Summer online comprehensive market: theme crash, old problems are still there, capital bets are full of vitality

From an industry perspective, as more and more outstanding talents pour into the online variety market and capital is making bets in this field, the online comprehensive market is still full of vitality.

Original title: Top Internet Comprehensive Summer Festival: Idol Draft, Comprehensive N Generation, Second Yuan and Capital Fever...

"An inch of time is an inch of gold, and an inch of gold cannot buy an inch of time"-the ultimate goal of content entrepreneurship is actually not necessarily to make good works, but to compete for "user time". Therefore, top players in the variety market are often able to fully compete for user time, such as "The Voice","Where Are You Going, Dad","Running Man", etc., which are more able to dominate users. Time is naturally talent variety shows such as "Super Girl" and" Fast Man". In recent years, in terms of theme, model and innovation, video websites have been pushing hard to seize the opportunity to occupy the "original Internet residents", that is, the younger post-90s, post-95s and even post-00s."user time".

Especially iQiyi, Youku, Tencent Video and Mango TV, which have gathered together on the Internet, and idol cultivation, secondary yuan, and the Internet generation have been launched during this time period. Below, I will take you to understand the keywords of the summer network and capital's bets on the Internet's entrepreneurial team.

Keywords: Big platforms promote secondary yuan

In the summer of 2017, the biggest change in the online comprehensive market should be that secondary yuan variety shows have started from sporadic start to implementation on three major platforms. Tencent Video, iQiyi and Youku have begun to launch secondary network comprehensive. Although the author is concerned that there are some cynicism about the online Second Yuan Network, at a time when the second Yuan culture is gradually being mainstreamed, the second Yuan Network Network is still in its infancy, and there should be more heavyweight and more interesting ways in the future. Play methods appear. The representative network summary is as follows:

"I Love Second Yuan"-Tencent Video

, a second Yuan talent show program "I Love Second Yuan" jointly produced by Tencent Video and Luoshui Media. After it was broadcast on May 23, the number of views and reputation performed well. According to the introduction,"I Love Second Yuan" invited stars including veteran second-yuan driver Chen He, popular idol Sun Yizhou and other stars to support "I Love Second Yuan". The hard-core coser Lan Ling Xiao Xiaosheng, the "king of ancient style" Fusu, otaku goddess SNH48 Li Yitong, and the soul singer of "The Voice of China" Zhou Shen serves as the captain. The program is divided into four major talent sections: singing, dancing, stage party, and indescribable. A comprehensive second-yuan artistic performance display will be provided to the 54 groups of contestants who have passed the audition.

"Super Dimension Idol"-Youku

"Super Dimension Idol" attracts audience attention, first of all because one of the "mentors" of this program is the actor and well-known actor He Bing, who plays "Lu Zilin" in the popular "White Deer Plain". As an "old artist" who performs online and can't even use a mobile phone, in this second-dimensional program, he is still innovative and interesting. In this star-making program hosted by He Jiong and He Bing, the organizers hope that through this program, ten teenagers will be turned into super popular idols across the world. This may also be the differentiated competitive advantages that distinguish them from other second-dimensional programs. One.

"Dimensional Star Project"-iQiyi

, a program that has not yet been launched, has also received extra attention because Wang Sicong. At a previous press conference, Wang Sicong said that "Dimensional Star Project" would be a "real-life Online secondary idol development show." The program draws on the popular role-development games in the second dimension. Starting from the audition to "establish characters", the program turns the draft into a real-life idol-development game through a combination of live broadcast and on-demand.

Brief comment: The combination of secondary yuan network synthesis and large platforms may be one of the signs that secondary yuan elements have become mainstream. However, from the current point of view, the magnitude, reputation and broadcast volume of these secondary yuan network synthesis are not dominant in the summer network synthesis battle. Perhaps trying is the current mission of secondary yuan network synthesis.

Keywords: Idol draft

representative network summary is as follows:

"2017 Happy Boys"-Youku + Mango TV

The return of "Fast Man" is undoubtedly one of the major events in the variety market in 2017. The return of "2017 Happy Boys" from Taishuang.com was broadcast on Youku and Mango TV. In addition to introducing live broadcasts,"Fast Man" also has a lot of Internet feel in terms of production. It lacks the previous routines of bitterness, chicken soup, and out-of-place among Super Girl Fast Men. Instead, three judges, including Luo Zhixiang and Chen Li, took turns to conduct a cappella assessment on the players of their respective teams in turn, and also rejected the players of the" routine". After "Fast Man" was launched, it became a regular at the top of the online rankings. Although it is difficult to reproduce the glory of Super Girl Fast Man, the combination of idol cultivation and talent selection in the new era is still quite advantageous.

"Tomorrow's Son"-Tencent Video

This is the first idol-development program that the Fast Man and Super Girl team collaborated with Tencent Video after they left Mango. It is the rhythm of competing with "Fast Man". Long Danni and Ma Hao, two former mangoes, sat behind the scenes, gathering three traffic managers, Yang Mi, Xue Zhiqian, and Hua Chenyu, and joined forces with Tencent and Weibo to launch three ways of playing the beauty of the world, the beauty of the world, and the magic of the world. Although the aesthetics of young people today are not well understood, the topic and broadcast volume of "Tomorrow's Children" are also quite sensational, but the idol-training and talent selection model of pure Internet platforms still need to be observed.

"China Has Hip Hop"-Iqiyi

is different from Tencent Mango TV. This summer season, Iqiyi has to play hip hop music in addition to dialect songs. This program attempts to discover the hip-hop culture that truly belongs to China's post-90s and post-00s by integrating China's local culture and hip-hop elements into music. It has attracted three star producers, Wu Yifan, Zhang Zhenyue & MC Hotdog, and Pan Weibai, to join them, and claims to be the best in the Internet with an investment of more than 200 million yuan. It has not yet been launched, so the final effect of this program is not expected. However, some negative news released by this program during the audition stage can also show that if hip-hop music wants to enter the mainstream in China, it may need more people to work hard.

Brief comment: Talent shows and music programs are the major categories and large traffic in the variety market."Fast Man" and "Tomorrow's Children", which started multiple people in the summer competition for head content, have not shown the dominance of hit models. Therefore, they can occupy a place in the head camp, but there may still be some gap compared with expectations.

Keywords: Although the comprehensive N generation

has only been prosperous for three or two years, online comprehensive, like TV variety shows, is also popular for the comprehensive N generation. On the negative side, it is the lack of innovation and the pressure on commercial revenue, so more attention is paid to programs that already have reputation and influence; on the bright side, it is not just because of the good start, but also because there are more resources to work hard on subsequent program development. Take "The Strange Talks" and "Mars Intelligence Agency" as examples. After the first shot was launched, it also made a lot of progress in investing in follow-up programs and developing derivative industry chains. Representatives of the website are as follows:

"Mom is Superman 2" and "Metamorphosis"-Mango TV

are two programs that have been on the market for a long time, and the number of views is quite amazing. As the trump column group of the Mango family's campaign to the website, these two programs should be said to have achieved traffic KPIs in the Q2 quarter, and at the same time, they also caused quite a lot of topics.

"Xiao Shuo 2017"-

The return of Youku is undoubtedly something many people are looking forward to. After Gao Xiaosong returned, he also opened with "Jin Ping Mei", and Reading Entertainment Jun continues to chase after it this season..."Talk shows and platforms of flowing water, the hard-fought Gao Xiaosong", the charm of this program lies here, and there is no need to say much. The third season of "Mars Intelligence Agency" is about to be launched. As the leader of the Internet industry, it is not only interesting and fun, but also popular newbies such as Yang Di. It also plays a superb role in advertising and investment promotion. It is indeed Wang Han's first and most energetic program.

"Please the refrigerator" and "Let go of my nose"-Tencent Video

, the two word-of-mouth websites, ended before the summer break, and their performance is still excellent. In the new season of "Date the Big Star", everything has a new person. Overall, compared with the first season, the variety sense is a little worse, but it is still within the norm.

"Strange Talks"-

The fourth season of iQiyi has seen the biggest changes. Mentors and gameplay have been innovated, advertising investment has also broken records, gold owner Lei Jun has also appeared on the show, and the theme of the debate is still quite sharp-but, entering the fourth season, the audience's aesthetic fatigue has arrived, just like the Running Man and The Good Voice. Although the attention has dropped, the strength and audience of good programs are also there.

As for "Sister Is Hungry" and "College Students Are Coming", as cooperative programs between iQiyi and the Taiwan variety show team, although they have various problems, the program's broadcast volume and attention are relatively good. Although Taiwan's variety shows have entered a recession, Taiwan's variety artists still have some advantages in terms of variety sense.

Brief comment: Generation N has become a phenomenon, which shows that the network comprehensive team is still standing steadily; only by continuing to produce a program can the team be stabilized and innovate on a stable basis. Only the production team of Gen N can attract the attention of capital and be willing to bet on it.

The "honeymoon period" of Internet Comprehensive and Capital behind the keywords may be expected

to show that there will be as many as 98 Internet Comprehensive Products launched throughout 2017, and more than 20 will be launched during the summer period. In addition to the promotion of video websites, it is also inseparable from the boost of capital.

According to incomplete statistics, among the top online comprehensive companies launched during the summer, in addition to self-made teams from major platforms, there are also Zhu Yi's joint research and development and production form with external teams. Therefore, a group of star online comprehensive companies have emerged, some of which are very familiar to the industry, such as Miwei Media, Galaxy Cool Entertainment, Sun Moon Star Star, etc.; there are also some new online comprehensive players, such as Wah Wah, Luoshui Media, Mango Entertainment, etc. See the picture below:

The author's first impression is that the Mango and Mango Series teams have almost occupied the company in the online comprehensive market, and have to admire Hunan TV's entertainment gene.

After the film and television investment boom, it may be time to go to Internet Comprehensive: After film companies and TV drama companies are often valued at hundreds of millions or even 1 billion yuan, perhaps the next capital boom should go to Internet Comprehensive. Top players have already begun to accept capital dividends: Miwei Media was established in September 2015. At the beginning of its establishment, it completed the Pre A round of financing led by Innovation Works. It brings its own platform, producer and capital advantages, and has now Obtained cornerstone capital-based Series A financing with a valuation of 2 billion yuan; In November 2016, Galaxy Cool Entertainment founder Li Wei revealed that the company had completed financing of hundreds of millions of yuan in the first half of the year."Next, if other projects advance quickly, a new round of financing will be launched."

Video websites and boosts and shackles: In the past two years, TV variety artists have been vigorously moving to Netcom, inseparable from the support of major video websites, including Tencent Video, iQiyi, Youku, LeTV, etc., which have all become TV variety artists. The foothold, or joining or founding a company to cooperate, has also made Netcom rapidly develop in the direction of large-scale production and large-scale investment. But at the same time, the enhanced voice of video websites has also made it obvious that many third-party production companies are taking sides. For video websites, Netcom is a weapon that occupies users 'time and a big killer for investment promotion. Therefore, mastery is the key, and exclusive broadcasting is the norm. For many Netcom production companies, it may become a "part-time job". possibility.

Aesthetic fatigue and difficulty in making money: Internet comprehensive and TV variety shows also exist. Why are they always "ta"? Of course, there is also the big issue of "difficulty in making money". Some media previously reported that Ma Li, the producer of "1.3 billion decibels", once said: "It is estimated that 70% of the net total will be lost." This may not be consistent with the outside world's impression that the investment of Netcom has repeatedly exceeded 100 million yuan, but the comparison between the good days of Netcom and the poor popularity of Netcom is naturally very different. In an interview with the media, Miwei Media co-founder Mou Wei bluntly said that content would be cut strategically,"This is not big news, it is a trend.""The first is to ensure that we do not starve to death in the cold winter. Second, we must concentrate and maximize our first-mover advantage." Therefore, in the program "Werewolf Kill at Dinner", more and more Miwei's behind-the-scenes staff such as Mou Di appeared on stage as guests.

It can be seen from the summer online variety show wars that old problems such as theme crashes, gathering together, and celebrity proficiency still exist. What is even more cruel is that there are too many online comics. Will the audience be insufficient? From an industry perspective, as more and more outstanding talents pour into this market and capital is also making bets in this field, the online comprehensive market is still full of vitality. So, during the summer vacation, which online survey will you pay attention to?

Editor: jessica