The author is Peng Kan, a lecturer at the School of Art and Media of Beijing Normal University and an expert in program model research.
In recent years, with the strong support of the state, a variety of exciting theater performances have continued to increase, but how to make more people interested in a relatively niche audience? Generating understanding and interest in Chinese theater culture and diverse repertoire is still a major problem faced by the performance industry. In response to this pain point, the variety show channel of the China Central Radio and Television Station's Arts Program Center launched the "Art World" special program "Art World 2024 - The First Chinese Theater Premium Repertoire Release" (hereinafter referred to as "Art World 2024"), inviting 15 The top theaters across the country gathered together to release high-quality plays in 2024, which not only led the audience to deeply appreciate the artistic charm of Chinese theaters, but also injected a "shot in the arm" into the recovering performance market. What is even more noteworthy is that the multiple innovative thinking reflected in the creation process of this program has demonstrated for us the transformation of traditional TV programs.
takes the initiative as
to promote the two-way development of high-quality platforms and high-quality resources.
"Art World" was originally an information program on the variety show channel of the main station that mainly introduced various wonderful performances on the world's variety show stage. However, it has undergone drastic changes since last year. The revised edition launched a series of special programs. Among them, the "Into Urban Art Landmarks" series has visited grand theaters in different cities, digging into the diversified and representative art categories behind art landmarks, and using fascinating artistic content to achieve the purposes of knowledge popularization, cultural inheritance, etc., Sichuan Opera, symphony Music and painting, Chinese folk songs and other operas have all been displayed and interpreted in the program.
After a year of visits and creations, the creative team of "Art Viewing the World" gradually realized the charm of theater art and its strong market potential. These unique theaters and plays can not only meet the diverse and personalized needs of the audience Cultural needs can further promote the inheritance and development of national theater culture and Chinese traditional culture. It is precisely based on the creative experience of "Into the Urban Art Landmark" and the accumulated influence and high reputation of the program that "Art Exhibition 2024" came into being.
It can be seen that the birth of "Art Exhibition 2024" was not a day's work, but the result of the creative team's initiative and advance planning. It breaks through the creative thinking of traditional TV information programs that are linearly disseminated and relied on the sky. By integrating different The high-quality resources of 15 theaters in the region will release 15 high-quality plays including dramas, dance dramas, musicals, stage plays and other diverse types at the beginning of the year, allowing the audience to have an overview of the outstanding plays throughout the year, which has boosted the theater The practical role of market confidence in the development of the year also demonstrates the station’s sense of cultural mission and social responsibility as a national platform to assist the development of the art industry. It can be said that it has achieved a two-way rush of high-quality platforms and high-quality resources.
Ingenuity
Promotes the in-depth cooperation between artists and theater people
Judging from the content released by "Art Exhibition 2024", it fully reflects the ingenuity and ingenious design of the creative team. According to the person in charge of the program, for the selection of theaters and plays, the creative team went through a long period of careful selection. While adhering to the main position of artistry, it also took into account regional characteristics and actively adopted the opinions of industry authorities. It not only selected the ones that are loved by the audience , classic works that highlight the Chinese national culture, as well as brand-new works that will debut for the first time this year, and are finally presented in a novel "spring, summer, autumn, and winter" four-season layout.
Among the four major chapters, the chapter "Spring" means the renewal of everything and the blooming of a hundred flowers in the theater's repertoire in the past year, covering the Kunqu Opera "Six Chapters of a Floating Life", the musical "Nan Kong", the industrial drama "The Fire Shines on the World", and the dance drama " Doors" " and other rich categories of works. The chapter "Summer" focuses on the passionate expression of emotions, and conveys true feelings and touches people's hearts through the national opera "Love between Mountains and Seas", the drama "The Red Sorghum Family", the national opera "Letter to My Wife" and other plays.The chapter "Autumn" means a good harvest, and the dance dramas "Five Stars Out of the East" and "Only Green", which won the "Wenhua Award", bear witness to the growing maturity of Chinese theater and repertoire. The chapter "Winter" is like a "blind box" hiding surprises. The stage play "Tiangong Kaiwu" and the musical "Cat God in the Forbidden City" are ready to premiere in 2024.
In addition to allowing the audience to have a more concentrated and in-depth understanding of the hot plays in 2024, "Art Exhibition 2024" will also bring together theater operators, play creators and well-known artists, asking them to introduce the theater's business philosophy, interpret the artistic features of the plays, and interpret He studied and judged the future trends of theater culture and industry, comprehensively displayed and discussed the content and meaning behind the works, the profound connotation of Chinese theater culture and the long-term development direction of the domestic performance market. It can be said that artists and theater people have achieved a deep collision in "Art Exhibition 2024" and provided unique and nutritious content to the audience.
"Media + Service"
Cross-border integration under the innovative concept
In addition to the wonderful content presentation, "Art Exhibition 2024" also carried out media integration innovations of "media + service" and "big screen + small screen" in terms of communication. The program first reversed the "cold" attitude of traditional media. Instead, it used the attitude of a service provider to build a platform for major theaters to recommend high-quality plays, and provided a channel for dialogue and cooperation between theaters and artists, thus achieving a powerful alliance, A win-win effect for all parties.
On the one hand, the program leverages the strong platform influence of the main station and in-depth cooperation with theaters from various places to achieve active linkage between online online content and offline repertoire performances, which helps to awaken the audience's enthusiasm for the theater's offline performances and stimulate related content Creators, enhance their professional confidence and creative motivation, and effectively promote the gradual recovery and positive development of the domestic performance market.
On the other hand, the program also enriches the main station’s on-screen content by integrating top stage art resources, extends the boundaries of television art, and effectively expands the main station’s influence through event-based and matrixed new media operations and publicity. The main stage has become the well-deserved highest communication platform for theater culture.
Judging from the specific communication process, "Art Exhibition 2024" has an insight into the current audience's viewing habits, and launched the new media terminal in the form of a live broadcast on the Internet and backstage, and simultaneously launched lottery, ticket giving and other activities, releasing the exquisiteness of various plays Peripheral and cultural and creative products effectively enhance the attraction and communication power of the program. Data shows that the total number of viewers of the live broadcast on January 31 on eight platforms inside and outside CCTV reached nearly 1.7 million. At the same time, with the help of the publicity matrix of the "Art World" column and the platform power of 15 partner theaters, the popularity and influence of "Art World 2024" have been further expanded.
From taking the initiative in selecting creative topics, promoting the two-way rush of high-quality platforms and high-quality resources; to ingenuity in the creative process, promoting in-depth collisions between artists and theater people; to "media + services" in integrated media communication, The innovative practice of "big screen + small screen", "Art Exhibition 2024" has achieved an elegant turn and creative development of traditional TV programs with a unique perspective, diversified content and innovative operating model. Its creative ideas are worthy of other Program reference.
