Strong guidance, strong communication and strong service with high-quality content.
Poster journalist Man Qianqian reports from Jinan
On June 15th, the State Press and Publication Administration announced the list of innovative cases of the third China newspaper industry’s deep integration development, and poster news new media was selected as innovative cases of content supply.
This year is the tenth year of media integration as a national strategy, and the fifth year of poster news. Poster news client is a provincial-level media convergence mobile communication brand launched on December 12, 2018 by Volkswagen Newspaper Group, which conscientiously implements the relevant requirements of the central and Shandong provincial party committees and governments. Since its launch, poster news has been adhering to the red gene, taking root in the people, aiming at building a national first-class client, and is determined to move forward on the road of media integration.
Innovation is an eternal topic of news public opinion work. With the development of media integration, the innovation of content supply has become an urgent issue for every mainstream media that is committed to the integration and development. "Where does the quality content come from?" "How to promote content supply-side innovation?" Poster news has been looking for the answer in the integration exploration.
Take root in the people and follow the mass line in the all-media era.
As a party media platform with glorious history and red genes, poster news first thinks about how to adhere to the unity of party spirit and people’s nature, explore ways and means to better reflect the party’s ideas and people’s voices in the new era, and play a strong voice of the times to inspire, unite and serve the public.
In fact, since its establishment, Poster News has regarded Socialism with Chinese characteristics Thought of the Supreme Leader in the New Era as the "backbone", "fixed star" and "ballast stone" of online propaganda, giving full play to the role of the main force of mainstream media, solidly promoting the construction of online content, constantly consolidating and expanding mainstream ideological public opinion, and vigorously promoting the party’s voice to be transmitted to hundreds of millions of netizens.
Since last year, poster news has focused on the Party’s top 20 propaganda, creating and publishing more than 2,100 related reports. "Welcome the Autumn Color Map of the Top 20 Spring Cities" leads the audience to immerse themselves in the development achievements of Shandong in the new era; "Idioms moisten the heart-learn literature, history and philosophy with the general secretary" has a total click of over 150 million; The original MV "Hello, New Youth" was selected for the exhibition of excellent online cultural products in the Central Committee of the Communist Youth League; The media product "For the People" is the only excellent new media product in Shandong Province that has been selected for the study and education of the national party history. Carefully polished "New Residents Come to the Yellow River Estuary" tells the vivid practice of "going ahead and opening a new bureau" in Shandong.
Insist on innovation and build an all-media editing system that radiates across the country
General Secretary of the Supreme Leader pointed out: "Content is always fundamental, and integrated development must adhere to content as king and win development advantages with content advantages."
Content is king, never out of date. The influence of news media is always based on high-quality content, which is the constant theme of "integration". The mass newspaper group and Shandong Internet Media Group, where the poster news is located, continue to promote the influence of content, further strengthen the development goal of being based in Shandong, being first-class in the country and facing the world, drive the continuous enhancement of integration and transformation capabilities, drive technological innovation to continuously empower all work, and make "content core competitiveness" the strongest driving force for the group’s high-quality development.
Towards this goal, poster news accelerates the pace of media integration, focusing on improving the original reporting ability and high-quality content production capacity, deepening the reform of the supply side of editing and editing, and extending the application boundary. Through the new functions and applications of PGC, UGC and MGC, we can tap the potential of users’ resources and improve the timeliness of media integration. As of April 2023, Shandong Internet Media Group’s three-dimensional communication system has covered more than 250 million users, and the cumulative number of downloads of poster news clients has exceeded 110 million. By June, 2023, the number of fans of Poster News Tik Tok had increased to 11.5 million, and in the past five months, the number of fans had increased by 5.5 million, ranking second in China.
Media integration should focus on integrity, innovation and practice. Poster news keeps a comprehensive attack, continuous reporting and in-depth excavation of hot events in the country, keeps a close eye on major hot spots, and exerts national influence through exclusive reports, continuous reports, in-depth reports and heavy comments. China Eastern Airlines air crash, poster news is one of the few and the first media to enter the rescue headquarters for interviews; Chongqing mountain fire, poster journalists took a motorcycle retrograde into the mountain and arrived at the rescue site; The exclusive report "Henan farmers harvest green wheat for feed" has been highly valued by the Ministry of Agriculture and Rural Affairs, and a special notice has been issued to resolutely prohibit wheat destruction; The award-winning essay of "My County Father" caused controversy, and the poster news first reported the truth, which was affirmed by Publicity Department of the Communist Party of China News Review.
Tell the story of China well and build a three-level communication system of "within the province-outside the province-overseas"
Report to the 20th CPC National Congress pointed out that it is necessary to strengthen the construction of all-media communication system and shape a new pattern of mainstream public opinion.
At present, media convergence has entered a new stage of connotation expansion from the incremental expansion in the past. The mass newspaper group proposes to resolutely walk out of the "small convergence" of each media, make every effort to build a "big convergence" pattern of deep integration of resources, and make the whole group’s efforts to create a platform-based new media with national influence. Poster news self-pressurizes, dares to break through, based on speed, depth and temperature, speeds up the construction of a three-level communication system of "within the province-outside the province-overseas", and strives to create a mainstream platform-based new media with strong communication power and influence in the country, important discourse power and dominance in the industry, and strong radiation-driven role in the province.
Poster news carries out the innovation of discourse system, sets up a professional foreign language editing team, opens a client English channel, and cooperates with the overseas communication platform of "Choose Shandong" to better serve the construction of a strong international communication province, tell the story of China and write a good chapter of Shandong. Since last year, the original poster news international news report "breaking the ice", focusing on the British Prime Minister election, the stampede in Seoul, etc. to restore the scene and tell the background. Foreign language channels in Britain, Japan and Korea contributed 14,000 articles, and more than 60 original bilingual videos and Vlog products; The total number of fans of overseas platforms such as Facebook and Twitter continued to increase, and the construction of overseas communication system of "Choose Shandong" cloud platform won the fifth Shandong Cultural Innovation Award. We have reached strategic cooperation with central media, provincial media and key commercial media such as People’s Daily Online, Xinhuanet, The Paper and Phoenix.
Thanks to advanced technology, we strive for a breakthrough in winning large flow with positive energy.
Technological innovation, as the first driving force, is the key factor for the deepening of media integration. Poster news always leads technology with demand, and insists on moving from small internal integration to cross-border and cross-industry integration, only to bring faster, smoother, fresher and deeper interactive experience to every user.
Technology fully empowers the construction of smart media. Through the platform of Qilu Smart Media Cloud, poster news transforms the existing data center into a cloud, forming a hybrid cloud infrastructure of "private cloud and public cloud", providing basic resources such as network, computing and storage for upper-level data and applications, and providing technical support for creating a fast, efficient and intelligent mobile Internet platform for production and communication.
Strong technical ability promotes continuous iterative upgrade. Poster news closely follows new technologies and applications such as artificial intelligence, big data, cloud computing and blockchain, covering all three operating systems of Apple IOS, Android and Huawei HarmonyOS; Make full use of new applications such as video intelligent production, content algorithm recommendation, live virtual anchor and intelligent question-answering robot to empower content production and platform development and enhance user experience.
"Metauniverse" ecological exploration gives future development space. Poster news entered the "meta-universe", launched the first state-owned digital collection trading service platform in Shandong, "Seal Digital Collection", independently developed the blockchain technology of "mass chain", and extended the development of series products such as immersive space and digital virtual people. We will steadily promote the exploration of the meta-cosmic industry, build a leading and well-known authoritative professional meta-cosmic media eco-service provider in Shandong Province, give full play to the advantages of state-owned capital, mainstream media and Internet technology, and strive to make emerging technologies truly become new tools to guide the dissemination of mainstream public opinion and mainstream values, promote the implementation of cultural digitalization strategy, and deepen the integration of digital economy and real economy.
Enhance user stickiness and accelerate the exploration of new formats and new models.
The reform of media integration can only be carried out when it is not completed. For poster news, only by deepening integration step by step can it be stable and far-reaching. In recent years, poster news aims at platform-based media, strives to enhance user stickiness, and accelerates the exploration of new formats and new models.
Build a "news+"content ecology in an all-round way. On the basis of strong national influence and integration driving ability, poster news has gradually opened its platform to a large number of users and institutions, continuously extended its service functions to the fields of government affairs, commerce, people’s livelihood and public welfare, fully accessed provincial and municipal data centers and government service platforms, opened up content provision and digital services, and built an ecology of "news+government affairs+commerce+services" to realize the transformation from single media to platform media.
Further promote the "internet plus" action marketing. Poster news adheres to the operation idea of "internet plus Action,+Products,+Platforms", and carries out activities such as "Cloud Tree Planting" and "Bright Walking" to unite the "Zaiyiqi" public welfare brand, attract more partners to participate, and turn media influence into operational productivity.
Promote regional deep cultivation and expansion outside the province. Poster news firmly grasps the county market expansion in Shandong Province with a high degree of marketization, professional management concept and product service. Participating in the competition in a wider and wider industrial chain in the country, the Beijing editing and operation team explored the substantive operation and achieved initial results.
Make e-government and public opinion services bigger and stronger. By deepening open cooperation, poster news can solve the problems of data and market, realize the innovation and upgrading of public opinion monitoring, government service, media integration and e-party affairs, maintain high coverage and absolute advantage in Shandong market, and actively expand the national market while deeply cultivating the province.
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