Xueba Fengyun

Although the Phoenix News Center is mainly composed of people from the news department of Pearl Satellite TV, many senior employees of First TV were parachuted here to participate in the management.Therefore, they are no strangers to Liu Miao. Although New Star Entertainment feels like a company created by Liu's mother alone, many people know that Liu Miao is indispensable for many major decisions of New Star Entertainment.Even in those years when New Star Entertainment was a toddler, it was Liu Miao's unparalleled imagination and planning ability that gained a place in this market.So when Phoenix Broadcasting Company was formally established and Phoenix TV and its many channels were unveiled one by one, many media still positioned Phoenix TV as "China's best variety entertainment channel".

Therefore, Phoenix TV itself and its variety show channel of Phoenix Satellite TV quickly opened up the situation. Although Phoenix TV is not yet qualified to be compared with United TV, East TV and ATV, but in terms of the ratings of young people, Phoenix TV has already had a faint king sign.And Phoenix Satellite TV's Variety Show ranks among the top ten in the national cable and satellite channel subscription rankings, which makes many established TV companies envy and hate.Although Phoenix Satellite TV's Humanities Channel has poor subscriptions because of its high-ranking and few, its high-level positioning allows it to win over many high-level audiences and elite groups.Although the number of these people is small, they can't hold back their great influence, especially their long-term affection. This has led to Phoenix Satellite TV's Humanities Channel's subscription number not increasing, but its influence can rank a good one among many media in China. Location.

Now the only thing that is giving Phoenix Media Group a headache is Phoenix Satellite TV's financial channel. It originally planned to focus on financial news and use it to create a Chinese version of CNBC (Consumer and National Business Channel), but it turned out to be bleak in the end.Originally, the people from First TV lacked experience in producing news programs, so everything was controlled by the people from the news department of Pearl TV.Maybe it's because he's been used to the stinginess of Pearl TV all the year round, which has caused the program style of the entire Phoenix TV's financial channel to be extremely stingy.All the programs are recorded in the studio, and even some programs are so stingy that they don't even match the scenes, relying entirely on computer virtual scenes to fill the numbers.The reporters of the TV station also occasionally appear as guests on the program, or even as opinion commentators, which makes the entire TV station look not authoritative.

For professional news TV channels, authority and atmosphere are the foundation, so that the audience can feel the credibility.It's a pity that this group of people in the news department of Pearl TV thought they were doing a good job, which caused the financial station's ratings to fail at all.

In order to rectify the financial channel for Liu's mother, Liu Miao also watched the financial channel program for a week, but the final conclusion was that it would be better to close the channel.You must know that the news channels of overseas TV stations are also very first-class in producing financial programs, especially in the United States, there are also very professional financial channels: cnbc and Bloomberg TV.Bloomberg TV and East TV first jointly launched the East TV Economic Channel, and then launched the Chinese and English versions of Bloomberg Asia TV; and CNBC even launched CNBC Asia, Japan, and Korea in one go. And the four major channels of Huaxia TV.This shows how much they attach importance to the Asian viewing market, so there is nothing wrong with Phoenix TV's deployment of financial channels.

Bloomberg TV takes a high-end professional route. The channel adopts a paid system and has no advertisements at all.Global financial news is broadcast on the hour, and various experts comment on the global economy; the rest of the time is teletext broadcasting changes in important stock markets, foreign exchange markets and futures markets around the world. CNBC's route is close to the general news station, it is a free subscription cable TV, so there are a small number of advertisements broadcast.However, although cnbc and Bloomberg TV have enough information, there are relatively few guest comments and special programs, so Liu Miao plans to break through here and bring her own ratings.

"There are two ace programs on Future Finance and Economics Channel, one is "Evening News" broadcast at ten o'clock in the evening; the other is "Financial Live Room". "Financial Live Room" is divided into three versions, the American version and the European version and the Asian version, which will be broadcast live half an hour before the opening of the three markets of the US stock market, the British stock market and the Chinese stock market. The live broadcast time of the two ace programs should not be less than one hour, and the anchors of these two programs at the same time must have 30 years of TV Journalism qualifications, and not less than ten years of on-site reporter experience." Liu Miao talked about the revision of the Finance Channel in the conference room, and at the same time took out three design concept drawings. "This is the broadcast room for the three programs of "Evening News", "Financial Live Room" and "Hourly News" in the future."

The background of the live broadcast room of "The Whole Point News" is a huge floor-to-ceiling glass, through which you can just see the most prosperous road in Dongfang City.Dongfang City is one of the most representative cities in China. Therefore, using the daily changes of a city as the background also gives the news more sense of reality and presence. "Finance and Economics Live Room" adopts CNN's live broadcast room style, with the host in the middle and guests with different opinions on both sides, and there are large screens behind the guests to display the data and analysis reports of the guests. "Evening News" adopts an open studio style, and the studio directly uses the newsroom as the background.

Not to mention how much high-tech equipment Liu Miao has prepared for these studios, but the grand and grand style will kill the current style in seconds.At first Liu Miao thought that the news center had no money or land, but later found that the budget of the news center was second only to that of the film and television production center, and their news center took up ten floors in the Phoenix Building, but they only used it in the end. Three floors!Therefore, Liu Miao immediately found a design agency, and after sharing his ideas, they immediately came up with a complete design plan.

Moreover, the live broadcast room arranged by Liu Miao adopted many new technologies, such as virtual screen technology.The host can walk anywhere in the live broadcast room and summon a display screen out of thin air.Of course, this display can only be shown in the final broadcast program. If it is really produced on the spot, it will be a magical program.At the same time, Liu Miao has also improved the qualifications of anchors, guests and commentators. 30 years of experience in TV news and ten years of on-site reporter experience are enough for anchors to have on-the-spot adaptability and rich news literacy; Experts in the field are either university professors. In short, there will be no such thing as a temporary guest or commentator.

"In addition to regular programs, we have to work hard to produce special programs." Liu Miao ignored everyone's whispers and continued, "So in addition to the domestic news department, international news department, financial news department and other news departments, the news center In addition to this department, we will set up a news special department. The future news special department will have 50% of the entire news center's programming budget and two-thirds of the staffing. I don't care how sharp and offending your special topics are, as long as Your special topics are professional enough and authentic enough, so I will let your program be broadcast on the Finance and Economics Channel. In addition to the newly established news special department, we will also establish a program production department for the production of three financial talk shows. Among them, the strip program is called "Qiang Qiang Threesome", a host and two guests who disagree with each other discuss one or several economic topics today. Block-shaped programs are broadcast on Saturday and Sunday respectively. The program broadcast on Saturday is called "Dialogue", and we will select industry or business leaders to come and talk; the program broadcast on Sunday is called "Financial People Weekly", which is similar to a news magazine program. A person brings out one or more financial topics."

Liu Miao's move is undoubtedly to take away the power of the former Pearl TV News Department personnel. With the entry threshold for anchors, guests and commentators, the original Pearl TV people have no choice but to play tricks.Because those who meet Liu Miao's standard have their own integrity, how could they change their positions and opinions for the sake of a few small reporters?Especially people don't care if you block him or not, it's you who begged him to be on the show, not he begging you to arrange a show for him.

The newly established News Department and Program Production Department undoubtedly completely left the news center controlled by the original news department aside. The two new departments took away 75% of the center's financial budget and 80% of the staffing quota. What else can I do?There is no money and no one, and the so-called power has been cut to the same extent. In the future, you will either resign or surrender. Where is there a third way to go?

Liu Miao looked at the pale-faced people, but she didn't take them seriously at all. "The next step is the most important and direct revision, that is, how to reform our TV news mirror?"

The TV news mirror can be said to be an important face of a TV channel. At present, the three major TV networks lead three different mirror styles.Univision uses the most traditional "[-] mirror".That is, the top is the date, weather forecast and station logo; the bottom is the news headlines; the bottom is the real-time data of the stock market and the real-time news respectively, and the right side of the bottom is the important indexes of the major stock markets.Dongshi, which has never paid much attention to news, is a "simple version of the mirror" joked by the industry. There are only two titles at the bottom of the screen. The subtitle is the location of the news, and the big title is the news event.

The most used in China is ATV's "匚-shaped mirror". The top is a brief description of the news content and the station logo; the left is a marquee of major news or major public events; The high block on the left is the national real-time weather forecast, the low block is the current time, the high block on the right is the news headline, and there is also the place where the news happened in the upper right corner, and the low block on the right is general news, stock market and foreign exchange market Index marquee.

In Liu Miao's view, Dongshi's is too lazy, ATV's is too cumbersome, and the rest of United TV is too old.Therefore, Liu Miao combined the news mirrors of the major news channels in the United States in parallel time and space to design a new simple version of the mirror.In Phoenix Satellite TV's revised news mirror, there is only a small translucent station logo and a station call switching animation in the upper right corner of the screen.The bottom one-fifth of the screen is the title, the front of the title is the name of the program at this time, the middle is the news title, and the back end will appear "live", "exclusive" and other words depending on the situation; at the same time, there is a news title above the news title Subheadings indicate where the news happened.

The width of this title area is only about four-fifths of the screen, so more space can be left for the news screen.Below the title is a news marquee with white characters on a black background. The front end of the news marquee is the constant switching of date, time and weather forecasts in various places.Even those old Pearl TV employees who hated Liu Miao had to admit that the news mirror designed by Liu Miao was much better, and everyone could only secretly admire Liu Miao.

Under Liu Miao's continuous actions, Phoenix Satellite TV's financial channel has entered a one-month preparation period for the revision.