"I'm going to school" is expected to become iqiyi's phenomenal IP in the second season.

In the past two years, self-made variety shows on the Internet have developed rapidly. In this environment where they are allowed to "grow savagely", a group of self-made variety shows that are deeply loved by everyone have entered the audience's field of vision and become the talk of everyone after dinner

In the past two years, self-made variety shows on the Internet have developed rapidly. In this environment where they are allowed to "grow savagely", a group of self-made variety shows that are deeply loved by everyone have entered the audience's field of vision and become the talk of everyone after dinner. From 2014, when self-made variety shows began to rise, to 2015, when self-made variety shows changed from quantity to quality, until the emergence of programs such as "I'm going to school", "1.3 billion decibels" and "mother is Superman" in 2016, self-made variety shows officially entered the 3.0 era. Self made variety shows in the 3.0 era have been comprehensively upgraded in terms of scale, form, creativity and other aspects, accounting for more than half of the variety shows. Looking back on the development of self-made variety shows in recent years, it is not difficult to see that the major mainstream video websites have gradually developed from the initial "feeling the stone across the river" to clarifying their own positioning and development direction. The self-made variety show market is going further and further with the trend of vigorous development. Iqiyi, which has always taken "content is king" as its purpose, has also launched many brand IP with its own platform advantages, opening a new situation for self-made variety shows

Strong> network platform linkage, two hands to grasp iqiyi's self-made variety layout, and make renewed efforts

As one of the domestic mainstream video platforms, iqiyi video has always been at the forefront of the industry and pursues youth and innovation. Its platform has many high-quality self-made content and tens of millions of paid members. Based on the advantages of the platform, iqiyi has successfully launched many brand IPS of self-made programs and continued these IPS at a high level for many seasons. From "wonderful flower", "falling in love with supermodel" to "I'm going to school", the achievements and high attention of this series of brand programs are obvious to all. From the perspective of the form setting, content selection, topic scale and program lineup of these programs, iqiyi pays more attention to the feelings of the audience. Therefore, the program form of "star + plain person" has also become a starting point of iqiyi

in the past year, the self-made variety show with network and station linkage has become the" Darling "of major investors. This mode can not only attract audience ratings and clicks, but also maximize the coverage of audience groups of different ages and characteristics, meet the viewing needs of multiple end-users, not only take into account the viewing habits of traditional TV viewers, but also take into account the entertainment experience of online viewing and real-time interaction of netizens, and truly achieve the network linkage The actual demand of "both hands should be grasped and both hands should be hard"

Strong > "I'm going to school" has a good reputation in the second season, and the brand advantage has become clear /p > It is undeniable that iqiyi, with rich experience, advocates the greatest strength of work in content output. In order to realize the power of works, we need to create the birthplace and DreamWorks of high-quality variety shows. It is believed that it is not only because iqiyi has an open, confident and sincere attitude that allows many partners to choose iqiyi for cooperation. At the same time, iqiyi respects creativity, works, value orientation, star making and young people. Based on this creative concept, "I'm going to school" has occupied an important position in the market since the first season, and it has established its big IP position in the field of self-made variety shows through the success of the first season

it is worth mentioning that the successful creation of the self-made variety" I'm going to school "big IP is also inseparable from iqiyi's high-quality products. Iqiyi's products are designed to graft the top talents in the content production industry onto the platform with tens of millions of users, and provide the platform with the best quality and diversified content while maintaining its creative freedom. In" I'm going to school " After the success of the first season, its brand characteristics became increasingly obvious. Since then, iqiyi upgraded the second season of "I'm going to school" again, trying to create a super IP in self-made variety shows

Strong > in the second season of "I'm going to school", we made every effort to build 2016 phenomenal IP / strong >

nowadays, online video has become an indispensable part of daily life. It makes people's entertainment life" walking ", and also makes travel more fun. Among them, the proportion of audience watching self-made variety shows is not small. In addition to enjoying the relaxation and pleasure brought by the program, the audience also hopes to get closer to the stars. And" I'm going to school " It is at this time that it happens to appear in the audience's field of vision

The second season of "I'm going to school" has made many innovations compared with the first season. First of all, in the selection of stars, it is not difficult to see that the formation of star lineups pays more attention to the love of young groups. The joining of Lu Han, Zhang Wei, Ella and Jacky Xue really surprised many young audiences. According to the feedback after the previous two episodes, the chemical reaction between Lu Han and Zhang Wei in the program has become a major guarantee for audience rating and click through rate. In addition, the number of schools participating in the recording also increased in this quarter, from three schools in the first quarter to four. In addition to ordinary high schools, the choice of Vocational and technical schools and art schools also increased the visibility of the program. Secondly, the "best" high school students and the most charismatic teachers in each school will surface again. On the basis of the first season, the phenomenon of "plain people" becoming "Internet celebrities" will continue to ferment. On the whole, the second season of "I'm going to school" brings the audience closer to the stars. The outside world is wonderful. In addition to watching how the stars go to school, they can also go out with the stars to have a look. Therefore, this is more diversified for the attraction of the audience

editor: Nancy