The online media industry is undergoing a new round of changes.
This is the most intuitive information brought by the “2020 China Online Media Development Report” (hereinafter referred to as the report) released by the National Information Center in April.
The impact of the new crown epidemic in 2020 and the subsequent changes in the international situation have caused Chinese netizens to show unprecedented enthusiasm for participation in public topics. At the same time, it is accompanied by a huge information asymmetry that creates a sense of knowledge and content. Great demand. On the other hand, the wave of video is becoming more and more intense, and the problem facing online media is not “standing in line” but “convergence”. What is the integration? How to integrate? Where are the opportunities and bottlenecks? This is the challenge that all online media are facing. The leading media has already built up its own development capabilities under the new torrent and handed in high scores. Media Convergence Challenge: Multi-dimensional competition from content to technology Convergence is no longer a new word. In recent years, the country has vigorously promoted the integration of traditional media and new media. A series of converged media represented by “Sichuan Observation” has taken the lead in realizing new media and gained a good reputation. But unlike any time before, the current convergence of online media is not only on the content, but also on the technical level. Technological changes have become the biggest driving force for the development of media convergence. In 2020, the “Opinions on Accelerating the Deep Integration of Media Development” clearly proposes the establishment of an all-media communication system based on content construction, supported by advanced technology, and guaranteed by innovative management. With the rapid development of the new generation of information technology such as big data, the interconnection of everything and the media of everything is the general trend. For the media, it is necessary not only to adapt to the rapid changes in content forms and communication ideas, but also to rely on a deep understanding of content. Firmly grasp 5G, big data, artificial intelligence and other technologies to adapt to new content formats. In the “Best Intelligent Development” list selected in the report, the intelligent development level of online media was evaluated from four dimensions: scene coverage, visual presentation, richness of data types, and diversity of data sources. On the whole, commercial media such as The Paper, QQ.com, and Jiemian.com have outstanding performance, ranking first, fourth, and fifth respectively. These media actively use new technologies such as artificial intelligence, 5G, cloud computing, and big data to continuously improve communication Efficiency and quality of communication. Xinhuanet and People’s Daily Online also pay attention to the development of intelligence, and have made more attempts in visual presentation and data application, and achieved outstanding results, ranking second and third in the list. Any of these technologies brings far-reaching effects. Tencent News once pointed out the next wave of new technologies that will change the content industry at the ConTech conference: With regard to this issue, the top five online media outlets in the comprehensive development index selected by the report, such as People’s Daily Online, Xinhuanet, Tencent, and CCTV, have taken the lead in exploring their own models. For example, CCTV.com has released the “Artificial Intelligence Editorial Department” series of products. Through the deep integration of artificial intelligence technology and audio-visual products, it has realized intelligent creation, intelligent processing, intelligent operation, intelligent recommendation, and intelligent audit. In-depth innovation in the era of media convergence. This is an intuitive manifestation of the integration of technology and content at the application layer. Creator Challenge: It is imperative to build full chain operation capability In the past media era, what creators needed to do was to concentrate on content production, and to drive dissemination through the quality of the content itself. For network media and TV media, research on algorithm recommendations, user portraits, and scene dissemination was not content. The main job of the producer. However, in the new era, users have formed unique consumption habits, requiring the media to have operational ideas from the beginning of the creative process, so as to design content specifically and achieve better distribution. In the report’s best video layout list, four evaluation indicators are listed: user growth rate, content update frequency, hot content ratio, and technological innovation. This is a content evaluation system that emerged under the trend of video. The media’s user capacity, video content productivity, interactive operation capabilities, and live broadcast technology innovation capabilities have been comprehensively considered. In this list, in addition to the veteran Guangming.com and Xinhuanet, the emerging online media Surging News has established distribution channels on many commercial platforms such as Weibo, Toutiao, Douyin, WeChat official account, etc., and become various commercial platforms. An important provider of high-quality news content, the number of short videos played on Douyin exceeded 10 million, and the rich, diverse, trendy and fashionable videos attracted a large number of fans. The Paper Short Video Account People’s Daily Online has launched the “1+5+N” program, which will open up the “People’s Republic of China” to local financial media centers by creating five integrated media business platforms: content production, self-owned media platforms, news and public opinion big data, work collaborative command, and content interconnection and sharing. The superior products and businesses under the business segment of “Public Sentiment” and “People’s Chain” are in-depth experiences of various capabilities such as content operation, content risk control, and aggregation and distribution. Platform challenge: It is imperative to improve the ecological health of content Technology has brought improvements in production and distribution efficiency, as well as new problems. For example, algorithm-based “personalized recommendation”. Personalized recommendation of content that caters to user preferences has brought more accurate content dissemination. However, in addition to the professional media in the head who enjoy the most dividends, there are also a group of responsive “content speculators” who understand the rules of the machine. , Producing a large number of “high-quality content” that is “loved by users” but is in fact almost worthless, and even has serious value-oriented problems, earning the bulk of personalized traffic. Last year, the “web text generator” that became a hot topic is for this A big irony of a phenomenon. At the same time, accurate recommendation brings about a new “information cocoon room” problem, users can only immerse themselves in the small circle of interest, it is inevitable to sit and watch the sky This raises two questions for the platform: 1. How to make good use of personalized recommendations while preventing users from being exposed to low-quality rumors and misinformation. Take Tencent News, which ranks third in the report’s comprehensive development index, and ranks first in public welfare development, as an example. Its “really true” column mechanism is the first in the industry to gather clue discovery, expert + artificial intelligence clue verification, automatic rumor interception + factual analysis The true technical process of the law collects controversial content clues from the entire platform and user feedback. By learning and training related models on expert opinions, fact bases, and related rumor rejection databases, the basic level and interception of rumor rejection for daily life, medical and health categories can reach the “minute” level. The resource database of “real” experts has reached more than 1,200. During the epidemic, Tencent News identified and handled 165,000 new crown-related rumors with the “reality” mechanism, such as “The sequelae of the new crown terror appear!” Every patient will have terrible blood clots! “Academician Zhong Nanshan recommends salt water gargle to prevent viruses”, “A suicide note from a female doctor in Wuhan for new coronary pneumonia”, etc. The special H5 project for refuting rumors of the true epidemic has dealt with “Wuhan will be disconnected from the Internet”, “wearing multiple masks can effectively prevent”, etc. Internet rumors started. Among them, more than 700 rumors related to the new crown during the epidemic have generated more than 1 billion page views and reached more than 350 million users. 2. How to determine high-quality content and make it more displayed. The second point is not simply a crude calculation of clicks and interest tags, but starting from the underlying logic, the platform has joined hands with creators from the production link to jointly create a content ecology. Faced with the evolution of the content ecology, Tencent, which topped the list of the best platform constructions, used the ConTech mechanism as the underlying logic to jointly build a content ecology with content creators to provide users with trustworthy, rich and beautiful content. The so-called ConTech is content (content) + tech (technology). The logic of ConTech is not to blindly use technology to “feed” users with “matching” content, but to use human-machine collaboration to allow users to harvest better quality. Content, at the same time, continuously strengthen the connection between users and content providers, promote the healthy development of the content industry, and provide users with an excellent consumption experience. In the past few years, “content productization” was popular in the industry. Now the changes in industry ecology and technology require practitioners to have a deeper understanding and combination of content and products, algorithms, and operational logic. In essence, they are content and technology. In-depth integration, this point Tencent News’s ConTech concept has taken the lead. For online media and tens of thousands of new media content producers, this is the best time and the worst time. The development of technology and the evolution of content forms have allowed content to be presented to users in a richer form. In front of us, the content consumption experience is better, the consumption threshold is lower, and the consumption participation is higher. At the same time, the technology is neutral. How the platform can avoid low-quality content taking advantage of the “virtual” entry, so that high-quality content and authors can stand out, and how media and creators can quickly adjust their ideas to adapt to new content formats and maximize content value are all urgently needed to be resolved. The problem. Fortunately, the report pointed out a clearer direction for us. Media such as CCTV, People’s Daily Online, and Tencent have made successful explorations. I believe that under this round of new trends, the content industry will be full of new vitality.
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