On January 5th, China Central Radio and Television held the cloud release event of "Great Spring Evening Season" brand authorization and copyright cultural creation and "Hundreds of People, Thousand Creations" cooperation plan, and officially released the "Great Spring Evening Season" brand authorization and copyright cultural creation cooperation plan. Launch the "Hundred Talents, Thousand Innovations" cooperation plan. Peng Jianming, member of the editorial meeting of China Central Radio and Television and general manager of the general manager office, attended the event and delivered a speech.

Peng Jianming said that as a national cultural project and national cultural brand, the Spring Festival Gala of China Central Radio and Television has played an important role in meeting the spiritual and cultural needs of the people and serving the people's better life in the past 40 years. It has made positive contributions to cohesive force and influence, and to stimulate the innovation and creativity of Chinese culture. The Spring Festival Gala is not only a cultural symbol of China, but also an important force to promote the development of my country's cultural and creative industries, and an important platform to display and shape Chinese brands. Taking the Spring Festival Gala as the carrier, letting Chinese culture go global through high-quality brands and creative products has become the common pursuit of the main station and its partners in the cultural, business and advertising circles.

In order to maximize the cultural value and brand communication value of the Spring Festival Gala, in recent years, the main station has centered on the Spring Festival Gala, integrating various TV programs, new media content and promotional resources around the Spring Festival Gala, as well as other high-quality cultural programs during the Spring Festival, creating a " The overall brand concept of "Great Spring Festival Evening Season" will carry out brand authorization, copyright operation and advertising marketing in a unified manner, and through the development of IP derivatives and cultural and creative products, the artistic creativity of the Spring Festival Gala and the value of Chinese culture will be combined ingeniously, and the aesthetics of the Spring Festival Gala will be combined with the pursuit of contemporary aesthetics. Integrate into one, and promote the inheritance, innovation and development of Chinese excellent traditional culture, and strongly empower the development of China's digital cultural economy.

Since the start of preparations for the 2023 Spring Festival Gala, the general manager's office has followed the business philosophy of "one game of chess for the whole Taiwan" and actively carried out IP marketing for the "Great Spring Festival Gala". At present, the advertising marketing and copyright distribution of the "Great Spring Festival Gala" It is in full swing, and at the same time, it has started the large-scale operation of IP derivatives and cultural and creative products of the "Great Spring Evening Season", striving to maximize the copyright value, marketing value and brand value of the headquarter's "Great Spring Evening Season" program.

Through the "Spring Festival Evening Season" brand authorization and copyright cultural and creative projects, it also opened the prelude to the headquarter's "Hundred People, Thousand Creations" cooperation plan. The "Hundred Talents and Thousand Creations Project" is a large-scale series of activity plans based on the headquarter's own IP to empower multiple tracks and the entire industrial chain of the cultural and creative industry. It is one of the key tasks of the headquarter's copyright innovation management in 2023. It will carry out multi-dimensional development of copyright comprehensive value around the high-quality program content IP matrix of the main station, and vigorously give full play to the innovative communication development advantages, platform advantages and resource advantages of the main station in the era of digital media integration, and promote the creative transformation and innovation of Chinese excellent traditional culture. Development to make new explorations.

At the scene of the cloud release event, Peng Jianming and Yang Hua, the convener of the Innovation and Development Research Center of the main station, Ren Xuean, the executive deputy convener of the general manager's office, Huang Ruigang, the chairman and general manager of China Radio, Film and Television Satellite Co., Ltd., Xu Wenguang, the executive deputy convener of the Art Program Center , Yu Qin, deputy convener of the Audio-Visual New Media Center, general manager of CCTV Financial Media Development Co., Ltd., party secretary and chairman of CCTV International Network Co., Ltd. Guo Tong, general manager of China Broadcasting Asset Management Co., Ltd. Yu Lei, the chief director of the Spring Festival Gala, jointly launched the cooperation plan of "Hundred People, Thousand Creations" of the main station.

Yu Lei shared the creation of the main station's 2023 Spring Festival Gala. The theme of the 2023 Spring Festival Gala is "A thriving new era of China, a better life with each passing day". The newly designed mascot "Rabbit Yuanyuan" is the first main station in the 40-year history of the Spring Festival Gala to complete the original formula through Internet big data analysis Spring Festival Gala mascot IP. The stage design embodies the concept of "Man Ting Fang", and the idea is taken from the iconic "petal pattern" of Miaodigou painted pottery from 6,000 to 4,800 years ago. The art installation on the top of the studio evolved from the four-petal flower structure is not only an aesthetic creation rooted in Chinese civilization, but also an innovative presentation of modern design concepts.

This year's Spring Festival Gala also used the mythical beasts in classics such as "Shanhaijing", "Baopuzi" and "Historical Records" as prototypes to design images of Chinese mythical beasts such as unicorn, phoenix, Bai Ze, and Pixiu, so that children can find their favorites from traditional Chinese culture. The spiritual "idol".

Xu Lijun, deputy convener of the general manager's office, introduced the cultural communication value of the Spring Festival Gala. The Spring Festival Gala is an ecological IP, and watching the Spring Festival Gala is a way of life for Chinese people. The Spring Festival Gala is the highest cultural stage of the year, and it is also a cultural symbol accumulated over the past 40 years. The Spring Festival Gala is the commanding height of brand marketing and the annual weathervane of the economy. It is the commanding height of platform customer interaction marketing, excellent brand anchor marketing, mature brand renewal marketing, and emerging brand breakthrough marketing.

Yan Bo, director of the copyright operation center of the general manager's office, released the main content of the "Great Spring Evening Season" brand authorization and copyright cultural and creative cooperation plan. The brand authorization elements of the "Great Spring Festival Evening Season" include the logo of the Spring Festival Gala, the mascot of the Spring Festival Gala, the cartoon image of the Spring Festival Gala, etc., and the authorized products include content authorization, space authorization, theme event authorization and product authorization, etc.

Representatives of the partners of the "Hundred People, Thousand Creations" cooperation plan of the main station delivered a message through video, expressing their desire to work closely with the main station to promote the high-quality development of my country's cultural and creative industries.