Exclusive ｜ Like from 400 million people, watch the new media play of the reception desk.

　　"The greatest common denominator for new media to do the work of the reception desk. We must emancipate our minds, update our concepts, and dare to break through the rules and regulations. We must use whatever methods and means are effective, build whatever systems and mechanisms are powerful, and allocate resources reasonably and efficiently. Emancipating our minds and being brave in innovation are the basis for the reform and development of Taiwan. "

　　On the evening of September 25th, Beijing time, CCTV reported Meng Wanzhou’s return to China in a full-process, omni-channel and covering way. First news, exclusive video, live broadcast … … Spanning a flight distance of tens of thousands of kilometers and a flight time of more than ten hours, the live coverage of the large and small screens of the main station followed all the way, and a national "cloud pick-up" caused a warm response."The total number of people praised by the new media platform of the reception desk reached 400 million, exceeding the total population of the United States and Canada",This has become another classic case of the reception desk in new media communication.

　　The media internal reference interviewed the CCTV news team at the general station exclusively, revealing the unique play style of the new media behind the "400 million people like it" at the general station.

Aging sprint! The difference between minutes and seconds is the right to define and speak.

　　"Aging sprint! The new media’s housekeeping skill is to bite the prescription, which seems to be the difference between minutes and seconds, but it is the right to define and speak an important event. "At 10: 29: 05 on the 25th, the CCTV news client’s newsletter "Exclusive Video: Meng Wanzhou Will Return to the Motherland" was launched in the world. On the same day, the CCTV news client launched 17 newsletters on the whole network, and 19 topics were posted on the hot search, with the highest reading volume of 980 million topics.

　　If the speed is the first point of news, the sense of presence is the first point of "killing"Handcuffs ",because the sense of the scene is" only the video is not broken ". In important reports, the new media at the reception desk is taking the lead from the limitation of text news, and further pursuing the first and exclusive live video news.

　　After the first newsletter was sent out, the reception desk immediately followed up the exclusive scene shot by the North American main station of the reception desk: "Meng Wanzhou: Thanks to my motherland and people! Relevant personnel of the Chinese Embassy in Canada saw Meng Wanzhou off at the airport, and Meng Wanzhou went to the airport from the Canadian court. The 20 live videos collected by the main station have become the exclusive pictures of the whole network, reaching the mobile phones of hundreds of millions of netizens.

　　"We should improve the self-collecting rate, the initial rate, the landing rate, the on-site arrival rate and the mobile live broadcast volume of news, and ensure that the initial rate of important news concerning China remains the first in the world." Shen Haixiong, Vice Minister of Publicity Department of the Communist Party of China, director and editor-in-chief of the Central Radio and Television General Station, specifically talked about strengthening China’s right to speak internationally, and striving to make the General Station the first definer of public opinion concerning China and the first voice of important international affairs.

　　On the same day, the live broadcast signal of the main station was forwarded to its global media users through Associated Press, AFP, Reuters and Eurovision. 322 video channels and 69 platforms in 58 countries and regions, including CBS, PBS and BBC, broadcast the live broadcast of the main station. The broadcast time of foreign media is 48 times as long as the release of signals and materials, with the number of media in G7 countries accounting for 54% and the number of media in G20 countries accounting for 63%, which makes the voice of China firmly occupy the international public opinion field.

　　The new media at the reception desk should not only seize the first place, but also seize the first point of view.After the charter flight entered the airspace of China, the reception desk immediately issued a commentary article "CCTV Online Review: Powerful China is the strong backer of every Chinese". "The road home, though tortuous, is the warmest way home in the world." As Meng Wanzhou said in a touching speech to CCTV after his release, under the leadership of the Communist Party of China (CPC), our motherland is moving towards prosperity. Without a strong motherland, there would be no freedom for me today.

　　Whether it’s news or live broadcast, whether it’s video or comments, the full content on CCTV news client is triggered to various new media points such as CGTN and Triple Play at the main station with one click under the command of the editor’s office, so as to realize the full coverage and full push of the new media matrix at the main station at the first time. It not only ensures the accuracy of the unified export, but also tightly bites the prescription.

　　The relevant person in charge of the news and new media center of the general station said that this is the first important report led by new media in the general station.The new media gave full play to the role of "short and pithy, relying on horses to wait for you", and delivered the live news to the user’s palm step by step.There is no rehearsal at the news scene, and this unpredictability is precisely the advantage of new media’s flexibility.The five-hour exclusive live broadcast of the new media at the reception desk leads the audience to the news scene step by step, which is unique to the new media.

Live broadcast on large and small screens! The Best Scheme for the Integration of New Media and Television

　　This is a major report of great concern at home and abroad, and the people’s participation is very enthusiastic. The leader of the front desk immediately decided, on the premise of accurately grasping the time and efficiency,The live broadcast of new media and the live broadcast of TV channels are strongly combined, which complement each other in time and give full play to their respective platform advantages in content. The big screen is deep and serious, and the small screen is flexible and interactive. In this report, the main station found the best combination scheme for the integration and communication of large and small screens.

　　On the 25th, reporters in front of the reception desk set up several high-quality live broadcast points on the apron and tower of Shenzhen Baoan International Airport. At 17: 46, the CCTV news client started the new media live broadcast "Evening Boat, welcome home!" ",the whole live broadcast lasted for 5 hours. At 21:40, the news channel of the main station broke the routine arrangement and launched a live special program, which pushed the live broadcast of the whole night to a climax.

　　The live camera of the main station covers the scene from the airport tower, runway, apron and terminal building in all directions. Let the netizens all over the country see the busy "dispatcher" on the tower of Shenzhen Baoan Airport. The staff who greeted the ceremony on the tarmac are in full swing, and the ordinary people who are anxiously waiting at the airport. The heat of the live broadcast room is rising. Until Meng Wanzhou stepped down the gangway, CCTV News presented an exclusive speech, and the live broadcast room ushered in a peak of praise and comments.

　　"In the live broadcast room, a little praise carries the joy of thousands of users and the pride of being a Chinese." The relevant person in charge of the WeChat video number left a message after the live broadcast, "Whether it is content planning or overall thinking,The Central Radio and Television General Station made an all-out effort to attack in an orderly way and achieved a high standard.It is because of the content of CCTV news that users have the opportunity to get so close to the scene. "

Exclusive starting! Let the new media at the reception desk be deeply rooted in the hearts of the people and occupy the C position.

　　"If the scene is the soul of news, then exclusivity can be said to be the lifeline for news media, especially new media, to maintain brand reputation.Because any media, if it can’t firmly grasp the initiative and exclusive reporting rights, users will inevitably be lost. " The relevant person in charge of the news new media center of the General Station said that the CCTV news reporting team responded quickly and accurately in the process of synchronously following up the incident, and continuously released 17 exclusive newsletters through the CCTV news client, which was exclusive and unique to the whole network in terms of text content and screen language, and became the manuscript source of many media.

　　Meng Wanzhou’s speech on the charter flight of China government: A touch of beautiful China red lit up the light in my heart! "Become the tears of the whole network and quickly brush the circle of friends."CCTV News has made a fragmented highlight of every important node with linear live broadcast logic, and 20 exclusive video images are the first in the whole network."Media insiders observed that.

　　The CCTV news reporting team also pointed out that making good use of combing and inventory is an essential skill for new media.Only by clarifying the time sequence of important events for readers can more users’ enthusiasm and attention be ignited again even if they miss the live broadcast.According to the characteristics of the event, CCTV news new media quickly launched an exclusive inventory micro-video "exclusive full record | night boat, go home!" ",combing the way of" Meng Wanzhou’s Return to China "on the same day through the reverse timeline, grabbing the video moments with hot spots and tears, and instantly igniting netizens’ strong patriotic enthusiasm and national pride.

Accurate play! The strategy of "live broadcast+short video" pulls each other.

　　"Grab the first landing point is the first gun for us to report the campaign of major events. When the starting gun rings, we will quickly arrange troops and dispatch troops. We will also eat and squeeze out the second and third landing points. We use CCTV News ‘ Two micro ends ’ Drive external cooperative media to distribute for the core,Linked large and small screens complement each other, forming stratification and dislocation, and not disrupting the battle. "

　　The relevant person in charge of the news and new media center of the general station introduced that the general station has formed an effective "communication logic" for new media in Afghanistan and Guinea.This time, CCTV news continues to follow the operation style of "live broadcast+short video+small screen pulling big screen", with short video as live broadcast drainage, finely cutting live content for secondary dissemination, and then feeding back the essence of small screen to big screen to enhance its influence.Through the third-party platforms such as the client’s preemptive prescription and Weibo WeChat, and then triggered by the new media platforms of the main station, the whole network reached, and the cohesion and guiding force of the all-media communication chain of the main station were maximized.

　　"We must emancipate our minds, update our concepts, and dare to break through the rules and regulations. We must use whatever methods and means are effective, build whatever systems and mechanisms are strong, and allocate resources reasonably and efficiently." Shen Haixiong, director of the General Desk, said that emancipating our minds and being brave in innovation are the basis for the reform and development of the General Desk to maintain its vitality.

　　On Tik Tok, Aauto Quicker and other cooperative media platforms, CCTV News timely produced manuscripts according to the characteristics of the platform. Tik Tok’s broadcast volume exceeds 600 million, video number broadcast volume exceeds 140 million, and Aauto Quicker’s total broadcast volume exceeds 800 million. "While CCTV news reported the news scene, it firmly grasped the public sentiment, produced and released a large number of news products in line with the characteristics of social media communication, and the data of various platforms exploded, realizing the effective connection between news events and feelings of home and country."

　　The person in charge of Tik Tok Platform said, "The cumulative viewing volume of Tik Tok live broadcast that night exceeded 50 million, and at the same time, it was more than 5 million online, which was much higher than the peak of entertainment events, which made people see the positive energy and patriotic enthusiasm of our fans on this platform. Colleagues in the R&D department were expanding overnight, and the cumulative viewing volume exceeded 60 million. The exclusive live broadcast resources of the main station became the traffic, and the lens switching and commentary complemented each other, and the strength was overwhelming! "

　　In addition, the relevant person in charge of Youku platform also said that in this report, Youku launched S+ customized resources for CCTV news platform, which is equivalent to the promotion level on the day of Double Eleven. It is a great honor that through cooperation with CCTV news, Youku’s traffic on that day also stood in the first echelon of video media.

The greatest common denominator! Consolidate the combat effectiveness of the "News Iron Army" of the General Station

　　The relevant person in charge of the news new media center of the general station admitted frankly that this report,On the surface, the data and traffic are all on the news new media of the main station, but behind it, it is entirely based on the strong distribution at home and abroad and the exclusive advantages of news gathering of the main station, which is the result of the cohesion of various departments.“The Social Department of the News Center of the General Station, Guangdong Station and North America Station all gave great support to the new media in this report and gave us a good shoulder.In the words of Director Shen Haixiong, the new media should do the greatest common denominator of the work of the reception desk.

　　It is precisely because of the "one chess game" in which all departments of the general station work together that the overall report is correctly oriented, grasped in place, safe and stable; On the other hand, it also greatly speeds up the production, distribution and review of large and small screen products on all platforms of the main station, which makes the timeliness and communication of this important event report shine.

　　The relevant person in charge of the news and new media center of the general station told the media internal reference that,newThe media should make friends both inside and outside the main station and climb up the ladder. The hard-earned food in front must not be wasted, so we must make good use of it! Work together to polish the brand of reception desk.This report is a full trust of all departments of the reception desk in the new media, a great integration of joint operations regardless of you, me, departments and screens, and a successful actual combat in the high-quality development of new media at the reception desk!