Juzizhoutou , people stand on the riverside and look at the distant city landscape. Outside the camera, the audience is watching the moonlight of the city through a series of slow live broadcasts.
September 7 to September 21, 19:00 to 22:00 every day, in three hours, Hunan Satellite TV new media "Let’s Watch the Moon Turn Round" Mid-Autumn Festival special project slow live broadcast from Orange Island Turn on, one river and one scene, one city and one color. When the lanterns first came on, thousands of viewers walked into this slow live broadcast and watched the moon climb up together.
15 slow live broadcasts, 15 times the moon rises and the moon sets. In the slow live broadcast, there are not only the beauty of the full moon, but also the recitations of poetry, fairy tales, and beautiful essays. Spanning Changsha, Wuhan, Haikou, Guiyang, Chengdu, Mohe, Lhasa, this slow live broadcast campaign across the country, with the help of slow live broadcast’s sense of companionship, and a warm and healing new media image method for the Mid-Autumn Festival Night brings special blessings and hopes. Up to now, the event has accumulated nearly 10 million views. On Hunan Satellite TV's Douyin, Weibo , video account and other platforms, thousands of netizens "chasing the moon" online.
Five chapters
Touching the beauty of culture in the slow live broadcast
"The moon phase changes across the half-month-long slow live broadcast of the moon" "New Moon", "Crescent Moon", "First Quarter Moon", "Gibular Moon" and "Full Moon". The live broadcast showed the moon's process from new moon to full moon. For many viewers, perhaps this is the first time such a close distance Immersive observation of the whole process of yin, sunny, round and missing.
The water is rippling, and the city lights are dazzling at the beginning of the new moon. Classic songs such as "Moonlight in the City", "China in the Lights", "Look at the Moon Climbing Up Together", "Left Finger Moon" and other classic songs, lead the audience to recall the beautiful scenes of the Mid-Autumn Night in the past years.
not only connects wheat to the whole country, but also provides viewers with cloud punch-in space. During the live broadcast, Zhang Hanyun, Hu Xia, Cai Chengyu, and the host 3spanspan Jin Mengjia and other guests Bring beautiful recitations, Zhu Ziqing's " lotus pond moonlight", Yu Guangzhong's "Cricket Yin", Lao She's "Four Generations Living Together" fragments and other poetic prose, no matter the beauty of the autumn in Peking , Or the tweet of autumn night crickets, all add mood to the slow live broadcast. At the same time, the introduction of guest recitation content also allows slow live broadcast to bring a sense of nostalgia for listening to radio programs, bringing unexpected surprises to live broadcast.
Previously, Hunan Satellite TV had launched the "Let’s Watch the Moon Round Together" Hunan Satellite TV’s new media children’s voice solicitation activity on the official blog, allowing children to pray for the Mid-Autumn Festival with poems and songs. In the slow live broadcast, the little reciters chanted poems such as "I don't know the moon when I am young, called white jade plate ", "The moonlight in front of the bed, suspected to be frost on the ground" and other poems. A slow live broadcast across different age groups also makes a new attempt in the viewing effect of the family carnival.
provides viewers with a special way to watch the moon, linking multiple locations across the country for live cloud check-in,In the quiet atmosphere presented by the slow live broadcast, different arts such as literature and music complement each other. Around a theme, the slow live broadcast window establishes an emotional agreement between the audience and the moon watching. The concise and artistic communication method brings continuous publicity and emotional superposition to the Mid-Autumn Festival.
slow live broadcast linkage theme party
talk about "the end of the world is at this time"
gradually formed a continuous live broadcast of 15 days of live broadcast, and people accept the slow live broadcast of 15 days of continuous live broadcast. Like pleasure. Traveling around Mohe, Chengdu, Wuhan, Guiyang, Haikou and other places, different cities live on the same screen slowly. Sichuan Watch, Yangtze River Daily, Guiyang Net, Haikou and other national media resonate on the same screen. City landmarks and cultural scenes gather here.
The immersive audio-visual slow live broadcast experience brought by the slow live broadcast has made many netizens write their best wishes for life while watching the live broadcast. On September 10th Teacher's Day, people wrote their blessings to teachers in the live broadcast room. On September 12, the red moon suddenly appeared to make everyone happy. With the arrival of the full moon, people left their best wishes of "peace and health, and all the best".
This time, the slow live broadcast of "Let’s Watch the Moon Turn Round" Mid-Autumn Festival special plan is further upgraded on the live broadcast technology, using 5G technology and building it in the core computer room. The private cloud environment, freed from the constraints of slow live broadcast venue network, power supply and other hardware conditions, and made beneficial explorations in the implementation of cloud technology. The shock of thousands of people watching the moon together brings an unforgettable sense of ceremony to this year’s Mid-Autumn Festival.It also affects everyone to go out and look up at the city sky.
On September 21, the slow live broadcast ushered in the chapter of "Full Moon". At the same time, Hunan Satellite TV's "Mid-Autumn Night" was also staged on the same screen. "The moon walks, I also walk", follow the footsteps of the moon, follow the vision of the lens, walk into the lights of thousands of homes, focus on ordinary life, and the warm-up companion of slow live broadcast pave the way for the festive atmosphere of warmth and healing under the Mid-Autumn Festival night. The form of live broadcast brings continuous audience diversion for the party, and provides new channels and new forms for admiring the moon and homesick.
At the same time, the slow live broadcast mainly focused on outdoor scenes echoes the outdoor main stage of Hunan Satellite TV’s "Mid-Autumn Night" this year. Multi-scene, multi-time and space program effects will be delivered together. The holiday connotation of "The End of the World".
Open the slow live broadcast page, the upper window is the real-time scene, and the lower window is the expression of the user’s emotional opinions. The live broadcast room formed by the slow live broadcast is not only a public domain, but also a new context and community brought about by technological innovation. . In this public space, people share emotions and exchange opinions. When the individual value is amplified, and when the emotional output resonates, the connection between the audience and the live broadcast subject becomes closer through this form.
Creative planning + technology upgrade
The breaking of the slow live broadcast
This is not the first time Hunan Satellite TV has caught the attention of the new media.
From October 2020, the editor-in-chief of Hunan Satellite TV has started a slow live broadcast trial on the new media platform of Hunan Satellite TV. With the help of the live broadcast platform, the long record form of slow live broadcast plus the appropriate live content,The novel viewing experience has brought a lot of increments to the media dissemination.
Beginning with the warm-up of last year’s Golden Eagle Festival , up to this Mid-Autumn Festival special project slow live broadcast, Hunan Satellite TV’s new media slow live broadcast has carried out a total of 61 games, and the total number of viewers exceeds 250 million+. The media account gained 1 million+ followers, more than 2 billion+ readings on related topics, and over 238 hot searches on the entire network. It was praised by mainstream media such as CCTV News Network, Xinhua News Agency, People’s Daily, Guangming Daily, etc.
Now, Hunan Satellite TV has formed a set of "live broadcast ecosystem" with content products as the core, including direct attention to the public psychology, the theme of "live slow live broadcast", and the "live broadcast" closely related to hot spots "Micro Variety Show" two series. At the same time, the "benefit live broadcast", which focuses on public welfare, opens a new window for the dissemination of public welfare content. A new media live broadcast ecology that has both social value and topical value also allows users to cultivate the habit of slow live watching.
First of all, the slow live broadcast combined with the content of the theme party often arouses heated discussions among netizens, bringing high-traffic, high-heat transmission effects, and high-density amplifying the festive carnival atmosphere. For example, the "2021 Hunan Satellite TV Spring Festival Gala" interactive live broadcast on the red carpet has a cumulative total of 23 million viewers on the three ends, 4 hours of live broadcast, and an increase of more than 150,000 followers; "Hunan Satellite TV Douyin Trendy Good Things Night "Ferris Wheel Trendy Amusement Park" Live Room" The cumulative number of viewers on a single Weibo platform reached 9.3 million+, setting a record for the highest data on a single Weibo platform.
Secondly, for weekly and seasonal variety shows, the slow live planning of novel content such as "discovery interactive live broadcast" brings new topics to the program and continues to stimulate users. attention.
On this basis, the live broadcast of creative events was launched, and it also provided a platform for the audience to output emotions.At the beginning of this year, Hunan Satellite TV held a live broadcast of the "Changsha Hand Pickable Stars-Give You a Cloud Firework" Spring Festival series of activities. A "cloud firework" stretching for more than 20 kilometers was splendidly "blooming" on both sides of the Xiangjiang River, linked to the big screen The small screen connects online and offline, and through live broadcast, the warmth and energy brought by "Cloud Fireworks" has entered thousands of households.
At present, on Weibo, the number of #湖南卫视直播# has reached 220 million views. The new live broadcast format further enhances the influence and brand image of new media. Next, develop in 5G With the vigorous help of the new media of Hunan Satellite TV, new attempts in communication innovation, brand empowerment, and integrated media communication will also bring more "mainstream new media" energy.
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