Henan Satellite TV, are you going to roll over?
In the 2022 small Chinese New Year's Eve, CCTV, Jilin, Henan, Hebei four satellite TV all broadcast the evening.
Henan Satellite TV, as always, focuses on "national style", but the ratings are at the bottom.
CCTV Network Spring Festival Gala won the championship with a 1.7 rating cliff, Jilin broke 0.2, and Hebei broke 0.1.
In contrast, Henan Satellite TV, the whole process is less than 0.1.
Some people began to suspect that the cultural set engaged in by Henan Satellite TV would not work?
"Henan Spring Festival Gala, the King of Cultural Inner Volume"
People who suspected that Henan Satellite TV had overturned the car were punched in the face.
On the evening of January 30, as soon as the Spring Festival Gala in Henan was broadcast, it was on the first place in the hot search.
Subsequently, topics such as "Henan Spring Festival Gala Cultural Inner Volume King" and "Henan Spring Festival Gala Beautiful Peony Fairy" caused heated discussion among the audience.
The dance "National Color Tianxiang", which depicts Bai Juyi, Di Renjie, Shangguan Wan'er and other eleven influential figures, was praised by the People's Daily as a cultural feast.
Figure | Originated from Luoyang Evening News Weibo
GIF | Excerpt from People's Daily Weibo
As soon as the peony fairy appeared, it surprised countless audiences.
The split-screen clip of "People's Jiangshan" made the audience cry straight out.
, duration 02:08
"Shenzhou Gate God", "Good Year", "World Well-being", and "Towel Order" have their own wonderful.
Looking back at the 7 programs of Henan Satellite TV's 2021 "China Festival" series, the total number of hits on the whole network exceeded 20 billion, and the number of relevant Weibo topics exceeded 5 billion reads.
Those festival series that amazed everyone,
The 2021 Spring Festival Gala's "Tang Palace Night Banquet", the Lantern's "Furong Pond", Qingming's "Paper Fan Scholar", the Dragon Boat Festival's "Qi", Tanabata's "Dragon Gate King Kong", the Mid-Autumn Festival's "Ink Dance Mid-Autumn Festival", Chongyang's "Youfeng Laiyi"...
, duration 00:38
Figure | Originated from bilibili "Henan Spring Festival Gala Official"
2021 Henan Satellite TV China Festival Collection
Every time I watch it, it makes people dizzy and fascinated.
Henan Satellite TV, really worthy of the cultural hegemony of cultural cattle X disease!
Looking back at the road of Henan Satellite TV's explosion, it was accidental at the beginning, and then it became inevitable.
"Small transparent strong counterattack"
Before the 2021 Spring Festival Gala, Henan Satellite TV did not expect this Spring Festival Gala to be more brilliant.
With a production budget of 5 million, you can't afford to hire big stars.
With a publicity fund of 10,000 yuan, no matter how much publicity is used, it will not attract many audiences.
It was probably just a matter of finishing a party with a routine mood.
The program flow is no different from the past ten years:
The beginning of the family fun, the middle of the regular song and dance and language programs, and finally the reunion.
The person in charge looked at the plan submitted by the director and finally nodded.
"Anyway, no one watched the Spring Festival Gala before, you just build it, there can be no more loss."
The only innovation may be the simultaneous live broadcast on the short video platform.
In order to avoid the Spring Festival Gala on the front-line local stations,
This "humble" second-line also deliberately moved his Spring Festival Gala to the twenty-ninth day of the New Year,
And the platform did not choose to promote Henan TV after weighing several satellite TVs (how to see, how pitiful),
Although it is a little bitter compared with other people's homes, it is still better than before.
On the night of the synchronous live broadcast of the short video platform, the cumulative number of viewers of the 2021 Henan Spring Festival Gala reached 8 million, breaking the previous rating record of its own TV station programs.
This result would have been quite satisfactory.
But what they don't know is that word of mouth continues to ferment, and bigger surprises are behind.
The dance "Tang Palace Night Banquet" has been played more than 2 billion times on the whole network, and related topics have been listed in the hot search list for 4 consecutive days.
Henan Satellite TV began to fire, so hot that he did not believe it.
Director Chen Lei thought that the stage was selling himself and boasting, and ran to ask, only to get a bitter and funny answer: "Where is so much money?" ”
Henan Satellite TV felt extremely flattered and greatly encouraged.
In order to repay the audience's love, in 10 days to complete the "Lantern Wonderful Tour", the cute Tang Palace girls once again poked straight into the hearts of the audience.
Going out of the circle is accidental, and by chance, it continues to innovate, and the explosion of fire becomes inevitable.
Henan Satellite TV has since branched up:
Since the audience loves to see the combination of traditional culture and emerging fashion, why don't we continue to do it?
Doing traffic is not better than others, and doing culture is their own housekeeping skill.
Figure | Mid-Autumn Festival's "Crane Returns"
"Positioning of Cultural Satellite TV"
Counterattacks, most of the time, are not due to the luck that comes with chance.
Instead, he has been practicing hard behind his back, just to wait for an accident.
Henan Satellite TV was once brilliant for a while, but it only fell later.
To put it 20 years ago, the painting style of the people of Henan was like this:
"It's okay to let the elderly help with the children, but don't delay them from watching 'Pear Garden Spring'."
Figure | "Pear Garden Spring"
"Pear Garden Spring" is a carry-on opera program of Henan Satellite TV, and the average rating has ranked first in the broadcast program in the station for many years.
At its peak, it was even iron enough to grab the audience with the CCTV Spring Festival Gala.
It was 2001, and the "Pear Garden Spring" finals just crashed into the Chinese New Year's Eve.
Whether to watch the CCTV Spring Festival Gala, which is only once a year, or watch the long-awaited "Pear Garden Spring" finals, the people of Henan have fallen into a difficult choice.
Some villagers weighed it for a long time, and with the courage of a brave man with broken wrists, they chose to watch "Pear Garden Spring" all night.
Some villagers, on the other hand, want to have both fish and bear paws, and do not delay, switching back and forth between the CCTV Spring Festival Gala and the Pear Garden Spring (the scene was once a bit chaotic).
In 2002, "Pear Garden Spring" also went abroad and was invited by Australia and South America to carry out a tour.
A year later, Henan Satellite TV launched a martial arts fighting program called "Wulin Feng", which was equally popular.
In the minds of men in that era, they may not know how many grades their children are in, but they must remember the broadcast time of "Wulin Wind".
Whenever the "WulinFeng Global Kung Fu Festival" is held, the ratings of Henan Television Station are the first in the country.
In foreign countries, "Wulin Wind" is also very popular.
In 2010, it competed in Las Vegas, USA, with a field of 2,000 people, a ticket was hard to find.
Mainstream U.S. media outlets such as The New York Times and The Washington Post are scrambling to follow the story.
Later, Henan Satellite TV successively launched the treasure hunting program "The Gate of Huayu" and the Chinese character program "Chinese Character Hero", all of which are related to traditional Chinese culture.
Henan Satellite TV has always remembered that it has established the path to be taken from the beginning - to promote traditional culture.
It is worthy of the positioning of "cultural satellite TV", and it has also achieved "entertainment in the way".
Only about since 2013, the rise of talent shows, traffic phenomena, smart phones, and short videos has brought together various factors, and traditional TV programs have gradually declined.
Those who watched "Pear Garden Spring" and "Wulin Feng" also grew older from generation to generation, with young people taking away the remote control and broadcasting on TV becoming more entertaining programs.
Therefore, Henan Satellite TV has exploded because of traditional cultural programs, not because of pure accident, but because it has been doing such things.
Without relying on traffic stars, relying on its own advantages and Henan's own cultural heritage, Henan Satellite TV has finally been seen again.
Figure | fragment of "Mid-Autumn Wonderful Tour"
"Empowered by technology, winning with content"
Henan Satellite TV was seen again.
The first is due to its internal reforms.
In November 2020, Henan Satellite TV newly established an all-media marketing planning center.
Today's young people are more accustomed to watching shows online and on various video platforms.
For TV shows to expand their reach, they must keep up with the pace of young people, combining traditional TV and video platforms.
Moving TV shows to video platforms is conducive to creators editing, re-creating and disseminating videos.
This is also the popular process of "Tang Palace Night Banquet".
In the later series of programs, Henan Satellite TV will first put highlights and tidbits on the platform to warm up, which has become a good way to publicize and promote.
Second, Henan Satellite TV has made traditional culture "alive".
The content of traditional TV programs, in fact, "playing a self-talking monologue game", is a one-way transmission.
Contemporary young people prefer to watch interactive, scene-based content.
"Tang Palace Night Banquet" relies on the scene to build, and integrates cultural factors such as jiahu ancient flute, women's good owl zun, lotus crane square pot, "Thousand Miles of Rivers and Mountains", "Pounding Diagram", "Hairpin Flower Lady Diagram" and so on.
The Little Sisters of the Tang Palace crossed in different scenes, and the dance added dynamic interest, giving the audience a sense of "presence".
This kind of dance that fits the contemporary aesthetic and presents culture in a dynamic form immediately attracts the audience.
Later series of programs, even made into the form of network synthesis + network drama, but also fiercely grasped the taste of young people.
Third, to make traditional culture "alive", it depends on the help of science and technology.
"Tang Palace Night Banquet", using keying, 3D, 5G and VR, AR and other technologies;
"Pray", using various technologies including underwater photography, 360° surround stop-motion shooting, and AR;
"Dragon Gate King Kong", first built a 3D model in the Longmen Grottoes, the entire Bongsien Temple was 3D scanned, and the 3D restored Fengxian Temple was used as the background.
The Spring Festival Gala in 2022 used a 720-degree curved screen to bring the audience an "immersive" experience.
The use of technology has added new audiovisual means to bring more shocking feelings to the audience.
But what really impresses the audience is still the core of traditional culture.
Director Chen Lei said:
"Our purpose is not to make people feel how shocking they are visually, but to impress you with emotion."
I think one of the biggest difficulties is also a point that we have to stick to, that is, no matter how 'flower' I play in the later effects, it can always touch you. ”
Empowered with technology, and finally won with content.
The festival series created by Henan Satellite TV is full of science and technology, but what really touches the audience is the familiar imagery in traditional Chinese culture.
Tang Palace pottery figurines, book business qi, Dragon Boat Festival, Flying King Kong, ink book post, phoenix nirvana, Luoyang peony...
Seeing this, in a word, the cultural "DNA" in the bones of the Chinese people has moved.
River David and the audience's "two-way rush"
In addition to surprising the audience with the brilliant program content, the respect of the creators has touched the audience.
The creators believe that "it is not so much that our netizens are picky, but that the netizens are of a high level".
Whether the program has intentions or not, the audience can see it.
To this end, they strive to capture every frame perfectly.
Yang Yang, music director of Henan Satellite TV, shared a story.
During the recording of the Qingming program, the program team wanted to shoot a scene of a band "playing drums and raising yellow sand" by the Yellow River.
Yang Yang was in charge of the guitar, and left temporarily after shooting.
Came back two hours later to take a look, still stuck in this one.
Yang Yang was strange, so he asked the others: "Why is the progress still here?" ”
The others were more anxious than him: "The previous one is that the sand is crooked, and the previous one is not knocking hard enough!" ”
This shows the intentions of the program team.
Figure | Originated from the Beijing News
In addition, when filming "Shaolin Kung Fu", there was a martial monk stomping footage that was filmed dozens of times.
The only young monk among them was only four and a half years old.
It rained so heavily on the day of the shoot that it was filmed until the evening, and the children were very tired.
There is a shot of the lower waist, because the ground is very slippery, he slammed down while doing the action, but he continued to cooperate with the shooting with tears in his eyes.
Figure | Shaolin Kung Fu
All the program content presented to the audience is the result of thousands of hammers.
At the Spring Festival Gala of 2022, "National Color Tianxiang" is the "highlight", and the film crew alone sent out 4 groups.
The peony fairy played by Luo Wenbo was filmed 38 times at the beginning of the film alone.
Executive Director Han Peng said:
"From costumes, props, makeup to program design, from creative conception, shooting and production to the smile of the characters, we portray every detail with the 'mentality of doing the ultimate'."
Henan Satellite TV respects the audience, and the audience can also see its intentions and sincerity, and in turn love it.
When filming the Tanabata Fantastic Tour, due to heavy rain and repeated epidemics, many shooting was stopped, and the original one-week construction period was compressed to one or two days, and the broadcast effect was also discounted.
The audience can see some flaws, but they are also very tolerant.
What moved the creators even more was that the audience could always find their preset ideas.
For example, the last program of "Tanabata Wonderland", "The Brightest Star in the Night Sky",
With a clever plot, I would like to thank the people who helped Henan during the "7.20" rainstorm.
When the audience accurately played their ingenuity on the bullet screen, the creators felt that they had the same intentions for each other.
Figure | The Brightest Star in the Night Sky
In fact, Henan Satellite TV later formed a kind of creative thinking of "Spring Festival Gala everyone made".
The early audience participates in the planning, pays attention to the shooting process, behind-the-scenes footage, and finally the program comes out after the hot discussion, and then jointly thinks about how to do the following program.
For example, some viewers have proposed that the 'Fantastic Tour Series' have more live performances, and the program team has placed many of the programs in the historical sites of Henan, such as Yuntai Mountain Waterfall, Xinyang Nanwan Lake, Shangqiu Ancient City and other places.
Figure | "Chongyang Wonderful Tour" went to shoot "Getaway" under the waterfall of Yuntai Mountain
In the pilot film of the 2022 Henan Spring Festival Gala, director Chen Lei said:
"Facing this stage, I always have the audience in my heart. Only by really putting the audience in mind will it be recognized by everyone. ”
At the end of the 2021 "Lantern Wonderful Night", the program team specially marked "Special thanks to netizens, audiences and lovely fans across the country".
That gratitude remains to this day.
And the audience also gave Henan Satellite TV a cute nickname, "River David".
This kind of "two-way rush" between the audience and the creators is really touching.
"Cultural self-confidence is the top stream"
Although such great achievements have been made, Henan Satellite TV is not proud at all.
Director Qian Linlin said, "It's not our cattle, it's the traditional Chinese culture cows." ”
It's a bit like "we're just porters of traditional Chinese culture."
Indeed it is.
As early as 2017, the State Council called on all regions and departments to study "contemporary expressions of traditional culture".
Henan Satellite TV is also groping in this context.
It keenly captures people's love for the country, the nation, and traditional culture.
And in a very good form - in the form of scientific and technological empowerment, dynamic presentation, network synthesis + network drama, expressed.
Figure | Program "Dragon Boat Festival"
Behind the good form, the most fundamental thing is an awakening of people's deep cultural identity.
The Neo-Confucian scholar Tu Weiming divided Chinese into three levels, the highest level being culturally conscious Chinese.
In the Chinese growing environment, it has internalized all aspects of Chinese culture.
To awaken this cultural awareness, only one key is needed.
Some people say that China's history and culture have been affected by the impact of Western culture since modern times and have been broken.
The implication is that the traditional culture we see now is actually not her original appearance.
But in my opinion, this is not the case.
Traditional Chinese culture has always been there, but the way we look at her and express her has changed.
What changes is the era and form, and what does not change is the kernel.
Traditional Chinese culture is always rooted in the hearts of every Chinese, and once there is content related to her, every Chinese will be awakened.
As long as the cultural self-confidence of the Chinese people is still the top stream, Henan Satellite TV will not overturn.
Author: Mountain Wind
Source: Guoguan WeChat public account