In February, 2008, the article "TD Radio and Television vs National Standard for Mobile TV" mentioned that during the Beijing Olympic Games that year, mobile TV would become an important form of communication, and CCTV's broadcast would also adopt "all media" for external communication. On July 2, 2009, the positioning of World Weekly broadcast by CCTV clearly put forward that "all-media area, information is choice". The person in charge of this column believes that news is only the starting point of World Weekly. The value and significance of World Weekly lies in opening up powerful information search and integration capabilities, breaking the barriers between different media, opening up a unique all-media area, giving viewers rich information "choice" possibilities, and showing the world behind the world's major news events in a week and the attention caused by news.
In the broadcasting industry, during the Beijing Olympic Games in 2008, China Radio Network realized the simultaneous live broadcast of all broadcast signals of CCTV Olympic reports, innovated a new mode of interactive live broadcast of pictures and texts, and tried to integrate five terminals: broadcast frequency, portal, cable digital radio and television, mobile radio and television and print media. In 2009, the State Administration of Radio, Film and Television established Zhongguang Satellite Mobile Broadcasting Co., Ltd., which is responsible for building the national mobile multimedia broadcasting transmission coverage network.
In the publishing industry, at the end of 2008, the novel You Are the One, a New Year movie, was first published by United Media Publishing Company. Since then, China has set off an "all-media" publishing craze, and books such as Slumdog Millionaire and My Brother's Name is Shun Liu have all been announced by federated media publishing. At the "Joint Media Publishing Integrated Marketing Salon" held in Jinan in 2009, Tong, President of Chinese Online, introduced the meaning of all media. "Joint media publishing means publishing the same content on paper media, Internet, mobile phones and handheld readers at the same time." "The' integrated marketing of joint media publishing' mentioned by Chinese online means distributing reading products through various media and channels, and covering all readers as much as possible".
In the advertising industry, Xiao Qingfei pointed out in the article "All Media: Guiding the Internet Market" of China Computer News in June 5438+1October 65438+September 2009 that online advertising and traditional advertising forms are combined, and their advantages complement each other to form "all media". The author believes that the integrated all-media development can truly explore the value of all-media, which is more in line with the connotation of all-media.
In the TV industry, on July 6th, 20 13, People's Daily Media Channel released the article "China's First All-Media TV Rating Ranking, Hunan Satellite TV Holding the Top Position", and released the statistical report of all-media TV ratings in China for the first time. The article points out that the audience rating, as an evaluation system, is essentially the number of people watching programs, which is closely related to the media environment. The traditional ratings survey has always been limited to "members over 4 years old in TV families with receiving conditions within the coverage of TV signals". In other words, it measures the rating of "family" users, and all non-family collective residents are excluded from the survey sample. For example, college students, soldiers in the army and a group of floating population in the city.
In the era of "all media", the statistical method of dynamic TV ratings is closer to reality. Television is broadcast 24 hours a day at most, and the original viewing survey only reflects the viewing share of the program at that time. However, the capacity of the Internet is close to infinity, and even after two years, an excellent program is still clicked and watched. It is undoubtedly more scientific to take into account the daily communication data on the Internet by dynamic statistics. Although the whole media has not been mentioned in foreign news communication circles, it has been frequently mentioned or studied by China news communication scholars in recent years. The definition of all-media by Chinese journalists can be divided into two categories, one is "the theory of operation concept (mode)" and the other is "the theory of communication form". The representative of the former is Peng Lan, a professor at the School of Journalism, Renmin University of China; The representative of the latter is Zhou Yang from the Department of Military Journalism and Communication of Nanjing University of Political Science.
In July 2009, Peng Lan, a professor at the School of Journalism of China Renmin University, clearly put forward the concept of "all-media" in Four Key Changes in the Direction of Media Convergence. She pointed out that all-media refers to an overall mode and strategy of business operation, that is, using all media means and platforms to build a large reporting system. She emphasized that on the whole, the whole media is no longer a single drop, a single form and a single platform, but a multi-platform multi-drop and multi-form communication. Newspapers, radio, television and the Internet are all components of this reporting system.
June 2009 5438+065438+ 10 Zhou Yang, Department of Military Journalism and Communication, Nanjing University of Political Science, believes that the concept of "all-media" comes from the application level of the media industry and is the product of "cross-media" after media integration.
Since 20 12, Ze Media's all-media coverage research technology has established four evaluation systems: traditional sampling survey mode, search engine, video website and social media. Through massive data mining, hundreds of millions of internet pages are comprehensively, objectively and scientifically analyzed, and the all-media score is obtained.
Specifically, it refers to a new form of communication that comprehensively uses words, graphics, sound, light, electricity and other forms of expression to display the content of communication in an all-round and three-dimensional way, and at the same time spread it through words, audio-visual, network and communication. The author thinks that "the theory of communication form" is more in line with the connotation of "all media". The development of all-media is often limited by information technology and communication technology. It is not a fixed single mode, it is an open system. With the increasing popularity of the Internet, blogs, podcasts and other media forms have become popular. With the gradual popularization of mobile phones, mobile newspapers, mobile novels and mobile TV have become popular all over the world. "All media" is an open and inclusive form of communication. With the maturity of 3G network and the successful development of 4G network, many unexpected forms of communication will be added to enrich the audience's media experience.
To sum up, "all media" is the result of the deep integration of various media under the conditions of information, communication and network technology, and it is the most brand-new communication form in the great change of media form.
"All-media" is a new form of communication which is composed of different media forms (paper media, TV media, broadcast media, network media, mobile phone media, etc.). ) On the basis of various media forms such as words, graphics, images, animations, sounds and videos, qualitative changes have taken place. All-media meets the audience's segmentation needs by providing various forms of communication in various ways and levels, so that the audience can get a more timely, more angular and more auditory and visual media experience.
Several main all-media development models at present
1. All-media news center mode
Represented by Yantai Daily Media Group. The group merged the interview departments of its three major newspapers and established an all-media news center, which is equivalent to the "news agency" within the group.
2. "News Network Integration" mode
Represented by Hangzhou Daily Newspaper Group. Hangzhou Daily and Hangzhou Daily Net * * * use the same editorial department and a group of editors to run two media forms at the same time, creating a model of "newspaper is network, and network is newspaper". The editorial department has added the process of network editing, and the two processes of newspaper and network are parallel. The planning of each topic also considers how the network and newspapers report.
3. "Network interaction" mode
Network interaction has become a common practice for radio and television departments to develop new media. During the 2008 Beijing Olympic Games, China Radio Network realized the simultaneous live broadcast of all broadcast signals of CCTV Olympic reports, innovated a new mode of interactive live broadcast of pictures and texts, and tried to integrate five terminals: broadcast frequency, portal, cable digital radio and television, mobile radio and television and print media.
The combination of TV station and Internet is even more powerful. Taking CCTV as an example, after 10 years of operation, it has completed the transformation from "online version of CCTV" to "domestic mainstream video news website".
4. Mobile multimedia broadcast TV mode
The State Administration of Radio, Film and Television established Zhongguang Satellite Mobile Broadcasting Co., Ltd., which is responsible for building the national mobile multimedia broadcasting transmission coverage network, carrying out unified business operations, and setting up subsidiaries and branches in provinces and prefecture-level cities respectively. According to the plan, by the end of this year, CMMB will form a standardized operation mechanism throughout the country, and the price, tariff and program system of CMMB will be unified.