TV series are becoming more and more important.
After the popularity of variety shows has cooled down, whether it is for TV stations to obtain ratings or video sites to obtain good memberships, TV shows are still the best weapon to attract audiences and users. However, the rectification of sky-high prices and the tax rectification of the film and television industry have caused a series of reactions. Both policies and the market environment have undergone major changes. The changes on the broadcast side of TV dramas are then transferred to the production side of content. This is exactly what Professor Yin Hong of Tsinghua University said. The meaning of "debugging" and "focusing".
On March 26, at the 2019 Beijing TV Drama Fair (Spring) "2019 China TV Drama Development Spring Beijing Forum", the "2019 China TV Drama Industry Development Report" was officially released. The report looks back at the development of China's TV drama industry in 2018 from five aspects: overview, work, industry, environment, and trends, and analyzes and predicts future trends.
For both the platform and the content, in the process of debugging and focusing, in addition to avoiding risks, we still need to focus more on exploring new opportunities and opportunities. In fact, the process of industrial development has already contained the secret code for the production of explosive models.
platform: Based on channel positioning, innovative theater choreography
According to 2018 data, the TV series' ratings accounted for as high as 32%, compared with 30.9% in 2017, which continued to increase, and the TV series' ratings on provincial satellite TV reached 41%. It can be said that it has become a consensus under the current market competition that TV dramas should be watched. In 2018, Beijing Satellite TV was able to achieve the highest score in the evening ratings of the whole year, relying on its continuous success in the field of TV dramas.
However, the importance of TV series to TV stations is increasing, but TV stations have not contributed much to TV series types and content innovation. Due to policy restrictions, on the TV platform, the subject matter is still urban emotions. Although video websites are mainly ancient costumes and romances, they give some new themes a piece of land. While
has the same type of TV series, it also faces the dilemma of reduced broadcast effects. In 2018, both the size of the audience and the per capita viewing time continued to decline, and the ratings of first-line satellite TV dramas also showed an overall downward trend. The importance of
to the platform has increased. However, due to the lack of content innovation, the broadcast effect of TV series has continued to decline. This is the current embarrassing situation of TV series on TV platforms. To change the status quo of "decreasing the cost-effectiveness of TV dramas," TV stations must rebuild their content advantages in the TV drama field from three levels.
first is to find the accurate channel positioning. In 2018, Dragon TV and Beijing Satellite TV respectively led the high points of TV series broadcast in the second half of the year. The eye-catching performance of TV series also successfully helped the two TVs stand out from the competition throughout the year, successfully entering the top three satellite TVs, and even once ranked Hunan Satellite TV. Squeeze to third. The success of the two satellite TVs is inseparable from the positioning of their TV series to fit the channel. The
Oriental Satellite TV channel is positioned as a "big station weather, urban temperament, and youthful atmosphere", and its main ratings are mainly urban young people. Therefore, urban emotional dramas with a strong urban atmosphere, especially an international urban atmosphere, as well as some major dramas involving emerging industries and focusing on young groups, can often get considerable ratings on Dragon TV, such as "Mr. Love" "Returning" and "The King Behind the Scenes" in early 2019.
Although Beijing Satellite TV is backed by the "imperial capital" and is an international metropolis like Shanghai, it is backed by the northern provinces as the hinterland. In fact, the audience structure is more biased towards the middle-aged and elderly people. Therefore, ritual dramas, period dramas, and urban emotional dramas with traces of the age often help Beijing Satellite TV to take the lead. For example, the controversial "Mother's Way" with serious ratings and word-of-mouth upside down has a single-day rating of 2%. Taking old Beijing as the story Beijing's "Little Women under Zhengyangmen" and "Zesame Hutong" performed well. "Dajiang Dahe" is a representative of the period drama. Although SMG is one of the producers, the ratings of Beijing Satellite TV are higher than those of Dragon TV.
Next is to pay attention to differentiation in the theater layout. 2018 TV platformThe only popular costume drama is "Sweet Honey Like Frost" by Jiangsu Satellite TV. Surrounded by a crowd of urban emotional dramas in the summer, the costume drama "Sweet Honey as Frost" is particularly scarce in the market, and its content production is excellent, attracting a large number of "fragrant girls" Amway , To help the play successfully break the siege in the summer file. Also following this path is the "Knowing Do You Know?" broadcast by Hunan Satellite TV at the beginning of this year. Do you know? Should be green fat red thin." It can be seen that once the first-line satellite TV can obtain high-quality costume dramas and arrange and broadcast them within the appropriate schedule, it is very likely to become a hit of the year.
is to reactivate the potential of weekly theater. Zhoubo Theater first started in 2011. After Hunan Satellite TV's 2015 "Flowers and Bone" became popular, in 2016, various satellite TVs opened weekly theaters. As of now, except for Jiangsu Satellite TV, which temporarily opened the Weekly Theater and then cancelled it, other first-line satellite TVs and Anhui Satellite TV have fixed the Weekly Theater as a normal column. However, looking at the broadcasts of various satellite TVs in 2018, with the exception of Hunan Satellite TV, which is the first solo drama, other satellite TV theaters have different second rounds or even multiple rounds, which means that the current strength of each satellite TV In fact, it is impossible to give more resources to the weekly broadcast theater, but it does not want to give up completely. As a result, the current weekly broadcast theaters of various satellite TVs are like a tasteless.
Even if it is the first round of the show aired in the weekly theater, it lacks quality works. The current weekly broadcast theater seems to have entered such a dead end: in order to evade certain policies and regulations, the weekly broadcast theater has become a broadcasting platform for the big IP drama of the video website in the TV media. On the one hand, the quality of the content of these big IPs is not optimistic, especially some period dramas that cannot enter the prime file due to policy restrictions and have to be transferred to the Internet or re-broadcast in theaters; on the other hand, the audience on TV platforms and video websites is becoming increasingly divided. Today, this kind of "Taiwan-network linkage" that cannot achieve cooperation in the industrial chain is more like "superficial effort." The ratings are sluggish, so naturally you can only find the reason from your own quality but not hard.
is so competitive in TV drama competition today, both video websites and TV stations need to improve their theater layout capabilities in order to take the lead in the competition. In this regard, video sites appear to be more organized. Some video sites have already deployed multiple theater columns. In terms of the update rhythm of the drama series, they have established links with membersā rights to enhance usersā sense of chasing drama. At the same time, the video website has gradually developed the concept of the lunchtime theater. In contrast, TV stations that have always focused on layouts have not continued to amplify their advantages in content layout. This is also a major consequence of the gradual decline in content bargaining power of TV stations.
Explosives: Based on the details of the content, grasp the hot spots of the times
An important sign of the sluggish performance of TV platforms in 2018 is the lack of explosives. Compared with the hot dramas in 2017, such as "In the Name of the People" and "My First Half of Life", with high topics and high traffic, the TV series in 2018 are much deserted. The hit dramas "Strategy of Yanxi Palace" and "Ruyi's Royal Love in the Palace" were all broadcast independently from video websites. The shift of the popular broadcast platform has to make people start to question whether the TV platform still has broad-spectrum influence. In all fairness, rather than saying that TV platforms cannot produce hit shows, it is rather that the conditions for TV platforms to produce hit shows have changed greatly.
First of all, as the tax rectification and governance of the film and television industry enter the implementation stage, the TV platform is gradually changing the mode of buying IP dramas in the past few years, returning to realist themes, and will also reduce their own cost of buying dramas;
Due to the different audience structure and the influence of policy regulation being transmitted to the broadcast end, the differentiation of TV stations and video websites in the types of dramas has become increasingly significant. This also means that the logic of the explosion of TV series broadcast in the future will be different from the traditional path. It must be built on the basis of self-renovation of traditional themes. The most popular case is the recent hit "Everything is Good". Finally, the influence of policy regulation is also transmitted to the production end of TV series, prompting period dramas, A large number of custom theme themes such as tribute dramas have extremely loose creation and innovation space.
These are the three aspects of the policy impact mentioned in this report: control-limit-promote, and the three are not partial.
in thisUnder the policy of "dancing with shackles" and the market environment, how should TV platforms find the direction of innovation and create explosives in a more traceable and rational way?
1. Be good at using propaganda nodes to achieve content breakthroughs through innovation in the field of tribute dramas and period dramas. In fact, throughout 2018, as a genre of tribute dramas, both ratings and word of mouth have achieved good results. In fact, the innovation of tribute dramas depends on the balance between politics and literature and art. Special attention must be paid to opposing the creative tendency of "high-level black" and "low-level red".
In the future, there will be a major publicity node almost every year. Last year was the 40th anniversary of reform and opening up. This year is the 70th anniversary of the founding of New China. 2020 will be the completion of a well-off society in all respects. 2021 will be the 100th anniversary of the founding of the party, and 2022 will be the party's 20th National Congress. This series of publicity nodes will inevitably be accompanied by a series of tribute dramas. How to correctly interpret history while providing audiences with new thinking and enhancing empathy, so as to realize the original intention of promoting the main theme and spreading positive energy, in fact, there is a vast world. In 2018, Douban's highest-rated drama series was "Dajiang Dahe", which was dedicated to the 40th anniversary of reform and opening up.
2. The future hits may come from period dramas and tribute dramas, but at present it seems to be the most stable type of drama that has both ratings, traffic, popularity, and word of mouth. It is undoubtedly based on "powerful actors + urban emotional themes." For the background color. Plays such as "Good Life", "Happy Family", and "Old Boys" in 2018 are such a number, and the most representative ones are "Ode to Joy", "My First Half of My Life" and "All Are Good."
specific to the content level, the two types of themes may become new hotspots. First of all,
realizes "new discussion on old issues" on social issues and family issues. "Ode to Joy" reinterprets the struggles of contemporary women; the images of ex-husband and "Little San" in "My First Half of Life" were subversively created, arousing heated discussions among the public; "It's All Very Good" focuses on the original family issues and triggered Hot discussion on issues of parental responsibility and filial piety. It can be said that these three dramas are all through the artistic re-creation of an existing and public concern, and at the same time portray the life of contemporary society with a small view, thus successfully becoming a hit. Judging from the success of "Everything is Good", such familiar family issues as "single and not single" and "birth and no birth", which are familiar to the audience, still have extremely high topical value and broad space for innovation.
followed by presenting industry themes that are more grounded and resonant with the audience. High-quality industry dramas have always been the weakness of domestic dramas. In 2018, dramas such as "The Age of Entrepreneurship" and "There are Arbors in the South" that tried to show local high-tech entrepreneurship encountered word-of-mouth Waterloo. In fact, the root cause is that domestic dramas still lack real life , For the accurate presentation of all walks of life, "industry" just becomes a label close to itself and floats on the surface. However, since web dramas can appear as a boutique like "Oriental Wall Street," why can't the TV platform continue to work harder to truly present the various forms of sentient beings with a more extreme attitude?
1 Conclusion
For TV stations, facing the continuous expansion of the scale of video websites and online dramas and the continuous improvement of the industrialization of self-produced dramas, TV stations need to achieve "three reflections of my life." These "three provinces" are "know the audience, know the platform, and know the content." If the TV platform can truly realize the "Three Senses of Oneself", then I believe that the next TV platform "Everything is Good" is already on the way.
