Published on December 30, 2021| No. 2737
"Grab a good grasp of the drama, forge fine products, and reshape the highlands."
These 12 words describe the development of the Central Radio and Television Corporation in the field of drama this year, which is extremely appropriate. Since the slogan of "Big Drama Watching the Main Stage" was first shouted at the film list conference at the end of November last year, the main station has enhanced the stickiness of the audience's ratings and polished the golden signboard with its high-quality and high-rating works.
Now it seems that by broadcasting big dramas and good dramas, the main station has not only enhanced its leadership and influence, gained the satisfaction of leaders and the masses, but more importantly, effectively boosted its own confidence. Obviously, the list of films is getting longer: 17 were released last year, and this year it has risen to 25.
Yesterday afternoon, the highly anticipated CCTV 2022 TV drama single release activity was held in Beijing. Although the press conference originally scheduled for November was postponed by one month due to epidemic prevention and control considerations, it is even more touching for practitioners to participate in such a creative weathervane event near the New Year's Eve.
This press conference continued the theme of "big drama to see the main station", which not only reflected the confidence of the main station in the quality of the film list, but also revealed its brand building awareness.
In fact, this confidence was more obvious at the press conference, in the words of the current popularity, "the beginning of the game to throw the king fried". This year's press conference added a new section of "New Year Drama • Quality Presentation".
Leaders of the Central Propaganda Department, leaders of the Central Radio and Television Corporation and other guests jointly unveiled the opening of the New Year drama "The World of Man" and "Beyond". Among them, "Beyond" is the opening drama of the New Year, which will be taken over after the New Year's Day; "The World of Man" is the Spring Festival drama and will be broadcast during the Spring Festival.
History and reality are intertextual, and multiple themes are fully covered
In addition to the New Year drama, there are three other sections in the drama release unit, namely "Original Power, Home and Country Feelings", "Poetry of Life, Colorful Colors" and "Ideal Song • Youth When Burning". Overall, in the coming year, the general station still adheres to the "original self-made" and "market procurement" hands.
Judging from the specific repertoire, they all reveal a strong "general station temperament".
One category is serious literary adaptations. "The World of Man" is adapted from Liang Xiaosheng's work of the same name, and "Dust Settled" relies on Ah Lai's novel of the same name, both of which are award-winning works of the Mao Dun Literature Award and have an epic temperament.
One is to show the style of the new era. "People's Backbone" focuses on the self-revolution road of the Communist Party of China since the 18th National Congress; "Hardcore Era" takes the birth process of China's three-generation nuclear power technology "Hualong No. 1", which has completely independent intellectual property rights, as the material, showing the story of the hard work of two generations of Chinese nuclear industry people; "Tianwang" aims at the practice and exploration of "Beidou people" for more than 30 years; "City in The City" shows the colorful picture volume of China's financial reform and development in the new era.
There is also a category of grassroots struggle and growth that shows the new era, such as "Happiness to Ten Thousand Families", "Heart Residence", "Police Honor", "Female Criminal Police Captain", "Public Prosecution Elite" and so on.
Some plays start from the practice of the masses' production and life and the emotions of joy and sorrow, reflecting the living conditions and lifestyles of many regions and fields, thus painting a screen picture of the fiery life of the masses of the people. For example, "Love Is Full of Nine Bends", "Mother's War", "Dear Child", "The Rest of Life", "Lush", "Mountains and Rivers Splendid", "Genius Basic Law", "Happiness Duo" and so on.
Some repertoire focuses on genre exploration and innovation. "The Wind Rises longxi" can be called "the Three Kingdoms version of "Infernal Affairs", "Lurker" interprets the eternal "faith" theme of spy dramas; "Operation Clouded Leopard" is an attempt in the pan-military theme.
It is worth mentioning that the historical drama also appeared at the press conference with a new look.
"The Great Han Fu" is divided into two parts. The first part focuses on the reforms after emperor Wu of Han ascended the throne, highlighting the prestige of the Great Han Dynasty; the second part tells the story of the "Guangwu Zhongxing" pioneered by the Guangwu Emperor Liu Xiu. Both works adopt the creative method of combining grand narrative and delicate brushwork, carry the theme with "one king and many subjects", reflect the historical changes from the perspective of the people, and comprehensively show the great power style of the Han Dynasty for four hundred years.
"The Biography of Yang Ming" shows the life of Wang Yang Ming in a panoramic way, including virtue, meritorious service and speech, which has both practical significance and cultural value.
Nationality goes hand in hand with youthfulness
Differentiated pattern two-wheel drive
"We vigorously promote mechanism innovation, adjust the selection strategy, arrangement strategy, promotion strategy and price copyright strategy, so that the CCTV platform becomes the preferred platform for high-quality dramas in the market." At the press conference, Xue Jijun, a member of the editorial board of the general station, said.
He said that in 2022, the main station will continue to deepen the differentiation pattern of the "one eight yellow" double brand, and announced a new brand positioning: one yellow is "watching the drama and knowing the world", and the eight yellow is "enjoying a good time in the drama".
Xue Jijun, a member of the editorial board of the Central Radio and Television Corporation
In general, Yihuang focuses on the temperament of Chinese drama, and the repertoire broadcast should be able to represent the highest level of domestic TV dramas, and can truly reflect the creative orientation of "telling history for the country, establishing a biography for the times, and lyricing for the people". It is not only in line with the publicity atmosphere, but also can stylize and explore the theme of the work.
Bahuang focuses on high-quality and youthful attitude, and on the basis of the original coverage of the population, it enhances the attention of mainstream consumer groups, thereby enhancing the audience scale and advertising value.
It can be seen from the achievements of the past year that after adopting the new TV series production and purchase strategy, the quality of the broadcast dramas of the main station has been significantly enhanced, and the attention has been significantly improved. From the urban civilian drama "Loading Stage" to the social topic drama "Little Shede", from the most influential party history drama "The Age of Awakening", to the most hard-core spy drama "Rebels", from the most magnificent war drama "Armageddon" to the most informative urban workplace drama "Ideal City", the department has proved the success of the dual-platform differentiation strategy. The recent hits "Knife Line in the Snow" and "Opponent" can also be seen that the main station does not hesitate to explore in the choice of themes.
It is both national and youthful. The main station has actually formed a new format of two-wheel drive with a differentiated pattern. Its significance is self-evident.
First of all, it optimizes the operation process of TV dramas in Taiwan and realizes the integration of existing TV drama resources in Taiwan. At the same time, it promotes the resource sharing and strategic cooperation between channels and channels, and finally maximizes the efficiency of the use of Resources of Taiwan-affiliated TV dramas.
Secondly, in the case of provincial satellite television and video platforms frequently competing for young audiences, the main station makes full use of its own platform advantages to cultivate a loyal audience group, while avoiding the disorderly competition of various channels in the station.
On this basis, the general manager's office of the main station will open a new era of drama marketing in 2022, relying on the era drama of the integrated media matrix such as the comprehensive channel, tv drama channel, central video, CCTV video and audio, etc., to build a new marketing product system that highlights the rights and interests of sponsoring enterprises and the linkage of large screens and small screens, and launch online packaging, creative implantation and other advertising forms that are more closely integrated with the plot to improve the communication effect. In the words of Peng Jianming, a member of the editorial board of the main station, "This will be a completely different marketing model from the past." ”
Just two days before the press conference, the official Weibo of CCTV TV series invited the star creators in the 2022 drama list such as Yang Mi, Liu Shishi, Re Yiza, Feng Shaofeng, Zhang Binbin, Zhang Songwen, Chen Kun, Zhao Liying and others to help the new drama of the main station, attracting the attention of countless young audiences.
It is not difficult to see that the road of "taking into account both quality and traffic" and "going hand in hand with the propaganda position and commercial income generation" has been passed by the general station and will continue to adhere to it.
The sense of mission and responsibility of the main station
"We hope that the film list launch of the 'Big Drama Watch Station' will become the 'weather vane' and 'barometer' of China's TV drama industry, and lead the creation and healthy development of Chinese TV dramas together." The main station will contribute more resources, strength and wisdom to do a good job and broadcast a good drama with everyone. Xue Jijun looked forward to it in his speech.
In 2021, the general station has made great strides and ingenuity dramas have continued to appear, highlighting its leading role as a "national team" in the field of dramas. The return to the first broadcast platform of TV dramas not only reflects the achievements of the main station's self-innovation in the red sea of long video competition, but also shows the platform awareness of a national television station seeking development and maintaining the discourse power and influence of mainstream channels.
The selection strategy of "grasping both hands and being hard in both hands" of self-made dramas and copyright dramas, as well as the position advantages and financial advantages that are different from provincial satellite television and video websites, guide the high-quality creative forces and project resources of the film and television industry to move closer to the main station. To some extent, it actually acts as a weather vane and barometer.
For provincial satellite television and long video platforms, in the context of the cold winter of revenue, the innovation of profit models has achieved little effect, and the growth model has repeatedly encountered difficulties, the main station's drama selection strategy, self-made methods, ideological expression, the development of central video and even the exploration of new marketing models can bring useful thinking to them.
Writing in harmony with time, poetry in harmony with events. The 2022 list of major drama films shows that it has become a basic trend for works that can keep up with the times to win in an increasingly competitive market.
On this basis, the general station went further, proposing that not only literary and artistic creation should reflect the times, but also brand building should reflect the times. Peng Jianming said, "A good brand is the brand of the times. If quality is the root of the brand, culture is the soul of the brand. A great brand must condense the essence of the development of civilization of an era, inherit and shape the mainstream cultural values of a nation. He took Haier's integrity story, Gree's inspirational story, and Kuaishou's people's story as examples, emphasizing that film and television works and corporate brands should serve the times.
He is a member of the Editorial Board of the Central Radio and Television Corporation
Peng Jianming, general manager of the general manager's office
2021 is undoubtedly a year of harvesting the drama strategy of the main station. Next year, 25 major dramas are poised to take off. At present, it seems that the main station is trying to use a series of high-quality works to form a stable brand effect. We look forward to this innovation path of the main station to open up a new situation for the industry."
【Text/Xu Xinqiang】