Under the media agitation and escalation of disputes, Hunan Satellite TV has not been wrapped up in external voices and great changes in the industry, the inner youth blood is still there, the spirit is still high, the content production is still at the forefront of the creative trend, and at the same time, it pursues the value leadership of the youth group.
Text | Jiang Lai
On the last day of September, Hunan Satellite TV announced the launch of a new slogan of "Youth China" to lead the satellite TV competition position and large-screen ecology in the fourth quarter with the new channel positioning. Today, a month later, the first content marketing sharing meeting after Hunan Satellite TV launched the new slogan was held in the form of online live broadcast. The first investment promotion after the reform and renewal of the channel is undoubtedly of great significance, and the new content released contains Hunan Satellite TV's understanding and thinking on the deepening of youth genes and the upgrading of youth cultural expression, as well as the transformation and upgrading of the social and economic changes and the turmoil of the media and entertainment industry.
"Hunan Satellite TV has the confidence and ability to answer one issue after another of the times, has the confidence and ability to lead round after round of innovation, achieve transformation and upgrading, and rejuvenate, so that our content will always maintain a strong influence and competitiveness, so that Hunan Satellite TV will continue to be in the leading position in the industry."
At the meeting, Gong Zhengwen, deputy secretary of the party committee, general manager, director and editor-in-chief of Hunan Radio, Film and Television Group Co., Ltd. (Hunan Radio and Television Station), made a firm and confident speech, pointing out that Hunan Satellite TV under the slogan of "Youth China", with the accumulation of more than 20 years of glorious history, the talent support of first-class craftsmen in the content industry, the insight and resilience of the current situation, and the mango ecology with a complete system and continuous extension, in the future TV big screen dispute, it can still stabilize the bottom line of the industry tide.
Hunan Radio, Film and Television Group Co., Ltd. (Hunan Radio and Television Station)
Deputy Secretary of the Party Committee, General Manager, Taiwan Director, editor-in-chief Gong Zhengwen
The new look of Hunan Satellite TV under the slogan of "Youth China"
Lead the ecological pattern of large screens with stronger value output
Hunan Satellite TV, which launched the new slogan of "Youth China", has indeed gained another step in content quality, social influence and industry reputation. Whether it is the intention to upgrade the new variety show in the golden file or the breakthrough led by the value of the special program, it shows the determination of Hunan Satellite TV to firmly stand and posture of the mainstream media and explore stronger resonance with the youth group on the basis of continuing the unique youth temperament.
Several works in the fourth quarter that landed in the weekend and inter-week golden file combined content model innovation and mainstream value transmission. "Singing Caravan", "Time Concert", "Salute to You" give music to express more social temperature and emotional power, with music or healing people's hearts, or carrying human fireworks, or praising the heroic spirit, and the people's lives and emotions have a closer connection; "The Little Shop on the Clouds", "Today You Are Hard", "See You Again" Closely follows the pace of the times, cares about social emotions, focuses on rural revitalization, ordinary small people's lives and other era propositions in innovative forms, and integrates the perspective of youth with a sense of substance. Convey deep humanistic feelings in a warm and plain narrative.
And "2021 Mid-Autumn Festival Night", "Rice Flowers Say a Good Year - National Day Special Program", "Little Mango Planting Flower Night" and other different festivals and theme special programs still focus on the dissemination of youth culture and core values, stimulating young audiences' love for China's excellent traditional culture and national pride. With film-level quality and youthful expression, the large-scale humanistic documentaries "China" and "Yuelu Academy" trace back the origin of Chinese culture, sort out the thousand-year cultural context, stimulate the cultural self-confidence of young people, and also realize the breakthrough of the wider dimension of the documentary.
"Youth" is not the new brand temperament and spiritual symbol of Hunan Satellite TV, in fact, Hunan Satellite TV has always been a tedious and leader who tells the story of Chinese youth, and a defender and cultivator of the mainstream youth culture position. Under the guidance of the new slogan of "Youth China", Hunan Satellite TV emphasizes more on realizing more powerful value guidance for young people through the sublimation of cultural character, the spirit of the times and social values. When it comes to content creation, it is more concerned about the life of every ordinary person in this era, as well as the people's yearning for a better life, and responding to the general emotional and cultural needs of young audiences today.
Hunan Satellite TV, which has a clearer positioning and core, is also consolidating the hegemonic position of provincial satellite TV competition on the TV side. In 2021, Hunan Satellite TV's dominance over the big screen has increased unabated, according to Meiland authoritative survey data, Hunan Satellite TV's national coverage population size continues to grow, ranking first in provincial satellite TV for eight consecutive years, user stickiness remains high, the number of viewers who have watched Hunan Satellite TV in the past month is 734 million people, the number of likes is close to 200 million people, the scale of ratings, the number of stable viewers... These data are firmly in the leading position of provincial satellite TELEVISION.
While strengthening its own industry position, Hunan Satellite TV also continues to justify the tv screen in this era of unpredictable media ecology. No matter how the form and carrier of content dissemination change, television is still the main food for user video cultural consumption, and the mainstream and weather vane in the audiovisual field. After Hunan Satellite TV enters the adjustment period of the industry in 2021 and actively seeks transformation, the achievements it has made are obvious to all, showing its profound heritage, flexibility and content innovation, so that the outside world has reason to continue to believe that Hunan Satellite TV is always full of youth and vitality of the platform.
New and old variety shows upgrade youth cultural expression
The Double Theater continues to release the energy of youth growth
The 2022 drama comprehensive film list released at the content marketing sharing meeting is in line with the channel content innovation and layout strategy under "Youth China", the route of youth expression and youth culture shaping is still firm, and the care for social life and the spirit of the times is more profound, the vision and pattern are extended again, and the humanistic color and emotional resonance effect are more prominent.
In terms of variety shows, we have continued to innovate and deepen in the fields of culture, national style, tradition, vocational education, etc., and look for new content blue oceans. Among the new variety shows, "Chinese Wedding", "National Wind Singer" and "Fire Ambition" have been intensively cultivated in the mainstream mass category field with a broad market space, opening up a new subdivision track, exploring and innovating in terms of theme, form and social value, and all have the potential to leverage and detonate the market.
"Chinese Wedding", as the first wedding theme program, opens a new category of star management, brings the audience a movie-level texture and wedding partner growth experience, happiness and sense of ceremony; the large-scale national wind music selection program "National Wind Singer" innovates the dual-time and space stage, introduces a millennium XR visual effect, integrates popular music and national style music, and creates a new trend of national style that belongs to the current era; the youth hardcore variety show "Fire Ambition" attracts more enthusiastic young people to join the fire brigade. With an immersive experience, it leads the audience into the growth and real life of the firefighter profession, presenting a warm and enthusiastic firefighting youth.
In addition, "Literature China", which has a very innovative theme, innovates to create a variety show for the creation of China's top writers, and joins hands with the "National Team" Chinese Writers Association and the palace-level awards, "Youth Open Mai" will tap the positive characteristics of Youth in Chinese-style talk shows and create "human high-quality youth talk shows".
The classic IP of Hunan Satellite TV will also usher in a new iteration under the guidance of the "youth slogan". "Every Day Upward" will return to the Friday night 10 o'clock file, newly opened three major sections, highlighting the positive energy and public welfare value of youth, and establishing a benchmark for the mainstream culture of youth in the new era; the new boutique program upgraded and redesigned by "Happy Base Camp" will redefine the star art show in the studio, adhering to the purpose of "serving people with art, moving people with art", comprehensively improving topicality, culture and communication, and at the same time, the virtual host "Xiao Yang" officially entered the company and led the new form of variety show hosts.
The national variety IP familiar to other audiences will also continue and present more novelty. "2021-2022 New Year's Eve Concert" put forward the new concept of "playing New Year's Eve", opening the national wheat night, the sixth season of "Chinese Restaurant" continues to dig deep into the beauty of slow variety shows, leading the spread of Chinese flavor, the third season of "Dance Storm" subversive upgrade, not limited to the studio, the top dancers are divided into two camps of extreme competition, and the original team of the sixth season of "Longing for Life" will rush to the island to show the lifestyle of thousands of fishermen.
This year's Hunan Satellite TV's variety film list is more pragmatic and close to the ground, each new product is exquisite and grounded, the combination of new and old brands, on the one hand, can see the innovation and development of the selection of topics and models, on the other hand, the capture and recording of the new era of weather, social sentiment, and the beautiful life of the Chinese people is more powerful, the collision of excellent traditional culture and youth pop culture is more diverse, and the emotional resonance and ideological enlightenment generated by these programs in the youth circle are more worth looking forward to in addition to the breakthrough of market communication and commercial value.
In the release of the series, Zhu Yan, director of the program trading management center of Hunan Radio, Film and Television Group Co., Ltd. (Hunan Radio and Television Station), specifically mentioned in his speech the changes that are taking place in the film and television long video market, "the depth and thickness of the long video boutique content cannot be replaced, the new understanding and definition of young people's TV series is being generated, the strength of young creators is growing, and the youth value of more positive energy is being recognized by more and more people."
The value of the Hunan Satellite TV Theater that has been tempered has also been further highlighted, the vision and quality pursuit of the selected dramas have been tested by the market, the themes and perspectives have been increasingly broken, and they have been more and more affirmed by the youth group. The dual theater setting of "Golden Eagle Solo Theater and Monsoon Theater", as the unique film and television content broadcast operation mode of provincial satellite TELEVISION, the status of the First National Theater and the first incubation center of cutting-edge content are positioned as solid and nurture infinite energy, and continue to release the potential energy of "value leadership and youth growth".
Director of program trading management center Zhu Yan
The film list released by the two major theaters in 2022 continues the high nationality, sense of quality and avant-garde and innovative content characteristics, including the most leading production power and cast in the film and television market. "Xiao MinJia" starring Zhou Xun and Huang Lei, "Young Pie 2" led by Zhang Jiayi and Yan Ni, "Rising with a Storm with a Column" starring Hu Dayi and Zhang Ruonan, "Ice Rain and Fire" starring Chen Xiao and Wang Yibo, Sun Honglei's new masterpiece "Shocking Strings", Song Zu'er and Wang Anyu starring in "Flying with you in the wind", Luo Jin and Yin Fang starring in "The Long River under Heaven", Wu Jinyan and Xu Kai's "Shang Food" cooperating again, etc., covering urban emotions, family, history, youth, criminal investigation, etc., covering urban emotions, family, history, youth, criminal investigation, Quality dramas such as espionage and other themes are about to land in the Golden Eagle Solo Theater. "Sleeping Garden", "Wife's Choice", "Zhang Weiguo's Summer", "Extraordinary Healer" and so on locked in the "Mango Monsoon" theater.
On top of consolidating the characteristics of youth, quality and cutting-edge dramas, the two theaters also emphasize the penetration and dissemination of youth values, showing the Chinese style of the new era with rich type of drama content and promoting mainstream values.
Under the turmoil and great changes in the industry
How to write hunan satellite TV that has been renewed
The new story of "We're Together"
Since the comprehensive management of the entertainment field, all broadcast platforms and production forces have been transforming towards a clean and clean atmosphere, and the TV screen that wins with broad spectrum, credibility and content quality has undoubtedly ushered in a broader space for development. Hunan Satellite TV, which has long led the original trend of television literature and art and is good at taking the pulse of the era and trends, is bound to usher in a greater breakthrough in content layout and value output. This may be the opportunity of the times for Hunan Satellite TV to open up a greater imagination of future development after establishing a new coordinate of "Youth China", and the background factor that can bring greater confidence to partners in the first china merchants fair.
In his speech, Gong Zhengwen gave three answers to why Hunan Radio and Television is trustworthy: "Hunan Radio and Television, a state-owned enterprise in the party media and an innovative one, will bring stable and reliable commercial value to all partners with good understanding, judgment, profound foundation and rapid adaptability; Hunan Radio and Television, which is diverse and integrated and symbiotic, will create a greater space for the output of commercial value with a strong media matrix and content ecology; Hunan Radio and Television, which is young and vigorous, will take an endless posture. Make all kinds of brands better win the youth and win the future. ”
The first point corresponds to the background of the era of change in the current economic development pattern and the underlying logic of industry governance, and the era of change in radio and television media. Hunan Satellite TV has always been not afraid of changes and crises, no matter where the industry wind is blowing, Hunan Satellite TV can quickly complete self-regulation, adapt to market changes and the trend of the times, and the incomparable top production talent reserve, flexible content innovation mechanism and continuous explosive driving force are the confidence and foundation to cope with any challenge.
It is followed by Hunan Radio and Television in the era of media integration, taking the lead in practicing the mainstream new media strategy, forming a double-headed platform engine and a virtuous internal cycle of mango ecology. This is the unique ecological support force of radio and television media, but also the exclusive communication and marketing advantages of each platform of the mango system, with the increasing improvement of the ecological layout of mango, Hunan Radio and Television has occupied and opened up the three core tracks of long video, short video and content e-commerce.
Hunan Satellite TV and Mango TV dual platform linkage, integration accelerated, small test of the mango monsoon has gradually become a climate, has become another achievement of the Taiwan network content co-creation and sharing linkage. Gong Zhengwen's "Mang's Brothers" Xiaomang E-commerce and "Fengmang" APP have infiltrated the advantages of Mango content into the hottest short video and e-commerce fields at present, together with the all-media of Hunan Radio and Television to empower the reach of Hunan Satellite TV content.
The whole ecological link not only brings greater imagination space for brand communication and commercial value, but also helps the youth weather and value proposition contained in the slogan of "Youth China" to radiate to the whole region and all dimensions, and strengthens the mainstream ideological and public opinion position.
The final mention of "youth with yang" is not only the theme of this content marketing sharing meeting, but also a concentrated summary of the current spiritual outlook and innovative attitude of Hunan Radio and Television and Hunan Satellite TV. All along, Hunan Satellite TV is the most believe in the power of youth, believe in the youth group to embrace, peer, resonance, growth of far-reaching significance of the TV platform, and this innovation as a tireless and eternal pursuit, with one explosive product after another to activate the vitality of the TV screen, itself is the best "spokesperson" for youth.
Nowadays, under the agitation of the media and the escalation of disputes, Hunan Satellite TV has not been wrapped up in the external voices and great changes in the industry, and the youthful blood in the heart is still there, and the spirit is still high. From the perspective of the creative logic and mentality behind the new content, Hunan Satellite TV is still at the forefront of the creative trend, but the position and temperament continue to advance, and the pursuit of the value guidance of young people is placed in a more important position.
At the end of the content marketing sharing meeting, the speech of Song Dian, secretary of the party committee and director of Hunan Satellite TV, has been accompanied by Tan Yonglin's classic song "Friends", he said, "Hunan Satellite TV will work with customers, one note after another to compose the song of friendship, and continue to sing loudly."
Song Dian, secretary of the party committee and director of Hunan Satellite TV
The relationship between Hunan Satellite TV and the brand side, social forces and the public has always been a friend of the same road, and what is deeply rooted in the blood of Hunan Satellite TV with the youth gene is product thinking and user thinking. Keeping the audience in their hearts at all times, growing up together and exploring the appearance of youth has made this always the youngest and most powerful TV platform. And this "we are together" story about youth will continue to be written.