Core Viewpoint - The summer music variety show landscape is dominated by numerous programs, yet the market response remains tepid, raising questions about the future viability of music variety shows [2][8]. Group 1: Current Landscape of Music Variety Shows - There are currently six music variety shows airing, significantly outpacing other genres, indicating a trend of saturation in the weekend viewing schedule [1]. - Major players in the television industry include Zhejiang Satellite TV's "The Voice of China Season 6," which is still ongoing, and new entries like "Shining Summer Season 2" and "Asian New Voice" from Oriental Satellite TV [1]. - Long-form video platforms are also active, with iQIYI's "New Rap 2025" returning and Tencent Video launching an all-female music competition "Let Me Sing" [1]. Group 2: Challenges Facing Music Variety Shows - Despite the high number of shows, the rate of breakout hits is declining, with many programs struggling to achieve significant audience engagement [2]. - "The Singer 2025" continues to attract attention through its live performance format, while "The Voice of China" focuses on popular songs, appealing to broader audience tastes [2][10]. - New shows like "Shining Summer" emphasize band performances and aim to cultivate young talent, while "Asian New Voice" innovatively takes the music stage to a cruise ship, showcasing local artists [3][5]. Group 3: Audience Engagement and Market Performance - The audience for music variety shows is becoming increasingly niche, with shows like "Let Me Sing" targeting specific demographics, such as women, which may limit broader appeal [8]. - According to data from the Lighthouse Professional Edition, only "The Singer 2025" made it into the top five for effective viewership in June, indicating a lack of strong performance from other music shows [7]. - The historical success of music variety shows has shifted towards more specialized content, making it harder for shows to reach mainstream audiences [8]. Group 4: Future Directions and Recommendations - To address the current challenges, there is a need for music variety shows to enhance their ability to produce popular songs that resonate with a wider audience [10]. - The focus should shift from merely creating buzz through innovative formats to strengthening the core musical content, as the ability to generate "universal hits" is crucial for sustaining viewer interest [10].

Core Insights - The variety show market in the first half of 2025 has shown stability in content supply and popularity, with major platforms like iQIYI, Tencent Video, Youku, and Mango TV maintaining a consistent release schedule, leading to a competitive environment where multiple platforms have shows airing almost every day [1][3][4] - iQIYI has emerged as a leader in the new variety show segment, holding a significant market share with four out of the top five shows and six out of the top ten shows, indicating a strong performance in content creation and audience engagement [1][5][10] - The trend of sponsorship in variety shows has stabilized, with many successful shows securing multiple brand sponsors, although the ability to attract sponsorship has become more evenly distributed among top shows [1][20][31] Content Changes - The variety show market is undergoing a transformation, focusing on creativity and quality, with a notable shift towards "pure" content that meets audience demands [4][15] - The "N-generation" variety shows are being revitalized, with innovative formats and themes that resonate with viewers, such as "Planting Season 3," which emphasizes agricultural responsibility and community engagement [5][7][10] - New IPs are being introduced to invigorate the market, with shows like "A Journey of Flowers" leading the charge in providing fresh content and engaging narratives that appeal to diverse audiences [10][12][14] Commercialization Trends - The commercialization of variety shows is evolving, with a focus on emotional marketing that resonates with younger audiences, as seen in shows like "A Journey of Flowers" and "New Rap 2025" [20][21][25] - Brands are increasingly leveraging variety shows for scene-based marketing, creating immersive experiences that extend their reach and engagement with consumers [26][29] - The market is witnessing a blend of new and established brands utilizing variety shows for exposure, with data indicating that beverage and internet brands dominate sponsorship visibility [31][33]

Core Viewpoint - The competition in the variety show market is intensifying, particularly in the music variety segment, which still holds significant viewership and commercial value, but brands are struggling to convert this into effective marketing [1][2][10]. Group 1: Market Dynamics - Music variety shows dominate prime time with a 35% share of viewership, showcasing their commercial potential [1]. - Despite the popularity of shows like "Singer 2025," brands are questioning whether the excitement translates into sales [1][10]. - The traditional marketing strategies in music variety shows are showing signs of fatigue, as audience attention becomes increasingly fragmented [5][10]. Group 2: Brand Engagement - Brands like Mengniu are leveraging nostalgia and emotional connections to engage audiences, as seen with their sponsorship of "Singer 2025" [2][6]. - The effectiveness of brand exposure is diminishing; audiences may remember the show but not the brands associated with it [11][14]. - Successful brand integration requires more than just visibility; it necessitates creating meaningful connections with the audience through storytelling and emotional engagement [14][19]. Group 3: Evolving Strategies - Platforms are facing structural challenges, prompting them to explore new monetization strategies, such as Mango TV's "Yuanren Universe" and Tencent's "Micro Variety Plan" [17][19]. - Brands are shifting from traditional advertising to co-creating content that resonates with audiences, focusing on long-term value rather than short-term exposure [19][27]. - Effective variety show marketing now emphasizes three dimensions: online interaction, offline experiences, and social co-creation [20][24]. Group 4: Case Studies - The marketing strategy of Lays in "Planting Season 3" exemplifies effective brand integration by immersing the product in the storyline and allowing for direct purchasing options [24][26]. - Brands must embed their narratives within the emotional journeys of the audience to achieve measurable commercial outcomes [26][27].

Core Viewpoint - The recent launch of the music variety show "Asian New Voices" challenges the traditional reliance on popular songs and flow-driven artists, focusing instead on originality and diverse cultural expressions [1][21][28] Industry Insights - The music cover rights market has seen skyrocketing costs, with single song rights often reaching hundreds of thousands to millions, creating an "invisible competition" within the industry [1][18] - The current music variety show landscape is characterized by high costs associated with popular song rights, leading to a reliance on familiar faces and hit songs, which has resulted in a lack of innovation and diversity [14][16][20] Show Characteristics - "Asian New Voices" features a unique format, taking place on a cruise ship and involving musicians from nine Asian countries, aiming to present a fresh perspective in the music variety show sector [1][11] - The show emphasizes live performances and authentic musical expressions, with a focus on original or lesser-known songs rather than mainstream hits [21][28] Talent and Performance - The show showcases a diverse range of young talent, including musicians who have gained recognition in niche genres, thus expanding the musical landscape of Chinese variety shows [10][21] - Performers like Mei Yuna and others demonstrate strong emotional expression and musicality, contributing to the show's overall appeal [4][8][10] Production Strategy - The production team prioritizes budget allocation towards visible aspects of the show, such as immersive live performance environments and collaboration with young musicians, enhancing the overall quality and experience [11][13] - The show aims to build a sustainable content model by focusing on original music and diverse cultural backgrounds, rather than short-term popularity [23][29] Future Implications - The success of "Asian New Voices" could signal a shift in the industry towards valuing content creation and originality over mere commercial viability, potentially influencing future music variety show formats [28][30] - The industry may need to rethink its approach to content investment, focusing on long-term value and diverse musical exploration rather than short-term trends [29][30]

Group 1 - The core concept of the event is the launch of the first cross-national singer cultural exchange program in Asia, titled "Asian New Voice," featuring renowned artists from various countries [1][4] - The program aims to create a platform for young Asian musicians to showcase their talents and foster cultural dialogue through music, emphasizing the universality of music as a common language [4][6] - The unique format of the show includes a cruise-based stage, which is expected to generate significant interest in the competitive music variety show market [9] Group 2 - The exclusive title sponsor, Jia Duo Bao, is actively involved in the program's content creation, promoting its brand message through the theme "Drink Jia Duo Bao, Sing Asian New Voice" [9][13] - The program is set to premiere on iQIYI and Oriental TV, with Jia Duo Bao participating in the cultural exchange and music journey [13]

Core Viewpoint - The announcement of Hunan TV's "Singer 2025" and Oriental TV's "Asian New Voice" marks a significant return of competitive music variety shows, reminiscent of the golden era of shows like "I Am a Singer" and "The Voice of China" [1][2][4] Group 1: "Singer 2025" - "Singer 2025" has generated high public anticipation, with a confirmed lineup including notable artists such as Lin Zhixuan and GAI Zhouyan, and a competitive format that engages viewers [2][6] - The show's primary goal is to replicate the success of "Singer 2024," which became a cultural phenomenon, drawing families to watch live broadcasts together [6][17] - Key highlights for "Singer 2025" include the potential rise of new talent like Dan Yichun, the challenge of defending against international competitors, and the unpredictability of live performances [9][12][15] Group 2: "Asian New Voice" - "Asian New Voice" represents a bold initiative by Oriental TV, aiming to create a cross-national music competition that includes participants from multiple Asian countries [4][20] - The show seeks to tap into the nostalgia of the golden age of Chinese pop music while expanding its reach across Asia, thus enhancing the cultural exchange [18][22] - The program has already secured sponsorship from major brands, indicating strong market interest and potential for success [25]