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In the contemporary age of cross-media integration, programs categorized as variety shows and cultural programs are generally plagued by the tendency of pan-entertainment. Against such a backdrop, TV Broadcasters are required to tread on a path that strikes a balance between viewership rating and quality, and between revenue and sentiment. The Reader developed by the China Central Television (CCTV) is indeed an attempt of exploring such a path that features innovation, integration and lead. The Reader is a large-scale show categorized as a cultural and sentimental program that features “People, Telling, Feeling, Performance and Delivery”. Through the method of presentation that features a person, a feeling, an article and a pavilion, the program aims to encourage readers to present the value behind the words with the most ordinary voice. In the online and offline reading pavilions, everyone could feel the power brought along by the words. Such a “diverse” combination embodies the production team’s attempt of exploring and innovating the form of the program.

proceedings of the 2018 4th international conference on humanities and social science research (ichssr 2018)

Exploring the Innovation, Integration and Lead of the Cultural and Sentimental Program: A Case Study of The Reader Developed by the China Central Television (CCTV)