Original title: Industry ｜ Acquaintances laugh, and the magic weapon “decibel runs away” opens a new outlet for micro-comprehensive development
At the end of 2022, the outdoor music healing variety show “Decibels Are Running” will “break out” from the crowd. The show combines elements of music, travel and reality shows. The guests formed the “decibel family” for 7 days of outdoor camping, and got the “decibel value” through game interaction to win luxury stages for 3 concerts. With a joyful and warm atmosphere, wholesome scenes similar to life, and a short and concise time, he managed to make his way out of the circle and became the new “electronic mustard” in the hearts of netizens.
This time, film and television observers interviewed Yang Jianwei, the person in charge of Mango TV micro complex, Damang, and Si Ruqin, project director and producer of Zhenhong Shise Cultural Media Company.
As soon as the program started broadcasting, #升品在逃逃在做一个很新新转别##苦味张远共合音品在逃逃在做一个很新新转别##苦味张远共合音唱友兄道兄#, and so far the audience has sparked discussion among the other topics. 80+ hot searches were collected on the entire network. A number of short video clips were also reposted by netizens on various platforms, and Southeast Satellite TV and Straits Satellite TV also had a good rating.
“The music atmosphere is right, the guest configuration is right, I’m in love with it”, “The interaction of the five people is so much fun, Chunchun is the sequence of 0713”, “After watching the episode first, I can only finish a meal”, and the barrage bursts into my face The evaluation not only reflects the viewing experience of netizens, but also aptly summarizes the characteristics of “Decibels Are Escaping” .
Variety shows with hot topics and excellent content can already get a share of the audio variety market where the heroes compete for hegemony, but the advantages of “Decibels Are Escaping” are much more than that. According to Yang Jianwei, the person in charge of Micro-Understanding Damang, “Decibels Are Running” has made unique innovations in terms of themes. “Every other unit of the program, which can be two or three episodes, will have an outdoor concert. .From the results, every time there is a concert, the data will have a new jump.”
Given the declining ratings of “concave in the middle and high at both ends” in variety shows, this unit-based mode of programming avoids and stabilizes the ups and downs in ratings. at a given transmission rate. effectively improve audience stickiness.
The audience is the receiving end, the platform is the monitoring end, and the producer represents the producing end. Tracing back to the source, the reason why “Decibels Are Escaping” can achieve impressive broadcasting results and verbal advantages is not related to Zhen Hong Shise’s control over the quality and placement of the program. Project director Si Ruqin believes that the following four points are decibel’s trump card to win the audience and the market.
First of all, as the producer, Zhen Hongshishi has a clear insight into the exact requirements of customers; secondly, the broadcasting platform Mango TV has strongly empowered the traffic track; thirdly, because of the accelerated work rhythm and short popularity. videos, users Viewing habits have developed; finally, the strategic management of the producer and the extremely sticky and flexible collaboration with all the partners. Various elements form a positive synergy to help “Decibels Escape” break out of its own track under the strong comprehensive support at the end of the year.
Picking up the microphone is a music partner
Putting the microphone down is a heartbroken old man
As a variety show that focuses on healing, nothing is more convincing than “hahahahaha”. Happiness and truth are the most real feelings for netizens after watching the show. There are no variety show routines here, no special effects and post-editing, and just the genuine feelings of old friends reunited. “Recognizing the commission of crimes” is particularly valuable in the current environment.
The friendship between Su Xing and Zhang Yuan was recognized by the public during the summer vacation of 2022. This time in “Decibels Are Running”, everyone saw the wonderful chemical reaction of “as long as they come together, everything is funny”. In addition, Zhang Yuan, Yu Gengyin, and Zhao Rang have all participated in “Sparkling Days”, and Zhang Yuan and Si Waige have also participated in the same program “Our Boat Talk” before. After taking stock of the guests, I have to say that Zhang Yuan’s title of “social butterfly” is well deserved.
With a mass base of 0713, Decibel has an inherent enthusiasm; the guest team of the acquaintance center, and the jokes that are familiar with each other, are even more difficult indicators for the audience to continue watching. During the broadcast of the program, the variety show effect introduced by the natural social relationship allowed the topic of friendship to ferment naturally, ensuring the basic user base.
In addition to everyone’s friendship, what can make the audience quickly feel a sense of replacement is the self that the guests show in the program, which is consistent with their everyday life.Maen they all carry out their own duties and have a clear division of labour. Su Xing, who often shows the “daily life of an old singer”, is a general ACE in the decibel family. He is omnipotent in outreach, publicity, art, shooting, and video editing, and has no flaws in all aspects. .
The “Reaction Rich Man” Zhang Yuan is an important member of the decibel family. Even if he drags his leg, he will still cheer for the actions of each member, and the best fan is no one less than him. I thought Zhao Rang was a quiet and handsome man, “Reversal Nova” never disappoints, “The decibel family, no one is as good as us, we are great” This slogan that runs through the whole program has just opened its mouth, it is true and impressive.
As an important member who controls the mental state and family atmosphere of the family members, Swaige is very competent. He helps others when they create trouble, and makes trouble when others are working, He is good at singing, dancing, cross-talking, and hosting. With him, the atmosphere will never be disappointed. Compared to the other four, Yu Gengyin was able to understand the title of “quiet and beautiful man”, working quietly, watching other people fight, and interpreting the silence of the years with his own strength.
Such a hotel structure is enough to be dramatic and impressive. Si Ruqin, the project director, said that the cooperation of the decibel family was considered at the beginning of the IP framework, and the current achievements are the result of the joint efforts of many parties. At the same time, she also believes that the interaction of netizens’ speeches on the bullet screen has greatly inspired the program group, allowing them to determine the main direction of promoting friendship.
Speaking about the original intention and opportunity to make “Decibels Are Running”, Si Ruqin said that the current public is not as free to release pressure as before the epidemic, so at the moment, similar to tourism cloud and nearby camping has emerged and become hot. Enjoy the beautiful scenery while watching the program to feel the joy, give the audience a chance to vent their emotions, and provide spiritual healing.
Innovative concept + original IP
Point out the multiple possibilities of micro-synthesis development
For a long time, the difficulty of getting out of the cylch has been an “obstacle” staying on the micro-comprehensive track. Due to the influence of volume and broadcasting platform, micro-comprehensive has not yet entered the field of public vision. . In the face of the market judgment that Weisong is not optimistic enough, Si Ruqin has a different opinion.
“First of all, the micro-synthesis is small in size and concise in content, which is suitable for the viewing habits of contemporary young people; secondly, it can empower the direct marketing of the brand more flexibly; in third, the cost of the micro- synthesis can be controlled, and the investment pressure is small; fourth, there are more opportunities to integrate resources from all parties, so the marketing flexibility is stronger; finally, from the perspective of user viewing experience , the short comprehensive is also relatively fresh.”
Since the establishment of Zhenhong Ten Colors, it has always adhered to the two-legged approach “content + marketing” From the point of view of setting, content and user orientation are considered as the dual core, which is more favorable to the platform’s combination of ratios boxing He has produced many well-known programmes. . This time, “Decibels Are Escaping” has achieved comprehensive innovation in form and value, giving Zhen Hong ten colors enough confidence to create their own micro-synthesis setup.
“Next, we will make small innovative concepts at the level of content concepts, instead of pursuing rapid progress, and pay more attention to creating the aesthetics of young people. In addition, under the dual trends of technology and technology, we will make some sub-attributes, including exploratory ones. Try. For example, make original IP, traffic IP, OM e-commerce IP, etc. We will place content on different tracks, such as comprehensive audio virtual tracks, short plays, including ” Decibel and Escape 2″ and other programs.” Si Ruqin spoke about it.
Mango TV is also optimistic about the development of micro-variety shows. Yang Jianwei mentioned in the interview, “First of all, we must find a form that is different from the current long variety shows in terms of the program format. For example, some of our variety shows may not be select specific updates. form; secondly, the examination of content text selection is narrower in the text selection of the program, divided in more detail into more vertical areas, and the radiant crowd also tries concentrate.”
Mango TV and Zhenhong Shise are both trying to create works with more texture, the popularity of “Decibel is Escaping” is a good start, and their common goal is to let the show go into the heart of the audience and establish the brand. Under the idea of high quality production, micro-synthesis can also be “supported”.Return to Sohu to see more
