preface

Content technology (ConTech) refers to a series of new technologies for data and information collection, storage, processing and transmission, which take AI, big data and other information technologies as the core and have a significant impact on the production and consumption chain of content products, the organization and division of labor of the content industry. These technologies have led to new applications and services in the content industry.

Content technology is an important means and realization path to build full process media, holographic media, all member media and full effect media. In March 2020, people.com.cn released the white paper "2019, the first year of ConTech", proposing that content technology in the information age makes "content is data" and information dissemination intelligent. The goal and task of developing content technology is to create and distribute more abundant and high-quality content more efficiently and accurately to serve the people, and to enable the industry with scenario based content products, convenient content tools, and intelligent content platforms to effectively serve the ideology of party management in production, aggregation, distribution, user participation, underlying data and other links.

In 2020, the COVID-19 epidemic will become an important variable with far-reaching impact in the world's unprecedented change in a century. The large-scale commercial use of 5G technology will accelerate the process of interconnection of everything. China's content science and technology has achieved considerable development, and the application scenarios are increasingly rich. Content technology leads and drives the in-depth integration and development of media, and the content industry accelerates its development towards digitalization and intelligence. People's understanding of content technology is deepening. Content technology no longer only serves the production of media content in the traditional sense, but also serves the generation of information content, information interaction, data analysis, and resource preservation of the entire society. It has increasingly become an important carrier and bridge for the content industry to break down industry barriers and to deeply integrate with various commercial services and public services. In the information age when data has become the core strategic resource for competition among countries, content science and technology has expanded from "Party controlled media" to "Party controlled data" to build underlying technology and core capabilities, thus becoming an important means of governance and promoting the modernization of national governance system and governance capabilities.

In 2020, while making progress in content science and technology research and innovation, it will also face bottlenecks and governance challenges. In line with the trend of technological evolution, the people's needs for a better life and the national development strategy, content technology will continue to develop.

I. Content technology leads to drive the in-depth integration and development of media

Driven by new intelligent technologies, content technology with AI as the core is accelerating its development, leading and driving the in-depth integration and development of media. This part will sort out and discuss the leading and driving role of content technology on the integrated development of media from five aspects: content collection, production, distribution, reception and feedback.

（1） Content science and technology expand the dimension of content collection

Content science and technology helps the content industry develop in the direction of data and intelligence, and expands the space-time dimension, depth and breadth of content information collection.

1. All things are media: enrich information collection scenarios

The enabling of 5G technology has greatly enriched the scene of information collection. In the Internet communication ecology where everything is media, urban scenes, family scenes, personal scenes and virtual scenes have become new scenes for content collection.

2. Intelligent recognition: expand the depth of information collection

The realization of intelligent information recognition in media mainly relies on the application of artificial intelligence technology in media production. First, machine vision learning, image, audio and video recognition, speech synthesis and other technologies in artificial intelligence have greatly expanded the breadth of information collection. Second, the development of network platform data capture technology has improved the efficiency of information collection. Third, AI uses natural language understanding and knowledge mapping technology to deconstruct information, thus deepening the depth of information intelligent collection.

3. Advanced technology: improve the magnitude of information storage

The development of data storage technology provides technical support for media to build database and better implement data strategy. On the one hand, cloud storage technology has greatly expanded the storage space of data information. On the other hand, blockchain distributed storage can realize the traceability of data information and ensure data security.

（2） Content Scientific and technological innovation Content production mechanism

Content technology has fully enabled the content production of media, and the pace of intelligent upgrading of the media industry has been further accelerated, thus profoundly changing the content production mode of media, and effectively promoting the depth and breadth of media integration and development.

1. "Cloud" format: a new scenario of content production

Affected by the epidemic, the online business of various industries will grow on a large scale in 2020, and the "cloud" business will become a new scene of intelligent content production in the media industry.

2. Multimode: a new form of content production

The single form of robot news writing is changing to multimedia production, such as the maturity and application of image text conversion technology. In addition, intelligent anchor is also a new application of multimodal content production, such as the world's first 3DAI composite anchor "New Microenterprise" launched by Xinhua News Agency and Sogou.

3. Man machine collaboration: the new subject of content production

The machine can recommend big data content according to relevant content labels and assist people in writing. In addition, machines can play an irreplaceable role in the combination of multimedia information and the integration of similar information.

4. Efficient audit: new guarantee for content production

By analyzing information sources, carrying out technical identification, implementing cross validation, tracking and analysis and other ways, intelligent audit tools can estimate the authenticity probability of news texts in a relatively short time. In addition, the application scope of the content verification system is further expanded, which can detect knowledge rumors with a long life cycle.

（3） Content technology reshapes the content distribution model

Information distribution plays an important role in the whole information production and consumption. At present, the precise matching between massive content supply and large-scale and personalized content demand is a proposition that content service providers must face.

1. Scenario distribution: a new path for content distribution

The practical application of scenario theory is not only one of the core elements of the mobile Internet era, but also a new operating mechanism that media needs to adapt to in the reform. In the era of terminal convergence, the development and application of scenarios is the key to the success of media transformation. With the help of 5G technology, personalized services based on private scenes are further improved, and the "scene" enhancement of algorithmic content distribution is realized.

2. Integrated procurement and distribution: a new form of content distribution

In 2020, slow live broadcasting will become a phenomenal communication form in the field of audio-visual new media, and the integration of acquisition and distribution will become a new form of intelligent content distribution.

3. Social distribution: a new idea of content distribution

In 2020, social media at home and abroad will continue to conduct social distribution. The intelligent social distribution model formed by the combination of algorithm and social communication has broken through the barriers of social distribution and algorithm distribution. After subverting the traditional mass communication model, it is gradually rewriting the rules of interpersonal communication and group communication.

（4） Content technology expands content receiving boundary

In the current communication system, we can observe the promotion effect of content technology on intelligent content reception from the perspective of vertical end to side intelligent evolution and horizontal scene extension.

1. Intelligent evolution: comprehensive iterative upgrading of end-to-end intelligence

First of all, 5G brings about the need for centralized processing and edge distributed computing of huge amounts of multidimensional data, which will challenge the computing power of the underlying AI supporting hardware, that is, chips. Secondly, upstream and downstream enterprises in the field of AI are committed to building an AI platform that integrates chips, systems and terminals, and strive to build a product system that integrates core technology, intelligent equipment and system platform. Finally, the AI platform is open source enabling.

2. Scenario extension: multiple terminals provide immersion experience

"Mobile first" is the latest trend of intelligent content reception under the mobile communication system. The smart big screen in the 5G era will become the central entrance of the "family IOT" information flow of smart home, and extend to various terminals of smart home, enriching the way of receiving high-quality content. In addition, the application of brain computer interface will contribute to the conscious presentation of high-quality content and break the physical barrier. The immersive media supported by XR and other technologies realizes the integration and symbiosis of the physical world and the virtual world. The comprehensive coverage of intelligent content reception provides users with an immersive surrounding experience.

（5） Content technology deepens content feedback efficiency

With the development of intelligent communication technology, the application of content technology in content feedback is gradually deepened, and the application scenarios are more diverse, further promoting the intelligence of feedback.

1. Human computer interaction: effectively broaden application scenarios

With the continuous maturity of intelligent voice technology, human-computer interaction is gradually deepening. The forms of conversational human-computer interaction products are increasingly rich, and the application scenarios and implementation functions in the news field are gradually increasing. Knowledge mapping is another important exploration direction of intelligent interaction. It focuses on forming a network knowledge structure through the relevance of different knowledge, which can give news users more relevant information and greater independent reading rights.

2. Whole process tracking: real-time feedback communication effect

Using artificial intelligence and big data technology, media can track the information transmission path and analyze the transmission effect, and then adjust the content production direction and algorithm model to improve the user experience. In addition, the intelligent evaluation of the effect of content dissemination can also help news producers find news hot spots and act on the "feedforward" link of content production.

3. In depth analysis: accurately study and judge public opinion trends

Intelligent technologies such as big data mining and semantic analysis can conduct in-depth analysis of online public opinion, help the media accurately grasp the current public opinion situation, and improve the efficiency and accuracy of public opinion prediction, early warning and research.

To sum up, in 2020, China's content technology has made great progress. However, how to make more comprehensive and in-depth use of content technology to lead and drive the in-depth development of media integration is still an important task before us.

II. Content Technology Opens the prelude to industrial integration

Driven by content science and technology, the content industry is transforming to digitalization. Most of the content and content production has been digitalized, forming digital cultural resources and digital cultural industry. With the tide of the information revolution, content technology has become a new driving force for the development of industrial integration, opening the prelude to the development of industrial integration.

（1） Content technology accelerates the development of digital content industry

1. Transformation of content industry to digital

Content producers produce and create huge digital information flows through a variety of new technologies. The stable and mature digital content business model is taking shape, the concentration of content is increasing, the consumption output value is growing, and the market scale is expanding. Driven by content technology, the market of digital content industry is unprecedented active. The COVID-19 epidemic has brought unprecedented challenges, but the digital content industry has maintained rapid growth under "heavy pressure", showing high development resilience and potential. According to the data of the National Bureau of Statistics, in 2020, the revenue of enterprises in culture and related industries above designated size nationwide increased by 2.2% year on year, while the revenue of new cultural industries represented by digital content industries realized a 22.1% growth. [Data source: Statistics from the National Bureau of Statistics, "The operating income of enterprises above designated size in culture and related industries will increase by 2.2% in 2020", http://www.stats.gov.cn/tjsj/zxfb/202101/t20210129_1812934.html ]Among them, digital publishing, animation, game digital content services and other digital cultural industries have maintained a rapid growth rate, which has significantly driven the overall cultural industry. In 2020, the country will vigorously promote "new infrastructure". Relying on big data, artificial intelligence and other infrastructure, the production, dissemination and consumption of content will completely shift to the digital track, and develop toward high efficiency, high quality and intelligence.

2. Content technology optimizes the content industry in an all-round way

Content technology is reshaping the content industry chain from the three links of production, distribution and consumption to form a digital content industry ecology.

Content technology has expanded the supply of high-quality content. First, it has innovated the content production mode and improved the production efficiency. Second, it has expanded the number of content producers. Third, it has made content products closer to the audience. Content technology optimizes the connection between production and consumption. On the one hand, it attracts more high-quality content producers to better meet the production needs of producers; On the other hand, it attracts more content consumers to better meet the needs of content consumers. Content technology has comprehensively improved the content consumption experience. On the one hand, science and technology has innovated the way of content presentation and enhanced the power of content expression; On the other hand, technology brings consumers more realistic scene touch and provides immersive experience.

3. Digital content industry ushers in broad prospects

Digital content industry is an industrial form with high integration of information technology and cultural creativity. As early as in the 11th Five Year Plan, China has proposed to encourage the development of digital content industry in education, culture, publishing, radio, film and television and other fields. In mid September 2020, the Office issued the Opinions on Accelerating the Deep Integration and Development of Media, pointing out that we should strengthen the forward-looking research and application of 5G, blockchain, artificial intelligence and other new technologies in the field of news communication, promote the structural reform of the content production supply side, and focus on the construction of network content. In November, the Ministry of Culture and Tourism issued the Opinions on Promoting the High Quality Development of Digital Culture Industry, making deployment in cultivating new formats of digital culture industry. The 14th Five Year Plan and the Outline of Vision 2035 proposed to implement the digital strategy of cultural industry. The development of digital content industry is strongly supported by national policies.

At the same time, in March 2020, the Central Committee of the Communist Party of China and the State Council issued the Opinions on Building a More Perfect System and Mechanism for Market based Allocation of Factors, proposing to accelerate the cultivation of data factor markets. In November 2020, the Standing Committee of the 13th National People's Congress voted to amend the Copyright Law of the People's Republic of China. The revised copyright law has improved the relevant provisions of information network copyright protection and strengthened the protection of the legitimate rights and interests of copyright owners. Content technology in the information age makes "content is data". Content data has become a factor of production, an asset, and the cornerstone of the development of content industry, especially digital content industry. Content technology will lead the development of a new blue ocean of copyright industry, and digital content intellectual property is expected to develop into an emerging industry.

（2） Content technology becomes a bridge connecting all walks of life

With the improvement of economic and social development and informatization, and the large-scale online life promotion forced by the COVID-19 epidemic, content, as a medium of people's communication, is deeply integrated with business, education, culture, tourism, entertainment, public services, financial services, etc. Content technology has become a bridge connecting all walks of life.

1. Content, technology and e-commerce

In 2020, due to the need of COVID-19 epidemic prevention and control, the people once led a "home life", which boosted "home shopping" and "home economy". People's Daily Online, CCTV, Beijing Radio and Television and other major media, as well as e-commerce and social networking platforms such as Jingdong and Fasthand, give full play to their respective influence advantages, user advantages and platform advantages, apply live video to e-commerce, promote the explosive growth of live broadcast with goods, and through live broadcast contests, public service live broadcast, live broadcast to help farmers and other ways, It has played an important role in ensuring the supply of daily necessities, promoting consumption to stimulate domestic demand, boosting the resumption of work and production of enterprises, helping "six stabilities", "six guarantees" and a series of other work.

2. Content technology connection online education

During the prevention and control of COVID-19, China carried out an unprecedented online education practice, and 300 million students "went to school by cloud". Content technology has shaped and improved the teaching form, teaching facilities and teaching resources of online education, and promoted the development of education and the innovation of talent training methods. The application of new technologies such as 5G and video codec has brought innovation in transmission methods and improved transmission efficiency to teaching content; The application of artificial intelligence, virtual reality, augmented reality, mixed reality, extended reality and other technologies can create more vivid, interesting, three-dimensional and diverse online teaching scenes. Content technology connects online education, allowing online education forms to play a huge social value and open up huge space for development.

3. Content Science and technology link historical and cultural resources

Historical and cultural resources are the precious wealth of the Chinese people and the Chinese nation. In the information age, digital technology can be used to conduct digital collection, systematic collection and intelligent presentation of historical and cultural resources to form new cultural products and performance forms. Content technology has become an important tool to explore, preserve, display and use historical and cultural resources, which can create more scenes and better forms, and make historical and cultural resources live and vivid. Content science and technology has opened up a new digital space for cultural and museum exhibition, broadened the public's historical and cultural vision, enriched the public's spiritual life, cultivated public sentiment, and cultivated a deep Internet foundation for historical and cultural heritage.

4. Content, technology and tourism industry

At present, modern information technology represented by the Internet continues to update and iterate, providing a strong impetus for high-quality development of tourism. Content technology links the tourism industry, promoting the economic development of "Internet+tourism" and the birth of a new business type of "cloud tourism". "Cloud tourism" adopts VR AR and other technologies build a three-dimensional virtual tourism environment based on the real landscape, bringing users a new way to travel around the world without leaving home, which can not only meet the public's online tourism and spiritual and cultural needs, but also help scenic spots and cultural tourism enterprises to obtain more traffic and attention, and promote the recovery and development of the tourism industry.

5. Content, technology and entertainment

In 2020, affected by the COVID-19 epidemic, the original entertainment mode and consumption mode will be seriously affected, and "cloud entertainment" will develop rapidly. 5G wireless WiFi VR, AR and other technologies make the "cloud entertainment" experience more and more rich and intelligent. Content technology is building a new "pan entertainment" ecology: content technology has become an effective way to enable the distribution and promotion of game content, driving the development of "cloud games"; 5G, cloud computing and other technologies make it easier for users to experience online audio and video, making cloud audio and video develop rapidly; Digital technology has become a new engine for the prosperity and development of literature and art, bringing artistic and sensory shock to the audience; Big data, cloud computing and other technologies have made sports more intelligent and personalized... Content technology has promoted sports and entertainment to "use numbers to endow intelligence" on the cloud, breaking the virtual and real boundaries, better meeting the people's healthy spiritual and cultural needs, and serving the people's good life.

6. Content technology connection public service

In the prevention and control of COVID-19, government departments, medical institutions, media, enterprises and social organizations make full use of information technology to reduce the gathering of personnel, and efficiently carry out public services in government affairs, epidemic information disclosure, prevention and control policies and guidelines, knowledge popularization, material allocation, medical and health care, so as to keep the epidemic prevention and control and social operation in order. Content technology enables government services to ensure smooth government operation and accurate matching of material supply and demand information. In many service fields closely related to people's lives, such as transportation, parking, payment and community services, people are increasingly using WeChat, small programs, mobile banking and other platforms to achieve paperless, digital and contactless handling, and improve the efficiency of public services.

7. Content, technology and financial services

Content technology connects financial services from content to marketing, customer acquisition, customer service, investment research, investment advisory, risk control and other business scenarios, injecting new momentum into financial development. Content technology helps to automate the production and convergence of financial information, and robot writing has become relatively mature in the production of financial content; Content technology assists financial institutions to accurately distribute financial information to improve service quality and marketing effect; Content technology enables financial institutions to strengthen online risk control, help customers improve risk identification ability, and reduce enterprise losses; Content technology enables financial customer service and improves work efficiency.

III. Further deepening of understanding of content technology

With the deepening of research on the application of content technology and the advancement of industrial practice, the understanding of the academic industry on content technology has been further deepened. At the same time, we have a clearer understanding of the bottlenecks and governance challenges facing the development of content technology.

（1） Content Science and Technology Restructure the Production Relations and Social Division of the Content Industry

Content technology is reconstructing the production relations, social division of labor and industrial chain of content industry. To occupy a dominant position and competitive advantage in content production relations, we must occupy the commanding heights of content science and technology.

1. Content technology reconstruction Social division of content industry

Content technology enables the whole chain of content industry, making production specialization and division of labor specialization. Each link of the content industry chain can be separated to form a separate industry, such as content production, content risk control, aggregation and distribution, and content operation. The content production chain, consumption chain, and business chain are being reconstructed. In recent years, AI technology has significantly accelerated the empowerment of the content industry, and content production has now entered the stage of human-computer symbiosis. Professional content production tool providers and MCN (Multi Channel Network) institutions that operate content on a large scale are increasingly influential. Some content aggregation and distribution platforms are booming, accumulating a large user base. The content risk control business relying on artificial intelligence technology was officially supported by the central policy. The Ministry of Human Resources and Social Security included "Internet information auditor" in the new career directory, and the Ministry of Education included the certificate training of People's Online "Internet content audit" in the "1+X" plan. People's Daily and other websites have actively developed content risk control business in recent years, built content audit and security management platforms, and provided third-party services to the society.

2. Content technology reconstructs the production relationship of content industry

Content technology is reconstructing the production system, communication system and business system of all media. The intelligent, digital, cloud based, online and collaborative content production mode has greatly improved the productivity of the content industry. Content technology drives the development of content industry, and promotes the system layout at the basic level, platform level, and application level. Content data becomes the means of production, and algorithms and computing power become productivity. Content productivity, with data, algorithms and computing power as its main competitive advantages, is changing the production relationship of the content industry. The four national key laboratories of media integration approved by the Ministry of Science and Technology have vigorously carried out technology research and development in 2020 in media integration and communication, communication content cognition, media integration production technology and system, and ultra-high definition video and audio production and broadcasting, and have made positive progress. Only by occupying the commanding height of content science and technology can we occupy a dominant position in the content production relationship.

（2） Content technology becomes the strategic support for integrated development with other industries

Content technology continues to be linked horizontally and integrated in depth with other industries, thus giving birth to new formats and becoming a strategic support for the integration and development of other industries.

1. Content technology breaks the traditional understanding of media content

Content technology helps to generate multimodal digital content, achieve accurate distribution of news information, and accelerate the digital process of media content. Content technology not only serves the production of media content in the traditional sense, but also serves the content generation, information interaction, data analysis and resource preservation of the whole society. So content technology has greatly expanded the connotation and extension of content and content industry. Using content technology can give full play to the information value, business value and even market value of content, and create a new model of "news/content+government service business".

2. The media industry is about to usher in a new era of explosion

Media is increasingly becoming a connector between people, between people and organizations, and between organizations. The media industry is brewing an opportunity for multi-dimensional integration and restructuring of other industries. Content technology is increasingly becoming an important carrier and bridge for the content industry to break down industry barriers and deeply integrate with various commercial services and public services, so that content with high efficiency and low cost becomes the "salt" of application scenarios in all walks of life. Content aggregation and distribution business came into being as the times require, and content e-commerce and content wholesale markets are about to emerge. The COVID-19 epidemic has greatly promoted the Internet transformation process of public services, and public services have become a new application scenario of content technology. Content technology has become the strategic support for the integrated development of content industry and other industries.

（3） Content Science and technology promote the modernization of national governance capability

In the information age, when data has become the core strategic resource for competition among countries, content technology has expanded from "Party controlled media" to "Party controlled data" to build underlying technology and core capabilities, and has promoted the modernization of national governance capabilities in terms of improving public services, digital and intelligent levels of social governance, etc.

1. Content: Science and technology help to govern the country, manage politics, and unite the spirit

Cyberspace is the common activity space and spiritual home of hundreds of millions of people. When people go online, public opinion will also go online. And popular support is the biggest politics. Content technology makes the content digital and digitized, which helps to grasp the trend of social sentiment and public opinion more directly, deeply and accurately, and understand the people's thoughts and wishes, thus providing important support for the pooling of ideas to govern the country and promote development.

2. Content technology improves the accuracy of cyberspace governance

Because cyberspace has the characteristics of virtuality, concealment and high technology, it brings complex governance problems. China is actively promoting social governance from the real world to cyberspace coverage, establishing and improving a comprehensive network governance system, building a clear cyberspace, and content science and technology support the deepening and expansion of "party controlled media" to "party controlled data", which is conducive to promoting the precision of cyberspace governance, thus promoting the modernization of national governance capacity. To improve the accuracy of cyberspace governance, the key is to realize data knowledge, knowledge system, expression holography, service personalization, and management and control integration.

（4） The development of content science and technology faces challenges

While content science and technology breakthrough and innovation have made progress, they also face bottlenecks and governance challenges in knowledge mapping, data driven, data governance, content quality control, algorithm technology and other aspects.

1. Knowledge map construction technology encounters bottleneck

AI urgently needs to make breakthroughs in the research and development of cross domain and cross media knowledge map building technologies, as well as in the research and development of application technologies such as news writing, automatic title generation, text matching, multimodal semantic alignment, speaking from pictures, listening to pictures, and video generation, so as to lead the quality improvement of content processing capabilities and create new value of content technology.

2. Data driven lack of interpretability

In recent years, the rapid development of artificial intelligence benefits from data driven in-depth learning. However, in many important application scenarios, a purely data-driven approach is not practical. People need to know both "why" and "why", which is the interpretability problem that AI needs to solve. The new generation of AI cannot simply rely on data driven.

3. "Information Island" and "Data Abuse"

There is an "island effect" in data collection and use. Different regions, departments and enterprises lack data sharing awareness and mechanisms. Data circulation, sharing and standardized management limit the efficiency and productivity of data use. The data collection subject lacks strict user authorization when using data, resulting in data abuse at different levels. Only a fully interconnected platform, mechanism and ecology can break all kinds of monopoly behaviors and protectionism.

4. Content consumption has "diseconomies of scale"

The massive supply of Internet content has put users in a dilemma of "seeking gold in the sand". The core problem is the spread of low-quality content. According to the report of Tencent Penguin Think Tank, more than 60% of users are complaining about fake news, headline party and low-quality content. More user consumption does not mean more gains, which leads to great challenges for content consumption from the basic experience.

5. Algorithm defects produce a series of negative effects

While algorithm recommendation allows people to quickly obtain news information and knowledge, it also has some negative effects that cannot be ignored, such as "algorithm black box", algorithm bias, "information cocoon room" and other issues. Not only is it not conducive for users to establish an objective and comprehensive understanding of the world and things, but also it will affect the public's value judgment. At the same time, it also expands the cognitive gap between different groups, forming a "Matthew effect".

IV. Prospects for scientific and technological development

Content science and technology liberates productivity for the development of content industry, while promoting the development of digital economy, digital government construction, and digital social governance. Content science and technology keeps moving forward in line with the trend of technology evolution, the people's needs for a better life and the national development strategy.

（1） The development and application of blockchain will profoundly change the content ecology

Blockchain technology enables the network platform to form a new topology, build a new trust system in digital space, reach a trust consensus mechanism, and is deeply reconstructing the content ecology. By using blockchain technology, free production, authorization, distribution, incentive and transaction of digital content can be realized, making digital content become a transferable "digital asset", enabling content to be protected by intellectual property rights in the process of value realization and data transaction, and making high-quality content more widely spread. The blockchain determines the user identity through the public key and private key, and adopts the user "one code login" system to form the user's unique identity. Users only need to keep the private key, and can access the whole chain with the public key. Any behavior and content seen on the Internet will be recorded and retained.

（2） "Knowledge guided+data driven" enhances content technology intelligence

Based on "knowledge driven+data driven", a new generation of artificial intelligence with human-computer hybrid enhancement will be developed. Turning big data into big knowledge and letting artificial intelligence take the place of more human brain labor is also the most important "top problem" to be solved in the future development of content technology. Cross domain and cross media knowledge map building technology can achieve cross modal content understanding, and combine with deep association, reasoning, planning, creation and other intelligent cognitive technologies to achieve multimodal perception capability close to the human brain. The tackling of knowledge mapping will lead to the qualitative improvement of content processing capacity. Controlling the algorithm with mainstream value orientation, realizing algorithm reengineering, and ensuring the fairness, accuracy, and security of the algorithm will enable the positive development of content technology intelligence.

（3） Content science and technology lead to drive the Internet based reengineering of public services

China is developing from consumer Internet to industrial Internet. The COVID-19 epidemic has revealed that the Internet based reconstruction of social public services has just begun. Under the tide of informatization, content technology will support the integration of information content and social public services, build a convenient platform for public services, promote the quality and efficiency of various public services, and play an important role in the construction of smart party, smart government, smart city, smart community, and digital village.

（4） Content technology promotes digital culture consumption and trade

At present, digital cultural consumption has become an important part of netizens' "life on the cloud" and the main form of netizens' cultural consumption. While the huge domestic market forms effective support for the digital content industry, the digital content industry is also expanding internationally. With the help of technological advantages on the content supply side, digital consumption can be activated, digital culture trade can be promoted, a "double cycle" development pattern of digital content industry can be constructed, and the external effects of industrial agglomeration can be spread to support the high-quality development of digital culture industry.

（5） Content technology calls for legal protection, ethical norms and financial support

Content technology is a new technology system with AI technology as the core, and the acquisition and processing of massive information data by AI will inevitably involve ethical issues such as personal privacy protection. The judgment of causation, fault and other elements in AI tort liability is becoming increasingly complex, and the attribution of rights and responsibilities of AI applications has also been widely concerned and discussed. The application of content technology needs to solve problems such as data confirmation and data application from the legal level, prevent risks such as data abuse and privacy disclosure, build an AI rule system that can be trusted by people, and let content technology accept value guidance.

The investment in content technology is huge and the realization cycle is long. Under the premise of legal compliance, risk control and commercial sustainability, we should encourage financial means to vigorously promote the benign interaction and organic integration of content technology and content industry, financial capital market, take the lead in creating the source of content technology innovation in China, and form an important driving force for high-quality development.

V. Typical Cases of Content Technology Application in 2020

（1） News media application

1. People's Daily creative brain

2. People's Daily Online - Zhongke Ruijian News Credibility Identification Support System

3. People's copyright platform

4. The 5G holographic series of interviews in different places and on the same screen in the New Media Center of Xinhua News Agency

5. CCTV's "Epidemic 24 Hours" slow live broadcast product

（2） Social management and public service application

1. National integrated online government service platform

2. National primary and secondary school network cloud platform

3. Maple Bridge smart community platform

4. See the scientific and technological MR digital twin urban spatial information engine

5. Clove Garden? Doctor Clove Real time Dynamic Map of the Global COVID-19 Epidemic Situation

（3） Industrial application

1. The "Cloud" of the 127th China Import and Export Commodities Fair was held

2. China Unicom 5Gn live UHD slow broadcast

3. Daqi Digital Technology 5G Holographic Call Application

4. Squirrel Ai 1-to-1 intelligent adaptive learning system

5. Tencent conference software

Share to let more people see