Commentary to the authoritative commentary on broadcasting policy, from the Director of the Publicity Division of the Directorate General

The following is a statement made by Gao Changli, Director of the Publicity Division of the State Administration of Press, Publication, Radio, Film and Television, at a related meeting. The “Exclusive Broadcasting and TV Exclusive” license is released to provide an important reference for the radio and television industry colleagues.

Last year, the Party Committee of the General Administration pointed out in the summary report of the Party's mass line educational practice activities that “there are some programs that neither climb the peak of positive energy nor touch the bottom line of negative energy”. This sentence greatly touched me. In the past, propaganda and management mostly emphasized that the bottom line was to investigate and deal with problematic programs and ignore the more important tasks. That is, there are a large number of programs that fall between the peak of positive energy and the bottom line of negative energy. We need to go. Guide and improve.

The general secretary pointed out at the symposium on literary and art work that there is a phenomenon that “autumnism” lacks “peak” in literary and artistic creation, which is also a problem that needs to be solved urgently for current radio and television programs. Broadcasting and television propaganda has a sacred mission. It cannot be satisfied with complacency on the plateau. It must do its utmost to climb the "peak." To highlight the three keywords of “Chinese Dream,” “Socialist Core Values,” and “Chinese Excellent Traditional Culture,” all radio and television programs and all work sessions must capture these three words, and they should be integrated, integrated, and integrated. effort.

Below, I will focus on nine specific tasks.


First, strengthen positive propaganda and create a strong atmosphere.

Carefully organizing positive propaganda around the work of the Party and the National Center is a long-standing practice in radio and television broadcasting. While building scale and momentum, we will further grasp laws, innovate forms, enrich contents, enrich methods, go deep into the grassroots, improve voices, make clear themes, lively forms, and constantly increase attractiveness, appeal, and influence so that ordinary people will be happy Watch, easy to accept.

For example, the series of "Great Country Craftsmen" broadcasted by CCTV during the "51" period this year has a very good response in society. The "Great Country Craftsman" is a total of eight issues. Each issue tells a craftsman on a special post. He uses a small incision to pulse the quasi-epoch, to achieve the spirit of seeing things, seeing people, and seeing people; , Drop, implement; Difficult, hard, emotional, excellence to create a masterpiece. Everyone can study the sample of this topic promotion.

Second, to strengthen the structured management of the Shanghai Star Integrated Channel.

In the past two years, the General Administration of Administration of China has issued a series of regulatory measures such as “Limiting Entertainment Orders” and “Enhanced Version of Entertainment Limiting Entertainment Orders”. Last year, it also formulated and implemented a “Structural Management” policy with the aim of making the Shanghai Star Comprehensive Channel Program more plentiful and healthy. The structure is more scientific and reasonable.

After implementing the broadcast policy of “one play, two stars,” “one night and two episodes” of television dramas this year, it has given plenty of space for excellent television programs and formed a “920” program band, and more than 150 new programs have emerged, among which news, Moral and cultural programs become mainstream. The programs such as "Colorful Chinese", "China Dream Show", "Mamma Mia", "Chinese Good Poetry", "I am Mr." and other programs delivered positive energy. They were praised by the masses and achieved both social and economic benefits.

Third, vigorously promote the innovation and creation of radio and television programs.

In February of this year, the General Administration of China held a national radio and television propaganda and management video and telephone conference, and commended 11 radio innovative excellence programs and 18 innovative television programs. On May 29, the General Administration of China held a seminar on innovation and excellence in radio and television programs. Minister Tian made an important speech at the conference, emphasizing the use of four "strengths" to boost innovation and excellence, namely: Focusing on the theme of Chinese dreams, innovating and inspiring souls, integrating socialist core values, and pursuing innovation and excellence Put the rudder; rooted in the traditional Chinese culture, create excellence for the innovation and strengthen the foundation; in-depth life rooted in the people, for innovation and open source live stream.

At present, we are studying and formulating guiding opinions for promoting innovation and excellence, and further stimulating the drive and vitality of innovation and excellence.

If radio and television programs are a big tree, innovation and excellence must be rooted in the fine traditional Chinese culture. Only in this way can the tree flourish and bear fruit, and it can have lasting vitality. In the process of growth, we must draw on the creative experience of the outstanding achievements of human civilization and the fine arts of various countries, and combine it with contemporary artistic ideas and modern technological means. In the end, we should be the mainstay of me and open up and innovate to produce Chinese characteristics and Chinese style. Chinese style excellent radio and television programs.

In the process of promoting innovation and excellence, some of our specific practices have achieved positive results. For example, the General Administration of China took the lead in holding a special seminar to help some Taiwan plan to launch excellent programs. In the past few years, we helped the Guangdong TV station to hold a "Techniques of the World" seminar to invite talents from the talent show and competition selection programs to contribute to the "Techniques of the World." In the second quarter, the ratings of "Techniques in the world" doubled, and word of mouth greatly improved.

"I am a gentleman" just broadcasted by Shandong TV station is based on the requirement that "Shandong must well pass on China's outstanding traditional culture" proposed by the General Secretary during his inspection work in Shandong. The television is a brewing, producing, and launching television program that aims to pass on excellent traditional culture. program. We have held several seminars and invited some famous filmmakers to come up with ideas. Shandong Taitai has also made great efforts to publicly solicit proposals from the public. Judging from the viewing situation, "I am a gentleman" reflects teacher ethics and teacher education and has been widely welcomed. We also communicated with them in the past two days and guided the program team to work hard to improve the television performance of the wonderful lectures.

We also plan to go to Liaoning and Taiwan to help them plan "Home Spring and Autumn." This program idea was proposed by the leadership of the Liaoning Provincial Party Committee and the provincial government. It asked Liaoning to launch a good TV program that reflects family style, tutorship, family rules, and family. We plan to invite more than a dozen producers to discuss the program.

Fourth, encourage documentaries to focus on the hot real life and tell contemporary Chinese stories.

In June of this year, we held the third outstanding domestic documentary film and creative talents support project recognition event in Hunan. Minister Tian made an important speech at the theme forum, stressing that documentaries should pay attention to hot real life, tell contemporary Chinese stories, and write history. Serving humans.

In the past two years, the Directorate General has issued a large number of policy measures to support documentaries. One is to promote documentary professional channels. Since June 2014, the Beijing Documentary Channel, Shanghai Documentary Channel, and the Hunan Golden Eagle Documentary Channel have broadcasted on the Star to provide documentaries with more and better communication channels.

The second is to open up the satellite broadcasting channel. The General Administration of State requires that, starting from 2014, each of the satellite comprehensive channels should broadcast at least 30 minutes of domestic documentaries from 6:00 to 1:00 the next day. The domestic documentaries will then enter the Star Satellite Channel, a quality broadcast platform.

The third is to organize the exhibition and broadcast of Chinese Dream theme documentary short films. In March 2014, we organized 34 national satellite comprehensive channels and 6 documentary professional channels to carry out short films showing Chinese dream theme recordings. Over the past year, more than 40 episodes of more than 3,700 episodes have been exhibited, with an average of 10 on every satellite TV channel every day. The documentary was broadcast.

The series of policies of the Directorate General played a significant role in promoting the development of the documentary. In the next step, according to the requirements of the Central Propaganda Department, the General Administration of Customs will continue to promote the separation of production and broadcasting of documentaries, cultivate market players, promote the participation of emerging media in documentary production, improve the mechanism for granting funding, and innovate distribution methods, such as the government’s purchase of one-time broadcasting rights. Make good use of funds leverage.

I would like to emphasize again the creation of a Chinese Dream theme documentary. This is our current focus of support. Why should we focus on supporting the "Chinese Dream" theme documentary, especially a documentary that reflects the struggle of ordinary Chinese? This is because it is very important for a realistic documentary to tell us about the "Chinese dream", especially what it tells the world in the world. What foreigners want to know most is how the Chinese live and think.

In the past two years, we have supported a number of works, such as the "Chinese People's Livelihood Act" broadcast on CCTV two nights, which has won praise from everyone. This program is about the story of a Chinese person. Many people cannot imagine that this is the "Chinese Dream" project supported by the General Administration of Administration and uses such a grounding gas's name and expression method.

Another example is the documentary “Love Seeking” that we screened at this year’s documentary support project recognition event. By telling the story of the love stories of two migrant workers, people can see the influence of Chinese culture and Chinese tradition on contemporary Chinese youth and their influence. The struggle process.

Not long ago, "Guangming Daily" published a long newsletter in the newspaper's position, which was about the story of a documentary production team of Guangdong TV Station creating a series of documentary "On the Road to Dream." The team traced the most common Chinese people. The records tell their stories. The more than 20 episodes that have been produced have produced very good responses. This team has become a model for the documentary creation industry.

In the next step, we must also launch a “100-key documentary program for selecting topics”. In the next three to five years, we will need to implement one hundred key documentaries, including the display of China Road, China Bridge, China Port, and China’s automobile reforms. To build a theme of great achievements, we have already begun the "double hundred plan." (Please click this link for related articles of the program)

Fifth, guide the animation work into the value kernel.

Animation works should be integrated into the core socialist values. This is an important task for the 2015 animation work and is also the sacred mission of the majority of animation workers. We must consciously use cartoons to fully publicize and promote the core values ​​of socialism, effectively play its value-oriented and behavioral demonstration role, and educate and guide minors to buckle up the first button of life.

Last year, the three patriotic cartoons won everyone's praise and broke the limit of cartoons that can only reflect the simple subject matter of kittens, puppies and flowers. It also leads people to realize that patriotism and revolutionary historical themes can also be wonderful. cartoon. In 2015, we also researched and determined several key support projects, including three anti-war themes cartoon "Chi Mao Mao", "Authentic Warfare", "The Battle of Yuan Zi Ya," and three excellent traditional cultural animated cartoons "Flour and Baby". "Huang Dao Po", "Mencius School", and the cartoon "The Most Lovely Person" based on the anime of the United States and the United States; and on the basis of the TV anime "Qi Jiguang", an animated patriotic film "Qi Jiguang" was created. The trilogy of anti-war theme will be met before September 3 this year.

In the process of guiding the cartoon creation of the War on Resistance Against Japan, the Propaganda Department led the three major anti-war cartoon animators to the old revolutionary bases in Yimeng and the Jinchaji base. This has greatly helped the creation. These 80 and 90 post-creation artists were not very aware of the anti-war wars. The fact that they collected the wind not only allowed them to understand the war of resistance, but also used the details of the style of the painting to create a more realistic and vivid display of the social historical features of the time.

We also launched the "Supporting Project for the Socialist Core Values ​​Animation Short Film." At present, some short-term works created by animation students in colleges and universities have problems such as unclear themes and indecent styles. Now we invest 2 million to fight for 100 outstanding animated short films that promote the core values ​​in one year to allow college students to participate and guide them into integrating their core values ​​into their graduation projects. We will organize outstanding works among them at all levels of television stations and networks.

In the past two years, we have carried out some explorations and thoughts on the guidance of fine writing and summed up the “five-step” work method: The first step is to guide the subject and support some topics that we have not paid much attention to in the past. The key projects identified by the government will guide creative resources to patriotism, revolutionary history, and excellent Chinese traditional culture. This will make up for the monotony and irrelevance of topics under market regulation. The support funds invested by the Directorate-General have become "a meter for attracting chickens," and they are supported by the local party and government departments. At the same time, they have attracted investment from other production agencies and project cooperation.

The second step is to survey the wind. For example, the government department took the lead to lead field research on key anti-war theme artists and led the documentary film “Belt and Road” initiative staff to Xiamen, Quanzhou and Fuzhou. The founding staff deeply felt that the research work was very important. According to their creative needs, they voluntarily went to investigate many times, promoted the normalization of creative research, and fulfilled the requirements of “deep living and taking root in the people”.

The third step script discussion. The script is the fundamental and key to the success of the work. The most important thing is to grasp the creation of the script. The government departments must rely on the former command, use the emotional experience and rational thinking formed in the evaluation of awards to guide the creative practice, and lead the crew members to carefully modify and polish the script on the basis of in-depth discussions, so as to lay a solid foundation for the success of the work.

The fourth step process supervision. Through the establishment of key project weekly reporting and monthly dispatching systems, it intervenes in key links such as script discussion and styling design to solve problems in creation and guide the team to adjust the direction of creation. Even if the Directorate has mastered the initiative for the implementation of quality projects, it also provides quality projects. Institutions provide strong support and guidance.

The fifth step is promotion. Guide all quality project contractors to carry out their own unique and colorful publicity and promotion according to the characteristics of their works. Carry out TV broadcast events for quality projects, and consider the traditional media and new media as a whole. Actively coordinate mainstream media websites, commercial websites, and video websites. Organize excellent project promotion and broadcast on new media platforms such as the Internet and mobile clients.

Sixth, strengthen the host and guest management.

The General Administration of Administration of the People's Republic of China has recently issued the "Notice on Further Strengthening the Use of Radio and TV Hosts and Guests", and each broadcasting agency is actively implementing it. In fact, the presiding officer’s management system has been in place for ten years. The Provisional Regulations on the Qualifications of Radio and TV Editors and Reporters and Hosts of Broadcasters (SARFT Decree No. 26) require the host to take up his post and register for employment. However, in reality, The work is not fully implemented. The "Notice" is a reaffirmation of this system.

The "Notice" also requires that the host and the guest should have a division of labor. The guest can not exercise the host's function and should strictly guard and train the guests. In addition, the moderator's job behavior information management must strictly comply with the requirements of the “Measures for the Administration of Information Employees' Duties and Behaviors” (Xinguang [2014] No. 75). The information obtained through the job behavior cannot be released from the media and other channels. Afterwards, we must also abide by the labor contract signed with the original service unit.

Seventh, strengthen radio and television propaganda training and standard construction.

This is the basic work to do well in radio and television propaganda and management. Since the beginning of this year, under the guidance of the Central Propaganda Department, we have organized two national training courses for cultural and heritage program creators. This year we will also focus on economy, science and technology, international news, military affairs, legal system, reality show, and emotional stories. Program training.

In terms of standards construction, we are making a third revision to the "Radio and Television Publicity Management Handbook." In 2010, in order to promote the standardization, standardization, and systemization of radio and television propaganda management, the Propaganda Department summed up the central propaganda spirit and related regulations for radio and television propaganda management over the years, and compiled the radio and television propaganda management manual (2010 trial version) for the broadcasting system. Publicity managers use their daily work for reference. In 2012, on the basis of the trial version in 2010, we added the latest publicity spirit of the Central Government and widely accepted opinions and suggestions of front-line personnel and compiled it into the “Publication Management Manual (2012 Edition)”, which includes cleanup of laws and regulations, content classification, and standard clarification. There is a big improvement.

This year, on the basis of the 2012 edition, we have further enriched and improved the content according to the new spirit of publicity and management of the Central Government and the General Administration of Administration, and adapted to advance the requirements of the modernization of the national governance system and governance capabilities. With the goal of legalization and scientification, we will do the same for the manual layout. A major adjustment has been made to distinguish the finer scales for program management and to make clearer statements. The 2015 edition is in the process of soliciting opinions and will be completed and distributed within this year.

Eighth, do a good job of commemorating the 70th anniversary of victory in the Anti-Japanese War.

This year marks the 70th anniversary of the victory of the Anti-Japanese War. The Central Government and all localities will hold a series of commemorative activities. All radio and television organizations must carry out key publicity. According to the propaganda and reporting program, a preliminary climax should be formed around July 7th, focusing on reflecting the active participation and enthusiastic response of grassroots people, and increasing the exhibition screening and promotion of excellent works.

A big climax will be formed on September 3rd, and the publicity and reporting of the Central Memorial Campaign and live broadcasts will be fully implemented. The ideological appeal and value-leading role of the series of commemorative activities will be fully utilized to promote the 70th Anniversary of the victory of the Anti-Japanese War. .

After the completion of the main memorial activities of the Central Government, it is necessary to make publicity and coverage of the follow-up commemorative activities and maintain a certain degree of heat until December 13th, “National Public Sacrifice Day,” so that the series of commemorative activities will exert their influence in depth and depth.

From now on until next year, each Taiwan must focus on the major theme of “anti-war films” and do a good job of anti-war film and television product screenings, including key works created this year and past fine works, and give full play to the literary and artistic works that are vivid and moist. The characteristics and advantages of the great anti-Japanese war.

Ninth, several management measures will be introduced in the near future.

In the second half of the year, we will strengthen the management of the introduction and broadcast of reality TV shows, legal programs, international news and military programs, and overseas television cartoons. Relevant documents have been drafted and are being solicited for comment and approval. After the official release, all Taiwan stations must earnestly implement and do the relevant work well. The General Administration of Administration will also strengthen supervision and guidance to ensure that all management requirements are implemented.

These are some of the tasks that we are currently focusing on. Looking into the future, radio and television programs must take the promotion of socialist core values ​​as their own responsibility, strive to transform and upgrade, improve and enrich, enrich ideological content, promote truth, goodness, beauty, positive energy, and achieve positive education and social significance.

The Directorate-General will follow the management philosophy of “Good Programs entering a good time period”, through management mechanisms such as prime-time program filing, various awards appraisal, etc., advocating superiority and inferiority, scientific regulation and control, vigorous support for excellent programs, and programs for lack of value and significance. Suppression, resolutely punish and rectify programs that are detrimental to content, and ban them, and strive to introduce more good programs that climb positive energy peaks.

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