Guangxi TV Station uses 9 channels as a link to build a three-dimensional development pattern with new media platforms such as websites, mobile clients, IPTV, mobile TV, WeChat, etc. as communication channels. In the integrated development, starting from its own reality, it realizes channel integration, platform integration, operation integration, and management integration through content integration, and gradually builds an industrial ecosystem with cross-border integration and integrated development with mainstream online audio-visual media as the core.

In order to cope with the challenges of the new media reform situation, Guangxi TV Station has clearly proposed an all-media development strategy that integrates resources across Taiwan, unified operations and centralized management. Since 2013, Guangxi TV has adhered to its unique positioning of "beautiful world" and has begun to fully utilize and use the advantages of new media to actively promote the integrated development of media. At present, Guangxi TV has built a three-dimensional development pattern with nine channels of content as a link and new media platforms such as websites, mobile clients, IPTV, mobile TV, WeChat, etc. as communication channels.

Program integration of new media enters the "new normal"

Guangxi TV currently has 1 satellite channel and 8 ground channels. In the new media environment, various channels are exploring new models of program operation, and the program's innovative capabilities are constantly improving.

Multi-channel TV program promotion

Programs from various channels have begun to propose long-term new media promotion strategies, open up new promotion channels, and use mobile clients, WeChat and Weibo and other communication methods to fully graft the program content into new media to achieve two-way, multi-directional and diversified interactions. At present, Guangxi TV has developed websites, IPTV, "Beautiful TV" mobile TV, "Guangxi News", "Guangxi Variety Show" (Variety Channel), "Beautiful World APP", WeChat matrix, bus, subway and other mobile TVs, as well as outdoor large-screen broadcast network and other broadcast platforms.

The multi-screen presentation of news programs and the integration of cross-media forms have achieved overseas linkage live broadcast for the first time. With the help of "Beautiful TV" mobile client, Weibo and WeChat and other platforms, the news has realized the live broadcast and interaction of large-scale reports of the Two Sessions and other news programs. In 2014, the "New Silk Road ASEAN Thousand Mile Tour" large-scale foreign propaganda event consisted of 18 interview teams by 9 media reporters from the central government stationed in Guangxi and Guangxi, and visited more than 60 towns in 10 ASEAN countries for interviews. It integrates all-media and multi-angle reporting, providing strong public opinion support for promoting Guangxi to build a new portal and new hub of the 21st Century Maritime Silk Road. This is also a major practice of Guangxi TV's all-media linkage reporting.

In July 2016, Guangxi News Channel achieved the first live broadcast of overseas news events during major periods. In the "Huashan World Heritage Application Live Broadcast Report" held in Türkiye, the news center simultaneously pushed it on major new media platforms across the region, attracting widespread attention and successfully realizing overseas live broadcasts. News was also released immediately through mobile TV "Beautiful TV".

Relying on the credibility of the media, expand program resources and realize content extension operation. "First Secretary" is a fully transparent public welfare moral construction column launched by Guangxi Satellite TV. Relying on program resources, the Taiwan New Media Department has developed the "Beautiful World Shopping" e-commerce platform, and specially opened the "First Secretary Product Zone" to help poor village products "get out of the mountains and go to the market". A self-media channel of "First Secretary" was also set up on the Taiwan Internet, allowing the First Secretary to endorse his countryside, demonstrating the credibility and sense of responsibility of the media. Up to now, e-commerce platforms have voluntarily trained nearly 300 e-commerce students in the first secretary, established 6 first secretary rural poverty alleviation e-commerce sites to help rural agricultural product sales exceed one million yuan, give full play to the precise advantages of e-commerce poverty alleviation, and realize the extension and implementation of TV programs.

Realize the two-way driving of program content and all-media audiences

Guangxi Urban Channel's life service program "Super Idea King" has a good viewing foundation, and its all-media interactive marketing based on program content is also a highlight. At present, the "Super Idea King" WeChat account has nearly 800,000 fans across the country. The program's micro-community averages visits to the top ten media micro-communities in the country all year round, becoming a new platform for audience exchanges and interactions across the country. The program also influences family users through a variety of offline theme activities. The original hand-painted all-media book "Super Idea King" launched at the end of last year was uniformly distributed in Xinhua Bookstores across the country. Create a new program pattern that integrates television, new media, offline activities and is closely linked, and has also developed a strong online community group for the program.

Through mobile live broadcast and multi-screen interaction, ratings are driven to innovate content services. Since 2015, Guangxi TV Station has introduced a third-party cooperation platform to develop "multi-screen interactive" new media service functions for TV services, and connects the live TV signals of Guangxi TV, variety shows, and urban channels to the WeChat public account of "Guangxi TV Station", realizing the synchronous live broadcast between TV and WeChat.

First, the simultaneous live broadcast of TV and mobile phones for major events: Guangxi News Channel uses the "Beautiful TV" mobile client to realize the live broadcast transmission of "large-scale reports of the Two Sessions". Guangxi TV’s WeChat official account has simultaneously achieved the “three major live broadcasts in March” with Guangxi TV and Guangxi News Channel.

The second is the live broadcast of new media for various commercial and ground promotion activities: Guangxi TV Station’s WeChat official account, the “Beautiful World APP” and Guangxi Network Radio and Television Station simultaneously broadcast the home game of Guangxi Weizhuang Club in the 2016 National Men’s Basketball League (NBL), realizing the transformation between online users and TV viewers, and extending the brand influence of TV media to the Internet.

Third, personal anchors form linkage with live TV: During the trial operation of the eastern section of Nanning Metro Line 1, the news channel turned on the micro-video live broadcast mode for the first time, and video live broadcasts were conducted on Weibo and Yingke. The female anchor connected to the studio through her mobile phone live broadcast, and the subway was most intuitively displayed in the live broadcast of the TV, which created a huge hot topic effect on the day. Guangxi Satellite TV also conducted entertainment interactions with personal "star anchors" in its WeChat public account. Viewers can enter the "star anchor" live broadcast room, watch behind-the-scenes footage on their mobile phones, chat with star anchors, and give away prizes.

Guangxi TV Channel also used WeChat accounts, mobile APPs, etc. to carry out interactive lottery draws of "Mobile Shake" to boost the ratings of TV programs. Taking Guangxi News Channel as an example, starting from March 2015, the "TV-watching award" interaction was carried out through "Beautiful TV" during the evening prime time, which made the evening ratings of the news channel in Nanning area rise from 10th to 5th, and even reach the first place many times. In December 2015, the "News First Strike" program cooperated with "WeChat Shake" and its viewership rate in Nanning gradually increased from 1.190% to 1.302%.

Use programs to achieve marketing with the purpose of user experience and needs, and carry out offline personalized services. "The Queen of Selfie" is the first self-portrait interactive travel program in the country originally created by Guangxi Film Channel. Its content production adopts self-media techniques, effectively combining elements such as tourism, corporate culture, brand products, etc. The column team cooperates with travel agencies to jointly create a high-end customized travel service platform - Traveller. The selfie queens become experiencers of the "Traveler" brand, and use the official service account of "Traveler" to share and publish personal travel live diaries in the form of pictures, text, voice and video, and produce fragmented short video travel routes for sale. This is the brand upgrade of the program in interactive travel reality shows, providing tourism solutions to the audience and providing a novel sales model for the industrial marketing of tourism resources.

Mobile game spin-offs for developing programs

"Collection of Ma Weidu" is a cultural brand column promoted by Guangxi TV. It has many viewers who like to collect and love culture. Based on the classic elimination game, the program has innovatively developed the first puzzle and leisure elimination game with the theme of cultural relics collection - "Dawen Player". The game sets the level in the background of the ancient Chinese Sui, Tang, Song, Yuan, Ming and Qing dynasties. It closely integrates the program content into mobile games, allowing users to obtain a high-quality game experience, while also enriching cultural relics knowledge and combining education with entertainment.

The combination of content and new media channels will form a media ecosystem featuring beautiful world

Guangxi Public Channel, which is positioned as a child, develops the "Xingxingle" parent-child experience training and operation e-commerce platform, proposes the three-in-one industrial development idea of "offline activities online TV show Internet sales communication", and strives to shape the project into a well-known e-commerce education platform in Guangxi, laying a good foundation for future channel industrialization.

Guangxi TV's "Beautiful World Shopping" e-commerce platform has developed "Taobao Online Store", "Beautiful World APP" and WeChat Mall online; multiple physical stores, counters, product experience centers, product theme restaurants in poor villages, e-commerce poverty alleviation training sites, etc. have been built offline. At the same time, through micro-live broadcast technology and other scientific and technological means, we will join forces with many TV stations across the country to create a "cloud poverty alleviation product exhibition and sales matrix". TV media across the country will pay attention to local poverty alleviation projects and gradually establish a precise marketing model of "pay first, picking later, unified transportation, and multi-point delivery", forming a complete link to "Internet Media Industry" across the country. At present, 20 provincial and municipal TV stations have responded positively.

Platform operation has achieved results and gradually realized channel integration

As the official website, Guangxi TV Network has always carried the live broadcast and program on demand functions of various channels of Guangxi TV Station, and has developed the "Beautiful World" live broadcast platform to develop online live broadcast business. In 2013, the website began to gradually transition from "Taiwan-network interaction" to "all-media interaction", and successively launched self-made programs such as online dramas, micro-films, online interviews, tourism, and culture.

On May 10 this year, Guangxi TV Network was upgraded to Guangxi Internet Radio and Television Station. The content mainly relies on the advantageous program resources of the two stations to deeply develop the service functions of the two major sectors of "network TV" and "network radio". At the same time, the mobile WAP version of Guangxi Internet Radio and Television Station was officially launched.

On June 14, the website obtained the qualification of a national first-class news website, and the website's comprehensive capabilities and news release capabilities will be further improved. Guangxi Internet Radio and Television Station plans to build a new media platform and a new type of publicity and public opinion position in three to five years, and build a cross-border integration and integrated development industrial ecosystem with mainstream online audio-visual media as the core.

Guangxi IPTV integrated broadcast control platform is a broadband interactive TV new media platform jointly created by Guangxi TV Station, CCTV and Guangxi Telecom. It is designed with 22 high-definition live broadcasts, more than 100 standard-definition live broadcasts, and 80,000 hours of popular on-demand broadcasts, covering more than 70% of hot TV dramas and theater blockbusters. The platform currently has 800,000 users and covers more than 3 million people.

Mobile TV signals cover more than 2,100 high-quality buses, outdoor LED large screens, subways, airports, etc. in Nanning, and currently achieves integrated push of 20,000 free public WIFI hotspots.

Guangxi TV WeChat integrated platform is the micro-marketing position of Guangxi TV. The platform adopts the "cluster marketing" model to collect WeChat public accounts of each channel and column to form a "WeChat matrix". At the same time, the live broadcast and on-demand TV will be introduced into the mobile terminal, and combined with interactive models such as e-commerce, lottery, group purchase, and point redemption to form a new TV media ecosystem.

Expand new media self-made content and actively participate in cultural exchange activities in the face of ASEAN

A number of micro-video programs and columns suitable for network characteristics and mobile communication have been filmed and produced, such as: the "Gui Delicious" in the food series, the local comedy series "Qianzi", and the cultural series "Guangxi Danqing". At present, the "Guangxi Intangible Cultural Heritage Inheritor" who promotes the spirit of craftsmanship will be launched. Various micro-film competitions have been held, and the micro-film films "The Novels of Heaven" and "The Barber" have won many national awards. In 2015, the Guangxi Microfilm Industry Association was established with the goal of exploring Guangxi's local culture and providing a healthy and good creative exchange platform for microfilm enthusiasts.

In 2015, Guangxi TV successfully held the "China-ASEAN Microfilm Competition" and achieved good results. Works from countries such as Thailand, Cambodia, Indonesia, the United States, and Australia participated. As a continuation of the competition, it is planned to hold the "China-ASEAN Microfilm Competition Cross-border Exhibition and Broadcasting Activity" in Thailand in September this year, focusing on the exhibition of Chinese online dramas, online movies, micro movies, documentaries, and tourism landscape films, and hold related online film and television cultural exchange activities. The purpose is to implement the development strategy of the 21st Century Maritime Silk Road and build a film and television cultural development ecosystem with transnational cooperation and network interconnection through new media channels.

Business innovation: Capital cooperation model escorts business operations

In terms of operation model and capital cooperation, Guangxi TV has achieved transformation from the "single advertising revenue" model to the "diversified revenue" model, developed various industrial projects, and began to seek capital cooperation. Taking the operation and development of Guangxi Mobile Multimedia Communication Co., Ltd., a wholly-owned parent company under the Taiwan sector, as an example, the company turned losses into profits by carrying out various new media businesses in 2014. In order to further enhance the company's strength, it established a joint venture with Beijing Huayu Starry Sky Culture Media Co., Ltd. in 2015 - "Beautiful World (Beijing) Cultural Communication Co., Ltd.". The company's business is mainly divided into two parts: one is mainly developed for the mobile Internet market, operating emerging businesses such as WIFI, mobile video, subway, and airport mobile video; the other is to use the existing operating rights of TV program copyrights, qualifications and licenses to expand new media business cooperation across the country.

In the process of media integration and development, in the absence of strong financial support, Guangxi TV has always started from its own actual situation and achieved the construction and operation goals of various platforms such as channel integration, platform integration, operation integration, and management integration through content integration, and gradually built a cross-border integration and integrated development industrial ecosystem with mainstream online audio-visual media as the core.

(The author is the deputy director of Guangxi TV Station)