October 28, 2024 — In light of rapid technological advancements reshaping industries, Chinese media officials and operators gathered at the Media Integration and Development Forum 2024 in Beijing to emphasize the importance of integrating digital thinking and producing high-quality content that meets audience needs.
Mo Gaoyi, director of the State Council Information Office, highlighted the critical role of mobile internet platforms as primary sources of information for users. He urged media outlets to understand and respect their audiences by delivering credible and engaging content. “Media platforms must focus on user needs and enhance the audience experience,” he stated, stressing the need for reforms to combat misinformation and clarify critical issues, especially during significant events.
Sun Weimin, chief engineer of the Cyberspace Administration of China, reinforced the enduring value of quality content in the digital age. Citing the success of the Chinese video game “Black Myth: Wukong,” she noted that authentic storytelling remains compelling. Sun called for more efforts to transform cultural themes into impactful narratives, advocating for a shift towards high-quality content creation.
Both Mo and Sun urged media professionals to learn from the innovative practices of commercial platforms and international media in areas such as user service, technological innovation, and data operations. They advocated for advancing the digital transformation of news dissemination to provide more precise and relevant content.
Sun Shangwu, deputy editor-in-chief of China Daily, encouraged media operators to adopt new technologies, particularly artificial intelligence (AI), to offer tailored services and enhance the efficiency of international communication. “Integrating these technologies into daily operations will significantly elevate the intelligence level in news gathering and editing,” he said.
However, concerns regarding the potential risks of generative AI technologies were also raised. Sun Weimin pointed out the challenges posed by AI-generated content that may mislead audiences. The realistic nature of such content complicates the distinction between human and machine-generated materials, posing risks to the foundational integrity of news reporting.
To address these challenges, China has introduced standards for identifying AI-generated content, with regulatory guidelines established in September aimed at distinguishing authentic content from AI-created materials and preventing misinformation.
The forum, organized by the People’s Daily, featured a main event along with two parallel sub-forums and themed activities such as AI Night, fostering discussions on the future of media in a digital landscape.