Nie Chenxi: CCTV promotes media integration "four transformations"

On August 19, the "2015 Media Convergence and Development Forum" was held in Shenzhen.

Deputy Secretary of the Party Group, Deputy Director General of the State Press, Publication, Radio, Film and Television Bureau and Deputy Secretary of the Party Committee and Director of China Central Television Nie Chenxi said in written speech:

CCTV has thoroughly implemented the spirit of the series of keynote speeches of the General Secretary of Internship Jinping, especially the important statements and requirements concerning the development of media integration, with the overall goal of building a world-class new-type mainstream media, and exploring the conjunction of “TV+” and “Internet+”. Focusing on video, using news as a leader, users as the center, and media convergence projects as the starting point, we will strive to create “intelligent financial media”.

Nie Chenxi pointed out that in order to achieve the above goals, four changes must be made:

The first is the change of the production concept: to do programming for the whole media. Adhere to the guidance of the soul, the news stand, and the content as the king, actively use new communication technologies such as cloud computing and big data, and new communication concepts such as socialization, decentralization, and precision, and continuously improve the effectiveness and appeal of content dissemination. , to maximize the advantages of content into development advantages.

The second is the change in the way of expression: efforts to promote "four changes." Summarized from the traditional summaries and summarized, planning ahead, highlighting topics, logical links, highlighting the convergence of changes; from the traditional preaching, indoctrination-based, to the infiltration, inspirational and menu-style changes; from the traditional The broadcast-based single process transforms to multimedia, multi-elements, new methods, new technologies and the whole process. It is dominated by traditional one-way management and post-disposal. It changes to two-way interaction, advance guidance, and process control.

The third is the change in the mode of communication: two-way interaction between television and the audience. In response to the increasing “complementary effects” of traditional media and emerging media, and the dynamic trend of “dynamic aggregation”, the new social media technology has been actively used to strengthen the interaction between television and the audience, and to increase audience’s attention and participation. Participate in interaction and spread in participation.

The fourth is the change of the dissemination platform: efforts to achieve "CCTV is everywhere." Actively build a new type of communication system, and strive to achieve where the user is, CCTV's service is where, CCTV coverage is where.

Nie Chenxi stated that CCTV will continue to study and implement the important speech of General Secretary Xi Jinping’s series of important speeches, regard integrated development as a long-term strategic task, use advanced technology as a support, content construction as a foundation, and focus on key projects to further promote The integration of development has seen results and breakthroughs.

Over the past year, CCTV has broken through the traditional model and continued to break new ground. It has made useful attempts in reporting concepts, content production, and dissemination forms, and has achieved gratifying results:

"CCTV News" new media has realized the number of users and the amount of advertising "double-billion", and it has initially achieved the development goal of multi-media communion. "CCTV Audio and Video" relies on a new multi-screen, globally-distributed communications platform that covers the computer and mobile devices, with over 300 million downloads. The media guidance pattern of the traditional media and the emerging media, the official voice and the public opinion echoed, and a modern communication system with various forms and diverse carriers took shape.

As a new media agency of China Central Television, China Network Television has already achieved a globally disseminated all-media communication system. At the forum, Wang Wenbin, general manager of China Internet TV, made a keynote speech on building a new mainstream media.