How did the "brain-burning" variety show that created more than 200,000 daily Weibo sound volume suddenly emerge?

At a time when innovation in variety production models is imminent, some programs incorporate "brain-burning" elements with multiple types of elements into program production, which has become a clear stream in the variety market at the right time.

"Brain-burning" programs, as the name suggests, refer to programs that, in addition to focusing on other program production elements, pay more attention to demonstrating the thinking abilities of participating guests. In the past two years, a large number of music, outdoor competition, life service, and comedy programs have appeared in the variety show market. However, with the rapid increase in the number of variety shows, the program model has also shown a relatively solid phenomenon. This conflicts with the gradual refinement of audience needs due to the expansion of the variety show market, making model innovation in variety production even more urgent. At the same time, some variety shows have integrated "brain-burning" elements with multiple types of elements into program production, which has become a clear stream in the variety show market at the right time. In this regard, the reporter sorted out variety shows that have performed well on TV platforms and online video platforms in the past year and are oriented to the thinking abilities of participating guests, and tried to explore the new meanings.

Judging

from the high-profile "brain-burning" variety shows broadcast by TV stations in the past year, the production costs are generally high. During the broadcast of Zhejiang Satellite TV's "Ace vs. Ace", the average daily Weibo volume reached 208,000 times, and Hunan Satellite TV's "Seventy-Two Floors of Strange Building" reached 153,000 times, far exceeding other "brain-burning" variety shows. Both have also invested heavily in guest lineup, scene production, online and offline three-dimensional publicity, etc., using high production costs to protect variety shows that combine brain and physical strength. The second season of the China Poetry Conference was followed by a cultural brainstorming variety show, with an average of more than 70,000 Weibo calls per day during the broadcast.

Judging from the "brain-burning" programs with high social popularity broadcast by video websites in the past year, inviting guests with both IQ, EQ and "appearance" has become a magic weapon to attract the audience's attention. Mango TV's star suspense and reasoning program "Star Detective Season 2" gathered idols and powerful guests, inviting Sa Benin, He Jiong, etc. During the broadcast, the average daily volume of audio was nearly 40,000 times, becoming a veritable popular among the entire network variety shows during the same period. The brain talk show "Brain Man Times" produced by Tencent Video has an average daily volume of more than 20,000 times since its launch, and its performance is equally good.

In addition, many mature variety shows also embed "brain-burning" elements into the program links, becoming an important means to adjust the atmosphere and rhythm of the program. Hunan TV ace variety show "Happy Base Camp" previously launched "Who is undercover" game link, Test guests 'language expression level and "camouflage" ability, Will young audience logical reasoning desire stimulated, After the program broadcast,"Who is undercover" Also became popular social interactive game. Zhejiang TV outdoor variety show "Running Bar" also mixes "dark line" elements in multiple programs, using suspense content such as "undercover" and "spy" tasks to attract audience attention. The audience experiences the excitement of brain burst in the process of following guests to risk decryption together, triggering a lot of social discussion.

Compared

with the past, in addition to the increasingly fierce competition caused by the network after the network variety show, the "brain-burning" variety show generally presents some new characteristics.

First of all, regular programs are declining, and seasonal variety shows are strong. Due to production cost constraints, a large number of regular "brain-burning" programs in front of the screen and maintaining a fixed weekly broadcast time period, most of them choose amateur guests. However, viewers are gradually accustomed to the outstanding performance of many brainpower talents, so it is rare to reappear. The possibility of stimulating ratings or surging clicks. However, the "brain-burning" seasonal variety shows rely on more financial support, and can choose to use stars as the main means of drainage, so as to gain high ratings or high webcast volume.

For example, Mango TV's self-produced variety show "Star Detective", the program production deliberately creates a new type of star with an idol temperament, a "academic" IQ, and a humorous personality, meeting the needs of young audiences. According to the social platform data of the latest season's program, more than 90% of the content involved stars in the discussion about the program. Among them, Bai Jingting, Wu Yingjie and others have received widespread attention and love for their serious attitude and down-to-earth attitude in the program.

Although Jiangsu Satellite TV's variety show "The Strongest Brain" focuses on the performance of amateur players, it still invites many big-name guests to sit in to ensure ratings. Moreover, the mental projects challenged by amateur players in "The Strongest Brain" are extremely difficult and cannot be completed with ordinary people's thinking abilities. The program team selected ultra-high IQ players and asked them to show their "genius" brain power through extremely entertaining and entertaining competition sessions, creating a series of amateur guests such as "Water Brother" Wang Yuheng and "Brain King" Wang Feng. In this way, the program also relies on these "genius" guests, gradually shaping its own unique variety brand.

Secondly, the type elements are mixed and the program production is complicated. In the past, puzzle "brain-burning" programs generally took answers, games and talent shows as the main elements, and the knowledge reserve of participants became the main factor of the brilliance of a program. However, a single knowledge reserve ability can not fully reflect the player's thinking logic and emotional personality, a long time will not be able to satisfy the audience's appreciation taste. Variety shows separate "brain-burning" as a major creative element from simple quiz questions and answers, and mix and match elements such as reality shows, competition, challenges and even imitation shows and music shows. The production of the program is more refined and complex, which can be a certain extent Avoid competition from homogeneous programs, thus creating different sparks. Hunan Satellite TV's recently popular reality TV show "Seventy-Two Floors of Mystery" combines multiple elements such as escape room, role-playing, reasoning and puzzle solving, and talent shows. Its social popularity is very strong.

Thirdly, the forms of interaction are becoming increasingly abundant, and attempts are made to apply cutting-edge technology. As the variety show market matures, more and more variety shows are trying to interact more closely with the audience, and various novel and cutting-edge scientific and technological methods are also used. For example, the interactive reasoning variety show "Victory Game" broadcast on Youku platform adopts a "live broadcast first + then on-demand" method. During the live broadcast, netizens can send bullet screens to participate in comments, or enter the live broadcast room to reason with guests to pursue the killer., greatly enhancing the audience's sense of participation and bringing a better viewing experience. Jiangsu Satellite TV's "The Strongest Brain" and "One Stop to the End" and other programs have also introduced artificial intelligence robot players, which has also become a major viewing highlight.

Variety shows cannot be "brain-burning".

If you want to grasp the "brain-burning style" of variety shows, you need to embody wisdom at multiple levels of program production and promotion.

First, the program style and elements must be adapted to the main target audience. Nowadays, the group and selectivity of variety show audiences are very obvious, and the program should have a clear audience concept when initially setting the tone. If the target audience is positioned as teenagers and parents,"brain-burning" needs to be more cultural and educational; if audiences of all ages are to be included, player selection and link setting need to be as much as possible. Involve more classes and fields to meet the audience's curiosity needs for "brain-burning" elements. The theme of the "China Poetry Conference" previously launched by CCTV was determined to be ancient poems with my country's excellent traditional cultural temperament. The participation of the "100-person group" in the answering session provided multiple suspense. In addition, the broadcast period was during the Spring Festival. The unique charm of "China Elements" has expanded the audience from teenagers and parents to the whole people, helping the program become a well-known "cultural brain-burning" trend classic.

Second,"brain-burning" should be moderate and the audience's thinking ability should not be overestimated or underestimated. When the topics, suspense, and stories appear in a program cannot be understood by the general audience, a large number of content appear that cannot be explained by common sense, or because the rhythm of the program is too fast or slow, or the materials are incomplete or unreasonable, the audience is "confused", which will inevitably make the program become a "four different" and be abandoned by the audience. In addition, the guests participating in the program have different IQ and EQ. If the "brain-burning" element is not designed appropriately, the guests 'performance will easily appear stiff, awkward or even artificial, which will not resonate with the audience and the guests, and may also lead to the collapse of the guests' image.

Third, in addition to program production, attention should also be paid to all-round publicity and promotion. If variety shows want to stimulate a large number of viewers 'desire to watch and gain a large market share, offline and online promotion is the general trend. Most of the current popular and popular variety shows are also making great efforts to explore publicity points. In fact, in the promotion process, it is a major advantage to attract the attention of the audience by applying suspense and doubts, guest images with dual online "face value" and "IQ", etc. to trailer trailers, posters and other materials. Making full use of the program's own materials, cleverly shaping the characters, grasping the suspense of "brain-burning", and following up on social communication hotspots can effectively attract and maintain the audience's attention, thereby achieving good publicity and promotion effects.

Variety shows have always been an important focus for TV stations in production and choreography, and have also been the vanguard of online video platforms in gaining the initiative in content resources in recent years. In the past two years,"brain-burning style" has become a major trend in the current variety show market and an important element of popular aesthetics. cleverly use the "brain-burning" element to achieve true "edutainment and entertainment", allowing the audience to feel, think and gain something, and the good show is still on the way.

Editor: jessica