TV variety shows turn to the Internet, from popularization to precise positioning

Affected by policy regulation, many TV variety shows have turned to the Internet this year. On the surface, TV variety shows and Internet comprehensive seem to be "close relatives" and can be transformed at will. But in fact, there is a very big gap between the audience characteristics of video websites and that of television, and TV variety brand programs are frequently rejected by local conditions.

Original title: Moving from TV to Internet celebrity variety shows are frequently

uncomfortable and affected by policy regulations. This year, many TV variety shows have turned to the Internet, such as the fourth season of "Where Are We Going, Dad?""Mom is Superman", and the veteran talent show "Super Girl", which was originally scheduled to be broadcast on Hunan Satellite TV. Eventually, due to policy restrictions from the State Administration of Press, Publication, Radio, Film and Television, settled on Mango TV and aired on the Internet. On the surface, TV variety shows and Internet comprehensive seem to be "close relatives" and can be transformed at will. But in fact, there is a very big gap between the audience characteristics of video websites and that of television, and TV variety brand programs are frequently rejected by local conditions.

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Happy Comedian" produced by Joy Media has become popular, and the online comprehensive "Comedian League" has suffered

a tragedy."Mom is Superman", which was launched in April, was once expected to fill the gap in mother-child interaction in the parent-child variety genre. However, compared with the freshness and joy of fathers taking care of their children, this program shows more of the difficulty and trouble of mothers taking care of their children. The production ideas are more like traditional TV variety shows, complete stories, linear narratives, and the final total number of clicks on the program reached 600 million. Spread out on 15 programs, the 40 million clicks in a single episode actually only meets the standard of a medium-sized Internet comprehensive program.

The selection period for "Super Girl" is as long as nine months. The relaxed and inclusive environment of the Internet is indeed more in line with the logic of idol-training programs. In order to attract netizens, Mango TV has also made innovative content such as full online auditions and live broadcasts of daily life. The finals were broadcast for an hour and a half, while the number of online viewers exceeded 10 million, and the popularity of the players exceeded 800 million.

On the one hand, the ratings data of "Super Girl" shows that based on topic popularity and fans,"Super Girl" is strong enough to crush similar Internet consoles. On the other hand, it also proves that the "Super Girl" transformed into an Internet console has transformed from a popular talent show that is talked about on the street. It has transformed into a vertical program that accurately targets users, and can no longer cause waves at the social level.

Among the network transfers, the most miserable one is "Union of Comedians". The production company of this program is Joy Media, which almost monopolizes TV comedy variety shows. In order to increase the "online feel", the program added subtitles and sound effects to cross talk in an unprecedented manner. However, it was criticized for "no suspense, no appearance, no stifling, only inexplicable subtitles and special effects." It was updated for 6 issues and the program was removed.

TV variety shows are "passive viewing"

and Internet variety shows are "active viewing"

. The latest challenge is the fourth season of "Where Are We Going, Dad?" In an interview, Zhou Shan, senior director of Mango TV's program department and chief producer of the fourth season of "Where Are We Going, Dad", admitted that it was not easy to get this classic TV variety show online."The first thing to do is to 'passive viewing' to 'active viewing'." In order to cross this threshold, the program has changed from a pure star father and son to a "star dad + suwa" model. In addition to the three pairs of biological father and son, the program also invited young meat such as Dong Li and Huang Zhilie to bring "children from other people's families" to participate in the program. In this way, the themes that ran through the main line of the program in the first three seasons no longer exist, the program layout is more fragmented, and happy parent-child relationships are expressed in various small tasks, which also caters to the lack of patience of online audiences to a certain extent. The "intern dads" who are often disconnected and have problems fit the propaganda point of "the unknown is the biggest attraction". Currently, the program has been broadcast in 4 issues (3 feature episodes +1 pilot episode), with a click rate exceeding 400 million."Dad" seems to have withstood the test.

Popular online variety shows with TV variety

shows need to accurately position

the coolness of "Mom is Superman" and the popularity of "Where Are We Going, Dad?" In addition to differences in production capabilities, they actually reflect differences in internal logic. The 38th "Statistical Report on Internet Development in China" released by China Internet Network Information Center (CNNIC) shows that as of June 2016, the number of Internet users in China reached 710 million, of which 53.4% were under the age of 29. In terms of television, taking the summer data of increasing young viewers as an example, the proportion of viewers under the age of 34 is only 33.1%, which is significantly lower than that of video websites. Differences in mainstream audience characteristics determine the different viewing preferences of the two platforms.

The logic for TV variety shows to gain high ratings is to popularize the subject matter and drive elements such as stars to have a wide range of influence to form a family viewing atmosphere in order to gain the largest number of people and the longest viewing time. The logic for Netcom to obtain high clicks is to accurately target the target audience and help from fresh topics.

This difference is also reflected in "Happy Camp" and "Summer Sweetheart". On Hunan Satellite TV's platform,"Happy Camp" is the well-deserved number one audience on Saturday: Taking the four programs in September as an example, according to data from CSM52 City,"Happy Camp" beat "Summer Sweetheart" with an average rating of 1.66%. However, on Mango TV, the total number of clicks on the four episodes of "Happy Camp" is 140 million, while the number of clicks on the four episodes of "Summer Sweetheart" is as high as 300 million. This shows that although TV variety shows are produced according to "TV logic", although there are big-name stars in the city and have high ratings, they may not be able to make a difference on the Internet.

Although the transformation has not been smooth sailing, there is still the possibility of "nirvana" rebirth in the above programs. At the Mango TV Investment Promotion Conference held recently, the fifth season of "Where Are You Going, Dad?", the second season of "Mom is Superman", and the fellow apprentice of "Super Girl","Happy Boy", collectively appeared on the 2017 program list. Among them, the total advertising investment for the fifth season of "Where Are We Going, Dad" reached 145 million, the second season of "Mom is Superman" reached 53 million, and "Happy Boy" reached 200 million yuan. In addition, Hunan Satellite TV's other classic program "Deformation Gauge" will also be transferred to Mango TV and will be broadcast in the first quarter of 2017.

Editor: yvette