In recent years, the new national tide variety shows that promote traditional culture, focus on people's lives, and listen to the voice of the times are becoming a hot spot in the variety show market, and have also become an important force in the Magnolia Award entries at this year's Shanghai TV Festival.
The Magnolia Award selection of each Shanghai TV Festival brings together the masterpieces of radio and television and online audio-visual from April of the previous year to the first quarter of the current year, reflecting the style of the industry. A few days ago, the 29th Shanghai TV Festival Magnolia Award has ended. As of March 31, the organizers have received nearly 1,000 works, the most in the past five film cycles. Whether it is tracing the historical footprints of China's excellent traditional culture, or showing the happy life of the current people, or gathering China's power in the new era and new journey, it can be seen from these works that Chinese TV workers bravely undertake new cultural missions and lead the responsibility and responsibility of the high-quality development of the industry.
Deeply cultivate traditional culture
Stimulate the new vitality of "two innovations".
The excellent traditional Chinese culture is an inexhaustible treasure trove for the creation of variety shows, and integrity and innovation are the source of vitality for the high-quality development of variety shows. Judging from the registration list of this year's Magnolia Award variety shows, cultural programs have been continuously iteratively upgraded, awakening people's memories of China's excellent traditional culture, meeting the aesthetic needs of audiences in the new era, and opening up a new path for the creative transformation and innovative development of China's excellent traditional culture.
From general knowledge to major, the expansion of themes is a significant feature of the innovation of cultural programs. "China Conference on Traditional Chinese Medicine" allows the audience to feel the subtlety of traditional Chinese medicine skills and comprehend the spirit of inheritance; "Chinese Calligraphy Conference" digs deep into the culture of calligraphy and shows the long history of the development of Chinese characters and the broad and profound history of Chinese calligraphy; "Danqing Chinese Heart" uses Song Dynasty landscape painting as the appreciation carrier to convey the artistic achievements of Song Dynasty painting and the spirit of Song Yun to the audience...... These works focus on cultural content with strong professionalism, which not only opens up new horizons for the creation of cultural programs, but also enriches the audience's perspective of understanding traditional culture.
The in-depth combination of science and technology and literature and art brings aesthetic pleasure to the audience, and also gives literature and art the flexible wings of "going to the future". "2023-2024 "Chinese Festival" series of programs presents traditional culture in various forms, opening up multiple time and space experiences across different eras and different regions; Topics such as paleontological evolution and urban life shared the "promising future" in the national development strategy with an immersive experience, showing a future China with flesh and blood, hard core and soft culture...... While these programs are rooted in traditional culture, they are close to the preferences of young people in terms of expression, so as to achieve innovative expression and technological empowerment.
Integration and innovation is a "strong booster" to promote the fashionable and innovative expression of China's excellent traditional culture, and it is also a "password" for cultural programs to connect with young audiences and quickly break the circle. For example, China Central Radio and Television's 2023 Dragon Boat Festival special program "Blue Water Sings in Praise of Duanyang" walked out of the studio for the first time, landing in Qu Yuan's hometown of Yichang, Hubei, playing symphony and reciting poetry on the Yangtze River cruise; More than 10 kinds of opera expressions, such as symphony, interpret the value of the times of excellent traditional Chinese culture in multiple dimensions.
Literary and artistic programs cannot simply reproduce excellent culture, but should make culture "live" on the basis of a comprehensive and in-depth understanding. At present, cultural programs that change with the times and keep pace with the times embody Chinese characteristics, Chinese style, and Chinese style, and are becoming an important carrier for young people to have an in-depth understanding of the excellent traditional Chinese culture, and stirring up Chinese's cultural genes and cultural self-confidence.
Go deep into the world of fireworks
Write about people's happiness
The people are the driving force behind the creation of world history, and their production and life practices are the source of artistic creation, which is inexhaustible. Adhering to the "people-centered" creative orientation, variety shows highlight the people's main body in content selection, grasp the needs of the people in the use of forms, and uphold the people's standards in value evaluation. For example, the "2024 Spring Festival Gala of China Central Radio and Television" invites ordinary people who shine in various industries to appear on the stage and sit in the audience.
With the continuous deepening of the integration of culture and tourism, variety shows pay more attention to the close integration of cultural and tourism elements, and the program walks out of the studio, comes to the vast mountains and rivers, and goes deep into the streets and alleys full of fireworks, presenting beautiful China in multiple dimensions and tasting history and culture.
"Why not Candle Tour" cuts from the perspective of cultural tourism, follows the footsteps of different people to the streets of different cities, and comprehensively shows the fireworks at night in each city, as well as the people and history in the city. Through the form of nighttime slow variety shows, the show allows the audience to understand the area where they live and work from another perspective and explore the unique charm of the city streets.
"Food for China" follows the footsteps of the harvest, with the stories of characters full of fireworks and healthy recipes full of cultural heritage, outlining a hopeful harvest picture between the field and the dining table, so that the audience can inherit the cultural confidence on the tip of the tongue in the enjoyment of vision and taste, and rise upward in the fireworks in the world.
"Must Come" takes the audience on a tour of the mountains and rivers of the motherland through immersive travel, presents rich cultural connotations in cultural experience and intergenerational interaction, shows the beauty of China in a variety of ways and dimensions, and tells Chinese stories.
"The Tree of a Great Country" takes a unique approach to the natural trees that are familiar to people's lives, skillfully combines the popular science of rare tree species, and conveys the humanistic spiritual core of "finding meaning in the annual rings" for the audience.
Through the exploration of natural landscapes, characteristic cultures, and customs, these programs bring the audience a richer travel experience and deeper emotional satisfaction with a down-to-earth and popular lens language, expressing the people's happiness while showing a thick cultural heritage.
Resonate with the times
Playing a strong voice of China
Television artworks are an important carrier to show the image of the country, and should consciously conform to the trend of the times, respond to the concerns of the times, bravely undertake the mission of the times, and show the "great man of the country" through vivid and vivid stories, so that the audience can feel the struggle and social development of the new era. Among the entries for this year's Magnolia Award, there are many works that tell Chinese stories well and spread Chinese voices. These programs either look back on history, or are based on the present, or look forward to the future, showing the world a real, three-dimensional and vivid China, which further strengthens the role of variety shows in international communication.
Looking back on history, "China in Intangible Cultural Heritage" takes the region as the unit, the intangible cultural heritage skills as the carrier, and the interactive experience as the form, presenting the customs, life patterns, cultural memories and spiritual beliefs of different regions and ethnic groups in the mainland, and showing the innovative application and development Chinese of intangible cultural heritage in the strategic emerging industries of the new era such as aerospace, medical care, and new energy...... These programs not only strengthen the national identity and maintain the national emotional bond, but also make people intuitively feel a credible, lovely and respectable China, and effectively expand the cognitive dimension of China's national image.
Based on the present, "Chinese Wisdom in China" focuses on ten important concepts that represent the crystallization of Chinese civilization such as "the world is for the public", and vividly explains the internal logic and value of the times of "combining the basic principles of Marxism with China's specific reality and China's excellent traditional culture" through rich audio-visual language, fully demonstrating the truth and practical power of the party's innovative theory, and promoting Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era into the brain and heart.
Through the observation and learning, personal experience and in-depth visits of the guests, "Flowers and Youth: Silk Road Season" shows the audience the fruitful achievements of the construction of the "Belt and Road" in the new era, leads the audience to perceive China's wisdom, the changes brought by China's solutions to the countries along the Belt and Road, and the friendship of the local people to China, and pays tribute to the "Silk Road Messengers" who are silently struggling. In the process of communicating with strangers of different nationalities, cultural backgrounds and professions, the guests talked about transnational friendship.
The program "Riding the Wind 2023" invites competition guests from the United States, Japan, Vietnam and other countries to bloom on the stage together with outstanding domestic female representatives, so as to realize the exchange and mutual learning of Chinese and foreign cultures, and further enhance the international influence of Chinese culture.
For a long time, the Shanghai TV Festival has been an important stage for major variety shows to show their style, and its professional authority and industry leadership have been increasing year by year. This year's Magnolia Award still attracts a large number of excellent works to participate in the competition. These variety shows, which are deeply rooted in the rich soil of history and culture, show the people's beautiful life, and tell the story of forging ahead in China, not only meet the spiritual and cultural needs of the audience, but also continue to lead the development trend of the industry. Which work will stand out? Looking forward to the announcement of the Magnolia Award shortlist.
Submissions should be sent to: