The hot-blooded competitive survival reality show "I Can 47" ended recently, and the show was on the hot search on Weibo many times during the broadcast of Tencent**, with a Douban score of 76 points;iQIYI's "Unstoppable" gathered hundreds of physical fitness talents, and after the 100-person qualifying competition, it recently opened the knockout round, attracting the attention of a large number of netizens;"Oops Good Body", jointly produced by Mango TV and Migu**, will be launched in 2023, and the theme will change from the previous "** fitness" to "physical confrontation". In addition, the actor's growth and cultivation reality show "Who Comes" and the love variety show "The Battle of Love" also integrate elements related to physical competition into the show.
Recently, a number of physical fitness variety shows have stood out and become a new outlet in the variety show market.
Regain market confidence
Physical variety shows are not new. In 1993, "Five Minutes of Bodybuilding" broadcast on ** TV station was regarded as the earliest fitness variety show. In 1998, CCTV introduced the program model from France to launch "Between Cities", which uses sports games suitable for modern public participation as the carrier to realize the multi-level exchange of culture and sports. The satellite TV platform has also launched a series of physical variety shows focusing on different directions, for example, Jiangsu Satellite TV's "Star Diving Cube", "Extreme Warrior", "Extraordinary Partner", Zhejiang Satellite TV's "Chase Me", Beijing Satellite TV's "Cross-border Ice and Snow King", and Anhui Satellite TV's "Boys and Girls Rush Forward", etc. Later, with the popularity of star challenge variety shows such as "Let's Run" and "Extreme Challenge", amateur fitness competition variety shows gradually declined.
Peng Kan, a research expert in the film and television industry, said that due to the changing tastes of the audience, physical variety shows have experienced cyclical ups and downs in the market, and they have also continued to show new characteristics with the development of the market. "Physical fitness variety shows focus on sports and challenges, and use documentary shooting techniques to render the tense competitive atmosphere. In the past, most of these kinds of programs invited celebrities to participate, but these new programs focused on exploring the field of amateur reality shows and began to move closer to professional, competitive and other elements. Peng Kan believes that the recent resurgence of domestic physical fitness variety shows is not unrelated to the popularity of overseas such programs, "In 2023, after the broadcast of programs such as "The Peak of Physical Fitness: 100 People Challenge" and "The Call of the Siren: Fire Island Survival Battle" will set off a trend of physical variety shows around the world, and it will also make domestic platforms and advertisers regain confidence in such programs. ”
I Can 47" director Yan Min once said that his team wanted to create a physical competition variety show many years ago, but due to difficulties in attracting investment and lack of interest from advertisers, it has not been realized. The successful broadcast of overseas physical fitness variety shows has brought opportunities to the Chinese market and stimulated the attention of the outside world to this type of program.
Internet analyst Ding Daoshi believes that in addition to entertainment functions, physical variety shows can also allow the audience to release pressure and get incentives in a positive atmosphere. "Nowadays, the pace of urban life is fast, and more and more young people are beginning to pay attention to health issues, and new lifestyles such as fitness and bodybuilding are welcomed by young people. The spirit of sports competition throughout the physical fitness variety show can inspire the audience, so that everyone can feel the spiritual strength and strong belief of hard work. In addition, these programs are integrated into interactive sessions to engage the audience and gain relevant knowledge about fitness and athletics. ”
Platforms are competing to enter the game
The long** platform is the vanguard of this physical fitness trend, and Mango TV, Tencent**, and iQiyi have recently launched three physical competition variety shows: "Oh, Good Figure", "I Can 47", and "Unstoppable". In terms of guest selection, the three programs all adopt the "crowd tactics", and through open recruitment and targeted selection, athletes from all walks of life, including professional athletes, retired soldiers, fitness bloggers, models, dancers, etc., are called to participate in the program. In terms of content form, the three programs have their own emphasis. "I Can 47" focuses on group portrait portrayal, which not only tests the physical fitness of the players, but also competes in strategy, will and other comprehensive strength;Each level of "Unstoppable" is highly competitive and can fully reflect the physical state of each player;"Oops Good Body" launched the "It Takes Two" mode, competing in teams between the sexes.
Migu** has also been deeply involved in physical variety shows for many years, and has collaborated with Liu Genghong to develop the "Good Figure" series, and launched programs such as "Follow the Champion to Skiing" and "Athlete Alliance". Television stations are also targeting this outlet. At the recently held 2024 Dragon TV Blockbuster TV Open Conference, Dragon TV announced that it would launch a purely female inspirational challenge program "Fight!".Roses", and "Champions vs. Champions 3" will focus on the Paris Olympics and show the style of champions. Jiangsu Satellite TV also recently officially announced that it will launch the survival competition reality show "Who is the 1%" and the new comprehensive "Tianxing Gym".
The potential is yet to be tapped
Peng Kan said that compared with **, comedy and other programs, the audience of physical fitness variety shows is relatively narrow. He suggested that while pursuing competitive challenges, physical fitness variety shows should continue to expand their audience and strive to provide diversified highlights to meet the needs of different audiences. At the same time, program producers need to find a balance between professionalism and entertainment, and flexibly adjust the subject matter and format to improve the attractiveness of the program. "Judging from the current market feedback, the creative boom of physical variety shows may continue, but it is difficult to create a phenomenal hit. ”
Ding Daoshi believes that on the whole, the layout of various platforms in the physical fitness track is currently in the testing stage, and several programs that have been broadcast do not seem to meet expectations in terms of discussion or out of the circle, and the audience is limited. "There are still problems such as lack of innovation in domestic physical variety shows, the scenes and competition systems are similar, and the audience is prone to aesthetic fatigue. He said that how long the physical boom can last depends on the feedback of the audience. In addition to continuously tapping the potential of such themes, it may be possible to integrate the "physical fitness" element into other types of variety shows from the needs of various verticals and different audiences.
*: Douban, etc.
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