Recognized as Promotion Partner by WWF China
BEIJING, July 18,
2024 /PRNewswire/ -- On July 13, iQIYI, a
leading online entertainment service in China, concluded the second season of its hit
variety show Become a Farmer to rapturous reviews. The show,
which immerses a group of urban youth into the realities of
agricultural life, earned a Best Variety Show nomination at the
29th Shanghai TV Festival for the
second consecutive year, highlighting iQIYI's success in delivering
innovative content.
The show's commitment to environmental sustainability in
agriculture has also earned it the title of 'Sustainable
Agriculture Promotion Partner' by World Wide Fund for Nature,
China (WWF China) and One Planet
Foundation. In the latest season, experts from these environmental
organizations participated in content production, advocating for
biodiversity protection and sustainable farming practices.
Beyond the show, iQIYI will continue their joint efforts to
educate the public on the importance of biodiversity conservation
and sustainable agriculture. Initiatives including citizen science
activities on pollinator insects are set to start this
September, all aiming to further promote awareness.
Presented by iQIYI and Blue Sky Media Group, the show followed
10 young individuals with minimal farming experience as they
embraced the challenging rural lifestyle across 450 acres of land.
From sowing seeds and irrigating fields to operating machinery and
harvesting crops, these individuals started with basic resources,
steadily building their lives from scratch.
Following the success of the first season, the new season
expanded on the innovative blend of long and short-form video for
deeper immersion and engaging viewer interaction. It introduced
diverse new crops like chilies alongside wheat and roses, while
establishing an integrated farm featuring fishponds, shrimp fields,
and even developing derivative products like chili and strawberry
jam to create an agritourism experience.
The uplifting journeys of personal growth – unfolding through
the daily frustrations and fulfillments of farm life, heartwarming
teamwork, and lighthearted interactions – captivated audiences. The
new season was once again a tremendous hit, scoring an iQIYI
popularity index of 8,675 at its peak, with over 10 million bullet
comments. It maintained the top spot on Douban, a leading Chinese
media review platform, in the domestic popular variety show ranking
for 8 consecutive weeks.
The widespread popularity of Become a Farmer in exploring
the niche agricultural theme showcases iQIYI's success in its
creative exploration to deliver original content that resonates
with diverse audiences. This hit variety show has created sustained
interest and cultural influence beyond the show, with the young
individuals' journeys extending from the farm to launching
businesses, powering livestream commerce, organizing music
festivals, and more.
CONTACT: iQIYI Press, press@qiyi.com
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SOURCE iQIYI