Digital reading is becoming a new trend

　　This year, reading for all has been included in the "Government Work Report" for the ninth time. It has developed from "advocating reading for all" to "promoting reading for all", and the depth and breadth of reading for all have continued to expand.

One of the manifestations is that digital reading is becoming a new trend of national reading.

　　At the first National Reading Conference held recently, the "2021 China Digital Reading Report" released by the China Audiovisual and Digital Publishing Association shows that in 2021, the number of digital reading users in my country will exceed 500 million, and the digital reading industry will maintain a good momentum of development. Continue to expand, high-quality masterpieces continue to emerge, and user stickiness continues to rise.

Bringing increment to the reading of the whole people

　　The overall revenue of the digital reading industry has reached 41.57 billion yuan, the number of digital reading users has reached 506 million, and the per capita electronic reading volume has reached 11.58... A series of data released by the "2021 China Digital Reading Report" (hereinafter referred to as the "Report") point to a Trend: In recent years, the leap-forward development of my country's information and communication industry and the continuous innovation and application of digital technology are changing and affecting the reading pattern of the whole people, and constantly promoting the digital, systematic and personalized development of reading services.

　　The results of the 19th National National Reading Survey released by the China Academy of Press and Publication also show that adult nationals have an obvious tendency to read digitally, especially young and middle-aged people have become the main body of digital reading.

In 2021, 77.4% of adult nationals have read mobile phone reading, an increase of 0.7 percentage points from 76.7% in 2020; 71.6% of adult nationals have read online online, an increase of 0.1 percentage points from 71.5% in 2020; 27.3% Adult nationals read on e-readers.

　　"Long reading time and covering a wide range of people reflect that digital reading is becoming an important reading method." Wei Yushan, president of the China Press and Publication Research Institute, said in an interview with a reporter from the Economic Daily that in 2021, the average daily mobile phone contact time for Chinese adults will be 101.12 minutes, the per capita daily Internet contact time is 68.42 minutes, the two items add up to nearly 3 hours, far exceeding the per capita paper book reading time of 21.05 minutes.

　　As users' requirements for content quality continue to increase, their initiative to pay for knowledge is also increasing.

From the survey, digital reading users have developed mature payment habits. In 2021, 92.17% of users have paid for digital reading, and the most paid form of reading is e-reading, accounting for 60.07%.

Compared with audio reading, users are more willing to pay for online literature and e-reading.

　　"Digital reading is bringing new increments to the reading of the whole people. You may not think that "The Analects of Confucius" will be the most popular reading on the reading platform in 2021, with nearly 30 million readers on the site throughout the year. These readers of "The Analects of Confucius", more than 80% are young readers under the age of 30. Readers discuss classics and answer questions in the comment area, so that classic culture can rejuvenate in the digital space." Cheng Wu, CEO of China Literature Group and Vice President of Tencent Group, said that at present, China Literature The publications of the text platform cover dozens of categories, with hundreds of millions of readers last year.

　　Tong Zhilei, chairman and president of Chinese Online Digital Publishing Group Co., Ltd., also believes that the Internet is an important position for national reading.

Chinese Online has built the "Scholarly China" Internet digital library, collecting over 100,000 books and building a "lifetime study room" for the common people.

Currently, Chinese Online has built more than 28,000 digital farmhouse bookstores in 12 provinces and cities to help revitalize rural culture.

Innovative immersive reading experience

　　With the accelerated development of digital technology and the continuous deepening of the connection between the virtual and real worlds, the reading scene is undergoing profound changes.

Technological innovation has brought more imagination to the content production, reading form, experience and scene creation of digital reading.

　　"my country's technological innovation is at the forefront of the world, the system and mechanism have been further improved, the vitality of innovation and creativity has been continuously released, and digital technology has continued to empower and integrate development, providing an excellent development environment for the digital reading industry." The first vice chairman of the China Audiovisual and Digital Publishing Association Zhang Yijun said.

　　"Maze · Ruyi Linlang Picture Book", Xinhua Dictionary APP, Chinese Poetry Lesson, Guoyun Inheritance APP, "Historical Shuangbi" multimedia publishing project, AR picture book "Shadow Play China", Migu 5G Cloud Party Building, 5G Travel Museum, Tomato Novel AI Reading... The digital reading experience pavilion established at the first National Reading Conference provides audiences with a professional and scene-based immersive reading experience.

Among them, China Mobile Migu's multi-modal explanation solution based on virtual Sapiens, 3D virtual scenes, and virtual-real integration interaction - "5G + Digital Intelligence" made its debut.

Following the footsteps of "Gu Yifei", a master of digital intelligence, users can check in the Metaverse Future Bookstore and "travel" to the Enterprise Cloud Bookstore, the Wisdom Party Building Office, and the Rural Primary School to experience multiple reading services.

　　"The panoramic immersive interaction can innovate the reading experience of 'paper reading + screen reading'. For users of the 5G cloud bookstore, they can choose to go to their favorite bookstore to order a cup of Yunnan Baoshan coffee, choose a favorite book, or borrow a book. , or buy it, or receive it as a member’s rights. And after the bookstore is closed, the 5G+ artificial intelligence unmanned bookstore will continue to serve users 24 hours a day to select, purchase and receive books.” said Liu Xin, general manager of China Mobile Migu Company. More than 18 million users have obtained the new experience of 5G cloud bookstore.

Looking forward to the future, in the world of the metaverse, the production and consumption, form experience, and scene space of reading will achieve higher-dimensional transformation, allowing every user to enjoy reading anytime, anywhere.

　　"The scale of more than 1 billion netizens and the scale of more than 500 million online literature users shows the vigorous trend and broad space of the digital reading industry." Zhang Lingyun, founder of Palm Reading Technology Co., Ltd., said in an interview with reporters that in terms of reading experience, intelligent Transformation already has practical applications: connecting massive amounts of high-quality content, intelligent voice search, instant play, and voice interaction that can be customized according to personal preferences.

Taking the palm reading platform as an example, it adopts an intelligent recommendation system, continuously optimizes content matching, and realizes the content customization function of "thousands of people and thousands of faces", which greatly optimizes the efficiency and experience of users in receiving information.

　　Tomato Novel is a free reading product launched by Douyin in 2019.

At the scene, the reporter clicked on the concept tone of the tomato novel and listened to the electronic screen. A highly anthropomorphic voice of Liu Xinwu's "Bell and Drum Tower" in Tianjin dialect made people experience the charm of Tianjin cross talk.

According to the on-site staff, Tomato Novel AI reading aloud explores and optimizes models in multiple directions such as synthetic sound quality, rhythm stress, and intonation, providing users with a highly anthropomorphic and immersive listening experience.

The multi-style timbre matrix can adapt to the different personalities of the novel characters, express happiness, sadness and other emotions, allowing the AI ​​timbre to properly express the joys, sorrows and sorrows in the story.

High-quality content is the core competitiveness

　　The rapid development of digital reading has formed a pattern of diverse content and subject matter.

In particular, the rise of free reading mode and new media articles further sinks the digital reading market.

However, how to better reflect real life while maintaining the characteristics of the network, thereby improving the quality of works, there is still a lot of room for improvement.

In this regard, the industry said that the accumulation of high-quality content and the core services provided based on content are the core competitiveness of the digital reading industry.

　　"my country's digital reading work has entered the current mature adjustment period from the promotion and development period in previous years." Sun Shoushan, chairman of the China Audiovisual and Digital Publishing Association, believes that digital reading is an indispensable part of national reading.

Under the background of the new era, the digital reading industry must continue to adhere to integrity and innovation, maintain high-quality development, and consistently promote the content construction of digital reading platforms, persistently innovate the service model of digital reading enterprises, and persistently grasp the talents of digital reading. nourish.

　　Under the increasingly fierce competition in the digital reading industry, how to obtain more high-quality copyright resources, how to efficiently produce and incubate high-quality IP, further break the barriers between the pan-entertainment industry, and deploy the entire industry chain are also the future directions of the digital reading industry.

In the opinion of Yan Xiaohong, chairman of the China Copyright Association, reading is the basic right of every citizen. Under the conditions of new technologies, the rapid changes in reading carriers and reading methods have made positive contributions to meeting the reading needs of different groups.

To this end, copyright should be used as a strategic resource for cultural development and a basic condition for industry development to escort the development of high-quality content.

　　"Copyright protection is one of the content barriers and core competitiveness of digital reading companies. In order for the online literature industry to achieve healthy and long-term development, it is necessary to ensure that there are no copyright defects in the works signed by the platform, and to ensure that the legitimate rights and interests of the settled authors are not blocked by others. Infringement." Zhang Lingyun said that in terms of copyright supervision, Palm Reading is also making some technical attempts.

For example, the "content storage" technology refers to marking an identification code on each chapter of each online literary work, and then summarizing all identification codes to establish a digital library. When a new work is put into the library, the platform can timely Digital information is subject to copyright infringement supervision.

　　"No matter how the way of reading and the way of communication change, the essence and power of reading will not change. I hope everyone can participate in reading, so that the application of digital reading technology can help speed up reading for all." Zhang Lingyun said.

　　Han Bingzhi