Everyone wants to make the next "The Debaters". Can it be done by moving the satellite TV's super variety show to the Internet?

There are more and more super variety shows moving from satellite TV platforms to the Internet.

For example, classic IPs such as "Where Are We Going, Dad 4", "Super Mom", and "Super Girl 2016" that were originally scheduled to be broadcast on Hunan Satellite TV were forced to switch to Mango TV due to policy restrictions of the General Administration; for example, "Music Master Class", which has been broadcast on Beijing Satellite TV for two seasons, may reach a cooperation with iQiyi in the third season.

However, it is not easy for traditional TV programs to transform into real online variety shows, and for traditional TV people to successfully achieve "brain change". For example, although Super Girls used many innovative means of live broadcasting, its popularity and volume were not as expected; and the comedy show "Comedy League" customized by Huanle Media for Youku was forced to be offline after only six episodes; and the highly publicized "Idols Should Be Like This" also stopped updating after only two episodes.

These programs were created by teams that have been working on satellite TV for many years.

At the 8th China Online Audiovisual Industry Forum not long ago, iQiyi Vice President Chen Wei pointed out that in 2016, more than 90 online variety shows have been or will be launched on major video platforms. The scale of the variety show market in 2015 was about 1 billion yuan. Some institutions predict that the market scale is expected to exceed 5.7 billion yuan in 2020.

However, at present, online variety shows are still facing the reality of a chaotic situation: the production teams are of varying quality, the moving model is still rampant, homogeneous competition has exacerbated aesthetic fatigue, and the competition for promotional resources among platforms has become increasingly fierce.

In the final analysis, how can mature projects that are forced or voluntarily "transfer to the Internet" avoid "IP waste"? What experience can traditional TV teams that want to transfer to the Internet in the second half of the year learn from their predecessors? When will the next super Internet variety show appear?

It’s a waste to leave the IP unused, super variety shows are forced to move to the Internet

2016 Super Girl

From the perspective of advertising investment and audience coverage, "switching networks" is actually a losing business and is a forced and helpless move.

Previously, the General Administration of Press and Publication issued a "restriction order" to stop the broadcast of the classic IP "Super Girl" for several years, and it was finally transferred to Mango TV and restarted in 2016. In the first half of this year, the reality shows "Mom is Superman" and "Where Are We Going, Dad 4", which had originally attracted quite smooth investment, were reportedly suspended due to the "child restriction order", and were later taken over by Mango TV after efforts from many parties.

Mom is Superman

Judging from the broadcast situation, "Mom is Superman" was simply "moved" directly, because the program model was "mom taking care of children" and the contrast was not strong, so it was quietly broadcast;

The selection period of "Super Girl" has been extended to 9 months. The relaxed and inclusive environment of the Internet has loosened the constraints on the performance and singing of Super Girls. Mango TV has also adopted the methods of full online auditions and cultivation through live broadcasts to innovate. However, talent show experts have pointed out its objective shortcomings. Is it not a good idea to operate offline Super Girls in third- to sixth-tier cities? Can we add more exciting confrontational competitions, impressive CPs, viral topic marketing, and short videos to match them?

As for the fourth season of Where Are We Going, Dad, which has not yet been released, the current lineup has been announced, including Tian Liang and his second son, Cai Guoqing and his son. The program uses a new method of combining "real dads + trainee dads" with celebrities and amateurs. The first episode will be broadcast during the National Day holiday. If it can be "forced" to come up with new ideas due to the network switch, Xiaoyu is still looking forward to it.

Where Are We Going, Dad?

"After being bombarded by similar parent-child programs such as "Dad is Back" and "Shining Dad", how to remedy the audience's aesthetic fatigue and how to inject new stimulants to hit the G-spot of netizens may be the biggest problem." An advertising and marketing expert told Xiaoyu that switching to the Internet is a huge loss for TV stations, but it is better to do it than not to do it. "It would be a real waste to leave such a big IP unused."

It is worth noting that not all TV programs are suitable for network transfer. For example, "Super Mom" ​​is a family-friendly program with its own positioning and audience, so it will suffer if it is transferred to another network; but "Super Girl", a program that mainly targets young people, is the right choice to be put on the Internet for cultivation, even if the audience base is not as good as before, the same logic applies. In this way, if there are some who take the initiative to transfer to another network, as long as the business logic makes sense, there is nothing wrong with it.

“If it doesn’t do well in terms of investment when it’s broadcast on TV, but it’s a good IP, putting it online or linking it with the Internet and TV stations can further expand its influence and increase revenue, so why not do it?” However, what problems of users need to be solved after the network switch and how to change the brain to upgrade the old IP is another big test.

Military rules for “going online”: fragments are more important, scenes are more personal, and Internet celebrities become guests

It is understood that many traditional TV people were reluctant to discuss the differences between TV variety shows and online variety shows at first. When Hu Ming, the former executive producer of "Day Day Up", was working on "Mars Intelligence Agency", he quarreled with almost everyone at Youku and "did many things that made them unhappy and were extremely rebellious."

According to his recollection, Youku's production team initially educated them about what Internet sense is, but Hu Ming firmly believed that Internet sense is a false proposition, "As long as it is good content, no matter where it is broadcast, it is a good program." Recently, Hu Ming has regretted it a little. He thinks that TV programs are made for everyone to watch, but online variety shows are things that individuals would be interested in privately, and there are still differences in viewing environment and scenes.

Hu Ming said that he used to mistakenly think that the main program had the highest click-through rate, but later found that the data of short fragmented videos was the best, "and these are what the platform does for us." This example may just prove the saying, "In the past, the TV station was done after submitting the film, but now the battle has just begun after submitting the film for online variety shows. From video fermentation to topic marketing, operations account for at least two-thirds."

Take "My God of Song" as an example. The main program is about 70 minutes long, but 83 videos need to be produced in the post-production, and each short video is more than 3 minutes long, in order to provide users with richer services and more viral materials that are more conducive to spread. In this way, the post-production editing of "1.3 Billion Decibels" can reach more than ten times that of traditional programs.

My God of Song

Zheng Wei, Vice President of iQIYI, mentioned in a micro-lecture on Entertainment Capital that Internet users are younger, have different values, aesthetic needs and hobbies, and therefore require targeted strategies and techniques. Xiaoyu briefly sorted out the current status of the so-called 3.0 version of the online variety show market:

1. After "The Debaters", talk shows and lifestyle shows have become the most popular themes for online variety shows. As the trial and error space on TV becomes smaller and smaller, the categories of online variety shows are becoming more diverse, such as the fashion show "Please Take Care of the Wardrobe" which will be launched on Tencent soon.

2. The sponsors of online variety shows pursue precise delivery and accurate positioning. Their audience is very vertical and their language is fresh, which requires the producers of online variety shows to figure out the tastes and preferences of young people. Most producers of online variety shows will add fresh packaging styles such as the second dimension, or find some Internet celebrities with loyal fan bases to appear on the show.

3. Currently, the production volume of most online variety shows is basically stable at 30-40 million yuan, and the larger ones reach 70-80 million yuan. In the future, the investment will definitely exceed 100 million yuan, and at the same time, more attention will be paid to combining stars and amateurs and making (semi) amateurs into online celebrities. For example, Chen Wei of iQiyi boldly predicted that perhaps a super online variety show will appear in 2017.

4. The success of online variety shows also depends on the right time, right place and right people, which refers to the rapid development of mobile Internet, more money, excellent teams and hosts, but the wild growth is not over yet. Most TV people agree that: "When we are no longer discussing the phenomenon level, it proves that the production level of online variety shows has finally improved across the board."

Many producers agree that if you don't innovate when making online variety shows, it will be difficult for people to remember you. Hu Ming's advice is that innovation means falling in love with innovation, falling in love with all the harsh conditions, and accepting the reality of being forced by users and sponsors. "When their demands conflict with your original comfortable inertial thinking, you have to do everything you can to adapt to them. If you can make it when no one is optimistic about it, this is your evolution, this is innovation."

In fact, after the first broadcast of "Mars Intelligence Agency", netizens complained about it for several episodes. Later, the team quickly adjusted the content and gradually got better, which gradually established its reputation. In this regard, Yang Hui, the producer of "Runaway Lawyer", also publicly stated that the first few episodes of the show were not very good and she felt very disappointed with her post-90s team, but when the show was about to end, they said they finally found the feeling and knew what netizens wanted. Compared with TV, the biggest advantage of online variety shows may be the lower cost of trial and error.

When will the “super online variety show” appear?

Many people judge whether a program is popular or not, in addition to basic data, more importantly by observing whether young people around them are discussing this IP.

According to Wang Xianfeng, the producer of "Let's Go to School 2", they conducted a small-scale survey on netizens aged 15-24 and found that the highest criteria for netizens to choose programs are ideas, followed by the entertainment expression of ideas. Whether it is "U Can U Bibi" or "If You Are the One", the popularity of the program is largely attributed to the emphasis on the confrontation of values. However, many TV experts believe that online variety shows must have a more direct relationship with the audience, that is, "this matter must be related to me and resonate with me."

In addition to breaking your original routines, respecting and leveraging netizens’ opinions and ideas, online variety shows also need to solve the real pain points of netizens. This is why online variety shows are divided into meal-watching variety shows and heavy variety shows. “Only when you do something that others have not done and are imitated by others can you be considered a phenomenon.”

When will the next phenomenal online variety show appear? Chen Wei of iQiyi predicted: "Pure online phenomenal shows will appear with greater investment." In the view of Yang Hui, the producer of "Crash Lawyer", the next phenomenal show will definitely make netizens feel excited. "Should we find possible elements and secrets from it, dig them out, and give feedback to it based on our interpretation? It should be based on the needs of netizens themselves."

《Runaway Lawyer》

Hu Ming believes that there is no contradiction between mass and vertical online variety shows. "From the perspective of monetization, vertical online variety shows are definitely the best. However, mass, simple entertainment or phenomenal content is definitely something that everyone likes to watch. It has several characteristics. First, the logic is simple, everyone can understand it and find it interesting. It can immediately attract you and let you enter my world. The other is to convey a positive value, such as happiness, happiness, love, friendship... whatever."

For most online variety show producers, they believe that the next phenomenal online variety show should be one that can truly, long-term and sustainably cultivate fans.

However, regarding the phenomenon of fan economy being sought after, Ma Dong also gave a reminder: "The conversion rate from widespread dissemination to fans is less than 30%, and the conversion rate from fans to purchasing behavior is in single digits, that is, about 3% conversion." He emphasized, "The term fan economy is missing the fan content economy. Fans think they like the star, but fans actually like the content brought by the star." Ma Dong believes that there is still a long way to go to see how fan economy can be transformed into business. However, perhaps because no one has done it yet, once someone realizes it, it may really become a new "super online variety show" that surpasses "U Can U Bibi". However, no matter what type will be popular, "reality shows and music themes that combine stars and amateurs are also promising hot spots."

When will the super online variety show appear? Perhaps many people have already been quietly preparing for it.

Original link: https://www.huxiu.com/article/165390.html

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.