Strengthening the New Media Feature of TV Programs

Submitted by admin on Mon, 02/25/2013 - 16:11

Mr. Wu Keyu, Director of Research and Development Department of Programming Office, China Central Television (CCTV), China has urged broadcasters to strengthen the new media features of TV programs and enhance audience interaction through the multi-media platforms to be able to build a bridge between television and new media.

Mr. Wu spoke at Session 2 on “Creative Content for Programming” of the 1st International Conference on Broadcast Training in Kuala Lumpur on 25 February 2013.


In his presentation, Mr. Wu showed two new programs to highlight creative programming that utilized new media platforms that encourage audience participation. These are ‘Superstars Ding Dong” and ‘Family Dreams.”

He said CCTV engages their staff to train overseas to gain a global view of how international broadcast companies produce creative programmes, and serve as inspirations to attract audience participation.


“CCTV with 16 channels is in the forefront of program innovation, ensuring that their staff get global exposure and promote exchanges and establish cooperation for a brighter future for global broadcasting,” he said.

 Another speaker was Prof Dr. Mohammad Hatta Azad Khan, Rector, Malaysia Academy of Arts, Culture and Heritage, Malaysia. He said that in the evolving media environment, broadcasters need to ensure quality content. This requires “good original idea and well-researched material, with a good character development and good acting with believable / natural dialogues, educative and entertaining, creative and innovative presentation, and a good technical team,” he said. 

Mr. Raj Shekhar Vyas, Additional Director General (Programme) Doordarshan, India, said that the diversity of content available on Doordarshan’s 35 channels necessitates that we use multiple methods of sourcing content. These include self-financed commissioning, in house programming, direct commissioning, sponsored and acquisition model revenue share/exchanges.

He pointed out that the type of content will determine which method is best suited. 


“If you are looking for content with high commercial value for a vast audience then self-financed commissioning might be a good fit. In house programming is good one for content that has high impact in terms of public service. Direct commission can help produce are high quality content for a lesser number of episodes,” he said.