On the first working day after the closing of the Shanghai Two Sessions, Zhao Zhengke, a member of the Municipal Committee of the Chinese People's Political Consultative Conference, received a proposal reply.
"In order to help the elderly cross the 'digital divide', keep up with the trend of the times, fully integrate into the intelligent society, and enjoy the convenience brought by smart life, we believe that the key is to establish a senior professional channel on Shanghai TV." At the second meeting of the 14th Shanghai Municipal Political Consultative Conference, Zhao Zhengke, a member of the Shanghai Municipal Political Consultative Conference, submitted a proposal to "open a senior channel on Shanghai TV" and suggested studying the establishment of a senior exclusive channel, Scientifically setting up playback content and providing services to improve the quality of life for the elderly. For a while, the response was enthusiastic, and the proposal received joint signatures from more than 50 members of the Chinese People's Political Consultative Conference.
On January 29th, the first working day after the closing of the Two Sessions, Zhao Zhengke, a member of the committee, was invited to Shanghai Television Station to participate in relevant negotiations and received a response regarding the establishment of an elderly channel. He was also appointed as the chief expert of the SMG elderly care think tank "Leling Creative Research Institute".
Bridging the digital divide and improving the quality of "happiness for the elderly"
According to data released by the National Bureau of Statistics, by the end of 2022, the population of China aged 60 and above reached 280 million, accounting for 19.8% of the total population. According to the statistics of the Shanghai Municipal Health Commission, by the end of 2022, the registered residence in Shanghai aged 60 and above will be 5536600, accounting for 36.8% of the total registered residence, that is, there will be one elderly person in every three registered residence in Shanghai.
The large number of respondents to a proposal reflects that with the gradual improvement of China's pension security system, elderly people who have been fully guaranteed in terms of material life have a stronger demand in terms of spiritual and cultural aspects. On the other hand, in Shanghai, where there are nearly 6 million elderly people aged 60 and above, and in the international cultural metropolis where there is a trend of action, education, and enjoyment for the elderly, how to help the elderly cross the digital divide, enrich their lives, and stimulate more potential demand for the "silver economy" is one of the efforts in Shanghai to tap into the potential of "cultural elderly care" and further improve the quality of the "elderly enjoyment" market, It is also a necessary obligation for this city to promote the aging adaptation of digital services in the process of deepening the digital transformation of life。
As of the end of last year, Shanghai has entered a deeply aging society. In this context, Shanghai Radio and Television Station actively lays out the urban elderly care service track and established its first level subsidiary - Shanghai Urban Leling Cultural Communication Co., Ltd. in August 2023, based in Shanghai and radiating to the Yangtze River Delta region, serving the silver haired population.
Urban Leling integrates high-quality resources from three terrestrial channels: Urban Channel, Oriental Film and Television Channel, and Colorful Drama Channel. Its aim is to integrate the government's elderly care policies, the actual needs of the elderly, and the market's elderly care industry through media platform links, meet the growing spiritual and cultural needs of the elderly population, and explore new models of media deep integration under the background of silver economy.
Based on the large screen, creating content that is suitable for the elderly
Urban music listening and CPPCC members face each other, and the action and vision maps for creating content suitable for the elderly on the Shanghai screen are gradually opening up.
It is reported that currently, all three terrestrial channels under Urban Music have a layout of "serving the elderly, benefiting the elderly, and assisting the elderly" content, and are continuously increasing their proportion, shouldering the mission of serving the elderly and making programs that are popular and rewarding for the elderly.
Taking the Urban Channel as an example, in recent years, Ga Xian Hu has continuously launched multiple sub brand IPs such as "Urban Archaeology", "Urban Micro Tourism", "15 Minute Life Circle", and "Where to Play in Shanghai". In the context of "Focusing on Elderly Services and Developing the Silver Hair Economy", it will continue to strive to provide solid content for the elderly in "exploring elderly care topics", "providing elderly services", and "interpreting elderly care policies". At the same time, the column will select topics of concern to the elderly and produce a series of reports to provide better policy interpretation and bring more convenience to their lives.
In the second half of 2023, the program "A Good Life" and the Shanghai Municipal People's Congress Social Construction Committee jointly launched the "People's Congress Representatives Watching Elderly Care" section. During the filming process of the program, representatives of the people's congresses at all levels of the city and district, together with the program team, conduct investigations and visits to expand their perspective on performance, listen more to the opinions and suggestions of grassroots people and related elderly enterprises, and actively promote the development of the elderly care industry and industry through legal forms such as proposing suggestions or jointly proposing proposals.
In addition, the "New and Old Aunties" program has opened a dedicated legal aid hotline to popularize legal knowledge for the elderly and provide professional legal assistance; The Crazy Refrigerator has launched a special series called "Drama (Fine) Tasting Hundred Flavors", which focuses on the cultural stage in Shanghai. It invites major theater troupes and key stage creation projects in Shanghai, as well as winners of various cultural awards such as the Wenhua Award, Magnolia Award, Plum Blossom Award, and intangible cultural inheritors from all walks of life in Shanghai to participate in program recording in the broadcasting hall, Showcasing the prosperous scene of Shanghai's literature and art blooming everywhere, as well as the development path of traditional art passing down the torch, reflecting the human fireworks in literary works; The "Popular Food" column has added visiting content to the elderly cafeteria, providing more updated and comprehensive food information.
The Oriental Film and Television Channel will arrange to broadcast accessible movies, as well as more classic movies and high-quality TV series loved by the elderly, benefiting a wider audience. In terms of the overall packaging design of the channel, Urban Le Ling focuses on the old
According to the visual needs of young people, age appropriate configurations should be made in terms of font and other visual aspects. At the same time, by building traditional festival brands, the theme of "Happy City, Happy Life" is presented in all aspects. In the future, the new columns launched by Urban Music will be dedicated to spreading health knowledge, popular science content, fraud prevention, mental health counseling, Shanghai language classes, and other content, in order to provide timely information services for elderly friends.
Upgrading the "elderly friendly" screen, there are still difficulties to be solved
It is reported that the Urban Channel has undergone a transformation since the summer and autumn of last year. The channel has made "elderly friendly" interface details adjustments to the screen, including increasing the subtitles at the bottom of the screen by 30%, removing unnecessary corner markers, returning the screen to the content itself, and slowing down the speaking speed appropriately, among other age-friendly measures. In the view of Mao Weijing, Deputy Secretary of the Urban Music Party Branch, social responsibility is the duty of the media that cannot be shirked. The word "Le Ling" embodies the original intention of the platform, which means "Le Ling" and also refers to the pronunciation of "60" in Shanghai dialect. The elderly population aged 60 and above are the main audience for urban Le Ling.
After consultation and communication, member Zhao Zhengke recognized the efforts made by Shanghai Television Station to serve the elderly. At the same time, he further proposed that in response to the current situation where elderly friendly content is scattered across three channels, it is possible to integrate relevant content and concentrate resources for elderly audiences to have one click access. However, in the early stage of audience research, staff found that there is also a phenomenon of "difficult to match" among the elderly audience group. Whether to adopt a direct call sign for the "elderly channel" and how to provide practical tutorials on mobile phones in the digital age, elderly people in their sixties, antiques, and the elderly may have different needs and acceptance psychology. The attendees unanimously agreed that there are still difficulties to be solved in promoting provincial-level "elderly friendly" screens, and the key is still to conduct sufficient investigation and research.
Zhao Zhengke said, "As the forefront of national technology and informatization, if Shanghai can customize exclusive channels for the elderly, it can be said that it is well received and can be called a demonstrative cultural reality that follows the trend."
Source: Wen Hui Bao, Author: Wang Yan
How to promote the proposal of "opening elderly channels" in the Shanghai Two Sessions? A reply has arrived!
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