Cover News Reporter Chen Ying
From maternal single , mature men and women to break up cure, divorce settlement, from watching celebrities’ fancy love to the “amateur love + observer” mode, variety shows with the theme of “marriage and love” are ushering in a full explosion.
"Late Lover", " Heartbeat 20 Years Old 2", "Signal of Heartbeat 5", "Summer of Meet Friends", "I Want to See You"... According to incomplete statistics, nearly 20 love programs that have been broadcast, are currently broadcast and are about to be broadcast in 2022.
At the same time, among universities across the country, more than ten universities are also independently planning and producing on-campus versions of love variety shows. Content such as "Meet in Xiamen in One Second", "You Are My Heart Touch", and "Zhejiang University Cupid" have caused a lot of heated discussions and have been urged by the audience to update.
Among the many types of variety shows, why are the platforms and audiences so fascinated by variety shows? What other things are worth pondering behind the popularity?
picture According to the Internet
new magic weapon to cure the lack of deficiency - "Kill sugar"
Around 2014, domestic love-related variety shows were still stuck in celebrity love reality shows represented by "If Love" and "Let's Get Married", but with the reasons such as scripted output and lack of authenticity, the popularity has been declining year by year.
In 2018, Tencent Video purchased the copyright of the Korean version of Love "Heart Signal" and launched the love social inference online variety show " Heartbeat Signal Season 1 ", with a cumulative playback volume of 1.02 billion, Douban 3.7W+ people scored 7.0, officially kicking off the domestic love track.
Since then, iQiyi, Youku, Mango TV and other platforms have also launched programs such as love reasoning, "I Like You, I Am", " Let's Fall in Love ", " Love Dream Space ", etc., and have continuously expanded the dimension of love synthesis from different ages, identities, scenes, marriage and love situations.
"Eating too much sugar will lead to meat, but eating sugar in love can not only taste the sweetness of love, but also does not need to grow the meat of love." "The biggest hobby of human beings is to see others have a partner." The golden sentence of popular artist Rock in "Talk Show 5" may give us a glimpse of some of the reasons why the show is popular.
When you are used to star-like love, ordinary people want to see amateur love like themselves. Such a "love meal replacement" is their short escape from increasing anxiety and fatigue, a "sugar" need for inner comfort and treatment, and an individual enjoyment journey for beautiful love.
In addition, many viewers are watching such programs as "love guide" to learn, such as what should men and women pay attention to when they get along, how to confess to their favorite objects, guess the attitude of real objects through similar behaviors, and use others to guide their own practice.
Multiple parties join forces to "conspire" - Win-win
"Marriage and Love Content" has always been a key expansion track for Chinese variety shows. Looking at the investment and innovation of major platforms in recent years, the reasons behind it are actually not difficult to understand: there is capital if there is ratings, and there is heat if there is discussion. Most of the loyal audiences of programs like
are young women. As a huge consumer group, their purchasing power and activity can be seen.
The guests who participated in the program also found a new way to become popular by using the program effect. Many amateur guests became top internet celebrities after the program ended, gaining countless fans, and the appearance fee increased even more.
There are media reports that the strange news CP that came out of " Heartbeat Signal 2" is called the Love Comprehensive Ceiling, and Yang Kaiwen's commercial order price can reach more than 100,000 yuan.
In addition, fast-moving consumer goods, cosmetics, cars, mobile phones and other brands also love to invest in love, because the implant space is quite large, and the user stickiness and fit are very consistent.
has a rich and diverse advertising format, and compared with the production cost of tens of millions of stars’ variety shows, the variety show model of amateur guests makes the production cost controllable and the cost-effectiveness is greatly improved.
So, a large number of influxes and strong praise from platforms, merchants, production and other parties have given rise to the current craze.
Love Comprehensive Program Poster
is the beginning behind the crowds - Taosha
Although the popularity of Love Comprehensive Program has become more and more intense in recent years, the reputation of many programs has begun to decline. The homogeneity of character design, frequent "collapse of houses", and malicious editing has caused misunderstandings, which has repeatedly lowered the audience's expectations and satisfaction.
"If a track becomes a red ocean, the number of similar themes will increase. Only the TOP1 and TOP2 can truly influential projects, and there will not even be TOP3. I personally think that the mid-level projects will slowly calm down and enter the elimination stage. What will be left behind in the future will be better content and innovative output."
Tencent Online Video Program Content Production Department Senior Director Li Xiao believes that behind "prosperity" is the beginning of the big waves.
"In the post-epidemic era, sugar-kneading is a rigid demand of modern people, but how to keep this candy fresh and delicious, and how to empathize with the audience with more realistically is the focus of our thinking."
variety show producer Wang Xiao said that the rise of self-made love variety shows in colleges and universities may bring new inspiration and challenges. "They do not have exquisite makeup and hair styles, and do not have complete sets of gorgeous outsourcing, but allow the audience to see the long-lost simplicity and authenticity. To evolve love variety, it should include deeper social expression and the mapping of real life."
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