"This Young's Summer": Light youth with music

On August 13, CCTV launched a new vertical screen variety song "This Young's Summer". The program focuses on the theme of "Youth", using music works as a cultural bridge and narrative carrier, using the popular and cool presentation of young people to light up the youth with music, and singing memories with singing, which trigger the collective resonance of contemporary young people; the show It adopts classic songs that spans the "post -60s" to "post -00s", and connect people in different times to people's value recognition of culture.

This summer, the central video with a positive energy, youthfulness, and youthful music vertical screen variety show, once again refreshing people's awareness of music variety shows. "This Young's Summer" subverts the traditional variety show and innovates content with a new program. It is difficult for the audience to use the labels such as "party, song club, and variety shows."

In -depth understanding of the emotional needs of young people at the moment, in the form of a seemingly no process and unregulated "lawn party" form, it creates a sense of self -consontion between friends sitting in summer and singing while talking. Essence Whether the performers and hosts are in it, or the viewers and users in front of the screen, they have fully felt a kind of shock of "such a beautiful life", as if returning to the era of innocence, which greatly enriched people's spirit world.

When Sabenin and Li Jian threw off the host card and said, "There is no process at all" and introduced the guests at the scene, Saberin teased that "the serious host teachers have not come." These episodes are the hosts. The reflection of the state is super loose. And users will receive the host's relaxation in surprise and laughter, and are curious about the uncertainty of the show. Rather than saying that this is a song club, it is better to say that it only specifies the big music variety reality show that must only sing the music variety show, a happy "CCTV host Tian Tuan+top singer artist". This kind of innovation expression is good to meet the needs of young people to watch variety shows after intense work, and gain a relaxed and pleasant satisfaction.

The show firmly grasps the viewing habits of young people. After the short video and live broadcast occupy more fragments, the vertical screen viewing is more widely accepted. The vertical screen is more private, with a more focused and enlarged "close -up" picture, allowing users to have a deeper immersion, "shortening" the visual and psychological distance between the viewer and the content of the program. At the same time, the interaction developed in the vertical screen live viewing will also make users more willing to communicate and interact. The program fully opened the emotional communication channel between the performers and the viewer, and unlocked the young people's participation in the "traffic password".

In summer, it is often closely connected to music, because the same enthusiasm, the same passion, and the same unrestrained. From Xi Tianmu's music festival, to the swarming music variety shows, and the happy music party on the sea, it is not easy for music IP to stand out of many contents. In the summer of 2022, "This Young's Summer" wrote the most dazzling stroke in the field of music. However, it is not a case to enlarge to the content array of the entire central video. Through the content creation of the new media field, the innovation and changes in the trend of literary and artistic trends, and the understanding of young people's behavioral habits and psychological needs, central videos have gradually formed unique content innovation genes.

Its innovative genes are mainly reflected in the three aspects of "people, screens, and fields". "People" comes from the content creation team of central video majors. The team has both deep experience accumulated in TV content creation and in -depth integration with young network power. "Screen" reflects the in -depth understanding of the current video of the young audience and the creation of new media content, and the integration of new media technology, presentation form, brain hole creativity, and packaging expression. The "field" is the strength of the central video reliance on the powerful platform strength of the Central Radio and Television Station, and the industry resources are allocated. With a number of comprehensive comparative advantages, CCTV has achieved frequent boutiques in Rong Media's innovation, and brightens the golden signboard with the benchmark of the short video "national team" with its strength.

As a vanguard in the field of Rongfeng Media in the Central Radio and Television, CCTV has continuously explored new ideas and new gameplay in the field of cultural communication. A series of innovative programs represented by "This Young's Summer" have harvested the inner recognition of contemporary youth audiences through new methods and new channels that young people like to hear, and promoted the spiritual connotation of the new era of socialism with Chinese characteristics.

(The author is deputy secretary and deputy dean of the Party Committee of Beijing Film Academy)

Content source: Literature and Art News August 17, 2022

WeChat editor: Lu Yimeng

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