The only real-life New Year’s Eve show, down-to-earth and “all-people”, Beijing Satellite TV’s differentiated New Year’s Eve route takes a further step

Beijing Satellite TV’s Global New Year’s Eve Ice and Snow Festival has become the most differentiated TV New Year’s Eve brand and the only live New Year’s Eve show in China, and the 2019 New Year’s Eve show has great changes in content, scenes, lineup, etc. Continue to upgrade, based on the theme of the Winter Olympics, precise positioning, strengthen the feelings of the capital, and pursue the glory of the world.

Text | Jiang Lai

Last night’s New Year’s Eve was another TV screen annual finale showdown with each David TV showcasing their own talents. Six New Year’s Eve parties competed at the same time. , the excitement reached the highest level of the year. The concert that best matches the New Year's Eve holiday atmosphere is naturally the most important party format. All four New Year's Eve concerts provide the audience with top-notch audio-visual enjoyment with their super lineup, exquisite design, and cutting-edge technology.

Among them, the most special one is Beijing Satellite TV’s 2019 Global New Year’s Ice and Snow Festival. This is the third consecutive year that Beijing Satellite TV has created a New Year’s Eve Ice and Snow Festival. After six years of Winter Olympics-themed New Year’s Eve party planning, the Global New Year’s Eve Ice and Snow Festival has become the most differentiated TV New Year’s Eve brand and the only real-life event in China. New Year's Eve show.

In the past three years, this New Year’s Eve party brand has continuously upgraded its content, scenes, lineup and other aspects, and strengthened its unique style and cultural quality. This year, it once again achieved good broadcast results and audience reputation.

Before and after the party was broadcast, 8 program-related topics were on the hot search list. Audiences started discussions around Beijing Satellite TV’s New Year’s Eve scenes and guest performances. So far, Sina Weibo’s #btv cross The number of views of the topic "Year of Ice and Snow Festival" has exceeded 950 million, an increase of 450 million in half a month.

A live New Year’s Eve show linked to multiple places

The innovative countdown of “Beijing Time” implies a dialogue between time and space

Beijing is the first city in the world to host the Summer Olympics, It will also be the "Double Olympic City" that will host the Winter Olympics. Since the year before last, Beijing Satellite TV's New Year's Eve Party has been deeply tied to the Olympics. Every year's New Year's Eve theme is closely integrated with the overall strategic plan of the Olympic Organizing Committee for the 2022 Beijing Winter Olympics. , with the approach of the Winter Olympics, the theme has been progressively upgraded every year to better coordinate with the progress of the Winter Olympics publicity and the promotion of ice and snow sports.

After the PyeongChang Olympics ended last year, the publicity cycle for the Beijing Olympics officially entered. The preparations for the Beijing Winter Olympics ushered in a new chapter. Therefore, this year, the theme of Beijing Satellite TV’s Global New Year’s Eve Ice and Snow Festival is “ At the end of the world, at this time, a new chapter of ice and snow begins."

Live shooting, multi-location linkage, and three-channel simultaneous broadcast have always been the outstanding features of Beijing Satellite TV’s Global New Year’s Eve Ice and Snow Festival. This year, on the basis of continuing this model, the creation of live-action evening parties linked to multiple venues has been pushed to a new height. There are new breakthroughs in scene selection. It is reported that this year, the Global New Year's Eve Ice and Snow Festival will still be held in Beijing, Harbin, and Chongli, but the number of venues has significantly exceeded. There are eight venues in Beijing alone.

"We celebrate the New Year through the same time and space, four types of landmarks, and several conference venues." According to the chief director Guo Wei, the selection indicators of landmarks mainly include tradition, fashion, Olympics and people's livelihood.

For example, the Badaling Great Wall is chosen as a traditional landmark; Beijing TV Station and Daxing International Airport are used as fashionable landmarks; the Winter Olympics Chongli Competition Area and the Shougang Park of the Winter Olympics Organizing Committee are naturally indispensable for the Olympic Games; for people's livelihood, there are bells Drum Tower and other scenes around Beijing citizens.

It is worth mentioning that through the setting of the Bell and Drum Tower branch venue, the party starts with the sound of drums and ends with the sound of bells, echoing from beginning to end, and dialogue with the past and future, which is the key to this year’s global New Year’s Eve. The ceremony is a major innovation in the opening and New Year countdown format.

There is also a special purpose in choosing the Bell and Drum Towers. This year is an important year when the central axis of the ancient capital of Beijing is on the agenda to be declared a world cultural heritage, which has been brewing for ten years. The landmark significance of the Bell and Drum Towers is self-evident. Metaphor. At the same time, the Bell and Drum Tower in Beijing was the time-telling center of the capital in the Yuan, Ming and Qing dynasties, symbolizing Beijing time.

Therefore, at this important moment of the New Year, the first ring of the New Year is sounded here. The special time and special landmark are a dialogue between time and space, and also a connection between history and the future.

This is Beijing Satellite TV's initiative to seek a more historical form and deeper meaning expression for the New Year's Eve party based on the capital's positioning. The audience quite recognized the new design of the countdown. Many viewers commented on Weibo, "Beijing Satellite TV's New Year's Eve countdown is interesting, ringing the New Year's bell in silence." After the carnival, when the New Year is approaching, it is even more exciting. People have room to think about the New Year.

The venue of the party is set in a real scene that is familiar to the audience in these cities and is relevant to life, instead of the regular venues for concerts such as stadiums and exhibition centers. The significant innovation uses the urban landscape as the stage and the real scene as the stage beauty, in order to further strengthen the interactive atmosphere of the New Year's Eve show and weaken the sense of distance between the actors and the audience.

"We have made bold attempts and breakthroughs in the previous format of performing on stage and watching off the stage, breaking the single stage setting and presenting this year's party in a real-life way." In According to Guo Wei, this is also the biggest change in this year’s New Year’s Eve show and the most prominent subversion of similar programs.

In fact, live-action parties are extremely rare in China. The high requirements in equipment, technology, coordination, etc. add a lot of difficulty to the creation of the party. The extremely cold climate in the north around New Year's Eve brings the greatest challenge to creation.

Guo Wei said, "The temperature is indeed very cold. How to show the fiery enthusiasm of the people in the ice and snow, and how to present the contrast between the cold winter and the warm life, is what we have to do. Important issue. ”

From the perspective of program presentation, this party challenged the challenge of shooting in multiple locations under extremely cold conditions. With the blessing of the director’s team’s mature party production and extreme climate environment response experience, It created a New Year's Eve atmosphere where singers and audiences interacted at various landmarks at close range. The unique sense of situation of this live party also affected the majority of TV audiences. It can be said that the audience gained an unprecedented New Year's Eve viewing experience.

Don’t chase traffic and stay grounded

Improve your position to strengthen the feelings of the capital

In addition to the uniqueness of the shooting scene, how to use clever content theme planning and Program design, breaking out from the highly homogeneous New Year's Eve parties, Beijing Satellite TV's Global New Year's Eve Ice and Snow Festival has also made many new attempts in content creation, and it has indeed differentiated itself from other New Year's Eve parties that compete for traffic stars.

Guo Wei introduced that national responsibility, feelings of the capital, the warmth of the people, and Beijing time are the key considerations when creating the Beijing Satellite TV party.

The 2019 Global New Year’s Eve Ice and Snow Festival continues to strengthen these aspects, setting a Winter Olympics theme, reflecting the glorious history of 40 years of reform and opening up, and embodying the sense of New Year’s Eve rituals.

Integrate Beijing’s heritage and culture into the landmark selection and content design to highlight the feelings of the capital; directly tap into the public psychology and respond to people’s New Year’s Eve mood and expectations with cultural and artistic programs; finally, at the special time of New Year’s Eve above, using the Beijing time symbolized by the Bell and Drum Towers to set off a collective carnival to connect 2018 and 2019.

The upcoming Beijing Winter Olympics and the 40th anniversary of reform and opening up are the background of this year’s global New Year’s Eve Ice and Snow Festival. Therefore, the content of the party is closely related to these two themes.

It uses rich program forms to show social changes and changes in people's lives, connects the public's collective memory, and triggers emotional resonance. In Guo Wei's view, the party's observation of public memory is quite important. The Global New Year's Eve Ice and Snow Festival includes the reproduction of many classic scenes engraved in the national memory and the interactive settings of classic characters.

For example, the appearance of Wu Dajing, the new champion of the Pyeongchang Winter Olympics and the Olympic record holder, and the breakthrough he achieved are behind the great progress made in China's Winter Olympics results and speed skating events.

Nearly 40 years ago, in 1980, China’s first Winter Olympics flag bearer and National Games champion Zhao Weichang also participated in the 500-meter speed skating that year. The result was 31st. Now, China has changed from 31st to first in this project. The party specially presented the leap from 31 to 1, showing the changes in the 40 years of reform and opening up from such a perspective, and it was also highly consistent with the theme of the Winter Olympics.

In terms of guest invitations and program design, Beijing Satellite TV’s Global New Year’s Eve Ice and Snow Festival also emphasizes fully mobilizing the audience’s emotions.

This kind of mobilization does not rely on piling up traffic stars and focusing on the needs of fans in the circle, but strives to find the emotional resonance with the public, seize the collective memory of the audience and the hot topics of the times, and create a more A down-to-earth New Year's Eve celebration suitable for audiences of all ages. This is also an important reason why Beijing Satellite TV’s Global New Year’s Eve Ice and Snow Festival has received unanimous praise from the audience.

Judging from the guest lineup, this year’s Beijing Satellite TV Global New Year’s Eve Ice and Snow Festival has an unprecedentedly strong lineup, including representatives and masterpieces from both popular and classic directions. When traffic is at the forefront, Beijing Satellite TV still chooses more capable ones. Musicians who inspire public emotions and works that are familiar to audiences of different generations use real live singing and close interaction to trigger public viewing and discussion.

A series of famous singers with many hits have presented classic songs, and the familiar melodies constantly touch the hearts of the audience. Queen Zhang Huimei sang "Three Days and Three Nights" beside the Bell and Drum Tower, Zhang Xinzhe performed "Faith" and "Love Like Tide", Power Train presented "Dang", Angela Chang sang "Aurora", "Invisible Wings", etc. Inspirational songs, live performances of highly popular songs, fully mobilized the enthusiasm of the audience and the TV audience.

In addition, the New Year's Eve Ice and Snow Festival also gathered a group of rock stars, and the collision of real ice and snow scenes and rock music was quite stylish. Cui Jian, Wang Feng, Zheng Jun, Zhang Zhenyue, Black Panther and other rock stars took turns singing rock hits, pushing the atmosphere of the party to a climax.

The current hot spots are also fully displayed at the Global New Year’s Eve Ice and Snow Festival. The latest songs released in 2018 such as "Answer", "Desert Camel", "The Most Beautiful Expectation", "Fly Away", "Tarzan Next Door" and "A Million Possibilities" were all sung at the party.

It is worth mentioning that Beijing Satellite TV also invited the Japanese voice actor and singer Hanazawa Kana with a magical voice to make her satellite TV debut. The song "Love Cycle" delighted Chinese fans.

The top singers and popular idols with the most national popularity, the most popular classic songs and popular hits, the coverage of the cultural and sports fields and the consideration of all ages make Beijing Satellite TV’s 2019 Global New Year’s Eve Ice and Snow Festival The music program firmly captures the audience's ears and emotional attention.

"When we choose the program, we have two ends, one is classic and the other is popular. Popular, capture the current hot topics; classic, need collective memory," Guo Wei said, this is also the party's key point to hit the public's pain point. effective means.

Engraving the unique brand of Beijing Satellite TV

Taking the differentiated New Year’s Eve route a step further

As the only one in the New Year’s Eve party that shoots live scenes in multiple locations in the north, Beijing Satellite TV's 2019 Global New Year's Eve Ice and Snow Festival, the severe cold physical environment is the first impression it gives. And through the content with strong emotional resonance value, artistic and humanistic depth, this party brought the audience the ultimate interactive enthusiasm, as well as touching and warmth.

In the sub-zero outdoor temperature, creating a warm New Year's Eve ceremony is actually the goal of Beijing Satellite TV.

Faced with huge differences in audience aesthetics and fierce competition on the same topic, the difficulty of inviting guests to the New Year's Eve party and creating programs continues to increase, and Beijing Satellite TV has its own method of finding the greatest common denominator and triggering a viewing craze among the public. "It's hard to agree with everyone. What are we looking for? It's temperature. Reaching the highest emotional level is the most important factor for compatibility with the public." Guo Wei said.

This requires that the party should not only be highly watchable and entertaining, but also have certain humanistic value and artistry. Guo Wei said that what Beijing Satellite TV pursues is "interesting and at the same time "It must be meaningful to find this kind of emotional resonance. When we do the party, we will not use this kind of superficial entertainment to make people understand from the heart." A smile is what we are pursuing. ”

The 2019 Global New Year’s Eve Ice and Snow Festival was completed under the creative concept to find the balance between pleasing the public and cultural communication, and to find the current social values ??and people. Only the cross-section of emotions can trigger excitement and achieve nutritious and quality communication.

In fact, Beijing Satellite TV's programs, TV series creation and arrangement also emphasize "temperature". Capital Satellite TV's responsibility and sentiment are fully reflected in Beijing Satellite TV's programs. While strengthening content innovation, adhering to the pursuit of cultural quality and mainstream values ??is also the fundamental reason why Beijing Satellite TV continues to make breakthroughs in market performance and industry reputation.

Judging from last night’s Satellite TV New Year’s Eve event, Beijing Satellite TV’s 2019 Global New Year’s Eve Ice and Snow Festival is indeed significantly different from other parties in terms of theme and temperament. Based on the Winter Olympics theme, precise positioning, and strengthening With the feelings of the capital and the pursuit of national glory, it can be said that Beijing Satellite TV's New Year's Eve has jumped out of the established model of satellite TV's New Year's Eve that has been formed for more than ten years, forming a live New Year's Eve show that is unique to Beijing Satellite TV in appearance and style.

"What we focus on is differentiation, making our own unique resources, and being different." This is really rare in an environment of increasingly serious homogeneity, and the new New Year's Eve atmosphere created, Winning the audience's recognition also proves the correctness of this differentiated route choice. After the successful conclusion of the 2019 Global New Year’s Eve Ice and Snow Festival, Beijing Satellite TV’s 2019 is even more promising.