text | Zhang Jiaqi
editor | He Runxuan
B station's film and television layout is being accelerated.
At 20:00 tonight, the 16-episode youth comedy "The Sky of the Wind Dog" (hereinafter referred to as "The Wind Dog") jointly produced by Station B and Huanxi Media will be broadcast on Station B. This film is also directed by Zhang Yibai, the director of "Keep Love to the End" again after 20 years.
Earlier, station B announced that it would buy shares in Huanxi Media for HK$513 million and signed a five-year agreement, which means that Station B will have the exclusive right to broadcast the film and television works of Huanxi Media.
In the past two years, Station B has gradually accelerated the expansion of its film and television territory. At the end of 2019, the B station film and television area launched a film and television list. This is the first time that station B has displayed the ranking of the film and television field with platform data. Starting this year, Station B has also accelerated the speed of copyright purchases. The official account "Bilibili Movies" uploads well-known classic film and television works at a frequency of 2-3 times a day, and currently has more than 2,000.
In the past, station B migrated from the ACGN world, but now it has gradually demonstrated its potential for content diversification: not only has Guochuang and other animation content, but also documentaries, variety shows, talk shows and other categories. With the joint broadcast of "Wind Dog" in Station B, the layout of the film and television section of Station B has officially penetrated into the field of content production. Relying on its unique community atmosphere, can Station B "blaze a new trail" and find its own way to film and television?
Although everything is still unknown, at least the first step has already begun.
From the broadcaster to the producer
If every TV series has its own label before it is released, then for the "Wind Dog", its most distinctive label may not come from the show itself, but "B station joint solo broadcast".
Long before station B cooperated with Huanxi Media, station B had already begun to purchase copyrights and continuously expanded its content "ammunition library" in the film and television sector.
launched the entire series of Harry Potter in November last year, and gradually updated the classic film collections of the "Lord of the Rings" series, "Mission Impossible" series, Jackie Chan, Leslie Cheung and other famous movie stars from March this year. Now Station B is jokingly referred to by users as the "old movie center." In terms of domestic dramas, at the beginning of June this year, Station B purchased the copyrights of the four masterpieces, setting off a wave of "nostalgia". In addition, classic TV series such as "Soldiers Assault", "Red Apple Paradise", and "The Story of Cooking Class" series also have a high popularity in Station B. The influence of the film and television content of
B station cannot be ignored. Liu Zhizeng, general manager of the operation center of the main station of B station, said to : "At present, entertainment (including film and television, celebrities, variety shows, music, etc.) is the second largest content category of station B, and film and television content is an important part."
The launch of "Wind Dog" at Station B this time is the first action after Station B and Huanxi Media have joined forces. It marks a change in Station B’s identity in the film and television field: from the broadcast platform that purchased the copyright, To the dual identity of both content broadcast and production.
In the eyes of the outside world, this is an important step taken by B on the perfection of the film and television content section. Why is "Wind Dog" such a key chess piece?
"tests the water" in the field of film and television with youth films, which is the independent choice of station B users. According to the "Secret of 220 TV Series Crowd Portraits" released by Shanghai Foreground Media, among the 14 TV series themes, the audience of youth dramas is the most young, with more than 50% of the audience under 24. The post-90s and post-00s users at station B accounted for 72.26%, and the average age of new users in the past three years was 21. This highly coincides with the basic audience of youth drama audiences in user portraits.
Source: Shanghai Foreground Media
With the gradual younger age of users at station B, its community atmosphere is also significantly different from other platforms-in the video barrage, users can see the real evaluation and details The capture and the derivative creation of the content "Playing Terrier": In the 2:36-second preview of the current release of "Wind Dog", about "the shooting location of Chongqing,"Peng Yuchang’s abdominal muscles, the same geography book on the desk" and other content have already caused discussion on the barrage.
At station B, the "redevelopment" of film and television works is not limited to the barrage culture and comment area, and the station B Fan editing and film and television commentary are also indispensable parts of the film and television sector. In the list of the top 100 UP masters at station B in 2019, there are many UP masters in the film and television commentary category: "Top Movies", "Mr. Liu "Speaking Movies", "Muyu Water Heart", "Small Films Saying Big Movies". Up to now, the video headquarters of "Small Films Saying Big Movies" has reached 470 million views. The works of
doujin two creations are also the movie chain for users of station B. An important link in the B station. In the 2019 annual focus series released at station B, the number of submissions for the number one "Chen Qingling" reached as many as 82475. Many "scissors hands" gathered in the huge traffic pool of station B, They spontaneously mix and cut the original "Amway" through the series, and then input the traffic from station B to other platforms.
is now searching for "the sky of the wind dog boy" at station B, which already includes "Peng Yuchang trailer collection" , "Zhang Jingyi Trailer Mixed Cut", etc. 10 pages.
and "Wind Dog" is just the first step to increase the size of film and television at station B. With the gradual development of cooperation between station B and Huanxi Media, the film "Win the Championship" directed by Chen Kexin (Formerly known as "Chinese Women's Volleyball") and other Huanxi Media's pending works will be launched at Station B. Station B will also set up a special area on its platform for Huanxi Premiere, a streaming film app owned by Huanxi Media, and cooperate with Station B jointly develops derivative products of film and television works. In addition, Station B will also have the priority investment right in film and television projects controlled by Huanxi Media in the next five years, which means that Station B will have the opportunity to get involved in more film and television projects.
accelerates content layout integration
In fact, the plan to improve the content layout of station B has been proceeding in an orderly manner.
was once defined as the “two-dimensional” centralized station B, and now it is forming a multi-level and multi-dimensional content ecology. Official data of station B It shows that the content of station B has now covered 7000+ cultural circles-
acquired the exclusive live broadcast rights of the "League of Legends" global finals in China from station B for three years, to Feng Timo entering station B, and then to self-made rap The broadcast of the variety show "The New Generation of Rap" has made breakthroughs in the fields of e-sports, live broadcast and variety show at station B in recent years. Now open the home page of station B, and the sidebar includes live broadcast, national innovation, music, digital, fashion, etc. 21 options. The expansion of
content coverage is also reflected in the growth of users. According to the second quarter 2020 financial report released by station B, the average monthly active users of station B reached 172 million, and the average daily active users reached 5100 10,000, an increase of 55% and 52% respectively over the same period last year, and the average daily usage time of users reached 79 minutes. In addition, the consumption and production data of video content has also increased significantly. The average daily video playback volume of users reached 12 Billion times, up 97% year-on-year; The number of UP hosts increased by 123% year-on-year, reaching 1.9 million, and the monthly average submission volume reached a record high of 6 million, an increase of 148% year-on-year.
Chen Rui said in the earnings conference call that the current user growth driver of station B is still the out-of-circle content. "In terms of content expansion, we have done quite effectively in the past year, and it is precisely because of the expansion of content. , We have obtained a wider range of users than before." In a series of expansion of the section of
, documentary is the first category in addition to animated dramas, B stands in the film and television content. At the end of 2017, Station B launched the documentary "Looking for Project"; in June 2018, the first season of the documentary " life " independently launched by station B reached 9.0 on Douban, with 80.298 million views; September 2018 , Station B has reached in-depth cooperation with Discovery Channel, and 145 documentaries will be launched in the future. At the same time, the independent content of station B is constantly being updated. What
"goes hand in hand" with the documentary is B's expansion in variety shows. From the broadcasting rights of copyrighted variety shows, to the joint production of variety shows with satellite TV, to today's independent broadcast self-made, the layout of B station in the variety show field has been initially completed. Previously, the popular variety show at Station B was "Informal Talks". This variety show originally broadcast by Satellite TV was unexpectedly popular at Station B and became extremely popular. It was jointly produced by Station B and Hubei Satellite TV in the fifth season. , The latest season 6 on Douban received a score of 9.0.The total broadcast volume of sports program series reached 330 million.
Currently, Station B already has multiple member-exclusive variety shows including "Brothers on the Run" and "Kangxi is Coming". The copyrighted variety shows have become one of the important contents of Station B serving paying users. This year, the self-made variety show "Rap and Singing New Generation" has successfully "breakthrough" in many homogenous variety shows, and the competitiveness of Station B as a content producer has begun to manifest. (Why are all the rappers going to station B this time?)
is in the solo drama section, and station B has long been laid out. In terms of domestic dramas, the urban mystery drama "Speaking of You" has been broadcast for three seasons since 2014. Among them, the total broadcast volume of the third season was 25.846 million, with a score of 9.9. In terms of British and American dramas, the entire season of "Double Shu" and the "Real Human" series are on the list of solo dramas. Japanese dramas are a more special category of overseas dramas for station B. Because the audiences of Japanese comics and Japanese dramas overlap to a certain extent, Japanese dramas also have a considerable mass base at station B. In the past two years, the highly topical Japanese dramas "Unnatural Death", "Tokyo Grand Hotel", " Escape is shameful but useful " and so on have been broadcast exclusively on station B.
At the end of 2019, the Film and Television Zone at Station B launched the annual list for the first time, which counted the list data presented by viewers’ viewing, barrage, and video contributions in the Film and Television Zone at Station B, which included movies and dramas. , Roles, and actors. Interestingly, it can be seen from the TV series list that users of station B prefer to target younger dramas. In 2019, "East Palace", " Big Song Youth Zhi", "I Only Like You" and other dramas that did not enter the top 20 in the mainstream new series of effective broadcast list, all rely on huge submissions at station B. Selected into the "Top Ten Annual Focus Series". (B station with big eyebrows and big eyes is also on the annual film and television list)
In addition, in May of this year, station B also "ingeniously" purchased a series of lower-rated films at home and abroad, and they passed the unique community ecology of station B. And the barrage culture has become the unique content plus of B station.
B station goes deep into the hinterland of the film and television industry
After cooperating with Huanxi Media, "Wind Dog" is just the first step to ask for directions. As soon as the solo drama came out, what made the outside world more interested is what kind of impact this move will bring to the entire industry?
First of all, the film and television industry seems to have new exciting objects. Compared with the content output of all age groups on other platforms, users of station B are younger. Relying on the unique community atmosphere, barrage culture and platform attributes, station B will also have the opportunity to produce more innovative and diverse content. For example, this year's self-made rap variety show "Rap New Generation" at station B is different from the general rap variety show. It not only updates the rules of the game, but also gives rap a broader existence scene. And this kind of innovation can be expected to be replicated in the film and television industry.
At the same time, for emerging film and television companies in the industry, this is also a brand new opportunity: before they could only be selected on the three platforms, but now there are more possibilities. The rejuvenation gene of station B is not only reflected in users, it has always been attractive to younger upstream content producers. At the beginning of 2019, the horror series "Unthinking: Radio" was broadcast, and it succeeded in building a reputation with its thoughtful and terrifying brain and constant reversal of high energy. At present, the series has been updated to the fourth "Unbelievable: Dictionary 2", and ranks third in the B station TV series list. The main creative team of the series is very young, and the director was born in 1991.
Secondly, the expansion of film and television content can help B stand in the upper reaches of the publicity and distribution industry chain. Station B has always been one of the "main positions" for the announcement of various film and television dramas. After the hit TV series "Celebrating More Than Years" at the beginning of the year ended, with an edited video named "Modern Version of More Than Years" released in the film and television division of Station B, it successfully detonated the topic again. The video hit one million views on the day it was released, and it completed a breakthrough on the platform the next day and hit the hot search on Weibo.
After owning its own copyrighted content, the attributes of station B as the "main position" of the announcement will be more obvious-when the original and the second creation video appear on the same platform, there will be more interactions in the content. New attempt.In addition, film and television works with own copyrights also provide UP owners with a more free creative atmosphere.
In addition, compared to other simple publicity companies, a platform company like station B is more helpful for filmmakers to explore publicity strategies. Alibaba Pictures’ one-stop publicity platform "Lighthouse" launched in 2018 can conduct more accurate publicity activities for movies based on data analysis-taking online movies as an example, by making reservations from the trailer to the audience , And then to the full-chain monitoring of the first week’s play volume and interaction index, it is possible to draw clear directional conclusions such as "a trailer with a length of 60-70 seconds is the most effective" and "the 12th second is the second peak of audience loss". In the past, the producers may only be able to adjust the rhythm through the "tap water" of the UP master, but with the gradual increase of independent broadcast and self-made content at station B, they can also adjust their publicity strategy more actively.
The deep "binding" between station B and Huanxi Media lasted for five years. For the film and television industry, five years are enough to carry many unforeseen changes. "Wind Dog" is just the first step into the film and television industry at Station B. The myth that "everything is available at Station B" may just be the beginning.
