Text / Amu
Asked Zhang Han: "What is your masterpiece?" ”
He said to Wang Chuanjun: "Group dance, you can not perform." ”
From "Soul Question" to "Embarrassing Nine Minutes", she returned with Peachblossom Dock! As the "topic queen" of the first two seasons, Song Dandan contributed many hot searches and famous scenes to "Fifty Kilometers Peachblossom Dock". Continuing the style of the first two seasons, in the blink of an eye, "Fifty Kilometers Peachblossom Dock" has also reached its third season.
Although it did not "start well" like the first two seasons, the return of the old dockers and the addition of new dockers made the show still very hot. Coupled with standing on the basis of the previous season, this season's show can also be said to have stepped up a step in terms of investment.
From fledgling to independent, "Fifty Kilometers Peachblossom Dock" has also been "daughter-in-law to become a mother-in-law", when it becomes the "comprehensive N generation", Peachblossom Wood comes with a hot search physique, can it break Tencent Video's "comprehensive N generation curse"?
Comes with a hot search physique
Why is Peachblossom Dock constantly talking?
Last weekend, the third season of "Fifty Kilometers Peachblossom Dock" was officially announced and finalized, and it was directly broadcast on the same day. To some extent, this kind of "quick fixing, rapid launch" treatment is very inconsistent with the early publicity of variety shows.
But even if such a "naked publicity" is launched, it still has not resisted the "hot search physique" of the show. #Song Dandan divided the room without a choice#, #张国立 Peachblossom Dock#, #Wang Chuanjun Bird I Person Ride Record#, #Meng Ziyi said that he chose Nameless in Manjiang Hong and Nameless#, #Awkwardly Moved by Li Jiaqi's chat#, and other nearly 100 hot search lists, topics and attention continued.
In Tencent Video Station, on the first day of broadcasting, the number of barrage interactions on Tencent Video Station exceeded 1 million, becoming the fastest variety show with more than one million barrage interactions on Tencent Video in 2023. At the same time, 48 hours after the start of broadcasting, the number of hits on the high-energy progress bar on Tencent Video exceeded 2 million.
So what exactly do audiences want to see from "Fifty Kilometers Peachblossom Dock"?
First, the slow variety show that goes to the social networking of young people. When the originator of the slow variety show "Longing for Life" was officially announced as the "last season", "Fifty Kilometers Peachblossom Dock" may relay into another form of slow variety show. The same point is that the two shows focus on the social mode of acquaintances, but unlike the former, Peachblossom focuses on young people, allowing everyone to gather together to talk and laugh and complete tasks, in fact, it combines the advantages of fast and slow variety shows, so that the audience will also have a yearning when watching Peachblossom.
Second, a relaxed and humorous dinner variety show. To a large extent, variety shows are fast-moving consumer goods that relieve boredom for the audience, so lighthearted humor is a key factor. In "Fifty Kilometers Peachblossom Dock", the "comedians group" of 650, plus stand-up comedians such as Xu Zhisheng and Bird Bird, as well as real star characters such as Wang Hedi and Wang Chuanjun, make the show produce a very wonderful chemical reaction and make the content of the show full of laughter.
Third, the observation variety show of social experiments. From the perspective of the positioning of the program itself, it is a program focusing on the experience of group life, presenting everyone's appearance in group life in various "social experiments". This is the "performance art" that is often discussed in the program, and a familiar taste appears in the first episode of the program, and the first link is to let the strangers "meet each other honestly", and the result is that everyone ends the process very embarrassingly, and this makes the audience become the "observer" of the program from invisibly.
And the program team has upgraded some core gameplay, as a group life, it is very important to fully respect everyone's opinions, in the first program, the program team launched a new device: No push. In short, anonymous voting, which also allows more potential speakers to give full play to their views, so that the "truth" in reality TV can be fully utilized.
There are "real", there are "people", there are "show", and these may be the core reasons why "Fifty Kilometers Peachblossom Dock" can be discussed by everyone from the first season to the third season.
There is a spell in the N generation
Can Tencent Video withstand it?
It is precisely because "Fifty Kilometers Peachblossom Dock" comes with a hot search physique, so after the program is broadcast, the annual program investment situation has been all the way up.
From the first season of the show, there was no overall title, and it won 1 special sponsorship and 5 industry sponsorships; In the second season of the show, it recruited the general title Yili's Golden Fresh Milk, as well as other industry sponsorships; In this season's show, Peachblossom has become a good investment player of Tencent Video, in addition to the continued title of old friend Jindian, it also has 3 industry sponsorships and 4 designated products.
To some extent, the current status of "Fifty Kilometers Peachblossom Dock" in the Tencent Video variety show sector has deserved to be the "killer" trump card of S-class, but this also makes the show have to face a very serious problem, "comprehensive N generation curse".
Compared with TV variety shows, online variety shows started relatively late, and Tencent Video has also appeared in the N generation of comprehensive shows in terms of creating ace variety shows, but on the whole, many have become a thing of the past.
From the draft category of "Children of Tomorrow" and "Creation Camp", they ended without success after receiving relevant restrictions; Then after "Actors Please Take Position" briefly attracted traffic, it also withdrew from the stage; Later, "Please Refrigerator" was small and beautiful for many seasons, but it was also stranded because it could not gather the original cast; There are also "Spit Conference" and "Talk Show Conference" are now about to face the "laughing fruit" problem, and how to develop next is still a question mark.
In Tencent Video's comprehensive N-generation programs, on the contrary, observation programs can last longer, "Heartwarming Offer" and "Heartwarming Signal" can continue to have follow-up, and small fresh complexes such as "Mao Xuewang" have also returned regularly.
From the perspective of platform strategy, "Fifty Kilometers Peachblossom" is of great significance to Tencent Video's variety show sector, and the show itself actually represents Tencent Video's breakthrough in the S-level network complex.
New programs loading
Does Tencent Video need a variety show partner?
In the past, Tencent Video's layout of the new ecology of variety show content can be summarized into ten words, "seize new categories, upgrade the comprehensive N generation", in addition to the only few comprehensive N generations, Tencent Video needs to spend effort on seizing new categories for a long time.
After entering the post-draft era, Tencent Video has always wanted to create a variety show focusing on young artists, since last year's "Boiling Campus" and "Come to See Our Concert", etc., and then Tencent Video will co-produce the S+ level music ensemble "Stage 2023: The Wave Strikes" with its long-term old partner Wow Wow, and the show has opened audience recruitment.
It is understood that this show will be positioned to give young singers the opportunity to show the stage, and after the release of the program plan, it is also regarded by the outside world as the online comprehensive version of the "Youth π Plan", and how the show circumvents the draft elements and creates a new stage is worth looking forward to.
In addition to the draft, the most prominent part of Tencent's video variety show section is the comedy show based on talk shows. Last year, "Spit Conference" was off the air for a year and launched "How to Do Talk Show Special", and this year it chose to focus on sketch comedy and launched "Comedy Convention" that competed with "Annual Comedy Competition".
However, the show happened to bump into the "black swan event", some time ago, Xiaoguo was punished to make a fuss, "Comedy Conference" is also operated by Xiaoguo, this time, Tencent variety show is really "accidentally injured", the show can be smoothly broadcast online, and it is also a question mark at present.
In addition, in recent years, most of the video platform's online ensembles are trendy culture, and most of the new categories that Tencent Video is about to focus on are also related to this. "Wild Tide Sound" gathers a group of "wild" musicians to jointly run a "wild" Livehouse by the sea; "Under the Fresh Clothes" attempts to combine trend culture with traditional culture to present the journey of a new generation of Chinese style teenagers.
Last year, two reasoning game programs, "Start Reasoning" and "Log in to Yuanyuzhou", were launched consecutively, and new varieties will continue to be developed this year. "Fairy Tale" is positioned as an outdoor game healing reality show, the show tries to realize the guests' childhood wishes in the way of outdoor games; "Press Any Key to Start the Game" is the first domestic infinite flow game variety show, and the guests of the show will complete the relevant breakthrough tasks in the form of team battles within a limited time.
On the whole, Tencent Video variety show sector is accepting the challenge and baptism of the market, and the N generation is like a "leader", which plays a vital role in the platform module.