Media industry under the epidemic situation, small program ecology driven digital transformation exploration

Media industry refers to the dissemination of all kinds of information 、 The industrial cluster formed by the media entity part of knowledge , It's production 、 Spread all kinds of words 、 graphics 、 art 、 Language 、 image 、 voice 、 Digital 、 Information products in the form of symbols, and special industries that provide various value-added services .

Industry development status

2020 year , Affected by the novel coronavirus pneumonia ,2020 In, the overall scale of China's media industry continued to grow , But the growth rate has decreased . The total output value of China's media industry has reached 25229.7 One hundred million yuan , a 2019 Annual growth 6.51%.2021 In, the economic environment of China's media industry was better than 2020 year , But the Internet media industry is facing more strict and strong supervision , The profound changes in the external environment will promote the transformation and transformation of the Internet in the long term .

​ source ：《 Media blue book 》

5G+ Digital technology , Expediting the exploration of new media transformation in the industry

Post epidemic Era , The wide application of digital technology and the deep change of consumer behavior will outline a new media ecology .

5G Commercial opening , Bring new development opportunities to the media industry , New growth drivers . News , In particular, the information based on Internet video is most affected , The live broadcast industry and short video industry will see explosive growth . Practitioners in the short video field no longer have technical barriers , High bandwidth and low delay 5G characteristic , It will further prosper the short video industry and live broadcast industry . This field is also subject to 5G Affect the most immediate vertical subdivision circuit , A new dark horse has a chance to appear .5G Time , New forms of communication carriers are expected to emerge , such as VR and AR. Wide application of low delay , Will greatly improve the user experience , With the help of VR It will become more and more common for devices to obtain information . The content of news information will be more colorful and diversified .

Radio and television were among the first “ Eat crab ” The enterprise .2018 Since the second half of , The Department of radio, film and television has already started planning the layout of new media MCN, Led by Hunan entertainment channel MCN The organization has achieved good development . Typical cases include ：

1、 Chengdu Radio and television ： New audio and video on the cloud .

With “IP Content R & D incubation 、IP Commercial value-added and operation 、 All media deep integrated marketing ” It is the main business scope , Committed to Chengdu , Support young creators nationwide , Continue to produce good content .

2、 Shandong Radio and television ：Linghting TV

Lightning TV Integrate high-quality content production resources in Shandong Province , Use vertical and accurate communication ability and high-quality integrated marketing ability , Complete content production 、 content distribution 、 Closed loop layout of content realization , At the same time, Tiktok also provides 100 million level traffic support , Co hatching IP matrix .

3、 Heilongjiang radio and television ： Long Guangdian

Heilongjiang radio and television first joined forces with today's headlines , Later, it joined hands with shell video MCN Short video brand ——“ Dragon video ”, Become the first in the country with the head MCN Provincial Radio and television institutions cooperating .

​

Private domain traffic technology carrier ： Applet runtime technology

The media = Traffic .

Embrace the Internet platform , It is to take advantage of the first mover advantage of the Internet in the digital transformation trend , Accelerate the pace of transformation . But I have to admit , The media industry itself is the initiator of traffic , In the content 、IP And so on , In the end, it will serve the realization of the business value of the enterprise .

“ A long time must be divided. ”, Create your own 「 Private traffic 」 Sooner or later .

Applet runtime technology （ Such as ：FinClip） Appearance , Quickly create enterprise exclusive IP/ Content ecology has become possible . The principle is simple , Embedded SDK in the future , Can let own App Run applet . General applet runtime technology , Will consider compatibility with mainstream applet application platforms , Such as wechat applet , Make a simple transformation of the existing small program , Through the management of the backstage , You can App On display .

If a media enterprise , There has been a ：

• Self hatching IP, Or third party cooperation IP
• The contents of market differentiation , Meet the reading preferences of certain market audiences

that , Content applet + Social applet + E-commerce applet , Audio and video SDK, Applet container SDK, Assembled together, it can quickly build its own private domain ecology of new media .（ Recently tried FinClip, In them github There is already a sound network on demo Integration of the sample :GitHub - finogeeks/Agora-Miniapp-Tutorial: Hello world for Agora SDK running in FinClip）

At present, the global media industry is in a period of steady development , The annual growth rate of the industrial scale remains at 5% Up, left and right , In the world GDP The specific gravity of is about 2.4%. In particular, the development of the Internet in China has basically kept pace with the world , Promote the continuous development of digital media . Although non digital media is still the main source of income for the global media industry , But this pattern is likely in the future 3-4 Fundamental changes occurred during the year .

“ Much starker choices-and graver consequences-in ” Planning suggestions are clearly put forward , To 2020 In, the cultural industry will become a pillar industry of the national economy . According to this goal , The future added value of the cultural industry should at least reach 5 Trillion yuan , The average annual nominal growth rate should be kept at least 12% above , This means that as an important part of the cultural industry, the media industry is “ Much starker choices-and graver consequences-in ” During this period, the overall high-speed growth will be maintained . Affected by the epidemic ,2020 In, the overall net profit of the media industry declined significantly .2020 The COVID-19 in “ Home entertainment ”“ Home consumption ”, Make it intelligent 、 The enterprises related to digital business have stood out from adversity .