Chen Wenjun:

One last question, please.

Xinhua News Agency:

Promoting media convergence and enhancing the development of new media have been prominent topics in recent years. I would like to inquire about the efforts made by the NRTA in these domains.

Cao Shumin:

As you know, with the advancement of 5G technology in China, mobile phones have emerged as the primary means to access information and enjoy cultural lives. Therefore, it is paramount to develop new media and promote media convergence. The NRTA has adopted a dual approach, improving traditional radio and television services while advancing the innovative development of new media. These efforts encompass new media of traditional radio and television service providers, as well as numerous online audio and video platforms. Deepening the convergence of traditional and new media and improving the all-media communication system are a strategic deployment made by the CPC Central Committee. In recent years, under the leadership of the Publicity Department of the CPC Central Committee, the NRTA has pushed the radio and television broadcasting's main force to launch relevant initiatives.

First, we have focused on playing a demonstrative and leading role in promoting the in-depth integration of radio and television media. Over the past five years, we have conducted activities to promote the selection of new brands in national radio and television media integration, forming a number of influential and distinctive new media platforms such as yangshipin.cn (CCTV), Mango TV, BesTV, and ZJSTV. We have guided eight radio and television organizations in regions such as Beijing-Tianjin-Hebei, Shanghai, Jiangsu, Zhejiang, Hunan, Hubei, Shaanxi, and Suzhou to set up radio and television media integrated development and innovation centers to conduct theoretical research, model exploration, technology application, and project incubation. In addition, we have paved new paths and broken new ground for the integrated development of radio and television media. We have held China radio and television media integrated development conferences on a regular basis in order to promote successful practices and experiences regarding integrated development. To foster collaboration and synergy in the industry, we have established the national radio and television new media alliance in June of this year. This alliance aims to unite the strengths of various media outlets to create a 'united fleet of radio and television' for online publicity. A total of 42,000 new media accounts were opened by national radio and television media, forming a new media matrix group. With such a large number of accounts, if they were operated separately, the broadcasting power would be limited. So, how can we aggregate these accounts? In order to better leverage the potential and collective strength of these resources, we have selected 100 radio and television new media brands, such as CCTV, Beijing Time, and Shanghai Kankan News, and formed the national radio and television new media alliance, which currently has a total of nearly 2 billion followers. By combining the content advantages of radio and television content with the advantages of internet communication and strive to build the alliance into a platform for thought leadership, public opinion guidance, collaboration and sharing, and development empowerment, using input from high-end think tanks. Since its establishment on June 28 of this year, the alliance has published a total of 550 articles, accumulating over 3.5 billion readings.

Here are two examples. Recently, in order to celebrate the sixth China Farmers' Harvest Festival, the radio and television new media alliance launched a large-scale integrated media live broadcast titled "Harvest." The broadcasting stations of five major grain-producing provinces, including Heilongjiang, Henan, Hebei, Shandong, and Anhui, took turns to broadcast live, showing their harvests and the modernization of agriculture. The correspondents walked into the fields and took the audience on an immersive journey to experience the magnificence of China's immense grain reserves and the joy of harvesting, capturing rice fields stretching for miles and abundant fruits and vegetables. In addition, the 100-member organization of the national radio and television new media alliance simultaneously livestreamed the event across various platforms, including their apps and official accounts on Douyin, Kuaishou, Weibo, Bilibili, WeChat, etc. The hashtag #Harvest quickly climbed up the trending topics list, with each livestream attracting millions of viewers. The total viewership exceeded 200 million. The second example will be carried out soon. During the National Day holiday, the NRTA will introduce a large-scale integrated media live broadcast program called "Prosperous China, Beautiful Homeland." In addition to providing a wonderful daily live broadcast, a "slow live broadcast" will also be available on new media platforms, showcasing Chinese festival scenes in real-time, presenting the audience with magnificent mountains and rivers, and capturing the atmosphere of a prosperous China. We are looking forward to this and hope that everyone will tune in during the National Day holiday.

At the same time, we have been actively promoting the construction of an all-media communication system. This involves pioneering innovative coordination mechanisms to establish a development pattern that integrates large and small screens, encourages interaction between long and short videos, and promotes collaboration between traditional radio and television media and online audio and video platforms. Our aim is to jointly enrich a deeply integrated and mutually beneficial audio and video ecosystem. This specifically relates to the cooperation between traditional radio and television and their new media counterparts, the coordination between long videos such as TV dramas and documentaries and short videos on the internet, and the collaboration between traditional radio and television media and commercial platforms such as iQIYI, Youku, and Tencent, etc., so that they can work in unison.

Next, we will continue to focus on "establishing an all-media communication system that prioritizes content development, is supported by advanced technology, and is secured by innovative management.' We will systematically plan and promote the construction of all-media communication systems in the fields of radio, television, and online audio and video, thereby shaping a new mainstream media pattern.

Tomorrow is the Mid-Autumn Festival, and the National Day holiday is also approaching. I would like to take this opportunity to wish all media friends and the audience in front of their televisions a happy holiday. I also hope that everyone will continue to pay attention to and support the work of radio, television, and online audio and video in the future. Thank you. 

Chen Wenjun:

Thank you, Ms. Cao. Thank you to Mr. Zhu and Mr. Yang and friends from the press. I would like to join Ms. Cao by wishing you a good festival and holiday! Goodbye.

Translated and edited by Zhang Rui, Wang Wei, Xu Kailin, Liu Sitong, Cui Can, Yang Xi, Qin Qi, Wang Yanfang, Yan Bin, Huang Shan, Liu Caiyi, Zhang Tingting, Yuan Fang, Wang Ziteng, Zhang Junmian, Yan Xiaoqing, Li Huiru, David Ball, Tom Arnsten, and Jay Birbeck. In case of any discrepancy between the English and Chinese texts, the Chinese version is deemed to prevail.