Youku creates a new track of trendy competitive variety shows, a sense of sunshine, blood, and trend to attract young people to brush the screen
International Online News: On September 28th, Youku held a media salon of “Advance Trend Competitive Variety Show” to discuss “This! It’s Hip-hop”, “This! It’s the reason behind the three trendy competitive variety shows of “Slam Dunk” and “We Who Are Stronger in Boxing” attracting the attention of young people, and analyzes the characteristics and future development trends of this new variety show.
On-site guest interactive discussion
Liu Dong, the head of Youku T-Plus studio and the head of the trendy sports variety show, introduced that the three programs not only achieved a double harvest of word-of-mouth and popularity, but also were particularly popular with young people. Liu Dong said, “The proportion of male and female users of the three programs aged 18-34 accounts for 60%-70% of all users, and the topic is highly discussed. “Hip-hop 4″ the number of hot searches on the whole network is as high as 1000+.”
Liu Dong, Head of Youku T-Plus Studio and Head of Trendy Competitive Variety Show, made a speech
According to a questionnaire survey conducted by the user research department of Alibaba Entertainment on Youku, the three major keywords that users feedback after watching these three programs are “hot blood”, “masculinity”, and “fashion sense”. More than 60% of users feel the difference through the programs. The charm of sports has different feedback on the characteristics of the players of the three programs, “This is Street Dance”-“Unity and Cooperation”, “This is Slam Dunk”-“Persevere in Dreams”, “We Are the Force” ——”Never Give Up”, corresponding to the three programs of slogan “Fight for Love”, “Fight for Dreams” and “Never Give Up”. More importantly, these three programs have a positive and healthy impact on users’ lives. More than 30% of people want to participate in sports and watch games on the spot.
Alibaba Entertainment User Survey Data
Behind the phenomenon, Liu Dong believes that these three programs have a common feature, that is, to treat each participant as a person, respect their profession and their choices, and hope that through the shining points shown by amateurs and celebrities, The spirit of “persistence” and “progress” touches people, which also meets the psychological needs of young people. Moreover, Youku began to deploy this kind of variety shows a few years ago, accumulating and innovating continuously, and finally gained recognition.
Leng Rong, secretary general of the World Media Research Center of the Chinese Academy of Social Sciences, gave a high evaluation to these three programs, thinking that they seem to be vertical content, but they have broad prospects and full of positive energy. “Vertical scoring will detonate the public’s onlookers, and the more down-hanging content, the more onlookers will be triggered. Trendy competitive variety shows are an important track, sports + fitness, art + variety show empowerment,” Leng Rong said, “These three programs Leading the development trend of variety shows in the future, variety shows in the future must be exchanges and mutual learning, must be cross-border influences, must be internationally spread, and must be closely related to a better life. I especially call for a new era of health and aesthetics variety shows, I I would like to use this to describe this track-a variety of health and aesthetics.”
How do vertical variety shows balance the relationship between professionalism and entertainment? Become a hot topic on the scene. Peng Zhengyuan, the chief producer of “This! Is Slam Dunk” and “We Who Strive to Fight”, has summed up a set of methods after a long period of exploration. He believes that it is necessary to find variety shows in the vertical category, rather than balance the variety and vertical categories. Regardless of the guests or the variety show design, they must provide professional assistance to reflect the true beauty of competition to the greatest extent.
According to Liu Dong, Youku will continue to deepen the trendy competitive variety show in the future, and is planning two new programs, namely the winter Olympics ice and snow program and the “Cool Play Conference” serving extreme sports users.
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