By Fan Sufeng
During the Spring Festival in 2012, CCTV broadcasted a series of reports “Going to the Grassroots Communities in the Spring Festival", which became a hot news and attracted the attention of the whole society. This report was well received by audience and achieved excellent audience rating. From the New Year’s Eve to the 6th day of the first month of Chinese lunar calendar, the audience share of CCTV News Channel was increased by 16% compared to the same period of last year. The audience rate of related reports included in CCTV News, the indicative program was increased by 27% compared to the same period of last year.
Based on innovating news report, CCTV will focus on news broadcasting in 2012. It will continuously promote the brand building and conduct high-quality project to fully enhance the influence of Comprehensive Channel and other specialized channels. CCTV will launch more branded programs and events to further strengthen CCTV’s influence and attractiveness.
Making News Rooted among the Mass of the People
During the Spring Festival, CCTV “Going to the Grassroots Communities in the Spring Festival" selected over 180 routes and over 600 reporters to visit the ordinary people in all over China including famous anchors Kang Hui, Zhou Tao and Hai Xia.
A series of news were reported at the beginning of the year, such as Yang Lixue Asking for Delayed Salary Payment, Shao Quanjie's Journey to Home, Gifts of Returning Home, Paying Attention to Tibetan Children with Congenital Heart Disease, If Possible, Making a Long Trip with You. Ordinary people were targeted in these news reports, which were even continuously broadcasted as the headline news and gave a surprise to audiences. Audiences are impressed by the new report methods and angles.
In 2012, CCTV will further deepen the activities of “Going to the Grassroots Communities, Changing Working Style and Writing Style" with these activities normalized and systematized. In 2012, the news report will innovate the reporting methods, increase the depth and more close to ordinary people’s life and opinions to express their concerns. In reporting methods, the whole-process monitoring and consecutive reports will be focused. We will increase comments with a broader horizon and highlight the story and visual effect of news programs with an aim at fostering to solve the problems. Regarding topic selection, we will focus on the hot issues concerned by the general public. We will hold more influential public service news activities to pay attention to disadvantaged groups and encourage social philanthropy.
Strengthening the Flagship Status of the Comprehensive Channel: A Platform to Firstly Broadcast High-Quality Programs
CCTV-1 Comprehensive Channel is the most influential TV channel in CCTV and China with the broadest coverage. In 2012, CCTV will enhance the program quality in an all round way by gathering all strengths. CCTV Comprehensive Channel is positioned at “a high quality comprehensive channel focused on news report.” It is a platform to collectively show all high-quality programs made by all CCTV specialized channels. All best programs from other channels will be broadcasted on CCTV-1 firstly.
In terms of the development and resource supply, CCTV-1 will adopt special measures. To ensure the competitive advantages of CCTV-1, program-making in other CCTV channels are put into secondary to CCTV-1. CCTV-1 is ensured to have the best CCTV resources and collect all classical programs and high-quality programs in CCTV, in China and in the world. All high-quality programs are shown on CCTV-1 firstly. In addition, CCTV Comprehensive Channel will focus on reporting the key events, live broadcasts, key ceremonies and key games at the first time. In addition, CCTV-1 will strengthen innovation to launch a series of national-level programs that are not replicable. The programs aim at the first-class level with wonderful contents. CCTV-1 is committed to developing into the real meaning national TV station.
Making High-Quality Program Cluster with Large Brand, Large Events and Large Production
To some extent, the media influence depends on whether there are famous programs, large brand activities and production, as well as influential anchors, hosts and reporters. In 2002, CCTV will launch a series of influential activities, brands and productions and introduce more celebrities.
Making 10-20 Reputed New Programs. In 2012, CCTV channels will innovate 1-2 new key programs according to their own position, and promote these programs in multiple channels and in all-round ways to make these programs quickly known by audiences and build the program brand.
Organizing 10-20 large events, key live broadcastings and large evening parties. Moving China, Annual Economic Persons Evaluation, Sports Persons of the Year, Spring Festival Gala, Mid-Autumn Festival Gala, March 15 Gala and other branded activities and celebrations have very high social influence. In 2012, CCTV will continuously innovate and improve its branded events. In addition, it will launch new attractive and branded activities with strong social and public service effects.
Producing 3-10 influential, professional, world-class documentaries. In 2012, CCTV will produce a series of high-standard documentaries with the international horizon, modern communication methods and large investments which can enter the international market. Currently, ten topics have been selected such as South-to-North Water Division Project, the Journey of Chinaware, Peking Opera, the Original Voice of China and Charming Slovenia.
Making 3-5 large TV series. In 2012, CCTV will continuously improve TV series production, review and broadcast mechanisms with an aim of “high-quality TV operas made by CCTV”. In TV production, we will adopt the strategies of early planning, early participation, early monitoring and early implementation to ensure excellent programs at the prime time. We will focus on the production of Years of the Time, Ups and Downs, Offspring of River and Heroic Camp.