China's TV Industry Focuses on Healthier Aesthetics

In a recent meeting held by the State Administration of Radio, Film, and Television (SARFT) in China, the focus was on promoting healthier aesthetics in TV dramas. This initiative aims to shift the industry's focus from 'face value' or 'face worship', which is a term used to describe the preference for actors with high physical attractiveness, to a more balanced approach that values character portrayal and story depth.

The meeting, attended by key figures from major online video platforms like iQIYI, Mango TV, Tencent Video, and Youku, as well as production companies such as Zhongwuyangguang, Lingmeng, Huachao, and Changxin Media, highlighted the importance of TV dramas in shaping public values, preserving Chinese culture, and leading aesthetic trends. The industry has produced numerous high-quality dramas that showcase the sector's commitment to its responsibilities.

However, the meeting also pointed out the existence of negative trends, such as an overemphasis on actors' physical appearance and excessive makeup, as well as costumes and props that do not align with characters' personalities or story settings. This has led to a situation where 'face value' is prioritized over content and acting quality.

To address these issues, the meeting emphasized the need to establish a healthy aesthetic concept. This involves integrating healthful aesthetic ideas into the entire creative process, ensuring that TV dramas reflect Chinese spirit, values, and strength. It also means recognizing that audiences seek more than just visually appealing shows; they look for stories that are engaging, thought-provoking, and culturally enriching.

The meeting outlined several key points:

1. **Understanding the Importance of Healthier Aesthetics**: This involves incorporating healthful aesthetic principles into the entire creative process, making TV dramas a vivid representation of Chinese spirit, values, and strength. The audience's demand goes beyond mere attractiveness; they seek stories that are engaging, thought-provoking, and culturally enriching.

2. **Eliminating Unhealthy Aesthetics**: The industry should reject畸形审美 (jīxíng měishì), which refers to distorted or unhealthy aesthetic standards. This includes moving away from a 'star-centered' system to a 'script-centered' system, focusing on the quality of the script and the depth of the characters.

3. **Implementing Responsibility**: This involves collaboration between administrative departments, industry associations, production companies, and broadcasting platforms to ensure that healthful aesthetic principles are applied throughout the production, broadcasting, and management of TV dramas.

The initiative reflects a broader trend in China's entertainment industry, where there is a growing awareness of the need to move away from superficial values and towards more meaningful and culturally significant content. This shift is not only beneficial for the industry but also for the audience, who are increasingly seeking content that resonates with their cultural identity and values.