Popularity of Online Variety Shows in China Will Continue to Grow, Say Industry Experts
The forum attracted the country\'s major show producers.
Internet-based reality and variety shows will continue to flourish in China with more originality and diverse formats, insiders told a forum yesterday at the ongoing 2016 Shanghai International Film and TV Festival.
The forum, titled "A New Variety Show Ecology in the E-era," attracted the country\'s major show producers who consider 2016 a big year for variety and reality programs.
More investment will be made in talent and technical products, the expert attendees said.
The popularity of Internet-based variety shows has changed the market recently and there is also a gradual rise in the reverse supply of programs from video websites back to TV.
The forum revealed that around 58 percent of the total number of video-sharing website users in China watch online variety shows. Most of them are young people aged under 30.
Zheng Wei, an official with iQIYI, attributed the rising popularity of Internet-based variety shows to their interactivity and flexibility.
"But they will also pose new challenges to us," said Zheng."We have to present more creative and interesting products to cater for the changeable and capricious taste, and fast-paced life style, of the young generation."
Tina Ma, general manager of Tencent Video\'s variety division, said the difference between watching traditional TV variety shows and online variety shows is that audiences care more about the fun experience of participation. They hope to be part of the show.
Tencent Video recently announced the establishment of a 1 billion yuan fund to develop original content and support young and talented producers of online variety shows.
Nine online variety shows, ranging from fashion and music to family and food, will be presented throughout this year on Tencent Video.
A highlight will be "Let Me Go, Baby," in which heartthrobs will team up with cute kids to take on a series of game challenges.
Tang Hao, deputy general manager of Shanghai Motion Magic Digital Entertainment, said emerging VR (virtual reality) technology is also expected to be applied in the production and broadcasting of online shows and instigate a future new era of entertainment.