People's Daily,the "Central Ketchen" Media News Production Model Research

August 19 to 20,2013,the national propaganda and ideological work conference,General Secretary Xi Jinping put forword to speed up the media integration.On August18,2014,the fourth session of the Central Committee of CPC comprehensively deepening reform leading group concluded the adoption of the Guiding Opinions on Promoting the Integration of Traditional Media and Emerging Media,marking the rise of the old and new media integration in China to the national strategic level.People's Daily as a member of the Central Committee of the Communist Party of China(the CPC)reported that the nature of the Party made it obligatory to actively implement the national media integration development strategy.At the same time,the People's Daily to build the whole media "central kitchen" model is also the inevitable choice of traditional media transformation and development adapting the fusion media age.People's Daily based on the Ripple Effect,Economies of scope faced the reality of low-end news over-production and of high-quality news supply shortage,scientific planning "central kitchen" model of the top design.Organizational framework is divided into three platforms,namely,space platform,business platform,technology platform.the organization set up the editor-in-cheif dispatching centre,news interviewing and editing platform,fusion media studio,and the introduction of the corresponding working mechanism to ensure orderly operation."Central kitchen" mode is intended to achieve the "one planning,a collection,a variety of generation,multi-dissemination,all day rolling,global coverage" effect.In the actual operation of the People's Daily "Central Kitchen" continue to grow and mature,from the initial form of temporary group to try to run the "central kitchen" mechanism,to become the main principles of the integration report,and then to the sound system and mechanism begining to highlight the brand,from one time to the next;there is a breakthrough in the progress of running.People's Daily "Central Kitchen" model has obvious characteristics and advantages.From the news production process,the information collection is highly centralized,the news material secondary processing multi-layer development,multimedia of news products suitable for a variety of media communication,news dispatches to follow the principle "fast,full,deep." Using the "central kitchen" model to change the traditional media mining process,with the advantages of giving consideration to old and new media strengths,saving operating costs and enhancing the effectiveness.The construction of "central kitchen" is an exploration of how to promote the development of media integration,there are achievements and shortcomings which display in some aspects :the content homogeneity,sub-media competitiveness weakening,a variety of practical difficulties and so on.