“What should I do to enter the traditional broadcasting industry now? Selling goods?” This article is from WeChat official account: hedgehog commune (ID: ciweigongshe) , author: Liu Xin, editor: principal, the original title:” I have experienced the demise of broadcasting history “, head of FIG. From: Visual China
Li Xiao said that seven years is a lifetime, and Guan Xin feels that he has spent almost three lifetimes in the media industry.
In 2003, “Southern Metropolis Daily” reported the case of Sun Zhigang, which caused a national sensation. Chen Juhong wrote “Leaving” to commemorate the golden years of “Southern Weekend”. Sun Yusheng published “Ten Years: From Changing TV Language Beginning.” Looking back, it was the golden age of traditional media. In that year, Guan Xin set foot in the broadcasting and television industry.
From Fujian TV Station, to China Huayi Broadcasting Corporation and then to Shandong Broadcasting and Television Station, Guan Xin has made achievements. Served as chief director, host, producer, planned a program, the program has the first listening rate, has many fans who like him, and opened autograph sessions… When he does everything he can do in this field After that, he knew he should leave.
In 2018, Guan Xin left Shandong Radio and Television Station to start his career in psychology and education. It is not surprising for Guan Xin to leave the traditional media completely. Around 2011, Guan Xin felt that traditional media would come to this day. Although there is no data, it is just intuition.
There is no confusion, Guan Xin’s transformation seems very natural. Looking back at this journey again, he was quite emotional. “That year has passed, there will be no other year. The pear blossoms of that year will fall there, and the next year will not be the pear blossoms of that year.”
1. The best era
“Students who are listening to the program at the moment, please go and flash the lights in your dormitory.”
This is a clip from the program “Youth Dream Flying”. As the countdown counts down to 3, 2, and 1, the lights in the designated university dormitory flashed in response. Guan Xin received a message in the program, and some listeners said that they saw the opposite The building is stroboscopic, this is the seeing and being seen in the broadcasting era, and it seems quite incredible now.
The show “Youth Dream Flying” was founded in 2009. Before that, he didn’t know that there would be such an adventure. At that time, he was still doing companion programs on the Children’s Channel of Shandong TV. One screen was divided into three parts. In addition to the main screen, one was for SMS interaction and the other was for MMS interaction.
Guan Xin created this program because of an accidental opportunity-the internal changes and reforms of Shandong Communications Broadcasting. Different from the fine-tuning and revision of new media reforms, the reforms in the traditional broadcasting industry are even more drastic and vigorous. After the last program “Black Skin Academy” was stopped, there was time for the night time. It happened that Guan Xin had a radio program in the south. At that time, the southern media were more advanced than the north, and Guan Xin took the southern example. Take a look at it, everyone feels it shines.
Since then “Youth Dream Flying” was born, which also allowed Guan Xin to step into the broadcasting field from the television field.
The initial format of the program was “small notes”, which was a way to prank friends. The audience edits the text message to explain the names of themselves and the other party, the phone number of the other party and the current situation, to improve the success rate and happiness index of the flicker. In the program, I used the phone to trick my friends. Later, the program used “small notes” to confess and vent anger.
There is no script, no rehearsal, everything is unknown. Guan Xin wants to come now, and it may be difficult for today’s online media to do it. The small note has very high requirements for the host’s response, and it is completely dependent on on-site performance.
At the beginning of the show, there was still some discomfort. Northerners are a relatively straightforward type, and Shandong people are also very straightforward. In those days, there were fewer telemarketing scams. For strangers who made the wrong call, southerners might chat for a while, while northerners might just hang up when they found the wrong call. The program was still blocked at the beginning, but afterwards, everyone reacted better and better, and the phenomenon of broken obstructions also appeared.
Classic quotes summarized by netizens in Baidu Tieba
Call, firstThe sentence “Is it XX, right?”, the next sentence is “You are the “Youth Dream Flying” program, right? The people who listen to the program are also pranksters to each other. Even some listeners knew that the other party was a program group but didn’t expose it. They finally told the phone that they cooperated deliberately and dismissed it on the spot. “It’s fun.” Guan Xin is still impressed. “At that time, this kind of show was relatively rare. It’s a bit like bloggers who confess themselves or roll over live broadcasts.”
On the second day of the New Year in 2010, Guan Xin left a small note on Baidu Knowledge about how to participate. “Mobile users write “5+ small note content” and send it to 106208881011; China Unicom and China Telecom write “5+ small note content” and send it to 106277881011.”
Because the audience is constantly solidifying, there is no way to prank others. In addition, there will be bottlenecks in the program mode for a long time, and the audience will be tired. Guan Xin has made a new round of attempts-“Friend Le Tao Amoy”. Three regular people introduce themselves every day, open several hotlines and wait for the audience to call. If anyone wants to make friends, they can call in, chat a few words, and leave a contact information for each other’s goodwill. The way of the program is a bit like making friends with If You Are the One, except that there is no picture, and more attention is paid to the person and his story.
Later, there will be a section that combines hot spots and shares new things. From small notes to new things, more and more program planning work. In the beginning, Guan Xin had very little desk work, and he would probably say some welcome speeches, indicating that he would answer calls from several listeners today. The estimated duration and the work of choosing music. It is impossible to call without anyone participating, and there are no manuscript requests to respond to changes. The data of this program has been very good. It has always been in the top ten among all the channels of Shandong Radio Station, and the top three have been in the top three for about four consecutive years.
The initial listening rate is very vague, it is impossible to be accurate to every radio, it is just a high probability. Through sample sampling, one person may represent thousands or tens of thousands, representing a certain group of people listening, and the absence of the audience is a major characteristic of broadcasting.
The program “Youth Dream Flying” was set by the leaders. At the time of youth, Guan Xin felt that this name was very earthy. After a few years, the League Central Committee also used a similar name. Hunan TV also started to do Youth China in 2016. . Guan Xin later told the leader that you turned out to be a pioneer in naming.
“Mengfeiyang, Mengfeiyang…” In the conversation between Hedgehog Commune and Guan Xin, he mentioned the word Mengfeiyang many times. One name has been called for ten years, just like his own name, written in blood Kind.
“Youth Dream Flying” was discontinued in early 2017. It lasted for 8 years, and 9 years have passed. The reason for the discontinuation is the new round of broadcasting.Ministry of Reform. Guan Xin believes that this is not a shutdown. The entire team has been changed, not only traffic broadcasts, but many channels have been changed.
Started with internal reforms, and ended with internal reforms. “Youth Dream Flying” has passed Guan Xin’s youth, passed the audience’s youth, and stayed at the best time.
“All accidents are inevitable. I must have such a show at that time.”
Second, take advantage of the trend
When new media arrives, the impact on traditional media is the amount of interaction.
This is what Guan Xin has felt over the years. He described a pinnacle statistic of “Youth Dream Flying”. In 2014, Guan Xin went to Shangri-La and made 100 sets of postcards to the audience. Ten issues, ten sets per issue. Because FM101.1 is the channel of Shandong Radio Traffic Music, we set the time at 10:11 pm, at that minute, the first 10 people who leave a message on the official account can receive gifts.
In that minute, there were more than 2,000 comments on the WeChat official account, and this data now seems a bit weird.
Shangri-La Postcard
When the change comes, it must be completed in accordance with its survival mode in order to survive. Since 2011, Guan Xin has begun to adapt to this change.
To run a website, open an official account, add a V on Weibo, Guan Xin worked more time in new media than his own program, and the radio station was gradually undergoing qualitative changes during that period. With the popularization of the Internet, Shandong Radio Station became audible throughout the country, and the interactive mode of the program has also changed from a short message + phone mode to a WeChat official account. But this change did not bring the expected data. “The overall audience is alreadyAttenuation, to put it bluntly, this form has passed. “
Later, Guan Xin cut out an audio clip from the program and made it into slices, and put them on the Himalaya platform. For example, the strange reason for the quarrel, how the girl stabbed the cobra to death, In order to adapt to the recommended method, a compelling title was changed. Everyone clicked on the clip and listened to the talk show between the two, but it is no longer in the traditional sense. Of the broadcast.
Under the big wave of new media impact, the demand for broadcasting has decreased. The earliest needs of radio stations are road conditions, and taxi drivers are the most important user group. In the early days, there were very few people who bought cars. Those who could get up were small bosses, and the group of small bosses was the potential users of advertisements on the radio. After listening to the broadcast, they may buy these brands. This is the scene where the broadcast is demanded, and it is also the scene where the advertisement is placed.
Since 2006, the number of private cars has skyrocketed, and broadcasting has also taken advantage of the trend, taking advantage of private cars to develop rapidly. As the Internet has gradually developed and matured, most of the vehicles are equipped with large-screen APPs, and the road condition information broadcast by the radio is no longer needed. Baidu, AutoNavi Maps, etc. can be navigated in real time, and the audible content is more diverse, such as music and novels. , Paid courses, etc., fewer and fewer people concentrate on listening to a radio program.
“This is not to say that there is no market slowly, but suddenly there is no market.” In the auto show Guan Xin participated in, more than one brand manufacturer mentioned the high-end cars at certain price points. FM radio stations will no longer be installed, and a large car screen solves all problems. “The scary thing is that broadcasting loses the high-end crowd. If it is a car with 300,000 or more than 500,000, and no one uses the broadcasting, the high-end audience will be lost.”
Radio is a passive listening, broadcasting fixed content at a fixed time. It is a standard linear one-way output product. The development of the Internet has brought the network into people’s hands. This is the falling period of pure broadcasting demand. The media is gradually withdrawing from the market. Correspondingly, the development trend of broadcast channels is shown by the sharp drop in the amount of advertising.
Picture source: Unsplash
On March 24, 2021, Hubei Radio and TV Station’s Leisure Guide Channel ceased broadcasting and stopped satellite transmission, and the Golf Channel opened by Guangdong TV Station ceased broadcasting. From January 1, 2021, the Shanxi Economic Information Channel was renamed Shanxi Economic and The Science and Technology Channel and the Shanxi Science and Education Channel were renamed the Shanxi Society and the Rule of Law Channel. From December 31, 2020, the Shanxi Children’s Channel will stop broadcasting…
The demise of this form of media is just an episode in the eyes of the outside world, but in the eyes of the insider it is a personal departure.
Guan Xin calculated a piece of data. For example, a radio and television station combined sports channels, news channels, public channels, and variety channels into one major department. There are 4 channels, each channel has 10 programs, and each program has 20 people, which is equivalent to 40 programs and 800 people. Now it has been reduced to 20 programs and re-employed for jobs, 30 people for each program, and then the producer chooses the people, and then the two-way selection, and the remaining ones who have not been selected by each other can leave the job. The final result is that 20 programs are mixed on 4 channels, and 200 people leave. This calculation is conservative, and the situation may be more severe than this.
In a comment on the closure of the radio and television channel, a netizen commented: “Break through reforms, streamlining channels has become a trend.”
Not only has the medium changed, the program has changed, and the industry has changed, but the audience has also changed. For the audience, the change of media has allowed them to change the equipment for receiving information. When they wake up in the morning, they change a process in their lives from turning on the radio and turning on the TV to turning on the mobile phone. The fragmented environment of the media has also brought about the distraction of the audience’s attention. I insist on listening to a program from 9 to 11 every night. Now there are too few.
“In the current era, people’s concentration is too scattered, and it is seriously scattered by various media.”Guan Xin is quite emotional about this.
The audience of that era was also very lovely to Guan Xin. Guan Xin received two big pillows from fans, which were cross-stitched a little bit. He still keeps them intact. At that time, everyone was very attentive, but now buying and buying may be the majority of gifts.
No matter how the media environment changes, Guan Xin feels that the audience’s psychology has not changed, and the need to be respected and loved has not changed. As soon as “Youth Dream Flying” opens, Guan Xin will begin to say hello, and nowDuring the broadcast, when you click into the live broadcast, the anchors will also say “Welcome to XX in the room”. There is no difference in essence, just an invisible audience and an invisible audience.
Guan Xin compares the nightly radio show to love. “Every night at 8 o’clock, there is someone waiting for you at the gate of the park, no matter whether you come or not, he is there. And now the live broadcast is a bit like we met at 8 o’clock, said hello twice, and then left. Kind of feeling.” Regarding the stop of the show, many fans suddenly remembered the show and found that the show was missing.
Guan Xin felt that it was one day later at 8 o’clock in the evening at the gate of the park, and you found that the person would never come again, and in your heart, he should have been there waiting for you, why didn’t he come?
3. Transformation
“Traditional media people are the blood of traditional media people. It is difficult to produce children of new media.”
Guan Xin believes that under the wave of the gradual closure of traditional media, most of the attempts to transform are not so successful; in addition, the demand for traditional media is declining. “When you have a lighter, you won’t carry matches with you. It’s that simple.”
In Guan Xin’s observation, the official account of traditional media with 100,000 fans and the official account of a food blogger with only 3,000 people, the same copy is promoting a product, and the food blogger can sell 800 For 100,000 accounts, 100 copies may not be sold. “It’s like asking Li Jiaqi to broadcast the news. It feels weird. If you become a news channel host and sell goods full-time, do you think he is crazy?”
The current predicament is the advertising revenue of traditional media. “The same 100,000 yuan is placed in traditional media and new media. Its gameplay and value are completely different.” Relying on new media to support traditional media advertising Guan Xin feels that income is a matter of walking on thin ice.
Traditional media keep on leaving and getting in. Guan Xin asked the Hedgehog Commune, you said that college students graduated with journalistic ideals and dreams of being a war reporter, but what do you want to do when you enter the broadcasting industry? Selling goods?
“It is relatively rare that the media can be transformed smoothly through planning.” Guan Xin believes that more traditional media programs are in line with the needs of new media. “For example, shopping shows are out of place in traditional media, but the hosts of those shopping shows are now very good, and they are extremely good at bringing goods.”
In this era, it is not only the media people who are transforming, Everyone is accepting changes.
The sales boss is considering how to sell the goods, live webcast or Taobao to bring the goods, whether the boss needs the platform himself; the ticket sales of scenic spots are also considering whether to make live broadcasts, should they invite Internet celebrities to come… the general environment of media changes Everyone underneath was more or less affected, without exception.
Guan Xin also made a transformation under the impetus of the big wave. But the initial transformation more came from the change of identity. In 2010, Guan Xin gained a new identity—father. Since then, he has paid more attention to education and psychology. In 2013, Guan Xin was admitted to the National Psychological Counselor. In 2016, Guan Xin was a guest of Shandong TV’s Life Channel and Variety Channel as a guest of multiple programs as a psychological counselor and a senior media person. From TV station to radio to TV, Guan Xin’s identity is no longer a show host and producer, but an emotional psychological tutor and guest.
Guan Xin made a new show, “Parents Business School” after the suspension of “Youth Dream Flying”. At the end of 2017, Guan Xin left the broadcast. If the biggest reason is that Guan Xin saw the future of broadcast is replaced. Guan Xin was not affected much by this departure. He believed that he had not really left the radio and television work.
In the year he left, the TV show still invited Guan Xin as a guest, and he was also invited to be a radio anchor on the WeChat FM42.3 channel. He felt that he had never left the concept of FM.
Guan XinUsing struggle to describe the current broadcasting state is to maintain his life. The loss of the audience was felt by Guan Xin ten years ago. “The audience has gone to watch the Internet, and the audience who watched the Internet have also started to build an online platform.” Furthermore, there is a fault in the industrial chain. There is no updated industrial chain to support the survival of the media. “Advertising can’t keep up, and the degree of completion is not high. Everyone’s survival has problems. If you want to pursue spiritual enjoyment, first of all, your The material base must be rich enough.”
“I think broadcasting will always exist, just like the publishing industry, but broadcasting will not become popular anymore. Of course, it can’t die. I just can’t breathe.” Guan Xin said , “Some programs are dead, but they are still alive. Some programs are still alive, but in fact they are dead and are no longer programs.”
Audio has a companion function, Guan Xin explained, but now this kind of companionship may become a live broadcast again.
This is an era in which all things and resources are used by me, and I can find what I want in any small corner. “This is a bad time and a good time.”
Currently, Guan Xin is doing courses such as community expression and parent-child educational psychology. Compared with the past ten years at more than 2 pm every day, Guan Xin went to work in the station, looking for manuscripts, planning, correcting manuscripts, and broadcasting on time from 9 pm to 11 pm, now for Guan Xin, time is very free. .
From a good host to a good father, Guan Xin has completed the change of identity and career. Among the current users of the family education courses that Guan Xin is doing, there are some parents who are fans of the show at that time. “I found that the same group of people I served.” Guan Xin thought it was metaphysical. “He needed entertainment at the time, so I gave him entertainment. Now he needs a child’s education, so I can share some educational content for him.
When he was young, Guan Xin was a particularly entertaining person. That kind of funny and youthful hormones were left behind at that time. Because of the mutual stimulation of the audience, the program, and the host, the “Youth Dream Flying” is completed together, which can only be completed in such an environment and scene. In this era, Guan Xin feels that he will not dabble in this type of show anymore.
Guan Xin in his youth
“It must be this kind of diversification to survive.” Guan Xin was very impressed with the variety show “Friends, please”, “He Jiong and everything they do together is like us Working on the radio at that time, it felt as if he was just presenting our daily life through television.” This is a program that broadcasts in the form of webcast and is presented in the form of reality TV shows.
Guan Xin is very grateful for that era. Only that era will have such experiences and memories, but he can only say that he missed that moment, the young post-90s, and even the post-00s afterwards, in fact, it’s not. Will care about this too much.
At the end of the dialogue, Guan Xin said that he would give him a copy of the first draft of the interview. “Forget it after you say it, it’s all moments.”
This article is from WeChat official account:Hedgehog Commune (ID: ciweigongshe)< span class = "text-remarks">, author: Liu Xin, editor: director