Text / Amu
In the spring breeze in April, a large number of variety shows returned in a group.
Recently, whether it is a traditional TV variety show, or a video website's network variety, have opened the official announcement of the return tide, both the N generation of comprehensive programs to break the cauldron and continue to make efforts, and there are also new generation programs The newborn calf is not afraid of tigers, of course, it is worth mentioning that the once ace S-level programs of various platforms have returned to occupy positions.
However, in the chaos of S-class variety shows on major platforms, a few joys and a few sorrows, some shows are becoming more and more courageous, continuing to capture the favor of the gold owner, and some programs are in a dilemma, the audience does not care, and the gold owner does not buy it.
From the perspective of investment promotion, Q2 variety show, who is the main gold owner of the head show? In the wave of the return of ace columns, can the "golden age" belonging to variety shows return again?
S-class variety shows return in a concentrated manner
Dairy companies are divided into three parts of the world
According to the "2023Q1 Variety Show Market Research Report" of Erien Data, in the first quarter of 2023, the overall performance of the variety show market was relatively cold, continuing the main tone of reducing costs and increasing efficiency, and the number of new shows continued to shrink, especially the number of online variety shows declined significantly. Among them, in the popular variety shows, in addition to "Great Detective", other shows such as "Endless Sound Treasure Island Season", "Let's Farm" and "Our Inn" are basically new variety shows.
By Q2, this pattern will have a counterattack reversal, and the S+ ace columns of major platforms will return one after another, forming a new pattern of group hegemony.
First of all, Mango TV's three trump cards will continue to lead the online comprehensive market. The popular variety show Sister Lang in the past two years has also reached the fourth season in a blink of an eye, and is currently being recorded intensively, but it is all kinds of spoiler information, which is enough to see the popularity of this season, and many people are looking forward to some discordant famous scenes in the show.
In contrast, "Longing for Life" has always maintained a good situation in the world until the seventh season of the show, and this season will usher in two major changes, one is that the permanent guests will only be He Jiong and Huang Lei, and the others will only participate in the form of flights, and the other is that the filming location of this season will go deep into the forest to experience a different life experience.
Another trump card of Mango TV is the fifth season of "Escape Room", which has also begun to be recorded a few days ago, and in this season's lineup, guests from the first season such as Xie Yilin and Zhang Guowei have returned, and guests who performed well in the fourth season such as Xu Kai will also continue.
It is worth mentioning that the chief financiers of this comprehensive N-generation show are all continued this year, "Riding the Wind 2023" is titled by Yili's brand Jindian, "Longing for Life 7" is titled by Mengniu's brand Trensu, and "Escape Room" is continued to be titled by Pepsi's brand Meinenda.
On the other hand, the third season of the S-class variety show "Meng Detective Detective" from iQiyi has also returned to recording, and the Meng Detective family will continue to return to the world of explosive film and television IP, opening a detective journey of adventure and upgrade, and the show also continues to be titled by Yili's ice cream brand Qiaolezi.
Another ace show from iQiyi "China Rap Peak Showdown 2023" was also won by the ice cream brand a few days ago, unlike the previous long-term title by Yili yogurt, the gold owner of this season was replaced by Mengniu's ice cream brand, but in terms of brand concept, the two sides did hit it off.
The S-class variety show "Fifty Kilometers Peachblossom Dock 3" from Tencent Video also recently launched a full lineup check-in during the recording period, not only the popular old guests of the first two seasons, but also new members such as Song Qian, Jiang Shuying, Zhou Wei and other new members joined, and this season will also go to the mountains.
At the same time, there are three ace fast complexes from the satellite TV platform, which are about to meet again after many years. Hunan Satellite TV's "All Staff Acceleration" was restarted after many years of abstinence, and it was rumored that the Youth League of the Times would join the whole group; Zhejiang Satellite TV's "Let's Run" has gone through 11 seasons and has won the continued support of Yili's brand An Muxi, but if it were not for the discussion caused by Li Chen's relevant remarks in the latest issue, the show would have disappeared from the public's sight; In the same situation, the ninth season of Oriental Satellite TV's "Extreme Challenge" won the title of Junlebao's simple alcohol, and the show itself was attacked by many self-media bloggers and fell into the trap of aesthetic fatigue.
From the perspective of the gold owner alone, the current S-level ace variety show is generally named for beverage dairy companies, and even more so, it has formed a three-legged pattern of Yili, Mengniu and Junlebao, and in a short period of time this pattern will not be easily broken, as a dairy FMCG brand, especially in the second and third quarters, when sales are the hottest, high-intensity exposure of FMCG content such as variety shows is required.
A new generation of variety shows has emerged
E-commerce betting on the sprint
Of course, in addition to these comprehensive N generations, major platforms have also explored some new-generation variety shows in the Q2 quarter. The innovative attempts of these programs in content have also made them gain in business.
The first to appear is the upcoming Mango TV's new talent show "Youth π Program" that is about to be opened by domestic entertainment, as we all know, since the suspension of "Creation Camp" and "Youth with You", domestic variety talent shows have stagnated. Recently, the return of the "Youth π Program" is about to create a music competition variety show with young people and re-select a new generation of music.
Unlike previous talent shows that were loved by dairy products, this time the overall title of "Youth π Program" was won by the e-commerce platform Taobao, compared to the business sponsorship of competing JD.com and Pinduoduo, Taobao won the title of "Hello!" in Q2. Saturday" and the Youth π Program are also enough to show the surge in demand for publicity.
In addition, Mango TV has added another general to the maze track that it is good at. "Women's Reasoning Society", as the first serial-style reasoning reality show on the whole network, not only integrates the two core elements of "women" + "reasoning", but also focuses on the media industry workplace in the theme, if the content quality can stand, this show may have room for further development.
Also deeply engaged in the vertical track is Tencent Video, after "Spit Conference", "Talk Show Conference" and other programs, Tencent Video once again teamed up with Xiaoguo Culture to launch a new comedy program "Comedy Conference", because of the type of collision "Annual Comedy Competition", so the program was not broadcast was also ridiculed by netizens: "Mi Wei is Li Sheng's eternal university".
Similarly, there is the new self-made Sunac travel experience reality show "Come to Live Brothers" created by iQiyi, which generally continues the lineup of the previous "Happy Departure", and will check in five treasure cities full of fireworks in China while working, and the show has won the 100% exclusive title of Yili's brand Changyi.
It is worth mentioning that Youku has also recently made efforts to create the country's first OST music variety show "Drama Good Song", the program not only invited Luo Dayou Town Field this time, but also the program production team Seven-dimensional Power Duyan team, which was also the original team of "I am a Singer" with the "Endless Sound" team, which is worth looking forward to.
Although these programs are new programs, due to the previous platform's cultivation on the vertical track and the market's recognition of the production team's previous works, they have still achieved good business results, which also shows that the domestic variety show market is looking forward to the emergence of new content.
New trends in waist programs
Investment polarization
Different from the market's recognition of the N generation, the expectation of new programs, for the waist variety show, there is an ambiguous attitude, and these programs stand on the basis of the previous work, some people are rising step by step, and some people are going all the way down, and whether they can return depends on the following three modes:
First, word of mouth continues, gaining a good reputation in the previous season, and naturally returning on time in the second season. The light mature love observation reality show "Half-Mature Lovers" created by Tencent Video, which scored 7.4 points in the first season on Douban, was sought after by urban white-collar workers, and recently launched a second season, but compared with the previous season, the selection of guests this season was not bought by the audience, but the show still received sponsorship from Plant Selection.
Second, the brand continues, and of course the show will return after being recognized by the brand owner and willing to continue the title support. Zhejiang Satellite TV's current prime time three ace columns have all received continuous support from the brand, "Youth Travel 4" is titled by Junlebao's Yue Xianhuo, "The Voice of God 4" continues to be supported by East Sunshine Fresh Cordyceps, and "Star Chaser" continues to be supported by Samsung mobile phones.
Third, the market continues, in the case of word of mouth and brand has not continued, but because the theme of the program is easier to be put on the program, the program will also return. Hunan Satellite TV launched "Chinese Wedding" last year, the overall program broadcast was silent, but when the second season was launched this year, the investment was surprisingly good, and it won the title of Rongzi and the support of 11 brands such as the chief partner of Hongtan Drunkard Wine.
In contrast, "Hahahahaha", jointly broadcast by iQiyi and Tencent Video, is regrettable, all the way from S-class variety show to waist variety show. Now in the third season, there is no expectation at the beginning, and the attention and discussion are not as good as before, but there will still be fans who love the show to continue to support.
On the whole, the Q2 variety show is like a kaleidoscope of this spring, with a hundred flowers blooming and a hundred schools of thought contending. It is worth affirming that after a long period of exploration, the variety show market's choice of content is more rational and clear, and the programs recognized by the market and the programs that the audience wants to watch are becoming unified.