In­dus­try ex­perts: Tra­di­tional me­dia needs tech boost

China Daily (USA) - - CHINA - By QI­UQUAN­LIN in Guangzhou qi­uquan­lin@chi­nadaily.com.cn

Tra­di­tional me­dia or­ga­ni­za­tions should adopt more in­ter­net-based tech­nolo­gies in a fast-chang­ing and chal­leng­ing en­vi­ron­ment by pro­vid­ing valu­able con­tent for read­ers, ac­cord­ing to in­dus­try in­sid­ers.

Li Senhe, pres­i­dent of Zaker, maker of a Flip­board-style app for dis­play­ing mul­ti­ple pages of cus­tom­ized con­tent, said co­op­er­a­tion be­tween tra­di­tional me­dia groups and emerg­ing mo­bile in­ter­net news plat­forms will help both achieve sus­tain­able de­vel­op­ment, amid the tech­nol­o­gy­driven re­form of me­dia in­dus­tries.

Zaker, founded in 2011 and based on big data tech­nol­ogy, has worked with more than 4,000 tra­di­tional me­dia or­ga­ni­za­tions do­mes­ti­cally in news con­tent pre­sen­ta­tion, with 170 mil­lion on­line reg­is­tered users, Li said.

“Given the vast num­ber of sto­ries, it is of great im­por­tance to pro­vide read­ers with con­tent that is tai­lor-made,” Li said. “By an­a­lyz­ing users’ read­ing habits and so­cial me­dia buzz­words, Zaker is able to pre­dict which ar­ti­cles will be­come hot hits. We want to use data to change the source of con­tent pro­duc­tion.”

For tra­di­tional me­dia or­ga­ni­za­tions, it is also im­por­tant to in­tro­duce tech­nolo­gies from emerg­ing in­ter­net me­dia groups. “Tra­di­tional me­dia or­ga­ni­za­tions are strong at pro­vid­ing con­tent, but usu­ally lack in­ter­net-based tech­nolo­gies,” Li said.

Li spoke at an in­dus­try fo­rum along­side the Chi­naRus­sia In­ter­net Me­dia Fo­rum & China-Rus­sian New Me­dia Youth Lead­er­ship Sum­mit, held on Fri­day and Satur­day in Guangzhou, cap­i­tal of Guang­dong prov­ince.

Ac­cord­ing to Vadim Fe­do­tov, coun­sel to the CEO of Rus­sian com­pany GazpromMe­dia Hold­ing, Rus­sia has more than 85 mil­lion on­line users, only about 12 per­cent of China’s to­tal.

“We need to work closely with orig­i­nal me­dia or­ga­ni­za­tions both in China and Rus­sia, while us­ing our strength in tech­nol­ogy to pro­vide use­ful con­tent for read­ers,” Fe­do­tov said.

Fe­do­tov also ex­pressed a de­sire to co­op­er­ate with Chi­nese in­ter­net me­dia.

“Qual­ity con­tent is the life­line of me­dia,” he said. “We are look­ing for­ward to work­ing with Chi­nese in­ter­net me­dia to ex­plore prod­ucts.”

Tra­di­tional me­dia or­ga­ni­za­tions have been greatly chal­lenged, fol­low­ing the rapid de­vel­op­ment of in­ter­net­based tech­nolo­gies in re­cent years, ac­cord­ing to Ning Er, deputy ed­i­tor-in-chief of Sohu, a com­pre­hen­sive on­line plat­form in China.

“We should not be afraid of the chal­lenge,” Ning said. “In a fast-grow­ing me­dia in­dus­try, it is very im­por­tant to use tech­nolo­gies to re­form tra­di­tional me­dia.”

Ning said the qual­ity of con­tent pro­duced by both tra­di­tional and new me­dia should be pri­or­i­tized.

“Co­pro­duc­ing high-qual­ity con­tent can be the start­ing point of Chi­nese and Rus­sian me­dia co­op­er­a­tion,” Ning said.

Niu He­qing, CEO of Tian­jin Hy­landa In­for­ma­tion Tech­nol­ogy Co, said the com­pany would be will­ing to pro­vide more tech­nolo­gies for tra­di­tional me­dia groups.

“Emerg­ing tech­nolo­gies will be very help­ful for tra­di­tional or­ga­ni­za­tions in pro­vid­ing and dis­tribut­ing con­tent,” he said.

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