OREANDA-NEWS. December 18, 2013. ABC Cup CCTV 2013 “Sannong” Character Promotion was officially launched in China Agricultural University. ABC Vice President Li Zhenjiang, President Ke Bingsheng of China Agricultural University, director Fu Yuxiang and chief editor Zhao Zekun of China Agriculture Film and Television Center, as well as, over 1,000 teachers and students of China Agricultural University and a dozen of media organizations attended the ceremony.

The launch ceremony represented that annual “Sannong” character selection officially kicked off. As a brand activity of CCTV in ”Sannong” (agriculture, farmers and rural areas), annual “Sannong” character appraisal adheres to the strict standards of “contribution, guidance, innovation, influence, responsibility”. It is intended to inspire the public with stories of “Sannong” characters, seek spiritual pillar for “Sannong dream” and “China dream”, and guide the public to pay more attention to “Sannong”. The 2013 appraisal will follow the main thread of “search” and unfold through solicitation, search, promotion, TV exhibition and awarding, so as to replay the most authentic “Sannong” stories and promote the dream of the age.

This is consecutively the fifth year for ABC to title-sponsor the activity as a major action to fulfill its social responsibility and support development of “Sannong”. Since its birth in 1951, ABC has been rooted in rural areas, facing agriculture and serving farmers while seeking reform and development. It has been firmly standing at the front line for serving “Sannong” and acting as the backbone and pillar for Chinese rural financial system. An important participant in and advocate of serving “Sannong,” ABC by supporting the promotion activity hopes to influence, impel and drive more people and groups to support and participate in the undertakings and make new contribution to “China dream” of great rejuvenation of the Chinese nation.

It’s reported that the promotion was reformed in form. Five “face-to-face” off-line activities will be replaced by searching “Sannong Characters around You” in six regions, namely north China, east China, central south, northeast, northwest and southwest. While mobilizing the public for participation, the activity further embeds the spirit of “Sannong” characters into mind and guides people to chase their dreams.