The Fourth Games Expo ｜ Chen Lei: Tell the story with imagination and make traditional culture a "traffic password"

Starting from Henan Satellite TV Spring Festival Gala "Tang Palace Night Banquet", Henan Satellite TV, which has mastered the "traffic password" of traditional culture, has opened their own way of breaking. The "Wonderful Tour" party has repeatedly created explosive programs to swipe screens. This year's series of "Chinese festivals" series of programs have caused Henan Satellite TV to attract the attention of the entire network again. On the evening of September 9th, "2022 Mid -Autumn Festival Wonderful Tour" was a wonderful tour of the "Moon Palace", which told Qianli Juan, and was admired by netizens as "God."

At the Fourth Grand Canal Urban Tourism Consumption Forum, Chen Lei, the director of the 2021 and 2022 Henan Spring Festival Gala, the 2022 Mid -Autumn Festival Mid -Autumn Festival, Chen Lei, Chen Lei, brought a "story with imagination -tells a good story - —The keynote speech of traditional cultural flow passwords has decrypted the popular cultural flow password of Henan Satellite TV.

Before the "Tang Gong Night Banquet" became popular, Henan Satellite TV rarely received the attention of people. In the provincial satellite TV competition pattern, Henan Satellite TV has been in the second echelon. Although there are two programs of "Liyuan Spring" and "Martial Arts Wind", the throne of opera and martial arts is steadily. Since 2005, it has not been dazzling in provincial TV competition, and the ratings have been hovering in a dozen.

In 2021, Chen Lei was appointed as the director of the Spring Festival Gala of Henan Satellite TV. He received the task and directly found the Taiwan leader and expressed his own point of view. No one is watching TV around. "This words sounded a little" heart -up ", but it revealed the challenges and crisis facing the traditional radio and television industry at the moment." Our industry rarely sings ourselves. The small screen of the mobile phone is full of strength, but the "TV big screen" era will eventually return, but when calm down, what we need to do is to face reality and we cannot bully ourselves. "

In the Internet era, how can traditional television people look for positioning and create traffic explosion programs? Chen Lei proposed that traditional media people need to establish "user thinking" based on the Internet. "When creating, we should not treat ourselves as directors, but should be planned from the perspective of a blogger and UP master to plan for planning. And creation. "

As the birthplace of the Chinese nation and Chinese civilization, Henan has painted glorious civilization scrolls. Therefore, Chen Lei hopes to based on the Central Plains culture and use fashionable and young people to package programs to attract more young audiences. "At that time In my mind, a group of resurrected pottery figurines emerged. So, I decided to turn it into a show in a storytelling method. "

On the eve of the Spring Festival in 2021, the "Tang Palace Night Banquet" on the Spring Festival Gala of Henan became popular on the Internet. Almost overnight. This local Spring Festival Gala "became popular" among young people and became a widely sought -after phenomenal program. Henan Satellite TV, who "ask for money," also successfully counterattacked. Since then, Henan Satellite TV has successively launched the "Chinese Festival" series such as "Lantern Festival Wonderful Night", "Qingming Wonderful Tour", "Dragon Boat Festival Wonderful Tour", to create a vivid IP image such as Tang Xiaomei, King Kong, and Luoshen. Essence "On the one hand, we are doing programs, and on the other hand, we are also creating IPs. We have set up cultural and creative companies to operate incubation. Tang Xiaomei, Longmen King Kong, and Luoshen, including Chang'e of our Mid -Autumn Festival, are doing IP creation. Slow also formed a closed loop of this cultural industry. "

"We want to do things that really have vitality. It is not the same as fireworks. As soon as it is released, we hope to be an innovative expression of traditional culture. I hope that there is a root under the big tree. Flowers and results of the year. "How did this show become hot? Why do you like such programs? For more than this year, Chen Leihe's team has been thinking and summarizing repeatedly. In the end, he and his colleagues have refined the "wonderful tour" thinking system.

"Magic, it is to use different ways to stimulate your eyes, ears, noses, tongue, and tongue body. Wonderful, that is, after our body is stimulated, the same frequency resonance generates in psychology. It is a diversified, multi -dimensional wonderful journey. This can be audiovisual, touch interaction, and even wearing AR and VR glasses to enter the virtual world. After the three words are turned on, we are real. It is to use a new way of expression to open the most of the emotions in everyone's heart. In fact, it is from the human heart, human nature, and human feelings, resonate, tell a good story, and inherit the empathy. "And the most pleased by him is most pleased Yes, a series of programs in Henan Satellite TV have driven the rise of traditional cultural programs across the country. "This trend from our family to many nationwide, so that our traditional culture suddenly blooms in different forms. The charm has formed a atmosphere from cultural self -confidence to cultural consciousness. "

The success of a series of "Chinese festivals" is "draining" for the success of Henan Cultural Tourism. From each Chinese festival after the Spring Festival in 2021, the number of tourists from Henan has steadily increased.Chen Lei hopes that with the "wonderful tour" creativity and cultural tourism cross -border, "Disney and Universal Studios are always welcomed by young people. Why? Because of his cultural brand and IP foundation, the foundation of IP is very mature, so it has formed a magnetic fieldTherefore, we hope to start from a young age, start with essence, strangeness, and cleverness, and do well. "In Chen Lei's opinion, no matter how it is iterative in technology, the audience needs a good content and good story."This time the Grand Canal Cultural Tourism Expo highlights the cultural advantage of the Grand Canal. The Chinese Grand Canal is a super IP. We should deeply develop our own imagination and try to tell the story of the Millennium Grand Canal. From a wider perspectivePromote this river to all parts of the world. "

(Xinhua Daily · Jiaojiao Point Reporter Wang Hui Yang Min servant Visual Jiangsu Photo Conferry)

Review: Pan Ruikai

Editor in charge: Duan Shijing

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