Behind The Stop Of "Youth Has You 3": Where To Go For Domestic Talent Shows?

On May 4, "youth has you 3" (referred to as "green you 3") was pressed the stop button. Beijing Radio and Television Bureau issued a document demanding that "Qing you 3" be suspended for rectification. Subsequently, the program producer iqiyi also issued a document saying that it would accept the rectification punishment and suspend the broadcast.

Beijing Radio and Television Bureau did not directly say the reason why "Qingyou 3" was punished, but the market speculated a lot. Prior to this, Yu Jingtian, a popular player of "Qing you 3", was reported to be involved in the KTV invested and operated by his parents. In addition, he was also revealed to have dual nationality. After iqiyi announced to accept the rectification, Yu Jingtian has withdrawn from the competition.

The second possibility is that the video of pouring milk has been revealed before. During last year's "youth has you 2" broadcast, because the milk voting card is printed in the milk bottle cap, the milk must be opened before use, so a large number of fans choose to pour milk. Mengniu real fruit is the permanent denominator of "youth has you".

On the afternoon of May 4, Xinhua News Agency commented that this form of voting would have a negative impact on young people. That night, the punishment of "Qing you 3" was implemented.

In fact, the background of the contestants and the form of sponsors directly attack the lifeblood of domestic idol talent shows, and to a certain extent, this is beyond the control of the producer.

The essence of the problem is, under many uncontrollable factors, can the domestic draft still continue?

policy

The peak of domestic talent show is "super girl", especially the 2005 "super girl" with famous artists such as Li Yuchun.

At that time, the controversy about supergirls was "vulgar.". According to Huang Xiaoyang in his book TV Xiang Jun, the people in charge of the super girl program often receive a call from Wei Wenbin, director of Hunan Satellite TV station, to put out the fire in the middle of the night. For example, super girl he Jie's hair color has become a matter of principle concerning the safety of the program.

Members of youth have you 3. Visual China

The latest peak of domestic talent shows was in 2018. Top artists such as Cai Xukun appeared in idol trainee, and Yang Chaoyue was promoted in creation 101.

Regulation follows. On July 10, 2018, the general office of the State Administration of radio and television issued the notice on broadcasting network audio-visual programs in summer vacation, which mainly put forward two requirements: producing and disseminating youth programs with distinct positive energy; Protect the physical and mental health of teenagers. For idol cultivation programs and singing talent competition programs which are widely selected by the society, we should evaluate them to ensure that the program guidance is accurate; We should curb the excessive entertainment of programs and promote money worship.

Although the above-mentioned regulation does not stop the broadcasting of "idol cultivation" programs, it is rare for regulatory authorities to give regulatory instructions for specific types of programs.

The next year, "idol trainee" was changed to "youth has you", aiming to highlight the positive energy of motivation.

Objectively, behind the supervision, there is indeed a disorder in the development of domestic talent shows. For example, as soon as "creation 101" was finished, it was revealed that there was a "pink head" roll of money running away. Among fans, it is a consensus that "those who raise money will be greedy for money, and they will always tear up accounts after the game", and the corresponding supervision mechanism has not yet been formed.

interest

Under layers of supervision, the draft problem is still frequent, because the interests are too attractive.

Take "super girl" in 2005 as an example, the cost of cooperation between Mengniu and Hunan Satellite TV was no more than 15 million yuan. In the end, the sales volume of Mengniu yoghurt increased from 700 million yuan to 2.5 billion yuan, and the breakfast milk increased from 150 million yuan to 1 billion yuan. This also explains why Mengniu is in love with the draft.

During the broadcasting period of "idol trainee" in 2018, tmall farmer mountain spring flagship store with the qualification of casting was snapped up and seriously out of stock. Because of its popularity, tmall's flagship store has even introduced a purchase restriction of 3 boxes per ID, and appealed to consumers to buy rationally on Weibo. With the blessing of the program, the online sales of Nongfu mountain spring increased by 500 times, and the sales of five types of vitamin water were 67000, which was at least 10 million yuan based on 100000 cases of water.

The dependence of video platform variety shows on sponsorship increases the discourse power of sponsors. Gong Yu, the founder and CEO of iqiyi, admitted in a previous financial call that the main source of income for variety shows is advertising“ Advertisers' investment has a great impact on the broadcast time and whether it can be broadcast He said. According to the financial report, in the fourth quarter of 2020, iqiyi's online advertising service revenue was 1.9 billion yuan (US $284.9 million), a decrease of 1% compared with the same period in 2019.

Fans' obsession with talent shows, to some extent, comes from the domestic idol fault. Take the top 10 box office movies over the years as an example. The upper age limit of male in the top ten domestic films is about 45 years old, and the average age limit of female stars is about 35 years old. Both of them are middle-aged.

In addition, the enrollment of the Central Academy of drama, Beijing Film Academy, Shanghai drama academy and Beijing Dance Academy has hardly been adjusted since 2007, and its talent reserve and production mode determine that the enrollment scale cannot be expanded with the growth of entertainment demand. This brings market demand.

But the current problem is that, in addition to policy influence, the market demand for talent shows is gradually dying out. For example, in recent years, there has been no top class artist similar to CAI Xukun. The reasons behind this are diverse. On the one hand, the market needs to digest the existing artists. On the other hand, with the increasing strength of short videos, there are more possibilities for "going out". This has distracted the market attention of the existing talent shows.

In order to protect the existing artists, Hunan Satellite TV chose to change "super girl" to run every two years. "Yuyu and Maomao" also admitted to the 21st century economic reporter that his ultimate goal is to become an actor, not stop online.

"There are more and more possibilities to make a debut, which has scattered the talent resources. There are fewer artists and fans. " A senior agent revealed.

In fact, for the growth of artists, idol talent shows are also gradually becoming chicken ribs. Taking Xiao Zhan as an example, he came out of "burning young man", but "petition" is the key leap to become the top stream.

In the gap between policy and market, what is the way out for domestic talent shows?

The market is waiting for the answer.