When you think of "three rural areas", what do you think of? Is it mud-stained hands, or is it a country girl singing? Is it a golden wheat wave full of hope, or a cascading green terrace? Is it rich and fertile black land, or is it an endless deep-sea fishing ground? However, the scene of "three rural areas" in the new era is far more than this, and the expression methods of "three rural areas" in the new era are also incomparably rich and diverse.
Let's imagine together: when the "three farmers" meet the Winter Olympics, what kind of Frozen will be staged? When the "three farmers" encounter music, what kind of romantic music will be composed? When the "three farmers" encounter dance, what kind of elegant posture will they dance? And everything has a new answer in this new spring full of vitality and hope.
From January 19, 2022 to February 15, 2022, the Agricultural and Rural Program Center of the Central Radio and Television Corporation specially arranged the "Year of Township Gathering in China" in the new spring with more than 30 channels of Taiwan network integration wonderful programs and 700 hours of ultra-long standby, showing you the broad content of "three rural areas", showing the continuous innovation of the "three rural" propaganda and expression methods, so that the "three rural areas" are also vivid and trendy!
The times of the "three rural" propaganda content have changed
The modernization process of more than 40 years of reform and opening up is also the process of China's continuous urbanization. No matter how it migrates and flows, that touch of nostalgia is the echo of the "three rural areas" in the dreams of countless people. The "Year of Hometown Gathering in China" uses the characteristic "Three Rural Areas" major program project to comfort the homesickness and relieve homesickness of hundreds of millions of people.
"New Year Painting Year - Yin Hu Sends Blessings" returns to tradition and culture is always new with strong Annual customs.
"Listening to the Township Sound for the New Year" uses the township sound as the carrier to show the rural scenery, nostalgia and rural rhyme of many places in the country.
The "New Year Catch-up Market" series of programs shows the beautiful life of the peasant masses with a rich and warm market scene.
However, the "three rural areas" are not immutable, but with the "times" they often change and are constantly new and keep pace with the times.
When the "three rural areas" meet with aerospace, a small seed can also enter the heavens and the earth. "Everything" "Collection" for the first time focused on the story of aerospace to help farmers, and for the first time launched a New Year joint gift with the China Aerospace Science and Technology International Exchange Center - "Space Seeds: No Need to Worry", sending New Year greetings from space interstellar for netizens.
When the three farmers met the Olympics, big-eared Tutu put on a tiger head hat, Guan Yu waved a crescent moon knife to play ice hockey, ancient bureaucrats used wat skis, and the tiger in the New Year painting also transformed into an ice tiger to cheer for the athletes who fought the field.
The "Year of Gathering In China" also relies on the observation points of rural revitalization in many places in the agricultural and rural centers, and links up with the local stations of the general station, with the characteristics of the new year customs, characteristic new year flavors, and characteristic new year dramas throughout the country, setting off the festive atmosphere. Foreign peasant friends are also full of sincerity, bringing New Year blessings across national borders in the program "Neighbors come to visit the New Year".
Content changes with the times, and content is new from generation to generation. "Three rural areas" is not only traditional, but also modern; Not only local, but also fashionable, not only Chinese, but also the world.
The sharp innovation of the expression of "three rural areas"
What are the forms of "three rural areas"? News reports, documentaries, if not trendy enough, plus interactive live streaming? No, no, no, the "Chinese New Year" tells you that there is much more to it!
In the "Year of Gathering In China", the eight windows of "National Peak, New Picture Scroll" and "River Chaser" take you to slow down, from south to north, from east to west along the vast longitude and latitude line of the motherland, feeling the change of seasons, pursuing the passage of sunshine, and taking a panoramic view of China's magnificent mountains and rivers.
Anime gives the show a smart touch. The lively and cute national animation image "Little Carp" connects the program paragraphs, watching the real person interpret the female figure together, watching the three-dimensional new form of the New Year painting together, and watching the stirring collision between the opera and the New Year painting together.
Use data collection to inherit intangible cultural heritage memories, so that technology can present different Chinese New Year paintings. AI technology, VR technology, macro photography, micrography, naked-eye 3D... High-tech means are in full swing, Wang Bing is on the ice space to paste new year paintings for the "Heavenly Palace", and Ma Fanshu travels to the world of new year paintings to experience the wonderful night of the art museum. Not to mention sand painting, rap, hip-hop culture... Traditional culture has been rejuvenated in a new way of carrying art.
In the "Year of Hometown Gathering china", fruits can also have annual meetings, and crops also issue year-end bonuses!
"Ugly on the outside and sweet on the inside" chicken feet pear, "heavy taste" of the heart fruit, high-value red core apple... "Miracle Fruit Annual Meeting" from eating broadcast evaluation to knowledge science, talk show form dry goods, infinite joy.
The anthropomorphic sitcom "Crop Year-end Award" for the first time adopts the "Crop Party" scenario variety show mode played by real people, and the self-written rap "Flying in the Sky" awards awards for the crops you are familiar with.
Our "three rural areas" can also live a whole life: reality shows, talk shows, anime, rap, VR... As long as you dare to think and dare to do it, the "three rural areas" can also tide up!
The "breaking of the circle" breakthrough of the "three rural" communication methods
With the "agricultural" flavor, vivid and vivid content, there must also be novel and powerful dissemination. How to achieve the spread of the "three rural areas" content?
"Hometown Gathering Chinese Year" takes a different path, using beautiful melodies, exquisite cultural creations, and brilliant light shows to let the vast audience enter the ears, eyes, brains, and hearts.
For the first time, the brand action gathered the strength of outstanding music producers to launch a "digital audiovisual album" containing 13 original songs. The theme song of "New Year Painting Year" is "A Painting for a Thousand Years" and "New Year Painting", which shows the beauty of national rhyme;
"Listen to the Hometown Music over the New Year" and the guests cooperated with the series of music, in-depth interpretation of "the wind from the field"; The song "Migratory Bird Return" launched by "Home "Box" has made countless foreigners "feel homesick". There are also 8 hosts of the Agricultural and Rural Channel who made their first collective appearance, interpreting the MV of the New Year national tide "Rural Gathering in China" to enhance the overall brand image of the channel.
Of course, you can also play the "Return of the Cute God", "Tiger Dandan", "Clay Hanging Tiger" and other "New Year Painting Year Yin Tiger Send Blessing" joint series of emojis; Play the interactive mini-game "My New Year BGM" and customize your own New Year background sound.
In addition to these online products that can be listened to, watched and played, the "Rural Gathering China Year" is also spread offline. The light show staged in 10 landmark buildings in 8 cities such as Shanghai, Nanjing, and Chengdu takes you to see the traditional New Year paintings lighting up China in the lights.
The theme of the New Year painting is Spring Festival, red envelopes and other cultural and creative products, with a variety of lines, strong colors, depicting the Prospect of The Chinese people for a better life.
Every day is new, every day is new, and every day is new. The propaganda of "three rural areas" constantly breaks through the inherent boundaries and constantly runs to unlimited possibilities and unlimited exploration space.
The overall arrangement of the new spring of the Central Video Pastoral Channel has been renewed
In the new year, what new changes will there be in the "three rural areas" propaganda, which elements will be integrated across borders, and what kind of wonderful chemical reactions will be produced? Continue to pay attention to the Agricultural and Rural Program Center of the General Station, let us "go to the future together" in the field of "three rural areas"!
Source: China Net