Jin Yue, Director of CCTV Science and Education Channel
CCTV has a large number of high-grade and high-quality programs of humanities and public welfare, which manifests the social responsibility of media and attracts large quantities of high-end audiences. Next year, the Science and Education Channel will design five seasons, which are year-beginning season, spring season, culture season, education season and science and technology season, and each of them has its own specialty.
Chinese Characters Dictation Competition will still be the top program of the next year. Besides, there are also branded columns like Invention Dream Factory, One Extracurricular Book of Mine, Star of Outlook - English Talent Competition and so on. The newly-launched public benefit activities series of “Looking for the Best” in the past two years have spread the positive energy to the society and obtained excellent audience rating and topic effect, and it will still be on the TV the next year.
Chinese Characters Dictation Competition: the viruses-like spreading model of “family general mobilization”
Chinese Characters Dictation Competition is “a program that can keep its popularity for 30 years”. The highest total audience rating of a single episode for Chinese Characters Dictation Competition season one reaches up to 2.64%. It has 290 million independent audiences on Science and Education Channel, and 380 million independent audiences on general channel. This program has experienced the value of culture in the market. Through word of mouth by socialized media, family can sit together doing dictation along with contestants with pens and papers in hand. The deep participation brought about by the program truly disseminates the cultural value of picking up Chinese characters. The simple form of dictation competition enables audiences in front of the television to synchronously take part in and watch the contest at any time, turning it into a real “family general mobilization”!
Chinese Characters Dictation Competition has brought viruses-like spreading effect. If you are stuck with one character from the competition, you surely will tell your besty the next day when you go to work and ask if she knows about it. You will test everyone for the character you are stuck with, which makes you the virus-carrier, and the dissemination to him is viruses-like. It is different from other entertainment programs. It is featured with deep involvement and viruses-like dissemination, and there has never existed such a program in the current Chinese TV circle that can be quickly copied and spread in “virus-disseminating way”.
Three “highlight programs” and several mega-events creating spreading culmination
Invention Dream Factory: invention and creations are people’s dreams, which possess large markets, and a plenty of them are applied to Chinese National Patent Office for patents each year. It was the first time for Invention Dream Factory to be on show this year, but it has already brought good results. This program is combining thoughts with finance, whose entry fund is more than 7 billion, and 120 million of which is taken by the final winners. This is a windfall program, which will be kept to the next year.
One Extracurricular Book of Mine: people will always remember their favorite extracurricular books when they are young or now. There is a season show called One Extracurricular Book of Mine, which, when you have watched, you will find yourselves so illiterate like when you’re watching the Chinese Characters Dictation Competition. This show will be put on in an especially good time next year. Everybody can try out and see if we have such good reading and excellent memories when we are young.
Star of Outlook English Talent Competition: The biggest characteristic of this program this year is that it has brought in five top international senior high schools and universities, including Harvard. Besides, invitations will be sent directly by superior international schools, and you can take these invitations to apply for admission to Harvard directly. This program is also a major show of the Science and Education Channel.
Several mega-events: Looking for the Most Beautiful Rural Teachers and Looking for the Most Beautiful Rural Doctors are the first two large-scale public benefit activities that launched on the Science and Education Channel. There are more of these kinds next year, like the soon-to-come election of Person of the Year for Chinese Scientific and Technical Innovation this year. Actually, the election for the next year has already gotten started, and top Chinese scientists and most advanced scientific inventions will be elected. Still, there is another high-end program Culture Heritage Day. The Science and Education Channel will concentrate on these two culminations, one of which is in early June, the other in late December.