Preamble

Opportunities and Breakthroughs in Content Innovation under the Background of New Media Technology
(Shandong Radio and Television Station, Jinan, Shandong 250062)

Abstract

[Objective] To innovate editorial content by leveraging new media technology to enhance content quality. [Methods] This study examines both opportunities and breakthroughs, emphasizing the application of big data, artificial intelligence, and other technologies to align new media content construction with contemporary development patterns. [Results] The research findings demonstrate that new media technology application can improve media content construction quality and promote editorial content innovation. [Conclusion] Using new media technology as a breakthrough point, this paper focuses on analyzing content innovation strategies to align with communication patterns, thereby facilitating deep and high-quality media development.

Keywords: new media technology; short video; paid reading; popular science knowledge; big media technology
Classification Number: G240
Document Code: A
Article ID: 1671-0134(2025)02-54-04
DOI: 10.19483/j.cnki.11-4653/n.2025.02.009
Citation Format: Han Limin. Opportunities and Breakthroughs in Content Innovation under the Background of New Media Technology [J]. China Media Technology, 2025, 32(2):

Third, enhanced interaction strengthens user stickiness. For new media technology, fundamentally, its development continuously drives innovation in audio-visual new media content production and effectively enhances communication power. Media content innovation is closely linked to media technology development. In the process of continuously innovating media content, practitioners must examine content innovation opportunities from the perspective of media technology transformation, analyzing media content innovation pathways from multiple dimensions to achieve organic integration of content production and technology application. On this basis, this paper proposes a breakthrough path that takes short video as the main form, advanced technology as support, and content construction as the foundation, with the aim of promoting innovative development of media content.

Fourth, cross-border integration expands resources. In recent years, the application of media technologies such as big data has broken the boundaries of traditional media industries, broadened media content dissemination channels, and enriched the content creation material library by comprehensively integrating resources in education, culture, and science and technology, thereby providing audiences with superior experiential methods.

Fifth, restoration of classics revitalizes vitality. New media technology can be applied to the inheritance and innovation of traditional cultural content production, such as 3D reconstruction and digital restoration. In recent years, traditional culture has gradually become a major component of media content innovation. Leveraging new media technology can innovate cultural presentation methods, enabling certain traditional folk customs to shine anew and providing opportunities for content innovation.\cite{2}

1. Analysis of Opportunities for Content Innovation under the Background of New Media Technology

In modern society, the vigorous development of new media technology is transforming information dissemination forms at an unprecedented pace, leading to further optimization of the information dissemination landscape. Against the backdrop of emerging new media forms, media content innovation possesses infinite possibilities.

First, data-driven content innovation. As a key component of modern technological structures, big data technology enables creators to deeply analyze multi-dimensional data such as user interests, preferences, and behaviors, thereby enhancing the personalization level of media content creation. Data-driven content innovation promotes diversified development of content forms, increases content attractiveness and relevance, and achieves effective optimization of creative direction.

Second, intelligent production improves efficiency. The application of artificial intelligence technologies such as machine learning and natural language processing enhances the convenience and efficiency of content creation, improving both the efficiency and quality of content production. Simultaneously, AI technology encompasses intelligent editing software and automated writing tools that ensure high-quality, timely information and strengthen technical support.\cite{1}

Third, enhanced interaction strengthens user stickiness. New media technology innovates content interaction methods by emphasizing user interactivity and participation, creating a highly interactive environment through likes, comments, live streaming, and sharing to increase user sense of belonging. On this basis, creators can stimulate content innovation inspiration and enhance content innovation quality based on actual user feedback.

Fourth, cross-border integration expands resources. In recent years, the application of media technologies such as big data has broken the boundaries of traditional media industries, broadened media content dissemination channels, and enriched the content creation material library by comprehensively integrating resources in education, culture, and science and technology, thereby providing audiences with superior experiential methods.

Fifth, restoration of classics revitalizes vitality. New media technology can be applied to the inheritance and innovation of traditional cultural content production, such as 3D reconstruction and digital restoration. In recent years, traditional culture has gradually become a major component of media content innovation. Leveraging new media technology can innovate cultural presentation methods, enabling certain traditional folk customs to shine anew and providing opportunities for content innovation.\cite{2}

2. Breakthrough Paths for Content Innovation under the Background of New Media Technology

2.1 Short Video as the Main Form

2.1.1 Emphasizing the Integration of Technology and Short Video Content Production

Supported by new media technology, short videos have gradually become the main development direction of media content. To effectively enhance media strength and optimize communication effects, greater attention must be paid to short video development. In recent years, the actual user base of short videos has been substantial, demonstrating certain market potential. Fundamentally, high-quality content will have a larger market, and compared with traditional television media, short videos possess certain development advantages. As an irreversible trend, short videos can increase audience viewing pleasure and accelerate information dissemination speed. Therefore, to achieve content innovation, it is necessary to emphasize short video development and transform it into a fundamental force dominating content production. From a media perspective, short video technology can be applied to add sound effects, subtitles, and visual packaging to media content, increasing its influence and achieving the goal of "superior" content production.\cite{3}

2.1.2 Application in Major and Breaking News Reporting

During the application of short video technology, it can be applied to major themes and breaking news reporting, transforming traditional communication methods. Disseminating information through short videos can broaden reporting perspectives, strengthen visual impact, and realize the actual value of reported information. Short video application can directly report first-hand information from the scene, making media content more timely and meeting the demands and standards of major and breaking news reporting. Taking the Beijing Winter Olympics as an example, in terms of event reporting and original content, short videos and high-quality videos were primarily used for reporting. Data shows that more than 200 short videos were produced and distributed through channels such as Kuaishou and Douyin, with total views exceeding ten billion. In this event, short videos served as the main communication method and gradually became the main arena for reporting, ensuring content innovation while broadening the dissemination scope. Therefore, in subsequent news gathering and editing processes, to guarantee content production and communication quality, such cases can be fully referenced and short video creation can be applied to people's livelihood news and other areas, effectively increasing viewership and ensuring the social benefits generated by event reporting.\cite{4}

2.1.3 Emphasizing the Construction of Content Production Chains

For short videos, development and operation strongly depend on communication technology. To ensure that production technology aligns with audience needs, it is necessary to emphasize the construction of content production chains. Short videos are characterized by being short and refined. During content production, it is essential to focus on hierarchical information development, continuously producing and disseminating information content centered on continuity to ensure systematic information content. This enables users to receive complete factual information accurately and maintain continuous attention, avoiding confusion. During this process, to enhance the logical narrative of media content, it is necessary to build a multi-platform communication matrix, comprehensively mobilizing audiences' full sensory cognition from multiple dimensions and enhancing their enthusiasm, such as through Douyin, Weibo, and client applications.\cite{5} During dissemination, it is necessary to deeply analyze media content optimization and improvement directions based on data such as user dwell time, user volume, and participation level. Starting from multi-dimensional user needs, an ecosystem "centered on users" should be constructed to enhance the audience's gathering and adsorption capacity of media content and increase its vitality, thereby strengthening the credibility and guiding power of media content. Through chain construction, media content's behavior-shaping capability can be strengthened, truly achieving a "people-centered" approach and promoting sustainable and stable media development.

2.1.4 Exploring Premium Content Paid Reading Models

In news gathering and editing creation, media content supply subjects currently mainly include self-media and government releases. To enhance the authority and professionalism of media content, it is necessary to explore paid reading models. For information content, people's consumption needs should be comprehensively considered, laying a foundation for paid reading by addressing life services, cultural knowledge, social entertainment, and personal health.\cite{6} Influenced by socio-economic structures and other factors, the current data information base is substantial. Stimulated by consumer information, audiences have gradually improved their evaluation of media content value. Therefore, during news gathering and editing creation, practitioners should actively face the market, establish a commercial platform with correct public opinion guidance as the core and new media technology as the foundation, ensure platform-level product development, guarantee high-quality content production, and thereby increase overall competitive advantage. From the perspective of mainstream media, it is necessary to actively expand related copyright businesses, connect them with personal credit services, and promote the sustainable development of paid reading trends. During this period, it is essential to deeply analyze data such as media content click-through rates and payment rates, apply big data analysis and mining technology to clarify consumers' willingness to pay, use this as a breakthrough to optimize media content, comprehensively integrate resources, and achieve a virtuous cycle of media content optimization and paid reading habit formation.

2.2 Advanced Technology as Support

Under modern conditions, the application of new media technology can strengthen the depth and breadth of media content. Taking artificial intelligence technology as an example, its practical application can achieve innovation in media content production. Analyzing the characteristics of technological advantages, practitioners can construct diversified content production subjects, such as artificial intelligence, social robots, and AI anchors, broadening the scope of content producers beyond the public and media to optimize content production from different levels and ensure media content quality. Taking AI anchors as an example, they can serve multiple roles as announcers and journalists, and with AI software, expand from a human dimension to a human-machine dimension to achieve comprehensive integration of multi-party content production subjects and provide high-quality information dissemination services. Simultaneously, media content production innovation must be built upon efficient human-machine interaction support, adopting generative artificial intelligence technology to optimize material collection, filming, production, editing, modification, content output, and gatekeeping review. The production method combining humans and machines can comprehensively cover various processes including content distribution and effect feedback, achieving effective improvement in communication efficiency and speed.\cite{7}

Regarding media materials, in modern society, the complexity of information can directly increase the difficulty of information processing. Therefore, artificial intelligence technology can be applied to achieve information convergence and collaboration. Intelligent technologies mainly include intelligent drones, intelligent voice recorders, and 5G interview glasses. During application, practitioners can use audio-visual capture, clue mining, and information collection to achieve organic conversion from information data to media content. For media content production processes, the powerful computing advantages of artificial intelligence can be leveraged to adopt multi-modal intelligent innovative production methods, deeply analyze and process massive data, collect creative material information, and implement secondary development and recombination to enhance the individuality and creativity of media content.

Audiences, as the primary recipients of media content, their experience holds certain reference significance for media content innovation. To provide audiences with strongly immersive experiences, creative smart services can be offered, such as online intelligent voice broadcasting. Combining actual audience characteristics, using various dialects for broadcasting can effectively increase the interest of news content broadcasting. On this basis, artificial intelligence technology can be applied to comprehensively monitor news content, specifically involving sensitive vocabulary, image anti-pornography comparison, and inappropriate content identification, to ensure media environment purification. Additionally, to achieve high-quality audio-visual immersive enjoyment, practitioners can rely on AI technology's data computing capabilities during news gathering and editing to optimize the linkage process of measurement, collection, editing, and review, improving it in planning, collection, editing, and review stages to enhance overall media content quality. During actual production, intelligent editing software can be applied to optimize media content. With its speech-to-text function, multi-language exchange goals can be achieved, content production speed can be increased, and content production can be promoted to become higher-quality and faster.\cite{8}

2.3 Content Construction as the Foundation

2.3.1 Emphasizing Era Integration

Under the background of the new era, to effectively revitalize content vitality, practitioners must stand at the forefront of the times, emphasize era integration, and reconstruct content production and value dissemination supported by advanced new media technology. Under modern conditions, to disseminate positive energy to young groups, it is necessary to optimize news gathering and editing creation content. Taking people's livelihood news content innovation as an example, combined with the characteristics of people's livelihood news content, to expand the young audience base, practitioners can optimize content and form, creatively adopting "hand-account style" layout, fully utilizing advanced technology, and using data analysis technology to collect online hot vocabulary to achieve "circle-breaking" communication with young people.\cite{9} Simultaneously, in recent years, China has emphasized increasing the promotion of excellent traditional Chinese culture. During news gathering and editing creation, excellent traditional Chinese culture can be adapted to modern civilization, created with new concepts and methods, and well integrated with the spirit of the times to achieve coordinated development of cultural dissemination and content innovation. Additionally, regarding news media content creation, generative artificial intelligence technology can be applied to inject new highlights into content. The application of intelligent technology can directly increase source channels and corroborate the authenticity and scientific nature of news content. In news collection, intelligent media can continuously and dynamically obtain data, accurately predict future trends, and ensure data content accuracy, providing guarantees for subsequent information production and presentation. Taking the Fukushima nuclear pollution incident in Japan as an example, as a people's livelihood news item, during the gathering and editing process, practitioners can use satellite technology to collect information about Japan's Fukushima nuclear pollution discharge into the sea, focusing on comparing on-site images before and after the leakage to enrich media content, increase news content value, and enable audiences to clearly understand the entire event content to achieve optimal communication effects.\cite{10}

2.3.2 Emphasizing Method Integration

Under the internet context, to enhance news content value, it is necessary to match it with adaptable media forms based on new media technology on the foundation of textual integration innovation. Fundamentally, media itself is communication content that can influence audience thinking habits. Compared with traditional text forms, practitioners can actively apply new media technology, fully expand their imagination, and adopt various forms such as vlogs, comics, films, trailers, and animations to stimulate audience reading interest and enable them to deeply understand and accept media content. Taking anti-drunk-driving news as an example, as a focus of people's livelihood news, practitioners can adopt creative approaches using alcohol testers as a breakthrough, employing short video shooting techniques to break field barriers and achieve content innovation goals.\cite{11} Simultaneously, the value of news content lies in its sense of presence and real-time nature. To enable audiences to directly experience the real-time nature of news events, practitioners can use modern new media technology during the gathering and editing process to directly convert text materials into three-dimensional animation scenes, accurately restore news details, and enable audiences to obtain multi-sensory integration with a strong sense of scene. Additionally, from the narrator's perspective, to increase the acceptance of disseminated content, it is necessary to transform previous news media narrative methods and innovate narrative subjects. For example, as China's national treasure, the actual health condition and growth of pandas receive national attention. During reporting, pandas can be given human voice to enhance reporting interest. During dissemination, human emotions and charm can be highlighted to increase audience intimacy, generate strong emotional resonance, and thereby realize the actual value of media content.

2.3.3 Emphasizing Popular Science Integration

In news gathering and editing, to ensure content effectiveness, it is necessary to integrate hot news during creation and popularize relevant knowledge to audiences through science popularization methods to increase news social value. As a social resource, news can be integrated with popular science in entertainment, health, law, and other aspects. Taking legal popular science as an example, it mainly includes legal awareness and knowledge concepts. Integrating it into news content can improve the public's legal awareness and knowledge level, ensuring social stability and healthy development. Under the current legal popularization environment, news entertainment hotspots can be fully utilized and integrated with new media technology to increase media content dissemination value. For example, in recent years, Luckin's "Sauce-Flavored Latte" has attracted widespread attention. Practitioners can use this as a breakthrough, apply data analysis technology to comprehensively collect online reviews of the sauce-flavored latte, and release the topic "Will Sauce-Flavored Latte Exceed Drunk Driving Standards?" to enrich news content while achieving news popular science goals. In this process, to enhance the scientific nature and interest of media content, it is necessary to supplement it with new media technology and appropriately provide materials such as data information, remote sensing data, and satellite images to make news content more vital.\cite{12}

2.3.4 Emphasizing Data Integration

To increase overall media competitiveness, practitioners must actively apply data mining, visualization, and other technologies during gathering and editing creation, focusing on news hotspots to improve information acquisition efficiency. In the current era of information explosion, information is characterized by uncertainty, making actual processing and mining challenging. To improve people's ability to identify key information, news content can be displayed through visualization to ensure audiences can obtain the most critical information in the shortest time, efficiently saving audience cognitive resources.\cite{13} Taking weather data reporting as an example, as a major people's livelihood news item, practitioners can use data analysis and visualization technology to comprehensively present climate change trends through visualization charts, leveraging data information value to more clearly show climate dynamic changes and ensure news content scientific nature. During gathering and editing creation, it is necessary to focus on using technical tools to process massive information and strengthen media content targeting through capabilities in information acquisition and data visualization analysis. Simultaneously, news content length is limited. To display a comprehensive social picture, practitioners must emphasize using big data technology during gathering and editing creation to help the public understand social changes from a holistic perspective, with data information comparison as the core. Taking marriage and childbirth issues as an example, as a focus of people's livelihood news, massive data must be mined during creation to identify annual national marriage registration numbers and compare them with historical data to show the actual trend of non-marriage and late-marriage phenomena in China, enabling audiences to truly understand China's marriage status.\cite{14}

In the modern "post-truth" era background, media content must be optimized with efforts focused on content to ensure the authenticity and timeliness of news reporting. For some major public opinion controversial events, it is necessary to strengthen news ideological discourse power, efficiently apply new media technology in the form of data journalism to present multiple viewpoints, properly address era issues, and meet audience needs for in-depth news information. For example, analyzing social development situations reveals that the issue of elderly people riding for free while occupying commuter resources of working people has gradually gained social attention. To effectively ease opposition between the elderly and young people and create a stable and harmonious social atmosphere, practitioners can start from media content, use big data analysis and mining technology to deeply investigate travel peak periods for elderly and youth groups, and present whether their peaks overlap in a data-driven manner. Objectively presenting the full picture of events can increase news content persuasion, guide rational public thinking, avoid blind conformity, and thereby effectively resolve public opinion disputes.\cite{15}

In summary, to smoothly promote media content production innovation, practitioners must innovate media communication forms, focusing on short videos as the main carrier and aligning with era backgrounds and patterns to broaden media content dissemination scope. On this basis, emphasis should be placed on applying advanced technology to create high-quality audio-visual media content and strengthen audiences' high-quality audio-visual immersive experiences. Simultaneously, with content construction as the foundation, integration from aspects such as era, method, popular science, and data can broaden media information sources, optimize content internal logic, and rely on high-quality, valuable media content oriented toward audience needs.

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Author Introduction: Han Limin (1973—), male, Han ethnicity, from Jinan, Shandong, bachelor's degree, senior journalist, research direction: radio and television.

(Responsible Editor: Li Yansong)