How to play traditional media

In 20 18, the State Administration of Radio, Film and Television established the Department of Media Convergence and Development, which opened a new era of media convergence and development. Traditional media put forward the development ideas of "changing the big screen into small screen" and "changing paper media into media". The combination of traditional media and emerging online media has become the first step taken by most media fusion centers.

The first step of this "+Internet" can only be called "all media of traditional media+new media", not media integration. This combination is more like two different objects stuck together-"viscous medium". Although they seem to be together, they actually play with each other and are not together.

The underlying logic of traditional media and new media is different from the beginning. Traditional media is like a big horn, constantly broadcasting loudly and talking to itself. This one-way communication, all the audience can only listen to, can only listen to what they broadcast, broadcast for how long. Therefore, the original competition of traditional media is to compete for the right to change channels, turn off one channel and switch to another; Throw away a newspaper for another magazine. The core of competition lies in whose circulation is large and whose ratings are high.

New media is interactive, and communicators and recipients can exchange information in time and have interaction. People who receive information may also become communicators, and even the content will grow freely and become more ecological and appealing because of the participation of more people. One-way communication has become multi-dimensional interaction, and people have more sense of participation and existence. While receiving the content, they are also expressing themselves and integrating themselves into the communication.

Internet new media breaks geographical restrictions, unique content becomes a drainage center, and new technologies and new ways continue to empower and increase efficiency.

Therefore, the first thing that media management needs to change is thinking, to break the narrow logic of self-communication, and to change from the current channel integration to market integration and user demand integration. Building product matrix with user orientation. We should move from communication integration to market integration, and integrate into people's lifestyle through cross-border product matrix.

Media convergence should not only be broadcast, but also become a brand-new way of life. The transformation from traditional media to integrated media should also be an online, offline, all-round and three-dimensional transformation. Users become the core of content, and the topic of positive energy needs to be expressed in a more creative way. It is difficult to impress a new generation of young listeners with methodical sermons, who will take on the future. Authoritative media centers can keep pace with the times and become bigger and stronger only by entering their context and subtle guidance.

Media integration is not only a variety of media, but also needs to be integrated into life and into all aspects of people's needs. In the future world, everything is connected. In addition to the real physical world, there will be a parallel digital virtual world with us all the way. The media will also be associated with practical things while spreading. Just like the live broadcast now, online communication is done, and offline products can be delivered to thousands of households at the same time.

Therefore, the development of media convergence center is not only a simple transposition of big screen to small screen, but also a simple transposition of paper media to finger media. Instead, relying on the powerful advantages of authority and positive energy aggregation, we will realize the continuous innovation of content and technology, integrate online and offline power into all aspects of people's lives, make full use of various data resources, and finally bring greater value to the general public and society!