See, see, insight, insight.
Who is Little 11?
Xiao 11 is the new animation anchor of the CCTV opera channel of **Radio and Television Station, aged 1 year and 6 months, ** 1 year and 6 months of experience, and 6 months of anchor experience.
Different from the currently popular ** virtual host, Xiao 11 focuses on the cute image of the second dimension to "bravely" enter the opera circle. Behind this attempt is actually a "big explosion of courage" after the opera art with the "old label" meets the "trendy" Generation Z users.
According to relevant data, the scale of China's Internet users has reached 107.9 billion people, and the number of network users (including short) is 10There are 4.4 billion people, and more than 50% of Internet users are between the ages of 20 and 49, and the number of underage Internet users has exceeded 19.3 billion. In the face of a large number of young people, CCTV Opera has created a younger opera IP - Little 11.
It's not easy.
The name of "Little 11" is "CCTV-11", and there are many "11" elements on the body: the image logo "11" of the opera channel is on the chest, and the station logo of CCTV-11 is in the folding fan.
In addition to the hidden details, the outfit of the little 11 is also well-designed:
1] The design of the helmet and feather on the head is an element selected after market research, and the helmet in the opera is appropriately cute and playful, fitting the round head of Xiao 11.
2] Xiao 11's face abandons the traditional character makeup and face, and only focuses on the eyebrows, bangs and blush. The bangs are borrowed from the arrangement design of the opera's forehead makeup, the eyebrows are raised to borrow the eyebrow shape after the opera is pasted, and the blush position under the eyes is also borrowed from the design of the opera's makeup. The overall face design of Little 11 is a fusion of drama makeup and cuteness.
3] In terms of costume matching, the production team is based on the traditional costumes of opera with fresh colors, highlighting the vigor of Xiao 11. At the same time, according to the needs of the content and characters, alternative costumes for different opera characters or professions are also designed to make the visual elements more diverse. The blind box-style opera cross-dressing has made Little 11 very popular, and it has been called "Little 11's Miracle Warm Drag Show" by young netizens.
Swipe to see the little 11
Big eyes, big head, and curled hair are not only full of elements of national style and opera, but also fit the trendy culture loved by the younger generation now, which is also the first step for the opera cute baby Xiao 11 to get out of the circle.
As soon as it was launched, it gained tens of millions of ** volumes.
The first appearance of Little 11 was the launch of the opera popular science short program "The Great Opera" in the Literary and Art Program Center of **Radio and Television Station. The program uses a relaxed and humorous sound and picture language to create an interesting opera dimension. Listening to opera props "can talk", watching classic plays "talking", the knowledge density is extremely high in the two-minute condensed time.
With the phrase "Welcome to the opera dimension", Xiao 11 took the audience into the world of opera and explained the common sense of opera.
In this light-hearted and humorous zero-threshold opera space, the phoenix crown is a fashionable shining grandmother, the water sleeve is an elegant dancer, and the props in the opera appear in the same "anthropomorphic" form as Xiao 11, breaking professional barriers, and Xiao 11 is also using Internet hot stalks to explain classic dramas such as "Empty City Strategy" and "Suo Lin Bag", which narrowed the distance between netizens and opera.
Upgraded to host again.
After the end of the first season of "The Great Opera", Xiao 11 encountered a "window period". In order to avoid good IP "giving up halfway", the CCTV opera team actively worked on the short ** platform. In August 2023, the Xiqu Channel launched its own new **platform, the "CMG Opera" channel page, on the day of its launch, the first live broadcast reached 8690 thousand. At the same time, Little 11 became the spokesperson of "CMG Opera".
On the small screen, Little 11 changes its outfit according to the content and theme, leading everyone into the rich and colorful opera culture with a variety of styles. In the special production of the "Beijing Garden Expo Park" roadshow of the large-scale original opera singing and performance program "National Style Super Drama" launched by the Literary and Art Program Center of the main station, Xiao 11 appeared as the "task publisher".
On the big screen, CCTV opera has created a "real body" for Xiao 11 to achieve a real "dimension break". The dimension-breaking Little 11 can quickly attract attention and reduce the audience's stereotypical expectations of the "sense of aging" of opera.
For example, as an anchor image to broadcast program previews, as a reporter's image to visit famous masterpieces, program backstage, check in theaters, food, local characteristics ......
After unlocking the multiple identities of CCTV opera channel such as "new anchor", "host" of the promotion meeting, and "spokesperson" of the program, Xiao 11 also has its own exclusive emoji.
In addition to paying attention to the self-owned content of CCTV opera channel, Xiao 11 gradually expanded its vision to major events in the entire opera circle: the original quyi gala of the China Coal Mine Art Troupe "Quyi Grand Canal", the 18th China Theatre Festival, the 8th China Campus Theatre Festival ......Xiao 11 gradually "broke into a small fame" in Liyuan Xing.
Walking offline, the small 11 figure blind box has become a hot seller.
Of course, the image of the little 11 is not confined to the online, and the small 11 multi-role blind box figure has been launched. The figure model uses environmentally friendly ABS materials to design the building blocks, with rich colors and shapes.
Don't let traditional culture sit on the "data cold bench", we must have the courage to innovate and explore more possibilities for traditional culture to "get out of the circle". From image research and development to identity upgrading to new ** derivative products, Xiao 11 has the spiritual temperament of "elephants can also dance street dance", bringing a little new meaning to Liyuan Xing.
CCTV Literature and Art] new column Yijian
We invite you to join us. See the beauty of literature and art, cultivate the roots of culture, and cast the soul of the times.
Director: Zhang Guofei.
Producer: Yu Lei.
Co-ordinator: Li Xin, Shu Qiang, Ma Yang.
Editor-in-Chief: Kang Wen.
Written by: Leung Chung Ling.
Editor: Ma Jin.
Proofreading: Mi Yutian.
*Radio and Television Station's Literary and Artistic Program Center's Editorial Department.