Cao Kefan (right in front row) and other National People's Congress representatives in Shanghai went to Beijing
Today, the 2020 National Two Sessions officially started. As an "old representative" in the literary and artistic circles, Cao Kefan has prepared four written suggestions in his luggage when he went to Beijing this time. From the "ratings theory" evaluation system, the creation of realistic literary works to the protection of knowledge copyright, as a senior media person, the suggestions put forward by Cao Kefan in the past three years are closely related to the media industry. This year, in addition to continuing to propose suggestions on "integration of TV channel resources" and "injecting new momentum into the TV industry", he also carefully prepared two highly strategic suggestions: enhancing urban resilience and enhancing international discourse power.
"These suggestions are actually my own thoughts at different stages before and after the epidemic." Cao Kefan introduced the different situations of the birth of these four written suggestions in an exclusive interview with the Paper reporter. "The suggestions on channel resource reform and injecting new momentum were completed before the Spring Festival. I was constantly thinking in this industry for so long; after the Spring Festival, the epidemic emerged, and worry and anxiety were inevitable, so I wrote suggestions on enhancing urban resilience in mid-to-late February; finally, it was about international discourse power. When US President Trump made a frank 'Chinese virus', I felt that China's international discourse power was still weak. Faced with such an attack, should we speak out? How to speak out? How to establish our own public opinion field and discourse matrix? These are the scope of my thinking." Cao Kefan elaborated in detail on his thoughts on the issues he focused on the four suggestions.
shrinks the defense line and injects new kinetic energy
Cao Kefan said in his suggestion: With the changes in the media and communication environment, the problems of many but inadequate ground channels at the provincial and municipal levels, homogeneous operations, and low production capacity are gradually exposed. The survival difficulties of the ground channel have led to a series of chaos such as advertising violations.
"The supply-side reform of TV channel resources is imperative. We must shrink the defense line and concentrate superior forces to fight annihilation war. We must use our best resources, whether it is talent resources, financial resources, or government resources, and in this case, we must shrink the defense line." Cao Kefan said.
Some provincial TV stations have already taken the lead and have begun to explore the reform of channel resource supply side. Cao Kefan took Shanghai as an example in his suggestion: Shanghai Radio and Television Station launched the reform of "supervised channels and carefully organized programs" in 2019. It has now adjusted resources for the original eight ground channels, including entertainment, Xingshang, Xuandong cartoons, Haha Children, Documentary, Art Humanities, TV series and Oriental Film, and finally formed four new channels: Urban Channel, Haha Xuandong Satellite TV, Documentary Humanities, and Oriental Film and Television, which have produced significant growth in both ratings and advertising revenue.
Cao Kefan believes that the purpose of "retracting the defense line" is to enhance the cohesion and authority of mainstream media: "There are only two radio routes for traditional TV in the future. The first is to cut off old content, shrink the front line, and concentrate troops; the second is to 'borrow a ship to go to sea'. We shrink to attack hard. Traditional media have content advantages, and weakness is the way of communication. If new communication channels are found, the original authoritative and powerful content will be exported through the output of new channels, and the new media and traditional media will embrace each other and give full play to their respective advantages. The original thick content can get a powerful communication power that is 100%, even far exceeds the strong communication power."
In response to the current top priority of the supply-side reform of TV channel resources, Cao Kefan gave three suggestions in his suggestions: 1. Clarify standards and help reform; 2. Flexible thinking and active guidance; 3. Strengthen supervision and encourage innovation.
Under the epidemic, the radio and television industry has also suffered a significant impact. According to the latest data from ctr, the actual operating conditions of TV advertising and evening resources fell between 30% and 40% in the first quarter of 2020. The ratings and advertising, the left and right legs that were originally moving forward showed serious "inconsistency".
"Suggestions on Injecting New Momentum into the TV Industry" proposes that it is recommended to resume advertisements in TV series.At present, diverse mid-insert advertisements such as "creative interjection" and "original posts" can be seen in the video websites and are even loved and liked by the audience, especially young people due to factors such as creative packaging and integration with the plot. In an era when content is king, if the TV station wants to compete with the fiercely developed video website, it must rely on high-quality content to speak. Resuming advertisements in TV series and increasing advertising revenue, for satellite TV platforms, there is sufficient funds to introduce high-quality dramas to attract audiences, and for production institutions to have sufficient fees to produce high-quality content. This is undoubtedly a virtuous cycle and ultimately achieves a win-win situation.
At the same time, this suggestion calls for the lifting of the ban on broadcasting e-sports programs. Now the e-sports industry is booming under the guidance of various major policies and guidelines. In the latest "Sports Industry Statistical Classification (2019)" released by the National Bureau of Statistics, e-sports has been included in the 02 major sports performance activities. In addition, according to the 2019 employment prospects and current situation report released by the Ministry of Human Resources and Social Security, there is a talent gap of 500,000 industry practitioners and nearly 2 million people in the next five years. Taking Shanghai as an example, the "50 Articles of Shanghai Cultural and Creative" issued in 2017 clearly pointed out that it will build Shanghai into a global e-sports capital; in 2018, Shanghai took the lead in issuing the "Shanghai E-sports Athlete Registration Management Measures"; important events are settled in Pudong; in 2019, the "20 Opinions on Promoting the Healthy Development of the E-sports Industry" followed one after another, striving to fully build the "global e-sports capital" within 3 to 5 years.
iG team won the 2018 League of Legends Global Finals (S8) championship
"The e-sports industry has actually become an important industry for Chinese cultural output. For example, in 2017, Beijing Bird's Nest welcomed the League of Legends Global Finals (S7), and the iG team won the 2018 League of Legends Global Finals (S8). E-sports not only have become a carnival for enthusiasts in the circle, but has gradually become an important cultural symbol. This field has made great achievements," Cao Kefan believes that with the advancement of technology, economic development and the maturity of the e-sports industry, the "indigenous people" in the mobile Internet era have one batch after another, and the policy level related to upper-level design should keep pace with the times, say goodbye to the simple "NO" era, and use the more mature "YES! how to do" to effectively guide and lead the correct view of right and wrong and values.
League of Legends Global Finals (S7) was held at the Bird's Nest in Beijing
to complete the shortcomings and enhance urban resilience
Cao Kefan combined his medical education background to write his thoughts during the epidemic into the "Suggestions on Enhancing Urban Resilience". "Resilient city" refers to the ability of the city or urban system to resist, absorb, and quickly adapt to hazards in a timely manner, and to respond effectively to the city's main characteristics and functions, and to maintain the city's main features and functions without obvious impact. In other words, regardless of whether disasters can be predicted or not, resilient cities can quickly diversify risks with tension and relaxation, and automatically maintain normal operation of urban functions. Cao Kefan believes that my country's current development positioning of "resilient cities" is more focused on how to enable cities to better respond to geological and meteorological natural disasters, and there are fewer plans for major public health emergencies.
Cao Kefan’s first suggestion is: make up for shortcomings, be "resilience"-oriented, and improve the public health and disease prevention and control system. The first shortcoming is the early warning system. Cao Kefan believes that although China has established a relatively good early warning system, the position of the CDC (Center for Disease Control and Prevention) should be further improved. "CDC is now under the Health Commission. Is there any possibility that the CDC will be independent from the Health Commission and become a direct department under the State Council. At the same time, it can form vertical management with CDCs in various places. This can better clear some obstacles for direct reporting of some known and unknown infectious diseases, so that its direct reporting system can be faster and more effective."
Secondly, the state and all levels of finance have increased investment in public health and disease prevention and control, and found a balance between public health and clinical medicine. "China's disease treatment system is relatively complete, but it still ignores the field of public health. Or we have invested in public health for a long time and invested in public health education," said Cao Kefan.The second suggestion in
's suggestion is to "plan early and promote the planning and reserve of emergency places and emergency materials as key tasks." Cao Kefan believes that in addition to ensuring that strategic materials, especially medical strategic materials such as masks, protective clothing, and ventilators, can be effectively guaranteed, they also need to conduct exercises. Specifically, it is to train all doctors on the front line of clinical practice to help clinicians detect signs as soon as possible, report them in a timely manner and protect themselves. In addition, Cao Kefan mentioned that in order to enhance the resilience of cities in resisting risks, it is necessary to "set standards", that is, establish an information disclosure mechanism and enhance the ability of all sectors of society to respond to crises.
The public opinion war that cannot be ignored. Enhance international discourse power
For a long time, Western media have dominated international public opinion and discourse power, vilifying and smearing China with strong ideological prejudice; during the epidemic, some Western news media maliciously framed China and politicized all problems. Although our government and media have resolutely refuted and counterattacked, they are still in a weak position in the international public opinion field.
Cao Kefan (left) talks with Zhang Wenhong (right)
Based on this, Cao Kefan gave his own thoughts and suggestions. He believes that it is extremely important to establish a new discourse system. "Why did Dr. Zhang Wenhong be sought after by everyone and become a top figure? In fact, he used words that the people could understand to explain the principles of medical science. In an interview with "Kefan Listening", Dr. Zhang Wenhong mentioned, 'If I say that the people stay at home, they should cut off the channels of infection and protect the susceptible groups. This is good, but the people feel strange when they listen. I just put it in the most popular terms, don't come out at home, and suffocate the virus to death for two weeks, and everyone will understand it as soon as they hear it.'"
"Why did everyone rely on watching Bai Yansong's "News 1+1" at night in the early stage of the epidemic? Because the audience felt that it was conveying an authoritative voice. Bai Yansong's expression was also different from the inherent traditional language. He expressed all the knowledge about the epidemic virus in the most simple and vivid words." Cao Kefan said.
Similarly, Cao Kefan believes that it is necessary to consider the differences in thinking between the East and the West and the audience psychology of foreign countries, and use language that can be understood internationally to express China's propositions and Chinese voices, which are perceived and resonated by ordinary overseas people. At the same time, the construction of an international discourse power system is promoted by increasing channels for international public opinion and establishing a forward-looking agenda setting strategic mechanism.
"The West's public opinion offensive is an important part of the system where Western ideology is hostile to China. In this case, it is impossible to ignore it. Of course, we must express our views in a righteous manner, and not shrink our heads down and use the ostrich policy. We must see in a higher position and a larger pattern. This is a strategic issue, not just a verbal blow between public opinion. A great country with 1.4 billion people cannot lose its voice in the international public opinion field."
Cao Kefan pointed out at the end of the proposal: The basis of the international discourse power system lies in the cultivation of compound talents in colleges and universities. On the one hand, he further innovated in the talent training mechanism. He said in the interview: "There should be the cultivation of compound talents. They understand news, diplomacy, international politics, and can negotiate with foreigners in a skilled foreign language. At the same time, they have a deep foundation of Chinese traditional culture." On the other hand, he suggested that the government fully support outstanding international news practitioners in the media to go to universities to further further their studies in master's and doctoral degrees and provide funding guarantees to truly create a talent resource construction in terms of international discourse power that combines "production, education and research".
