Chongqing Satellite TV to create a red channel to attract nostalgia or grandstanding

BEIJING, January 7 (reporter Changgong) in recent years, "red tourism", "Red Culture", "Red text message", "Red Thought", "red elements" on the Internet.　　At the beginning of 2011, Chongqing Satellite TV announced its efforts to build provincial satellite TV "red Channel", the evening prime time will no longer broadcast TV dramas, replaced by the Red Cultural program, the move to create a precedent for satellite TV. It is understood that the New Year Chongqing TV program adjustment in the biggest changes, is the evening prime time (19:30-23:00) does not broadcast TV dramas, will focus on a series of new "Sing Read talk" type of special programs, new push "faith", "Quality reading", "classic film Appreciation", "every day Red song", "hundreds of story Taiwan" and other programs to promote mainstream cultural values.　　This "red whirlwind" has aroused great concern of netizens recently. In this respect, Guoming, vice dean of Journalism, Renmin University of China, said in an interview that in the market competition, through the nostalgic revolutionary genre to maintain the characteristics of Chongqing satellite TV to its own market positioning of a strategic choice. Its starting point is not to expand market share as a demand, but to reduce costs as the main point of departure. Critics argue that the creation of "red channels" is more grandstanding. There is also the view that Chongqing satellite TV to create a red channel, but also a reform attempt to conform to the market-oriented approach.　　In the evening prime time, the broadcast of the Red Cultural Program, highlighting the political special, which can provide public officials or a specific audience concerned about the political community to better platform for viewing. Most netizens expressed support for the move in Chongqing, "I grew up watching the Red Crag series." Support the revolutionary education of Chongqing satellite TV feat! ", there are netizens said," Our hearts need a variety of nutrition, people need such attention. A lot of TV programs in China can not be separated from the vulgar, seriously affecting the younger generation. I hope the Chongqing station will have a good head. "But there are also objections to netizens that this is a denial of audience choice, is the will imposed." "Still do not give up the evening TV series, in the quiet night, if there is a healthy upward focus on the heart of the TV series program is very good." "Reduce market costs to attract the" nostalgia clan "" Now the provincial TV stations are looking for their own characteristics and positioning. Especially in prime time, to find their own main card, Mango Taiwan to orange for the appeal, the main happy; Jiangsu Litchi Taiwan, to the well-being of the main play, Shandong Taiwan to promote Liangshan heroes, such as the main friendship, Zhejiang Taiwan is China's blue, to the knowledge of classic appeal to play. "Guoming said," Chongqing has been adjusted many times, the previous plan to do the ' hero platform ' is unsuccessful, this time ' red Taiwan ' is not a political mission, but the market competition conditions under a strategy just. "" The market is two ways, one is to win the scale, one is to reduce the cost of winning. Guoming that the biggest advantage of Chongqing Taiwan practice is to reduce costs, red program copyright costs are lower. In three years, Chongqing satellite TV experienced many revisions, this time through the nostalgic revolutionary genre to maintain the characteristics is a new attempt. But it is notThe political "red propaganda", this approach does not affect too many young people, the impact is more of the elderly.　　Nowadays young people seldom sit in front of the television for a few hours to watch the red program. "A star channel, at least 80 million to maintain the normal operation." In order to retain part of the share, to attract middle-aged and elderly viewers, Chongqing satellite TV from the reality, from the dilemma, from a realistic, in the market competition to find their own market positioning, it is not. But if you want to improve the ratings through this, the first ten to enter the TV viewing is impossible! "In Guoming view, Chongqing satellite TV ratings are not high, if you want to play with the main TV to fight other TV, the cost will naturally be very high, the effect may not be very good." The real purpose of playing the red card is to attract nostalgia. China has entered an aging society, the elderly aged over 40 can also occupy a certain market share, but the Non-mainstream share. In the case of maintaining a small market share, it is not an option to reduce the cost of broadcasting.　　At the same time, this approach is consistent with the local propaganda theme and can be seen as a new attempt. "Unconventional" channels should respect the laws of television art, the classic needs to spread, but the dissemination must respect the laws of television art. Deliberately play a ' red ' TV channel, it is wishful thinking, not necessarily in line with the audience taste, can be regarded as alternative humor.　　"Famous commentator Liu Haiming that Chongqing satellite TV is intended to create a red channel, it seems inappropriate." Liu Haiming that Chongqing sing red songs, recite the red classics, although these practices are controversial, after all, mainly limited to the cultural choice of citizens. The establishment of a red television channel, if it is the choice of commercial media organizations, is understandable. As long as such a body has a market, as long as its programme source is sufficient, not a year or two later cut cooking, run a "red channel" also may not be. Chongqing TV now unilaterally announced the establishment of "red channel", according to the Chongqing Radio and Television group, the so-called "red channel" is to cancel the evening prime time broadcast TV dramas, plus a few run programs.　　If the red channel is the only one, this unconventional channel is more grandstanding. Guo, a professor of journalism and communication at Tsinghua University, has similar concerns about the red channel. She believes that the "red channel" introduced by Chongqing satellite TV can be regarded as a new attempt of "cultural ecology", and its value needs to be observed. As a different approach to others, consider using ratings and audience responses to speak. If the "red channel" can be popular with the masses, stick to it, of course, is a good thing. If the masses are not interested, they may face suspension or transformation.　　"Red" channel exists is very normal thing, if want to become the mainstream satellite TV channel, the possibility is not big. Continuation of the "singing and reading preach" propaganda "core value system" Chongqing to Build "red satellite TV", in the public view, a more understanding that is based on its recent years in Chongqing, "sing read Preach" The red propaganda atmosphere of the continuation. At present, there is a concern in society, with the development of social economy, the improvement of living standards, the great wealth of material spirit products, a small number of leading cadresThe spirit of the rapid economic development in the wave of paralysis, and even to the "thought of no value, the hearts of no doctrine" of the terrible. "In the process of human society, culture is not only the spiritual pillar on which all nationalities rely on self-reliance, but also the crystallization of their material development," said Bo Xilai, the party secretary of Chongqing.　　"Advanced culture is the backbone of social progress, vitality and the engine", to let the revolutionary tradition of "red ideology and culture" in everyone's heart firmly build a socialist core value system. "Singing and reading Preach" has become the "brand" of Chongqing's propaganda and ideological and cultural construction. It is understood that since June 2008, the Chongqing city in depth to carry out singing red songs, reading classics, telling stories, preach the motto of the "Singing and reading preach" activities, more than two years, the whole town to carry out the red song sung activities 128,000, participate in the public more than 77.7 million people;　　Participated 12.75 million people, held the story 70,100 games. The survey showed that the participation of the cadres and masses in Chongqing was 93.4%, and the satisfaction reached 94.7%. Chongqing Mayor Huang said, "sing read preach" Activities have greatly enhanced the influence of advanced culture, and boosted cadres and masses of the spirit of entrepreneurship.