This article comes from WeChat public account: Yiyuguancha (ID: yiyuguancha), Wen/Wang Xinyi, editor/taking Shiyang.
Douban scored 6.3 and dropped to 6.1 in two days. The score of "Tucao Conference" reached its lowest value since the four seasons.
This rating is not unexpected. After the first episode of the fourth quarter was launched on November 30, there was an uninterrupted spit about the new season of "Tucao Conference": Douban popular short comment, four of the first five included criticism; know that the previous one is entitled "Tucao "Why is the conference" not good?" The question attracted 284 answers.
According to statistics from Yunhe, the comparison of the effective play volume in the second, third, and seven seasons of "Tucao Conference" shows that the cumulative effective play volume in the fourth quarter is significantly lower than the past two seasons.
is broadcast to the fourth season, "Tucao Conference" has been regarded as a long-lived seasonal variety show, but from the current situation, the decline in word-of-mouth has already appeared.
is not only "Tucao Conference", the season broadcast network that broadcasts to four seasons or more, the new season will inevitably fall into the dilemma of word-of-mouth or decline in broadcast volume.
There is actually a dilemma behind the production side. New types of variety shows continue to open up markets and new subdivisions, and similar programs compete to imitate, which brings a crisis of homogeneity. For longevity variety shows, innovation is an inevitable choice. However, the balance between innovation and inheritance is always a problem that longevity variety shows need to explore. A little carelessness will cause audiences to question.
Longevity Variety Show has accumulated a large number of fans during the broadcast of one season, they are the basis of the show. They are an important force in the promotion and fermentation of the new season. However, the discomfort caused by program changes, as well as the aesthetic fatigue caused by constant changes, such as "reunion soul rupture", will cause them to complain about the program.
Longevity's seasonal variety show is moving forward with difficulty among the shows and fans.
Changshou.com meets the dilemma of word-of-mouth
"Wonderful Talk" will be broadcast to the sixth season, "Star Detective" and "Come on the Refrigerator" will be broadcast to the fifth season, and "Tucao Conference" will be broadcast In the fourth quarter, it can be regarded as a longevity net. But these variety shows are more or less controversial this year.
"Wonderful Talk 6" changed the competition system and changed the mentor lineup, but the controversy about Xu Jiru seems to far outweigh the content of the program itself. Voices such as "Wonderful Flowers" no longer "wonderful flowers" often appear, and with it, Douban scores from 8.6 to 8.1.
just aired the first issue of "Tucao Conference 4", the situation is more serious . Relevant personnel told 壹娱乐视（ID:yiyuguancha）, although the first episode of the first episode is VIP available, but next week "Tucao Conference" will open the free mode. This may be a countermeasure to deal with such word-of-mouth and broadcast volume, after all, transfers may bring more users.
In contrast, "Star Detective" has a strong reputation. Four weeks after the update, the Douban score has risen all the way to 8.8, and the cumulative playback volume has also exceeded the value of the same period last season. But despite this, from the release of the first lineup to the launch of the first program, "Star Detective" is still subject to controversies about substitutions and loss of team spirit, excessively long playing piano clips, and unsuitable guests.
data analysts told Yiyu Observation that the curves of "Star Detective" are basically parallel, and the profile also shows that user loyalty is high and there are few audiences who give up halfway. From this point of view, the variety show with declining broadcast volume also means to some extent that it is losing the stickiness of fans.
Under the dilemma, it is an indispensable change of the program. Especially for variety shows that have been aired for several seasons, they are not only facing the menacing new variety shows, but also the continuous rush of similar shows.In addition, there is a struggle with fans’ aesthetic fatigue. However, change will always be accompanied by risks.
The producer’s dilemma
Guests are one of the areas that are often chosen for change. Or add new members to increase traffic and freshness to attract more new fans; or join flying guests to increase the diversity and viewability of the program. However, the old fans are often the first to "jump out".
"The fixed MC is incomplete, either this is going to film, or the other is having something, and then they simply changed." An old fan of "Extreme Challenge" told 壹娱乐视（ID: yiyuguancha）, she I haven't watched the later seasons of the show, but I will still replay the previous seasons.
▲ The fifth season of "Extreme Challenge"
This may not be defined as "group soul", but the changes in the original guests did cause some fans to gradually abandon the show.
Coincidentally, two days before the broadcast of the fourth season of "Star Detective", there was a controversy among netizens because of the absence of old players from the first guest. In the fifth season, because Wang Ou and Guigui were not seen in the starting lineup, discussion about the guests was once again triggered.
In fact, many programs have formed a fixed combination and partner due to the setting of the form and content. From the initial running-in to the laughing and swearing after familiarity, it actually accompanied the audience's process from unfamiliar to familiar to adapting.
In the eyes of fans, they are suitable and tacit understanding. As far as the program is concerned, under the constant adaptation of each season, they are fit, and the interaction and details between them can burst out points outside the program to attract the audience.
Perhaps, group soul is not in the scope of the program, but as the program progresses, the benefits brought by group soul are visible, which has become another "profit point" of the program. For example, the NZND case in "Star Detective" has continued, and has been praised by everyone. This year, a paid concert was "held".
The emotional bond established between the guests and the audience is a guarantee for the quality of the program and reputation. Once split, the impact on word of mouth is naturally serious. A seasoned variety show veteran fan told reporters, "When I entered the pit, I felt that they had a tacit understanding and deep feelings, but now that I join newcomers, I reject them very much."
▲ "Star The fifth season of "The Detective"
Even joining the flying guest for a short time will cause dissatisfaction. A fan of the fifth season of "Celestial Detective" told Yiyu Observation: "There are more guests now, but in many cases the effect has deteriorated. The players at the beginning of "Ming Detective" did come to play, but now many times It’s not like this anymore.” The
guests are just one aspect. In the final analysis, the competitiveness is the content. This also led to the contradiction between the program and the old fans "changed and unchanged".
Limited to a successful model will only consume the audience’s passion. In the immutable security card, they will finally choose to give up and invest in fresh content.
However, it may lose its original flavor when changed. For example, some netizens believe that "Wonderful Flower 6" has been exported from multiple debates and viewpoints to become shrewd and sensational. Expressions such as "embarrassing, not funny, and stubborn" in the comments of "Tucao Conference 4" often appeared, and even questioned the guests invited by the program on embracing traffic.
This is the "price" of entering the circle of longevity variety shows, because traffic means traffic, which is one of the most important indicators of survival for programs. However, the longevity season broadcast variety show is seeking change and has lost the "tacit understanding" with the old fans.
The longevity TV variety show is also trapped in it.
The plight of the longevity season broadcast network variety show also appears on the TV variety show. Before "Wonderful Flowers", longevity's seasonal variety shows were once the world of TV variety shows.
Premiere of "The Voice of China" in 2012, and renamed in 2016The two seasons of "China New Sing" have been broadcast for eight seasons as of this year.
▲ The third season of "New Chinese Singing"
In 2013, Hunan Satellite TV launched "I am a Singer", which was renamed "Singer" after the four seasons broadcast and continued to update, including the beginning of this year At the end, seven seasons have been launched.
After the four seasons of "Running Brother", which was broadcast in 2014, it was updated with "Running" for three seasons.
In 2015, "The King of Masked Singer" landed on Jiangsu Satellite TV, and then changed its name to "Guess the Masked Singer" in 2016. This name is broadcast once a year, and the fourth season is still on the air. In the same year, "Extreme Challenge" premiered on Dragon TV, and has been broadcast for five seasons this year.
In addition, programs such as "Crossover Singer", "Happy Comedian", "Ace Vs Ace" and other programs have been broadcast for more than four seasons.
These variety shows have long become the trump card variety shows of various satellite TVs, and they are the sacred needles of the China Merchants Association. However, analyzing the performance of several programs over the past few seasons, in terms of ratings, although in most cases it can still maintain the top three in CSM55/59 city network ratings and CSM national network ratings, vertical comparisons can hardly cover the overall downward trend. .
▲ "Run Bar" is the CSM55/59 city network ratings data
in terms of cumulative broadcast volume, also showing a similar trend. According to Yunhe data, although the overall broadcast volume of "Run 3", "Voice of China 2019" and "Singer 2019" has shown a continuous increase, there is still a significant gap compared with the previous season.
But there are also basically the same situation, such as "Extreme Challenge 5", which may have something to do with the addition of three new members, Di Lieba, Yue Yunpeng, and Lei Jiayin. The addition of new members can attract the attention of new fans to some extent.
The obvious decline of most TV variety shows occurred in 2017 and 2018, which is related to the rapid growth of online variety shows in 2017. According to statistics, in 2017, the number of self-made variety shows on the three platforms of You Aiteng was 72, a year-on-year increase of 46.93%.
The proliferation of online variety shows means that more categories of programs are being introduced to the market, coupled with more free scheduling, and more competitive in freshness and selectivity. In contrast, TV variety shows have disadvantages.
However, on the whole, with the exception of a very small number of fast-moving like "Star Detective", most of the long-lived seasonal variety shows have a reputation or ratings, whether it is a TV variety show or a web variety show, more or less The downward trend has already appeared.
The reason is that under the guidance of policies such as "baby restriction order", "show restriction order" and "salary restriction order", variety shows are regulated and regulated to a certain extent. The content of the show. As a result, elements such as social hot topics, social care, and value orientation were added to the program. For longevity programs, what needs to be done is to balance entertainment elements and "positive energy", and then upgrade the content. Abruptness and rigidity are two problems in the transition.
In addition, the longevity variety show has increased user stickiness during the production of season after season. Although new fans continue to enter the game, old fans have become its core audience. In this way, it may also mean that it is not easy to get out of the fan circle.
At the same time, the number of satellite TV variety shows and platform self-made variety shows continues to increase, the same types are further subdivided and developed, vertical categories continue to deepen, and the competition in the variety show market has become more intense. The longevity variety show that "lays down the world" with a fixed model and strong characteristics is no longer possible to abandon its original foundation and make subversive changes. Resources are limited and capital is also a consideration. Innovation is also restricted to some extent.
Longevity's seasonal variety show, the test is still there.
