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脱贫见实效,扶贫节目落地有奇招
2020-01-08 00:54  www.stylemoca.com

水均益化身“店小二”为村民送货,张艺兴做茶饼代言当地茶叶,钟汉良设计“沃柑”logo……近几年,全国各地的贫困地区陆续迎来了许多熟悉又陌生的面孔。这些曾经只出现在电视荧屏上的名人明星来到当地,和村民们同吃共住,帮助贫困地区寻找脱贫致富的新路,此类场景频频出现在电视媒体推出的新型扶贫节目中。

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年是全面建成小康社会和“十三五”规划收官之年,为建成小康社会营造浓厚氛围,是全国广电工作的一条主线。自党中央提出实施乡村振兴战略后,全国新闻媒体纷纷开展“精准扶贫驻村调研采访活动”,国内各大主流媒体,根据实地调研情况,陆续推出多档以精准扶贫和脱贫攻坚为主题的节目。在观众中产生广泛影响的央视《决不掉队》、东方卫视《我们在行动》、河南卫视《脱贫大决战》等扶贫节目,通过寻找契合当地实际情况的精准帮扶措施,集中市场力量为贫困地区定制长效脱贫方案,在摄制公益电视节目的同时,“还在扎扎实实干扶贫事业”,为扶贫工作贡献来自广电媒体的力量。

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.

不同于早期扶贫节目以展现当地居民贫苦生活,围绕致贫原因进行剖析以引发社会关注,进而引导社会资金介入进行帮扶的节目模式,近两年各大平台推出的多档扶贫类节目在形式上更加灵活新颖,嘉宾构成也更为丰富多元。

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.

《决不掉队》在节目现场为贫困地区对接专家和社会资源,提供脱贫致富新思路、新途径,相较传统展现式“引捐”模式有了长足进步。《我们在行动》《脱贫大决战》则选择邀请包括敬一丹、水均益、邓亚萍、张凯丽、张艺兴、高晓松、海霞、任鲁豫、张泽群等具有影响力的嘉宾前往贫困地区,挖掘当地资源,为脱贫“代言”。

\"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 \".

这些嘉宾或以明星观察员的身份推荐扶贫县特色产品在电商平台上售卖,实现流量变现;或以观察员的身份为贫困地区居民牵线搭桥,打造可持续经营的商业模式;或作为特约记者深入贫困地区,见证多种扶贫模式,展现贫困地区的显著变化。来自不同社会领域的嘉宾,为扶贫类节目带来了更加广泛的社会触达面。

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.

对于播出了4季的《我们在行动》而言,以明星作为主视角切入,是为了做大、做强节目社会影响力,为后续深入开展扶贫工作营造良好的群众基础和消费基础。节目中,明星与贫困地区居民一起进行日常劳作,体验真实人生,“明星在扶贫工作上所做的是产业贡献吗?其实并非如此。”《我们在行动》节目制片人陈蓉表示,明星能够带来流量、带来眼球,他们能够为扶贫工作带来更多社会知名度和认知度,所以他们在扶贫工作上的社会贡献要远大于产业贡献。而且感受过生活的不易,他们往往会更加主动地参与后续订货会等环节,更加真挚地为贫困地区呐喊、代言。

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.

陈蓉认为,作为一档电视节目,尤其是《我们在行动》这种公益节目,不能保证社会影响力就意味着节目无法产生相应的社会效果,这档节目也就缺乏了创作的意义。同时,影响力的缺乏也会造成资源整合能力的下降,影响产业链企业的主动参与度。“影响力、口碑、收视率对此类节目至关重要,这也是我们要引入明星,把节目做得好看的首要目的。我们不光是在做电视节目,还在扎扎实实干扶贫事业!”

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!

“扶贫开发成败系于精准。扶贫即扶人之‘贫’,而人之‘贫’千差万别,有的贫在条件,有的贫在能力,有的贫在志气,不一而足。”针对不同地区、不同家庭,帮扶手法各不相同,不同节目对于扶贫案例的选择方向也不尽相同。

\"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.

《我们在行动》选择案例时,秉承“扶贫先扶志,扶贫先扶智”的原则。无论是新疆维吾尔族孩子的橄榄球队,还是春秋航空为贫困地区青年搭建异地就业桥梁,节目中的案例和帮扶模式,总是能够在生活上和思想上带给当地居民积极影响。

\"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.

陈蓉表示,橄榄球队的故事很完整、很感人,虽然这是件很长远的事情,但节目组相信会对孩子们的成长带来很大帮助。异地就业案例的选取是因为一份工作往往能够改变一家人的命运,从个人成长方面来说,工作也是一种来自社会的肯定和鼓励。“除了节目展现帮扶模式和感人内容,我们在促进当地产业发展方面也下了很大功夫,这也是节目能够落地的主要原因。”

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.

《脱贫大决战》节目组一直在思考如何将“脱贫攻坚”这一宏大主题和“扶贫”政策用可视化、生动的电视语言在荧屏上进行呈现。为了挖掘到典型、生动的扶贫故事,导演组要花上近2个月的时间,前后至少5次深入贫困村调研筹备、沟通落实,以完成一期70分钟的节目。《脱贫大决战》制片人李沛表示,由于频繁驻村,导演和村民早已成为朋友,正是这种信任感帮助节目组捕捉和挖掘到了诸多感人、走心的细节。这种从当地深度采集的内容,也让节目更接地气,更生活化。

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.

明星带队、实地探访、定制解决方案、建立长效盈利机制、展现特色帮扶手法,成为近年来扶贫类节目一大特色。通过节目,观众了解到,精准扶贫模式下的帮扶不再是简单粗暴的捐款捐物,解决居民生活难题;而是通过寻找致富资源,将贫困地区的特色产品送达具有购买能力和购买需求的地区观众面前,为贫困地区定制商业方案,进而解决区域经济问题。

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.

陈蓉将这种帮扶模式形象地称之为“授之以渔”。《我们在行动》在创作过程中从不接受企业家的现场捐款。主创团队认为,一份捐款只能解决一个或几个家庭的燃眉之急,但对于整个贫困县和贫困家庭的持续发展而言,作用微乎其微,只有搭建起符合当地特色的营销渠道才能够长效解决当地贫困问题。

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.

这种“授之以渔”的帮扶模式,同样出现在了《决不掉队》节目中。目前已播出4季的《脱贫大决战》,除了依托电视节目带来的社会效应为贫困地区产品打开销路,还利用融媒体平台扩大节目社会影响力,寻找能够和贫困地区展开长效合作的社会资源。

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.

李沛介绍,在展现产业扶贫、金融扶贫、电商扶贫、教育扶贫、易地搬迁等扶贫模式为贫困地区带来显著变化的同时,节目还融合大象TV市集、河南交通广播、河南广电喜买网等媒体力量,牵线对口企业和社会资源,为贫困村策划多场农产品推介会,实现小农户与大市场的对接,帮助当地居民实现脱贫增收。

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.

《脱贫大决战》每期邀请大量具有公益属性的嘉宾和资深媒体人,依托他们在专业领域的经验、经历为当地贫困村出谋划策。与此同时,还通过扶贫干部现身说法的形式,为观众介绍多种扶贫模式带来的良好效应,讲述在扶贫过程中发生的感人故事。

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.

李沛表示,很多观众会觉得脱贫离自己很远,农村生活和自己没有交集,但在情感上他们是共通的,观众永远不会拒绝好故事。“故事中的人物命运、境遇,或悲伤、或兴奋,或令人同情、或感人肺腑,这些具有感染力的内容能够引发观众的共鸣和思考。”

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.'

对于《我们在行动》创作团队而言,节目中每个成功的扶贫案例均代表着能够改变命运的一群人;在《脱贫大决战》主创团队眼中,每期节目都是一场小型的脱贫攻坚战。

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.

李沛告诉视听广电,从前去贫困地区采访,大家都是叹着气、流着泪离开,现在却是带着力量离开。这种力量来源于贫困群体对脱贫的由衷渴望,也来自无数扶贫工作者的无私奉献。

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.

把群众当成亲人的第一书记原玉荣,一根扁担挑起大山希望的教师张玉滚,返乡创业的海归女翻译郑海鸥,历经10年在绝壁上开通“上天路”的老支书许存山……这样的榜样在节目中比比皆是。他们因节目被观众所了解,他们坚守农村,不破贫困不言休的脱贫梦想,也因节目播出向前迈出了大大的一步。

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.

李沛表示,四年里,主创团队坚持将镜头对准那些偏远、贫困的角落,是因为我们有责任告诉公众,有些人这样生活着,他们和我们一样,享有追求幸福生活的权利。“这是脱贫攻坚中来自主流媒体的关注,而关注本身就是一种力量。”

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.\"

在扶贫类节目创作者的共同努力下,扶贫节目从曾经的任务式展现,逐渐向观众愿意主动了解、主动感受,进而主动参与的社会类节目转化,并在脱贫攻坚的关键阶段为贫困地区带来了更为广泛的社会关注,甚至直接为贫困地区带来经济效益,助推当地脱贫。

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.

陈蓉透露,截至目前,节目组已走过23个县,共有建档立卡贫困户24万多户,节目中所有产业帮扶均第一时间面向贫困户开放。据不完全统计,预计帮扶贫困人口95万以上,对周边非贫困地区的县域经济也有一定拉动作用。

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.

《脱贫大决战》开播四年来,导演组先后走访了省内50个县,采访了600多位常年工作在脱贫攻坚一线的干部、群众,融合政府、企业、媒体等多方渠道,为贫困村捐款200万元,引进产业项目、牵线企业合作超过17项,助力贫困村农产品销售额450万元,牵线社会爱心企业对贫困村农产品达成采购预算额4200万元。同时,节目组还集结社会资源,对贫困村进行爱心捐赠、旅游宣传、技术培训、举办精准扶贫招聘会、策划特色农产品推介会等精准帮扶。

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.