A seminar and launch ceremony for the China Media Group's (CMG) large-scale Chinese calligraphy-focused TV program, the Chinese Calligraphy Conference, was held in Beijing on Monday.

Shen Haixiong, president of CMG, presided over the seminar and jointly launched the second season of the Chinese Calligraphy Conference with Xu Yongjun, vice chairman of the China Federation of Literary and Art Circles, and Sun Xiaoyun, chairman of the China Calligraphers Association.

The seminar focused on sharing insightful perspectives on the innovative experience, content expression, dissemination effects and social impact of the first season of the program, aiming to provide strategies and guidance for making the silent and intangible art of calligraphy more accessible to the public.

The first season included six episodes. Renowned domestic calligraphers and scholars have been invited to disseminate calligraphy by discussing the work's content, historical background and artistry.

The program has reached a cumulative audience of 572 million viewers, with the proportion of new media users being 15.92 percent. Young audiences aged 15 to 44 accounted for a high proportion of 37.94 percent.