In this rapidly advancing digital age, traditional Chinese opera has encountered new opportunities and challenges. Recently, the launch ceremony for the "Seven-Colored Drama Internet Full-Scene Product" was held, marking the simultaneous release of the "Seven-Colored Drama Viewing Device" across the internet.
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On the afternoon of October 9, the "New Scenes, New Engines – Seven-Colored Drama Internet Full-Scene Product Launch Ceremony" took place at the Shanghai Tianchan Yifu Theatre. Renowned Kunqu opera artist Cai Zhengren, along with Zhang Xunpeng, celebrated television drama director Zhang Peili, and contemporary artists representing various theatrical forms from Jiangsu, Zhejiang, and Shanghai, such as Wang Peiyu, Zhang Jun, Qian Huili, Hua Wen, Liang Weiping, Sheng Xiaoyun, Qian Cheng, Wang Jinwen, and representatives of young opera performers were invited to attend.
During the launch ceremony, the first batch of artists in the "Famous Artists Zone" were awarded commemorative certificates, and the young actors introduced the usage of the custom hardware product, the Pad.
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According to relevant data, there has been an interesting change in the audience numbers for traditional opera performances in recent years. On one hand, traditional opera has maintained a stable audience base among older viewers. However, with the rise of the internet and the "Guochao" (national trend), an increasing number of young people are beginning to pay attention to our rich traditional culture. On various short video platforms, clips of opera performances often reach millions of views, and some young opera performers have attracted large fan bases through online streaming. This indicates that there is a significant potential market for traditional opera among young people. Additionally, as people’s lifestyles become faster-paced, mobile devices have become the primary means of accessing information and entertainment. Being able to watch opera programs anytime and anywhere on smartphones or mobile devices aligns with modern lifestyles and helps to expand the audience for traditional opera.
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The SMG Seven-Colored Drama Channel boasts over 40 years of history in the development of televised opera, amassing a wealth of valuable historical material, classic performances, interviews with renowned artists, and the latest opera news. To adapt to the development trends of the all-media era and accelerate digital transformation, SMG meticulously planned and developed this product. It is a comprehensive platform that integrates theatrical information, online viewing, interactive communication, and cultural education. This platform not only promotes the outstanding traditional culture of China, particularly the unique charm of Shanghai-style dramatic arts, but also allows global audiences to enjoy high-quality theatrical feasts anytime and anywhere, fulfilling the aim of "one brand, multiple channels, deep into the industry, and direct to users." Users can freely download the application from the smart TV app market to enjoy performances at home that mirror the experience of attending a live theatre, or purchase affordable physical mobile hardware products to watch anytime, anywhere.
Currently, the product features 1,800 hours of various opera content, with continuous updates planned. Shanghai plays a vital role in the history of traditional Chinese opera development, evolving alongside traditional agricultural models to modern industrialization and urbanization. In 1984, the country's first dedicated opera program, "The Grand Stage," was broadcasted, leading the way for the television opera sector nationwide. Today, the transition from television screens to the internet and all-media formats represents another innovative attempt by Shanghai's television opera practitioners. With the release of the Seven-Colored Drama Internet Full-Scene Product, internet hardware will also be available for sale nationwide. These initiatives highlight the necessity and forward-looking nature of releasing hardware products for the Seven-Colored Drama Internet platform, paving new pathways for the dissemination and development of traditional opera in the new era.