What is the trend of Super Internet Comprehensive catching up with TV variety shows?

In the first half of 2017, China Net's comprehensive program is rapidly catching up with TV variety shows in all aspects such as program quality, production investment, and investment promotion.

Compared with the frequent hits in the TV drama market, the variety show market in the first half of 2017 seemed a bit bleak. The comprehensive N generation is in a clear decline, phenomenal programs are scarce, and most of the new variety shows are in the streets. Looking back in the first half of the year, it seems that only a few cultural variety shows barely took on the lead. The tightening of policies, the improvement of audience aesthetics and the lack of originality are all reasons for the difficult pace of the variety show market. Some industry insiders also believe that the dividend period of the domestic variety show market has passed. However, it is worth noting that in the first half of 2017, the network comprehensive program is catching up with TV variety shows in all aspects such as program quality, production investment, investment attraction, etc. From the second half of 2017 to 2018, the gap between network comprehensive and TV variety shows may disappear.

1. The rapid rise of cultural variety shows

variety shows used to be regarded as the battlefield of "star cards", and domestic audiences have always preferred variety shows with stronger entertainment. With the policy trend of vigorously advocating "entertainment + culture" and the audience's aesthetic fatigue for pure entertainment variety shows without nutrition, cultural variety shows rose rapidly in the first half of 2017.

"Seeing Words Like Face" was the earliest broadcast and recognized by the audience among several cultural programs, with a cumulative viewing volume of 200 million; then CCTV Dong Qing as producer "Reader" became a variety hit, winning the best season program of Magnolia in Shanghai TV Festival. In fact, major satellite TV has also launched many cultural variety shows in the past few years, but they cannot be compared with these two programs in terms of ratings or influence."Seeing the Words Like the Face" and "The Reader" also have celebrities. However, they are just supporting leaves, and the core content of the program is still cultural, which also serves as a benchmark for how "entertainment + culture" can match the audience. On the other hand, the audience's aesthetics have also calmed down from over-entertainment in the past and are willing to accept clear programs with cultural flavor and nutrition. Take the "China Poetry Conference" broadcast for two consecutive seasons as an example. The program's influence was mediocre in the first season, but the second season unexpectedly became a hit.

Trend: With several cultural variety shows leading the phenomenon in the first half of the year, various satellite TV stations will successively launch similar programs. These include Zhejiang Satellite TV's "Hanzi Fengyun Collection" and "Upward Poetry"; Jiangsu Satellite TV's "Idioms of China"; Hunan Satellite TV's "Poetry World Stars", etc. However, it is worth noting that while ensuring cultural nature, cultural programs also need to focus on breakthroughs and innovation, as well as entertainment in form. Only in this way can the audience maintain their viewing stickiness to cultural programs after a moment of novelty and ensure the vitality of the programs.

2."Super Internet Comprehensive" is very eye-catching.

2016 was regarded as the real first year of Internet Comprehensive. In 2017, in terms of investment costs, production levels, star lineup and other aspects, Internet Comprehensive programs are soaring rapidly, catching up with TV variety shows. In June this year, Iqiyi's "Hip Hop in China", Mango TV's "Happy Boys", and Tencent Video's "Children of Tomorrow" faced each other head-to-head with hundreds of millions of capital investment. The joining of artists such as Yang Mi, Wu Yifan, and Luo Zhixiang has also enhanced the focus of the program. The production level of the three programs is also enough to rival the variety shows of first-line TV stations. The super eye-catching and gold-absorbing power of these programs is enough to prove that the era of "super Internet Comprehensive" has arrived.

On the other hand, some online comprehensive programs that were quite successful last year have begun to launch the second and third seasons one after another. The online comprehensive market, which has been updated more quickly, has launched the comprehensive N generation, which also highlights the long-tail stickiness to users and the protection of advertisers 'interests.

In addition, in the past, video network platforms that relied on purchasing copyright to TV variety shows have also increased significantly in 2017. In 2016, there were 93 homemade variety shows on the video platform. In 2017, this number will reach at least 113. In the first half of the year, 47 homemade variety shows have been broadcast, an increase of 74% from the first half of 2016. In terms of types, it has also changed from the original single model to more diversified and more vertically subdivided.

Trend: The arrival of the era of super Internet comprehensive research has also shifted advertisers 'attention from TV variety shows to online variety shows, and the online copyright titles of TV variety shows are being sold separately. On the other hand, the title and advertising costs of pure online variety shows continue to rise."Strange Qi Shuo 4" and "Mars Intelligence Agency 2" received advertising fees of 400 million and 250 million respectively, which also proves that advertisers are interested in online comprehensive content. favor. It is foreseeable that in the future, there will be more super Internet syndicates with large investment and large-scale production, and the gap between Internet syndicates and TV variety shows will be narrowed even further, and even surpass TV variety shows.

3. The combination of stars and elements into a new trend

After the standardized adjustment of the "reality restriction order", the past trend of relying on the attention of stars and Kasbo has cooled down. The combination of stars and amateurs has become a new trend in variety development. For example,"Let's Fall in Love 3" and "Extreme Challenge 3" that are being broadcast obviously pay more attention to amateur elements than in previous seasons. Even "King of Crossover Comedy" has also inserted amateur comedians among the star guests.

In fact, domestic audiences 'viewing habits for variety shows still have obvious star effects. Therefore, on the one hand, we must comply with the policy requirements to make the program "interesting and meaningful"; on the other hand, we must also take into account the audience's viewing habits of watching stars. How to "combine stars and elements" make it fun and beautiful, and also spread positive energy becomes difficult. On the other hand, variety shows that focus on the two major elements of All-Stars and Outdoor Sports have been required to withdraw from the prime time period of 20:30-22:00, which requires various satellite TV stations and producers to focus on studying the "combination of stars".

Trend: Combination of stars and elements is no longer a new word in the variety market. After one or two years of research and polishing, there have been many successful cases in the market. It is foreseeable that in the second half of 2017, when All-Star variety shows withdraw from prime time, there will be more programs that combine stars, and which program will become the first "star combination phenomenon" is also worth looking forward to.

4. The decline of comprehensive N generation programs is obvious. Comprehensive N

generation has a stable audience base and investment promotion ability. However, the continuous improvement of audience aesthetics and the explosion of various new variety shows in the market have made comprehensive N generation decline significantly in the first half of 2016. The scenery in the past is no longer.

Zhejiang Satellite TV's "Running Man" changed its name to "Run Bar" in the fifth season of this year. Although it still firmly ranks as the top audience in the same period, the average rating of CSM52 is less than 3, and even the rating of the seventh program is only 1.65%. Compared with the previous season's program, the average rating of more than 3.5 has dropped significantly; the rating of "China New Songs 2" for the premiere of 52 cities is 2.604%, but compared with the ratings of "The Voice", which broke 3 in the first season and 4 in the second season, it also dropped significantly; The average ratings for the first three episodes of "Extreme Challenge 3" did not hover between 1.5 and 1.6, and it still failed to reach an average of 2 in the previous season. Of course, we have to consider the objective factors that moved from blackjack to blackjack this season.

Trend: Although the comprehensive N generation has shown obvious fatigue, there are still many comprehensive N generation programs launched in the second half of 2017, including "We Are Coming 2","The Voice of Dreams 2","Comedy Story 2","Battle of Nature 2","Masked Sing Will Guess 2", etc. How to make innovative breakthroughs while maintaining the original flavor has become a problem-solving course for the comprehensive N generation.

5. Deepen the vertical segmentation field

Some industry insiders have long predicted that the variety show market will pay more attention to deepening the vertical field in 2017, that is, variety shows will no longer be broadly divided into in-house variety shows and outdoor reality shows, but will be more vertically subdivided in terms of program types., to match audiences with different needs.

From this point of view, online comprehensive programs are easier to achieve precise segmentation than TV variety shows. Among the online comprehensive programs in the first half of 2017, there were talk show programs represented by "Strange Talks" and "Roast Conference"; there were cute baby variety shows represented by "Mom is Superman" and "Let Go of My North Nose"; Programs in the secondary field represented by "Dimensional Star Project" accurately match the audience born in the 1990s and even the audience born in the 1995s to meet the viewing needs of young people in different segments. This will undoubtedly greatly enhance user viewing stickiness, and vertical segmentation of types will also become a winning weapon for Netcom to catch up with TV variety shows.

Trend: Vertical segmentation of types accurately meets the needs of different audiences, which is the development trend of online comprehensive and even the entire variety market. In the second half of 2017, such trends will become more obvious. For example, the popular talk show field may also be more detailed in the age group, profession and even gender of the audience.

Editor: Xiongwei