innovative practice | technical practice and prospects of building a "one network" for integrated media
2024-09-17
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summary:zhejiang has built the "tianmu blue cloud" technology platform, created two major clients, "chao news" and "z vision", achieved the "three connections" of user data, content data and operation data, developed the "rongmeitong" digital tool to closely connect the members of the "rongmei sharing alliance", and successfully built a "one network" for integrated media in the province.
the "decision" of the third plenary session of the 20th cpc central committee pointed out: "build a working mechanism and evaluation system that adapts to the production and dissemination of all media, and promote the systematic reform of mainstream media." information technology is an important force in promoting this reform. in recent years, the development of media integration has been accelerating, and the trend of provincial media integration has become increasingly prominent. against this background, zhejiang province, as a pioneer in media integration, took the lead in building a "one network" for integrated media in the province, aiming to build a new media communication pattern that spans the three levels of province, city and county. through a series of innovative practices such as the establishment of the "zhejiang propaganda" wechat public account, the establishment of the communication brain technology company, and the launch of a major provincial communication platform, zhejiang's media integration development has entered a new stage and is actively exploring the future development direction of the province's integrated media "one network".
the four-dimensional efforts of "cloud-end-data-alliance" have built a "one network" for the province's integrated media
zhejiang is committed to building a media ecosystem where content, channels, technology, industry, and institutional mechanisms are mutually integrated and empowered. it takes "one cloud, two terminals, and three connections" as its work starting point and shared alliances as its operating mechanism to build a "one network" for media integration across the province. the four key elements of "cloud-terminal-digital-alliance" each carry different functions and jointly promote the realization of the "one network" for media integration.
“one network” for integrated media across zhejiang province.
build "one cloud" and consolidate the technical foundation of "one network" for integrated media.zhejiang has vigorously promoted the integration of the "tianmu cloud" led by zhejiang daily newspaper group (zhejiang group) and the "new blue cloud" led by zhejiang radio and television group at the provincial level to form a new "tianmu blue cloud" platform. the "tianmu blue cloud" platform has enabled the city and county integrated media to "bead into a network", unified technical specifications, integrated media resources, optimized iterative upgrades, and provided strong technical support and flexible expansion capabilities for provincial, municipal and county media. as of the end of june this year, the technical platform has served 2 provincial media, 6 municipal media, 80 county-level integrated media centers and 15 government departments, state-owned enterprises and universities, and has continuously improved its coverage. the media on the network enjoy high-standard cloud operation and maintenance services and security guarantees. the "tianmu blue cloud" and client system have been iteratively upgraded nearly 300 times throughout the year, and more than 1,000 product demands have been undertaken, greatly improving the technical service capabilities.
create "two major terminals" and build a leading flagship for the "one network" of integrated media.zhejiang has gathered the whole province's strength to build the provincial-level major news dissemination platform "chao news" and the provincial-level major cultural dissemination platform "z vision". through the platform, media organizations can reach users more effectively, improve user stickiness and activity, and also promote the innovation of dissemination forms. for example, new technologies such as digital people, metaverse, and virtual reality are widely used, bringing rich user experience to users. at present, the "chao news" platform has more than 130 million users on the entire network, more than 54.6 million client downloads, and more than 2 million monthly active users; "z vision" client downloads exceed 136 million, with nearly 40 million registered users, and the number of members and monthly active users are growing steadily. driven by the two platforms, cities and counties across the province have established or optimized news clients, which not only provide rich content adapted to local conditions, but also meet the diverse information consumption needs of users.
realize the "three connections" and promote data sharing in the "one network" of integrated media.through the "three connections" of user connection, content connection and operation connection, various media organizations can more accurately understand user needs and behavioral habits, and provide data support for content production and operation services. among them, user connection has realized the unified identity authentication method of "one-end registration, multi-end authentication"; content connection has realized the sharing of high-quality manuscript resources between zhejiang daily group and municipal and county media; operation connection has established a unified operation service standard, data docking interface and advertising distribution system. at present, the total number of users of the "one network" of integrated media in the province has reached 113 million, with an average of about 50,000 new users per day, producing nearly 10,000 news contents, and nearly 20 articles of superior instructions are issued by the entire network every day; 80 media in the province have shared more than 100,000 high-quality news articles in total. during the hangzhou asian games, 11 county-level clients that did not host the asian games completely transplanted the "chao news" asian games channel; developed the "hongze" client advertising distribution system, which aggregated the small traffic of a single company into a large overall traffic, and realized the simultaneous delivery of brand advertising clients at the provincial, municipal and county levels, creating tens of millions of advertising exposures.
develop "integrated media communication" and build a shared alliance of integrated media "one network".zhejiang has established a three-level media co-construction and sharing system that is vertically and horizontally connected and linked up and down by building the "integrated media sharing alliance" and using "integrated media communication" as a digital tool. as a grassroots access application for alliance members, "integrated media communication" deeply explores the use scenarios of front-line users, optimizes functions such as user sharing, clue perception, editor access, real-time feedback, publication and reprint query, and sudden information exchange, and realizes data integration with platforms such as the "chao news" creator platform and "zhejiang vision". the "integrated media sharing alliance" launches theme planning on a regular basis, seizes hot events to create hot items, and conducts collaborative forwarding among members to enhance the influence of communication. the alliance also explores institutional innovation and forms new mechanisms such as the zhejiang newspaper group's resident branch sending backbones to grassroots alliance units for "on-duty" guidance, irregular follow-up learning, and timely sharing of news clues. by the end of june this year, there were 2,189 member units of the "integrated media sharing alliance", and users submitted 550,000 articles through "integrated media communication", generating 945 articles with a dissemination volume of over 1 million.
the four dimensions of "cloud-end-data-alliance" support and promote each other, and together constitute the core framework of zhejiang's integrated media "one network". under this framework, the three-level media in zhejiang province, cities and counties have formed an integrated media ecosystem that integrates, coexists and empowers each other, providing users with high-quality, rich and convenient news and cultural services.
one-stop, intelligent, video and social
technical outlook for deepening the construction of “one network” for integrated media
zhejiang's construction of a media-integrated "one network" is essentially a strategic choice to adapt to the development trend of new platforms. by integrating various media resources, breaking down traditional media barriers, an integrated communication system that spans platforms, terminals, and formats is formed.
from the perspective of platformization, the "one network" of media convergence is not only a network for information dissemination, but also a comprehensive media ecosystem that integrates content production, distribution, consumption, and feedback. on the one hand, it has a foundation for downward extension, and has multi-faceted cooperation with municipal media and county-level media convergence centers; on the other hand, it has the advantage of expanding beyond the region, and has a stronger ability to coordinate external resources than municipal and county media. in the deepening process of the "one network" of media convergence, technology has always been the key force to promote development. with the increasing application of new technologies such as generative artificial intelligence, zhejiang media convergence "one network" will develop in the direction of one-stop, intelligent, video, and social.
one-stop: linking resources and businesses to form a full-link closed loop.with the mode of middle platform capability + business base + business application, we can respond to the full-link business needs of the pan-media industry in terms of publicity production, operation and management, publicity evaluation, and administrative management in one stop. we can access the r&d, data, ai (artificial intelligence), and video middle platform capabilities with large models as the core competitiveness to meet the full-link service needs of the media industry to expand into cultural tourism, education and other fields.
taking zhejiang daily group as an example, based on the vision and goal of building a one-stop platform, it has promoted the platform upgrade internally. it not only provides standardized office capabilities such as address book, instant messaging, and business approval, but also integrates business applications such as editing, intelligent media resources, intelligent assistants, and new media operation platforms, covering the core scenes of pan-media industry office, and initially forming a one-stop pattern.
at the same time, by creating a standardized application access and user authentication system, providing standardized capabilities and service call interfaces, we have completed the access aggregation of existing content production, human resources, finance and other applications within the group. by opening up the information flow and business flow between applications, the integration of applications within the platform has been achieved.
intelligence: linking technologies and scenarios to create multi-dimensional intelligent entities.deeply integrate advanced technologies such as big models into the media's full-scenario business, build an intelligent editing system, realize the intelligent capture of news clues, automated processing of content production, and personalized recommendations, and form an editing "intelligent body" or "robot". the "communication big model" developed by the communication brain company is the first media vertical big model in china that has successfully passed the central cyberspace affairs office's online filing. it has been explored and implemented in the core scenarios of zhejiang daily group's content production, resource activation, and communication optimization.
——create an "intelligent creation assistant" in the content production scenario. through the hot spot discovery function, help editors and reporters quickly capture hot topics and audience interests; through content generation, continuation and expansion, rewriting and polishing and other functions, improve the logic and readability of articles. in addition, provide functions such as intelligent material matching and intelligent proofreading to help reduce the workload of information collection and proofreading. the creation assistant has now provided more than 80,000 intelligent creation services to more than 1,000 media workers, helping to create more refined, better and better news works.
——develop a "multimodal processing engine" in the resource management scenario. through cross-modal information fusion and semantic understanding, users are provided with more powerful and flexible search functions, including text search for images, text search for videos, image search for images, image search for videos, etc. further combined with advanced image editing and video generation technology, high-quality secondary creation and development of retrieved materials can be carried out, including color restoration of old photos, editing and synthesis of video clips, etc. it has been applied to the relevant platforms of zhejiang daily group, and the accuracy of media information retrieval has been improved by about 30%. the speed at which users find relevant videos, pictures and articles has increased by about 50% on average, effectively optimizing the discoverability of content and user experience.
——introducing the "client intelligent assistant" in the information dissemination scenario. users can interact with the client assistant in real time, and can also obtain the required information based on personal interests, needs or situations.
video: linking content and dissemination, enriching omni-media expression.in line with user preferences in the mobile internet era, major media groups are stepping up their efforts in video content production, using multimedia formats such as short videos and live broadcasts to enrich content presentation.
at present, the communication brain is laying out the corresponding video technology and developing the "integrated media video creation space" solution. this solution has several characteristics: first, multi-space integration planning, planning multiple virtual and real integration creation areas, which can be matched according to business scenarios to meet the needs of virtual and real integration program forms; second, "cloud field terminal" integration, covering "online production, director packaging, real-time review, multi-stream broadcasting" and other functions, building "headquarters and branch reporters, media organizations at all levels, government and enterprise integrated media ports" on-site signal collection and transmission terminals, forming a live broadcast distribution channel for clients and third-party platforms; third, omni-media multi-interaction, can combine high-definition live broadcast, virtual digital people, ar (augmented reality) holographic broadcasting, metaverse and other scene needs; fourth, low cost and short cycle, low cost and short cycle in project construction, and can reduce the cost of personnel use under the integration of newspapers and stations, so that graphic reporters can easily create videos, columns and boutiques.
multi-level content production pattern of digital communities.
socialization: linking users and value to create an interactive experience.based on user portraits and behavioral data analysis, we can accurately locate user groups, build a diverse community platform, and strengthen communication and interaction between users. through community operations, we can collect user feedback, optimize content supply, and form a virtuous cycle of content ecology.
at present, the "chao news" client has built a digital community with multiple forms coexisting, such as "creator platform + interest circle + reporter help", and carries out refined operations in aspects such as precise distribution, traffic incentives, and task assessment, effectively enriching the content supply of chao news and forming a multi-level content production pattern of pgc+pugc+ugc (professionally produced content + professional user-produced content + user-produced content).
the creator platform "chaominghao" has exceeded 3,200, integrating 90 county-level integrated media centers across the province, and has established cooperative relationships with 357 domestic media and institutions. in the first half of 2024, the cumulative number of works uploaded by the client exceeded 210,000. "interest circle" has currently built circles such as "friends of good photography", "late tide", "money news friends circle", "koushui housing market", "foodie circle", "running group circle", and "campus new exploration". through continuous topic activities, it interacts with users, connects users with interests, and provides users with a stage for display. "reporter gang" relies on the "integrated media sharing alliance" to build a three-level linkage "people's situation station" to obtain clues and use network data to analyze grassroots public opinion demands; on the other hand, it links the "ask the government" column of chao news, invites key functional departments of various counties (cities, districts) to join, and attracts reporters from more than 20 counties (cities, districts) across the province to actively participate, promote the solution of urgent problems that the people are anxious about, and continuously optimize and improve the user experience of the community, and build an intelligent digital platform that does practical things for the people and connects departments and users. in the first half of 2024, we received nearly 2,000 requests for assistance, complaints, and suggestions from users, forming a full-process interaction of review, assistance, reporting, and feedback, with a completion rate of over 95%.
source: news front
editor feng luyu
second trial of jing shiyao
third trial wang hui
