Xinhua all-media headlines

Column name

Xinhua all-media headlines

Date of establishment

December 31, 2014

Publication cycle

Seven issues a week

Publishing layout

without

languages

Chinese

Publishing unit

Xinhua News Agency

creator in chief

Qian Tong, Li Keyong, Hao Fangjia, Wang Qingying, Zheng Xiaoyi, Li Ming

 

 

 

 

 

 

 

 

 

 

 

 

 

 

special column  

brief introduction

  "Xinhua All-Media Headlines" was launched on December 31, 2014, aiming at integrating the resources of Xinhua News Agency, determining topics around major themes, topics and hot news, and carrying out classified collection, writing, adaptive production and multi-release under the same theme according to the communication requirements of traditional lines and new media terminals, so as to form an all-media joint force and create a multimedia report with the characteristics of all-media reporting. After more than two years of development, its influence has risen rapidly, and it has become an excellent column of major reports of Xinhua News Agency, and it has also become the source of follow-up reports of other media, forming a wave-like communication trend.

 First, column positioning

On the one hand, "Xinhua All-Media Headlines" focus on traditional reports to create a "town edition"; on the other hand, it extends its content advantages to emerging media through new voices and new forms, forming a "screen effect" in new media terminals, enabling Xinhua News Agency to achieve full coverage of key reports.

Second, the column characteristics and practices

    1. Practice

    The column is under the responsibility of Xinhua News Agency’s all-media reporting platform, and a group is broadcast every day. The report consists of a main text draft and a number of products that integrate text, pictures, videos and various new media forms, and strives to finely process and distribute the content. Product forms include words, pictures, charts, videos, small games, interactive surveys, mobile phone light applications, dynamic products and other forms of reporting. Release on traditional press release lines, new media lines, and clients of Xinhuanet and Xinhua News Agency, such as our own new media terminal, WeChat public account and Weibo platform; Xinhua Daily Telegraph publishes a special edition every day.

2. Features

    In 2016, under the direct organization and command of social leaders, the all-media reporting platform fought side by side with all departments of the head office and relevant branches at home and abroad, and jointly completed 389 groups of "Xinhua All-Media Headlines" and 219 new media products.

First, closely focus on the general secretary’s activities to carry out hot planning, use all-media means to organize reports, create a variety of precedents for leaders’ reports, and gain recognition from higher authorities. For example, the long newsletter "Sailing High, Towards the Brilliant Other Side of Great Rejuvenation —— Documentary of the Party Central Committee Governing the Country with the Supreme Leader Comrade as the General Secretary since the 18th National Congress of the Communist Party of China" is the opening work of a series of manuscripts on "New Practice of Governing the Country". The theme of the manuscript is grand, which profoundly expounds the new practice and achievements of the Party Central Committee governing the country since the 18th National Congress, and highlights the strong will of the Party Central Committee with the Supreme Leader Comrade as the General Secretary to overcome difficulties, persist in reform and opening up, command the overall decision-making ability, and people’s livelihood feelings that are always Traditional media adopted more than 260 on the same day; The series of "Return Visit" of the General Secretary’s domestic inspection, as well as the series of foresight and summary of his visit, have become the reporting brands.

    Second, closely organize reports around the key work of the CPC Central Committee and the state, and strive to make the Party’s voice the strongest voice of the times, convey China’s firm belief in moving towards a well-off society in an all-round way and deepening reform in an all-round way, and turn the country’s development advantages into discourse advantages. For example, a series of reports on the new concept, strategy and practice of governing the country have become the brand of reports, and more than 100 important summaries, such as "Fighting bravely in the middle stream-a review of the work of the CPC Central Committee with the supreme leader as the general secretary in the key year of deep reform" and "The mainstay of national rejuvenation-dedicated to the 95th anniversary of the founding of the Communist Party of China (CPC)", have achieved the adoption of traditional media.

The third is to focus on major policies, pay attention to the interpretation from the perspective close to the people and innovate the reporting methods, and sing the main theme, tap the typical reports of characters and spread positive energy. For example, focus on the hot issues that the people care about, such as the new policy of network car, the "congestion disease" in the capital, left-behind children, and the difficulty of renting a house, and follow up in time and accurately. He Xinglong: The Retrograde of a Post-80s Village Doctor, A Shepherd, A Living Monument, A Heavenly Road, A Dream-The Legend of the Tibetan Yugong Snadingzhu, Guo Chuan: Please answer when you hear me! The role model of the contemporary county party secretary-remembering Jiang Shikun, secretary of the Qinglong county party Committee in Guizhou, and the secretary of rubber shoes in the cliff village in the depths of the mountains have also set up vivid and touching characters through reports.

The fourth is to solve the problem of new media communication of major themes, and launch new forms of "phenomenon-level" products such as rap animation MV "Four Comprehensiveness", micro-film "Red Temperament" and webcast "Red Pursuit". This series of "Red" all-media products have achieved great response after their launch. The total hits and readings of Four Comprehensions have exceeded 100 million times, and the cumulative viewing of "Red Temperament" has exceeded 200 million times. The series of "Red Pursuit" is the only new media product in Publicity Department of the Communist Party of China that has been pushed through the whole network for the 80th anniversary of the victory of the Red Army’s Long March, and the live and precipitated videos have been played over 100 million times.

Fifth, innovation has an "incubation" effect, and a series of innovative all-media products have been launched, such as National Album, Space Diary of Special Reporter of Xinhua News Agency, and 33 Days in the Sky. The report of "Space Diary" has attracted the attention and love of the vast audience at home and abroad, especially the new media audience, because of its unique reporting form and easy-to-interact way, with a cumulative reading volume of 160 million times.

The sixth is to express innovation as the starting point, strengthen the "cross-border narrative" ability, and explore more forms, means and technologies of all-media products in daily reports. Seven major explorations have been made, namely, one, the media-integrated page mode with fresh language, mixed versions of text, pictures and videos, and all the contents; Second, text innovation, supplemented by multimedia presentation; Third, the innovation of pictures such as long scrolls, expression pack photos, conceptual photography, imposition photos and video images; Four, micro documentary, short video, news, MV and other video products; V. Video report combining UGC and PGC; Sixth, play the role of "central kitchen" and launch a wider range of domestic and foreign branches to jointly collect; Seven, VR, drones, GIF maps, mobile games, modeling animation and other new technology-driven reporting new attempts.

Third, the influence of the column

    After more than two years’ development, traditional reports and new media reports have basically achieved the goal of "double hundred", that is, traditional media reports have adopted hundreds, and new media reports have read more than one million times on the Internet. In 2016 alone, the highest number of single articles was 364, with a total reading page view of more than 670 million times throughout the year. Some single new media products, with more than 100 million Internet readings, have become phenomenal communication products.

recommend 
unit 
idea 

   "Xinhua All Media Headline" has realized the integration of traditional business and new media business from addition to integration, from physical polymerization to chemical reaction, from two skins to a chess game, and has achieved the integration of organization and command, intensive collection and editing, all media production and matrix process management, and has become the general hub, platform and export of Xinhua News Agency’s integrated reporting.

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Initial push

Comment and recommendation

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Language reason

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  Xinhua All-Media Headlines focuses on major themes, important events and hot spots, and presents them in an all-media form, with a big focus, high conception and high standing. In particular, since the 18th National Congress of the Communist Party of China, the new practices and achievements of the Party Central Committee in governing the country have been thoroughly explored and presented in an all-round way, with new perspectives and real content. At the same time, the whole report reflects the synchronous planning, synchronous implementation and overall release of traditional media and emerging media in an all-round way, forming a strong communication.