Finally, the magical year of 2021 is coming to an end.
After experiencing the collapse of the traffic of small students, and then to the collapse of the star design, it is not only to let the audience eat melon and eat, but also to make the media and brands frightened.
However, near the new year, Wang Lihong carried a big melon on his back and "turned out", which really drew a "perfect" end to 2021. The most unhappy may be the Hunan Satellite TV of the "number one player" of the New Year's Eve party and the "small broken station" Bilibili.
Although the days are difficult, the party cannot be left unattended. Even without Wang Lihong, it is not impossible to seek opportunities in this "party battle".
New Year's Eve party can not escape the "inner volume"?
The inner volume of the New Year's Eve party began at Station B in 2019.
In 2019, the first cross-night of Station B was a blockbuster, and it got a high score of 9.0 in Douban. On the night of the last day of 2019, accompanied by a barrage of "small broken station NB", the B station evening party was viewed live by more than 80 million people that night.
Since then, the New Year's Eve party is no longer exclusive to satellite television, but has become a traffic battlefield for Internet content platforms to compete with satellite television.
In order to cope with the fierce competition, this year's New Year's Eve party, each family seems to be riveted.
As a veteran satellite TV, Hunan Satellite TV is still in the forefront, playing the slogan of "youth shines, the light is coming", but there is no movement except after the main visual poster and the light concept film are announced.
On the other side, Jiangsu Satellite TV, a New Year's Eve powerhouse, is not like Hunan Satellite TV, which is "small family temperament", and is connected with the official announcement of three waves of guest lineups. Deng Ziqi, Xiao Jingteng, Yang Qianwei... The guests span three generations of the music scene and believe that there will be "guarantees" in terms of content.
The party rookie B station, as early as the beginning of December, relied on the #B station New Year's Eve party to officially announce the topic of Zhou Shen joining the # in the form of a statement to preemptively win the Weibo hot search. At the same time, Wei Zhentian was given a Vlog of "Business Trip Wuxi", which was once again brushed with a sense of existence. The advance trailer of Station B, "Fireworks", attracted the warm expectations of many onlookers.
On the surface, there are obvious differences between satellite TV and Internet content platforms.
Hunan Satellite TV still focuses on the youth route, with pink nebula as the bottom, planets, whales and other elements as embellishments, and young men and women are listed separately, giving people a youthful atmosphere, in line with the tone and personality of Hunan Satellite TV. At the same time, Hunan Satellite TV also gave a "light formula", suggesting that the little secret of this year's cross-night is in it. Although it is easy to see that it is a propaganda strategy, it does attract the attention of many viewers.
Jiangsu Satellite TV maintains a nostalgic style, and from the invited guests, it can be seen that Jiangsu Satellite TV's New Year's Eve party must be a classic golden song and a popular song. In addition, Jiangsu Satellite TV also invited guests such as the Aerospace Veteran Comrades Choir, representatives of veteran soldiers in the War to Resist US Aggression and Aid Korea, and national models for poverty alleviation to closely follow the theme of struggle in today's era and carry forward the spirit of positive energy.
B station is still a strong niche style, compared to the satellite TV 'uniform', B station official first trailer short film "fireworks", with healing, encouraging body language, poke in the young people's hearts of the layer of loneliness and softness.
"Unique" is the feature of this year's B station New Year's Eve party trailer, and the intuitive features of satellite television, "Fireworks" is more likely to attract the audience's curiosity. In some of the program IPs announced by the follow-up B station official blog, you can see the game "Original God", the movie "Let the Bullets Fly", the national comic "Spirit Cage" and other content that is more well known to young people. Obviously, in terms of occupying the minds of young people, Station B has taken a step ahead.
Each of the three has its own characteristics, but it can also be roughly seen that the difference between traditional media satellite TV and Internet content platforms, the understanding of content dissemination is different, reflected in the final form of expression of the New Year's Eve party.
Just a new traffic password?
What led to the inner volume of the New Year's Eve party was not only due to the rise of content platforms such as Station B, but also a change in the current content demand market.
The development of the mobile Internet has weakened the communication ability of traditional television media, and replaced it with the rise of online content. Its representative is the rise of short video content in recent years, and gradually penetrated into the New Year's Eve party of satellite TELEVISION.
From Li Yuchun's cover of "Ordinary DISCO" at the New Year's Eve concert of Hunan Satellite TV in 2015, to "Wild Wolf Disco" on the "2019-2020 New Year's Eve Party" to brush the screen of three satellite TVs... On the surface, it is only a change in the content of the performance, but the deeper reason is that the demand side of the content is tending to be younger.
As Generation Z begins to become the main consumer force, the demand for traditional content among young people who are more willing to accept new things is gradually weakening, and new media with more personalized and unique characteristics have become their main content consumption scenarios.
In the "Into the Confident Z Generation 2021 New Youth Insight Report" released by Sina News, it can be seen that the interest circle of The Z generation is becoming more and more extensive, and the rise of niche circles such as e-sports, tide play, ACG, and cute pet reflects the changes in the consumer psychology of the Z generation.
Because of this, the single content expression of the traditional New Year's Eve party cannot meet the needs of Generation Z, and the era of "guest lineup determines success or failure" has become a thing of the past, and the content expression that adapts to diversification and multi-level has become the mainstream of the new era.
The core reason for the success of the first New Year's Eve party of Station B in 2019 is that Station B connects diversified and multi-level content in a linear series, filling the needs and pain points of young people.
From Contra to the game elements of World of Warcraft; from the instrumental master Fang Jinlong sharing the stage with the virtual idol Luo Tianyi; from the "disco queen" Zhang Qiang in the late 1980s to the UP master and the traffic Xiaosheng... The seemingly chaotic and confused combination is almost seamlessly connected by the B station.
Some netizens commented that "the most worthwhile feast of the times for so many years", for the young audience who have been "brainwashed" by the Spring Festival Gala for a long time, the "stitching monster" of the mash-up gathered together, but it produced an unexpected chemical reaction, poking the itch of the young audience.
Throughout the years and nights of Station B, it can be seen that the three major contents of games, movies and television, and animation are the unchanged content core. Anime songs are skewered, game music is ensembled, and the New Year's Eve party program of Station B can directly hit the niche culture of Generation Z.
In this way, the late crossing of station B is like integrating its existing cultural attributes into one, and the external output is concentrated in the form of a New Year's Eve party, and the ultimate goal of breaking the circle of station B itself is achieved by covering multi-level needs.
Under the agitation of the "catfish" of Station B, the "concert" form of the traditional New Year's Eve party began to loosen. More and more platforms and satellite TVs have joined this "New Year's Eve party traffic battle", combined with their own content advantages, to explore new possibilities.
For example, in 2020, Xiaoguo Culture held the "Talk Show Anti-New Year's Eve", which opened the prelude to the 2020 New Year's Eve Party in the form of a talk show, and diversified content had a profound impact on the content form of traditional satellite TELEVISION with the help of the Internet.
Behind the New Year's Eve, it also confirms from the side how content platforms and satellite TVs cope with the form of competition in the stock era. It is not possible to simply compare the B station with satellite TV, and the diversification of content forms is also one of the highlights of each New Year's Eve party. What needs to be considered more is that when the audience's needs continue to split and evolve, how to accurately grasp the pain points and find the key to content differentiation will be the key issues to be considered by satellite TV and content platforms in the future.