The program must have precise positioning. The slogan "Nanjing is zero distance, right by your side" explains the positioning well. Nanjing citizens are the protagonists of the program. Being close to the masses has greatly broadened the zero-distance news horizon. Zero distance every day, three sections, twenty or thirty articles, involving social events, life complaints, practical information, through the expression of events, processes, details, three-dimensionally, faithfully reproduce the lives of ordinary citizens. In terms of reporting angle and attitude, the program also strives to be close to people's life and psychology and stimulate the audience's viewing psychology. The report no longer appears with a straight face, showing a strong human touch.
The program sets the stage and sings in the mode.
People-centered. Direct attack on the scene is the basic format requirement of TV news, but it is a new news shooting mode for ordinary people. Zero distance In the 60-minute program produced every day, at least 25 to 30 news items should be broadcast. This guarantee is provided by dozens of journalists and more than 100 people's photographers in addition to the program itself. Therefore, zero-distance journalists often rush to the scene before the fire alarm and 1 10, because citizens will call zero-distance first if they have something to do.
Real live news. "Zero Distance" has been broadcast live since its launch. From the studio live broadcast to the voice connection between the host and the live reporter, the satellite live broadcast of news events is finally realized. Only the combination of advanced technology and the professional attitude of column staff can give full play to its role. "Zero Distance" brings the interview and production of the program into a 24-hour cycle and takes the lead in "capturing" the evening news. Therefore, there are two "many" in zero distance: many reporters and many actual voices. Journalists who appear in the camera account for about 20% of the total number of journalists, and speak directly at the scene, giving the audience a psychological feeling of "zero distance". Comment on the news. The success of Zero Distance largely comes from its unique operation mode, especially the personalized hosting and comments displayed by the host in enough space. "Zero Distance" has a newspaper reading column, which was originally a program form that did not conform to the characteristics of TV, but became the most popular content in the program. Which newspaper to choose and which news to read are all decided by the host, among which personalized comments play the most important role. The content of "people's livelihood news" determines the attitude and way of zero-distance comment.
Listen to the news The program not only has many vivid live pictures, but also has a lot of news information in the form of subtitles. Government activities and conference news are often compressed at the bottom of the screen and appear in the form of scrolling subtitles. The trinity channel of "seeing, listening and reading" virtually increases the amount of information obtained by the audience. As far as content is concerned, these news information extends from the government level to the economic level and life level. While expanding the amount of information, we will regionalize the information and serve Nanjing people "zero distance".
Bald host, showing personality
Morphy's bald head became the first person to host bald news in China, and also the first person of bald head brand.
Murphy explained the image of a host of People's Livelihood News like this: he is a flesh-and-blood person, not a simple spokesman and broadcasting machine. He also has his own emotions and can sing with the audience. Passion, denunciation of darkness, witty remarks, hitting the nail on the head, and courage to laugh at yourself ... these are the most intuitive feelings of Nanjing audience for hosting Morphy. Murphy belongs to the civilian image, and his hosting style is also civilian, which coincides with the concept of zero-distance livelihood news. He is not an authority or an expert. When there are mistakes in the program, the audience will criticize him and apologize to the public in time for the mistakes in the program. The host Murphy was affectionately called "the son of the citizen" by the citizens, so the host Murphy ranked second in the online selection of "Top Ten Excellent TV Program Hosts in China".
Integration and promotion to make up for exposure
Zero distance not only emphasizes the commonality of the program, but also attaches great importance to the participation of the audience. There are live interviews with people in the program every day: the mayor of Nanjing tells about the new development of Nanjing in the studio, some old artists introduce their ancestral lantern-tying skills, and the old lady who sells vegetables performs live how to sell vegetables by singing instead of shouting. Tell your opinion to the host through the live hotline. In addition, the on-site hotline has also become a two-way interactive channel for citizens to reflect their problems and provide services to the public. During the Spring Festival, "Zero Distance Program Emergency Service Team" was established by the column of "Zero Distance" in conjunction with the hospital and the electrical maintenance department.
The community tour is a successful experience of zero-distance brand promotion. The main contents of the column community trip include repairing household appliances for ordinary people, providing legal aid and receiving on-site consultation. In order to help laid-off workers and some people's difficulties, more than 20 free skills training for laid-off workers organized by the column is a deeper service. In addition to service, every time I walk into a community from a distance, members of the column group, outstanding literary and art workers from provinces and cities and community residents perform on the same stage. When the audience in Nanjing watches the program Zero Distance every night, they will see the column group walk into various urban areas of Nanjing and visit the audience who are watching the zero distance live broadcast at home by random sampling.