When the host says goodbye to "host"
Recently, CCTV Network updated the "CCTV Host Encyclopedia". Among them, Haixia, Ouyang Xiadan and many other familiar names have withdrawn from the ranks of CCTV hosts. Compared with Haixia's promotion, Ouyang Xiadan seems to have "disappeared" for a long time in the job of CCTV host.
In fact, Ouyang Xiadan's departure also has traces to follow. On January 1 this year, Ouyang Xiadan posted a short video "Hello, 2023" on his personal account on Douyin, officially entering Douyin. Ouyang Xiadan wrote in a short video: "Body and mind, both on the road. Come on 2023! ”
In addition to CCTV, the hosts of many satellite TV and local stations resigned one after another. Not long ago, Liu Yangyang, host of Chengdu Radio and Television Station, released a video to share the news of his official resignation.
Perhaps, the host industry that used to eat fragrant is no longer fragrant.
The host runs away
The hosts have left one after another, and the TV program ecology reflected behind them has further contracted. With no sponsorship, no new shows, the current media environment has changed dramatically, and even variety shows hardly need a host. The host who integrates various business capabilities such as "collection, editing, broadcasting, control, etc.", is indeed more like an online UP master. In other words, the position of the host is vacuumed. Actor stars can also host, ordinary amateurs can also host, and the host also takes a step back to be a guest and participate in reality shows.
As the host Liu Yangyang said in the farewell video of his departure: "TV stations were really a good platform more than ten years ago, and even now many people say that this is an iron rice bowl!" But being in this besieged city knows that his salary is chilling! ”
On December 31, 2022, Hunan Satellite TV's New Year's Eve concert, netizens found that the host group of "Four Little Flowers of Mangoes" was missing Liu Ye, which once triggered speculation about his departure. On the same day, Liu Ye himself responded to this statement. However, some netizens believe that Liu Ye left because he could not see hope, although it was named "Mango Four Little Flowers", but there was not much room for actual play, and there was no separate program of his own.
In early April, Tan Jianghai, a well-known host of Beijing TV, resigned. As for why he resigned, Tan Jianghai said in the video: There are two considerations for resignation, one is that the people who care about have something to rely on, and the other is that the things he loves have something to rely on. Tan Jianghai's wife Wang Xiaoqian once hosted the large-scale home improvement program "Exchange Space". In 2019, there was news on the Internet that Wang Xiaoqian had resigned from CCTV. Now, Wang Xiaoqian has switched to the short video platform and turned into a parenting anchor, and she has gained many fans by spreading parenting and parent-child knowledge in the form of short videos.
It is not uncommon for hosts to leave CCTV, and in early April this year, Zhang Lei, the representative of the Mesozoic host, also chose to leave CCTV for development.
CCTV, satellite TV, local stations, program hosts and news hosts have left one after another, although the reasons for leaving are different, either for dreams, or for life, or active, or passive. However, the feeling is as described by Qian Zhongshu in "Siege of the City": "People outside the city want to go in, and people in the city want to come out." "Leaving the hosting post", the outside world, although wonderful, is also more cruel.
Reason is needed to stay
In the past two years, the media environment has changed, new media has been rapidly iterating, and the domestic host industry has also been affected by the serious phenomenon of new and old faults, the marginalization of functions and artificial intelligence hosting technology.
Declining revenue is often an important reason for the host's departure. The seemingly glamorous host, but the income is not bright. A little earlier, Li Xin, who had been in Shandong Satellite TV for nearly 20 years, also left his old club. Salary slips circulated on the Internet showed that they were only more than 5,000 payable.
Li Xin's salary slip
On social platforms, Lu Xiaoxi, who is a news anchor on a prefecture-level city TV station in the northwest region, shared his income from being a host for 10 years - a basic salary of more than 3,000 yuan, plus a few hundred yuan of performance salary, which is the same as the salary of other levels of employees in the station, which is a clothing and makeup subsidy that may be 4,000 yuan more per year. "It's every year, not every month, and it is divided into more than 300 yuan per month." She added.
Insufficient efficiency and low wages are also the norm in the media industry. In May 2022, the Ministry of Human Resources and Social Security and other four departments issued the Notice on Expanding the Implementation Scope of the Phased Deferred Payment of Social Insurance Premiums Policy, which included 17 difficult industries such as radio, television, film and sound recording production into the implementation scope of the phased deferred payment of pension, unemployment and work-related injury insurance premiums.
The rise of social platforms and technological innovation have also brought great professional pressure. Nowadays, many programs do not need a host, and more and more hosts have become ordinary guests of the program, and even sometimes the host function is not necessarily a "person". On October 2, 2021, Hunan Satellite TV's digital host "Xiaoyang" was officially announced. In the Hunan Satellite TV variety show "Hello Saturday", she will often be seen.
Anhui Radio and Television, Guangxi Radio and Television and many other TV stations have also launched their own virtual digital hosts.
From simple news broadcasts to hosting variety shows, the use scenarios of AI virtual anchors are constantly enriched. Virtual hosts have the advantages of high efficiency, zero errors, and all-weather online, which greatly improves the efficiency of news broadcasting and saves labor costs.
With the rise of the mobile live broadcast and short video industry, the way for audiences to obtain information is more direct, they are not only users, but also as content producers, exercise the right to speak, the UGC model is applied to more and more products, no need for traditional media to carry out secondary processing of editing, broadcasting, and hosts have become heroes useless.
In recent years, many media have introduced the "live broadcast + short video" model, the perspective has shifted from the front of the stage to the behind-the-scenes, and the mystery of the host has been torn apart little by little. At the same time, it is also the credibility of authoritative media that continues to be lost. After losing the blessing of authoritative media, where should the embodiment of personal value go?
In the current upheaval, staying in the TV station may need a reason.
Where did the host go after resigning?
Although there are various reasons behind the resignation, perhaps, without exception, there are people who are not optimistic about the track of "hosting". As early as 2015, in his article "Does the host still have a future", he showed a pessimism about the prospects of the industry - the host seems to be able to be laid off, they are like the "superfluous people" written by the great Russian writers in the 19th century: they belong to the aristocratic intellectuals, but they are neither satisfied with their own high society, nor can they jump out of the small circle of this life and combine with the people, so they become "superfluous" people in society in the eyes of others.
There are two words behind this paragraph, transformation. Hosts with natural beautiful appearance and bright tongue lotus, and their own popularity, have all transformed into live broadcast tracks.
In 2019, Hua Shao shifted his focus to being a behind-the-scenes producer, and soon after switched to live broadcasting. On June 6, 2020, his live broadcast debut sales reached 174 million. The first live broadcast was due to Kuaishou's inclined traffic and platform subsidies, so the sales of air conditioners were particularly good throughout the show. The second live broadcast, 12,000 bottles of Maotai, sold out in three or four minutes. But correspondingly, due to the busy live broadcast affairs, Hua Shao almost gave up his host status. The last time he was out of the circle because of variety shows, it was the "caviar" incident.
Zhou Tao also made his debut in the official live broadcast room of Pinduoduo 618 in 2020. In the past 4 hours of live broadcast, the popularity of the live broadcast room has soared, with a total of more than 16 million viewers. The beginning is good, but it does not seem to be the main job, and it is a shallow taste. Its social platforms have almost no content related to live streaming.
Not everyone who goes outside the tower can get their wish to be reborn. After Liu Ye left Hunan Satellite TV, he also started his own live broadcast with goods. Unexpectedly, in her live broadcast that day, the number of people in the live broadcast room and sales were not optimistic.
In addition to live broadcasting, there are also many hosts testing the waters of self-media. Last year, CCTV-6 movie channel host Yao Miao announced her departure with the label of "former CCTV movie program host" with a video, and now she is carefully operating her own "parent-child reading" self-media.
After Zhang Lei left CCTV, she focused on short videos and live broadcasts, and connected to business resources. Ouyang Xiadan also opened numbers on Xiaohongshu and Douyin, sharing more about daily life, including playing ball, morning running, reading, traveling, etc., and recently updated the vlog of travel in Changsha. At present, Xiaohongshu has reached 240,000 fans and Douyin has 1.319 million fans.
The other way is the path of artistization development, where talent acting skills are improved in an all-round way and more possibilities are explored. As the flow of information becomes hot, advertising becomes the content itself, and likewise, the host should also be committed to becoming the content itself, adding highlights to the program as a cast.
Confusion is ahead, opportunity is ahead. From traditional media to various development paths, only the track has changed, but the core competitiveness of the host has not changed. Continuously accumulate experience, strengthen their professional skills, shape their unique style, enhance their content creation capabilities, and actively change their original concepts to adapt to the trend of the times. Perhaps in this way, the moderator can better take advantage of the opportunities brought by the development of new media and calmly cope with the challenges.
--Recent Industry Trends--
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