The China New Media Technology Exhibition is a highlight of the China New Media Conference, which has been held in Changsha for two consecutive years, showcasing the important role of technology in media integration. From October 14 to 16, the 2024 China New Media Technology Exhibition, themed “Cultural Integration and Technological Synergy,” took place at the Hunan International Convention and Exhibition Center.
During the exhibition, attendees discovered a strong focus on the integration of culture and technology. Various themed areas, including a National Experimental Laboratory for Media Technology, an Artificial Intelligence zone, an Audio-Visual Technology section, a Digital Culture Technology area, and the Malanshan “Cultural + Technology” showcase, put a spotlight on the application of AI in media development, smart media technologies in cultural tourism, and digital cultural heritage. This year’s exhibition highlighted innovative achievements in enhancing media productivity and fostering high-quality media integration.
As visitors stepped into the 2024 China New Media Technology Exhibition, they embarked on an exploration journey combining culture and technology. Innovative technologies like AI enabled experiences such as conversing with a digital version of Qu Yuan, immersive moon rover simulations, and participating in virtual plays using green screen technology. For instance, attendees at the “Digital Qu Yuan” exhibit interacted with an AI that generated poetry upon request. When one visitor asked for a poem related to Changsha, the AI, after a brief pause, composed verses that celebrated the city’s historical and cultural significance, showcasing a blend of traditional culture and modern technology.
Staff at the exhibit emphasized that this interactive digital representation of Qu Yuan allowed visitors to delve into his life, thoughts, and literary contributions, fostering a deeper interest in Chinese culture.
Moreover, major media outlets displayed cutting-edge technology across various stages of content creation and dissemination. At the Hunan Broadcasting Station’s booth, three national treasures were showcased through high-precision restoration and interactive design, offering an immersive exploration of their historical narratives. Additionally, the platform showcased a new interactive singing product called the “Mango Choir,” allowing thousands of fans to sing along with artists.
This year’s exhibition also featured advancements from tech companies like Huawei, University of Science and Technology of China, and others, presenting new applications and scenarios involving large models, virtual technology, and audio-visual tech, enhancing the sensory experience of attendees.
For example, the “Bronze Civilization” 3D film was specially crafted for a museum showcasing ancient culture, transforming how heritage is presented. The CAVE immersive cinema provided an engaging environment where users could freely navigate, closely observing details as though stepping into an alternate reality.
Visitors interested in script-based storytelling could explore unique combinations of cinema and VR at the Huolizhi Cultural Booth, offering innovative formats that blended film and traditional gameplay for a more engaging experience.
The exhibition also brought back to life the legendary Peking opera artist Mei Lanfang through AIGC+XR technology, celebrating his legacy with a microfilm intertwining classic art with digital innovation, reflecting a new wave of “Cultural + Technology” fusion.
In recent years, this integration has fostered a dynamic ecosystem in Changsha’s Malanshan Video Cultural Creation Industrial Park, attracting over 3,800 companies and building a digital cultural industrial chain encompassing creative content production, storage, broadcasting, and transactions. The park has also established several key R&D platforms, including a 5G national laboratory and a video supercomputer center.
As a representative from the park stated, “We have gathered a robust cluster of cultural technology enterprises, forming a digital cultural ecosystem characterized by high-definition video and an integrated content production chain.”
The Malanshan “Cultural + Technology” thematic zone showcased various innovations in media integration, presenting new business models across multiple sectors, including smart publishing and digital cultural heritage.
Additionally, the organizing committee of the China New Media Technology Exhibition will collaborate with the National Key Laboratory for Media Integration and Communication at Communication University of China to release an insightful report titled “Deep Empowerment of Media Intelligence Integration by Large Models – China’s Intelligent Media Innovation Development Report (2023-2024).” This report will focus on new driving forces behind the integration of large models and media, offering insights into the future paths for intelligent media development.
