Should we find a new way or stick to tradition? What is the way out for online variety shows?
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In recent years, celebrity reality shows have become popular on major satellite TV stations, and a large number of high-quality phenomenal works have emerged. Under the guidance of this trend, video website companies have launched unique online variety shows represented by "U Can U Bibi", "Are You Normal?" and "Fall in Love with Supermodel". Faced with TV viewers with different tastes, can video websites bet on self-made variety shows to break through the constraints of traditional TV stations and open up a unique online variety show path for themselves? Intent on subverting tradition, but the epitome of tradition can be seen everywhere . Compared with film and television dramas, variety shows obviously have a wider range of imagination and room for development in the self-made content of video websites. Especially in the context of entertainment, online video platforms can occupy advantages in content selection, marketing model and entertainment compared with traditional TV producers. In addition, the fundamental attribute of "Internet characteristics" also determines the pivotal position of online variety shows in the self-made content of video websites. However, in the context of the hot variety shows of traditional TV stations, the tone of online variety shows is also destined to be suspected of copying. Take the first large-scale investigative reality show "Are You Normal?" launched by Tencent Video as an example. Although its unique program format has won unanimous support and hot reviews from online viewers, the "essence" of relying on various celebrities to attract attention is still a traditional variety show. Meanwhile, another video website company, iQiyi, launched a talk show called "The Rap of China 2" which has over 100 million views in just four episodes. Although the debate-style format enhances the cultural connotation and depth of the entire program, the layout of the entire program scene and the participation of many Internet celebrities have also made the program's entertainment value not reduced by half. However, the participation of Taiwan's famous host Kevin Tsai, the clever combination of entertainment and culture in the program, the use of humorous language, and the presentation of the guest's expression style have made the entire program style difficult to escape the question of copying the "Taiwanese accent". Obviously, as a variety show, "The Rap of China" does not conform to the mainstream trend of traditional TV programs, especially as a debate-style talent show. The debate topics discussed in the program and the debate methods and language expressions presented by the participating guests are far beyond the approval standards of traditional TV programs. However, it is also this online variety show that is watched by intellectuals, college students and white-collar workers. In fact, relevant surveys have pointed out that among 80% of the post-80s and post-90s, the focus of watching film and television programs on the Internet is not the viewing scene and time, but the selection of content. For example, in the type of variety shows, their interest is not limited to entertainment itself, but they pay more attention to the depth of the content of the program. What is subverting tradition: taking the essence and discarding the dross In fact, this online variety show "Strange Talk" with a strong "Taiwanese accent" reflects too many problems of variety shows. The first is the difference between mainland and Taiwanese variety shows. It is undeniable that for mainland audiences, Taiwanese variety shows can be said to be their enlightenment teacher for variety shows, and after the prosperity of variety shows, Taiwanese variety shows have occupied half of the entire variety show market. Grassroots culture, entertainment culture, and liberalism are almost all spread and spread from Taiwanese variety shows. Even the excavation and thinking of television audiences are inspired by Taiwanese variety shows. After mainland variety shows represented by "I Am a Singer" became popular in the Taiwanese market, discussions about whether Taiwanese variety shows still have merits have become rampant. It can be seen that the rapid development of mainland TV variety shows mostly relies on the sponsorship mechanism of the merchants behind it and the huge investment level, especially the celebrity reality shows that have been "hot" in the past two years, which has led to a large number of variety shows entering a business cycle of high investment, high output and high profitability. This is contrary to the Taiwanese variety shows that have always claimed to promote the spirit of entertainment with the public, and also confirms what the former Taiwanese Minister of Culture, Ms. Long Yingtai, once said: Taiwanese TV people cannot compare with others in terms of money. The second is the comparison between TV variety shows and online variety shows. At present, "The Rap of China 2", which has exceeded 100 million traffic after only four episodes, can actually be said to be regaining the original influence of Taiwanese variety shows, in order to compete with the current traditional TV variety shows that spend a lot of money and are good at hype. As early as the first season of "The Rap of China", it set a new record of "money-making" for self-made variety shows with a total investment of 50 million yuan in the sponsor. How to describe the high starting point of this new standard for attracting investment for this program can be compared with the first season of the phenomenal outdoor reality show "Where Are We Going, Dad?" It is reported that the temporary change of host for "Where Are We Going, Dad?" only sold 30 million in sponsorship fees. In addition, while TV variety shows collectively choose "high-value" stars and topical artists to create the entertainment effect of the entire program, the representative work of online variety shows, "U Can U Bibi", returns to tradition and chooses ordinary scholars and Internet celebrities to support the entertainment spirit of the entire program. Obviously, if online variety shows follow the current popular trends of traditional TV stations, they will surely die. If they are willing to break free from the shackles and re-examine the true charm of traditional variety shows, they may be able to stand out and embark on a unique online variety show path. This is just as Ma Dong, Chief Content Officer of iQiyi, said: "If we make a horizontal comparison of the investment and teams of major video website companies in self-made variety shows, we will find that this high-speed growth has actually begun; and it is expected that the slope of this growth will be higher in the future, and video websites will also become an important channel for all program producers and content providers in the whole society."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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