Leng Buding 05 ｜ The content of the content, the business of business

In the fifth part of "Cold Boxing", let's talk about the rules of creative.

In fact, in the previous column, it was mentioned that the personal expression of variety director (the "authorization" trend of variety shows is really feasible?), Put forward the "authorization" trend of variety shows. It is also believed that in the current environment, the director must not only be responsible for content, but also be responsible for business, and even identify with variety shows. First of all, it is a business.

The above point of view is considered to be right, but from the actual situation, if you want to make too much to make the content creation team, it will cause the content and business to have problems. Therefore, in today's reduction of costs and efficiency, whether it is a platform or a producer, you may have to think about how to create content and what is a good content that can generate value.

Cold eyes want to talk about your own conclusions, that is, let the content of the content, the business of business.

A non -standard industry will not have a universal methodology, and every so -called explosive content is not possible to copy directly. Factors and other factors such as people and other factors are always changing. Even if the same team, the same platform, and the same model, this year and next year will definitely be very different. But one point, creation itself should need to be self -correction.

We have been discussing the essence of variety shows this year, thinking that easy and funny must be the base of most variety shows. It shows that under the current social emotions, everyone began to find the value of the era of variety shows at this stage. But it is not enough. You should also return to the content creation itself and fundamentally correct the problems in creation.

Why do you feel that many variety shows are not good -looking now, and why is innovation so difficult? Cold eyes believe that the creator's creative action is deforming. Variety directors can only find the interesting and fun content direction only after the investment of creative laws and sensibility. So cold eyes think that we should re -examine the creation.

Some people may be curious. Didn't the creation follow the law of creation now?

One of the sad facts is that in this environment, the development of a variety show. It may be that the creator first thinks that it is not the content itself, but the investment volume, the platform level, and the artist position. It sounds that the creation of variety shows seems to be simple. It seems that mastery of these factors is equivalent to grasping the traffic password. As for the content itself, it will be done.

If you ask a producer now, what kind of musical show do you want to do? The other party is likely to answer that he wants to make an S -class music show.

When we talk about music variety shows, the first discussion is not the music itself; when we think about game variety shows, the first thing that is thrown out is not those fun games; when we want to develop a variety show of a lifestyle, we are first of all we first, we first first Research is not the popular lifestyle.

We will find that the excitement and attention points of the creators are not in the content itself. If there is no emotional creative desires because of the content itself, the contents of the data algorithm, Mingxing pile, and mode of mode are piled up. Are you really embarrassed to pay users?

The creation of variety shows does not have absolute laws and methods, but there is a basic principle that cold eyes have been emphasizing, that is, the sensibility of creation.

I believe that every variety creator has its own field, as well as methods and methods of their own habits, as well as information acquisition channels. This is good. But as mentioned earlier, the essence of variety shows is still interesting and fun. The creators should enter from a small incision, and do not restrain themselves too much data shackles at the beginning, and then expand a little bit to a relatively mature mature Program plan.

For example, the Korean variety show we are familiar with, and the PDs of the Korean compatriots are basically thinking about the direction of the content from the "people". According to the characteristics of a person or a group of people, the variety show with exclusive characteristics can be created. True and high investment in artists.

And most of our operations are to match the large framework or so -called big story, and then match the appropriate artist. It's not that the success rate is too low. And from the beginning, our producers shoulders a lot of assessment pressures. It is inevitable that when creative content, we will deform when making corresponding decisions. A good variety show, the theme must be clear, the structural logic must be simple, too complicated ideas, it will definitely cause a threshold for acceptance of variety users. How many programs can there be in a sentence to understand?

We have been discussing the industrialization of variety shows. Look at the current status quo. If the content of the content is not allowed, the business of business, coupled with the continuous economic downturn, the production of variety shows will only be from the industrial processes we imagine. further and further.

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