State-run China Central Television (CCTV) is adopting a new strategy in broadcasting, with a focus on creative seasonal programs and social media.
During the 1980s, CCTV was the country's leader in providing entertaining and unscripted programming through variety shows, but this method is taking a hit amid the current trend of reality shows.
Since shows such as "Where Are We Going, Dad?" "Go Fighting!" and "The Voice of China" on local television have become today's staple programs in the Chinese mainland, CCTV is trying to adapt to the competition.
The emphasis on audience involvement has been a significant factor in determining the presentation styles for both CCTV and local TV. An example of this is getting viewers to vote for their favorite competitors in singing competitions. However, CCTV is exploring new ways to encourage more participation.
This year's Festival Gala used the platform of social media to award prizes to viewers who shook their smartphones at certain times and a similar plan is being used by a number of shows under CCTV.
"A lot of people feel that CCTV's programs are too mainstream and younger individuals especially find the programs too traditional," Chen Jianguo, president of the media company WHOSWHO, said. "We need to learn how local TV stations make their programs."
Furthermore, Chen posited that a state-run TV station has a responsibility to spread positive messages without excessive propaganda.
The list of programs that CCTV has for this year include the reality show entitled "Qianchui Bailian" (Hardened Training), which requests celebrities to take on jobs done by everyday individuals. The show closely resembles the strategy employed by currently popular shows produced by local TV stations.