"Analysis of Qi Pa Shuo Program" (1)
On November 29, 2014, "Qi Pa Shuo" was officially launched on the iQiyi video website, and the program exceeded one million in 24 hours of broadcasting Click, as of December 31, 2015, the program has accumulated 890 million views and 2.1 billion Weibo topic discussions, repeatedly setting records for self-produced online programs.
1. Selection of program themes
1) Selection of themes: "Qi Pa Shuo" is a self-produced online variety show, and the debate topics of the program have a clear direction. These debate topics are often reflections and discussions on the current actual situation, and are the result of big data statistical analysis through social platforms such as Weibo, WeChat, Zhihu, and Tieba. These debate topics involve four aspects: emotion, work, life and ultimate issues. How to properly combine contestants and debate topics to bring out the best in debaters has become another difficulty in the program. Therefore, the debate topics selected in this program are not very professional, and most of the topics are related to emotions. Whether they are professional debaters or announcers, they can express their own opinions on an issue.
2) Features of material selection
Diversity: The debate topics selected in "Qi Pa Shuo" produced by iQiyi involve many aspects of life, the most involved are emotions and marriage, The second is career and life. For example, "Is a best friend of the opposite sex a lie?", "Should I get divorced if I don't have love?", "Would you choose a bed in a big city or a house in a small city?", "Should a person have a stable job or pursue a dream when he is 30 years old?" etc.
Changeable: First of all, the identities of the program staff are changeable. "Qi Pai Shuo" is different from this kind of current political debate program. The topic confrontation is not a serious debate in the strict sense, but an Internet entertainment style. Personal speech and free discussion. Hosts, guests, and debaters may become targets of attack and attack at any time, and their roles are not static. Then there is the change of language. The slogan of the show is "If you can, just say it", contestants are encouraged to express their whimsical ideas and unique insights. The program team explores the characteristics of the contestants, strengthens and highlights the audio-visual stimulation, and attempts to achieve the effect of "not shocking but endless" on the premise of being reasonable and evidence-based, achieving the dual functions of entertainment and education.
2. The main configuration of "Qi Pa Shuo"
1) Celebrity sitting: Following the trend of group program hosting such as TV programs "Happy Camp" and "Tiantian Brothers", online self-made program hosting It is also very common to form groups, or to host the program in a deformed combination, especially in talk shows.
2) Celebrity hosting is fixed: The first season of the variety talk show "Qi Pa Shuo" was hosted by the famous host Ma Dong who switched from CCTV to iQiyi, and the leaders of both sides of the debate were Two heavyweight celebrities, Gao Xiaosong and Cai Kangyong, were invited. In the second season, Gao Xiaosong's position as leader was taken over by Jin Xing. The huge star effect generated by the interaction of social culture and audience psychology made "Qi Pa Shuo" a hit before it was released. The host and leader are regular participants in "Qi Pa Shuo" and are the image spokespersons of the program. From the audience's recognition to the audience's familiarity, their personal image gradually becomes deeply rooted in the hearts of the people.
3) Specialization of celebrity guests: Both the first and second seasons of "Qi Pa Shuo" invited guests. In the first season, 10 "goddesses" were invited respectively to harmonize the gender ratio of the show. In the second season, due to the addition of Venus, the number of invited guests is no longer limited to women, but the attributes of the guests have not changed. When interviewing Li Jiaji, the director of "Qi Pa Shuo", she said that since it is a talking show, the guests invited must have two attributes. The first is the attribute of "talking", even if the guests in the show It is impossible to hit the nail on the head, but it must be meaningful; the second is the "Internet" attribute, it must be a person active on the Internet, a topical star.