Viewers have gone from television to the Internet

For 10 years, viewers have gone from television to the Internet, and almost every draft is being reshaped by new technology, and contestants are contaminated with different times.

"8 years, my little friend and I have grown up. We are starting from here, have been adhering to our first dream from 2005 onwards, your dream still persist? September 27, 2013 "Fast Men" on the stage finals, in all are Li Yuchun this sentence moved, the draft also went to the 10th year.

2004 ago, the national satellite TV is copying the "Happy Camp" type of Star Game, or "super visit" type of Star Truth interview, in that star in the era of comprehensive arts, Hunan by the "Super Girl", Oriental TV's "Lycra I Type I show" first for their own "no threshold" and "populist" label, Against the so-called elite line, set off the national entertainment Carnival, the domestic comprehensive arts has also entered the current civilian draft era.

The domestic variety show has completed the process from imitation to copyright in the past 10 years. From "Super Girl" began the first wave of the upsurge in the draft, there are CCTV's "dream of China", Oriental TV's "Refueling!" good man, Jiangsu satellite TV, "absolutely singing" and other talent shows have joined, and they are in the foreign program model of imitation added to the localization of innovation.

But after a brief hiatus and trough in 2008, the draft back in 2009, and the 2010 Oriental TV's "China's Got Talent" has become a new round of the start of the genuine draft, 2012, "China's good voice" to the new round of the draft to the peak. This year, "The Voice of Chinese Dream", " China's strongest voice, "flowers blossoming" and so on 20 of several files purchased by the copyright program has landed nationwide satellite TV.

Over the past 10 years, competition in the television industry has also been driven by the lack of original content, and the idea of winning from more than 20 similar programs has also spawned more utilitarian demands. "The Voice of the Chinese Dream," director of Wang Leiqing, said, "Now the draft is no longer just grassroots platform, the program needs to rely on the judges and famous singers to create topics, the need for high-quality performance to attract viewers." 10 years ago as a draft judge of the music critics, music producers replaced by Xiaoming, Li Yuchun, Nicholas Tse, Coco and other star lineup, and the players also have a higher threshold, initially facing the audience and grassroots open platform also closed.

The big production and refinement of the program has also become the deepest impression Judy has had on these years. Days Entertainment Media President Rondani recalled her first time in 2004 to organize "Super male", only to Hunan satellite TV application for 200,000 Yuan investment, 2012 "China good Voice" cost investment has risen to 100 million yuan, only royalties have been invested nearly 8 million yuan, and this year, "The Sound of Chinese Dream", "I Am a Singer", " Happy boys are already billions of dollars in cost.

The program advertising fees along with the rise, 2004 Mengniu dairy industry 14 million yuan to get "Super Girl" advertising title, but in 2013, Kraft Group's brand "dazzle Michael" to 100 million yuan to get "happy boys" the total naming rights, and Gado to 200 million yuan to get the second season "China Good Voice" Title.

Over the past 10 years, the spread of ecology has long been different from that year, originally watch TV watching live audience group to the video site, that year at the peak of the short message polling channel has been closed, SMS communication habits have been gradually replaced by the micro-letter, and the forum was posted by the popularity of the accumulation and dissemination has moved to micro-blog, app Platform, The development and migration of new technologies has reshaped the shape of the draft.

From TV to Internet

2005, there is no video site enough to threaten the supremacy of television. April 2005, Tudou has just started trial operation, or a start-up company, and can not provide live broadcast services, and Youku in the 2005 "Super Girl" a year after 2006 years before entering the public test, only pplive in that year's "Super Girls" in the final load of 500,000 people at the same time to watch, became the highest record of the time.

In the CSM46 data, August 23, 2005 "Super Girl" finals created 10% of the ratings, audience number 200 million, in the present seems to be no longer go back to the myth of the ratings, even if the second "China good Voice" peak night finals 5.174% The ratings have been the highest of all talent shows this year, 2013 "Happy Boys" finals ratings 1.404%, compared with the previous television era, the overall ratings decline is inevitable.

According to Cnnic's data, in June 2013, China already has 389 million Internet video users, among them already 160 million will choose to watch or download video via mobile phone online, so almost every talent show will also choose its own network copyright partner. The second "good Voice" exclusive network copyright partner Sohu Video in the external network broadcast data, "Good voice" project total playback volume of more than 2 billion, and Sohu video "good Voice" project cumulative viewing users also reached 300 million. It is evident that more viewers have begun to flow to video sites.

2005 is a generation of youth memories of the university period, that summer every Friday night, a few dormitory girls will gather in a dormitory to watch "Super Girl" TV live, while looking at the discussion, of course, will also open their own computer, chat with friends QQ, discuss the progress of the game.

At that time did not micro-bo or micro-letter, but 2005 that game met the Forum peak era, and "Super Girl" also let bar bar quickly rise. 2005 in the "Super Girl" live in the present or the game, the audience will be in the Forum irrigation, in the bar to check the status of the players, the popularity of the players in the group to complete rapid accumulation and dissemination.

Days Entertainment Media Brand Center General Manager Zhao recalls, "Day entertainment at the beginning of the 4 major portal sites have been advertising, but later found that the network forum and Post bar has become a spontaneous release of fans of the position of the message." "2005 years as of September 5, in Baidu's" stick "in the" Super Girl "theme number has reached 460,000, and the number of posts reached 6.18 million.

However, 2013 Nielsen survey data show that 60% of TV viewers have a smartphone, ipad or laptop on hand while watching the show, and more and more people are commenting on the social network while watching TV. In addition, 78.57% of respondents said they were willing to use social media to watch a TV show at the same time as their friends, and that interaction had become a real-time display of the full media channel platform.

The internet has changed everyone's social habits, but the new technology provides people with different social platforms. The first "good voice of China" was launched in 2012 and the most active years of Sina Weibo were also encountered. Sina Weibo in every Friday night will be "good voice of China" discussion and real-time interactive brush screen, after the broadcast only two, "China's good voice" on Sina Weibo network coverage has been over 200 million, And the program even the micro-blog on the hot topic feedback to the screen, the introduction of the derivative program "cool true Voice."

And by the year the technology turned into social apps, Oriental TV in July 2012 launched "Blah", users can share all of the TV program video screenshots, participate in the program line under the interactive, and around the user discussion, and this year, "The Sound of Chinese Dream" for "blah" to bring 40% of the user increment, and now "blah" There are already 2 million registered users. Hunan Satellite TV also followed the introduction of the same type of satellite TV social application "hula".

"Participation" by technology change

Mobile voting once made the audience truly the deciding result of the game. 2005, China's handset holdings amounted to 3. 500 million, also makes the "Super Girl" this "national carnival" possible.

That year, Shanghai "handheld smart" by the day entertainment media and Hunan satellite TV selected, become "Super Girl" SMS interactive link value-added service agents. In a "corn" memory, "The night of the 2005 finals, I used almost all my family's mobile phones once, and each cell phone number had a limited 15 vote." That summer, in Beijing Zhongguancun Plaza, Shanghai Raffles City Plaza, Parkson Shopping Center, there will always be fans of the spontaneous formation of "canvassing regiment" street lobby passers-by to vote.

Finals that night, Li Yuchun received 3.52 million of the text of the vote, the top 3 won a total of about 9 million votes, but then there are Hunan Taiwan staff Changquan publicly disclosed, "Li should have more than 7 million votes, but because the message platform blocked, the last only 3.52 million". In the subsequent data statistics, 2005 "Super Girl" received about 30 million yuan of SMS revenue.

"Super Girl" was also seen by many people as the SP victory. And at the peak of the telecom SMS business also contributed to the interaction between the text message and television era.

Just like Zhao said, "the participation in the game and the sense of generation is the most important element of the draft," Li Yuchun became the 2005 popular vote Idol, and the contestant Gije after leaving by virtue of 270,000 Ultra high text message back to the 2007 "Happy Male" national finals, It is the audience that decides the course of the TV show and even the final result.

While the era of SMS voting has passed, technology has brought new models of participation to the audience, in this year's "Happy Boys" competition in the process of setting up the "V-god topic discussion" link, Fan Bingbing, Guo, Yang and other as "V-god" appeared, which seems to be more like a star publicity and program ratings of the mutual-win cooperation, But it is also in a new way to return the sense of participation to the audience.

Zhao said, "The ' V-god topic discussion ' is the cumulative result of 3 aspects of data: V God himself Weibo, happy male, the program's micro-letter public account, Hunan Satellite TV has 6 million registered users of the app ' Hula ', through 3 channels can directly reach the program's exclusive page, for their support of the contestants vote", The same as the previous SMS voting method, each IP address limit 15 votes per day.

This year's "Fast Man" program set, "V-god topic discussion" will determine the singing order, whether to leave the stage, who will leave the stage, but also directly affect the results of the game, and each game will be from more than 100 million independent IP voting data, the audience and fans get a new way of participation. "

"The Voice of the Chinese Dream" also opened the "1.3 billion applause", in the Oriental TV "blah", Sina Weibo, singing, QQ music and other applause interactive 15 channels, the audience can be their idol point "applause", the same per person limit 15 times a day.

In fact, in the evolution of technology, every year the draft has a slight difference and innovation, of course, there are challenges and promote the current new technology. Dai Jongwei, vice director of Oriental TV, said, "The Voice of China's dream" is a great test for ' blah ', and it also deliberately improved the data-processing platform before it started broadcasting. Still, when the voice of China's dream joined the ' buzz ' applause for the first time, the platform was paralysed as the number of participants went far beyond expectations, like a short message platform that was paralysed in 2005.

The pluralistic age of Idols

Songkozen recalls the first "Super Girl", Hunan TV to provide the draft platform to have a dream of the grass-roots gathering Place, "and the draft has done so many years, has a very big contribution, now the mainland artists, there are 40%~50% singers from the draft out of the", Jane Zhang, wanting, Jie, 3 of the singers from the draft on board the top 5 QQ music mainland list.

In Zhao's conservative estimate, "the 10 draft has at least 200 artists exported to the music industry." But 10 years is enough to be able to see different times in every contestant. ”

Songko Memory of the 2005 years "is a grassroots star-making of the pure draft era, if the students can not dance, the program group to teach you dance, no stage experience can teach you to perform." Most of the girls are from the Sichuan Conservatory of Music, Guangzhou Xinghai Conservatory of Music, Shanghai Conservatory of Arts and other art schools.

Since this year, all the talent show group directors have almost traveled around the country's art schools, record companies, studios, bars, subways, but after 10 years of screening, the recruitment of those months became the program group of the final exam, but the network channel is completely different situation, by singing it, PA, NetEase music and other Internet registration area of the contestants have accounted for the "fast Man" the total number of half.

From the 2005 "Super Girl" to the "Happy boys" this year, the enrollment has also risen from 150,000 to 300,000, has become the most athletes in these years. "After all, more young people are not going to bars or professional college students, but they are on the internet," Zhao said. Day entertainment even with YY gathered the era of cooperation, and the contestants in YY platform to participate in the audition, more of the draft from the Internet.

Each superstar has its own geographical position and, in the "Super Girl" is still fresh things in the 2005, the audience showed a more intense participation, the focus of television is enough in the course of the game to complete the accumulation of popularity. In that year, the audience who had been voting with text messages almost turned into a very sticky fan, and Li Yuchun became the last popular star in nearly 10 years.

In the past two years, more young players have begun to embark on the stage of the draft, but almost subversion of the days of the past to create the idol concept, "they have more strong personalized self-expression desire." They no longer rigidly adhere to the same popular music elements, instead of singing the original, ballad, Rock, Hip hop, as Zengyu, the Flying man record president, said, "This generation has been exposed to more musical elements through the internet, they know what Black Rock or reggae is," and the talent has entered the age of individuality and subdivision.

The group of young people has also been beaten up by personal preference for idols, when canvassing is easier to click, the spread of various communication platforms is distracting, people are easily attracted to a player for a short time, and more likely to be shifted by new idols, who are more willing to try to change, And the popular star has become a more inclined to the minority fans of the personality Idol.

Over the years, the focus on the "star" of the day entertainment is also more inclined to cultivate maverick, unique personality of artists and idols. As Zhao said, "before 10, the artist will need starlight overflowing, a very strong star gas field, but now the sprouting and rotten artists seem to be more accepted by the young people," Zeng, brilliance, these players seem to fall outside the traditional standards.

In fact, the draft over the years has inevitably entered a more youthful trend, "The good voice of China" star cluster team and the "fast Man" production team of 70% are "generation" crowd, players, producers and viewers in the 10 years of the completion of a time change. This year, the days of entertainment and the Asian youth culture of the research team "youth" cooperation, from the sociological analysis of the changes in youth group psychology, but also to grasp the external manifestations of youth culture.

For the group of people, animation culture, network language is like deep bone marrow life element, so "Happy male" audition use a lot of younger "God clip", anime and network language also be "fast male" into the clip, mainstream TV draft almost already by young people represent of network culture occupy.

Using "Data" to build stars

As a follow-up industry chain, the artist broker is the real beginning of the commercialization of the draft, and the day entertainment has been operating from the draft to the complete chain of star-making.

The record industry has been down in 10 years, and it has gone through the lowest days. "Queen and Dream" is Li Yuchun debut after the first album, in 2006, the "Year End" list of China's record sales rankings, "Queen and Dream" sales of 1.34 million, after Jay Chou, "still fantasy" 1.86 million albums, and now even no one to announce the record sales.

"Now the record company will not be the target of record sales, but the release of records has become a promotional opportunity for artists, record signing is a chance to meet fans and maintain the stickiness of fans," said singing, director of the flyer record, the artist's business revenue will vary from one person to another, Performance market and advertising endorsement is always the main two parts, but the data from the Internet has become an artist to promote more accurate reference.

According to the convention, the day entertainment will be "fast male" contestant's top 20 signed into its own, but for the promotion of the signing of the day entertainment is also trying to use data to determine. Although micro-blogs and micro-letters are the most basic user data collection channels, but in order to collect the depth of fan information, Tian Yu also launched 2013 "Happy Male" official website exclusive app "Extra", "if fans are willing to download app software and often open, then they will also be more likely to produce concert tickets and other buying behavior", in the Fast man "period," extra "registered user has risen to 500,000.

In addition to its own media, the day entertainment will also work with the Third-party platform, and this year's "Happy Boys" and the Internet Platform QQ Music signed an exclusive music network copyright cooperation Agreement, but also with China Mobile microphone goo Music This traditional SP cooperation, and through two channels of music downloads to judge the popularity of players to develop promotional strategies.

Of course, can star, Day entertainment from the exclusive cooperation platform Sohu Video and Archie Art, get the details of the peak period, Dai Jongwei also said, "through ' blah ' and video sites, you can tell what the audience is looking at the same night, analysis of the audience area, age, preferences, consumer demand, etc." These figures are enough to determine the audience's habit of viewing, and if they need to decide how and when to make a new song, the data will be more valuable than the ratings statistics.

In fact, the participation and experience of the fans has become increasingly valued by the brokerage firm, but as Zhao says, online purchases such as tickets for artists ' concerts have made brokerage firms more knowledgeable about artists ' fans than in the past, and "the company communicates with fans in the details of the artist's record color and concert layout."

After the 2013 "Happy Male" finals, "2013 ' Happy Male ' theme movie ' the box-office sale of the box office has attracted too much controversy, but the day entertainment has its own ideas, the company can get the information from the pre-sale of buyers age, gender, region, identity income composition and other data information, and the days of entertainment will be" The 2013 ' Happy Boys ' theme movie premiere and fans ' meeting will be booked in Beijing and Guangzhou, and even fans will decide the story of the film. Data are also being used by more brokerage firms.

For Zhao, "Internet, personalized, younger, is the draft in the 10 years of the biggest change in people from the television to the Internet, more and more rely on smartphones, each of the draft changes in the competition is not only their own personality differences, they inadvertently contaminated with the characteristics of different times.

The ups and downs of any program have their own environmental changes, there may already be a lot of people trying out new types of programs, but so far no variety shows have been able to go beyond the popular influence of the draft, and no one knows when and how the draft will be replaced for 10 years, Just as few people can predict exactly how the future of technology will surprise us.