Water incarnate \"shop square\" for villagers delivery, Zhang Yixing tea cake endorsement of local tea, Zhong Hanliang design \"mandarin\" logo.... In recent years, many familiar and unfamiliar faces have been ushered in in poor areas all over the country. The celebrities, who once appeared only on television screens, went to the area and ate and lived with villagers to help poor areas find new ways to get rid of poverty and become rich.
2020 is the year of the completion of the well-off society in an all-round way and the end of the 13th Five-Year Plan. Since the Party Central Committee proposed the implementation of the strategy of rural revitalization, the national news media have carried out \"precision poverty alleviation in the village research and interview activities,\" the major mainstream media in the country, according to the field research situation, one after another launched a number of programs with the theme of precision poverty alleviation and poverty relief. CCTV, which has had a wide-ranging impact on the audience, China Eastern Satellite TV, Action on Poverty Alleviation, Henan Satellite TV, and other poverty-alleviation programs, focusing on market forces to customize long-term poverty relief programs for poor areas by looking for accurate measures that fit the actual local conditions.
Different from the early pro-poor programs to show the poor life of local residents, the analysis of the causes of poverty to arouse social concern, and then guide social funds to intervene to help the program model, in the last two years, the major platforms launched a number of programs in the form of poverty alleviation more flexible and innovative, the composition of guests is also more rich and diverse.
\"Never to fall behind\" in the program site for poor areas docking experts and social resources, to provide new ideas, new ways to get rid of poverty, compared with the traditional display of \"collecting donations\" model has made great progress. \"We are in Action \",\" The Great War against Poverty\" and other influential guests, including Jing Yidan, Shui Junyi, Deng Yaping, Zhang Kaili, Zhang Yixing, Gao Xiaosong, Haixia, Ren Luyu and Zhang Zequn, went to poor areas to tap local resources to \"speak for poverty eradication \".
These guests or as star observers recommended that the products of poverty alleviation counties be sold on the e-commerce platform to realize the realization of traffic flow; or that they act as observers to create a sustainable business model for the residents of poor areas; or that they act as a special correspondent to go deep into the poor areas to witness a variety of poverty alleviation models and to show significant changes in the poor areas. Guests from different sectors of society have brought a broader social reach to poverty alleviation programmes.
For the broadcast of the four seasons of \"we in action \", star as the main angle of view, is to make big, strong program social influence, for the follow-up in-depth poverty relief work to create a good mass base and consumption base. In the program, the star and the poor area residents carry on the daily work together, experiences the real life,\" the star in the poverty alleviation work is the industry contribution?\" This is not the case. Chen rong, producer of our action program, said that stars can bring traffic and attention, and they can bring more social awareness and recognition to poverty alleviation work, so their social contribution to poverty alleviation work is far greater than that of industry. And feel that life is not easy, they will often be more active to participate in follow-up orders and other links, more sincere for the poor areas shout, endorsement.
Chen rong believes that as a tv program, especially \"we are in action\" this kind of public welfare program, cannot guarantee the social influence means that the program cannot produce the corresponding social effect, this program also lacks the significance of creation. At the same time, the lack of influence will also cause the decline of the ability of resource integration and affect the active participation of industrial chain enterprises. 'Influence, word-of-mouth, ratings are vital to such programs, and that's the primary purpose of bringing in stars to make them look good. We're not just doing TV programs, we're doing poverty alleviation!
\"The success or failure of poverty alleviation and development depends on precision. To help the poor is to help the poor, and the poor are very different, some in conditions, some in ability, some in ambition. For different regions, different families, different methods of support, different programs for poverty alleviation cases are not the same choice direction.
\"We choose the case in action \", adhering to the principle of\" poverty first support the will, poverty first support the wisdom. Whether it is the football team of the uighur children in xinjiang or the spring and autumn aviation to build a bridge of employment for the young people in the poor areas, the case and help mode in the program can always bring positive influence to the local residents in life and thought.
Chen said the rugby team's story is complete and touching, and while it's a long-term thing, the show team believes it will be of great help to children's growth. The selection of employment cases in different places is because a job is often able to change the fate of a family, and in terms of personal growth, work is also an affirmation and encouragement from society. \"In addition to the show's support model and moving content, we have also made great efforts to promote the development of local industries, which is the main reason why the program can land.
The \"fight out of poverty\" program group has been thinking about how to \"fight against poverty\" this grand theme and \"poverty alleviation\" policy in visual, vivid tv language on the screen. In order to dig into the typical, vivid poverty relief story, the director group will take nearly two months, at least five times before and after the poor village research preparation, communication implementation, to complete a 70-minute program. Li pei, the producer of \"the fight out of poverty \", said it was this trust that helped the group capture and dig into many moving details because of the frequent presence of directors and villagers in the village. This kind of content collected from the local depth also makes the program more approachable and more lively.
Star leaders, field visits, customized solutions, long-term profit-making mechanism, showing the characteristics of support techniques, has become a major feature of poverty alleviation programs in recent years. Through the program, the audience learned that the help in the mode of precision poverty alleviation is no longer a simple and rough donation to solve the problem of residents'life, but by finding rich resources, the characteristic products of the poor areas are delivered to the local audience with the ability to buy and the need to buy, and the business plan for the poor areas is customized to solve the regional economic problems.
Chen called this kind of help model \"giving it to fish \". We in Action never accept on-site contributions from entrepreneurs in the creative process. The creative team believes that a contribution can only meet the immediate needs of one or several families, but for the sustainable development of the entire poor county and poor families, the role is minimal, only set up a local characteristics of the marketing channels to solve the local poverty problem for a long time.
This kind of \"give fishing\" help mode, also appeared in \"never left behind\" program. In addition to opening up the market for products in poor areas by relying on the social effects brought by television programs, the four-season \"The Great War against Poverty\" has now been broadcast.
Li Pei said that while showing the industrial poverty alleviation, financial poverty alleviation, e-commerce poverty alleviation, education poverty alleviation, relocation and other poverty alleviation models have brought significant changes to the poor areas, the program also integrates the media forces such as elephant TV market, Henan Traffic Broadcasting, Henan Radio and Television Network, and other media forces, and draws on corresponding enterprises and social resources to plan a number of agricultural product promotion meetings for poor villages to realize the docking of small farmers and large markets to help local residents achieve poverty alleviation and income increase.
Each issue invites a large number of guests and senior media people with public welfare attributes, relying on their experience in the professional field, experience for the local poor village advice. At the same time, through the form of the personal statement of poverty alleviation cadres, the audience is introduced to the good effects brought by various poverty alleviation models, and the moving stories that occur in the process of poverty alleviation are told.
Many viewers will feel that getting out of poverty is far from their own, that there is no intersection of rural life and themselves, but that they are emotionally in common and that viewers will never reject good stories, Mr Li said. 'The fate, circumstances, or sadness, or excitement, or empathy, or heartwarming, of the characters in the story, these infectious elements can resonate and think about them in the audience.'
For the \"we in action\" creative team, every successful poverty alleviation case in the program represents a group of people who can change their destiny; in the eyes of the \"fight out of poverty\" creative team, each program is a small fight against poverty.
Li pei told audio-visual radio and television, used to go to poor areas to interview, everyone is sighing, tears away, but now is with strength to leave. This power stems from the genuine desire of the poor to lift themselves out of poverty and from the selfless dedication of countless poverty-stricken workers.
The masses as relatives of the first secretary of the original Yurong, a pole to pick up the hope of the mountain teacher Zhang Yu-roll, returning home to start a business return female translation Zheng seagull, after 10 years in the cliffs to open the \"heaven road\" old secretary Xu Cunshan. Such role models abound in the show. They are known to the audience for the program, they stick to the countryside, do not break the poverty of the dream, but also because the program broadcast a big step forward.
For four years, mr li said, the creative team insisted on focusing on remote, impoverished corners because it was our responsibility to tell the public that some people live like this and that they share our right to a happy life. \"This is the focus of the mainstream media on overcoming poverty, and attention itself is a force.\"
Thanks to the joint efforts of the creators of the poverty alleviation programs, the programs have gradually transformed the social programs which the audience is willing to actively understand, feel and participate in, and brought wider social attention to the poor areas in the critical stage of overcoming poverty, and even directly brought economic benefits to the poor areas and helped the local poverty alleviation.
Chen revealed that so far, the program group has gone through 23 counties, a total of more than 240,000 poor families built grade card, all industries in the program are the first time to help poor households open. According to incomplete statistics, it is estimated that more than 950000 people in poverty are being helped, and it also has a certain pulling effect on the county economy in the surrounding non-poor areas.
Over the past four years, the director's group has visited 50 counties in the province, interviewed more than 600 cadres and the masses who have worked all the year round to tackle the key problems against poverty, integrated the government, enterprises and the media and other channels, donated 2 million yuan to poor villages, introduced more than 17 industrial projects and cooperated with other enterprises, and helped the sales of agricultural products in poor villages to 4.5 million yuan. At the same time, the programme group also assembled social resources to provide charity donation, tourism publicity, technical training, precision poverty alleviation job fairs, planning special agricultural products promotion meetings and other precision assistance to poor villages.