On the afternoon of November 15, Wang Zhiqiang, Deputy Director of the Education and Scientific Film & TV Channel of Zhejiang TV and Announcing Supervisor, delivered a lecture on "Cultivating Influencer Accounts & Scene-Specific Hosting Techniques" at Conference Hall 266, the School of International Studies, Communication University of China. This lecture was hosted by Liu Ying, Deputy Dean of the School.
1. Instruction to Guests
Wang Zhiqiang
Deputy Director of the Education and Scientific Film & TV Channel of Zhejiang TV and Announcing Supervisor
Wang Zhiqiang has been dedicated to news broadcasting at the frontline for 25 years. Known for his affable yet incisive style, humorous with a genuine touch, grounded in the perspectives of ordinary people, and embodying humanistic concern, he has won a dazzling array of honors: the Golden Voice Award, the highest government award for broadcasting and hosting in China; the Finalist Winner of the 6th China Golden Mic Awards; The National Teletrician with Professional Excellence and Moral Integrity; multiple China News Awards and Zhejiang Provincial News Awards; The Zhejiang TV Peony Award: the Best Host; winner of the 10th Piaoping Award of Zhejiang Province; a qualified talent supported by the "Five Batches of Talents Special Initiative Plan"; torchbearer at the 2008 Beijing Olympics and the 19th Hangzhou Asian Games. On June 1st, 2021, Xiaoqiang Shuo, a news program hosted by Wang Zhiqiang, was launched online. Characterized by personalized expression, on-site investigation, and sharp, insightful viewpoints, this program spreads positive energy throughout Zhejiang Province and beyond with the voice of Zhejiang People. By now, the matrix of Xiaoqiang's IP has attracted more than 30 million followers and achieved an online reach exceeding 50 billion views.
Cao Ying
Holder of a Double Degree in English (International News)
and Radio & TV Directing & Editing, Class of 2011, Communication University of China.
Cao Ying serves as the Producer responsible for the "Xiaoqiang Shuo" brand and the Coordinator of the Xiaoqiang IP's 30 million-member fan community. She has won four awards from the Zhejiang Provincial Government, including first and second prizes, and published 11 papers in core journals. Under her leadership, the "Xiaoqiang Shuo" program garnered 20 billion views and created over 20 content collections that each surpassed 100 million views, growing its follower base from 0 to 14 million in three years. The "Xiaoqiang Shuo" program was recognized as a "2023 China Positive Energy Network Column" by the Cyberspace Administration of China. The ZMG Program, which this account belongs to, was honored by the National Radio and Television Administration 2023 as a typical success of media convergence in the national broadcasting and television industry.
2. Review of the Lecture
At the lecture, Wang Zhiqiang highlighted the key elements for running a successful short video media account, focusing on four aspects: clear news identity, unique personal characteristics, current platform regulations, and future broadcasting platforms.
Wang Zhiqiang introduced a diverse range of topics covered by "Xiaoqiang Shuo", including the 19th Asian Games Hangzhou 2022, charitable search efforts for missing relatives, college entrance examination application forms, and graduation and employment season. Moreover, he shared the four focal points in managing a media account based on his exploration of relevant platforms: the four focal points in managing a media account are short videos, the comments section, fan communities, and live-stream studios. For example, he elaborated on how the video "Quan Hongchan Scoring Perfect 10s on Her Second Dive" was shot and analyzed why this video made such a buzz in the cyber community.
Last, but not least, Wang Zhiqiang summarized that the core of managing a short video media account lies in delivering quality content, rather than boosting personal popularity. He expressed his expectations for students to adopt a long-term perspective, share wonderful things, make the world a warmer and better place, and contribute to the progress and prosperity of our era.
At the speech, Wang Zhiqiang provided targeted suggestions to address the problems shared by faculty and students and triggered extensive discussion. He engaged in lively discussions with attendees, sharing his insights and receiving feedback.
In this speech, Wang Zhiqiang provided comprehensive and pertinent suggestions on how to operate a short video account effectively and create meaningful content. Students gained valuable insights into the practical aspects of short video operations and learned how to create heartfelt and meaningful content. We hope you can apply what you have learned in practice and produce significant and informative short videos in the future.
( Editor: Wu Xinyan )
