Introduction
In 2023, the national radio and television will focus on the overall situation of the party and the country's work in the theme of the main news and publicity, grasp the "three attributes" of radio and television work, and achieve innovative breakthroughs in content expression, technology application, integrated communication and other aspects. The theme of the main line of news and propaganda has achieved the full voice and the full matrix in the mechanism innovation, and the aggregate growth of communication power and influence has gathered a strong force for the new era of forging ahead with the new mainstream propaganda pattern.
1. The publicity of major themes continues to become bigger, stronger and brighter
In 2023, radio and television institutions at all levels across the country and mainstream online audio-visual platforms will take the image of the general secretary of the party and the leader of a major country and the promotion of the thought of socialism with Chinese characteristics in the new era as their primary political task, and promote the comprehensive improvement of news and publicity reports on major themes with a high degree of political consciousness, forming a positive and enthusiastic communication momentum.
(1) The core propaganda is strong and colorful, showing the demeanor of a great leader
In 2023, ** and all levels** adhere to the combination of core propaganda and various major themes, closely around the important meetings, important activities and important speeches of the general secretary, a large number of news products with clear themes, rich network sense and easy to disseminate, continuous, all-round and normalized focus on the political wisdom, historical responsibility and people's feelings of the general secretary to lead the Chinese people to achieve great rejuvenation, such as ** Radio and Television General Station (hereinafter referred to as the main station) "Comprehensively Promoting the Great Rejuvenation of the Chinese Nation with Chinese-style Modernization - * General Secretary's Governance Record Since the Year of this Year" and CCTV series of micro ** "Current Affairs Micro Weekly丨 General Secretary's Week" and other works, the core propaganda is more powerful, deep and warm under the blessing of multiple innovations.
(2) The construction of "headlines" and "first screen and first push" has been deepened, and theoretical propaganda has been put into the brain
In 2023, the construction of radio and television "headlines" and the construction of online audio-visual "first screen and first push" will be further deepened, and radio and television at all levels will focus on laying columns, using various forms of means, in the form of top-level publicity, in-depth reporting and analysis, and key content such as the interpretation of the spirit of the 20th National Congress of the Communist Party of China and the development of theme education, and do a good job of follow-up, timely and normalized reach and push. The mainstream takes the "innovative theory dissemination project" as the key starting point, starting from the golden sentences and famous words of the general secretary's series of important speeches, and creating a systematic, large-scale, and strong interpretation of the "ideological power" program belt with well-planned, solid framework and diverse forms of theoretical products, so that the theoretical propaganda can be tangible and effective in the all-round three-dimensional integration presentation. A series of key boutiques such as "Chinese Wisdom China Tour", "Learning Methods from the General Secretary", "Cultural Relationship of *", "This is China" and "China's New Expedition" have emerged, broadening the new path of theoretical propaganda with depth, angle and strength, so that the party's innovative theories can truly "fly into the homes of ordinary people".
Second, the theme of the times propaganda highlights the people's position
In 2023, the radio and television front will strengthen the theme propaganda of the times, a large number of propaganda masterpieces will continue to emerge, and the main force of radio and television across the country will fully advance to the main battlefield.
(1) Dynamic and diversified display of the thousands of meteorologies of the country
In response to the theme of the times of key publicity throughout the year, radio and television has strongly planned, with a series of reports and activities that have both professional precision and emotional temperature, showing a vibrant and thriving picture of China.
National Strategic Topics, with a narrative with both historical depth and realistic temperature, it has achieved a high degree of recognition of Chinese stories, Chinese experience and Chinese wisdom in moisturizing things silently; Jiangsu Radio and Television Station's "Looking for the Loveliest People", Yunnan Satellite TV's "Spring Melt Vientiane, Silk Road Passenger Come-China-Laos Railway International Passenger Train First Live Report" and other special works, while showing the glorious course of the Chinese people's struggle, also condense the historical self-confidence of the Chinese nation and the responsibility of the times.
"High-quality development" topicRelying on their own resource endowments, the best at all levels show the style of the times in which the whole society and the whole industry are moving forward from a new perspective. The main station's "Vitality Night China" condenses the spiritual strength of the working people with a "cool" expression out of the circle, and skillfully demonstrates the vitality and tenacity of China's economy. Guizhou Satellite TV's "Looking at China's Struggle from the Flying Frame of Wanqiao - My Masterpiece" grasps the legendary construction process of Guizhou's local "world's highest bridge" for in-depth excavation, and internalizes the Chinese dream into the people's conscious value pursuit in the diversified struggle story.
Special topic on cultural inheritance, Radio and Television strengthened the excavation of historical and cultural roots, created a characteristic cultural brand, and interpreted "why China" with innovative discourse. The main station's "City of Love" not only shows the new achievements of the national cities to continue the cultural context and share the beauty and beauty, but also allows the audience to see the cultural confidence behind the "national tide and national product fever". The radio and television front has raised the level of telling China's story well in the training of propaganda on the theme of the times, and has truly achieved a touching heart and climax.
International event feature, radio and television and online audio-visual industry closely follow the major events throughout the year, including the Universiade, the Asian Games, the Asian Paralympic Games, etc., give full play to the communication advantages of radio and television topic planning and short editing, show China's image with hot special reports, and let the world understand China with the charm of competitive sports. Zhejiang Satellite TV (China Blue New Platform) launched the concept of "full-screen Asian Games", which gained global attention with full-matrix publicity, with a total of more than 4.5 billion related communications. The short ** "Danqing Tour" and other items were unveiled at the 45th UNESCO World Heritage Conference and became a hit.
(2) Strengthen responsibility for people's livelihood reporting
In addition to various major publicity tasks, radio and television at all levels also strive to give full play to the attributes of public services, focus on hot spots and pain points in current affairs and people's livelihood news, and focus on serving the society.
One isIn the daily news work, we pay close attention to the people's livelihood and public opinion, participate in social governance in the form of "news + government affairs + service", and open up the "last mile" of grassroots publicity. Grasp the principle of timeliness in the theme setting, dig deep into local characteristics in the content, grasp the presentation angle of the news in terms of expression, organically combine "serious topics" with "people's expression", and resonate with the voices of the masses at the same frequency. Beijing Satellite TV's "One Step Forward" Urban Renewal Series focuses on the pain points and difficult problems in the governance of megacities, and effectively guides them, and plays its due news power for exploring the symbiosis and mutual promotion of industrial upgrading, urban renewal, and people's housing.
The second isLead the social trend with positive energy expression. News and propaganda emphasize more value-oriented, for ordinary people, the little people around them to set up a monument to the financial news products, news columns, etc., there are high-quality products, Zhejiang Radio and Television "Chuanyuan Squatting Point Observation", Chengdu Radio and Television "Tianfu Craftsman" and other financial programs, columns, through in-depth news action to dig out details, with the story of the little people to refract the changes of the times, with the spiritual power of the example of the times to cohesion and empathy, completed the duty and mission of spreading truth, goodness and beauty, highlighting positive energy.
The third isEmergency reporting gives full play to the leading power of the mainstream. In the face of all kinds of emergencies, radio and television news has become more and more rapid by exercising its skills. Integrate the close, timely and profound "first scene", so that the report is faster, the clarification is more powerful, the voice is more authoritative, and the guidance is stronger. Beijing, Hebei and other radio and television ** launched after the disaster, "Luopoling-A Complete Record of Rescue of Stranded Passengers" and "Three Thoughts Behind the "Three Nos" - Reporter's Commentary: Shijiazhuang Mountain County's Response to Typhoon "Dusuri" Heavy Rain and Flood Analysis" and other in-depth news documentary works, highlighting the professional quality of the radio and television front in the emergency state, and practicing the emotional background of "people first, life first" in the innovative practice of reshaping the emergency reporting system.
3. Integration of publicity leads to innovation
In 2023, radio and television and online audiovisual will have more technical and ideological breakthroughs in the main theme publicity, digital integrated communication will become a normal form of propaganda with the support of various technologies, and the influence and communication of news reports will be upgraded and advanced.
1.Formally: technology and creativity become mainstream
Focusing on the theme of the main line of publicity, radio and television at all levels continue to promote supply-side reform, with the strategy of "large-scale media integration activities" + "small and beautiful" lightweight products to carry out technical reengineering of content, and launch distinctive news products. On the whole, it pays attention to the expression of "youthfulness", and adds "live, strange and special" attempts on the basis of "short, real and new", and adapts to the browsing habits of the audience of "Generation Z" with elements such as games, animation, interaction, and mixed editing. In terms of form, the product is more refined, and various forms such as generative news, satellite**, CG**, and virtual human commentary have become precise and innovative tangential points. Zhengzhou TV's "Running Out of Acceleration" series of integrated media live broadcasts showcased the innovative highlights of the upgrade and iteration of the theme reporting mode in the form of multi-scene, multi-form, and multi-style integrated media live broadcasts in the form of multi-scene, multi-form, and multi-style integrated media live broadcasts, combined with immersive interaction, AI intelligent application scenarios, zero-distance simulation experience, and panoramic aerial photography of the project.
2.Communication: The whole process is transformed to improve the communication effect
In 2023, the media ecology of the digital era will make the "circle-layered" communication pattern more obvious, and in order to adapt to the law of mobile Internet communication, the mainstream ** will actively explore the circle-breaking mode of news propaganda, connect the audience to the greatest extent, and gather news power.
One isReconstruct the propagation logic. Radio and television adhere to the integration of "external introduction" and "internal incubation" to enrich the source of content production. Introduce more network elements to the program production at all levels, change the traditional practice of text, lens, sound, and narrative method logic, reshape the sense of companionship and interactivity of the theme and main line publicity, and launch communication products that meet the needs of different groups. The internal mainstream ** has strongly incubated exclusive IP personalities, and created news columns with local characteristics and charming styles, such as Xinjiang Radio and Television's "Haimiti Positive Energy", etc., to enhance brand identity and user stickiness, continue to innovate "goodwill communication", and constantly stimulate the innovation vitality of the editorial team.
The second isStrengthen the construction of mobile communication matrix. The mainstream strengthens the concept of "mobile first", forms a joint force of propaganda in various ways, connects the antenna, and opens special columns with the help of aggregation platforms such as the New Alliance and Learning Power, so as to expand the scope of communication through multiple channels; Down-to-earth, through the differentiated strategy of radio and television's own new ** platform and commercial third-party platform accounts to achieve personalized reach, such as Hebei Great Wall's new ** production of "People Watch Simulcast" pioneered an interactive short ** application adapted to mobile terminal communication, which unified each program on the platform, and directly reached the 147 Jiyun county-level branches in Hebei Province with one click, so that the people can "watch the news like Douyin", and obtained excellent communication results.
It can be seen that the new pattern of online and offline integration, internal and external linkage, and traditional innovation and resonance is gradually taking shape under the rapid development of radio and television.
Author's Affiliation: Development Research Center of the State Administration of Radio, Film and Television).
Producer: Yang Mingpin.
Rotating Editor-in-Chief: Zhang Miaomiao.
Post-editing: Xu Jiaqi.