Here, explore the "smart way" of deep media integration. On the afternoon of October 27th, 2023 Media Convergence Development Forum "Smart Media Convergence: Trends and Frontiers" was held in Wuhan. Leading figures in the media industry, well-known experts and scholars, and industry leaders gathered together to exchange industry experience in the development of media integration and show the latest achievements in the development of technology-enabled media integration.
Sub-forum activity site. People’s Daily reporter Zhao Chen photo
Embrace change and meet the change of news production
The media pattern and public opinion ecology are changing. How to occupy the commanding heights of information dissemination and grasp the initiative in the era of intelligent internet has become an important issue in the development of media integration.
"Generative artificial intelligence has greatly improved the efficiency of news dissemination and will reshape the traditional’ editorial department’ production model." Hong Jiewen, deputy dean and professor of School of Journalism and Communication, Wuhan University, said that generative artificial intelligence has brought a more diversified information dissemination pattern, and the combination of this revolutionary intelligent technology and news production is subverting the traditional news dissemination mode.
"The most important thing is three points: active embrace, deep practice and constant reflection." Zhou Baohua, deputy dean and professor of the School of Journalism at Fudan University, said that for the media in the process of deep integration, it is necessary to embed generative artificial intelligence into the development needs of media integration, and constantly explore and practice to form a benign interaction model with AI.
"The rapid iteration of generative artificial intelligence has brought intelligent change into a new stage, which will not only reconstruct the relationship between technology and media itself, but also reconstruct the relationship between man and machine." Lu Xiaohua, dean and chair professor of the School of New Media and Communication of Tianjin University, said that the mainstream value orientation should be further promoted to control the "algorithm" through reshaping the competitiveness of the media, and the communication power, influence, guidance and credibility of the mainstream media should be enhanced.
"Data elements will surely become a weapon for the digital transformation and upgrading of mainstream media." Guo Quanzhong, a professor at the School of Journalism and Communication of Minzu University of China and director of the Research Center for Enterprise Development and Governance on Internet Platform, suggested that the media should change from electronic to digital, improve data capabilities; make use of institutional advantages and expand data services; and cooperate with Internet companies to expand data services.
"Media integration, when not completed, only when it is going on." As Liu Fuwei, deputy director of the Network Information Office of Hubei Provincial Party Committee, said in his speech, being in a brand-new communication pattern and public opinion ecology, we should grasp the four relationships of "change and invariability", "large flow and positive energy", "big" and "small", "soft" and "hard", and promote the media integration to gradually jump from partial destruction to overall.
Focus on cutting-edge innovation and drive integrated development
Technological innovation is an important driving force for the development of media convergence. Relevant leaders from four State Key Laboratories in the field of media convergence provided authoritative research trends and thoughts for the guests.
"The future will be the era when artificial intelligence walks with human beings." Cai Jinjin, deputy director of the 5G Media Integration Division of the State Key Laboratory of Media Integration Production Technology and System of Xinhua News Agency, said, "Media integration should systematically integrate control flow, information flow and application scenarios, and fully link and cooperate with the mainstream media information field, self-media and social media information field, and fully build consensus under the guidance of mainstream ideology, values and cultural thoughts."
"Any communication is related to ideology, and there are still many challenges to realize intelligent communication." Zhang Yongdong, chief scientist of the State Key Laboratory of Communication Content Cognition of People’s Daily, believes that at this stage, it is urgent to develop an intelligent communication technology system guided by mainstream values and combining social communication theory with artificial intelligence technology to protect the country’s cultural security and ideological security.
Generative artificial intelligence model is rapidly being integrated into many fields and various applications of the media industry. Bird, deputy director of the State Key Laboratory of Media Convergence and Communication, Communication University of China, believes that the acquisition of information services for large models presents the characteristics of "hidden platform" and "de-APP", and the key to accurate communication lies in fully grasping the cognitive mechanism of human and humanoid agents in the process of communication, and accordingly producing, delivering and evaluating the content of communication.
In recent years, AIGC has become the focus of academic and industrial circles, and is regarded as a new content creation mode after UGC and PGC, which is triggering a great change in content productivity. Zhao Guihua, deputy director of the State Key Laboratory of Ultra-high-definition audio and video production and broadcasting of the Central Radio and Television General Station, said, "The large model of CCTV listening media we have built can recognize images and voices more accurately through continuous learning, support scientific research and innovation in the audio-visual media industry, and empower the application of the audio-visual media industry."
Sub-forum activity site. People’s Daily reporter Zhao Chen photo
Pay attention to governance and guide artificial intelligence to be good.
How to establish a safe and controllable governance system and guide artificial intelligence to be good? The forum’s thinking on "science, technology and ethics" deserves attention.
"Leading intelligence with wisdom and managing intelligence with intelligence can coordinate the development and security of artificial intelligence." Ye Zhenzhen, chairman of People’s Daily Online and director of the State Key Laboratory of Communication Content Cognition, said that on the one hand, the safety governance of artificial intelligence needs to draw the red line of rules such as science and technology ethics as soon as possible, on the other hand, it should also attach importance to the governance of AI with AI, and attach importance to the safety governance from a technical point of view, so as to achieve a higher level of security by accelerating development.
"There is no doubt about the necessity of building artificial intelligence technology ethics." Fang Shishi, director of the Internet Governance Research Center of the Institute of Journalism, Shanghai Academy of Social Sciences, believes that to ensure that the technical risks and ethical bottom line of artificial intelligence can be controlled, its solutions are often not purely technical or commercial, but comprehensive. This requires building an "actor network" of artificial intelligence science and technology ethics in the scientific and technological innovation ecology of artificial intelligence, based on the existing infrastructure, with intelligence as the direction and through new ways of organization, research and cooperation.
At the forum, the Science and Technology Ethics Committee of the National Key Laboratory of Communication Content Cognition was officially announced. It is composed of well-known experts in the fields of news communication, social ethics, cognitive psychology, etc., with a total of 7 people, 1 chairman and 6 members. Among them, Li Liangrong, a professor and doctoral supervisor at Fudan University School of Journalism, served as the chairman. The six members are Lin Rupeng, Fang Fang, Chen Changfeng, Peng Lan, Zhang Zhian and Fang Shishi. The Committee is mainly responsible for coordinating the construction of laboratory science and technology ethics, promoting the construction of laboratory science and technology ethics governance system and promoting the healthy development of laboratory scientific research.
Tang Weihong, Chairman of the Board of Supervisors of People’s Daily Online, said that in the face of challenging artificial intelligence ethics issues, the laboratory will actively implement the national science and technology ethics governance policy, follow the requirements of "ethics first, compliance with laws and regulations, agile governance, basing on national conditions and open cooperation", better fulfill the main responsibility of science and technology ethics management, and actively lead the cultural concept and guarantee mechanism of shaping science and technology for goodness.
Adding "Number" Transformation to Explore the New Format of Media Convergence
Driven by the two-wheel drive of content innovation and technological innovation, new applications and new formats are constantly being promoted. How can smart media achieve the scene landing?
Guo Xiaorong, member of the Party Committee and deputy director of Hubei Radio and Television Station, shared the case of the "number" transformation of the Yangtze River. "Changjiang Cloud is a regional ecological intelligent media integration platform built by Hubei Radio and Television Station. The platform uses digital twinning, 5G, artificial intelligence and other technologies to continuously promote technological innovation and product innovation, and explore new paths for digital intelligence development."
Lu Yongming, deputy secretary of the Party Committee and general manager of Fujian Radio and Television Network Media Technology Co., Ltd., shared the construction and operation experience of Fujian county-level media technology general platform. He said that in the next stage, the Group will continuously enhance the innovation of platform products, drive the scientific and technological innovation and operational innovation of county-level media integration, simultaneously explore cooperation with municipal-level media integration, and jointly build a new provincial-level mainstream media platform with three-level media integration and resource gathering.
In order to solve the demand for professional and intelligent innovation of media, Lin Songtao, vice president of Towers Information Technology Co., Ltd., said that Towers has accelerated the commercial application of large models through the core competencies of AI engineering such as privatization deployment, tight integration of business systems, ensuring data security and cost performance, and aligning values, which has provided a variety of technical solutions for the digital transformation of the media industry.
In the forum, Luo Nina, Director of Wenxuan Industry Division of China Telecom Group Co., Ltd., Chang Yang, Deputy General Manager of Industry Support Department of China Mobile System Integration Co., Ltd., Wei Yuan, Vice President of Copyright Development Department of Netease Cloud Music, and Hong Xu, founder and CEO of Shanghai Suihuan Intelligent Technology Co., Ltd. expressed their views on the exploration and practice of their respective industries and enterprises.
Technology empowers development, and innovation wins the future. According to industry insiders, smart media integration is a new stage of media integration and development. We should seize the opportunities and windows of the development of the times, open up new fields and new tracks, shape new development momentum and new advantages, and win a brighter future in the integration and development.
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