Excellent content is the reason why key cultural programs are popular and "Qingliu" is not the reason

In fact, the fundamental reason for the popularity of the three "cultural" programs is that they optimize people's time and improve people's efficiency in using time per unit of time.

Recently, due to the popularity of three "cultural" programs,"Seeing Words Like Faces,""The Reader" and "China Poetry Conference," many media have inquired about the deep-seated reasons behind them. Whether it is the production level of the program or the far-reaching significance of the program, they have been generous in length and without sparing on praise. Some even simply summarized this as a general trend such as the arrival of spring for cultural programs. The word "Qingliu" has since become the spokesperson of cultural programs. But since the word "clear flow" came out, the author once felt that it sounded very uncomfortable. Later, he figured it out, who was dirty?

"Seeing Words as Faces"

simultaneously connects history and reality.

I believe that the three programs are in different market segments in the current TV environment, each integrated into one, and there is no trend at all, and the successive popularity is just a coincidence of time. They are very popular, but don't deify them. In fact, the fundamental reason for the popularity of the three "cultural" programs is that they optimize people's time and improve people's efficiency in using time per unit of time.

The letters originally selected in "Seeing Words as Faces" concerned the importance of history, the importance of the parties involved and the interest of the content of the letter. The letters that were finally selected included major historical events that influenced the world and China, as well as interesting fragments and cross-sections of social life that has become history. Therefore,"Seeing Words as Faces" has been called a program that "opens history with letters" since its launch. On the surface, the audience's enthusiasm lies in the gorgeous performances of the guests and their desire to spy on the privacy of the letters from home themselves. But in fact, viewers of "Seeing Words Like Faces" can spend 60 minutes gaining historical knowledge that others cannot obtain in 6 hours or even 6 days. Under the performances of guests such as Zhang Guoli, Wang Yaoqing, He Bing, etc., you deeply understood the family letters of various dynasties that influenced major events in China. At the same time, through a deeper interpretation by Xu Zidong and Yang Yu, you restored the situation at that time, and at the same time opened up history and reality., achieved immeasurable internal improvement.

You are too lazy to flip through history books or sort out major historical events. Okay, Guan Zhengwen saw this market segment. He said, You don't have to flip through books or organize them. My team and I will help you organize them and feed them to your mouth in 60 minutes per quarter. Why not worry about being angry?

The first episode of "The Reader" is important,

"Reading" and "Who" are both important

. Pu Cunxin opened the first episode of "The Reader". He read Lao She's "Master Zongyue" and gave it to the doctor who changed his destiny. This program became popular once it was broadcast. In the concept of "Reader", both "reading" and "reader" are important."Reading" allows the audience to hear good books and classic chapters in good books. "Zhe" allowed the audience to have a deeper understanding of the author's mind and the texture of his words at that time.

You are too lazy to read, you don't know what books are worth reading. Okay, Dong Qing said, I read a lot and I know many famous artists. My team and I will tell you what good books are. I also pick out good passages in good books. I also ask guests to read these good passages with voice and emotion. Why not worry about it?

The "Flying Flowers Order" in the "China Poetry Conference" chapter

is a smart link.

The second season of "China Poetry Conference" became popular as soon as it was broadcast, and it became very popular. From the focus players to the host Dong Qing and a group of expert judges including Kang Zhen, Wang Liqun, and Meng Man were all popular. It is slightly different from "The Reader" and "Seeing Words Like Faces", which direct knowledge to the audience, if you cannot optimize every time point, then increase the confrontational nature of the program and leave the audience to the optimal point., you win. So "China Poetry Conference" cleverly joined the "Flying Flower Order" link, but its landing point ultimately fell on the comments of Dong Qing, Kang Zhen, Wang Liqun and Meng Man, which is also the second season's popularity in the first season. One of the important reasons.

Since ancient times, China has regarded poetry, lyrics, songs and Fu as its beauty. You don't know how to use these beautiful poems, and you don't know the joys and sorrows behind various poems. Dong Qing, Kang Zhen, Wang Liqun and Meng Man will interpret them in depth for you on the spot. Why not worry about the poems and songs that you feed them to your mouth?

Market phenomena

No matter whether the content of variety shows or cultural programs is excellent

, the three "cultural" programs "Seeing Words Like Faces","Reader" and "China Poetry Conference" all have one common feature: they optimize people's time and improve people's efficiency in using time per unit of time. Why are programs that can optimize people's efficiency in using time per unit of time so popular? When it comes to the concept of optimizing time, the author personally wants to take the film market as an example.

We all know that there were some minor problems with the box office growth from 2015 to 2016. In 2015, the box office was 44.1 billion yuan. At that time, many filmmakers were almost "crazy" and felt that the film market was about to explode. But the author is here to tell you a number. As of the end of 2015, there were 31627 screens across the country. In 2016, this number rose to 42,000, a growth rate of nearly 30%. However, the total box office in 2016 of 45.4 billion yuan is equivalent to no increase compared with 44.1 billion yuan in 2015. There are all kinds of statements, ticket supplement, fake box office, e-commerce, etc., here do not want to repeat, before hearing "Luo fat" said a theory, the author agrees, here throw bricks to attract jade, in fact, the reason is not in such appearance.

Since the movie time has gradually lengthened to two hours or more, watching movies has become a completely different way to pass the time. Watching a movie takes at least two hours, and you have to arrive earlier, and the round-trip journey takes more than an hour. This is equivalent to the time cost of a movie, which requires one person to spend an entire block of time. In addition, there are more and more shoddy films nowadays, so that if a person walks into the cinema and sees a shoddy work, it is equivalent to soaking his whole time in soup. However, more and more people can't afford such time costs. Therefore, this is a problem in the film market in terms of time optimization, and slowing growth is an inevitable trend.

Therefore, in the future, don't come out and mix with films that are not good content. The so-called market miracles of bad films with high box office prices will become fewer and fewer. Back on the screen, whether it is a variety show or a cultural program, content is still king.

Two days before the definition question

whether the classification method of cultural programs was appropriate

, the author happened to be present when Guan Zhengwen was invited to give a speech at Tsinghua University. Guan Zhengwen sighed and said: The classification method of cultural TV programs is absurd in itself, and we ourselves are direct witnesses of this absurdity. In 2013, we launched the "Chinese Character Dictation Conference", which won countless TV awards across the country. The absurd thing is that there is no category to label this program. For example, is it a variety show? No. Is it a reality show? Not like it. Is it a thematic category? There was no suitable classification at that time, and then everyone invented a cultural program that continues to be used today.

Regarding this point, the author has a high degree of approval for Guan Zhengwen's views. Why can't it be classified as cultural programs? Do you think "Wonderful Flower Conference" is a cultural program? But you will definitely attribute "Wonderful Flower Conference" to a variety show. It is a very strong variety show produced by Ma Dong that is very popular among young people. But have you found that whether "Seeing Words Like Faces" or "The Reader", they are also very consistent with "Wonderful Flower Conference" in terms of temperament and intrinsic value? The conceptual things in this need to be sorted out and summarized more professionally.

I don't know if you have noticed that Ma Dong defined "Wonderful Flower Conference" as a large-scale avant-garde youth opinion gathering program. Many players in the "Wonderful Flower Conference" couldn't understand the significance of Ma Dong's doing this program. They thought that as long as I was "wonderful" and as long as I could let go, I could win the favor of Ma Dong, Cai Kangyong, He Jiong, and Gao Xiaosong, and I would be able to enter "Wonderful Flower Talk". As a result, anyone who had such thoughts was eliminated. How could they understand that what Ma Dong wants is not "strange flowers". What he wants is that you can think independently, have quick insight into social or cultural phenomena and advanced innovative views. What he wants is that you can "speak well"!

Therefore, recently, I have been thinking hard about what kind of audio-visual programs such as "The Reader","Seeing Words Like Faces" and "China Poetry Conference" should be classified into? It seems that there are indeed no ready-made categories to divide, but judging from the communication effects they jointly achieve, the author believes that they should perhaps be classified as "knowledge service programs."

Editor: yvette