智能传播时代我国广播电视公共服务价值转向与技术实现

The Value Transition and Technology Realization of China’s Radio and TV Public Service in the Era of Intelligent Communication

长期以来,在我国广播电视公共服务发展的进程中"公共性"价值一直被糅合于政治传播、公共服务和商业盈利的三种属性之中,无论是公共服务价值认知或是价值实现都受到极大的限制和削弱。伴随着人工智能、大数据及深度学习等技术在上一轮结构性媒体融合持续加深的进程中强势登陆,广电公共服务被赋予了全新的智能传播语境。自2019年工信部正式向中国广电发放5G商用牌照,广电行业不仅在内容生产方式上发生了革命性颠覆,公共服务的质量也随着个性化定制的实现和沉浸式服务体验的提供而不断提升。与此同时,用户在分担公共服务提供者角色的同时还可以与其他用户实现共享共联,一定程度上缓和了与广电媒体间的角力关系。一种无处不在、无时不见、无所不有的智能化广电公共服务空间将与整个社会环境融为一体,形成使公众沉浸其中的"全程、全息、全员、全效、全智"广播电视公共服务生态,蕴含着新时代用户主体性与公共服务性的双重价值。

For a long time,“publicity”value has been mixed in the three attributes of political communication,public service and commercial profit in the development of China’s Radio and television public service,greatly restricting and weakening both the cognition and realization of public service value.With the strong integration of technologies such as artificial intelligence,big data,and deep learning in the last round of continuous deepening of structured media integration,radio and television public services have been led into a new intelligent communication context.Since the Ministry of Industry and Information Technology officially issued 5G commercial licenses to China Radio and Television in 2019,the radio and television industry has not only revolutionized the content production method,but the quality of public services has also been continuously improved with the realization of personalized customization and the provision of immersive service experience.At the same time,users share the role of public service providers while sharing and co-linking with other users,which eases the wrestling relationship with broadcast media to a certain extent.An intelligent radio and television public service space that is ubiquitous,all-time,and allencompassing will be integrated with the entire social environment and form a“full process,holographic,full staff,full effect,full smart”radio and television public service ecology,which contains the dual values of user subjectivity and public service in the new era.