Science and technology
Li LAN: Radio and TV+and broadband radio and TV have become the focus of radio and TV integration.
Li LAN: Radio and TV+and broadband radio and TV have become the focus of radio and TV integration.
Recently, I have made two new discoveries, whether at national conferences or small-scale seminars:First, there are more video content operators who come to participate in the meeting and exchange, and the discussion on how to create a "new vision" has become a bright spot; Second, the complaints of traditional radio and television media are less, instead, they embrace the attitude of new media and have the confidence to gain the dominant position in the development of media integration.
Not long ago, the State Administration of Press, Publication, Radio, Film and Television issued the notice of "Opinions on Further Accelerating the Integration and Development of Radio and Television Media and Emerging Media", which provided solid and concrete policy support for promoting the transformation and upgrading of radio and television media. I feel that, driven by a series of favorable policies from the central government to industry authorities, radio and television media has ushered in a critical period of multi-faceted development and revitalization.
Then, under the background of media convergence and development, how to promote the transformation and upgrading of the radio and television industry and realize the "omnipresence" of radio and television? How to promote the deep integration of traditional radio and television media and new media, realize the symbiosis and create a "new vision", which requires the implementation of two strategies, namely "radio and television plus" and "broadband radio and television".
The "Radio and Television Plus" campaign helps the media transform and upgrade, and reconstructs the radio and television ecosystem.
Under the impetus of the "internet plus" action plan, the radio and television media has undergone profound changes in the integration and development of "focusing on me and serving me". The radio and television industry has put forward the concept of "radio and television plus", which is based on internet plus, using Internet technology, platform and thinking to finally realize the multi-faceted transformation and upgrading of radio and television.
The first layer of "Radio and Television Plus" means to realize the transformation and upgrading of radio and television technology, content, business, form, function and other aspects as soon as possible by adding the Internet, so as to enhance the competitiveness of radio and television in many aspects.
First, radio and television media should speed up the internal integration layout, establish a grid organization structure and flat operation mechanism, stimulate new development vitality, improve response speed and improve decision-making efficiency.
At present, the all-media news center and "central kitchen" have become important construction projects for the integration and development of many TV media, such as Beijing Radio and Television Station, Shanghai Radio and Television Station, Jiangsu Radio and Television Station, Liaoning Radio and Television Station and Shenzhen Radio and Television Group.
The second is to further enhance the integration of intelligent terminals and promote the increasing popularity of multi-screen consumption patterns of audio and video content.
Weibo WeChat has become an important social communication platform for radio and television media. Central Radio Three has opened a multi-level Weibo WeChat account with frequency channels, columns, programs, hosts, etc. Provincial TV stations have also generally opened large-scale Weibo WeChat accounts, forming a cluster situation. For example, Shanxi Taiwan has 200 official Weibo and 50 official WeChat; The number of Weibo WeChat officially certified by Liaoning Taiwan is nearly 100.
Radio and television organizations generally launch mobile clients. Central Taiwan, Shanghai Taiwan, Hunan Taiwan, Zhejiang Taiwan, Jiangsu Taiwan and Anhui Taiwan have launched a series of mobile clients, forming a large-scale development trend. Cities, counties, cities and stations have also made great efforts to develop mobile clients, and the mobile clients owned by radio and television show a platform-based intensive development trend.
Some radio and television mobile clients are developing into platforms. For example, there are more than 120 member stations of "Lighthearted" App in Shandong, and "Wireless Suzhou" has formed close cooperation with 35 media organizations in China.
The third is to build a convergence platform, and establish a convergence operation relationship of mutual penetration, coordination and cooperation between different media. Explore the integration mode of platform integration, and open channels among various media, channels, terminals and resources through platform operation.
At present, radio and television stations at all levels are stepping up the construction of intelligent, open, flexible, green and safe broadcast cloud platform of radio and television converged media. All TV media can realize the interconnection between broadcast cloud platforms, thus forming a national broadcast cloud of converged media.
Such as the "Yangtze River Cloud" organized by Hubei Radio and Television Station? Hubei New Media Cloud Platform "can provide high-quality and low-cost Internet multi-terminal integrated solutions for the media in the province, and has the supporting ability and content centralized control ability to carry more than 10,000 new media products.
"Radio and TV+",the second layer means that radio and TV increase non-radio and TV services and functions.
With the continuous improvement of the integration of the radio and television industry, the ability to connect other industries and other services is enhanced, and the radio and television industry chain will be reconstructed in many aspects. Radio and television media everywhere seize the development opportunity of "Radio and Television Plus", adjust and straighten out the whole industrial layout, combine their own regional resources and advantages of radio and television media, and use the thinking of radio and television plus all walks of life.
For example, "Radio and Television+Automobile", "Radio and Television+SME Service", "Radio and Television+Food", "Radio and Television+Agriculture Service", "Radio and Television+Education", "Radio and Television+Tourism", "Radio and Television+Real Estate" and so on, according to the needs of users, we should open up the channel of "Radio and Television+E-commerce" and build a public platform integrating cultural consumption and life service.
Cross-border integration of radio and television industry with other industries has continuously spawned new products, new businesses and new models, forming an ecological chain with multiple links, compound connection and value integration. Finally, it will form an open "radio and television plus" big ecology with radio and television as its core, radiating outward and expanding continuously.
The strategy of "Broadband Radio and Television" accelerates the development of media integration and creates a big pattern of smart radio and television.
Since 2015, the "Broadband Radio and Television" strategy put forward by the radio and television industry conforms to the new trend of the integration of information technology and information services, and to the new requirements of the country to promote informationization and implement the "Broadband China" strategy.
In May 2016, China Radio and Television Network became the fourth largest basic telecom operator after China Mobile, China Telecom and China Unicom. In terms of broadband access service, China Radio and Television Network can complete the functions of VOD, time shift and download for most users in the intranet. This will also be the core competitiveness of China's radio and television network.
Implementing the strategy of "broadband radio and television" and strengthening network interconnection means firmly grasping the dominant position of radio and television program transmission, developing new network services and vigorously promoting the growth of comprehensive network benefits.
Coordinate wired, wireless, satellite, Internet and other network resources, speed up the construction of mobile interconnection capability of radio and television networks, and gradually realize interconnection and seamless switching between networks under the basic premise of controllability, so as to better match the content acquisition needs of audiences.
To implement the "broadband radio and television" strategy, radio and television media should be built into comprehensive service providers such as news, information, shopping, education, medical care, games, etc., so as to expand the width of communication channels and truly release the integrated competitiveness.
At present, the national cable networks generally open high-definition video live broadcast, on-demand, review, recording, interactive games, karaoke ok, TV banking and broadband access services. By the end of 2015, 97.32% of the national cable TV network operators had opened broadband services.
To implement the "broadband radio and television" strategy, it is necessary to vigorously promote the construction of intelligent media convergence network and the deployment of intelligent terminals, realize the digital home multimedia network, Internet of Things, data gateway, router and other functions of TV intelligent terminals, and develop new business forms of smart homes and smart communities.
Social comprehensive service terminal platforms such as "Wireless Suzhou", "Wireless Xuzhou" and "Wireless Zhongshan" give full play to the advantages of TV resources, integrate urban life service data, and integrate service functions such as localized media information, smart transportation, smart community and e-commerce.
With the further improvement of the business ability of radio and television network to support the construction of smart homes and smart communities, the further application and promotion of radio and television intelligent terminals, and the multi-faceted upgrade of radio and television industry to intelligence, the "ubiquitous" smart radio and television pattern will surely be formed.