Cultural programs have gone from fire to fire.

　　[literature and art watching tide]

　　editorial comment/note

　　Promoting the creative transformation and innovative development of Chinese excellent traditional culture, better constructing China spirit, China value and Chinese strength, and providing spiritual guidance for the people are the requirements put forward in the report of the 19th National Congress for the whole party to deeply understand and implement the spiritual essence and rich connotation of Socialism with Chinese characteristics Thought in the new era. As for TV variety shows, in recent years, under the policy control of the State Administration of Press, Publication, Radio, Film and Television with the development direction of "commonweal, culture and originality", the number of entertainment programs with copyright such as singing and talent shows has been greatly reduced, and the proportion of cultural independent original programs with China characteristics has been increasing day by day. It has become a common practice to promote the transformation and development of excellent traditional culture in the form of images, which has made a useful demonstration in the cultural field.

　　In the spring of 2017, the second season of the Chinese Poetry Conference, the Reader and other cultural programs were launched one after another, and the screens were popular, which not only attracted high ratings and attention, but also won rave reviews from the audience. Many industry experts came to the conclusion that "the spring of cultural programs has arrived". As a result, major TV stations and producers have boarded the development express train "bound for spring" and launched works such as I am an orator, Chinese characters, traveling thousands of miles, Chinese restaurant and Chinese series. At the same time, the popularity of cultural programs is also rising. The first stage of the network variety "The Speaker" has a total broadcast volume of 590 million; Hunan Satellite TV’s "Chinese Restaurant" has been the number one viewing champion for 11 consecutive issues, and the cumulative network broadcast volume has exceeded 2.6 billion; The first program of "Cheer for China" by Oriental TV reached an average audience rating of 0.74% in 35 cities nationwide, with 128 million TV viewers, setting a national audience rating record for traditional Chinese opera and cultural programs in the past three years … … To explore the reasons for the recent popularity of cultural programs and the ratings of Qi Fei, the main reason lies in the creators’ continuous transformation and upgrading to adapt to the changes in the market environment on the basis of cultivating the fertile soil of traditional cultural resources, so that the quality of works is steadily improved, and generate is full of vitality.

　　Creative innovation "deeply cultivates and broadens" traditional culture

　　For a long time in the past, the phenomenon of serious homogenization of cultural programs in China has been criticized by the industry. After the quiz show "Lucky 52" and "Happy Dictionary" became popular on the screen, a number of works with similar forms swarmed in. When "Lecture Room" was a smash hit, similar "lecture" programs rushed to the beach market … … The cluster broadcast of the same type of programs not only makes the audience feel aesthetic fatigue, but also makes the creation fall into a narrow lane of thinking. Happily, this problem has been significantly improved in the past two years. Cultural programs have achieved breakthroughs in the expansion of theme styles, the excavation of cultural connotations and the innovation of production concepts, and gradually entered the 2.0 era.

　　China’s traditional culture not only contains many outstanding core ideas and concepts, such as caring, honesty and justice, but also contains rich and complex ancient myths, classic ancient books and literary works. These classic cultural treasures, which often appear in textbooks and books, are like spring snow, giving people a feeling of "high cold", which inevitably makes TV audiences who mainly appeal to entertainment, release pressure and enrich their spare time feel dull and obscure. In order to make the program grounded and popular, the creators try to use all kinds of trendy and fashionable expressions and image languages that young people can understand. For example, The Book of Poetry by Oriental TV breaks through the inherent competition form of general educational culture programs, takes "Poetry into the homes of ordinary people" as the core idea, and pays attention to the flexible use of poetry in life; Anhui tv’s folk song competition program "China in My Ear" not only reproduces the classic melody of traditional folk songs to awaken the national memory infiltrated in the blood of Chinese people, but also innovatively incorporates modern elements, presenting popular style "Under the Silver Moonlight" and rock singing "I Love You, Snow in the North of Saibei" to show the enterprising spirit of young singers.

　　From learning Chinese characters together, reciting poems, busy dictation and holding competitions, to promoting reading, paying attention to folk songs, focusing on food and propagating family style, cultural programs have also jumped out of the old pattern that it is difficult to have new ideas, and are no longer confined to the competitions of poems and songs, but have opened up many humanistic themes focusing on urban scenery, food, opera and other fields. "Charming China City" by CCTV Financial Channel turned its creative vision to urban culture, and adopted a two-pronged model of "culture+tourism" to dig deep into the rich connotation and unique charm of the city. The Chinese Restaurant, which was recently broadcasted on Hunan Satellite TV, takes the story of Chinese opening a Chinese restaurant in a foreign country as the framework, which runs through the clues of spreading Chinese food culture and shows the confidence and tolerance of China’s traditional food culture.

　　Sincere feelings make the program "high but not cold"

　　High-value programs should not only temporarily attract the audience’s attention with novel forms, but also make them watch, think positively and discuss enthusiastically, infect and inspire people and guide the way forward. Therefore, while thinking about how to improve the expression form of the program, producers try to realize the transmission of "internal" value through this "external" change. Dong Qing, the producer of The Reader, said: "We construct the reader’s personal life experience through conversation. When the speaker and the listener have the same mind and the emotion reaches a certain saturation, the text comes out with the trend. The guests were restored to the appearance of sincere readers on the stage, at ‘ I want to read ’ Not ‘ I can read ’ In the active expression of, complete ‘ Asking about life in the name of literature ’ The mission. "

　　In the case that the trend of variety show "fighting for star lineup" has been widely criticized by the industry, many creators of cultural programs do the opposite, emphasizing "civilian consciousness" and paying attention to the interaction between their works and people from all walks of life. As a result, more and more topics are concerned about the fate and feelings of ordinary people and reflect the great practice of people’s production and life, making cultural programs more zeitgeist and practical significance. For example, Hunan Satellite TV’s "A Thousand Miles of Children" uses documentary shooting, interviews with people and other methods to visually and vividly present the family letters and the ordinary stories between parents and children behind them, showing the good family style of ordinary people. In "I am an orator" by Beijing Satellite TV, ordinary people from different educational backgrounds, different regions and different industries tell their life experiences in front of the audience: the courier still does not give up his dream after hard work, the soldier excitedly tells his mission, the Harvard girl tells us with personal experience that "the country is strong and the teenager is strong", and the network anchor is named "Shoumai" … … The presentation of these "amateurs" diverse attitudes towards life can not only help different audiences to find the content that is in line with their own ideas, thus generating emotional resonance, but also demonstrate the upward attitude towards life and deep feelings of home and country in contemporary Chinese.

　　A variety of paths make excellent culture "spread properly"

　　Internet instant messaging, two-way interaction, mass storage and other characteristics bring not only the optimization and upgrading of content production and the change of audience interaction mode, but also the expansion of communication pattern, the increase of communication channels and the change of communication mode to TV programs. In this case of drastic changes in the communication ecology, producers should keep pace with the times and actively adjust their propaganda ideas in order to obtain a wider audience and a stronger audience stickiness, and realize the geometric expansion of the influence and communication power of cultural programs through "two micro-ends" propaganda matrix, network synchronous live broadcast and other ways.

　　Zhejiang Satellite TV’s "Chinese Characters" has produced several short video programs "Test Your Word", and each video has tens of millions of clicks and forwards; "Cheering China" pushed the talent performance of "cheering people" to major social platforms in the form of video, which quickly attracted the attention of netizens. Many producers have grasped the characteristics of fragmentation, mobility, event and socialization of new media, and spread program information such as stories, quotations and cartoon images of participating guests to online communities, amplifying their news value and forming a "cultural phenomenon".

　　In the era of media convergence, cultural programs should also learn to integrate the resources of big screen and small screen, open up the two lines of online and offline, and build a communication framework of all-media interaction. "The Speaker" pioneered the platform mobile live broadcast. The bus of the program group was broadcast live in five cities across the country. Players can wave to get on the bus at any time, and the winners stay and the losers get off, which greatly improved the public participation. "Cheer for China" cooperated with the "Everyday P Picture" APP to launch the "Drama Face Changing" activity, which received 2.4 million reposts in four days. These innovative methods not only make the existing cultural programs go to the public, but also incite the market demand for more high-quality programs with cultural nourishment and value resonance functions, and realize the creative transformation and innovative development of Chinese excellent traditional culture.

　　 (Author: Kang Weiwei)