Chen Kaixing, Director of the New Media Center of Xinhua News Agency and Secretary of the Party Committee： Grasping the new trend of media reform and innovating the new voice of news communication.
Chen Kaixing, Director of Xinhua News Agency’s New Media Center and Party Secretary, delivered a keynote speech.
Cctv news(Reporter Zhang Xiaolin Liu Chunyan) On September 6th, 2018 China Online Media Forum was held in Ningbo. On the afternoon of 6th, Chen Kaixing, director of the New Media Center of Xinhua News Agency and secretary of the Party Committee, delivered a keynote speech entitled "Grasping the new trend of media reform and identifying the new voice of news communication".
The following is a written record.
Dear leaders and experts,
Good afternoon everyone!
I am very happy to participate in the 2018 China Online Media Forum. First of all, I would like to express my warm congratulations on the smooth convening of the forum and wish the forum a complete success!
At present, the development of mobile Internet is in the ascendant, media integration continues to deepen, and the "voice" of the media continues to expand. Not long ago, General Secretary of the Supreme Leader pointed out at the National Conference on Propaganda and Ideological Work that "it is necessary to grasp the correct direction of public opinion, improve the communication, guidance, influence and credibility of news public opinion, and consolidate and expand mainstream ideological public opinion. It is necessary to strengthen the innovation of communication means and discourse methods, and let the party’s innovation theory ‘ Fly into the homes of ordinary people ’ 。” News media organizations should consciously undertake the mission of raising flags, gathering people’s hearts, educating new people, promoting culture and displaying image, strive to achieve greater achievements in upholding integrity and innovation, strive to achieve new development in upholding integrity, achieve new breakthroughs in innovation, and make the party’s proposition a strong voice of the times.
Xinhua News Agency’s New Media Center was established in 2012, which is the earliest department in the mainstream media that specializes in the construction of new media. According to the deployment of the Party Group and President Cai Mingzhao of Xinhua News Agency, it undertakes the function of exploring the integration of traditional media and emerging media to develop "experimental fields" and "pathfinders". The center is also the youngest department in our society, with an average age of 32. Although the team is young, it is interested in being the "main force" of business innovation. In recent years, Xinhua News Agency’s new media center has followed the development trend of mobile Internet, firmly adhered to innovation, and made a series of explorations in adapting to the new trend of media reform and identifying the new voice of news communication:
一是以创新方式传播解读最高领袖新时代中国特色社会主义思想，不断提升传播力、引导力、影响力、公信力。特别是党的十九大以来，我们结合重大主题，不断推出现象级融媒体产品。以内容创新为本，马克思诞辰200周年之际，习总书记发表重要讲话，我们创作推出《真理的光芒》微政论片，达成刷屏之效；以技术创新为翼，结合读书日，首次将增强现实方式运用到总书记报道当中，带大家了解《最高领袖的最大爱好》；以传播方式创新为要，在习主席宪法宣誓当日推出时政MV《誓言》，嵌入习主席宣誓原声，浏览量超2亿；以渠道创新为基，新华社客户端坚持“政治家办端”，关于总书记的时政报道全部实现新媒体首发，首屏突出展示“学习”频道，新闻最快、资料最全、形式最活，成为学习最高领袖新时代中国特色社会主义思想的便携数据库、海量口袋书；新华社英文客户端重点打造“Xi’sTime”，已经成为知名栏目。
二是创建并持续升级新媒体通稿专线，从服务报纸、电视，到服务网站、客户端，实现通讯社核心职能向新媒体领域全覆盖。Media users are innovating, and news agencies, as "media media", must innovate first. The new media special line has launched various forms of integrated reporting products such as micro-video and dynamic news, which are distributed in the form of the Internet and can directly reach the backstage and front end of new media users.
The third is to continue to strengthen terminal construction and create a mainstream public opinion position that is independently controlled. Xinhua News Agency client is a pioneering portal client with a total download volume of 280 million.Xinhua News Agency’s Chinese and English clients are the terminals with the most original news, and the initial rate of major political news reaches over 80%. The remarkable feature of Chinese and English clients is that intelligent recommendation algorithm is first introduced into mainstream media, and combining mainstream algorithm with in-depth reporting is becoming our unique competitive advantage. "Xinhua News Agency" legal person WeChat WeChat official account and "Xinhua News Agency Micro Reading" applet are among the best in news terminals.
The fourth is to deepen the promotion of format innovation, and promote the national media transformation with the innovation of "live news" holographic live broadcast format and "live cloud" service platform.A reporter can launch a holographic live broadcast by picking up a mobile phone. The "live cloud" is open to news media at all levels free of charge. Users only need to open an account to step into the era of holographic live broadcast. More than 2,700 news media and party and government organizations have settled in. More than 20,000 journalists have edited and registered, and more than 300 live reports have been launched every day.
The fifth is to build an intelligent editorial department with self-controlled core technology and win the right to speak with innovation.目前，中心按照社党组部署，正在探索建设“以智能技术为基础、以人机协作为特征、以大幅提高生产传播效率为重点”的智能化编辑部。运用“媒体大脑”神奇的生产能力，帮助新闻工作者智能发现、智能生产、智能分发新闻，实现见所未见、能所未能。我们开发“虚拟主持人”产品，只要人机配合一周左右的训练，输入文本就能合成个性化仿真语音，进一步合成表情、合成动作，可以瞬间生产海量仿真视频播报节目。我们推出手绘动漫高效生产技术平台，动漫生产周期由过去10多天压缩到2天，成本压缩到原来的十分之一，没有动漫制作基础的人，只需半天左右的时间学习，便可以制作动漫产品。完全可以淘汰静态图表，并形成原创动漫的高效生产平台。
习总书记指出，“读者在哪里，受众在哪里，宣传报道的触角就要伸向哪里，宣传思想工作的着力点和落脚点就要放在哪里。”新华社新媒体中心的系列创新探索，背后是从作品到产品、到服务的理念之变，更是在新媒体时代不断占领意识形态阵地、自觉履行职责使命的体现。我们将积极顺应传媒变革，锐意改革创新，勇于担当作为，为奋力开创宣传思想工作新局面作出新的贡献！
谢谢大家！