Observation in the middle of "Come to the Finance Fan": "Large Energy" behind "Small and Beauty"

Use Finance to "connect"

When it comes to financial programs, the audience often has a stereotype of solidification: the host is in danger of sitting in a dangerous place with the economy and the financial industry, or instructing the global economic trend, or talking about the shade and glory in the stock market.

Some people think that this is "high -end"; but for more financial white, this is actually a "high cold" that is difficult to ground and refuses to be thousands of miles away.

In fact, today, when the media integration and transformation have entered a new stage, the appearance of financial programs has also changed a lot. Earlier this year, the financial program "Come Come to the Finance and Economics" jointly launched by Oriental Satellite TV and First Financial has aroused the attention of No. 1. Not only because of its bright ratings, it has always been listed in the top three of the National Satellite TV in the audiovisual big data of the General Administration. The number one period is first, and the traffic is also remarkable. So far, the total traffic of the entire network has been close to 500 million. It is also because in the "Come Come to Finance Fan", the guests are no longer just a big coffee, but a group of individuals of different identities, age, and occupations to conduct equal communication and communication; Instead, it has touched a wider social issue and social crowd; expression of words is no longer completely dominated by high professional terms, but the rhythm of empathy and resonance.

Of course, we can intuitively feel the production intention of the show group from the name of the show -let the professional financial content facing the current audience, especially the young people of the new generation. Like the idea of ​​the show: creating a "youth reading of the Chinese economy".

Today, the program has been half -load. On the 1st, "Come to the Finance Fan" attempts to tell the topic of the times in the vision of financial and economic vision with a small and beautiful "physical fitness". This change is not just a youthful temperament. More importantly, we see the possibility of the current value of financial content.

The financial "field" in the perspective of "Sinking"

Traditional financial programs are quite embarrassing at the moment.

On the one hand, the masses, especially young people, have become increasingly vigorous for financial professional knowledge. The "Chinese Shareholder Behavior Report" shows that the current number of natural people investors in A-share has exceeded 175 million, and the post-90s and post-00s have become the main force of account opening, accounting for nearly 30%of the age of 24-30; on the other hand, traditional financial content is due to it. Its professional theoretical knowledge, conceptual tools, and complex algorithms have high cognitive barriers, thereby persuading many potential audiences.

In this regard, the problem -solving idea given by "Come to the Finance and Economics" is "sinking the angle": from paying more attention to the trend of more macro to the realistic and topicality of social life.

In terms of specific methods, we can look at the idea of ​​"Come to the Finance Fan" at the perspective of an anthropological perspective: use the perspective of finance to interpret the world of life around us.

This observation constitutes a logical gradient at the intention and inadvertent.

The lowest level of vision is based on the current situation of individuals and groups.

"Who said that vocational school students have no future" pays attention to the huge group of vocational school students who are relatively speechless in the public opinion field, and then discuss the future of vocational education; Explaining multiple understanding of the "Finance Fan Er"; "The Double -sided Daily of this younger" through the first 11 episodes, showing the overall observation of the young people in this year; ? 》 Performance of individual dreams and resonance pulse of urban development; "2022, is it easy to find?" Followed by young people's job hunting situation.

The view of the middle layer focuses on the various formats belonging to the Economic Vientiane, especially those with the daily life of the audience and the emerging format of the development speed.

A typical example is "Is the musical a good business? "

Since the launch of the musical culture promotion show "The Capital of Elysium" launched by Oriental TV, it has triggered a heated discussion on musicals through several months of continuous performances. Therefore, at the end of "The Capital of Philharmonic", "Come Come to the Finance Fan" is "Is the Music Drama a good business? 》 Discussion on the new category of cultural consumption of musicals, which has caused discussions on many young audiences, especially users of the musical circles.

There are also special programs during the epidemic period "Leader" Assault ", redefine the new economy of group purchase", and pay attention to the sudden rise of the group purchase economy. The show is based on the three chapters of "Development of the Mission", "Advanced of the Mission", and "The Future of the Leader", which not only detailed the context of the rise of the group purchase economy, but also summarized a lot of practical dry goods.

Located at the top, rely on the "region" perspective that can be continuously extended. This region can not only be a hub -type city in Shanghai, an international economic and financial system, or a broader regional economy or even a national level strategic layout.

For example, during the epidemic period, "Come to Come to Finance Fan", based on the rhythm transformation of the entire city from the entire city from the epidemic prevention and control, resumption of work to resumption of normal production and living order, successively launched a special program "pulse Shanghai: condensed Shanghai Finance in the epidemic test." "Power", "Toughness Shanghai -Re -Gong and Re -Production Management Notes", "How to Fireworks" and so on. Under these themes, we not only see the moving individual stories, but also the changes brought about by the epidemic on management models, business opportunities, service scenarios, occupational value, etc.

The hotspot of the news, the focus of young people's attention, and the logic of financial and economic, they together constitute the triangle support of "Come to Come to Finance Fan" "Sinking the horns". In fact, the rich content selection is closely related to the content production mechanism of "Come to the Finance Fan". According to No. 1, a small body of small body measurements seem to be 30 minutes, in fact, a total of 5-6 teams participated together. Under the overall principle of "Youth Reading of China's Economy", each team can independently complete the "Financial Field Survey" according to their interests and attention. For example, some teams hope to popularize the knowledge of classic financial theories in combination with young people's actual situation, so they have the interpretation and discussion of the "compound interest formula" of "Requirement of Life"; If the regional economy is quite studied, you will think about the relationship between individual opportunities and urban appearance and regional development.

The effective superposition between financial professionalism, diversified perspective and strong reality, allows "Come to Come to Caijing Fan" to build a new paradigm for traditional financial programs.

In the era of traffic, let the consensus "present"

After the Internet is deeply embedded in our daily life, the optimistic emotions that originally believed that the consensus of rational consensus will gradually fade back. The scene of reality is the separation of public opinion in the state of information islands. Therefore, there is a very important value point from the large -screen and the establishment of the formation of the media communication form:

In the current disturbing public opinion field, try to make consensus "present" from the perspective of financial and economic.

The generation of consensus depends on the construction of the field. And "Come to the Financial Fan" uses a set of combination to build a field of exchange with the attributes of the media, so that more diverse communication formats and high -quality content have formed a complementary function, which provides enough consensus construction to provide sufficient construction of consensus. Space.

One is the front, that is, at the beginning of the plan, it conducted a topic survey through the Internet, and opened a discussion to netizens through synchronous network live broadcast during the recording process, so as to break the closed -loop discussion field of TV recording, obtain the real voice of users, realize the real voice of the user, realize the realization of the user, realize the realization The co -creation of the show and netizens.

One is the rear, that is, the user's attention and the topic of the topic after the program are broadcast, and the Internet connection wheat will be carried out again to discuss the content of the TV program in combination with the hot discussion on the Internet.

Taking "Who Said Vocational Schools Without Future" as an example, it is precisely a prominent case of rear network connection.

The program of "Who Said Vocational Schools Without Future" includes a rich perspective of guests. It has both students in the school and coaching teachers, as well as policy reviewers, and the factory owners and pilot units are involved. Therefore, the program broadcast and the subsequent live broadcast of Lianmai made the relevant topics quickly fermented. Among them, the short video of 4 programs appeared on Weibo hot search, with a total reading of more than 300 million, Weibo Lianmai watched 1.84 million. Thousands of discussions have formed, making the entire discussion on vocational school students more three -dimensional and rich.

Third, it is a two -creation product that develops more lightweight and younger.

"Come to the Finance Fan Er" By developing the form of "five minutes to watch the financial fan" in the development of the two -speed read -reading product, in the expressions of "personalized narration+program", the short flat and fast -paced highlights of the N -minute short -pace, to the current period, to the current period, to the current period Refine the show. In addition, in the future, the second speed product also plans to introduce a virtual human image that is closer to young people.

Fourth, the video content and more solid pre -mining content are sorted into an in -depth text report of independence.

For example, after the launch of the "Toughness Shanghai-Re-Gong and Re-Production Management Notes" program, the "Come to the Finance Fan" team wrote the interview and research content into a deep research draft "The re-production under the sealing control is a thrilling" "thrilling" Survival challenges -self -report from the four managers "and published on the First Financial Network and Clients.

At the same time, the guest of this program guest Qin Shuo comprehensive program case, writing the article "Who is the Communist Party of Destiny? Omikon's impact on the revelation of the Chinese supply chain ", the article reads over 84,000 in the public account of the" Qinshuo Friends Circle "public account in 2 weeks, and was cited by many financial media platforms. Professor Su Yong of the show also wrote his views on the show "Three Contradictions to Resolve Shanghai Reinstalling Work" and published in the "Li Ming Lecture Hall" public account "Yong Saying Management" column focusing on corporate management.

It can be seen that for the discussion of the social issues of resumption of work and re -production, the starting point of "Come to the Finance Fan" as the starting point, video and text, large screens, APP clients, and public accounts and other forms and different media form a "rational rationality "Public force".

It can be seen that "Come to Come to Finance Fan" has set up a set of "TV shows+network wheat+short video+text research" in a combination product group. It is not difficult to find that in the original TV medium, the broadcast of the show was a closed loop of content, but under the combination of front and rear combinations, the original TV show was gradually broadcast into an important in the "topic flow". Nodes, not the end. The creation of TV shows shows the full process of "sending a lot of hair from the network and exerting the strength of the network".

It is worth mentioning that in the value dimension of consensus, "Come to the Finance Fan" also explores a set of feasible methodology.

During the spread of topics, it should be committed to "sinking" at the level of age group. The audience of the TV show is relatively large. Therefore, in order to achieve the wide spread of the show, it is necessary to reach the younger audience through content and communication innovation.

In the discussion stage of topics, the "upward movement" of discussion should be achieved targeted. In fact, the reason why the Internet is noisy is that everyone only takes care of the perspective of personal experience, so there is always a sense of "chicken and duck". In this regard, "Come to the Finance Fan" attempts to set up a tone that can be widely accepted and cognitive for the topic discussion. For example, in the process of Lianmai, the topic of vocational school students, the comments from many netizens in the first half of the halftime also contain a lot of emotional factors while providing more actual experience. The ground was sorted out and responded, so there were many rational calm and thinking sounds in the second half of the interaction.

Therefore, financial programs in the era of traffic actually have unique value. "Come Come to Finance Fan" proves that when we can connect market entities, scholars, and ordinary people to the same stage, when we can connect a broad and rich social reality from the perspective of financial professionalism, we can use more from more. The equal exchanges implemented by meta -chemical means are not far away from us.

No. 1 conclusion

May wish to summarize the content innovative ideas of "Come to the Finance Fan" to the financial program:

On the one hand, the visibility of the content is enhanced, so as to use a strong sense of youth to trigger the resonance of different ages, especially young people; on the other hand, it improves the plasticity of the content. It can always change due to the time, just like the "Come to Certain Finance Fan" in the normal way of "the youth reading of the Chinese economy", but during the Shanghai epidemic situation, it can be adjusted to "the financial reading of the Shanghai Anti -Epidemic" in a timely manner.

All in all, more people are connected to more people and release greater value with plasticity.

This can not help but think of the judgment written in the "One Finance Story behind the World Artificial Intelligence Conference" a year ago: as the first financial and economic of financial and economic media, the "midpoint "Location.

One year later, in the small and beautiful show "Come to the Finance Fan", No. 1 clearer the meaning of "midpoint":

The A side of "midpoint" is the conversion of the relationship between large screens and small screens:

In the first half of the media fusion, most of the transformation ideas were no longer produced with simple distribution logic, but they really made content innovation from the logic of small screens. In the second half, the goal of media integration was to achieve the expansion of value in the multi -screen fusion ecology. "Come Come Come to Finance Fan" has made a good demonstration: East TV, a large -screen end -end of the country, and a diversified communication medium, make the content of financial and economic explanation, approachable, and move towards a wider user group. Essence

The B side of the "midpoint" is the transformation of the subjective dynamics level:

Media fusion is no longer forced to deal with transformation, but actively seeking exploration and breakthroughs. From passiveness to initiative, the intermediate rotation point is to grasp the "connection" attributes of mainstream media and large -screen ecology in the present, thereby achieving the goal of value empowerment.

This new state is summarized by four words, which is "no longer confused."

Only by clearly understanding what the road at your feet is, can you walk steadily.

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