As well as Daddy, Where Are We Going?, I Am A Singer is also a television entertainment show imported from Korea. It stands out from the normal talent shows because it was a competition between famous singers. It shows seven different style singers every Friday with professional musician commentators and real audiences voted, which earned a high audience rate. Purely music topic television shows usually have low ratings in China. As an outstanding show, its success was supported by various reasons.
On the stage:
Image courtesy to Letv.com
I Am A Singer has only the time of seven songs to get its audiences attention, and stimulate their desire to keep watching every week. So I will show my opinion about what elements made this show successful.
- Celebrity Effect: The same as Daddy, Where Are We Going? singers in this show have their own fans to support them. All these singers are different ages (from 10-50), music styles (popular music, rock, world, and so on), which prepared the show with a firm audience background. Meanwhile, the famous singers competing with each other make this process like grassroots singers, and that’s also very attractive to other audiences.
Image courtesy to Sohu.com
- Audiences are the judges: Although it was a competition between professional singers, whether they are going to stay or leave is dependent on the audiences’ vote. I believe that’s another attractive element in I Am A Singer. The program production team public recruits audience members from all over the nation. According to the show, these audiences all have an eye for music. Also, for the fairness of the competition, as singers were in different ages, audiences are divided equally into five groups based on their age as well (10+ to 50+). For those audiences in front of a TV or computer screen, I think that is also a high attraction.
- Professional team: Judges represented public come from all over the nation, but the show was styled with only the most professional team. Before the first season of the show, despite if they are already experts in the entertainment show area, the production team went to Korea to learn more detailed skills to present I Am A Singer. From the first season, this show was equipped with very professional audio devices, conducted live music performance and harmonies. Singers were full of praise for the effect of the scene after their singing experiences. Besides, the production team added professional choreography, lighting and multi-camera shooting teams in the show, which aimed to provide the same feeling to the audiences in the studio and in front of the TV screen.
Off the stage:
Although the perfect performance seems to have give I Am A Singer huge success, the integrated marketing strategy is also important to the show.
- Opinion leader: At the very end of Daddy, Where Are We Going?, I Am A Singer was reached on the show, and it invited the celebrity dads and children to the scene of the new show, I Am A Singer. This successfully transferred the high audiences rates to the new program. Also, before the show aired, the program showed and introduced some fragments to the opinion leaders, so they have a recommendation before the show went public.
Image Courtesy to Haomin Chen, Qilong Wu, Zheng Yu
- Suspense: It is a huge selling point in I Am A Singer. Before the high recommendation before the show, audiences were already curious about what it is. However, the singers were completely confidential to the audiences and even to each other. Besides, every two weeks after a singer was weeded out, a new singer would show up to fill the spot. This weekly show provided audiences a weeklong time to discuss and guess the new participant, and while the discussion is hot, more new audiences would join them to watch the show.
- Multi-media communication: The strength of social media in real time communication is fully known by the production teams of Hunan TV station. The production team of I Am A Singer conducts integrated marketing with various social media and video sites, even including YouTube for international audiences. The team also set topics about the show to stimulate audiences discussing, which even drive the spread of off-line word of mouth. All such elements are supporting the rates of I Am A Singer.
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