2017 Internet Comprehensive War: Idol cultivation programs have no hot spots, and focus programs have become the backbone
has given birth to a number of more distinctive and niche online ensemble programs, such as "here comes the cute Lord" and "raise your glass". Although they are slightly inferior in terms of investment and volume, they are undoubtedly the backbone of the various platforms to maintain their competitiveness.
original title: 2017 Summer Variety online Variety: focus programs such as "cute Lord is coming" and "drink up" have become the backbonenet Variety 2017 Summer Variety online Variety: "cute Master has come" and "drink up" and other focus programs have become the backbone during the summer vacation. A record-breaking Wolf Warriors 2 has set up a new milestone for domestic films and has become a veritable popular style. And because of the popularity of "Wolf Warriors 2", historical and military themes have also brushed a sense of existence in movies and TV dramas, coupled with the popularity of "Alliance of military Advisers", the tuyere theory of military history IP has become an unexpected harvest of summer movies and TV dramas. In terms of the increasingly expanding market, the idol nurturance programs "China has Hip Hop", "2017 Happy Boys" and "the son of tomorrow" launched by four video websites have also competed during the summer season, enhancing each other's topics and viewing points. however, except for the hot discussion and individual popular singles, no show shows any signs of launching the next generation of idols, which may also mean The summer net ensemble is not as good as expected.
however, in addition to these big brands with large investment and large volume, for video websites that are deeply engaged in vertical and focus network ensembles at the same time, how to improve the average value of the overall programs on the platform has also become an important strategy. as a result, a number of more distinctive and niche network ensemble programs, such as "cute Lord has come", "raise your glass and drink", have been born, although they are slightly inferior in terms of investment and volume. But there is no doubt that it is also the backbone of each platform to maintain competitiveness.
strong > "here comes the cute Lord" switching from cute children to cute protagonists / strong >
A few days ago, the first season of "cute Lord coming", co-produced by Tencent Video and Xingchi Media, ended. In the last episode of "memories to Kill," the audience was asked to shout "too lame" while "crying and laughing now". From this we can see the lethality of this program.
" cute Master "is a star pet interactive Reality Show with the theme of celebrity experience as a substitute pet owner. The pets in the program cannot be taken care of in a short period of time because of various reasons. The stars appear as temporary owners to help the original owners take all-round care of their foster pets and bring their pets into their lives. In terms of program volume, compared with large-scale network ensemble programs such as "son of tomorrow" and "Mars Intelligence", "cute Master" is a typical minority, slow and healing program. The biggest difference between it and previous programs is that the protagonists switch from human to cute. In this program, the guests are not a big name, and the protagonist is "dog set", which can be said to be quite creative in the current domestic network ensemble IP.
for the general public, the number of families owning pets is growing, but it is still only a small part of it. And this program is to show viewers a way of life of families with pets, and to share their attitudes and feelings towards pets in their daily life.
from the reporter's point of view, this is the spread of ideas and emotions, just like the story of loyal dogs. Through a story, we see more companionship and warmth, and the shock is more touching between species with great differences between people and animals.
"cute Master" also has flaws, and like most net ensembles, it has not escaped the eyes of netizens-- it has been criticized for plagiarizing Han Zong "Mary and me". For Tencent Video, who claims that "80% of the variety IP ideas come from within", I'm afraid he needs to show more strength on the original IP.
at present, the first season of "cute Master" has ended, with an average of 50 million views per episode. However, it is worth noting that another growth challenge, "holding the Dog" by Luo Zhixiang + Flying Guest + Mengwa + cute pet, was also launched on Reality Show on August 17. Unlike "cute Master," the protagonist of the latter is the plain little red people who roam the stages of various programs, and here they also get along with their pets. Their different personalities have become the biggest attraction of the audience, and there is no lack of emotion and joy. However, growing up in the spotlight will inevitably be magnified and interpreted in the eyes of adults. Moreover, in this program, pets have become more of a prop and foil for children to express themselves. Although the combination of program elements is refreshing, in the eyes of reporters, it is essentially more like an upgraded version of "Let go of my North nose." it is expected that there will be an updated intention in the later program.
in addition to Tencent and Youku launching" cute pet "program one after another, iqiyi also planned to launch" my cute pet adult "as early as the beginning of this year. It seems that the theme of" cute pet "has been picked up by several video websites at the same time. In the past, there was a summer scuffle between "2017 Happy Boys", "China has Hip Hop" and "tomorrow", and then there may be a three-family wrestle among the "cute pet" programs, which can be said to be non-stop.
strong > / strong >
/ strong >what is missing from "raise your glass and drink"?
what is missing / drink >
is the first drunken truth show produced by Youku, Yingwei and Masters. The program is hosted by Hu Haiquan, Zhao Yingjun, Shen Nan and Yang Di. Each episode invites different guests to participate in the Star Wine Bureau to drink real wine, tell the truth and be the true self in the form of interviews and games. At the beginning of the broadcast, the program attracted quite a lot of attention. After all, celebrity gossip still has a strong appeal to the audience.
Hu Haiquan once said in the sixth episode of the program," Don't put too many so-called labels on other people without familiarity. From this sentence, we can also see the basic attributes of this program. " Apart from some "revelations", the guests of previous programs and the topics discussed around them basically help guests tear off the "label" or change the inherent views of viewers in "telling the truth", such as Zhou Jie's straightness and tranquil true temperament. In addition to hype and rumors, this program provides guests with a more relaxed, direct and effective way to face the audience and tell more true stories and feelings. As far as the current domestic variety is concerned, the creativity of "toast" is a breakthrough and has created the biggest viewing point of the program.
however, because of the star's occupation, the viewability of this Reality Show program has been discounted. Regardless of the "unhappiness" of the third episode guest Da Zhang Wei and the program group, several hosts and quiet discussions in the sixth period also obviously made the audience feel that the wine bureau was "confined". Can't let it go. The effect of each program may also vary from person to person, but as viewers are also keenly aware that fierce data may be more of a "routine". After all, as long as they are still in the film and television industry, the importance of rules is also self-evident.
although the idea of "toast" is eye-catching, creativity is not the first. More than 20 years ago, ATV in Hong Kong launched "Tonight without Defense", which was co-hosted by three of Hong Kong's four gifted talents: Huang Zhan, Ni Kuang and Cai Lan. The atmosphere of the program is relaxed and humorous, like a gathering of old friends, and the program is open and free. Talk about everything, especially love to invite popular stars, celebrities to analyze the inner world, achieving high ratings; and in 2016, South Korea also broadcast a similar program "Life Tavern." Compared with the latter two, "toast" is more inclined to "Tonight", but draws lessons from the former in terms of scale and topic, and the program is intended to tell stories rather than show table culture.
at the end of the program, a passage by Hu Haiquan can also clearly express the purpose of the program-- there is no story if you are too urgent, there is no life if you are too slow, and good things are never afraid of being late. Just like my brothers, although they are in a hurry, they never walk in a hurry. Shen Nan took eight years to become a well-known host of typhoon; Zhao Yingjun took ten years to become the best acting music host; Yang Di also took ten years to become a hot all-around variety king. None of us are geniuses, but we all firmly believe that good things are never too late. There are wine and stories here. Please come and listen to the late-night canteen.
this paragraph not only introduces the basic characteristics of several resident guests, but also emphasizes the orientation of "storytelling". However, in the eyes of Yujun, although each program is like "drinking the longest love wine." make the longest-loving friends "or" too beautiful promises only because they are too young "and other" chicken soup ", but whether it is the gossip that the audience wants to see or the output of universal values, it is obviously insufficient, as netizens say. What this program tests more is the host's seniority and life experience.
Network ensemble programs that adopt focus strategies such as "cute master" and "toast" may have a more obvious trend in the future. after all, with the diversification of program types and the oversupply of numbers, finding accurate audiences and enhancing user stickiness is the most labor-saving and efficient way. At the same time, Letv's "eat well" is also broadcast. Although it has the magic of "not wanting to have a good meal", there are always different surprises in games, cooking and the interaction between guests and fans at the end. So, in addition to the head net ensemble, you might as well pay attention to the backbone.
Edit: mary