Director-in-chief of "Heroes of Earth": Variety shows are developing rapidly and accurately positioned to attract young audiences

Original title: Music variety segment upgrades, precise positioning and attracting young audiences

Music variety shows are still popular on the screen this year. Many programs such as "I Want to Sing with You","See Your Voice", and "Cross-Border Singer" are popular. These programs are all working hard to highlight their own characteristics. In order to seek originality, they strive to discover new ways to play in terms of who sings and how to sing. After years of training, TV viewers 'ability and requirements for programs have been constantly improving. Nowadays, every form of music programs is facing the dilemma of serious homogenization. Che Che, director-in-chief of "Heroes of Earth", said in an interview that the original intention of "Heroes of Earth" was to further segment the music variety market and attract young audiences. This is also one of the overall development trends of current music programs: they have begun to pursue content segmentation and do niche music programs such as electronic music, bands, and rock.

Inheriting Chinese music treasures and promoting Chinese golden songs

Reporter: Could you briefly introduce the positioning and core demands of "Heroes of Earth"?

Che Che: "Heroes of Earth" is positioned as the first electronic music column in China. The core appeal is to make a new electronic adaptation of Chinese golden songs, and promote them in the world electronic music market and make them on the list.

"Heroes of Earth" is a crab-eating program, because electronic music is still a niche category in the Chinese music market, and all singers and producers are making some attempts. The market for pop music with electronic elements is not particularly mature yet. Some far-sighted musicians, like Uncle Lee Haring, will think that this is a way forward and a future trend, because our music market must always be in line with the world. This share gap is an opportunity.

Reporter: What are the highlights of the program that can invite a superstar like Uncle Wang Lihong as a resident guest?

Che Che: I think all good things are common. Electronic adaptation is a musical technique, but the touching thing is the "core". The core essence of good music is the same. Technically speaking,"Heroes of Earth" is adapted from familiar old songs. For all TV audiences, this is a familiar thing and something that can enter their hearts. Now, what young audiences want to see is how you package it with electronic music I like. It is something related to trends that can be appreciated and accepted by the post-90s audience. It is a kind of "old wine in new bottles."

Reporter: How do you present core values in the content production of your program?

Che Che: TV programs are definitely not purely entertainment. They not only cater to them but also provide guidance. It has always been said that as a producer, you must never give up what you stand for and advocate when doing a program. Otherwise, you will become a pure worker. If the audience sees your work, it will be wrong or even bad, which is something that the producer cannot tolerate.

"Heroes of Earth" will be broadcast on mainstream platforms. Television is entertainment for the whole family. From the perspective of the program group, we hope to meet the viewing needs of all ages as much as possible. Therefore, we will comprehensively select songs, and the songs we choose are all classic and will take care of all ages. But this program is a bit ahead of schedule, because we cannot always cater to the existing audience. Now more and more young people are leaving TV, and because young people watch less, many programs are made to make something more suitable for the entertainment of the whole family. Content to ensure ratings, in fact, this choice is that more and more people give up on young people, and young viewers will be lost. So we would rather take risks and losses now in the hope of bringing the young audience back.

Variety shows are developing at an alarming speed. Program segments attract young audiences.

Reporter: Nowadays, variety shows are obviously homogeneous and frequently accused of plagiarism. What do you think?

Che Che: From a producer's perspective, the so-called plagiarism by the audience has some similarities, the same competition system and the same plot, but from a producer's perspective, these things are inevitable. Because TV programs, as industrial products, have their own rules. If you want to make it into a good cultural product, you must comply with these rules. Just like when we make something and we all know that Plan A is good, will you give up just because someone else has Plan A? This inevitably leads to homogenization.

The second thing is to see what the producers themselves want to express. There are no two programs that are exactly the same. Even if there are two programs with the same category and format, the things produced by different teams and different directors will be different. In fact, they will give you a The same shell, the products you put in will still have different core values that you want to express. So my opinion is that everyone is learning from each other and improving, but after reaching a corresponding industrialization standard, there will inevitably be similarities. But in this kind of similarity, the audience chooses which one to watch, and also depends on what you express at your core. What is it, and what is the emotional resonance and spiritual touch it brings to the audience.

Reporter: What can we learn from the development history of variety shows in Europe, America and South Korea? What can China variety shows learn from?

Che Che: Of course I can learn from it. When we started doing this business, there were actually no standards for the production of variety shows in the mainland, but the shock that the European and American TV systems brought to us was their industrial standards. When we first came into contact with "China's Got Talent" in 2010, we were actually shocked by the industrial production standards in Europe and the United States. Every detail, its processes, its division of labor, and its compliance with models, European and American TV programs bring us industrial standards and scientific operating processes.

As for the fact that Han Zong has been so good in the past two years, it is because their understanding of people is closer to the essence of China audiences 'understanding of things. After all, Korean culture and China culture have something in common, so the themes of South Korean programs can be understood by China audiences without more digestion.

Reporter: How do you think should balance the entertainment spirit and values communication in variety shows?

Che Che: No conflict. I think TV programs are a cultural product. Since they are products, the first criterion is whether they can be sold. Audiences need entertainment when watching a program. If the program is rigid and lacks entertainment spirit, then I understand that this product cannot be sold, and a product that cannot be sold will inevitably be a failed product. But when it comes to values, they are in a way more important to producers. What you tell is what the values are. It is responsible to yourself and to the audience.

Reporter: What do you think will be the future trend of variety shows?

Che Che: The future development trend is the segmentation of the market. Family-style entertainment will not disappear. It must be the most mainstream, but there will definitely be more segmented programs, because the audience has segmentation demands and depends on programs related to their own fields.

Reporter: How do you view the impact of the Internet on TV media?

Che Che: It is certain that there will be an impact, but it will give us a sense of urgency or crisis. More importantly, it provides a thinking model. The network is more subdivided and provides us with many ideas to learn from. They are more innovative and take bigger steps.

Reporter: What are the differences between pure online comprehensive and variety shows on TV media?

Che Che: Traditional TV media has always considered family-oriented entertainment, because family-oriented entertainment must be considered in terms of viewing. Pure network integration is aimed at users and can be more accurate and centralized. Netcomprehensive's idea is who the user is and how to satisfy the user's demands. It will not want to satisfy everyone. Turning back to TV, the cultural market is now so developed that various cultural products, even if you don't watch TV, can have a rich cultural and entertainment life. This objective environment encourages us to think clearly about who this program is for.

Editor: yvette