Simulcast+｜ From ＂Adding＂ to ＂Merging＂ The Supreme Leader draws a blueprint for the development of media integration.

Five years ago, on February 19th, General Secretary of the Supreme Leader held a symposium on the Party’s news and public opinion work in Beijing, and went to the People’s Daily, Xinhua News Agency and CCTV for investigation.

The general secretary proposed that we should move from the phase of "adding" to the phase of "melting" as soon as possible, from "you are you and I am me" to "you have me and I have you", and then to "you are me and I am you", and strive to create a number of new mainstream media.

"The key to integration and development lies in integration and integration." Since the 18th National Congress of the Communist Party of China, the CPC Central Committee with the Supreme Leader as the core has attached great importance to the integration and development of traditional media and emerging media, promoted the in-depth development of media integration, drawn a road map for media integration and development, and led the news and public opinion work to a new atmosphere.

"The party’s news and public opinion work is an important work of the party and a major event in governing the country and ensuring national security."

"Propaganda and ideological work must take centering on the center and serving the overall situation as its basic duties, take the overall situation into consideration, grasp the general trend, focus on major events, identify the entry point and focus of work, and make efforts to make progress according to the situation, move according to the situation, and follow the trend."

When you take advantage of the situation, you can’t lose it.

In the eyes of the Supreme Leader General Secretary, the vigorous development of the Internet is one of the "general trends". With the profound changes in public opinion environment, media structure and communication mode, the General Secretary came to three central news organizations on February 19, 2016 to listen to the report and try out the experience, and conducted research on the new technologies, new formats and new mechanisms of news communication spawned by the Internet.

In People’s Daily, the general secretary walked into the new media center, sat down in front of a computer, clicked on the keyboard, and extended Lantern Festival greetings to the people of the whole country through "two micro-ends".

At Xinhua News Agency, the general secretary clicked on the mobile phone screen and praised the national journalists through the Xinhua News Agency client; Pick up the handheld video live cloud terminal and experience the working state of the reporter in front of the entourage Shoot; Connect with Xinhua News Agency reporters who are being interviewed in lankao county, Henan Province through the remote command system of the all-media reporting platform … …

On February 19, 2016, General Secretary of the Supreme Leader hosted a symposium on the Party’s news and public opinion work in Beijing and went to the central news unit for investigation. This is the general secretary shaking hands with the staff at the CCTV General Control Center.

In CCTV, the general secretary listened to the introduction of CCTV’s plate business and media integration, and personally switched buttons to experience the simulated broadcast in the studio of News Network.

Internet has become the main battlefield of news competition and an important position of the party’s public opinion work.

The "close contact" between the General Secretary and the new media and the careful investigation of "Internet thinking" not only reflect the CPC Central Committee’s great concern about the integration and development of traditional media and emerging media, but also strongly promote the in-depth development of media integration.

Today’s world is facing a great change that has never happened in a century, which has also triggered a constant change in the global international communication pattern. Without the support of advanced means of communication, advanced ideas can hardly be deeply rooted in people’s hearts; Without the rapid and diverse spread of advanced technology, the correct proposition cannot effectively occupy the position of public opinion.　

In view of the challenges brought by the change of media communication pattern, the general secretary pointed out that with the development of the situation, the party’s news and public opinion work must innovate ideas, contents, genres, forms, methods, means, formats, systems and mechanisms to enhance pertinence and effectiveness. It is necessary to adapt to the trend of differentiated communication and accelerate the construction of a new pattern of public opinion guidance.

As early as the fourth meeting of the Central Leading Group for Comprehensive Deepening Reform held in August 2014, the General Secretary put forward an innovative development idea of "advanced technology as the support and content construction as the foundation" to promote the deep integration of traditional media and emerging media.

From August 21 to 22, 2018, the National Conference on Propaganda and Ideological Work was held in Beijing. General Secretary of the Supreme Leader attended the meeting and delivered an important speech.

On August 21, 2018, the General Secretary of the Supreme Leader stressed at the National Conference on Propaganda and Ideological Work that it is necessary to strengthen the innovation of communication means and discourse methods and let the party’s innovative theory "fly into the homes of ordinary people." It is necessary to do a solid job in the construction of county-level media integration centers to better guide and serve the masses.

Enthusiastic words, earnest hope.

"Where is the reader, where is the audience, where is the tentacles of propaganda and reporting, and where is the focus and foothold of propaganda and ideological work. We must conform to the general trend of Internet development, be brave in innovation and change, make use of the characteristics and advantages of the Internet, and promote all-round innovation in concepts, contents, means and institutional mechanisms. "

In the past five years, from theme propaganda to major battles, from typical propaganda to emergencies, major media have turned the news scene into an arena of integrated reporting, showing unique skills and surprising tricks, perfecting the top-level design with brand-new concepts, broadening the reporting channels with technological progress, winning the development advantage with content innovation, and the newspapers and websites are full of flowers, and the "eighteen weapons" such as aerial photography of drones, VR/AR technology and artificial intelligence are all in battle.

Taking the integration and development as a breakthrough, major news media innovate methods and means, adapt to the needs of the audience, grasp the time effect, and promote the superposition and complementarity of the advantages of different platforms online and offline. A new mainstream news media matrix with strong communication power, credibility and influence is "breaking out" in the changes of the times.

The key to media competition is talent competition, and the core of media advantage is talent advantage.

In the era of all-media, how to cultivate an excellent team of journalists is a big problem that the Supreme Leader General Secretary attaches great importance to.

On January 24, 2020, on New Year’s Eve, the Central Radio and Television General Station rushed to help the Wuhan reporting team set out.

"It is necessary to speed up the cultivation of a news and public opinion work team with firm politics, exquisite business, excellent work style and reassurance of the party and the people."

"We should improve our business ability, study hard and exercise more, and strive to become all-media and expert talents."

"We must change our style of writing, bend down, sink our hearts, examine the truth, tell the truth, and move the truth, and strive to launch works with thoughts, temperature and quality."

… …

On the road, there is an era in the heart;

At the grassroots level, there are people in the heart;

At the scene, my heart was moved.

Send a message earnestly, encouraging journalists to move forward bravely.

On March 10th, 2020, Natalie (right), a video reporter from the Central Radio and Television General Station, gave a live interview in Wuchang Fangcang Hospital.

On the occasion of commemorating the 80th anniversary of the victory of the Red Army’s Long March, they packed their bags and followed the footsteps of the Red Army to feel the greatness and hardship of the Long March. During the period of fighting against the COVID-19 epidemic, they went deep into the front line of Wuhan’s anti-epidemic and went retrograde to explore the touching stories that emerged in the "epidemic" of the national war; During their stay in Spring Festival travel rush, they focused on hundreds of millions of returning migrant workers and paid attention to the most authentic grassroots … …

"The vastness is infinite, sailing but believing in the wind." Today’s China is closer to the goal of the great rejuvenation of the Chinese nation than at any time in history, and is more confident and capable of achieving this goal than at any time in history. Today’s mass media workers, guided and followed by the spirit of the General Secretary’s "2.19" important speech, strive to be the disseminators of the Party’s policy propositions, the recorders of the times, the promoters of social progress, and the watchers of fairness and justice, resonate with the times, unite with the people, and forge ahead all the way.

(Central Radio and Television General Station CCTV Network)