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PERSPECTIVE

Viewpoints from the frontline of content.

Leaving out the celebs

By Content China 03-11-2015

Media+ collaborated with Content China on Media+ Creative Camp: Non-Celebrity Reality R&D Forum on October 22 in Beijing. Shirley Cheng, VP of 3C Media, Edwina Ngao, VP and MD for China in A+E Networks, Hwang Jin Woo, head of formats at CJ E&M, and Tim Crescenti, founder and CEO of Small World IFT, were among the event’s speakers.

Last month's Media+ Creative Camp: Non-Celebrity Reality R&D Forum

Last month’s Media+ Creative Camp

October is a busy month for Chinese TV, with Mipcom being followed by advertising conferences for the major satellite channels. After that came the BJTVME event, which shows that TV dramas are in the middle of an in-depth shake-up. Many attendees claimed that drama was in decline. On the other hand, variety shows, especially reality series, draw more and more talent and investment thanks to their short production periods and high returns.

The current reality show market has changed significantly, however. SARFT issued regulations covering reality in July, turning non-celebrity reality shows into a much-coveted concept. Then SARFT held a reality show training courses on August 25.

Thanks to a series of changes, the development of domestic reality shows has arrived at a critical turning point. The focus of concern for TV players is how to improve the value of a show as well as reaching ordinary audiences and conveying more cultural factors.

3C Media’s Cheng said that reality shows and factual entertainment had a good chance of succeeding in the domestic market, and that most of the shows brought back from Mipcom were non-celebrity reality.

Four main issues were raised at Media+ Creative Camp.

◆ What kind of reality shows suit non-celebrity contestants?

Cheng answered this in three words: people, scene and mission.

People – The people and their stories should be larger than life.

Scene – Set out scenes letting people visit place they can’t usually get to. Or set out familiar scenes that allow the audience to connect with them.

Mission – Firstly, the mission itself should be designed to be fun and easy for non-celebrity contestants to relax into. Secondly, there should be a competition, both mentally and physically. Thirdly, there should be no elimination. Thus the relationship between the characters is easier to show.

In addition to her speech, Cheng also presented 14 non-celebrity reality shows from around the world, and discussed the possibility of developing local versions for some in China. Since 2016 is an Olympics year, all sorts of sports programmes are about to debut on screen. Among them, Fittest Family is a globally popular sports format and has won lots of attention.

◆ How to create a quality non-celebrity reality show

Hwang Jin Woo, at CJ E&M, said that despite some difficulties and risks in producing reality show with ordinary people, there are a lot of advantages. First, the cost of production is relatively low; second, it is easy for non-celebrity reality shows to resonate with audiences; third, non-celebrity reality is easy to produce for several seasons; at lastly, it’s likely new faces will emerge from reality programmes.

Hwang Jin Woo offered three methods for producing quality non-celebrity reality shows.

The first is to match ordinary people with celebrities. For the time being, using all-ordinary casting is dangerous for non-celebrity reality shows. It is advisable to let celebrities guide the ordinary people, providing the show with balance.

The second method is to concentrate on casting. Apart from the main format, the most important part of the programme is casting. Participants who appeal to audiences must have their own charisma, including unique characters, special talents or special stories. With the success of the show, these people will become stars.

Third is interaction and scene experience. If there is enough interaction among characters, the reality is more likely to success.

It is noticeable that, affected by the “Restrictions on reality show” issued by SARFT, the variety shows in 4th quarter show obvious change. Unlike previous celebrity-fight, they feature “celebrity + ordinary people.” Leaving aside the regulation, the mix-match method is advisable itself.

A+E Networks’ Ngao said: “Most original formats at A+E Networks are non-celebrity version when they travel to global markets, but in China some adjustments will be made, for example, the mixing of celebrities with ordinary people.”

◆ Non-celeb reality shows should focus on authenticity and resonance

Dorothy Liu, director of business development at A+E Networks China, said that reality shows have two major features, one is extreme situations and the other is the actual response from characters. It is easy to trigger real response from the characters under extreme situations.

The seven original reality formats introduced by Liu cover a variety of themes, including singing, dancing, history, culture and food. “Unlike domestic singing and dancing formats, A+E Network’s formats are real reality shows focusing on the growth and change of the participants, which can touch the heart of the audience,” she said.

In fact, China’s satellite channels never lack non-celeb reality shows. But most of them are “too small,” having little impact, are of no specific type and are small scale. For example, the simplest types of shows, like singing and culinary formats, are successful everywhere except China. Nago attributed this to the “long distance” between the show and the audience. For instance, most dancing shows in the domestic market are highly professional and leave the audience behind.

◆ The key to success in reality is casting

The founder and CEO of Small World IFT, Tim Crescenti, said that some reality shows with ordinary people are major successes because they chose the right people.

He suggested that every show should have a brand and the global success of a format depended on its theme. The format, like a formula, should allow the buyer to make some adjustments to cater for local audiences.

Crescenti said his company considers originality and uniqueness as the most important attributes of a format.


Please email your Chinese news to [email protected] and stand by for next week’s update from the country’s leading content business website.

today's correspondent

Content China

ContentChina is a joint venture between C21Media and Beijing-based 3C Media, delivering international and local industry news to the Chinese broadcast and production community.

Launched last year, the site translates C21Media.net into Mandarin, adding exclusive news and features generated by a team of local journalists. The move marks the start of an ongoing collaboration between 3C Media (formerly Shixi Media) and C21 to develop a significant publishing brand in China. The initiative has been developed in association with the Chinese government’s media regulator, SARFT. You can visit the website by clicking here.



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