How to realize the integration and development of new media and traditional media

Development Strategy of Media Convergence

Facing the new situation, practitioners of traditional media should consider how to actively and bravely transform and integrate development under the current background while feeling the crisis and urgency.

1. Emancipate the mind and open new thinking. The integration and development of traditional media and new media is the general trend. Traditional media should not escape or be anxious about new media, but should explore and interact enthusiastically. We should open our minds, embrace new technologies and open new thinking; It is necessary to change ideas, be driven by innovation, and stick to the position of public opinion with innovative ideas; We should broaden our thinking, abandon the traditional burden, and let traditional media and new media realize benign interaction and complement each other.

2. Improve literacy and adapt to new requirements. People are the inexhaustible motive force and core element of career development. The development of media integration puts forward new requirements for every media person, among which media literacy in the new media environment is an important quality that traditional media people should have in the transformation and integration.

In the era of mobile internet, the audience's requirements for content have not decreased, but have improved revolutionary. Articles that used to be hundreds or thousands of words now attract the attention of the audience with dozens of words or even titles, and the initiative to read and watch is almost entirely in the hands of the audience. This requires media people to have a comprehensive media literacy, not only a very solid writing skills, but also a skilled ability to use picture software, video editing and data chart making in the era of big data, as well as the ability to acquire, interpret and apply new media information.

Under the evolution of the current media environment, media leaders in charge of overall coordination should also have more comprehensive qualities and abilities: they can gain insight into the general trend of the media, be brave in making decisions and taking risks, be good at employing people, and have no experience to follow in the experiments and attempts of integration, which requires media leaders to know how to be good at employing people and manage people with wisdom.

3. Content is king, and enter new media. In the era of information explosion, "content is king" is still the source of media value creation and the magic weapon for media to win. An app-not producing content, only aggregating and distributing content-"Today Headlines" can raise $654.38 billion, with a valuation of $500 million. Although this has aroused concern and thinking, its valuation of 500 million dollars proves the value of the content.

Traditional media should strengthen the strength and thickness of explanatory reports and in-depth reports, improve the initial rate and release rate of these reports on the new media platform, and gain the initiative of the new media public opinion field. We should give full play to the authoritative role of traditional media in news communication, actively guide public opinion, unite social forces, and increase the coverage of mainstream values news content.

4. Promote integration and apply new technologies. In the information age, the leading role of technological development is beyond doubt. The rapid rise of new media benefits from the support of advanced technology system. In order to realize intelligent matching and integrated development, the media should make full use of various advanced technical means and innovate communication forms.

It is necessary to use new technologies to realize business process reengineering and build all-media business processes. Combining the speed and breadth advantages of traditional media content production and new media information release, we can achieve unified collection, processing and editing of content information through process reengineering, and comprehensively use various forms such as graphics, charts, animation, audio and video to realize the upgrade and integration of content products from readable to visual and from one dimension to multi-dimension, so as to meet the information acquisition needs of multi-terminal communication and multi-experience.

Promoting the integration and development of traditional media and emerging media is the only way for media to meet challenges and enhance their overall strength and core competitiveness. In the face of the new trend of convergence, we must seize the opportunity, take advantage of the situation, follow the trend, further innovate ideas, innovative means and methods, and strive to be stable and fast on the road of media convergence and development.