Play new flowers "Young", central video sprint music micro -comprehensive track

Original: Ye Li

Summer is troubled by hot, and always feel a bit inconsistent? Why not come to the outdoor music party and relive your friends to warm your youth?

On August 13, on the "Young Summer -20122 Summer Song Club", which was officially broadcast live on the central video and WeChat video number, took netizens to play "Memories Kill", with Li Jian, Pu Shu, Old Wolf, Ye Shirong , Li Yuchun, Zhou Shen and many other singers slowly sang, chat slowly together, and enjoy the lightness and beauty of summer nights.

How does this YOUNG -20122 Summer Song Club "be friends with singers? What are the innovative gameplay in this music micro -comprehensive? In the process of deep integration, the explosive products that are applauded and appointed are frequent. What is the secret of innovation behind it?

Singing youth, chatting with memories, summer song will be super "Young"

"We are old if you don't crazy, that is the year memory of the year!"

"It seems to be back to twenty, our memories" "It's our youth"

"Beyond my youth!" "Available music, Teacher Li Jian!"

Native

On the evening of the 13th, the webcast program "This YOUNG Summer Summer Song Club" jointly launched by the Central Radio and Television Station, CCTV Entertainment Media Summer youth. As of noon on the 14th, the live broadcast of "This YOUNG's Summer" has been watched 32.232 million, the topic reading of the entire network is 1.687 billion, the cumulative viewing volume of the video is 138 million, and the number of hot searches on the entire network is 111.

If you make a detailed product, this summer song will be familiar and kind- ——

Familiar figures: On the grass under the romantic star night, Sabenin, Ren Luyu, Nigbuyi, Ma Fanshu and many other hosts, such as the old wolf, Beyond drummer Ye Shirong, Park Shu, Li Jian, Li Yuchun, Zhang Jie, Zhou Shen Many singers and bands such as the tour group band, the cats of the landlord, and the youthful memories of the post -70s, 80s, and post -90s.

Familiar songs: "We are old if you don't crazy again", Chunchun (Li Yuchun) opened the first song of the opening of the 90s back to 2012. , Listen to the Mediterranean again ... "No more hesitation", Ye Shirong passed the spirit of the Beyond band to the post -80s. I sing for you. "Old wolf, Xiao Ke, Moon Sister and other sisters sang, and I tune up how many post -70s youth emotions are awakened together." Who can replace you, love it while young "...

See quietly, this song will be very different ——

The youthful appearance of "Young": The campus folk rumors that the post -70s love have hidden their shallots; the unruly rock that the post -80s love has their youthful belief; the popular songs sought after after the 90s carry their fiery personality. The youthful attitude of "Young" is not confusing and half a hundred after the 70s, and silently escorted their children; the post -80s have stood up to protect the family's health; the post -90s generation is in the stage of struggle and flying one by one.

It's not fun to watch the live broadcast. Netizens still have lyrics poster and exclusive tickets in the social circle. "The craziest things", etc., share unforgettable youth memories. Fans in Tiannanhai gathered on the line to complete a summer song meeting.

Light, fresh, strong interaction, music micro -comprehensive innovation gameplay

This outdoor summer song will be heard, and many people will have a sense of relaxation and freshness. how did you do that?

In -depth observation, it is not difficult to find that "This YOUNG's Summer" adheres to the innovation spirit of the main station, and in the form of zero distance, strong focus, in the form of content settings, variety aesthetics, and integration innovation, the youth spread "Immersive, the same field, interaction".

In terms of content settings, the program breaks the design of traditional music variety show competitions, with the main line of singing youth campus songs. Pu Shu, Li Jian, Ye Shirong, Li Yuchun, Zhang Jie, Zhou Shen and other singers gathered together, covering audiences from the 70s to the post -90s, and the post -90s pan -age groups. During the singing session, the guest interviews and chat interaction were added. After singing, the host sang and talked with the guests, talked about "the favorite song in youth", talked about "the stage dream of youth", recalling the second campus two Three things, sharing the secrets of maintaining youthful state ... The song and story are fused, and the memories are connected with the present. The relaxed atmosphere of the audience and the guests in the old friend created a good atmosphere and completed a collective memory.

In the new paradigm of variety show aesthetics, the program breaks the traditional stage settings, steps out of the play room, and uses an outdoor club to set up an outdoor lawn. There are tents, songs, friends, and full of outdoor small parties. The distance from the audience was short. In terms of scene design, the program team has carefully built a retro "summer record shop", and uses the old objects such as the vocal machines, tapes, CDs, and small color TVs to open the audience's memories and enhance the audience's scene experience. In terms of screen color tone, the program team did not choose the colorful color of variety shows. In addition, the main selection of green green, calling warm tone, soft light, visually renovated, full of literary and high -level sense. In terms of music selection, there are inspirational songs that interpret a generation of youth represented by "Sea Wide Sky", as well as music poems such as "Story of Time" praising youthful years, which are rich in types. In the integration and innovation, "This YOUNG's Summer" interviewed guests during the live singing process, which was broadcast on the central video and WeChat video as a zero -distance and focused vertical screen, which brought the audience a strong sense of the same scene. , Unlock the new form of music variety in one fell swoop. The vertical screen live broadcast also helps to expand the new program of the show, and shift from the TV as a king to the public variety show to the customized micro comprehensive. Traditional music variety shows are generally broadcast on large screens in the form of horizontal screens, and there are fewer music variety shows based on vertical screen live broadcast. "This YOUNG's Summer" uses vertical screen live broadcast as a creative incision. To a certain extent, it avoids the setting of large -screen variety shows and strong conflict. Mainly the emotional communication of music, and returns to music healing in a light form.

"Create a light -like program in the form of vertical screen live broadcast fully adapted to the current integration and communication trend." Huang Chuxin, director and researcher of the Digital Media Research Office of the Chinese Academy of Social Sciences, said that with the help of new media technology, integration is multi -faceted. Essence In terms of content innovation, traditional variety shows have begun to move from large screens to small screens, and actively approach young people in a variety of content and flexible and novel forms, helping to create rich and high -quality program IPs.

In terms of communication and distribution, the central video is based on its own advantages, adheres to the "mobile priority" strategy, integrates a variety of content forms such as positive films, wonderful tidbits, and posters, and achieves three -dimensional in -depth communication effects with the help of personalized push. In addition, the program also fully mobilized the power of new media, launched a fancy short film to preheat the program in advance, issued topics, posters, and settled the atmosphere in multiple aspects to stimulate the enthusiasm and interaction of the audience.

Cross -circle layers, resonance, central video layout vertical tracks repeatedly produced "Young" boards

American literary theorist Abrams once said that music itself is a "glowing body". At the same time, it is also a mirror of the times, reflecting the cultural orientation and spiritual thirst of the era.

"This summer song will be cured too much." "It's comfortable, it would be better if you can get together offline with friends" ... Many netizens sent such sighs and expectations when watching.

"This online summer song will timely soothe people's pressure in time. The youthful memories of music have cured everyone's minds and also aroused people's motivation to continue to move forward." Huang Chuxin said that at present, many people are difficult to get together offline. Eager to meet wonderful artistic activities to meet spiritual and cultural needs. The online song will fill this kind of demand in a timely manner. The audience listens to songs and chats online, activating the memories of the times in the song and the youthful emotions, linking the status of personal emotions to the song, and a strong resonance to achieve higher spiritual satisfaction.

In fact, this is not the first time that the central video has extended to the mainstream new media to extend in the vast number of young groups. The central video has always been committed to using the new technologies, new applications, and new scenarios to seek the biggest convention with young audiences. At present, CCTV has been launched in film and television, sports, food, gourmet, pastoral, Winter Olympics, military, global, variety shows, records, music, animation, CCTV, aesthetic education, cultural history, financial and economic, rule of law, and automobiles including 17 verticals. Class channels, deeply cultivating vertical content, featured innovative, diverse, high -quality, and immersion, and find the "traffic password" that resonates with young people frequently as young people.

The "Central Young" series of big IPs launched by the central video, such as "The Summer of the Central Young", "Winter Warm Young" and "Young on the Spring Festival Gala" loved by young users. Especially on New Year's Eve media live broadcast show "Young on the Spring Festival Gala", leading the audience to watch the show, play interaction in the form of a large and small screen, and make the old Spring Festival Gala rejuvenate.

In the field of sports, During the sports field, during the 2020 European Cup, the 2020 Tokyo Olympic Games, and the 2021 Shaanxi National Games, the "quiz king" series actively deployed new media social products to enhance the audience's attention and participation. During the Beijing Winter Olympics, central video launched "Digital Snowflake" interactive gameplay, "bullet time", "time slicing" and other black technology interactive products to provide hundreds of millions of users with an immersive winter Olympics experience.

On the occasion of the May Fourth Youth Festival in 2022, the central video created a new media special program "UP Youth", showing the youthful appearance of youth in the new era with "Youth Show on the Cloud" and "Youth Live Room", and harvested youth in the form of innovation. Human love.

Throughout the birth of multiple model works, it can be seen that in the process of deep integration, central video has been exploring how to express in the content of youth and light -like content, and in the form of immersive and interactive content to satisfy young users'.Demand, transmit positive values in young and refined content, promote the spirit of the times, and guide young people to be positive and courageous to innovate.The picture in the article, except for screenshots, provided by the central video

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