On the afternoon of November 27, faculty and students from the Master of Arts in Communication Studies (Communication Studies Concentration) at Beijing Normal–Hong Kong Baptist University (BNBU) visited Zhuhai Media Group for a field study. The activity received strong support from Professor Guo Zhongshi, Associate Dean of the Faculty of Humanities and Social Sciences. As a core practical component of the course “Media Convergence,” the visit was led by Dr. Li Luyang, Director of the Communication Studies Concentration. Throughout the session, Mr. Yan Hai, CTO of Zhuhai Media Group and General Manager of Zhuhai Media Rongchuang Technology Co., Ltd., provided detailed explanations, while Ms. Hai Lan, Director of Zhuhai Traffic Radio, coordinated the entire programme. Together, faculty and students immersed themselves in the cutting-edge practices and technological innovations shaping the emerging ecosystem of media convergence.

Group photo of faculty and students from the Communication Studies Concentration at the entrance of Zhuhai Media Group’s Integrated Media Center

At the beginning of the visit, faculty and students watched the promotional video of Zhuhai Media Group, gaining an intuitive understanding of the Group’s development since its establishment in 2019, including its commitment to “technology-driven innovation” and its goal of building a first-class, new-type mainstream media group in the Guangdong–Hong Kong–Macao Greater Bay Area.

Faculty and students watching the promotional video of Zhuhai Media Group

Subsequently, under the guidance of Mr. Yan Hai, the group toured “Jiuxiao,” the country’s first independently developed integrated media ecosystem created by Zhuhai Media Group. Mr. Yan provided a detailed explanation of the system’s operational logic, highlighting how it leverages technologies such as artificial intelligence and big data to enable full-process coordination across command and communication, content production, and dissemination monitoring. The system has already been implemented in several municipal and district-level units, showcasing the cross-sector value and transformative potential of media convergence.

Mr. Yan Hai introducing the “Jiuxiao” Integrated Media Ecosystem

During the visit to the studio, Mr. Yan Hai conducted a live demonstration of the domestically developed AR system that Zhuhai Media Group has integrated into its regular production workflow. Powered by real-time rendering through Unreal Engine, the system enables anchors to interact directly with virtual props and dynamic scenes. Physical sets that once required several days to construct can now be switched within minutes, significantly reducing production costs while allowing content expression to transcend traditional spatial and temporal constraints.

Faculty and students visiting the news studio of Zhuhai Media Group

Using examples such as government-affairs livestreaming and special program production, Mr. Yan Hai explained in detail how technology expands the creative boundaries of content generation. Students observed multi-camera coordination and other operational workflows at close range, gaining a genuine appreciation of the transformative power and integrated appeal brought about by technological enablement in media convergence.

Students experiencing the media convergence production environment up close

During the seminar session, the atmosphere was lively and engaging, with students enthusiastically raising questions on key topics such as technological applications, talent recruitment, and media operations. Responding to these areas of interest, Mr. Yan Hai drew on his extensive experience in the field of media technology to provide thoughtful and detailed answers.

Mr. Yan Hai answering students’ questions

At the conclusion of the exchange, Director Hai Lan warmly extended an invitation for internships, encouraging students to join the Group and gain hands-on experience in real news production settings, thereby strengthening their practical skills and empowering their future career development.

Director Hai Lan (first from right) engaging in a lively discussion with faculty and students

In her concluding remarks, Dr. Li Luyang noted, “We often discuss theories of media convergence in the classroom, but today, through General Manager Yan Hai’s detailed explanations, we were able to step into an actual production environment—and even receive an internship invitation from Director Hai Lan—which has given everyone a deeper and more concrete understanding of what ‘media convergence’ truly means.” She emphasized that future courses will continue to align with the evolving trends of media convergence, strengthening the integration of classroom teaching with industry practice. Dr. Li encouraged students to transform what they learned during the field study into professional capability and to strive to become media practitioners equipped to serve the needs of society and the times.

Dr. Li Luyang delivering the concluding remarks

This field study built a solid bridge for university–industry collaboration, enabling students to step beyond the classroom to gain both an intuitive understanding of the evolving ecology of media convergence and valuable exposure to real-world industry practice. The experience not only clarified their perception of the media landscape but also paved a pragmatic pathway for those aspiring to pursue careers in the media sector.

Director Hai Lan addressing students’ questions on industry practice and career development