It was first broadcast on Economic Life Channel of Anhui TV Station on July 23rd, 2003. Over the past year, the highest weekly average ratings of this column reached 24.89%, setting a record of 3 1%, and the annual advertising revenue exceeded 50 million yuan. The success of "The First Time" proves the replicability of the mode of "People's Livelihood News on TV", which indicates that the third revolution of China TV news with the direction of "People's Livelihood News" discussed by scholars is promising.
"People's Livelihood News on TV" is a summary of new TV news programs that are popular in local TV stations and pay attention to people's lives. It refers to a program type based on a wide range of social news, based on people's daily life, and paying attention to the living conditions and spiritual space of ordinary people in content. "TV livelihood news" can be traced back to Nanjing's large-scale live news column "Nanjing Zero Distance" at the earliest. On New Year's Day, 2002, "Nanjing Zero Distance" was officially launched on Jiangsu Satellite TV City Channel. In the 60-minute program, this column provides news, complaints and practical information related to people's lives from the perspective of civilians, which has won high ratings and achieved good economic benefits. At the beginning of 2004, Nanjing Zero Distance won an exclusive advertising agency fee of 6.5438+0.088 million yuan through bidding. This breaks the myth that TV plays are the most profitable, and proves that news programs can completely surpass TV plays or variety shows.
It is the good advertising revenue that drives the development of people's livelihood news columns around the country. Shi Jing's Time in the City, Chengdu TV's Contact with Chengdu, Jilin TV's Watching the City and Hainan TV's Live Hainan all show that this trend is still expanding. So, what experience have these pioneers accumulated in the opening and operation of people's livelihood news columns in other regions? This article starts with two columns: Nanjing Zero Distance and First Time.
Morphological characteristics of "People's Livelihood News" column
The selection is mainly based on news stories around the people.
News of government activities and meetings are often compressed at the bottom of the screen and appear in the form of rolling subtitles. For example, among the 65438+ 170 news items in Nanjing this year, there are only 5 news items about the party and government, and as many as 93 negative and critical news items. Jing Zhigang, the founder of Nanjing Zero Distance, said, "We care more about ordinary people. What we do is the wishes and difficulties in people's lives. From the subject matter, it is a disaster report and accusation, but in fact it is the living condition of ordinary people and their mentality. It is these things that support our ratings. "
The title of "The First Time" also clearly outlines the outline of "reporting stories that happened around the people". Taking July 14 as an example, some contents are as follows:
The girl in Yunnan was abducted and trafficked, and the police in Feidong rescued her skillfully. Li Xia was pinned down by a tree, and everyone was in a hurry to rescue her. Bricks fell off the wall, injuring the sleeping girl. Baohe Park: fifty or sixty bags of construction waste were added overnight. There was a major car accident in Feidong County, and the door was not destroyed after buying medicine. The first heart-changer in Anhui was discharged today. No one was rescued after the accident.
A lot of news information
A piece of news is often shortened to tens of seconds, which greatly enhances the information capacity. Nanjing Zero Distance broadcasts at least 25 to 30 news items in a 60-minute program every day. The first daily news collection was 50 to 60 articles.
The "fastest" reporting speed
Journalists from Nanjing Zero Distance often arrive at the scene before the fire alarm and 1 10. Similarly, in Hefei, viewers often see the "first time" interview car arrive at the scene before 120 and 1 10 on TV, which has put some pressure on these industries.
Arrangement of civilian perspective
The two programs not only realized the civilian perspective in material selection, but also made great efforts in program arrangement, and embodied the civilian perspective with a lot of interpretation and induction. The first time summarizes the content into three parts: social news, life information and complaint hotline, and the three parts are the civilian perspective and humanized arrangement of the column. For example, traffic accident reports are mainly used as a warning and contain the spirit of humanistic care. In addition, The First Time gives full consideration to the characteristics of live broadcast, breaks the fixed layout mode, emphasizes the time period, divides the column into six time periods, reasonably adjusts the positions of wonderful content and general content according to the changes of audience flow during the broadcast of this program, puts the important news that just happened (mainly social news) in the most prominent position, inserts the important news that is happening at any time, and uses Zuo Fei subtitles throughout the program.
This arrangement has brought unpredictability and expectation to the audience, created new excitement and highlights of watching movies, and strived to retain the audience from the overall viewing.
The mechanism behind the achievements of "People's Livelihood News"
Material safety
Directly command 1 10 at present (excluding technicians). In terms of equipment, large equipment 13 and small equipment 12. There are 10 interview vehicles, and it is these solid material foundations that ensure that 50-60 fresh news can be collected every day.
Change the way of working
Completely put down the shelf of provincial TV stations, give up the original working mode and change the work style. I plunged into the streets of Hefei and called on everyone to be a "street reporter" and a "community reporter". The interview group was divided according to the administrative divisions of four districts and three counties in Hefei. Although the boundary gradually blurred in the later operation, it played a role in reversing the concept in the early stage.
People's participation
Fully mobilizing the masses to provide news clues and listening to the audience's opinions on social events is the source of vitality of people's livelihood news. Nanjing Zero Distance receives about 200 calls from the audience every day, about 300 complaints, and about 70% news clues come from the audience. There are 6 hotlines at the first time, 13 operator, and about 1000 hotlines are connected every day. In addition, Zero Distance in Nanjing also collected the audience's views on hot topics and announced them at the end of the program. On one occasion, "Nanjing Zero Distance" published a field survey "Should the toll station of the Yangtze River Bridge be demolished? As a result, more than 10000 calls were received.
Integrated marketing promotion column
To run the column as a commodity, we should make use of various opportunities to promote it among the target audience. Make full use of various media forms for integrated marketing, such as airships, banners, buses, networks, radio, street distribution programs, etc. To extend the visibility of columns. Holding activities is another effective way to promote. For example, Nanjing held a "Happy Send" event at zero distance to send TV sets to the audience. "Nanjing Zero Distance" also invited some big brands to engage in promotional activities in communities, and selected 80 communities with strong purchasing power and dense population in Nanjing to conduct promotional activities every weekend for two years. In this way, the promotion of columns and channels is effectively tied with advertisers.
Problems faced by innovation model
At present, people's livelihood news is booming in TV stations all over the world, and we often hear cheers. However, some scholars have pointed out the hidden worries of the people's livelihood news model. The news tide of people's livelihood on TV is somewhat similar to the rise of metropolis daily in print media in previous years. Concerned about people's lives, it is inevitable that there will be critical reports, involving the interests of some units, and even need to discuss institutional issues, especially the reports of catastrophic accidents. It is understood that many institutions in Nanjing are afraid of journalists, so it is better not to meet them. Professor Lu from Tsinghua University School of Journalism and Communication pointed out that at present, the news column of Minsheng TV must have a good relationship with the public and optimize the reporting environment. In addition, it is also very important to establish appropriate reporting strategies for the long-term development of the column. Some deep-seated problems should be discussed without violating the style and principles of the column. "First Time" proposed that the reporting strategy should be based not only on the principles and policies and news discipline, but also on the current situation and relationship of the interests of local classes.
In the final analysis, the success of the column is not only reflected in its influence, but also in its advertising revenue. In terms of column advertising management, these pioneer columns have also accumulated valuable experience. In the next issue, we will take the first time as an example to discuss the characteristics and innovative experience of column advertising management.