On the evening of March 3, 2022, "Touching China" 2021 People’s Awards Ceremony was broadcast simultaneously on CCTV’s comprehensive channel and new media platform, which was hailed as "Chinese’s annual spiritual epic" and reached its climax. According to the statistics of the whole network, as of 15: 00 on March 8th, Touching China had 77,000 articles, 4.38 billion hits and 17.52 million discussions. From the end of January, 2022 to the present, we have witnessed a series of glowing names and earth-shaking stories. Through the full coverage of many traditional media and new media, holographic coverage of different media forms, and the participation of all the staff represented by the parties’ stories and netizens’ comments, we have jointly staged a "touching" masterpiece that spans the spring of 2022, and the emotional aftermath is still continuing today. It can be said that the integrated communication strategy of < Touching China > 2021 People’s Awards Ceremony embodies the concept of "four all-media" and is a successful practice of all-media communication.

Compared with the concept of all-media, which mainly focuses on media forms, distribution platforms or means of expression, "all-media, holographic media, all-media and all-effect media" means that all-media is not only a cross-media integration, but also a deeper integration involving time and space, media technology, communication subjects and communication functions. The project team invited experts from related fields to discuss the innovative mode of planning, producing, broadcasting and disseminating the whole chain and whole process around "Touching China 2021 People Award Ceremony", and made suggestions together with the news center of the General Station to form a practical, instructive and operational innovative scheme of "Touching China". By creating "four all-media", an all-media communication pattern will be formed, and the integrated communication will reach a new height — — It has created a continuous heat, crossed the barrier of information access, realized the diversification of communication subjects, and optimized the efficiency, effectiveness and effectiveness of communication.
First, the whole media: creating continuous heat
The original intention of the whole media is that when reporting a news event, the media should report the whole process of the event from the beginning to the result (if the article is published publicly, it should be noted here). This is required by the instant communication characteristics of new media. For the large-scale event "Touching China", the whole media means "topic management" in the whole process of the event, from preheating before the award ceremony, to being popular in the award ceremony, and then to spreading after the award ceremony. The event should have a sustained heat to attract more attention and have greater social impact. As early as the launch of < Touching China > 2021 People’s Awards Ceremony, the project team and CCTV News WeChat WeChat official account jointly planned, and from January 27, 2022, they continuously pushed "Miss Your Little Flower" to write a letter in tears: We are all fine, but we are missing you "and" We can finally look up and see the sky! The guy changed his name excitedly. He took a photo with six chairs, and the story behind it was too shocking. He is one of the movie prototypes! The sword is the return visit story of four previous "Touching China" figures, such as gunpowder "Plastic Surgery for 30 Years", which warms up the 2021 People’s Awards Ceremony; On January 29th, CCTV news video number, Weibo account number and WeChat account number simultaneously released the video and related content of "Mao Xianglin and Six Chairs", and at the same time established related topics of Weibo. As of February 23, the above four WeChat tweets have been read more than 100,000 times.Weibo’s topic has been read more than 200 million times, reprinted by dozens of media, and spread many times.
The warm-up of < Touching China > 2021 People’s Awards Ceremony gradually reached a climax before the program was officially broadcast. At 22: 20 on March 1st, 2022, the popularity of "Touching China 2021" and "Long Lin Binding" version of the promotional film was released on CCTV news Weibo and other new media platforms, and the popularity of "Touching China 2021 People Award Ceremony" continued to climb.

↑ "Long Lin binding" version of the promotional video.
From noon to afternoon on the broadcast day of "Touching China > 2021 People Awards Ceremony", CCTV news client and Billie Billie (bilibili) simultaneously launched related short videos. These warm-up activities were still going on until the last moment of the official broadcast of the award ceremony. When the award ceremony is broadcast on CCTV comprehensive channel and other new media platforms, CCTV news also pushes pictures and texts specially made for people of the year, award speeches, etc. to expand the spread. After the award ceremony, CCTV news WeChat official account used the summary video "Last night, their stories were screened" to review the touching moment of "Touching China’s 2021 Person of the Year", aiming at continuing the popularity of the program. On March 10th, 2022, the General Manager’s Office of the General Desk published "Driving CCTV-1 ratings to increase by 39%, < Touching China’s People of the Year Award Ceremony > after 20 years, which once again aroused widespread concern. After careful planning in the early stage, this award ceremony formed a hot spot spanning three months, which not only attracted more attention, but also produced more lasting touch and strength.
Second, holographic media: crossing the physical barrier
Holographic media means that the form of information dissemination is not limited to simple pictures and texts, and the three-dimensional presentation of information is realized through media technology, breaking the boundaries between big screen and small screen, reality and virtual, bringing new experiences to audiences and users, and realizing comprehensive access to information. In the production and dissemination of "Touching China" 2021 series products, it is not difficult to see the innovative practice of the project team in designing and building holographic media. First of all, technologies such as graphics, text, video, sliding screen and H5 page are widely used to adapt to the presentation of different terminal products, so as to reach users of different terminals. Secondly, make full use of new technologies in program production and broadcasting, such as realizing the connection between stage and location, reality and creation in multiple scenes through AR technology; The huge screen reproduces the work and life scenes of the winners with print-style videos; Through the combination of reality and reality, telling the stories of winners vividly has a shocking effect, which increases the appeal and reach of the program. Third, multi-platform broadcast and delivery. In addition to CCTV’s comprehensive channel, there is also the new media matrix of CCTV, as well as almost all mainstream network platforms such as WeChat, Weibo, bilibili, Tik Tok and Aauto Quicker.

↑ AR technology shows the sense of science and technology and enjoys the visual feast
Finally, intelligent technology helps coverage, such as algorithm recommendation of major platforms, Weibo Hot Search List and other intelligent communication means, which also contribute to the creation of holographic media communication.
The purpose of holographic media is to eliminate the separation from the audience or users, so as to achieve effective access to information. The operation team of < Touching China > 2021 People Awards Ceremony handed in a beautiful answer sheet with data. On the evening of March 3, 2022, the audience rating of the award ceremony on CCTV comprehensive channel was 1.03%, which was 23% higher than that of the previous year. The data on the small screen is even more amazing. From March 1st to March 8th at 17: 00, there were 77,000 related reports on the whole network, and the total number of short videos created by Erchuang in the whole network was over 260 million. The number of related Weibo topics was over 3.5 billion, and 10 topics broke through 100 million. The number of people who moved China in 2021 was 340 million, and the number of people who raised the trophy with one hand was 2. It can be said that the operation team of "Touching China 2021 People Awards Ceremony" has achieved the integration and communication of all media by covering large and small screens, traditional media and emerging media, real world and virtual space with rich product forms and advanced media technology, and achieved the goal of holographic media.

↑ Top of Weibo Hot Search List and Hot Topics
Third, the whole media: enrich the main body of communication
All-staff media means that everyone can be the disseminator and receiver of information, and realize all-staff participation, all-round contact and all-staff interaction in communication activities. The Internet has broken the boundaries of communication and acceptance, making people the main body of communication. The key problem lies in how to attract more subjects to participate in communication activities. During the operation of < Touching China > 2021 People’s Awards Ceremony, the operation team mainly interacted with many netizens through the narration of the parties, which made the communication subject transcend specialization and realize socialization. As the netizen @ Yuzhu Cabin commented: "Touching China, which is expected every year, has been for 20 years. Countless times I was moved to tears, paying tribute to every hero who touched China! " Thanks to the interaction and participation of netizens, the influence of Touching China has been effectively enhanced.
Nevertheless, we still have to see that as a producer of programs and related cultural products, the main station plays a leading role in "setting the tone" from the planning of activities to the selection of characters and the broadcast of programs. As the producer and the first subject of communication, the reception desk shows the brilliance of human nature and attracts the participation of netizens by excavating and presenting the most touching moments of the annual figures in Touching China, thus greatly enriching the subject of communication. In this process, the person of the year in Touching China is the protagonist of the activity. Through their personal narration, the core theme of "ordinary makes great, and heroes come from the people" can be better reflected. Therefore, how to attract more netizens to participate has become the key to the success of the activity. From the perspective of communication process, the project team specially set up the project team of "Touching China" to focus on attracting the attention of netizens. Facts have proved that this move has achieved remarkable results, which is also proved by the reading volume of online platforms, hot searches and comments in Weibo, and the forwarding volume.
Overall, there are the following experiences worthy of attention. The first is all-round reach. Full coverage from before, during and after the broadcast of the program, and comprehensive coverage of all media platforms, from time and space, to the end. The second is the positive attraction of "online celebrity". The award-winning person of the year is undoubtedly the "online celebrity" that attracts people’s attention. Their personal stories and live interviews not only enhance the weight of the main body of communication, but also become an important factor to attract netizens to participate. The third is to let more people participate through collaborative production. For example, Rongfa Center’s coordination with CCTV News and bilibili UP Master to produce moving mixed clips is a successful exploration of collaborative content production with netizens. The main station also linked Hubei Radio and Television, Hunan Radio and Television, Red Net and other local media account matrices to achieve a wider coverage. Among them, Red Net connected to interview Jiang Mengnan’s parents, and the released work "Hunan girl Jiang Mengnan touched China, and her parents once choked" was played more than 5.59 million times; Linked with the accounts of universities such as Tsinghua University and Jilin University, the short video about Jiang Mengnan released by Tsinghua University reached 9.56 million times. This way of cooperation with other institutions can not only achieve multiple dissemination of products, but also allow more institutions and their users to participate. It is with the devotion of the vast number of users that "Touching China" can last for 20 years, and it has truly realized that it is always moving.
Fourth, full-effect media: optimizing efficiency, effectiveness and effectiveness
Some experts and scholars believe that as a comprehensive concept, all-effect media refers to the rational combination and utilization of existing resources to achieve the optimization of transmission efficiency, communication effect and media efficiency. Full-effect media requires breaking through all obstacles between information and users. Since the network platform plays an intermediary role in the process of connecting users and resources, especially the social media platform has become the super center of the social communication system, to improve the communication efficiency and coverage, we must rely on the network platform to achieve it. The integrated communication of Touching China attaches great importance to relying on the network platform to improve the communication efficiency in all aspects. For example, the return visit stories of winners of Touching China in previous years were first sent out on WeChat WeChat official account as a warm-up. As the "top priority" in the whole communication process, the award ceremony was broadcast live through CCTV integrated channel, and the new media matrix of CCTV news went into battle, and it was spread with the help of social platforms and short video platforms with a large number of users, achieving the first time to reach users, greatly improving the communication efficiency.
In order to optimize the communication effect, "Touching China" integrates the innovative project team to gain insight into users’ psychology, and puts in a series of eye-catching content products, with remarkable communication effect. For example, the "Long Lin Binding" version of the promotional film presents the winners of "Touching China" in the past 20 years, such as Yuan Longping and China women’s volleyball players, on the scroll page and "Long Lin", which is not only unique, but also makes netizens shout "touched"; Wechat has pushed the winners of Touching China in 2021 and the classic award speeches in graphic form, selected micro-content from the grand award ceremony, and achieved micro-communication effect, which has gained super-high broadcast volume and popularity.


This is the affirmation of the above innovative forms and contents by the market and users. In order to maximize the communication efficiency of Touching China, the integration and innovation project team has also made active explorations, such as systematically planning and packaging Touching China as a brand, lengthening the communication chain, and making the touching story and upward force have a more lasting incentive effect.
In a word, the integrated communication strategy of "Touching China 2021 People Awards Ceremony" conforms to the current trend of media integration and embodies the requirements of "four all-media", thus achieving a good communication effect. It gives us enlightenment: to conform to the general trend of media integration, to have "thoughtful, temperature and quality" works and appropriate media communication strategies, mainstream propaganda can be turned into powerful spiritual strength and public opinion support.
Author: Associate Dean and Professor of School of Journalism and Communication, Guangzhou University, Zou Jun.