"Xtreme Challenge 10" poster
"Running Man 12" poster
" God's Voice 5" poster
"Xtreme Challenge 10" "Running Man 12" "Flower and the Boy·Friends" "Chengfeng 2024" "Godsend" "Voice 5"... In the past two weeks, a number of N-generation variety shows have been launched, and the topics surrounding the programs and guests have become wildly popular on social platforms. The ratings and other data are very eye-catching, and major business resources are also tilted towards these shows.
Many viewers have asked their souls: Ten years later, why are these variety shows still being produced season after season? Why do viewers continue to watch it season after season?
Look at the phenomenon: both longevity and continuous high fever
On April 26, the first episode of "Running 12" Nanning Station was launched, and the "Brotherhood" members Li Chen, Zheng Kai, Sha Yi, Bai Lu, Zhou Shen, Fan Chengcheng, and Song Yuqi , Zhang Zhenyuan, and flying guests Liu Tao and Yang Tianzhen transformed into five pairs of "business partners" to compete for a place in the expo. On the night of the live broadcast of the program, Kuyun's real-time ratings ranked first in the same period, and the topic "Running Man Ratings" topped the Weibo hot search list.
What’s interesting is that the many N-generation variety shows that have been aired and scheduled recently are long-lived variety shows that have accompanied the audience for about ten years: In 2015, "Extreme Challenge 1" was broadcast, with Sun Honglei, Huang Bo, Huang Lei, and Wang Xun , Zhang Yixing's "Extreme Men's Gang" became popular; in 2024, the "Extreme Men's Gang" composed of Da Zhangwei, Gong Jun, Huang Jingyu, Huang Minghao, Huang Xiaoming, Jia Nailiang, and Yan Haoxiang continued to bring joy to the audience.
In 2014, "Flowers and Boys 1" was broadcast, and the "Flowers and Boys 1" composed of Zhang Kaili, Xu Qing, Liu Tao, Zhang Han, Hua Chenyu, etc. took the audience to travel; in 2024, "Flowers and Boys·Friends" On the air, Zhang Kaili, Liu Tao, Zhang Han, Qin Hailu, Qin Lan, Xin Zhilei and other guests who had participated in the show returned. On the day of the official announcement, related topics continued to hit the Internet.
In 2013, " I am a singer " was launched, and senior singers such as Huang Qishan, Sha Baoliang, and Lin Zhixuan returned to the audience's attention. In 2024, "Singer 2024" is scheduled to premiere on May 10, instantly igniting the topic.
Look at the data: attracting countless attention and attracting a lot of money
Since this year, a major feature of the variety show market is that new variety shows lack blockbuster hits, and the n-generation of variety shows leads the market. Yunhe data statistics show that in the first quarter of 2024, major platforms launched a total of 24 new variety shows, 7 fewer than the same period last year; 19 N-generation variety shows were launched, 3 more than the same period last year.
Among the top ten TV variety shows in terms of effective broadcast volume and market share in the first quarter, Variety N occupies 9 seats, such as " Ace vs. Ace 8", "Infinite Beyond Class 2", "Hello, Saturday 2024", etc. The only new program on the list is "2024 China Central Radio and Television Spring Festival Gala ". Among the top ten online variety shows in terms of effective broadcast volume and market share in the first quarter, variety n-generation still occupies 9 seats, such as "Detective 9", "Flowers and Boys·Silk Road Season", "Continuous Sound·Home" "Years", "Farming 2", "Half Lovers 3", etc., the only new program on the list is "Happy Friends". In the
rankings, the "new" variety shows performed well: "Farming" and "Infinite Transcendence Class" were broadcast in the first season in 2023. With innovative content and rich topics, they accumulated a lot of popularity and became "small Hot item". These two variety shows continued their high popularity when they launched their second seasons this year; the "classic" variety shows are firmly at the forefront: "Ace vs. Ace 8" leads the way with 440 million effective views and a market share of 16.7% TV variety show list; "Detective 9" leads the online variety show list with 330 million effective views and a market share of 10.5%. While
attracts countless attention, its ability to attract money cannot be underestimated. In the first quarter of this year, "Farming Bar 2" attracted a total of 9 manufacturers, 10 brands, and 26 soft advertising types, ranking first in variety show investment. "this! Street Dance 6" was launched by 8 manufacturers and 36 soft advertising types, ranking second in the investment list.
In fact, it is not new that the n-generation variety shows lead the variety show industry in terms of playback volume and market share.In the past three years when there has been a lack of hit variety shows, the "main force" to maintain the popularity of the industry has been the variety n generation: in 2021, the leaders are " Ace vs. Ace 6", "Running Man 9", "Longing for Life 5", etc.; In 2022, the front-runners are "Wife's Romantic Travel 6", "Beyond the Troubles 2", " Ace vs. Ace 7", etc.; in 2023, the front-runners are " Fifty Kilometers Taohuawu 3" and "Continuous Sound·Treasure Island Season" "Ace vs. Ace 8" and so on.
's gatekeeper: team stability and model innovation are the keys to success.
's n-generation variety shows lead the variety show market, achieving longevity and undiminished popularity, in line with the competition law of survival of the fittest.
First of all, Zongn Generation is cost-effective in terms of team configuration. Take Zhejiang Satellite TV's n-generation ace variety show " run " and " ace versus ace " as well as the "acting and competition variety show" universe created by director Wu Tong as examples. The core production teams of these programs have not changed much. For the project Coordination and collaboration are extremely beneficial. The guest lineup is also relatively fixed, which facilitates communication and cooperation between the program team and increases audience stickiness. Even though there is a huge difference in the lineup of the "Running Man Team" between the first season and the twelfth season, it is also the result of the evolution from season to season. In recent seasons, the program team will rotate newcomers with appeal to inject fresh blood into the program.
Secondly, model innovation reversely promotes the continuous production of programs. From the first season to the tenth season of a variety show, the program format must be adjusted to adapt to the changing needs of the audience. For example, the selling point of "Run" has changed from "tearing off famous brands" to "mystery plot"; the program positioning of "Celebrity Detective" has evolved from "star mystery variety show" to "Internet law popularization education reasoning program". The setting up of "collegial court" took advantage of the popularity of the program to promote the popularization of the law. Even the name of the program was "de-starred" and became "The Great Detective".
Finally, the programs that can stand out from the crowd all lack of content highlights and market potential. For example, "Farming" opened a new model of interactive reality show about labor documentary. 10 teenagers spent 190 days to develop 142 acres of land. After "Ten Hard Days" successfully emerged from the entertainment industry, the second season received more production resources and its popularity has not diminished. "Infinite Transcendence Class" brings together many senior artists to exchange acting skills and train actors in the TVB training class model. After the show was broadcast, it became extremely popular; after the second season mode was upgraded, it became even more popular.
It is worth mentioning that talent shows such as " Creation Camp " and "Youth with You", rap programs such as "China Has Hip Hop" and "China's New Rap", "Sister Riding the Wind and Waves", "Brother Overcoming Troubles" and other "singing and dancing programs" After the traffic blowout caused by model innovation, there have not been many shows with the potential to be hit in the variety show market in the past two years, and they cannot shake the leading position of the variety n generation for the time being. Therefore, from the current point of view, the phenomenon of n-generation dominance will continue for some time. (Reporter Gong Weifeng)
(Source: Yangcheng Evening News)
