New and traditional media: interwoven partners

17:14, March 24, 2010      

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Zhang Yannong, president of People's Daily, has defined the relationship between traditional media and new media as "interwoven partners," which deviates from the conventional view that new media may be the gravedigger of traditional media. He suggested traditional media try their best to find and make use of the opportunities in crisis.

Addressing the opening ceremony of China-ASEAN Media Cooperation Seminar held in Beijing today, Zhang admitted that the specter of the "disappearance of newspapers" had arisen again amid the international financial crisis worldwide, and traditional media is already in mourning for its own impending demise.

Zhang said, "Although new media has changed the pattern of information dissemination and the situation of the media industry, the content is of the highest priority and is still the nature of information transmission. In fact, traditional media remains the "content provides" for many news Web sites, which is the advantage that we live by. New media should not be opponents to traditional media, but our partners to create a win-win situation. New media will bring new vigor and vitality to traditional media, and it will make us even more influential than ever before through multimedia and other new technologies."

He then shares how People's Daily found the way to make new and traditional media coexist and supplement each other.

People's Daily firstly promoted interaction between the print and online editions of People's Daily, and then gradually realized their integration. For example, during last year's National Day, the PD Online provided round-the-clock live broadcasts of relevant information. More than 70 reporters from People's Daily, People's Daily Overseas Edition and PD Online provided first-hand information to Chinese netizens from the Tiananmen Rostrum, the Viewing Stand in Tiananmen Square and the Beijing Exhibition Center. At the same time, the PD Online also contacted numerous reporters stationed in China and foreign countries, obtaining information about the celebrations Chinese people held at home and abroad.

The Web site received increasing page views as relevant reports were very popular among Chinese netizens. Meanwhile, the editorial office and the PD Online jointly created a photo center and launched many columns. Relevant information appeared in the print and online editions at the same time, giving full play to the role of a media institution.

By People's Daily Online
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