Summary of the Core Content
The once-popular national variety show “Run Man” has seen a sharp decline in ratings (from a peak of 5% to just 0.27%) and has lost its major advertisers, such as Amusi. However, it is still able to secure funding of between 8.5 million and 19.8 million yuan per episode from cultural and tourism departments at the county level, including those in Xinchang and Jiangshan. This money comes from local finances (taxpayer funds). The quality of the show is questionable, with errors in editing and uncivilized behavior during filming. Additionally, the show takes advantage of the misconception that it still has significant influence to make money, which has angered netizens. On one hand, it claims to be a public welfare project aimed at promoting local culture and tourism; on the other hand, it charges high fees from less developed areas, showing a double standard.
Why Does No One Want to Invest in This Show Anymore?
The decline of “Run Man” is evident:
- Ratings Plunge: The peak rating in 2015 was 5.016%, but now it’s below 0.3%. Even if other shows in the same time slot were canceled (leaving no competitors), it would only achieve a 0.27% rating.
- Advertisers Leaving: Amusi, which used to pay 500 million yuan for sponsorship, has withdrawn, replaced by Wanglaoji, which paid just over 130 million yuan—a significant reduction in funding. Many dairy companies have also stopped sponsoring old variety shows, such as Jindian leaving “Sister Wave” and Chunjian departing “The Great Detective,” as they see it as unprofitable.
- Audience Loss: The show’s production team posted eight tweets to prove its popularity, but netizens criticized the poor ratings, indicating a significant loss of viewers.
In short, “Run Man” has lost its value in the professional advertising market, and serious businesses are no longer willing to invest heavily.
Why Are County-Level Cultural and Tourism Departments Willing to Spend Millions on It?
There are two main reasons:
1. Information Gap: These departments still view “Run Man” as the national variety show it was in 2015 and are unaware that it’s no longer popular. They lack professional ratings analysis and don’t calculate the cost-effectiveness of their investments, thinking that hiring a well-known show will boost local tourism.
2. KPI Pressure: Cultural and tourism departments need to meet their promotion targets. Spending millions on “Run Man” seems impressive and helps them achieve these goals. For example, Jiangshan, a less developed county in Zhejiang with an annual budget of 3.68 billion yuan, would only need each citizen to contribute about 17 yuan for the show. They may see it as a significant investment that can impress their superiors.
The procurement process is also straightforward, with funds being allocated directly to a company affiliated with Zhejiang TV without the need for bidding.
Can Spending Millions Really Boost Tourism?
The impact of “Run Man” on tourism is minimal compared to short videos:
- Short-Term Effect: The show only produces one episode and then leaves, without any lasting impact. It’s short videos that have truly boosted tourism in places like Zibo (barbecue), Harbin (ice and snow events), and Tianshui (spicy hot pot), all driven by influencers on platforms like Douyin and Kuaishou.
- Poor Show Quality: For instance, an episode in Anyang featured incorrect locations and damaged local landmarks, failing to accurately represent the area’s culture, which likely turned viewers off from wanting to visit.
The Controversy: Claiming to Be a Public Welfare Project While Making Money from Taxpayers
The show’s official stance is that it helps regional culture and tourism (e.g., through episodes on the Yellow River and shared prosperity). However, in reality:
- High Fees: It charges millions from less developed counties, which is 0.23% of their annual budget.
- Disruption to Local Life: The filming often causes inconvenience to residents.
- Lack of Effort: The show fails to properly promote the local area, with mistakes in identifying landmarks.
Netizens are angry because the show uses taxpayer money without providing real benefits and exploits the information gap to deceive local governments.
A Suggestion for Local Cultural and Tourism Departments: Invest in Short Videos
The 8.5 million yuan could be used more effectively in the following ways:
- Hire Influencers: Invite influencers with large followings to produce videos about the area, reaching a much wider audience than “Run Man.”
- Create Customized Content: For example, promote local cuisine or organize challenges that netizens can share on social media.
- Targeted Advertising: Use platforms like Douyin and Kuaishou to advertise local attractions to young travelers.
These methods are cheaper and more effective, as young people nowadays seek inspiration for their travels through short videos, not old variety shows.
In Conclusion
The controversy over “Run Man” highlights how outdated variety shows exploit information gaps to make quick profits. Local cultural and tourism departments should be more discerning: instead of spending millions on a declining show, they’d be better off investing in channels that can truly engage with the younger generation. After all, taxpayer money should be used wisely.