Screen Presence

Video platforms and local and central TV stations have also strengthened coverage of seniors, who spend more time watching TV than younger generations. Last year, the average Chinese, aged over 65 spent about four hours and 48 minutes watching TV every day, the annual report on development of China's media industry by Tsinghua University's School of Journalism and Communication shows. The average time for all TV viewers in China was 132 minutes daily in 2020.

In June last year, China Central Television released Ode of Joy, a singing competition show featuring 32 choruses of senior citizens over age 60 and telling their stories behind the scenes. Huang Wei, the show's producer and chief director, says the show conveys the message that senior citizens can pursue a happy life.

In April, Wow! Mom, a 13-episode variety show was aired on Hunan Satellite TV, shining the spotlight on celebrities' mothers, who are typically aged 50 and above. In the show, 20 mothers, accompanied by their daughters, have prepared for the selection of a supermodel training camp. It aimed to showcase their healthy and positive lifestyles.