China - Bai Xing Season I and II

Going as far back as the early 1990s, PCI-Media Impact has been committed to the production of a three-part television drama, Bai Xing (Ordinary People). Working with a well-known director, recruiting popular actors and filming on-site in a village on the banks of the Yellow River, the first 18 episodes of the drama went on the air in June 1999. Bai Xing Part I won six awards in China, including the equivalent of the Emmy Award for best serial drama.

Season One Story:

The story followed the struggles and joys of Lüye, the female protagonist, and her family in a small village, set by the Yellow River. Throughout the series she struggles against the rigidity of traditional beliefs and customs, setting a positive example for the audience of economic independence for women, the advantages of a small family, the challenges of rural development, and the need to overcome the age-old preference for sons.

Filming of the episodes occurred in a rural village on the the Yellow River, appropriately, a region honoured as the birthplace of Chinese civilization. The story revolves around a love triangle, where the father must marry one of his two daughters to afford a wife for his son. Despite his elder daughters love for another man she sacrifices her love for the man to allow her younger sister the coveted chance to attend University.

The season finale leaves audience members holding their breath. What would become of Lüye and her love, Liqiu? After much misfortune and hardship, she had finally gained the independence to escape her loveless, arranged marriage to Ershui. But now that Lüye was free to marry Liqiu, would he accept her daughter as his own?

Season Two Story:

In the second season, viewers saw Lüye continue to fight the challenging feudal traditions and promoting small family ideals. Although pressured to have more children in hopes of having of a son, Lüye asserts her right not to have another baby because she is happy with her daughter. Lüye encourages women’s rights and independence by working and providing for herself.

In the first season season, men learned the consequences of negative behaviors by watching how Lüye’s husband, Ershui, was punished for his selfishness and violence towards his wife. In the second season viewers continue to be encouraged by transitional characters who are rewarded for positive values and punished for negative values. For example, in season two, Lüye’s father overcomes the rigidity of ancient traditions and in his old age learn to value his daughters who will care for him.

This second season addresses emerging problems in China such as HIV/AIDS due to transmission through IV drug use and commercial sex trade. A story line in which Ershui contracts an STD and fears that he has HIV will help debunk myths associated with AIDS, and will provide viewers with a scenario that they can relate to.

Developing the Story:

In order to determine the effects of the program and improve its messages and entertainment value, a careful monitoring plan is put in place before each part of the series is broadcast. Tools to gather data include questionnaire letters, viewers’ daily diaries, and interviews with audience members. These resources provide valuable feedback for the program’s creative and production teams as they write the scripts and prepare production for the next part of the program.

"As I watched, I felt that I breathed together with the main characters and was so concerned for Lüye and Liqiu's love. I wondered to what extent they would struggle with their own fate and could master it? Could they come together? So I watched every night!" said one 28-year-old female teacher from Hebei province who watched the show.

Main Communication Strategies
The first 18 one-hour episodes of a televised soap opera were filmed and pre-tested before airing began in 1998-99.

It’s more than just anticipation that keeps audience members glued to their seats. During the first season, 11 million viewers tuned in every day to China’s national network, CCTV, to catch a glimpse of their own lives played out on Bai Xing. PCI-Media Impact’s method of creating a sense of realism while providing entertainment was a large part of the show’s success, making Bai Xing one of CCTV’s most popular programs in its time slot.

Su Bo, the program’s director, said, “I’ve received many letters and telephone calls from viewers. They say Bai Xing depicts Chinese peasant life accurately. They liked the first series of episodes of very much, and are eager to see more soon.”

The second season consisted of 20 one-hour episodes and began airing on CCTV in 2000-2001.

Development Issues
Status of women in society, gender, population, gambling, arranged marriage, tradition.

Partners
CCTV, The Ford Foundation, Chinese Ministry of Family Planning

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