20 love piles to outline "love", are you "heart -hearted"?｜ Cultural observation

Cover news reporter Chen Ying

From the mother's single, mature men and women to breakup and healing, divorce and reconciliation, from watching star fancy love to "amateur love+observer" model, and variety shows with the theme of "marriage love" are ushered in the outbreak of the entire line.

"Late Lovers", "Twenty -year -old 20 -year -old 2", "Signal 5", "The Summer of Meet", "Meet Friends", "I want to see you" ... According to incomplete statistics, it has been broadcast, positive, and to be broadcast in 2022 Nearly 20 love programs.

At the same time, more than ten colleges and universities across the country have been independently planned and produced in the school version of love variety shows. Many heated discussions were rushed by the audience.

Among the many types of variety shows, why are the platforms and the audience so fascinated by love, and what are the other thing that is worthy of our thoughts?

Picture network

New magic weapon for cure- "新 sugar"

Around 2014, domestic love -related variety shows still stayed in the star love reality show represented by "If Love" and "We Marry", but with the scriptization output and lack of authenticity, the heat declined year by year.

In 2018, Tencent Video purchased the copyright of the Korean version of "Heart Signal" to launch the love social reasoning network "The first season of the signal of the heart", the cumulative playback volume of 1.02 billion, the Douban 3.7W+ human score 7.0, officially opened the domestic love comprehensive competition The prelude.

Since then, platforms such as iQiyi, Youku, and Mango TV have also launched programs such as "Like You and Me", "Let's Love", "Love Dream Space" and other programs. Segmentation, continuously expanding the dimension of love.

"Eat more sugar, but you can not only taste the sweetness of love in love, but you do n’t need to grow love of love." The golden sentences in the talk show 5 may allow us to see some of the popularity of the show.

After watching the love of celebrity performances, ordinary people want to see the same amateur love as their own. Such a "love replacement" is their short escape from increasing anxiety and fatigue. "Sugar" just need to be an individual enjoyment of beautiful love.

In addition, many viewers watch such programs to learn it as a "love guide". If men and women get along with each other, how to confess to their favorite objects, and guidance through similar behaviors to guess the actual objects, use others to guide them. Your own practice.

Multi -party "conspiracy" -win -win

"Marriage content" has always been the key expansion track of Chinese variety shows. Throughout the major platforms' investment and innovation in love in recent years, the reason behind it is not difficult to understand: there are capitals with ratings, and discussions are hot.

Most of these programs are young women. As a huge consumer group, the purchasing power and activity are evident.

The guests participating in the show also found a new way to become popular through the program effect. Many of the guests of amateur guests became head net reds after the show, and there were countless fans. The appearance fee was rising.

According to media reports, the strange CP from "Signal 2" is called the Lianye ceiling. Yang Kaiwen's business single price can reach more than 100,000.

In addition, brands such as fast -moving consumer, cosmetics, cars, and mobile phones also love to make love, because the implantation space is quite large, and the user stickiness and fit are very fit.

Rich and diverse forms of advertising, coupled with the cost of making 10 million -level+production costs of star variety shows, the variety model of amateur guests has controlled production costs and greatly improved cost -effectiveness.

As a result, the platform, merchants, production and other parties have influx and respected, and "conspiracy" has spawned the current boom.

Love comprehensive program poster

Behind the tie is the beginning -Tao Sand

Although the popularity of love in recent years has become more and more intense, the reputation of many programs has begun to decline. Humanization, amateur CP frequently "collapsed", malicious editing caused misunderstandings, etc. Satisfaction was repeatedly pulled down.

"If a track becomes the Red Sea, the number of similar subjects increases. Only TOP1 and TOP2 can be truly influential, and there will be no TOP3. What must be left must be better content and innovative output. "

Li Xiao, senior director of Tianma Working Room of Tencent's online video program content production department, felt that behind the "prosperity" was the beginning of the big waves.

"In the post -epidemic era, sugar is the rigid demand of modern people, but how to keep this sugar continuously fresh and delicious, and how to rejoice with the audience is the heavy head that we need to think."

综艺制作人王萧表示，高校自制恋爱综艺的兴起，或将带来新的启示和挑战，“他们没有精致的妆发造型，没有成套的华丽外包，却让观众看到久违的朴实真切，恋Comprehensive evolution should include deeper social expression and real -life mapping. "

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