The Central Radio and Television General Station launched two public welfare projects： advertising precision poverty alleviation and national major project communication.

　　⑤ Five provinces and regions in Inner Mongolia, Gansu, Hubei, Tibet and Jiangxi were added to "Advertising Precision Poverty Alleviation"

　　Eight projects, including domestic aircraft carriers and manned spaceflight, were included in the "Public Welfare Communication of National Major Projects"

　　On October 26th, the "Signing Ceremony of Advertising Precision Poverty Alleviation and Public Welfare Communication Project of National Major Projects" was held in Beijing. Front-line poverty alleviation cadres and farmers’ representatives from the area covered by "CCTV National Brand Plan-Advertising Precision Poverty Alleviation" and relevant persons in charge of the selected project of "CCTV National Brand Plan-Public Welfare Communication of National Major Projects" attended.

　　Since the 18th National Congress of the Communist Party of China, the General Secretary of the Supreme Leader has repeatedly made important instructions on precision poverty alleviation and scientific and technological innovation. As the ideological center of the Party and the national radio and television station, the Central Radio and Television General Station adheres to the social responsibility and responsibility of the national media. "Advertising Precision Poverty Alleviation" and "Public Welfare Communication of National Major Projects" are the concrete measures taken by the General Station to implement the important instructions of the Supreme Leader General Secretary on precision poverty alleviation and scientific and technological innovation, the concrete practice that the Central Radio and Television General Station insists on putting social benefits first, and the successful exploration of serving the country with public welfare communication.

　　Shen Haixiong, Vice Minister of Publicity Department of the Communist Party of China and Director of the Central Radio and Television General Station, said that the General Station will thoroughly implement the spirit of the congratulatory letter from the Supreme Leader General Secretary to the 60th anniversary of the founding of CCTV and the birth of the new China TV industry, and implement the guiding spirit of "advertising should also be oriented" with integrity and innovation, and further improve the projects of "advertising precision poverty alleviation" and "public welfare communication of major national projects". The "Advertising Precision Poverty Alleviation" project will focus on precision, ensure the accuracy of poverty alleviation targets, advertising content and audiences, and take out more advertising poverty alleviation resources, and make unremitting efforts for a long time to help the rural poor achieve poverty alleviation under the current standards in China in 2020 and win the tough battle of poverty alleviation as scheduled. The "Public Welfare Communication of National Major Projects" project will highlight the public welfare, focus on the front-line staff who have silently contributed to major national projects, dig deep into the story and shock of major national scientific and technological achievements and major national strategic projects, show their images and gather people’s hearts.

Signing of "Advertising Precision Poverty Alleviation" Project

　　At the signing ceremony, Zhang Ning, deputy editor-in-chief of CCTV, announced the new signing lists of "CCTV National Brand Plan-Advertising Precision Poverty Alleviation" and "CCTV National Brand Plan-Public Welfare Communication of National Major Projects": With reference to the list of counties in contiguous poverty-stricken areas published by the State Council Poverty Alleviation Office, Inner Mongolia Autonomous Region, Gansu Province, Hubei Province, Xizang Autonomous Region Province and Jiangxi Province were determined as new cooperative provinces for the "CCTV National Brand Plan-Advertising Precision Poverty Alleviation" project; Under the joint planning with more than 20 units including the National Development and Reform Commission, the General Armament Department and the Aerospace Science and Technology Group, China spallation neutron source project, high-speed rail Fuxing, Hualong No.1, UHV transmission project, domestic cargo large aircraft project (Yun -20), domestic aircraft carrier project, manned space flight project and China hydropower technology upgrading project were determined as "CCTV national brand plan-national major project public welfare communication". Ren Xuean, director of the advertising management center of CCTV, signed an on-site contract with the newly added provinces, autonomous regions and project leaders.

Signing of "Public Welfare Communication of National Major Projects"

　　Since the implementation of "CCTV National Brand Plan-Advertising Precision Poverty Alleviation" project, it has benefited 457,700 poor farmers and more than 1.7 million people in 8 provinces (autonomous regions and municipalities), and more than 50 kinds of agricultural and sideline products will be introduced free of charge in 2018. After the addition of five contracted provinces, the number of cooperative provinces will reach 13. In 2019, it is estimated that more than 70 kinds of agricultural and sideline products will be broadcast free of charge. The "Public Welfare Communication of National Major Projects" project focuses on publicizing and popularizing the major achievements and latest achievements in key areas in China, and shaping the brand image of communication for big countries. With the key breakthroughs of China’s science and technology in various major fields, 11 public service advertisements such as Beidou navigation, artificial intelligence, space engine, Beijing time, national gene bank, manned space flight, deep-sea exploration, large transport aircraft, quantum communication and high-speed rail Fuxing have been broadcast one after another. By October 24, 2018, it had been broadcast 32,309 times, with a total of 28,133 minutes and 469 hours, which encouraged the researchers who fought in the front line and effectively demonstrated China’s independent innovation ability and ambition to strive for first-class.

　　Yan Xiaoming, deputy director of the Central Radio and Television General Station; Bai Yugang, member of the Standing Committee of the Inner Mongolia Autonomous Region Party Committee and Minister of Propaganda Department; Chen Qing, member of the Standing Committee of Gansu Provincial Committee and Minister of Propaganda Department; Li Lecheng, member of the Standing Committee of Hubei Provincial Committee; Jiare Lausanne Tenzin, vice chairman of Xizang Autonomous Region Municipal Government; Shi Xiaolin, member of the Standing Committee of Jiangxi Provincial Committee and Minister of Propaganda Department; Lin Shanqing, deputy director of the National Energy Administration; Lin Chuxue, deputy general manager of China Three Gorges Corporation; and Guo Zhuxue, deputy general manager of China Railway Corporation. Li Qingtang, deputy general manager of China National Nuclear Corporation, Tan Jiansheng, deputy general manager of China General Nuclear Power Corporation, Li Bin, vice president of the Sixth Academy of China Aerospace Science and Technology Corporation, Xia Qingfeng, director of the Propaganda Bureau of the State-owned Assets Supervision and Administration Commission of the State Council, Wei Dichun, deputy director of CCTV, and Hu Bangsheng, deputy director of China Radio International attended the event.

　　On June 29th this year, the Central Radio and Television General Station announced three new measures to help the poor: First, continue to expand the coverage of poverty alleviation, and add more than four provinces (autonomous regions and municipalities) from July this year to the end of June next year; Second, in addition to public service advertisements, in 2018, the relevant channels, frequencies and new media of the main station will launch "precise poverty alleviation" topics and columns; Third, based on the investment of 1.0414 billion advertising resources in the past two years, from July 2018 to the end of June 2019, the General Office will allocate more than 1 billion advertising resources to help the poor in the new poverty alleviation year. In just three months, eight channels of CCTV have promoted 15 agricultural special products in eight provinces (autonomous regions and municipalities) such as Guizhou at a high frequency of 20 times a day, with a total broadcast time of 9522 times, with a total broadcast time of 3163 minutes and a screen resource value of 350 million yuan; China national radio and China Radio International also promoted them simultaneously, and the value of advertising resources invested reached more than 10 million yuan each.

　　Doubled investment in advertising resources has accelerated product sales, raised transaction prices and directly driven farmers to increase their income and become rich. Li Chunkui, secretary of the Wushan County Party Committee, who came to attend the signing ceremony, said in an interview that Wushan Cuili became famous all over the country after entering CCTV, and became a very sought-after golden fruit. People all over the country rushed to buy it, and people in Wushan scrambled to plant it. Compared with last year, Wushan crisp plum brand is even louder this year, and its evaluation value has risen from 946 million yuan last year to 1.334 billion yuan this year. The market is wider. In the past, the offline sales market of Wushan Cuili was mainly in Chongqing. Now Wushan Cuili has sold well in many large and medium-sized cities and regions in China, such as Beishangguang, Chengdu, Wuhan and Hong Kong. Deng Yuncheng, a farmer who planted yellow peaches in Yanling County, Zhuzhou City, Hunan Province, said that after the commercial was broadcast, the yellow peaches in Yanling became much more famous and sold better. For the peaches of Deng Yuncheng’s own family, it took nearly a month to sell 400,000 Jin last year, and 600,000 Jin was sold out in just 20 days this year. In 2017, the annual output of yellow peaches in Deng Yuncheng village exceeded 3 million Jin, with an output value of nearly 21 million yuan; This year, the annual output of yellow peaches in the village is 4 million Jin, but the output value exceeds 40 million yuan.

　　After the broadcast of the series of public service advertisements "CCTV national brand plan-public service communication of major national projects", it triggered a warm response from all walks of life. Li Bin, vice president of the Sixth Academy of China Aerospace Science and Technology Corporation, said that the space engine is the cornerstone of space development, and the successful development of a new generation of liquid oxygen kerosene engine has more than doubled China’s ability to enter space, making it possible for large space loads, space station projects, lunar exploration projects and other deep space exploration. For decades, from the depths of the mountains to the northwest, everyone has been painstakingly studying and deeply cultivating, and devoted himself to developing advanced space power for China. This time, I was surprised and proud to be able to appear on CCTV and speak for the national brand. I hope more people care about supporting scientific research and space.

　　The successful signing of the new phase of "Advertising Precision Poverty Alleviation" and "National Major Project Public Welfare Communication" has opened a new chapter in the public welfare project of "CCTV National Brand Plan". The Central Radio and Television General Station will work side by side with the propaganda departments of the party committees of the cooperative provinces, autonomous regions and municipalities and various scientific research units to make new and greater contributions to precision poverty alleviation and scientific and technological innovation.