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《天天向上》
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芒果为何重拾《天天向上》?
3 6 Ke· 2025-05-19 09:37
Core Viewpoint - The return of the long-standing variety show "Day Day Up" is a significant focus at the Mango Spring 2025招商会, indicating a strategic attempt by Mango to stabilize its programming lineup after the departure of "Happy Camp" [1][8] Group 1: Background and Context - "Day Day Up" was expected to be discontinued due to declining market appeal, with its last broadcast occurring in early 2022, while "Happy Camp" ended its 24-year run the same year [2][4] - The show attempted a rebranding towards cultural and public welfare programming, which temporarily extended its lifespan but ultimately could not reverse its downward trend [2][7] Group 2: Market Performance - The show's ratings plummeted to around 0.4% by the end of 2021, failing to rank among the top local channels, and it did not make the top 20 in online viewership in the first half of 2022 [4] - "Day Day Up" once generated significant revenue for Mango, with sponsorship fees peaking at 250 million in 2015, but by 2022, it struggled to secure sponsors, leading to a lack of financial support [5][7] Group 3: Strategic Considerations for Return - The decision to revive "Day Day Up" comes as the variety show market lacks strong weekly programming, with "Hello Saturday" being the only notable competitor, suggesting a potential gap for "Day Day Up" to fill [11] - The show’s unique blend of talk show elements and cultural exchange could differentiate it in a market increasingly dominated by stand-up comedy formats [12][16] Group 4: Challenges Ahead - The revival faces challenges in re-establishing the "Day Day Up" brand and its "Day Day Brothers" IP, which needs to be revitalized to regain audience interest [15][16] - Balancing entertainment and cultural content will be crucial, as previous attempts to focus solely on cultural themes did not yield positive results [16]