A Decade of Transition for Regional News Media Yields Little Success (AI Translation)

【周刊提前读】地方报纸电视十年转型效果不彰 AI时代又添新变数

In recent times, China's media landscape is witnessing a significant transformation largely driven by the decline in traditional media operations and the need to adapt to new digital models. The Shanghai Media Group and Shanghai Broadcasting Television Station, historically seen as pioneering in media transformation, have been closing or restructuring their services due to declining business performance amidst evolving digital consumption trends [para. 1].

On November 11, 2024, Shanghai United Media Group, guided by the CPC's Shanghai Municipal Committee, announced it would cease operations for five news apps starting January 1, 2025. The apps Wenhui and Xinmin will integrate into the Jiefang Daily's "Shangguan News" app. Likewise, Zhoudao, Dongfang News, and Aoxiang News will be discontinued, and the 43-year-old Literature Newspaper will merge into Wenhui Daily. This move focuses on shedding redundant capacities and consolidating quality resources to better create and distribute media [para. 2][para. 3].

Similarly, Shanghai Media Group initiated reforms on September 25, merging its Dragon TV Center, Documentary Center, and Integrated Media Center into a new Integrated Media Center and closing four TV channels and radio frequencies to streamline operations [para. 4]. The downturn in TV viewing is evidenced by an 8.2% decrease in daily TV consumption and a significant fall in TV ad revenues to 58.366 billion yuan—less than half of a decade ago [para. 5][para. 6].

The emergence of internet platforms has drastically shifted advertising revenues and audience engagement from traditional media, leading to the closure of several newspapers and reduction in TV channels. Nationally, the cancellization of 144 TV channels and 52 radio frequencies as of March 2024 indicates the broad impact on traditional media [para. 7].

The ongoing decline in the commercial value of traditional media has impelled organizations to turn to digital transition strategies. Between January to September 2024, ad spend for TV fell by 5.6%, radio by 11.6%, and newspapers and magazines dropped significantly, accentuating the need for media to engage with digital formats [para. 8].

Efforts to bridge traditional and new media, borne from the Central Leading Group's 2014 Guidelines, have led to the creation of city-level media convergence centers and almost 3,000 operational county-level centers to facilitate integrated media production [para. 10][para. 11].

Traditionally dominant media groups have engaged mobile platforms to maintain relevance, though these apps, with limited user bases, face immense competition from giants like Jinri Toutiao [para. 15]. Despite strategic investment in new media, the ability to monetize digital content remains a challenge [para. 18].

Globally, traditional media faces a similar challenge transitioning to digital, a need exacerbated by dwindling user growth, despite over a billion active short video users being recorded as of 2024 [para. 21]. Some media outlets, such as Caixin Media, persevere with a paid model, indicating potential avenues for future media viability [para. 22].

Traditional media outlets have shifted labor towards digital production, teaching print journalists new digital skills amidst shrinking employees, from over 400 to just over 60 in ten years [para. 51]. However, challenges persist, with employee reallocations becoming common in response to the decline of traditional formats [para. 57][para. 58].

The overall media transformation reflects a growing need for traditional media to adopt digital strategies, optimize their operations, consolidate resources, and exploit robust digital platforms to cater to evolving consumer preferences. Despite significant challenges, there remains potential for growth and adaptation in the media landscape's rapidly changing environment [para. 60][para. 72].