Cctv news On the afternoon of October 14th, a large-scale all-media activity "Singing the Motherland, One Song, One City" and an IPTV publicity exchange meeting jointly sponsored by the State Administration of Radio and Television and the Central Radio and Television Station were held in Chengdu. Wei Dangjun, Director of the Network Department of the State Administration of Radio and Television, Chung Chi Li, Deputy Director of the Network Department of the State Administration of Radio and Television, Zheng Zhi, Deputy Convenor of the General Manager’s Office of the Central Radio and Television General Station, and representatives of China IPTV main distribution platform and telecom operators attended the forum. At the meeting, IPTV industry reports were released and in-depth exchanges were conducted on IPTV publicity.
Adhere to multi-party efforts to consolidate the mainstream public opinion position of IPTV
In his speech, Wei Dangjun, director of the Network Department of the State Administration of Radio and Television, fully affirmed the construction and development of IPTV and its important role in propaganda work. He pointed out that IPTV has now become an important platform for propaganda and ideological culture and an ideological position, playing an increasingly important role in spreading the voice of the party, promoting mainstream values, and giving play to the guiding role of public opinion.
He said that to promote the healthy and orderly development of IPTV industry, we must adhere to the following points: First, to effectively improve our political position, we must take a clear-cut stand on politics. Guided by Socialism with Chinese characteristics Thought in the new era, we should strengthen the four consciousnesses, strengthen the four self-confidences, consciously undertake the mission of raising flags, gathering people’s hearts, educating new people, promoting culture and developing image, sing the main theme, spread positive energy, and make the party’s voice spread wider, wider and deeper, which is the fundamental follow-up and guiding ideology of IPTV work. The second is to innovate the way of public opinion guidance. New technology promotes the rapid development of information dissemination mode and constant reform and innovation, and the people’s cultural level and ideological taste are also constantly improving, which requires continuous innovation of public opinion guidance mode, improvement of publicity and marketing level, maximization of publicity effect, and improvement of cultural products, which should be practical and meet people’s needs. Third, it is necessary to further standardize management, adhere to safety as the most important, manage and control, and improve the ability to check. In the key links such as the entry of program sources, the standard management level should be improved to ensure the content security, transmission security and broadcast security of IPTV.
Strengthen brand building and enrich content resources by multiple measures.
Zheng Zhi, deputy convener of the General Manager’s Office of the Central Radio and Television General Station, pointed out in his speech that IPTV is not only a communication platform, but also a platform with strong IP creation ability. In the process of building the industry ecology in the future, relying on the high-quality resources of the General Station and the provincial stations, the general station platform can make good use of the successful experience of the "Song City" project, give full play to their respective advantages, dig deep into the production of original content, and create more programs that people like and strengthen the IPTV industry.
First, the general platform will continuously enrich and expand the content resources of IPTV in TV series, variety shows, documentaries and sports events, and further enhance the people’s sense of acquisition and happiness with high-quality and high-quality cultural supply.
Second, we will further give full play to the obvious advantages of the general platform in news and public opinion topic reporting, constantly consolidate the construction of the main line of IPTV theme propaganda, strengthen the means of communication and discourse, and strive to make IPTV the main force, main channel and main position of the party’s news and public opinion work, and make greater contributions to consolidating and expanding the party’s ideological and political work.
Third, combined with the general platform, it has accumulated experience in the strategic implementation of 5G+4K/8K+AI, and will provide more technical support for the development of IPTV smart media ecological construction in the future.
Focus on the difficulties and pain points of the industry and discuss the solutions in depth.
Where is the IPTV propaganda work going? How to adapt to the development needs of the new era, in the guest dialogue session, more than a dozen industry guests conducted in-depth exchanges and discussions on three topics, namely, "Keeping Honesty: Integrated Development of Network and Network", "Cohesion: Characteristic Operation and Integrated Development" and "Win-win Cooperation of IPTV in New Industry Ecology".
Dai Zhuo, deputy general manager of Hubei Changjiang Yunxin Media Group Co., Ltd. believes that the boundaries of many channels will gradually weaken whether it is IPTV or future technological development. What we need to do is to cut into this vertical field of localization as soon as possible and consolidate the functions of our own platform.
Qi Ruofan, director of operations of Beijing New Media Group Co., Ltd. also believes that IPTV should not compete with Internet giants with pan-entertainment content, but should give full play to its own advantages, including local information capabilities, social service capabilities, community service capabilities and government service capabilities, and use products to retain users, attract users and satisfy users.
In terms of exploring the potential of IPTV, Zhang Xiaogang, general manager of Haikan Network Technology (Shandong) Co., Ltd., revealed that they are trying the "Thousands of Villages and Thousands of Houses" project, that is, extending IPTV services to the countryside, because there is a lot of information in the countryside that needs to be displayed through channels and platforms, such as agricultural products and tourism. After this attempt, the number of their users has actually increased during the epidemic.
Zhai Yingbin, chairman of Anhui Dolphin New Media Industry Development Co., Ltd. believes that no matter how it develops in the future, we must first maintain and consolidate the big-screen position, and then consider how to enrich the content and production mode, which needs to be considered.
5G is both an opportunity and a challenge. With high bandwidth and low delay, 5G has broken away from the limitation of cable and bandwidth for video production, and has also broken away from the original bondage in video production and video interaction. Wang Minjuan, general manager of the Big Video Division of Tianyi Smart Home Technology Co., Ltd. believes that this year’s live broadcast of Raytheon Mountain and Vulcan Mountain and even the live broadcast of Sansha turtle eggs are all new attempts, and the IPTV platform should also be changed. She believes that 5G is full of imagination for IPTV platform, and it is necessary to continue to innovate, expand more cooperation and serve users on the platform.
Dong Dawu, deputy general manager of China Unicom Video Company, also believes that 5G will bring many changes to video production. How to seize this opportunity for IPTV platform is something we need to think about. For example, operators need to consider how to give full play to the platform attributes and expand business development for government and enterprise customers.
As the mainstream media communication position in China, IPTV will also undertake the new mission and journey of media integration and industrial innovation in the future.
Participants generally agreed that according to the past development experience and future development trend, development still needs content to be king and content to be supreme, while innovating communication methods to retain users. In the future development, it is even more necessary to give play to the advantages and specialties of IPTV and activate its potential value.
At the event site, Fang Min, deputy general manager of CCTV Market Research Media Convergence, released the IPTV industry report. According to the report, by the end of August 2020, IPTV users had exceeded 307 million, making it the largest TV transmission channel in China. User satisfaction and trust are more than 90%, and the main reasons for IPTV to attract users are the choice of functions and high cost performance. Users are sticky, and the viewing increment is huge in the afternoon and evening; Users are willing to pay to watch the popular content, and the content consumption potential is great.
In addition, the organizers commended the outstanding teams and individuals of the project "Singing the Motherland, One Song, One City". It is reported that at the 8th China Network Audiovisual Conference, the list of outstanding works in the 2019 Excellent Network Audiovisual Works Selection Campaign organized by the State Administration of Radio and Television was officially announced, and the large-scale all-media activity "Singing the Motherland, One Song, One City" jointly implemented by CCTV and IPTV General Station was selected as the annual special event.