Chapter 5

Integrated Development of the Media

On August 18, 2014 the fourth meeting of the Central Leading Group for Comprehensively Deepening the Reform deliberated and approved the Guidance on Promoting the Integrated Development of Traditional and New Media (hereinafter referred to as the Guidance), making clear the requirements on how to promote the integrated development of the media as well as making corresponding arrangements. The Guidance pointed out that the integrated development of the media should follow the law governing news transmission and the development of new media, strengthen Internet-based thinking, pay equal attention to technology and content building, and promote the close integration of traditional and new media in content, channel, platform, operation and management. Efforts should be made to create a batch of new competitive, advanced mainstream media platforms in diversified forms, and to build some new and strong media groups with good transmission ability, credibility and influence, to form a modern, diversified and integrated communication system. The Guidance gives a strong impetus and clear direction for the integrated development of traditional and new media, which is significant for deepening reform in the media field.

The integrated development of traditional and new media is essential for the development of journalism. The burgeoning of new media has exerted a tremendous impact on traditional media, with more and more people acquiring information through new media, and thereby narrowing the size of users and market share of traditional media. In this context, traditional media must adapt to the changing media landscape and accelerate its efforts to integrate with new media to survive.

Currently, the integrated development of traditional and new media is running smoothly. Within eight months after the launching of the People’s Daily account on weibo.com, its followers surpassed ten million. Its app downloads exceeded five million within two months of its launching. Xinhua News Agency is also opening up new media services, building integrated service platforms to launch multiple products, such as “Xinhua News Agency Release,” and about 50 apps, such as “I Report” and “Xinhua News International,” dominating all major app stores. “Xinhua News Agency Press Room” opened on Tencent’s qq.com and xinhuanet.com, attracting over 22.6 million followers. Weibo accounts, such as “Online Reports of China” (Zhongguo Wangshi) and “Xinhua Focus” (Xinhua Shidian) have attracted over seven million and 17 million followers, respectively. Furthermore, over 100 media products for smart phones, with 230 million subscribers, have been developed. The new audio-visual media industry in China is embracing its golden age, and its integration with the traditional radio, film and TV industries is changing the audio-visual industry landscape in a fundamental way. Online radio and TV stations at different levels play a positive role in promoting the integration of online platforms and stations, and taking over new public opinion arenas. CNTV is making efforts to build a new media transmission system covering multi-screens with key products. CCTV.com has over 500 million unique visitors each month, and the Cbox app downloads exceed 330 million. CNR has developed “News from Zhongnanhai” and “CNR News” apps. Hunan TV initiated a strategy of “monopolized broadcasting” in April 2014, resulting in an increase of page view on Mangguo TV (online video platform of Hunan TV) from tens of thousands to millions. Shandong Network Radio-Television Station makes new media products to meet different needs, targeting maternal and child care and aging people, winning wide attention and support. By the end of 2013 Internet video users in China totaled 428 million, with a video use rate of 69.3%, increases of 15.2% and 3.4%, respectively, year on year, and in 2013 the size of China’s online video market reached 12.81 billion yuan, up 41.9% over the previous year.