Text/Gian Bing
This year, the entertainment industry is not peaceful. The little essays on social media were written from January to December, and there were collapsed houses, hibernations, and in the circle.
Originally every year at this point, each David TV will publicize their New Year's Eve party lineup with great fanfare, this year is far from the enthusiasm of the past, after all, everyone is worried about spending real money and silver to record the program, in case of a small essay again, it is all bad.
Of course, Station B and various satellite TVs have long prepared their own New Year's Eve parties, and they also hope to divide the highs and lows as usual. However, from the perspective of attention, the New Year's Eve party has become an optional product, and under the initiative of "de-trafficization", people can't find a reason to pay attention to the New Year's Eve party.
Perhaps, it is time to say goodbye to the New Year's Eve party.
Bustling, all for profit
In the primitive social period, when the spring came, people sang and danced while offering sacrifices, praying for the wind and rain to be smooth in the coming year, which may be the original appearance of the New Year's Eve party.
The New Year's Eve party we know now is actually an imported product, the earliest record should be December 31, 1904 in Manhattan, the United States, the editor of the New York Times planned a fireworks carnival, tens of thousands of revelers spent an unforgettable night.
For the Chinese people, the historical status of New Year's Day is much lower than that of Chinese New Year's Eve, and people are more accustomed to belonging to the Lunar New Year rather than the New Year's Day in the Gregorian calendar. Until the year 2000, known as the millennium, and catching up with the Lunar Dragon Year, China's economy developed rapidly, the information and cultural products people received rose sharply, and the memories of that New Year's Eve also became an important node that many people will never forget, and the entertainment industry also developed tremendously around 2000.
The real New Year's Eve party is from 2005 Hunan Satellite TV, that summer Hunan Satellite TV's variety show "Super Girl" ushered in the second session, mobile operators and sponsors of the high-profile intervention, people immediately remembered this talent show.
(Fans of Jinan Street Super Girl Photo/China News Photo Network)
Hunan Satellite TV, which has a keen judgment on commercial value, not only signed a number of players into its own flag, but also held the first New Year's Eve party with a super female voice as the team on December 31 of that year, imitating the form of the Japanese Red and White Song Society, the team PK, of course, the activity of SMS help, and finally ended the New Year's Eve party with a chorus "Sing If You Want to Sing".
Hunan Satellite TV's New Year's Eve party allowed many satellite TVs to see the possibility of monetization of variety shows: increasing exposure, expanding influence, expanding the commercial value of artists, and laying the foundation for satellite TV's advertising investment and program production in the coming year.
The draft form of "Super Girl" with fire was quickly borrowed by various David TV, and in the second year of Hunan Satellite TV's New Year's Eve party, Oriental Satellite TV's "Come on! "Good Boys" was held, and at the end of the year, the "Good Boys" team was naturally used as a team to seamlessly connect the New Year's Eve party.
In this way, each David TV could not sit still, the armament war started in an instant, even CCTV was forced to go down, and the scene of Zhao Benshan and Lang Lang playing "Horse Racing" was unforgettable. In 2011, it even reached the peak of 16 TV stations at the same time.
At the time when the dividend of traffic artists appeared, the money invested by each David TV every year was countless, and the price of sponsorship was also rising. David TV even began to formulate and compete for the lineup of the year-end New Year's Eve party from the beginning of the year, the most popular time, the same artist will appear 5 times in the New Year's Eve party of different satellite television, and there are even rumors that in order to compete for an artist to appear, the cost exceeded 5 million yuan.
(Oriental Satellite TV New Year's Eve Party Photo/China News Photo Network)
While frantically switching channels, the girls in the rice circle were desperately posting help messages on social media, and a cross-Chinese New Year's Eve past, his throat was dumb, and his fingers were still swollen.
In the heyday of the New Year's Eve party, someone once calculated an account for satellite TELEVISION, the cost of stars is about 30 million -50 million yuan, the production cost is also about 30 million, a New Year's Eve party is done, roughly estimated to cost about 70 million yuan.
The advertising sponsorship income of the New Year's Eve party is roughly divided into categories such as exclusive title, special cooperation, interactive support, designated products, hard and wide, etc., and the average advertising revenue of the New Year's Eve party is also about 70 million yuan. The maximum revenue of a New Year's Eve party will not exceed 5% of the cost.
The New Year's Eve party, which is almost unprofitable, has attracted more than ten years of multi-party wars, and the business logic behind this is not complicated. Through the evening party to prove their artist cooperation and hardware production capabilities, establish a better brand, so that the next year or even years of business cooperation can be better developed, and even lay the "jianghu status" in the industry, and the traffic effect brings fan economy, but also let satellite TV have to grit its teeth to do it.
At the end of 2019, the B station that was called a small broken station by users for many years was still used to use a New Year's Eve party called "the most beautiful night" to successfully break the circle.
There is no feast under heaven that does not disperse
In 2005, when Hunan Satellite TV held the first "Supergirl" New Year's Eve party, it planted an introduction.
In that year, the Tianyu Company established by Hunan Satellite TV included most of the super female vocal contestants, plus the host lineup and self-made drama lineup originally owned by Hunan Satellite TV, which was enough to support the next party, and the subsequent Oriental Satellite TV and Jiangsu Satellite TV also blessed with a large number of high-quality self-made variety show resources, so that the New Year's Eve party was marked with the distinctive personality label of each satellite TV.
(Zhou Bichang at the New Year's Eve party photo/China News Photo Network)
But the audience obviously does not buy it, the audience hopes to see more big names and more high-level artists at a party, which makes it appear that there is a situation of heavy money grabbing resources to fight for coffee spots. After the expiration of the economic contracts of entertainment companies and artists, they also lost their most important artist resources.
At the beginning of the party, the right to speak was still firmly in the hands of the satellite TV side, and when the value of the artist rose, the satellite TV side gradually lost the ability to control everything, with the rise of the Internet new media platform, the binding relationship between the artist and the traditional satellite TV was broken.
In such a situation, only by fighting for money can there be a final lineup, and the result of fighting for money to save the lineup is bound to be highly homogeneous, and eventually it will inevitably lead to people's aesthetic fatigue.
The emergence of regulatory forms such as "thrifty party" and "issuance of new year's eve party licenses" shows that the state does not want such an "arms race" to continue. The money was spent, the artistic level was not visible to the naked eye, at first it was to lose money and make money, and then it was to spend money to listen to a sound, and in the end it was not heard.
Not only that, from the perspective of advertising implantation, satellite TV cannot fight with Internet companies in the future. From the perspective of Internet companies, the use and stay of a large number of users usually make the commercial form three-dimensional and diverse and normalized, while satellite TV is accustomed to betting on the party, not only hoping to use a party to earn back the eyeballs of the whole year but also hoping to earn the eyeballs of the coming year.
In order to level the cost, the song and dance party advertising implantation is relatively difficult, using a large number of oral broadcasts and picture patches by the host, and even at the expense of getting a second venue sofa in front of the advertiser's products, every time the swing arm sweeps the audience seat to reveal the advertiser's name and products, and even drive the car to the middle of the stage, the audience has long been deeply disgusted. At first, people would also marvel at the speed and clarity of the host's oral advertisement, but today people will only find this kind of eating ugly.
When the initiative of "de-trafficization" was said, each David TV was obviously to respond, from this year's lineup, the number of powerful singers and veteran singers has risen, but satellite TV is also dripping blood in its heart, losing the blessing of traffic, how to attract ratings and influence, this is actually a question without answers.
"Traffic" is innocent, the improvement of the artist's artistic level can not be changed by a party, but the matter has come to this point, satellite TV only accepts, of course, the price and money paid will be reduced accordingly, anyway, it is downhill, and it is also excellent to spend less money.
Damn sense of ceremony
Compared with the rise of artists, the difficulty of advertising implantation and de-traffic policies, the biggest enemy of the New Year's Eve party is actually the unwarranted "sense of ceremony".
Broadly speaking, ritual is a sense of sacredness that arises from taking care to turn everyday things into non-routines. It's personal and hard to create.
During the initial New Year's Eve party, both satellite TV and businesses are trying to create a sense of ceremony across the Chinese New Year's Eve, so that the wandering wanderers feel warm, to bring surprises to the "cows and horses" who have been beaten by society for a year, but they still can't escape the fate of BGM.
Although the ritual sense of the traditional Lunar New Year is also decreasing, but because of the seven-day holiday, people still have a good relief and release function for high-pressure work, in contrast to the New Year's Day holiday, although the extra day of leave is better than nothing, but the function of releasing and discharging pressure is minimal.
Secondly, the repeated epidemic and post-epidemic life in the past two years have shattered people's traditional lifestyles and entertainment models, and the expectations at the end of the year and the expectations for the coming year in previous years have become meaningless and valuable because of unknowable changes, and in this case, the value of the existence of the new year's ritual sense continues to decrease.
More importantly, the form of the party has fully proved its shortcomings on various platforms, and due to the high degree of personalization of appreciating art, it is impossible to create a family carnival type of party for all ages. The fresh stimulation and sensory impact and rapid satisfaction brought by short videos make more and more audiences unable to accept the traditional form of the party, even if it is a user with a high degree of stickiness to an artist or art form, they are not willing to sit for 3-4 hours waiting for that program.
The B station New Year's Eve party that was blown up in 2019 also ushered in the "rookie wall" in the second year, and people found that the form of the party was difficult to balance between the niche and the mainstream, let alone balance traffic and data.
Music is not a scarce resource in many art forms, in the era of many streaming media, mobile Internet and smart phones, music from the unit price to consumption mode is a very cost-effective artistic resources, and the level of live production is high, it is not as good as the sound quality and effect of the recording studio.
From the perspective of various factors, the New Year's Eve party to the end is inevitable, from a short-term point of view, the form of the party will not disappear, because for satellite television, the production of the evening party is a child's skill, some satellite television may not be able to produce high-level TV series and variety shows, but the production of a party that looks good, it is not difficult.
From the current point of view, taking the vertical personalized route may be a way out, such as the traditional cultural style of Henan Satellite TV, which has achieved four or two thousand pounds of surprise at several important nodes; for example, this year's "Talk Show New Year's Eve 2021" jointly produced by a video platform and Laughing Fruit Culture, although such a New Year's Eve party cannot be compared with the platter concert where big names gather in terms of production costs and performance lineups, it gives the audience a refreshing look and unique degree of discernment. After all, in front of a large number of users, eating a single niche group, it is not necessarily insufficient.
One day, the New Year's Eve party will be gone, and people will not have to regret it, because it must be on that important day, there will be more important things to do, and there will be more important people to accompany.