Restaurant, Gohan, My Mom.
Cooking better than you, and so on. We can see that the successful experience of the program is similar to that put forward by Teacher Wang Dan in the article "Popular Forms on the Tip of the Tongue-A Summary of Global Popular Food Programs", which can be summarized as follows:
1) These programs all extend the concept of "gourmet".
As an indispensable part of people's daily life, food itself is a topic with a good mass base, but because of its extensive audience, it is particularly important to make some differences in the depth and story of content. The beginning of the food festival is usually similar to the "daily kitchen" model. Through teaching, everyone can learn to cook. But when recipes can be easily obtained through search engines, cookbook apps such as Kitchen have a broad user base. If we only take practical teaching as the trading point of the program, it is obviously impossible to satisfy everyone's taste. Therefore, programs usually focus on three themes: food itself, people who cook and people who eat vegetables. Food can also be: personal dreams, emotional ties, social activities, lifestyles, business models, cultural symbols and the epitome of the times.
Foreign competitions, such as "Master Chef" and "King of Chefs", emphasize cooking, which reflects the unremitting pursuit of professionalism by people who love food. My mother
Cooking is better than you. Outside the competition, it is actually a side reflection of the relationship between mother and child, and it also resonates with people's collective memory that "the best food is mom's cooking". On the one hand, Please Refrigerator attracts people's attention with its star elements, but it also reflects the living conditions of a group from the perspective of refrigerators, and responds to the demands of a target audience-young people-"At present, the pace of life is fast, and the menu we need is not an hour or two to cook soup, but food that can be cooked at home 15 minutes".
However, the domestic program mode is also very distinctive, such as "Taste of China", which takes family food as the entrance to meet the needs of the minority under standardized catering and conforms to the popular trend of private restaurants and family banquets. Although China on the Tip of the Tongue is not a variety show, it combines climate, culture and food from the perspective of local culture, so that the audience can "eat what is natural" and understand the real origin of some food processing methods in ancient China.
2) If "food" is the raw material, then to make a visual feast, you need to add "games, reality shows, stars, competitions, business planning" and other elements as seasoning.
Although food itself has a broad audience base, its connotation still has room to play. However, from the point of view of program production, if people want to sit down and watch a colorful and tasteless program instead of reading food magazines or browsing food websites, they still need to return to the essence of video programs, seize the audience's attention and tell a good story in a short time.
In this regard, excellent models are worth learning. In China's Wealth and Taste, there are actually ingredients of homemade recipes. However, in R2R, when the contestants tell the judges, there will be corresponding video clips to let everyone feel the origin of this recipe. If it is a signature snack made for friends, there will be pictures of friends having dinner. As for "Taste of China", contestants usually use microphones to tell the origin of this recipe directly. In fact, some storylines are not necessarily inferior to R2R, but they can't impress the audience because of the single narrative technique.
Similarly, comparing "please refrigerator" with "who is your dish" and "you look delicious", the similarity is to open the refrigerator of the star, which has interview and cooking parts. The skill of MC collocation and interview, and whether the chefs have their own characteristics and cooperate with each other (such as group CP) determine the uneven response level of the program. In the China version of "Please Refrigerator", hosted by He Jiong and Jackson Wang, the hosts cooperated tacitly, and the interview was funny. Six chefs MC participated in the topic with high degree and each had their own personality characteristics. Even the problem of insufficient performance in the food production process at the beginning of the program was improved later. Japanese food "GOCHI" is also a model worth learning, because it has fixed and special game settings and personnel collocation, supplemented by the liquidity story of eating all over Japanese luxury restaurants.
Under the restriction of entertainment, everyone is looking for the breakthrough point of amateur variety. Compared with the high threshold of talent show and the indifference of outdoor game reality show amateurs, food programs are naturally more attractive. If we can increase the sense of variety in link setting and program production, "food+amateur" will be a combination with great potential. Moreover, food programs have gained a certain degree of attention through the launch of programs such as "Please Refrigerator", and subsequent food programs can also benefit from the previous accumulation to some extent. What needs to be done is to be differentiated and innovative in program setting, and to break the limitation that China program participants lack a sense of variety.
In addition to the above two points, a new trend of food programs is that in the era when Internet services are so popular, the profit model of food festivals has more room for imagination. In addition to the traditional advertising revenue and condiment/kitchenware sponsorship, the distribution channels of derivatives have been much wider: sponsorship categories have been extended to food-related service platforms; Recipes can be released simultaneously in the kitchen or other social platforms; T2O mode can draw attention to online e-commerce or offline entities; The shaping of the chef's personal image has great commercial value in the later period (publishing books, derivative programs, personal brands, etc.). ). And a good model should leave flexible space for these business expansion in program setting. In this list, The Secret of Getting Rich and Please Use the Refrigerator are good examples.
To sum up, a successful program in both business and art basically has three elements: proper connotation extension, story-based program expression and flexible commercial development space.