Core Viewpoint - Guangdong Province is focusing on enhancing the quality and competitiveness of its livestock industry through a "media+" initiative, aiming to address challenges such as market structure adjustments and consumer demand shifts while leveraging media for brand building and market expansion [1][4][6]. Industry Overview - In 2024, Guangdong's total meat production is projected to reach 5.124 million tons, with a livestock industry output value of approximately 173.58 billion yuan, ranking among the top in China [1]. - The livestock sector in Guangdong is characterized by a large scale, complete supply chain, and distinct features, with significant advantages in smart farming and industrial cluster development [1]. Action Plan - The "media+" initiative includes three main projects: brand building and trust, production-sales connection and market expansion, and technology empowerment and industry upgrading [1][4]. - The plan aims to achieve six goals within three years: brand elevation, production-sales efficiency, market confidence, technology empowerment, talent revitalization, and integration efficiency [4]. Media's Role - Media is seen as a crucial driver for industry transformation, moving from simple advertising to creating cultural symbols for products and guiding consumer behavior [4][6]. - The "12221" marketing system has been successful in aligning production with market demand, and similar strategies are being applied to the livestock sector [3][4]. Consumer Engagement - The initiative aims to enhance consumer understanding of livestock products, emphasizing quality and health, and to create a transparent supply chain [6][9]. - Events and campaigns are being organized to promote local specialties and enhance brand recognition, such as the "Chinese Native Chicken Culture Promotion Center" and various food festivals [8][9]. Future Directions - The integration of media into the livestock industry is expected to facilitate product traceability, promote advanced practices from abroad, and create a comprehensive ecosystem linking production, consumption, and tourism [6][8].