SPREAD­ING THE NEWS

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New me­dia plat­forms

In a video posted on an ac­count of CCTV, Kang com­mented that the pop­u­lar­ity of the news pro­gram lies in the fact that Xin­wen Lianbo is still what it was in the past. “We are never ‘down to earth’ when it’s time to take a lofty stance, and we never put on airs when it’s time to be down to earth,” he said in the post The post was re­posted 75,000 times, drawing 30,000 com­ments and 590,000 likes.

On the news show of Au­gust 19, Kang and Ouyang un­veiled a man­u­script in the news, which con­tained nine large char­ac­ters. Ouyang said that the design helps them to get a clearer pic­ture of their job.

“It looks easy, but you’ll never know how hard it is (to broad­cast news) until you try.” That’s be­cause Xin­wen Lianbo is more se­ri­ous than other news pro­grams, and places higher requiremen­ts on its an­chors.

Kang joked that un­der this kind of pres­sure, he gets ner­vous when he hears the theme mu­sic of Xin­wen Lianbo.

On the evening of Au­gust 16, Xin­wen Lianbo launched its Wechat of­fi­cial ac­count, with its first post re­ceiv­ing more than 100,000 views.

On Au­gust 24, Xin­wen Lianbo of­fi­cially en­tered Tik Tok and Kuaishou, China’s hit short video plat­forms.

It was fol­lowed by 12 mil­lion peo­ple soon af­ter join­ing Kuaishou.

In the first video, Li Zi­meng, a news an­chor on Xin­wen Lianbo, said, “I know the slogan of Kuaishou is ‘record the world, record your life,’ and we are the same since Xin­wen Lianbo records China and Chi­nese peo­ple pur­su­ing hap­pi­ness and progress.”

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