Original Wang Yu
In recent years, CCTV hosts, who have attracted the attention of the audience, have abandoned the mysterious cloak attached to their bodies, and have continuously broken the circle in various variety shows and new media programs, so that the audience can not only appreciate the other side of the host's life, but also enhance the trust of CCTV in the public group.
It should be said that according to the original management system, satellite television and local stations at all levels, including CCTV, have very strict management measures for the position of host, including not allowing to host and attend various commercial activities without approval, and not participating in relevant activities that damage the image of the news media.
The reason is that although the host is a news post in the media, he is a public figure in the social group, and every word and deed, every move, represents the image of the media and the overall quality of the host group.
This also determines that CCTV and satellite TV hosts have strict restrictive measures when choosing to participate in activities or programs.
However, in recent years, especially since the establishment of the Central Radio and Television Corporation, CCTV hosts have "gone to the sea" and frequently appeared in various programs of the Central Radio and Television Station, especially in the programs or activities of new media, and their intentions are self-evident. So, what is the "big goal"? To re-establish the influence and credibility of CCTV among the young generation, perhaps this is the main reason why CCTV hosts frequently break the circle.
In 2019, the "China Central Radio and Television Station Host Competition" that has been suspended for many years was opened again, and once it was broadcast, it was sent to the hot search because of the frequent golden sentences between the judges and the contestants, and the audience jokingly called it a "fairy fight" in the hosting industry. In this competition, including Kang Hui, Dong Qing, Jing Yidan, Sa Bening, Lu Jian, Zhu Xun, Liu Xin and other CCTV hosts have appeared, so that the audience can see their professional excellence and academic talent.
With this as a starting point, the hosts began to have a diverse side. In the short video column "Anchor Says Simulcast" launched by the News new media center of the general station, an anchor used the network language that young people like to interpret the news and evaluate the hot spots in a minute or so, which can be said to open a new form of news dissemination in the all-media era; Kang Hui and other hosts took the lead in opening vlog and became the pioneer of the whole new format. Subsequently, the appearance of the first and second seasons of "Hello Life", accompanied by the appearance of nigmati, Sabine, Kang Hui, Li Zimeng, Zhu Xun, Zhang Lei, Ni Ping and other hosts, conveyed a youthful perspective of youth and vitality to the audience.
What made the CCTV host completely break the circle was the "Central Young Journey" launched by CCTV, the first national 5G new media platform created by the general station. The two seasons of "Summer of Yang Young" and "Winter Warm Yang Young" have all appeared on camera by more than 50 hosts of the main station, which has become the biggest highlight of this show. "The Summer of Yang Young" opens the collective memory of the times, and through the tribute to the vitality of literary and artistic works, it triggers the emotional resonance of the whole society and transmits the power of warmth; "Winter Warm Yang Young" is the deep cultivation and continuation of this warm power.
Just today, the new media derivative program "Nian Nian You Drama" of the "2022 Spring Festival Opera Gala" was officially launched on CCTV, CCTV Literature and Art, CCTV Audio and Video, and the program gathered more than 20 main station hosts such as Ren Luyu, Zhu Xun, Ju Ping, Xu Li, Dong Yi, Li Sisi, Zhang Lei, Yang Fan, Sun Xiaomei, Zhao Baole, Haiyang, Xie Yingying, Long Yang, Zhang Zhe, Green Bubble, Du Yue, Wang Guan, Wu Peng, Veena, Doraemi, etc., to meet the test of opera art ability with the new identity of opera students and the experience of real-life immersion. Experience the beauty of Chinese opera. In the program, the audience will see Sa Bening, Nigmati, Wang Bingbing and other hosts as flying guests, incarnating as opera transfer students, through the guidance of opera masters, in-depth learning of special opera knowledge. How to make contemporary young people approach opera to like opera is one of its main tasks.
With the advent of the Winter Olympics, CCTV once again launched a documentary vlog to the micro-variety show "Sparkling Youth", the main station reporter Wang Bingbing led the audience to more comprehensively understand the post-95 athletes, through Wang Bingbing's "eyes", not only can see the athletes who win glory for the country on the field, the face of sweating hard training under the field, but also see their frank, energetic and cute young posture in life. Obviously, "Sparkling Teenager" is another exploration of youthful expression and youthful communication, and the program mode adopts "documentary vlog to micro-variety", which can accurately reach the viewing habits of young users.
For some time, radio and television once and newspapers together as the first decline in the traditional media industry, more than 10 years later, newspapers are still there, radio and television is still hot, although the difficulties and shackles of development are still many, but the prospects are by no means as pessimistic as imagined.
The important key point of radio and television is that it is still established in the world is to "change", change is general, and general is smooth. The changes in recent years lie in, first, dare to bow their heads and be "students", learn from the advanced communication methods of video platforms, and learn from advanced media innovations; second, dare to release their own energy and continuously approach the audience's reading habits with the greatest sincerity.
On the contrary, several major video platforms and new media platforms, the voice of layoffs is endless, and the range of losses in more than 10 years has not narrowed, but has been increasing, and new media have also begun to taste the cold of the previous newspaper and radio and television shouting "wolf is coming".
Speaking of this, we look at provincial satellite TV and local stations, although on the road of fusion media has also embarked on an innovative road that meets its own characteristics, it is not enough for the ip brand building and protection of the host and important columns, the vision is not broad enough, the determination is not big enough, the innovation means are not strong enough, and it is also necessary to make great efforts to create a new media brand.
However, innovation must be grasped well, the principle of the problem can not break the bottom line, can not manage the death, become a pool of stagnant water, still less can not break the bottom line, arrogance and caused major accidents, in this regard, provincial satellite TV in the host management is a lesson in the past.