The strategic communication with integrated characteristics helped the feature film Dare to Teach the Sun and Moon to Change the Sky to achieve good ratings.

He Hui

The writer is the Party branch secretary of China College of Language and Literature, Beijing Foreign Studies University.

Since mid-June, 24 episodes of large-scale documentary feature film "Dare to teach the sun, the moon and the sky for a new day" and related contents have been broadcast on multiple terminals of the Central Radio and Television General Station (hereinafter referred to as the General Station) platform. According to the broadcast monitoring data of the main station, the related content of "Dare to teach the sun, the moon and the sky for a new day" has reached a total of 1.716 billion times in the cross-media of the main station platform. As far as the new media is concerned, from June 20th to July 3rd at 9: 00, the related content of "Dare to Teach the Sun, the Moon and the Sky for a New Day" was read and played 380 million times in the domestic new media. Among them, the total broadcast volume of central video, CCTV multi-terminal and cloud listening client was 117 million times; Related content has been read and played 186 million times in the two micro accounts of the main station. In addition, the total reading volume of Weibo-related topics exceeded 2.414 billion, making it a large-scale documentary feature film that has attracted the most attention and heated discussion among netizens in recent years. The TV coverage of this film is also very impressive, and the cumulative audience coverage of related programs and news reports is 1.336 billion. As of 9: 00 on July 3rd, the feature film "Dare to Teach the Sun and the Moon to Change the Sky" was broadcast in the first round of prime time on CCTV Comprehensive Channel of General Station, and the average ratings of episodes 1-24 were 0.62%, among which the average ratings of episodes 23-24 on July 2nd were as high as 0.85%. From these data, we can see that the feature film "Dare to teach the sun and the moon to change the sky" has achieved good communication and reach.

There are many reasons for the excellent communication and reaching effect of the feature film "Dare to teach the sun and the moon to change the sky" and related contents. First of all, the film’s distinctive theme of party history and high-quality content are the fundamental reasons for its popularity among the audience. Secondly, the film and related content were released just before July 1st. This year’s party history study and education and activities to celebrate the centenary of the founding of the Communist Party of China (CPC) have created a good viewing atmosphere among the general public, so the audience’s enthusiasm for watching party history feature films, documentaries and film and television dramas is generally high. As a high-quality historical documentary feature film, "Dare to Teach the Sun and Moon to Change the Sky" can naturally win the audience’s love.

In addition to the above reasons, the success of the film should also be attributed to its successful communication activities, which is also the focus of this article. Generally speaking, the communication activities around the feature film "Dare to teach the sun and the moon to change the sky" have the following main characteristics and successes.

First, this is a highly strategic communication activity, which effectively cooperated with the propaganda work of the 100th anniversary of the founding of the Party. To say that it is strategic means that in the process of this communication activity, the communication subject always has a very clear communication goal, and can allocate resources in all aspects reasonably and efficiently according to the communication goal, forming a three-dimensional, multi-level and multi-form "communication campaign".

Second, this is a successful integrated communication activity that implements the concept of media communication. In this communication activity, various media forms and channels have been effectively integrated. In this communication activity, the Internet and radio wave media were jointly used. The specific media channels are the big screen of CCTV channels, CCTV news, CCTV video, CCTV network, cloud listening and other general station media channels, as well as Weibo, bilibili, Tik Tok, Aauto Quicker, Zhihu and WeChat video numbers. The application of various media forms and channels has brought the integration effect of communication into full play.

Third, this is a communication activity that tries to use the interactive mechanism of the Internet. It can be seen that this communication activity has given full play to the advantages of Internet media in interaction, especially on platforms such as Weibo, bilibili, Tik Tok, Aauto Quicker and Zhihu. Among them, from June 18 to July 2, a total of 38 multi-platform self-media were launched, including 14 video content and 24 graphic content; A total of 5 in-depth original contents were produced on platforms in Weibo, Tik Tok and Zhihu; Distribution of 33 promotional videos, theme songs, oral historical short plays and feature films for feature films; As of July 3, it has covered 130 million fans, generated more than 22.16 million direct readings, and more than 53,000 people have interacted with the content.

Fourthly, this is a communication activity that effectively combines centralization mode and decentralization mode, and makes full use of rich social resources — Especially bilibili, a social resource with a large number of young people. The feature film and its main derivative contents are realized through centralized production, while Weibo’s long pictures and texts, film and television commentary and other contents are realized through decentralized production, and spread by using relevant media platforms.

Fifth, this is a communication activity that has won multiple target groups at one time, especially the vast number of young people. I watched the program on some platforms and noticed that the barrage of the video was very rich. From the text of the barrage, we can see that the audience of the film is many young people.

The above five points are the main comments on the feature film "Dare to teach the sun and the moon to change the sky" and its communication activities. For the main station, we can get a lot of inspiration from the success of this film. How to apply the experience of this film to the future program production and communication activities, and put forward the following five suggestions: First, it is suggested to adhere to the strategy first and rationally allocate domestic and foreign resources and resources inside and outside Taiwan. Second, it is suggested to have the concept of modern marketing communication. Continue to explore, develop programs and various products from the user’s point of view, and do a good job in in-depth and diversified development of programs and products. At the same time, when developing products, we can fully consider users’ interests and the value they want, and strive to create opportunities for interaction and make personalized products. Thirdly, it is suggested that we should adhere to the combination of centralized production mode and decentralized production mode, and combine online and offline to carry out program communication activities. Set the direction, core and theme by centralization, do a good job of derivative products by decentralization, enrich the form of products and do a good job of interactive marketing. Fourthly, it is suggested that we should continue to develop young audience groups and enhance their loyalty to the program. Especially the discourse form of derivative products, we can try to be younger. Fifth, it is suggested that efforts should be made to make the program more creative and strive to develop influential IP.

In a word, having high-quality content, seizing the right communication opportunity and carrying out strategic communication with clear goals and integrated characteristics are the three main reasons for the success of the feature film "Dare to teach the sun and the moon to change the sky". With the homogenization of program production becoming more and more serious, it will be particularly important to carry out effective and integrated strategic communication around the program for the program to achieve good ratings.