網絡真人秀綜藝節目爲何這麼火

This summer, web-only reality shows seem to be stealing the thunder of traditional TV.

今年夏天，網絡真人秀似乎蓋過了傳統電視節目的風頭。

Chinese video websites plan to launch over 90 shows this year covering various formats: talk shows, debate programs, parenting shows, to name but a few.

今年，中國視頻網站計劃推出90檔形式各樣的節目：如脫口秀、辯論、親子秀等等。

The most popular among them include Tencent’s Go! Fridge (《拜託了冰箱》) and iQiyi’s S-style Show (《姐姐好餓》) –*amassing an average of over 10 million clicks every day between them, according to figures from EntGroup Inc.

騰訊出品的《拜託了冰箱》和愛奇藝出品的《姐姐好餓》更是其中的佼佼者——據藝恩公司數據統計，這兩檔節目平均每日累積點擊量達1千萬以上。

Online shows are no longer just the home of new faces and C-list stars.

網絡節目已經不再是新人和三線小明星的專場。

Many renowned TV hosts including He Jiong, Wang Han and Xie Na, have joined in the web revolution.

包括何炅、汪涵、謝娜在內的許多知名主持人，都加入了這場網絡革命。

In the meantime, it appears that some traditional TV shows are losing their *allure.

與此同時，一些傳統電視節目的魅力似乎也在逐漸消失。

The rating of Zhejiang TV’s *flagship singing competition show Sing! China (《中國新歌聲》) has fallen to below 3 recently, which is about half of its highest figure.

近期，浙江衛視的王牌歌唱比賽節目《中國新歌聲》的收視率已跌破3，僅是該節目最高收視率的一半。

A report released earlier this month by China Internet Network Information Center shows that the country has around 700 million internet users.

本月早些時候，由中國互聯網絡信息中心發佈的一份報告顯示，目前中國大約有7億互聯網用戶。

This *monolithic market means that online video sites are being transformed from *supplementary broadcast platforms to original program suppliers.

這一巨大的市場意味着，視頻網站正在由輔助性的播放平臺轉變爲原創節目供應商。

Compared to conventional TV, most web shows cater precisely to the tastes of young audiences, aiming their output mainly at the post-1990s generation – apparently the most vibrant of internet users.

和傳統電視節目相比，大部分網絡節目正對年輕觀衆的胃口，收視的目標人羣多爲90後——顯然是最活躍的互聯網用戶羣體。

Production teams are well versed with online buzzwords and punch lines –U Can U Bibi (《奇葩說》) even warning its watchers: Viewers over 40, please watch our show in the company of a post-1990s person.

製作團隊深諳各種網絡用語和經典梗——《奇葩說》甚至提醒觀衆：40歲以上觀衆，請在一名90後的陪同下觀看本節目。

Online shows attach great importance to the needs of their viewers.

網絡節目十分重視觀衆需求。

Tencent’s survey-answering reality show Are You Normal (《你正常嗎》) challenges its guests to match their responses with the majority of those gleaned from internet respondents’.

騰訊的調查真人秀節目《你正常嗎》就邀請嘉賓們對大部分網友的調查意見進行競猜。

However, the success of online variety shows is still largely due to the celebrity hosts and guests.

然而，網絡綜藝節目的成功，很大程度上仍歸功於明星主持和嘉賓陣容。

Like their *counterparts on TV screens, many online programs count on successful foreign models.

就像電視節目一樣，許多網絡節目也效仿國外熱播節目。

Go! Fridge, for example, is based on South Korean variety show Please Take Care of My Fridge which sees guests bring in the contents of their refrigerators which chefs use to cook up a storm for viewers.

例如，《拜託了冰箱》便引進自韓國同名綜藝節目。在韓國版《拜託了冰箱》中，嘉賓們帶來自家冰箱中的食材，並由大廚爲觀衆們烹飪出一道道美食。

Besides more adult-oriented lines and trendy packaging, faster editing pace and basic interactive functions like *danmaku, web shows are actually no different than TV shows, Peng Kan, director of research and consulting department of Legend Media told Media & Entertainment Industry Reporter.

除了更加成人化的臺詞、潮流的包裝、更快的剪輯速度以及彈幕等基礎互動功能，網絡節目和電視節目實際上沒有區別，樂正傳媒研發與諮詢總監彭侃在接受《綜藝報》採訪時表示。

The existing online shows haven’t *maximized the advantage of internet.

如今的網絡節目仍未能將互聯網的優勢最大化。

Real *interaction should be based on live streaming, Peng said.

真正的互動應當基於實時直播，彭侃評論道。