Jiaxing Radio and Television Group: Drop for the future

Wen/Zhanglinjiang City Radio and television is the largest and most active group in China's radio and TV media. In recent years, with the concentration of all kinds of resources, to the dominant media concentration, as well as the expansion of new media, urban radio and television station's original narrow living space is squeeze. In the 2009, the introduction of the new policy of central culture reform and the development and reform of the radio and television industry have brought the development opportunity to the city radio and TV station.　　How to combine own advantage, seize opportunity, find new growth point, become the hot spot that all sides discuss.　　The attempt of Jiaxing radio and television group Reform has made it embark on the road of the cooperative development of Public welfare broadcasting and TV industry and the qi of the two wings, and has stepped out of a new road of urban radio and TV industry development, which provides a sample for the development of the city station. Take the road of resource integration in the large and complex platform of radio and Television Group, the interest relationship is more complicated.　　Its development is restricted by all kinds of resource factors, including market resources, talent resources, advertising resources, and so on, these factors fetter the development of urban Taiwan and industry, so that the city platform is increasingly becoming a relatively awkward and vulnerable group. How to integrate resources, so that they can maximize the benefits, it is particularly important. Resource integration, according to different standards and angles, can be divided into hardware resources and software resources integration, can also be divided into internal resources and external resources integration. Hardware resources are visible to touch the kind, as long as spending money can have, worrying. Software resources, including news resources, talent team, media culture and other intrinsic soft power, which is the core competitiveness.　　The internal resources of radio and television, there is no advantage and disadvantage, the key is to see how the market in the promotion of effective use. Jiaxing Radio and Television Group always adhere to the "boutique platform, Talent Hing Taiwan, Innovation strong Taiwan, science and technology support Taiwan, operating rich Taiwan" development strategy, in the organizational structure, divided into two major sectors of enterprise, industry, in management, the use of business and industry unified Management, operation, independent accounting of the management model; on the industry plate,　　According to the standardized management of modern enterprise system, it becomes a cultural enterprise which has independent market principal position and participates in market competition, and establishes and sets up a sound frequency channel flat management of responsibility, right and profit in operation mechanism. In the radio and television Group through the "Sound Screen newspaper Network" linkage, through the media sharing system, can strengthen the integration of news resources to achieve the maximum effect of news dissemination. This not only helps to save resources, is conducive to better publicity and reporting, the formation of publicity, more conducive to the establishment of the group's brand image.　　For external resources need to give out the eye to take, to distinguish between treatment, for me to use, so that they become the new core competitiveness of radio and television. April 20, 2010, Jiaxing Radio and television Group "Into the World Expo" large-scale report on the theme of the Web site official debut, the group of channels, frequency of the Expo report do Jina-style display. This is the first time in Jiaxing radio and television Group "sound Screen newspaper" linkage of the way the theme of the activities.　　Through the effective combination of traditional media and new media, the theme report is more contagious and influential. Take the media to meltHop Road Jiaxing Radio and television group currently has three channels, three sets of radio frequencies, a wide telegram, a "new Wo Shang" magazine and the Jiaxing People's Web site, has formed six industrial enterprises, has formed a preliminary ownership of radio and television, internet stations, newspapers and periodicals publishing, network transmission and program production sales,　　Advertising management and other comprehensive broadcasting media situation. and 3G mobile phone, digital TV, network broadcast, there are many network interactive media emerged, have become a vivid example of media integration, which also makes the media pattern is constantly changing.　　According to the relevant investigation, 2006-2009 years four years, TV viewers to television, radio, newspapers and magazines and other traditional media forms of the average contact frequency showed a decline in the development trend of the year, while the network, mobile TV and building TV and other new media forms of the average contact frequency is increasing year by decade. With the new media integration development has become the city radio and television Group to enhance their core competitiveness, to achieve new development of an effective way. We believe that City radio and television groups should use the Internet for their own to build a platform to compete with the superior media, to take the regional characteristics as the core content, the first step to complete the media integration, as soon as possible from the channel suppliers to content providers change. Jiaxing Radio and Television Group's "Jiaxing People's Network", integrated the Jiaxing local television, radio, newspaper News Resources, and strive to authority, and quickly convey Jiaxing city information, all-round to provide users with intimate, effective urban life services.　　At present, "Jiaxing People's network" has become the first life of Jiaxing portal site, the group of brand-name columns have been rooted in the site. As early as 2006, Jiangsu Radio and television proposed to become a "multimedia platform broadcaster" requirements, that in the new media environment, not only to master the ability to publish news programs in the television media, but also to master the ability to publish content in other media. 2009, Jiaxing Radio and television efforts to promote the "whole media" construction, to create a full media reporter, at the same time, "Jiaxing network TV" Officially on the line, to provide users with network video on demand, video live, video interaction, podcasts (video sharing) The application of a number of functions.　　Jiaxing Network TV has become the only jiaxing audio and video online broadcast on demand, a large number of news and information collection, All-weather interactive Internet access to the first comprehensive web portal. Take the road of industrialization development according to the CSM Media Research data show that in China's 35 cities, facing from the central Taiwan, provincial satellite TV, the strong pressure, urban television market share in the decline, the position in a step-by-step narrowing. In order to deal with this situation, in recent years, the city radio and television group to increase the intensity of industrial development, innovative industrial development model, in advertising, network resources, radio and television content management as the main business, embarked on the radio and TV industry abreast, multi-functional development, diversified management of new ways. I think, in the industrial development, one is based on its own comparative advantage of industry, can be a link to capital, in the form of holding, equity participation and other forms of widening investment channels, the establishment of operational entities. Second, to enter the cultural and creative industries, into the radio and television related fields, such asFilm and television production, animation and derivatives development and other fields, to create a cultural industry chain.　　Third, we should strengthen the cooperative operation of diversified industries and establish a wide range of strategic cooperative relations. Jiaxing Radio and Television group since June 2009 began to develop the "Jiangnan media culture and Creative Industrial Park" project, covers an area of 230 acres, the planned investment scale of 7~8 billion yuan, as at the end of June this year, there have been 15 various types of cultural creativity and related supporting enterprises settled in, registered capital of 26.78 million yuan, The total investment in the project plan is over 100 million yuan.　　It is expected that after the completion of the project, the economic value created will far exceed the group's advertising revenue. According to the reform practice of Jiaxing Radio and TV group, four transformations are being realized continuously: that is to realize the transformation from the business management type to the management type, to realize the transformation from the asset management type to the capital operation type, to realize the transformation from single traditional media to the multimedia, and to realize the transformation from simply relying on advertisement and network income generation to "one industry mainly, pluralistic development".　　At the same time, four innovations have been promoted: to promote the system innovation based on the company system, to promote the management innovation focusing on the performance appraisal, to promote the propaganda innovation based on the quality excellence and brand influence, and to promote the technological innovation based on the network development as the main direction and digitalization.　　Drop now for the long-term, in the digital, networking, intelligence, information technology, the rapid development of today, the opportunity is fleeting, only seize the opportunity, the courage to open up, to the future of urban radio and television to open up a new blue ocean. The author is the party secretary, President and Chairman of Jiaxing Radio and television Group