A new attempt to innovate China's Spring Festival Gala will be staged during the upcoming 2016 Chinese New Year according to a press conference by event organizers the Sinoglobal Group, Liaoning Satellite TV and Hubei Satellite TV on Wednesday.
One of the organizers, Ji Wentao, told media that the new gala plans to not only turn the traditional gala structure on its head, but also lift the way audiences view these galas to an all new level.
According to Ji, the gala will encourage the involvement of audiences through social media while also bring in popular talent show winners from local TV station's talent shows.
Online and offline interaction will involve texting, voice messages, video clips and coupons. According to the Sinoglobal Group's Xu Zeyong, through these channels the traditional audience will go from passive observers to active users who can make full use of the gala to amuse themselves.
As to the theme of the gala, the event will center around dumplings, the most characteristic icon in Chinese culture.
