Big media in the big Data age

In the era of large data, the transformation and development of media is not only a technical problem, but also a strategic issue, which will have far-reaching influence on the future media form and pattern.

After a year of waiting, the new year began, the concept of "big data" fire.

How hot is the big data? Some media have called 2013 "the Year of Big Data". At present, almost all world-class internet companies, have extended their business to large data industries; The US government invested 200 million of billions of dollars last year to launch "Big data research and development programs", and to move big data to the national strategic level. Large data, is from the technical hot word into a social wave, affecting all aspects of social life.

In the large data age, the transformation and development of media is not only a technical problem, but also a strategic problem, which will have far-reaching influence on the future media form and pattern.

Data is the resource

Information explosion promotes media transformation

Large data is not a new concept, but the big data age is accompanied by the explosion of information in recent years.

On the Internet, Sina Weibo users per day more than 100 million Bo, Baidu to deal with about billions of times search requests, Taobao station transactions up to tens of millions of, Unicom's users online record one day to 10TB ...

The explosive growth in data volumes has also brought about a revolution in the way data is stored. "Today we spend less than 100 dollars to buy 1 T stores, which cost just 1% of 10 years ago," he said. "said Sun Boke, chief technology officer at Microsoft Asia-Pacific Research and Development Group. In 2000, digital storage accounted for only 1/4 of the world's data, and in 2007, only 7% of all data were stored in newspapers, books, pictures and other media, all with digital data.

"The essence of new media is data analysis. We have gone from the information age to the digital age and the intelligent age, if the data is given a background, it becomes information; If the data can be distilled out of the law, it is knowledge, and if the data can be based on a variety of tools on the basis of analysis to provide us with the right decision, it is resources. "Jiefang daily newspaper group President Yin Minghua in the recently held China media conference."

In the era of large data, the content of information is not only news, but a variety of data. This requires the media must adapt to the new information production and dissemination of the way to the diversified media to assume the function of information dissemination. Production, analysis, interpretation of data, to explore a public and users to provide a focus on the service and experience of media development, will become the necessary skills of media competition.

Tailor-made information media transformation and development of new ideas

Qiping, Secretary General of the Information Research Center of the Chinese Academy of Social Sciences, said, "the media through the integration and analysis of data to meet the needs of different audiences, personalized and professional needs." ”

Tencent chief editor Chen Juhong said: "At present, between the portal site, network media homogeneity between the very serious." Future media and portals should make full use of large data and relationship chains to enable them to experience the feelings of social media while filtering for users, recommending the most appropriate content, and providing nearly tailored information. ”

From theory to practice, the development of large data provides a good opportunity for the media and portals to master a large number of data sources. In the past year, several big Internet enterprises in China have adjusted their development strategy to meet the arrival of the big data age.

Zhejiang Newspaper group began investment data Analysis Project last year, focus on the future data mining of social networks; Youku and the potato merge, the search platform can excavate and calculate the browsing behavior data of more than 400 million video users; Sohu is setting up a large data platform based on cloud computing to fully integrate its data assets. Access to more than 900 million users per month of user data assets; Tencent to enable a new version of the homepage, and start the portal, micro-blog, video, wireless cross-platform in-depth integration strategy ... In the cloud computing, mobile Internet and other new technologies, a data on the enclosure movement is on the internet to pull off the big screen, increasingly fierce competition.

Challenge is also the opportunity to win the initiative in the Big Data age

The media transformation and development in the era of large data need to combine their own characteristics, take a path of development which accords with the law of communication, conforms to its reality and meets the needs of the audience. This is both an opportunity and a challenge for the media.

Big Data test the ability of the media to make strategic decisions. Qiping said: "The rapid growth in data volume, the need for bandwidth and storage equipment and other infrastructure investment, which is a dilemma for many media." "Without transformation, it will lose the initiative, be eliminated or marginalized, to transform, the current report form and operation system should be comprehensively reformed." This will test the guts and wisdom of policymakers.

Another challenge in the media's response to the big data age is the scarcity of data processing capabilities. Experts pointed out that the current large data construction lacks specialized data analysis method, the use system and the high-end specialized personnel, many media does not have the specialized data management and the analysis Department and the expert. If the software does not keep up, but the swarm into the data platform to build, the long-term development of the media is unfavorable.

The media are worried about whether the media will lose their way to a consultancy or social networking site in the transition to a big data age.

In this respect, Sun Boke said: "The old technology has the investment, data and values, it is impossible to be completely obliterated by new technology, but integration, integration into the new business, at a higher level to develop." "The media should also have this belief. Only by active strategy and overall focus on the long-term can we win the initiative in the big Data age.

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What is Big Data

As early as 1980, the famous Futurist Toffler in the third wave of the book, the big Data enthusiastically praised as "the third wave of the CLS movement." However, about 2009 onwards, "Big data" has become the Internet Information Technology industry's popular vocabulary. The US Internet Data Center points out that data on the internet will grow by 50% a year, doubling every two years, and that more than 90% of the world's data are now in recent years. In addition, data is not simply refers to people posted on the Internet information, the world's industrial equipment, automobiles, electric meters have countless digital sensors, at any time to measure and pass on the location, movement, vibration, temperature, humidity and even the chemical changes in the air, but also produced a huge amount of data information.

The strategic significance of large data technology is not in mastering large data information, but in specialized processing of these meaningful data. In other words, if the big data is compared to an industry, then the key to profitability is to improve the "processing capacity" of the data, "processing" to achieve the "value-added" of the data.

(Responsible editor: The good of the Legacy)