On September 21, Shanghai Radio and Television Station and Shanghai Culture, Radio, Film and Television Group Co., Ltd. (hereinafter referred to as "SMG") held the 2024 SMG Cooperation Conference "Moving towards the 'new' and pursuing the future" on the 4th floor of the Radio and Television Building. The conference featured four The format of the section demonstrates SMG's multiple media integrated marketing model, and focuses on outputting SMG's super audio-visual capabilities and rich IP across the industry.

In 2024, SMG will gradually explore a new win-win model of "radio, television + culture and tourism" in practice; embrace the future, deploy spiritual and cultural products from "online" to "onsite", widely reach young people, and lead a green and sustainable life approach; move towards "new", be rooted in Shanghai, serve Shanghai, and strive to transform the city's vast opportunities into its own development opportunities.

Move toward the “new” and pursue the future

Create new links with trust traffic and reach all age groups

Song Jiongming, Deputy Secretary of the Party Committee, Station Director and President of Shanghai Radio and Television Station and Shanghai Culture, Radio, Film and Television Group Co., Ltd., lit up the energy matrix and said that in 2024, SMG will rely on its continuously upgraded large-scale audio-visual capabilities to firmly "audio and video + thousands of industries" ”, focusing on the main business of content, and striving to create a new ecosystem of “radio and television +”.

SMG integrates the media communication matrix, with keen observation, pragmatic reporting and comprehensive interpretation, allowing people to break through the information fog and gain real insights; close to the community's sentiments, "what the people call, I respond", people's livelihood reports, dialogue area manager The department serves the people's urgent needs and worries; China Business Network uses "professionalism to create value" and focuses on the context of economic development and the needs of business development, providing think tank support for economic policy advice, urban renewal, new business development, and sustainable business innovation.

Specifically, whether it is "First Financial Broadcast" that empowers professional exchanges in thousands of industries with professional live broadcasts, "Interview with the Mayor of the Yangtze River Delta" covering cities in East China, or "ShanghaiEye", an international communication product that shows the image of Shanghai to the world, It is also the blockbuster music brand "Oriental Billboard" that has accompanied the growth of generations, the "News Workshop+" that integrates into all aspects of citizens' lives, IPTV that has penetrated into 160 million households across the country, and "News Classmates" that looks at national events from the perspective of teenagers... In the process of creating trust traffic, the current SMG can provide the core of values to young groups and create emotional resonance with them.

In terms of online content, super variety shows such as "Philharmonic City" and "Our Song" introduced young guests to detonate new energy. The wonderful performance of the youth group Ma Jiaqi and the senior role model singers in the fourth season of "Our Song" won super 100,000 interactive votes helped the title sponsor introduce more than 100 private domain groups; SMG has a variety of offline activities, including the national CCG animation exhibition, the immersive script killing of the Demon Hunt Club, the 3rd anniversary concert of the Philharmonic Orchestra Genshin Impact, Music parties such as "Go Where the Songs Are" (single short video views exceeded one million) attracted diverse young interest circles and achieved precise reach.

Rich IP matrix to meet market demand

At this 2024 SMG Cooperation Conference, a series of unique IPs were displayed in detail.

SMG has a total of 2,142 program IPs, covering 11 content categories such as news, variety shows, special topics, documentaries, life services, finance, children, music, film and television, sports, and opera. Nowadays, many of these classic IPs will be reborn on new media platforms. The "IP Renewal Plan" launched by the Taiwanese Group this year will gradually show results on platforms such as BesTV and Xiaohongshu. Under the all-media communication system built by SMG, those once-familiar classic program IPs have the opportunity to reach new people and young people.

Talking about the more distinctive IP, we have to mention the environmental protection public welfare documentary program "Along the Road" jointly produced by Dragon TV Center and Documentary Center. This is a very unique program. The program adopts a shooting method that combines reality shows and documentaries. It uses small things to see the big things and replaces tasks with actions. In the dialogue with nature, it explores what "green modernization" is and polishes the "Green" is the distinctive background of Chinese modernization. It is worth mentioning that this program was co-initiated by three celebrities: Hu Ge, Liu Tao, and Chen Long. SMG goes all out to publicize and advocate environmental protection and ecological civilization construction from all aspects, multiple angles and in depth.

"Walk Forward"

Five Star Sports, as it was previously known, is a sports media company. In the future, Five Star Sports will transform into an industrial company in all fields of sports. The first step for Five Star Sports to transform into the sports industry is the hosting of this year’s ISU Shanghai Super Cup. Only by completing the "0" to "1" of hosting events can we realize one to infinite possibilities in the sports industry.

five star sports

The cooperation conference also introduced the official opening of Yuyuan Road Radio, the first immersive broadcasting physical space in Shanghai. The project was created by Archimedes Media, a new media subsidiary of SMG. As a new urban cultural landmark, Yuyuan Road Radio Station is located on Yuyuan Road, one of the 64 "never widened" roads in Shanghai, also known as the "originator of Internet celebrities in Shanghai". It is located at the intersection of Yuyuan Road, Jiangsu Road, which has a lot of traffic. . Starting from Yuyuan Road Radio Station, through the online platform and offline space of Shanghai Radio and Television Station, combined with Shanghai Century Publishing Group's continuous innovative production capabilities and author resources of fine books, it gathered Shanghai's cultural celebrities and combined with multiple Internet platforms to launch a series of readings Classics and book recommendation activities. At the same time, we will give full play to the "content + technology" advantages of both parties and use "audio" as an incision to connect with the digital era. Through the national high-quality anchor resources and professional intelligent audio technology of both parties' platforms, we will make high-quality publishing content audio, and use this as an incision to connect with the digital era. In this era, explore new scenarios and models for content dissemination, usage, and marketing.

Yuyuan Road Radio Station

SMG can not only respond to the needs of young audiences, but also always pay attention to the issue of urban aging in Shanghai. In 2020, the urban channel launched the special program on elderly care services, "A Good Life for Old People", and in 2021, the urban channel restarted the brand program "Plaza Da Minxing". In 2023, SMG established Shanghai Urban Leling Cultural Communication Co., Ltd. to focus on creating high-quality content and brands for senior entertainment, senior-friendly consumption, and senior care planning.

Explore the new win-win model of "radio, television + culture and tourism"

In terms of audio-visual capabilities, SMG integrates audio-visual capabilities such as audio-visual technology and multimedia interaction into serving thousands of industries in the city's digital transformation. For example, SMT (Shanghai Oriental Media Technology Company) created the Shanghai Cultural Digital Base EPM system to explore the medical industry media resource center. , application scenarios of digital people; SMG is the recorder, participant and promoter of urban renewal. The micro-documentary "The Endless Life" records typical cases of urban renewal and promotes the development of urban renewal projects. "Oriental Intelligent Media City" is based on "sharing" "Intelligence" and "vitality" are the three core concepts to help Shanghai's urban digital transformation; in terms of industrialization, SMG has laid out the elderly care industry. For example, Urban Music has transformed from a terrestrial channel to establish a company to develop aging-related scenarios and expand cooperation.

"The Endless Life"

Not only that, SMG is committed to exploring a new win-win model of "radio and television + cultural tourism" and innovatively creating a new field of immersive cultural experience.

For example, Shanghai Media and Entertainment has launched a new immersive industry platform "Super Immersion Manufacturing Bureau" to enhance public interaction and experience through customized performances, open exhibitions and other diversified "super immersive" art projects, and create a phenomenal immersive experience festival IP, regardless of Whether it is a business district or an ancient town, everything has a new charm under the immersive experience, attracting more customers and consumption upgrades.

For the 2023 Jing'an International Light and Shadow Festival, SMG will join hands with Jing'an District, with the guidance and support of multiple Shanghai municipal committees and bureaus, to bring together the advantages of SMG's entire industry chain to create a cultural event in Shanghai. 3 light and shadow routes and more than 20 light and shadow points connect the public, enterprises, universities, cultural and art institutions, commercial spaces, business districts and governments.

This light and shadow festival panoramically demonstrates the concept of Art Suhe, and also allows more people to feel the beauty of Suhe and appreciate the charm of Suhe through light and shadow art. Culture is the soft power of urban development and the embodiment of the city’s comprehensive development strength. A good Urban culture can inject strong momentum into urban economic development, and can also significantly enhance residents' sense of happiness, gain and satisfaction. Practice "urban renewal" under the concept of "people's city".

These immersive experience projects and the integration of online and offline are inseparable from the support of professional technologies such as Magic Dimension Digital. At SMG, there are a number of digital new cultural projects that incorporate innovative interpretations that are developing rapidly. These are the concentrated innovative output of SMG's super audio-visual capabilities and industry-wide IP, which will provide a platform for the integration of new technology applications, realize the re-boost of the urban cultural tourism industry, and empower Shanghai's urban life and economic development.