Will the star participation in the program refinement management method be introduced? Tian Jin puts forward five opinions on running TV stations for high standards

[Huicong Guangwang] Today's meeting is to further implement the spirit of the important speech of the General Secretary of the General Secretary of the People's Republic of China and the instructions of the central leading comrades, and to study how to make the TV station a lecture-oriented and cultural communication platform with high standards.

On June 15th, Comrade Liu Qiwei pointed out in the Hunan survey that it is necessary to do a good job in welcoming the party's 19th National Propaganda Work, to run a good TV station with high standards, to create a platform that is oriented and cultural, and to emphasize the need to run a good news class. Programs such as culture and public welfare, actively act as communicators of party and government voices, promoters of mainstream social values, leaders who are interested in interesting energy, and practitioners of social and economic benefits.

Comrade Liu Qiwei’s speech profoundly expounded the responsibilities and historical mission of broadcast and television broadcasters, especially television stations. We must conscientiously study and implement the spirit of the important speech made by Comrade Liu Qizhen during the investigation in Hunan, study and solve the problems existing in the production and broadcasting of TV programs , promote the correct development direction of TV programs, adhere to the people-centered creative orientation, and adhere to the mainstream value. Leading and persisting in the spirit of innovation throughout the entire process of production and broadcasting.

Since the 18th National Congress of the Communist Party of China, TV workers have made great achievements in the spirit of the important speeches of General Secretary Xi Jinping’s literary work and other important speeches, with high cultural consciousness and cultural self-confidence, and have worked hard to serve the people and achieved remarkable results. On the whole, it shows a good situation in which the main melody is more loud, the positive energy is more powerful, and the continuation is good.

Especially in the last two years, the General Administration has thoroughly studied and implemented the spirit of the important speech of General Secretary Xi Jinping, and launched a series of policy measures to stimulate the innovation and excellence of radio and television programs, and put forward the development direction of “public welfare, culture and originality” and advocated “small”. The program concept of “cost, great sentiment, positive energy” focuses on creating the “920” independent original program time of the TV, and the whole industry has created an unprecedented creative vitality.

There have been a large number of outstanding original programs that are popular among the people, such as "Chinese Poetry Conference", "Lang Reader", "Seeing Words like Faces", "Poetry Book China", "Lear China", "Waiting for Me", etc. The literary and artistic achievements and the building of a strong socialist culture have made important contributions.

But at the same time, we must also see that there are still problems in the production and broadcast of some TV programs, such as the existence of value distortion, entertainment supremacy, only the ratings, marketization problems, the "highland" lack of "peak" problems and so on.

How to further solve these problems, run the TV station with high standards, study and implement the spirit of General Secretary Xi Jinping's important speech on propaganda, ideological and cultural work, and implement the many important instructions of the central leading comrades such as Liu Yunshan and Liu Qiwei on how to run a good TV station. Years of work practice and thinking, I will talk about five points:

First, TV stations must always adhere to the correct political direction, value orientation, and public opinion orientation, and keep a new life in the mission of fulfilling their duties.

The TV station is the propaganda and ideological and cultural front of the party and the government, and the mouthpiece of the party and the people. Adhering to the correct political direction, value orientation, and public opinion orientation is our eternal theme of the radio and television industry, the eternal focus, and the eternal belief. We must uphold the party's principle of party spirit, be absolutely loyal to the party, and maintain a high degree of unity in ideological and political actions with the Party Central Committee with Comrade Xi Jinping as the core.

Whether it is CCTV or local TV station, whether it is the star channel or the terrestrial channel, we must always keep in mind the party’s news and public opinion work. “Highly holding the banner, leading the leadership, centering around the center, serving the overall situation, uniting the people, boosting morale, becoming a weathered person, coagulation Focusing on the 48-word mission of clarifying errors, distinguishing between right and wrong, connecting China and foreign countries, and communicating with the world, effectively enhancing political awareness, overall awareness, core awareness, and awareness of conformity, and adhering to the correct political direction, value orientation, and public opinion orientation as the first requirement Resolutely keep the position, put a good pass, promote the main theme, and spread positive energy.

At present, the primary political task is to do a good job in welcoming the party’s 19th National Propaganda Work . We must persist in seeking, seeking, and seeking truth, and thoroughly study and publicize the spirit of the important speeches of General Secretary Xi Jinping and the new ideas, new ideas and strategies of governing the country. Concentrate on the major themes of the "five years of hard work", comprehensively demonstrate the brilliant achievements of the party and the country since the 18th National Congress, fully reflect the new changes in the people's lives and the resulting sense of well-being, and guide the whole The party-wide society has always been firm in the road of socialism with Chinese characteristics, self-confidence, theoretical self-confidence, institutional self-confidence, cultural self-confidence, and a powerful force to promote reform and development and realize the Chinese nation's great rejuvenation of the Chinese dream.

Second, TV stations should devote themselves to writing the great practice of the people and innovating in the progress of the record era.

The people are both the creators of history and the witnesses of history. They are both the "players" of history and the "players" of history.

Only by always adhering to the people-centered creative orientation, TV workers can dedicate the best spiritual food to the people; only by the great practice of concentrating on the masses of the people can we truly write records to meet the requirements of the times and meet the people. The masterpiece of the spiritual needs of the masses.

Examining the TV programs that have won the recognition of the people in recent years, all of them are refining the true feelings from the ordinary people's stories, taking material nutrients from the fiery real life, and grasping the pulse of the times from the practice of fresh grassroots.

TV program production and broadcast, must be determined to go down this road. Contemporary China is experiencing the most extensive and profound social changes, and epic practice provides endless treasures for TV programming.

TV program creation should constantly discover new perspectives, new ideas, new stories in the hot practice, deepen the real land, temper the spiritual core, find greatness in the ordinary, discover the sublimity from the simplicity, and add the warmth and warmth of the world. The temperature of the work raises the height of the work with the realm of typical people such as frontline workers, farmers, and science and technology workers.

TV program creation can only obtain a steady stream of innovation power and innovation inspiration in the fiery practice, in order to truly carry out the spirit of innovation throughout the whole process of creation and production, and then realize the concept, content, genre, form, method, means, The format, system, and mechanism are all-round innovative, creating Chinese stories with a bone, morality, and temperature, Chinese image, and Chinese melody.

Third, TV stations must bear in mind cultural responsibility and social responsibility, and promote positive and fresh air in spreading truth, goodness and beauty.

Literary workers are engineers of the human soul. The nature of literature and art determines that it must be a sacred mission to reflect the spirit of the times.

TV workers must always adhere to the Marxist literary and artistic views as the guide, and always be the proponents and practitioners of the party's literary and artistic principles and policies, and become the forerunners and pioneers of the times.

We must lay a solid foundation for the world outlook, outlook on life, and values, persist in carrying forward the core values ​​of socialism, sing the main theme of patriotism, and tell people with colorful TV images, what should be affirmed and praised, and what must be opposed and denied. To achieve spring weather, rain, and quiet things; use excellent TV programs to guide people to establish and adhere to the correct view of history, nationality, nationality, and culture, and continuously enhance the socialist road confidence, theoretical self-confidence, institutional self-confidence, and cultural self-confidence with Chinese characteristics.

Pursuing truth, goodness and beauty is the eternal value of literature and art. TV workers are the communicators of truth, goodness and beauty. Taking social responsibility is our innate vocation. Public welfare programs are an inevitable move and a powerful carrier for practicing social responsibility.

In recent years, we have launched a series of TV public service advertisements, including protecting the ecological environment, building a credible society, inheriting excellent culture, and caring for vulnerable groups. They have vividly interpreted the social responsibility of the mass media and achieved good social effects. In recent years, CCTV and some local TV stations have launched "Waiting for Me" and other public welfare TV programs, and have achieved a good harvest.

However, in general, TV public welfare programs have much room for improvement in both quantity and quality. They must constantly enrich their expressions, innovate artistic techniques, enhance the ideological connotation and artistic charm of the program, and let the flowers of public welfare bloom. The evergreen tree gives people the spirit of inspiration and promotes public welfare as a national action.

Correctly handling the relationship between social and economic benefits is an important indicator of our role in media social responsibility. TV stations must always insist on putting social benefits first, economic benefits should be subject to social benefits, and market values ​​should be subject to social values.

It is necessary to resolutely oppose the arbitrariness of only the ratings and the erroneous practices of arranging and starring. It must not be lost in the tide of the market economy and become a slave to the market. We must study the detailed management methods for participating in TV programs for stars and guests.

The person who appears in the TV program and vocalizes should be a person of good character and morality, and can’t be revered and respected.

In the production of the program, we must pay more attention to the correct values ​​through the host, guests and all participants, play a leading role in the fun, guide the audience to establish a noble aesthetic taste, and must not speculate to show off the pleasures and show the ugly behavior;

It is necessary to regard the people as the main body of literary performance, and to attract more grassroots people from all walks of life to participate in the production of programs and become the protagonists of the program.

Literature and art are to give people value guidance, spiritual guidance, and aesthetic enlightenment. TV workers must seriously consider the social effects of the program, preserve the righteousness of history, promote the virtues of the world, and satisfy the spiritual and cultural needs of the people for seeking truth, seeking knowledge, and seeking beauty. Introduce more TV shows that sing bright, express ideals and lead ethics.

Fourth, TV stations must strengthen their cultural self-confidence, always rooted in national culture, and innovate in the process of inheritance and development.

Cultural self-confidence is a more basic, broader and deeper self-confidence, a more basic, deeper and more lasting force. Road self-confidence, theoretical self-confidence, and institutional self-confidence are the essence of cultural self-confidence based on more than 5,000 years of civilization.

The unique concept, wisdom, temperament and charm of Chinese culture is an inexhaustible resource and precious wealth of Chinese literature and art. It is a rich nourishment and cultural fertile ground for us to innovate and produce classics.

Only by deeply rooted in this fertile soil of national culture can TV workers continue to extract essence, extract energy, integrate into the present and serve the times, and create more outstanding works with distinctive Chinese characteristics, Chinese style and Chinese style. The world culture is in a stable position.

It is necessary to adhere to the Marxist standpoint and method, combine the new requirements of the times and the standards of practice, and grasp the relationship between "shou" and "change", that is, to "abandon inheritance, transform and innovate", take its essence, go to its dregs, and hold the roots. Inheriting genes and vigorously promoting the creative transformation and innovative development of Chinese excellent traditional culture.

At the same time, we must further increase the performance of revolutionary culture and advanced socialist culture, and open up a broader space for innovation and development from a revolutionary culture that is distinct and unique, and strives to advance and develop the socialist advanced culture. Inject deeper spiritual power and richer cultural connotations. As mentioned above, in recent years, TV stations have continuously introduced excellent cultural programs, and the situation is gratifying.

The TV station is to assume the responsibility of educating people and educating people. It is necessary to produce and broadcast more cultural programs with ideological depth, spiritual height and cultural thickness, to invigorate the national spirit and lead the social trend.

The TV station should regard the Chinese excellent traditional culture, revolutionary culture and socialist advanced culture as the gene pool, theme library and story library of the creation, and comprehensively promote the work of excavation, refinement, and artistic presentation, and create more time and space. A heavy work that transcends national borders, has eternal charm, embodys the essence of Chinese culture, and spreads Chinese values.

Fifth, the TV station should carry forward the spirit of artisans and polish the masterpieces so that they will last forever in the big waves.

"Where those who are handed down to the world, there must be a heart that can be handed down." Literary creation is a hard and creative work, and it is not a bit false and impetuous.

TV workers must have the ingenuity of words and deeds, and behave in a worldly manner. They must have the ability to withstand loneliness and keep their poverty. They must have new ideas and new craftsmanship, and they must be determined and persevered. Ingenuity guards and innovates, constantly enhances the spiritual height, cultural connotation and artistic value of the works in gradual, gradual and progressive, and strives to climb the peak of contemporary Chinese literature and art and world literature and art, and strives to stand the test of the people and stand the test of history. The treasure of the Chinese nation that can be passed down forever.

The above five points are mainly for the TV station, but I think it is equally applicable to the network audiovisual program service organization. By doing this, the network audiovisual program service organization can implement the central government's requirements for adhering to the "same standard and the same scale" under the Internet.

It is the sacred duty of TV stations to carry forward the Chinese spirit, spread China's values, and unite China's power. TV workers must always bear in mind the mission, not forgetting the initial intentions, pioneering and innovating, intensively cultivating content, launching more innocent people, worthy of the times, and welcoming the party's 19th National Congress with outstanding achievements, in order to realize the great rejuvenation of the Chinese nation. The Chinese Dream provides powerful value guidance, cultural cohesion, and spiritual drive.

Attached: Gao Changli, Director of the Propaganda Department of the State Administration of Radio, Film and Television, delivered a keynote speech at the Shanghai TV Festival, "Standing on Cultural Confidence and Independent Innovation, Striving to Climb the Positive Energy Peak", and cutting through the ecological status of the TV program "One more, one hot, one cold" Point, from the four aspects of self-confidence, originality, guidance, and Chinese story, new requirements for future creation.

Gao Changli: Hello everyone! My topic is "Insist on cultural self-confidence and independent innovation, and strive to climb the positive energy peak."

This topic has been spoken for a few years, why should we continue to talk about it? It is because the general secretary’s speech at the symposium of the literary and art circles said that we now have a plateau and a lack of peaks. The internal bureau’s internal reflection also mentioned that there are some programs that neither climb the peak of positive energy nor touch the negative. The bottom line of ability, we should continue to study how to climb the peak of positive energy? It is through cultural self-confidence and independent innovation.

In 2013, I talked about the future development of radio and television programs on one occasion, and put forward three key words, public welfare, culture, and originality. Now that four years have passed, let us look at today, what is the state of our TV program ecology? I summed it up as one, one hot, one cold.

More than one means that there are more public welfare elements.

A fever means that cultural programs are getting hot.

A cold is the introduction of the model to go down.

This is exactly the three keywords we have. We have guided a result that has been produced four years later. We look at public welfare and culture. This is original.

First of all, the public welfare elements are more.

We have introduced a limited entertainment order since 2012, and these years have been constantly generated for the regulation and management of satellite TV. Some people in the online image said that the limited entertainment order version 1.0, 2.0 version, we see 2014 is the limited entertainment order version 2.0, we have a word called structured management, we require satellite TV to broadcast eight categories of public welfare Programs, these eight types of public welfare programs must reach 30%. This determines that from then on, there will be 30% of public welfare programs in the program structure of TV. The positioning of the TV is basically fixed.

We also encourage the inclusion of charity elements in all types of programs. We saw "Waiting for Me" to help the people and find lost relatives and friends. There is also a past show "Chinese Dream Show", which is a dream for ordinary people. Including "Sparkling Dad", let the stars go to poor primary schools to teach and do some public welfare.

Cultural programs are getting hot.

"Chinese Poetry Conference" "Lang Reader", Dong Qing This is the experience of introducing "Lang Reader" to see how much attention we care about in the industry. There was no absence at the breakout venue. There are also "Seeing Words like Faces", as well as our "Poetry Book China" in Shanghai. These cultural programs are highly praised by everyone.

The introduction model has gone cold.

The producer of "Good Voices of China" on July 1st last year announced that he would abandon the introduction model and create his own "China New Songs". The lawsuit is still playing, but give us a signal. Our current TV organizations are no longer superstitious and dependent on the introduction model, but are starting to take the original path.

Then the management of the introduction mode by the General Administration is actually divided into several stages.

In 2012, when the limited edition of the entertainment order was issued, we adopted a preparation system for the overseas TV program mode, that is, you must introduce this model and report it to the General Administration;

By 2014, we have adopted some policies restricting the introduction of new ones, that is, stipulating the newly introduced overseas model, which cannot be scheduled to be broadcast in prime time, that is, it cannot be broadcast before 10 o'clock;

When we emphasized independent innovation last year, we further increased the regulation of the introduction model. We extended the prime time to 10:30 in the evening;

Now, the new program mode will be introduced again. The first season can only be broadcast after 10:30. At the same time, there is a limit on the amount of satellite TV introduced. Each TV station can only broadcast two files at most.

In fact, in the past few years, China’s self-original TV model has produced a lot of exciting programs, and we should have this confidence. For example, CCTV's "Challenge Impossible" and "Refueling to the Future", such as our "Poetry Conference", this is a purely original program.

I wrote an article last year with a sentence: "If we are still relying too much on overseas programming models, it is possible that our Chinese culture will be genetically modified." What do you mean? When we spread Chinese culture, you can't achieve it by overseas programs, only we are original.

In the second season of the "Poetry Conference", a link was added to the flying flower order. Some of them saw the child and his father playing the flying flower order on the high-speed rail. Our "Poetry Book China" in Shanghai, its beauty of the dance adopts a concept, and the water is flowing, what do you mean? The ancients put the wine glass on the edge of the creek, let it go along the water, and whoever they walked in, they drunk it. Scholars and literati use this method to make poems. All of this can't be solved by the introduction.

In September last year, we opened a forum for independent innovation in Shanxi. Minister Tian proposed a slogan: “small cost, great feelings, positive energy”. This is the development direction of our independent innovation and is also advocated by the General Administration.

"Running Man" is a program that has plagued me for three years. In the past few years, I have had a little change. How did I achieve grafting in six directions when I started the forum? Then you have nutrition, value, and meaning in this program.

What happened this year? This "Running Man" ran in Yan'an, and engaged in a Yellow River chorus on the edge of the Yellow River. Li Chen cried, and a group of netizens on the Internet cried. In fact, this "Yellow River Chorus" touched many people. Just broadcast on the eve of our Belt and Road International Cooperation Summit.

Later, I saw this situation. I told them: "You can put this paragraph before and after the broadcast of the forum as a broadcast program." Zhejiang Satellite TV did this, and the effect was really good. Because it gives people a contrast of the present day, 80 years ago, the Chinese nation was arrogant, and we made such a humiliating cry. Today we are watching the Belt and Road. With this international status of China today, we will feel that China today is indeed stronger.

This season, the first program of running men, also went to Yiwu to run a little, told a story of chicken feathers for sugar, when this was sent as a composition, the children would ask what the mother meant, and then the mother explained. After this situation appeared, the running man felt that he made sense.

Do our artists cater to the audience or guide the audience? Disney's creative director John Lasseter has a saying, "The artist has the responsibility to guide the audience", not only what he wants to give.

Therefore, all of us now complain that: "The documentary cannot enter the cinema line. The ratings of the documentary are not included in the film and television program." But we have to guide, can not say that the current audience is not high quality, can not complain like this, our artists must Give these products to him and then guide him.

This is how we have a program that is both nutritious and tasteful.

We must tell the Chinese story today to promote the Chinese spirit.

Recently, an article was published on WeChat, Professor Harvard: "A national identity that Chinese people don't know, but they have stood up to this day." He said that the West only has the myth of flood, and that China has a culture of water control, we have Yugong Yishan, Kuafu is waiting for the day, etc. This is the spirit of the Chinese nation. With so many big IPs, why can't we make new works?

This year we promoted a Chinese folktale animation project, and we are currently doing "Yugong Yishan" and "Dayu Water Control".

"Chinese dream is everyone's Chinese dream." Recently, CCTV released a program, "Colorful Chinese" made everyone cry. The name of this program is the inspiration from here; the appearance of such programs as "Dream Town" and "China Dream Show" is earlier than the Chinese dream proposed by the General Secretary.

We have recently done two documentaries, one in Wuchang County, Heilongjiang, where the roots are rooted. This team is very ambitious. It has to be engaged for five years in a row, choose a village every year, and take a series every year. The information they reported in the previous two days was a little worried when they first entered the village. I don't know if I can catch good-looking characters and stories. But after staying there for a while, I found that as long as I stayed with the farmers, there were wonderful things happening every day.

Another team was on the high mountain of the Nu River. The mountain was very high. The filming team used it for a whole day. They were there for more than five months. As long as we go deep into life, we must be able to tell the Chinese story with hard work. In order to select me, I went to Yunnan and went to Hani Terrace. Everyone knows that Hani Terrace is a very beautiful landscape, but you may not know that it is a poor area. The income of a rural acre of paddy fields is only 1,000 yuan a year. How to solve this problem of poverty alleviation?

The local leaders were really smart. They invited the chief scientist of the Ministry of Agriculture and Fisheries Science to go there eight times, so that he could cultivate a muddy mud that would not be drilled in the mud. There is no way to plant the terraces. After studying this kind of muddy, the countryside can be collected twice a year. When it is needed, it will be fished out and sold out. This is the story of poverty alleviation that occurs in our lives. Later, I sent this photo and stole a word, "How much dirt is on the feet, how much truth is accumulated in my heart."

We "have 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." Today we are cultivating the ambition to create epics. I believe as long as we work hard. We can certainly create more works.

Editor in charge: Song Bingjie