Listen to me. Didn't Shao Shao have two hosts before?

Relatives come to stay in Ning. One day, I passed by Sipailou and suddenly asked where Sanpailou was. A while ago, I learned a slang from the host Lao Wu in "Listen to Me Less": the dog of Sanpailou went to Sipailou to chew bones-he suffered from two legs for a mouth. This book was used by old Nanjing to mock gluttons, but it made relatives interested in everything in Nanjing. Relatives are from Nantong. Speaking of their love for Nanjing, I don't want to say how good Nanjing is. I just want to express the impression left by the dialect program "Listen to My Shaoshao".

After the popularity of people's livelihood news, TV dialect news programs became popular. The program "Listen to My Shaoshao" of Nanjing TV Station 18 Channel was launched under this background. What is the value of listening to my time? Why can you win the support of the audience in a short time?

I. Cultural values

Dialect, as a "one-sided word", is the accumulation of folk customs, habits, culture and traditions in a certain area, and it is a living fossil of folk culture. In 2005, Nanjing TV Station 18 channel also planned to broadcast the dialect program "Listen to My Shaoshao". Although it was only 20 minutes at the beginning, it also got the ratings of 1.5, and the programs broadcast on this channel at the same time were only about 0.6. Subsequently, the ratings increased, the program duration also increased, and the content became richer. In January this year, I made at least one major revision after listening to my words. On the basis of broadcasting news and commenting on events, we paid attention to the excavation and display of Nanjing local culture, and successfully launched small columns such as Nanjing Dialect Conjecture, Lao Wu Attack, and Old Events in the South of the City. Once these short stories were broadcast, many people called to answer questions or provide clues, consciously used some old news to interpret the historical background of the news, and used some customs in the south of the city to interpret the development and changes of today's fashion, which expanded the thickness of the news in time and space, enriched the three-dimensional sense of the news, gave the audience fresh feelings from all angles, enriched the audience's cultural knowledge and increased their love for Nanjing. At present, the program "Listen to My Whistle" lasts for one hour, and the ratings are stable above 4.2. It is precisely because dialect is vivid in language expression that the program excavates the charm of local culture and is accepted and loved by the audience.

Second, brand value.

The branding of hosts is a common strategy used by many channels now. Listen to me, Shao Shao has also adopted this strategy. However, the program is not a star host, but a host image like a neighbor uncle. The host is a combination of "neighbor uncle" and "star", which is more easily accepted by the audience.

Wu Xiaoping, the host, is a senior journalist. He has a large group of loyal fans and has entered the TV field. He is still an excellent news anchor and chief writer. Lao Wu stood on the stage and talked all the way for an hour. No lines, no manuscript: banks refused to save money, businesses hyped the news, and real estate developers deliberately hoarded houses, all of which became the targets of Lao Wu's opening. The audience often laughed at Lao Wu's words.

Wu Xiaoping appeared in the second revision of the program "Listen to My Smile" in April 2006, when the program added a 20-minute commentary section, which was hosted by him. Lao Wu is an authentic old Nanjing, and his South Nanjing dialect is fully acceptable to young and middle-aged audiences and old Nanjing. He has a strong professional ability, and his daily news choices and comments are in place. Nanjing dialect is very distinctive. He is well integrated with dialect programs and is deeply loved by the audience. He is affectionately known as Lao Wu, and less and less people call him Wu Xiaoping.

Due to the good response of the revision in 2006, in the revision in 2007 1 month, the channel and column group established Lao Wu's brand position in this dialect program and became the general host. The selection criteria of programs have changed from interesting stories in China to news about food, clothing, housing and transportation that local people are most concerned about, as well as new government regulations issued by the government. And expanded the news sources and increased the amount of information. Through the sections of "reading newspapers with ears" and "hitting Shao news with topics", I commented on the news of various newspapers in Nanjing that day and expressed my views. This makes the program by going up one flight of stairs, not only more and more viewers, but also better and better reputation among ordinary people. It is worth mentioning that in this revision in 2007 1 month, the program duration was adjusted to 1 hour, and the broadcast time was also adjusted to prime time in the evening. News programs and TV dramas compete for audiences, and Lao Wu's brand advantage gives confidence to dialect programs. After the revision, the average viewing rate reached above 4.2, with a maximum of 6.0.

Third, economic value.

At present, there are nine people doing the one-hour program "Listen to My Whistle" * * and there were only three people at the beginning, but they achieved both social and economic benefits. As can be seen from the input-output ratio, dialect programs have great advantages.

This program is very popular from program form to program packaging. The background of the studio is the appearance of the old city south, and the ending is a folk song interpreted in Nanjing dialect. Its positioning is those nostalgic middle-aged and elderly people, young people curious about Nanjing dialect, and foreigners eager to integrate into Nanjing.

The success of dialect programs does not depend on a lot of money. Its investment is far less than normal news programs. It doesn't need a lot of reporters and editors to support it, and it doesn't need to be a luxurious studio, background wall and so on. It relies on the appeal and appeal of dialects and unique program forms.

It should be noted that dialect, as one of the elements in the program, cannot be exaggerated. The understanding of dialect news should not fall into narrow regional identity. In the next step, how to enhance the attraction of dialect programs to young people and cultivate young people's viewing habits is a problem that such programs must face to continue their vitality. The current program forms, such as Listen to My Shaoshao, Find a Dialect Corresponding to Mandarin, and Old Stories in the South of the City, are an extension of the content and a strategy.