In a controversial move that is generating heated debate, a satellite television channel based in Chongqing is dedicating its prime time slots to programs featuring "red culture," as part of an official campaign meant to remind people of the revolutionary past led by the Communist Party of China (CPC).
The new slate of shows began airing Monday. It is the first such broadcast decision in the country, where most stations have embraced entertainment programming during prime time.
Chen Xiushen, director of the editors-in-chief office at the station, said the Chongqing Municipal Broadcasting and Television Station is striving to build China's first "red" satellite channel - one that honors the CPC and highlights the legitimacy of socialism.
"The idea to launch the red channel was inspired by (local Party chief) Bo Xilai, who advocated that the station build a 'red culture' brand against the backdrop of the majority of TV channels na-tionwide being dominated by entertainment programs," Chen told the Global Times Tuesday.
According to Chen, the programs feature the "singing of revolutionary songs and reading of classics" in the morning, and showing classic films and documentaries from the afternoon until midnight.
Bo, who was appointed Party chief of Chongqing Municipality in late 2007, initiated a campaign dubbed "sing red songs, tell revolutionary stories and spread Maoist mottos" a year after his appointment, in an effort to boost the spirits of residents of the city.
The "red theme" refers to "positive, healthy" content, in the form of songs, speeches and films that praise the CPC and were written after the May Fourth Movement of 1919.
That includes those remembering and hailing the Red Army, the war against Japanese aggression and the re-form and opening-up policy, according to the Chongqing publicity department.
As a result of the overhauled television schedule, mixed opinions among local residents are not in short supply.
Xiao Yu, a 24-year-old man in Chongqing, is among those welcoming the change.
"I was tired of similar entertainment programs and drama shows aired by most of the satellite stations across the country," Xiao told the Global Times, adding that he will watch the new programming if it is in-structive and worthwhile.
Chen Lin, 27, a copywriter in the city, holds the opposite view, telling the Global Times that the program shift isn't attractive to her at all.
"Though it is meaningful to learn from history and the CPC's spirit, I sometimes feel tired of being overwhelmed by 'red preaching,'" she said.
"Improving our living standards would be more practical," she added, noting the many residents' complaints about inflation and rising housing prices.
Those types of concerns aren't going unnoticed. Chen Xiushen noted that station management is worried about a lack of viewers, as well as increased difficulty in securing financing for the new programming.
"Some advertisers withdrew their advertising packages after they were informed of the change," he said.
The programming does have its upsides, though.
Yu Guoming, director of the School of Journalism and Communication at Renmin University of China, called it a wise decision from a marketing perspective, as red-themed programming is generally quite cost-effective.
He also noted that it could find a niche with the nostalgic, aging population.
"Different from the younger generation that prefers the Internet, the older generation prefers to stay in front of TV sets. So there is still a market for this kind of programming, which reminds them of the old days," Yu said.
Liu Xiaoying, a professor at the Communication University of China, echoed Yu's comments, saying, "Given that 2011 marks the 90th anniversary of the founding of the CPC, 'red culture' programs resonate."
He added that such programming seeks to have a positive social effect rather than simply make money.
Chongqing has garnered wide praise since 2009 for its ongoing campaign to end gang-related crimes.
The achievements include the busting up of 14 criminal gangs and the detainment of 3,348 people, including 12 high-ranking officials such as Wen Qiang, the former director of the Chongqing Municipal Judicial Bureau.
Chinese Vice President Xi Jinping, who made an inspection tour of Chongqing in early December, issued high praise to Chongqing authorities for their crackdown and safeguarding of societal safety.
With its efforts in cracking down on gangsters and promoting revolutionary messages, the municipality was named the happiest city in China in late 2010 by Oriental Outlook magazine, which operates under the Xinhua News Agency.
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