text| Niu Jiaojian
"The variety shows I love have been bombed recently", "So, this is the Chinese New Year"...Last Saturday and Sunday, amidst the laughter, the variety market ushered in many "cute" ": The comprehensive N-generation "Tucao Conference 5" was launched after the innovation, which continued to bring laughter to the audience; the old TV variety show " ace vs ace 6", "crossover comedy king 5", "variant big show 6" While competing for competition, it also brings new heat to the market.
It is reported that on the night of the premiere of "Ace vs. Ace", the ratings of 3.351% (CSM59 City) not only broke the ratings of the program for six consecutive seasons, but also became the highest in the variety show market recently, ranking firmly among Yunhe Data, Maoyan, Beacon, Gu Duo and many other professional data list variety show top1.
It should be noted that due to the recurrence of the "epidemic", whether the attendance rate of movie theaters can fill up as scheduled has become the most concerned issue in the current market. Last year, due to the relevant regulations of the home-home movement of the epidemic, the variety show and drama market repeatedly ushered in new high ratings, setting the highest average TV ratings for the Spring Festival in the past ten years.
This year, since the beginning of the year, the variety show market has been frequently deployed. From Mango TV’s first blockbuster ": the sister who rides the wind and waves 2", to iQiyi’s N-generation variety "Wonderful Flower 7", Douban's word-of-mouth variety show "Drama New Life" followed closely, and then to Tencent Video_ span4span "Tucao Conference 5" meets with TV's 4th ace comedy variety show... The variety show market has ushered in over 36 new variety shows.
From the perspective of the genre, comedy and talk show are interacting, idol audition and her variety show are on the air, drama, humanistic documentary, emotional observation, celebrity reasoning and other niche cultures are alternately staged; the program format , Reality shows, observation in the studio, sports in the studio, outdoor sports and other broadcast forms; and from the feedback of the program broadcast, the head variety show has the upper hand, and the new variety show cannot withstand the wind and cold.
this "Spring Festival" schedule,Which show did you pick? What kind of situation and development dilemma are they facing? Among the variety shows to be broadcast, which ones will be the most anticipated types in the market? It is worth analyzing.
The N-generation occupies the head, and the "harvest and troubles" of growth are all
The N-generation has always been a program type that has attracted much attention in the market. The popularity and reputation accumulated in the current period has contributed to The purpose of the next season is "Red before broadcast". Of the 36 variety shows that broadcasts, 12 are like this. From the perspective of program types, these longevity variety shows include cultural programs " Chinese Poetry Conference", competitive variety shows "I am an actor 3", "The Strongest Brain 8", etc., as well as language variety shows "Qihua Shuo 7" "Tucao Conference 5" and so on.
The most I want to mention here are the n-generations of comedy that have gotten together recently and are tit-for-tat. According to data from Yunhe, in the past month, 36 "Lunar New Year" variety shows have been broadcast. In January, the top variety show champion was the new season "Qihua Shuo 7". The show's effective market share so far is 8.09% ( Note: Because "Hahahahaha" is not broadcast in January, it is not included in the "New Year" statistics).
And from the end of January to the beginning of February (less than a week), 4 new comedy shows "Ace 6", "Tucao 5", "Big Show 6" and "Crossover Comedy" have been launched in the market. People 5, and Dragon TV’s " happy comedy 7", which was launched half a month in advance, have gained a certain degree of popularity in the market.
The first to bear the brunt is Zhejiang Satellite TV 's "Ace 6". Starting from the fourth season, Guan Xiaotong and Hua Chenyu will replace Ouyang Nana and Wang Yuan's "hilarious" competitive reality show The show began to reverse the wind reviews-the ratings of 7.4 and 7.5 in the two seasons of Douban also proved the good reputation of this trump card variety show. In terms of popularity, the ratings that have frequently broken 2 and the phenomenon that every season and every issue will be on hot search,It is undoubtedly a symbol of its high popularity.
Under the circumstance that the "Ace Family" in the new season of "Ace" remains unchanged, each episode seems to correspond to "hot spots". For example, the guest invited in the first episode is the crew of " Assassination Novelist" which will be released in the upcoming Spring Festival. , It is a distance from the main “Memories Kill” of the previous two seasons, but the effect is still the same: breaking 3 ratings to become the king of the recent variety show market ratings, winning 300+ hot searches on the entire network in the first phase, and maintaining the “Ace” due The heat.
has the same "king" performance as its "Tucao Conference 5" which only airs the other day. It has been online for less than 12 hours, and the real-time popularity of many data platforms such as Maoyan, Lighthouse, etc. is the first. The data value of 9.62 billion Weibo topics and 9.51 million discussions also proves the popularity of this program. At present, the effective broadcast market share of the program on Yunhe Data is 5.3%, ranking fifth in variety shows.
At the word-of-mouth level, the program rules of the new season "Tucao Conference" ushered in a huge innovation, divided into multiple camps, and introduced a knockout system to make the entire program more competitive. The guests who came to the competition, in addition to Xiaoguo artists, also gathered a group of artists from all walks of life who can talk and talk, such as Ma Su from "Sister", Huang Yi, and well-known screenwriter Song Fangjin Wait. From the current point of view, "Tucao Conference 5" can be viewed well, and the perfect combination of the no longer "whitewashed" jokes and some talented comedy artists is the birth of the next "new (old) variety show star".
If "Ace 6" and "Tucao 5" are typical representatives of this year's comprehensive N-generation reputation and popularity, then on the comprehensive n-generation road, other shows are not so lucky. For example, ": a variety of big coffee show", which is also the n-generation comedy variety show, will return after seven years. Except for the missing "Xie Na", the essence of the show's imitation has become more and more difficult for the audience to get; the comedy variety " The two programs "Happy Comedian" and "Span3span Crossover Comedy King" are gradually driving up and down under the call of IP influence...
The n-generation, in fact, the problems and current situation are revealed from the name. On the one hand, with the popularity and heat accumulated over the previous seasons, they easily gain public attention; on the other hand, when the innovation is insufficient and the program development is homogenized, the comprehensive n generation is also facing the danger of a decline in reputation . These are the common achievements and troubles that belong to the n generations in their growth process.
The bottleneck of new variety shows: Are there barriers to niche culture such as bringing goods and drama?
Compared with the popularity of the old variety show to win the championship, the new variety show clearly shows full stamina. Among the 36 variety shows that broadcasts, 22 variety shows are new variety shows: Hunan Satellite TV The two new shows "You are so awesome" and "Remembering Heartbeat", which are currently on the air. Tropical and emotional social topics, but since the two programs were broadcast, they have basically failed to generate any topics, which indirectly contributed to the popularity of these two programs.
Among the 10 new variety shows, Zhejiang Satellite TV’s "Walk a Thousand Miles and Riding Alone" and Dragon TV’s "Let's Take It!" "Predecessors" all have innovations in the type of program. One is based on the interactive documentary of the world heritage revealing the secrets of the world, and the other is to develop a reality show to show the dialogue between contemporary youth and the same predecessors. . On the guest of the show, Shan Jixiang was invited as the initiator of "Walk a Thousand Miles of Riding Alone"; "Let's take it!" "Predecessors" invites Wang Zulan and looks like a hot eye. At the same time, the whole lineup of the boyhood of the times has also become a major attraction of the show.
But at present, the two programs of have been crushed by the N-generation in terms of ratings and webcasting. No topic, no popularity, or even word-of-mouth, has become the biggest norm for these new variety shows. In fact, looking back at the current achievements of these variety shows, it is not difficult to find that choosing niche culture as the entry point, using common program formats and variety show guests who are not fully known to the public as promoters.This means that it has a slight gap with other variety shows in terms of its innate conditions for broadcasting.
In this batch of variety shows, there are also a batch of new variety shows that are slightly special. For example, the main female-oriented variety show "Parallel Time Meets You" based on emotions by Gao Tian, and "Go to Work!" which focuses on mothers. "Mom" and the second-generation "Sister Riding the Wind and Waves" all add new highlights to the same type of programs... However, these programs have not caused ripples in the market due to various reasons. It was sinking into the big ship of "New Year" variety show.
One thing that needs special attention is that among these variety shows newly launched by , iQIYI 's niche culture "Drama New Life", which focuses on "drama + variety", has a Douban score of 9.3, which is a recent crowd. The most popular in broadcasting variety shows. However, due to the special niche culture and the variety show that is not too "entertaining", this program can only be active in the niche circle. This is a great pity that a good show has missed the mass market.
In fact, the new variety show is relatively unfamiliar to the mass market, but the cast, program content, and program format are in place, and the new variety show is easy to shine. After all, any comprehensive n generation starts from "Mengxin".
"Genesis 4" and "Blue You 3" are attracting attention, and the idol draft is still popular?
If niche culture is a piece of pure land in the variety show market that is actively being explored but has not been developed benignly; then, based on the " super girl" talent show variety show developed by Hunan Satellite TV more than ten years ago, then It is the originator variety show that really opened the door to the domestic talent market. In recent years, talent show variety shows have emerged in the market, such as Tencent Video’s "Creation Camp 101", iQiyi’s "Span3span Youth with You", and "Idol Trainees" and "Tomorrow's Sons". All created brilliant "drafts" at different levels.
As of this year, Mango TV has appeared in the market as the first to enter the game, and has achieved significant results in the "Sister" audition "Sister Riding the Wind and Waves", followed by "Sister Riding the Wind and Waves 2" and "Chasing the Light, Brother" Although the two variety shows that focus on "middle-aged auditions" have been controversial at the level of word-of-mouth, the market's attention to these middle-aged men's and women's group auditions still remains at a certain level of popularity.
In the "Lunar New Year" variety shows that will be broadcast and to be broadcast, there are two variety shows that have particularly attracted market attention, namely "Creation Camp 101" 4 created by Tencent Video and "Youth You" launched by iQiyi You 3", the two variety shows are both the n-generation of the draft variety show. The revised version and the men's team are also a major attraction of the two variety shows this year. At present, "Creation Camp 101" has officially announced the tutor lineup Quiet and Deng Chao, both of the hotter "variety artists" in the market in the past two years. The lineup of mentors that seem to have nothing to do with the draft may be this season. One of the biggest highlights after the revision of "Creation Camp".
After the return of the mentor Lisa in "Blue You 3", the two mentors Li Ronghao and Wilber Pan, as well as the popular player Yu Shuxin in the last season of "Blue You", served as teaching assistants in this episode. The two programs have the same attributes, and the talents of the men's group idols are the most anticipated ace show in this year's "New Year" variety lineup with frequent actions recently. It is rumored to be online this month.
In the variety show to be broadcast, the family parent-child variety show "Mother and Mother 2" announced its return; Youku's new variety show "Into the circle!" While "Brothers" features "live-action e-sports players", it also announces breaking into the Lunar New Year file; Tencent Video's self-developed variety show "Guide to the World" is a file to record the highlights of the protagonists in various industries and the dreams of young literary and artistic representatives Variety show, original character short film is the biggest attraction of this show, and it is also a new type of show in the variety show market in recent years.
Generally speaking, has a lot of variety shows in the "Spring Festival" market this year. in number,Over 36 variety shows were launched in January and February, a recent high in quantity; in terms of quality, multiple variety shows such as "Tucao Conference 5" and "Wonderful Flower Talk 7" have maintained a certain level of creation on the road of program revision; In terms of form, niche cultures such as bringing goods, talent shows, documentary exploration, etc. come together... Not surprisingly, this is a "New Year" variety show market with both popularity and quality. Next, with the broadcast of the two trump card selection variety shows, the market may hit a new high.
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