3. Integration of Operation and Management

Integration of operation and management is an indicator of the integrated development of traditional and new media. It is also a major task in the new round of reform in the radio and television sector. In 2014, major radio and television stations started their reform, starting with the integration of operations and management.

(1) Operational mechanism integration promotes reform in the media. Radio and television stations at/above provincial level have stepped up the pace of reform to achieve the integrated operation of traditional and new media. CNR has set up the Yangguang Media Group to integrate the operation of traditional and new media. CCTV has worked out and implemented a Working Plan to Promote Integrated Development of Media, focusing on smoothing out the internet-TV station relationship and putting in place a synergy mechanism, so as to bring into place a situation in which all staff in the CCTV work to run well new media. BMN has embraced the idea of "mega-media" and established an operation mechanism of cloud storage and multiple-screen display. Reforms aiming to build integrated media and unified operation are ongoing nationwide, which will result in a conglomerated operation to drive the development of new media.

(2) Integrated operation of operational resources promotes innovation. In this respect, the first is integrated operation of advertising resources. The advertising value of new media is becoming increasingly apparent to become complementary with the traditional media. As of 2014, CCTV has taken the lead in implementing integration of advertising operations, with the CCTV property management center taking overall responsibility for the new media advertising business to gradually building new media advertising product lines. The second is the integrated operation of contents. It has become increasingly for radio and television and new media to carry out integrated operation of programs. Hunan Broadcasting System has monopolized the broadcasting rights of its brand shows on Mango TV, increasing its page views from millions to hundreds of millions. Thirdly, it is the integrated operation of platforms. Different new media give rise to different platforms, which start their integrated operation after they initially take shape. Suzhou Broadcasting System has made integrated use of its radio and television stations, websites, internet client operating platforms, social platforms, e-commerce and e-government platforms to focus on building a city information service cloud platform featuring the provision of public information, business services and social services.

(3) Integrated operations inspire the rise of an industrial chain. Media enterprises of an integrated nature are expanding cooperation across sectors, industries and regions to develop themselves into conglomerates with complete industrial chains. China International Broadcasting Network (CIBN) completed its industrial chain layout with user scale as the primary goal. In 2015, it launched the intelligent terminal product brand CAN, marking its official entry into the internet TV industry. To industry insiders, the full integration of all its resources along the industry chain cover program making, channels, and terminal industrial layout. Some broadcasting agencies have set up investment funds or made direct investment to enter the radio and television market. In November 2014, Zhejiang WASU Media and its partners set up a cultural industry fund to make investment in content, internet applications, broadcasting network, mobile internet, cloud computing, and smart terminals in the upstream and downstream of the industrial chain of radio and television network, cultural media and new media. Some have established new media industrial investment funds for new media equity mergers and acquisitions, and integrated development of smart healthcare, internet TV, mobile internet, online video, games, travel, education and advertising.

(4) Pressing forward with integration of management of radio and television and new media. In 2014, radio and television media explored integrating the management of personnel, assets, content and operations by reorganizing their structures, effectively integrating all media resources and production factors so as to achieve the sharing and connectivity of information contents, technology application, platform terminals and talent teams and eventually form an integrative organization, communication and management system. In early 2015, CNR set up its convergence media center, which enabled seven-day 24-hour news production, realizing the integration of program structure, personnel schedule, overall planning, marketing and promotion. Also in 2015, CCTV news center set up a new media department to produce and present news on multiple platforms, and realize centralized management of personnel, property and assets, copyright, technology development, brand promotion and advertising.

CRI has established a management committee for major media projects and media integration work to adjust the internal structure, break department barriers, produce overall plans and coordinate major media projects and integration work, and re-engineer the process flow of the news center and the English center. The news center now releases more news on multi-media platforms, and has introduced a media director and producer responsibility system. The English center is piloting trials on a media integration and producer responsibility system. In terms of management integration, radio and television stations are strengthening the verification and management of broadcasting rights and network copyright. Some competitive stations and programs have set up media assets centers to further expand and apply traditional media assets, and prioritize copyright management in order to highlight its value in new media.