Accelerate the Promotion of Converged Development of Traditional Media and New Media

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Liu Qibao

Promoting the converged development of traditional media and new media is a major strategic deployment that the Party Centre made with a view to consolidating the propaganda, ideology and cultural battlefield, and expanding mainstream ideology and public opinion. General Secretary Xi Jinping has stressed that we must accelerate the converged development of traditional media and new media, permit the use of new technologies and new applications to innovate media communication methods, and occupy the commanding heights in information communication. The 3rd Plenum of the 18th Party Congress has put forward that we must integrate news media resources, and promote the converged development of traditional media and new media. We must earnestly study and comprehend the spirit of the Centre, further unite thoughts, raise our understanding, and realistically strengthen our sense of urgency, sense of responsibility and sense of mission concerning converged media development.

I, Promoting converged media development is an urgent strategic task.

At present, network and digital technology have developed disruptively, this brought a profound adjustment to the media structure and a major change to the public opinion ecology, the rapidity at which new media has developed, and the breadth of its coverage far exceed the imagination, and have seriously affected traditional media. From the angle of the media development structure, the audience scale of traditional media has incessantly decreased, its market share continues to decline, ever more people obtain information through new media, and the young generation especially uses the Internet as their main channel to obtain information. From the angle of the public opinion ecology, the capacity of new media to set the agenda and influence public opinion is increasing every day, large numbers of social hot topics swiftly emerge, ferment and spread online, the public opinion guidance ability of new media faces challenges. From the angle of ideology, the Internet has become the main battlefield for the public opinion struggle, and directly affects our country’s ideological security and regime security. It may be said that traditional media have come an important juncture of reform and survival. In the face of this sort of sever circumstances, promoting the converged development of traditional media and new media must take place without wasting a moment, we must follow the pace of the developments of the time, accelerate the process of converged development, this is an historical responsibility that we must bear.

Converged media development is a major and profound change in the media sphere. Perhaps, traditional media and new media do not have a simple relationship of one disappearing as the other grows, but under certain conditions, for example under conditions of converged development, there may be a situation in which both grow. The relationship between traditional media and new media has, generally speaking, progressed through three stages, the first is where traditional media established new media, the second is where traditional media and new media develop in an interactive manner, the third is where traditional media and new media develop in a converged manner, we are currently entering the third phase. At present, many media have begun exploring converged development, and there are quite a few bright spots. During the propaganda and reporting about this year’s Two National Meetings, main central media have strengthened interactivity and convergence, have broadcast information about the Two Meetings through websites, microblogs, WeChat, clients, etc., in a three-dimensional, interactive and all-weather manner, sending out the mainstream voice, this became a great exploration of converged development. At the same time, we must also see that converged development is a completely new topic, and the problems that we cannot follow, cannot adapt and cannot perform matters sufficiently still exist in many areas. We must further raise our ideas and understandings, strengthen comprehensive planning, formulate general lines of thinking, clarify work objectives, and walk the path of converged development steadily, quickly and well.

Promoting converged media development requires following the demands of vigorous promotion, scientific development, standardized management and guaranteeing orientations, taking main central media as leaders, taking focus programmes as handholds, persisting in the complementary and integrated development of the advantages of traditional media and new media, persisting in taking advanced technology as handhold and content construction as the basis, promoting profound convergence between traditional media and news media in areas such as content, channels, platforms, operations and management, accelerating the construction of a new sort of mainstream media with diverse forms, advanced methods, which are strong in communication strength and competitiveness, and strive to achieve first-rate global levels.

News media are the mouthpieces of the Party and the people. Promoting converged media development requires that we persist in the principle that the Party manages the media from beginning to end, that we persist in the policies of integrating stability and exhortation, and of giving first place to positive propaganda, let the correct orientation penetrate into every segment of converged development, ensure that post-convergence media continue to become mainstream media, and incessantly consolidate mainstream ideology and public opinion.

II, Strive to shape ideas and understandings adapted to converged media development.

Ideas guide actions, understandings promote practice. Generally speaking, we are gaining an increasingly clear picture of converged media development trends, but in real work, there are still some lagging understandings and deviant ideas. Some are satisfied with the status quo or are swayed by considerations of gain and loss, they are anxious about smashing the original structure, believe that converged development is unnecessary or superfluous, and there we can also live without converged development; some have a lack of confidence or an inert mentality, they lack confidence in converged development, are unwilling to try it out or to learn to cope with it, they sit back and wait for policies, funds and programmes; some have inert thoughts, they use methods for running traditional media to deal with converged development, the plans they bring out and measures they propose are often unsuited to the road ahead. The root of these problems and phenomena is that they haven’t moved their backsides and renewed their ideas, they have not left behind their traditional media positions and thinking. To promote converged media development, it is first and foremost necessary to liberate thoughts, do away with the fetters of old ideas, and shape new ideas and new understandings adapted to converged development.

First, establish integrated development ideas. Integrated development is an inherent demand and the basic orientation for media convergence. At present, traditional media are all vigorously developing their new media business, they run news websites, have set up legal person microblogs, have set up clients, and realized interactive development. But the traditional media business and the new media business, generally speaking, is still working in parallel, and overall advantages have not been given full rein. We must establish integrated development ideas for traditional media and new media, realize the effective integration of all sorts of media resources and production factors, realize sharing and circulation of information content, technological applications, platforms and terminals and human talent, shape integrated organizational structures, dissemination systems and management systems, and ensure that I live within you, and you live within me.

Second, strengthen Internet thinking. To promote converged media development, it is very important that we must fully use network technology measures to transform traditional media, this demands that we must use completely new Internet thinking to plan and promote work in all areas. We must adapt to characteristics of new media such as equal circulation and interactive communication, establish user ideas, change the past method in which media communicated in one way, and the audience passively accepted this, pay attention to users’ experiences, and satisfy diversified and individualized information demands. We must adapt to characteristics of new media such as instant communication and large-scale communication, and establish a sense of taking the lead at decisive occasions, give high regard to creating first, sending out first and communicating first, fully excavate and integrate information resources, seize the initiative in information communication and gain the advantage. We must adapt to characteristics of media such as full openness and full competitiveness, establish a global vision, and strengthen market ideas, raise marketing and product recommendation capacity, and expand and strengthen our own brands.

Third, strengthen a sense of learning and development. To promote converged media development, we must strengthen indigenous construction, and raise technological research, development and innovation capacities. But at this time where the Internet develops at flying speed and new technology applications emerge one after another, it is impossible to only rely on our own research and development for the technology needed for converged development, and this is also not necessary. We must smash the ideas of small and comprehensive or large and comprehensive, and be able to use social and others’ technologies to the best of our ability, we cannot do convergence with closed doors, and build everything ourselves. We must fully use others’ mature technologies, platforms, channels and methods through many kinds of forms, lend strength from them and move ahead, and realize even better and more rapid development.

Fourth, carry forward a spirit of storming fortifications and smashing difficulties. Converged media development is an omnidirectional renewal, and is a new and arduous pioneering journey. It is different from the past changes of layouts and adjustment of columns, and is not a patch-up of the current framework, if we do not think ahead, but fear this and that, it will be difficult to move work forward. We must, with the courage to bathe in fire and be reborn, and a bearing of what you can do, I can do better, dare to take up our charge, shoulder our responsibility, resolve difficulties, pick the meat from the bones, and march ahead. We must stand at the forefront of new media development, liberate thoughts, explore boldly, innovate tenaciously, accelerate the pace of converged development, realize an overtake, and vie for first place.

III, Aim at and use the newest technology to promote converged development.

Science and technology are the first productive force. The rapid development of modern technology has promoted news communication to march from “pencil and fire” or “light and electricity’ to “data and networks”. The process of new media’s expansion and development in reality is the process of the integration and development of network technology and information content. Technology and content are mutually supporting and mutually converging, they are two wings of one bird, two wheels of one cart, they jointly constitute core competitiveness. At present, traditional media are lagging very much behind in the areas of research and application, upgrading and maintenance, their shortcomings in network technology has constrained their own development. Converged development requires realizing breakthroughs, the crucial matters are complying with the diversification, socialization and audiovisualization trends of the Internet, including all usable technologies today into our vision, bringing them into our programme design, using the best technologies, achieving the highest levels, and obtaining the greatest effects for converged development.

First, use big data and cloud computing technology to move news production forward. Big data and cloud computing are two representative kinds of new technologies, the development and utilization of two kinds of technologies has profoundly influenced social production and life, and has opened up a broad space for news production. In the process of converged media development, we must pay high regard to and use these two technologies well, optimize media content production, storage and distribution workflows, upgrade data processing capacities, and provide strong support for content production and dissemination. To utilize big data and cloud computing technology, we must first and foremost grasp high-capacity data resources. Through decades of development, news media have accumulated rich data resources, these are our precious assets. We must integrate these advantages and resources, establish and perfect specialized, upscale and modernized content databases, and at the same time strengthen collection and integration of data in all areas, incessantly ramming down an information resource basis for converged development. We must strengthen data and news production, fully excavate the news value hidden behind big data, broaden news sources, enrich news content, and provide high-quality news information products to users.

Second, use mobile Internet tehcnology to realize an overtake on a curved road. At present, mobile Internet is developing quickly, smartphones, tablet computers and other such mobile terminals have become the main means through which people go online and obtain information. Some say that the future world is the world of the mobile Internet. In the last two years, many large-scale media organs abroad have positioned themselves toward the mobile Internet, but generally speaking, the times at which everyone started to move, and their mutual differences are not very big, many efforts have been spent for our mobile Internet, and it is quite possible to realize an overtake on a curved road. From the angle of the present, clients are a major point of entry to visit the mobile Internet, and are relatively mature technological applications, many media have opened up mobile clients, but they must be run in a manner that creates characteristics and influence. We must strengthen mobile website construction, enrich information content, perfect service functions, and strive to forge news portals for mobile Internet users. At the same time, we must vigorously use mobile telecommunications technologies and platforms to run good mobile newspapers and stimulate their standardized and orderly development. Commercial websites have relatively mature technology in the area of mobile clients, mobile browsers and application stores, we must vigorously follow and properly use these, draw support from their technologies and platforms, and broaden coverage and influence on mobile terminals.

Third, use microblogs and WeChat technology to expand socialized communication channels. Online social media-type applications are becoming more popular every day, social media websites have become service access points and user sources for new Internet businesses. At the end of last year, the moon buggy “Yutu” microblog came online, using a anthropomorphized voice to communicate its plans to explore the moon, and used Internet language to interact with its online friends, attracting and moving many. To promote converged media development, we must closely follow and selectively develop social media-type applications and technologies, stimulate the effective linkage of social media platforms and news communication platforms, strengthen platform stickiness, and collect even more loyal users. We must learn from commercial websites’ microblog, WeChat and other technological platforms, build good legal person accounts, broaden the user scale, and improve communication effects.

We must also consider that information network technology development brings something new every day, renewal and update periods are ever shorter, for example, 4G technology has already begun to be applied and expanded, foldable e-paper, wearable equipment, 5G technology and others are certain to come, and will bring new changes to information communication. We must closely follow the frontiers of technology, aim at development trends, and incessantly guide and promote media convergence with new media applications.

IV, Further strengthen the core competitiveness of media information content.

Where news media are concerned, content is always the root, it is the locus of the crux that decides its existence and development. It should be considered that “newspaper” consists of two parts, one is “news”, and the other is “paper”. “News” is the communicated content, converged development is thus for the sake of ensuring that “news” responds to and utilizes new technology and new methods, so it is produced and communicated even better. “Paper” is a traditional carrier, it is material and technological, now, we must use new technologies to replace old technologies, use Internet technology and electronic technology instead of “paper”. It may be said that “news” is the core, and “paper” serves “news”. To promote converged media development, at the same time as stressing technological leadership and drive, we must persist in “content is king” from beginning to end, put content construction in an extremely prominent position, and win development advantages through content superiority.

First, pursue specialist authority and quality. Traditional media have an incomparable advantage over new media in areas such as information collection and verification, analysis and interpretation, etc. We must, through converged development, give rein to this advantage to the greatest extent, and extend and expand it to new media. We must rely on strong newsgathering and editing forces, authoritative information channels, standardized newsgathering and editing workflows, conduct specialized news production, strive to forge top-quality news products, guarantee the truth, accuracy, completeness and objectivity of online and offline reporting. We must strengthen excavation and processing of information resources, deeply plow through information content, publish profound reporting and comments that have a strong ideological nature and clear viewpoints, and further improve the quality of information and content.

Second, stress speed and simplicity in communication. One important characteristic of new media communication is micro-communication, all kinds of micro-content and micro-information are circulating at high speed, and circulating across platforms, users are able to gain information anytime and anyplace. This requires us to write articles in “micro”, produce more succinct and brief, fresh and rapid, strongly influential information, to seize the decisive opportunity in communication. We must use microblogs, WeChat and other such communication platforms well, shape reporting mechanisms with real–time collection and real-time posting , and strive to seize the first impact point. We must strengthen creation and production on short film channels and micro-film channels, enrich reporting methods, and present reporting content in audiovisual form.

Third, stress mass interactivity in services. Now, generalized information no longer is a rare commodity, people’s individualized demands are growing in quantity, forcing content production to make efforts in specialization and audience separation. In the process of converged media development, it is necessary to both provide common news products, and to strengthen individualized news production. We must earnestly research users’ different demands, produce specific information products in a focused manner, deliver point-to-point recommendations into the hands of users, ensure that content is tailor-made to measure, and communicated accurately, raise the effectiveness of news propaganda. Interactivity is a unique advantage and clear characteristic of new media, to conduct content production in the process of converged development, we must ensure that interactive thinking permeates all segments of newsgathering and editing. We must strengthen the interaction and exchange between media and users, guide users to provide news clues, reporting materials, opinions and suggestions, raise users’ levels of interests and participation, participation within interaction and communication within participation.

Fourth, realize multi-mediatisation in terms of display. To conduct news production in a new media environment, we must adopt multi-mediatized display forms, ensure that our news reporting starts to move and to live through diverse forms of display and multi-media delivery. Last year, there was a five-minute video online on “how leaders are fostered”, which used a cartoon form to narrate the selection process of Chinese leaders, this presented our leaders to the public as cartoon characters, it had a hit rate exceeding 10 million within a few days, and society responded well to it. In the process of converged media development, we must comprehensively use images, infographics, cartoons, audio, video and many other methods to realize that content upgrades and converges from being readable to being watchable, from being static to being dynamic, and from being one-dimensional to being-multi-dimensional, to satisfy the needs of multi-terminal communication and many kinds of experience.

V, Establish organizational structures, communication systems and management systems adapted to converged media development

To promote converged media development, we must conduct technological upgrading, platform expansion and content innovation, and must also make profound adjustments to and perfections of organizational structures, communication systems and management systems. From the angle of the present situation, some of our organizational mechanisms are not suited to the demands of converged development, and constrain the development of news productivity. We must accelerate the pace of reform, vigorously explore and innovate, and promote the formation of integrated systems and mechanisms, to provide firm guarantees and powerful support to converged development.

First, reorganize the media’s internal organizational structure. In the process of converged development, reorganizing the media’s internal organizational structure is a great difficulty. We must, on the basis of the needs of converged development, strengthen the force of new media, change the situation where traditional media and new media are separated and work on their own, and promote profound integration of traditional media and new media. We must reconstruct newsgathering and editing production flows, upgrade newsgathering and editing systems, establish uniform platforms to command and control multimedia newsgathering and editing, realize that news information is collected once, generated in many ways, and communicated in a plural manner. We must transform appointment mechanisms, establish uniform talent management systems, expand new media content production, technology research, capital use and operational management talent training and recruitment strength, optimize talent structures and uniformly allocate and employ them. We must perfect effect assessment mechanisms, explore effective methods to attract talent, keep talent and use talent well under conditions of media convergence, and shape a good environment to get things done and do pioneering work.

Second, build modernized and three-dimensional communication systems. Communication strength relates to influence. We must, through converged development, accelerate the construction of modernized three-dimensional communication systems, enrich communication forms and dissemination methods, expand communication channels, platforms and terminals, ensure that media communication is ever quicker and coverage ever broader, and ensure that “where users are, our coverage is”. Under the current system, those running newspapers, those running press agencies and those running radio and television stations each have different roles their own orientation. We must start from the reality of each, vigorously explore converged development models that are suited to each one, scientifically plan the basic setup of the communication system, clarify the strategic orientation and development focus of each, and build three-dimensional communication structures with broad coverage.

Third, establish scientific and effective media management systems. To promote media convergence, we must persist in grasping development with one hand and grasping management with one hand. We must rationalize management systems, break through systemic and mechanistic barriers to converged development, conduct scientific management and effective management online and off-line, and in different business models, strive to raise the scientific levels of management, and bring more standards into the communication order. We must promote the integration of media resources, strive to resolve the problems of duplicate functions, content homogeny and scattering of forces, optimize resource allocations and further liberate news productivity.

Promoting the converged development of traditional media and new media is both a strategic task and an urgent task. We must forge ahead with tenacity, press on with enthusiasm, incessantly create new dimensions for converged media development, and open up a new frontier for the Party’s news undertaking.

推动传统媒体和新兴媒体融合发展,是党中央着眼巩固宣传思想文化阵地、壮大主流思想舆论作出的重大战略部署。习近平总书记强调,要加快传统媒体和新兴媒体融合发展,充分运用新技术新应用创新媒体传播方式,占领信息传播制高点。党的十八届三中全会提出,要整合新闻媒体资源,推动传统媒体和新兴媒体融合发展。我们要认真学习领会中央精神,进一步统一思想、提高认识,切实增强推动媒体融合发展的紧迫感责任感使命感。

一、推动媒体融合发展是一项紧迫的战略任务

当前,网络和数字技术裂变式发展,带来媒体格局的深刻调整和舆论生态的重大变化,新兴媒体发展之快、覆盖之广超乎想象,对传统媒体带来很大冲击。从媒体发展格局看,传统媒体的受众规模不断缩小,市场份额逐渐下降,越来越多的人通过新兴媒体获取信息,青年一代更是将互联网作为获取信息的主要途径。从舆论生态变化看,新兴媒体话题设置、影响舆论的能力日渐增强,大量社会热点在网上迅速生成、发酵、扩散,传统媒体的舆论引导能力面临挑战。从意识形态领域看,互联网已经成为舆论斗争的主战场,直接关系我国意识形态安全和政权安全。可以说,传统媒体已经到了一个革新图存的重要关口。面对这种严峻形势,推动传统媒体和新兴媒体融合发展刻不容缓,必须跟上时代发展步伐,加快融合发展进程,这是我们应当肩负起的历史责任。

媒体融合发展是传媒领域一场重大而深刻的变革。传统媒体和新兴媒体可能不是一个简单的此消彼长的关系,而是在一定条件下、比如在融合发展的条件下此长彼长的态势。传统媒体和新兴媒体的关系,大体经历了三个阶段,一是传统媒体建设新兴媒体,二是传统媒体和新兴媒体互动发展,三是传统媒体和新兴媒体融合发展,现在正进入第三个阶段。目前,很多媒体都开始了融合发展的探索,也有不少亮点。在今年全国两会宣传报道中,中央主要媒体加强互动融合,通过网站、微博、微信、客户端等,立体化、互动式、全天候传播两会信息,发出主流声音,成为融合发展的一次大探索。同时也要看到,融合发展是一个全新的课题,我们在许多方面还存在跟不上、不适应、不到位的问题,必须进一步提高思想认识,加强统筹规划,制定总体思路,明确工作目标,在融合发展之路上走稳走快走好。

推动媒体融合发展要按照积极推进、科学发展、规范管理、确保导向的要求,以中央主要媒体为龙头,以重点项目为抓手,坚持传统媒体和新兴媒体优势互补、一体发展,坚持先进技术为支撑、内容建设为根本,推动传统媒体和新兴媒体在内容、渠道、平台、经营、管理等方面深度融合,加快建设形态多样、手段先进、具有强大传播力和竞争力的新型主流媒体,努力达到世界一流水平。

新闻媒体是党和人民的喉舌。推动媒体融合发展,要始终坚持党管媒体原则,坚持团结稳定鼓劲、正面宣传为主方针,把正确导向贯穿到融合发展的各环节、全过程,使融合后的媒体继续成为主流媒体,不断巩固壮大主流思想舆论。

二、努力形成适应媒体融合发展的观念和认识

观念引领行动,认识推动实践。总的来说,我们对媒体融合发展的趋势看得越来越清楚,但在实际工作中还存在一些滞后认识和观念偏差。有的满足现状,患得患失,担心打破原有格局,认为融合发展多此一举、没有必要,不搞融合发展也还能活;有的存在畏难情绪和惰性心理,对融合发展缺乏信心,不愿试不愿闯,坐等给政策、给资金、给项目;还有的存在惯性思维,用办传统媒体的方法来对待融合发展,拿出的方案、提出的措施往往不对路。这些问题和现象的根源,就是没有挪动屁股、更新观念,没有跳出传统媒体的本位和思维。推动媒体融合发展,首先要解放思想,破除陈旧观念的束缚,形成适应融合发展的新观念新认识。

一是树立一体化发展观念。一体化发展,是媒体融合的内在要求和基本方向。现在,传统媒体都在积极发展新媒体业务,办了新闻网站、开了法人微博、建了客户端,实现了互动发展。但传统媒体业务与新媒体业务总体上还是并行的,整体优势没有充分发挥出来。要树立传统媒体和新兴媒体一体化发展的理念,实现各种媒介资源、生产要素的有效整合,实现信息内容、技术应用、平台终端、人才队伍的共享融通,形成一体化的组织结构、传播体系和管理体制,做到你中有我、我中有你。

二是强化互联网思维。推动媒体融合发展,很重要的就是要充分运用网络技术手段去改造传统媒体,这就要求我们必须用全新的互联网思维,来谋划和推进各项工作。要适应新兴媒体平等交流、互动传播的特点,树立用户观念,改变过去媒体单向传播、受众被动接受的方式,注重用户体验,满足多样化、个性化的信息需求。要适应新兴媒体即时传播、海量传播的特点,树立抢占先机的意识,高度重视首创首发首播,充分挖掘和整合信息资源,在信息传播中占据主动、赢得优势。要适应新兴媒体充分开放、充分竞争的特点,树立全球视野,强化市场观念,提高市场营销和产品推介能力,做大做强自身品牌。

三是增强借力发展意识。推动媒体融合发展,要加强自主建设,提高技术研发创新能力。但在互联网飞速发展、新技术新应用层出不穷的今天,融合发展所需要的技术都靠自己研发,是不可能的,也没有必要。要打破小而全、大而全的观念,能用社会的、别人的技术要尽量用,不能关起门来搞融合,什么都自己来建。要通过多种形式,充分利用别人成熟的技术、平台、渠道、手段等借力推进,实现更好更快发展。

四是发扬攻坚破难精神。媒体融合发展是一场全方位的革新,也是一场新的艰苦创业征程。它不同于以往的改版扩版和栏目调整,也不是在原有框架下修修补补,如果不思进取、怕这怕那,工作就难以推进。要以浴火重生的胆识、你行我更行的气度,勇于挑起担子、把责任扛在肩上,解难题、啃骨头、往前走。要站在新兴媒体发展前沿,解放思想、大胆探索、锐意创新,加快融合发展步伐,实现赶超、争创一流。

三、瞄准和利用最新技术推动融合发展

科学技术是第一生产力。现代科技的加速发展,推动新闻传播从“铅与火”“光与电”走到了“数与网”。新兴媒体诞生和发展的过程,实际上就是网络技术和信息内容相互结合与发展的过程。技术与内容互为支撑、相互融合,是一体之两翼、驱动之双轮,共同构成核心竞争力。现在,传统媒体在技术研发应用、升级维护方面还很滞后,网络技术的短板制约了自身的发展。融合发展要实现突破,关键是顺应互联网传播移动化、社交化、视频化的趋势,把当今可用的技术都囊括到我们的视野中来,进入到我们的项目设计,用最好的技术,达到最好的水准,取得融合发展最佳效果。

一是利用大数据和云计算技术推进新闻生产。大数据和云计算是当前具有代表性的两种新技术,这两种技术的发展和运用深刻影响着社会生产生活,为创新新闻生产开辟了广阔空间。在媒体融合发展过程中,我们要重视和用好这两种技术,优化媒体内容制作、存储、分发流程,提升数据处理能力,为内容生产和传播提供强大支撑。运用大数据和云计算技术,首先要掌握海量的数据资源。经过几十年的发展,新闻媒体积累了丰富的数据资源,这是我们的宝贵财富。要把这些优势资源整合起来,建设和完善专业化、规模化、现代化的内容数据库,同时加强对各方面数据的收集整理,不断夯实融合发展的信息资源基础。要加强数据新闻生产,充分挖掘大数据背后潜藏的新闻价值,拓宽新闻来源、丰富新闻内容,为用户提供高质量的新闻信息产品。

二是利用移动互联技术实现弯道超车。现在,移动互联网发展很快,智能手机、平板电脑等移动终端已成为人们上网获取信息的最主要手段。有人说,未来的世界是移动互联的世界。近两年,国外很多大型传媒机构都在向移动互联网布局,但总体来说,大家起步的时间、相互的差距并不大,我们在移动互联网上多下功夫,就很可能实现弯道超车。从目前来看,客户端是访问移动互联网主要入口,也是比较成熟的技术应用,很多媒体都开发了移动客户端,要办出特色、办出影响。要加强手机网站建设,丰富信息内容,完善服务功能,着力打造移动互联网上的新闻门户。同时,积极利用移动通信技术平台,办好手机报,促进其规范有序发展。商业网站在移动客户端、手机浏览器、应用商店等方面技术比较成熟,要积极关注、善加利用,借助他们的技术和平台,扩大在移动终端的覆盖面和影响力。

三是利用微博微信技术拓宽社会化传播渠道。互联网社交类应用日益普及,社交网站已成为互联网新业务的服务入口和用户来源。去年底,月球车“玉兔”微博在网上亮相,用拟人化的口吻播报探月计划,并用网络语言与网友互动,吸引和感动了很多人。推动媒体融合发展,要密切关注并有选择地发展社交类应用和技术,促进社交平台与新闻传播平台有效对接,增强平台粘性,集聚更多的忠实用户。要借助商业网站的微博、微信等技术平台,建好法人账号,扩大用户规模,提升传播效果。

还要看到,信息网络技术发展日新月异,更新换代的周期越来越短,比如4G技术已开始应用和推广,可折叠电子纸、可穿戴设备、5G技术等呼之欲出,将会带来信息传播新的变革。我们必须紧盯技术前沿,瞄准发展趋势,不断以新技术新应用引领和推动媒体融合发展。

四、进一步增强媒体信息内容的核心竞争力

对于新闻媒体来说,内容永远是根本,是决定其生存与发展的关键所在。应当看到, “报纸”是两个部分,一个是“报”,一个是“纸”。“报”是传播的内容,融合发展就是为了使“报”适应和运用新的技术、新的方式,更好地加以生产和传播。“纸”是传播的载体,是物质的、技术的,现在就是要用新的技术来换旧的技术,用互联网技术、电子技术来换“纸”。可以说, “报”是核心,“纸”是为“报”服务的。推动媒体融合发展,在强调技术引领和驱动的同时,必须始终坚持“内容为王”,把内容建设摆在十分突出的位置,以内容优势赢得发展优势。

一是在品质上追求专业权威。传统媒体在信息采集核实、分析解读等方面,有着新兴媒体无法比拟的优势。要通过融合发展,最大限度地把这个优势发挥出来,延伸和拓展到新兴媒体。要依托强大的采编力量、权威的信息渠道、规范的采编流程,进行专业化的新闻生产,着力打造优质的新闻产品,确保网上网下的报道真实准确、全面客观。要加强信息资源的挖掘和加工,深耕信息内容,推出思想性强、观点鲜明的深度报道和评论言论,进一步提升信息内容的品质。

二是在传播上注重快捷精简。新兴媒体传播的一个重要特点就是微传播,各种微内容、微信息高速流动、跨平台流动,用户随时随地能够获取信息。这就要求我们多在“微”字上做文章,多生产精准短小、鲜活快捷、吸引力强的信息,在传播中抢得先机。要用好微博、微信等传播平台,形成即时采集、即时发稿的报道机制,努力抢占第一落点。要加强短视频、微视频的创作生产,丰富报道方式,把报道内容直观形象地呈现出来。

三是在服务上注重分众化互动化。现在,一般化的信息不再是稀缺资源,人们的个性化需求越来越多,倒逼内容生产必须在特色化、分众化上下功夫。在媒体融合发展的过程中,既要提供共性新闻产品,也要加强个性化新闻生产。要认真研究用户的不同需求,有针对性地生产特色信息产品,点对点推送到用户手中,做到量身订做、精准传播,提高新闻宣传的实效性。互动是新兴媒体的独特优势和显著特征,在融合发展的进程中进行内容生产,必须将互动思维渗透到采编播各个环节。要加强媒体与用户间的互动交流,吸引用户提供新闻线索、报道素材和意见建议,提高用户的关注度和参与度,在互动中参与,在参与中传播。

四是在展示上实现多媒体化。在新媒体环境下进行新闻生产,必须采取多媒体化的展示方式,以多样化的展示、多介质的推送,使我们的新闻报道动起来、活起来。去年,互联网上有一段5分多钟的视频“领导人是怎样炼成的”,用动漫的形式讲述了中国领导人的选拔过程,把我们的领导人以卡通人物的形象展现在公众面前,短短几天点击量超过1000万次,社会反响很好。在媒体融合发展的过程中,要综合运用图文、图表、动漫、音视频等多种形式,实现内容产品从可读到可视、从静态到动态、从一维到多维的升级融合,满足多终端传播和多种体验的需求。

五、建立适应融合发展的组织结构、传播体系和管理体制

推动媒体融合发展,既需要进行技术升级、平台拓展、内容创新,也需要对组织结构、传播体系和管理体制作出深刻的调整和完善。从目前情况看,我们的一些体制机制还不能适应融合发展的要求,束缚了新闻生产力的发展。要加快改革步伐,积极探索创新,推动形成一体化发展的体制机制,为融合发展提供坚实保障和有力支撑。

一是重组媒体内部组织结构。在融合发展过程中,媒体内部组织结构的重组是一大难点。要根据融合发展的需要,加强新兴媒体的力量,改变传统媒体和新兴媒体分立单干的状况,推动传统媒体和新兴媒体深度融合。要重构新闻采编生产流程,升级采编系统,建立统一指挥调度的多媒体采编平台,实现新闻信息一次采集、多种生成、多元传播。要转变用人机制,建立统一的人才管理体系,加大新兴媒体内容生产、技术研发、资本运作和经营管理人才的培养引进力度,优化人才结构、统一调配使用。要完善绩效考核机制,探索媒体融合发展条件下吸引人才、留住人才、用好人才的有效办法,形成干事创业的良好环境。

二是构建现代化的立体传播体系。传播力关系影响力。要通过融合发展,加快构建现代化的立体传播体系,丰富传播形态和传播样式,拓展传播渠道和平台终端,使媒体传播更加快捷、覆盖更加广泛,做到“用户在哪里,我们就覆盖到哪里”。在现行体制下,办报纸的、办通讯社的、办电台电视台的,功能不同、各有定位。要从各自实际出发,积极探索适合自己的融合发展模式,科学规划传播体系基本架构,明确各自的战略方向和发展重点,构建立体化、广覆盖的传播格局。

三是建立科学有效的媒体管理体制。推动媒体融合,必须坚持一手抓发展,一手抓管理。要理顺管理体制,破除制约融合发展的体制机制壁垒,对网上网下、不同业态进行科学管理、有效管理,努力提高管理的科学化水平,使传播秩序更加规范。要推动媒体资源整合,着力解决功能重复、内容同质、力量分散的问题,优化资源配置,进一步解放新闻生产力。

推动传统媒体和新兴媒体融合发展,既是战略任务,也是紧迫任务。我们要锐意进取、奋发有为、扎实工作,不断开创媒体融合发展的新局面,开辟党的新闻事业新天地。

One thought on “Accelerate the Promotion of Converged Development of Traditional Media and New Media

    […] year’s 3rd Plenum. In April, Central Propaganda Department director Liu Qibao published a long essay on the topic, while Xinhua released a first annual report on the converged development of […]

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