On August 15, the Great Wall Media Group hosted a seminar focused on its news IP initiative, the "Great Wall Dialogue" series. The event brought together three prominent media professionals and scholars to engage in an in-depth exchange on topics such as brand program development and the cultivation of news intellectual property.

Among the invited guests were Zhao Yongping, editor-in-chief of the People's Daily's "Journalism Front" magazine; Wu Chenguang, a member of the editorial board of Phoenix Satellite Television Group and vice president and editor-in-chief of Phoenix Net; and Yan An, head of the Wenyan Wen Studio at China Daily Online. The discussion centered on identifying what types of content serve as the "hard currency" in today's communication environment.

When addressing this question, Zhao Yongping proposed a framework built on "three essentials": design with a human touch, expression that resonates with online audiences, and output that delivers genuine value. He emphasized that these elements are critical for media outlets seeking to establish meaningful connections with their readers and viewers in an increasingly crowded information space.