Introduction
On November 9, the National Traffic Safety Day special program "Safe Travel·2022" launched by the China Central Radio and Television Corporation, together with the Ministry of Public Security and the Central Civilization Office, was broadcast on CCTV Comprehensive Channel (CCTV-1) and CCTV Social and Law Channel (CCTV-12). Program innovation realizes all-media communication, comprehensive use of new audio-visual technologies, and achieves the unity of high ideological height and diversified expression. Focusing on the ideological main line of small families, the country, and forge ahead on the new journey, it concentrates on the important role of my country's road traffic in promoting a higher level of safe China and a new journey of rule of law in .
"Safe Travel" was founded in 2011 and has been aired for eleven years. The program is produced by the "Lifeline" column of the Social Education Program Center of China Central Radio and Television. It has become a brand program for the publicity of traffic safety and civilization on the Central Radio and Television. It has created high ratings and established good reputations. It has always been the winning way for this old brand to be based on for many years.
"Peaceful Travel·2022" is spread through multiple platforms and terminals such as CCTV Video, CCTV.com , Learning to Strong Country, Communist Party Member Network , China Youth Network , Douyin , Weibo and other multiple platforms. The wonderful content hits people's hearts and is touching. All sectors of society have good responses. It is generally believed that the 2022 "Peaceful Travel" program has more resonance, more people-friendly content, more fashionable stage, more down-to-earth, and more silent effects.
Reason and sentimentality, and the ideological height is unified with diverse expression
At the whole country, and on the occasion of striving for a new journey, "Safe Travel·2022" is working hard to achieve the good situation of "full screens of the General Office", the program team has faithfully supported " two established " and resolutely implemented the " two maintenance " throughout all aspects of the work.
In the Internet era, the dissemination of ideas and theories cannot be limited to the single transmission of cognitive information, but should also achieve the deep dissemination of emotional connotations. "Peaceful Travel·2022" adopts the "face-to-face" and "heart-to-heart" explanation method, so that the audience can see it, hear it clearly, and have a aftertaste in their hearts.
"Rational Communication" speaks with data, and a prologue tells ten years of achievements: as of the end of November 2022, the total number of motor vehicle drivers in my country has exceeded 500 million, ranking first in the world; every minute in 2022, my country has 206,000 express delivery in China, 10 new energy vehicle is leaving the factory, and 32,000 shared bicycle orders are being produced... Over the past decade, the road has become busier and busier, but it has become safer; our lives are becoming richer and more civilized.
"Sensual Communication" finds the incision, expresses diversely, and appeals to emotional communication: "The Six Warriors of Chengdu" bravely seized the sharp knife from the man holding the knife, allowing people to see the courage of "heroes are in, Chengdu is peaceful"; in the "Shanghai River Falling Incident", people from all walks of life rushed towards the river, allowing people to see the unity of "life first"; in " Zhuzhou Old Teachers' School Protecting 16 Years", an ordinary people's teacher, Tang Qixue, had witnessed his students lying in a pool of blood, and opened a 16-year path to protecting the school. Under his influence, a "Tang Qixue Volunteer School Protecting Team" composed of 80 people was also established in 2022, and this "Protecting the Flowers of the Motherland" action has been passed down from then on...
"Safe Travel·2022" was unswervingly at the beginning of the planning, with the belief of "guarding the country, guarding the hearts of the people" and showing the theme of "the times move forward and striving for enthusiasm" in the program, so that the publicity work of road traffic safety and civilization and progress can "fly into the homes of ordinary people" and enter the hearts of the people with simple, plain and solid sincerity, true feelings and true meaning.
Digest real touch in ordinary life and demonstrate the vitality of art
"If you don't have ambition, you can't achieve anything in the world." In the eleven years since "Peaceful Travel", upholding integrity and innovation have always been the basic requirement of the creative team for themselves.How can old brands achieve better and newer every year! How to make these "new" synchronize with the times, constantly evolve and develop is a question that the main creative team focuses on. The goal of the creative team of "Ping An Travel 2022" is to create a themed party with "lighting eyes and warming hearts". This time, this goal was finally achieved on the road of artistic creation where the team overcomes all difficulties, works tirelessly, strives for excellence, and is firm and persistent.
Art is the echo of life, originating from the sensing and contemplation of reality. When the program was recorded, it was at the peak of epidemic prevention and control, and unprecedented difficulties occurred in actor dispatch and coordination. In order to ensure the safety of all staff and the smooth recording, the main creative team carried out a lot of preparations and coordination to ensure the smooth recording.
"Safe Travel·2022" is themed "Civilized and law-abiding, safe return home", and is divided into three chapters: "Home Harmony·Center of the World", "Strong Country·People's Heart", and "New Journey·Together". The program focuses two-thirds of the content on ordinary people. In the past, "Safe Travel" was called the "Spring Festival Gala" in the traffic police industry. Now, this themed evening party has become the "Spring Festival Gala" for all traffic safety participants, conveying to the audience through the program: traffic safety is not just the responsibility of traffic police and 500 million motor vehicle drivers, but an important matter for 1.4 billion people to participate and maintain.
"Youth Ambitions Don't Say Sorrow" + "Youth" combination program is divided into XR scenes and real scenes. Among the performers are a family of five, an old comrade who is a traffic policeman, and an old traffic policeman who is struggling all his life to retire. During the show, the young traffic police changed into the uniforms of the older generation, and four female policemen drove onto the stage in a heroic manner, singing "Youth" with the old comrades. The singing sounded, and the strong contrast was designed to create emotional resonance. The people's police adhered to their lifelong mission and responsibilities and continued to inherit and carry forward. This team that is always "young" has strongly guaranteed our national governance capabilities and governance level. People's police adhere to their lifelong mission and responsibilities and take off their police uniforms. Their responsibilities are still there; the spirit of the younger generation wearing police uniforms and the older generation is still being passed on.
In the entire evening party, the combination program "Mortal Glimmer Light" recited by four hosts + the traffic police singing " Nameless Man " received the highest attention and love, which caused heated discussion on the Internet. The short film on the video account reached 37,000 views. The four hosts tell four heartwarming stories that happened on the road, and use simple and plain words to tell the extraordinary "work of giving away hands" of ordinary people. A simple task is to lift a piece of guardrail and hold a life, but the simple task of everyone is to lift the beautiful customs of society.
Traffic policeman Zhang Shuai sang "The Unknown Man" and six mirrors were arranged at the recording site. Each mirror reflected an ordinary figure. This figure was like the people around us, so ordinary and ordinary, but it is precisely because of this little "mortal light" that it supports the indispensable truth and goodness in the world and merged into a beautiful and beautiful picture of civilization. The main creative team pays tribute to ordinary people and those who keep working hard for life. "Not name, I toast you a glass of wine, toast your silence and every roar, to bend you, go up the mountain and walk up the high place, and live hard on the sky above your head..." At that moment, many netizens wrote the sentence in the comment section: "We can all be, and we should also be unknown ordinary heroes."
The vitality of art comes from emotions and spirit, and should be able to profoundly influence generations of descendants. The creative team of "Peaceful Travel" is unswervingly brave to innovate, always be innovative, reflect the times, grasp the regularity, and be creative, and make good programs that are beneficial to the country, society and the people.
New technology empowers content innovation, and the immersive stage is not only good-looking
If thought is hard core and art is vitality, then innovative technology is the driving force and is the most powerful booster for a good work. "Peace Travel 2022" strives to use the "light of wisdom" to use new technologies.In 2021's "Peace Travel", the main creative team used XR technology for the first time to create a ten-year review of the door to time. In 2022, how to organically, cleverly integrate new technologies and comfortably is a difficult problem that the main creative team needs to break through.
"Peaceful Travel·2022" makes full use of new audio-visual technologies such as AR, MR, XR, etc. to enable virtual images and physical stages to complete a dream linkage. The evening party comprehensively uses new audio-visual technologies to design a special "peace album" and opens extraordinary stories with objects that the people are most familiar with and intimate. The team selected the most distinctive safe moments in 2022 from thousands of photos, recorded the moving scenes closely related to the development of traffic roads in 2022. In the "Layer of Time" created by XR, the narrator Jingyidan leads the audience to open the vivid pictures in the album, telling the story of civilized scenery and flowing people's livelihood.
The program "Chaodong Talks about Transportation" uses virtual scene restoration and talk show-style narration to make the admonition of uncivilized traffic behaviors as gentle and powerful as sitting at home listening to the comfort of people around you.
In 2022, "The World" which is loved by the audience made many people cry. With the singing of ordinary traffic police, how can the song be filled with the temperament and charm of "Safe Travel"? The technical team of the evening party started from scratch and originally drew hundreds of life scenes and characters, using the time of a song to tell the world's life.
"Peaceful Travel" follows the "Extraordinary Ten Years" process, and uses green screen digital technology to review the ten years of development of traffic safety and civilization. All the actors in the image are composed of the creative team and the traffic police. At this moment, they are all and are indeed participants in traffic safety.
"Peaceful Travel·2022" adheres to the creative orientation of people-centered , abandons the single "hero hymn" model, so that the program has highlights everywhere, details in sections, and heights at every level, and integrates true and moving stories into the works. In terms of thought, the program has played the role of the main base of mainstream media propaganda and public opinion guidance; in terms of art, it is synchronized with the times, pursues excellence, firms the creative idea, and uses shocking interpretation to carry out the belief to the end; in terms of technology, it is brave to try and constantly explores new possibilities of the content and form of the program.
"Those who are small can not be big, and those who are short can not be deep." The main creative team of "Ping An Xing" will continue to learn continuously, deepen the innovative practice of "ideology + art + technology", and continuously realize integrated communication and breaking circle communication, and create more good works that can stand, be famous and spread.
(Author: Zhao Hongmei, Liu Li, Social Education Program Center of China Central Radio and Television Station)
Monitoring Producer: Yang Mingpin
Round editor: Mo Hua
Post-editor: Zhang Qingnan
Post-editor: Zhang Qingnan-
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