#7 The Capable Deserve the Job

I talked about some television variety show might have some negative social influence to audience especially to youth audiences, also, some of comments talked about there are too many imported shows in Chinese variety show marketplace rather than the original ones. From my perspective, I do not think vulgar topics would become the standard of Chinese variety shows, except for some police regulation, the ones got more meaningful content is getting more and more popular to audiences. The imported variety shows are in higher quality and attracted more audiences is the situation of Chinese variety show, and also the biggest problem in original producers. I believe this is a learning process, and there will be some excellent variety shows in Chinese marketplace sooner or latter.

This article will introduce a positive meaningful, and most importantly, Chinese original variety show: The Capable Deserve the Job.

entertainment show The Capable Deserve the Job

Logo of The Capable Deserve the Job, image courtesy to zhilaizhiwang.tv

It’s a reality show lunched by Jiangsu TV station and Chinese Education TV station, which aimed to provide job opportunities, and also various opinions about jobs for job hunters. This show started air in 2010 and got an increasingly rate of view since it lunched.

As the first job-hunting variety show in China, The Capable Deserve the Job’s success not only was because it was needed by the society, but also need to thanks to its well produce design and market plan.

  • job-hunter

    Host and job-hunter, image courtesy to zhilaizhiwang.tv

    Job hunters: While there are increasingly talents in Chinese marketplace, job hunters are hunger for tips to standing out and get the right position in their career. The topics about job are even hotter in college students and young employees. The Capable Deserve the Job is such a platform for job hunters and audiences to see the important aspect in the job-hunting process.

Five job hunters were showed to the interviewers in each show time, some of them are over arrogant and some of them are over humble. At the same time, the entertainment elements and professional topics about them are also provided by the show. With the discussion of different topics about education background, age, majors and so on, The Capable Deserve the Job triggered its audiences to reflect their thoughts and views about such hot topics.

  • Interviewers: Although only 18 interviewers were on the stage of the show, they
    Mo Chen

    Mo Chen, Chief public relations officer of P&G China, image courtesy to zhilaizhiwang.tv

    represented various fields such as Sales, Human Resource, Planning, Design. They ask sharp questions, and also provide their perspective to the audiences. One of the biggest feature is these interviewers would simulate the interview process and be the interviewee, and explain the key points need to be thought in this job hunting process. It attracted a lot of audiences who are facing or will facing such challenges.

  • Mr. Job: Except the two basic elements: interviewee and interviewer, the show also equipped with a role as analyst, who provide third-party objective directions to the job-hunter. With each issue these job-hunters encountered, they give their suggestions and also encouragement. This role in the show made The Capable Deserve the Job with authority, and the encouragement helped more audiences to understand themselves better in the job-hunting process.

Since The Capable Deserve the Job targeted its audiences to the newly employees and college students, it set corresponding communication strategies to reach them.

At the beginning of the show, all subway lines are full of the preview video of The Capable Deserve the Job. Targeted at the highly concentrated place gathered with young newly employees and students, which is a good orientated communication.

campus tour

The Capable Deserve the Job on campus, image courtesy to zhilaizhiwang.tv

Aiming to students, the produce team and the interviewers lunched several students meeting in colleges, shared their tips of job interview. It got a wide spread and a long-term attraction to these students who are also the focus audiences of the show.

Same with all the shows I introduced before, The Capable Deserve the Job also chose social media to reach their audiences. However, what it different with other shows’ communication process is that it did not only post previews or repost comments from authorities. Since its educational and functional feature, this show also integrated and shared a lot of tips for job-hunters. Less intention of publicity but more useful message to audiences made The Capable Deserve the Job once the most influential television show.

The Capable Deserve the Job is very successful to its target audiences, which get simulations after its launch. However, from whether the host, the interviewer or the structure of the show, none of the followers balanced the entertainment function and the educational function as well as The Capable Deserve the Job.

From my perspective, variety shows like The Capable Deserve the Job is featured with the educational and service function, although cannot completely eliminate the entertainment function, it still need to remember it started from the point of serve the job-hunter, and provide more meaningful content to the audiences.

#7 职来职往

上篇文章里面分析到过综艺节目恶俗低俗化发展的需求,我也看到同学们在留言在讨论中国大陆综艺节目引进的太多,原创的太少。那么今天就介绍一个积极向上健康正面的原创综艺节目《职来职往》

entertainment show The Capable Deserve the Job

职来职往logo,图片来源于职来职往官方网站

《职来职往》是由江苏卫视和中国教育电视台共同推出的职场类真人秀节目,为各类求职者提供就业机会,也为观众提供了一个对职场不同思维与视角展示的平台。从2010年登台开始,《职来职往》收视率便节节高升,引起了社会关注。

作为中国首个求职类综艺节目,《职来职往》的成功不仅只是顺应了社会的需要,也离不开其精心策划的原因。

job-hunter

主持人与求职者,图片来源于职来职往官方网站

  • 求职嘉宾:如今中国人才市场逐渐饱和,如何在人群中脱颖而出,掌握求职机会也是准备步入职场的大学生,以及初入职场人员们强烈关心的话题。《职来职往》每期都有五位各具特色的求职者,他们通过自己求职的过程展示出了很多社会中的热点话题,例如有人狂妄自大,也有人过分谦卑。这些娱乐性与专业性并存的话题不仅向电视机后无数正在关注求职信息的观众展示了各种学历,背景,年龄,专业等求职经验,也通过对节目话题的讨论,为观众带来了跟多关于求职各方面问题的思考。
Mo Chen

陈默,宝洁公司大中华区品牌公关总监  图片来源于职来职往官方网站

  • 职位资源:节目中对应聘者进行选拔考验的是来自十八个企业的代表,包含销售,行政,人力资源,策划,设计等多个领域。这些面试官对于求职者们一阵见血的犀利点评和独到的观点解读也为正在经历求职的观众们带来了很多思考。综艺节目中对于面试过程的展示也是《职来职往》的一大特色,而面试官对求职者的要求和现场测试也为观众们在综艺娱乐的同时展示给观众,由此吸引了固定的收视群体。
  • 职业分析师:除了求职者和面试官,《职来职往》节目现场还有一位“职业分析师”,从客观的角度寄予求职者正确的指引,也向观众总结分享求职过程中需要注意的方面,使得《职来职往》的更具有职业性的发言权。作为客观的分析者,在舞台上不仅给予求职者心理上的辅导与激励,更能够让更多人看清自身的优势和不足,为更多的人带来求职的方向。

作为一档教育价值大于娱乐意义的节目,《职来职往》的观众主要为新进职场的年轻白领,或者即将进入职场的大学生群体。因此,《职来职往》也采用了相对应的传播方式。

多种媒体:《职来职往》开始播出的第一周,北京地铁线中便覆盖了其预告宣传片,对年轻的上班族进行了很好的定向传播。

campus tour

职来职往校园行 图片来源于职来职往官方网站

随后,节目走进校园的推广也使得高校学生们逐渐成为该节目的主要收视群体。还记得当时李响和节目组一起来到我们学校做宣传的时候,确实在学生中造成了很大的传播力,引发了目标受众的关注。

另外,与之前介绍的每一期节目相同,《职来职往》也有效运用了社交媒体强大的传播力,《职来职往》的微博不仅对节目进行预告和推广,同时也向关注者们传递和求职有关的许多信息。宣传节目的目的性减弱,反而增加了更多对观众有用的信息,使得《职来职往》关注者一度成为电视节目中传播影响力的第一位。

虽说之后也有相同功能的节目出现,但不论从主持人还是面试官以及节目架构,都没有达到《职来职往》对娱乐性和功能性的完美平衡。甚至有的节目还因为对求职者的态度问题,而遭到众多公知的一致抵制。

我认为类似《职来职往》这种以功能性教育性为主的综艺节目,虽然不能完全脱离娱乐的功能,但是也仍然定位于服务求职者的角色,为观众提供更多具有教育意义和社会意义的内容。

#6 Kang Xi Coming

Kang Xi Coming is a show aired in Taiwan since January 5th, 2004. The two hosts of this show, Kangyong Cai and Xidi Xu are one of the reasons it went popular, and the name of the show is also made up from their names.

Compared with X-change, which devote to discovery the teenagers psychological issue, and The Voice of China, which seek the best singers from all over the country, Kang Xi stands for the postmodern style of variety shows, which aimed to “see everything from entertainment point”. It provided purely entertainment, funny and time killing function to its audiences, and that is also the reason of its success.

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From my perspective, the main reason of its success was it recognized the entertainment needs of its audiences. So, from the hosts and guests, from the content to the production, it stands for relax and entertainment.2

It seems simply to be purely entertainment, but it still need to keep the whole show in the right position with the rapid development of the social environment. Although Kang Xi got a high recognition and rate of view, there are still lots of concerns about the future of Kang Xi. However, some other people claims that life is hard enough, why can’t we have some purely entertainment instead of everything meaningful.3

I hope this show could figure out the right way to do its innovation, remove the inappropriate parts, then I think purely entertainment is just fine for our tough lives.

#5 The Voice of China

Hunan TV station has owned its leading position in the marketplace of Chinese variety shows. All shows I introduced in my former blogs are from Hunan TV station. However, while the variety shows are getting increasingly attention, other TV stations are all launching their representative shows. The Voice of China is a singing talent show launched by Zhejiang TV station.

image courtesy to zjws.com

image courtesy to zjws.com

Like Daddy, Where Are We Going? and I Am A Singer, The Voice of China is also imported from oversea. Zhejiang TV station brought the copyright from Holland, and invited four famous musicians as mentors, which made this show national famous.

As a fact, 30 years ago, this kind of singing talent show appeared as National Young Singer TV Grand Prix. At that time, the basic goal was just to select excellent singers for China. However, since 2004 Hunan TV station launched the show of Super Girl, talent show was stated to transform into entertainment shows, and the main goal was to increase the rate of view. Hence, the show 30 years ago was showed for select, and the shows launched today were selected for show.

Super Girls, image courtesy to hunantv.com

Super Girls, image courtesy to hunantv.com

Since the Super Girl, talent shows set off a huge fashion in China. A lot of shows took place one after one. After almost ten years, audiences began to feel tired about these numerous talent shows. What’s more, various types of entertainment shows also came up, which declined the hot atmosphere of talent shows. However, The Voice of China still got a success in the rate of view at such environment. Let’s see why:

First of all, I believe the format of the show was interesting and attractive at the first place.

  • Rules: I think that is the biggest difference and highlight that The Voice of China compared to other talent shows. Mentors of this talent show cannot see singers at the very beginning that they were back to the stage. The only criterion of their choice was the voice of the singer. When the mentors feel impressed by the voice, they turn around to express their acceptance. While more than one chair turned around, the right of choice went to the singer. While the most unique feature in this show was the judges are mentor as well, they not only commented on the singing, but also helped the singers to improve themselves by off-screen teaching, and lead them to find the right way to their music careers. All of these unique contest rules made it attractive to audiences.
  • Singers: unlike other talent shows spend a long time on auditions national wide, The Voice of China escaped this process on television but processed off-screen. Four months before the show started, the production team find these singers national wide by various methods, and finally selected 160 of them to stand on the stage. After several steps of selected, these distinctive and featured singers showed audiences their good voice, and fought for the title of “Good Voice”. The show focused more on the process of selecting the good singer rather than packaging and speculation, which also found to be attractive to audiences.

    Mentors of The Voice of China, image courtesy to zjws.com

    Mentors of The Voice of China, image courtesy to zjws.com

  • Mentors: These four musicians were basically stood for the most famous and authoritative musicians in China. Their joining was another attractive point to audiences that The Voice of China was a professional contest with professional mentors. At the same time, this show also provided opportunities for the audiences to see the personality of these mentors. Through the sincerely comments and interactions from the mentors, more audiences could feel the truthfulness of this show.
  • Host: For talent shows, or all kinds of variety shows, the role of host is very important, even effected the development of the show. However in The Voice of China, while the main focus was on seeking the good voice, the host part was eliminated until half of the show. A video that introduced the background of singers, and the interactions between mentors and singers replaced the host. This is a brave but successful try among all kinds of variety shows.

Secondly, besides the innovations of the show, the production team also paid high attention to the communication strategy.

  • Social media: It seems has become the most important method of variety shows marketing. The cooperation with a lot of video sites enhanced the rate of view of The Voice of China.
  • Follow up communication: Another show named After The Voice of China launched in a video site right after the main show. It was hosted by one of the mentors and introduced more background information about singers. This combination engaged more comments, reposts, and shares online.
  • Off-line communication: Besides the online communication, The Voice of China also launched several opening meetings in several big cities like Beijing, Shanghai, and Hangzhou. Compared to those shows just rely on on-line communication, it build a more firm relationship with its audiences.

From my perspective, innovation was one of the most important weapons for a variety show to success. Compared to excessive packaging and speculation, showing the real interesting content is more important. Also, don’t forget the importance of face-to-face communication. Although the width of spread needs Internet, the direct communication was irreplaceable.

#5 中国好声音

中国综艺节目市场中,湖南卫视的领先地位已经不言而喻,在之前几篇文章中介绍的热播节目均来自于湖南卫视。在综艺节目逐渐盛行的今天,其他省级卫视也开始相继出招。《中国好声音》便是由浙江卫视推出的一档强劲的选秀综艺节目。

the voice of china

图片来自于 zjws.com

《爸爸去哪儿》,《我是歌手》一样,《中国好声音》也是由海外引进的一档节目。浙江卫视从荷兰引进节目《The Voice》的版权,并邀请了四位知名的中国音乐人做为导师,使得这个节目在全国范围内迅速蹿红。

其实早在三十多年前,中国音乐类型的选秀节目就以《全国青年歌手电视大奖赛》的形式出现了。然而那时的选秀主要目的仍是为中国音乐事业选拔专业的青年歌手,比起现在的选秀节目,更倾向于专业比赛多了电视播出的展示平台。然而,自2004年湖南卫视推出的《超级女声》节目以来,选秀节目开始向娱乐化发展,节目的目的也开始向提高收视率转换。要说之前的选秀是“为选而秀”那么现在的节目便已经发展为“为秀而选”。

super girls

2005届快乐女声 图片来自于 hunantv.com

从《超级女声》的转变开始,选秀节目在中国大陆掀起了一阵收视狂潮,也引来了各个电视台的跟风模仿。将近十年的过程中,观众们对于选秀节目的泛滥开始逐渐感到疲惫,与此同时,多样化的各类综艺节目也使得观众对于选秀热情的消退。然而这时,浙江卫视推出的《中国好声音》为什么又能再次脱颖而出夺得较高的收视率呢?下面我们就来分析一下其中的原因。

首先,浙江卫视斥巨资引进的《The Voice》节目本身就有很大的亮点。

  • 规则:我认为这是《中国好声音》相较其他选秀节目最大的不同点。评委背对着上台的选手进行“盲听”,只凭借歌声这唯一的条件进行判断。多位评委转身时,选择权还会对调到选手手中。评委不仅进行点评,更充当了老师的角色对选手进行辅导。节目后期,四位导师还会邀请各自好友对选手进行进一步的提升,带领他们走上各自音乐的道路,等等。这些独树一帜的比赛规则就已经成为吸引观众收看的重要原因。
  • 选手:与之前观众所了解的选秀节目不同,《中国好声音》采取主动寻找选手的策略进行海选。在节目正式开始前,节目组用了四个月的时间采取各种方式在全国范围内搜寻好声音,并从中挑选了来到舞台与观众见面的160位选手。经过层层筛选,这些各具特色,风格各异的选手们通过向观众展示他们吸引人的好嗓音而争夺“中国好声音”的称号。节目对于好声音的核心追求淡化了许多节目会采用的包装以及炒作,使得观众们对于好声音的关注更加集中。
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    好声音导师 图片来自于zjws.com

    导师:首先这四位音乐人充当导师的消息便可以引起观众们足够的重视。过去音乐选秀节目的评委们水平参差不齐,这四位音乐人却是能够得到观众认可的专业音乐人,评委的水平便为这个节目带来了足够的看点。另外,在这个节目中,四位知名的音乐人不仅需要对选手的歌声给予评价,在二者相互选择组成团队之后,更需要以老师的身份对选手的不足之处给予教学执导。这是其他的节目并没有采取过的独特环节。并且,四位导师真诚温暖,与选手们的音乐专业上以及情感上的互动,也可以让更多观众看到《中国好声音》节目的真实和真诚。

  • 主持人:对于选秀节目,甚至所有综艺节目来说,主持人的角色是必不可少的一部分,甚至影响到一个节目的生存。然而在《中国好声音》节目中,“声音”作为节目的核心诉求,一切便围绕着好声音的寻找而展开,甚至在整个节目的前半部分完全省略了主持人的角色。视频短片对于选手的信息介绍以及导师与选手之间的互动,使得主持人这一角色在以“歌声”为主题的舞台上逐渐淡去,而让观众更加关注于选手的表现以及评委的选择。这是《中国好声音》一步大胆的创新,但也取得了巨大的成功。

其次,除了节目本身的亮点之外,《中国好声音》团队也并没有忽略对节目营销的全方位尝试。

  • 新媒体的运用:这一点基本已经成为所有节目宣传的统一点,《中国好声音》也是如此。与多家视频网站的合作使得《中国好声音》在非即使播出时段也取得了很高的点击收视率以及话题讨论。同时微博上的热门话题和官方互动也更拉近了节目和观众之间的距离。
  • 后续节目的传播:不仅如此,《中国好声音》还通过与视频网站的合作,成功推出了其后续节目《中国好声音后传》。这档由导师之一杨坤主持的访谈类型节目在比赛节目之后紧接着和观众见面,通过对选手们音乐之外话题的访问,和《中国好声音》形成了串联。通过观众在网站上的评论,转发以及分享,更进一步促进了节目的宣传。
  • 线下互补:除了单纯在网站上进行传播,《中国好声音》也在各大城市举办了见面会等活动。与很多节目只是单纯在网络传播相比,对观众进行全方位的宣传策略,更加提升了节目的收视率。

个人认为,在各种选秀节目使人眼花缭乱的今天,节目形式的创新是致胜的唯一法宝。如何以新颖的形式吸引更多已经产生疲态的观众,已经取代各种炒作和包装,成为更重要的一点。另外,新媒体的快速发展也很容易让我们忘记真实接触的重要性,也许在传播的过程中达不到网络传播的广度,但却可以为观众带来更加深刻的印象和记忆。

#4 X-Change

Similar to Happy Camp, Daddy, Where Are We Going?, and I Am A Singer, X-change is also a show produced by Hunan TV station. It is the first reality show themed about switching lives in China. However, compared with the other entertainment shows, X-change focused more on its educational theme.

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Photo Courtesy to Hunantv.com

By integrating the most recent problems among Chinese teenagers, and featuring typical teenagers as participant, this reality show recorded the mental changes during their seven days of exchanged lives. Although the amount of audiences is less than the previous shows, it leaves a deeper impression with emotional moments.

Thumb ups:

  • Showing true life: During the seven days of exchanged life, the production team of X-change (the same team as Daddy, Where Are We Going?) made it real with 24 hours of filming. While the show was in its original version with little editing, it got a big welcome that some audiences called it a documentary show. It basically provided real emotions to its audiences: the city boy became reluctant when he saw the environment in rural area, and the country boy was surprised by the luxury of life in the city. More importantly, it shows how the troubled teenager became awareness of his inappropriate behavior after he experienced the hard life, which provided the educational feature to the show. It let the city boy learn to cherish what he had in life, and also let the country boy learn that the world is so pretty and worth to fighting for.

    country kids

    Photo Courtesy to Hunantv.com

  • Viewpoints from the audiences: Different from most of the shows featuring celebrities, X-change tells stories of citizens. Although it didn’t get the same amount of audience from the celebrity effect, it could resonate with any family that are having, had or will have such teenager issues. Even without the success of a large audience, it achieved its own success by created a firm relationship with the loyal viewers.
  • Learning and innovation: The exchange model adopted by X-change came from a Fox reality show: Trading Spouses: Meet Your New Mommy. However, the trading spouses model would definitely have failed in a conventional Chinese environment. So X-change revised the idea and transferred the theme into teenager issue, which also showed its social value.

Thumb downs:

kids

Photo Courtesy to Hunantv.com

While the show is more educational to the city boy, who felt guilt and tried to make some change, there are a lot of audiences wondering if the show would be harmful to the country teenager. It was obvious to see in the show that these country teenagers felt self-abasement when they saw the luxury life in the city. Also, more audiences are concerned about the negative impact to these teenagers when they went back to the country from the temporary luxury life. Even though the foundation is trying to help, this omission is still a challenge to the X-change.

#4 变形计

与之前介绍的《快乐大本营》《爸爸去哪儿》《我是歌手》一样,《变形计》也是由湖南卫视推出的一档电视综艺节目。不同的是比起娱乐性它更是一档具有教育意义的节目,并且《变形计》是中国第一档生活互换类的真人秀。

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图片来源于金鹰网

这档节目通过结合当下中国青少年中存在的各种突出问题,寻找典型人物并安排他们互换体验人生。通过七天双方角色的互换,全程直观的记录青少年心理状态的改变。虽然《变形计》的观众范围比起之前介绍的几个节目小了很多,但是它却能给观众留下更加深刻的印象及影响。

成功要素

  • 还原真实:在七天的交换过程中,节目组全程进行24小时的跟拍。但是粗加剪辑后“原生态”播出也是该节目的一大看点,也有很多观众评论《变形计》是纪录片式的真人秀节目。它最大程度还原城市叛逆青年到了农村后的不接受和不适应,也完全展示了农村孩子到城市后对都市繁华的陌生以及奢华生活的讶异。最重要的是它也直观展示了问题少年对自己错误行为的认知过程,这也赋予了《变形计》节目独特的教育使命。它使得城里的问题少年认识到自己的生活是多么值得珍惜,也使得农村的孩子认识到这个世界是多么值得自己去奋斗和改变。

    图片来源于金鹰网

  • 大众视角:与多数综艺节目不同,《变形计》讲述的是彻头彻尾的平民生活。虽说无法通过明星效应吸引更多的粉丝受众,但由于它所讲述的每个家庭都能产生共鸣的青少年心里问题,因此即便观众并没有夸张的数量,但却能与观众产生深切的情感上的联系。
  • 学习与创新:互换式电视真人秀的创意来源于美国《交换配偶》,但是却摒弃了在中国绝对行不通的“换夫”“换妻”模式,改为因关注青少年心理问题而互换的人生,这一概念不但能够迎合中国观众的心理,也能通过与“留守儿童”“网瘾少年”等热门话题的连接创造更多社会价值。

争议:

《变形计》节目播出后,因其青少年互换的主题定位引起了很多家长的共鸣,但也引发了很大的争议。

节目更倾向于向观众展示具有教育意义的内容,而忽略了平等性。城市来的问题少年在经过了交换之后,内心表现出的愧疚与改变是《变形计》节目中最常见的一面,通过青少年内心的改变向观众展示互换式生活体验的价值。然而,更多观众担心的是来自农村孩子内心的转变过程。

kids

图片来源于金鹰网

节目真实播出了农村贫困家庭来的孩子面对都市浮华生活时内心的自卑感,还有许多观众们认为对于这些孩子来说,短暂的尝试奢华的生活带给他们的只有负面的影响,使他们难以再次接受贫困生活的现状。虽然有了基金会的大力帮助,但这仍是《变形计》节目不可忽视的问题之一。