2020年,伴随着《关于加快推进媒体深度融合发展的意见》的下发和落实,深圳广播电影电视集团、深圳报业集团关于媒体融合的实践和思考同时深入。在调研和访谈过程中,从高层领导到中层干部甚至到基层员工,他们共同谈及诸如“业务”“内容”“流量”“变现”等关键词,表明其在媒体融合转型发展的观念上进一步加深了共识。从实际做法来看,除了对自有新媒体平台加大投入力度和扶持力度外,各自在组织架构、流程再造、激励举措、配套机制方面持续微调和优化,推动新媒体业务稳定增长;同时,两大集团在服务深圳市重大活动的内容生产和重大事件的全网传播方面取得良好社会反响,在力保主流舆论影响力的同时在“新闻+政务商务服务”的实践路径上业已形成自觉。也恰是在稳扎稳打的进程中,媒体融合的地方困境再度凸显,两大集团对于打破商业平台的流量垄断,对于市一级“刚性资源”配置和市区级融媒业务的关系处理等产生了共同的诉求。
<<With the Proposal to Accelerate the Depth Media Convergence entered into effect in 2020,Shenzhen Press Group and Media Group redoubled their efforts both in theory and in practice. During the process of research and interview,both the upper and the lower echelons have discussed keywords such as “Business” “Content” “Traffic” and “Monetization”,indicating the deepening of consensus on Media Convergence. In practice,aside from the increased investment in the maintenance of the new media platform,both groups have optimized the following aspects:organization,processing,inspiration,and mechanism,leading to increased business return. In the meantime,both groups received positive social feedback on internet content production and propagation,therefore maintained the mainstream influences and achieved the formation of “News and Political/Business Services” model. In the process of formation,both groups encountered regional obstacles and reached an agreement on the distribution of resources and handling of local Media Convergence relationship.
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