A Study On The Voice Of The Short Video News Program "Anchor Talk"

In the context of the development of media integration,CCTV News program innovatively created a new short video program "Anchors Talk",which relied on the well-developed new media platform to immediately attract widespread attention,and the success of this attempt is inseparable from its new voice style it presents.Therefore,this study takes the program of "Anchor Talk" as the research object,analyzes its voice characteristics,external causes and internal strategy drive,and further provide practical suggestions for the integration and transformation of media.This study selected launched on July 29,2019 to 29 February 2020 during a sample of 208 edition,and textual analysis method is used to sort out the voice of the program from five aspects: text voice,broadcast voice,picture voice,sound effect voice and arrangement voice,so as to draw a conclusion that the arrangement voice of the program has changeable forms,brief and new content,breaks the traditional model and highlights interaction;the text voice is more lively and grounded on the basis of inheriting CCTV's firm expression attitude;broadcast voice is more infectious by showing the personality of the host;picture voice and sound effect voice arouse emotional resonance by creating environmental atmosphere."Anchors Talk" achieves brand extension and interaction,clarifies its own positioning and maintains its characteristics by integrating traditional advantages.The success of its voice change has benefited from its internal strategic drive,namely Anchor Talk and CCTV News are highly linked to achieve the sharing and expansion of the audience,on the basis of optimizing the content of the audience needs to change the communication voice for the audience's style,and the idea of editing is to make full use of the younger voice to correctly guide the mainstream values of youth."Anchor Talk" let the audience have interest and attention to "CCTV News" again,and achieved certain communication effect.However,there is still room for further improvement and innovation in terms of how to achieve accurate setting of communication content,maintain good interaction normality and better play the role of positive energy guidance.