In the third season of "Seeing Words as Face", the global selection of wonderful letters was upgraded again.

At the end of the year and the beginning of the year, "how can I be so poor" has become the mantra of many people, which is universal in ancient and modern times. As early as more than 300 years ago, Pu Songling, a talented scholar in Shandong Province, wrote "Sacrificing the Poor God to Eliminate the Sun" and asked indignantly on the eve: "Poor God, poor God, are I related to you?" If you don't go to busy people, why do you have to enter my door? "

Most people's complaints ended here, but Pu Songling didn't. He wrote back a letter to himself in the tone of "poor God": "How can you be as poor as you are?" Then, a wonderful secret recipe for poverty alleviation was opened.

In the third season, "Seeing Words as Face" began to release preheating short films. This laughing letter turned over the audience, and both the content and the performance were extremely exciting and interesting. The "flour" that has been waiting for a year has brought surprises. 65438+From February 25th, the third season of the phenomenal variety "Seeing Words as Face", an old brand of strength culture, arrived as scheduled. It premiered on Tencent video at 8: 00 every Tuesday night and was broadcast on Heilongjiang Satellite TV at 9: 20 every Saturday night. Just the day before, The Good Book, which was also directed by Guan and brought great surprises to hundreds of millions of audiences, also ushered in a perfect ending, achieving a seamless connection from the "good book" to the "good letter".

On February 20th, 65438, at the third season conference of Seeing Words Like Noodles held in Beijing, Jian Lin, the copyright owner of Tencent video variety, Wang Cheng, deputy director of Heilongjiang Satellite TV Media Center, and Guan, the general director of Seeing Words Like Noodles, shared the program influence data of a good book and the highlights of the third season of Seeing Words Like Noodles.

In Seeing Words Like Face 1, Huang Yongyu's How You Need His Careless Spirit and the deep friendship between two old friends in the literary world made this program popular overnight. Zhou Xun choked for 40 seconds, and Li Zhen thanked his mother for her helplessness, which made countless people burst into tears and attracted 360 million hits in a week. The high value of the letter content and the wonderful interpretation of the letter make this program stand at the top of the variety reputation of Douban with 9.3 points for a long time while gaining huge traffic.

If you just keep the same level, the audience may feel uncomfortable. General director Guan believes that we should further expand our borders. Previously, only China letters were selected, and Global Resources chose letters. Guan said: "The original privacy of letters brings more real cognitive value, which is the same at all times and in all countries. Although there are many cultural differences, human nature is interlinked, so are our cognition and thinking about society, others and ourselves, and so are our reading interests. China's letter is still the main body of our letter selection, but the participation of foreign good letters has brought more diverse interests to the program. "

Guan revealed that the selection of "Seeing Words as Face 3" began before the end of the second season, and it continued until the official recording in the third season of 65438+February this year, which lasted for more than a year. The program group found thousands of letters, selected hundreds, and then screened them over and over again, and finally determined that less than 100 letters were selected. After communicating with the actors, the final broadcast letters are expected to be 70-80. "There is only one standard for us to choose letters, that is, these letters deserve to be seen by more people. So-called worthwhile, if we must give a reference standard, it is to see whether it provides enough diverse cognitive perspectives, whether it can activate the widespread occurrence of independent thinking, and whether it has a sense of the times and topicality of discussion. Those selected letters seem to be old, ancient and foreign, but they are all around, and everyone can't avoid them. "

In the third season, "Seeing Words as Face" still adopts theme arrangement. From the information revealed now, we can see that the names "dislocation", "lightness" and "joke" are obviously hot topics at present. In addition, there are emotional topics that people expect, such as "lovesickness", "relocation" and "watching". Guan said: "Since everyone thinks that things without nutrition are a waste of time, we will focus on providing multiple cognition and activating independent thinking. This is the mainstream of human spiritual life, and the most direct value is not to let the audience waste time and life. "

Spoiler of another letter. A foreign letter selected in the first issue of the third season of Seeing Words as Face is from a Japanese World War II veteran. Like all invaders, Oshima committed murder and rape in China. After the war, he had nightmares and had to hide his history and immigrate to the United States. But I didn't expect those creatures coated with charcoal to follow him to America. His wife mysteriously disappeared and his daughter's home was buried in the sea. He lived to be in his eighties and was terminally ill, leaving him alone. The only way to get rid of nightmares is to repent thoroughly. Therefore, Norodom Oshima wrote a letter to the collector of last words, frankly facing his evil pleasure of distorting human nature. Guest Xu Zidong thinks that if the Japanese have a universal sense of repentance, Sino-Japanese relations will be much better. But the pleasure of doing evil does not only exist in the battlefield, but is a common thing around us, and everyone should be vigilant and introspected.

"A good letter may be eclipsed by an unsuccessful explanation. In addition to the value of words, another important reason for the popularity of seeing words as faces is the wonderful interpretation of artists. They made the audience seem to see the person who wrote the letter, as if they saw his environment and manners, and saw his conversation with the recipient. "

Zhao Lixin is a permanent guest of a good book and regards words as faces. He made his debut this season, playing the poor god who has been complaining about Pu Songling and society. Zhao Lixin wore a suit and a moustache, and didn't violate the local elves. After the performance, Pu Songling, who talked back to Yong Dong, smiled coldly and only called "Owner", which won the house applause. After that, Zhao Lixin was completely coaxed into the open mode, with all kinds of crooked ways in one go, but the clean Jing Ya program was full of jokes. Spoiler: In this season's Seeing Words Like Noodles, in addition to Gui Yalei, He Bing and other three resident stars, there are also new guests such as Yang Lan, Dong Yong and Chen Shu, and young people such as Wang Zijian, Stephy and Niu Junfeng are also willing to join. More surprisingly, Cai Kangyong and Liang Wendao have also become readers. The overall feeling is that this program seems to have started the youth mode and is more lively and smart.

"Our audience under the age of 29 originally accounted for more than 75%. The guests' invitations are all happy according to the needs of the letter, and there is not so much market scheming. " In Guan's view, video programs are originally made for the public, and entertainment elements are indispensable in mass cultural consumption. "But there are two kinds of happiness, one is superficial entertainment, just like the skin kiss between men and women. One is deep pleasure, just like love. Love is mixed, not all silly happiness, but more intense happiness. In fact, the sense of gain brought by multiple cognition and the sense of accomplishment brought by independent thinking are much greater than the so-called leisure and entertainment that wastes time. It's a pity that there are always some people who can't step into this threshold and can't enjoy it. "

Multi-cognition is a kind of value interest that always insists on transmitting, including breaking the rigid inertia barrier. You think Han Yu has been teaching us "hard work and leisure", and he was unwilling to go to work on time in his letter. You thought Galileo could convince the public of his observations with astronomical telescopes, but you never thought that when everyone despised the truth, even the telescope was despised. Do you think publicly punishing criminals can set an example for others? Maybe. Dickens doesn't see it that way anyway.

It seems that it is not enough to have rich letters for reading words, and the evaluation link in the third season is more exciting. Invite Chen Xiaonan, the host of intellectuals, Xu Zidong, Liang Wendao and Shi Hang to supplement the background of this letter and express their feelings directly. A page seen by ordinary people is a mountain in the eyes of others. Such a high-level interpretation sets a sample for multiple cognition and independent thinking.

"The guest's point of view cannot represent the truth, and it is difficult to have any standard answer to the cognition of human feelings and humanity. What we value most is sincerity, telling the truth and moving the truth, not preaching or chicken soup. We have read many letters from revolutionary martyrs without any utilitarian consideration, just because of pure emotion and heartfelt admiration. To say that we have persistence, no speculation and no follow-up. "

Reading words like face 3 is so much anticipated. In addition to the audience base laid in the first two seasons, the success of another program "Good Book" directed by Guan also played a great role in promoting. From the opening of The Moon and Sixpence on October 8th, 65438/KLOC-0 to the closing of The Catcher in the Rye on February 24th, 65438, a good book provided a refreshing model for domestic variety shows.

Before a good book, the audience's basic impression of the reading festival is the combination of "host+book recommendation guest"; The presentation of "books" in such programs is abstract and stays at the level of oral comments. This creates a very embarrassing situation: no matter how good the content of the book is, no matter how eloquent the host and guests are, it is difficult to attract those who have not read the book. Limited by this, coupled with the trend of mass reading itself in recent years, reading programs that were once hot on TV screens have basically disappeared.

But for Guan, who has 20 years of experience in literary editing and is deeply involved in the TV industry, it has always been his long-cherished wish to make a real reading program. It is in the process of thinking about how to do a good job of reading festival that "taking words as the face" has become an unexpected joy for the team. The selected materials of "Seeing Words as Face" were invited to perform on the platform of big coffee, which also provided inspiration for "A Good Book".

It is no exaggeration to say that "A Good Book" has brought a revolutionary upgrade iteration of domestic reading programs: it has created a "scene reading mode", which vividly presents the most exciting, moving and thought-provoking parts of the classic bibliography to the audience through stage plays, film and television performances and fragment narratives. The audience was infected and moved, and then naturally wanted to see what the book was like.

The first issue of a good book is a good start. In order to restore Mao Mu's novel The Moon and Sixpence, the program group will introduce Stree? Crane's noble and warm home in England and the wandering pub in Paris have all been put on the stage. Zhao Lixin, as a performer and narrator, faces the cranes in Huang Weide-why are you willing to give up your rich and happy life in the eyes of outsiders and become a poor painter in a foreign country?

Although "there are a thousand good books in the eyes of a thousand readers", the 1 1 classic bibliography selected from the 12 plan of a good book has been unanimously recognized by professional and ordinary readers. 1 1 This book covers different subjects such as history, love, science fiction, letters, spy war, etc., from fifteen years of Wanli to Three-body, from love in the cholera period to The Catcher in the Rye. Guan said: "Happiness is the most important theme in the whole shooting process. For almost a year, I stayed with books every day and lived in the world of books every day. Authors and characters are all around you, in front of your eyes, lively. That feeling is rare in making other programs. What I have often said recently is that this thing has been done, and this life is worth it. "

A good book focuses on a group of performing artists who love reading and thinking, in addition to a well-selected bibliography and careful adaptation. Zhao Lixin, who made the most appearances, performed three stories on this stage: The Moon and Sixpence, Three-body and Assassination. In Zhao Lixin's view, the stage of A Good Book is not only a great challenge to the actors, but also gives them the widest space to play. "I think this stage is like a big swimming pool. I can swim casually and all kinds of swimming strokes can be displayed. In contrast, film and television dramas are like a small puddle, or a small pool, where I can only pose in a very limited way. "

From the Chinese Dictation Conference to the China Idiom Conference, from seeing words like faces to a good book, in recent years, every product output of Guan has been hailed as a "clean stream" in domestic cultural programs. However, Guan is not keen on "cultural programs" or "clean streams". He has repeatedly stressed that he is doing a "content value program".

Is it wrong to be called a "cultural program"? Guan's explanation is: "programs should be divided into talk shows, question and answer programs, song and dance programs and so on according to their forms, rather than what literary programs are called from their contents." According to this standard, catering programs can be called food culture programs, health programs can be called health culture programs, and singing programs can be called music culture or pop culture programs. Do you think there is such a name? You are kidding! Therefore, I will define the direction of my program efforts as content value programs. I think the mainstream of human spiritual life has always been to obtain content value. The core of content value is to provide multiple cognition and activate independent thinking. Obtaining the nourishment of individual life growth is the most basic interest demand of human beings for spiritual life and cultural consumption in any period. "

Whether you choose a book for a good book or a letter for reading a word like a face, "diversity" rather than singleness, and "activation" rather than preaching are all important keywords. Interestingly, after years of dealing with Chinese characters, idioms, letters and books, Guan is not a "nostalgic" or "retro" person. He believes that the purpose of "seeing words like faces" is by no means nostalgia for old-fashioned mailboxes. "We are not reviewing the era of paper letters. In my opinion, mankind is now in the most glorious period of writing, and the number of writing is unprecedented. Not only writing on paper is a valuable good letter, but also electronic text. "

Through the program, the powerful cultural team led by Guan has indeed achieved "activation" again and again. Following the publication of Huang Yongyu and Cao Yu's letters in 20 16 "Seeing Words as Face 1", Huang Yongyu, who lives in seclusion, stopped for everyone again. By 20 18, "A Good Book" directly aroused the enthusiasm of offline reading, and the selected books successively landed on Douban Hot Search List and Dangdang Hot Search List. "I really want to read this book after watching the program" became the content of high-frequency comments and barrage. During the "Double 1 1" this year, almost all the books recommended by a good book were on the best-selling lists of major e-commerce companies, including Dangdang. Among them, "The Moon and Sixpence" won the champion of similar book sales lists of several e-commerce platforms. Guan Zheng Wen smiled and said, "Three-body is a best seller. We dare not say that it is program-driven. People are already very popular. But "Chang 'e VI" sells well, definitely because of our program. "