Author | Akagi Jarko
"You finally took the initiative in this pouring wealth." After the official announcement of Zhen Huan's biography group, the Zhen scholars who were "hit" by the joy of pouring the sky, while looking forward to the reunion of the original team, immediately started their daily memes, "I don't know if the 'irreplaceable' Chunyuan can come", "I finally want to see Sister Mei's 'ugly' clothes", #优酷官宣甄嬛传团综#话题随之登陆微博热搜主榜TOP5, TOP1 on the entertainment list.
Now that the foreshadowing has been laid here, the entertainment unicorn would like to ask "Cool Cool" on behalf of the majority of netizens, do we have a chance to release the full version?
After the release of Youku's variety show list in 2024, the #优酷片单#直接登上微博主榜 and entertainment list TOP1, netizens opened the microphone passionately: "Youku is locked up as my members."
In this list of "high and high" films, in addition to the "extremely high" and "steady" comprehensive N generation, a number of new comprehensives will meet the observation of the market for the first time. In addition to the two spin-off programs "Zhen Huan's Non-stop Love" and "Zhen Love's Twelve Years" that were personally identified by director Zheng Xiaolong, the most curious entertainment unicorn is the "new social favorite" of young people, the first egg elite competition reality show "Egg Breaking Master", and the comprehensive N generation "This! It's Slam Dunk 6 Village BA Season.
Of the 29 works in the film list, there are 26 new works to be broadcast, many of which have dominated the hot search after the release of the film list, and the "spring" of the variety show market can be regarded as a continuation.
The five major tracks are "new dishes", and the "linkage" is a clear play
There are "new dishes" in the entertainment industry every year, but in the overall environment is still in the recovery period, it is rare to find a platform like Youku that spares no effort to pour head resources and head production.
Such a firm "head attitude" cannot be the courage given by Liang Jingru.
Holding a number of new variety N generations, and a new type of groundbreaking variety show is also leading the industry to recover this year. "This is My Island", "Cat in a Box" and other "new dishes" performed well at the beginning of the year, revitalizing the hot search list of variety shows. The program "This Is My Island" has exceeded 10,000 popularity on Youku within 38 hours of its premiere, becoming the first Youku variety show to exceed 10,000 in 2024.
These Youku variety shows fell on the chessboard last year, and they have become the confidence of this year's "overall head".
A good chess player is a staunch to long-termism and long-termism.
Since the establishment of the new label "Kuku Variety" last year, Youku variety shows have officially set a benchmark for content production, and this year it will continue to explore and further gain insight into the emotions of young people in line with the times, and refine the content into five tracks: youth pioneer, game reasoning, emotional life, drama variety film linkage, and happy comedy.
And the entertainment unicorn noticed that "linkage" is the soul of the entire film list.
There is both "This! It is the old ace IP trees that have been operating for many years for many years, such as "Hip-hop 7" and "Let's Love 6", have bloomed new flowers, and there are new attempts such as drama variety film linkage and game reasoning variety shows.
Among them, the drama comprehensive film linkage is the most typical cross-border linkage, and it can also be said to be the new type with the most explosive potential. Needless to say, the derivative works of classic film and television dramas "Zhen Huan's Love Doesn't Stop", "Zhen Ai's Twelve Years", and "Why the Gods - Towards the Movie", including "Drama Good Song 2", "Drama Response", "Straight to the Weekend File" and "Infinite Transcendence Class 3" and other programs that realize the linkage of film and television dramas in different forms.
When the cross-field head resources are gathered, everything is in the hearts of the audience, and the scenes of "double kitchen ecstasy" and "dream linkage" that only exist in the market will become a reality.
You only need to give the audience what they want, and the audience will give you cheers and applause.
The linkage of drama and film variety has not only contributed many new ideas to the variety show market, but also allowed the industry to witness Youku's high awareness and insight into movies, dramas and audiences.
Behind it is Youku's cohesion of head film and television IP and control of linkage operation. Behind the strong expectations such as high emotional connection and drama stickiness, it is also the ability of Ali Entertainment's internal ecology to live water, and the possibility of horizontal exploration with Youku variety shows in the field of drama variety films.
In the film list, the classic IPs and new comprehensives in the past also reflect the linkage gameplay to varying degrees, whether it is linkage intergenerational stars, cross-border talents, or Internet culture. This! It's Slam Dunk 6 Village BA Season will be a pioneering invitation to villager players who have never received formal training to record the growth and enthusiasm of village basketball players, and the wind of national sports is still blowing to Slam Dunk. The linkage of Internet culture, the village games, the aunt's basketball game, and the fancy entertainment performances in the villages and towns accurately meet the taste pursuit of contemporary young people for down-to-earth.
The new comprehensive "Egg Breaking Master" is based on the popular game methods among young people nowadays, and the "invitation list" that appeared on the Internet with the film list can be said to cover people from all walks of life, not only Chinese Go saint and international player Li Yi, but also CEO of Dachang, egg goddess Zhang Yuqi, the strongest brain king Wang Feng, professional egg players and card skills experts from various industries, guests from different circles, linked together in the name of variety shows, to participate in this "smart game". The new rap label management reality show "Rap Dream Factory" brings together Jay Chou, Liu Genghong, and Wang Hedi, three cross-circle and cross-generational artists who are difficult to imagine "painting style".
In terms of variety show content, it can not only stimulate the new appearance of the N generation of variety, but also attract cross-circle audiences for the new variety and achieve a comprehensive "hot start". Youku variety show, which is backed by Ali Entertainment, also has such an ability and mission. This linkage is not only reflected in the production of variety show content, but also in Youku's hematopoietic ability of variety shows to content from the source, pouring head production resources and head artists, linking vertical fields and variety show stages, and cultivating and delivering fresh blood for the industry.
Previously, "Infinite Transcendence Class", which had a total exposure of more than 36.3 billion on the whole network, not only invited Paul Che, who has rarely had film appointments for many years, to participate in the show to help him regain his active role in the public eye, but also invited him to participate in the Youku variety show "Marvel Club" to provide him with more job opportunities. is not only an old drama bone, Youku variety shows are also strengthening their attention to young actors. In the second season of the show, Alibaba Entertainment has launched the "Hong Kong Arts Revitalization Project", which focuses on the cultivation of young actors in Hong Kong, China, and the "Infinite Transcendence Class" series has also become a stage for exchanges between young actors from Hong Kong and the mainland. This is also Youku's unique "star-making" action in conjunction with Ali's entertainment ecology, combining the attention that Hong Kong entertainment needs most and the professionalism that domestic entertainment needs the most, to help outstanding actors be seen.
The tide of national memes, the comprehensive N generation and the new comprehensive are out of the circle
After the release of the film list, it quickly set off a national meme tide, and in the #Youku variety show list My drama variety film security ##优酷是没有保险瓶颈期吗#等话题牵引下, it is the enthusiasm of netizens waiting to be fed and the recognition of [real things] and [good things].
The phenomenal national "electronic mustard" "The Legend of Zhen Huan" not only contributed famous scenes such as "Wan Wan Class Qing" and "Fan Jiao You", but the comment area of Youku dramas is still extremely active so far, and the audience who comes to N brush every day continues, shouting "I will still be laughed at by the barrage after watching it countless times". There is not only a group comprehensive, but also the most trendy after-sales method for popular dramas: the party. #你期待看甄嬛传团综吗# #甄嬛传主创时隔12年全员重聚#等话题相继登上微博视频榜TOP2. #优酷官宣甄嬛传团综#登上微博热搜主榜TOP5. TOP1 on the entertainment list.
After in-depth exploration, all aspects of program planning revealed the shadow of the participation of senior Zhen scholars. Entertainment unicorns are most interested in the interactive exchange between the global "Zhen Scientists" and the main creative team in the evening "Twelve Years of Zhen Love", after all, the number of participants in the "Zhen Xue Grade 10 Scholars Unified Examination" spontaneously organized by Douban netizens has reached 110,000, and you can't imagine how many famous scenes there will be on the day of the broadcast.
The other is even more heavyweight. "Fengshen" group comprehensive "Why Fengshen - Towards the Movie" can be called the head of the head, the group comprehensive will be presented in the form of China's first creative return visit film variety linkage reality show, the reunion of the core creators, directly on the official announcement day, # Fei Xiang Yu Shihou Wen Yuan Naran combined Fengshen group comprehensive # and other topics will be sent to the top 40 of the main list of Weibo hot searches and the top 12 of the entertainment list.
In addition to the derivative series that started with a high-profile start and attracted netizens to create memes, the blockbuster comprehensive N generation, which has cultivated an audience base for many years, has also aroused the curiosity of netizens. "Mars Intelligence Bureau 7" linked Qi Wei, Zhao Lusi and other artists to recruit people in a fancy way, and recruited online experts who can speak well, dare to speak, and have good looks and talents to help, Qi Wei's BGM has become a hot discussion, and netizens congratulate Director Xue online for their comments.
The young Xinzong is also responsible for the "hot field". On the day the film list was released, the #丁真被男团endingpose硬控了#登上微博热搜主榜TOP14, the top 5 entertainment lists, and the entertainment unicorn were trying to see what was going on, but they found out that it was "Cool Cool" again. In the Reuters video, Ding Zhen, who is recording "Island Boy", has changed from "a man with a horse to an embarrassing sweaty soybean", and fans rushed to the comment area to testify: Isn't it just a salute, our Ding Zhenzhu would have been there a long time ago. Ding Zhen's participation brought a touch of cultural tourism to the show, and the Reuters picture on the show's official Weibo did give a lot of emotional value.
The pie is gone, but there are still masters. Another angle of Qingqi's "Egg Breaking Masters" seems to be competitive, but it is actually the most "sharp" reality show. The beauty of the eggs that have exploded among young people this year is that they can "recognize people". Players in pairs of two, feeding cards, playing cards are particular, and the card is a test of "IQ", a little careless loss of momentum by the other party on the score, it is easy to slump.
As the saying goes, it is impressive to be silent, and it is brave to win in danger. Isn't the egg game that can gain insight into human nature and observe the pattern the most naked reality show? For the guests, they may not be able to meet the right entrepreneurial partners while playing, and Youku's operation is worthy of praise. For the audience, how interesting it is to watch the bigwigs from all walks of life break eggs. Some netizens are obviously the same as entertainment unicorns, after the lineup was exposed on the Internet, Zhang Yuqi's previous egg-related speeches were brought to the table by netizens, #张雨绮是懂牌情世故的#, which inevitably makes people look forward to her performance in "Egg Masters".
Insight into the times, with "new" to give full emotional value
I have to say that the "new dish" of Youku's variety show gives people a feeling of "new" and fresh. After watching this list, the feeling of entertainment unicorns is that the dividing line between the N generation and the fresh variety has gradually been blurred, whether it is a super IP that has been deeply cultivated for many years, or a fresh variety created by in-depth cultural tourism and reasoning games that young people love, Youku variety shows are constantly using "new" to bring new perceptions and values to contemporary young audiences, resonating with the mood of the times with industry insights and content production, and talking to young people, it is not easy to do this.
There are a total of 29 variety shows in the film list, and among the five major tracks, there are only 7 dramas with the largest number of works, variety film linkage and emotional life, which are highly focused and can also ensure continuous and stable investment. Whether it is the Nth generation of comprehensive with a certain audience base, or the fresh comprehensive with the first appearance of the original vertical category, the spirit of innovation is indispensable. For example, the gathering of Wu Tong, Xie Dikui, Lu Wei and other industry head production resources, Jay Chou, Times Youth League, Zhang Yixing and other casts' "head collisions" will bring the audience new feelings, and also make a number of original and new types of fresh comprehensives achieve "fire before broadcasting". #周杰伦官宣新音综#直冲微博热搜主榜TOP8, TOP4 on the entertainment list, #王鹤棣新综艺官宣#登陆了微博热搜主榜TOP9, and TOP9 on the entertainment list.
"New" is not only reflected in Youku's continuous innovation in recent years and the possibility of exploring more combinations of head content, but also in Youku's continuous bold innovation and pioneering attempts in its own field, and starting from the public's emotions, connecting the topics of the times, and bringing a new and meticulous feeling to young people.
This session of netizens is not only versatile, but also "lively" skills, and wants to see what can be cut by themselves. Just when entertaining unicorns daily watching short videos and browsing ghost animal areas, you can see all kinds of "Explosion and Shocking Dance", "Zhen Huan's Biography of Explosion and Reform of Soup Yao", "Music Student Zhen Huan's Explosion and Reform of Sports Students" and other content, which are outrageous and curious, but netizens love to watch them. And the list of Kukuzi is like a tenth-level surfer on the Internet, personalized customization according to the mainstream preferences of contemporary young people, giving young people enough emotional value, after all, opening Youku video, ranking before all kinds of popular variety shows, is the "must-have fishing" topic for young people to relax.
Whether it is Zhen Xue, Village BA, Egg and other "net-sense" elements full of variety shows, or two powerful group shows, it not only drives the audience's resonance with emotions, but also reflects Youku's content's desire to explore traditional culture and respect for the ingenuity of the people behind the scenes. For example, the group comprehensive of "Fengshen" is based on the theme of "creative return visit", re-taking the road of Fengshen and rekindling the soul of Fengshen. And "Zhen Huan's Love Doesn't Stop" not only shines "Zhen Xue" into reality and interprets "The Legend of Zhen Huan" from the perspective of the main creator in the play, but also deeply interprets traditional culture and leads the audience to appreciate the secrets of the court.
In addition to the linkage, Youku continues to respond to the audience's expectations, and by the way, the internal ecology of the living water. The Internet has witnessed the audience's emotional stickiness to the Oriental mythology "Fengshen" series, Youku's variety show is not only an innovative move by the platform for the linkage of drama variety films, but also makes up for the exposure gap brought by the long period of film release for the film itself and the main creators, and raises the audience's expectations for the second part of "Fengshen", which is an experimental and forward-looking linkage attempt.
For a long time, the combination of multiple head IPs, head productions, and head artists has not only provided guarantee for content broadcasting, but also formed Youku's own brand effect. For new variety shows, Youku's production can also reassure the audience. Behind the strong resonance and strong expectations of netizens, the unchanged two words hidden behind Kukuzi's "new" are "intentions".
To be honest, like Youku's drama section, Youku's variety show sector is also very eye-catching, which is inseparable from the stable and continuous investment of "Kukuzi" over the years, infusing variety show content and variety show talents with long-termism.
Fortunately, such a long-term investment based on "renewal" and "intention" has shown its irreplaceable value. Looking at the current variety show market, in the overall downturn of domestic variety shows, Youku variety shows once showed the huge traction of its content: According to Yunhe statistics, in recent years, Youku has relied on a series of works, and the total broadcast volume of variety shows has increased by 87% year-on-year, and the proportion of variety show broadcasts on the whole network has also increased by 176% year-on-year, bringing a shot in the arm to the long video industry.
opened Youku Video and found that more than 2 million people have already booked "Rap Dream Factory", which will be launched on May 23, just like entertainment unicorns. As the content in the film list is launched one after another, entertainment unicorns want to see when the next "big opening" in the variety show market will appear.