In recent years, broadcast media have played an increasingly important role in the main theme narrative and the dissemination of major events, with a high starting point of the topic setting, high position media interviews to touch people's hearts, broadcast media actively explore new expressions and narrative methods in the context of media communication, ushering in more audience returns.
The national two sessions reported: efficient and accurate to send the strong voice of the times
During the two sessions of the National People's Congress in 2022, the broadcast media grasped the topic setting in the integrity of innovation, adhered to the craftsman spirit of broadcast journalists, led the focus of public opinion, did a good job in reporting the main theme of the two sessions, and made the sound dissemination of the two sessions more efficient and rapid under the empowerment of new technologies such as AI anchors and cloud editors.
The Voice of China of the Central Radio and Television Corporation adheres to the responsibility of the national voice media, and through all-media reporting methods such as live broadcasts, special columns, AI, H5 and integrated media matrix, while fully tapping the potential of its own reporting channels, it unites with multiple channels and platforms of the General Radio and Television Corporation to carry out reporting work from multiple angles and in an all-round way, and comprehensively, timely and accurately transmit the voices of the two sessions.
Propaganda for the Centenary of the Founding of the Party: Sound works work together to enter the ears and hearts
2021 is the 100th anniversary of the founding of the Communist Party of China, and radio media at all levels across the country take this opportunity to echo each other, forming a wave of echoing voices through different forms of reports, special columns and programs, etc., and bringing the exciting melody of the centenary of the founding of the party to the ears of the vast number of listeners and netizens.
Among them, the voice of China and the national radio jointly launched a special report "A Hundred Years of the Communist Party of China Moments", with a short and exquisite 365-episode audio program depicting the spiritual genealogy of communists, broadcast on the national radio station, cloud listening and learning to strengthen the country and other platforms.
The relevant programs and contents of the centenary of the founding of the Party launched by the Voice of China have been established in the cloud listening party building channel of the audio client cloud listening app of the Central Radio and Television Corporation, giving full play to the advantages of the mobile platform, creating high-quality audio products, opening up fragmented listening channels for the majority of listeners and netizens, and making the main theme publicity more vocal.
Festival Promotion: Constructing Rituals of Everyday Life
At the "China Festival" series of programs and cultural program creation symposium held in July 2021, the participating leaders pointed out the relationship between broadcasting and holidays - broadcasting not only played a leading role in festival promotion and holiday accompaniment, but more importantly, broadcasting participated in the construction of life rituals for the public with long-term and deep communication effects.
"Voice of China Year of China" is the iconic spring festival program of the Central Broadcasting Corporation of China, known as the "Spring Festival Gala of Sound". Since its premiere in 2016, it has accompanied listeners and netizens across the country for the seventh consecutive year to spend Chinese New Year's Eve daytime period, recalling the happiness and emotions of the year with listeners, and carrying home and country feelings and New Year wishes.
In 2022 Chinese New Year's Eve's sound "feast" was broadcast live on six broadcast frequencies such as the Voice of China, the Voice of the Economy and the Voice of China on the main station, and the exclusive video broadcast was carried out on the Cloud Listening APP. According to incomplete statistics, the 9-hour live broadcast was read more than 42 million times on the social media platform; the cumulative number of social media platforms reached 135 million; and the cumulative reading of Weibo topics exceeded 110 million.
Cultural inheritance: the spread and infiltration of the spirit of traditional culture
In March 2021, the General Office of the State Administration of Radio and Television issued the Notice on The Declaration of Key Projects of the "Chinese Culture Radio and Television Communication Project" in 2021. Broadcast and audio platforms generally pay more attention to chinese cultural themes than ever before in content creation, and have used their voices to carry out innovative explorations of traditional culture.
As one of the most powerful cultural media in contemporary times, the broadcast media should shoulder the responsibility of inheriting, protecting and promoting the traditional culture of the nation. The voice of China's original series of programs "To the Cultural Imprint We Are Disappearing" tells the traditional culture that has been "forgotten" in the process of modernization from a unique perspective, and earnestly explores the essence and charm of traditional culture in order to find strength in the traditional cultural imprint. The attitude of cherishing and respecting traditional culture in the program is precisely the sense of cultural mission of the Chinese broadcast media represented by the Voice of China in the process of modernization, so that traditional culture can receive due attention and inheritance in the echo of sound.
Today's broadcast media is undergoing profound changes in the audiovisual field, and actively transforming and upgrading on the road of building a new mainstream media, this series of explorations reflects the inheritance and innovation of broadcast media in the concept of communication. Serving the overall situation, serving the society, and serving the people -- China's broadcasting industry and Chinese broadcasters are responding with enthusiasm to the mission of comprehensively building a modern socialist country.