cover news, said that "cover news" should be fully video-based. Sun Jian, deputy editor-in-chief of The Paper, said that "The Paper" will also strive to create more independent high-quality video works.
The development of media integration is a big article, and it should be a good article. The ideological collision brought by the 7th China Internet Audio-visual Conference will stir up more sparks for the future development of media integration, which will not only ignite the vigorous power of the development of the media industry, but also the brand-new vitality of the majority of netizens’ information life. (Reporter Qian Jingtong)






















![[Beautiful trip to the Yangtze River in China] A picturesque countryside is in front of you. The beautiful "deformation" of the courtyard of Shijiacao Square in Chongqing is moving.](http://p1.img.cctvpic.com/photoworkspace/contentimg/2018/05/14/2018051420315426462.gif)
![[Beautiful trip to the Yangtze River in China] A picturesque countryside is in front of you. The beautiful "deformation" of the courtyard of Shijiacao Square in Chongqing is moving.](http://p1.img.cctvpic.com/photoworkspace/contentimg/2018/05/14/2018051420315468157.gif)
![[Beautiful trip to the Yangtze River in China] A picturesque countryside is in front of you. The beautiful "deformation" of the courtyard of Shijiacao Square in Chongqing is moving.](http://p1.img.cctvpic.com/photoworkspace/contentimg/2018/05/14/2018051420315463355.gif)
![[Beautiful trip to the Yangtze River in China] A picturesque countryside is in front of you. The beautiful "deformation" of the courtyard of Shijiacao Square in Chongqing is moving.](http://p1.img.cctvpic.com/photoworkspace/contentimg/2018/05/14/2018051420315456550.jpg)
![[Beautiful trip to the Yangtze River in China] A picturesque countryside is in front of you. The beautiful "deformation" of the courtyard of Shijiacao Square in Chongqing is moving.](http://p1.img.cctvpic.com/photoworkspace/contentimg/2018/05/14/2018051420315477819.jpg)