How to avoid homogeneity in the New Year’s Eve party

Original title: How to avoid homogeneity in the New Year’s Eve

With the arrival of 2021, the New Year’s Eve parties of various David TV and online platforms have come to an end.

This year, many new platforms have joined the “New Year’s War”, whether it is Dragon TV, Zhejiang Satellite TV, Hunan Satellite TV, Jiangsu Satellite TV, Beijing Satellite TV or Sichuan Satellite TV, or Station B, Youku,TencentWaitthe InternetThe platform, in order to stand out in the final “battle” of 2020, grab the attention, and earn all the ratings, it can be said that each has its own unique tricks. The splendid New Year’s Eve party of each house will make many people sigh with emotion, “The audience is almost not enough.”

The annual New Year’s Eve party is not only a place for artists to perform together, but also a stage for David TV and online audio-visual platforms to compete with each other. How can both ends of the Taiwan Network stand out in many similar evening parties? How can we avoid aesthetic fatigue caused by content homogeneity?

The hard indicator to measure ratings should look at how much the show highlightssocietyvalue

This year, many viewers saw such a “messy” scene when watching the New Year’s Eve party: a certain artist had just sung at a TV station’s party, but he was still singing when he changed the channel… Many netizens ridiculed: ” One New Year’s Eve, I saw 5 Zhou Shen, 3 times Lang Lang, Li Yuchun and Wu Yifan, Mao Diyi, and at least 2 times Guan Xiaotong, Feng Timo and so on.”

Under the premise that the mode of the TV New Year’s Eve party has not changed much, the core is still “grabbing people”. Even Sichuan Satellite TV, which hasn’t invited too many stars, has to invite Litang guy Ding Zhen to the concert. His unique national characteristics of singing, dancing, singing and dancing put Sichuan Satellite TV’s New Year’s Eve concert on the hot search. “Where the stars are more eye-catching” is still the highest indicator to measure the KPI of the party’s ratings.

Although the New Year’s Eve party cannot avoid relying too much on starsInfluenceHowever, all TV stations are also working hard to bring forth new ideas, combining various social hot topics in the past year, inviting the audience’s favorite performance lineup, creating an evening show with both visual and connotation, and striving to highlight the society in creating a happy and peaceful New Year atmosphere value.

CCTV’s “Set Sail 2021-China Central Radio and Television New Year’s Eve Ceremony” has not only old faces familiar to the audience, but also many young people. The program consists of three parts: the short film “Set Sail to See China”, the live talk about “China’s Responsibility”, and the performances of singing and dancing, recitation, magic and other cultural programs. “New Leap”, praised the “new achievements” of poverty alleviation with warm singing and dancing.Hunan Satellite TV includes wealth in the stage designcultureThe Chinese style of color also reflects the fashionable and cool futuristic sense. Jiangsu Satellite TV introduced a 240-person full-scale symphony orchestra for the first time this year. This giant symphony orchestra encompassing various styles and instrument parts such as string music, wind music, electroacoustic bands, and ethnic bands, gave various musical elements a strong blessing for the party.With the theme of “Forever Young and Always Love”, Beijing Satellite TV has set up main venues in the Shougang Park, as well as branch venues in Hebei, Jilin and other places, integrating “Winter Olympic Elements” into the stage in outdoor venues, creating a unique CharmCreativityFeast of ice and snow.

As a traditional project of the TV station, how to innovate in the New Year’s Eve party?School of Drama and Film, Communication University of ChinaprofessorYang Hongtao believes: “We must start from the three aspects of theme innovation, content innovation and form innovation. Content innovation refers to seeking new and changing program content, program arrangement and interpretation methods. Theme innovation needs to incorporate more about the spirit of the times and annual hot spots. And expression of social topics. Formal innovation should be in high-tech stage art,virtual reality technologyWith the empowerment of new technologies, the program creativity and visual effects of the party will be more gorgeous and rich, and more diversified aesthetics. “

The concept of traditional evening parties should be broken to make the meaning of the new year more diverse and three-dimensional

The annual New Year’s Eve party is like a “year-end debriefing” in the entertainment industry. Stars appear on the platforms of various David TVs to show their talents. For the audience, the New Year’s Eve party has gradually become a year-end convention, and the annual trend of homogenization of the program format has also gradually caused the audience to have aesthetic fatigue. This year, more and more platforms have begun to explore different themes, break the conceptual boundaries of traditional evenings, and make the meaning of New Year’s Eve more diverse and three-dimensional.

Build”Know howNew Year’s Eve” newParadigm“Friends of Time” New Year’s EveSpeechIn the 6th year of this year, the New Year’s Eve speech with the theme of “Growing Up” was held on Shenzhen Satellite TV andIQIYIBroadcast on the platform. In the four-hour keynote speech, the speaker Luo Zhenyu continued to use his humorous language style to show the audience the charm of knowledge, leading the audience to understand the social, economic and cultural aspects.

As the first platform among major video websites to create a New Year’s Eve party,BilibiliThe joint central video once again allowed many niche cultures to “break the circle”.The evening party not only leverages the advantages of the platform, cleverly integrates games, animation, film and television and other elements, but also alternately presents the contents of different attributes such as rock, rap, opera, and folk music, forming traditional and modern, classic andpopularA mixture of multiple elements such as, inheritance and innovation.The program also paid tribute to many popular IPs in the form of multiple creative ideas, reproduced the love and feelings of different generations and different circles, and firmly grasped the younggroupAppetite. Deputy Station BdirectorLong and COO Li Ni said: “We hope that the party will continue last year’s spiritual core and continue to explore the content that young people like. Through the reinterpretation of IP content, traditional ones will become popular and retro ones will become trendy. Achieve the integration of multiculturalism on the stage.”

byAlibabaThe first self-made technology New Year’s Eve festival “F.I.T“Countless Worlds” also sparked an upsurge in watching online audiences.For the first time, the ceremony focused on China’s latest scientific and technological achievements and all aspects of human lifeinteractive, In the form of a virtual reality science fiction story show, leading the audience to imagine the incredible future created by human technology. The unconstrained scientific imagination, colorful visual experience, and in-depth guest dialogues have enabled cutting-edge technology topics to be successfully output, allowing technology to broaden the boundaries of entertainment and enrich the meaning of the New Year.

Online New Year’s Eve programs broaden the subject boundaries of content, allowing more niche content to break through the circle and be welcomed by the audience. “Talk Show Anti-New Year” co-operated by Tencent Video, Youku’s Technology New Year’s Eve and Deyun’s Crosstalk New Year’s Eve, etc. have all created vertical types of program content for specific circles. In the case that the traditional family party is gradually facing the creation bottleneck, these innovative themes and content can often get more traffic and reputation.

Not only entertainment carnival but also cultural charm

Compared with the Spring Festival Gala, the New Year’s Eve party seems to be more intense in pursuit of traffic and expectations on the hot search list. In fact, in addition to traffic, the expectation of more viewers for the New Year’s Eve is to reunite with their families and happily welcome the New Year in the countdown. The word “beautiful” is not only the focus of a family celebration New Year’s Eve party that should be presented and delivered, but also people’s ardent expectations for the future.

In the planning of the New Year’s Eve party this year, David TV launched special sessions on social topics such as fighting the epidemic, poverty alleviation, resumption of work and production, and new era propositions, which made the party carry a heavier family and country feelings and inject more exciting mental strength.

CCTV “Set Sail 2021-China Central Radio and Television New Year’s Eve Ceremony” uses the exciting memories of 2020 to show China’s passion and heroism on the new journey, and presents the people’s love for the motherland and the times in an artistic way Thanksgiving, praise to life and faith in the future. Zhejiang Satellite TV’s New Year’s Eve party with the theme of “beautiful with you” focuses on the lives of ordinary people and showcases the style of the new era. It will lead the audience to relive the moving moments of 2020 with a “family party” style party. In the early stage of the party, Jiangsu Satellite TV launched video challenge activities such as “2020 Priceless You” and “Blessings 2021” through the online platform to interact with online users, which stimulated audience participation and expression of enthusiasm, and brought together the “long journey, only struggle” The New Year’s voice allows people to share their infinite imagination for a better life in 2021. Dragon TV’s New Year’s Eve party takes “Chinese power”, “Chinese spirit”, “people on the same stage” and “ordinary dreams” as the main elements. While singing and dancing to celebrate the New Year, it does not forget to pay tribute to all the ordinary heroes who have worked hard for 2020. Chen Hong, chief producer of Dragon TV’s “Dreams in the East·2021 Dragon TV New Year’s Eve”, said: “We not only hold a song and dance party, but also hope to ignite people’s yearning for a better life through content that is closely related to the theme.”

Today’s New Year’s Eve party is not only a year-end entertainment carnival, but also an opportunity to demonstrate cultural charm and convey the spirit of the times.

(Source: Guangming Daily)

(Editor in charge: DF387)

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