long video platform has always followed the show. With the launch of "News Queen", it is Youku's turn to "splash the sky with wealth".
11html On January 1, TVB (full name: Hong Kong Radio and Television Co., Ltd.) 56st anniversary TV drama "News Queen" starring Charmaine Sheh and Ma Guoming was launched on Youku. The drama tells the story of senior anchor Wen Hui in the news and television department of SNK-NEWS The story of Xin Xin and Liang Jingren struggling between pursuing interests and insisting on themselves. As of now, the drama has a Douban score of 8.2, making it the highest-rated Douban drama among Hong Kong dramas launched this year. On Weibo, the topic " News Queen " has received more than 1400 million views, 470,000 discussions, and Douyin related videos have been played more than 2600 million times.
Discussions on "News Queen" on various social platforms revolve around the two keywords "workplace" and "women". Workplace dramas have always been a major feature of TVB, and "female themes" and "heroines" have also been the traffic codes of film and television series in recent years. "News Queen" stepped on the trend, and its traffic took off because of its smooth plot, complex and vivid characters and sharp lines.
Hong Kong dramas are the differentiated competitive business card that Youku has been trying to create. "News Queen" director Zhong Shujia said in an interview that he will continue to cooperate with Youku in the future, including the upcoming revenge-themed drama "Black Moonlight" and legal themes. The series "Forensic Pioneer 6" will also be broadcast on Youku in the future.
Long video platforms headed by “Aiyouteng” have never stopped competing in online dramas. The popularity of "News Queen" is a special case. Since the fourth quarter, "Aiyouteng" has still bet on "IP+ traffic". Before "News Queen" was launched, "The Secret Fragrance Comes" aired on Youku was a series that brought together popular IP and traffic stars. "The Secret Fragrance Comes" stars popular actors Zhou Ye, Wang Xingyue and others, and is adapted from the short story "Washing the Leading Flowers". The novel is known as one of the "Three Most Abusing Novels on Zhihu" and has been read by more than 259 million Zhihu users. According to Guduo's data, "The Dark Fragrance Comes" was the most popular drama on the entire network during its broadcast period, and was the second most popular drama series on the entire network in January.
"IP + traffic" is a cliché but repeatedly effective combination: the popular IP attracts fans of the original work and discussion, while traffic stars bring their own huge fan base. The combination of the two makes a drama series never go unnoticed. sound. After iQiyi and Tencent Video enjoyed the success of "Lotus Tower" and "Sauvignon Blanc" in the summer, the momentum of IP ancient puppet dramas continued in the fourth quarter.
According to iQiyi statistics, "Ning'an Like a Dream" has the highest popularity on the iQiyi site, exceeding 10,000. As of 11html29, "Ning'an Like a Dream" ranked sixth among iQiyi's exclusive series and is currently the most popular series in the fourth quarter. "Ning'an Like a Dream" stars Zhang Linghe and Bai Lu. The drama is adapted from Shi Jing's novel "Kunning". It tells the story of Jiang Xuening, played by Bai Lu, who went through ups and downs to become the queen, but encountered a palace coup, was forced to commit suicide, and was reborn. Later, he determined to uncover the truth of the year and rewrite the story of the ending of his life. The drama 11html was launched on the 1st of January 7html, and the popularity on the site exceeded 9000 one hour later. Continuing the popularity when it first aired, "Ning'an Like a Dream" performed well on various platforms. At present, the Weibo topic "Ning'an is like a dream" has received more than 10000 million views, 12490,000 discussions, and Douyin related videos have been played more than 10100 million times.
From the perspective of script mode, "Ning'an Like a Dream" is a configuration of "one woman dragging three men". This configuration has been verified to be effective in "Sauvignon Blanc" and "The Secret Fragrance Comes".Compared with costume idol dramas that purely tell love stories, the plot line in "Ning'an Like a Dream" adds a lot of highlights to the drama, and the plot line in the drama also arouses the audience's desire to discuss. "Peace is Like a Dream" combines all the elements of current online dramas: popular novels IP+ popular actors + ancient puppets. In addition, there is also topic popularity. The costume drama "Yun Zhi Yu" starring Zhang Linghe was aired on iQiyi in January and aroused heated discussions. This has accumulated some " passers-by " popularity for "Ning'an Like a Dream" to a certain extent. It also maintained Zhang Linghe's popularity. "Based on Love", which was aired first by Bailu, although its reputation plummeted, it also brought great popularity to Bailu. With the blessing of super traffic and the plot configuration of ancient puppets that are within the qualified line, "Ning'an Like a Dream" successfully maintained its throne as the ancient puppet champion in the same period.
Coincidentally, Tencent Video’s currently most popular drama series “Le You Yuan” also follows the “IP+ traffic” model. "Le You Yuan" is adapted from the novel of the same name by Bie Wo Sicun, starring Xu Kai and Jing Tian, and also adheres to the popular IP+ traffic guidelines. The play tells the story of the emperor's grandson Li Ni, played by Xu Kai, and the general's only daughter, Cui Lin, played by Jing Tian, each leading an army and getting involved in the dispute. The two fought overtly and covertly among various forces. In several confrontations, they encountered rivals and fell in love with each other. story. Up to now, the "Leyouyuan" Weibo topic has been read 5100 million, the topic discussion volume is 10960,000, and the number of Douyin-related videos played exceeds 2900 million. At present, "Le You Yuan" has a Tencent Video rating of 8.8, ranking third among Tencent Video costume dramas this year, second only to "Sauvignon Blanc" and "Jade Bones", while "Sauvignon Blanc" and "Jade Bones" also both It is a costume idol drama supported by popular IP+ traffic.
In terms of reputation, "Le You Yuan" currently has a Douban score of 6.5, ranking eighth among Tencent Video costume dramas this year. In the IP adaptation that was broadcast at the same time, the acting skills of popular stars were one of the reasons why the series was questioned. However, the acting skills of the two leading actors in "Le You Yuan" were well received. Many viewers on Douban and other platforms said that the two The actors' performances make people immersed in it, which has expanded the audience of "passers-by" for the show. Some viewers also chose to watch "Le You Yuan" because they were well received by the actors for their acting skills. However, the acting skills of the leading actors attracted limited audiences, and the data of "Le You Yuan" on various platforms were slightly inferior to those of the IP adaptations broadcast at the same time.
Strength is not easily converted into traffic. Both the drama series and the actors need to achieve mutual success. As a typical ancient puppet drama, "Le You Yuan" has received mostly positive reviews in terms of plot, makeup, and characters. The overall score is at the pass level and above, but its popularity and topic reading volume are not as high as those of Tencent Video's previous ones. Ancient puppet show. It is not difficult to see from the data that the criterion for the popular traffic of ancient puppet drama IP+ is actually the combination of popular traffic +IP. It seems that the traffic is more dominant among them.
Although the current data of "Le Youyuan" is not as good as other ancient puppet dramas, Tencent Video also has a high-quality and popular IP+ traffic reserve lineup. In the film list released in January this year, Tencent Video announced 170+ drama series, of which 90+ is in preparation. In addition to the upcoming drama adaptations such as "Traveling with the Phoenix", "Ling of Love" and "Bent Back", there are also many dramas such as "The Watcher of Da Feng", "The Three-Body Problem", "Chang'an's Lychees" and "Lamp in the Daytime". The novel will also be adapted into a film and television version. In addition, the film list shows that the previously well-received "Celebrating More Than Years" will also have a sequel. At present, "Qing Yu Nian Season 2" has been officially completed at the end of January. The number of reservations for Tencent Video exceeds 10,000, far exceeding the number of dramas to be broadcast at the same time. It is expected to once again trigger a phenomenon-level drama-seeking event.
Popular IP+ The combination of traffic always produces hot hits in the market, and major platforms are also continuing to add novels to film and television. But at the same time, too many adaptations will always result in some homogeneous IP being forgotten by the market, especially ancient puppet dramas that do not have the support of popular traffic. For TVB, although professional dramas are a trump card, their essential core is still " Gong Dou " . How to continuously launch new drama types on the basis of professional dramas and make them last long is the magic weapon for transformation. For video platforms, no traffic means that the topics and market data cannot meet the standards, and it is difficult to convert this group of people into member subscribers; for traffic, too many repeated scripts and themes will also cause the drama to change. Narrow and single image, how to find a new model adapted from IP+ may be the direction that should be further considered at the moment.
