網(wǎng)絡(luò)綜藝節(jié)目為何這么火？

This summer, web-only reality shows seem to be stealing the thunder of traditional TV.

今年夏天，網(wǎng)絡(luò)真人秀似乎蓋過了傳統(tǒng)電視節(jié)目的風(fēng)頭。

Chinese video websites plan to launch over 90 shows this year covering various formats: talk shows, debate programs, parenting shows, to name but a few. The most popular among them include Tencent’s Go! Fridge (《拜托了冰箱》) and iQiyi’s S-style Show (《姐姐好餓》) –*amassing an average of over 10 million clicks every day between them, according to figures from EntGroup Inc.

今年，中國(guó)視頻網(wǎng)站計(jì)劃推出90檔形式各樣的節(jié)目：如脫口秀、辯論、親子秀等等。騰訊出品的《拜托了冰箱》和愛奇藝出品的《姐姐好餓》更是其中的佼佼者——據(jù)藝恩公司數(shù)據(jù)統(tǒng)計(jì)，這兩檔節(jié)目平均每日累積點(diǎn)擊量達(dá)1千萬以上。

Online shows are no longer just the home of new faces and C-list stars. Many renowned TV hosts including He Jiong, Wang Han and Xie Na, have joined in the web revolution.

網(wǎng)絡(luò)節(jié)目已經(jīng)不再是新人和三線小明星的專場(chǎng)。包括何炅、汪涵、謝娜在內(nèi)的許多知名主持人，都加入了這場(chǎng)網(wǎng)絡(luò)革命。

In the meantime, it appears that some traditional TV shows are losing their *allure. The rating of Zhejiang TV’s *flagship singing competition show Sing! China (《中國(guó)新歌聲》) has fallen to below 3 recently, which is about half of its highest figure.

與此同時(shí)，一些傳統(tǒng)電視節(jié)目的魅力似乎也在逐漸消失。近期，浙江衛(wèi)視的王牌歌唱比賽節(jié)目《中國(guó)新歌聲》的收視率已跌破3，僅是該節(jié)目最高收視率的一半。

A report released earlier this month by China Internet Network Information Center shows that the country has around 700 million internet users. This *monolithic market means that online video sites are being transformed from *supplementary broadcast platforms to original program suppliers.

本月早些時(shí)候，由中國(guó)互聯(lián)網(wǎng)絡(luò)信息中心發(fā)布的一份報(bào)告顯示，目前中國(guó)大約有7億互聯(lián)網(wǎng)用戶。這一巨大的市場(chǎng)意味著，視頻網(wǎng)站正在由輔助性的播放平臺(tái)轉(zhuǎn)變?yōu)樵瓌?chuàng)節(jié)目供應(yīng)商。

Compared to conventional TV, most web shows cater precisely to the tastes of young audiences, aiming their output mainly at the post-1990s generation – apparently the most “vibrant” of internet users. Production teams are well versed with online buzzwords and punch lines –U Can U Bibi (《奇葩說》) even “warning” its watchers: “Viewers over 40, please watch our show in the company of a post-1990s person.”

和傳統(tǒng)電視節(jié)目相比，大部分網(wǎng)絡(luò)節(jié)目正對(duì)年輕觀眾的胃口，收視的目標(biāo)人群多為90后——顯然是最“活躍”的互聯(lián)網(wǎng)用戶群體。制作團(tuán)隊(duì)深諳各種網(wǎng)絡(luò)用語(yǔ)和經(jīng)典梗——《奇葩說》甚至“提醒”觀眾：“40歲以上觀眾，請(qǐng)?jiān)谝幻?0后的陪同下觀看本節(jié)目。”

Online shows attach great importance to the needs of their viewers. Tencent’s survey-answering reality show Are You Normal (《你正常嗎》) challenges its guests to match their responses with the majority of those gleaned from internet respondents’.

網(wǎng)絡(luò)節(jié)目十分重視觀眾需求。騰訊的調(diào)查真人秀節(jié)目《你正常嗎》就邀請(qǐng)嘉賓們對(duì)大部分網(wǎng)友的調(diào)查意見進(jìn)行競(jìng)猜。

However, the success of online variety shows is still largely due to the celebrity hosts and guests. Like their *counterparts on TV screens, many online programs count on successful foreign models. Go! Fridge, for example, is based on South Korean variety show Please Take Care of My Fridge which sees guests bring in the contents of their refrigerators which chefs use to cook up a storm for viewers.

然而，網(wǎng)絡(luò)綜藝節(jié)目的成功，很大程度上仍歸功于明星主持和嘉賓陣容。就像電視節(jié)目一樣，許多網(wǎng)絡(luò)節(jié)目也效仿國(guó)外熱播節(jié)目。例如，《拜托了冰箱》便引進(jìn)自韓國(guó)同名綜藝節(jié)目。在韓國(guó)版《拜托了冰箱》中，嘉賓們帶來自家冰箱中的食材，并由大廚為觀眾們烹飪出一道道美食。

“Besides more adult-oriented lines and trendy packaging, faster editing pace and basic interactive functions like *danmaku, web shows are actually no different than TV shows,” Peng Kan, director of research and consulting department of Legend Media told Media & Entertainment Industry Reporter.

“除了更加成人化的臺(tái)詞、潮流的包裝、更快的剪輯速度以及彈幕等基礎(chǔ)互動(dòng)功能，網(wǎng)絡(luò)節(jié)目和電視節(jié)目實(shí)際上沒有區(qū)別，”樂正傳媒研發(fā)與咨詢總監(jiān)彭侃在接受《綜藝報(bào)》采訪時(shí)表示。

“The existing online shows haven’t *maximized the advantage of internet. Real *interaction should be based on live streaming,” Peng said.

“如今的網(wǎng)絡(luò)節(jié)目仍未能將互聯(lián)網(wǎng)的優(yōu)勢(shì)最大化。真正的互動(dòng)應(yīng)當(dāng)基于實(shí)時(shí)直播，”彭侃評(píng)論道。