Innovative Path Of CCTV's "China Poetry Congress"

When entertainment programs such as singing and dancing,matchmaking and reality show dominate the TV screen,the TV cultural puzzling programs with Chinese excellent traditional culture as the main content emerge quietly.Among the numerous cultural and intellectual programs,CCTV's "China Congress" series has not only set a model for TV variety shows,but also won praise from all walks of life because of its content and form rooted in traditional culture and innovation.CCTV's "China Congress" series,especially "China Poetry Congress",is unique.After three years,it still maintains its tenacious vitality and radiates its own light.The success of China Poetry Congress is worth exploring its mystery and analyzing its innovative path.It can not only provide creative ideas for other variety shows,but also provide a great reference for modern TV media which lack the ability of independent innovation.In this paper,the three seasons of "China Poetry Congress" broadcast between 2016 and 2018 are taken as the research object,and its innovative path is analyzed systematically and holistically.The reasons why "China Poetry Congress" has become a model program are deeply analyzed.The first part of the paper summarizes the definition and characteristics of cultural puzzle programs,and combs their development process.At the same time,it expounds the specific situation of "China Poetry Congress".It holds that national policy norms and guidance,changes in audiences' aesthetic psychology,demands for original programs,changes in communication modes and diversification of media all contribute to the innovation of cultural puzzle programs.It provides a realistic basis.The second to fourth parts of the paper focus on exploring the innovative path and representation of the Chinese Poetry Congress.Firstly,it is the innovation of program mode.In terms of program mode,innovations have been made in the program participants,hosts and commentators,process links and audio-visual settings.In the selection of the participants,the diversity of the structure is highlighted and the poetic life is displayed in the form of stories.On the host and comment guests,the change of their identity is emphasized.In the process,both cultural inheritance and recreational competition are taken into account,while the audio-visual settings highlight the Chinese elements and enhance the effect of the program.Secondly,the innovation of program content.The content of the program is based on poetry to disseminate Chinese culture,to show the beauty of music rhythm and picture artistic conception in poetry,and to comprehend the broad and profound traditional culture from poetry.At the same time,we should seek cultural genes from traditional festivals and daily life in order to stimulate cultural self-confidence contained in poetry and disseminate positive values.Thirdly,it is the innovation of program marketing.Under the background of media convergence,program marketing and communication are carried out from three aspects: cross-media communication based on network convergence,using hot events and topics,online and offline activities.In the cross-media communication of the integration of radio and internet,based on the traditional media,cooperate with the new Internet media to create the brand of cultural programs,and make full use of micro-blog,micro-messaging and client to increase the influence of programs.With "Wu Yi Shu phenomenon","take-away brother" Lei Hai Wei as the hotspot,host Dong Qing as the hotspot triggered "viral" transmission to keep the program hot.In addition,through the combination of online products and offline activities,the stickiness between programs and audiences is enhanced and the popularity of programs is enhanced.