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Creation and Promotion of “Dream Chorus”

04-15-2012 14:03 BJT

Xu Wenguang, Director of CCTV-1 Program Department

“Dream Chorus” is the TV activity of CCTV-1 with the largest volume during these years. During the nearly three months from its debut, the average audience rating ranks No. 1 among the programs in the same time section. This program has attracted nearly one million debates on micro blog, and it was very rare that People’s Daily, Guangming Daily and Xinhua News Agency published the commentary articles for a comprehensive art program. I remembered that there was a metaphor “‘Dream Chorus’ is the artistic version of ‘Moving China’”. This program won the first prize for CCTV Special Program 2011.

Creation Experience I: Leverage effect

In my view, the “leverage effect” means that a program with communication values should identify the type and pattern and can lever all of its values. The TV audience hasn’t been satisfied with merely the public–benefits programs with songs, or merely the game competition programs for game type, the audience hopes that they can obtain the deep value echo and recognition. The pattern of Dream Chorus is actually very simple, that is, “Let the dream fly with the wings of the songs”. The program is presented in chorus, and the stars go to their hometowns to organize a chorus, and the winner can win the public welfare funds for their hometowns, thus reflecting the values such as “the grassroot encouraging dream, positive influence of the stars, team sprit, hometown honor and public welfare and big love”.

For a TV program, the entertainment form is only the starting point for spread, where the values have determined the communication distance. Thus we should consider how to make the value chain of the program longer.

Creation Experience II: Debate on form and mode

With regard to innovation, I think we should firstly understand two words, form and mode. In China, the innovation might highlight the form, while in the foreign countries, the innovation highlights the mode. The mode actually respects and consolidates the TV laws. More important than innovation, it is to explore the laws and respect the common sense.

In “Dream Chorus”, we always lay emphasis on ensuring rich ages and vocations, reflecting the distinct occupational characteristics in the program. Therefore, the aunt over 50 years old, the university student from Guizhou Conservatory of Music, and the taxi driver appeared on the screen. TV is actually a mirror, from which everyone before TV can look for their own shadow. Only when the populations of different ages, regions and vocations are chosen, can the strong mental recognition and echo be generated among the widest audience. In “Dream Chorus”, we think that the highest drama type is to realize the fate turning “from ugly duckling to swan”. Just like Susan Boyle in Britain’s Got Talent, armless piano player Liu Wei in China’s Got Talent, “Dream Chorus” has also brought many annual inspirations to us, for example, the most stimulating sunshine boy Xiao Long. It is known that Suning Electric determined to open a store in the golden location of Shanghai, specializing in the sales of the painting works by the children same with the genius. “Dream” is the permanent keyword of the stories for stimulating the souls.

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