□ Wang Zihe (Xiangtan University)
On January 4, the China Central Radio and Television Station's "2024 Spring Festival Gala" branch venues were announced. Shenyang, Liaoning, Changsha, Hunan, Xi'an, Shaanxi, and Kashgar, Xinjiang will join the main venue in Beijing on New Year's Eve. The night brings a passionate and steamy Year of the Dragon Spring Festival Gala to Chinese people all over the world.
The "1 main venue + 4 branch venues" model adopted by this year's China Central Radio and Television Station's "2024 Spring Festival Gala" is not only a major innovation in the history of the CCTV Spring Festival Gala, but also an important way to showcase China's diverse culture. What is particularly eye-catching is that this is the first time that the Spring Festival Gala has set up branch venues in Hunan Province and the Xinjiang Uygur Autonomous Region. Changsha, Hunan Province, has won the title of China's happiest city for 16 consecutive years. With its innovative and creative power and its status as the "Media Art Capital", it has demonstrated a vibrant modern urban culture. As a city with rapid modernization and development, Changsha’s participation in the Spring Festival Gala has injected new urban vitality into the Spring Festival Gala. From an important stop on the ancient Silk Road to a fulcrum city in southern Xinjiang in the core area of the Silk Road Economic Belt and the starting point of the China-Pakistan Economic Corridor, Kashgar in Xinjiang’s appearance in the Spring Festival Gala is not only a presentation of its rich history and culture , is also a prominent demonstration of its geographical strategic importance and future development potential.
As a frequent visitor to the CCTV Spring Festival Gala branch venue, Xi'an ushered in its third glory this year, following 1996 and 2016. In this Spring Festival of the Year of the Dragon, Xi'an will combine its long history and culture to provide a visual and sensory feast for the audience. The audience will deeply experience the rich New Year flavor of the ancient capital of Chang'an and the city's unique warm fireworks atmosphere. Following Harbin in Heilongjiang and Changchun in Jilin, Shenyang in Liaoning is also honored to be one of the Spring Festival Gala branch venues. The Shenyang branch venue is located at the China Industrial Museum in Tiexi, which is not only the birthplace of China's modern industry, but also the heart of the Northeast's old industrial base. Shenyang will take this opportunity to showcase its city's rapid development, industrial vitality, people's happy life and the brilliant achievements of the comprehensive revitalization of Northeast China in the new era to the country and the world.
The setting up of the Spring Festival Gala branch venue is of great significance in promoting rural revitalization and the recovery of cultural tourism. In recent years, the global economy has been severely impacted by the epidemic, with culture and tourism suffering particularly significant losses. By setting up branch venues in different regions, the Spring Festival Gala not only attracts widespread attention and tourists to these regions, but also effectively stimulates local economic development. For example, Kashgar’s appearance in the Spring Festival Gala will bring new vitality to its rich cultural heritage and tourism resources. Whether exploring along the ancient Silk Road or admiring the magnificent natural scenery there, Kashgar will become a shining pearl of the Spring Festival Gala, attracting the attention of domestic and foreign tourists.
In addition, the multi-location live broadcast model of the Spring Festival Gala not only demonstrates the vastness and depth of Chinese culture, but also promotes cultural exchanges and mutual understanding. In the context of globalization, this is of great significance for promoting cultural diversity and mutual respect. By presenting art forms and cultural characteristics from all over the country, the Spring Festival Gala not only showcases China's rich cultural heritage, but also builds a platform for cultural exchanges.
Finally, this cross-regional live broadcast method adds a new perspective and depth to the Spring Festival Gala. The regional characteristics and cultural customs displayed in each branch venue provided the audience with a more comprehensive and three-dimensional viewing experience, making the party not only a visual and auditory feast, but also a journey of in-depth exploration of China's rich culture. This diversified display method makes the Spring Festival Gala a true cultural exploration journey, allowing the audience to appreciate the wonderful performances while also feeling the profound heritage and regional diversity of Chinese culture.
In general, this innovative layout of the 2024 Spring Festival Gala is not only the latest achievement of the integration of traditional Chinese culture and modern media, but also an excellent platform to showcase diverse cultures and regional characteristics. The careful planning and unique presentation of each branch venue will undoubtedly bring an unforgettable New Year's Eve to Chinese people around the world. This multi-location live broadcast not only enriches the audience's audio-visual experience, but also deepens their understanding and respect for the diversity of Chinese culture.With the Spring Festival Gala, we look forward to seeing the culture and tourism industry in these cities revitalized. We also look forward to the Spring Festival Gala continuing to serve as an important bridge for cultural exchanges and people-to-people connections, delivering the charm of Chinese culture to every corner of the world. .
