A new project was recently launched by the local government of Nanjing, east China’s Jiangsu Province, benefiting the elder residents in the city as 50-year-olds and older are free to sing in KTV during daytime with their ID.

KTV, also known as the Karaoke box, is a place with rooms containing equipment rented by hours that offers a form of interactive entertainment in which an amateur singer sings along with music videos using a microphone.

As a popular indoor amusement in Asia, it is usually crowded with young people, especially in the evening and weekends. Therefore, most of the KTV are closed in the daytime, as they make no money during the day.

But with the promotion of this people-benefit project by the Entertainment Industry Association of Jiangsu Province, along with the Nanjing Culture & Entertainment Industry Association, more than 20 KTV such as chain enterprises “Windsor KTV” and “Milo KTV” began to open free for the elders between 9 am to 5.30 pm every day.  Senior citizens only need to pay a small fee for tea and drinks while they enjoy the fun. Over 80 KTV provide a favorable price for the elderly, according to the Beijing Youth Daily.

It is reported that on the Senior’s Day, the attendance from "Windsor KTV" and "Milo KTV" reached 80 percent in the daytime. The benefit has given senior citizens a new choice of entertainment apart from the public square dancing and has enriched cultural activities among them.

On the other hand, the project is an attempt to create a transformation, which may bring more people back to KTV in the future despite its present recession, and create more social benefits as well as economic benefits in the long run, according to the general secretary of the provincial association Wu Dan.