After poetry and reading aloud, can CCTV's "National Treasure" become the next hit?
Zhu Tong, deputy editor-in-chief of CCTV, said: "CCTV is a leader in the television industry, and when subdivided themes such as literature are collectively consumed, we should focus on the future and explore new directions."
after playing with words, riddles, poems and reading aloud, after two years of preparation, research and development, CCTV will launch a new cultural segment program "National Treasure" in the fourth quarter of this year.on August 22, the program's "National Treasure", defined as a "large-scale cultural exploration program," held a project launching ceremony in Beijing, where curators of nine museums, including the Palace Museum, appeared collectively.
the photo taken by the curators and leaders of 9 major museums
CCTV's ability to produce cultural and popular programs has been confirmed many times. On January 29, 2017, the second season of "Chinese Poetry Conference" returned, nearly a year later, the voice of the program is still high, the audience rating of the official and broadcast exceeded 1, the first in real time, and the market share exceeded the second 30%. At that time, the hit dramas "Glory of the Tang Dynasty", "solitude without self-admiration" and "three generations of Peach Blossom" were all left behind.
the Reader was broadcast on February 18. On the day of its premiere, the program remained on the Weibo list for three hours, topping the overall list for two hours in a row, and the finale guest translator Xu Yuanchong's book was also a hot search on Dangdang. At present, the score of "Reader" on Douban is still as high as 8.6.
when major satellite TV stations fight in the red sea of variety Reality Show, CCTV's cultural variety shows really shine in people's eyes, it can be said that both policy and market benefit, and word-of-mouth and ratings are both popular. Zhu Tong, deputy editor-in-chief of CCTV, said: "CCTV is a leader in the television industry. When subdivided themes such as literature are collectively consumed, we should focus on the future and explore new directions."
so does this "national treasure", which is deeply excavated in the field of culture and culture, have the potential of popular style and become a new light of hope in the argument of "entertainment to death"?
"the collection is static and sleeping", and the purpose of the program is to make the "national treasure" cultural relics "alive" by means of television, added Shan Jianxiang, director of the Palace Museum.
as to which "national treasures" can appear on the TV screen and bring "special exhibitions" to interpret Chinese civilization and culture, Shan Jiexiang said that it is "very difficult to choose." But at the same time, he also made clear the program's position: "We do not deliberately do star and topic-like treatment, otherwise we will walk into a misunderstanding, we do not want the program to bring confusion and misreading to the audience, but really present a long and brilliant national treasure."
apart from the exhibition of cultural relics and the display of culture, the" National Treasure "also hopes to arouse the public's attention to the protection of cultural relics and the protection of civilization. The creator revealed that the program will tell the story of cultural relics as the "guardian of national treasures" by inviting influential public figures. The guest of the series for the whole season will be the No. 001 commentator of the "National Treasure" special exhibition.
in terms of program culture and preliminary preparation, CCTV chose to combine with the two major cultural bodies of the Imperial Palace. At the same time, it works with eight national museums, namely, Shanghai Museum, Nanjing Museum, Hunan Provincial Museum, Henan Museum, Shaanxi History Museum, Hubei Provincial Museum, Zhejiang Provincial Museum and Liaoning Provincial Museum.
in addition, Lang Kun, director of CCTV Variety Channel, said that there is a strong advisory group behind the program, and experts, scholars and stars will work together to escort the program:" National Treasure "cuts into cultural programs from a new cut, bringing together the top resources in the field. Coupled with our years of experience in innovation, we are confident that CCTV's cultural program brand will create new heights. "
the museum has entered a "golden age" of development today, and it is more and more favored by young people. On the 22nd, a number of museum curators said that the proportion of visitors under the age of 30 reached about 70%. Is the "national treasure" in these museums likely to be the next "benchmark" in the blue ocean of cultural programs?
Shan Jixiang expressed his expectations for the program with an interesting tidbit: "the documentary'I build Cultural relics in the Forbidden City 'has moved the hearts of too many people, especially loved by young audiences. This year, more than 15000 college graduates have signed up to repair cultural relics in the Forbidden City. We believe that National Treasure can impress hundreds of millions of viewers, especially young people, who have been looking forward to such a program for too long. "
Edit: xiongwei