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Under the guidance of the Cyberspace Administration of Beijing Municipality, Youku successfully applied for the 2016 Propaganda and Cultural Guidance Fund with the "95th Anniversary of the Founding of the Communist Party of China Theme Network Culture Publicity Project" and "Great Craftsman" Theme Network Culture Publicity Project", and produced a number of excellent works celebrating the 95th anniversary of the founding of the Party that carried forward the main theme, as well as a series of online documentaries "Great Craftsmen" that inherited and developed China's excellent traditional culture, and achieved gratifying results in network communication.
The picture shows the scene of the meeting
In order to better summarize experience and form a positive demonstration effect in the Internet culture, on June 23, 2017, the Excellent Project Achievement Review Conference was held in Youku, and industry experts and scholars and project executive teams gathered at the meeting.
At the meeting, Zhou Jun, general manager of Youku Variety Self-made Center, introduced the output results of the project. "Great Craftsman" came into being in the context of the era of "craftsman spirit" proposed by national leaders, passing on the craftsman spirit of "only doing one thing in a lifetime", inheriting traditional Chinese culture and passing on oriental aesthetics. Best inheritance is use, best protection is transmission.
● The first season of "Craftsman" has received more than 70 million hits, realized the "buy while watching" documentary and artwork for the first time, placed more than 2.4 million orders, successfully explored a new model of traditional handicraft e-commerce monetization, and realized the feedback of the Internet business model to traditional culture.
● The second season of "Craftsmen" went further in "going out", not only on May 14 with Hanfu on New York's Times Square, but also through English, Japanese, Thai, Khmer, Indonesian, Malay and other languages to the world. The "95th Anniversary of the Founding of the Communist Party of China Thematic Network Culture Publicity Project" is rooted in Internet thinking, combined with live broadcast means, through the dissemination of the main theme of works, the independent creation of netizens, the "two studies and one doing" party lesson, the innovation of the Taiwan network linkage four-wheel drive, through the backbone, morality, temperature of the network communication matrix to sing the main theme of patriotism.
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The online culture review is also an in-depth dialogue between traditional media and new media, and the experts and scholars present fully affirmed the exploration and innovation of Youku's excellent network culture project using new media to promote the main theme, believing that this has brought a lot of good experience and enlightenment to traditional media.
Lu Xuewu, deputy director of China Education Television, believes that through these two excellent projects, we have seen the excellent qualities of Chinese Internet companies in adhering to traditional cultural values and consciously assuming a sense of social responsibility in commercial new media such as Youku.
➤ Zhou Kejin, consultant of the Capital Internet Association and former president of Qianlong Network, said that the new media represented by Youku gave full play to its own characteristics when expressing mainstream voices, not only inheriting and developing China's excellent traditional culture, but also realizing the realization of cultural value through the innovation of e-commerce model, and finally achieving a double harvest of word-of-mouth and commercial benefits.
➤ Yi Kai, deputy secretary-general of the China Television Arts Committee, said that as a commercial new media with young people as the main body of users, it is a very positive thing to be able to focus on China's excellent traditional culture, dig deep into the value and content of traditional culture, and combine artistry with market laws.
➤ Movie Channel producer Guido pointed out that the honorable persistence of "The Great Craftsman" has deeply infected many people, including many elementary school students. Such a program that deeply reaches users of all ages, as well as the innovation in the creation and operation mode reflected in it, is a good incentive and challenge for traditional media.
In the future, the Municipal Cyberspace Administration of China and the Capital Internet Association will continue to excavate more and better high-quality network cultural content through the platform of "Network Culture Council", encourage and support excellent network products, continuously explore the characteristics and connotations of network communication under the main theme of new media forms, and form a joint force to release the multiplier effect and sing the main theme of the network through the organic integration of the Internet and cultural connotation.
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