China-Africa Friendship Soars: The Journey of a Grain of Rice in Madagascar

2023-07-12 01:04:00

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It’s the rice harvest season once more. In the town of Mayiki, Madagascar, an island country in East Africa, busy and joyful people greeted the hybrid rice fields. The rice seeds come from Hunan, China, thousands of miles away…

Not long ago, a news video titled “Entering Africa | Madagascar: A Journey of a Grain of Rice” was released on the eve of the opening of the third China-Africa Economic and Trade Expo. The story of Hunan in the hybrid rice seed evokes the friendship of thousands of miles across mountains and seas.

This is a “silhouette” under the chapter of China-Africa friendship, soaked in strong Hunan elements; it is also a small “spray” under the wave of media integration, showing the innovative vitality of Hunan media professionals.

Hunan conscientiously implements General Secretary Xi Jinping’s important exposition on the development of media integration, accelerates the in-depth development of media integration, creates new communication platforms, builds new mainstream media, expands the influence of mainstream values, and strives to explore the “Hunan path” of media integration development.

Adhere to content as king and strengthen the production of high-quality content

“Entering Africa | Madagascar: A Ten-thousand-mile Journey of a Grain of Rice” is derived from the large-scale international media coverage of Hunan Daily’s “Out of the Sea·Into Africa”.

The third China-Africa Economic and Trade Expo coincides with the 10th anniversary of the joint construction of the “Belt and Road” initiative, the policy concept of sincerity, affinity and sincerity towards Africa, and the correct concept of righteousness and benefit. Under the special time node, how can news reports be new and brilliant?

3 groups of reporters, 6 African countries, thousands of miles of travel. From March to April this year, Hunan Daily’s “Going to the Sea” integrated media reporting team went to Africa, closely related to Hunan’s active participation in the “Belt and Road” construction, especially the vivid practice of China-Africa cooperation, and selected hybrid rice, infrastructure, and construction machinery , e-commerce and other characteristic elements, and launched a large-scale international communication and integrated media report of “Out of the Sea · Into Africa”, bringing immersive experience to the audience from the three aspects of “reading”, “watching” and “listening”.

Up to now, this series of reports has launched 12 full-page graphic reports, 9 mid-term videos, more than 40 short videos, and a series of new media products such as H5, hand-painted scrolls, posters, etc. The third China-Africa Economic and Trade Expo set off a good atmosphere and formed a momentum of public opinion. “This is a review of the media’s in-depth integration capabilities, and it is also a demonstration of the effects of media in-depth integration.” Said the comrade in charge of Hunan Daily.

Hunan insists that content is king, makes good use of new media technology, and constantly innovates expressions. Various media in the province strengthen the construction of high-quality projects, continue to strengthen the production of high-quality content, and create a number of all-media branded programs such as “Leading the New Journey” and “Leading Thoughts” , launched a batch of media products that are popular with the masses and suitable for network communication, and continuously improved the credibility of communication, guidance, influence, and credibility.

Hunan Provincial Radio and Television Station (hereinfollowing referred to as “Hunan Radio and Television”) determines a main theme creation theme every year. Create a series of annual themes such as “A New Chapter on the Journey”, including the news film “Letter to the Youth”, “The Greatest Man in the Country”, the theoretical film “Ten Lectures and Twenty Big”, film and television drama “Song of Lushan”, “Bottom Line”, “Ask the Boundless” “, the variety show “Sounds Are Everlasting”, and the documentary “China” and other 52 works. At present, Hunan Radio and Television is the largest provincial radio and television media in China that mainly invests in and controls the theme works.

“Xiaoxiang Morning Post·Morning Video” takes the sustainable supply of high-quality content as the focus of its work, and expands the increment of short videos, long videos, H5 and other integrated media products. In March of this year, “Flying to the North Pole – Follow Migratory Birds to Migrate” large-scale integrated media report, comprehensively using short videos, live broadcasts, in-depth reports and other methods to show the Chinese story of “protecting a river and clear water” through the migration route of migratory birds , Hunan, with more than 200 million views on the entire network.

From 2018 to 2022, a total of 66 works in Hunan Province won the China News Award, including 21 new media works and 6 new media works won the first prize.

Adhere to technology leadership, innovation empowers integrated development

“Let our smiles be full of youthful pride, and let us look forward to a better tomorrow!…” On the evening of June 3, Hunan Satellite TV and Mango TV jointly created a music and cultural exchange program “Sounds of Endless Treasure” Island Season” ended, and the classic song “Tomorrow Will Be Better” was sung on and off stage. The total number of video broadcasts of the program was 8.69 billion, and the reading volume of Weibo main topics reached 8.56 billion; in addition to the content deeply rooted in the hearts of the people, the “hard power” of technologies such as 4K high-definition picture quality has also been widely praised.

The difficulty in achieving 4K picture quality for programs lies in cost control. “Endless Sound·Treasure Island Season” has more than 100 shooting positions, and the cost of 4K quality video shooting, transmission and production is huge. Through the self-developed Guangguang 5G intensive transmission system and Guangguang cloud production and broadcasting system, Hunan Radio and Television has broken through the bottleneck problem of extremely high cost of 4K shooting and transmission production. Video data can be synchronized to the cloud at the program site, and production, review and distribution can be performed on the cloud Real 4K ultra-high-definition variety shows save nearly 90% of the cost compared with the past offline production mode.

“The story of new media begins with new technologies.” The relevant person in charge of Hunan Radio and Television told reporters that in recent years, Hunan Radio and Television has extended the tentacles of new technologies to various fields. Relying on a technical team of nearly 700 people, it has realized the most complex new technology of long video Application, polished “China”, “Dancing Storm” and “Endless Sound” and other high-quality content for the ultimate audio-visual enjoyment.

Only by actively embracing new technologies can we win the future in the transformation of digital intelligence.

The AIGC (artificial intelligence production content) video automatic stripping technology independently developed by Hunan Radio and Television can improve the conversion rate and attractiveness of videos, greatly enhance the production capacity of short videos, and the daily production can exceed 6,000. Its 5G smart radio station uses AIGC technology to generate a radio station in 5 minutes, realizing innovation in audio content distribution, and has signed contracts with 946 radio stations across the country. The AIGC system has helped Hunan Radio and Television reduce its operating labor costs by 50%.

Technology leadership, innovation empowerment, and integrated development.

Hongwang makes full use of artificial intelligence, mobile network and emerging media technology to drive concept innovation with technological change. During the 20th National Congress of the Communist Party of China, Hongwang meticulously launched “Face to Face with Editor-in-Chief”, using the technical logic of “5G+AI+digital human motion capture+AR”, with the real digital avatar of the editor-in-chief of Hongwang and Shiji News as the host of the column , to conduct remote connections with representatives of the 20th National Congress of the Communist Party of China. The real person and the “digital person” are presented on the same screen and in two worlds, and have real-time “face-to-face” communication.

Under the empowerment of innovation, Hunan continues to expand its media service functions. Focusing on solving the problem of difficult sales of agricultural products, the Propaganda Department of the Hunan Provincial Party Committee guided Mango Super Media and Hongwang to build “Mango Revitalization Cloud Supermarket” and “Xiangnonghui” and other public welfare and agricultural live broadcast marketing platforms, which sold Yanling Huangtao and Baojing Gold. Special agricultural products such as tea will help nearly 40,000 peach farmers in Yanling County increase their per capita income by 12,000 yuan in 2022.

Adhere to integrated development and optimize the process reengineering platform

“Continuously pushing ‘Twelve No’, pointing to the crux of the problem, and hitting the bull’s-eye with the tricks, the cadres who have been trapped by ‘Wen Shan Hui Hai’ applauded for a long time…” On July 9, an article published on the WeChat official account of “Pointing” “Xin Xiaoxiang | Rectify “Wen Shan Hui Hai”, Hunan Makes Another Heavy Fight”, the language is concise and powerful, and it is hearty to read.

The “Diandian” WeChat official account is operated by the magazine “Xinxiang Review”, an organ of the Hunan Provincial Party Committee. “Xinxiang Review” was originally a semi-monthly magazine, but now it is accelerating the development of multiple platforms, creating an all-media communication matrix of “one journal, one website, three micro-platforms and multiple platforms”.

Hunan adheres to the direction of integrated development. Through process optimization and platform reengineering, it realizes the effective integration of various media resources and production factors, catalyzes a qualitative change in integration, amplifies the efficiency of integration, and creates a new type of mainstream media.

Hunan Daily takes organization optimization as the starting point, promotes the adjustment and optimization of news production organizational structure, and establishes an integrated organizational structure suitable for all-media production, dissemination, release and operation. Taking departmental setup as an example, Hunan Daily has reformed and optimized the departmental structure that has been formed around newspaper production for many years in accordance with the vertical subdivision requirements of new media content production, readjusting and setting up 8 channels and 6 centers. All the interviewing forces of Hunan Daily were transferred to the corresponding channels of the new Hunan client, and the original editors and editors of the new Hunan client were integrated into the all-media reporting team of Hunan Daily. In addition, the newly established channels and centers implement flat management. Talents such as editorial, art, video, technology, and operation are relatively concentrated and flexible. We strive to realize that one team serves multiple platforms, and there are multiple teams on one platform.

Many years ago, Hunan Radio and Television launched Mango TV with the whole station to promote the integration and development of traditional media and new media. Since March last year, in order to better fulfill the responsibilities and missions of the party media, Hunan Radio and Television has promoted the in-depth integration of the dual platforms of Hunan Satellite TV and Mango TV, and completed the integration of resource elements and mechanisms of variety shows, TV dramas, advertisements and other sectors. On the value level, build a more value-led all-media communication ecology, releasing a huge fusion effect. In terms of content planning, the dual platforms realize unified planning and unified operation.

The Hunan Provincial Party Committee and the Provincial Government regard the promotion of integrated media development as an important part of the construction of a strong cultural province, write it into the province’s “13th Five-Year Plan” and “14th Five-Year Plan” outline, and issue implementation plans for promoting the integrated development of traditional media and emerging media, Documents such as the implementation plan for strengthening the construction of county-level integrated media centers, accelerate the in-depth development of media integration, and strive to build an all-media communication system with a reasonable layout of provinces, cities, and counties. At present, all 123 county-level integrated media centers in the province have been completed, and the construction of Yongzhou and Zhangjiajie city-level media integration development pilot projects is also being accelerated.

“People’s Daily” (Version 12, July 12, 2023)

(Editors in charge: Xiang Yu, Luo Shuai)

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