On February 14, the 2022 "Lantern Magic Tour" jointly produced by Youku and Henan Satellite TV arrived as scheduled. The visual show "Shouwangshan River Lion Dance oriental" adopts the lantern folk custom of lion dance, which is well known to the public, painting a picture of the homeland of mountains and rivers, dancing a song looking north and south; The Henan food show "Harmony of Five Tastes" shows the "harmony of five tastes and moderate quality" of Henan food culture; "Five Stars Out of the East" a dance splendid embroidery shows the courage of the Han Dynasty... The program integrates multicultural elements, continues the aesthetic style of the national tide, and brings the audience an oriental aesthetic visual feast.
Immersive display of the beauty of traditional Chinese culture, the re-emergence of "Lantern Wonderful Tour" is the "like-mindedness" of Youku and Henan Satellite TV based on traditional cultural feelings, and it is also based on the accumulation and deep cultivation of original cultural programs. Since Youku and Henan Radio and Television reached a strategic cooperation in October last year, as a phased result of the cooperation, during the Spring Festival, Youku and Henan Satellite TV have created three evening parties around traditional festivals such as small Chinese New Year's Eve, Spring Festival, and Lantern Festival. The innovative National Style Theme Evening "New Folk Music National Wind Night" focuses on the new expression of national music; the Henan Spring Festival Gala focuses on the concept of "home"; and the "Lantern Wonderful Tour" leads the audience into the light world with folk symbols. "Chinese tide", "national style", "cultural feast", "cultural self-confidence" and so on have become high-frequency hot words in the Youku station of the Spring Festival Gala series. From the "Fantastic Tour" series IP such as "Qixi Fantastic Tour" and "Dragon Boat Wonderful Tour" in 2021 to the "Chinese Festival" series programs in 2022, Youku and Henan Satellite TV have made Traditional Chinese culture "beautiful" and "alive" in the deep integration of Taiwan network media.
It is reported that in 2022, Youku and Henan Satellite TV will create the entire Chinese cultural program schedule, followed by the launch of Qingming, Qixi, Mid-Autumn Festival, Chongyang and other related programs, and expand the "Chinese Festival" series into the "Chinese Festival" series. In addition, Youku has also cooperated with Tianjin Satellite TV in the youth cultural inheritance program "Youth Shou artist", and self-produced variety shows such as "China Chaoyin", Youku continues to excavate cultural treasures and promote the traditional cultural content of the platform to improve in the direction of rejuvenation and diversification.
Through platform-side means such as operation, products, and technology, Youku innovates the program style of "Youth Shou artists", and does "value amplifier" through community interaction, Medium video, derivative product development, and "bullet time" technology, so that traditional culture can better link young audiences. In order to make the cultural program more grounded and more popular, Youku subdivides the interest circle layer of the program, establishes the "Deyun Society Speaking and Singing Circle" in the community, and undertakes large-screen users with a variety of interactive games such as cool terrier topics, Deyun big coffee challenges, exclusive guest airborne landings, etc.; in the development of derivatives, dig deep into the new consumer needs of young people, focusing on designing a number of trend categories such as folding fans, jewelry, and mobile phone cases to enhance the consumption experience of young users; the program also applies to "bullet time" technology to slow speed, The still camera brings out the tension beauty of martial arts to the fullest.
In terms of self-made programs, the National Chao Music competition reality show "China Chaoyin" uses modern musical instruments and modern techniques to excavate the essence of traditional culture. Not only has there been a national tide music such as "Jiu'er + Palanquin", "Chi Ling", "White Dew", etc., but also ethnic instruments such as shakuhachi and zhenzheng have been well known by young people. It is understood that the proportion of young users under the age of 35 watching "Youth Shou artist" and "China Chaoyin" on Youku station accounts for more than 70%, and young people's love for traditional culture continues to heat up.
Text/Beijing Youth Daily reporter Zu Weiwei
Editor/Bow Lifang