Where will China’s first super original variety show IP be born?
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From the earliest "Super Girl" to "If You Are the One", "The Voice of China", and then to "Where Are We Going, Dad", "I Am a Singer" and "Running Man", variety shows have been popular in China for a long time. Unfortunately, in the past two years, all the successful variety shows of major TV stations have introduced mature foreign models. The outside world is wondering when China will have a truly original phenomenal variety show? At the Shanghai TV Festival held recently, Tudou President Yang Weidong, former Zhejiang Satellite TV Director Xia Chenan, Hunan Satellite TV Director Zhang Huali, "Where Are We Going, Dad" General Producer Xie Dikui, "Running Man" General Producer Yu Hangying, "If You Are the One" General Producer Wang Peijie, "Rage Comics" founder Wang Nima and others discussed this topic together. In fact, when popular TV variety shows are popular with high investment, high sponsorship and high copyright, domestic video websites are also constantly promoting online self-production. Youku, iQiyi, Tencent Video and others have good content output, but overall, there is no real phenomenon-level program with all-round influence. However, Xia Chenan, former director of Zhejiang Satellite TV, believes that the probability of phenomenal programs appearing on the Internet in the future is higher than that on TV stations; Yang Weidong and Xie Dikui, the general producer of "Where Are We Going, Dad?", said that the next original program that can cause a big sensation requires close cooperation between TV stations and the Internet, and the interaction between the Internet and the Internet goes deep into the core layer of variety show production, gradually creating the most popular phenomenal online variety shows. "In the past two years, China's variety show industry has "gradually improved" and has undergone very subtle changes. The ecological chain of self-made variety shows has formed a "three-legged" situation of mainstream media (TV stations), video websites (new media), market-oriented producers and production companies, which has laid the foundation for the emergence of phenomenal self-made variety shows in the future." Yang Weidong said. After the major structural adjustment of Youku Tudou this year, Tudou President Yang Weidong became the senior vice president of the group and was also responsible for the entire group's variety entertainment business. Yang Weidong recently announced the development plan of Youku Tudou in variety shows for the first time: the "Open Plan K-PLAN" with the theme of open platform, open cooperation and open marketing was officially released to the public. So, in the face of the super original variety show IP, will the TV production team seize the initiative or will the online variety show be better? In an interview with the media, Yang Weidong said that the emergence of super original IP is inevitable, it is just a matter of time, and the "TV-Internet linkage" model provides a different answer. "Large-scale self-made variety shows with online and TV interaction will go deep into the core layer of variety show production, and gradually create the most popular phenomenal online variety show." Yang Weidong said. Xie Dikui, the general producer of "Where Are We Going, Dad?", also expressed a similar view, saying that the next original program that can cause a big sensation should be the product of the close integration of TV stations and the Internet. Xie Dikui mentioned the potential impact of virtual reality technology on film and television content production. Taking "I Am a Singer" as an example, it may be completely different from traditional TV production. The audience can have an immersive feeling, such as "the feeling of sitting next to Han Hong watching the show." This is a brand new experience with the latest models and technologies, as well as a new way to interact with the audience. Excellent original creations need more free space "It is possible to develop a hit model for the Internet, but it is not possible for television to find a hit model with a large investment for the time being." Xia Chenan, former director of Zhejiang Satellite TV, believes that the production of Internet programs will enter a stage of great brilliance next year, and the probability of phenomenal programs appearing on the Internet in the future will be higher than that on TV stations. Xia Chenan believes that TV variety shows are now increasingly dependent on the participation of celebrities. Excessive consumption has gradually caused the audience to become aesthetically fatigued with celebrities, and large investments and large productions face increasing risks; while the Internet is a fan economy that can create stars on its own. The creative thinking of the post-90s generation is original, they understand the Internet and are good at marketing, and they have the possibility of producing hits. However, Xia Chenan also emphasized that Internet self-made programs still have four stops to go before they can reach the peak: first, to get rid of the TV model and grasp the internal logic of the Internet; second, to set a benchmark for Internet-born programs and create phenomenal programs; third, to maintain the diversity of self-made programs in the fields of education, health, fashion, sports, etc.; fourth, to achieve the internationalization of original programs. Zhang Huali, director of Hunan Satellite TV, has a more conservative view. He believes that within the foreseeable one to two years, the probability of super original programs appearing in domestic TV stations, video websites and independent producers is relatively low, unless the TV stations carry out disruptive and subversive institutional reforms, and new media can provide content teams with more relaxed and reasonable institutional arrangements and creative environments. "There is no mature original environment in China at present. Everyone is eager for quick success and instant benefits. TV stations and websites are in fierce competition and do not allow failure. The time cost and investment cost are not sufficient, so mature models are introduced." In this regard, Xie Dikui and Xia Chenan, the general producers of "Where Are We Going, Dad?", also expressed similar views. Therefore, for major TV stations and video websites, they cannot just limit themselves to the gains and losses of one city or one village. They need to withdraw from full-load operations and examine the flow of programs from a higher perspective. Creators can have free imagination in a free space and environment. 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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