"Spring has a hundred flowers and autumn has a moon, summer has a cool breeze and winter has snow", this summer, with the accurate grasp of the sense of the network and the hard-core talent of many "famous mouths" hosted, the "Summer of Yang Young" launched by the central video of the general station has realized the effective "out of the circle" of the CCTV brand. When the countdown to the Beijing Winter Olympics is less than 100 days, the "Yangyoung" series returns with the theme of ice and snow to create an upgraded version of "Winter Warm Yangyoung".
After the first episode of the program was broadcast on December 11, many netizens directly called "Ye Qing Hui" and "Yang Young Series yyds". The data shows that as of 24:00 that night, the program landed on more than 20 hot searches and hot lists on various platforms of the whole network.
The new power of youth is warmly gathered, the "treasure" anchor ushers in the ice and snow challenge, how to correctly open the winter Olympic ice and snow season, "Winter Warm Yang Young" tells you the answer.
New in winter
This time it was stylistic two blossoms, competition and skating
Different from the previous "Summer of Yang Young", the new "Winter Warm Yang Young" in winter has a new upgrade to the program model. In response to the call of "300 million people to participate in ice and snow sports", the "Yangyoung" ice and snow version further aggregates the theme of the program and the spiritual core, under the theme of ice and snow, the four teams recruited to carry out the competition and cooperation of the two tests of "the first experience on the ice" and "we have a date with the snow", and participated in the final team performance live night with the results of the competition.
It is worth noting that in the information previously officially revealed, the two tests of "ice" and "snow" will lead the audience to experience skating, skiing and other sports in an immersive way from the first perspective of the host, and feel the passion of ice and snow racing and the atmosphere of the Winter Olympics in the clouds.
In the first program, the four teams led by Ju Ping's sister, sister moon, Zhu Guangquan and Nigmati opened the squad leader assessment and "robbery war", and "each showed their magic" around the theme of ice and snow. Sabine, who was supposed to be the new captain, not only refused the invitation of the captain of the program group "one-click three-in-a-row", but also used five clever tricks to give up the position of captain to the calm and heavy-handed, appealing sister Ju Ping.
Sabine "Satan" pushed off the captain
Sister Moon, who once cooperated in "The Summer of Yang Young", and Ma Fanshu just met and entered the "Winter Olympic State", and the two sides came and went and conducted a vivid Winter Olympic knowledge assessment competition. Nigmati directly set the recruitment standard as a northeasterner with his own ice and snow talent, and Wang Bingbing, a northeastern girl who subsequently joined his team, also proved his good "strength": born in the northeast more than 30 years in advance, his name was related to ice and snow, and he had relevant work experience in ice and snow sports; the configuration of Zhu Guangquan and Luo Pingzhang without ice and snow sports experience was "worse than worse", but the two had excellent luck and successfully invited the "national big sister" Jing Yidan to join the team.
The five "famous mouths" led by Ning Juli, Nihao Ice and Snow King, Fanshan Yueling Team, and Quan Ping Strength Team
The short video of ice and snow sports promotion recorded by the four squads also shows the new magic cast by the program team for the "Yangyoung" series, as well as the brains of the "famous mouth" hosts and reporters. The Nihao Ice and Snow King team played a simplified version of "ice sports" in the office, the Ning Juli team traced back to the primitive society and told the birth of the Winter Olympics, the Fanshan Yueling team walked up the snow clothing fashion show, and the Quan Ping strength team created ice and snow sports in the kitchen.
Fanshan Yueling Team promotes short video "Snow Suit Fashion Show"
Judging from the premiere of "Winter Warm Central", the program team is not satisfied with the liveliness on the screen, but tries to connect the "Frozen" inside and outside the screen. On the one hand, the sports knowledge and the spirit of the Winter Olympics are integrated into the fun and competitiveness of the program, on the other hand, the short videos promoted by the program also inspire the audience to pay attention to the details of the Winter Olympics in life, and the whole people go to the Winter Olympics.
The squad is young
With the young team regrouping, the team has confidence
As emphasized in the "Central Young" series, young voices always have young. In "Winter Warm Yang Young", the audience can not only feel the wonderful chemical reaction produced by the new lineup after the reorganization of the team, but also "get" the youthful vitality of the "new generation" of the main station treasure.
Judging from the content of the first issue, the four "new generations" who served as squad leaders have their own characteristics. Wang Jianning, host of the general channel of the general station, not only performed well in programs such as "Today's Sayings" and "China in the Classics", but also showed all-round talents such as playing guitar, turning rubik's cube, roller skating, etc.; Wang Bingbing, a reporter at the Jilin Station of the General Station, "Soldiers and horses did not move grain and grass first", wool knee pads, hot water bottles, earmuffs, and hand warmers are readily available; Ma Fanshu, host of the Sports Youth Program Center, is full of sports skill points, and is proficient in go-karts, Pilates, and badminton; the last new face, Luo Pingzhang, is from Guangdong Main Station, and she will bring " Breath of the Greater Bay Area".
The four squad leaders are Wang Jianning, Wang Bingbing, Ma Fanshu and Luo Pingzhang
If the previous "Summer of Yang Young" brought the audience an unexpected screen "contrast cuteness", then in "Winter Warm Yang Young", there is a more youthful, youthful voice expression and value transmission. The meeting between Nigmat and Wang Bingbing's "two giants" was reversed, and Wang Bingbing's "three combos of ice and snow" sent by Wang Bingbing made Nigmat once "speechless and choked", while Zhu Guangquan and Luo Pingzhang's side was a peaceful and harmonious atmosphere, and the two sides not only shared the regional cuisine at the north and south ends, but also opened an offline quack group to send each other "rainbow farts". In addition, the "stable and skinny" Winter Olympic atmosphere group composed of Sister Ju Ping, Sa Bening and Wang Jianning, and the "Winter Olympic Encyclopedia Mobile Station" temporarily set up by Sister Moon and Ma Fanshu also "laughed" frequently, which was impressive.
In fact, the youthful image construction and style breakthrough of "Winter Warm Central Young" is not accidental, but the product of the adaptation of the main station to the new communication form and new media environment over the years. When the host, as a social value transmitter and leader, presents a more affinity image and a younger expression, the program content truly realizes the "same frequency resonance" at the emotional and value levels.
The form is new
"Content + Interaction" three-dimensional gameplay, let you have fun
The "national team" shot, ratings, word of mouth both hands. The data shows that on the night of the first program broadcast, "Winter Warm Central Young" won 20 hot searches on various platforms of the whole network. On the Weibo platform, #Zhu Guangquan summarized the three major misconceptions of northeasterners released by CCTV News # Appeared on the Weibo hot search list TOP21, Weibo news list TOP1, topic reading volume of 40.625 million, discussion volume of 9000+; the main topic # Winter Warm Yang Young # Topic reading volume of 110 million +, discussion volume of 235,000 +, topic reading rate of more than 56%.
The netizen comment area of the main topic #Winter Warm Yang Young # seems to have opened up the second scene of "Winter Warm Yang Young", many netizens "Zhu Guangquan", creating "Guangquan entrepreneurship is not half half spent on the budget" "today's next four points, Guangquan is tired, this sincere salary fake survival autumn also" Hot stem, there are also netizens spontaneously formed a "younger" help group, cheering for Wang Bingbing, Ma Fanshu and other "new generations", looking forward to the broadcast of the second phase of the ice war.
From "YangYoung Summer", which ignites the passion of summer, to "Winter Warm Yangyoung" on a warm winter day, the double harvest of ratings and word-of-mouth reflects the gradual maturity of the "Yangyoung" series of program quality improvement, innovative methodology, and "content + interaction" three-dimensional gameplay.
Before the first program was launched, "Winter Warm Yang Young" warmed up and promoted the program through various channels and communication forms, such as the short video of the Promotion of the Winter Olympics recorded by the four teams, and the personal vlogs of Sabine, Zhu Guangquan, Wang Bingbing and others. On the day of the broadcast of the program, CCTV also launched fresh content such as chasing the "young" calendar, the first phase of the viewing point map, the captain's creative linkage short video, Zhu Guangquan's "out of the teacher table" captain's testimonials, etc., and the media resources of different time periods before and after cooperated with each other, bringing the three-dimensional communication effect of point and surface combination, and meeting the needs of more diverse users.
It is reported that the "Central Young" series of winter upgrades also innovated interactive gameplay. Entering the "Winter Warm Central Young" special page of the central video can help the team and participate in the exclusive lottery, and the subsequent program will still have a surprise design that allows netizens to "open the blind box".
With the theme of ice and snow linkage literary and art competition, on the basis of the existing brand to break through the boundary, as the flagship of the comprehensive audio-visual new media of the main station, CCTV has gradually explored the starting point and foothold of mainstream media resource reengineering, voice change, value resonance, this concept of active innovation and change will also become a kind of leadership, bringing unlimited possibilities for content creation.