Source Title: Left-handed originality, right-handed exploration, love and enjoy culture to create a variety show IP full chain production model
This is an era of “content explosion”. Variety show content emerges in an endless stream, and the form of variety show is iterated rapidly, which greatly enriches the spiritual life of contemporary people; at the same time, this is an era of “content exhaustion”, and the birth of new variety shows often sets off a burst of novelty. The craze quickly “passed” in the follow-up of the same type of programs. In today’s diversified development of variety show types, many online variety shows are built in the direction of “small and beautiful”, relying on the long tail theory to focus on deep cultivation of vertical category content. But without unique creative and dissemination ideas, even if the scenes in life are exhausted, it is difficult to capture the critical eyes of the audience. Where is the new export of domestic variety shows? Aixiang Culture, dedicated to the development and production of original boutique variety shows, has given its own answer.
Since the birth of Aixiang Culture, it has been upholding the original intention of becoming a leader in the development of high-quality entertainment, culture, and new ways of life. In order to break through the fiercely competitive variety show market, Aixiang has devoted all its efforts to the research and development and production of original content IP, gradually forming a full content matrix covering traditional TV variety shows, emerging network variety shows and live variety shows. In the process of continuous exploration and innovation, Aixiang gradually precipitated its own creative methodology: making original creations around the pain points of current social reality. Incorporate small cuts into big feelings, grasp the spiritual needs of the masses, show the development of the times, and strive to create content that is in line with the current social environment and aesthetics and is valuable to society. Focus on cultivating the content of vertical categories, and bypass some of the themes that are currently in the red sea of the market, do not follow the trend, and do not fall into stereotypes. Especially in the recent market environment where variety shows have been significantly affected by policies, Aixiang still guarantees a good reputation, seizes the direction of policy guidance, and continues to create high-quality original variety show content.
Take cultural inheritance as conscious, strengthen innovation and integration of fashion expression
Aixiang has a relatively mature experience in the creation of cultural programs. With cultural variety shows as the golden sign, “find a new era solution for the inheritance of traditional culture, and build a bridge between fashion and traditional culture.” A mission has been implanted in the underlying logic of Aixiang from the beginning of its establishment, always putting “the fashionable expression of traditional culture” in the first place in creation, and actively exploring new forms of expression and possibilities on the premise of retaining and respecting the traditional cultural base. Strengthen its original content creation positioning, and realize the deep cultivation of original content in cultural categories.
A good program must become a translator between the niche culture and the broad audience. It must translate people from different majors and channels in the language of TV and variety shows, and translate the operas and fashion shows that are not so interesting to everyone. It is displayed in a diversified form of integration, and the traditional culture is expressed in the most modern and fashionable way.
In 2015, the first season of “Ding, Ding, Ding, Ding, Ding” was premiered on six CCTV platforms. The program was positioned as a variety show of original cultural inheritance, and mainly promoted the excellent Chinese opera culture. Covering more than 600 million people, it is the first cross-border experience reality show in the history of variety shows. The second season of “Ding, screaming, screaming” was chased by victory in 2016. The ratings of variety shows at the same time on the entire network ranked first, and the real-time viewership of the entire network ranked first. In the second season, we boldly introduced intangible cultural heritage elements, and explored a set of “1+1>2” model. The content spanned 5 provinces and cities, and hundreds of intangible cultural heritage projects were found, from which 21 intangible cultural heritage art forms were selected. Make. “Ding, Ding, Ding, Ding, Ding, Ding, Ding, Ding, Ding, Ding, Ding, Ding, Ding, Ding, Ding, Ding, shou, shou, dang, dang, dang, dang, dang, dang, oh, oh, oh, oh, oh, oh, oh), with its distinctive program characteristics and cultural height, it has become a cultural program brand with vertical content and ranks among the popular variety show IPs.
From 2018 to 2019, Aixiang participated in the production of the first and second seasons of the quarterly broadcast “Fashion Master”, and found the precise fit between fashion, clothing, culture, and variety shows in the most timely manner, that is, with Chinese elements and original fashion Design is the core of the content, and confrontation and competition are the external forms. Well-known designers at home and abroad are invited to focus on traditional Chinese culture, use intangible heritage techniques, integrate fashion creativity, and explore how to truly make traditional culture “popular” and “international” , Let Chinese creativity go to the world. From the two seasons of “Ding, Ding, Dang, Cang” to “Fashion Master”, Aixiang Culture has explored its own set of original cultural programming methodology.
In 2020, Aixiang Culture participated in the development and production of the China Central Radio and Television Headquarters Guofeng Youth Creative Show “Let’s Go Online! Huacai Youth”. When various singing and dancing “idols” dominate the screen, they bravely “retrograde” and return to the tradition, conveying the vigor and positive energy of young people in the new era with brand-new ideas and program models, and presenting the major issues of traditional cultural innovation and inheritance. As a creative show born on the main station, it faces huge challenges from the development of the program to the end of the broadcast. The challenge in content mainly comes from the worry of the audience’s acceptance and the need to stand on the main station. Highly create a young variety show with values leading. From a practical level, it is necessary to maintain quality, quantity, and authenticity under very tight time, as well as to make ideological and topical depth. This is no small challenge from screenwriting to execution. However, “Let’s Go Online! Huacai Youth” strives to present the “national style” in terms of program rules and program presentation. It uses a new model to break through age and traffic barriers, and gain the love of audiences of all ages. It will also be the same in the future. The production of genre programs provides a template with rich reference significance. The program won the “State Administration of Radio, Film and Television Second Quarter 2021 Radio and Television Innovation and Excellence Award” in 2021.
Through the new model of “culture + entertainment“, we continue to create vertical content for cultural inheritance. Aixiang has also successfully accumulated a group of loyal audiences and maintained its leading position on the track. The program also won awards such as “Ingenuity Ceremony of China Variety Show Summit”, “Ingenuity Producer” and “Ingenuity Promotion”. The entry point that loves to enjoy traditional culture to impress young people, let the audience see the ingenuity of cultural inheritance. This ingenuity not only won the recognition of the industry, but also broke through the screen barrier and won the appreciation of the broad audience.
Closely related to social themes, vertical lifestyle content continues to deepen
Aixiang Culture is committed to continuously creating high-quality content of women + culture + healthy lifestyle, in the direction of “small and beautiful”, focusing on deep cultivating content of vertical categories. In 2016, the nation’s first beauty variety show “Ayo Spicy Beauty”, which was specially created for women, took “redefining women’s aesthetics” as the vertical direction and focused on women’s physical fitness. In terms of themes, it is a blue ocean exploration in itself. During the production of the show, there were no stubborn “star effects” kidnapped by the variety show industry. Some independent new female representatives of various ages, looks, styles, and professions boldly showed themselves.
Aixiang has always paid attention to the creation of realistic themes, and the original variety shows directly connected with social hot issues are its strengths and its unwavering long-term strategy. In 2021, iShare and Tencent Video jointly launched the new era female mutual help life service reality show “Sisters’ Fantasy Salon”, which once again focused its attention on the female field, from the perspective of women, “user-centered” and respecting women The needs and will of women can heal women’s hearts, tap women’s power, and convey the positive attitude of women in the new era. The topic selection is closer to life, the celebrities and amateur guests are placed on the same level, and women are provided with a place for voice and communication, and the mutual assistance of women and the co-creation of content have been raised to a new level, which has caused major entertainment marketing accounts to take the initiative to issue The popularity of Weibo and the attention of public opinion. “Singing in the Field”, which ended at the end of 2021, uses aesthetic education issues as a cut, focusing on rural development, paying attention to the issues of agriculture, rural areas and farmers, and exporting new ideas for promoting the popularization of rural aesthetic education, improving the quality of rural education, and promoting rural quality education.
A series of variety shows with realistic perspectives and humanistic feelings have become popular on different platforms one after another, allowing Aixiang to gain more confidence on the road of bold innovation and in-depth exploration of original variety show content. With more and more accumulated experience, the team’s level of accuracy and diversification of content grasping has gradually improved. From the answer sheet handed over by Aixiang, we can see the sense of responsibility and mission that a content production company insists on, as well as their continuous exploration, pioneering and innovative pursuit of content.
IP R&D and production announces full chain capabilities, and resource integration highlights original advantages
Aixiang has long-term cooperation with CCTV, first-line satellite TV, and network platforms. With high-quality and rich resource matrix, it realizes the integration of omni-channel resources and integrated media communication operations. Based on the influence of large screens, the small screen fission communication in new media has become a promotion. A vivid sample of media convergence. In the programming and creation of programs, Aixiang has always insisted on using innovative media integration methods and omni-channel collaborative efforts to create a seamless link between content and dissemination, and improve the influence and extensibility of content.
“Let’s Go Online! Huacai Youth” has become a living sample of the practice of fusion media communication, which has the influence and extensibility of connecting online and offline. The program became popular before it was broadcast, which triggered a hot discussion on the Internet. After the broadcast, CCTV News, CCTV Literature, CC Video, Cloud Listening, Douyin and other channels were used as the communication matrix, from large screens to new media to broadcast platforms. Each issue of the feature film The broadcast will be accompanied by a series of derivative financial media interactive products, creating a new communication trend of all-round channel network linkage. In addition, “Let’s Go Online! Huacai Boys” has also achieved multiple cross-border linkages outside the program, using various online and offline communication methods to continue to tell the charm of traditional culture outside the program, and drive young groups to learn about traditions. The search for knowledge and exploration of cultural “new expressions” set off a wave of “national wind” in society.
“Singing in the Field” makes full use of the advantages of the central station’s media integration, deepens the interaction between the network and the station, and the integration of large and small screens to form a communication matrix. First, it won the praise of multiple media and experts, and increased the volume of social voices paying attention to rural aesthetic education, and then generated a “ripple effect” through hot searches, which aroused widespread empathy and resonance from audiences on social media, and finally through linkage with offline rural primary schools Live broadcast and other activities extend the program into a public welfare action, provide practical help for rural aesthetic education, and release the long-term value of the program in the broader social reality.
“Sisters’ Fantasy Salon” is a female-oriented program with a comprehensive network physique. It focuses on women’s mutual assistance and iterates the content of female themes. The program has been rooted in the Internet from the development stage, tracking and capturing social pain points, making the true resonance of the program arouse attention and discussion, and the social topic triggers follow-up reports from non-entertainment media, which has a certain social benefit.
Relying on a forward-looking strategic pattern and philosophy, Aixiang makes full use of its own advantages to improve its resource integration capabilities while doing its core business, creating a development model of full content development, full media communication, and full chain services, and continuously iterating itself. ; With programs as a platform to achieve resource integration and all-media operations, variety show content and communication mode are both innovative, and traditional culture is combined with the characteristics of the times. In this process, Aixiang has not only accumulated mature creative experience, but also precipitated a set of effective communication combination punches, and has embarked on an excellent advanced path in the industry.