Variety Show Big Bang, TV Stations and Video Websites

It is said that the recent cast actor is scarcely short of squats because all stars, even five-line stars, scramble to participate in real show variety shows to make money.

That's right, variety shows are so hot today. They are extremely entertaining and become cash cows for television stations. They also become a great savior for the traffic of video websites because of their extremely long tail effect. Nature naturally became one of the topics of Shanghai TV Festival once again. Let's take a look at this year's Shanghai TV Festival "Tomorrow's Variety Show" forum.

The guests of this forum were luxurious. The host was Du Fu. He served as deputy director and director of the program center of Zhejiang Satellite TV, CEO of Cool 6 Website and President of Iqiyi Huace Film and Television Company. Red-up; guest Zhou Dongmei is his colleague, currently the director of the Zhejiang TV program center, and the brother president for the run; Tian Yu, vice president of entertainment media, focuses on creating Hunan Satellite TV original variety shows; The variety show was a big penguin for money. Sun Zhonghuai and Ma Yanxi both showed up. The wonders described by Du Fu were formed: this forum brought together his "former leaders, former comrades, former opponents, and video sites that are collaborating."

The following is a summary of tiger sniffers from the scene.

I. Variety show: Did Chinese TV people lose their original power?

This is a cliché topic. From the beginning of the introduction of model programs in 2013, relevant discussions have not stopped. In this forum, Zhou Dongmei from Zhejiang Satellite TV, standing on the TV station, talked about her views on the entire industry environment:

Of course, completely original, ratings, word-of-mouth and other influences can achieve the first-line level, and objectively say “no”. Where is this "no" responsibility? I don't think anyone in the current society can do it alone.

As for the reason for being unable to be alone, Zhou Dongmei summed up two points. First, from economics to culture, the entire society was being coerced by this kind of quick success. "I think Chinese TV people have this ideal and want to do a completely original phenomenon-level model. I think everyone is in a hurry. It's a fast-food time. Everybody needs to make quick money. It feels like it's too late. No matter if there is money or money, it is very busy.” The cost of innovation is very high. "Actually, innovation requires time and opportunity costs. It needs these to pave the way. The first-line platform may be very expensive for Zhejiang TV and first-tier cities like Hunan and Jiangsu."

However, the high cost of trial and error is not without solution. Ma Yin, Vice President of Celestial Media, cited the practices of some TV stations in Japan:

He will take out the time at 1am to do something new and experiment. Then give a new producer, give a new program to try. Then he gives you an indicator. If it reaches your target for a certain time, it will be put in the evening. If your indicator reaches it again, go to the prime time. It is a continuous accumulation that predicts your ability to stay in the evening. And why it was placed in the early hours of the morning, there is also a figure because people watching TV at a little bit of the morning are young people, and these people are a mainstream in the evening. So when you can get the audience a little at the early hours, it is a good reference.

However, China’s TV stations have been on the verge of getting in and out of mode, at least until 2013.

The phenomenon-level program that emerged in 2013 was Hunan Satellite TV. I was a singer. The pattern program from I am singer in South Korea triggered a frenzy of watching and talking about the streets, which naturally led to the imitation of domestic TV counterparts. A large number of model programs were introduced one after another. The Chinese copyright of the model show on the Cannes Television Festival was sold out. A media participant who attended the Cannes Television Festival said that the Chinese bought these models almost as if they had swept goods. The Jiangsu Satellite TV Diving Cube and the Zhejiang Satellite TV China Star Jumping, in addition to the “clamping” of these vulgar gimmicks, caused the topic, but also due to the copyright issue, the German and Dutch model developers also imported water battles.

People have hoped for time to change everything, but there is nothing Luan to use. A few years later, where the father of China's hottest shows, running, and brothers are still star reality shows, they are still imported from Korea. People are still comforting themselves with another sentence: "What's wrong with the model program? The introduction of model programs in China can be based on the actual situation is also innovation, innovation, and then gradually incremental innovation."

There is a sense of "Chineseization" of Marxism-Leninism as its characteristic socialism.

Ma Ying also admitted that it is impossible to jump out of a brand new model.

I think the understanding of innovation does not necessarily mean that we should focus our attention on a model that you have never seen in your life. It is absolutely impossible. Actually, the really good models that come out now, including South Korea's and South Korea's all good ones, may come from the earliest few who come out from the inside and slowly develop and extend various modes.

After spending 180 million yuan to buy South Korean SBS “run men” copyright and let the latter turn a deficit into profits, Zhejiang Satellite TV sent people to visit many TV stations in South Korea. Zhou Dongmei recalled the scene at that time:

They (Korean) are very optimistic about the future of China's variety shows. They think that after a few years, they should be South Korean television people to buy models in China. Of course, this is a kind words.

Second, limit the entertainment order, limit X order one after another, how to solve the policy pressure?

Model innovation is an internal factor and China needs to take into account the external factor of policy. The decline of the major TV program models in 2013 was not unrelated to the enhanced version of the entertainment regulations issued by SARFT. This also led to after the vision of the father where to go to the video site in the first two quarters after the sale, Hunan Satellite TV regretted not to start a solo career.

The development of the television station has blindness, and between broadcasting and broadcasting, it is another kind of pet. At least, the producers and directors of TV stations are dissatisfied with the recent “restricted orders” and believe that it will not be possible in the near future. At the same time also called for:

While "industry norms" are very important, they must also fully believe in the audience's judgment. They must believe that the market is an invisible hand. The viewers are the best judges. The reality show has to get together again and again. In the end, the last thing that the Big Wave Ebbing can survive is surely to have connotation, quality, fit in with China’s current social reality, and in line with the Chinese audience’s viewing psychology, it must be such programs can survive.

The question is: Will the restrictions on TV variety shows be extended to video sites in the same way as TV dramas? What should I do at that time?

In fact, Tencent introduced more than 15 foreign models such as Charms and Beasts this year. Iqiyi produced wonderful shows and fell in love with supermodels. Although the originality of the video site on variety shows is also lacking, it also focuses on personalization and less black spots when it comes to the production or introduction of models. Therefore, it is not easy to find children under the disorderly competition of television stations.

In fact, Li Yang, deputy director of Tencent's video variety entertainment operation center, also said in an interview that there are so many variety shows for video websites and TV stations. It is inevitable that there will be a bubble, but relatively speaking, the video site's pre-judgment will be more serious.

Third, how to realize variety shows

It seems that this issue seems a little naive.

After all, in the past year, some of the hit variety shows have made big profits. For example, where are my fathers? Apart from new media copyright fees, sponsorship fees, embedded advertising, and ad placement, we have also developed big movies, games, etc. Become a hot IP. But not all of the hitters have such a good life, and the quality of these derivative peripheral products is still very controversial. For example, running men, Xia Chenan, executive director of China Network Video Research Center, said:

Although the "Run Male" movie was also on the market, there are more than 4 billion box office tickets, but I personally do not think it is too satisfactory. This movie was originally intended to be a feature film, not a variety film, but it was later discovered that it could not be played. The actor also called for a strike. The entire process follows the feature films and they feel that they do not want to perform. Emergency coordination of the "Run Male" column director, and later saw the "Run Male" movie really took a night. Therefore, it is also reasonable for a big coffee to criticize the variety film. I think quality and quality are really lacking. There are many things that have not been developed for “running men”. For example: “Run men” games do not think this is the hottest game? But we really didn't hear much about the "run men" game on the market. "Run men" clothes and hats have not become popular at the moment.

Everyone has high expectations for variety shows and is highly rated as “whether it becomes IP”.

What kind of variety shows the audience expects to see, through which channels, is only the first problem that video sites and TV stations have to face. How to develop derivatives and how to create a brand is what the entertainment program will face. topic. In the era of the people's impetuous, it is hard enough for people to do enough originality, quality, and liquidity.

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