Recently, Hunan Satellite TV, Oriental Satellite TV, Beijing Satellite TV and other major provincial satellite TV have successively opened the 2023 variety show resource sharing meeting, major online audiovisual platforms have also released the 2023 variety show list in the third and fourth quarters of 2022, Meiland communication consulting is not complete statistics, up to now, provincial satellite TV released 102 variety shows, video platforms released 98 variety shows, the number of domestic variety shows to be broadcast in 2023 has reached 200, the fierce competition can be seen.
From the perspective of the types of themes of the released variety shows, music variety performances, emotional and workplace observation, comedy, and food culture are still the focus of the layout of major platforms. At the same time, each platform explores the preferences of users in different circles, especially young audiences, and increases innovation in traditional and national tide culture, reasoning and detective, blood dance, travel healing, sports + and other tracks.
On the whole, in 2023, provincial satellite TV and online audiovisual platforms will focus on "seeking stability + lightly testing the waters" in the field of variety shows, while continuing to cultivate traditional tracks, they will launch suitable content for different age circles, and continue to open up tracks and innovate IP in the way of multi-theme integration or theme +.
TV variety show market:
"Comprehensive N generation" stabilizes the market and "Z generation" innovates
In 2022, in the overall cold environment of the variety show market, the N generation will still firmly occupy the top position in market traffic and the number of brand investment cooperation. According to the latest "2022-2023 Video Convergence Marketing White Paper" released by Meiland Communication Consulting, among the top 10 popular variety show network integration communication index of the whole network in 2022, the N generation of quarterly broadcast variety accounted for 5 files; At the same time, the comprehensive N generation has performed well in brand investment cooperation, and 7 of the top 10 brands implanted in the top 200 popular variety shows in 2022 are comprehensive N generation.
The strong "eye-catching" and "gold" power shown by the N generation make it a stable flow "weapon" and marketing "trump card" for provincial satellite TV in 2023. Judging from the list of variety shows released by various satellite TVs in 2023, there are 62 comprehensive N generations, accounting for 61%. Among them, Hunan Satellite TV & Mango TV booked the market popularity in advance with a large number of mature IPs cultivated by dual platforms, and released a total of 21 comprehensive N-generation programs such as "Longing for Life 7", "Riding the Wind and Waves 4", "Overcoming Thorns 3", "Endless Sound Treasure Island Season" and "Detective 8"; Oriental Satellite TV innovated and upgraded 10 comprehensive N generation programs such as "Extreme Challenge 9", "Extreme Challenge Treasure Trip - National Park Season", "Philharmonic City 2" and "Our Song 5".
Cultural programs have become a "new standard" for the content ecology of various satellite TVs, and the trend of "involution" of audio comprehensive is obvious. Under the background of promoting cultural self-confidence and self-improvement and the rise of national tides, cultural programs have become the focus of market layout. From the perspective of volume, the TV variety show market has released 18 traditional culture/national tide culture variety shows, which is the same as the volume of audio variety shows.
From the perspective of content theme, Hunan Satellite TV's new comprehensive "Peach Blossom Source in the City" focuses on the "newness" of historical and cultural blocks; Zhejiang Satellite TV's "One Table Chinese New Year's Eve Rice 2023", "Thousands of Miles Walk Single Ride 3" and "Chinese Heart" respectively focus on traditional festival food, China's world cultural heritage, and national culture such as Danqing and neon clothes; Beijing Satellite TV and Shandong Satellite TV continue to expand the national chao cultural IP matrix, in addition to cultural IP sequels such as "Museum City 2", "Little Masters of Chinese Studies 6", "Yellow River Cultural Conference 2" and "Opera Universe 2", they will also launch new cultural IPs such as "Food for China" and "Chinese Family Poetry Competition". Oriental Satellite TV seizes the opportunity of the public's attention to solar terms culture, and will launch the cultural and gastronomic variety show "It's a Good Time on Earth" combined with the 24 solar terms, as well as the classic text reading program "Sven Jiangnan 2" featuring the theme of "Jiangnan Collection". It is worth mentioning that the show will invite metaverse virtual idols to join and expand the concept of "Dagangnan".
In 2023, the audio complex market will continue to "involve". Each David TV released a total of 18 comprehensive files, mainly concentrated on Hunan Satellite TV & Mango TV (6 files) and Zhejiang Satellite TV (7 files) two major platforms, of which Hunan Satellite TV directly released the program resources of "Time Concert 2" and "Time Concert 3 - Peak Singer Season". Jiangsu Satellite TV also plans to launch the national tide music program "Incomparable Paradise" in 2023.
From the perspective of subdivided categories, in addition to "Riding the Wind and Waves 4", "Overcoming Thorns 3", "The Voice of God 4", "Shining Band 3" and other well-known all-star/professional music competition programs, Hunan Satellite TV also officially announced the national online music competition program "National Singer 2023"; Zhejiang Satellite TV's music + cultural tourism theme variety show "Travel 2" returns; Oriental Satellite TV launched the "Music + Game" fun interactive program "Karla Together"... Each David TV began to unlock the interactive and fun gameplay of music variety shows.
Observation programs have added a new track, emotional marketing is hot, and the platform has opened the "archaeology" mode. Observation variety shows have always been the focus of the market, in 2023, each David TV has released 5 observation programs, in addition to Hunan Satellite TV's 3 observation programs "Goodbye Lover 3", "We 3 Employment Season at the beginning of the workplace" and "Daddy Home 2", the new Oriental Satellite TV urban youth social observation program "Meet a Friend", and Beijing Satellite TV's enterprise observation program "Specialized and Special New Research Institute" that opens up a new track.
It is worth noting that because emotional marketing is favored by the market, satellite TV has opened the "archaeology" mode. For example, in Hunan Satellite TV's new comprehensive "Endless Sound and Treasure Island Season", the two sides of the strait will sing classic golden songs together, and "main melody tone + social emotional resonance" may continue to explode the myth; Zhejiang Satellite TV's "Infinite Beyond Class" archaeology TVB classic drama triggered the "memory killing" of the whole people.
Head TV is targeting Generation Z for variety show IP innovation. The youth market, which has great consumption potential, has always been the focus of media and brands. In 2023, Head Satellite TV will continue to pay close attention to the trend culture of young groups, and lay out diversified tracks such as reasoning detectives, camping socialization, and workplace growth. Hunan Satellite TV not only has the return of two reasoning variety shows "Detective 8" and "Escape Room 5", but also the "She Theme" reasoning program "Women's Reasoning Society", and the real-life immersive reasoning variety show "Start Reasoning". Zhejiang Satellite TV officially announced "Youth Reasoning Society" and entered the reasoning track.
At the same time, in 2023, the TV variety show market will emerge with diversified characteristics and trendy content IP. For example, Oriental Satellite TV laid out the campus basketball cultural program "Welcome to the Basket" on the bloody youth track; Hunan Satellite TV's youth national brand promotion program "Good! National brand", with the expression of youth national tide to promote the rise of domestic brands; Beijing Satellite TV tested the water for young people's "camping + social" program "Camping Off the Single Plan", and the college interactive program "Dear Students".
Online variety show market:
Deeply cultivate the advantageous track, the new comprehensive accounts for 72%
In 2023, the new comprehensive network audiovisual platform will account for more than 70%, mainly focusing on the integration and innovation of the five popular market tracks of music, dance, comedy, observation and reasoning. From the perspective of volume, in the 2023 variety film list released by "Aiyuteng" and Bilibili, there are 27 comprehensive N generation programs, accounting for 28%; There are 71 new variety shows, accounting for 72%.
From the perspective of new genres, it mainly focuses on trendy street dance, multi-genre comedy, workplace/family/emotional observation, music competition, road trip, reasoning and Generation Z trend art and other market hot tracks. On the one hand, the network audiovisual platform uses the advantages of their respective tracks to promote new comprehensives; On the other hand, actively capture market hotspots and accelerate the seizure of weak track traffic.
The online audio-visual platform takes advantage of market hotspots to enhance the potential of the track, promote new comprehensive and new bureaus. Under the background of industry cost reduction and efficiency increase, in 2023, major online audiovisual platforms will take advantage of market hotspots and deepen their advantageous tracks to enhance the traffic appeal and marketing appeal of Xinjie.
For example, iQIYI relies on the advantages of the ancient city cultural universe, reasoning, and love track, combined with the popular Jingpai culture, and launched the ancient city culture IP "Debut! Beijing Central Axis"; Based on the creative experience of the popular reasoning variety show "Meng Detective Detective Case", superimposed on the trend "extreme sports", the new comprehensive "Extreme Sports + Reasoning Game" "Love Motion Youth" was launched; Integrate ice and snow sports hot spots, and launch sports, social, love, variety show "Advanced Dao of Love" and so on.
Youku relies on the advantages of street dance and music variety tracks to develop new comprehensive tracks. For example, riding on the east wind of the meta-universe, the dance club outdoor competition program "Meta Stage Project" was launched; Taking advantage of the "emotional killing" craze, the classic film and television soundtrack competition music complex "Drama Beautiful Song" was launched.
In addition, the online audiovisual platform also cooperates with popular comedy labels to create diversified and innovative programs, and presses the acceleration button of the comedy track in the online variety market. For example, Tencent Video joined hands with Xiaoguo Culture to launch a new comedy variety show "Comedy Conference"; Youku cooperated with the two major labels of Happy Twist and Zhao Jiaban to launch a total of 9 new comedy synthesis, including the improvisational comedy variety show "Improvisational Comedy League", the sitcom variety show "We Are Comedy Artists", the comedy + business variety show "Departure to Houhai Village", the comedy + reasoning program "Ivory Mountain Exclamation Society" and "Daji Dali".
Aiming at the emotional needs of Generation Z circles, new IP was launched. In 2023, major online audiovisual platforms aim at the emotional resonance points of Generation Z and launch a number of youth social, travel healing, and workplace growth programs to seize the young user market. For example, Youku launched the Generation Z companionship growth observation reality show "Start Sharing Today", and three observation variety shows focusing on different careers "It's My My Job, Pet Doctor Season", "Hi, City Hunter" and "Super Burning Prosecutor". Focusing on the social needs of Generation Z, iQIYI launched the home decoration renovation program "Renovate! Rental House", the trendy cultural creative planning program "Trendy Hitchhiker's Guide", and the trendy RPG game competitive program "Super Adventure".
Healing content such as travel & slow variety shows has become the "new favorite" of urban youth groups, and cycling cultural tourism programs "Chasing the Wind", "Ride the World with Me", and the pastoral slow variety "Farm the Boy" came into being. At the same time, the dark horse performance of light-weight acquaintance social variety shows such as "Mao Xuewang" and "Happy Departure" in 2022 allows major platforms to see the yearning of young people for a comfortable social life. Gathering" and "It's a good friend's weekend" are two light acquaintance social variety shows.
It is worth noting that at the 2022 AD TALK Marketing Partner Conference held at the end of 2022, Bilibili launched 19 variety shows, relying on the advantages of the platform community and directly hitting the young circle with content, becoming a strong competitor in the variety show market in 2023. For example, with "Zero Zero Employment Agency" and "Let's Move! Party A and Party B" as the representative of the workplace variety show, the love observation variety show represented by "90 Marriage Agency" and "Love Express with Friends", etc. Bilibili creates content according to the needs of users on the site, which is easier to attract users' attention and obtain users' emotional resonance and value recognition.
(The author is the marketing manager of Beijing Meiland Media Communication Strategy Consulting Co., Ltd.)