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Preface
The Spring Festival Gala, once a beautiful landscape, is no longer enthusiastically sought after by everyone, and the audience is reluctant to turn on the TV for this feast, what is hidden behind this phenomenon?
It turned into a show for the capitalists
The Spring Festival Gala has long become an important stage for businesses to compete for investment and show brand strength, whether it is Kangbasi Clocks and Watches in the past, Confucian Liquor, or today's Internet giant BAT, they are willing to spend huge sums of money to sponsor the Spring Festival Gala to attract traffic and expand market share.
Think about it, the red envelope war on the Spring Festival Gala, the red envelope war on Douyin, Alipay and other platforms, the scene is simply unstoppable.
From the competition between WeChat and Alipay to the later participation of other Internet companies, the title sponsorship of the Spring Festival Gala is not only a competition stage for businesses, but also a battlefield for Internet companies to compete against each other.
The saying that the Spring Festival Gala will not become true Internet giants is also becoming more and more popular, so it has become a logical situation for the Spring Festival Gala to work together with businesses.
From the higher-resolution 8K ultra-clear live broadcast, to the virtual "cloud performance" of Andy Lau and Jay Chou, to the amazing performance of the quadruped robot, the Spring Festival Gala is transforming into a "Science and Technology Spring Festival Gala".
It has not only attracted the sponsorship of many Internet companies, but also provided an opportunity for hard technology companies such as UBTECH and Unitree Technology, making intelligent robots a new star.
As early as 2018, the Spring Festival Gala began to embrace technology, demonstrating the breakthrough of autonomous driving in mainland China with the world's first "land, sea and air" unmanned system joint exhibition.
However, despite the large number of advertising sponsors, the ratings of the Spring Festival Gala have been declining, and audiences have begun to miss the Spring Festival Gala without ads, hoping that the program will focus more on culture and art.
There is no innovation
In order to cater to the needs of advertisers, the Spring Festival Gala sometimes focuses on commercialization factors in program production, resulting in some programs focusing too much on short-term entertainment effects, and ignoring the inheritance and innovation of excellent culture and art, which means that some programs may focus more on making the audience shine, and ignore the pursuit of depth and quality of content.
Today's Spring Festival Gala has become a gathering feast for celebrities, in order to compete for star resources, some TV stations have launched a war for people early, and there has even been a phenomenon of stars participating in two satellite TV Spring Festival Galas at the same time, and it is common for these stars to pay hundreds of thousands or even millions of yuan in appearance fees.
However, the major Spring Festival Galas have also been criticized, because they lack artistic independence and creativity, a song needs eight people to sing together, a dance needs dozens of people to dance, there are no new songs, you can only adapt old songs, you can't create wonderful sketches, you can only rely on online jokes to fill in.
Although the director of each Spring Festival Gala emphasizes innovation, in fact, it is rarely praised by people, and innovation is lost, and the gorgeous stage and star-studded gathering have only become the usual selling points of the Satellite TV Spring Festival Gala.
However, people have long been aesthetically fatigued, and they are tired of the complex stage forms of various satellite TVs, therefore, attaching importance to content far more than form is the key to attracting audiences, and we hope that the Spring Festival Gala can refocus on innovation and bring freshness and surprise to the audience.
Professionals don't do professional things
There is an old Chinese saying: "There is a specialization in the art industry", which means that professional things should be handed over to professional people to do. However, the CCTV Spring Festival Gala chose to take a different path.
When we watched the CCTV Spring Festival Gala in the Year of the Rabbit, we couldn't help but find an interesting phenomenon, no matter what kind of program, film and television actors can always shine on the stage.
On this magical stage, film and television actors seem to have all-round talents, they can not only dance, but also sing heartfelt songs, and even perform sketches.
As an audience in front of the TV, we may feel a little confused, is it possible to say that so many professional singers and sketch actors are not good enough when facing film and television actors?
It is true that the cross-border performance of film and television actors has injected new elements into the CCTV Spring Festival Gala, but we also have to admit that all walks of life have their own professional talents, why do we have to let film and television actors steal jobs in the hands of others?
Looking back on the CCTV Spring Festival Gala in the early years, every program is very professional and exciting, showing the cultural atmosphere of a hundred flowers blooming and a hundred schools of thought contending, but today's CCTV Spring Festival Gala seems to be more and more popular and commercialized, resulting in a decline in the quality of the program, and it is becoming more and more difficult for the audience to be satisfied.
Although today's CCTV Spring Festival Gala has increased investment in pre-planning, program arrangement and rehearsal, and has made more attempts in audience experience and on-site interaction, these efforts cannot fully make up for the lack of high-level programs.
Therefore, we should cherish the contribution of professional talents, respect the development and characteristics of each industry, and do not easily let a large number of talents in other fields enter the stage of the CCTV Spring Festival Gala.
Divorced from the people
The Spring Festival Gala used to be a carnival for the people to laugh, and the past Spring Festival Gala can always deeply touch people's heartstrings, at that time, the content of the Spring Festival Gala is close to the people's livelihood, from songs, dances, cross talk to sketches, are all forms that we like to see.
The actors are often selected from the people, and they use real and simple performances to perfectly show the life and emotions of our people.
However, the current Spring Festival Gala seems to be gradually moving away from that kind of fireworks atmosphere, on the one hand, the content of the program pays too much attention to the stage effect and star effect, and ignores the real needs of our people.
In this era of information explosion, people's channels for obtaining information are becoming more and more diversified, and the Spring Festival Gala still uses the past propaganda methods, which will inevitably lead to the gradual decline of its influence.
In order to rejuvenate and revitalize the Spring Festival Gala, it must return to the fireworks of the world, closer to the lives of the people, and in terms of content, more attention should be paid to meeting the real needs and aesthetic tastes of the people.
The composition of the program should be close to people's daily life, showing the topics they care about and the issues they are concerned about, in terms of publicity, the Spring Festival Gala should innovate means and methods to meet the needs of modern society.
You can make full use of the Internet, social media and other channels to interact with the audience, and use the power of new media to expand your influence, so that more people can participate in and pay attention to the Spring Festival Gala.
Only by returning to the fireworks in the world and being truly close to the lives of the people can the Spring Festival Gala regain the attention and love of the audience, glow with new vitality and charm, and make the Spring Festival Gala a carnival where the people gather together and share happiness, and once again become a tradition and expectation in people's hearts.
epilogue
In order to make the CCTV Spring Festival Gala win the love of the audience again, we need to always stand in the perspective of the people and think about their needs, that is, to invite more programs, content and actors that the people like, remember the original intention, inherit the fundamentals, and only through strict production standards and high requirements can we create a grand event that the vast majority of the audience likes to see.
We should put the laughter and touching of the people in the first place, and the choice of programs should be closer to their lives, so that they can resonate, whether it is songs, dances, cross talk or sketches, we should give priority to the form and content that the people like.
As a program with a deep historical heritage, the Spring Festival Gala is not only an ordinary annual gala, but also the inheritance and development of traditional Chinese culture.