During the Spring Festival in 2024, works such as "Hot", "Article 20", and "Flying Life 2" were very popular in movie theaters, and box office data were repeatedly refreshed; the drama market had a "good start" with the hit "Flowers". Romantic dramas such as "Long Time Love" and "In Blizzard Time" followed one after another. While the big and small screens are competing for excitement, the variety show circuit seems particularly deserted at the beginning of the new year.
Compared with movies and TV series, the Spring Festival seems to have always been a "cold period" for variety shows with shorter production cycles and smaller volumes. The programs being recorded are being finished before the end of the new year and will be released after the new year. Most of the programs broadcast during the New Year holiday are the "inventory" of Q4 from the previous year, and this year's Spring Festival is no exception.
has experienced continued investment failure. Practitioners have realized that the industry cannot only rely on the waste heat of the comprehensive n generation to survive, and content innovation and model changes are imminent. Senior variety show media "Watching TV with Cold Eyes" once commented that the domestic variety show industry has now entered "garbage time" - the business model that relies on advertising and investment to achieve profitability cannot be fundamentally reversed. Under the impact of new media products such as short videos and mini-series, It will become increasingly unsustainable. Chen Wei, senior vice president of iQiyi, once said frankly: "The variety show industry has reached a stage where productivity and production relations do not match. Our industry may need the emergence of a 'hero'." At the beginning of the new year in 2024, the "hero" of the variety show industry will appear as scheduled. To?
Data source: Guduo Data Statistical time: February 2024
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residual heat: old IP supports the variety show track at the beginning of the year
In the first two months of 2024, the popularity of the variety show market is mainly maintained by the residual heat emitted by the old IP. Yunhe data shows that in January 2024, among the top 10 most effective variety shows on the entire network, old IP programs occupied 7 seats. The only three new programs on the list are the new group show "Happy Friends" independently planned and launched by the "Re-employed Boy Group" on Mango TV, the celebrity couple reality show "Study Trip of Love" and the annual dark horse "Farming".
"Happy Friends"
The satellite TV programs on the list are all classic IPs, including "Ace Vs Ace Season 8" that fits the family holiday background, the traditional outdoor reality show "Running Ecology" and "Extreme Challenge Treasures" 4 Seasons" and the stable studio variety show "Hello, Saturday 2024".
"Ace vs. Ace Season 8"
The ip network comprehensives on the list include "The Endless Family Years" and "This!" It’s Street Dance Season 6” and “Flowers and Boys·Silk Road Season”. It is worth mentioning that "Flowers and Boys·Silk Road Season" ranked second. Since its launch, it has been a hot topic and well-received. It has frequently hit the screen with hot searches: "Electronic Dora" Qin Lan, a highly emotional business fan, Xin Zhilei Showing a "silly" contrasting charm that is completely different from that in movies and TV dramas; the "sister treasure" Zhao Zhaoyi's outfits have become popular and become the focus of fashion KOLs; Wang Anyu and Qin Hailu's "Yilu Ping An" CP has attracted the attention of the audience Got drunk on his head. The "Beidou Seven Elements" composed of 7 participating artists has a harmonious atmosphere and a joyful and healing journey. At the end of the show, the Douban score rose to 9.1, becoming the season with the highest reputation in the Hua Shao series. It was even dubbed "domestic travel variety show" by netizens ceiling". After the broadcast, the "after-sales" interaction of "Beidou Seven Elements" also aroused heated attention and discussion. "Wang Anyu went to Qin Hailu's house to visit his brother-in-law" was reported by Reuters and immediately became a hot search topic. It was reported online that "Beidou Seven Elements" "We will also launch spin-off variety shows, which fully demonstrates that the long-tail effect of real-life variety show content may be beyond imagination.
"Flowers and Boys Silk Road Season"
The counterattack of "Flowers and Boys Silk Road Season" is also a successful case of the comprehensive n-generation efforts to overcome aesthetic fatigue and break through innovation, which is worthy of reference in the industry. At the end of February, "Farming 2" and "Infinity Class Season 2" were launched one after another, but currently, it seems that the discussion level is not as high as that of the previous works. At the same time, although "Happy Friends" has stabilized its reputation among the circle of audiences, it is obviously weaker than its predecessors such as "Happy Again" and does not have the influence to break the circle. How to bring new vitality to old IP is a problem that practitioners need to continue to think about and deal with.
"Farming Bar 2"
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New fields: comedy, physical fitness, farming... Who is the hit seed?
In addition to relying on the residual heat of the n-generation of variety shows, the current variety show industry also needs the support of fresh blood. Looking at the 2024 variety show lists on various platforms, we can observe that current creators are focusing on comedy, physical fitness, farming and other directions to develop a new batch of variety show content that has social value and arouses empathy of the times. .
Comedy variety shows are supposed to be a "hard currency" for family reunions. Unfortunately, no comedy variety show seized the opportunity and successfully "launched" this year's Spring Festival. iQIYI's "Annual Comedy Competition Season 3" was absent from last year's Q4, and Dragon TV's "Tonight's Open Mic Season 2" was only moderately popular, although it brought together Yue Yunpeng, Meng Hetang, Zhou Jiuliang, Li Xueqin, Xiaolu, etc. He is a talented comedian, but he has yet to break out of the circle. However, on February 22, the two major platforms iQiyi and Tencent respectively officially announced the recruitment of new comedy variety shows. The S-level comedy program launched by the former is tentatively named "Stand-up Comedy and Comic Talent Competition", and the new IP launched by the latter Titled "Talk Show with His Friends", it seems to indicate that the long-lost comedy hit is about to "come back", raising expectations. In addition, Tencent will also work with Miwei for the first time this year to produce the comedy variety show "Happy Wonderful Night", and Youku also has comedy projects such as "The Birth of Comedy", "The Baggage Shaking Conference" and "We Are Comedy Artists" in reserve. broadcast.
"Open Mai Tonight Season 2"
In the variety show list recently announced by the three major platforms of Ayouteng, it is also worth noting that in the two new fields of physical fitness and farming, there have been many "hits" Seed player". Among the physical competition variety shows, following "I Can 47" created by gold medal producer Yan Min, there are also many series including iQiyi's "Unstoppable", Tencent's "Surface Female Fighter" and "Super Force". The work is in preparation; and since "Farming" became the annual variety show dark horse, farm work programs have become the focus of various platforms and production companies. "Burning Moon" produced by iQiyi focuses on "10 "Women take over the farm work on the 10,000-acre ranch", which can be called the "female version of farming"; "This is My Island" planned by Youku will invite 7 members of the Times Youth League to go to a desert island to perform a "transformation plan", which also aroused fans their great attention.
From old IP to new projects, the joyful feast of 2024 is about to begin. Who can stand out, make the audience laugh, and revive industry morale? let us wait and see.
Writing: Nandu reporter Zhu Wenyi
Drawing: He Xin
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