"The integrated channel is an important platform to repay the society seriously, and it is also an important platform to repay the business and media circles present here. We should and must be the benchmark!" On December 15th, at the CCTV Integrated Channel 2018 Key Program Resource Promotion Conference held in Beijing, Wang Xiaozhen, director of CCTV Editor-in-Chief and director of integrated channel, made this statement.
In 2017, since the original program with real theme of Happy Chinese reached a single-issue super-high rating of 3%, The Reader triggered a social and cultural upsurge in an all-round way, and Waiting for Me pooled resources to build a media-based tracing platform. Come on! The scientific programs represented by Future, Wit, and Wit are continuously innovated, Challenge Impossible profoundly explains the great country’s meteorology, Classic Chanting and Spreading explores the innovative cultural programs with pop music, and a series of eye-catching word-of-mouth works make CCTV a well-deserved benchmark.
Under the rapid iterative media ecology, there are more and more TV programs, but there are only a handful of programs that really take value as the foundation and work hard on content. It can be said that in the domestic TV content market, CCTV has always taken the mission of being a big platform of the country, stuck to its value position, kept close to the pulse of the times, deepened the humanistic core of the program, innovated the mainstream value expression voice, and created many works with high quality and good reputation, leading the new industry trend.
"The new benchmark of the main position — — Leading 2018 "& mdash; — From the theme of the promotion meeting, we can see that adhering to the mainstream value transmission, positive energy output and establishing the industry vane with high-quality programs will be CCTV’s unshakable determination and consistent strategic path.
Stick to the value position and set the industry benchmark.
In the view of Wang Xiaozhen, director of CCTV’s editor-in-chief and director of comprehensive channels, the creative pursuit of high quality and agility of programs is the basic performance of CCTV as the main position of value communication, the new force of major theme propaganda, the demonstration site of innovation and Excellence, and the fertile ground for the growth of professional teams.
All along, CCTV has been taking concrete actions to take the initiative to shoulder the heavy responsibility as a national platform, becoming the main front for the spread of pioneer culture and mainstream culture, and delivering a steady stream of nutrition output and positive energy values to the society. Regarding the "benchmark", Wang Xiaozhen said that it should be understood in all directions. He said that the ultimate effect of shooting the "tank drift" project in "Challenge Impossible" is a kind of production height benchmark, as well as respect for the profession and reverence for the challenger; "Come on! To the future presents the historical moment of confrontation between Zhang Peimeng and J -10 fighter from different angles, which is a benchmark for quality requirements; Zhang Yue, the producer of "Wit", took the team for a year to develop the program and produced a 97-page program plan, which is a benchmark for the pursuit of innovation … …
Ren Xuean, director of CCTV Advertising Management Center, also interpreted the communication value and market value of CCTV-1 platform and key programs from the perspective of advertising management and brand communicators. He said that CCTV-1 is "four centers".
First of all, CCTV-1 isPolitical communication center"here, you can see more than 9.6 million square kilometers of magnificent mountains and rivers, and know the latest developments in the scope of human activities. 2018 is the first year of the 19th National Congress and the 40th anniversary of China’s reform and opening up. As a political communication center, the status and value of the main position of CCTV-1 will become more prominent. "
Secondly, CCTV-1 isCultural communication center"As a watcher and disseminator of mainstream values and culture, CCTV-1 always holds high the banner and leads the way."
Third, CCTV-1 isInnovation communication center"This innovation is not only manifested in concrete creation, but also in openness. It is a kind of mind and a kind of spirit to gather the essence of the world."
Finally, CCTV-1 isBrand communication center"The brand lineup of CCTV-1 is the strongest in China, and the advertising environment is the greenest."
The creation of CCTV programs has never followed the current popularity. On the contrary, it is by paying close attention to the needs and demands of contemporary society, finding the lack and blank of the market, taking the spiritual transmission and value guidance of positive energy as the realistic foothold, and then integrating into the fashionable and young expression voice, the fresh program temperament and charm are released, and the atmospheric program appearance and pattern are displayed.
Not only that, CCTV has also explored multilaterally in terms of content focus and form types, keeping the right and bringing forth the new. For example, "Waiting for Me" creates an all-media platform to find people and help dreams, and gathers the strength of the whole society to make emotions have realistic support; "Challenge Impossible" covers the extreme challenges of skills, physical fitness, brain power and other projects, and marches on a journey of exploring human beings themselves, praising the ordinary life that dares to surpass itself; "Happy Chinese" is original and grounded, bringing the most authentic folk humor and family warmth to the stage.
With emotional care, spiritual comfort and ideological guidance, these popular and nutritious programs are the necessities of society, and their value should not be underestimated. The brand influence of the program is bound to need to be further released.
会上，央视不仅推出全新节目《经典咏流传》，同时也宣布《等着我》《挑战不可能》《欢乐中国人》等优质节目将持续品质升级和内容优化。由此窥探到，坚持节目社会效益与品牌精神契合是央视赢得观众的强大法宝。
深化人文内核，持续品质输出
十九大报告指示，“深入挖掘中华优秀传统文化蕴含的思想观念、人文精神、道德规范，结合时代要求继承创新，让中华文化展现出永久魅力和时代风采。”央视一直都是主动吸收、传播优秀传统文化的践行者。
“家是最小国，国是千万家”，央视平台承载丰富的中国家风。正如习总书记说，家风的“家”，是家庭的“家”，也是国家的“家”。《等着我》和《欢乐中国人》两档节目聚焦普通老百姓，以家庭为单元，体现“家风”文化，以生活化的呈现方式，向观众传递家庭文明建设、家庭家风的重要意义。
《等着我》不仅搭建出全方位的权威“融媒体公益寻人平台”，发挥着直接的现实作用。而且，从艺术手段和节目呈现上，《等着我》从“寻人”的主题出发，以充满仪式感的表现手法，将寻人者对家庭的等待和期盼充分放大，传达出中国人对家庭、对亲人的真情和珍视。
"Happy Chinese" is a positive response to the spirit of the central government’s speech about "paying attention to family, family education and family style", presenting the most contemporary family in China. The program tells China’s family story with real life, and explains the concept of family from two aspects: horizontal and vertical. The horizontal space connects individuals, families, society and the country in series, and the vertical time shows the spiritual inheritance of family style and family education. Arouse the audience’s attention to excellent family style culture, and help the construction and cultivation of good social customs.
In 2017, "Chinese Poetry Conference" and "Reader" have successively become phenomenal programs, which shows the enduring charm of classic culture. In 2018, CCTV will focus on the "Classic Ode", making innovative attempts on the basis of traditional culture and carrying out new cultural deconstruction. Combine poetry with modern pop music, and show the natural charm of China’s classic poetry through "singing and poetry".
"Classic Chanting" makes poetry and music "hand in hand", makes culture insert the wings of music, and makes the poems and songs that have been circulated for thousands of years glow with new vitality in the music melody. Not only that, the program also pioneered the concept of "classic singer" and integrated media operations throughout. In the whole process of program production and dissemination, participants are given the status of "classic singers", and at the same time, all-media operations are used to open up online and offline, from point to face, to mobilize the whole people to sing, and to drive a new cultural singing trend. CCTV platform will promote the comprehensive upgrade of poetry culture with confidence and drive a new wave of poetry culture.
Carrying national weather and showing the pattern of big countries
The CCTV platform takes ordinary people as the object of deep concern, takes reality as the foothold and continuously deepens the humanistic core of the program, while paying attention to carrying and showing the brand-new national weather and high-spirited style of the times.
"Show the strength of a great country and show its talents", CCTV platform surveys the proud pace of China, showing the tolerance and pattern of a great country. Under the background of great technological innovation and rapid development of social civilization in China, in 2018, CCTV once again launched "Challenge Impossible" and "Come on! To the future "and" wit "are three quarterly programs that present the achievements of great countries.
Among them, "Challenge Impossible" has refreshed the new paradigm of current TV programs with high-quality and positive energy screen image since its birth, showing the social responsibility, cultural consciousness and mission of a national media. This program focuses on the great country’s science and technology and great country’s craftsmen, and shows China’s strength through a series of challenges such as "100 positive steps and 100 synchronous steps, 25,000 zero mistakes" in the flag-raising ceremony of the national flag guard, thus stepping out of the new era.
"Come on! "To the future" and "Wit" focus on the display of scientific and technological achievements, showing the achievements of great countries in science and technology, great craftsmen and great countries, indirectly driving the display of the style of a new generation of young people, thus highlighting the achievements of great countries in soft and hard power.
"Come on! As a scientific program with compound value, Future is the first large-scale popular science program, which resonates with the national strategy in real time. It not only undertakes the mission of popular science with modern TV techniques, but also shows the pace of cutting-edge scientific and technological achievements and innovation in China in recent years. The new season’s program will bring the audience an interesting experience of "opening their eyes and opening their brains", deepen the means of "science+technology" and create a brand-new program face. The program group is also committed to breaking through the screen, contributing to society and realizing multi-dimensional upgrading.
And "Wit" focuses on cutting-edge technology — — Artificial intelligence. The vivid display of the latest artificial intelligence achievements is an eye-opener, and its beautiful dance design with high technology content and futuristic sense has also shocked countless audiences. Focusing on the core of "presenting the latest artificial skill technology", the program shows the most advanced technologies such as identifying quadruplets and biometrics, making the program truly a platform for starting, showing and testing top technologies.
It can be seen from this promotion meeting that in 2018, CCTV will carry out the strategic layout of quarterly broadcast programs with the key points of "persistence", "deepening" and "upgrading". But can CCTV once again bring unexpected surprises to the audience with its excellent, high-quality and unique program content? We will wait and see.
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