Text/An Zhe
20 16, looking at all the links in the whole variety product chain, it is not difficult to find that although the shortcomings and deficiencies are still clearly visible, such as the looting and waste of successful IP, the blind pursuit of the star lineup, the increasing homogenization of programs, most of the profit-making purposes of the network synthesis can not be achieved.
However, after a whole year's grinding and polishing, there are more bright spots to be delighted with, such as the continuous emergence of truly creative models and techniques, the rapid progress of production teams and practitioners in their awareness and operational ability, and the gradual improvement of the form and rules of the whole industry.
Variety is going through a rising process from content to channel to resources. Once this process is completed, the entertainment industry will take on a new look. Such a result is worth looking forward to by every practitioner.
Did the artist win the world? This is the problem of TV media.
Cool Cloud Big Data from the home Internet shows that all kinds of reality show programs broadcast on 20 16 TV have entered a relatively saturated state, among which singing and competitive programs such as New Songs of China, Battle of Nature, Fast Forward and Extreme Challenge are still full of explosive power.
Comedy performances such as "Happy Comedian" and "the legendary swordsman" continued the good original momentum. Star parent-child programs such as "Where's Dad Going 4" have turned to the internet because of the restrictions of the State Administration of Radio, Film and Television, while variety talk shows have fallen into a viewing dilemma because of their relatively solidified forms and outdated topics. Only a few established programs, such as Venus Show, barely continued their past glory.
This year, the State Administration of Radio, Film and Television issued the Notice on Vigorously Promoting the Innovation of Radio and Television Programs, which gave further instructions on strengthening independent innovation, introducing mode management, arranging 920 time slots, and supporting policies of the State Administration of Radio, Film and Television. These policies put forward clear requirements for the production of variety shows mainly driven by introduction in recent years.
How to realize the originality of variety shows has become a compulsory topic for all practitioners.
With the all-round rise of the network, how to extend the traditional live TV broadcast to the mobile terminal with the help of the east wind of video live broadcast and realize the interaction between the network and the network has undoubtedly become the best breakthrough for TV variety to try to break the game.
For example, I am a singer, a derivative of I am a singer, will log on to Mango TV in the form of live broadcast, and broadcast an hour-long reality show every night. When "All-out Acceleration 2" was recorded at Changsha Station, it was broadcast live in all directions before and after the recording, combined with nine platforms including Mango TV, YY, Yingke, Zanthoxylum bungeanum and Live Broadcasting. These new ways of playing "variety show+network celebrity economy+mobile live broadcast" not only realize the original intention of "cross-platform and cross-domain" of TV variety, but also attract more attention, realize interactive marketing and make the relatively traditional TV variety more "online".
To realize the dream of dominating the screen, the network will usher in a new era of all-round rise.
The variety industry has made rapid progress today, and the biggest driving force comes from the network. It is the network that enlarges and extends the audience of variety shows by using its own attributes, and increases the exposure of variety shows while completing its rapid development.
According to CSM data, in the past year, the scale of TV users and the turn-on rate continued the trend of the past few years, with no obvious growth, but more and more people began to watch variety shows online. And with the help of Weibo, WeChat subscription number, Post Bar, Douban and other Internet media. The influence of variety shows has been constantly enlarged, and many star lace and behind-the-scenes tidbits related to variety shows have been locked in popular words and search lists all the year round, becoming the hottest talk at present.
In the past variety industry assembly line, video websites often belonged to the secondary broadcasting platform. The website pays the copyright fees of TV variety shows, and then uses the webcast rights of these shows to obtain traffic and realize income. However, this is obviously only a transitional choice. Once the website finds that high traffic does not achieve its goal, it will naturally try its best to get rid of the embarrassing situation that high traffic does not mean high income, and instead learn from the mature practices of TV and begin to tilt towards self-made variety shows.
After several years of exploration and trial and error, the online student variety gradually got rid of many problems such as lack of resources, lack of talents and lack of experience, and began to show strong stamina.
Especially in 20 16, network variety shows entered the fast lane in an all-round way and ushered in a "big era" of development. With Tencent Video, Iqiyi, Youku Tudou and other major network variety platforms releasing the network integration strategy one after another, a large number of professional teams and brand IPS have entered the network integration field one after another, and a fierce competition state of "vassal hegemony" has finally emerged. At this time, the network synthesis really opened the blowout mode with the rapid situation of "changing with each passing day".
At the same time of increment, with the help of professional production team and high investment, the quality and level of network comprehensive films are also constantly improving, and "Please Refrigerator" and "About it" have been launched one after another! Big star, let go of my north nose, hello! Goddess, the temptation of dinner, see where you go! Many "big variety shows" that have been well received by netizens, such as Please the Wardrobe, among which "Seven Ba Shuo", "My God of Songs" and "Mars Intelligence Bureau" are all mature IPS that have completed the second and third phases, all of which show the powerful influence of network variety shows from online and offline.
The cost of inviting stars to join is getting higher and higher, and there are fewer and fewer good themes. Once the creativity of the program is not strong enough and the effect is not outstanding enough, it is difficult to attract the target group. Coupled with the strict control of the SARFT on the theme and scale, a large number of network integrated stations are either unsustainable or simply stop broadcasting after broadcasting for several issues. For a time, the saying that "70% of network synthesizers lose money" was widely circulated inside and outside the industry, and many people even concluded that network synthesizers were successful.
Whether the future of network convergence will be prosperous or not is, in the final analysis, the result of the combination of time, place, people and people. As long as we can get through all the links from pre-investment promotion to platform support to post-marketing, it is only a matter of time before the outbreak. There is no need to be pessimistic, but you must go all out.
Self-satisfaction or group carnival? Live variety declined to be the host of the program.
Both inside and outside the industry are used to calling 20 16 the first year of live broadcast. This year, "live variety show" emerged as a "program terminator" and began to carve up the already undercurrent entertainment market from TV variety show and network variety show.
According to incomplete statistics, by the end of 20 16, reality shows accounted for half of the 130 live variety shows launched by the national 10 platform. Except for a few programs with good reputation, it is difficult to find any decent explosive products, and there are only a handful of millions of online programs. According to comprehensive statistics, the top three products of the live variety show are Summer Sweetheart.
It is not difficult to see from this ranking that a live variety show that wants to stand out from many products is often closely related to many factors such as program broadcast volume, platform resources, publicity and so on. In addition, the number of live broadcasts and the star effect will also play a crucial role.
At present, the scuffle between platforms has shifted from traffic to industry and content. The blue ocean and PGC content of 40 billion live broadcast content will become the objective reality of the future trend, all of which have prompted various platforms to face a series of problems, such as how to combine user attributes with variety attributes, how to realize the diversification and verticalization of live broadcast variety, how to improve the realization mode and production mode, and how to solve many practical problems such as difficult explosion, small audience and low production cost.
Fortunately, there is still time for trial and error in the production of live variety shows, and it can also be tolerated and supported by the platform. Whether it can become the mainstream of the future live PGC era and whether it can become another straw to save variety shows depends on the market and audience. Give the answer.
Keeping calm is the most important quality to maintain in the face of capital temptation.
In recent years, with the rapid development of network platform and the gradual decline of TV as a medium, traditional TV people have chosen to leave the system and step into the network content industry to stand on their own feet. In this "post-TV era" of the Internet, whether these entrepreneurs can get rid of the embarrassing situation of "new platform and old routines", whether they can complete self-adjustment and self-breakthrough in time, and whether they can continue to keep a clear head and consciousness in the face of opportunities and challenges is also the key to achieving "breaking the game".
With the influx of capital, variety shows of various types and themes began to flood the market, with mixed quality. Doing big IP has become the "patent" of those head companies, and the new entrepreneurial team can only make good content and creativity if it wants to survive in the torrent.
However, with the full-scale outbreak of the variety product market, the large-scale production of big IP is no longer a traffic responsibility, and many new production companies have begun to transform into fine products. This puts forward higher requirements for the content, such as good creativity, good production technology and good post-marketing strategy. Starting from the content itself, we can cooperate with a good publicity platform and a good IP operation model.
In the coming 20 17 years, those high-quality header contents will undoubtedly become more precious and scarce. No matter how many new platforms and channels are in front of us, we need the best content to enrich them. Of course, the definition of high-quality content needs a wide audience to finally define it. In this ever-changing industry, it is necessary for every practitioner to keep a refined vision and wisdom, and make necessary adjustments and promotions from time to time in order to maintain the creative power and a young heart.
Only in this way can we reach wonderland. A place where all your dreams can come true.