I don't know when, a documentary "Rice on the Tip of the Tongue" was broadcast on CCTV Documentary Channel.

Although it is not in prime time, with its unique charm, the ratings are actually getting higher and higher.

"Rice on the Tip of the Tongue" is divided into five episodes, with rice from different regions as the main line, telling the real stories behind the rice, and highlighting the inheritance and changes of rice with humanistic feelings throughout the whole article.

Episode 1: Immortal Tea Rice, Taoism and Nature.

In Nankai City, Min Province, the mountains and rivers are beautiful, the earth is creamy, the cultivators are singing, the autumn breeze is coming, the golden rice is rippling, and the grains are prime-grained...... This is a godsend of rice.

There are old farmers who are suffering from cancer, who insist on guarding the purest taste of Xianming rice with their own hands, but they have overcome death; foreign tourists who have visited here have involuntarily swallowed saliva in front of a bowl of rice that exudes a fragrant aroma, and ate the first bite, squinting their eyes like cats with a satisfied expression......

Episode 2: Golden Kwai Rice, Happy Harvest.

In Huainan, the land rich in selenium, the eyes are full of golden ears of rice, absorbing the essence of the earth. Golden sunflower rice has natural selenium-rich characteristics, which can be antioxidant, anti-aging, and improve human immune function.

When the farmer harvests the rice, the moment the golden rice grains slowly flow out from under the machine, the feeling of harvest makes people feel happy. At this time, the word "happiness" is written on everyone's face......

Episode 3: Silk Miao Rice, the Taste of Hometown.

In Viet Province, the elongated silk miao rice, from ancient wild populations, is nourished by mineral water irrigation, from a seed, seedling, seedling, and finally to mature fragrant rice.

For rice, no matter if you are on the edge of the cape, no matter if you are used to eating big fish and meat, you may have an obsession, and no one can forget that a bowl of rice made with hometown silk miao rice ......

Episode 4: Rice Flowers, Inheritance and Change.

In the Northeast, the golden rice belt, the black and swarthy land, and the suitable climate give the rice a unique taste with a floral aroma and a soft and glutinous aroma and a long aftertaste. A thick iron pot, a burning and jumping flame, and a bowl of simple and sweet rice fragrant rice express the essence of China's thousands of years of rice cooking history.

This used to be the royal tribute rice, and now it is on the table of ordinary people. The land, the water, the time, the farmer's story, are all hidden in a grain of rice......

Episode 5: Jia Indica Rice, the Hundred Flavors of Life.

In the south, agronomists have been cultivating chia indica rice for several years, which is most suitable for the southern population. This is not only a bowl of rice, but also a special rice delicacies that make people linger: glutinous rice cakes, rice noodles, rice cakes, rice crackers, blanched skins, and sponge cakes......

Life is far more than a taste, those sweetness hidden in the depths, only with the heart to experience, will be around you and me, for a long time......

......

With beautiful pictures, excellent production and strong human touch, "Rice on the Tip of the Tongue" made people feel the sincerity that they had not seen for a long time, touched the taste buds of countless people, and became more and more popular under word of mouth.

That's right, this is Qi Zheng according to the model of the later "Tip of the Tongue 1" documentary, invested nearly 100 million, and asked his brother Qi Lu to set up a professional shooting team, which lasted nearly two years before the filming was completed.

Five rice varieties, as the five major product lines of Jiagu rice, comprehensively cover the high, medium and low end. "Lingzhi" Xianming rice is of course the top product, Golden Kwai rice and Silk Miao rice will focus on the mid-end market, and Daohuaxiang rice and Jia Indica rice will cover the middle and low end.

Among them, except for Xianming rice and Jia Indica rice, which are new varieties cultivated by Jiagu, the other three are all improved from other varieties, and the golden sunflower rice is made of "Golden Qing" as a sample, the silk miao rice is used as a sample of Zengcheng silk miao rice, and the rice flower rice is the Wuchang rice flower variety.

As we all know, the taste of rice is closely related to the growing environment, and changing the environment is like changing the variety.

But someone is full of hanging!

Under the moistening of the spirit array, the golden sunflower rice and silk miao rice basically retained the sample traits and improved to be popularized and planted in other places.

This year, several varieties are fully marketed. I like the grainy, the sticky, and the ...... with health preservation functions There's something for everyone.

And "Rice on the Tip of the Tongue", a large-scale advertising documentary of Jiagu rice, although Jiagu is not directly mentioned in it, Jiagu's figure is everywhere.

At Qi Zheng's suggestion, "A Bite of Rice" was given to CCTV for free, how did the NBA promote it in China back then?

Because of the extremely high production level, CCTV did not refuse. After the tentative broadcast on the recording channel, there was a strong reaction. So, CCTV rearranged it to a set of broadcasts, and then ...... Broke the ratings record.

At a time when food safety scandals are frequent in the country, the documentary, for its demonstration of tradition, industriousness and respect for nature, has received unimaginable popularity.

With no boring, didactic themes, no political correctness and glitz, this is the first time that a documentary has outpaced a TV series in popularity.

The ratings boom caused by it also greatly surprised Wang Yuye and other senior executives of Jiagu.

Before, they were still full of doubts about Qi Zheng's plan, a documentary, does anyone really like to watch it? With such a big investment, how much publicity effect can it have?

Now the repercussions ...... Well, I can only say that the boss is the boss! Let's not talk about the publicity effect, but just make a documentary, you can grab the first place in the ratings, it's simply not good.

In this regard, Qi Zheng smiled and said nothing, I am a man who has watched three seasons of "The Tip of the Tongue......

Just as the most simple food always comes from labor, the highest emotions are often restrained, and the most touching presentation must be heartfelt.

The filming team implemented this concept well, and filmed the natural farming methods that conform to the four seasons and the story behind it. Sweat, hardship, roughness, mud, spring ploughing, summer cultivation, autumn harvest, and winter storage, through the lens of "Rice on the Tip of the Tongue", all become alive and placed in front of people together with food.

Chinese people's memories of rice may be innate, and they are particularly "faithful" to the sweet and delicious rice.

Taking rice as the starting point and actually showing the relationship between the characters and rice, "Rice on the Tip of the Tongue" can be regarded as a full, even, crystal clear rice, and the fresh aroma of rice seems to be blowing on the face......

At the same time as the ratings became popular, there was also a continuous wave of discussion on the Internet, and more behind-the-scenes stories were unearthed.

So, to the dumbness of all parties, this documentary like a beautiful blockbuster is actually an advertisement shot by a company!

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