Wen | Li Qiuhong
Source| National Radio and Television Think Tank
Since its launch on National Radio on July 23, "My Family Lives on Jiefang Road" has reached 42.2825 million people nationwide.
"My Family Lives on Jiefang Road" is a large-scale media integration project dedicated to the 70th anniversary of the founding of New China, led by Hunan Radio, co-produced by 70 radio stations across the country, and co-produced by the People's Daily National Party Media Platform and Tencent News.
The project focuses on the historical epitome of "Jiefang Road", and 70 radio stations tell extraordinary stories of 70 Jiefang Roads in the past 70 years through different Jiefang Roads in their respective cities, and jointly complete the grand theme of celebrating the 70th anniversary of the founding of New China.
This is a successful attempt by the national broadcast media represented by Hunan Broadcasting to adhere to the principle of innovation, adhere to integrated communication, explore a new model of overall planning and joint collaboration, and expand the influence of the broadcast media, and its specific practices are worth learning from the industry.
On December 23, the Development Research Center of the General Administration held a research and evaluation meeting, and experts from all sides gave high praise.
▍ Small incisions reflect large themes
2019 is the 70th anniversary of the founding of the People's Republic of China, and how to do a good job in celebrating the 70th anniversary of the founding of New China is an important task of radio and television production and broadcasting institutions. Hunan Radio and Television Station and its 70 broadcast media across the country have successfully completed this grand theme publicity through the small incision of "My family lives on Jiefang Road", keeping the integrity and innovation, and building a media communication matrix.
Gao Changli, director of the Propaganda Department of the General Administration, believes that one of the important enlightenments brought to the radio and television system by "My Family Lives on Jiefang Road" is to follow the "small, large, and positive", that is, the creation law of small incisions, big feelings, and positive energy, reflecting the magnificent grand themes through small incisions, explaining the big truth through small stories, seeing the world in a grain of sand, seeing the sun in a grain of sand, and refracting the dazzling brilliance of the big era in small people.
Feng Haiqing, secretary of the Secretariat of the China Journalist Association, pointed out that the plan was clever and creative. In the grand narrative, find the small incision of the "Liberation Road", find the psychological connection point with the audience, connect the emotional concerns of the people of the whole country through the individuals living on the Liberation Road, and reflect the progress of the times and the vicissitudes of the 70 years since the founding of New China through a road, dissect the cross-section, establish a milestone, and the radio stations are linked together to promote it in an integrated manner, grounded, affectionate and positive energy.
In the view of Xiao Dangrong, deputy director of the Supervision Center of the General Administration, the important enlightenment brought by the program is that the major theme propaganda should step on the earth and look up at the stars, pay attention to the people in front of them and the things around them, dig deep into the themes, and tell the story of new China that has a sense of historical depth and more humanistic care.
Li Ying, a member of the Propaganda Department of the Hunan Provincial CPC Committee and deputy inspector, believes that the program captures the stories on the "Liberation Road" in different cities, objectively, truthfully, and vividly shows the general trend of the people moving toward happiness, the nation toward rejuvenation, and the country toward prosperity, singing the main melody and carrying forward positive energy.
Niu Songfeng, secretary of the party committee and director of the Hunan Radio And Media Center, believes that through a road of liberation, we can understand the glorious 70 years with Chinese characteristics.
How radio programs stand out in the current era of all-media, while keeping the right, can not be separated from creativity first, planning as the key.
Deng Kai, executive director of the Literature and Art Department of Guangming Daily, believes that the main creative team has found a historical road that can reflect the blue wisps of the Republic's Yanlu Road, a road connecting history and the future, a road to witness pain and happiness, and a road to carry glory and dreams. These liberation roads on the land of China are not only the empirical evidence of the rapid development of the country, but also the carrier of the warm memory of each individual, and one road awakens the unforgettable memories shared by thousands of people.
Yang Fangxiu, duty editor-in-chief of "News Front", believes that personal fate is closely related to the development of the country, and through this program, road confidence, theoretical self-confidence, institutional self-confidence and cultural self-confidence can be profoundly and timelessly displayed with the help of new communication strategies and narrative methods, which is precisely the responsibility that our mainstream media today should shoulder to "not forget the original intention and remember the mission".
The "four-point theory" put forward by Professor Lu of the School of Journalism and Communication of Peking University brought many inspirations to the comrades attending the meeting. He believes that audio-visual institutions and audio-visual programs should realize the four "forces" of "communication, guidance, influence, and credibility", and should find the "point" like a hammer hammering a nail. That is, to enhance credibility by finding common ground, to improve communication by digging up flash points, to improve guidance from the commanding heights, and to find the focus point to improve influence.
▍ Play a symphony of fusion and communication
"My Family Lives on Jiefang Road" closely follows the theme of the 70th anniversary of the founding of New China, the starting gun is raised, the Hunan Platform pioneers plan, 70 radio stations across the country collectively create, 132 radio stations collectively speak, reporting 70 episodes of the distinctive "Jiefang Road" story of each city, combined vertical and horizontal, magnificent, and jointly played the 70-year-old praise symphony.
Participating experts agreed that the spontaneous large-scale alliance of local broadcast media is worth encouraging and advocating. In the case of traditional media facing difficulties, how to keep right and innovate, integrate and utilize the propaganda resources of each other, and exert greater publicity effects deserves deep consideration in the industry.
Qin Jihong, vice president of the China Film and Television Newspaper Association, pointed out that to better play the aggregation power of industry organizations, the national radio media can explore the construction of a national business project platform to promote large-scale and intensive development.
"Gathering is a fire, scattering is full of stars," and this assembly action is to gather "full of stars" into "a ball of fire, and to integrate the noisy radio coordination into a magnificent symphony with a staggered and sonorous and powerful sound. For radio and television media, the organization of the project is a vivid practice of tempering the team and improving foot, eye, brain and pen power.
Liu Zhangyu, member of the party leading group and deputy director of the Hunan Provincial Radio, Film and Television Bureau, said: From Shanghai, the birthplace of the Communist Party of China, to Shenzhen, the forefront of reform and opening up, from Harbin to Lhasa, the pearl of the plateau, from Nanchang to Zunyi, from Ruijin to Changsha, from Sanya, China's southernmost city, to Changchun, the northern city of Chuncheng, the program covers 23 provinces, 5 autonomous regions, and 3 municipalities directly under the central government, and 70 radio stations have joined hands to make voices, and the audio and video Internet media have been closely bundled, and integrated media dissemination has been realized.
Meng Jianmei, deputy director of guangxi radio comprehensive broadcasting, as the representative of the participants in the project, believes that by participating in this activity, local stations have benefited greatly from their own media innovation and development, broadened their horizons in exchanges, trained the team, and improved the ability to integrate publicity of major themes.
Qi Lin, director of the Suzhou Broadcasting media center, also holds the same opinion, believing that the cross-regional integration led by high-quality creativity and the creation of the joint fleet have greatly improved the reach and dissemination of local station content, and there have been more innovations and improvements than the previous cross-regional cooperation and integration.
Niu Cunyou, vice president of Nielsen Netlink Data Services Co., Ltd., provided a set of data, and since the program was launched on national radio stations on July 23, the program has reached 42.2825 million people nationwide.
▍All-media in-depth dissemination
General Secretary Xi Jinping stressed at the 12th collective study of the Politburo of the Central Committee that promoting the integration and development of the media and building the whole media has become an urgent issue facing us. It is necessary to use the achievements of the information revolution to promote the in-depth development of media integration, make the mainstream public opinion bigger and stronger, consolidate the common ideological foundation for the unity and struggle of the whole party and the people of the whole country, and provide strong spiritual strength and public opinion support for the realization of the "two hundred years" goal and the Realization of the Chinese Dream of the great rejuvenation of the Chinese nation.
In response to the call of the general secretary, "My Family Lives on Jiefang Road" has made positive attempts to promote the in-depth dissemination of all media and make mainstream public opinion bigger and stronger.
In addition to the multi-frequency resonance of broadcasting, a series of media "combination fists" played by the program also joined hands with the People's Daily National Party Media Platform and Tencent News to innovate and build a media communication matrix presented in various forms such as "graphics + audio and video + online interactive communication":
Launched 70 episodes of large-scale radio reports, 7 episodes of Hunan Satellite TV special video reports, Tencent mobile QQ "National Punching Jiefang Road" interactive platform, Qunar "Punching Card Jiefang Road" interactive products, and Shanxi Education Publishing House published the same name of the collection of artworks.
General Secretary Xi Jinping pointed out that it is necessary to scientifically understand the law of network communication, improve the level of network governance, and make the largest variable of the Internet become the largest increment in career development.
Today's media integration communication is the integration of radio, television and audio-visual new media, two micro-terminal, multi-screen interaction, multi-frequency resonance, online and offline interaction, etc., to open up the "newspaper, network, terminal, micro, screen" resources, to achieve all-media communication, the task is heavy and long.
Wang Qiu, vice president of the China Broadcasting Federation, believes that in today's context of deep media integration, all production and broadcasting institutions must find a path suitable for their own development. "My Family Lives on Jiefang Road" has made a good innovative exploration in this regard, taking into account video, images and text while producing audio and radio programs, and the content products are more diversified and three-dimensional.
At the same time, he proposed that under the background of deep media integration, how to transform and upgrade broadcast media and how to rebuild the format system is related to life and death, which is worth pondering in the industry.
Zhu Yannan, secretary of the party committee and director of the Development Research Center of the General Administration, believes that this program is not only a traditional radio program, but also a media integration program, and under the guidance of the spirit of the important instructions emphasized by General Secretary Xi Jinping on "promoting media integration to develop in depth, and making the mainstream public opinion bigger and stronger", the national radio and television media represented by Hunan Radio have adhered to the principle of abiding by integrity and innovation, and adhering to the integration of communication, and it is a major propaganda plan to explore the common alliance and cooperation between the national radio media. A successful attempt to expand the influence of broadcast media is also a media practice that opens up all-media communication channels such as book publishing, television, the Internet, and mobile new media, and has certain demonstration value.
Zhong Qihua, director of the Innovation and R&D Department of Hunan Broadcasting Media Center, believes that the series of reports "My Family Lives on Jiefang Road" conforms to the general trend of social transformation and media integration, has An Internet mindset, and follows the development laws of news dissemination and emerging media.
Dai Qing, a professor at the School of Drama, Film and Television of the Communication University of China, believes that the project has taken a key step in creating a media integration project, but it still needs to break the limitations of the broadcasting field, extend from the functional experience to the genre and theme of the media, and only when all aspects are integrated can we achieve a new media ecology of diversified symbiosis in the true sense.
Although the innovation and research conference is short and long, it brings us a lot of thinking and inspiration. Hunan Tai Shouzheng innovated and successfully explored how to dig deeply into a radio program in the media fusion environment, so that a cross-regional and cross-media integration and communication can form a long-term effect, and form a new model and new path of media integration communication of a publicity and cooperation mechanism.
From the innovative practice of Hunan Tv, we can also extend our thinking, between local media organizations, between traditional media and new communication institutions, platform program broadcasting and operation can explore the way of separation of production and broadcasting, unified planning, overall coordination, so that a cooperation into long-term cooperation, shallow cooperation into in-depth cooperation, and to consolidate and improve the formation mechanism, and then produce a more extensive influence of IP brand effect, to achieve social benefits and economic benefits of the double harvest.