The New Highlights of CCTV’s Communication in 2021.
Central Radio and Television General Station (hereinafter referred to as the "General Station") enjoyed a red reception in the opening year, and the number of TV viewers on New Year’s Day increased steadily, reaching 623 million, up 3.3% from the previous month. Generally speaking, the main station takes high-quality, high-quality and exclusive programs as the leader in news, variety shows, TV dramas and other fields, which drives the popularity of communication and triggers the topic effect. Based on the data of large and small screens, this paper takes stock of the communication highlights of the New Year’s Day file at the reception desk for reference.
Figure 1 TV audience size of the main station
Source: CSM National Network
1. The Supreme Leader of president delivered a New Year message in 2021. The total viewing rate of "News Network" was 7.34%, and the viewing share exceeded 30%.
At 7: 00 pm on December 31, 2020, the Supreme Leader of president delivered a New Year message in 2021 through the Central Radio and Television General Station and the Internet. As the first media of New Year greetings, News Network occupies the "C position" of users’ attention, and the viewing share of Shangxing Channel has exceeded 30%.
Fig. 2 Total ratings of satellite channels in News Network on December 31st.
Source: CSM National Network
On the new media side, the New Year message of the Supreme Leader General Secretary in 2021 also received phenomenal communication. On December 31st, Weibo account @ CCTV News published blog posts such as Golden Sentences of Congratulatory Messages from the Supreme Leader over the Years, Live Broadcast of #2021 New Year Message from the Chairman of the Supreme Leader, and Full Video of #2021 New Year Message from the Chairman of the Supreme Leader, with the highest reading volume of 91.14 million and the highest video playback volume of 50.5 million. On the Aauto Quicker platform, the short video "The complete video is coming!" released by the account "@ CCTV News"! The Supreme Leader of president delivered a New Year message in 2021, with over 11 million broadcasts and 9.15 million interactions.
Figure 3 "@ CCTV News" #2021 New Year Message # Dissemination
Second, the reception desk hosts the New Year’s Eve party, and the luxury lineup is very popular. The average total audience rating during the parallel time period is 1.61%, ranking first among all the New Year’s Eve programs in China.
The New Year’s Eve party has become a year-end test of the comprehensive strength of each platform. In 2021, more than 10 New Year’s Eve parties were held on satellite channels and video websites, which became a highlight at the end of the year.
Set sail 2021— — The New Year’s Eve Festival of China Central Radio and Television General Station was broadcast simultaneously on comprehensive channels and variety channels, with a total audience rating of 1.61%, a total market share of 9.3%, and a cumulative audience size of 150 million, with a peak audience rating of nearly 2% on comprehensive channels. In the year-end audio-visual feast PK battle of David, the New Year’s Eve party of the main station takes positive energy and mainstreaming as the keynote, takes care of reality, keeps close to current events, and deeply integrates many popular cultures. The top version of "Hosting the Celestial Mission" and the short film "Sailing to See China" have become the unique style features of the main station, effectively realizing the dual-line integration of the main theme and market highlights.
Figure 4 Minute viewing of the first broadcast of the New Year’s Eve Festival at the reception desk.
Figure 5 The audience composition of the first broadcast of the New Year’s Eve Festival at the main station
Source: CSM National Network
Third, the reception desk and bilibili broke through the "dimensional wall" and jointly hosted the New Year’s Eve party, with a viewing volume of over 300 million.
On December 31st, the reception desk and bilibili jointly launched "The Most Beautiful Night in 2020". With the help of bilibili’s unique community ecology, the reception desk enhanced its influence among young users. Through the 100-member Symphony Orchestra, the party innovatively interprets the charm of IP music such as classic animation, games and film and television works, seeks the memory of the times, and resonates with young people. The cumulative broadcast volume on CCTV, bilibili and other platforms exceeds 300 million, and the number of barrage in bilibili is nearly 1 million. On the Weibo, the topic #2020 Most Beautiful Night, hosted by @ 呫呫呫呫呫, was read by 1.03 billion people and discussed by 1.152 million people.
Figure 6 Central video, bilibili’s "The Most Beautiful Night in 2020" party.
Fig. 7 Two New Year’s Eve parties on the Weibo platform read more than 100 million topics.
Data source: CSM media research
Fourth, the "New Year Concert" sang the art of opening the year, and the average total audience rating was 1.25% during the first broadcast.
On January 1 ST, the comprehensive channel, variety channel and music channel of the main station broadcast "2021 New Year Concert — Sailing in Greater Bay Area, with a TV audience of over 60 million, ranks first in the ratings of music programs in the same period in China. In the composition of the audience, the proportion of people aged 55 and over is the highest, reaching 50%. On Weibo, the blog post related to "New Year Concert" published by the account "@ CCTV News" has more than 5 million readings and 400,000 videos.
Figure 8 Minute viewing of the first broadcast of the New Year Concert at the reception desk.
Figure 9 "New Year Concert" premiere audience composition
Source: CSM National Network
5. Heavy dramas celebrate the New Year’s Eve, and the single episode of Crossing the Yalu River has the highest audience rating of 1.32%, with a double harvest of ratings and word of mouth.
At the end of 2020, the main station concentrated on the New Year’s drama. Crossing the Yalu River, a prime-time hit of the comprehensive channel, shows the war to resist US aggression and aid Korea in an all-round way in a documentary style, revealing the core value of "remembering history, paying tribute to heroes and cherishing peace". From the first broadcast on December 27th to January 6th, a total of 15 episodes were broadcast. The average audience rating of the first broadcast broke 1%, and the highest audience rating of a single episode reached 1.32%, which was praised by netizens: "The actors performed sincerely and the lines were too strong." "The products produced by the reception desk must be fine."
Last romance, followed by Shaanxi drama "Da Qin Fu", was broadcast on CCTV-8. With its realistic plot and vivid and delicate group images, it deeply presented the living situation and growth dilemma of modern women and gained high attention. From the first broadcast on December 27th to January 6th, a total of 20 episodes were broadcast, with an average audience rating of 0.70% for the first broadcast and a maximum audience rating of 0.88% for a single episode.
Figure 10 "Crossing the Yalu River"
Figure 11 "last romance"
Sixth, high-quality brand IP planning and upgrading, "Let’s talk" special program "Let’s talk — Please answer "2021" has over 30 million views.
Brand IP has its own characteristics of out-of-circle, which is an important support to achieve efficient communication. In the New Year’s attention war, the main station carries out creative development based on high-quality IP. The comprehensive channel "Let’s talk" launched "Let’s talk — Please Answer 2021 was broadcast simultaneously on CCTV news, CCTV video and other new media platforms. The program continued the dialogue form of "Let’s Talk", and invited Chinese astronaut Chen Dong, president of Xi ‘an Jiaotong University Wang Shuguo and other celebrities to "talk" together, and integrated into the new gameplay such as barrage questions and interesting blind boxes, opening up large and small screens, which was both ideological and interesting. The cumulative viewing volume exceeded 30 million, and the topic of Weibo "# Talk #"
Figure 12 "Let’s talk"
Figure 13 "New Year and New World"
Seven, multi-file programs launched a new layout of content, "Interview with Lu Jian" broadcast ratings reached 0.45%.
At the beginning of 2021, the channels of the main station were laid out with new content, and many high-quality programs were put on file. CCTV-4 Chinese International Channel has been broadcasting the program Interview with Lu Jian at 19:30 every Saturday since January 2, focusing on outstanding overseas Chinese representatives and celebrities in various fields in China, and telling the story of China by means of "recording+interview", with an audience rating of 0.45%. In addition, the news channel broadcasts new content such as "Historical Great Career Begins a New Journey" and the documentary channel broadcasts "I was in the Forbidden City for 600 years", which has both dry goods and entertainment, bringing users a rich New Year’s dinner.
Figure 14 Interview with Lu Jian
Eight, dozens of live broadcasts on the mobile side, refreshing the user’s "cloud" New Year’s experience
The main station relies on its own new media platform to create a "cloud New Year’s Eve" through webcasting. According to incomplete statistics, during the New Year’s Day, CCTV news and central video new media platforms launched dozens of live webcasts related to the New Year’s Eve, with diverse ways of playing, not only long and comprehensive live broadcasts, such as "2020: Because you are extraordinary" for 16 hours; There is also a vertical live broadcast for users in all circles, including music, sports, opera, finance and economics, science, etc. The live broadcast program "Sports Recovery" linked by central video and sports channels has a viewing volume of nearly 200,000.
In addition, live broadcasts such as Sunrise in the East-Chasing Light in the New Year, Dawn in Dajue Mountain Scenic Spot in Zixi County, and the First Sunshine of Fanjing Mountain 2021 focus on the beautiful sunrise in various places, adding a sense of New Year’s Eve ceremony.
Figure 15 "2020: Because you are extraordinary"
Figure 16 "Sunrise in the East-Chasing Light in the New Year"
Nine, the national tide rap, "flash" activities innovative expressions, netizens empathize with the New Year.
On January 1, 2020, the national tide rap work "China? Extremely, innovative integration of network language and New Year greetings, the use of hip-hop style text composition and color matching, the spread of high heat. Tik Tok platform, the short video released by the account "CCTV News" received nearly 200,000 praises, and netizens commented: "A breeze of current political reports".
In addition, CCTV launched a warm winter "flash" activity, with hosts Sister Deer and Chen Min singing "Tomorrow will be Better" with Coconut Symphony Orchestra, evoking memories and soothing the soul with classic music, and setting up a backboard to collect everyone’s expectations for the new year. Weibo has read more than 100,000 videos, and Weibo has played nearly 70,000 videos. Netizens have left messages saying "I hope 2021 will be better".
Fig. 17: China Ji is sung by Guo Chao.
Figure 18 Warm winter "flash" activities
On the whole, on the New Year’s Day in 2021, the reception desk made full efforts in multimedia forms such as TV, long video on the Internet, live webcast, short video, etc. News, variety shows, drama series, feature films and other global contents made joint efforts to innovate, and the trendy gameplay with a high sense of network was assembled, creating a series of masterpieces, which provided a model for the new year’s communication in the audio-visual field.