Text | Eye entertainment
The variety show also has its own story of "Oriental Selection and Dong Yuhui".
01
As iQIYI's biggest variety show dark horse in the past two years, the second season of "Let's Farm the Land" was sprayed on the hot search by fans just after it was completed. As of today, 1 million fans have been lost in three days, no more, no less, and half of them.
The main reason is that as soon as the second season was completed, the official blog released information on the recruitment of newcomers. The job requirements include scientific and intelligent research and diversified agricultural management techniques, and the male is required to be aged 18-30 years, but it is not mentioned whether the recruiter is in front of the scenes or behind the scenes.
Through various clues in the show, fans decided that the show would make a big change for the original members "Ten Diligent Days". In the official follow-up "response", this was also not denied.
Fans are very dissatisfied with the fact that in the show "Let's Farm the Land", which was the least favored and the most difficult stage (ten guys were asked to move 30 tons of fertilizer with their bare hands at the beginning of the show), the members of "Ten Diligent Days" did not ask for a penny of notice fees to participate.
And Eye Yujun can also add a point. According to the interview in the first season, when the first ten members took over this variety show, they were told that because they had to grow up with the land, the total filming time would be as long as half a year. What is the concept of time?
It is about eight times the filming time of ordinary variety shows.
And due to the busy farming, there is no time to participate in other performing arts activities. Considering the artist's short career development period, half a year, even for "paste coffee", this kind of bet can be called a luxury.
But now, they made the right bet, the show exploded, and the program team wanted to arrange other newcomers to pick peaches.
It is not difficult to understand the anger of fans.
The fans of "Ten Qintian" have a strong execution, while actively organizing the de-fanning, and constantly updating the official "Drop Fans" report of "Let's Farm the Land"; While running to tell each other, he called on CCTV and Mango to invite the members of "Ten Qintian" to create a new "farming".
I look at this operation a little familiar, isn't it just to transfer assets and leave iQiyi with an "empty shell IP".
And it's really feasible. Because for an IP, the biggest embodiment of its market value is not the fans of the IP.
Fans have all moved to the new variety show "Let's Farm", "Let's Farm" leaves an IP, is it useful?
From the "Oriental Selection and Dong Yuhui" incident to the "Farming Bar and Ten Qintian", we will continue to see some classic scenes:
At the beginning, there was always a mentality of not believing that "without Zhang Butcher, you will eat hairy pigs": this work is here, you don't do it, and some are Palugan. Then he was slapped in the face and blushed with anger, and the green tendons on his forehead bloomed, arguing, "If this is the result, I'd rather there be no such idol in the world" is difficult to understand, what "is all personal choice", what "farming is more important" and so on, which caused everyone to laugh: the Internet was suddenly filled with happy air.
In the end, he was annoyed and angry, and he was eager to refute the fan culture with a white face, and the original words were "not to do data, vote, quarrel, malicious speculation, and encroachment on public resources".
But if I'm not mistaken, the first season of "Let's Farm the Land" doesn't seem to explode immediately after the broadcast, and it is precisely because of the spontaneous second creation of a large number of fans in February last year that the show has gained popularity and word of mouth.
At the end of the first season, the official also released a battle report, and in 2023, the whole network will receive a total of 238 hot searches, and the second creation is the most among all variety shows that year.
Why didn't you think the data was hateful at the time?
By the second season, some viewers complained that there were too many advertisements, "4 ads in 26 minutes", an average of one in 6 minutes.
So where do these ads come from?
In the case of the sluggish advertising market in recent years, the second season of "Let's Farm the Land" has a phenomenon that is the envy of variety shows on the whole network, fans take the initiative to ask for sponsorship under the brand's social media account, and they really let them pull it. Weibo hot search #Fans really brought sponsorship to the farming bar# mentioned that the sponsorship of several brands such as Luyuan, Haoshi Bread, Yujie, and Qingfeng all came from the active communication of fans.
So, why didn't you feel a deep hatred for fan culture at that time?
It has to be said that a mature employer is able to look at problems dialectically.
02
What is strange is that the story of Oriental Selection has only happened for a year, why does "Let's Farm the Land" still make such an "irrational" judgment?
Actually, they can't be blamed for that.
Because both sides look at the problem in completely different ways.
The fan's idea is very simple, we are all rushing to XX, and the platform is simply big.
However, from the perspective of mature capital, a person's personal value is actually "vain" and can be replaced. For example, a live broadcast account or some variety shows, will it really have a great impact if someone else comes?
In most cases, no.
Users pay more attention to low prices when placing orders, and the audience watches programs more depending on the content, and the quality of program data depends more on the video platform with traffic allocation rights.
Therefore, in their eyes, compared with individuals, the supply chain system that determines the low price, the team that produces high-quality content stably, and the platform relationship that determines the exposure of the program are qualified to be examined.
Countless Internet celebrities are short-lived, but the case of MCN companies standing tall also proves this.
And from the company's point of view, it is not a wrong decision to reduce the creation of individual head cases and concentrate resources on cultivating the development of program IP.
Because both Internet celebrities and celebrities have great instability, and MCNs or entertainment brokerage companies, their performance is too dependent on individuals, which also leads to the ups and downs of the company's value.
For example, at the beginning of the year, the butterfly next to Wang Yibo flapped its wings, and Lehua's stock plummeted by nearly 80%.
03
But there are a few differences between Oriental Reserve and "Let's Farm the Land".
First of all, neither Oriental Selection nor "Let's Farm the Land" has shown the advantages that its platform brings to the audience, at least not at the level of user perception.
There are not many Oriental Selection, and there are two hot searches for products, one is "price dispute", and the other is "Wang Hai has cracked down on Oriental Selection". It does not have advantages in product selection guarantee and price.
In "Let's Farm the Land", the theme of farming is not impossible to replicate.
After "Let's Farm the Land" became popular, Mango launched "The Boy in the Field" last year, Tencent prepared "Desirable Beans" in March this year, Youku's controversial "Island Boy", and even Lehua is preparing to do the "Women's Group Pig" program "People are not afraid of being famous, pigs are not afraid of being strong".
Are these program teams necessarily worse than iQiyi? I'm afraid not.
I think the overturning of the two incidents is more reflected in the fact that the decision-makers did not think clearly about where the core values of users are.
Since the price of Dongfang Zhenxuan's goods is expensive, and there are cases of overturning in the selection, everyone is going for the emotional value provided by Mr. Dong.
Since, the director of "Let's Farm the Land" and the person in charge of iQiyi also felt that the theme of "Farming" had a high probability of no traffic and was a risky project, but the show became popular again, so fans naturally went to like the members of the show.
Moreover, variety shows are different from other film and television works, and the participating members themselves are part of the content. If the show itself is replicable, then the members are the core asset.
One of the best examples is that under the once national-level variety shows such as "Running Man" and "Extreme Challenge", there will always be viewers who say "it was the best when XXX was there".
Finally, let's talk about the "farming is more important" mentioned in the official blog's response.
Eye Yujun personally does not doubt the director's original intention, after all, before "Ten Diligent Days" did not participate, it was the director who single-handedly contributed to the birth of such a variety show.
The director thinks that farming is the core.
But judging from the results, farming is only a way, and the core is actually cultivation.
"Land does not deceive people", which effectively solves the "crisis of trust between users and cultivation" faced by Times Fengjun.
Because this is a land selection. Compared with the draft, it follows the principle of "one point of hard work, one point of harvest", and whether my brother can do it or not is all in the soil.
This is also the reason why Lehua, who can't beat the eight poles, wants to send a girl group to do a pig variety show.
Although the content that the audience currently likes deviates from the expectations of the program team, what does it matter?
Letting fans see what they love doesn't diminish the weight of land in the show.
To borrow a phrase from the director's response
"It's more important to let more people see farming!"