After more than 10 years of integration and transformation，my country's media fusion has achieved significant results，At present, it is urgent to explore the reconstruction of business models and profit models，Content monetization is an important content of it。Media fusion must better realize content monetization，You need to create high -quality products that can truly meet market demand on the basis of content data。

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Traditional media has successfully realized the content monetization of content and channel organic integration，After the Internet completely breaks this method，Constantly deepening integration，Many explorations have been performed in content monetization，But the copy that can be copied has not yet been obtained、sustainable、Stable monetization method。

First，The content monetization mode of traditional media has basically collapsed。Traditional media has long adopted the concept of "content as king"，Media products with content -based content and channels based on content，Realization of advertisements attached to the channel。Advertising and channels are naturally united but relative to content，With the rapid development of the Internet，The Internet has become the main channel for content communication，Advertising also naturally moves to the Internet channel，Traditional media advertising revenue with only content but lack of channels shows a cliff -like decline，At the same time, due to the loss of channels, the distribution revenue bet365 live casino games also declined，Under the superposition of various unfavorable factors，Many traditional media are in the predicament of serious losses。

Next，Other content of traditional media monetization mode micro。Except for advertising，Traditional media and copyright sales and other content monetization methods，The ability of most traditional media to produce high -quality content that can truly meet market demand has significantly declined，Copyright sales are mainly concentrated in a few mainstream media，Ru Xinhua News Agency、People's Daily and other central media，and surging news、Beijing News Agency、Cover News and other local media and vertical media。

Last，Constantly exploring the new path in the deep integration of the media。Mainstream media actively promotes the role of the media in depth of the media to attach high attention，A lot of new exploration and new progress have been achieved in content monetization。1 is to deeply mining copyright value，Innovative copyright sales。For example，Central Broadcasting and Television General Studio increased the development of copyright assets，Including the copyright value of in -depth excavation of top sports events，Actively expand the copyright cooperation space of the boutique IP program，Focusing on the spread of high -quality program resources in the main station in the field of integration media，Delivery to create the overall brand concept of the "Da Spring Festival"，Innovative development of IP derivatives and cultural and creative products。Second, based on unique scarcity news resources，Explore news paid business。For example，Caixin Media announced that its paid subscribers broke the million，Line 8，Tyrps with the British "Financial Times"; since bet365 Play online games the "content payment project" was officially launched in August 2018，"Content Paid Project" has brought direct income of 44 million yuan to "Southern Weekend"，Paid users have accumulated 320,000，Knowledge paid product line sucks 430,000。Third is the development of new products based on big data。For example，"Southern Metropolis Daily" established Nandu Big Data Research Institute，Data production as the core、Drive with intelligent technology，Established as the starting point of industry standards，Actively incorporate itself into the modernization of the national governance system and governance capabilities，Deliven to become a part of the regional and industry public governance chain。As of 2022，There are more than 30 topic projects in Nandu，New economy and new business、New economy and new business、Beautiful life、Cultural Communication and other fields。Research Report、Nearly a thousand portions of the evaluation list，Establishing data news、Data Products、Data applications and the four major business matrices relying on the data industry。Another example，Southern Finance and Economics All Media Group participates in the construction of data trading centers，and create a one -stop financial information solution based on data，All are new exploration of content monetization。

Although some media have achieved certain results in content monetization，But the ability to monetize content is still weak，No reconstruction advertising has a realization of the monetization mode that can ensure the independent of the media。The specific reasons are as follows: First, the market -based high -quality content of most mainstream media has decreased significantly，Bet365 app download The foundation of its own content monetization is unstable; second, the huge impact of the Internet causes the connection between the media and the user，Channel failure leads to decline in advertising income，and it is extremely difficult to reconstruct the user connection; third, the case of the progress of content monetization exploration is difficult to achieve large -scale replication。For example，Central Radio and Television Total Station is huge scale、There are many content manufacturers、There are many copyrights，Other media are unable to look at the back。

　Content realization is based on high -quality products

mainstream media needs to rely on content monetization to realize self -hematopoietic ability to monetize，This requires a variety of content monetization methods，It also needs to be able to have a large volume to monetize ability，and the core is based on data to create high -quality products that meet user needs。As mentioned above，Copyright sales、News paid and other difficult to make large -scale copy，Autonomous controlled platform is the main content monetization form of replication。

First，Data dataization is the basis。Although the mainstream media produced a lot of content，But basically only for news use，Lack of further processing and use。Specifically，It did not data data，As a result, it is difficult to exert its potential，It is more difficult to make effective monetization。The Internet platform makes full use of its own technical ability，mark the various contents on the platform，​​Then it can better match the user needs，Whether it is Taobao、The live broadcast of the Douyin platform "Grass"，The content of the Xiaohong Book Platform "Grass"，Based on the labeling bet365 live casino games and data of content，The organic combination of content and sales。The mainstream media is in the process of promoting the deep integration of the media，It should fully recognize the importance of dataization and the essential difference between dataization and electronicization，Cross -labelization of the content、Data，Based on this, the intelligent matching of content and user needs。

Second，Create a large number of users with a large number of users through large fusion ideas is the core path。From the perspective of practice，Due to various institutional constraints due to the mainstream media，It is difficult to create its own platform with social financing。But the mainstream media can create a local independent controllable platform through great fusion ideas，Big fusion idea refers to in the historical process of deep integration to the overall economic and social development situation and modernization of governance systems and governance capabilities，and use institutionalized advantages to obtain various scarce resources，Especially government data resources, etc.。In the specific implementation，First, the independent controllable platform of the mainstream media should be positioned as the local "new platform of Chinese -style modernization of governing the country"; the second is to use institutionalization advantages to obtain funds、Policy、Data and other high -quality scarce resources; the third is to do three aspects of service，That is Zhizhi Media Services (the most essential function of the media，Settlement of life)、Smart Government Affairs (effective extension of media business)、Smart City Operation Services (Glit -need service function，The key to the business bet365 best casino games model and profit model of reconstruction)。

Current，A few provincial media and prefecture -level、County -level Rong Media Center has achieved preliminary results in the construction of the mainstream media.。For example，Southern+Client，It is a new mainstream media platform created by the Southern Newspaper Media Group for its efforts，Take the platform of "Big Fusion" to build ideas，and through "integration" measures，Thoroughly open the group's internal resources and effectively connects the external relevant resources of the group，After eight years of hard exploration，Preliminary creation has a certain user scale、Multiple profit model、"Based on Guangdong、New mainstream media platform for nationwide。As of now，Downloads over 170 million，Daily survival exceeds 6 million; 2022，operating income exceeds 400 million yuan。Chuanguan News、Qilu Yitian, etc., have achieved bright results。For example，Changsha, the only official city mobile comprehensive service platform "My Changsha", operated by Changsha Radio Station，I work with me、My service、My life、My Consultation Four Pots are the main，Building a one -stop "Internet+" city life service platform for users，In 2022, the income is 15 million yuan，It is expected to exceed 50 million yuan in 2023。Another example，Jiangyin Rong Media Center gives full play to the advantages of melting media resources，Integrated data resources，Integrated more than 2,000 functions of more than 80 departments (town streets) in the city，Create the only super -entry "Most River Yin" APP。As of early 2023，"Most River Yin" downloads nearly 2.9 million，Peak daily activity 800,000 people，Can read the world's major events at one end、One bet365 Play online games end to solve people's livelihood，New platforms for formation of Jiangyin characteristics。other，Ruian Rong Media Center、Anji Rong Media Center、Changxingrong Media Center, etc., has made obvious progress on building an autonomous controllable platform。

　(The author is a professor at the School of Journalism and Communication of the Central University for Nationalities)