Source: Media internal reference (please indicate the source for reprinting)
Text/Anzhe
In 2016, it is not difficult to find that looking at all links of the entire variety show product chain , although the shortcomings and shortcomings are still clearly visible, such as the frantic grabbing and waste of successful IP, the blind pursuit of star lineups, the increasingly serious homogenization of programs, and the profit goals that most network TV shows have not yet achieved.
However, after a whole year of tempering and polishing, there are more exciting highlights, such as the continuous emergence of truly creative models and techniques, the awareness and operational capabilities of the production team and practitioners With the rapid progress, the entire industry is gradually improving in terms of form and rules.
Variety shows are undergoing an upward process of continuous reconstruction and reorganization from content to channels to resources. Once this process is completed, the entertainment industry will take on a completely new look that is completely different from the past. Such a result is worthy of every practitioner’s expectation.
Whoever wins variety shows wins the world? For the TV media, this is a problem
Kuyun big data from the home Internet shows that various reality shows broadcast on TV in 2016 have entered a relatively saturated state, among which "China's New Singing" Singing and competitive programs such as "Battle of Heaven", "The Amazing Race" and "Extreme Challenge" are still full of explosive power.
"," and moved to the Internet. Variety talk shows have fallen into ratings difficulties due to their relatively rigid formats and outdated topics. Only a few old-school programs such as "The Venus Show" have barely continued their past glory.
This year, the State Administration of Radio, Film and Television issued the "Notice on Vigorously Promoting Radio and Television Program Innovation", making further efforts in strengthening independent innovation, introducing model management, 920 time slot arrangement, and the State Administration's support policies, etc. These policies put forward clear requirements for the production of variety shows that have been mainly driven by introduction for several consecutive years.
How to realize the originality of variety shows has become a must-answer question for all practitioners.
With the overall rise of the Internet, how to extend traditional TV live broadcasts to mobile terminals and leverage the power of live video broadcasts to achieve interaction between Taiwan and the Internet has undoubtedly become the best breakthrough for TV variety shows to try to break the game.
For example, the derivative program of "I Am a Singer", "I Am a Singer Who Comes to Play", is launched on Mango TV in the form of a full live broadcast, and a one-hour reality show will be broadcast every night. When "All Members Accelerate 2" was recorded in Changsha Station, it cooperated with nine major platforms including Mango TV, YY, Inke, Huajiao, and Yibo to conduct a full live broadcast of the front and backstage scenes during the recording period. These new ways of playing "variety shows + Internet celebrity economy + mobile live broadcast" not only realize the original intention of TV variety shows to be "cross-platform and cross-field", but also attract greater attention and realize interactive marketing, making relatively traditional TV variety shows more popular. It has become more "internet-like".
Achieving the dream of dominating the screen, online variety shows usher in a new era of comprehensive rise
The biggest driving force for the rapid development of the variety show industry today comes from the Internet. It is the network that uses its own attributes to amplify and extend the audience of variety shows, achieving rapid development while increasing the exposure of variety shows.
CSM data shows that in the past year, the scale and turn-on rate of TV users have continued the trend of the past few years, with no significant growth. However, more and more people have begun to watch online. variety show. Not only that, with the help of Internet media such as Weibo, WeChat subscription accounts, Tieba, and Douban, the influence of variety shows has been continuously amplified. Many celebrity gossip and behind-the-scenes footage related to variety shows have been locked in hot words and search lists all year round. Become the most popular topic of conversation at the moment.
In the past variety show industry assembly line, video websites were often secondary broadcast platforms. The website paid the copyright fees for TV variety shows, and then used the online broadcast rights of these programs to obtain traffic and realize revenue.
But this is obviously just a transitional choice. Once a website finds that large traffic has not achieved its purpose, it will naturally try its best to get rid of the embarrassing status quo that high traffic does not equal high profits. Instead, it will learn from the mature practices of TV and start to Homemade variety show tilt.
After several years of exploration and trial and error, online variety shows have gradually gotten rid of many problems such as shortage of resources, lack of talents, and lack of experience, and have begun to show their strong potential.
Especially in 2016, online variety shows have entered the fast lane and ushered in a "big era" of development. As major online variety show platforms such as Tencent Video, iQiyi, and Youku Tudou have released their online variety show strategies, a large number of professional teams and brand IPs have entered the online variety field one after another, and a fierce competition like "princes vying for hegemony" has finally emerged. . At this time, the Internet variety show really started a blowout mode with a rapid and rapid trend of "changing with each passing day".
At the same time as the increase, with the dual efforts of professional production teams and high investment, the quality and level of online variety shows have also continued to rise, and "Please Leave the Refrigerator" and "Date with the Big Star" have been launched one after another. "Let Go of My Nose", "Hello! Goddess", "The Temptation of Dinner", "Look Where You're Going!", "Please Take Care of the Wardrobe" and many other "big variety shows" that have been highly praised by netizens, among which "The Story of Strange Flowers" and "Occasionally" "Di Ge Shen" and "Mars Intelligence Bureau" are mature IPs that have been produced in the second and third phases, and have demonstrated the strong influence of online variety shows online and offline.
The cost of inviting celebrities to join is getting higher and higher, and good themes are becoming less and less. Once the program creativity is not strong enough and the effect is not outstanding enough, it will be difficult to attract the target group. In addition, the State Administration of Radio, Film and Television Due to the strict control of subject matter and scale, a large number of online TV series were either unsustainable or simply stopped after just a few episodes. For a time, the saying "70% of online TV series lose money" was widely circulated inside and outside the industry. Many people even concluded that the prospects of online comprehensives are not as optimistic as imagined.
Whether Internet comprehensive services will prosper or decline tomorrow will ultimately be the result of the right time, right place and right people. For Ermai, it is only a matter of time before a hit product appears. There is no need to be pessimistic, but you must go all out.
Self-pleasure or group carnival? Live variety shows refuse to be spoilers
People inside and outside the industry are accustomed to calling 2016 the first year of live broadcasts. In this year, "live variety shows" emerged as a "spoiler". It began to separate the already turbulent entertainment market from TV variety shows and online variety shows.
According to incomplete statistics, as of the end of 2016, reality shows accounted for half of the 130 live variety shows launched on the 10 major domestic platforms. Except for a few programs with good reputations, it is difficult to find any decent ones. There are only a handful of hit products and million-level online programs. According to comprehensive statistics, the top three products with the most attention for live variety shows are "Summer Sweetheart", "The Temptation of Dinner" and "Look Where You're Going". .
It is not difficult to see from this ranking that for a live variety show to stand out from many products, it is often closely related to various factors such as program playback volume, platform resources, and publicity intensity. In addition, live broadcast Issue number and star effect will also play a crucial role.
The current melee among various platforms has shifted from traffic to industry and content. The 40 billion blue ocean of live content and the objective reality that PGC content will become the trend in the future have prompted each platform to face a series of problems, such as how to combine user attributes with variety show attributes, how to achieve diversification and verticalization of live variety shows, and how to Improve the monetization model and production model, and how to solve many practical problems such as difficulty in making hits, low number of viewers, and low production costs.
Fortunately, there is still time for trial and error in the production of live variety shows, and it can still be tolerated and supported by the platform. As for whether it can become the mainstream in the future live PGC era, whether it has the ability to become another way to save variety shows. A straw, everything has to be answered by the market and the audience.
Staying calm is the most important quality to keep when facing the temptation of capital
In recent years, with the rapid development of online platforms and the decline of television as a medium, traditional Television professionals have chosen to leave the system and enter the online content industry to set up their own businesses.
In this "post-TV era" of the Internet, can these entrepreneurs get rid of the embarrassing situation of "new platforms and old routines", can they complete self-adjustment and self-breakthrough in a timely manner, and can they continue to maintain a clear mind in the face of opportunities and challenges? Mind and consciousness are also the key to achieving "breakthrough".
With the influx of capital, variety show projects of various types and themes began to flood the market, and the quality also varied. Big production and big IP have become the "patent" of those leading companies, and if new entrepreneurial teams want to survive in the torrent, they can only work hard to produce good content and creativity.
However, with the overall explosion of the variety show product market, big productions and big IPs are no longer responsible for traffic, and many new production companies have begun to transform into high-quality products. This puts forward higher requirements for content, which requires good creativity, good production processes and good post-marketing strategies. It must also start from the content itself to coordinate with a good publicity and distribution platform and a good IP operation model.
In 2017, which is already here, high-quality top content will undoubtedly become more precious and scarce. No matter how many new platforms and channels are in front of us, they all need the best content to enrich them. Of course, the definition of high-quality content needs to be ultimately defined by the broad audience. Being in this ever-changing industry requires every practitioner to maintain a refined vision and wisdom at all times and make necessary adjustments and improvements from time to time in order to maintain the power of creation and a young heart.
Only in this way can we reach the fairyland. A place where all your dreams can come true.