Case sharing of the regular meeting of the General Administration ｜ Henan Spring Festival Evening and Lantern Festival Wonderful Night： The more confident the culture, the deeper the communication.
Editor’s note:From a graceful and vivid girl in the Tang Dynasty to a martial arts tough guy with flowing moves, from "shuttling" between famous landscapes and paintings to being wrapped by visual effects such as the universe, starry sky, rockets and stargazing platforms … The 2021 Henan Spring Festival Evening and the wonderful night of Yuanxiao left a deep impression on the national audience. How were these programs full of China traditional cultural elements created in the two parties?
At the regular meeting of the General Administration on March 12th, Wang Chunyang, head of the All-Media Marketing Planning Center of Henan Radio and Television Station, shared his creative experience and understanding of the 2021 Henan Spring Festival Evening and the wonderful night of Lantern Festival. After the meeting, the Radio and Television Review interviewed Wang Chunyang, and combined with the contents of the speech at the regular meeting, explained in detail the way of "going out of the circle" for the two parties.
micro interview
Interviewee:Wang Chunyang, head of Henan Radio and Television All Media Marketing Planning Center.
Wang Chunyang
Radio and TV Review: What inspiration does the Spring Festival Evening in Henan and the Fantastic Night of Lantern Festival bring to the team creation?
Wang Chunyang: "The Spring Festival Evening and the Fantastic Night of Lantern Festival in Henan are rooted in the traditional culture of China, which is empowered with innovative forms, giving it new vitality and creating a circle-breaking effect with the cultural core. Through the creation of these two programs, we once again deeply feel that the mainstream values and aesthetics of netizens who are mainly young people are sound and rational. On the Internet, the traditional culture of the Central Plains in the program was praised, and the barrage and messages paying tribute to the border guards made many people burst into tears. It further shows that excellent traditional culture and Yellow River culture are deeply loved by netizens. In the comments and messages that interact with netizens, we can really feel four words-"cultural self-confidence". This has strengthened our confidence in spreading and promoting traditional culture and Yellow River culture as our future creative path.
Radio and TV Review: Will this series of actions be continued and new works be released?
Wang Chunyang：As an important birthplace of Chinese civilization, Henan is a demonstration area of Chinese cultural inheritance and innovation, and there are countless contents available for a party. This year, Henan Radio and Television Station will take "Fantastic Night" as the main line of the annual program, take Chinese civilization, Yellow River culture and brilliant Henan as the core strategy, and rely on traditional festivals (such as Qingming Festival and Mid-Autumn Festival) to continue to tell the story of the Yellow River, promote the construction of a strong cultural province, and dedicate the most dazzling elements of Henan’s history and culture to everyone again in innovative ways.
Expanding and highlighting the element of "Miss Tang Gong" is an important means to ensure the continuity of the two programs’ popularity and concerns. It is a principle that we have always grasped to ask them to bring wider perspectives and more content to the audience. Will Miss Tang Gong lead us through the history of Henan again? Please stay tuned.
Radio and TV Review: Will new content products be developed in response to the image of "Miss Tang Gong"?
Wang Chunyang：“"Miss Tang Palace" has become one of the IP in Henan culture. For the use of "Miss Tang Palace" element, we have the consideration of using hot spots to expand the heat, and also have a calm balance. At present, we have produced cultural and creative products such as WeChat emoticons, mobile phone cases and blind boxes of "Tang Gong Night Banquet". The cultural types and manifestations carried by "Miss Tang Palace" have spread rapidly and been widely recognized. Next, we will follow the law to pay attention to the historical and cultural ontology, so as to make the cultural communication last longer and more vital.
Content of Wang Chunyang’s speech
When the tide does not let the fusion shine.
-Creation and sharing of "Henan Spring Festival Evening" and "Fantastic Night of Lantern Festival"
In 2021, the Spring Festival Evening in Henan Province and the wonderful night of Lantern Festival won the heated discussion of the national audience and the praise of netizens. At present, the number of hits on the whole network of Henan Spring Festival Evening exceeds 3 billion, and the number of related topics read and watched on the whole network of Yuanxiao Wonderful Night exceeds 900 million. The "Miss Tang Gong" derived from the program was widely spread. The People’s Daily, Xinhuanet, Global Times and other media published praises, and many Internet "Big V" also pushed on Weibo. The Spring Festival Gala in Henan produced a circle-breaking effect with the cultural core.
Why Henan? Why Henan Radio and Television Station? Why Henan Spring Festival Gala? In fact, behind this, the development ideas of Henan Taiwan and the ingenuity and experience of the entire creative team are also condensed.
Integration adds vitality and reforms birth opportunities.
In order to accelerate the pace of deep media integration and realize the main force advancing into the main battlefield. Henan Radio and Television Station has innovated the system and mechanism, put forward the development concept and direction of "integrating communication transformation and development is useful and effective", and constructed a modern communication pattern of "one end, one center, one cloud and one platform". The all-media marketing planning center of Henan TV was established under this circumstance.
Henan Taili integrates the former TV Literature and Art Department, Documentary Studio, Studio No.8 and Henan Elephant Media Technology Co., Ltd., and forms a program production camp with the ability to adapt to the new era with a fast pace and high position, such as performing venues, director teams, beautiful lighting, 4K HD broadcast vehicles, post-production, brand promotion and many other resources.
In order to realize the beautiful blooming of Henan Spring Festival Gala, the team earnestly studied the requirements of the State Administration of Radio, Film and Television on "small, positive and big" program production, and strived to create new vitality with the new mechanism of generate. A team of directors with the post-80s generation as the main body, after nearly 100 brainstorming sessions, has formed a creative scheme with a youthful voice. They cheered for themselves in a lovely and naughty way and said, I want to finish the Spring Festival Evening quietly and then surprise everyone.
To tell the truth, I couldn’t help smiling when I heard this sentence. In order to make the Spring Festival Evening in Henan truly "meet happily" with all of you, the team made use of wisdom and comprehensive suggestions from all parties, and took "Chinese civilization, Yellow River culture and brilliant Henan" as the hard core content, and took art and technology, form and content, production and communication as the key objectives to creatively transform and develop traditional culture. Therefore, the "Miss Tang Gong", who traveled through ancient and modern times and showed cultural self-confidence, danced in front of everyone; With both civil and military skills, Taiji Wushu, which shows the culture of the Yellow River, is powerfully interpreted in the world. The Henan Opera chorus, which is full of sound and emotion and shows the spirit of fighting the epidemic, resonates with us.
Innovation to express, technology empowers new energy.
With a certain knowledge reserve, the relationship between form and content has always puzzled the team’s choice. As a brand-new structure, the all-media marketing planning center of Henan Radio and Television Station also has the problem of how technology can serve the content. As an important birthplace of Chinese civilization, Henan is a demonstration area of Chinese cultural inheritance and innovation, and there are countless contents available for a party. The key is how to show and present. How to make technology empower content? To this end, the team enriched the connotation and extension of the program through mobile priority, interconnection and 5G+AR technology, expanded the level and spatial changes of the stage theater beauty layout in the Spring Festival Evening, and realized the perfect integration of virtual scenes and real beauty.
Studio No.8 of Henan Radio and TV Station, the venue of the Spring Festival Evening in Henan Province, is a comprehensive performing venue with relatively complete functions. In order to improve the utilization rate of the venue, the director group and the dancers, according to the characteristics of the studio’s space advantages and equipment performance, adopted the representative form of China traditional culture-red lanterns as the main element, and divided the space through mechanical devices and hoisting techniques to meet the multi-space changes, and cooperated with lighting, high-definition screens and other elements to make the whole stage present. At the same time, through Weiya means, it is presented in a spatially separated scene, which brings rich appreciation experience to the audience and netizens. In the overall packaging, combined with AR technology, using the coherence of pre-and post-technology combination, the program is virtualized and brand-new. In addition, new technologies such as 4K high-definition ob vans, flying machines, Eye of the Sky and Steadicam have also contributed a lot to this visual feast.
The Banquet in Tang Palace and In Heaven and Earth, which are of great concern to everyone, are a graceful girl with light singing and dancing, and a martial arts tough guy with flowing water. "The Banquet in Tang Palace" did not make a big change to the dance, but used the technology of 5G+AR, adjusted the duration, added VR special effects such as ink painting, combined the virtual scene with the real stage, and put the song and dance into the museum scene, creating a feeling of "a wonderful night in the museum". The Tai Chi performance of "In Heaven and Earth" not only attracts the attention of the actors who beat Tai Ji Chuan in spacesuits, but also the visual special effects wrapped in the universe, starry sky, rockets and stargazing platforms. In the later stage of the program, AR packaging technology was used to implant a variety of cultural symbols into the program with visual technology. It is this cool multi-expression and artistic pursuit that upgrades the traditional stage composed of a floor and a space into a cosmic space with unlimited possibilities.
From top to bottom: The Banquet in Tang Palace and In Heaven and Earth.
Embrace new media, culture is more confident.
Embracing new media requires a tight hug and a long arm hug. The Spring Festival Gala and the Fantastic Night of Lantern Festival in Henan are rooted in the traditional culture of China, which is empowered with innovative forms to make it glow with new vitality. The two programs did not stick to a single, traditional form of TV evening performance, but closely followed the Yellow River culture for innovative expression. By polishing the writing carefully and rooting in local culture according to local conditions, the program does not follow the old road of traffic artists driving cultural traffic, but makes culture the protagonist, makes great efforts in creativity and details, and puts energy into innovative program expression, which may also be the reason why the program can be popular with the audience.
The two programs are based on the vast land of the Central Plains and dig deep into the cultural treasures of Henan. The Spring Festival Evening of Henan Satellite TV is based on "antique" and "modern music", and takes the shape of "massiness" and "fashion" to bridge the dialogue between ancient and modern for the audience. Musical instruments with a long history, such as bone flute and hammer, have been put on the stage, so that ancient musical instruments and music familiar to young people can spark a different spark. The wonderful night of Lantern Festival takes the audience to see the cultural landmarks of the Central Plains from Henan Museum to Luoyang yingtianmen, from Dengfeng Stargazing Observatory to Kaifeng Qingming Shanghe Garden. From the Banquet at the Tang Palace to the Lotus Pond, and from The Stars Move to The Lantern Festival, the programs full of cultural attractions complement each other with the real-life shooting of cultural landmarks, bringing new vitality to generate, the ancient capital of the Central Plains.
From top to bottom: Lotus Pond and Lantern Festival.
The whole network of Henan Spring Festival Evening and Lantern Festival wonderful night also benefited from the change of communication mode. At the time of the first broadcast, the new media platform was broadcast 30 minutes earlier than Henan Satellite TV. Through high-density and high-frequency broadcast on the big screen, the small screen and the Aauto Quicker platform reached in-depth cooperation, and the party was edited and refined, and distributed on multiple platforms such as Weibo, Aauto Quicker, Tik Tok, bilibili, Today Headlines and Elephant News Client. The new media platform allows everyone to see the program, realizing the three-dimensional and maximum communication.
Through the creation of these two programs, the team once again deeply felt that the mainstream values and aesthetics of netizens who are mainly young people are sound and rational. On the Internet, the traditional culture of the Central Plains in the program was praised, and the barrage and messages paying tribute to the border guards moved many people to tears, further demonstrating that excellent traditional culture and Yellow River culture are deeply loved by netizens. In the comments and messages interacting with netizens, we can really feel four words-"cultural confidence". This has strengthened our confidence in spreading and promoting traditional culture and Yellow River culture as our future creative path.
Next, the team will continue to focus on culture, deeply cultivate radio and television, hand in hand with the times, face to face with culture and heart to heart with the people, and tell the story of the Yellow River and China with heart, affection and hard work.
Editor | Zhu Xiaole Rao Wenyuan