The column "Traditional Chinese Medicine" was officially launched on 1 June, 19981day on CCTV International Channel. Each program is 30 minutes per week. On September 2, 2002, TCM was completely revised, and the column was expanded to 50 minutes at a time. The brand effect and influence of the column have been further expanded, and it has become one of the brand columns welcomed by audiences at home and abroad by CCTV International Channel.
The column of "Traditional Chinese Medicine" reflects the different interests and needs of all kinds of audiences, involving traditional medicine, living habits and ethics in China. For example, health topics focus on health hotspots, advocate scientific lifestyles, famous doctors focus on famous doctors in China, and personalize the cultural connotation of traditional Chinese medicine. Hong Tao mailbox provides health guides for overseas audiences to seek medical advice, and specialist clinics explore effective ways to relieve patients' pain, thus spreading China's health culture. The image orientation of the host of Chinese medicine column is "a modern oriental woman with China's traditional national demeanor" and is affectionately called "a health messenger from the motherland" by overseas audiences.
From 1998 to 2002, the team of "Traditional Chinese Medicine" made many useful explorations in deepening the understanding of the internal functions of the column and enhancing the external image of the column, and experienced the conceptual transformation from providing practical services to providing cultural services, forming the unique column style and authoritative column credibility of "Traditional Chinese Medicine".
At the beginning of April 2003, SARS was rampant. Chinese medicine sent a special film crew to Guangzhou, interviewed many medical staff who were cured by infection, interviewed and photographed the first patient in Guangzhou, Mr. Huang Sheng, and photographed his life with his family. Exploring the Source of SARS, Coping with SARS and Experiencing SARS have been launched one after another. After the program was broadcast in prime time, it set a high audience rating on the international frequency.
When doing an autism program, I wrote a card to encourage the parents of their children to stick to it and not give up. The column group also designed a pattern on the T-shirt, went to an autism school and did activities with the children's parents. I once photographed a very young girl, in her twenties, who had breast cancer and finally had brain metastasis. Because a boy has been with her, after six years of love, the girl finally left. During the filming, the patients in the column group and ward were crying. After the interview, I donated money in that place. I also photographed a pair of twins who also suffered from muscular dystrophy. The deadline given by experts is 18 years old, but my mother raised them to 20 years old. At that time, when the reporter went to the scene to shoot, he also made donations. Every day, Chinese medicine practitioners receive replies from audiences from dozens of overseas countries, who seek health consultation services from columns through letters, telephone calls and emails. According to incomplete statistics, this column replies to more than 10000 letters at home and abroad every year, with more than 25,000 telephone calls and more than 6,500 emails. It is one of the columns that CCTV receives the most letters and calls. Many overseas Chinese believe that the opening of the "Chinese medicine" column reflects the motherland's deep concern for the health of overseas Chinese.
Wei Changsheng, an Australian audience, said: "Chinese medicine is favored by the elderly and overseas Chinese in China. We watch this program almost every week." Traditional Chinese Medicine "is a gospel and gift for patients with difficult diseases, which once again expresses our family's gratitude to CCTV.". Mars, a French audience, said in the letter: "Whenever we hear Miss Hong Tao's sentence,' Don't forget, Chinese medicine pays attention to your health', we will be particularly moved ..."
The team of "Traditional Chinese Medicine" column is sincerely United, and has always been committed to building a column brand image with profound cultural connotation, authoritative health information, professional production quality, caring family service and strong social responsibility.
Through the efforts of the staff, the Chinese medicine column has made great progress in the later product development of the program. The commentary was reprinted in Dacheng Film and Drama Newspaper of Taiwan Province Province, and the first, second, third and fourth series of TCM series were published. The traditional Chinese version of the series was published in Taiwan Province Province, which made the TCM column have a considerable readership and had a great social impact at home and abroad. On September 1 day, 2004, cctv-4 was completely revised. The previous five sections were revised and adjusted into three sections: Health Story, Zhongjing Yangshengtang and Hong Tao Mailbox. We adhere to the creative principles of theme columns, personalized themes and character stories, strengthen service and timeliness, and enhance storytelling, visibility, interactivity and information.
With the creation of traditional Chinese medicine columns changing from disseminator-centered to audience-centered, and the communication audience changing from patients to healthy people, the attraction and ratings of columns have been greatly improved. After the revision, the audience attracted by the column increased by 3,765,438+00,000, and the ratings increased by 50%, 68%, 65,438+07: 65,438. On June 5438+1 October1in 2007, the Chinese International Channel made a new round of channel revision, and the broadcast time of the column "Traditional Chinese Medicine" entered the prime time at 22: 00 in the evening for the first time, and it was broadcast at the same time as the literature, sports, variety shows and other columns for the first time. Adhering to the principle of "the purpose is unchanged, the content is king", the column makes continuous efforts in three aspects: program content broadening, program form innovation and story telling, and skillfully integrates mainstream culture, elite culture and popular culture. My health is my master, there is Chinese medicine in heaven, exploring the delicious food in the red chamber, teaching you how not to get sick, and reflecting on gastric cancer.
After the revision of Traditional Chinese Medicine, a series of special programs have been launched, such as the main program "God Bless Chinese Medicine China", which tells stories: the story of Chinese medicine fighting cancer, the story of Chinese medicine promoting rehabilitation, the story of Chinese medicine fighting SARS, and the story of "Shenzhou VI" astronauts taking pulse. Since its launch on June 1998 and 1, this column has been positioned as "a service column with high cultural taste and authoritative health information" with the aim of "carrying forward the 5,000-year-old traditional medicine culture and innovating the green and healthy trend in the century", and is deeply loved by audiences at home and abroad with its elegant, fresh, lively Chinese flavor and charm.
In content, it integrates knowledge, service and culture, showing the profound Chinese medicine culture in China. Health topics, famous medical experts, specialist clinics, and ways of keeping in good health cover all aspects of disease prevention and health. In particular, it goes deep into the theoretical level of traditional Chinese medicine, explains the thinking of grasping the problems of traditional Chinese medicine, and embodies China's cultural spirit and philosophical thought with the harmonious view and holistic view of traditional Chinese medicine theory, so that traditional Chinese medicine has high cultural taste and heavy feelings. In particular, the special programs of "Ethnic Medicine Series" —— Tibetan Medicine in Snow Area, Uygur Medicine in Western Regions, Mongolian Medicine in Grassland, and Dai Medicine in Zhulou, introduced the traditional medicine culture of Tibetan, Uygur, Mongolian and Dai nationalities in a comprehensive and systematic way, expanding the inherent cultural vision of the column.
Formally, it is simple, elegant and modern. First of all, this column has produced a set of titles, endings, flowers, subtitles and illustrations with the characteristics of China traditional culture, and its style is consistent with the internal spiritual temperament of the column content-Chinese medicine culture. Secondly, making full use of TV means, especially taking the lead in using virtual studio technology in CCTV International Channel, has increased the visibility and modernity of the column. Third, the host's positioning is accurate and distinctive. The image style of the host is integrated with the overall style of the column, which shows the tranquility, simplicity and gentleness of the oriental culture.
The relationship between cultural taste and service of columns has its own unique concept. There are rich cultural minerals in the fields of traditional Chinese medicine and traditional medicine of various nationalities in China. If these cultural elements are fully exploited as the source of health service, not only the development of columns has lasting power, but also the causes of cultural infection will make the service well accepted by the audience and the effect will be better. They insist on the unity of cultural taste and service, which is a profound understanding of the "audience center" of communication science.
In the sense of external publicity and international channel construction, we take the health needs of human beings as the starting point, and use the mysterious and broad medical theory of the Chinese nation and various specific methods with peculiar effects to promote culture. With the increasing demand for health knowledge of traditional Chinese medicine, the program "Traditional Chinese Medicine" is deeply welcomed by domestic and foreign audiences, and the ratings are constantly rising. In the first three quarters of 2007, it ranked first in a row, and the average annual ratings ranked first in national health programs. In the comprehensive evaluation of programs from 2007 to 2008, this column ranked first in Chinese International Channel for four consecutive quarters. In more than 300 online columns of CCTV International Network, the click-through rate of traditional Chinese medicine has been in the top five.
According to the audience survey, the audience aged 24-54 accounts for about 80%. Due to the late broadcast time, there are relatively few elderly viewers over 70 years old, accounting for about 20% of the audience aged 55-70. Among the young and middle-aged people surveyed, some people pay attention to this program, on the one hand, for the health of their parents, on the other hand, because of the fast pace of work and life and great pressure, they gradually begin to pay attention to their own health. Bi Genhui: I am very concerned about Chinese medicine. Hong Tao ate the program thoroughly during the whole hosting process. I saw some of her own testimonials on the website, and felt that she was influenced by the profound culture of China, and so was she. I wrote a few words for our classmates' reference. She said: "Chinese medicine advocates hope, smell, ask and feel ..." Chinese medicine has thus found a correct position, the profound culture of Chinese medicine and the position of Chinese medicine. What is its positioning? She said that giving up extravagant hopes, reducing impetuousness, striving to promote Chinese medicine culture and serving Chinese people all over the world is actually the definition of this column.
There is another passage, the way of TCM health preservation, maybe this team has really become an expert in TCM, and everyone loves this job, so he said that the way of TCM health preservation is to keep fit. Hong Tao was inspired to treat others with gratitude, handle things with normality, and bring his mentality into the cultural system of traditional Chinese medicine. These two sentences deeply touched me, which is also the purpose of her program.
The third sentence says, "Chinese medicine is extensive and profound, and its promotion and excavation are endless." I sincerely hold the miracle and treasure of human civilization, and sincerely serve the audience in front of the TV set, condensed into a sentence, "Chinese medicine" cares about your health. " "Chinese medicine" has a very good grasp of this scale and scale. Chinese medicine has launched a series of special programs, such as the main program "God Bless Chinese Medicine China", which tells four stories:
The first is the story of Chinese medicine against cancer. Zhu Liangchun, a famous old Chinese doctor in Nantong, Jiangsu, used insect drugs to fight cancer. A lymphoma patient in Shanghai was successfully cured 1 1 years ago. The second is the story of Chinese medicine promoting rehabilitation. Liu Hairuo, the hostess of Hong Kong Phoenix Satellite TV, got a comprehensive physical and mental recovery after receiving TCM treatment. The third is the story of Chinese medicine against SARS. During the SARS period, we were the first CCTV reporters to interview in Guangdong. After the interview, we made several programs, and introduced the special treatment of traditional Chinese medicine during the SARS period in time. The fourth is the story of Chinese medicine playing a unique role in aviation medicine. During the launch of Shenzhou VI, Professor Wang Mianzhi of Beijing University of Chinese Medicine felt the pulse of two astronauts, and treated them well in the early stage, which effectively avoided the space reaction. Beijing time: Wednesday 09:00-22:00.
Greenwich Mean Time: Sunday 07: 10 15: 40.
New york time: Sunday 17: 10 Sunday at 24: 00, Chinese medicine is the great wisdom of the Chinese nation. Among the treasures of Chinese civilization generally recognized by all countries in the world, China traditional medicine is probably the most classic. The column "Traditional Chinese Medicine" spreads this kind of medical achievement to audiences at home and abroad, and everyone can intuitively touch, feel and experience it, which embodies the cultural accumulation of the Chinese nation for 5,000 years, and has great human and world significance, because health is needed by all countries and people in the world.
Traditional Chinese Medicine covers almost all the latest clinical achievements and practical health information in the field of traditional Chinese medicine. The column always insists on spreading authoritative Chinese medicine health information to the audience with a rigorous and responsible attitude, and tells the audience professional medical knowledge in a simple and easy-to-understand way, which has an important demonstration role and social influence in the field of traditional Chinese medicine communication in China. Chinese medicine pays attention to many topics, such as diabetes, insomnia, myopia, constipation, Alzheimer's disease and so on.
"Traditional Chinese Medicine" strives to treat both the symptoms and root causes and solve the audience's questions: in the program about intestinal pain, Mr. Pang Zhonghua, who has many years of constipation experience, shared his "potato drink" method with the audience: peeling potatoes and juicing them; Boil on a small fire; When the potato juice is thick, add some honey; Take two spoonfuls on an empty stomach once a day; At the same time, add some honey that suits you. This embodies the greatest feature of Chinese medicine culture, "medicine and food are homologous."
In the topic of diabetes, Chinese medicine not only tells how diabetics should pay attention to diet and other aspects, but also lists the life problems and psychological fears derived from diabetes, which is why there is such a program as "Wang Xinjie's resistance to love on the sugar road". After watching the program, I answered a series of questions, such as whether you can get married with diabetes, whether you can have children, and how to care about your family. Traditional Chinese Medicine is a program that tells stories and stars. For example, "The Thorn Anti-cancer Road is Beautiful because of Love" tells the touching story of Xiao Huang accompanying his girlfriend Meiyu to fight cancer. Many times, "Chinese medicine" chooses stars with exemplary functions.
In 2007' s New Year's Day special program "My Health is My Master", six-year-old children from Evergreen, Gui Yalei, Li Mingqi and Taiwan Province Province of China talked about their ways of nursed back to health, but they are young and beautiful, and seldom get sick. Hong Tao:
Introduction of Hong Tao: Born in Urumqi, Xinjiang. 1985 to 1989 studied in the Broadcasting Department of Beijing Broadcasting Institute and worked in Tsinghua University after graduation. He was awarded the title of "Excellent Young Teacher" in Tsinghua University. 1994 was transferred to the overseas center of CCTV as the host of columns such as Journey of Hope and Today's Film and Television. 65438-0998 participated in the establishment of the column of Traditional Chinese Medicine, and now he is the producer, host and chief announcer of Traditional Chinese Medicine. He won the first prize of China Rainbow Award in China Radio and Television News Award for many times, and the special prize of the jury of "TV Art Horse Award" on national minority themes, and won the title of excellent column of CCTV for three consecutive years. He was awarded the nomination awards of "Advanced Individual" and "Top Ten" by CCTV, and the paper "Serving Special Programs and Calling for Expert Hosts" won the second prize of excellent broadcast hosting papers of China Radio and Television Society.
Hong Tao said, "Life is precious to everyone. Sometimes, perhaps in order to reflect its value, we pursue material and vanity too much and ignore its roots. Aside from everything outside the body, in fact, having health is the greatest wealth in life ... ".
Liu Wen, a native of Wuhu, Anhui Province, is the deputy director and senior editor of the special department of CCTV Overseas Center, and the producer of "Traditional Chinese Medicine".
1984 was admitted to the TV Photography Department of Beijing Broadcasting Institute and graduated from 1988. 199 1, transferred to the special department of overseas center of CCTV. He used to be the director and photographer of China Report, and directed and filmed more than 100 TV series (episodes). 1998-2002 participated in the establishment of the column "Chinese medicine" and served as the producer of "Chinese medicine". "Traditional Chinese Medicine" won the first prize and the second prize of China Radio and Television News Award (government award) and the first prize of excellent programs. At the beginning of the column, it was not optimistic, because colleagues thought that the industry of Chinese medicine lacked the motivation to attract the attention of the audience and was not very interested in doctors. In the eyes of patients or viewers, it is the media that do the health column. Under the leadership of Liu Wen, the founder and first producer of the column, Chinese medicine started and developed. At first, the interview was very difficult, and it was not until the column staff interviewed again and again and contacted hospitals and doctors again and again that they got everyone's understanding and recognition. When reporters of column group go out and meet famous doctors, they often hold the hands of column group members to express their gratitude. Along the way, the column relied on sincerity. Through sincere efforts, it is gradually understood by the audience.
In the process of being cared for and trusted, the column strives to pay its own love. After interviewing AIDS patients, the column group donated some money and materials together and sent them to the AIDS children's school. It's normal to meet more ordinary people, especially to do donation activities in the front line, which reflects the love for the team.
During 10, the column tried to change the form and mode of the program. As a professor affirmed, persistence is the most important magic weapon for TCM evergreen. All this comes from the responsibility of the column group, whether it is for TV, for Chinese medicine or for the audience. 1 June 9981officially started broadcasting on CCTV International Channel.
On August 6th, 2006, Hong Tao, the host of China Medicine, told a health story: Liu Bingyi dietotherapy solved fatty liver.
2006, 10, 14, "On varicose veins".
In July 2007, the story of a diabetic patient in Hong Kong was broadcast.
On February 6th, 2007, Chinese medicine invited Yu Ximan to interview "Relieve Depression with Color".
June 2008 65438+1October 65438+June, the staple food for diabetics-one of the recommendations.
On February 8, 2008, Zhongjing Yangshengtang made a special contribution to the column of traditional Chinese medicine.
On July 23rd, 2008, a set of exercises saved my waist.
On August 8, 2008, Chinese medicine "red house dish" jujube cream.
On June 27th, 2008, KLOC-0/65438+broadcasted "Treating Diseases with Skills".
June 5438+February 65438+February 2008 "Saving Undead Cancer" was broadcast.
June 5438+February 65438+May 2008 [Special topic] Chinese medicine pays attention to your health!
On August 8, 2008, "Medicinal incense wafts from here to home and abroad" was broadcast.
Hong Tao, September 24, 2008: Persistence is the magic weapon of TCM evergreen.
On February 20, 2008, 65438, the way of keeping in good health-men's articles.
On February 23, 2009, how did cancer magically disappear?
On February 25th, 2009, Zhongjing Yangshengtang recommended a medicated diet for relieving cough and asthma-Lily Chuanbei Ginkgo Decoction.
February 28th, 2009 "Bird's Nest Porridge" has a new therapeutic effect-anti-radiation.
March 3, 2009 13, Exploring the Red Chamber Cuisine 1- Special Program of Chinese Medicine.
March 2009, 19, Decline and Revival of Health Culture in China, Outline of Health History in China.
March 2009 16 Zhongjing Yangshengtang recommended medicinal diet: Siraitia Grosvenorii Pork Lung Soup.
Hong Tao, June 5438+1October 65438+April 2009: Persistence is the magic weapon of TCM evergreen.