Rhino Entertainment Original
Text|Fangzheng Editor|Park Fang
Q1 variety show market is recovering.
In the past January, because the explosive drama and the Spring Festival file grabbed too much attention, the topic of variety shows was colded by the public opinion field. But in February, new developments came from many blockbuster variety show projects, and the sleeping lion in the variety show market was finally about to wake up.
In terms of new comprehensive projects, Mango restarted the "National Music Newcomer Selection" "National Singer" issued a global recruitment order, Tencent Video launched "Talk About Talk" created by the "Sister Talking Group" (Fu Seoul, Yang Li, Yi Lijing, Yang Tianzhen), iQiyi's "Farm the Land" "True Farming" seems to be playing a very new thing, and the satellite TV variety shows "Open Tonight", "No. 17 Music Warehouse" and "New Life All Things" also have their own fresh highlights.
In terms of comprehensive N generation, "Half-Acquainted Lovers 2" led the whole network to discuss the trend of CP, and the first recorded song list of "Endless Sound Treasure Island Season" was hotly discussed by social media, while "Detective 8", "God-given Voice 4", "The Strongest Brain 10", "Extreme Challenge Treasure Row - National Park Season", etc., are trying to prove that the influence and investment attraction of the old comprehensive N generation are still resisting.
It is foreseeable that after the Spring Festival Gala season in January, the variety show market in February and March will truly usher in the recovery of all tracks and a hundred flowers. Eating the dividends of the liberalization of epidemic policies and the gradual return to normal of variety show recording, the outbreak period of the 2023 variety show market is on the way.
The new comprehensive project broke the game with a "novel theme"
Pushing the old and innovating is the main theme of Q1 variety show.
According to the preliminary statistics of Rhino Jun, among the 26 key variety show projects that have been broadcast/to be broadcast in Q1 produced by various platforms on the Taiwan network, as many as 17 are new comprehensive projects (first season) planned from scratch, which shows the determination of each platform to "start over" in 2023.
Novel themes are the key to market discussion.
Several new comprehensive shows that have been hotly discussed in the public opinion field recently have almost all generated hot topics because of the theme. "Let's Farm", which once shined in the Pang Bo talk show, finally dropped its boots, this hardcore labor reality show recorded 190 days of 10 domestic entertainment newcomers farming steadily, and the novel setting subverts your perception of cultivating variety shows.
"Expand and Talk" also plays on Tencent Video's strength in integrating resources, and female opinion leaders who dare to ask and talk can give you a lot of "sober" life guidance, and the show is very similar to the enhanced version of "Mao Xuewang". Let's get started! "New Life" is also a language program, iQiyi and Xiaoguo stars use talk shows to soothe the anxiety of workers starting work in 2023, this node-type new comprehensive is really good at pinching the emotions of the masses.
Mango Q1, which loves to make flowers lively, is also busy, "National Singer" won the only music comprehensive license this year, and the "National Music Youth Selection" S+ big music complex produced by Wu Mengzhi and operated by multiple teams has attracted much market attention. "Women's Reasoning Society" bought the copyright of the popular Korean comprehensive "Women's High School Reasoning Class", and finally blew a new wind for the homogeneous reasoning track.
After-sales project development is still Mango's signature play, and the two online programs are very capable of driving VIP consumption. Yang Di's visit to the current situation of old guests "See Lover Again" followed the closing popularity of "Goodbye Lover 2", and "The Distance Between Love and Marriage" greatly met the double sugar needs of old fans of "Wife's Romantic Trip".
Youku's variety show to be broadcast has appeared in several rounds of film lists, and recently it was rumored on the Internet that "game social drama ensemble" "Rock-paper-scissors" may be recorded soon, and Jackie Chan, Yang Di, etc. appeared in the list of proposed invitations. "Drama Good Songs" with "Film and Television OST Competition" as the entry point is to invite Zhou Huajian, Hu Xia, etc., and is also expected to meet you in Q1.
In terms of satellite TV variety shows, Zhejiang Satellite TV raised Wu Tong's "Our Inn" at the beginning of the year, hoping to continue the popularity of the director's previous work "Infinite Beyond Class", but the market's reaction to this "Wulin Gaiden" sentimental card was slightly flat. The concept of "No. 17 Music Warehouse", which focuses on "Livehouse music performance planning", is quite novel, and such innovation by satellite TV music complex is worth encouraging.
Moreover, Oriental Satellite TV returned to the theme of talk shows, but invited Yue Yunpeng and Wang Yaoqing's "rare combination" as the host, which is obviously different from the online talk show in terms of playing style. Jiangsu Satellite TV's "New Life of All Things" was led by Yang Lan to visit 11 intangible cultural heritage projects, combining traditional culture and trendy craftsmanship with ancient and modern to tap a new intangible cultural heritage DIY market.
To sum up, Q1's new comprehensive project gives us enough freshness, farming, talking sister group, women's reasoning, Livehouse planning, intangible cultural heritage DIY, etc., which are not only the "novel themes" of the variety show market, but also lead the public to discover and capture "new things". Although it is not easy for the new comprehensive project to break through in popularity, it provides strong content vitality for market development.
Comprehensive N generation sequel "all-round upgrade"
The N generation supported the overall market of the Q1 market.
Although the variety show market at the beginning of the year was stolen by other entertainment categories, the N generation of variety that has been broadcast so far has still delivered remarkable results. And many of the N generations to be broadcast are widely discussed "before broadcasting", and their performance will determine how many surprises the Q1 variety show market can bring.
"All-round upgrade" is the keyword of Q1 comprehensive N generation.
The discussion of the upcoming "Endless Sound and Treasure Island Season" has been high on social media for a long time, mainly because the show has made a leap compared to the previous season in terms of cast lineup, track selection, emotional topics, etc., and the popularity of Taiwanese pop music to mainland listeners is even greater than that of Cantonese songs, and Na Ying's "The Day Does Not Understand the Darkness of the Night" and Ma Jiaqi's "Your Look" in the online song list have the potential to become popular again.
The broadcast "Half-Acquainted Lovers 2" opens up a topic gap in the market with a fully upgraded new look. For example, the star observation room has been upgraded, and Chen Yanxi and Pang Bo's romance debut has been searched continuously; The CP focus is upgraded, which triggers the subsequent CP chaotic stew trend of the whole network reasoning; The commercial value has been upgraded, and the program has attracted brand gold owners in many industries such as plant selection and gold spinning.
The old comprehensive N generation is still the backbone of the market.
After surviving the turmoil caused by the departure of the small box team in the previous season, this season's "Detective 8" ushered in a big recovery in word of mouth with a score of 9.2. The show uses the pilot film of "Acquaintance Bureau Brain-Burning Game" to touch the preferences of the core audience, and continues to strengthen the scene gorgeousness and story reversal of the case, proving that the detective IP is still the ceiling of the reasoning track.
It is rumored on the Internet that "I Want to Sing with You 4" recorded on February 17 and returned after seven years was urgently launched in Q1, this program that was once known as "the country's first star-element combination of music and music" is very suitable for Hunan Satellite TV's prime time, preliminarily, with strong interactive K song elements and national audiences, the show's investment attraction ability is quite guaranteed.
In terms of satellite TV variety shows, although it is difficult for the N generation to create explosive points, their market appeal has not diminished since they have formed a stable audience all year round. "The Strongest Brain 10" is a family show with considerable ratings during the Spring Festival, with which QQ Star has cooperated for many years; The IP effect of "Extreme Challenge Treasure Trip - National Park Season" is prominent, absorbing brands such as Huishan milk powder, Volvo, and Samsung mobile phones; "The Voice of God 4" is about to debut in Q1, and it has been one of the most stable sound complex IPs for many seasons.
In summary, there are many highlights of the comprehensive N generation of Q1. First, "Half-Acquainted Lovers 2" and "Sound Forever 2" plus "Amazing! Dance Club 2", in fact, is an upgraded sequel to last year's popular new comprehensive, indicating the most avant-garde and stable project development direction in the industry; Second, the influence and investment attraction of the N-generation comprehensive with a long life have increased unabated, ensuring the stability of the basic plate of variety shows.
Variety shows urgently need to grab back market attention
However, the Q1 variety show market needs to continue to improve.
Although the market is gradually showing signs of recovery in February, it is still difficult for the industry to create variety topics that can be called "phenomenal". Watching the explosive drama next door "live" in the hot search for a long time before and after the broadcast, triggering a chain communication reaction in society, variety artists can be said to be envious.
Therefore, the pressure on the Q1 performance of variety artists is really not small, and how to win back the public's attention from other entertainment categories is a top priority in the current industry. Whether blockbuster projects such as "National Singer" can pull the market, and whether dark horse variety shows similar to "Welcome to the Mushroom House" can emerge, we have to wait for time to tell us the answer.
Fortunately, many favorable factors still make Rhino Jun confident in the variety show market in 2023. This year, with the liberalization of the epidemic policy, the uncertainty such as the suspension of program recording in previous years has been greatly reduced, and the concentrated recording of variety show projects and a new "outbreak period" seems to be slowly coming.
Moreover, last year's Q1 investment winter did not extend to this year. From the two statistical tables, it can be seen that the naked broadcast rate of online variety shows this year has been greatly reduced, on the contrary, many new variety projects can even attract multiple sponsorships. For example, "Let's Farm" attracted investment to Yuanqi Forest, Arowana, Op, Leader, etc., and the first season of "Open Mai Tonight" was favored by Yue Xianhuo, Dong'a Ejiao, Volvo and other gold owners.
Unlike last year's Q1 industry, which was shrouded in dark clouds of project shutdown and investment cold, this year's Q1 we ushered in a variety show market that is gradually recovering in all aspects, and we are looking forward to what kind of "new story" the industry will write in 2023.