New media observation: media integration needs to be completed with four major equipment

The transformation and transformation of traditional media is becoming an important issue facing the global media.

Recently, the author visited the “Wall Street Journal” and Google, Facebook, IBM and other companies and deeply felt that high-tech companies changed their ambitions to acquire and disseminate information through new technologies, and felt that traditional media had changed from panic to concentrated transformation. Integration of persistence. However, a significant difference is that high-tech companies are talking about how the world will change, and traditional media are telling how to adapt to the changing world.

What are the traditional media without technical opportunities? How to integrate with others instead of being merged? Looking at the current high-tech enterprise competition, the four elements are the key, products, technologies, data and users. For traditional media, to promote the integration of development must also firmly grasp these four elements: content is fundamental, technology is support, data is driven, users are the center.

New technologies can make first-rate content better distributed, but it is impossible to turn second-rate content into first class.

The "Wall Street Journal" believes that the initial success of its integration and transformation over the years is mainly due to its outstanding achievements in globalization, specialization, and digitalization. This is also regarded by the newspaper as the core strategy for the future development of integration. And these three points are obviously requirements on how to make better content.

As a matter of fact, traditional media promote media integration. What fears most is the ignorance of the toddler. The expertise of the new media is not learned, and the advantages of its own content are lost.

For the mainstream media, insisting on content is fundamentally more significant. This can avoid losing oneself in the blind pursuit, immersed in the rush of the road, but forgot the direction and goal that should be adhered to. The mainstream media cannot keep up with the bottom line of the content. It will not only lose the fundamentals of competition, but also fail to complete the duties of mainstream media.

Traditional media to promote the development of integration must take the initiative to embrace new technologies. Supported by technology, it is necessary to firmly grasp the two ends - "cloud" and "terminal."

In the Silicon Valley of the US, the energies of large and small technology companies are mainly distributed at both ends: “cloud”, including research on artificial intelligence and big data; and “terminal” including development of wearable devices, unmanned vehicles, and home robots. This reminds the traditional media that it should not only focus on such shallow applications as websites, search, QR codes, Weibo, WeChat, clients, and H5.

Today, new technologies help people extend their senses capabilities as never before, and the channels for the media to connect to the world have become increasingly weak. Through the use of new technologies, to provide richer and more relevant content, to better meet the sensory needs of people that have been greatly expanded, and to re-establish the role of the channel connecting the world, it is the proper meaning of the media to use good technical support.

At present, data is becoming an important resource for driving development. Some media have described big data as "ubiquitous and omniscient." The World Economic Forum’s report also called big data as new wealth, worthy of oil.

In recent years, the international mainstream view in the field of big data is gradually shifting from the digital revolution of heavy technology to the data revolution of heavy data. For traditional media, data can first expand the content of news reports. The Wall Street Journal has set up a data mining and visual presentation team with more than 100 people. It excavates valuable links, laws, or signs from a large number of complicated economic data and presents them to the audience in a simple and easy-to-understand format. .

At present, the domestic media's application of data is still relatively primitive and extensive. It is often simple to split the data into still numbers, and to abandon the core and valuable internal correlations of data, and the rules or trends that may be contained in them.

Promoting media convergence requires Internet thinking. An important part of Internet thinking is customer first. To user-centric, guide users among service users.

With an unmatched amount of user traffic, Google dominates one-third of global online advertising revenue each year. Facebook also counts on 1.44 billion active users per month and more than 1.2 billion mobile active users. It receives more than $1 billion in monthly advertising revenue. In China, as of the end of 2014, the number of QQ monthly active accounts reached 815 million, the combined monthly active user accounts of WeChat and WeChat reached 500 million, and the Tencent-bound bank card accounts of WeChat and QQ Wallet accounts exceeded 100 million. Tencent's total revenue in 2014 reached 78.9 billion yuan.

Users not only bring high profits, but also bring the right to speak. Both at home and abroad, these new media have become observing stations for public opinion, public opinion, and public sentiment, as well as distribution centers for public opinions. The dissemination and influence of news should not be underestimated.

To promote the integration and development of traditional media, we must also establish a user-centered concept. There is no short cut to user-centeredness. Traditional media must be accustomed to and happy to face users. They can't be fooled by the public. They can hold users high, act on their own behavior, and even feel bored and frightened by the user’s frustrating feedback. In this way, you can truly maximize your own news products and services based on your needs and preferences. This is both an Internet thinking and a mass line.