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]

Group 1 - The incident involving derogatory comments on a talent's video highlights the operational challenges within the production team of the show "New Rap 2025," where most of the team members are interns [1][2] - The reliance on interns in the film and television industry is increasing, raising concerns about the quality of content and the pressure on these young professionals [4][5] - Interns often face low compensation and lack of formal recognition for their contributions, which can lead to dissatisfaction and uncertainty about their future in the industry [6][14] Group 2 - The trend of hiring interns for critical roles in production is prevalent, with many interns taking on significant responsibilities despite their inexperience [4][20] - The competitive nature of the industry is evident as many professionals, including actors and writers, are transitioning to directing roles, often through formal training programs that come with high costs [9][11] - The influx of "star kids" into the industry is creating additional pressure on emerging talent, making it harder for them to secure opportunities [11][13] Group 3 - Interns report a lack of meaningful learning experiences, with many feeling that their roles are limited to menial tasks rather than contributing to creative processes [22][23] - The short-form content market is seen as a challenging environment for those with traditional long-form experience, leading to a perceived hierarchy within the industry [25][27] - The overall sentiment among interns is one of confusion and anxiety about their career paths, as they navigate a highly competitive and often unwelcoming industry landscape [24][26]