In the context of globalization and the rapid development of new media, efforts to disseminate and gain recognition for traditional culture encounter both significant challenges and new opportunities. This study explores the role of China’s Festivals Series Program in enhancing viewers’ cultural identity. It focuses on how the program’s innovative presentation forms and narrative content influence cultural identity, and examines the mediating role of perceived value. A total of 350 valid questionnaires were collected through a combination of quantitative surveys and qualitative analysis. The results indicate that both innovative presentation forms (r = 0.589, p < 0.001) and narrative content innovation (r = 0.645, p < 0.001) are significantly positively correlated with cultural identity. Additionally, perceived value plays a crucial mediating role in the relationship between presentation forms and cultural identity (? = 0.432, p < 0.001) as well as between narrative content and cultural identity (? = 0.503, p < 0.001). These findings suggest that innovative cultural programming can effectively enhance the emotional, functional, and social value that viewers perceive, thereby promoting the formation of cultural identity. This study provides a new perspective on the dissemination of traditional culture in modern society and offers empirical support for the formulation of cultural policies and the implementation of cultural communication strategies. Overall, the findings emphasize the importance of innovative approaches in multicultural environments and highlight the need to strengthen cultural identity and preserve cultural heritage.
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