The curtain of media reform has opened!

　　"The rapid development of new media is independent of people’s will."

　　"Whoever masters the user will win the world."

　　"If you are indifferent and discouraged, you will lose your right to speak."

　　On the afternoon of July 22nd, the new media forum and the seminar on the second anniversary of the founding of Weibo, the legal person of People’s Daily, was held in the lecture hall of the People’s Daily Complex. Leaders from Internet companies such as People’s Daily Online, Xinhuanet, china network television and Baidu, Qihoo 360 and Sina, as well as experts and scholars from universities such as Tsinghua University and China Renmin University, discussed the development of media convergence, and discussed new opportunities for the development of mobile Internet and new topics of media convergence.

　　Leveraging the new media platform to amplify the traditional advantages of paper media.

　　"Two years ago, we also had the worry of’ wearing a necklace if it is done well, but wearing a chain if it is not done well’." At the meeting, the person in charge of the operation team of Weibo, the legal person of People’s Daily, revealed that at the beginning of its establishment, Weibo, the legal person of People’s Daily, also encountered a netizen’s vomit: "What is the People’s Daily doing in this place of Weibo?"

　　On July 22nd, 2012, Weibo, the legal person of People’s Daily, went online urgently, closely followed the development of the situation and took the lead in disclosing the list of victims. According to scholars’ observation, "On the night of heavy rain in Beijing, the decibel of the Central Committee of the Communist Party of China organ newspaper overshadowed many market-oriented media and became a powerful public opinion guide in emergencies."

　　In the past two years, Weibo, the legal person of People’s Daily, has adhered to the position of "authoritative voice, mainstream value and fresh expression", participated in, communicated with and recorded the times in sincere communication with netizens, initially established the image of "authority, rationality, integrity and affinity", and gradually became the promoter and promoter of positive energy in the eyes of netizens.

　　With the help of Weibo platform, the traditional advantages of People’s Daily have been enhanced and amplified. The original commentary columns of "Hello, Tomorrow" and "People’s Micro-comments" are unique in the public opinion field in Weibo with their fresh writing style and unique perspective.

　　"Weibo, the legal person of People’s Daily, has become the strongest voice in Weibo’s public opinion field, and a leader in Weibo with speed, depth, breadth, strength and coverage." In the crash of Malaysia Airlines, Chen Tong, executive vice president and editor-in-chief of Sina, "counted twice" Weibo, the first issue of People’s Daily, which was forwarded more than 120,000 times. Sina internally boils down to "the ability to make good use of Weibo topic products, highlight events and drive Weibo to forward through rolling reports".

　　In the view of Professor Yu Guoming of China Renmin University, Weibo, the legal person of People’s Daily, has completed three aspects of transformation and change: "Be reasonable and more emotional; Value, but also charm; Talk about self-confidence and more about public trust. "

　　Up to now, Weibo, a legal person of People’s Daily, has more than 46.11 million fans on People’s Daily, Sina.com and Tencent.com, ranking first in all media accounts in Weibo. On the Sina platform alone, the total reading volume has exceeded 20 billion times since the blog was opened, and the average number of reviews of a single Weibo has exceeded 5,000 times.

　　Ren Xianliang, deputy director of the National Internet Information Office, believes that new media should strengthen content innovation, "be closer to the masses, be more civilian and grassroots, and pay more attention to temperature." This is exactly what Weibo, the legal person of People’s Daily, has been insisting for a long time.

　　Convergence wins users by two-wheel drive of content and technology

　　Experts attending the meeting believe that in order to win the future, media development must strengthen user awareness, and take the possession, development and gathering of users as an important starting point, which runs through the whole process and all aspects of media integration and development.

　　"Whoever masters the user will win the world." Zhou Hongyi, chairman of Qihoo 360, lamented his entrepreneurial experience. "All business models are based on a huge user base." On the Internet, you have hundreds of millions of users, and history has proved that you must have a way to find a profit model.

　　Wang Wenbin, general manager of china network television, recently realized this deeply. During the World Cup in Brazil, the CBox CCTV audio-visual client launched by CCTV. com had more than 40 million new installations, and 150 million people watched the World Cup through this "all-round live artifact". In his view, the deepening of network integration has brought about the explosive growth of CCTV audio and video downloads.

　　In the view of Tian Shubin, president of Xinhuanet, the battlefield of the current user dispute is undoubtedly in the mobile Internet. He used the word "noisy growth" to describe the great changes in cmnet in recent three years.

　　In the information age, the leading role of technology development is beyond doubt.

　　"On the one hand, content is king, but at the same time, how to spread better content depends on new forms of expression and new means of communication." Ren Xianliang said in his speech.

　　Cloud computing, big data, smart terminals, these are the words frequently mentioned by the guests. "One-time collection, multiple generation and multiple communication" is the channel integration under the background of media integration. "This requires big data, and the core of big data is to calculate everything that can be calculated." Shenyang, a professor at Tsinghua University, said.

　　Ceng Liang, vice president of Baidu, introduced the latest exploration in the field of artificial intelligence. Using computer projects to simulate the human brain, the current "Baidu brain" is probably equivalent to the intelligence level of a two-or three-year-old child. He cited the picture recognition technology as an example, and there are many information about missing people in Weibo. If you see a street child, the photo taken with your mobile phone will be automatically recognized by the program and automatically connected with the background database of government departments, so as to identify whether the street child belongs to a missing child.

　　"The advantages of content are not static, and technological innovation is not once and for all. We must keep a close eye on the forefront of technology, aim at the development trend, constantly lead the development of integration with new technologies and applications, and embark on a road of integrated development with two-wheel drive of content and technology. " This passage became the consensus of the participants.

　　Develop all-media from a newspaper to websites, WeChat and clients.

　　Relying on Sina and Tencent, People’s Daily has gained many fans on social platforms such as Weibo and WeChat. Liao Kun, president of People’s Daily, lamented that nowadays, when it comes to websites, People’s Daily has People’s Daily, Overseas Network and World Wide Web. Speaking of Weibo, there are People’s Daily legal person Weibo, People’s Daily legal person Weibo, and Global Times legal person Weibo; Speaking of WeChat, there are People’s Daily WeChat, People’s Daily Comment WeChat, and "Learning Group" and "Chivalrous Island"; Speaking of the mobile terminal, there is the People’s Daily client and the People’s Mobile Network.

　　On June 12, the brand-new People’s Daily client was officially launched. In more than a month, the number of independent downloads by users exceeded 4.1 million and the number of active users exceeded 400,000. Today’s People’s Daily has grown from a newspaper in the past to 10 kinds of carriers such as newspapers, magazines, websites, Weibo, WeChat, clients, mobile newspapers, mobile phone networks, Internet TV and electronic newspaper reading columns, which basically covers all kinds of existing forms of communication.

　　"To share everything that can be shared, to be a new media must have such a sense." Shenyang said.

　　"Integration and development should never be carried out behind closed doors, but we should have the awareness of leveraging development." Yang Zhenwu, president of People’s Daily, said that we will be more open and explore flexible and diverse ways of cooperation in terms of content, technology, channels, management and investment. We will further broaden our horizons, give full play to the advantages of People’s Daily in the industry layout and industrial structure, form a new communication model and business model, and explore a way for the integration and development of traditional media and emerging media.

　　People’s Daily (12th edition, July 23rd, 2014)