Under the aura of "Hip Hop" hit, most of the online comics are ignored, and the variety market is constantly criticized.
the hottest variety shows this summer are "China has Hip Hop" and "son of tomorrow," which have received more than 2 billion views on a single platform. "China has Hip Hop" has brought names such as PGONE and GAI into the mainstream, while "son of tomorrow" will not easily be sent to the center of the stage, saying, "A toast to freedom, a toast to death." In addition, many online variety shows have also entered the "billion clubs" with broadcast volume.
original title: behind the popularity of "Hip Hop" and "tomorrow": most of the network ensembles are unpopular, and program patterns are plagiarizing.this summer, the hottest variety shows are "China has Hip Hop" and "son of tomorrow", which have received more than 2 billion views on a single platform. "China has Hip Hop" has brought PGONE, GAI and other names into the mainstream, while "son of tomorrow" will hum "A toast to Freedom." A toast to death is not easy to get to the center of the stage. In addition, many online variety shows have also entered the "billion clubs" with broadcast volume.
the reporter found that behind the popular style, there are 20 or 30 net ensemble shows in several major video platforms, while the TV variety show is even more bleak, with only one program with an audience rating of more than 2% and 6 files exceeding 1%. It can be called the coldest summer vacation in history. The decline of the N generation is obvious, and the phenomenon of imitation and plagiarism is frequent. There are a lot of voices about the TV variety show, but can it dance again in chains with a series of policies such as "child restriction order", "Korean restriction order", "election restriction order" and "all-star ban"?
strong > behind the network ensemble fires such as "China has Hip Hop", more than half of the websites are lonely / strong >
looking back on this summer, almost all of the most eye-catching programs are video platform-made variety shows and talent shows: "China has Hip Hop" (iqiyi), "son of tomorrow" (Tencent Video), who is determined to develop a decade-old idol, and "Happy Boys" by Mango TV and Youku. Each program has reached a capital investment of hundreds of millions of yuan, and the number of broadcasts per week has also exceeded 100 million. "China has hip-hop" and "son of tomorrow" are also highly discussed on Weibo topics, of which "son of tomorrow" reached 25.7 million, ranking as the hottest online ensemble.
with 14.1% of traffic. As video websites increase investment in variety and professionals continue to pour in, traffic is included in the more key factors in the platform battle. However, through the emergence of online variety shows with good traffic and reputation in recent years, it seems that only a few trump cards contribute strongly to the network-wide traffic, and the broadcast effect of the rest of the programs is not satisfactory-the trend of polarization in the online variety market is obvious. According to soil insight statistics, a total of 24 "no advertiser" variety shows were held on the five major platforms in the first half of the year, of which 50% of the programs were in a state without advertisers.
Today, the production cost of each variety show ranges from as little as 10 million to 20 million yuan to as much as 100 million to 200 million yuan. perhaps the network ensemble can rely on "casting the net generally and focusing on training" for a few brilliant years, but if the proportion of "streaking" variety shows cannot be gradually reduced, for video platforms, can the popularity of head shows make up for the poor operation of most programs?
in fact, behind the expense of non-head variety, those head variety has already become a new high ground occupied by advertisers: iqiyi "Qifa Shuo 4" won 400 million sponsorship and Xiaomi 180 million chief name. once again set a new record for attracting investment in online variety advertising. Youku's "Mars Intelligence 2" also achieved 250 million investment success, compared with the top TV variety show "running Bar Brothers" 500 million naming fee, the net ensemble is gradually catching up with the TV variety show.
strong > the variety market is still criticized, and the response of the summer season "Comprehensive N Generation" is mediocre / strong >
. There is no doubt that the gratifying market prospect has triggered an explosive rise in the amount of investment in variety shows, which has also ushered in a prosperous period of development of variety shows. From the TV variety show or outdoor Reality Show, to now video can be divided into music, star reality show, speech talk show, comedy, scientific knowledge, games, idol cultivation, food, sports and other variety shows, video websites play an important role.
behind this variety variety, the market share and number of variety shows are also increasing year by year. According to the "TV Variety, Network Ensemble and Live Variety Research report", there were more than 400 variety shows on provincial televisions in 2016, double the number in 2015 and a record high. The number of self-made variety shows launched by various video platforms also reached 111, an increase of 15.6% over 2015.
although the number of programs in the market as a whole is growing, the problem of innovation is still a major "heart problem" of Chinese variety shows: first, most of the variety shows "Zong N", which are redeveloped by famous-brand programs, have received mediocre responses; second, there are still many popular styles in this summer that have been accused of "copycat plagiarism".
speaking of the Comprehensive N generation, the production experience and popularity foundation of the first generation of programs naturally become its greatest advantage, but the disadvantages are also obvious. The same people and similar plots are easy to cause aesthetic fatigue to the audience. Looking at the major TV summer variety shows, "extreme Challenge", "Let's fall in Love", "here we come", "Challenger Alliance" and so on have ushered in the X season. most of these programs with the characteristics of Comprehensive N generation are the trump cards of various TV shows, but they are far from the ratings or word of mouth of previous seasons.
as can be seen from the above picture, the influential" extreme Challenge "premiered CSM52 ratings of 2.08% last season, but dropped to 1.61% this season. At the same time, Douban scored 9.2 last season and only 8.0 this season. The Challenger League, which premiered on CSM52 last season with 2.04% ratings, has only 1.16% in the new season. Similarly, the audience rating of the premiere of "China New Song" in CSM52 City also fell from 3.84% in the first season to 2.6% in this season.
TV variety shows with a series of policies such as "Child restriction order", "Korean restriction order", "Election restriction order" and "all-Star ban" certainly cannot dance freely with multiple shackles, and they no longer seem to enjoy the scenery in the face of the attack of the net ensemble. However, Su Ningjun, founder of fire drama technology, believes that, at least in a short period of time, net ensemble and TV variety also have their own room for survival: "they face different audiences, and the network mainly faces young audiences. While television mainly faces older groups and the rural population, the audiences of the two are different, so the types of focus and the performance of the program are not the same."
while the TV station has entered a bottleneck period, an entertainment observer found that popular variety shows such as "Chinese Restaurant" led by the network ensemble "China has Hip Hop" have fallen into "plagiarism". The former is a variety show that iqiyi claims to have spent 200 million, but after the show became popular, netizens plagiarized the Korean variety "showmethemoney". Soon after the broadcast of "Chinese Restaurant", it was also named to copy the Korean variety "Yin canteen".
although the variety market is booming this year, "imitation" or "plagiarism" is still a pain point that is difficult to solve for major satellite TV and video platforms. In the view of Entertainment Watch, if this market is to continue to prosper, whether it can solve the original ability of the program is a fundamental question.
Edit: mary