A question: How many variety shows did you follow in the first half of the year?
What triggered my soul thinking was the "2024 H1 Variety Show Webcast Performance and User Analysis Report" released by Yunhe a few days ago. I took a look, good guys, many of them are old acquaintances of Youku——
"Infinite Beyond Class 2" " The Cat in the Box " " This is My Island " " Rap Dream Factory "...
So it turns out that I have been chasing so many pornographic movies non-stop in the past six months?
And judging from the popularity, "Infinite Beyond Class 2" was the hit at the beginning of the year. Brother Dahai single-handedly dominated half of the hot searches. "This is My Island" debuted as a comprehensive series and broke through 10,000 data. "Cat in the Box" engages in acquaintance games and makes hot jokes every time... It can be seen that the cool people in 2024 are really getting serious!
In terms of content, in the era of short videos and short dramas, long videos and dramas are bowing to the style of short dramas, but variety shows that often last for 1 or 2 hours still firmly capture this audience. It seems that compared to short videos and long dramas, variety shows have irreplaceable unique value. So what is it?
1.
decompression is one of the standard answers.
Today's young people wake up every day with the smell of class soaked into their bodies and souls, and then plunge into an office building that has been under construction for at least eight hours. They face all kinds of weird bosses, abstract A, B, C, D, regardless of... Others are busy in the office, and they urgently need some relief after intense work.
Some people go crazy outside and try to fly the world, while some people cut their flesh internally and clear their shopping carts with just one click. Others choose to sit down on a soft sofa after a tiring day, turn on the computer, and follow a variety show for a free healing journey.
If you want to go to Banwei, you can find the panacea in outdoor complexes close to nature. "This is My Island" was very popular in the first half of the year, and its first broadcast exceeded 10,000. Because of its wild and vigorous style, it has become a new class odor remover for migrant workers. The
program team threw more than a dozen male stars including Times Youth League, Hou Wenyuan, Cai Guoqing, , etc. onto an uninhabited island and asked them to cyberspace and challenge the wild survival.
Visible to the naked eye, handsome guys who are normally glamorous have "transformed" in one day. Ding Chengxin, who is so cool with fans, actually lifted his pants and caught fish with his bare hands in a small river ditch; Teacher Cai Guoqing went from wandering around on the island to After clocking in, I was forced to use diamonds to generate heat, and all my junior high school physics knowledge was used.
The most exaggerated thing is Hou Wenyuan. The pillow given by Sister Zhong was of no use. He went ashore and went straight to the ape-man soul. When he was thirsty, he would drink coconuts from the tree. When he was tired, he would just lie down on the hammock and fall asleep.
In the tenth episode of the program, the audience laughed at the thin-skinned young men who were getting more and more relaxed, while enjoying the sunset glow of the waves, the shadows of the coconut trees, and the smell of class inspired by the morning rush hour subway, which was also in full bloom. The fireworks have faded a lot.
Those who want to vent their anger are suitable to experience what it means to have an "innocent heart that has not been polluted by society" in various variety shows that focus on young people.
be like and "This is My Island" are both from the same generation as "Island". Because of the super cool feeling of post-00s turning into workers and rectifying the workplace, it has frequently become a hot search. The official introduction of
is to let 13 teenagers from various fields and have different skills to build the island in 120 days. But everyone knows where young people gather. It is a place where even Zhen Huan can’t find room to play tricks. , the post-00s generation who have never been arrogant faced their bosses who looked like fathers, they would never get into trouble and directly fight back:
When faced with the judge, they left the meeting confidently and uttered the phrase that frequently appeared in conversations about beating workers. The words in the box: I don’t want to have this kind of meaningless meeting.
You are a frustrated worker at the office, and you enjoy a "workplace fairy tale" when you get home. Someone shouts out the words that hurt you internally. Just thinking about it, do you feel like your knots will be cleared in seconds?
It is precisely because of this group of gods who are in charge of justice in the workplace that the "Island Boy" who pokes fun at the workers can quickly break out of the circle and create "Island Studies". However, "Hua Shao", once the originator of variety shows, has counterattacked with its reputation for having fun and respectability.
Learned new flowers from the island. It is not difficult to see that this audience no longer has the mood and energy to sympathize with the intrigues of the stars. They just want to get the simplest and purest happiness of being refreshed and relaxed.
is like the popular variety show "Cat in the Box" in the first half of the year. It has gathered together Chen He , Lin Gengxin , Huang Xiaoming and other conspicuous packages that have been favored by the god of variety shows.
relied on all the acquaintances in the audience, they bickered and dissed, poked their lungs and pipes, and went crazy with their facial features flying around. They used the professionalism to break off the relationship tomorrow and cheated each other wildly. But where are the domestic entertainment audiences who are used to seeing fake people? Having seen such a wild scene, I naturally kept up with the latest updates in Hahahaha.
Relax in the stunning outdoor scenery, and let go in the real and unpretentious acquaintance game. Compared with movies with compact plots and incomprehensible plots, and TV series that suddenly unfold at an unknown moment, it is highly entertaining and themed. Customized variety shows are obviously the most cost-effective option for migrant workers to relieve stress.
can be opened and ended at any time. In this era dominated by "fast pace", low threshold and high involvement have become the stepping stone for variety shows to enter people's lives.
2.
In addition to decompression, "being seen" is also a hard need of modern people.
is still "Cat in the Box". Although the guest's madness is the main attraction (bushi), the most liked video on Douyin's official account is a short video with the theme of rejection of emotional shame.
I think each of us must have heard similar words when growing up: "You are a man and can't cry" "You should live in peace even if you are bullied by your classmates" "Don't show off if you do well in the exam"...
Because of these "truths" "We have been suppressing our emotions for most of our lives. Until today, someone finally told you: It doesn't matter. You can be happy, angry, and cry." You are free and brave to express your emotions without feeling ashamed about it.
In just a few words, not only did Chen Chichi, the hippie smiley spokesperson of domestic entertainment, break the defense on the spot, but they also received enthusiastic likes from 2 million East Asian children on the Internet. The comments section all shared "my mom", "my dad" and "me" The gray memory of childhood.
I think this touch is also the reason why many people prefer to regard variety shows as cyber mustard. It is more sincere than film and television dramas that pursue drama and catch horses, and it is also more profound than short videos where traffic is king.
Today's young people live in a context of high pressure and increasing hostility. They are surrounded by emotions such as emptiness, confusion, and fatigue. Therefore, they need to be seen and understood more than any previous generation. A good variety show builds a bridge "connecting reality", allowing the audience to observe and think about themselves through it.
For example, "20 Years Old 4", in the fourth season, its content is no longer just about romance dramas, but also strongly added the MBTI luxury package to further resonate with young people.
So after the show was aired, the young man’s Thousand Layer routines certainly caused people to stumble to death, but e people and i people’s mirror-like analysis of their own personalities also caused a lot of discussion on the Internet.
People who have been introverted all their lives, through this program, join a group in the corner of the Internet to keep warm and understand each other.
Anyone who sees it will have to say: Okay, okay, please remove the monitor above my head!
"Rap Dream Factory", the show invites the king Jay Chou to sit on the show, and gai, Ouyang Jing, Liu Genghong, and Wang Hedi join the show. Although the lineup was a top-notch lineup, the audience left the highlights and tears to one player.
"Life is full of joys and sorrows. At this time, the young man is in a romantic mood, walking bravely and firmly, the dawn is behind the darkness." President Wen, the contestant, was unremarkable when he appeared. He controlled the audience with just one mouthful. "Graduation Ceremony" is a song written for graduates, comforting those who have experienced pain, and encouraging young people with youthful spirit. The sincere lyrics made the scene and comment area surprisingly unified, and everyone burst into tears.
I always believe that the best variety shows must be based on the insight and analysis of the audience. They shoulder the mission of replacing the audience's mouth, feet and brain, saying what the audience wants to say and doing what the audience wants to do, so that the audience can find an outlet to relax and output those things in life that they cannot afford and are inconvenient to express.
When various "selves" are projected into variety shows, what is awakened is not only the "sense of pleasure", but also the surprise of being truly understood and recognized.
Look! It turns out that someone really understands my "crazy" spiritual world!
3.
Looking back at the results of the National Comprehensive Economic and Technological Research Center in the first half of the year, Youku is a key role that cannot be avoided.
Youku released a new variety show brand "KuKuZhu" last year. In the past six months, it has produced hit variety shows in various tracks, including "Infinity Class 2", "Cat in the Box" and "This is My Island" The year started with three consecutive hits, with the Jinyuan Award winning 16 awards and the Jinwu Award winning 3 gold, 2 silver and 1 bronze.
produces a variety show IP. Kuzi's route is very special: look far and travel near.
said he is special because in this era of short videos that are increasingly pursuing short, fast, and fun-filled videos, Youku has always adhered to the word "calm". It seems to be playing a certain game with the audience and the market. It does not follow the trend of the market, but continues to look outward, patiently understands what the audience in each circle wants to see and needs, and then does it with its own thinking. A unique program that continues to improve its long-term layout.
Entering the second half of the year, Kuzi made one big move after another, never letting the audience go hungry.
The young man who wants to be fashionable first looks at the blackboard.
"This! It's a Slam Dunk" The veteran reputation IP returns with innovation this season. It will bring basketball to the popular village ba across the country, allowing villagers who have never received formal training to receive professional training and compete with professional players.
From "going to the streets" to "going to the countryside", Youku's change not only re-energized the old IP and captured the excitement of the audience, but also combined basketball with the region, and at the same time promoted the dual spread of basketball culture and regional culture.
The treasure program "Star Electronic Music Alliance" for music variety players and electronic music lovers has also launched a new activity this year. Kuzi upgraded the program to "Shining Star Electronic Music", this time attracting the world's top electronic music Syllable edc launched the light up@ project and launched an electronic music tour in three cities: Shanghai, Chengdu and Wuhan. Firstly,
has led young people to jump from online to offline, and have a short-term spiritual escape that makes them crazy. Secondly, it has continued to promote electronic music culture to the public realm. Who can refuse to go to a club on weekends to escape? What about realistic disco?
Although it is the first time that Youku has entered the rap circuit in "Rap Dream Factory", Kuzi did not have peace of mind for future generations to enjoy the coolness. Instead, he broke the traditional mentor-led model in terms of rules, led by gai Zhou Yan, Ouyang Jing and other eight label managers and rising rap stars jointly created a unique rap label. What is even more unique about
is that the program invites the king Jay Chou to control the direction and tone of the work. He proposed that the lyrics should be deep and connotative, with no swear words, less English and more dialects. He hopes that through this program, the public's perception of rap can be broken. prejudice.
In addition to entering a new track, Youku has also created its own track, mixing blind boxes and travel surprises. Special forces travel, exchange travel, and film production travel are out. Since young people like to play, let’s play more exciting games. Invite us 12 players are randomly combined to form four groups of blind box trips. You just say city is not city, right?
However, under the above arrangement, Cool took out another big one.
Once upon a time, variety shows, dramas, and movies seemed to have their own unique situations. It was already the limit for celebrities to go to variety shows to promote their movies.
Erku took aim at the vacuum area between the three pillars and began to play crossover, and the drama variety and film variety all linked up!
Is "The Legend of Zhen Huan" already out of its depth and there is nothing more to learn? As a level 10 scholar in the Legend of Zhen Huan, have you already defeated all the invincible opponents in the world and are seeking defeat alone?
Don’t worry, new courseware is coming soon! Your official episode of "The Legend of Zhen Huan" is on its way. Mom no longer has to accompany me to watch Concubine Xi's return to the palace for the 108th time!
is not finished yet.
If "The Wandering Earth" opened the door to the output of Chinese science fiction, then is "Feng Shen" considered the leader in the output of Chinese mythological universe?
You must have guessed that the exclusive cast of "Feng Shen" has also appeared in Youku's previous playlists, and it is said to be an official collaboration with pure and innocent people, with the original cast members returning to the creative path of "Feng Shen" , can you bear this?
At this point, the short videos in my hand suddenly no longer taste good, and the schedule of meal companions for the second half of the year seems to be full.
Kuzi's first half of the year, let's talk about it. In this high-speed entertainment era, it is very difficult to make the audience laugh. In other words, it is difficult for even the audience to say it. They are used to it. After fragmenting fast food, what else can be considered true happiness?
Youku is not fighting against this era. The coolness is just like the rap song sung by Ouyang Jing in "Rap Dream Factory":
"To order takeout, the wifi needs to be fast
But not every moment is a competition.
You can take your time. "Take your time"
Slow down yourself, do not aim at making hits, do not only focus on results, maintain long-termism, and integrate public emotions and social hot spots into the program, so that they can really feel that they are seen and understood.
In this era, fast food is delicious, but it also requires people who take the time to make soup. Cool people like
are worthy of each of us to walk in confidently and boldly, and settle into a happy home that we will never leave.
