Where is the way out for nine out of ten online variety shows that are star-studded?
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As soon as the summer comes, major TV stations and video websites take turns to launch various entertainment programs, filling the screen. In order to prevent the phenomenon of rushing to watch, the State Administration of Radio, Film and Television once issued a "restriction order on entertainment." But this cannot stop people's enthusiasm for variety shows, and video websites have launched their own online variety shows. What else is left besides the big stars? Most of the current music variety shows are similar to The Voice of China. They seem to be unable to hold up the stage without inviting a few popular singers. Even the variety shows on video websites cannot do without this trick. Singers are the best choice to attract "eyes". IQIYI's "My God of Song" invited popular host Xie Na and the first guest Lin Zhixuan. The number of clicks exceeded 8 million within two hours of being online, and exceeded 10 million within 8 hours of being online. Youku Tudou's "Who's the Singer" is also a big deal, with top celebrities both in front and behind the scenes. Not only did it hire the elite production team of Hunan Satellite TV, but it also "shot" Liu Qian's first mainland variety show. Yang Weidong, president of Tudou Group and senior vice president of Youku Tudou, officially announced that the total number of views of the first episode of "Who's the Singer" on both Youku Tudou platforms exceeded 100 million within 24 hours. In addition to singers and celebrities, music variety shows on video websites are more "eclectic". "Who is the Singer" completely breaks the rules, with almost no entry threshold, and people who sing out of tune also have the opportunity to go on stage; the same is true for "My God of Song", where out of tune, off-pitch, and even lip-synching are also welcomed, and the audience can participate in the complaints in time. Online variety shows are more diversified to meet the entertainment needs of the post-85s and post-90s groups. Similarly, in order to increase audience participation, video websites have put in a lot of effort. "Who is the Singer" has also spawned "Who is the Singer: Lip-synching Wars" on the Internet, with users uploading more than 2,000 videos and a total of over 30 million hits in just three weeks. #偶滴歌神啊# entered the second place on Weibo's hot topic list for five hours, and remained in the top five for more than 15 hours, with a topic reading volume of over 200 million. Nowadays, celebrities have become a necessity for major variety shows. Compared with traditional satellite TV stations, the competitive advantage of online variety shows lies in their grassroots entertainment spirit and interactivity. De-celebrity: Another look at online variety shows When more than 30 variety shows were broadcast at the same time during the summer, LeTV's "Masked Singer" went the other way and let celebrities wear masks to sing. The effect was even more obvious after removing the celebrity. On the evening of August 9, the CSM34 city ratings reached 1.25, setting a record since the broadcast. At the same time, as the only network to broadcast "Masked Singer", LeTV Video's full-screen playback volume exceeded 200 million this week. Why is a music variety show without any celebrity faces so popular? But when all music variety shows are equipped with various stars, it is a kind of aesthetic fatigue for the audience. The singing without the star halo is more pure, which can arouse people's curiosity and have a surprising effect. Moreover, not all singers can sing to their heart's content under the pressure of the halo. Li Quan said that he is very shy and has not been on stage for many years. This time, wearing a mask allowed him to focus more on the music. This shows that a variety show should not only take into account the audience's senses, but also the feelings of the singers. "The Masked Singer" is a variety show introduced from MBC in South Korea. Zhong Zhiju, president of Tonglu Canxing Media, said that he was not optimistic about this model at the beginning, but later realized that wearing a mask can make the singing more pure, and the mask itself is a form of interaction with the audience. Zhong Zhiju said that the Masked Singer lets singers wear masks, in fact, to let them take off the halo of stars and present their true selves. Moreover, the Chinese version of "Masked Singer" has its own characteristics, which are hidden in the details. Zhong Zhiju revealed that "Masked Singer" was introduced from South Korea and modified, adding a segment where the winning singers unveiled the contestants, which increased the tension of the show. When "White Prism" Hacken Lee unveiled his mask, he burst into tears on the spot. This has to cause people to reflect. When celebrities are popular, when users open online variety shows, they see familiar faces and hear cover songs. Where is the novelty of online variety shows? The King of Masked Singer has such a big response by only making a few changes to the stars' faces. It can be seen that users want to see different variety shows online. Online variety shows that are not elitist and close to the masses cater to the psychology of users and may be more popular with the audience and eventually win a large number of fans. 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. |
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