[Ci Wen Media] Gao Changli Communication University Lecture Full Text: If you don't walk, you want to run, you will definitely fall

"If you put all three micro-terminals together, the single-view program will be equivalent to 55%!"

“Any work that wants to have an impact, like a dentist, strikes the pain points of the times.”

"You must not plant two plots, you can't produce toxic and harmful cultural products, and you can go out and exchange money but harm consumers."

"Some programs have good content, but can they be launched on the all-media platform? Once they are not doing well, they will be like a drop of water into the sea, without a trace."

On the evening of May 15, Gao Changli, Director of the Propaganda Department of the State Administration of Radio, Film and Television, was invited to give a lecture entitled “Building a New Age Recorder Singer Builder” at the Communication University of China, and deeply analyzed the theme selection, Chinese story, media integration, Policy development and other popular topics in the policy control of the General Administration in recent years, and after the lectures, shared many new directions and new trends in the supervision of online content by the General Administration.

The following is a full-text excerpt from the Gao Changli Lecture:

When the general secretary was elected president of the country this year, he had a speech: The new era belongs to everyone, and everyone is a witness, founder and builder of the new era. And we are also referring to the three "people" - the recorder, the singer, the builder, and more in line with the role of the media. Start with these three "people" today and see what changes have happened to our radio and television in recent years, and what new weather has been generated.

In the new era, what should be the focus of literary and artistic creation? The general secretary said that thousands of ordinary people are the greatest and happiness is struggling. To sum up, it is called "the struggle for happiness." In the past few years, we have been encouraging realist literary creations, especially in the documentary, and have been catching up with the struggles of ordinary people. Any work that wants to have an impact, like a dentist, strikes the pain points of the times. Literary creation is also looking for the pain points of the times, which may be the story of many ordinary people.

"Happy Chinese" has collected tens of thousands of stories from various channels, and finally screened dozens of stories at the same time, which are the most touching and epoch-making stories. Wrestling and sparring Liu Leilei was beaten more than 500 times a day, and fell more than 2.8 million times in 16 years. This story touched many people. Indian film "wrestling it! Dad," commented that (the movie) "features fall scattered Chinese film 600,977, attending stocks." We think, Chinese filmmakers have not thought about how to write a wrestling story? Liu Lei Lei can touch people, why didn't they reflect wrestling in the past?

Many "artists" have a wrong concept: the subject matter determinism. They believe that some subject matter will not work, always complaining that the subject matter is not good, the government review is too strict, and some subjects are not allowed to be involved. Later, I asked him, which subject does not let you reflect? I said a mean word but it is also true, don't blame the subject because there is no artistic talent. Wrestling is an unpopular theme. It is an unpopular project of the Olympic Games. TV broadcasts have low ratings, but India has a high box office. I said, you don't want to shoot "Wrestling! Dad", just want to shoot "Come on, little nephew" "Don't be like this, brother-in-law".

Song Wei

Song Yu, a North University student in Happy Chinese, won two gold medals for the country as a lead singer. After joining the Navy, he became the only female marine player in the Gulf of Aden. She is a young man with the typical meaning of the times. What kind of values ​​should we establish, what kind of life goals? Is it like Song Hao with the feelings of home country to climb the peak, or like some hip-hop players to stab the weird tattoos, and then show off their fights, drinking, online, Gambling, drug abuse? Who do contemporary young people learn from?

"Classic rumors" creates classic ancient poetry into songs, letting people learn to sing. Inheriting Chinese traditional culture, we can continue to explore new ways. Nowadays, the good program fusion communication is very good. "Classic rumor" uses a mobile phone to scan the QR code "recognize the song" and you can hear a song. In fact, this layer of window paper is very thin, and it will open at a glance. Some people always say that radio and television will die, no.

We want to integrate development today, why should we stick to the platform of broadcasting and television? Why can't we cross the platform? I have to go through a lot of data with a lot of programs. If you put all the three micro terminals together, the single-view program will be equivalent to 55%! The best TV shows have a rating of 1 or not, and 2 is the top. If you add the all-media platform, it will be touched by 560 million people.

Be the recorder of the new era - telling the story of China

The "Chinese Dream" put forward by the General Secretary has two sentences. The Chinese people "share the opportunity of life to enjoy the opportunity to enjoy the dream together." This is different from the previous Chinese dream, not only the dream of the country, but also the dream of the nation. At the same time, it is the dream of every Chinese, which is a very good subject of literary creation. The name of "The Chinese Man" comes from this sentence.

How to make "Chinese Dream" propaganda? In the 1980s, the United States had a book "American Dream", won the Pulitzer Prize for News, and wrote the story of 100 ordinary Americans. Last year, we also had a TV documentary "Our Five Years". It was also a ten-episode documentary of 50 Chinese people, which is very popular.

I just said that the excellent program is like a dentist, and it hits the pain points of the times. This "pain point" is not only a painful point, but also a sour and bitter life, joys and sorrows, and even beauty in life. It is also a pain point.

The sixth phase of the third season of "China on the tip of the tongue" is all done, how delicious can the noodles be? But Jiang Lulu made the noodles into melon seeds, which is very good. Last year, the General Administration of the People's Republic of China supported a documentary film, "Lallin Riverside". The first half of the broadcast found that the most wanted people were the director of the woman and her husband "Xiu Enai". The latter half took the husband to buy a fur coat and send roses. scene. This gives us a lot of inspiration, and the audience wants to see the good. These ordinary and beautiful family life stories are the most popular.

In this era, there is no shortage of vivid stories in China. The key is to have the ability to tell good stories. There is no shortage of epic practice in China. The key is to have the ambition to create epics. This is the original words of the General Secretary.

Being a singer of the new era - spreading the Chinese spirit

Not long ago, I talked about "small big Zheng" - small cost, big feelings, positive energy. "Little Dazheng" was put forward two years ago. Many people in the industry also know that the variety show has now expanded to the TV drama and film industry.

Why should we encourage Xiao Dazheng’s creative direction? There is a “broken window theory”. In New York, there was a block crime rate that was particularly high. The newly appointed police chief took a measure. Instead of sending more police, he took this block. The broken glass is repaired and cleaned. Everyone is also very confused. Can this solve the law and order problem? As a result, the crime rate has dropped sharply.

Social psychology believes that the environment has a huge impact on people. What we often say is to create a good public opinion atmosphere. This is the truth. When the atmosphere we create is warm, moving, and positive, the society is naturally full of anger, and the evil spirits are automatically expelled.

Media people must have their own social responsibilities. Some local farmers planted two plots at the same time. One was a vegetable greenhouse sprayed with pesticides and fertilizers. They were poisonous and harmful but they were very beautiful. They were sold to Beijing and we were eaten. But they did not eat greenhouse vegetables alone. Vegetables are eaten at home. Extension to cultural production, we must not plant two plots, can not produce toxic and harmful cultural products to go out to exchange money but harm consumers. What is a good program and what is bad? Very simple, do you want to show your child? Treat your audience like your own child.

This era is a great era. It is necessary to sing this era, release positive energy, and achieve "four carols." Two days ago, "Awesome, My Country" created a box office record for the documentary. The documentary "Aerial Shooting China" also made many people very proud.

How to promote patriotism? To be implemented on specific programs. During the 11th period last year, Oriental TV "Singing China" invited foreign devotees from dozens of countries around the world to sing "I Love You China" to express their love for China and spread it on the Internet. The program level is reflected not only in the transmission of patriotism, but also in the beauty of art. It sings the ultimate in art. CCTV also put this program in the Spring Festival Evening. Don't forget the artistry when expressing a theme and propaganda.

Towards a small one, the TV program has a skill to promote the rules of new media. Some programs have good content, but can they be launched on the all-media platform? To break through the traditional media people's thinking mode of radio and television. The mode of thinking of radio and television is called “covering”. The main consideration is coverage and frequency. Once it is done, it is like a drop of water into the sea, without a trace. New media should be topical and story-telling. It is interesting to talk about. When you look at the title, you want to open it. If you look at the content, you want to forward it.

How to integrate the development of radio and television media is a big issue. In the past, some of our so-called media concepts have been wrong, and we have gone a long way. Some people still go down in the wrong direction, such as the "central kitchen." Not long ago, I went to some media, and the other party was still talking about the central kitchen and the media center. It was to take out a space, put on the furniture and put on the computer, and mobilize the various people. I asked the other party to open a public account and show me the highest readings. I found more than two hundred readings a day. With so much manpower and material resources, what is the significance of more than two hundred?

After the establishment of the main station, the three central units are vigorously focusing on media integration. Many people in the central kitchen think that it is a collection, multi-product production, multi-platform distribution, and it is very good. It is not the case. The People’s Daily is the best, and I very much agree with them. The central kitchen in the physical sense is meaningless. The Internet is an umbrella-like network. The most important thing is that the production process is re-engineered. People are not necessarily all together, but all kinds of resources must be connected by the network to maximize the benefits.

Thinking strategically, we actually missed a lot of good development opportunities. Why can't radio and television embrace the new media platform in the most brilliant time? Is there a new technology that can't be used in your own hands? Why can't radio and television do video websites? Some platforms still have traditional media thinking, and still think traditional media still It is an IP, brand.

The names of the new media platforms are called Himalayan, Yi, Iqiyi, Youku, and Hunan Satellite TV is not called “Hunan Net” but “Mango TV”. It is very good, and should study the case of Mango TV. Radio and television have very good resources, and the content is not expensive to buy. It is fully qualified to be a very good new media platform.

Why can't we do it? The reason for the mechanism on the roots is whether the Taiwanese can be allowed to lose money for several years. Mango TV is also a loss in the past few years, but it is now profitable. Leading cadre assessment mechanism only earns no compensation, who dares to invest money here? To make up your mind. Of course, capital operations are also subject to many restrictions. If we can overcome this obstacle and change our way of thinking, the development of radio and television media is promising.

Be a builder of the new era - carry forward Chinese culture

In the past few years, great changes have taken place in radio and television. I have written two scans, one for 5 years and one for 1 year. The 5-year scan title is "Five Years of Achievement in Confidence" and a 1-year scan "We See Change". What changes have you seen?

This is my personal experience. In the past, I attended the symposium of the CPPCC literary and art groups. In the past few years, many CPPCC members criticized the TV programs for their vulgarity and excessive entertainment. Since last year, everyone began to vie for the "Chinese Poetry Conference", including the Minister of Education Chen Baosheng; this year everyone talked about cultural programs, and Minister Yu Shugang also talked about "National Treasures." When we adjust our decision-making responsibilities and pursue our goals, we are the builders of this era and national culture.

The traditional cultural fever brought about by TV shows has risen. "Chinese Poetry Conference" this year's season has a very unexpected ending: champion Lei Hai is a takeaway brother, defeated Peking University graduate student, poetry magazine editor Peng Min, of course, there is a mentality problem, but I want to say The ancient poetry is not a niche of the masses. The ancient poetry is an important part of the life of the takeaway brother. It is not his life-giving tool. His spiritual world needs these.

In recent years, the General Administration of the People’s Republic of China has guided the development of radio and television programs to produce very obvious results. I have summarized one more, one hot, one cold: the public welfare elements are more, the cultural programs are getting hotter, and the introduction model is cold. This has a lot to do with policy regulation. The specific policy has emerged from the “restricted entertainment order” in 2012. Since then, the satellite TV program has been fine-tuned almost every year. It can be said to be 1.0, 2.0, 3.0, and 4.0 versions, from entertainment programs to structural control to culture. The program is flourishing and the regulation plays a big role.

The most important thing about innovation is the innovation of the program mode. Once the TV stations used to buy foreign programming models, the situation changed from the previous two years, and the policy was gradually tightened. The introduction of the model was limited one by one. We have set a principle that the introduction of the program will no longer be broadcast during prime time.

This is also consistent with the practice of radio and television. By the end of last year, we had enough original programs, and we no longer need to introduce foreign models. The first two days of the nine major program models unveiled at the Cannes TV Festival, which attracted the attention of the international community. The Chinese model began to sell abroad, and nine producers promoted it in English. "National Treasure" breaks down the history into "hi story" or "high story", which foreigners can understand at a glance.

We have to learn how Hollywood tells stories. The General Administration organized a training class. After three weeks, 18 people came back and wrote a book, "Story Telling a Story like Hollywood." The preface code I wrote was "Learn to walk, to walk and run." - We are now learning Hollywood storytelling skills. It's still not enough. Only after learning the hand can you let go of running, and if you don't walk, you want to run, you will definitely fall.

Question and answer record:

Q: What are the current guarantees for the “online and offline unified standards” system?

A: The problem now is that there is a problem that the standards of radio and television and the Internet are not unified. In theory, the standards are unified, but now the supervision cannot be completely consistent. Therefore, there is a view that the Internet has robbed the TV.

Since last year, the General Administration has a “Meeting Coordination System”, which is held every month by the Network Division, the Propaganda Department, the Media Division, and the Supervision Center to study the trends of various platforms and unify the program standards. I believe that the Internet regulation will be strengthened and the content standards of the program will tend to be unified with radio and television. By then, the entire competitive environment will be more fair.

Q: Is there any possibility of innovation in the minority culture network such as "Hip-hop in China" and "Creation 101"?

A: No matter the variety, TV series or movies, it is actually no network or TV. In particular, there should be no difference in TV variety network variety. Why is there a special distinction? It is found that the scale of the network is larger. This is because the supervision and guidance of new things are not in place. In fact, on TV, we do not reject subculture. There are TV shows that do street dance and hip-hop, but the key is to be healthy.

For example, when you talk about the idea of ​​"Classic rumors", it is suggested that you can use the hip hop to sing the Book of Songs. In other words, it depends on whether it expresses its positive and healthy upwards, or whether it is negatively decadent. It can even give elements of Chinese culture. Why can't hip-hop point Chinese martial arts? Sing in Chinese? Why is it that the United States, black people, and the streets are not necessarily, can be transformed.

Q: Recently, the supervision has become stricter. What is the guiding ideology and supervision line of literary and artistic creation?

A: To be precise, I can't say it. Who decides where is good and where is not good, where can't do it? Social recognition. The times are developing. Ten years ago, everyone looked at something like this, and ten years later it was another view. That is to say, at this moment, the vast majority of today's society is still acceptable, and this is basically a pass. Of course, our bottom line is not to incite the audience against the party and anti-socialism. Therefore, the regulatory standards for programs are dynamic and historical.

Source: Entertainment Author clear: cutting edge film and television public opinion research think tank