Text | Rhino Entertainment, author | Fang Zheng, editor | Pu Fang
In the summer season, it is finally the turn of variety shows to play the leading role.
Unexpectedly, with the summer season in the rearview mirror, the national variety shows have become more and more courageous. The recent frequency of new variety shows on various platforms is simply a miracle that has not been seen for a long time in the industry -
According to the launch time, August 13th is Tencent Video " Supernova Games 5", and on August 14, Shandong Satellite TV Kuaishou's "Come to Life Old Iron!" ", August 15th is the launch of Youku's "Friends' Weekend 2024", and August 16th is iQiyi's "The King of Comedy Stand-up Season" and Youku's "This! It is Slam Dunk 6·Village Ba Season", Jiangsu Satellite TV Tencent Video's " Little Knights Rush to Together", and then CCTV IQIYI's " Fun on the Journey 2" (August 17 ), Mango TV "Jump into the Geography Book Travel 3" (August 18), Tencent Video " Talk Show and His Friends " (August 20), iQiyi "Just Go to the Distance" (August) 21st) to continue the joy of almost "daily variety" for the audience...
Obviously, or because each platform deliberately avoids the Paris Olympics and triggers a chain reaction, this summer's summer variety shows are mainly about first suppressing and then rising. Entering the "big battle time" with real guns and live ammunition, the following battles in various platforms and multi-track variety shows will surely be extremely exciting.
Below, Mr. Rhinoceros will start from two levels and break down the two major industry trends shown in this summer’s summer variety shows. Whose project is more popular? The answer will be revealed immediately below.
Each company has taken up "heavy weapons" to fight
Recently, all platforms have been making every effort to promote variety shows.
Rhinoceros, how do you feel? It’s just that every video platform particularly wants to prove itself. From the perspective of the industry background, the potential of this year's summer drama series is relatively weak, so variety show projects have been mentioned in a more important strategic position. Summer variety shows seem to have become a part of the play industry on various platforms.
can see that in the past few days, many platforms have moved out S+-level super variety shows. The summer variety show market seems to have completely entered the mode of each video platform carrying "heavy weapons" to fight against each other. The onlookers watched and screamed Enjoyable.
First of all, the Mango dual platform has an early layout for s+ summer variety shows. "Escape Room 6", "Breakthrough 4" and "Chinese Restaurant 8" were all launched significantly earlier than other platforms' s+. The first-mover advantage allowed these projects to get to the market first. Attention, they still need to have long-tail influence in the second half of the summer.
As for iQiyi, "The King of Comedy Stand-up Season" is a particularly powerful "heavy weapon" in the back of the summer season. After all, this is the first S+ masterpiece that iQiyi has devoted all its resources to the stand-up comedy track. There are two reasons for the uniqueness of its creation ideas:
. First, it emphasizes "stand-up comedy", a more accurate translation of this comedy art, to distinguish it from "talk show" which is easily confused with talk show. In other words, iQiyi intends to seize the right to speak in the industry through the "original" translation of the name, and judging from the fact that the program has successfully competed for top stand-up comedians such as Fu Hang, Liu Rencheng, Zhai Jianing, and Shi Yan who have been active in offline performances in recent years , the program’s research and treasure hunt on the domestic stand-up comedy industry is still very comprehensive and thorough.
The second is to invite Stephen Chow to make his debut in mainland variety shows. It has to be said that from the perspective of mass communication, the rare scene of Mr. Star as the promoter of a variety show may be a major event that stirs up public opinion. In addition, this time iQiyi has hired Tan Xiaohong, the chief director of the previous " Talk Show Conference " and " Tucao Conference " series, to establish a new "Little Meaning Studio" to plan "The King of Comedy Stand-up Season" and create rich comedy Comprehensive experience and the internal drive to change the family are both bonus points. Mr. Rhino is very optimistic about the project's potential to become a hit.
As for Youku, "Good Friends Weekend 2024", which will hold a media screening on the same day (August 13) as "The King of Comedy Stand-Up Season", is undoubtedly the s+ that Youku is promoting this summer.Obviously, Youku has invested more resources in the second season this year. The new season's program team will go to Chongqing Station, Guizhou Station, Inner Mongolia Station, Xinjiang Station, Mysterious Station and other cities to organize group tours, focusing on 5 groups of celebrities with native relationships. Friends "fall in love and kill each other" on the road. Visible to the naked eye, the variety show's program gameplay and guest volume have been greatly upgraded in the second season.
"Friends' Weekend 2024" fully demonstrates the comprehensive capabilities of variety show development on the Youku platform. On the one hand, the program created the IP by observing the trend of relaxed socializing among domestic entertainment acquaintances; on the other hand, the program originally created "Weekend and The core gameplay of "Friends come and go on a trip". This season, the Deyun men's team rarely unites to engage in team building. It is very interesting to see old friends reunite in the capital after Yang Chaoyue and Ding Yuxi's "Seven Occasions of Auspiciousness". Youku is gradually The IP of Jinjiajing has already established a firm foothold in the acquaintance social variety show circuit.
In terms of Tencent Video, the talk show variety show that has been postponed for a long time will make a strong return on August 20. This "Talk Show and His Friends" is an inherited and upgraded version of "Talk Show Conference" in terms of stage design, tonality and mode. , this classic series of IPs that have long led the Xizong circuit is undoubtedly the S+ that the platform attaches great importance to this summer.
The biggest advantage of "Talk Show and His Friends" is that it has a group of talk show actors with excellent audience popularity. Xu Zhisheng, Wang Mian, He Guangzhi, Hu Lan, etc. who have become very popular in recent years will all return. It can be seen that this show is better than "Comedy". "Wang's Stand-Up Season" has a lower entry barrier and is very much like a meeting between the audience and old talk show friends. Zhang Shaogang , who is very stable in controlling the show, is sitting in the host seat again. The guest group includes Da Zhang Wei, Zhang Yuqi , Lu Yu, Luo Yonghao and others are also old friends of the talk show audience. This year's surprise joining of "Lu Yu's colleague" Dou Wentao is a major hot topic in the show.
Platform "fighting against each other on the same topic" has become more and more intense
Recently, "fighting on the same topic" has become more and more popular in the industry.
This is another highlight of this summer’s summer variety show.
"The King of Comedy Stand-up Season" and "Talk Show with His Friends" go without saying that they are tough and tough. Even the recordings of the two programs were conducted by offline audiences recruited in Shanghai at almost the same time. From the recording audience in recent months You can smell the strong smell of competition in Xiaohongshu’s repo.
In fact, Mr. Rhino has a strong hunch that fighting on the same topic on the Xizong track will become the norm in the industry in the future. After all, there are more competitions between Xizong and Xizong this summer. Previously, " Happy Wonderful Night ", which had not changed its platform, already smelled of a secret competition between the platforms. In the future, Xizong will compete with each other for production power. There will definitely be more horse-catching stories.
In addition to the bayonet fight on the head, it is also very common for platforms to fight each other on the same topic in other variety shows. For example, this summer's sports and sports competition has received Olympic traffic. The latest contestants include Tencent Video's "Supernova Games 5" and Youku's "This!" It’s Slam Dunk 6·Village Ba Season”.
Sports fans who are in the "withdrawal reaction" of the Paris Olympics will naturally not miss these programs, especially "Supernova Games 5" in terms of program mode, which focuses on "the entertainment industry's new star version of the Olympic track and field competition", which is aimed at sports audiences. It is said to be an excellent Olympic sugar substitute.
and Youku "This!" Slam Dunk 6 Village Basketball Season" actually forms the most direct benchmark with iQiyi's "I Play Basketball in Hengdian" which was launched some time ago. The latter pioneered the concept of domestic entertainment actors working as a team to build a game after get off work, and this Season "This!" "Slam Dunk" is also based on the popular short video of Guizhou Village Super League and created the "Village Basketball Season". The drastic reform will bring a lot of freshness to viewers who have never watched Village Super League basketball.
The fight over the same topic has intensified, placing higher demands on the content innovation capabilities of all platforms. Therefore, under this industry background, some platforms have taken a new approach and begun to spend their efforts to develop new themes and new tracks that were not available in the previous market.
For example, iQiyi will soon launch the variety show "Burning Moon" with an all-female cast. This novel theme, which is rare in the market, avoids the competition and consumption of competing with each other on the same theme, and it is easy to reap the dividends of the theme.With the same logic, Shandong Satellite TV Kuaishou's recently launched blue-collar variety show "Come on, Old Man!" ", Jiangsu Satellite TV and Tencent Video's parent-child cross-country variety show "Little Knights Rush Together", and Tencent Video's upcoming new e-sports variety show " Battle to the Peak 3" are all emerging tracks that "do not take the usual path". They It is a particularly unique scenery during the summer season.
"Burning Moon" program creativity
From the above, it can be seen that although there are not many days left in the summer vacation, the summer variety shows launched by various platforms are still "Eight Immortals Crossing the Sea, Each Showing His Magical Powers". Next, we will continue to observe various summer variety shows. If there are any "new hot spots" in the market, Rhinoceros will also follow up as soon as possible!
