"Go out during the day and gather online at night. Watch variety shows while watching dramas. Turn on the TV and stare at your mobile phone. Your hands are not enough, your eyes are not enough; laugh more and talk less, and you will miss the bottom line." I am afraid that most people during the Chinese New Year true portrayal.
During this period, the most dizzying thing is the "small screen"—whether it is a TV screen, a computer screen, a mobile phone screen, or a PAD screen, variety shows and TV dramas have become indispensable cultural consumer goods.
In the Spring Festival of 2023, whether it is a variety show or a national drama, it will bring surprises to the audience.
The fundamental reason behind this is that the content displayed on the "small screen" is getting closer to the people, closer to life, and full of "fireworks".
Beijing TV's ten consecutive championships in the Spring Festival Gala reflect the characteristics of Beijing's media's top benevolence
As the No. 1 brand of the provincial radio and television Spring Festival Gala, Beijing TV’s Spring Festival Gala CSM35 has a ratings rate of 3.53% and a market share of 17.68%. The index "soared high" across the board, and the popularity continued.
According to the CCDATA national network data of the China Science and Technology Internet Federation, it ranks first in provincial satellite TV, winning seven consecutive championships; Kuyun and Huanwang provincial satellite TV Spring Festival Gala first.
On the first day of the Lunar New Year, when all kinds of David TV Spring Festival Gala are in full bloom, how did the Beijing TV Spring Festival Gala secure its position as the ratings champion for ten years, and what kind of champion training method is hidden behind this achievement?
Full of humanistic care
Write "believe in the future" with warmth and strength
The past 2022 can be said to be an extraordinary year. This year is full of warmth and emotion; With "I have a promise with spring" as the theme of the party, with a warm and bright tone of the party, respond to people's aspirations and expectations.
From "Watching the Spring" to "Spring 2023" to "Everyone Paddles a Big Boat" and "Seeds", a series of well-polished evening shows are not only beautiful and beautiful, but also naturally reveal the humanistic care of "Watching the Spring, Warm and Companionship", Touching.
If the theme of the opening song and dance show "Watching the Spring Light" "Watching the Light of Spring" expresses eager expectations for "a beautiful spring is coming", then the warm and pleasant "Spring 2023" is a tribute to everyone who is going to the future. Best wishes.
The song "Seed" sung by Mao Amin begins with a video, showing the hard work and highlight moments of Chinese people from all walks of life, such as fire fighters, medical staff, takeaway boys, soldiers, etc. in 2022, conveying "There is always a seed in the past year." Seeds are sprouting in our hearts". In the background picture, Qian Xuesen, Deng Jiaxian, Yu Min, Tu Youyou and Yuan Longping, the lyricist of this song, and other scientists, sublimated the theme from praising the seeds of the people to the future, to praising the soaring of the country. Seeds, let people see that the light and fire in our hearts are always there.
The taste of the year collides with fireworks
Reflecting the development and changes of the beautiful era
Accompanying the audience with a full screen of New Year's flavor during the Spring Festival is an important significance of the Spring Festival Gala.
Over the past ten years, the Beijing TV Spring Festival Gala has continued to create a festive and peaceful New Year atmosphere with the taste of life and the sense of the times, not only focusing on specific people, but also reflecting the development and changes of the times.
In the 2023 Beijing TV Spring Festival Gala, there is a strong atmosphere of fireworks and enthusiasm, and the issues of ordinary people's life growth are multi-focused.
Language programs such as "Who Doesn't Say My Hometown Is Good", "New Biography of Veterans" and "Anti-Fraud Bank" are based on life, look at ordinary people, and convey the flavor of the New Year with laughter.
In particular, "Anti-Fraud Bank" presents an ingenious and innovative expression of the social topic of "anti-fraud for the whole people" with a sense of the times.
"Mother's Taste" is warm and tearful. Xu Di, Wang Liyun, and Ding Jiali, three actors who are well-known to the public for playing the role of "mother" in film and television dramas, sit around the dinner table and recall their mother while making dumplings.
"Live Over a Hundred Years" begins with a BRTV host and a doctor on BRTV's "Health Care" column talking about health advice. Humorous lyrics such as "Scrolling short videos for half a night, and watching cervical spondylosis in the middle of the night" are closely related to contemporary people's sub-health problems .
In the 2023 Beijing TV Spring Festival Gala, the content creativity and program arrangement with strong fireworks have also been highly praised by industry experts-Chen Gang, director of the Film and Television Media Department of Beijing Normal University, believes that this year's Beijing TV Spring Festival Gala is "creative and down-to-earth"; Communication University of China New Media Research Zhao Jing, a master tutor at the academy, believes that the 2023 Beijing TV Spring Festival Gala has "returned to basics".
Ten Consecutive Crowns Under the Glory
Reflecting the value background of Shoushan Media
Ten years of time and ten years of hard work, the success of the Beijing TV Spring Festival Gala for ten consecutive years can no longer be explained by chance or luck. Behind this is more the result of time savings.
From 2013’s upgrade and revision, to 2020 to carry out drastic reforms, and to 2021 to take the initiative to undertake the heavy responsibility of media publicity for the Winter Olympics event, along the way, it has always focused on “first goodness” and “quality” to find new breakthroughs And the path, open up the "two lines of Ren and Du" of development, realize the conversion of old and new kinetic energy, complete the cultivation of innovative formats, and keep it in the leading position in the healthy competition of national satellite TV.
The ten-year Beijing TV Spring Festival Gala has also followed this development concept to continuously innovate and create new ones, using new stages, new perspectives, new voices, new expressions, and new programs to create a cultural feast for the Spring Festival that is recognized by the whole people.
The idea of making progress while maintaining stability and maintaining integrity is surprisingly vividly presented in this year's Beijing TV Spring Festival Gala.
As a mainstream media based in the capital, Beijing TV adheres to the capital's position and the first good standard. It has a strong sense of family and country and a broad global perspective. In the top-level design of the program, it has always insisted on the full combination of ideology and artistry. Responsible and responsible.
In addition, this year's Beijing TV "I Have a Promise with Spring" has a very new conception, deep insight, and contains the value background that resonates with the family and the country.
Diversified innovative gameplay
Strong media communication ability
Over the years, the strong volume of the Beijing TV Spring Festival Gala is closely related to its all-media communication capabilities.
The 2023 Beijing TV Spring Festival Gala makes full use of integrated media to disseminate high-quality materials. At the same time, new media adopts multiple innovative methods to focus the attention of the entire network through the release of promotional videos, lineup releases, program releases, and content spoilers.
At the same time, Beijing TV also created the mascot of the Spring Festival Gala, Rabbit Xiaorui, and released IP physical derivatives, which raised the public's favorability and expectations for the brand.
In addition, the 2023 Beijing TV Spring Festival Gala will also be broadcast live simultaneously through the Beijing time client and Douyin account, the "Learning Power" learning platform, the People's Daily video client "Vision", and the People's Daily new media platform. Media communication pushed the attention of the gala to a high point, among which keywords such as "Beijing TV Spring Festival Gala is beautiful" and "warm and humane" have become hot topics for audience attention and discussion.
The 2023 Beijing TV Spring Festival Gala has received 1100+ hot searches on the entire network this year, and a total of 20+ hot searches on the entire network top1.
Among them, #北京台春晚好看# continued to dominate the top 1 Weibo hot searches for four hours, making this Spring Festival Gala further break the circle.
Behind this outstanding achievement, it reflects the responsibility and ability of the mainstream media in all-media communication, all-case marketing, and empathy for the whole people.
Text / Anzhe
Year of the Rabbit "hardcore" national drama feast breaks the circle and strives to become a national drama
Different from the "difficult choice" in the film market, which is becoming more and more fascinating, the major platforms of the Spring Festival in the Year of the Rabbit follow the principle of "less but better", and the national drama feasts prepared for the audience are very "hardcore": science fiction theme " The Three-Body Problem, the anti-crime theme "Hurricane", urban love and marriage "The Right Way to Open Life", and the rural comedy "Country Love 15".
Although the themes of these four works are obviously different on the surface, they are essentially national drama groups that break through the circle: "Country Love", which has been with the audience for more than ten years, has already completed "encircling the city from the countryside"; Huang Bo and Mei Ting are both "Life Stream" master, the positioning of the family carnival series itself is the "correct way" to open the Spring Festival; "Three-Body Problem" and "Hurricane", the former is not limited to science fiction, and the latter is not limited to cases. and word of mouth.
"Three Body"
Completed the "Break the Wall" of science fiction-themed film and television
In recent years, domestic masterpieces have been emerging, but the field of science fiction has rarely been involved.
Since its broadcast on January 15, the TV series "Three-Body Problem" produced by Tencent Video has won the support of a large number of fans of the original work with "99% of the original content". A "break" in the pan-entertainment audience circle.
Since the broadcast of "Three-Body Problem", its picture style with both a sense of life and science fiction, and the presentation of "Three-Body Game" with both a sense of game and a sense of film have made people see the domestic sci-fi film and television in the field of small screens. Strength - it can not only make the story come true from the detail level, but also let the fantasy take off through film and television means.
Sci-fi themes have high requirements for the film and television industry, which is why many creators are hesitant to use them. For "Three-Body", in addition to the technology itself, there is another difficulty - its sci-fi story takes place in In the past, it was necessary to build a completely self-consistent logical system in the reality that everyone is very familiar with, and to find a unique value cornerstone and spiritual and cultural core. unexpected.
Faced with such a dilemma, the main creative team spent 7 years and finally decided to present the story in a realistic way.
For this reason, the main creative team implanted a lot of real life details in the series, such as the CCTV headquarters building that was still under construction in 2007, the selection of Olympic torchbearers in the background sound, etc., which will help the audience to substitute.
"Three-Body Problem" not only strives to substitute the audience in the story, but also seeks to resonate with the audience in spirit.
Putting aside the sci-fi cloak, the spiritual core of the play still explores the humanistic background of "thinking about the world" that Chinese people have upheld since ancient times.
When the earth crisis comes, all mankind will work together to face the unknown civilization, from Wang Miao and Shi Qiang's mutual help to the actions of all mankind to face the crisis together, the drama "Three-Body Problem" is a "human star" in the Chinese context. When it shines".
"hurricane"
A "hurricane" of fate and acting skills
"Hurricane" is the first film and television work with the background of the normalization of anti-crime and evil and the education and rectification of political and legal teams.
Since it aired on January 14, whether it’s the turbulent era of 20 years of social change and torrential rain, or the turbulent fate of the policeman An Xin and the underworld leader Gao Qiqiang, or even the turbulent acting skills of Zhang Yi, Zhang Songwen, Zhang Zhijian, Wu Gang and others, this film Through the expression of pyrotechnics, the work brings the audience into the torrent of complex human nature and reversal of fate of small people.
When the anti-crime theme reaches the extreme of the intensity of the case, "tiger" level, suspense, and scale, "Hurricane" has found a welcome breakthrough for the creation of this type of drama.
The TV series "Hurricane" tells the story of police officer An Xin who met fishmonger Gao Qiqiang in 2000. As Gao Qiqiang made a mistake in a murder case and fell into the quagmire step by step, he became the biggest evil force in Jinghai City. At the same time, it also opened a 21-year battle between good and evil.
As an anti-crime drama, the idea of "Hurricane" is to resolutely crack down on the black and break the umbrella, and at the same time, how black and evil become the product of the times and the environment.
Of course, "Hurricane" is irresistible, and the performance of Zhang Yi and Zhang Songwen's rivalry is indispensable.
As the timeline of the story is lengthened, the fates of the two are intertwined and reversed under the great changes of the times, which is emotional.
"To show people's livelihood stories, the authenticity must be very accurate, and everyone can benchmark their own lives. If the sense of drama is too strong, everyone will immediately feel dissociated." Director Xu Jizhou said when explaining the style of the work.
"Hurricane" takes 2000, 2006, and 2021 as the time nodes. The three-act panorama tells this story spanning more than 20 years. At the macro level, there are scene settings that can evoke past memories of different periods; , you can see the color change of the police uniform sweatshirt, the conversion of the computer from the desktop to the thin display screen, and the PHS full of memory... The highly realistic large scenes and small details present a sufficient sense of substitution visually. Find the corresponding location in the era coordinates.
This immersive restoration of the social environment is equivalent to setting up a huge stage for the fate of the characters, with a strong sense of drama and tension, which is particularly intriguing.
"Country Love 15"
"Returning to Hometown to See Love in Hometown" Restarts New Year Customs
This year's "Country Love 15" is still lively: Ivory Mountain opened a shared farm model, Xie Tengfei's life experience was exposed, Zhao Si, Liu Neng, and Xie Guangkun competed to open a homestay, and the funny group worked very hard.
The difference is that this year's Spring Festival ushered in the biggest wave of returning home since 2020, "After three years, I can finally go home and watch "Hometown Love" with my family."
The modern annual custom of "returning to the hometown to see the love in the hometown" has been rejuvenated.
Youku data shows that from January 12 to 15, more than 60% of the viewers of "Country Love 15" in cities below the second tier, and the proportion of large-screen broadcasts increased by 7% year-on-year.
The average daily broadcast volume of Youku Family Carnival Theater on the big screen increased by 451% month-on-month, and the average daily viewing time on the big screen doubled.
Starting in 2019, during the Spring Festival every year, "Country Love" will be launched on Youku on time to accompany the audience to spend the festive season together.
"Xie Guangkun is a demon again", "Nan Daqiang Bei Guangkun" and other familiar hometown love stalks are passed on by word of mouth. What new stories happen in Ivory Mountain every year also affect the audience's enthusiasm for continuing to follow the drama.
The audience also expressed the joy of reunion in the barrage: "While watching the drama while chatting with my family, it feels so good to go home."
"The Right Way to Open Your Life"
Open the middle-aged illustrated book with the national lineup
The life drama "The Right Way to Open Life" was broadcast on Dragon TV and Jiangsu Satellite TV on the third day of the Lunar New Year.
Starring Huang Bo, Mei Ting, and Zhu Zhu, the play has both quality of life and humorous expression, telling us to have a smile on life attitude, and everyone has their own "right way to open up life".
The play cuts through the many pain points of middle-aged life, and raises issues of resonance about universal values such as marriage, workplace, parenting, and intergenerational relationships.
Choosing to start from the perspective of middle-aged people facing life choices is one of the highlights of the play.
The series mainly tells the story of Bian Liang (played by Huang Bo), who has encountered a career bottleneck period, while dealing with the intergenerational relationship with his father Bian Jiang (played by Han Tongsheng) and son Bian Xiaofang (played by Rong Zishan), while experiencing multiple emotional entanglements, and finally Re-examine life, restart the story of career and life.
And the three female characters in the play: Bian Liang's wife Fu Xintong (played by Mei Ting), ex-girlfriend Dong Xiao (played by Zhu Zhu), and his subordinate Wen Caocao (played by Zou Yuanqing) are also unfolded through the plot in the play. Show your own way of opening up your life.
In terms of actor selection and collocation, the play undoubtedly has multiple watchability.
When the traditional Chinese New Year is approaching, use the national lineup to open the middle-aged illustrated book, present the life of group portraits with powerful acting skills, it is more suitable for the whole family to sit around and watch together, and become a veritable Spring Festival version of "electronic mustard".
Text/Reporter Yang Wenjie Coordinator of this edition/Man Yi