综艺节目掀起的网络热潮

导读：近期，《拜托了冰箱》、《你正常吗》等一系列网络节目热播，风头甚至有盖过传统电视节目之势，一场网络革命正在悄然掀起。

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

今年夏天，网络真人秀似乎盖过了传统电视节目的风头。

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

今年，中国视频网站计划推出90档形式各样的节目：如脱口秀、辩论、亲子秀等等。腾讯出品的《拜托了冰箱》和爱奇艺出品的《姐姐好饿》更是其中的佼佼者——据艺恩公司数据统计，这两档节目平均每日累积点击量达1千万以上。

Online shows are no longer just the home of new faces and C-list stars. Many renowned TV hosts including He Jiong, Wang Han and Xie Na, have joined in the web revolution.

网络节目已经不再是新人和三线小明星的专场。包括何炅、汪涵、谢娜在内的许多知名主持人，都加入了这场网络革命。

In the meantime, it appears that some traditional TV shows are losing their *allure. The rating of Zhejiang TV’s *flagship singing competition show Sing! China (《中国新歌声》) has fallen to below 3 recently, which is about half of its highest figure.

与此同时，一些传统电视节目的魅力似乎也在逐渐消失。近期，浙江卫视的王牌歌唱比赛节目《中国新歌声》的收视率已跌破3，仅是该节目最高收视率的一半。

A report released earlier this month by China Internet Network Information Center shows that the country has around 700 million internet users. This *monolithic market means that online video sites are being transformed from *supplementary broadcast platforms to original program suppliers.

本月早些时候，由中国互联网络信息中心发布的一份报告显示，目前中国大约有7亿互联网用户。这一巨大的市场意味着，视频网站正在由辅助性的播放平台转变为原创节目供应商。

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

和传统电视节目相比，大部分网络节目正对年轻观众的胃口，收视的目标人群多为90后——显然是最“活跃”的互联网用户群体。制作团队深谙各种网络用语和经典梗——《奇葩说》甚至“提醒”观众：“40岁以上观众，请在一名90后的陪同下观看本节目。”

Online shows attach great importance to the needs of their viewers. Tencent’s survey-answering reality show Are You Normal (《你正常吗》) challenges its guests to match their responses with the majority of those gleaned from internet respondents’.

网络节目十分重视观众需求。腾讯的调查真人秀节目《你正常吗》就邀请嘉宾们对大部分网友的调查意见进行竞猜。

However, the success of online variety shows is still largely due to the celebrity hosts and guests. Like their *counterparts on TV screens, many online programs count on successful foreign models. 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.

然而，网络综艺节目的成功，很大程度上仍归功于明星主持和嘉宾阵容。就像电视节目一样，许多网络节目也效仿国外热播节目。例如，《拜托了冰箱》便引进自韩国同名综艺节目。在韩国版《拜托了冰箱》中，嘉宾们带来自家冰箱中的食材，并由大厨为观众们烹饪出一道道美食。

“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.

“除了更加成人化的台词、潮流的包装、更快的剪辑速度以及弹幕等基础互动功能，网络节目和电视节目实际上没有区别，”乐正传媒研发与咨询总监彭侃在接受《综艺报》采访时表示。

“The existing online shows haven’t *maximized the advantage of internet. Real *interaction should be based on live streaming,” Peng said.

“如今的网络节目仍未能将互联网的优势最大化。真正的互动应当基于实时直播，”彭侃评论道。