On January 13th, the Secretariat of the County-level Media Integration Committee of the China Television Artists Association was established at the school of International Culture and Communication of Beijing City University, with the unveiling ceremony held at the Hangtiancheng Campus. The event was attended by Ning Qiwen, Secretary of the Party Committee and President of Farmers' Daily, chairman of the County-level Media Integration Committee of China Television Artists Association; Song Guilun, Deputy Director of the University Council of BCU, Dean of the University Institute of Social Work, and former Secretary of the Beijing Municipal Committee of Social Work; Vice Chair of University Council, Secretary of the Disciplinary Committee of BCU; Zhang Min, Vice chairman of the County-level Media Integration Committee of China Television Artists Association; Huang Chuxin, Deputy Dean of the School of Journalism and Communication at the University of Chinese Academy of Social Sciences; Li Jinghan, Director of the New Media Center of Farmers' Daily; along with leaders and all faculty members from the school of International Culture and Communication of BCU.
In his speech, Song Guilun stated that BCU has recently established platforms such as the Institute of Digital Intelligence Communication and the Contemporary Beijing Research Center, actively aligning with national strategies and regional needs, and engaging in extensive cooperation with government agencies and mainstream media. Focusing on key areas such as the development of all-media communication systems, grassroots media integration practices and urban governance, digital intelligence communication of urban culture, new media audiovisual production, and the enhancement of international communication capabilities, BCU has accumulated rich research achievements in communication system development, laying a solid foundation for collaboration between BCU and China Television Artists Association. This partnership provides a strong impetus and a valuable opportunity for the school of International Culture and Communication, and also BCU as a whole, to achieve faster and better development.
Ning Qiwen emphasized that media convergence has entered a stage of all-factor integration, which requires not only traditional capabilities such as reporting, writing, filming, editing, and publishing, but also the synergistic support of content planning, operational thinking, and technological empowerment. Especially against the backdrop of the rapid development of artificial intelligence, the advancement of integrated media faces both opportunities and challenges. He noted that high-quality development of the industry cannot be achieved without theoretical guidance and talent support. It is essential to deepen the integration of industry, academia, and research, systematically summarize and theoretically elevate practical experience, and thereby apply the outcomes to further practice. The establishment of the Secretariat through the collaboration between the Committee and Beijing City University will facilitate the precise alignment of industry resources with the needs of BCU, jointly exploring new pathways for the development of county-level integrated media.
Subsequently, Vice Chair of University Council Ye Yingfang and the and Chairman Ning Qiwen, jointly unveiled the plaque for the "Secretariat of the County-level Media Integration Committee of the China Television Artists Association," marking the beginning of a new phase of in-depth collaboration between the university and the association.
After the unveiling ceremony, the attendees visited the laboratories at the BCU's Media Practice Teaching Center, where they gained detailed insights into the hardware facilities configuration, the implementation of practical teaching, and the creative achievements. They spoke highly of the BCU's investment and accomplishments in the field of media practice education.
Afterwards, Zhang Min delivered a presentation titled "University-Association Collaboration and Think Tank Empowerment: Jointly Exploring the Construction of a Media Convergence Innovation Case Database," sharing valuable industry insights. Drawing on his firsthand experience in leading the establishment of Fujian Province's first county-level integrated media center, he systematically elaborated on Youxi County's "Four Innovations and Four Integrations" model—namely, "institutional innovation to secure integration, technological innovation to support integration, content innovation to serve integration, and industrial innovation to sustain integration." Additionally, Vice Chairman Zhang Min also shared distinctive approaches to media convergence from various regions across the country, emphasizing that media integration must adhere to the three core logics of political orientation, service provision, and market responsiveness. He underscored that sustainable development can only be achieved with key supports in mechanisms, technology, content, and talent.
On the same day, the County-level Media Integration Committee of the China Television Artists Association held a special symposium with the School of International Culture and Communication on the topics of media convergence development and university-media collaborative education. Li Jiayi, Dean of the School of International Culture and Communication, introduced the development overview, disciplinary strengths, and talent cultivation characteristics of both BCU and the School of International Culture and Communication. Subsequently, the school’s leadership team engaged in in-depth discussions with experts including Zhang Min and Huang Chuxin regarding the university-association collaboration. Both parties agreed that the BCU possesses distinct advantages in digital intelligence communication research, practical teaching systems, and the cultivation of interdisciplinary talents, while the County-level Media Integration Committee of the China Television Artists Association, leveraging its nationwide network of county-level integrated media centers and rich front-line practical resources, can provide authentic scenario support for university teaching and research. Through deep collaboration between the university and the association, it will facilitate the transformation of industry experience into educational resources and the implementation of academic research at the grassroots level. During the symposium, both sides clearly defined their commitment to advancing regular cooperation centered around "joint construction of case databases, collaborative talent cultivation, and shared outcomes," working together to build an integrated development platform that integrates practical teaching, research innovation, and social services.
The County-level Media Integration Committee of the China Television Artists Association, formerly known as the "County-level Television Committee of CTAA" established in 2012, was renamed in 2024 following the integration of the Rural Television Committee and the County-level Television Committee. Currently, it boasts over 500 member units and leads industry development through activities such as selection and evaluation, training and seminars, and resource matching. The series of unveiling events marked a new stage in the collaboration between the County-level Media Integration Committee of the China Television Artists Association and Beijing City University. With the Secretariat serving as a bridge, both parties will integrate outstanding practical cases nationwide, carry out customized talent training, jointly build internship and training bases, and collaboratively cultivate professionals in high-demand fields. Simultaneously, they will advance research projects and promote practical applications, jointly contributing the "BCU Solution" and "Association Wisdom" to media convergence and the systemic transformation of mainstream media. This collaboration aims to empower the high-quality development of grassroots integrated media, cultivate more versatile media talents, and serve the overarching goal of systemic transformation for mainstream media in Beijing districts and counties as well as nationwide.
