The author | Sugar fried hawthorn
"Can't a variety show withstand the 24-year-old honmei?"
On the fourth Saturday night of the "Happy Base Camp" missing the appointment, mixed in the hot search of the closing screen of "This is Street Dance 4", netizens once again brushed the "Happy Base Camp Suspension" on the Weibo hot search list TOP1, and the number of readers reached 180 million for 21 consecutive hours. The influence of national variety shows is not difficult to glimpse.
On the 29th, at the Hunan Satellite TV 2022 Content Investment Conference, "Happy Base Camp" appeared in the category of new product variety shows, and announced a new upgrade and rectification plan: the program will redefine the "star art show in the studio", and the invited guests will cover performing arts stars, sports stars, artists, performing arts groups, etc.; in the hosting team, digital host Xiao Yang will be added.
It is worth noting that from the sudden suspension of broadcasting on October 9 to the release of the new plan today, the direction of public opinion is also quietly changing. "I can not watch, but it can not not be broadcast", although many netizens expressed displeasure with its entertainment orientation, but for this veteran variety show that accompanied most of the 80s and 90s to grow, the initial public opinion was more of a bearer of feelings.
The addition of digital hosts has become the fuse that triggers the public's desire to complain. This kind of spit is mainly due to two aspects: first, some viewers believe that the program rectification should be content, rather than making an article on the host team, and the inversion of the cart before the horse will eventually touch the root of the problem; the second is that it is not optimistic about the virtual idol variety show itself, not to mention the existence of the host who controls the field.
In any case, the market is still pushing this evergreen tree, constantly pruning branches and even reshaping the trunk at the age of 24. On the other hand, an important reason why this hot search topic has aroused so much attention is that it appears more as a microcosm of the old variety show at this moment.
On the afternoon of the 30th, Weibo Big V found some changes in the recent variety market: at the same time that "Every Day Upward" returned to Friday, Wang Yibo and Da Zhang Wei quietly withdrew; the CCTV anchor Kang Hui and Strong Shots were cut at the end of "Hello Life"; the announcement of the new season of "Youth Tour" was postponed; at the Oriental Satellite TV Investment Conference, there was also no plan to announce the new season of "Extreme Challenge"...
Veteran variety shows, who once carried half of the variety market, are facing centralized reforms, and their thinking continues to diverge, and this year there is also the end of idol drafts. 2021 is obviously a year of great changes in the domestic variety show track, and where the future after rectification is still to be seen.
<h1 class="pgc-h-arrow-right" data-track="10" > the "year of the threshold" and "limited self-help" of the fast book</h1>
This year marks the 24th year that Happy Base Camp has aired, and since the host reception event at the end of last year, it has been in a long slump.
Xie Na was on vacation, Zhang Yuqi, Ding Chengxin, Naza and others joined the formation of the "Happy Limited Group", but the boost was limited; the Happy Family that Ding Chengxin joined was upgraded to a six-person group, which was not yet officially opened but immediately fell into the embarrassment of the host card; Xie Na's heavy return battle Ratings did not rise but fell, and the Sun Goddess did not seem to be so important; and during the period, there was also Li Weijia's endorsement of the thunderstorm incident.
An explicit market law is that the ups and downs of "Happy Base Camp" always revolve around the host group, and even if you look back at the 24-year history of the program and the wind and rain during the period, you will find that the host is always the lead of reform.
The combination of Li Xiang and He Jiong achieved the myth of variety show hosting; in 1999, Li Weijia joined as a location host, and the program was also drastically reformed in the next two years, and the outdoor version also created the myth of wealth creation at that time. The duo myth and the hosting of the Iron Triangle came to an abrupt end in 2004, li xiang's departure left He Jiong and Li Weijia alone, Xie Na repeated in and out; in 2006, Du Haitao and Wu Xin joined, and the 15-year-long Happy Family was founded.
The host's self-help has been continuously amplified in the past two years, and the happy family's recruitment has repeatedly leveraged the brokerage company in the entertainment industry, but it has not left too much attention in the market. It was not until this year's Ding Chengxin and digital hosts joined the host lineup successively that the "Happy Family" ushered in a huge change in the 15-year node, a move that was quite meaningful after frequent personal crises such as He Jiong, Li Weijia, and Du Haitao.
But is the problem with Happy Base Camp really just a matter of hosting the team? The host thunderstorm, the curing of the hosting style, and the integration of fresh blood are indeed the triggers, but the more profound problem may still be in the program itself. This is also an important reason why netizens expressed disappointment in its upgrade plan: putting the cart before the horse.
Netizens used a sentence "Who was invited to fire before, and now who is fire to invite whom", which accurately summarizes the core problem of "Happy Base Camp": from star-making to relying on traffic, this national variety show gradually loses its core advantage in traffic chasing. ——The entry of traffic idol Ding Chengxin also points to this goal. From the perspective of program model, the game projects that once led the wave of internal entertainment are also gradually moving towards low-grade, solidified and false performances.
The internal and external troubles of "Happy Base Camp" have finally erupted over the years, but now the upgrade and rectification plan on the tall is what the market wants? The addition of digital host Xiao Yang seems to be novel but is actually a chicken rib, and even awakens the long-lost fear of being dominated by virtual idols in "Children of Tomorrow". "Let the virtual idol stay in the two-dimensional world", has also become the voice of many netizens.
The concept of artists' artistic ability is relatively vague, but it can be roughly guessed that it is mainly to weaken the entertainment attributes of the program, emphasizing value guidance and energy transmission. At the moment when the theme and genre of variety shows are exploding, will this still be an effective strategy? At the same time, there are still many puzzles left in this rectification plan: Will there be new changes in the Happy Family of the Six? When will the show return?
To this day, I have to sigh that maybe it is a good choice to let "Happy Base Camp" stay in memory.
<h1 class="pgc-h-arrow-right" data-track="21" > veteran variety show "battle royale", excessive entertainment to draw a red line for the market? </h1>
Everything has already been forgotten.
On September 30, the last working day before the suspension of "Happy Base Camp", Hunan Satellite TV changed the slogan of "Happy China" to "Youth China", an entertainment platform strategy determined since 2004, witnessing the rise of Hunan Satellite TV's variety shows, but also witnessing its "excessive entertainment" road further and further.
In 2011, in the face of frequent chaos in the draft market, supervision struck hard, and the draft variety show entered a stagnant period; in 2017, "Where Daddy Goes" was stopped, and the popular Mengwa variety show was suspended, which once again sounded the alarm bell for it. Then on October 9, "Happy Base Camp" and "Every Day Upward" both announced upgrades and rectifications, the former is even more out of contract so far, Hunan Satellite TV once again stood on the alert line.
Although it has not stopped broadcasting, the situation of "Every Day Upward" is actually almost the same as that of "Happy Base Camp".
The several changes and frequent thunderstorms of the host team have consumed the market's favorability; at the same time, in the influx of hot dramas and popular idols, who can remember that the original positioning of this show was "cultural talk show"? Vague positioning and excessive entertainment are also its problems.
The keen capital market has given a prejudgment early, and in recent years, the title sponsors of "Every Day Upward" have been continuously "downgraded", and even in October last year, there was a naked run. A few days ago, Mango Super Media also said that the revenue of "Happy Base Camp" is very limited to the overall income of the company, which is related to its main reliance on self-made content; on the other hand, compared with the report around the program nearly ten years ago, it is still "800 million yuan a year", and this national variety show also continued to face a shrinkage of investment for many years after the title sold 700 million yuan in 2016.
However, compared with the suspension and rectification of "Happy Base Camp", since the outbreak of the Qianfeng incident, "Every Day Upward" has made rapid changes, and now the rectification plan is more and more clear: focusing on traditional culture, cultural exchanges, science and technology science and education and other themes, emphasizing the positioning of high-end high-end interview programs in the industry. At the satellite TV investment conference on the 29th, this program also announced that it would return to Friday.
The change of host team is also quietly completed. As of last Friday, Da Zhang Wei and Wang Yibo had been absent from the recording of three consecutive programs, and the identity of the hosts of the previous two episodes had also been weakened, and the only host highlighted in the program was Wang Han. Rumors of "withdrawal" seemed to be confirmed in interviews with the show's producers: some members said goodbye and would join in the fresh blood.
From the entertainment platform to the entertainment disaster, Hunan Satellite TV is facing a new round of rectification. This turmoil is not only in itself, according to media reports, the host assignment of Hunan Satellite TV will also be tightened in the future, which also means that a number of online variety shows we are familiar with will face changes. In the latest official lineup of "Heartwarming Offer 3", He Jiong, who has been hosting for two consecutive seasons, is absent.
More importantly, this veteran variety show rectification curtain opened by "Happy Base Camp" and "Every Day Upward" may involve more variety shows in the future. One explicit signal is that on October 29, Shanghai, Jiangsu, Zhejiang, and Hunan Radio and Television Stations were interviewed for excessive entertainment.
At the moment of the rapid development of domestic variety shows, content creators are excavating the practical significance and value orientation of entertainment in different dimensions, but the phenomenon of excessive entertainment also exists. In the pursuit of traffic stars in the variety market, it is itself fueling the trend of star chasing and star speculation; searching for "excessive entertainment" on the Internet will also find that this problem has always been a problem for viewers, especially parents, and Hunan Satellite TV and Zhejiang Satellite TV have become related high-frequency words.
Zhejiang Satellite TV's "Youth Tour" and Oriental Satellite TV's "Extreme Challenge" have entered the public's field of vision in this context, and they are the key objects of this rectification and upgrading. Also raised by netizens are variety shows such as "Run" and "Ace to Ace".
The problem of excessive entertainment in the variety market should not be underestimated. The American scholar Neil Bosman once wrote in the book "Entertainment to Death": "If cultural life is redefined as the cycle of entertainment, if serious public dialogue becomes childish infant language, in short, the people degenerate into passive audiences, and all public affairs are like juggling, then this nation will find itself in danger, and the fate of cultural destruction will be doomed." ”
Returning to the market, with the cordon drawn, the veteran variety shows that are the brand of satellite TELEVISION have been rectified, which also indicates that an unprecedented reshuffle is happening. Hunan Satellite TV and Zhejiang Satellite TV, which once rose with variety shows, can they still hold the position of leaders? Will Beijing Satellite TV, which is rising with the rise of the national tide, become the dividend winner in this rectification? The future is full of variables.
In any case, we are still looking forward to a new variety market after rectification, both the happiness of the next meal, as well as the realistic thinking and emotional temperature, rather than the emptiness after a laugh. Value precipitation is not the opposite of entertainment, and we will continue to pay attention to how domestic variety shows will cross the hurdle of "entertainment to death".