Teacher Wen/Ya
In 2021, video entertainment has entered a more mature stage of development, and various platforms and content creators have gradually found a balance between form exploration and content innovation, and high-quality content is still the strategic focus of each platform.
How to further improve the quality of content and better face users has undoubtedly become the foundation of long videos. "Real" has become the key word, that is, content that is closer to the lives of the people and more intuitive to show the style of young people.
In the content of long videos, compared with dramas, movies and other forms, variety shows have innate speed advantages at the production and playback levels, so that they can reflect the state and aesthetic preferences of the current young group most directly and quickly.
This point is accurately projected on the entire variety market in 2021. Reflected in the choice of theme content, strong artistic expression, meticulous interest cutting points, close to real life and grasping emotional appeals of high-quality variety shows are frequently produced, showing that young people pay more attention to the present and pay more attention to the expression of life attitude.
The variety show market in 2021 complements the fun and characteristics of Gen Z young people. Variety shows have become the most active, open and fresh content form in the field of long video.
Pay attention to artistic expression and bring young people closer to art
Compared with TV variety shows focusing on the gap between popularity and entertainment, popular content is still dominated by interesting reality shows such as "Ace to Ace" and "Run", and the online variety market has completed another iteration this year, and artistic expression has become the biggest highlight.
A number of variety shows around art forms and artists have gained high word of mouth and high topicality.
Since the launch of "Drama New Life" produced by iQiyi, the Douban score has been maintained at 9.2 points.
Douban score
Through the expression form of variety shows, niche art such as drama allows more audiences to see the charm of a group of "nameless" dramatists, some people can't help but applaud the true feelings revealed in the reality show, some people say "everyone is Xiaolan" after watching the drama works, and some people just "look up and see the moon"...
Compared with the beginning of the year, the variety market has appeared for the expression of niche art, and at the end of the year, popular arts such as comedy and movies have also been further depicted by variety shows, but the artistic ingenuity of a group of people is still one of the core themes of these variety shows.
The "Annual Comedy Competition", which was launched at the end of the year, is the latest masterpiece of iQIYI and Miwei Media, with "sketch comedy" as the incision and excavating "new comedians" to create a "new new comedy". Although it is said to be a "new comedian", many contestants have actually had more than a decade of experience in comedy performance, but lack a ladder to rise.
"The Annual Comedy Competition" allows the audience to meet a group of talented comedians, see the process of comedy creation, and especially highlight the key role of screenwriters in comedy creation. The love and respect of these comedians for the stage, the final presentation, let the audience laugh, but also often cry.
"Annual Comedy Contest" Shi Ce and Wang Hao
Another variety show, "Let's Shoot", moved the mysterious and unfamiliar "Green Lantern Society" to the variety stage to restore the whole process of film industry production. The representative young directors of academic school, grassroots school, art flow, actor transformation and so on, give full play to their own talents, and then cooperate with the witty words of Chen Kaige, Liu Zhenyun, Chen Sicheng and Shu Qi, and complete the efficient collision of artistry.
Variety shows are a spotlight and a magnifying glass.
It can be seen from the above programs that niche art forms such as drama and sketch comedy can be pushed to a wider market and audience with the help of variety shows. For popular art forms such as movies, the audience is more interested in the production links behind the scenes, and variety shows are also an excellent form of display. Those behind-the-scenes heroes and practitioners who are talented but lack the opportunity to show in the industry can use the platform of variety shows to occupy the spotlight.
For the audience, the variety show not only presents the final artistic achievements, but also presents the real creative process, so that the distance between the audience and the art is closer, which is actually a kind of cultivation and education for the audience to a certain extent, when the audience returns to the line and directly consumes art products, it will get more harvest and better viewing experience.
In addition to directly producing variety shows with a certain art form as the core of creation, variety shows themselves are also a stage for aesthetic and visual art display. In 2021, the ceiling of variety show production ability and artistic expression is constantly being broken.
Stage competition variety show is a form of variety show that can be called a traditional variety show, but the reason why it can change across the Taiwan network and endure for a long time is because the form has been constantly absorbing new program forms or elements, for example, the competition and competitive variety shows such as "Sister Riding the Wind and Waves" combined with the reality show form have evolved several times and have become a "super complex" in the variety category.
In 2021, this "super complex" has entered the level of spelling artistic expression, the most representative of which are iQiyi's "BurstIng Stage" and Mango TV's "Brother With Thorns", two programs that contribute a number of impressive high-level stage performances, allowing the audience to appreciate that stage performances are not only song and dance, but an overall audiovisual art presentation. Costumes, choreography, and scenery are all indispensable links.
Bursting Stage
The reason why art will shine on the stage of variety shows is, on the one hand, because the level and cost of online variety show production have improved, so that variety shows can accommodate richer artistic creation and expression; on the other hand, contemporary young people's interest in various art forms is more intense, so that platforms and markets are willing to pay for art content. In addition, some producers and platforms have a sense of social responsibility and hope to discover and deliver more young and talented artists for the industry.
Generation Z becomes the protagonist of the story, and the interest culture is fully displayed
Another major trend of variety shows in 2021 is the panoramic display of young people's interest in cultural life.
"Young" is not a new trend in the network. Looking back at the development process of NetSo, it is the mutual embrace of young people and content creators that makes Netshoe usher in the first highlight moment.
In 2014, "Strange Story", produced by Miwei Media and produced by iQiyi, opened up a new situation for the network and tore off the label of small cost and pure entertainment. Since then, the video industry has ushered in the era of super network synthesis, "Summer of the Band", "This! It is the "Street Dance" and other programs that will play the focus of interest to the extreme, leading the trend culture of young people.
In the variety market in 2021, Generation Z has become the protagonist of the story, and the variety shows have begun to show the interest and cultural life of this generation of Chinese young people and the style of young people in different fields.
According to incomplete statistics, in 2021, there are 20 variety shows that pay attention to and present the cultural life of The Z generation, and the tentacles extend to almost every young person's interest corner.
The speed advantage of variety shows has been fully reflected in this aspect.
First of all, variety shows can quickly capture popular entertainment trends among young people.
Further, successful variety shows can not only closely follow, but even surpass and lead, walking in the forefront of the trend, in recent years, the script killing, the heat of the escape room industry, is the best example.
These games, which were originally popular among a small number of young people, have become one of the most important ways of interest and socializing among young people this year. The breadth of coverage, the depth of radiation and the young circle can all see a clear expansion.
In 2021, iQIYI will build a "fan season" with three scripts to kill variety shows, and follow the evolution of the script killing industry from a partial board game gameplay to an immersive experience that emphasizes interaction and reality, and the preferences and needs of players in the game are also more diverse, from shallow to deep, creating three different types of suspense variety shows.
"Detective Detective" with the help of a number of young circles can resonate with the classic IP "Huan Zhu Gege", "Journey to the West", "The Legend of the White Snake", etc., taking into account the feelings and fun; for hardcore players who have requirements for reasoning and suspense, there are "Strange Script Shark" and "The Last Winner", it can be said that as long as they enter the pit, users or players can continue to advance online and offline to find their own consumer goods.
The immersive experience has also been further enhanced by technological innovation in this batch of variety shows, such as the "shark entertainment mode" in "Strange Script Shark" and the "Strange Detective Mode" in "The Last Winner", which allows the audience to enter the game and search for evidence and identify the murderer with the guests.
"Strange Script Shark" "Shark Entertainment Mode"
It can be seen that when the producer combines the fun, love and mature variety show mode of young people to a wider range of people, it has reversed the offline entertainment life of young people.
Young people's interest does not stop there, and the exploration of variety shows will not stop. "Junior Rap Project", "Black Afraid Of Girls", "Rap Listen to Me 2" further focuses on the rap attitudes of young people, expands the rap track again, and thus deeply analyzes a variety of young attitudes; "Dance Student" amplifies "This! It is the incision of the "Street Dance" series, introducing to the audience that the dance method that young people love is not only a kind of street dance...
Embracing young people and showing young people's interest in life is not a new trend, but today's variety shows have not only stayed in display and observation, but directly opened up the online and offline entertainment life of young people.
Close to life, illuminated into reality, providing "emotional education" and "emotional value" for young people
In addition to showing the face of interest in life, the emotional demands such as attention and understanding that young people need are also embraced in this year's variety show content. In recent years, for young people, their biggest feeling is that they are often surrounded by anxiety, loneliness and other emotions, so how to interpret real life and how to heal the emotions of young people has become an important proposition of this year's variety show.
Based on this aspect, the observation variety show takes another step, the observation object has a strong sense of substitution of stars, but also increased the ordinary people around, the object is placed in the environment is more and more daily, such as travel, workplace, family and so on. The change behind this may reflect the change in the mentality of contemporary young people, whose eyes have shifted from afar to the surroundings, from the pursuit of curiosity and the satisfaction of voyeurism to the desire to find the key to their own problems from the lives of others.
The topics touched by the observation perspective are also more realistic this year, and they are the most confusing and most concerned issues for contemporary young people.
One Entertainment Observation (ID: yiyuguancha) statistics found that in 2021, the variety market launched a total of 15 observation variety shows, of which the popular variety show "My Little Tail" completed the broadcast of two seasons a year, and the performance of Meng Wa in the variety show and the warm interaction between parents and children were very warm, and were called by netizens as healing small sweet variety.