Variety Guess of "Backway Age"

The time returned to 2013. It was this year, and the "First Season of Card House" produced by Netflix based on the analysis of big data analysis of 30 million users was born. Under the explosion, Netflix also made the world's entertainment industry realize the power of big data.

Under the reference of the other side, the domestic entertainment industry opened its own "content+technology" path exploration. However, today, after nine years, whether we used to be "traffic as king" or after returning, "content is king", big data to entertainment has not become a subversion and innovation force. In terms of variety shows, the power to determine the creation of variety shows is still largely subject to one or a small number of people who have a great right to speak. Therefore, whether it can be born in the so -called "bet" stage. As consumers, users do not have the opportunity and channels to participate in the process of variety creation.

And this year, a new variety show creation model appeared a new weather.

Earlier this year, Douyin officials announced a new variety content- "Baichuan Variety Season" on the content of the engine conference 2022 · ONE. Baichuan enters the sea, which contains the meaning of "gathering" and "blending". The "Baichuan Variety Season" has a similar direction in the creation of variety shows: completed the sampling and receive the sample test of Douyin users in nearly a hundred creations, and finally produced six programs, 2 episodes, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives, a total of six comprehensives. 12 episodes are broadcast continuously, and the entire "Baichuan Variety Season" will meet with the audience from August 12.

At the film meeting yesterday afternoon, these six shows opened the veil in front of the media for the first time. On the scene, from the perspective of No. 1, the variety creation mechanism provided by "Baichuan Variety Season" has a good compatibility at the level of "perceptual" and "rationality": stimulating the creator's perceptual creation, and based on big data -based on big data User feedback provides rational improvement space.

At the film meeting, Song Binghua, the person in charge of the vibrato variety show and the director of the program, said, "At this time, you need to do something that has fundamental impact on the variety industry."

Regardless of whether the "Baichuan Variety Season" is successful, this idealism is worthy of our future.

Retain the user

The current entertainment industry is entering the adjustment period of the overall logic of an industry. The other side of the adjustment is undoubtedly painful. As an important content section for entertainment, the days of the variety market are also difficult to be.

In short, from the perspective of No. 1, the current national comprehensive is facing two "structural dilemma" entangled with each other.

The first is the dilemma of user value.

Yunhe data shows that in the first half of 2022, the cumulative positive film of the entire network of 2022 effectively played 12.9 billion, a year -on -year reduction of 22%; the effective playback of each video platform fell by 10 to 40%year -on -year. In the first half of the year, there were 116 variety shows (excluding derivatives, evenings), a total of 16 units, a year -on -year increase. However, the increase in quantity has not increased. The effective playback of the last new season broadcast show was only 6.9 billion, a year -on -year decrease of 36%.

Image source: Yunhe Data

Such data performance undoubtedly reflects an embarrassing fact: the current variety content's attractiveness to users is continuing to weaken.

Another phenomenon can also prove the above conclusions: not to mention the words "Internal Entertainment Boring" and "Ugly" and other words have been on Weibo hot search. This year, a strong "nostalgic" and "archeological" that suddenly scratched in the entertainment field this year "The trend also faintly revealed the user's dissatisfaction with the current content.

The second is the dilemma of business logic.

According to the "2021 Variety Show White Paper" released by the Royal Technology, in 2021, the number of variety shows in the variety market decreased by 3.9%year -on -year; Reduce to 1376.

Photo source: Public account to hit the soil insight

The number of variety shows is still increasing, but the number of attractive brands is decreasing. The situation under one decrease is more and more of the phenomenon of naked variety shows.

The dilemma of business logic is the table, and the dilemma of user value is inside. It is precisely because of the lack of innovation that the variety content is increasingly difficult to meet the needs of users, resulting in the output ratio of the variety show in an unbalanced state. The loss of users has lost its definition of the original industry chain of variety shows.

Therefore, from the perspective of variety show creation, the most urgent problem is whether there can be a new path to help the content recover the user.

It is with such questions that "Baichuan Variety Season" has entered our field of vision. Although the newly born "Baichuan Variety Season" is still in the "questioning period" in the future, in the view of the 1st, the "Baichuan Variety Season" and the vibrato behind them actually have the potential to retrieve users for the variety market.

The first is a strong ability to reach.

CNNIC released the 49th China Internet Report showing that in December 2021, the size of netizens in my country reached 1.032 billion, with an Internet penetration rate of 73.0%, of which the usage rate of short video users was 90.5%. As a national short video application, Douyin daily survival has reached 600 million. Back to the Douyin massive user pool, "Baichuan Variety Season" can transform short video users into potential variety consumer users in the fastest form.

At the same time, the six -stage program launched by the "Baichuan Variety Season" will also be jointly participated in the broadcast of local satellite TV. The cross -media communication matrix set up will also increase the probability of the appearance of variety explosion.

More importantly, to improve the coverage of theme.

The "Baichuan Variety Season" links more than 20 production units, and the six variety shows launched corresponding to the five major content systems:

"Baichuan Civilization Decision" belongs to the cultural category. "Emperor Baichuan Friends" belongs to the social vertical class. Beginning with music hanging.

With the content distribution mechanism of Douyin, these different vertical content can quickly match the needs of users and preferences, so that the "Baichuan Variety Season" achieves the goal of "there is always a variety show with your favorite".

Therefore, the significance of "Baichuan Variety Season" is not to find a practical formula for making variety show explosions. Its real value lies in the opening of creative ideas. Especially for many producers, a large number of responsible practitioners are actually eager to break through the current variety show dilemma in their hearts, and the scientific solution provided by the "Baichuan Variety Season" can enhance the creator's content of the content of the content. Adjust the control and timely according to market feedback, so that innovation may change from "trace" to "law -based" in the future.

The variety show of the "Bourlenium Age"

Now when it comes to variety show innovation, there is a concept that must be mentioned:

Circuit.

The track is related to the vertical class, and a vertical class corresponds to a track. Today's industry consensus believes that only by focusing on vertical content can the creators consolidate their first -mover advantages by deep cultivation of the corresponding tracks.

In fact, in the "Non -Fiction Confession: The Past of the Variety Show" at the film conference, it is not difficult to find that there was no so -called "track" at the beginning of the country. The book "History of China TV Variety Show" set the first year of Chinese variety shows in 1990. This year, "Zhengda Variety Show" and "Variety of Varietys" launched, marking the first time the variety show entered the life world of ordinary Chinese people through television media.

In comparison, the early years of the national comprehensive and the current national comprehensive existence of a very significant evolution path:

From all age to focus.

"Zhengda Variety Show", "Quyuan Miscellaneous Altar", "Lucky 52", "Rose Covenant", "Happy Camp", "Very Weekend" ... The audiences of these variety shows born in the early years often covered the whole age. In contrast, verticalization has become the common choice of most practitioners. Under the "formula guidance" of "vertical-young user-breaking circle", it seems that only highly vertical variety content can be transmitted from the circle to the breaking circle. The reason why the "track myth" is generated, on the one hand, because of the "Western Studies East" at the program level: the overseas variety content system shows a state of high levels of popularization and verticalization. When the overseas model is entered in the country on a large scale, the national comprehensive has gradually regarded verticalization and trackization as a matter of course; on the other hand, the strong consumption capacity of the post -95s and post -00s makes both the platform and the brand's "age worship" In anxiety, it seems that the content of the net student must bring its own "younger" gene.

When the "track" is rising, the emergence of "Baichuan Variety Season" allows us to see that variety show creation may enter a new development period-

The background era.

The background, it seems to be a variety show that is facing the original recovery movement. In fact, under the guidance and ecological integration of more scientific platform thinking, the probability of increasing the occurrence of variety show explosions.

On the one hand, the "background" attempts to re -cover the content of the full age.

Variety service serves individuals, whether this service is a pastime, entertainment, or cognition, and reflection. Therefore, the essence of variety shows is precisely to give care to individuals in the form of a content product. However, under the idea of ​​the track, there is always a tendency to self -narrowing in variety shows. It is too trying to please its own target group, resulting in a certain degree of loss of part of the service attributes.

At the moment, the content that can be paid to individuals is transferred to short videos.

In "Self -presentation of daily life", Goffman divides society interaction into "front desk" and "backstage". When short videos become national -level applications, life has become a front desk that can be watched from the background. Regardless of the "Liang Liang Lijun couple" or "second", with the help of short videos, ordinary people can also become "heroes" standing in the light, as long as they can hit the public's emotions and emotions. Just like Douyin, every ordinary person's life can be seen.

Therefore, Douyin launched the "Baichuan Variety Season", but it is actually hoping to use the content logic of short videos to renew the content logic of variety shows. The audience collection of the sixth show is just over the full age: "Baichuan University Voice" has gained the Internet from the youth to the age group of the elderly, and the young people have harvested happiness in "Baichuan can tease the town" and "Baichuan mad" and so on.

Re -age to the whole age is to expand the content sampling of variety shows in the vertical dimension, so that every ordinary person has the opportunity to be found and seen under the spotlight of variety shows.

On the other hand, the "background" allows the whole age to have the opportunity to speak.

User feedback is essential for the success or failure of variety shows. In fact, no matter the long video platform, the satellite TV platform, or the third -party data company, there are similar program research and development and user research departments to collect audience feedback. There were also local satellite TVs who tried water samples first and then produced the entire quarter of variety shows. However, the former can only fit the overall sample, and the latter can only rely on the general rating data to make decisions.

In contrast, with the help of the Douyin platform, "Baichuan Variety Season" can directly collect the content consumption preferences of users in the station, insight into user needs, and feed the development of variety content. When the show is trying to face the whole age, the all -age layer also obtains the same right to vocalize through Douyin. More importantly, the collective vocalization and exchanges that cover the all -age layer and include different interest groups. In fact, it is the expression of the individual's expression with the help of the short video platform, which realizes the true stream in the emotional and emotional level. When we can capture wider and deeper social expressions during the variety creation process, the entertainment value and social value that the variety content itself can contain further enlarged.

Song Binghua said, "I am the one who scratches the boat and sends everyone's ideas to the other shore. With the greatest degree of freedom, we encourage everyone to produce good content."

This description of "Ferryman" is also the may also be assumed as a strong experimental program "Baichuan Variety Season" in No. 1: whether it is good innovative ideas or the real expression of the audience, it can be in the audience, which can be in The creation logic of "Baichuan Variety Season" has achieved flow, providing new imagination space for the breakthrough of the variety industry.

We might as well look forward to the national comprehensive of the "background era". We may not be able to expect the birth of variety shows, but we will definitely get closer and closer to the goal of "let everyone have a variety show".

Beauty and beauty, beauty and common.

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