On September 24th, China Central Radio and Television General Station held the launch of the 2021 "Brand Power Project" in Beijing. Vice Minister Publicity Department of the Communist Party of China, Shen Haixiong and Du Hangwei, member of the Party Committee and Vice Minister of Public Security, director of the Central Radio and Television General Station, Tang Jun, member of the Party Group and Deputy Director of the State Administration of Market Supervision, Jiang Xiwei, member of the Party Group and Deputy Director of the Central Radio and Television General Station, Zong Qinghou, chairman of Hangzhou Wahaha Group Co., Ltd., Gao Weidong, secretary of the Party Committee and chairman of Guizhou, China Maotai Distillery (Group) Co., Ltd., leaders of relevant stations of the Central Radio and Television General Station, leaders of relevant central ministries and commissions, heads of hundreds of brand enterprises and representatives of advertising companies attended the event.
In August 2019, in accordance with the instructions of leading comrades, the Central Radio and Television General Station, in conjunction with the relevant central ministries and commissions, the propaganda departments of some provincial and municipal party committees and well-known domestic brand enterprises, launched the "Brand Power Project", relying on the all-media resources of the General Station to cultivate national brands in the new era.
Shen Haixiong said in his speech that over the past year or so, the General Station has completed a series of major tasks and promoted a series of key projects. The media carrier, the Central Radio and Television General Station, has sailed into the vast world of "diving by leaps and bounds" and is forging ahead towards the world-class new mainstream media with strong leading power and influence.
Shen Haixiong pointed out that in 2021, we will celebrate the centenary of the founding of the Communist Party of China (CPC). The main station will accelerate the transformation from the traditional radio and television media to the world-class original audio and video production and distribution all-media organization, from the traditional program production and broadcasting mode to the deepening of the structural reform of the content production and supply side, from the traditional technical layout to the strategic pattern of "5G+4K/8K+AI", pay close attention to revision and quality improvement, launch more acclaimed and blockbuster masterpieces, and strive to account for more than 80% of the programs in Taiwan in three to five years.
In 2021, the reception desk will also continue to play the leading and driving role of brands in the economy, further optimize the communication services for brand partners, and make greater contributions to accelerating the formation of a new development pattern with domestic big circulation as the main body and domestic and international double circulation promoting each other.
Peng Jianming, deputy editor-in-chief of CCTV and general manager of the General Manager’s Office of the Central Radio and Television Station, introduced the operation of the "Brand Power Project" in the past year and the overall plan for 2021. Over the past year, the "Brand Power Project" has served more than 40 excellent brands from all walks of life. Through the online and offline communication of the main station, large screen and small screen, and the three-dimensional linkage of advertising and content, the selected enterprises such as Huawei, Yili, Hisense, Geely Automobile, Wahaha, Maotai and Junlebao have all achieved good market performance and achieved the unity of social and economic benefits. The "Brand Power Project" in 2021 will further optimize and upgrade the communication service plan on the basis of good operation in the first year. The "Brand Power Project" in 2021 is a media communication service scheme, covering all kinds of resources such as TV, radio and new media, especially increasing the proportion of new media resources. The scheme can better meet the individual needs of the selected enterprises in the "Brand Power Project" and the resource selection method is more flexible.
Ren Xuean, executive deputy convener of the General Manager’s Office of the Central Radio and Television General Station, released the 2021 "Brand Power Project" integrated communication service plan. He said that in 2021, the "Brand Power Project" adhered to the general policy of "1+N" communication mode, and optimized and upgraded it "1331". The first "one" refers to a brand-new media communication service scheme, which includes core resources, fixed configuration, brand solutions and value-added services. The first "three" refers to the launch of three media products, namely "TOP brand — In 2021, the Central Radio and Television General Station broadcasted the TOP cooperation platform with goods "and" TOP brand — In 2021, CCTV broadcasted China’s exclusive media partner and leading brand — In 2021, CCTV news is broadcasting an exclusive cooperation platform. " The second "three" refers to the launch of three brand solutions, namely brand reach, brand penetration and brand transformation. The last "one" refers to the establishment of a set of brand coins for the selected enterprises to purchase the resources of the main desk in one stop.
At the launch event, the head IP resources of the main station in 2021 were introduced through the short film "Number" and "Main Station Anchor Live Show", including news, finance, sports, variety shows and seasonal broadcasts, TV dramas and documentaries, new media and other sections. In 2021, the news program of the main station will be innovated vigorously. At noon, "News 30 Minutes" will realize "multi-platform interaction" with an hour-long program, and a one-hour brand-new international news column will be launched at night. The variety show will launch "China in Classics" to tell the history of Chinese civilization from classics. New media outlets such as CCTV News and Central Video will launch brand-new content products such as Super Release and China Short Video Conference.
At the scene, the Central Radio and Television General Station signed the strategic partnership agreement of "Brand Power Project" in 2021 with Maotai, Wahaha, JD.COM, Lenovo, Baoneng, China Post, COFCO, Huawei, Haier, China UnionPay, Shandong Provincial Department of Culture and Tourism and Gome. Signed an agreement with Shanghai Dream Information Technology Co., Ltd. (Pinduoduo) on the strategic partner of "Brand Power Project" in 2021 and the exclusive red envelope interactive partner of Spring Festival Gala in 2021.
The release event was hosted by Kang Hui, Dong Qing, Zhang Bin, Lu Jian and Xie Yingying, and Han Lei sang the theme song "Stars Shine" of "Brand Power Project" on the spot.
(Photography Liao Jiangheng Meng Meizhen Yan Xuan Chen Kaiqiang)