THE Palace Museum is using new approaches, such as airing a TV show, music and games, to promote its cultural relics and Chinese traditional culture.

The TV show, co-produced by the museum and Beijing TV and first released Nov. 9, received 8.3 out of 10 points on Chinese video rating platform Douban.

It is reportedly the first time the Palace Museum has produced a TV show.

The show features popular actors and actresses, who are led by cultural relics and history experts in exploring the Forbidden City, visiting cultural relics and learning the traditional culture and historical events behind the scenes.

In addition to the TV program, the Palace Museum is also exploring other means of promotion.

It has been co-organizing a music competition with China’s internet giant Tencent since July, inviting composers and singers to produce songs, drawing inspiration from the museum’s 10 ancient masterpiece paintings.

The theme song of the event is based on the painting “A Panorama of Rivers and Mountains.” The song’s music video received over 34 million online views on just the first day of release.

The museum has also partnered with Tencent on game production, with Forbidden City-themed features for the game having so far received around 40 million downloads. (Xinhua)