"My Family Lives on Jiefang Road", which gathers the strength of 70 radio stations, starts from the "Jiefang Road" of 70 different cities and tells the stories of the people on the "Jiefang Road" section by section, reflecting the great changes that have taken place in the 70 years since the founding of New China.
Author: Zheng Changhua
In many cities in China, there is such a road, they are more or less related to "liberation", so it is named "Liberation Road", which not only carries the collective memory of generations of Chinese people, but also becomes an important witness to national change.
Led by the creative planning of the Radio and Media Center of Hunan Radio and Television Station and co-produced by 70 radio stations across the country, the radio program "My Family Lives on Jiefang Road" is precisely the choice of "Jiefang Road" as the starting point, telling the stories of the people on "Jiefang Road" across the country and outlining the development picture of the 70 years since the founding of New China.
How to better excavate the story that happened on "Liberation Road"? How to use the advantages of integrated media to make the "Liberation Road" resonate with more people? At the "My Family Lives on Jiefang Road" creation and evaluation meeting on the morning of December 23, the main creators of the program and industry experts shared and exchanged views around the above issues.
70 years in tandem with "Jiefang Road"
On the 70th anniversary of the founding of New China, for the major radio and television media, how to find a clever angle to vividly tell the 70 years of great changes in the country is extremely critical. Considering that "Jiefang Road" is the name of the road commemorating the emergence of the founding of New China throughout the country, connecting the feelings of home and country of every Chinese, "My Family Lives on Jiefang Road" shows the development pace of New China in the past 70 years by telling the story of "small family" and "small me" on Jiefang Road.
From Shanghai, the birthplace of the Communist Party of China, to Shenzhen, the forefront of reform and opening up, from Harbin, the first big city liberated by New China, to Lhasa, the pearl of the plateau, from the heroic city of Nanchang to the city of Zunyi, from the city of the original heart, Ruijin, to the city of happiness, Changsha, the city of happiness, from Sanya, the southernmost city in China, to Changchun, the spring city of the northern country... There are many stories that happened on the "Liberation Road", how to select and tell a representative series of events in this process?
Focusing on "how to tell a good story," Gao Changli, director of the Propaganda Department of the State Administration of Radio and Television, mentioned that "connecting the antenna" and "grounding the gas" -- the so-called "connecting the antenna" means that the program should always focus on the main line of propaganda and ideological work and conform to the main theme line, and specifically to "My Family Lives on Jiefang Road", the word "liberation" is always highlighted; and "Grounded Gas" means that it is necessary to tell individual stories well, and "My Family Lives on Jiefang Road" cleverly designs the point of "my home" to impress people's hearts through individual stories.
"A road of liberation, connecting history and leading to the future." In the view of Zhu Yannan, director of the Development Research Center of the State Administration of Radio and Television, it is precisely this kind of program creativity that makes "My Family Lives on Jiefang Road" evoke the collective memory of Chinese people and trigger a wide range of emotional resonance. "This program is a vivid example of the continuous improvement of the political position of the broadcasting industry, and it is also a vivid reflection of the feelings of colleagues in the broadcasting industry."
"With the help of the cluster aggregation of Jiefang Road in 70 different cities across the country, 'My Family Lives on Jiefang Road' reflects the changes of a city, a period of history and the struggle of a group of people." Li Ying, a member of the Propaganda Department of the Hunan Provincial Party Committee and deputy inspector, said that "My Family Lives on Jiefang Road" describes the economic development, cultural prosperity, and people's lives of different "my family" and different "Jiefang Road", connects the common memory and inner world of Chinese with a small view, and objectively, truthfully and vividly shows the development picture of the people moving toward happiness and the country towards prosperity.
Reviewing the entire creative process, Zhong Qihua, director of the Innovation and Research and Development Department of the Radio and Media Center of Hunan Radio and Television Station and the main creator of the "My Family Lives on Jiefang Road" project, shared three points of experience on the selection of story materials: first, it is close to the lives of the people, so that the story content can be felt and touched; the second is to select the "first" to focus on the major events of the times; the third is to publicize typical deeds and always carry forward the positive energy of society.
Regarding the story creation orientation of "My Family Lives on Jiefang Road", Liu Zhangyu, member of the party group and deputy director of the Hunan Provincial Radio and Television Bureau, affirmed: "'My Family Lives on Jiefang Road' follows the principle of 'the people are the source of living water for literary and artistic creation' in the whole process of planning, collecting and editing, adhering to the people-centered work orientation, always pointing the microphone and lens at the people, highlighting the subjectivity of the people, and excavating one warm and touching story after another. ”
"Melting" out of the new form of dissemination
It is understood that in addition to the production and broadcast of "My Family Lives in Jiefang Road" in conjunction with the strength of 70 radio stations across the country, it also opened special topics on the People's Daily National Party Media Platform and Tencent News, and followed up in a timely manner on platforms such as people's network, Tencent News, Today's Headlines, Hunan Satellite TV, Yangcheng Evening News, and Hunan Special Zone for Learning Power. Before and after the National Day, Hunan Radio and a number of new media platforms jointly launched an interaction on the national punch card liberation route, and nearly 40 celebrities such as He Jiong, Huang Xiaoming, Haiqing, Feng Shaofeng participated in the topic discussion and endorsed the punch card of "My Family Lives on Jiefang Road".
"The practice of the program 'My Family Lives on Jiefang Road' proves that the deep integration of the media is not a relationship of mutual substitution, one long and the other, but a relationship of long and long." Based on the environment of media integration, Xiao Dangrong, deputy director of the Supervision Center of the State Administration of Radio and Television, said.
At the research and evaluation meeting, Niu Cunyou, vice president of Nielsen Netlink Data Services Co., Ltd., released an evaluation report on the communication effect of "My Family Lives on Jiefang Road". The report shows that "My Family Lives on Jiefang Road" has achieved good results in the two wings of mainstream media communication and network communication, while Weibo has become the main force in the fission of the program' transmission, and the "Punch Card Jiefang Road" activity launched by the program and a number of new media has participated in more than 1 million people.
"It's a three-dimensional transmission." Analyzing the communication effect of the program, Deng Kai, executive director of the Literature and Art Department of Guangming Daily, gave such an evaluation. "The main creative team is very good at 'borrowing power', starting from July, one city a day, slowly unfolding like a picture scroll. On the eve of the National Day on September 29, Hunan Radio and Television and the national party media platform jointly launched the 'punch card' activity, and invited a number of celebrities to participate, with a clever rhythm. ”
"Under the theme provisions and the mainstream discourse system, the national media division of labor and cooperation, unified production, unified broadcasting, diversified and mutual assistance cooperation model is an effective model for telling Chinese stories well." Yang Fangxiu, duty editor-in-chief of the People's Daily "News Front", said that the characteristics of "My Family Lives on Jiefang Road" are mainly reflected in the following three points: First, use product thinking to stimulate matrix synergy, and optimize the communication effect with the performance of each port flying together; use user thinking to achieve emotional resonance, continue to escort attention resources, and maximize influence; third, use platform thinking to achieve mainstream leadership, innovate media cooperation mechanisms, and maximize communication.
"The show 'My Family Lives on Jiefang Road' made me feel that the boundaries between the media were blurring." Wang Qiu, vice president of the China Federation of Radio, Film and Television Social Organizations, said, "Today's content products are more diversified and three-dimensional, and audio and broadcasting must take into account the various dimensions of video, images and text at the same time, which is because the content made should be placed on different platforms." As a colleague of traditional broadcasting, we must turn around to explore and innovate, and "My Family Lives on Jiefang Road" has such a prototype. ”
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