Original title: variety show in 2021: popular, but not completely hot source: American Stock Research Society
Summer passed quietly, and there was no "pop" variety show.
The great talent show of previous years has been silent this year. Although the variety track is still hot in terms of the number of programs, in terms of volume, except for a small part of the accurate content that can achieve high attention in a specific circle and create a small popular style, most of the programs have not been able to achieve the circle. let alone get a national-level popular style.
But we can also see that the existing variety shows are not satisfied with the traditional form, and continue to make efforts on the self-made characteristic content. With Aiyou Teng Mang and Bilibili Inc., a new force of generation Z, there are more and more variety shows, and cross-border cooperation with other brands and characters also brings a lot of highlights.
Once the video website to attract traffic through variety has a strong vitality, but it is undeniably stained with anxiety, no matter recruits and veterans, most program groups have to face a problem: the attractiveness of variety has declined.
Where is the variety show of popular style?
If you only look at the name, there are many variety shows that have brushed the sense of existence in front of the public this summer and even the whole first half of the year: the life controversy of Tencent's video "50 kilometers of Peach Blossom Wok", the refreshing theme of iQIYI, Inc. 's "exploring the case" and Youku! It is the major of Slam Dunk 4. Mango TV's "We first entered the workplace" resonates with young people. Bilibili Inc. 's "do you listen to my Music" brings Xu Song's variety debut.
Indeed, regardless of emotion, life, workplace and travel, variety shows since the beginning of this year, on the one hand, have increased the exploration of vertical categories, such as iQIYI, Inc. 's "Strange script Shark" continues to be hot for reasoning. Youku's first boxing competition experience Reality Show "boxing" we "fight" a new way of variety. On the other hand, the program guests, mode and other details are constantly improving. The "drama interaction" love brought by Xu Weizhou and Qiao Xin, "the person in the Love play" continues the sweet feeling of "meeting you in parallel time and Space" last year.
But specific to some programs, do not say out of the circle, there are problems in maintaining the heat of the small circle.
Take the long-standing music variety as an example, including stars such as Zhejiang Satellite TV's "The Voice of China 2021" and Mango TV's "Brother through difficulties". So far this year, there have been more than 14 head music variety shows. However, most of them not only perform poorly in external channels, but also have few followers.
For example, singing this once-popular category, this year Mango TV "rap listens to me season 2" has received less than 2000 reviews on Douban, with a rating of only 4.1.
Cat's Eye Professional Edition shows that the heat of the second day of the launch of "Sister 2" is comparable to that of "Sister 1", but it has been declining all the way from the third period, and the performance of the whole woman to variety show is also poor. According to Yunhe data, new women went to variety show in the first half of 2021 in more than 10 grades, but none of them became a popular style to ride the wind and waves.
Perhaps, this problem requires long-term thinking, variety essentially meets the spiritual needs of the audience, but today, when spiritual stimulation is readily available, can variety really only catch up with the trend in order to seize the chance of survival?
Conclusion
As the audience's disposable time is filled with all kinds of entertainment activities, variety show groups can't always comfort me with the phrase "times have changed" and then lie on the old calendar and continue to try to "copy" popular styles. only by finding a way to regain the audience's attention can we take the lead in breaking through.
IQIYI, Inc. 's script killing ideas surprised the variety market in the first half of the year, and Youku continued to carry forward the advantages of professional vertical variety. Bilibili Inc., Tencent video, and mango TV also have their own emphasis, but when viewers get too much visual and mental stimulation from short videos and other channels, it is destined to take a long time to polish if they want to design a bright program to regain their attention.