source | cmnc - internal media reference
At the beginning of 2024, cultural programs occupied the "headline" position and became a key source of innovative content.
On the one hand, CCTV Spring Festival Gala gathers to kick off the new year. In order to welcome the Year of the Dragon, large and small parties all choose cultural themes or cultural works. It can be called a cultural Spring Festival Gala. On the other hand, a number of new cultural programs have been scheduled to be broadcast one after another, which also means that such programs will continue to be the protagonist of the Spring Festival content. Such as the large-scale cultural programs "Poetry and Painting of China·Eternal Rivers", "China Traditional Chinese Medicine Conference", the special cultural program "New Year's Intangible Cultural Heritage Night", the cultural opening special program "Chasing the Light is Burning",
It is not difficult to find that from From the beginning of 2024 to around the Spring Festival Gala, cultural themed content will still be irreplaceable and important. Especially looking at the platform's 2024 program reserves, shows that pan-cultural programs are undoubtedly the focus of innovation throughout the year, and the platform will naturally devote more resources and energy to them.
024 Cultural programs are back together,
allows for a cross-time and space dialogue between the past and the present.
Compared with other program innovations, content innovation with the "gene" of traditional Chinese culture may have certain accumulated advantages: it not only conforms to the historical and cultural aesthetics of the Chinese people, At the same time, the content creators also skillfully use technology to achieve narratives across time and space from ancient times to the present. Of course, they are also providing everyone with more new forms of presentation and telling of Chinese stories.
At present, we can see from the 2024 program resources officially announced by major platforms. Among them, "cultural" themed programs are still the most recommended categories by the platforms, with rich themes and various forms.
For example, China Central Radio and Television will launch a large-scale cultural program "The Biography of the Poets of the Tang Dynasty" , using the innovative model of "immersive live performance + film shooting + xr presentation" to tell the story of 11 famous poets including Li Bai, Du Fu and Wang Wei The legendary life story of the poet of the Tang Dynasty. The large-scale Spring Festival series special program "The Dragon and the Tiger Leaping · Taste of the Chinese New Year" explores the Spring Festival customs in traditional culture through "city roaming + cultural relic exploration + artistic performances" and interprets the Chinese people's pursuit of a happy life.
In addition, "Talking to Songs" will lead the audience to understand the historical background and cultural connotation behind poetry through a unique journey of poetry. "City Beauty Record" takes regional culture as the context and shows the new form of Chinese urban civilization. In addition, there are brand cultural programs , "Exploring China on Slips", "China in Classics", "Home in Landscapes", "China in Intangible Cultural Heritage", "Beauty and Beauty", "Founder of a Great Power" , etc., which continue to be new.
Hunan Satellite TV & Mango TV dual platforms will launch the documentary culture exploration variety show "National Trend Keeping Artists" . Popular young actors and three "silly" brothers will work with the artists to take root in the intangible cultural heritage and go through a 10-day arduous but joyful , a journey of practicing intangible cultural heritage that rises from setbacks and brings laughter and tears. In addition, there is also an immersive college poetry club poetry knowledge competition variety show "Hot Blood Poetry Club" , which gathers elegant young people from colleges and universities across the country and selects poetry club brands from major colleges and universities across the country. Through "individual points battle, team breakout battle, peak The three major stages of "Guardian Challenge" will determine the annual "Hot-Blooded Poetry Society" and create the "Ziwei Star" of Chinese traditional culture that the whole nation is looking forward to.
Dragon TV’s classic text reading program " Sven Jiangnan " Season 3 will take the 10th anniversary of the "Belt and Road" as an important opportunity to launch the theme of "Jiangnan connecting the world". The program will combine the regional cultural IP of "famous mountains, famous buildings, famous artists, and famous works" to comprehensively enhance the creativity of Jiangnan culture, promote the integration and transformation of cultural tourism resources and programs, and reflect the profound heritage of Jiangnan's "connecting the world". In addition, the quiz cultural program "New Intelligence Surf - The History of Shanghai You Don't Know" tells the city memory of Shanghai, explores Shanghai's cultural heritage, and creates A "Shanghai sample" of cultural self-confidence and self-improvement.
Zhejiang Satellite TV's promoter of Song Yun culture and virtual host Gu Xiaoyu will lead the 24 solar term series of short videos to continue the Song Yun aesthetics, and there will also be cultural programs that highlight the Chinese style "Forbidden City of the Future", "Distant Similarity", "Golden Stone China" Heart》. In addition, there is also a cultural new year special program "Chasing the Light" , which warmly accompanies the audience with the twin combination of "literature + culture".
Jiangsu Satellite TV will present the humanistic discovery program "Good Things Gather" , inviting viewers to go to the market together to immerse themselves in the liveliness of the treasure market, the humanistic charm of the market, and heal the fireworks in the world. The experiential cultural program "I'm Reading on the Road" will lead everyone to the literary capitals of the world, experience the beauty of the collision and blending of different cultures, and decode the literary mysteries behind famous cities. In addition, there is also an immersive humanistic exploration program "Sail!" "Grand Canal" , follow the canal time and space painting boat to set sail, travel to any time and space of the Grand Canal, and explore its past and present lives.
Beijing Satellite TV’s traditional Chinese medicine culture experience reality show “Beautiful Young Man with Traditional Chinese Medicine” will use the perspective of young students to show the youthful expression of the rich cultural connotation of traditional Chinese medicine. "Forbidden City, Now It's Polite" will travel through the past and present, and use 10 "Chinese Rites" journeys of asking, finding, practicing and answering gifts to show the unique sense of cultural rituals, communication philosophy and life attitude of the Chinese people.
In addition, the Greater Bay Area Intangible Cultural Heritage Market creative reality show "Interesting Intangible Cultural Heritage Collection" will connect the intangible cultural heritage of Guangdong, Hong Kong and Macao and present the interactive blend of northern and southern cultures. "We Are Unconstrained" is rooted in Chinese mythology and challenges the creation of science fiction short films. "Resurrection!" "Treasure Recipes" will look for delicacies in ancient books and pay tribute to classical Chinese cuisine. In addition, there are cultural brand programs such as "Museum City", "China in Calligraphy and Painting", " The Most Beautiful Central Axis ", " The Most Beautiful Chinese Drama ".
Vertical themes, small cuts, and story telling,
"New cultural programs" are becoming the mainstream innovative form
For cultural theme programs with a large audience base, this is both a natural advantage and an invisible pressure. . After all, a lot of domestic cultural programs have been produced in recent years, which directly leads to the innovation threshold becoming higher and more difficult.
So, how to achieve more effective innovation in cultural variety shows? In the author's opinion, may be able to explore the concrete implementation of a "new cultural program", while focuses on smaller and novel theme cuts, and tries new stories that are more suitable for young people. The method, in short, is to find a coupling point where the "deep" content of traditional culture and the "light" communication of current audiences can be integrated and embedded into each other.
On the one hand, it focuses on the vertical track, explores newer creative topics, and relies on the innovative techniques of variety shows to make abstract cultural themes concrete. In fact, you will find that the themes of many new cultural programs are becoming more vertical and sophisticated, embedding more novel fields or surprise elements, such as cities, national style, new year, traditional Chinese medicine, etc. Specifically, including programs such as "City Elegance", "Chasing the Light", "Future City of the Forbidden City", "Forbidden City, It's Respectful", and "Chinese Medical Beauty", in fact, the more vertical and sophisticated the cultural themes, the more innovative they can be. and extension.
On the other hand, it expands the sense of time and space of the program's narrative, traces its origins, and empowers the program's heritage and depth from a longer historical context. For example, can introduce more hard-core technologies when creating specific cultural programs, such as digital people, XR, VR, etc., which can not only enhance the visual impact, but also help to make static culture dynamic. Make the audience more willing to follow and watch.
traces back the development of cultural programs,
demonstrates Chinese cultural confidence and romantic presentation
If we trace the development trajectory of domestic cultural programs, among them, classic cultural programs with the theme of "poetry" once created a golden era for this category of programs extremely fast .
Back in 2016, the first season of the CCTV cultural program "Chinese Poetry Conference" came out and quickly gained national popularity and attention. After that, there will be high-quality cultural programs such as "The Reader" and "National Treasure" produced by the main station, as well as "Tang Palace Night Banquet" produced by Henan Satellite TV's evening party, and the "Chinese Festival" and "Chinese Solar Terms" series. Therefore, cultural themes have always been an important source of program innovation.
Not only that, looking at the popular movie works in 2023, from "Chinese Tales" to "Chang'an Thirty Thousand Miles " to "Fengshen Part 1", the cultural theme is undoubtedly the continuing trend of China's top movies. A new hidden inspiration artifact.
So, focusing on the innovation of cultural programs, especially the creative path of 2024, what new strategies and solutions are there? An industry veteran once expressed that the current cultural variety show is carrying out a dynamic practice of self-iteration, evolving from the function of transmitting information and popularizing knowledge in the first stage to the second stage of making culture "live" and touching a wider range of people. the mission of the audience, and gradually realize the development path of segmentation and differentiation of content.
Yang is born in the winter solstice, and the rhythm of the year changes. We are particularly looking forward to the birth of more excellent and novel cultural IP programs in 2024.
