Former NBA superstar Yao Ming is among guests to be invited to read passages on the talk show. [Photo provided to China Daily]

So-called "reading kiosks" were installed in 12 cities around China for ordinary people to record themselves reading aloud. The miniature studios have also enabled readers to upload their clips to the internet through a phone app called The Readers.

"The show introduces literature in a unique form, but it still retains many Chinese characteristics," says Li Jingze, deputy head of the China Writers' Association.

"The Readers connects with many ordinary people's aspirations through the power of reading, and helps to comfort and enlighten people emotionally," he explains. "That's why it's popular."

Solid cultural elements have added into the formats of many Chinese variety shows since 2017, says Lang Kun, chief adviser on variety shows with CCTV. He cites National Treasure, a CCTV show that features cultural relics that recently sparked a fad for museums, as one such example.

"When season one of The Readers was aired, we didn't expect it to lead to a trend toward culturally rich variety shows nationwide," Lang says. "More shows should be looking to strike a better balance between the wider market, mainstream values and youth appeal."

And The Readers has also expanded its horizons.

At the MIPTV Media Market in April, a major global expo for TV content held in Cannes, The Readers was one of the highlights of original Chinese TV programs on offer. And negotiations between the Chinese production team and a French TV station about adapting it into a French TV show are underway.

"We're not aiming to sell formats," Dong says. "But what matters is that we stick to our original style while creating a resonance with audiences."