's web drama " Ghost Blowing Lanterns: Kunlun Shrine ", which has many fans, was launched one day earlier on the evening of September 20.
In addition to the slimming and degreasing Hu Bayi ( Pan Yueming ), Wang Fatzi ( Jiang Chao ) and the popular Yang Staff ( Zhang Yuqi ), the three audiences have The Ghost Blowing Lamp IP Iron Triangle has returned to off-screen, and the adaptation of works that respects the original work and the online special effects production of technical level have been well received by the audience.
"Ghost Blowing Lantern: Kunlun Shrine" official poster Figure / "Online drama Ghost Blowing Lantern" official Weibo
After updating 4 episodes on the premiere day, "Ghost Blowing Lantern: Kunlun Shrine" scored 8.2 points on Douban.
, but soon some viewers complained about the scheduling mode of "Ghost Blowing the Lantern: Kunlun Shrine" on social media. There are 16 episodes in total, 4 episodes for the first update, 3 episodes for the weekly update, and 6 episodes for the last two days a week, even if If you are a VIP member, it will take 1 month to read it. Why is
such a scheduling mode?
watched the new one, and forgot the old one The third work of the same IP web drama. In addition to replacing the previous director Fei Zhenxiang with Cai Yuexun , and adding the role of Hong Kong businessman Ming Shu played by Tang Zhenye , the team of
has been completely retained.
has retained even the mode of using mainland pop singers to perform. After singer Zhou Xiaoou shines in "Ghost Blowing Lantern: Longling Labyrinth", singer Sha Baoliang also assumes an important role in this season.
The plot adaptation and rhythm of the last "Insect Valley of Yunnan" was criticized by many audiences. The audience thought that a "fantasy adventure drama" was made into a "middle-aged wilderness love idol drama".
In this season of "Ghost Blowing Lamp: Kunlun Shrine", the rhythm has been significantly accelerated, and the atmosphere creation and character depiction have also made considerable progress compared with the previous work.
After two works of polishing, the tacit understanding between the three leading actors has been highly adapted to the characters. In the emotional scenes, no matter the lines or body language, the connection between the actors in the previous works is smoother for the audience. slippery feeling.
"Iron Triangle" Gathering Picture / Video Screenshot of "Ghost Blowing Lamp: Kunlun Shrine"
In the previous work, Pan Yueming was criticized by many audiences due to his out of shape. Control, although the original author of "Ghost Blowing the Lamp" Tianxia Ba Sing once said in an interview that Liu Ye is the most suitable actor to play Hu Bayi in his heart, but Pan Yueming, who is not strong enough, but has more than mildness, has completely established himself through three seasons of works. The most suitable image of Hu Bayi in people's minds. In the plot of
, after learning to sing, there is a piece of rivalry between Pan Yueming and Zhang Yuqi, a simple conversation, full of unintentional love, just a few minutes of performance, when the silent Pan Yueming looked at Zhang Yuqi, the audience put " This is the taste" was typed on the public screen.
In addition, it is worth mentioning that Fatty Wang played by Jiang Chao, in the setting of a person who maintains a "broken mouth", this work has added more rich and three-dimensional scenes, changed the image of "reckless man", and became more full .
But soon a new problem was exposed, not enough to watch.
viewer Zhu Kai calculated for China News Weekly , "Members update 4 episodes in the first week, and then update 3 episodes every Wednesday after that. An episode is 34 minutes long, of which the pre-credits and the prequel review account for 2 minutes and 15 seconds. There is also a 30-second commercial break in the middle, and a 4-minute cast at the end, and the real content time is less than 28 minutes." Wendy, a fan of
Ghost Blowing Lamp IP, also complained to China News Weekly about "Ghost Blowing Lamp: Kunlun Shrine" rhythm of the schedule.
"A total of 16 episodes of suspense and adventure themed works, 3 episodes are updated in a week, and I have even forgotten the plots of the previous episodes when I chase them next week.. "
" Why can't there be more in a week? "It has become the voice of many audiences.
At the same time, the TV series " please " starring Ren Jialun and Li Qin , which was launched on September 15th, was updated with 6 episodes on the first day and updated for 8 consecutive days. VIP Members can watch 16 episodes directly, then update two episodes every Monday and Tuesday, and update one episode on Wednesday and Thursday. This kind of schedule is obviously faster than "Ghost Blowing Lamp: Kunlun Shrine".
is also a TV series, and the difference in schedule Why is it so big?
has changed from "accommodating" TV stations to "taking care" of revenue
The foreign TV drama scheduling mode produced by platforms such as HBO, , Netflix, , etc. has been very mature. Although there are also daily broadcast dramas, the mainstream models are almost all Weekly broadcast.
Generally speaking, the characteristics of American dramas, Japanese and Korean screenwriters are to set the key progress of the plot before the end of each episode, and reserve eye-catching foreshadowing for the follow-up plot, the purpose is to keep the audience on top.
After each episode goes online , screenwriters can also adjust the plot according to market performance indicators such as ratings to form a "broadcast while filming". If the performance is not satisfactory, it can be improved in time. If word of mouth declines, investors can even stop losses in time. Unlike the purchase model, domestic TV drama producers and platforms do not have to worry about the high churn rate caused by audience feedback.
Initially, TV stations, as the main channel for TV drama broadcasts, mostly schedule and broadcast one or two episodes a day. , After the rise of Internet video platforms, the scheduling logic of TV dramas has changed. In the early stage of development of the
long video platform, because of the need to accommodate TV stations to be broadcast on a daily basis, although the update frequency of many works is the same as that of satellite TV, the broadcast time is different. It is often 24 hours after the mistake. With the development of the long video platform, the time after the mistake is gradually shortened.
In September 2015, the TV series "The Legend of the Swordsman in the Battle of Shushan" was first broadcast on the long video platform and then on the TV station. The first shot of the TV series "Xianwang Backstage" was fired. In the long video platform that year, the show was broadcast for 10 episodes a month, with an average of 3 days for one episode, and it lasted for 6 consecutive seasons.
and later, accompanied by various The long-form video platform arms race has been heating up year after year, and the price of copyrights and the remuneration of star actors have risen. In order to recover the cost, most of the dramas have set the number of episodes to be super long. " and other TV series with more than 70 episodes, as well as " Ruyi's Royal Love in the Palace " and many other TV series with more than 80 episodes. With so many episodes of
, the broadcast mode of long video platforms is generally based on 2 episodes per day, and 2 episodes a week. Five-shift mode.
For example, "Story of Yanxi Palace" broadcasts 2 episodes a day from Thursday to Sunday, and members always watch 8 more episodes. It was so popular that the platform immediately adjusted the arrangement and changed to 2 episodes every day from Tuesday to Sunday.
stills of the TV series "Strategy of Yanxi Palace" Photo / "Strategy of Yanxi Palace" official Weibo
The changes brought about by the update mode have also made long-term video platforms and TV series production teams taste the sweetness through implanted advertisements and patch advertisements. TV dramas also have a trend of getting longer and longer.
At the end of 2021, the State Administration of Radio, Film and Television issued a 40-episode limit order for the consideration of reversing the industry's accumulated malpractices, further "removing the fire" for the domestic drama industry. Against the background of restrictions and declining environment, the drama team began to test the waters to develop short dramas, and the platform party started a new round of exploration.
Before the broadcast of "Ghost Blowing Lamp: Kunlun Shrine", Liu Lei, a senior operator who has participated in the operation of many popular dramas, told China News Weekly: "The current schedule does vary from drama to drama, and there are too many things to refer to."
"Generally speaking, for online dramas with a length of more than 30 episodes, about half of the episodes are released within a week, and then the mode of 'more three breaks and four' or 'more four breaks and three' is more common." Liu Lei said .
In Liu Lei's opinion, the reason for adopting this model is that the audience can watch half of the drama in one go, and most of the audience have a basic judgment on the quality of the drama, and watching half of the episodes in one go can also make the audience get higherUninterested audiences can quickly turn off their fans to find new targets.
"This model is more friendly for the audience to efficiently screen works." Liu Lei said. The negative of
is typically the TV series "His Royal Highness Wolf ", which released 49 episodes at once during the broadcast, causing a lot of "fatigue" for the audience to follow the drama, and ultimately unable to conduct simultaneous discussions on the Internet, and few hot searches. indivual.
But when the total number of episodes of the TV series is shortened, for the platform, the 16-episode works will be replaced by one episode per day, and it will be a bit short after half a month.
"short dramas lengthen the rehearsal cycle, in order to cooperate with content operation , marketing, the ultimate goal is to attract fans to attract members. In the environment of reducing costs and increasing efficiency, now the long video platform evaluates new dramas mainly by adding new ones. Driven by the number of paid members, advertisers generally require brands to keep their exposure on the platform for about a month."
These reasons eventually led to changes in the TV series update model.
is "ugly to eat" but can not eat
's "Ghost Blowing Lamp: Kunlun Shrine" scheduling mode is considered by many viewers on social media as "ugly to eat".
viewers couldn't help but think of the controversial "advanced on-demand" TV series " Chen Qingling ", " Qing Yu Nian ", " Sweeping Black Storm " and other works have been on the hot search because of this.
According to the iiMedia Business Opinion and Public Opinion Data Monitoring System, the keyword clouds of video websites include advanced on-demand, consumer rights, and Youai Teng, etc. The mass media and netizens have accused the video network of many routines, ugly food, and constantly squeezing the rights and interests of consumers. At the same time, they have supported relevant government departments to issue policies to rectify and strengthen supervision.
On September 1st this year, iQiyi also posted on its official Weibo that it had paid attention to the user's suggestion for the option of advanced on-demand single-episode on-demand, and related functions are already under development.
In this regard, Sun Jiashan, associate researcher of , China Academy of Arts, told China News Weekly: "In the last round of capital cycle, the platform side must not only make profits, but also 'eat well' and meet the viewing needs of the audience. It is difficult to take into account several aspects, and it is indeed a struggle. But after the capital fever subsides and enters a new cycle, the situation may be better.”
Due to the blind competition for copyright and market share in the domestic long video industry in the past few years, it has fallen into the quagmire of the war of burning money. , most online dramas have to forcibly prolong the episodes to recover the cost. Sun Jiashan said that the current valuation of domestic long-term video platforms has dropped significantly, and it is difficult for the hot money that has poured into the industry to be as crazy as in the past.
"Online drama production companies can live within their means according to the actual situation. They don't have to rely on protracting episodes to make money, and the episodes don't have to shoulder the task of making money for the platform, which can doubly relieve some pressure. But these achieved The premise is that content production will not be kidnapped by Deep Capital, and all links will return to the normal track. Platform revenue and user experience can slowly find a balance." Sun Jiashan said.
Speaking of the controversy over the scheduling of "Ghost Blowing the Lamp: Kunlun Shrine", although the extreme scheduling mode of asking for membership fees is adopted, the selection of TV series today is still much wider than that of TV stations in the past. Under the competition of different platforms , the audience has more chances to choose their favorite works of art. Although it looks ugly, it is still a buyer's market.
Judging from the feedback from the current episode after the broadcast, most of the audience still put discussion and sharing on the episode itself. It can be seen that the setting of the scheduling mode is a market behavior, and the quality of the episode itself passes the test. In this case, the adjustment of the platform to adapt to the market in order to achieve certain goals is understandable.
It is reported that after "Ghost Blowing Lamp: Kunlun Shrine", Pan Yueming, Jiang Chao and Zhang Yuqi will also appear in the next two works "Ghost Blowing Lamp: The Return of the South China Sea" and "Ghost Blowing Lamp: Wuxia Coffin Mountain". IP will continue. When
doesn't know the next one, what will happen to the scheduling mode? One episode per week, six months in a row?
by Berdin
