Ten actions of dunan all-media cluster

Information integration center is the core element of all-media production capacity. The information integration center is not only a technical scheme, and there is no mature technical scheme to learn from at this stage, but a complete all-media enterprise operation mode; It is emphasized that this is a ready-made system, and the demand itself in transition has become extremely important, not built around technology, but developed and built around demand.

Database types: news database, advertising information, life service information, advertisers and newspaper readers netizen database.

The operation system consists of a networked, real-time and dynamic clue library, namely, reporting platform+original library, namely, material platform+central library+application library, namely, "internal and external integration+release" platform. It should be noted that the original library, the application library and the central library are interactive and circular, and they are integrated with each other, rather than flowing in one direction. Export the brand, content production capacity, regional marketing operation capacity and customer resources of Southern Metropolis Daily to different regions, and at the same time transform them into all-media resources, so that these resources can be endogenous to Du Nan's all-media capabilities.

Starting from the content and brand core advantages of Southern Metropolis Daily, on the one hand, by copying the model of Qianzhong Morning Post, the model of Yunnan Information Newspaper, the concept of running a newspaper with equity cooperation, key personnel, international and domestic news comments, etc., and 13 was launched in Hong Kong and Macao in June, on the other hand, digital media is an indispensable content output channel, realizing the output and extension from single media to multimedia, multi-channel and multi-terminal. Realize the productization of content in different media and terminals: "mesh" version, home page version (Dunan all-media window), Shunde reader's "micro news", 3D newspaper and the upcoming "Weibo" version in the newspaper; Nandu.com's extended "PDF version, electronic newspaper, electronic magazine digital newspaper essence version, mail version of Du Nan News"; "MMS version of Southern Metropolis Daily's mobile newspaper, comprehensive news products of mobile phone client based on iPhone+iPad and operating system, and life broadcast of Southern Viewpoint" are extended to mobile phone terminals; "South View Live Broadcasting in Guangdong" extends to the radio and television production platform; Relying on the outdoor screen, "Du Nan Viewpoint Network" extends to the official Weibo "Dunan All Media Cluster, Southern Metropolis Daily, Du Nan Review, Du Nan Eat, Drink, Play, Du Nan Vision, Dunan All Entertainment, Du Nan Network Politics" on social media platforms such as Weibo. Du Nan Audio-visual Production Department was established in October 20 1 1 year1October, aiming at realizing the scale and standardization of audio-visual digital production of graphic information. These new products are based on Southern Metropolis Daily, but they have a much better experience than Southern Metropolis Daily: newer, more sophisticated, more Internet-based, and more extensible from news to information, from reading to use and experience, from content to marketing to advertising. Aoyi is the main platform for digital commerce. In order to strengthen the function and position of Aoyi.com and Aoyi Company in Dunan all-media cluster, Du Nan is deeply implementing the deep integration of Aoyi and Dunan all-media in six aspects: concept, governance structure, multimedia editing process, business process, brand marketing promotion and organizational structure.

20 10 year, Aoyi. Com not only made a breakthrough in operating income, but also achieved the best operating income of 10,000 yuan in history, realizing profit, and broke the fate that websites operated by print media could not make money in one fell swoop. More importantly, through market-oriented operation, explore the operation direction and path suitable for the development of Dunan all-media Through the coordination of group leaders, Aoyi.com successfully applied for an Internet audio-visual service license, which is the second "China" license obtained by Aoyi.com ... The license issued this time has a very comprehensive business scope. Except current affairs news, other contents can be produced and broadcast by themselves, which completely solves the legal problem of broadcasting audio and video content in Aoyi.com and Du Nan, and clears the way for Du Nan to develop multimedia services. From "vertical linear process organization" to "interactive process organization" centered on "information integration center"

Interactive process organization takes the information integration center as the core, and accordingly sets up a series of key organizations such as "All Media Information Integration Committee" and "All Media Chief Information Integration Officer", jumping out of the existing editing and production operation process centered on Southern Metropolis Daily, as well as newspapers, periodicals, websites, radio and television mobile phones, handheld reader terminals, etc. With the information integration center as the core, an interactive "information consortium" is formed among relevant media, thus establishing a "coaxial cable" around information production.

Among them, the all-media information integration center is the central hub, headquarters and the gathering place of all information in the process of all-media organization in Dunan. One end of its connection is information collection, and all external information resources must pass through this platform; At the other end are the product terminals of various media columns or various resource requirements. All requirements must be conveyed through this central nervous system, and the all-media information integration center has the right to merge or reject or meet requirements and allocate corresponding information resources. Whether the all-media information integration center can meet the needs of the subsequent media column product terminals depends on its contribution to the all-media in Dunan. Of course, the concept of integration, in addition to breadth, is more important to express the content sent by subunits to the center. The traditional editing and editing is linear, with the printing in newspapers as the end point, but the integration center is not like this. This so-called terminal will in turn provide an interactive thing for the subunit, such as Weibo, which is both a terminal and a beginning. In this sense, it is called integration. Purpose: In the near future, we should make great efforts to establish an all-media information integration center in Dunan, which integrates clue, material, application, integration+release and operation, and then establish an effective reverse mechanism so that all employees can participate in training and study to adapt to the new production process.

Upgrade the existing reporter editors, cultivate the all-media consciousness and thinking mode of reporter editors, and realize the transformation from the responsibility editing system to the producer system. Upgrade training for existing marketing operators, and upgrade training for existing marketing operators. First, cultivate the ability of compound sales, instill the consciousness of full service, and finally realize the most suitable products and services to the readers, users and customers who need them most in the most appropriate way, at the most appropriate time, at the most appropriate price and marketing method. Assessment indicators should be multi-level, multi-media and multi-terminal, and attention should be paid to the assessment of operational indicators and market indicators. For example, the frequency with which information is adopted becomes an important indicator to evaluate a collector.

In the aspect of editing assessment, "calculation of manuscript fee" will be replaced by "all-media evaluation system". Drawing on the advanced experience of foreign media, the annual salary system may be an integral part of the editorial salary strategy of media enterprises in the all-media era. In order to maintain media attributes and product quality, it is necessary to establish an "all-media evaluation system", taking into account internal evaluation, user feedback, Weibo forwarding, media reprinting, database inclusion and other indicators. The scientific evaluation system based on business will be an important content to guide the transformation of human resources to all media. The first eight support actions point to the product support system.

The concept of product reengineering: media productization, product serialization and diversification. In the end, Southern Metropolis Daily is only an integral part of Dunan's all-media cluster product line. The combination strategy of embedding content between similar and different media, similar and different products, and cross-regional products. On the basis of product scale and differentiation, mass customization and personalized customization are realized. Du Nan's products are no longer the product of a single editorial thought, but are a combination of values, technology, user needs, content, information and channel terminal features, with users and markets as the center, technology as the driving force and platform as the foundation.

All-media product structure: products in the form of newspaper media mainly featuring Southern Metropolis Daily, products extended by digital transformation of Southern Metropolis Daily, books and audio-visual products extended by brand activity resources such as Lingnan Forum and Public Forum (Guangzhou-Shenzhen Special Session), call service products extended by the news hotline of Du Nan Call Center, industry-wide integrated solutions from content manufacturing to revision consulting services for creative industries, automobile real estate tourism, and personalized integrated marketing solutions provided according to customer needs. The source of the above productization process is the newspapers and media led by Southern Metropolis Daily, which are transitional and exploratory products, and it is impossible to achieve normal and large-scale production. It is believed that with the completion of Du Nan Information Integration Center, the above product forms will move from exploration to stability, and various products will form their own systems, and new combinations will be generated through continuous combination. For Dunan all-media cluster, compound communication will bring compound management. The so-called nine supporting actions, such as re-engineering of all-media concept, construction of information integration center and re-engineering of all-media organization process, are bound to be implemented in the comprehensive operation ability of media, the substantive action of re-engineering of all-media business model and the full realization of social and commercial values.