Traditional values prove to be a winning combination

"It's been over four decades since the country's reform and opening-up and the younger generations grew up with open minds. With abundant resources and opportunities, they embrace Chinese culture and feel proud about it," says Yao. "What we need to do is to bring Chinese culture and tradition through interesting ways for those young people."

Yao adds that Henan TV Station has been producing shows highlighting traditional culture, such as traditional operas, martial arts and antiques, for nearly three decades.

"Appealing to the younger audiences, we are also changing our shows. One of the keys is to produce content with strong visual creativity," Yao says. "For example, the latest technology and unconventional stage setting, like underwater scenes, have become our new ways of telling stories about traditional Chinese culture, rather than simple narrating history with traditional video content."

Another key to successfully reach the younger audiences is by using social media platforms to promote their shows.

"Social media is being shaped and driven by young people. It's a powerful form of communication. When they take a quick scroll through their phones, they easily become interested in an eye-catching video," Yao says.

"Though those dance videos are short, we spent a very long time working on the choreography and dancers had to dance more than 30 times, repeating the moves over and over again in front of multiple cameras, which capture their movements through different angles," adds Li Yongming, who is the dance director of Henan TV's series of dance pieces based on traditional Chinese holidays. Li is also the vice-president of Henan Dancers Association.