Show aims to take nation’s history to global markets

Millions of viewers tuned into the Chinese TV series The Nation’s Greatest Treasures, which focused on artifacts at nine museums nationwide.

The 10-part cultural program introduced 27 key items and attracted an audience of about 800 million when it aired on China Central Television between December 2017 and February.

The show also generated a buzz on Chinese social media, with Sina Weibo saying it had received more than 1.88 billion views.

Building on this success, global producer and distributor Endemol Shine Group said it would partner with CCTV to jointly create an international version of the show and distribute it globally.

Yu Lei, the program’s producer and chief director, said, “The Nation’s Greatest Treasures is the very first studio ‘docutainment’ show on CCTV to focus on museums and artifacts, and we were thrilled with its success in China.

“It is really exciting to turn the show into an international format to allow our overseas production partners to tell local stories about their national treasures and cherish their own culture. This is also what we have created this show for.”

The series aims to make ancient history more appealing and accessible to a larger audience by combining documentary presentation and entertainment to tell stories about national treasures.

Each episode gives an insight into individual artifacts, with celebrity guests also taking part. Experts discuss the objects, and the public vote on their favorites.

William Tan, managing director of Endemol Shine China, said, “As an operating company of the Endemol Shine Group based in China, we are pleased to be the bridge between the Chinese and the global content industry, using our group’s creative and distribution network. We are committed to working with our local partners to ensure we create new content that can travel globally.” The Nation’s Greatest Treasures won the Best Seasonal TV Show award at the Shanghai TV Festival’s Magnolia Awards in June.

The museums taking part in the show have seen visitor numbers rise by nearly 50 percent.

Li Xiangdong, general manager of CDIMC, a CCTV affiliate and producer of The Nation’s Greatest Treasures, said: “We’re incredibly proud of the show, and its brand-new storytelling techniques bring the museum treasures to life. We believe the international format will not only bring local treasures closer to audiences in different markets, but will also spread Chinese culture around the world.”

We’re incredibly proud of the show (The Nation’s Greatest

Treasures), and its brand-new storytelling techniques bring the museum treasures to life.” Li Xiangdong, general manager of CCTV affiliate CDIMC