Chinese variety show find cultural aspiration and confidence

World
Europe

‍A total of 15 programs have been nominated for the Magnolia Award's variety show section in 24th Shanghai TV Festival, including "National Treasure," "The Sound," "Back to Field," "Letters Alive." It is not hard to see from the shortlist, Chinese characteristic variety show carved out a new form of production mode.

In recent years, countries have begun to increase its efforts to support the originality variety show industry since audiences are increasingly opposed to pirated variety shows. How to step up efforts to enhance originality of Chinese variety show, and how Chinese variety show goes into mature and find cultural aspiration and confidence?

A total of 15 programs have been nominated for the Magnolia Award's variety show section in 24th Shanghai TV Festival. /CGTN Photo

Traditionalism or constraint?

Many people worried that overemphasis on doing "traditional culture" variety shows would be "labeled" and constrain the creativity of China's variety shows.

"The essence of traditional culture cannot be changed, but it is our direction to choose innovative ways to tell stories," said Li Yi, from Shanghai Media Group (SMG).

Showing their culture is the general needs of the countries. Chinese culture is more than just martial arts, and Peking Opera. Yao Yitian, the director assistant of Zhejiang satellite TV program center, said on the Chinese original variety shows panel of 24th Shanghai TV Festival.

Yao Yitian, the director assistant of Zhejiang satellite TV program center on the Chinese original variety shows panel of 24th Shanghai TV Festival. /VCG Photo

"Different cultural elements can inspire creators and respect everyone's growth," Yao added. "Chinese variety shows don't need 'labels' since Chinese cultural diversity."

What is "good content"?

In April of 2018, the variety show with Chinese characteristics, such as "National Treasure," "Everlasting Classics," "The Reader," break into the Cannes Film Festival, let people see the acceleration of Chinese original cultural variety show.

In fact, the SARFT (The State Administration of Radio Film and Television) has issued policies and encourage insiders to produce the original programs with Chinese characteristics and cultural elements.

The theme image of Street Dance of China. /Youku Photo

"Street Dance of China" is Youku's original variety show, and successfully sold the overseas broadcast rights to more than 10 countries, including Malaysia, Singapore, Thailand. According to the media reports, it also sets a new record in overseas copyright fees.

It doesn't mean the introduced variety shows are not existing, such as "Produce 101." However, an increasing number of original variety shows starting to emphasize the originality to inject new vitality to audiences and the market.

The 2nd episode of "Produce 101." /VCG Photo

How can insiders do?

"We need to admit the plagiarism is our problem in the last 30 years," said Song Binghua, the senior director of Alibaba Digital Media & Entertainment Group. "Besides, for a good original variety show, another important element is the production team," Song added.

In another way, it means Chinese producers are being forced into a situation where they have to do research and develop a brand new form for their programs, but this is good news, which means that for the first time Chinese producers are on the same starting line with their global counterparts.

(Top image from VCG.)