[Keywords:] producer; Column; The TV producer with core competitiveness is the manager, guide and front-line conductor of TV program production. In today's highly competitive media era, the quality and ability of producers are directly related to the quality of columns, and more importantly, whether columns can survive for a long time. How to build the core competitiveness of the column is a difficult problem for every producer. It is an essential ability for a qualified producer to understand the audience's viewing psychology and lead the program team to make the column into a competitive and knowledgeable program that the audience likes. Many producers have trudged on this road of exploration, with success and failure. Let's take "The First Time" as an example to talk about how column producers build the core competitiveness of columns.

First of all, establish the program creation concept of the column

Zhu Haifeng, the producer of CCTV Financial Channel's morning program "The First Time", established the program creation concept of fresh information and emotional finance for the column at the beginning of its establishment in 2003. In the past ten years, it has been operating with this concept for the first time. Although the column has experienced a series of difficulties, such as the initial style establishment, the change of the host, the impact of Wen Chao Tian Xia, and the decline of ratings, it has not changed its initial establishment for the first time. It is precisely because of this persistence that the first production style is close to life, close to the audience, and everywhere from the audience's point of view, emphasizing the concepts of freshness and sensibility. After the earthquake in Japan, the first time did not just report the news of the earthquake like other columns, but thought about what the audience wanted to know most at this time. After consulting the audience, the column group decided to adopt the arrangement of five questions, including the magnitude of the earthquake, casualties, property losses, the safety of compatriots in Japan, global impact and other issues, and invited experts to answer them. This kind of program is deeply loved by the audience and contains a lot of information, which solves many questions in the audience's mind. The most important thing is to serve the public.

Second, inject fashionable and fresh ideas into the column.

The program is an "egg under the concept", and whether the producer's concept can keep pace with the times is directly related to the difficulty of the program form. The producer of "First Time" emphasizes economic flavor, human touch and early taste in the arrangement of the program. The human touch is reflected in the people's livelihood position of the program. When choosing a news point, it often makes news close to life from the standpoint of ordinary people. Although they are all news, they are quite different from economic information broadcast. Mainly focusing on personal interests and public interests. If it is a national policy, then the column will consider what impact the new policy will have on consumers' lives and invite experts and scholars to discuss it. The human touch is reflected in the handling of news. The same news is different. Over the years, First Time has adhered to a kind and colloquial expression, which makes the audience happy to accept it. Because TV is linear and fleeting, especially in the morning, the audience will not watch TV dramas as comfortably as in the evening, and everyone will follow. So the producer of "The First Time" asked the editor of the column to write it as a broadcast and write it in the host's ear while writing his cross talk and voice-over. Let the news have feelings, and you can have a voice with the audience. The early sense of smell is embodied in two aspects: information and knowledge. When doing news, a lot of information cannot be added to the program because of limited time and capacity. The economic flavor is reflected in the economic perspective in the arrangement of programs. In view of the ubiquitous dream of making money and getting rich, economic experts will be invited to recommend some rich projects for the audience and make some investment reminders. For example, the National Development and Reform Commission raises the price of gasoline, and the column will ask professionals to calculate an account for the audience who are going to buy a car. By comparing the cost of buying a car and taking a taxi every year, this paper analyzes the impact of gasoline price increase on the automobile sales market and consumers, and also gives some real-time suggestions, such as waiting for a while or buying a car with a small displacement. In other words, what the audience needs is what they want for the first time.

Third, do original planning for the column from time to time.

Originality is the engine of the program. Compared with the internet, newspapers and radio, the amount of information and the playing speed of TV are slightly inferior, because it needs a post-editing process. For the same news, although the focus of different media reports will be slightly different, they are all similar. To come up with new, surprising and exclusive reports, we can only rely on originality. At the first time, we will combine some festivals or activities to launch some programs that show our own program style from time to time. For example, before the Olympic Games, they specially planned the Zhou Bianyou in Shanghai. Visitors from all over the world or all over the country will not only visit the Expo Park, but also be interested in urban tourism around Shanghai. When many people need it, this special service program will be welcomed by the audience. After getting good feedback, we planned red tourism, new technology of old dishes and tourism collection at the first time. With the Olympic Games as the theme, original programs require producers to be forward-looking, and some professional knowledge should have their own unique views on stock market forecasting and economic crisis, remind viewers in time, and add analysis and comments in real time. The launch of this original program can not only have an impact on the audience, but also establish the authority of the program.

Fourth, build a high-quality team.

The production of TV programs is the crystallization of team wisdom, which requires the cooperation of high-quality interviews, editing and production teams. The quality of the program does not depend on the person with the strongest ability, but on whether the person who does all kinds of work is the best or not, and depends on the person with the weakest ability, which belongs to the short board effect. Producer is the leader of the column editing team, shouldering the responsibility of cultivating every editor of the team and mobilizing the enthusiasm of all employees. Not only must the professional level be superb, but also have a strong cohesive force to make every link of the whole chain move together, so as to carry out the intention of running a program to every editor's heart. The column "First Time" is different from other columns. It doesn't have its own front for reporters. Every day, editors select news that fits their own columns from the information public platform. Some planning projects still need local TV stations to deal with this unfavorable situation. The producer of the column made great efforts to improve the ability of the members of the column group to stir-fry cold rice, gathered people to brainstorm, and summed up seven programming methods, such as asking questions, skewering and combining. Through integration, combing and transformation, the old news came alive. Only by driving the members of the column group to make progress together can the producer's efficiency and execution be improved.

Five, to find a market for program promotion

Relying on channels to create "columns", relying on "columns" to create activities, activities create influence for columns, columns attract advertisements with influence, and advertisements support programs. Therefore, a good column producer should not only have the ability to produce excellent programs and manage the team, but also have an economic mind, and make efforts to expand the influence of the programs by using newspapers, magazines, internet, transportation and other publicity programs.

The column "First Time" has gone through ten years. In order to cope with the impact from the same industry and expand the information content of the program in a limited time, First Time took the lead in transforming the studio into a virtual studio in three days in CCTV. When the host appears, the stock market at the bottom of the screen and some hot information will appear at the same time, which not only enriches the content of the program but also attracts the attention of the audience. The above are several abilities that I have summed up from the ten-year course analysis of the First Time Program, and how to improve the core competitiveness of the column. To be an excellent producer, in addition to the above abilities, you should also have good personal cultivation and perseverance. Times are changing, programs change their faces again and again in constant innovation, and the requirements for producers' abilities are constantly changing, but no matter how they change, these basic abilities are the basis for ensuring the long-term operation of columns. □

(Editor/Mu Yang)