How does the next round of Blue Ocean "Silver Hair Variety" squander the entertainment appeal of 430 million people?

How does the next blue sea "silver hair variety" gnaw off the entertainment demands of 430 million people?

Extreme Challenge has completed the first issue of the broadcast, fans are still sorry for the unable to travel "chicken sticks" brothers group, Huang Bo with a new variety "can not forget the restaurant" quietly attacked. So far, three issues have been broadcast, Douban score 9.4, a recent Reality Show variety record.

According to public information, the program is the first public welfare variety in China that focuses on cognitively impaired people. The program's creative team hopes that through this program, more people will have a basic understanding of cognitive impairment, and hope that people can Pay more attention to the elderly group and pay attention to the emotional communication between generations.

In fact, in recent years, the reality show variety of silver-haired people (aged over 50 years old) has been increasing year by year.

Part of the silver-haired crowd participated in the reality show in 2014-2019

As can be seen from the table, these various arts focus on their living conditions, intergenerational relationships, or show their attitudes towards life in the form of participation of the elderly, with the elderly as the main group.

From the current variety environment, "children" variety and idol cultivation variety are facing policy control, while emotional observation variety enter homogeneous competition, "circle layer" class art has become more and more difficult to get out of the circle, then silver hair variety, Will it be the next popular style to pick up sticks and observe variety in such an environment?

First, the silver hair market spurt, silver hair variety from the international into the domestic

The growth time of the mobile Internet in the silver hair market is in the super Z era. According to QuestMobile survey data, as of the end of 2017, China's population over 50 years old accounted for 31% of the total population, reaching 430 million. As of 2018, this group of people has used 118 hours of mobile Internet per month, which is 20.7% compared with 2017. The "Mobile Internet 2018 Half-Year Report" released by the company pointed out that the total length of the silver-haired people on the mobile Internet has also exceeded the Z-era users. As China's aging population deepens, there is a huge growth dividend for silver-haired people in terms of user size and mobile Internet usage.

Source: QuestMobile 2019.3.5

Under the overall variety environment, Yinfa Variety has natural cultural values ​​and public welfare attributes. Since the "Notice of the State Administration of Radio and Television on Further Strengthening the Management of Radio, Television and Internet Audiovisual Arts and Television Programs" (hereinafter referred to as the "Notice") promulgated in November last year, it is required to vigorously promote the core values ​​of socialism in radio and television and online audiovisual arts programs. The spread of positive energy, resolutely curb the tendency of pan-entertainment, and strictly control the idol entertainment and reality show programs that idols develop into programs. At the same time, actively advocate film and television stars to participate in public welfare programs.

Affected by the "Notice", "Daddy where to go 6" and "Think about it!" Dad has not seen the audience so far. After the renaming of "Youth has you" can not inherit the high fever and high attention accumulated by "Idol Trainee", compare the "Lite Practice" large-scale bullscreen microblogging hot search, and create "C-debut", "balance", The marketing essays such as "pick" and the "Youth has you" are particularly low-key. The repeated broadcast of the program has also affected the audience's attention to a certain extent. In contrast, the "Mother's Boyfriend", "My Boy's Boy", "My Family's Prostitute" and other variety shows, although the parental observation angle as a secondary line, also contributed to the emotional communication between generations.

American version of Grandpa figure

On the other hand, according to the 2019 major TV stations and four video platforms released by the media 360, there are 229 variety films arranged and to be broadcast in the whole year, and only 11 variety films with silver hair as the main body, accounting for 5% of the total. Among them, most of them focus on intergenerational communication and cultural inheritance.

In the other categories of variety shows, there are as many as 15 emotional observation categories, and the domestic silver hair variety market contains great room for development.

Second, the "making a game" and "breaking the bureau" of the silver hair variety

In fact, in the face of the huge incremental variety market, the domestic platform has not failed to try. However, in addition to the "warm and leisurely" sunset red "," health hall "and similar" gold mediation "social programs that focus on the health of the elderly, The rest of the variety is faced with a season without the embarrassment of the following. The main reasons are as follows.

The old-fashioned variety can't guarantee the basis of viewing, and the topic rhythm can't keep the core audience. The variety show composed by celebrity entertainers will guarantee the initial ratings of the show because of its own star traffic, but the old variety show often does not have this kind of viewing advantage. The program's intention and narrative approach are also less attractive to younger audiences and older groups, and neither side can please.

This is also evident from the latest new show, "Can't Forget the Restaurant." According to Yi En data, in the audience distribution of “I can't forget the restaurant”, the 20-29 years old can be said to be the audience of the variety of the show, accounting for only 14% of the total number of viewers watching the show, and the elderly viewers of the show, ie 50 years old. The above audiences only accounted for 6% of the total number.

Nowadays, people often say that "the silver-haired old people" were born in the 1960s. They are not the "indigenous peoples" of the Internet, not even the "indigenous peoples" of television. They are used to the narrative of the "news body" and get relevant through reading. Information, the form of entertainment is still in the acceptance stage.

For example, to help the program enhance the effect of voice-over, flower words, special effects and other forms of display, dazzling later, can not let them quickly grasp the rhythm, immerse themselves in it. As young people, from the social platform, a large number of comments and feedback on the variety show for the elderly, most people will also be unable to produce empathy because of the lack of topics, the conflict effect is not enough, and their lives deviate from their own lives.

Data source: QuestMobile 2019.03.05

Based on the public welfare and culture of the elderly programs, the content is lack of extension, relying on word-of-mouth effect, showing a "orphanage season" state of being broadcast in a hurry. The excessive rendering of the content of public welfare culture often leads the variety art to the direction of preaching, which violates the essence of bringing joy to the audience. And the simple combination, also let the public welfare content have the question that the form is greater than the content. At present, the market for the elderly public welfare content mining is too single, only limited to intergenerational coexistence, intergenerational contradictions, care for the elderly and so on, resulting in the loss of attractiveness to the audience after the taste season. In addition, caring for the elderly types of variety, only rely on word-of-mouth effect in propaganda, and do not pay attention to marketing topics in the program "buried" and other means, which also leads to the disadvantage of the elderly variety, can not "go out of the circle" at all.

But at the same time, we also see the program producers, in the silver hair variety market continue to explore and try. First of all, in the program mode setting, star entertainers as the main line, wear the whole program content, and properly add the flow of small flowers as supporting roles, to ensure that the broadcast presents around the core intention point. "never forget the restaurant" Zhong Huang Bo as the store manager. Through his interaction with the elderly, the guidance of detailed actions, not only to help the five elderly to better show themselves, but also through the third perspective of observation, to help the audience to interpret the behavior of the elderly, causing emotional resonance of the audience.

Secondly, the program is also trying to show the old people's rich and three-dimensional "personal design" through the lens, and to guide the public's discussion and attention through the creation of topics and focus. In the "My Boy 2", just on the line, Qian Feng's mother is lovely, but she actively gives Qian Feng a wedding attitude and harvests a group of fans. In the "I can't forget the restaurant", in the first period, each guest is given an intuitive positioning by means of salutation. For example, the "princess" grandmother of the girl's heart, the "Xiao Min" grandfather who hits the face of "Flying House Travel" .

In addition, Yinfa Variety also has a very important "topic manufacturing machine", which is the collision of life perspectives under intergenerational relations, whether it is marriage and love issues, fertility issues, education issues, or lifestyle habits, etc., two generations Collision of different viewpoints has become a common method of programming topics. For example, in "My Boy's Kid 2", the topic that Yu Xiaoying's mother hoped to marry after Xiaoyan 35 years old also caused public discussion. At the same time, the dispute between the mother groups, different guests have different views on getting married and having children, and the mutual ambiguity with the host also increases the visibility of the program.

The arrival of the silver-haired economy is gradually changing the structure of social consumption. The brand side will also pay more attention to the influence of its own brand in the silver-haired people. For example, in the variety show "I can't forget the restaurant", the brand side starts from the actual needs of the elderly, and will sponsor the accurate matching on the daily necessities, pet dog food, home appliances and insurance wealth management products.

At the same time, with more and more technology and Internet products, it has begun to enter the middle-aged and old-age market, and there is an urgent need to pass the scene of the presentation, to convey the appeal of product features, in the long run, the elderly film and television Variety art is also inevitably the first choice for this type of brand marketing.

Therefore, on the one hand, whether from the audience or from the commercial value, the demand for "old age" programs is bound to increase day by day; On the other hand, the brand party also needs to explore a set of entertainment marketing ideas in line with the silver hair people, decode the behavior language and living habits of the silver hair people, so that the products can better reach the target group through the program touch.

In the Chinese society, where aging is deepening, the silver hair variety will eventually usher in a strong development momentum. At the just-concluded satellite TV conferences, Zhejiang Satellite TV has played the "Meeting You Are Good - Fanghua" and the Oriental Satellite TV's senior blind date program is also planned to be launched. The silver hair variety will be the next "blue sea" battle. .

What is foreseeable in the future is that in the existing program format, there will be more program content that is dominated by the prime minister, and even more rich program modes, and the “personal design” of the elderly group will be more abundant. At the same time, with the rise of short videos, in the future, a group of short-video original content with silver-haired people will be born to feed back the mainstream media.

* The article is the author's independent point of view, does not represent the position of the tiger sniffing net. This article was published by the entertainment observation and authorized by Hu Yan. Reprint this article, please indicate the author's name in the text, keep the integrity of the article (including the tiger sniffing and other authorship information), and please attach the source (Hua Sniff Network) and this page link. Original link: If the person is not reprinted according to the rules, the tiger sniffs the right to pursue the corresponding responsibility.

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