It’s another year when the magnolia blooms. On June 24, the 29th Shanghai TV Festival officially opened.
This TV Festival is hosted by the State Administration of Radio and Television, China Central Radio and Television, and the Shanghai Municipal People's Government, and will be held from June 24th to 28th. As an annual film and television feast and industry event in Shanghai, this TV Festival will hold a series of activities such as the Magnolia Awards, the Magnolia Forum, the TV Market, and the "Magnolia Fragrance" TV program show, to inspire industry wisdom for TV people , disseminating artistic nourishment to the general public.
Among them, the 29th Shanghai TV Festival "Magnolia Dialogue" TV Forum was held from June 24th to 27th. As the official main event of the Shanghai TV Festival, the "Magnolia Dialogue" TV Forum continues to pay attention to new trends in the TV industry and showcase the new pattern of the TV industry. 12 themed forums invite domestic and foreign industry leaders to focus on hot topics such as high-quality creation, international communication, and technological innovation. Start discussions; 3 master classes will invite jury representatives of this year’s TV Festival to conduct industry discussions, conduct point of view collisions, pay close attention to industry changes, and promote high-quality development of the industry.
html On June 24, at the Magnolia TV Drama Jury Chairman’s Master Class, director Yan Jiangang, vice president and secretary-general of the TV Drama Directors Committee of the China Broadcasting Federation, and chairman of the TV Drama Category Jury of the 21st and 29th Shanghai TV Festival Magnolia Awards He shared his industry experience, creative ideas, industry observations and future prospects.
Yan Jiangang, Chairman of the Jury for the TV Drama Category of the Magnolia Awards at the 29th Shanghai TV Festival (Photo provided by Shanghai TV Festival)
Yan Jiangang once again served as the Chairman of the Magnolia Awards TV Drama Category Jury for this TV Festival after 2015. Talking about the changes in the drama market in the past nine years, Yan Jiangang said that because the longer the drama broadcast cycle, the better the advertising effect of advertisers, so in recent years, TV dramas have become longer and longer, and the theme content is basically around 40 episodes. But because online platforms no longer rely solely on advertising to generate revenue, the length of series is now beginning to increase.
Yan Jiangang said that "attracting newcomers" to various online platforms is a familiar revenue method. The "new" refers to the youngest generation of viewers. The average cultural level of this audience group is far from the reading volume of TV series at home and abroad. Far more than traditional audiences, they don't like to be muddled.
"When they have been exposed to American dramas, British dramas, and many excellent world-wide TV dramas, and have become accustomed to the rhythm of the story, the type of stories and the density of events, you can then use the traditional method to tell a story in a sloppy way. , "Double-speed playback appeared." Yan Jiangang said.
Regarding phenomena such as double speed and fast forwarding, Yan Jiangang emphasized that "the audience's behavior in watching dramas must be due to their dissatisfaction with the drama."
"So various platforms and TV stations are always emphasizing 'high-quality dramas'", Yan Jiangang said, "As long as a high-quality drama has the word 'fine' in it, it will be short if it is good, and it will not be good if it is long."
He mentioned that the trial and error rate of the platform is extremely high. When the audience sees some successful short dramas, there have been countless short dramas that have failed in the past. “With this continuous practice, batch after batch of short dramas have appeared. There are a lot of high-quality short dramas, with a length of more than a dozen episodes or even shorter. " Long Season " is a classic representative."
Yan Jiangang pointed out that the emergence of these high-quality short dramas shows that the stories that could only be told in 40 episodes in the past can definitely be completed in 12 episodes today, and the degree of completion can reach the level of high-quality products. Let the audience watch at twice the speed.”
"This trend is by no means achieved by administrative means, but is a natural choice that occurs naturally with social progress, economic development and changes in the quality of the audience." Yan Jiangang said.
