Guo: New media, the spread of all people!

April 20, 2008 by the "2008 New Media Summit Forum" invited by the organizing committee, attended the Beijing International Conference Center convened a new Media Summit forum, I hope to share with you!

With the rapid development of information technology, the new media communication mode has been continuously updated, and the new media, such as internet and mobile phone, have the characteristics of mass, interactivity and individuation, which make it more adaptable to the diverse needs of the audience and greatly weaken the dependence of the traditional media. Today, including IPTV, mobile TV, building LCD, blog, and so on today's most popular applications constitute the power of the new media forces, compared to the traditional media, the new media has fully demonstrated its "mass media minority" charm.

In recent years, the emergence of new media to newspapers, radio, television and other traditional media has brought a very small impact, the traditional media have been transformed into new media to seek new development in order to avoid the market is divided up the situation. In the traditional media camp, with newspapers, magazines and other representatives of the graphic media in the establishment of their own web site, but also to invest in the development of new media, including today's hottest mobile phone newspaper. In addition, they are actively working with the portal and search engines to build a Cross-media platform to maximize revenue. While the traditional media, represented by television and radio, are actively establishing their own new media platform, they also make deep interaction and cooperation with new media and telecom operators in order to take the opportunity in the new media field. A few days ago, Shanghai Wen Guang group and it giant Intel announced that it will be in the area of widescreen TV comprehensive in-depth cooperation to further promote the development of new media technology and innovation.

At the same time, telecom operators are not to be outdone, the new media strategy of telecom carriers, the first manifestation of the extension of traditional media, that is, the integration of traditional media, the main forms of expression include mobile newspaper, mobile TV and so on. With the advent of the 3G era and the irresistible trend of triple-net convergence, telecom operators will be more and more involved in the new media, following the 2006, the two major mobile operators have launched mobile phone advertising business, the telecom operator has introduced a number of new media applications including IPTV, mobile TV and so on. With its own unique advantages, telecom operators have become a force in the new media camp.

I. Definition of "new media"

As to the definition of new media, scholars are divided, so far there is no conclusive conclusion. Some communication periodicals have "new media" columns, but the articles are not the same, there are digital TV, mobile TV, mobile media, IPTV, and some publications to blog, podcasts, etc. also included in the new Media column. So what is new media? Currently, the mainstream definition has 21 to two:

American Wired magazine's definition of new media: "The spread of all people to everyone." ”

Professor Shunyu, School of Journalism and Communication, Tsinghua University: "The media forms that appear and influence on the basis of computer information processing technology." ”

In addition, some experts put forward: "As long as the basic elements of the media is different from the traditional media, can be called the new media." Otherwise, the maximum is the original basis of the deformation or improve the improvement. "The current new media should be defined as the type of media that emerges on the basis of telecommunications networks-including the use of wired and wireless channels." There are also scholars who define the new media as "interactive digital composite Media".

Ii. characteristics of the new media

One is that everyone can carry out mass communication, and the second is that information has nothing to do with meaning, and the third is that the audience's initiative is strengthened. The fourth is personalization and precision. The new media can really connect with the audience, at the same time, it also has the characteristics of interactivity and time span. Sixth, the new media near the 0 cost information release, for the many for free, this to the traditional media production cost of news products challenges.

Iii. focusing on several new media

1, mobile Media, create a new era of media

There are currently four types of media, paper media, radio, television, the Internet, today's mobile phone is no longer simply a communication tool, it also played a ' fifth media ' responsibility. According to the Ministry of Industry and Information Technology released April 25 statistics show: As of the end of March 2008, the number of mobile phone users in China has more than 574 million households. In addition, the number of mobile phone users in China will increase from 540 million in 2007 to 738 million by 2010, according to an investigation by Iris.

As a new form of media, mobile phones and other media has been a lot of fundamental and revolutionary changes. First, the mobile phone will be the widest coverage of a media form. In China, the history of mobile phone development is only more than 10 years, but China already has more than 500 million mobile phone users, the number of users with the current coverage of the largest number of television users, and the number of mobile phone users will soon exceed the TV users, is expected to 2008, the number of mobile phone users in China can be as many as 600 million; The cost of mobile phone transmission is relatively low. The new media format should have the characteristics of low-cost transmission, the mobile phone has the characteristics. The transmission cost of paper media is relatively high, although a book only dozens of yuan, subscribe to a year's newspaper only need more than 100 yuan, but a single media bearer of the information is very limited, the same information if placed on the Internet, the price will be much cheaper; third, the mobile phone can be the most convenient for people's fragmented time to use up, And can spread information very quickly. Although the newspaper is convenient to carry, but the dissemination of information is not fast, television, radio, the Internet can quickly disseminate information, but its carrier is not easy to carry. and mobile phone is very convenient to carry, the spread of mobile media is also very fast. In addition, each person has a lot of time in the day, such as: Waiting for a bus, in the elevator, at the airport, on the subway, on the train, people in these bits and pieces of time to use mobile phones to obtain information is the most convenient; four, mobile phone media information with a certain mandatory. Other media itself is not mandatory, all need readers to take the initiative to obtain information, and a person with a mobile phone can not always do not open a mobile phone or always do not carry, so the mobile phone through the form of text messages to the mandatory dissemination of information to the audience.
In a word, the mobile phone is so far all media forms of the most popular, quickest, most convenient and has a certain mandatory media platform, its development space will be very huge. In the next 5-8 years, after the popularity of 3G mobile phones, mobile media will become ordinary people in daily life to obtain information important means. Of course, each media form has its own living space, mobile media can not replace other forms of media. Just as the emergence of the radio did not make the newspaper disappear, the advent of television did not make the broadcast extinct, and the internet has not replaced all the traditional media, the mobile phone will not make other media lose their living space, but will open up a new world of independence. With all the advantages, the future of mobile phone media will likely be in a more powerful position.

Now, perhaps no one thinks that users of mobile newspapers will catch up with or exceed the number of readers in the newspaper's online or print editions. But mobile newspapers do offer a happy reading in a 21st century-day fashion to the public eager to get news. Currently, China Mobile only has more than 30 million subscribers, a figure that has surpassed the circulation of any single print media in the country.

2, IPTV, transmitted by interactive

IPTV is the interactive network television, generally refers to through the Internet, especially the broadband Internet transmission of Video program service forms.

Interactivity is one of the important features of IPTV. It was pointed out that "IPTV users are no longer passive recipients of information and can selectively program content as needed."

The rapid development of network television also exposed some of the drawbacks of the system. "Internet TV is not only a feast for telecom operators, but also a huge market opportunity for program makers," the industry has suggested. "However," in the new media industry, radio and television no longer enjoy the original policy protection and market monopoly advantage, and market integration of the enterprise system arrangement is essential.

Digital Interactive TV is a new type of TV media, which brings the traditional advantage of TV transmission and the advantage of Network interactive communication, and its development has brought innovation to the way of TV transmission. Some scholars have pointed out that the digital interactive television "subversion of TV viewers ' audience" positioning and the television media's "transfer" positioning, "the interactive transmission of digital interactive television makes the position between the Disseminator and receiver no longer fixed or prescribed, but is constantly shared and moved. The development of digital interactive television has also shifted the focus of mass Communication research to "information users".

3, Digital TV, the industry chain is expected to grow

As one of the new media, digital television is also attracting people's attention, SARFT officially designated 2004 as "digital television Year", and plans to complete the target of 30 million users in 2005. The research on digital TV in the 2005 still focuses on the improvement of the development of radio and television policy to promote the growth of the digital TV industry chain. It was pointed out that "it can be foreseen that the rapid growth of digital TV users will promote the rapid development of the value chain of the media industry, although it still needs some time to cultivate the profit of the market, but as the embodiment of the Government, the liberalization of the media industry policy and the promotion of the policy of the digital TV industry have pointed out the development path Provides a new platform for development. ”

In addition, some scholars have proposed the USP (unique Sel L in Gproposi t ion) development model of digital pay promotion, that is, digital television should have a unique sales proposition, because digital television is the "technical level" and "content level" of the integration of both, and must be the latter as the core, Otherwise the meaning of existence is lost.
People pay more and more attention to the elderly audience. Some experts have suggested that the elderly audience is one of the potential users of paid digital TV. Therefore, pay digital TV to take into account the elderly, start the old market.

4, mobile TV, mandatory viewing is and not

As a kind of new media, the development of mobile TV is unexpected, it has the features of wide coverage, rapid reflection and strong mobility, in addition to the traditional media propaganda and appreciation function, but also has the city emergency information release function. For public transport mobile TV, "forced viewing" is its biggest characteristic. The compulsory transmission of bus mobile TV makes the audience on the bus, there is no room for the choice of TV channels. The compulsory dissemination of content is conducive to the expansion of the "boring economy" of the huge profit space, mobile TV is the use of the audience in the car, waiting for the elevator, such as temporary no boring space for mandatory transmission, so that consumers have no choice to be captured by it, which for some preset good content (such as advertising), the dissemination of better results.
There are also scholars from another point of view of this compulsory ratings: "Public transport mobile TV, while providing television for passengers, but also must protect the public interest of passengers."

Iv. trends in the development of new media

1, three nets integration, mutual infiltration and cross.

Three-net integration does not mean that the three networks of telecommunication network, computer network and CATV network are integrated physically, but mainly refers to the integration of high level business applications. It's shown to be technically consistent, network layer can realize interconnection, form seamless coverage, business layer of mutual infiltration and cross, application layer tend to use a unified IP protocol, in the operation of competition, mutual cooperation, to provide humanity with diverse, multi-media, personalized services, the same goal gradually converge together, There is also a gradual convergence of industry regulation and policy.

From the business level, "triple network integration" can bring users more convenient information services. From a single business to text, voice, data, images, video and other multimedia integrated services. Users can use a single terminal or access to various types of information services. From the network level, "Three network integration" will make the network from their independent professional network to the Comprehensive Network transformation, network performance can be improved, the level of resource utilization further improved.

Case Description:

Telecommunications: China Telecom and Shanghai SMG will jointly launch IPTV services in Shanghai (ie, interactive network TV). Shanghai SMG is currently in Shanghai and Harbin, such as the introduction of IPTV programs, including television channels, on-demand programs, information services, such as three major parts. Among them, there are 50 TV channels, on-demand program launched 1500 hours, monthly update volume of 300 hours, is expected to launch a 5,000-hour program.

SARFT implementation CMMB (China Mobile multimedia Radio and television), CMMB it is the first domestic research and development of mobile phones, PDAs, MP3, MP4, digital cameras, notebook computer A variety of mobile terminals system, using the S-band satellite signal to Achieve "heaven and earth" one cover, the national roaming, Supports 25 television programmes and 30 radio programmes.
CATV Network: HMC Home Multimedia Center is a high-end user-oriented digital TV terminal products, not only to accept from the cable network in line with DVB high-quality Digital video broadcasts, but also on the television network browsing, video on demand, so that users enjoy the real interactive entertainment and services.

Note: "Eleven-Five" plan to "strengthen the broadband communications network, digital television network and the next generation of the Internet and other information infrastructure construction, promote the ' Triple-Net integration '".

2, the old and new media will dilute the edge of mutual integration

Traditional media has a huge content and brand advantages, it is impossible to be completely replaced by the new media, but it needs to be digitized transformation to achieve the multiple use and value-added information, and through the analysis of data to improve content, expand the distribution, and the channel advantage of the new media will not enjoy the benefits, It must embody its own advantages through valuable content. In short, all media need to adopt new technology to achieve content, communication mode and value model adjustment and innovation, so as to meet the new communication technology under the requirements of the audience. Because, the new and old media of the integration between the current and even after the inevitable trend of media development.

The internet has a lot of information, search engine is very powerful, to crawl information is easy. But when the whole society has not a clear understanding of the level of confidence in the Internet Shanghai, information credibility is a huge problem. The layout of a newspaper is limited, so the number of articles can be published is also limited, from the credibility and value of the highest, because after the media in the army of filtration and censorship, and television is currently the state-led mode of operation, the credibility of a stronger, more intuitive way of communication and thorough.

Although we can not avoid the impact of the Internet on traditional media, but because of the increasing consumption of the media today, so that people on the daily demand for information more and more, purchasing power is more and more strong, so the advertising market and the entire media industry scale is growing. Moreover, the new technology is not the patent of the media, and any media can use these technologies to realize and produce new ways of communication. This breakthrough and innovation, so that the traditional media and new media can get a relatively high growth. In the cooperation between traditional media and Internet media, the Internet is open to all traditional media in technological innovation. Traditional media and new media should participate in the whole technology-driven media revolution tide and seek common development.

Examples:

The Thousand Dragon Net (qianglong.com) is the resource cooperation with the traditional media, the traditional media "Beijing Youth Daily", "Beijing Daily", "Beijing Today", "Legal Evening News", Beijing TV station, Beijing wide power grid, etc. for the Millennium Network to provide information, and the thousand long network for these media to provide brand awareness, So that the information and brands of these local media can be disseminated nationwide. In this way, the thousand-dragon network does not need to set up a large news editing agencies, can obtain rich and professional information materials.

Five, the next media investment hotspot: New media and Web3.0





Media in the future development trend will be more humane, in line with our consistent advocacy of scientific spirit and moral principles, that is, "people-oriented."


This piece of new media does give investors a piece of fertile land, like outdoor media, and Web3.0 New media investment without policy risk. The investor only pays attention to its profit pattern, again one is not based on the audience group. Because the audience is ultimately reflected in the advertiser, reflecting the value of investment. So the audience cluster is what kind of people, we have to do a very detailed research and analysis. (text/Guo)