On October 12, the 30-Member Think Tank Forum on Capacity Building for District- and County-Level Integrated Media Centers in the Beijing-Tianjin-Hebei Region (hereinafter referred to as “the Forum”) was successfully held at Beijing City University (BCU). Over 100 representatives from relevant government departments, mainstream media outlets, district- and county-level integrated media centers, enterprises, and higher education institutions attended the event.
Themed “Digital-Intelligent Synergy: Building Regional Hubs for Systemic Transformation of Mainstream Media,” the Forum was co-organized by BCU, the Media Research Institute of the China Academy of Press and Publication, and the Organizing Committee of the Annual “CICB” Conference on Capacity Building for County- and City-Level Integrated Media Centers. It was jointly hosted by BCU’s Institute of Digital-Intelligent Communication, the Beijing Association for Communication Technology, and BCU’s School of International Culture and Communication (SICAC). Bringing together stakeholders from government, industry, academia, research institutions, and media organizations, the Forum aimed to thoroughly implement General Secretary Xi Jinping’s important speeches on media convergence and the strategic directive of the Third Plenary Session of the 20th CPC Central Committee regarding “advancing systemic transformation of mainstream media.” The event sought to position integrated media centers in the Beijing-Tianjin-Hebei region as practical hubs for this transformation and to explore collaborative innovation pathways among industry, academia, and research—thereby injecting new momentum into improving the quality of media talent development.
Forum Opening: Harnessing Digital-Intelligent Empowerment
In his opening remarks, President Liu Lin of BCU extended a warm welcome and heartfelt gratitude to all attendees. He emphasized that the rapid advancement of digital-intelligent technologies has provided integrated media centers with more powerful communication tools and broader developmental opportunities. However, he noted that critical challenges remain—particularly in resource integration, content quality enhancement, and service capability improvement—which are urgent priorities for current integrated media center development. To address these issues, President Liu proposed strengthening collaboration between universities and integrated media centers. Universities, he suggested, should leverage their talent pools and research strengths to offer intellectual support and technological backing, while integrated media centers can serve as practical training grounds and sources of real-world research data—thereby fostering closer alignment between teaching/research and industry needs.
In his speech, Feng Shixin, Party Secretary and President of the China Academy of Press and Publication, put forward four recommendations for enhancing the capacity building of district- and county-level integrated media centers in the Beijing-Tianjin-Hebei region: First, drive content innovation through user demand to iteratively upgrade production mechanisms, thereby consolidating and strengthening the mainstream media’s ability to guide public opinion. Second, strengthen technological empowerment by deepening the application of artificial intelligence, fully leveraging the respective strengths of Beijing, Tianjin, and Hebei while utilizing capital resources to enhance regional collaborative development capabilities. Third, adopt an outcomes-oriented approach by establishing a scientific evaluation system—achieving high traffic through high quality and channeling that traffic into positive, uplifting content. Fourth, harness regional advantages to jointly cultivate high-caliber media professionals, providing solid talent support and intellectual backing for media convergence and systemic transformation.
The leadership address session was chaired by Cui Haijiao, Deputy President (Director-General Level) of the China Academy of Press and Publication.
Inauguration Ceremony: Launching the Institute of Digital-Intelligent Communication
A special highlight of the Forum was the unveiling ceremony for the newly established Institute of Digital-Intelligent Communication at Beijing City University (BCU). The ceremony was jointly conducted by Vice President Hu Liqin of BCU and Professor Huang Chuxin, Deputy Dean of the School of Journalism and Communication at the University of Chinese Academy of Social Sciences.
The Institute of Digital-Intelligent Communication is a key think tank platform established by Beijing City University (BCU), designed to address the demands of the digital and intelligent era. It focuses on research areas including the integrated omni-media communication system, digital-intelligent dissemination of urban culture, and international communication. By bringing together high-caliber interdisciplinary talent, the Institute aims to deepen integration among industry, academia, and research; accelerate knowledge transfer and application; and deliver policy-oriented services. Its ultimate goal is to become a leading research and application platform in digital-intelligent communication—offering both theoretical innovation and practical guidance.
Professor Huang Chuxin, who serves as Chair of the Academic Committee of BCU’s Institute of Digital-Intelligent Communication, extended his congratulations on the Institute’s establishment. He emphasized that the Institute will concentrate on cutting-edge research directions, closely follow advancements in digital communication technologies, and leverage BCU’s geographical location and applied education strengths. By assembling top-tier talent and building an open academic platform, the Institute will deepen industry–academia–research collaboration and closely integrate its work with talent development—thereby providing intellectual support for national and Beijing municipal development strategies.
Insights and Strategic Analysis: Focusing on Systemic Transformation
Deputy President Cui Haijiao of the China Academy of Press and Publication delivered the opening keynote speech titled “Research Report on Capacity Building of District- and County-Level Integrated Media Centers in the Beijing-Tianjin-Hebei Region.” He noted that in recent years, integrated media centers across the region have achieved notable progress in innovative content production and dissemination, public opinion guidance, R&D and application of new technologies, and international communication. However, significant challenges remain—including fragmented institutional mechanisms, homogenized content offerings, insufficient operational mindset, shortages of interdisciplinary talent, and underdeveloped service functions. To address these issues, he recommended sustained efforts in six key areas: integrated collaborative mechanisms, distinctive content ecosystems, diversified revenue models, professional development of interdisciplinary talent, comprehensive service capabilities, and internationalization of local communication.
Yang Gu, President and Editor-in-Chief of Guangming Net, delivered a presentation titled “How to Help Frontline Editors and Reporters Embrace AI.” He underscored the pivotal role of frontline editorial staff in producing high-quality content and, drawing on practical experience, analyzed key challenges in AI adoption—such as tool selection, implementation costs, and “skill anxiety” (i.e., concerns about professional obsolescence).
To address these issues, Yang proposed concrete pathways: reducing costs, building integrated AI-support platforms, providing targeted training, and fostering collaborative AI-assisted content production. He also showcased Guangming Net’s innovative AI-driven content creation cases, including short videos, virtual anchors, AI-generated traditional Chinese-style animations, and augmented reality (AR) video productions.
Professor Huang Chuxin delivered a presentation titled “Deep Integration to Advance Systemic Transformation of Mainstream Media,” in which he shared insights on current development trends and challenges facing mainstream media in the omni-media era.
He emphasized that mainstream media must not only clarify their strategic objectives but also strengthen the construction of an integrated omni-media communication system and implement deep integration initiatives to drive systemic transformation. Furthermore, he advocated for the comprehensive development of “Media + Government Services + Business” platforms to aggregate digital resources. To sustainably enhance the capabilities of integrated media talent, he recommended a multi-pronged approach—establishing specialized studios, conducting internal training programs, and actively recruiting external expertise—thereby providing robust human capital and institutional support for the systemic transformation of mainstream media.
Cao Bin, Deputy Editor-in-Chief of Beijing Daily, delivered a speech titled “Accelerating Systemic Transformation of Mainstream Media by Prioritizing Flagship Platforms.” He shared Beijing Daily’s practical experiences and achievements in three key areas: coordinated development in the Beijing-Tianjin-Hebei region, systemic media transformation, and the development of flagship platforms (“Da Duan Da Hao”).
In its flagship platform initiatives, Beijing Daily has consistently adhered to a “content-first” strategic orientation, continuously stimulating creativity and innovation in content production. Through these efforts, the newspaper has redefined its relationship with society and strengthened its gatekeeping capabilities across all personnel, at all times, throughout the entire process, and in all domains—thereby steadily advancing the systemic transformation of mainstream media.
Zhang Wei, Deputy Director of the Institute of Digital-Intelligent Communication at Beijing City University (BCU) and Secretary-General of the Beijing Association for Communication Technology, delivered a speech titled “Empowering Mainstream Media Transformation through Intelligent Media Practices: Explorations from Urban Storytelling to County-Level Breakthroughs in the Beijing-Tianjin-Hebei Region.”
In his presentation, Zhang emphasized that content remains the core competitive advantage. He argued that grassroots public opinion platforms should be fortified through a content-driven approach, the reach and effectiveness of mainstream voices enhanced via channel-oriented strategies, and bottlenecks in local media development addressed by embracing technology-driven solutions. He also called for deeper exploration of the integrated “Media + Services” model to foster sustainable innovation in local media ecosystems.
Liu Jianhua, Executive Director of the Media Research Institute at the China Academy of Press and Publication, delivered a keynote speech titled “Current Experiences in Media Convergence and the Scientific Connotation of Systemic Transformation of Mainstream Media.”
He emphasized that the systemic transformation of mainstream media is a non-incremental, qualitative shift—driven by breakthroughs in media technologies, innovative reconfiguration of production and dissemination elements, and fundamental disruptions in how content is created and consumed. While media convergence represents a continuous, incremental process (quantitative change), systemic transformation is its cumulative, qualitative outcome. Importantly, he noted, quantitative evolution does not cease once qualitative transformation occurs; rather, after achieving systemic transformation, mainstream media will continue to pursue convergence at a new, higher level.
Liu further elaborated on the scientific connotation of systemic transformation through six dimensions: production mechanisms, communication matrices, technology empowerment, evaluation systems, operational models, and talent development. He enriched his analysis with valuable insights drawn from practical cases of media convergence at the provincial, prefectural, and district/county levels, offering actionable lessons for advancing systemic reform across China’s media landscape.
The keynote speech session was moderated by Zhao Chen, Director of the Development Center of the Beijing Municipal Radio and Television Bureau.
Panel Discussions: Advancing Innovation through Dialogue
During the roundtable forum segment, two interactive dialogues—both centered on the theme “Highlights, Challenges, and Future Directions of District- and County-Level Media Convergence and Systemic Transformation of Mainstream Media”—brought together more than ten frontline leaders and core professionals from district- and county-level integrated media centers across China. Conducted in an open and participatory format, the discussions fostered in-depth exchanges of practical insights and strategic perspectives.
Roundtable Forum I, chaired by Wang Xiaowei, Editor-in-Chief of Changxing Media Group, focused on institutional innovation and media convergence.
Zhang Dongxu, Director of the Haidian District Integrated Media Center (Beijing), shared the center’s explorations in a collaborative “public-institution + enterprise” innovation model and highlighted its strategic focus on enhancing emotional engagement and event-driven content planning.
Guo Jia, Deputy Party Secretary of the Dongcheng District Integrated Media Center (Beijing), introduced innovative practices in personnel incentives and organizational mechanisms, including the establishment of a youth-led “Post-90s Integrated Media Reporting Team” and specialized studios.
Li Jiang, Editor-in-Chief of the Jizhou District Integrated Media Center (Jiangxi Province), presented experiences in streamlining organizational structures, refining management processes, and building a lean yet highly capable team.
Wang Zeng, Editor-in-Chief of the Jinghai District Integrated Media Center (Tianjin), discussed efforts to cultivate a relatable public image by integrating local cultural elements and outlined plans to expand talent recruitment, launch dedicated studios, and deepen collaboration with universities.
Wang Dian, Deputy Director of the Xinji City Integrated Media Center (Hebei Province), showcased initiatives such as the “Secretary’s Direct Line” and “Face-to-Face Governance Q&A,” which enable precise dissemination of government information and two-way public interaction, as well as the use of VR and AI technologies to create immersive content experiences.
Roundtable Forum II, chaired by Fan Songnan, Deputy Director of the Institute of Digital-Intelligent Communication at Beijing City University (BCU), continued the in-depth dialogue on media convergence and systemic transformation.
Hu Jiumei, Director of the Yanqing District Integrated Media Center (Beijing), highlighted how the center has developed distinctive strengths through institutional reforms, deep engagement with local culture, and the development of cultural and creative products. She noted that the center will further advance technological innovation and regional collaborative development in the future.
Chen Jing, Deputy Director of the Chaoyang District Integrated Media Center (Beijing), shared practical experiences in integrating government services, cultural communication, and public participation by leveraging a bilingual team and a strategic international communication framework.
Han Guoliang, Director of the Shuangliu District Integrated Media Center (Chengdu, Sichuan Province), approached the discussion from the perspective of grassroots services and social governance, outlining effective strategies for integrated media centers to bridge the “last kilometer” in serving local communities.
He Hongtao, Deputy General Manager of Fengyuntai (Beijing) Integrated Media Technology Development Co., Ltd., presented case studies on enhancing omni-media production and dissemination efficiency through technology empowerment and coordinated collaboration between central and local media entities.
Ji Ying, Director of the Ningjin County Integrated Media Center (Xingtai City, Hebei Province), described how her center has built a comprehensive, region-wide integrated communication system through platform restructuring, institutional innovation, and operational transformation. She emphasized that sustainable development has been achieved by cultivating high-quality programming and integrating with the cultural and creative industries.
That afternoon, the Forum concurrently hosted three specialized seminars:
“Talent Needs and Innovative Practices of Beijing’s District-Level Integrated Media Centers,”
“Current Status and Operational Models of Integrated Media Centers,” and
“Opportunities and Challenges for International Communication by Integrated Media Centers in the Digital-Intelligent Era.”
Over 50 scholars and industry professionals from the media and communication field participated in these sessions.
Li Jiayi, Dean of BCU’s School of International Culture and Communication (SICAC), outlined the school’s effective approaches to cultivating application-oriented media talent. She emphasized BCU’s commitment to deepening university–media collaboration in talent development and expressed hope that more students would gain hands-on experience working in grassroots integrated media centers—thereby contributing to Beijing’s integrated media communication ecosystem.
Representatives from Beijing’s district-level integrated media centers highly commended BCU students for their professional competence, strong work ethic, innovative mindset, and the practical orientation of SICAC’s talent development model during internships and employment.
Participants engaged in in-depth discussions on key topics, including collaborative talent cultivation for integrated media, AI-driven content production, and the upgrading and innovation of operational models for integrated media centers.
This Forum served as an annual program component of the “CICB” Annual Conference on Capacity Building for County- and City-Level Integrated Media Centers. Leveraging the academic resources and industry strengths of its co-organizers, the event established a high-level platform for collaborative exchange among government, industry, academia, research institutions, and end-users.
The Media Research Institute of the China Academy of Press and Publication, with its long-standing expertise in media convergence and strategic research, provided high-caliber think tank support for the Forum. Meanwhile, Beijing City University (BCU), drawing on its deep commitment to urban development and applied talent cultivation, contributed substantial practical and research-based backing. In particular, BCU’s School of International Culture and Communication (SICAC) has achieved notable success in media talent development, industry engagement, and university–enterprise collaboration—offering robust support for the Forum’s research agenda and practical explorations.
