Luo Jianhui： Establishing Integrated Thinking and Striving for Four Breakthroughs

Luo Jianhui, Director of the Network Department of the State Administration of Press, Publication, Radio, Film and Television, attended the event and delivered a speech.

　　On the morning of December 1st, the 5th China Internet Audio-visual Conference held a new audio-visual innovation summit with the theme of "seizing opportunities in transformation and upgrading". Luo Jianhui, director of the Network Department of the State Administration of Press, Publication, Radio, Film and Television, attended the event and delivered a speech. He put forward his own views on how to build a new mainstream media, do a good job in positive publicity, spread positive energy and create a "new vision".

　　The following is the full text of Luo Jianhui’s speech:

　　At the 5th China Network Audiovisual Conference.

　　Speech at "New Vision Innovation Summit"

　　(December 1, 2017)

　　Luo Jianhui

　　It’s a great pleasure to meet you again at the annual China Internet Audio-visual Conference. Yesterday, I listened to Minister Tian’s keynote speech. I will work with you to further study, implement and implement the spirit of the 19th National Congress of the Communist Party of China, and promote the network audio-visual to fulfill its new mission, take new responsibilities and show new weather and new actions in the new era. The theme of today’s summit is "New Vision Innovation — — Seize the opportunity in the transformation and upgrading ",attended by representatives from mainstream media, network audio-visual institutions, technology companies, film and television companies and other aspects. Whether for traditional mainstream media or new audio-visual media, innovation is an eternal theme. Facing the new era and new requirements, how to accelerate the deep integration of traditional mainstream media and create new mainstream media; How the network audio-visual institutions can play a position and role matching their influence in positive publicity and positive energy dissemination, and how to further innovate content, technology and mode to create a "new vision" are all worthy of our in-depth discussion. Let me talk about some experiences for your reference.

　　First, we must further establish deep integration thinking. Radio and television and network audio-visual programs have the same essence, the same function and the same mission. Since the birth of radio and television, our vision and mission is to provide colorful, healthy and progressive audio-visual services for the people. No matter how diverse the communication channels, means and ways are, the nature, attributes and mission of audio-visual media have not changed. The evolution of media and the development of technology are all meeting people’s needs step by step and showing respect for people. We often talk about "big screen" and "small screen". Generally speaking, "big screen" pays more attention to meeting people’s common and more popular needs, and satisfies people’s desire to "sit around and watch" and communicate and share on the spot; "Small screen" can better meet people’s personalized and diversified needs, so that the audience has a more private, personalized and unique space. "Big screen" is not equal to "TV", and new audio-visual media is not necessarily a "small screen". With the development of technology, the integration of traditional media and new media will be further enhanced, and the boundaries will be more blurred. All means can do the integration business. Therefore, we have no reason to look down on the prospect of TV, because TV is not static in technology and communication mode, and it has been developing and evolving constantly.Now the essence of network audio-visual program service is the media service in the form of radio and television. We should recognize this, understand this and accept this. In this way, on the basis of adhering to the standard mission, we can further strengthen the concept of integrated development, and constantly meet and expand people’s new expectations for beautiful audio-visual enjoyment through new channels and forms.

　　Second, we should make further breakthroughs in content innovation. Content is our core advantage and the real expectation of the audience. With the continuous development and progress of technology, people expect to enjoy healthier, better quality, more diversified and personalized program content through audio-visual new media. The general secretary once said that "one set of words can’t satisfy everyone, and one tone can’t be sung all over the world" and "a theme should have multiple communication methods". In terms of content production, both traditional mainstream media and emerging media have the problem of insufficient development imbalance. Compared with the content production of traditional communication channels, the "Internet expression" ability of new media content products produced by mainstream media is still short, and the "sense of the times" should be further improved; Compared with the high coverage and arrival rate of new media, commercial audio-visual websites have not played a full role in positive publicity, and there is still much room for improvement in consciously cooperating with major theme publicity and strengthening the creation of original online programs. In the field of audio-visual services, whether it is a big screen or a small screen, the transfer cost of users is very low. Where the good content is, users will go. Regardless of traditional media or emerging media, we should give full play to our advantages, put in more efforts, make full and strong features and high-quality content, build brands and provide high-quality, healthy and popular content products for different groups of audiences.

　　Third, we should make further breakthroughs in technological innovation. Radio and television is the product of technological progress, and network audio-visual is one of the most active technical fields of innovation. From the "one-to-many" communication of traditional radio and television, to the communication modes including search and interactive functions such as Internet audio-visual programs and Internet television, and to the continuous evolution and deepening of video services and interaction in the era of mobility, socialization and intelligence, the audio-visual field is welcoming a broader new era. It is necessary to closely track and be good at using new technologies such as ultra-high definition, big data and cloud computing to provide strong support for the innovative development of network audiovisual. Internet is not only the connection between people, but also the connection between people and things, things and things. We are welcoming the arrival of the Internet of Things. Facing the online expression of the physical world, video has a great space to play its role.

　　Fourth, we should make further breakthroughs in institutional innovation. The general secretary said, "The key to integration and development lies in integration." System and mechanism are the guarantee of integrated development, and we must adapt to the needs of deep media integration and establish integrated system and mechanism. We should be brave enough to break through the small pattern of resources and interests of the original departments, establish the concept of integrated development, and realize the comprehensive and effective integration of various media resources and production factors. It is necessary to establish an interconnected platform for content planning, collection, storage, production and distribution, and realize the sharing and integration of information content, technology applications, platform terminals and talent teams. Talent is the foundation of innovation, and the essence of innovation drive is talent drive. It is necessary to further explore the establishment of a more flexible talent management mechanism, strengthen distribution incentives, and give full play to the positive performance of leading talents and innovative talents.

　　Fifth, we must strive for a breakthrough in win-win cooperation in the industrial chain. With the increasing influence of the scale of network audio-visual, from broadcasting platform, creative production of content, production of intelligent terminals, interactive marketing to user community, the network audio-visual industry is forming an industrial chain that connects upstream and downstream and aggregates resources of all parties. How to build a more vibrant, dynamic and efficient network audio-visual ecology, so that the upstream and downstream can further cooperate closely and share a win-win situation, which has a strong motivation, but compared with the ideal, there is a big gap, and we must work together to further explore and innovate.

　　I’m going to tell you so much, and I hope to listen to your insights next. Thank you!