More than 120 million people watched the first video number vertical screen Spring Festival Evening and won more than 350 million praises from netizens.
"Taurus heads up and resigns, and Yuhu is blessed to welcome the spring." The Central Radio and Television General Station’s "2022 Spring Festival Gala" came to a wonderful end, and the cross-screen gala presented a cultural feast with excellent ideological, artistic and ornamental features for audiences at home and abroad.
According to preliminary statistics, as of 24: 00 on January 31st, the average audience rating of live TV broadcast in the Spring Festival Evening of 2022 reached 21.93%. The number of new media direct-on-demand users reached 4.932 billion times, an obvious increase compared with last year.
As a major innovation highlight of the Spring Festival Evening in the Year of the Tiger, "Watching the Spring Festival Evening with a Vertical Screen" successfully detonated the small screen on the mobile terminal. On the night of New Year’s Eve, more than 120 million people shared this cultural feast with a new perspective on the WeChat video number "Watch the Spring Festival Evening with a vertical screen". The immersive viewing experience won a lot of praise from the audience. The number of likes in the live broadcast of the video number exceeded 350 million, and the total number of comments exceeded 9.19 million, and the total number of reposts exceeded 5.51 million.

The first "vertical screen to watch the Spring Festival Evening", the new experience attracted more than 120 million people to watch.
Since the official opening of the Spring Festival Gala in 1983, it has become a common custom for Chinese people all over the world to watch the Spring Festival Gala on New Year’s Eve. From the TV terminal to the network terminal and then to the mobile terminal, over the past 40 years, the main station has been innovative in the Spring Festival Evening, constantly enriching the communication forms and leading the trend of the times.
This year, for the first time, the main station tried to launch a vertical screen live broadcast on the Central Video APP and WeChat video number, providing a brand-new visual experience for the audience. Many viewers said that "watching the Spring Festival Evening vertically feels closer to the stage, and the details are richer, even the micro-expressions of the actors can be captured."
In the four-hour live broadcast of the Spring Festival Evening, more than 120 million viewers flocked to the live broadcast room of the video number to watch the program, with a total of more than 350 million likes, 9.19 million comments and 5.51 million reposts.
The audience’s love for the program is immediately expressed in the live interaction, which drives the live broadcast room to form a festive and warm atmosphere. The dance poetic drama "Only this green" brought a beautiful visual feast, which aroused the audience’s positive praise, and the number of praises increased by 20 million times in a short time; The language program "Don’t Return" detonated the live broadcast room, and the audience expressed "too funny, very realistic"; The creative program "Golden Face", which combines high-tech means, has brought the audience’s emotions to a climax. The audience expressed their feelings in the comment area that "the national treasure is so spectacular"! I wish the motherland prosperity! " The whole program creates a happy, festive and peaceful China Year through colorful programs.
It is reported that in order to ensure the high-quality live broadcast of the Spring Festival Evening from a unique perspective, the Spring Festival Evening filming team specially arranged a number of vertical screen positions for shooting. In addition, the system uses lightweight and all-IP deployment to realize live mixed production and broadcasting of high-definition and 4K new media signals, as well as unified switching between horizontal and vertical screens, thus realizing a new mode of "cross-screen" live broadcast in the Spring Festival Evening of 2022.
Play with new social tricks, highlighting the youth and new vitality of the Spring Festival Evening.
The strong flavor of the year is in the festive programs and in the interactive blessings. Since the "Spring Festival Evening" officially announced its entry into the video number on January 25, the joy and peace of the Spring Festival Evening in the Year of the Tiger began to spread on WeChat.
On the day of arrival, the "Spring Festival Evening" launched the live broadcast reservation button and sent out the "limited red envelope cover of the Spring Festival Evening of the Year of the Tiger". All users who made an appointment to watch the live broadcast also received an "invitation letter for the 2022 Spring Festival Gala" with a unique number. The ceremony was full. As of the opening of the live broadcast of the Spring Festival Evening, more than 1.95 million people have reserved live broadcasts on the video number.
On the night of the live broadcast, the audience’s enthusiasm for interaction reached a climax. From 20: 00 to 23: 00 in the evening, at every hour, the "Special-shaped Red Packet Cover of the Year of the Tiger Spring Festival Evening" was broadcast in waves in the live broadcast room of the Spring Festival Evening, which drove the audience to actively receive it. In order to further create a happy and festive atmosphere, the praise icons in the live broadcast room of the video number have also become jubilant "little tiger", "blessing" and "red envelope" icons, which are deeply loved by the audience.
During the live broadcast, the video number and the circle of friends were also seamlessly connected. Viewers who enter the live broadcast room of the video number Spring Festival Evening can publish the "exclusive circle of friends in the Year of the Tiger" according to the page prompts, which is convenient for viewers to watch the live broadcast and pay New Year greetings.
In the era of mobile and social communication, the Spring Festival Evening at the reception desk strives to create new colors, break screen boundaries, and build a unique viewing experience and interactive gameplay. With the help of video number and other platforms, the reception desk, with a young and energetic attitude, enables the Spring Festival Evening to better connect users, spread mainstream values, and drive the traditional culture of China to be deeply rooted in people’s hearts.

The Spring Festival Evening broke the circle overseas again, and the video number set up a bridge of cultural exchange.
As a cultural feast for Chinese people all over the world to celebrate the Lunar New Year in China, the Spring Festival Evening at the reception desk has also attracted much attention overseas. With the development of mobile communication media, the overseas audience of the Spring Festival Gala at the reception desk continues to grow.
During the live broadcast of the Spring Festival Evening in the Year of the Tiger, overseas social platform users watched the live broadcast of the Spring Festival Evening through CNTV and CGTN overseas social matrix for more than 35.24 million times, an increase of nearly 16.58 million times compared with last year.
From 28.05 million person-times in 2020 to 32.59 million person-times in 2021, and then to 35.24 million person-times in 2022, the Spring Festival Evening at the reception desk has been constantly broken overseas, becoming a new force in the overseas new media public opinion field. As a social tool to connect users all over the world, WeChat has added a new force to the overseas communication of the Spring Festival Gala at the reception desk. The experience of "watching the Spring Festival Gala vertically while watching the Spring Festival Gala" was transmitted overseas through the video number.
Xiao Jiang, who studied in the United States, has not returned to his hometown in Hunan for nearly three years because of the epidemic. On New Year’s Eve, video New Year greetings, watching the Spring Festival Gala and having dinner with classmates have become his fixed actions in recent years. Different from the past, there are new tricks to watch the Spring Festival Gala this year. When the Spring Festival Evening of the Year of the Tiger started broadcasting, his family shared the live link of the video number with him, so that he could share the same Spring Festival Evening with his family in zero time difference. The vertical screen immersive viewing experience made him feel fresh, receiving the red envelope cover of the Year of the Tiger in the live broadcast room, and sending red envelopes to send blessings also added more interest.
In fact, under the trend of mobile, social and visual international communication, WeChat video number has become a bridge for cross-cultural communication. In December last year, Westlife’s first live online concert in the world appeared on the video number, attracting more than 27 million people to watch, and the online number was as high as 1.5 million.
Zhang Zhian, chairman of the Special Committee of Applied Journalism Communication of China Journalism History Society and a professor at the School of Communication and Design of Sun Yat-sen University, said that "watching the Spring Festival Evening with a vertical screen" brought a refreshing visual experience to users, and the rich and interesting social games also made the strong flavor of the New Year flow seamlessly between people. The mainstream media represented by the reception desk closely follows the pulse of the times, constantly innovates ideas and practices, and occupies the commanding heights of the mobile internet era. With the deepening of mainstream media content in video number, video number will play a more important role in spreading mainstream values and helping cross-cultural communication.














