Douban scores as high as 9.5 points, but the popularity is still not coming
"National Treasure 3" is the final song?
Yangcheng Evening News reporter Huang Xiangyu
"We are a young show. How young are you? Five thousand years!" The host word of "Versailles" comes from the third season of the cultural expedition program "National Treasure" (hereinafter referred to as "National Treasure 3") "001 No. Commentator" Zhang Guoli's mouth.
This cultural relics program produced, produced, and broadcast by CCTV combines documentary and variety show creation techniques. With the core of culture, variety show shell, and record quality, it has been well received by the audience.
The first and second seasons of "National Treasure" both scored a high score of 9.1 on Douban. Now the third season has a high score of 9.5 on Douban, and even the score on station B has reached 9.9.
As a cultural and cultural variety show with relatively niche themes, the first two seasons of "National Treasure" attracted audiences of different ages. The overwhelming praise made this show a benchmark for cultural variety shows.
However, after the broadcast of the third season, its ratings and popularity were not ideal. Although the ratings were high, the number of Douban evaluations was far less than the previous two seasons. This can not help but make people think whether it is because this cultural program is too high and too few, or Are there other reasons?
Past legends, rich history carries civilization
In 2020, which coincided with the 600th anniversary of the completion of the Forbidden City, the Palace Museum held a 600th anniversary exhibition and displayed more than 450 fine cultural relics.
In the first issue of the third season of "National Treasure", three cultural relics were selected from the Forbidden City to tell and display.
The difference from the previous two seasons is that the third season of "National Treasure" is no longer limited to a certain museum building indoor space or exhibits, but selects the Forbidden City, Xi'an Forest of Steles, Suzhou Classical Gardens, and Tibet Buda. Nine historical and cultural relics, including Lagong, Dunhuang Mogao Grottoes, Mausoleum of the First Emperor of Qin, Confucian Temple, Confucian Temple, Confucian Temple, Sanxingdui of Guanghan, and Yinxu of Anyang, are the objects of expression, from a more macro perspective.
"According to the position of Kun Ling, imitating the round square of Thai purple, the Forbidden City was 600 years old; the treasure carved Yuantou, historically eternal, 930 years of Xi'an Stele Forest..." was called "textbook-level full text copywriting" by netizens, With the new gorgeous stage beauty of the third season, coupled with the majestic background music, the long and heavy historical picture of the Chinese civilization is unfolded, and some viewers commented that "it is almost to tears."
Similar to the previous two seasons, the program of the third season of "National Treasure" is still divided into two parts, "Legend of Past Life" and "Story of This Life", telling ancient and modern stories about national treasures.
In the "Legend of Past Life" section, the program team invited powerful actors to interpret stories about the national treasures to be displayed and guarded in the form of drama performances to increase the visibility of the program.
The actor Fu Dalong, who played the role of Qin Huiwen and Wang Yingsi in "The Great Qin Empire", played Qin Shihuang Yingzheng in the second issue of the third season of "National Treasure".
Fu Dalong’s performance did not disappoint the audience. His vigorous 40-second monologue narrated Qin Shihuang’s first half of his life. Whether it was lines, movements, or expressions, the audience quickly entered the play under the background of the setting and music. Believe him It is the King of Qin, thus enhancing the understanding of guarding national treasures.
The story of this life, the national spirit is passed down
The fact that the Chinese civilization has been passed on for five thousand years is inseparable from the succession of Chinese people from generation to generation.
In the "Stories of this Life" section, the program team invited some unfamiliar people to tell their stories related to those cultural relics. The craftsmanship, dedication, and fighting spirit contained in them are the embodiment of the fine traditions of the Chinese nation.
Zhao Zhen is a cultural relic photographer in the Museum of Qin Shihuang’s Mausoleum. He has been engaged in archaeological excavations of Qin warriors and photographing cultural relics in the museum for 23 years.
His job is to take "identity cards" for the terracotta warriors and horses, and to establish an exclusive cultural relic file for each terracotta warrior.
This work seems simple, but it needs to be updated at any time, and lighting is not allowed in the pottery figurines pit. In order to make the photos better, Zhao Zhen can only wait patiently for suitable natural light to appear; the temperature difference in the pit is large, so you have to be very careful when you act. I have to work 4-6 hours a day only in the pit, and I often get disgraced when I come out.
Speaking of daily work, Zhao Zhen said affectionately: "I have the best job in the world." Persistence and love, support Zhao Zhen to go on, and let the craftsmanship pass through the terracotta warriors and horses from the distant Qin Dynasty. to date.
In the third issue of the statue of Princess Wencheng in the Potala Palace, the program team invited Zhang Tingfang, the former vice president of Tibet University.
After graduating from Beijing Normal University, she and her husband Ciwang Junmei took the initiative to apply to work in Tibet and devote herself to the cause of education in Tibet.
At that time, the journey to Tibet was difficult, and the altitude sickness created many obstacles for Zhang Tingfang. After arriving in Lhasa, her language barrier and habits were not compatible, which also brought great challenges to her work and life.
Together with her husband, Zhang Tingfang overcome one difficulty after another, participated in the preparation of the Tibet University, spread Chinese for students, and contributed to Tibetan education until retirement.
"Guarding history, guarding blood and affection", on the stage of the third season of "National Treasure", Zhang Tingfang's eyes are as firm as when he entered Tibet, allowing the audience to see the power of faith.
Future trend, how to break the circle of cultural variety shows
The heavy civilization is displayed in front of the audience in a vivid way of interpretation, and the spirit of inheritance is continued through the daily life of ordinary people.
This high-end and people-friendly cultural variety show should have a huge audience. However, the live broadcast of Kuyun shows that on the night when the third season of "National Treasure" was broadcast, the ratings of the program only reached 0.35%.
In terms of network popularity, Guduo data shows that the program currently has the highest popularity in the entire network at 53.67, ranking seventh in TV variety shows during the same period.
It has been broadcast for more than a month, and so far only more than 8,000 people on Douban have evaluated the third season.
Well-produced and excellent reputation, but the ratings and popularity are sluggish, is this phenomenon related to the overall trend of cultural variety shows?
According to incomplete statistics, there are more than 35 cultural variety shows in the market that have been broadcast or to be broadcast in 2020, and most of them are facing a low tide.
On the one hand, a large number of the same type of variety shows take turns, and audiences will inevitably experience aesthetic fatigue; on the other hand, cultural and blog programs do have a limited audience in the market. When entertainment programs are bombarded in turns, audience loss has become a natural phenomenon.
In addition, in the program announcement, although the third season of "National Treasure" was promoted on the Internet, many celebrities invited by it did not have a good drainage effect and did not form a good interaction. Propaganda system.
When the same type of variety shows, which are the same and lack innovation, hit the audience's vision, the development space of cultural variety shows becomes more and more limited.
The emergence of "National Treasure" originally drove the vigorous development of cultural variety shows. However, even if its follow-up shows are not inferior to the previous ones in production and presentation, they are no longer uncommon for viewers.
Under the premise of ensuring quality, continuous innovation, content closer to the audience, use of popular online communication methods to expand influence, eliminate audience barriers, form a virtuous circle of interactive publicity with program guests, and increase topics and popularity. In today's increasingly fierce competition, such variety shows maintain their unique appeal and truly achieve breakthrough development.