3.The third period (1998- present) dominated by products
After the rise of entertaining programs in 1998, many reality shows were then introduced from foreign countries, and China's TV content producing entered the product dominating period. The 3 most representative types were: livelihood news program , entertainment program and Genre teleplay.
1) Livelihood news program
It is the opposite of political news program. This program reports on the livelihood problems of ordinary residents, such as problems on employment, housing, education, medical treatment, marriage, legal issues. Because it is close to daily life, this type of program is highly welcomed by audience and hundreds of TV stations launched it. It started in 1999 with Night News in Heilongjiang province, the northernmost one in China and On the Spot in Fujian province, the most southeast province, and got to the climax in 2001 with Deep Touch of Nanjing in Jiangsu Province which generated revenue of 2 billion RMB, the record in programs of this type.
2) Entertainment program
It all started with programs like Happy Camp, and the introduction of overseas program made talent shows won the highest ratings and revenue. Quiz shows like Happy Dictionary, Lucky 52, 6+1, talent shows like CCTV avenue of star, Super Girl (derived from American Idol) created miracle in ratings. In recent years, the most popular ones have been The Voice of China and China's Dream Show.
3) Genre teleplay
Teleplay started to get separated from media in the late 1980s, and became marketized. The exploration and accumulation of genres have helped teleplay grow its own industrialization model. The most influential ones are:
family teleplay Eagerness,
spy teleplay Latent,
historical teleplay Yongzheng Dynasty,
war teleplay Drawing Sword,
ancient costume teleplay Princess Pearl,
ages teleplay Brave Journey to Northeast China,
sitcom I Love My Family.
China's TV content producing has been developing along the path of "propaganda material", "works" and "products" for 60 years. Today's China is faced with the impact of Internet and media convergence. I personally cannot predict where China's TV industry is going to, but what can be foreseen is that there might be 2 directions to choose: one is to be captured by Internet, however this is not easy though many TV professionals have jumped to new media industry; the other is the development of new media inside the TV itself and blend new media into TV, which turns to be the most pervasive choice by TV stations.
Those are briefings about my research on China's TV development, and those information could be reference for your understanding about this topic. Thank you!
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