How did Hunan become China's pop-culture capital?
summer’s television hits in China has been “Sisters Who Make Waves”. The show involves 30 female celebrities over the age of 30 competing for a spot in a five-member band. Viewers watch them train, perform and live together . Five hundred women, picked at random, get to vote for their favourite. Within three days of its airing in June, over 300m had watched the first episode on Mango, a streaming app owned by the state television network of Hunan, a central province.
But Changsha, the provincial capital, has become a font of China’s popular culture. It is home to over 12,000 companies involved in creating it. They employ one in eight of the city’s workers. By one official calculation, no other sector contributes more to Changsha’s wealth. In 2017 creative and cultural industries generated 9% of the city’s—a proportion twice as high as their contribution to national output.
Hunan’s journey to national pop-culture prominence began in the 1990s when the provincial broadcasting authorities created a satellitestation with licence to try something new. It produced lively news reports, a celebrity-led variety show called “Happy Camp” and even a matchmaking programme. By 2000 hotels in Beijing were luring guests with placards boasting, “We have Hunan SatelliteMuch of that early success was the work of a Hunanese bureaucrat, Wei Wenbin.
Yet Hunan’s stations still have “political space to explore new things”, in the view of a manager at Mango. The government wants to get “closer to its audience”, he says, in particular to the young who spend hours glued to their smartphones. Internet broadcasters such as Mango’s ability to experiment matters for the development of Chinese broadcasting. Li Shuwan, a former presenter at the station, says the province is a training ground for much of the country’s television talent.
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