TV Guide : The exploration and innovation embodied by the various content productions of China Central Radio and Television in the fight against the epidemic can be mainly divided into five aspects: highlight the subjectivity of the national media; reflect the authority of the central media; Make use of the integrity of the all-media platform; ensure the continuity of content production; adhere to the timeliness of production and broadcasting.
Source: "TV Guide" magazine (in charge of the State Administration of Radio and Television)
article/Hu Zhifeng, Wang Xin
It has been more than a month since the full outbreak of new crown pneumonia. From Wuhan and Hubei to all parts of the country, this disaster directly threatened and even swallowed the lives of many patients and medical workers. It also caused huge economic losses to a large number of companies and individuals who had stopped work.
In addition to life, health, economy and people's livelihood, another impact is equally severe, that is, the panic and anxiety of a considerable number of people who are isolated and closed at home. With the continuous extension of the epidemic prevention and control time, this group of psychological pressure has also brought greater challenges to society. Helping the public to clarify chaotic information and stabilize the sentiments of the people is the social responsibility and due responsibility of the mainstream media in times of crisis. In other words, this sudden epidemic is not only a major test of the national governance system, but also a test of the mainstream media in the reform and transformation.
Comparatively speaking, among all kinds of mainstream media that use different media and across different levels, the response of China Central Radio and Television (hereinafter referred to as the "Main Station") reflects the mainstream media's proper demeanor and development direction. At this time when the epidemic is relatively easing, we may be able to provide reference and reference for more mainstream media through the staged analysis of the headquarters in the epidemic.
The exploration and innovation embodied by various content production in the report on the fight against the epidemic can be mainly divided into five aspects:
The first is to highlight the main body of the national media.
Due to the outbreak of the epidemic during the Spring Festival, the whole country has almost fallen into isolation after the closure of Wuhan. In addition to the power to fight the epidemic, the momentum of the whole society has been transformed into the production, attention and dissemination of media information. Since public opinion and media traffic are all directed to the epidemic, any reports and comments about the epidemic can receive unprecedented ratings and clicks, which objectively forms a relatively chaotic public opinion field. The main station has maintained the quality of professional media, instead of chasing traffic, it strives for accuracy and credibility in all aspects. In order to achieve this goal, the headquarter has adopted all methods to find a solid and reliable source of information, and has stationed its own reporters on various important sites.
is precisely this kind of media that is continuously present and actively speaks in an active rather than passive manner, allowing the headquarters to always grasp the initiative and play the main role in the more than a month-long epidemic report. And this professional attitude of mastering first-hand information, collecting, researching and judging, compiling, and disseminating by oneself has also won the trust of the vast international media.
Since January 21, 1,284 overseas TV channels in 77 countries and regions have adopted the headquarter's epidemic prevention and control news on an average of more than 20,000 times a day. As of February 16, more than two thousand media around the world have adopted news materials and live broadcasts related to the epidemic prevention and control of CCTV International Video News Agency, Central Station Asia and Africa Language Program Center, European and Latin America Language Program Center, including British Broadcasting The company, CNN, Fox News, French TV, German TV and other influential media in the world cover 128 countries and regions.
It can be said that it is the main station’s insistence on subjectivity that allows China to always hold the right to speak in this new crown pneumonia epidemic worldwide, effectively explain the current situation to the world, and eliminate countries to the greatest extent And help the affected areas obtain scarce supplies and emotional support from the world.
The second is to reflect the authority of the central media.
In the report of the epidemic, the headquarter used its media position to give full play to its powerful capabilities in information control and release. Whether it is General Secretary Xi Jinping presided over several meetings of the Standing Committee of the Political Bureau of the Central Committee and made important instructions for information refining, inspecting relevant hospitals and communities in the capital and connecting on-site shooting reports on the front line of Hubei epidemic prevention and control, or Premier Li Keqiang’s on-site inspection and guidance in Wuhan News reports on work, or professional information disclosure through interviews with academicians and experts, or even investigations and interviews of patients and doctors in epidemic areas in Wuhan and Hubei, Both reflect the absolute authority of the main station in the release of high-end important information.
Among them, the most representative example is that on January 20th Zhong Nanshan clearly confirmed through CCTV news that the new coronavirus has the characteristics of "human-to-human transmission". In the live broadcast of "News 1+1", the senior news host Bai Yansong connected with Academician Zhong Nanshan, the leader of the high-level expert group of the National Health Commission, and he confirmed the "human-to-human transmission of the new coronavirus" as the most authoritative epidemic expert. "The characteristics have caused a fundamental change in the importance of the entire Chinese society on the new crown pneumonia epidemic.
It can be said that this is a memorable moment in the history of Chinese journalism. With the help of authoritative experts, mainstream media has allowed key information to be communicated to all people in an open and transparent manner, which has greatly promoted and changed the overall situation of epidemic prevention and control. Since then, the main station has continuously consolidated this authoritative advantage in a series of news reports, records and presentations, and maintained its status as the most trusted mainstream media during the epidemic prevention and control period.
third is to use the integrity of the omni-media platform. The
main station has achieved overall efforts and mobilization of the whole station in the organization of programs surrounding the epidemic. In terms of media form, the main station has made full use of its own all-media group advantages.
First of all, CCTV's various TV channels have achieved coordinated cooperation and mutual supplementation, from comprehensive channels and news channels that are both in-depth and macro-grasp, to finance, variety shows, science and education, Chinese international channels, and CGTN foreign languages that are cut from different perspectives. Channels, each channel has carried out an in-depth presentation of the epidemic and prevention and control from the perspective of its audience.
followed by broadcast frequency, especially the main station’s foreign language communication platforms played an important role in this epidemic. They not only introduced the development, prevention and control of the epidemic to countries around the world, especially areas that are not easily covered by television media. It also brought back to China the concerns from Europe, America, Asia, Africa and Latin America.
It is worth mentioning that “CCTV News”, the central station’s 5G new media platform “CCV” and CCTV.com, etc., have together become the central station’s network and new media in this epidemic report. Starting from January 27, CCTV News has launched a 24-hour non-stop live broadcast of the special program "Common Fighting the Epidemic", adopting the "1+N" webcast mode, which will be conducted on Weibo, WeChat, client and other online platforms. Live broadcast, through the "authoritative release", "war'epidemic' bulletin", "united efforts to fight the epidemic", "gather in Wuhan", "authoritative connection" and other sections, live broadcast and report the basic situation during the anti-epidemic period across the country, and release the latest policies in real time The long time period, high concentration and strong interaction with information continue to create new records in the history of Chinese journalism.
As of February 23, the cumulative number of views on multiple platforms has exceeded 2.1 billion, reaching 10.77 billion audiences. The Weibo topic "Common War Epidemic" has been read to 6.82 billion, making it the longest time and most angle integration in the new media live broadcast industry. , The most concerned live broadcast of epidemic prevention and control. Another outstanding case of
is the slow live broadcast series of "Race against the epidemic-a panoramic view of Wuhan Huoshenshan and Leishenshan hospital construction" launched by "CCTV" on January 27, presenting two anti-epidemic hospitals through 5G signal HD. The race against the clock to speed up the construction situation has attracted hundreds of millions of people to watch online and to become "cloud supervisors". At the peak, more than 200 million people watched the live broadcast. This media event was also broadcast and reposted in large numbers by many international mainstream media and social media platforms such as BBC and FOX.
During the live broadcast of the construction of Huoshenshan Hospital, "Central Video" made full use of the media characteristics of online video, allowing netizens in the comment area to give full play to their imagination, so that the forklifts and excavators participating in the construction have nicknames and "fans". The documentary images of the live broadcast construction process created a series of focus centers.
"Central Video" also responded in a timely manner based on the responses of netizens. The live broadcast page soon set up a related voting page. The reporters on the scene also went to the front line to interview the driver of the excavator nicknamed "Little Blue". A series of good online and offline interactions, Achieved the goal of uniting people's hearts and cheering for Wuhan. Based on the characteristics of its own media, the headquarters will give full play to their respective advantages and contribute to the coverage of epidemic prevention and control at different levels and angles. In addition to the collaboration between different media, the main station also conducts overall coordination among various program types. The most prominent event is the program adjustment of the Spring Festival Gala and the Lantern Festival Gala. "Variety Show" has become the most important news component here. And this is another embodiment of the overall advantages of the headquarters.
The fourth is the company that guarantees content productionContinuity.
, as China’s most discourse-powered and visible national news media, the main station’s presentation of important events and key information in the prevention and control of the epidemic is not one-off or sporadic. News programs surrounding the fight against the epidemic are always continuous. Design and planning.
takes the "News 1+1" program as an example. In the past month, interviews with various experts have been launched almost every day, including introductions to the characteristics of newly discovered viruses, new developments in the prevention and control of epidemic areas, and to the general public Answers and answers to questions of general concern; participants in the program include not only academicians Zhong Nanshan, Li Lanjuan, and Wang Chen, who are guiding the prevention and control of the overall situation, and now known by the public throughout the country, but also including the deans of Leishenshan Hospital, who have continued to struggle on the front line. The dean of Tongji Hospital of Huazhong University of Science and Technology, the dean of Jinyintan Hospital, and the head nurse of Fangcai Hospital; there are the mayor of Wenzhou, the president of Wuhan University, and the party secretary of Huazhong University of Science and Technology.
Among them, some experts will return to visit after a certain period of time to update the situation, such as the interview with Academician Wang Chen again after 14 days. This kind of continuous follow-up on related issues has greatly mobilized the expectations and attention of the audience, and has made society’s understanding of the epidemic deep and comprehensive. In addition to keeping the content of special programs logical and continuation of clues,
also reflects this continuity in new media attempts. The Headquarters Records Channel has launched a series of short videos of "Wuhan: My War against the Epidemic" from February 3rd. These micro-record videos are constantly updated on multiple platforms and screens, which fully motivated the majority of netizens to "join" Participation has received enthusiastic and continuous positive feedback on the Kuaishou platform and Bilibili platform.
fifth is to insist on the timeliness of production and broadcasting.
Relative to print media, TV media has long been known for its timeliness, and real-time authoritative reporting is almost the most important media feature of TV. However, with the development of the Internet and self-media in recent years, this advantage seems to have been challenged. As the most important national media platform,
has once again proved the unshakable status of broadcast and television media in terms of timeliness in the production of various programs during the epidemic. This is not only reflected in the real-time update and rolling broadcast of all epidemic news, all kinds of rigorous and reliable content are spread to the whole society at the fastest speed, but also in its timely adjustment and real-time update of other programs.
Take the Spring Festival Gala as an example. As the most influential annual TV show, since the 1980s, the Spring Festival Gala has become the most important Spring Festival convention in Chinese society, and it has a huge social influence. All programs have gone through a long time. There is no room for mistakes in the rehearsal.
However, in the context of the outbreak, the main station embodies the courage of the national-level media, decisively adjusted, and temporarily added the scenario report "Love is a bridge". This instant response to the Spring Festival Gala greatly increased the awareness of the whole people to prevent new coronary pneumonia. It is one of the most important public opinion mobilizations in this epidemic. Since then, the Lantern Festival Gala has been re-arranged in a very short time under the guiding ideology of fighting the epidemic, and a special program has been made in the face of the empty audience. The ability to achieve this timeliness reflects the accurate judgment of the headquarter from top to bottom and a high degree of national media responsibility.
To sum up, during the nationwide fight against the epidemic, the content production of China Central Radio and Television has achieved both subjectivity, authority, integrity, continuity and timeliness. Maintained professional determination in the once extremely chaotic public opinion environment, did not forget the original intention, and presented the development and changes of the epidemic to the domestic public and the international community openly and transparently with high-quality content, gained universal trust at home and abroad, and effectively relieved The panic and worries in the early stage of the epidemic strengthened people's faith and determination to overcome the epidemic. The reporters stationed at the frontline of the fight against the epidemic and the directors at the rear of the
main station have demonstrated the same sense of social responsibility as medical workers and are heroes in this "people's war" against the epidemic. It can be said that the main station has performed its political and social responsibilities as the most important media of the party and the country. It is worthy of being the mouthpiece of the party and the people. The initiative and creative work methods inspired by this loyal performance of its duties and missions are behind it. It is the professional ability and standard that the international big media should have.
For mainstream media, the more crisis they are, the more they must quickly produce high-quality and effective content. Only in this way can they make greater contributions to the cause of the party and the people in a professional manner.
(Author: Hu Zhifeng, president of Beijing Normal University, College of Arts and Media, "Cheung Kong Scholar" Distinguished Professor, President of Society of Chinese film and television universities; Wang Xin, Beijing Normal University Art"Liyun" postdoctoral fellow at the School of Technology and Media)
