This week, "Youku Autumn Collection" was held in Shanghai, and network variety show became the focus of attention as one of the heavy fields. Youku released the network variety show plan for the new year. Besides the programs such as Where is Dad, Singer and Masked Singer, it also announced the new layout of the network variety show jointly produced by the platform and the production company.
The organizer invited a number of behind-the-scenes producers of the gold medal network variety show to participate in the forum of "Innovative Main Engine, Aggressive Network Synthesis" to discuss the present and future possibilities of network variety show. Many discussions cannot be separated from a concept — — 9000 years old — — Industry practitioners refer to the younger generation born in the 1990s as "Nine Thousand Years Old". Understanding them, tapping their needs and even creating their needs have become the core topics of variety producers.
The big trick of "9000 years old": everyone is free.
When we are used to or even tired of traditional reality shows or talent shows, maybe it’s time for the younger generation to start speaking.
It is precisely because of this that more and more programs with "subculture" labels, such as Er Yuan and Hip Hop, first ferment in exclusive groups and then become social topics.
Based on data analysis, one of the most important labels of the younger generation is "freedom of design". This group of young people no longer only regard their occupation or hobby as the only identity tag, but will switch all their own identity settings on different occasions. "Today, ‘ Slash youth ’ It is the expression of the diversity of young people’s identity. The new emotions in each identity have promoted users’ desire for new content. " At the event site, a guest shared.
At Youku’s 2018 network variety new product launch conference, the reporter observed two special network variety shows "This! Is street dance and this! It is the real armor. Both programs are not star-studded variety shows, and there are many new ideas on the topic.
"this! That is, street dance will adopt the form of "star+professional dancer", subvert the traditional dance competition around street dance, and let the spirit of street dance and street dance move towards greater public attention.
"Today, we use hip-hop with hip-hop elements as the entrance to create a gathering place for young and trendy culture. At present, 90 s and 95 s are becoming the mainstay of mass entertainment consumption, and young people are defining the present and future of entertainment. " Chen Kun, producer of "This is Street Dance", said. In the view of the program group, street dance not only belongs to the younger generation, but also the life and self-spirit behind it is a kind of energy of the times.
The upcoming "This! "Real Armor" is a competitive program with real armor robot fighting as its core. The members of the creative team "Uni-system Entertainment" are very young, and they look to the armored robot battle and the robot manufacturing team in China. 48 teams will fight with their own robots in the program, and finally hit the world champion.
Coping with Network Integration: Layout of Program Forms Based on Consumer Big Data
The network variety show for the young market no longer regards the audience as the audience, but emphasizes the user attributes of the audience.
A group of young network variety shows have begun to gain insight into the lifestyle and trend interests that young users are keen on in the early stage of planning. Based on consumption big data, they have laid out the form of the programs, so that the programs can finally point to consumption upgrading.
"Now we are dealing with younger users, who are flamboyant, have grown up watching Hollywood movies and American dramas, and have an international aesthetic vision. They are more loyal to their own interests, pay more attention to the content related to the trend lifestyle, and they are more willing to accept the derivative surroundings. " At the event site, some practitioners painted portraits of today’s young audience. "At the moment of consumption upgrading, trendy life and cool entertainment are the lifestyle needs of a new generation of users."
It is understood that because of being in the Ali entertainment business group, Youku will launch a series of online comprehensive programs and deep binding with Tmall in the future. Zhou Jun, the person in charge of the project, said in an interview that the form of the program is not to guide the audience to "buy while watching", but to tell the story of a better lifestyle with high-quality lifestyle content as the main content.
question closely
Is culture and entertainment really antagonistic?
It is true that opening up the network variety and entertainment to the form of programs that ultimately point to consumption upgrading will face such accusations: will paying attention to entertainment lower the cultural value of an era?
Guan Zhengwen, the director who produced cultural variety shows such as Chinese Character Dictation Conference, China Idiom Conference and Chinese Character Storm, also delivered a speech at the forum. In Guan Zhengwen’s view, intuitive entertainment and spiritual pleasure are not only not contradictory, but the combination of the two is the direction of the future cultural network synthesis: "We will find that the super network synthesis in 2017 is actually both strong entertainment and good cognitive value, and can provide the delivery of ideological value and nutrition. If there is a lack of products with nutritional value and content value, if it is just entertainment, everyone has actually seen them gradually go to the end. "
The next question is, what about cultural programs facing the younger generation? Guan Zhengwen believes that today, in the face of young audiences who grew up in the Internet age, cultural programs cannot be carried. He took the matter of falling in love as an example: "We are used to thinking that entertainment is low-level. But let’s think about it. Intuitive entertainment represents the intimacy of the skin, and spiritual pleasure represents the desire for love. It is not realistic to emphasize only one side. "
The "Strength Culture" where he is now located is about to launch a brand-new cultural program "Dear, You Know". The main form of the program is 24 couples with high value and high education, who complete the guessing game with idioms, classical characters and poems, and the program also invites Ming Dow as the host. At the scene, Ming Dow revealed: "All the stories will take place in a huge library."
Cultural narration
Transmit positive energy in a cultural way accepted by young people.
This summer, the network variety show "Hip Hop in China" became a real hot spot. Every program has become a summer Spring Festival Gala for young people. They gather in front of computers every Saturday night to watch the battle for rappers in China. Later, as a "subculture", hip-hop became the focus of culture, which was unimaginable in the era of TV variety. While middle-aged people still think that rap is "not well dressed, it is hard to say", young audiences have begun to take "freestyle" and "start your performance" as their mantra.
When we talk about the social discourse changes brought by the Internet, we always talk about "individuality", "diversity" and "youth". The same is true of variety shows. Different from the variety shows of TV stations for all audiences, the video network platform, based on users’ viewing preferences and a large amount of data, produces online variety shows that emphasize individuality and youth from the perspective of audience interest. What kind of culture will be created by the cyber society depends largely on what this generation of young people need.
Variety is constantly being redefined by the times, regardless of program form or program content. From the earliest "Zhengda Variety Show" and "Quyuan Miscellaneous Altar" to "Happy Camp" gathering entertainment stars to play games, to the super girl and fast man in the draft era letting ordinary people stand on the stage to realize their dreams, to the reality show "Where is Dad?" and "Extreme Challenge" showing artists’ various aspects in their lives, and to the different faces of today’s network variety show, whether it is TV production or the production company that left TV station to turn to network variety show, variety show.
We must admit that, in terms of age and spending power, the post-90s generation who grew up with variety shows are growing into the backbone of society, while the oldest generation will soon become adults. They not only watch entertainment files every weekend on TV, but also young people will critically choose their own online comprehensive — — Not only do you want to watch the stars, but you also want to watch the variety shows that belong to your own personality to choose your idols. You don’t want to watch how the post-80s generation worry about getting married, but you want to watch your peers fall in love on the show to decide whether you should break up with your boyfriend. They will have new requirements for variety shows, or they will be influenced by the show at the same time.
The market is here, and so are the young audience. In the future, there are bound to be more and more programs that are different from the traditional variety forms, and the two attributes of culture and goods will also be displayed in such programs. It is biased to embrace praise completely, or to accuse the cultural products with high entertainment produced in this era completely. How to transmit real positive energy in a way acceptable to young people and find a balance between market requirements and cultural responsibility is a test for creators. It is equally important for observers to understand the thoughts and needs of young people before making judgments. Through these programs, it may be a way.
This group/reporter Zhang Zhiyi
On the same day
Global Storm confronts blade runner head-on.
(Reporter Xiao Yang) The Hollywood disaster film "Global Storm" will be released in China mainland in 3D, IMAX 3D and other versions today. Disaster films have always been a popular theme. Undoubtedly, "Global Storm" is a powerful opponent for Blade Runner 2049 released on the same day. In particular, there is Daniel Wu in Global Storm.
Global Storm has a strong lineup, with director and screenwriter dean devlin as the producer of Independence Day, Godzilla and other blockbusters, and starring gerard butler, Daniel Wu, jim sturgess and other idol stars. In 2006′ s 300 Warriors, gerard butler played Leonidas, the king of Sparta, followed by Olympus Has Fallen and London Has Fallen, which made his tough guy image deeply rooted in people’s hearts. Jim sturgess is quite popular in China with films such as "One Day" and "Cloud Map".
The story of Global Storm is set in the future world. After a series of unprecedented natural disasters hit the earth, global leaders decided to work together to create a sophisticated satellite network to control the earth’s climate and ensure human safety. However, the system that should have defended the earth went wrong and began to attack the earth. The destruction of the earth is imminent. Jack, a scientist played by gerard butler, and Max, two brothers played by jim sturgess, became the last hope. They accepted many challenges in space and on the ground respectively and embarked on the road of saving the world in treading on thin ice. With the development of the situation, the conspiracy and man-made disasters behind the catastrophe began to surface, which made the hero’s journey of saving the world face a more severe test.
"Global Storm" can be described as a full range of meteorological disasters raging around the world. The disaster scenes such as Hong Kong subsidence, Tokyo hail, Mumbai tornado, Brazil ice, Dubai tsunami, etc. are all displayed, which makes people look shocking. With the increasing importance of China’s film market, China elements frequently appear in Hollywood blockbusters. In Global Storm, Daniel Wu plays Zheng Long, a weather observer at Hong Kong Station. When he came home from shopping, a land subsidence occurred in Hong Kong. The media reported that the pipeline was broken, but Daniel Wu found that someone deliberately modified the satellite settings in Hong Kong, which led to the disaster. That is to say, the character played by Daniel Wu is the key figure in the film, not the dispensable "soy sauce" role played by Chinese actors in most Hollywood movies.
Officially released today
Blade Runner 2049 is hard to find a 2D version? The audience is "active" as soon as they question the cinema.
(Reporter Xiao Yang) The highly anticipated Blade Runner 2049 will be released in China mainland in 2D, 3D and IMAX 3D versions today. Earlier, it was reported that the photographer roger deakins suggested not to watch the 3D version, but there were less than 70 cinemas showing the 2D version of Blade Runner 2049 in China, and the 3D version was suspected to be "specially provided by China". In this regard, Sony Pictures denied it, saying that the 2D/3D/IMAX format was consistent with the world, and the 3D version was not converted from China. Blade runner, which was released in 1982, was appraised as the originator of "Cyberpunk movies" with its innovative style, and had a far-reaching influence on science fiction films such as The Matrix and ghost in the shell, and ranked first in the "Top Ten Excellent Science Fiction Films in History" selected by 60 scientists organized by the British newspaper The Guardian in 2004 with absolute superiority.
The photography director of Blade Runner 2049 is roger deakins, a great god in the industry. Deakins recently publicly stated that the best viewing format of Blade Runner 2049 is 2D version, because the frame of ordinary 2D version is 2.39:1, which is their original composition ratio when shooting. However, when the film was pre-sold a few days ago, less than 70 of the thousands of cinemas in China showed the 2D version, so some fans questioned that the 3D version of Blade Runner 2049 was specially provided by China. In addition, the IMAX version of the film has more pictures than the 2D version because the frame is opened. Dickins himself supervised the format transformation of all IMAX versions. Although he did not use DMR digital original reproduction technology, he made adjustments in brightness and saturation for IMAX screens.
In response, Sony Pictures responded in its official Weibo: "The film Blade Runner 2049, whether in 2D, 3D or IMAX format, is consistent with the world, and there is no special 3D for China."
It’s not up to the filmmakers to decide whether to show the 2D version or the 3D version, but it’s up to the theaters. However, after the fans appealed, many theaters responded, saying that they are actively communicating about increasing the number of films. At present, UME, Bona, Yaolai, Meijia and Lumiere in Beijing will also show the 2D version.
upcoming
Six stars of Justice League arrive in Beijing and Superman returns.
(Reporter Xiao Yang) With the release of "Blade Runner 2049" and "Global Storm" today, the China screen began to enter "Hollywood Time". In November, Thor: Ragnarok, Justice League, Murder on the Orient Express and many other Hollywood blockbusters will be released strongly. For the potential of the China market, several major Hollywood companies dare not underestimate it. Therefore, in addition to choosing simultaneous release as far as possible, Warner Bros. invited the main creator of Justice League to Beijing. Yesterday, "Batman" Ben Affleck, "Superman" Henry Cavill, "wonder woman" Gal Gadot, "Flash" ezra miller, "Neptune" Jason Momoa and "Steel Bone" Ray Fisher arrived in Beijing. This "six-person group" has won countless fans and screams from China fans.
League of Justice is a live-action movie adapted from DC comics in the United States. The League of Justice first appeared in 1960, and it is the first real superhero team in the history of comics. It is composed of many superheroes under DC comics. The initial members include Superman, Batman, wonder woman, The Flash, Neptune and Steel. This film is based on the universe of Superman: The Man of Steel and Batman v Superman: Dawn of Justice, and the story will follow the end of the latter. Inspired by the restoration of confidence in human nature and Superman’s selfless dedication, Batman accepts the help of his new ally wonder woman to resist the threat that will endanger mankind. Together, they seek and form an alliance composed of superhuman beings-Justice Alliance. But this superhero league composed of Batman, wonder woman, Neptune, Ganggu and Flash may not be able to stop the world from falling into a devastating blow.
It is noteworthy that at the end of "Batman v Superman: Dawn of Justice", Superman has been sacrificed, and this episode of Justice League DC hero rally, whether Superman will return or not has become the biggest suspense. Superman was never seen in the poster released before, but yesterday, with the appearance of "Superman" Henry Cavill, the mystery was exposed. However, regarding the story clue of Superman in this new film, Henry said with a smile, "I can’t talk about Superman in the movie yet. I came to Beijing this time as a mascot to cheer them up." Xiao Shan ezra nodded beside him: "We just like to tie him to our side and feel the love from our teammates."
