Ten years into the national strategy of media integration, Jiangsu has made remarkable achievements in this endeavor, from content production to publication on various media platforms and workflow reorganization. These efforts have strengthened the power of mainstream media outlets to communicate the message, guide public onions and win public trust.

Active efforts have been made to focus on coverage of milestones, such as the 70th anniversary of the founding of People’s Republic of China in 2019, the centenary of the Communist Party of China (CPC) in 2021, and the 20th CPC National Congress last year. The province has taken comprehensive measures to create influential content and align well with the decisions of the CPC Jiangsu Provincial Committee.

Data showed the series of short videos published by Jiaohuidian, the news app of Xinhua Daily Press Group, including "Exploring the Road of Chinese Modernization" and "Big River, Vast Ocean and New Era", received more than 4.6 billion views. The first season of "I know you better than ever," short videos about young people telling the CPC history, also obtained more than 3.15 billion views.

The cyberspace is seen as an important venue to foster the right ideas and values. Mainstream media outlets in Jiangsu have actively piloted new patterns and paths to promote deeper integration, such as the innovation in the storytelling ways and narratives, using everyday stories to reflect the great changes in the society and grand projects. These efforts help the world audience understand Jiangsu’s development in vivid and comprehensive ways.

Focusing on major themes and hot topics, the province’s media workers in recent years have improved their professionalism, depth, and communication ways, with their content becoming increasingly innovative and widely welcomed. They helped spread the mainstream values, provide quality content, and enhance the cyberspace environment.

The province’s media outlets also made it a priority to build connections with young people, who are generally more familiar with the Internet, social media and technology. This communication effort means first understanding the Internet behavior and expectations of the younger generation, and then use the language and ways they find relevant to tell stories and inspire their growth.

In addition, technological innovation has been a key driver of media integration. The province’s media outlets have made full use of 5G, Big Data, cloud computing, artificial intelligence, holography and other technical means to enhance the content creation, presentation and delivery for more effective results.

Many county-level media outlets have also excelled in building communication influence. For example, some have created popular accounts on WeChat, Weibo, Douyin, Kuaishou and other social media platforms.  

Contact us at english@jschina.com.cn