In the first half of 2017, the traditional "troika" of TV programming—dramas, variety shows, and news—continued to dominate ratings. These three categories accounted for 57.1% of total viewership, a figure that remained relatively stable compared to previous years. Notably, drama ratings rose slightly from 29.2% last year to 29.9%, while news increased from 13.4% to 13.9%. Meanwhile, the share of variety shows dropped from 14.7% to 13.3%, reflecting a decline in innovation and freshness within this segment.
The drop in new program launches during the first half of the year also contributed to the reduced appeal of variety shows. However, other content types such as youth-oriented programs and movies saw an increase in audience share. The overall market continued to show strong demand for high-quality content, with TV dramas remaining the top driver of ratings.
Looking at channel-specific trends, Star Channels focused heavily on dramas and variety shows, while terrestrial channels emphasized dramas and news. Central channels maintained a balanced approach, with news, dramas, and variety shows leading in ratings. Provincial satellite TV relied more on dramas and variety shows, which together contributed nearly 60% of the total audience. However, the contribution of variety shows declined, while dramas saw a significant rise in their impact.
On the ground channels, television dramas, news, and life service programs formed the core of programming. Dramas were the most popular, contributing over one-third of total viewership, while news performed strongly, especially on provincial and city-level channels. Life service programs emerged as a growing focus for terrestrial channels, signaling a shift in content strategy.
CCTV's market share continued to grow, while terrestrial channels experienced a steady decline. This trend highlighted the increasing importance of centralized programming and the challenges faced by local stations in maintaining viewer engagement. Despite these shifts, TV dramas remained the key engine of ratings, with high-quality productions continuing to drive audience interest.
CSM Media Research data showed that "The People's Name" dominated the ratings across 100 cities, achieving impressive figures like a 3.05% average rating and a 10.24% market share. Its time-shifted viewing rate reached 0.42%, with a ratio of 13.66% compared to its premiere broadcast. Social media buzz was equally strong, with millions of mentions and billions of reads on Weibo.
Other successful dramas like "Because I Met You" and "Happy Song II" also made an impact, showing the diversity of content that resonated with audiences. On the variety show front, despite a slight decline in broadcast proportion, Star Channels still dominated, accounting for 82.4% of ratings. Provincial channels struggled to keep up, with their contributions declining year-on-year.
Variety shows faced intense competition, especially on weekends, prompting more weekday broadcasts. While some programs achieved high ratings, most fell below 0.5%, highlighting the challenges of sustaining viewer interest. Original formats like "High Energy Youth League" and "We Are 17" stood out, but innovation remained a major hurdle.
In the news sector, central channels maintained a strong lead, with their share rising to 43.9%. Terrestrial channels, on the other hand, saw a drop in ratings, particularly in the afternoon news slots. News remained a trusted source of information, but the shift in audience behavior pointed to deeper changes in media consumption.
As the industry moves forward, the need for fresh ideas and better content strategies becomes increasingly clear. With the pressure to innovate mounting, the future of television depends on how well it can adapt to changing viewer preferences and maintain relevance in a rapidly evolving media landscape.
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