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Why is Chinese TV prime time called "prime time"? Explore the reasons behind it!
In China, prime time (Huángjīn shíjiān) refers to the broadcasting period from 7:00 to 10:00 p.m. every night. This time period is when the TV station broadcasts its main programs and it is also the time period with the highest audience ratings. Therefore, this period is called "prime time". This is not only because of the high ratings, but also because prime time involves the audience's living habits, social culture and the operation of the advertising market.
Programs broadcast during prime time are usually carefully selected to attract the largest audience.
Viewers' living habits influence their viewing behavior
The audience's daily routines obviously affect the broadcast schedule of the programs. In China, prime time happens to be the best time for families to get together and enjoy entertainment after work. This makes many families choose to watch TV during this time period. Therefore, TV stations will arrange the most popular dramas, variety shows and news reports during this time period to attract more viewers.
Advertisers’ attention
The high ratings during prime time also attracted the favor of many advertisers. According to surveys, advertising during prime time is usually more effective than advertising at other time periods, which makes advertisers willing to invest higher budgets during this period to give their products more exposure. Driven by the advertising market, TV stations' programs and content will naturally lean towards audience demand in order to meet advertisers' needs as much as possible.
Prime time advertising costs are often several times higher than other time periods, making it a popular target for advertisers.
The integration of prime time and social culture
China's prime time also reflects a certain social phenomenon at the social and cultural level. The content of this period not only affects the audience's entertainment choices, but also influences the formation of social trends and values. In recent years, with the rise of online platforms, the original "prime time" has been challenged to a certain extent, but traditional television still maintains its influence during this period and tries to create unique programs to attract audiences.
Challenges of new media
Faced with emerging streaming platforms, the prime-time landscape of traditional television is also facing challenges. Young audiences are more inclined to watch their favorite content anytime and anywhere, which challenges the fixed pattern of prime time. Television stations began looking for new ways to attract viewers and constantly adjusted program content and broadcast times to maintain a competitive advantage.
The future of prime time
Given social changes and technological advances, the definition of prime time may be shifting. Television stations must be flexible and adjust according to audience demands and market changes. In the future, prime time will not only be limited to the name of time, but also a new ecosystem in the diversified competition among various media.
The prime time of the future is likely to be the intersection of multi-screen audio-visual, becoming a new test of the integration of traditional and new media.
Through the above analysis, we can see that "golden time" is not simply a time arrangement, it involves multiple levels of culture, economy and social behavior. In the face of all this, we can't help but ask: With the booming development of emerging media today, can traditional television's prime time continue to maintain its influence?
