Text | Summer
Source | Gu Duo Network Film and Television
Under the dual guidance of policy and market, there is a "cultural trend" in the variety market of 20 17. The data shows that in 20 17, the number of cultural programs launched by major TV stations and video platforms exceeded 50, and by 20 18, this number may be refreshed to 70, and the trend "strength" will only increase.
This year, "Ingenious Director" returned with "A Good Book" to reproduce the classic scenes in classic works through stage play, fragment reading and graphic insertion, and the quality once again meets the expectations of the audience. Douban scored as high as 9.3 points.
The new cultural variety "The New, The Forbidden City" invites popular stars to join in, making the Forbidden City "zero distance" into the public's field of vision and inheriting the Forbidden City culture in an innovative way.
In addition, there is a cultural variety show "All-round N Generation", which lived up to expectations and was upgraded back. The second season of Reader continued the humanistic temperature of the first season, with production upgrading and quality upgrading. Douban score rose from 8.6 in the first quarter to 9.2.
The second season of "National Treasure" incorporates more artistic techniques such as musicals, dance dramas and national instrumental dramas, making the ways of "living" national treasures more diverse. Many cultural variety shows have captured a group of loyal audiences in the noisy variety market.
From "overnight success" to "letting a hundred flowers blossom", 20 18, cultural variety has grown into a force to be reckoned with in the variety industry.
Profound but easy to understand-explain abstruse content in simple terms
All the flowers bloom together.
In 20 17, the popularity of alphabet cultural variety shows such as "Seeing Words Like Faces" and "Scholars" pushed such programs to the forefront.
For a long time, cultural variety shows are mainly composed of poems, idioms, words, letters and other literary contents. Presented in the studio in the form of a speech, the theme is clustered and homogenized. According to incomplete statistics, in 20 17 years, historical stories, cultural exchanges, poems, literature and family style programs accounted for 62% of the total cultural variety programs in the whole year.
By 20 18, this phenomenon has been greatly improved and alleviated. Many cultural variety shows go out of the studio, make full use of outdoor resources and on-site cultural resources, seek the road of differentiation with the mode of "culture+",constantly lower the reception threshold of cultural variety shows and explore new possibilities.
It was in this year that cultural variety shows ushered in the era of "letting a hundred flowers blossom". The multi-file cultural variety show with novel mode has won great praise from the audience for its excellent production. In 20 18, among the 32 variety shows with Douban score over 8, cultural and artistic programs accounted for 12.
Tao, a well-known host, combined "Reading thousands of books" with "Reading Wan Li Road" to lead the audience to appreciate the new reading experience. The program invites star big coffee to study and walk together, which invisibly lowers the participation threshold of cultural variety shows.
The novel "Forbidden City" also skillfully uses the "star effect", introducing popular stars Allen and Zhou Yiwei as permanent guests, playing related roles in cultural relics stories, and attracting audiences to understand history.
"Sound Into the Heart" added the bel canto of classical music to the music talent show, which raised the program concept to the height of cultural communication and created a new style of pan-cultural variety.
"Classic Chanting" and "China Music Festival" also adopt the combination of "culture+music", and let the audience experience the charm of China culture in a relaxed musical atmosphere through specific forms such as music and poetry.
Many cultural programs have found more accurate and diverse cultural entry points, upgraded the content and form of the programs, and vividly displayed the abstract "culture" image. The content does not lose its cultural connotation, but the expression is simpler and easier. Chun Xue stepped off the altar and caught the public's eye in a more popular way.
Is it difficult to explode?
Don't be demanding.
At the same time, 20 18, cultural variety shows are also facing the dilemma that new variety shows are difficult to break out and the popularity of the "comprehensive n generation" with high reputation is difficult to sustain.
"On the new! "The Forbidden City", as the first cultural variety shot by the Forbidden City with maximum open resources, invited Allen, Zhou Yiwei and other popular stars to sit in the town. Iqiyi's popularity is hard to break 5000, and its performance is still hard to match the popular entertainment variety.
"A Good Book" uses a 360-degree immersive stage scene to efficiently display its content, gradually narrowing the distance between the public and classic books. The cumulative broadcast volume of 12 episode is 2 10/00000, which is not the same as the total broadcast volume of 14 episode in the second season of Seeing Words Like Noodles of 720 million.
It is not easy to make explosions, and it is even harder to keep them. The Reader series, created by the host Dong Qing, became popular all the way. The douban score increased from 8.6 in the first quarter to 9.2, and the number of raters decreased from 17952 in the first quarter to 579 1.
The high-profile variety "National Treasure" also suffered the same treatment. The score of douban rose from 9.0 in the first quarter to 9.4, but the number of people who scored it dropped from 65538 to 7 145.
Although it is difficult to define Reader and National Treasure as being caught in the dilemma of "all-round N generation", it is an indisputable fact that the popularity and volume of cultural variety shows in the second season are generally less than those in the first season. Douban scores have been rising all the way, but the number of raters has continued to wither, reflecting the embarrassing situation that cultural variety shows are "not popular" and "the popularity is unsustainable".
Obviously, most of these "dilemmas" are caused by the inherent limitations of cultural variety shows. This kind of programs have certain professionalism and knowledge barriers, and there are relatively few in the process of communication, which also makes cultural variety programs need to be further explored in terms of audience expansion, program form, program input, effective interaction with the audience, and entertainment mode of audience's deep participation and discussion.
However, it can not be ignored that cultural variety is also a variety of dozens of minutes after all. It should not be given too heavy cultural functions and tasks, nor should it be given too high market expectations.
How to build the popularity of the program and keep the eyes of young people is not only a difficult problem that puzzles cultural variety shows, but also like a sword of Damocles hanging over the head of variety shows, beating the content creators. It is quite one-sided and harsh to draw the conclusion that it is difficult for cultural variety shows to usher in spring and show signs of fatigue.
"It is gratifying that the program can become a hot spot, but it is obviously not a long-term trend. Still water is the best state for cultural programs. " After the explosion of Reader, Dong Qing once said this in an interview with the media.
Explore hard
"Clean stream" has become a trend.
"After watching the new! The Forbidden City is watching the national treasure again, and I love this kind of program, "said an audience on the barrage of the second season of the national treasure.
Since the development of cultural variety shows, although the popularity can not be compared with the peak period, it is gratifying that under the fierce attack of many cultural variety shows, such programs have precipitated a large number of loyal and stable audiences.
Tracing back to the source, cultural variety shows are not new things born in the past two years. As early as the 1990s to the early 20th century, programs such as reading, reading aloud, and film promotion once occupied half of the TV screen.
200 1 CCTV's lecture column "Lecture Room" is one of the most successful representatives of cultural programs in the early stage, from which a number of academic stars were born and became a "cultural phenomenon", which proved the life potential of cultural festivals for the first time.
After that, cultural variety shows entered a "generation" development process. For a long time, the influence of cultural variety shows has never formed a scale.
It was not until 20 16 that the documentary "I am repairing cultural relics in the Forbidden City" became popular. With the support of various policies, the cultural variety market regained the opportunity of recovery. After two years of washing, up to now, many cultural variety shows have "killed" the market and become an important force in the market.
In addition to the cultural variety shows that were born in recent two years, cultural programs continue to exist in the variety market in the form of "talk show" or "talk".
For example, Gao's talk show Xiao Shuo, DuDu's interpretation of culture, history and hot events, Tao's talk show Round Table School, and painter Chen Danqing's cultural program Pian, which enjoys famous paintings and insight into the world, have been continuously exposed, with stable broadcast volume and good reputation.
20 18, the cultural variety shows produced and upgraded in form are in full bloom. Although there are no explosions, they are striving to grow in the direction of quality products, and such programs have won their own corner on the variety stage.