Perhaps in the eyes of some netizens, "Xu Yan" lacks the visual impact of a big scene, nor does it have the support of traffic stars, and even the standards of popular online dramas cannot be met. But it is also its light weight and new face that make the audience more interested.
The 18-episode "Xu Yan" starring
is also the reason why Mango TV decided to create a "Damang Project" mini-drama, trying to seize the online drama with the mode of Xiaoboda and overtaking the Aiyouteng theater. Market share killer.
01
At present, the "Damang Project" has released 48 mini-series. Including last year's " " produced by the post-95 main creative lineup of Zheng Studio, and this year's "Nian Nian Wuming", which has a score of 7.0 on Douban and is widely praised. Some of the short plays of
's "Damang Project"
and Mango Monsoon Theater ("The Disappearing Child", " Jiang Zhaoliang ", " I'm in a good place in another country ", etc.) focus on the depiction of realism themes differently. The target audience of the short drama is precisely aimed at the young female audience, and effectively integrates the favorite elements of this group, such as love, costumes, and suspense.
mentioned at the beginning that light weight and new faces are a major advantage of micro-short dramas, especially under the experience evaluation of the audience's aesthetic fatigue caused by the costume dramas with generally similar content in Aiyouteng. But "new faces" also inevitably means a lack of popularity. The two seasons of "'s attack on the queen ", which will be broadcast in 2021, have only 2,429 and 974 scores on Douban.
The first part of "The Attack on the Queen" was rated by only 2429 people
The second part of "The Attack on the Queen 2" was only rated by 974 people
If the current predicament of the Mango Monsoon Theater lies in quality control, then the short drama under the Damang plan, It is in the early stage of the urgent need to expand the popularity of the theater. and the achievement of this phased goal, it is obviously far from enough to rely on the above two advantages.
Right now, Damang plans to ensure the innovative requirements of the works by discovering and cultivating content producers who are highly compatible with the platform's goals, and focus on promoting the content of the episodes. For example, in the promotion of "Xu Yan", in addition to emphasizing that it was produced by the "Nian Nian Wuming" team, the poster "Knowing people, knowing faces, but not knowing hearts" corresponds to the story of "changing faces for love".
"Nian Nian Wuming" with a Douban score of 7.0
02
As early as 2014, Hunan Radio and Television decided to start the media integration with three stages of "Taiwan Blood Transfusion Network", "Network Feedback Taiwan" and "Deep Integration", which means mango TV is bound to compete with iQiyi , Youku, Tencent in the field of medium and long video content competition.
Even though many netizens hold the view that "the platform theater operation model is useless", the fog theater , which was the first to gain popularity and word of mouth, also lost. However, judging from the arrangement of new dramas announced by various platforms, in the next few years, theater operations will still be the general trend.
iQIYI Mist Theater will return to
in Q4 in the third season. Based on this, Mango TV's theater growth is imperative.
From the current point of view, "Mango Monsoon Theater" is the trump card of Mango TV. Therefore, there will be an arrangement mode in which Hunan Satellite TV's weekend prime time gives way to the theater at the end of the year. However, tried to compete with Aiyouteng with a mango monsoon , which was not able to form an effective work scale, and was greatly limited by the quality of the work.
Mango Monsoon Theater's recent work "The Disappearing Child"
What's more, the attraction of "Love Theater", "Pamper Theater", "Hong Kong Theater" and "Sweet Midsummer Theater" under Aiyouteng to young online drama users should not be underestimated. Micro-shorts that are different from the Mango monsoon positioning are also essential to make up for Mango TV's shortcomings in this field.
"Lian Lian Theater"'s hit this year "Canglan Jue"
"Hong Kong Theater"'s "Forensic Pioneer 5" is highly anticipated by
's interesting and novel content and the joining of new actors. The word-of-mouth accumulation period of micro-short dramas has already begun. In the end, we will wait and see whether it can build a content advantage barrier with Mango characteristics as expected by Mango TV.
This article was originally created by Yuping Bai Xiaohei. Your likes, concerns and collections are the greatest encouragement to me!
