Central Radio and Television Headquarters： High-level Play in 2022! – 上海后花园论坛,上海419论坛,夜上海论坛

　　"We must vigorously promote innovation in the whole chain, in all directions and in all fields, and consolidate and deepen the excellent situation of spewing and splendid products." Shen Haixiong hit the floor, vice minister of Publicity Department of the Communist Party of China, director and editor-in-chief of the Central Radio and Television General Station, said at the 2023 working conference of the Central Radio and Television General Station.

　　Looking back on the past year, the reception desk has been thinking broadly and doing down-to-earth, constantly unlocking high-level play, continuously deepening the strategic pattern of "5G+4K/8K+AI", continuously innovating the integrated communication of "thought+art+technology", further polishing the brand influence and social reputation of "watching the reception desk with big dramas" and "watching the reception desk with big masterpieces", and creating a new media platform full of innovation, creativity and hope.

　　Exquisite spewing: There is a lot of ink on China style.

　　In 2022, a series of IP programs, film and television dramas, feature films and documentaries with excellent word-of-mouth quality continued, which was dazzling and dizzying, explaining to the global audience what "all screens are fine".

　　So, how does the reception desk achieve the super-high goal of "all screens are fine"?

　　First of all, the reception desk fully excavates the treasure house of traditional culture and tells the story of China with different artistic forms and rich perspectives.Brilliant cultural heritage programsExcellent audio-visual language vividly responds to the question "What is China" and "Is it based on China". In the second season of China in Classics, the film industry production mode was adopted to interpret ancient classics and characters with magnificent audio-visual effects; China in Poetry and Painting, with a brand-new style and perspective of "combining poetry and painting", presents China in a long scroll of poetry, painting and singing and brings a brand-new cultural experience.

　　Innovative programs and documentaries such as One Thousand Years, Fresh History, Rong Baozhai and Olympics in Art have brought traditional diet, literary play and Olympics into public view. In addition, the reception desk also comprehensively arranges important festival nodes such as Spring Festival, Lantern Festival, Qingming Festival, Dragon Boat Festival, Qixi Festival, Mid-Autumn Festival and Chongyang Festival to create an uninterrupted cultural feast throughout the year; The series of programs "Ancient Rhyme and New Sounds" launched by the supporting evening show the long history of Chinese civilization through one thing and one song.

　　Secondly,Reception matrixDeeply related to the origin of Chinese culture and the forefront of the current era, highlighting the characteristics of both culture and fashion, science and technology and humanities. In the Spring Festival Evening of 2022, the dance "Only this Green", which restored the style of ancient famous paintings, quickly became popular through ancient and modern times, triggering a wave of second creation among netizens; The "interaction between heaven and earth" between the Headquarters and the Shenzhou 14 astronauts in the autumn night of 2022 not only pays tribute to the space spirit, but also implies the cultural artistic conception of "brightening the whole of heaven", showing the distinct cultural self-confidence and the vigor of the times.

　　It must be mentioned that around the main line of welcoming, publicizing and implementing the 20th Party Congress,Desk documentaryWith true presentation, ingenious structure and technological innovation, we can focus on the motherland’s features, describe the great times and paint a thriving China. For example, in the fourth season of "Aerial Photography of China", the visual experience was promoted to the direction of "immersion" with the help of a bird’s-eye view, which made the audience feel the magnificent mountains and rivers; The nature documentary "Life of Everything" greatly improves the presentation effect of Yunnan’s ecological beauty through 8K ultra-high-definition technology.

　　Generally speaking, in the whole year of 2022, the General Desk made in-depth planning and elaborate production around the 20th National Congress of the Communist Party of China, the two sessions of the National People’s Congress, the Beijing Winter Olympics and other major themes, and constantly impressed on China’s demeanor and China’s temperament, and launched a series of masterpieces showing the magnificent atmosphere of the new era and new expedition, which continued to lead the fine creation and healthy development of China’s literature and art.

　　Needless to say, the gold-lettered signboard of "the products produced by the reception desk must be fine" has stood firmly.

　　Frequent explosions: working hard on young looks

　　In recent years, more and more young people fall in love with the products produced by the reception desk and become "reception desk fans", which is undoubtedly related to the creative trend of the reception desk.

　　Throughout the ecological content of the main station in 2022, its creative concept has become clear: the content expression is deeply rooted in the young market, close to the thinking of young people, listening to the heartbeat of young people, and providing a space for young people to release their emotions.

　　In 2022,Cultural programs at reception deskFrequently, the expression of "youthfulness" constantly "breaks the circle", promoting the creative transformation and innovative development of Chinese excellent traditional culture, so that cultural programs are no longer arrogant. For example, the documentary "Word from Meeting You" tells the origin and evolution of Chinese characters with cute animation, which is called "high quality electronic dictionary" by netizens; The drama research program "Mastery" attracts young people to get in touch with the drama through innovative audio-visual expression, which makes the traditional drama glow again.

　　At the same time,"young" seriesIt will also show a new look and create a "strong magnetic field" of youth with creative expression. Young at Work, young with New Flowers at Weekend, young’s Summer, young’s World Cup, young’s New Life, and Qatar with Different young all focus on "core youth" to enhance the youth touch again.

　　programmeIn fact, while continuing to maintain the high-quality output of main melody dramas, the reception desk keeps developing multi-theme and multi-industry plays that are close to the context of young people, "capturing" young people with a youthful attitude and leading mainstream values to spread to young audiences.

　　The opening drama "In the World" shows the earth-shaking social changes in China with the ups and downs of the Zhou family, and the heat is high from the beginning to the end; Recently, the popular TV series "Beautiful Mountains and Rivers" for poverty alleviation has won praise from all walks of life for its realistic plot, grounded characterization and rich scene props.

　　Professional masterpieces such as "The Battle of Roses" and "Everything about Dr. Tang" outline the group images with warm brushstrokes, which makes young people resonate with their hearts; "Daughter of Dashan" and "People by the River" have become a unique window to show the achievements of rural revitalization and give young people the motivation to forge ahead.

　　The repertoire of the general station also pays attention to shaping the vigorous spirit of the strugglers in the new era and influencing the thoughts of young people. For example, "The Daughter of Dashan" takes Huang Wenxiu, a model of the times, as the prototype, showing the image of a model of youth who strives for progress in the new era; The Great Examination restores the documentary of the college entrance examination under the influence of epidemic situation and floods, and promotes the blood power of the younger generation in the new era.

　　In the past year, the main station, which adhered to the principle of integrity and innovation, won the discussion and love of many young audiences with its full-screen boutique content, showing a young and high-quality development trend.

　　Both the emotional transmission of mainstream values and the care of national feelings, coupled with the "younger" expression that conforms to the trend of the times, have become the only magic weapon for the reception desk to create an "explosion".

　　Highlights of communication: achieving a win-win situation in audience reputation

　　As the saying goes, "the golden cup and the silver cup are not as good as the audience’s reputation, and the gold medal and the silver award are not as good as the audience’s praise."

　　Judging from the viewing situation of large-screen TV, the average viewing time of the audience at the main station in 2022 was as long as 118 minutes, an increase of 28% compared with 2021, setting a new high in the past five years. The annual viewing data shines and continues to lead in the mainstream media, which shows that the leading power, communication power and influence of the reception desk have been upgraded in all directions, and it also shows that "all screens are fine" is attractive to the audience.

　　In 2022, 26 brand-new programs such as Home Between Mountains and Waters, Poems and Paintings of China, Biographies of Masters, Encountering Civilizations, and A Millennium were released, with an overall audience of 720 million people on TV. Evergreen IPS such as China in Classics, China in Stories, Chinese Poetry Conference, and Classic Poems are still loved and sought after by the audience. The cumulative audience size of 2022 Chinese Poetry Conference, Classic Poems Season 5 and China Archaeological Conference Season 1 exceeds 200 million.

　　In the field of TV series, the reception desk swept the top ten TV series of the national satellite channel in 2022, among which the highest single episode rating of the big drama "In the World" reached 3.4%, setting a new high for CCTV-1 prime-time TV series in the past decade. The original high-quality documentaries "Aerial Photography of China", "Words from Meeting You", "Fresh History" and "Seeds and Seeds" of the Headquarters have gained high reputation and high ratings.

　　At the same time, the young audience group is deeply attracted by the innovative program content of the main station, and "watching the main station" has become a new trend for the majority of viewers and netizens. In 2022, the viewing time of audiences of all ages will be significantly improved.Among them, the average viewing time of viewers aged 4-14 increased by 51%, those aged 15-24 increased by 39%, and those aged 25-34 increased by 43%.The same is true of news columns, such as "News Network", where the viewing rate of viewers aged 15-24 increased by as much as 37%; The audience ratings of Focus Interview increased by 45% for those aged 15-24, and by 73% for those aged 25-34.

　　The audience impressed by the quality content of the main station not only contributed to the soaring ratings, but also praised them in the Internet public opinion field. In 2022, the drama "In the World" was not only extremely hot, but also burst into popularity. Douban scored as high as 8.1 points, and nearly 80% of the audience scored four or five stars. Some netizens even said that "privately thought it was the best drama in the past decade"; In the second season of "China in Classics", the expression of "cultural interview+drama+film and television" was adopted, which made the audience hooked up and was highly praised as "soul, emotion and thickness".

　　Prospect of 2023 Headquarters Boutique Content

　　Audio-visual life is more exciting!

　　In 2023, the main station prepared a full range of boutique content for the audience in advance. At present, the main station has released the new year’s "big drama to see the main station" film list, financial quality program film list, gold event resources and so on.

　　In 2023, the film list of "Big Drama Watching Headquarters" was divided into four sections around the theme of "New Journey and New Drama", and 30 major dramas were launched. Among them, the section of "Ingenious Originality Creating Classics" is extremely eye-catching, including the major revolutionary TV series "Breaking Dawn in the East" with the liberation of Shanghai as the background. The section of "Passing on from generation to generation, making China’s chapter sustainable" introduced the TV series The Knockout, the modern spy war drama The Infiltrator and the police drama South to North, etc. Based on the real social life and daily life, the section of "A Symphony of Life" has introduced all your wishes come true, the heart of a child, Dragon City and the protagonist, etc. The section "Work hard and be young" introduced Love, Ordinary Road and Haitian Eagle, which made the audience look forward to it very much.

　　The list of top-quality programs in 2023 in the Financial Program Center of Taiwan Headquarters is divided into two sections: "recording the process of Chinese modernization" and "presenting the picture of people’s better life". The former released nine masterpieces, such as visiting 100 "specialized and innovative" enterprises, holding urban summit forums and annual festivals, and tapping more future stars for China’s manufacturing industry. The latter released six quality programs, such as "National Tide Festival", which focused on the new changes in China’s consumption chain and created a phenomenal communication festival in the consumption field, vividly showing the fireworks of people’s lives.

　　In 2023, the main station will take over ten gold competitions, ten golden league, and a series of self-organized events with the State Sports General Administration. The ten gold competitions include Hangzhou Asian Games, Chengdu Universiade, Sudirman Cup Badminton Competition, Men’s Basketball World Cup and World Women’s Volleyball League. Ten golden league events include China Men’s Basketball Professional League, chinese super league, American Men’s Basketball Professional League, European Football Champions League and German Football League. The series of self-organized brand events that the Headquarters cooperated with the State Sports General Administration include the 2023 China Tennis Tour, the 2023 China Handball Super League, the 2023-2024 China Frisbee League and the marathon series.

　　"The reception desk should, together with the vast number of literary and art workers, play the clarion call for the advancement of the new era with literary and art works to ‘ Full screen is a boutique ’ Condense the majestic power of unity and forge ahead. " On a new journey and a new drama — — Shen Haixiong mentioned at the press conference of "Watching the Main Station of Big Drama" of Central Radio and Television Station in 2023.

　　In 2023, we expect the reception desk to hit a new high with excellent works, and make further progress on the road of striving to build a world-class new mainstream media with strong leading power, communication power and influence!

　　Author Lai Shini