Over the past year, the online variety show market has been forging ahead flourishingly and constantly innovating in the process of reform, emerging a number of excellent works with excellent reputation. A group of high-quality online variety shows, represented by PRODUCE 101, THIS IS FIGHTING ROBOTS, THE WONDERFUL READ, WHO'S THE MURDERER and others, meet the new demand of the market. With youth culture as its core, the program has made remarkable achievements in value creation, mode innovation, and content export overseas. Driven by high-quality content, high-quality products, verticalization and industrialization have gradually become the new normal in the online variety show market.
Facing with broad industrial prospects, how to continuously tap the value of content and make the online variety show industry continue to flourish? At the 2019 Shanghai International Film and Television Festival Internet Television - Quality Forum on the afternoon of June 12, a number of front-line traders and experts from the domestic variety industry gathered together to discuss in depth the current era mission, development environment and future trend of the online variety industry under the topic of "Value Promotion and Mode Innovation of Chinese Variety" and presented a brainstorm full of real stuff.
With the title of "second generation of variety show ", how to deal with the audience's aesthetic fatigue and achieve self-iteration and breakthrough? Lu Wei, vice president of Canxing Culture and chief director of STREET DANCE OF CHINA, said the innovation essence of the N generation of variety show is to carry out targeted element transformation according to the core demands of different programs. "The innovation of reality show is a battle with itself, and you have to overcome yourself to be successful. Creating is painful because you have to deny yourself last year. The risk does exist, but we must find ways to subvert it."
STREET DANCE OF CHINA 2 conducted by Lu Wei, who acted as the chief director, was broadcast with a high score of 9.6 in Douban. He said frankly that success of second season lies in reshaping the character relationship of the players, innovating the talent forms presented in the program, removing a lot of things at the same time, and adopting different expression styles for the same talent types. It is such consistent insistence on innovation that allows STREET DANCE OF CHINA to link young audiences deeply with brand-new content and playing methods, resulting in strong identification and vitality.
Lu Wei, vice president of Canxing Culture and chief director of STREET DANCE OF CHINA
Sun Li, founder of Haofeng Qingyun and chief director of PRODUCE 101 and PRODUCE 101(second season), shared her long-term observation on the content and mode of variety shows. In recent years, the youth growth reality show represented by PRODUCE 101 and PRODUCE 101(second season) can be regarded as a variety of youth movies with excellent development. She believes that a good variety show requires a high degree of "refinement" in daily life, and that both studio and reality shows should provide audience with a more accessible sample of the story, reduce their cognitive costs, and allow them to participate in discussions in a particularly rapid way. "A good program is super social currency, which allows the audience to express their opinions and enjoy the pleasure of the discussion. As a result, the sample story is the first, and the competition system is the second."
Sun Li, founder of Haofeng Qingyun and chief director of PRODUCE 101 and PRODUCE 101(second season)
In recent years, the original ability of local variety shows has been continuously strengthened, and new programs that are both high-quality and well-received are constantly emerging. In 2018, the first-class variety show such as DUNK OF CHINA and LETTERS ALIVE are exported overseas in reverse through authorization, becoming the backbone of Chinese cultural export. With more and more Chinese variety shows changing from purchasing mode to original mode and export mode, how to keep up with the local and world-oriented has also brought new thinking to practitioners.
Leng Song, secretary general of the World Media Research Center, Institute of Journalism and Communication, Chinese Academy of Social Sciences, said that from the transformation of localization to the rise of originality, mode innovation is the key to preserving programs. "Learning is not plagiarism, but localization after learning. Good programs should avoid superficial model creativity and plagiarism and go deep into the character setting of research in the variety shows and casting." Leng Song also believes that the future development trend of domestic variety shows will be personalized, scene-oriented and circle-oriented. Only by mastering these three points can a breakthrough be made in the future. "On the one hand, all successful programs lie in people; On the other hand, outdoor reality shows are shot in the shed, while reality shows in the shed are shot outdoor".
Leng Song, secretary general of the World Media Research Center, Institute of Journalism and Communication, Chinese Academy of Social Sciences
Yin Xiaowei, CEO of Fremantle Greater China, pointed out that an original program is not equal to an original model, and not all programs are suitable for "exporting overseas". "It is also a huge success if the creator can serve the local market well and create a good program that combines the cultural genes and social insights of the local market. If you think the program has universal applicability and the goal is internationalization, then you should have clear goals in the early stages of creation."
Yin Xiaowei, CEO of Fremantle Greater China
As the founder of Shine Entertainment, Yi Hua has introduced a number of overseas variety model copyright. The model of DUNK OF CHINA created by her team was sold overseas last year. In her view, with the rapidly developing market environment and user demand, "the overseas mode can no longer meet the cultural and psychological needs of the Chinese people, so more efforts should be put on IP creation of Chinese cultural expression." On the other hand, the export of variety show abroad should not be the fundamental purpose of the content. "The core is to solve the pain spots and needs of Chinese audience. When you solve it, how to export abroad is only a matter of opportunity and time."‘
"There are all kinds of themes in this era, and the key is to find out how to express right now." Yi Hua believes that it is very important for variety creators to find out the empathy of users. "You have to see the subtle changes in modern people's cultural psychology, and then find out the relationship between the characters to express it."
Yi Hua, founder of Shine Entertainment
Wang Zaixing, co-founder of SocialBeta, holds the same view. He said that how to grasp and capture the popular emotions in this era is to test the producer's ability to predict the audience of variety shows. "Chinese variety shows need Chinese stories. Where do Chinese stories come from? It can be realized through data analysis. With the emergence of new platforms, WeChat and Bytedance, I believe that future content products will definitely match the new platform, which will have new efficiency in obtaining information and distributing it."
Wang Zaixing, co-founder of SocialBeta
"Collect Wisdom in Putuo - Film and Television Gather in Shanghai to Connect the World"
The 2019 Shanghai International Film and Television Festival Internet Summit was held in Putuo District, Shanghai, from June 11 to 12. This Summit focuses on "high-quality products", including a series of activities such as the Internet Film Summit Dialogue, the Internet Film Summit Keynote Forum, the Internet Television - Quality Forum, and the Internet Film Festival.