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媒体融合系列高端对话之——卜宇VS徐立军

2017-09-19 20:37:02   央广网

【供稿/CTR媒体融合研究院】

编者按:2017年7月21日,流火的南京,一场联络已久、因双方事务繁忙而推迟的对话终于促成机缘。

卜宇,江苏省广播电视总台(集团)党委书记、台长、董事长,南京大学新闻传播学院院长。徐立军,央视市场研究(CTR)执行董事、总经理兼中国广视索福瑞总经理、CTR媒体融合研究院执行院长。二人均是传统媒体实践出身,一位是国内领先的省级广电媒体机构的决策者,一位正在媒体融合调查研究的最前沿,两人的这场期待已久的真诚对话又将激荡出怎样的火花?

(左为卜宇,右为徐立军)

媒体融合全面启动正在向实质性变化阶段迈进

徐立军:非常高兴今天能跟卜台一起探讨,我想先问一下您对当下国内媒体融合整体态势的宏观判断,从2014年媒体融合元年开始到今天将近三年时间,您认为现在媒体融合大概走到哪一步了?

卜宇:全面启动,正在向实质性变化阶段迈进。首先要准确把握推进媒体融合的目的,是为了提升主流媒体传播力公信力影响力和舆论引导能力,更好地传播党的声音。我们推进媒体融合要围绕这一目标展开。如果只是做了几个新媒体产业项目,可能并不能算是真正的媒体融合。

两个重点,四个着力

徐立军:您刚刚给出了媒体融合趋势的判断,那目前江苏广电总台的媒体融合进展如何呢?

卜宇:我们在媒体融合方面进行了积极探索,在一些领域有所突破。

徐立军:具体是如何推进的呢?

卜宇:我们主要围绕“两个重点,四个着力”推进媒体融合。“两个重点”,一是重点强化广播电视新闻报道、栏节目的媒体融合理念,创新呈现方式,有效应对传统媒体“边缘化”挑战;二是重点加强新媒体主流阵地建设,在新媒体领域有效地发出主流声音。

徐立军:“四个着力”包括哪些方面?

卜宇:一是打造荔枝云平台。媒体融合,技术先行。2014年,我们着力谋划媒体融合的基础性云平台,2015年利用总台技术团队承接国家课题的契机,将研究成果加以转化运用,着手建设荔枝云平台。在建设过程中,我们有了适应媒体特点的整体科学规划,同时全面集成整合了国内外十余家公司的新媒体技术,对总台的媒体融合起到了强大的支撑作用。荔枝云平台具有六大主要功能:

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