China Daily Global Edition (USA)
INNOVATIVE IDEAS FOR A NEW GENRE
Director Chen Wei, who has just launched his latest online series Hot Blood Dance Crew, tells about what it takes to stay ahead of the competition and win young netizens’ hearts. Wang Kaihao reports.
When veteran director Chen Wei proposed to make a talent show called The Rap of China, he was repeatedly asked: “Is there rap in China?” But the veteran director, who is also the vice-president of iQiyi — one of the biggest online streaming platforms in China with nearly 51 million members — carried on undaunted.
The Rap of China was a cultural phenomenon last summer, attracting 3 billion online views within three months of its premiere in June, and some rapper jargon even became buzzwords for Chinese netizens.
While many may think that Chen at 42 is lucky to have a job which lets him interact with the young, they may not realize that he spends many a sleepless night trying to devise online variety shows that millions of young people will enjoy.
As the interview for this story is being conducted at a studio on the outskirts in Beijing, Chen is working on a scene for Clash Bots, an upcoming reality show featuring battles between remote-controlled armed robot combatants. The show will go online through iQiyi on March 29.
Speaking about how he comes up with ideas for new shows, he says: “Often, you don’t have data to support your idea. But, as Chinese living standards improve and approach those of developed countries, I think that things they used to find difficult to understand will become more easily accepted.”
And the success of The Rap of China has given him the confidence to make more “drama-like reality shows”.
A fierce competitive atmosphere pervades Chen’s productions as he believes pressure is a key way to stir participants’ true emotions.
For instance, in Clash Bots, though stars like actress Angelababy and actor Li Chen are featured, Chen says they are there only to introduce the audience to robot fighting.
“They do not get any special treatment.
“And while they may laugh and joke at first, just like in any other entertainment show, they have to become serious and display teamwork.”
For his shows, he also likes expansive backdrops.
So, for Hot Blood Dance Crew, another reality show produced by him, featuring street dance, which went online on March 17, the production team set up a futuristic city neighborhood set in Shanghai.
And, in the pilot episode, given his penchant for treating celebrities like ordinary mortals, the four stars who turn up thinking they have to tutor the participants like in other shows suddenly find that they have to perform and be rated by the audience first.
Speaking about his unusual format, he says: “Typically street dancing programs are more like talent shows. So, we decided to go for a more complex structure.”
And, in another unconventional move, some storylines will be added later according to viewer response. So, by the time the pilot episode was released, the last four episodes had not yet been recorded.
Chen, who does not like being restricted by established models, is not a native of the internet industry.
The director, who was once a senior program producer at Zhejiang TV in Hangzhou, was, however, responsible for creating The Voice of China,a four-season singing competition reality show, based on The Voice of Holland, a Dutch reality television competition.
In 2015, Chen quit the TV station to join iQiyi, an arm of internet giant Baidu. And that was when Chinese online shows began to take off.
Meanwhile, Chen says that you need a different mindset to make a reality show for cyberspace.
“When you put things made by TV stations on internet platforms, they are not online shows,” he says. “For streaming media, purchasing intellectual property rights from TV is only one part. You have to make your own shows.”
Chen also says that an online show needs more interaction with users.
“This is because unlike watching TV, netizens can click ‘pause’ and switch to check whatever information they need online when enjoying a show,” he says.
“They prefer to look for answers rather than being given too many explanations.”
In a related development, Chen’s former employer Zhejiang TV has made King of Bots, a show on the same theme as Clash Bots, but which focuses on the battles.
For now, the public response to his rival program seems to be lukewarm. Chen says viewers’ tastes have become more diverse.
In Clash Bots, fans will be able to enjoy a combat-only version, or a longer version with more stories about the celebrities.
As Chen says: “Today’s industry is about super-size reality shows, and high quality. And the budgets will keep growing to compete with firsttier provincial TV stations.”
Chen also says offline activities are needed to draw fans.
For The Rap of China and Hot Blood Dance Crew, fashion brands were created. And, for Clash Bots, robot combat competitions and related toys will follow.
Variety shows tailored for the internet are a growing trend on the mainland. And, according to iQiyi, in 2017, more than one-third of the world’s variety shows tailored for the internet were made in China, but 80 percent of them were adapted on programs from overseas.
However, Chen says the trend of using overseas shows for inspiration will change with time.
“The Voice of Holland was sold to more than 50 countries and regions, and China needs such an influential brand, which can be taken to Europe and the United States,” he says.
For now, Chen’s team has prepared what he refers to as “bibles” for his shows, recording the development and production operations of each episode in detail.
“Such experiences are very valuable,” he says. And Chen is confident that his “bibles” for Hot Blood Dance Crew and Clash Bots can be hawked abroad.
“I think my identity will change from ‘buyer’ to ‘seller’ the next time I go to Cannes (for MIPTV, a key global fair for entertainment content).”