Research On News Production Of SDRT's "Central Kitchen"

On January 25,2019,the political bureau of the CPC central committee held the 12th collective learning session on the era of media convergence and development.General secretary xi jinping led the participants into the new media building of People's Daily and stressed that it is an urgent task for us to promote media convergence and development and build the new media.Since the 18th CPC national congress,the CPC central committee has made a series of discussions on media convergence and cooperation,and attached great importance to media convergence.As an important direction of the transformation of traditional media,media convergence is gradually deepening the practice of media,especially the traditional television media.From the current situation,the central media fusion layout has been basically completed,the provincial radio and television media in the integration of new media also made a lot of beneficial exploration,with the addition of the new media business,TV media internal news production to ensure high speed stable running,is bound to need to adjust the original medium of news production process,the organization structure to adapt to change."Central kitchen" is the core carrier to carry out media convergence work and change the way of news production.It is also an important starting point to study media convergence,which has great practical significance for the media integration transformation of TV news.SDRT has implemented media integration earlier,and the media layout has been in a leading position nationwide.The practice of media production has achieved good results.It is a reference for the provincial media and radio media to carry out media work and build a "central kitchen".Based on the theory of media convergence and media environment,with the SDRT of the "central kitchen" melting media news production practice as an example,from the production of news subject,news content,news production mode of the three dimensions,explore the SDRT in central kitchen " in the news production news,lack of fusion point,product homogeneity news topics at random and operation management on resources scattered,such problems as insufficient brand influence and innovative,and put forward the news content production and channel platform,system mechanism and the media,media management depth fusion intelligent development path.By combing analysis literature about media convergence,and the SDRT "central kitchen" internal for participatory observation and practice,of "central kitchen" management and line workers in-depth interviews,to the quantitative analysis of the "central kitchen" news products,this study attempts to present the SDRT through the organization structure adjustment promote the complete case of media convergence,in the hope of transformation for the integration of the current TV media in order to provide the valuable reference.In this paper,a total of six chapters,the introduction part mainly expounds the significance of research,combing the media policy,the media industry development present situation analysis,that combines the predicament of the market in the media era TV news production,system,idea difficulty and problems such as resource,from two aspects of the policy to promote,survival pressure,put forward the change of TV media fusion has become.It also analyzes the development trend of TV media convergence in China,and expounds the reason of choosing "central kitchen”of SDRT as the research object.The relevant literature of "media convergence" is sorted out,and three dimensions of this study are proposed.The first chapter introduces the motivation of the change of TV media news production from the internal environment and the external environment.Firstly,it analyzes the pressures and driving forces of media technology upgrade,policy promotion and market squeeze,which are faced by TV news production,and clarifies the information dissemination mode,information dissemination order,content production mode,service object and profit of TV news production in the media age.The evolution of the way and so on.The second chapter sorts out the connotation of "central kitchen".The foreign integrated editorial department and the domestic fusion media "central kitchen" are called differently,but the concept is similar.It aims to aggregate content producers and different media publishing platforms to produce interactive content products.Linkage in the news gathering process helps to save costs and improve the efficiency of news gathering and editing.The construction of "Central Kitchen"is based on water ripple theory and range theory,and relies on technical support such as data capture,data screening,data annotation,data usage and data loop feedback.From the aspects of technology development and market environment,it sums up the necessity and feasibility of the"central kitchen" TV news production in the media age.The third chapter analyzes and introduces the status quo of the central media and provincial media"central kitchen".Firstly,it analyzes the outstanding performance of CCTV,people's Daily,Xinhua news agency and other central media all-media platforms in major current political news reports,as well as the future development direction.In addition,the representative of the SMG Integrated Media Center,JSTV Integrated Media Center,Hunan Mango Ecosphere,ZJSTV China Blue Integrated Media Center and other representative provincial radio and television media"Central Kitchen" in the content Systematic introduction of changes in production processes,organizational structure,and talent team building.Finally,the analysis of the construction and operation of the SDRT'S“Central Kitchen”mainly includes the transformation and innovation of SDRT in the system and mechanism,the strategic attempt im the "Internet +" direction,and the status quo of content production.The fourth chapter analyzes the innovative attempts of content and form in the media news products "Lightning Opinion Field" and Lightning News APP of SDRT;and "Shandong News Network" and "Good Morning Shandong "settled in "Central Kitchen" The front and rear columns are compared and analyzed.After the revision,the column continues the previous selection criteria in the content,but the audience can be more accurately grasped,and the visual experience of the audience can be enriched in the presentation mode.CCTV and SDRT are compared and analyzed using framework theory.The media coverage of the SCO summit in Qingdao clarified the differences in the positioning of SDRT and CCTV in this report.The CCTV reporting framework is based on political reports,and the construction of discourse space pays more attention to the macro level of national development.The report focuses on the humanistic framework and more satisfies the information and public opinion needs of local media audiences,but at the same time it also uses the political framework just right to play a role.From this,it is concluded that there is a lack of integration points in the "Central Kitchen" media news products of SDRT,and there is a certain degree of homogenization,and the subjective nature of news topics is strong.The fifth chapter analyzes the three main dimensions of news production subject,news production content and news presentation mode for the Shandong media station's media production mode.The main body of the "Central Kitchen" news production of SDRT has the characteristics of specialization and diversification.At present,the content products produced by SDRT's "Central Kitchen" mainly include the main products,new and old media interactive products,and the product distribution forms are extensive,the interaction of audience participation,the immediacy of news release,and the combination of products can form a combination of communication.Attempts at the way of news presentation include the activation of Street View Studios to enhance the authenticity of news;the use of 3D virtual foreground technology to enhance the visibility of news;the setting of online virtual auditoriums,and the enhancement of news interactivity.The analysis found that the "Central Kitchen" of SDRT has scattered media resources in the news production mode,high operating costs,lack of brand content with wide influence,and limited by the lack of innovation vitality of the talent mechanism.Chapter six puts forward the development path of content production,channel platform,system and mechanism,media management,and intelligent TV media based on the existing problems of"central kitchen" of SDRT and the theory of industrial convergence.Among them,the deep integration of content production and channel platform includes building a double logical media platform with the help of mobile Internet,strengthening the existing technology platform system and building a differentiated communication platform.The deep integration of content production and institutional mechanism includes optimizing the layout of media convergence industry and ensuring the supply of media talents.The deep integration of content production and media management includes fully exploring the value of advertising,exploring new models of content realization,and using platforms to aggregate resources.Intelligent development of TV media includes upgrading existing technology,intelligent terminal research and development,and promoting ecological innovation of TV media industry.The study found that the original organizational structure,production process,production concept and employees of SDRT Media convergence information center have been adjusted to adapt to the Media convergence news production,which has achieved certain results,but also faces many difficulties in the process of reform.This dilemma comes from the huge difference between the old and new media communication methods,which should be adapted to difrerent systems and mechanisms.The current organizational structure adjustment cannot meet the needs of the development of media news production.The study concluded that "central kitchen" SDRT news production should be good balance between old and new media business development needs,different by promoting production and channel platform,system and mechanism,media content management depth fusion,and explore intelligent radio and television media development path to balance and achieve maximum economic benefits and social benefits.