Sun Yusheng： Video is the highest form of communication and will not change in the future.

　　The 2018 China Online Media Forum was held in Ningbo, Zhejiang Province on September 6th. Sun Yusheng, deputy director of CCTV General Station, attended the opening ceremony and delivered a speech.

　　The following is the full text of the speech:

　　Leaders, distinguished guests,

　　Good morning everyone!

　　First of all, on behalf of Vice Minister Publicity Department of the Communist Party of China and Director of the Central Radio and Television General Station, Comrade Shen Haixiong, I would like to express my warm congratulations on the holding of this forum! I would like to extend a warm welcome to all the leading guests attending the forum!

　　It is difficult for TV media to express a complete meaning in five minutes, but five minutes is already a long time for short videos that are popular at present. This is one aspect of the media revolution. Therefore, in the era of intelligent internet, how to do a good job of short video and cope with the explosive growth of short video platforms is a new topic that we are facing.

　　The theme of this year’s forum is clear to everyone, but when we know that this year is the 20th anniversary of the strong rise of portals under the traditional Internet, the theme we are discussing today is particularly meaningful.

　　An important node of intelligent interconnection was in 2010, when Jobs first launched the iPad, and half a year later, he launched the iPhone4 with a 5-megapixel camera. The mobile phone quickly became intelligent, and communication immediately entered the mobile era.

　　Along with mobileization comes video. Faced with this new change and based on the advantages of TV, I put forward the concept of "mobile priority" in 2014. Since then, CCTV News and CCTV News Mobile Network have successively launched short video works for the mobile terminal, such as "One Day of the Supreme Leader’s General Secretary" and "Initial Heart", which quickly formed a huge impact. CCTV has always been the main force of CCTV media integration, and its short video "The Road of Public Servants" has also made a significant impact. These are just one aspect of the development and integration of CCTV’s new media.

　　As far as video is concerned, I said more than a decade ago that video is the highest form of communication when the media develops to the audio-visual stage. It has not changed for more than a hundred years and will not change in the future. What has changed is the channel, terminal and presentation mode. The explosion of short video in the past year has proved this point again.

　　In 2003, I went to Britain to inspect digital TV. At that time, the president of BSKYB, the largest digital TV operator in Britain, raised a question: Is interaction the future of TV or the future TV?

　　Now it seems that interaction is the most important feature of mobile new media and the future of media.

　　Television is a technical media, especially new media. The development of big data, cloud computing and other technologies continues to make the media intelligent. We must embrace new technologies, but we must also prevent the traps of technology, and we must not be kidnapped by them. I predicted a few years ago that 3D TVs and smart watches would not have prospects because they do not conform to two important principles of media evolution, namely convenience and irreplaceability. Now VR is also a problem, at least not suitable for news dissemination.

　　At present, the urgent problem is algorithm push, which can be used as a tool. However, it is recommended to use it carefully for content arrangement, especially in the so-called post-truth era, which further encourages the title party to replace facts with emotions and even subjective wishes, making the media lose credibility. At the same time, it will also produce the "silkworm" effect, which will make people become isolated islands, narrow their horizons and even produce illusions and misjudgments.

　　No matter in which region, the media are distributed in an ecological way, each with its own orientation, style and way of life, but one thing is common, that is, they are all pursuing the maximization of communication and influence. On this basis, there is another point that should be common, that is, the social responsibility of the media, especially the mainstream media. No matter how the media changes, this point should remain unchanged. The radio and television general station shoulders such a responsibility and is constantly expanding and strengthening the mainstream ideological public opinion.

　　At present, all media organizations are deeply studying the important speeches made by General Secretary of the Supreme Leader at the national conference on propaganda and ideological work and the symposium on network security and informatization. As for how to practice the news thoughts of the Supreme Leader, I think that in addition to solving the epistemological problems of "raising flags, gathering people’s hearts, cultivating new people, promoting culture and displaying images", we should also solve the methodological problems of how to be close to the audience in an all-round way. The theme of today’s forum should be understood and discussed from the perspective of epistemology and methodology.

　　This year marks the 40th anniversary of the reform and opening up, and also the 60th anniversary of the birth of China TV. In this special year, the CPC Central Committee decided to set up the Central Radio and Television General Station, which fully reflected that the Supreme Leader General Secretary and the CPC Central Committee attached great importance to the radio and television media. We will live up to our mission, make full use of this historic opportunity, integrate resources, optimize the layout, and strive to make the reception desk a world-class national-level modern media carrier. For more than half a year, the main station has successively launched phenomenal short video products such as Historical Moment, Home Country, Supreme Leader and Mother. New media comment brands such as "CCTV Quick Review" and "International Sharp Review" for mobile terminals effectively guide online public opinion; In the Boao Forum for Asia, the Qingdao Summit of the Shanghai Cooperation Organization, the China-Africa Forum and other major reports, the effect of the integration of radio and television and new media has been fully affirmed by the central leadership.

　　Just recently, Minister Shen Haixiong put forward that the development strategy of the general station is to adhere to the principle of "paying equal attention to the network, with the network in the background first", which is very relevant to the theme of today’s forum.

　　Finally, I would like to express my sincere thanks to all the leaders and friends who care about and support the development of CCTV. I wish this forum a complete success! Thank you all.