Home > entertainment > Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these

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Text | Entertainment Xiance, Author | Rain Over Smoke, Editor | Xiance Editorial Department‍‍‍

Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded a Mango variety show has become a hot search topic. The three male protagonists of

have each appeared in twenty or thirty short plays. They are indeed "familiar faces" in the field of short plays. When the long video platform began to invite short play actors to fill in the appearances, we can also see their interest in micro-plays. Short drama audience desire.

At present, micro-short dramas are developing rapidly, and are even considered to be gradually encroaching on the territory of long videos. This conclusion is not unfounded. Data shows that in 2023, the total box office of Chinese movies will be 54.915 billion yuan, while the market size of online micro-series has reached 37.39 billion yuan, accounting for nearly 70% of the movie market, and is expected to exceed the total box office of movies in the future.

When China's film and television industry is faced with the challenges of declining box office and reduced number of drama series releases, how should it actively respond to the impact of micro-short dramas? It is an indisputable fact that

01 short plays are fierce and

long videos burn money.

"For video websites, 70% of the dramas broadcast are serious losses! Therefore, people in the industry have little motivation to invest in filming." Su Xiao, founder of Ningmeng Film and Television, said at the recently held "2024 Hengdian Film and Television Cultural Industry Development Conference ", pointing directly to the pain points that long videos have faced for a long time. Gong Yu, CEO of

iQiyi, attributed the reason to the development of technology and the rapid development of micro-short dramas. “In terms of user groups and their consumption habits, micro-short dramas are highly similar to the traditional film and television industry, so the traditional film and television industry is facing When a big challenge comes, we have to accept it. "

When 70% of broadcast dramas are losing money, it also forces the traditional film and television industry to explore ways to break the situation.

Contrary to the high cost and high losses of long videos, micro-short dramas have the advantages of low production costs and high operating efficiency, which also means lower trial and error costs. If you succeed with the small-to-big approach, you can still make money Revenues above expectations.

Take "I Became a Stepmother in the 1980s" as an example. The production cost of this drama is 12,000 per minute. After conversion, the cost of 82 episodes is around one million, and the post-production cost is only 80,000. However, the recharge on the first day of launch was as high as 20 million, with a cumulative recharge of over 100 million yuan.

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these - Lujuba

However, the current cost of selling short dramas is also quite large. According to relevant reports, the investment in a single paid drama is 500-200 million, and the overall market is 30 billion. The short drama with the highest recharge at present is "Wushuang", which is as high as 200 million, but 80% of the recharge is streaming fees, and 10% is the WeChat handling fee, and the last 10% is also divided between the producer and the publisher. The profit is only 3%-5%, and the maximum profit of a single unit can reach 10 million. But in this situation where profits are divided layer by layer, 98% of paid dramas are in a state of loss.

Throughout the entire process, it can be seen that the streaming companies tend to gain more profits, while the producers make little profit, which also affects the creation of high-quality content to a certain extent. Take "Flash Marriage" as an example. According to media reports, the total recharge of this drama is 30 million, 80% of which is the streaming cost and channel fees. The producer's share is about 5%-7%, and the end-user income is about 2 million.

When myths about getting rich through short dramas emerge one after another, 70% of long dramas that lose money and 98% of short dramas that lose money form a strong conflict in the field of public opinion. However, from a production perspective, the production cost of short dramas is relatively lower. Even if there is a loss, the short drama will lose less. Not to mention that long dramas have a production cycle of several years, and the profit effect of short dramas is reversed. Instant results.

Because of this, the capital flow of the traditional film and television industry has also begun to change. Under the wave of cost reduction and efficiency improvement, producers and investors do not dare to rush into a large number of traditional film and television dramas as in the past, but prefer to obtain faster returns. The "short, flat and fast" characteristics of short dramas just meet the needs. Under the trend of high-quality products, micro-short dramas have gradually developed from vertical screen short video formats to horizontal screen stars, and have been accepted by mainstream satellite TV.

From the perspective of commercial value, the profit model of long videos is relatively simple. The main business profit methods mainly rely on membership and advertising, while attracting new users with popular products is highly uncertain.For example, after the broadcast of "Crazy" last year, iQiyi's 2023 Q1 membership increased by more than 17 million, but no hit drama has achieved this effect since then. This uncertainty also limits users' willingness to continue paying. Users The loyalty is far less than imagined.

The profit model of short dramas is relatively diverse, including paid unlocking, customized advertising, live streaming, etc. As for the price-performance ratio between the two, the audience is no longer limited to considering the quantity of content, but depends on whether the content can touch the audience's emotions. When the audience is happy and entertained, there will be no shortage of people to pay for the content.

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these - Lujuba

The reason why brand sponsors vigorously increase the number of short plays is because they believe that short plays can bring more actual conversions to brand live broadcast rooms and reach more people. Research data from Growth Black Box and Gouzheng Technology show that among the top 30 Douyin short dramas in the first half of 2024, Douyin has a total of 18 short dramas, 15 of which are brand-customized short dramas.

considers from the user's perspective, short dramas can accurately capture user preferences under algorithm recommendations, and timely push exciting content that they are more interested in to users. Long-form dramas test the audience's patience and require a long time to watch. In the limited fragmented time such as eating, queuing, and taking the subway, the audience may want to catch up on a few episodes of short dramas.

At the production level, the shooting time of short dramas is short and they are more familiar with the current needs of the audience, while the project approval period for long dramas can be as little as two to three years and as long as four or five years. If the creators cannot create with forward-looking thinking, it can easily lead to conflicts with The audience's preferences are mismatched, as evidenced by the frequent S+ dramas that hit the streets.

In addition, the impact of piracy on long dramas and short dramas is also completely different. For long videos, piracy will undoubtedly harm the content ecology and affect payment conditions. But this is not the case with short dramas. Since the rise of mini-program short dramas, short dramas have become more like information flow. The increase in piracy is more conducive to distribution and promotion, thereby increasing exposure. The short drama producers will most likely turn a blind eye to this.

Due to the superposition of various factors, although supervision has begun to tighten, micro-short dramas are still making rapid progress. As a business that robs users of their time, the rise of short dramas will inevitably squeeze out the time left by users for long videos. If long videos continue to be created according to the thinking of the traditional film and television industry, it will obviously be difficult to cope with the crisis brought by short dramas.

02 How do long dramas deal with the short drama crisis?

Nowadays, short dramas are frequently refreshing the playback volume and payment records.

For example, the short drama "I Opened a Supermarket on the Long March Road" during the National Day was online within 7 hours, and the number of views exceeded 10 million; "My Wife Is a Flash Marriage" has a cumulative number of views of more than 500 million, with a top-up of 30 million; "I was a kid in the 1980s" "Stepmother" has a playback volume of 710 million, a single-day payment of more than 20 million, and a cumulative recharge of over 100 million yuan. In the stage of brutal growth, one hit case after another demonstrates the development momentum of short dramas.

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these - Lujuba

In a sense, long plays are replicas of life and novels, while short plays are whimsical and refreshing stories. In terms of dream creation, short plays are far more exciting than long plays.

In order to cope with the crisis caused by short dramas, long-form video platforms have continued to take action.

On September 25, the iQiyi World Conference proposed to open "short theater" and "micro theater". Among them, "Short Theater" focuses on horizontal screen short plays, and plans to launch one ancient puppet, modern puppet, suspense and other types of dramas every week, with a duration of about 5-20 minutes; "Micro Theater" focuses on vertical screen short plays , with a duration of about 1-5 minutes, and 2-3 new dramas every week, focusing on male videos, female videos, and ethnic groups. This move is intended to launch an attack on the hinterland of short videos.

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these - Lujuba

In this regard, Wang Xiaohui, chief content officer of iQiyi, said: "The film and television industry has ushered in the second era of creative collusion in the past fifty years, and short dramas are the second integration of long and short videos." Gong Yu also believes that: "all The industry should make micro-short dramas instead of treating them as a scourge. Although there are some problems in the micro-short drama industry, we can upgrade it and make it more refined and more in line with public values ​​and aesthetics."

iQiyi has also made adjustments to its account sharing policy. For example, it has launched a stepped account sharing cooperation model for top content. If the effective playback time of top content members reaches between 8 million and 20 million hours, the platform will subsidize 10% of the unit price. If the playback time exceeds 20 million hours, the basic unit price will increase by 20%.

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these - Lujuba

Recently, Tencent Video also held its first mini-series press conference, insisting on continuing to focus on the three themes of "fireworks, youthfulness, and freshness". Create high-quality micro-short dramas in various directions, and add fresh content through tracks such as "Micro-short drama + cultural tourism" and "Micro-short drama + legal education". For example, the cultural and tourism short drama "Me and My Dad's 18 Years Old" has been integrated into Chaoshan. Intangible cultural heritage elements such as British singing and dancing, "Anti-Fraud", "Coming to Appear in Court" and "Under the Roof" also educate and entertain the audience.

In terms of cooperation models, Tencent Video's account sharing policy is also newly upgraded.

First, the member account sharing adopts a combined revenue model of "member viewing time + member new incentive", and the film producers can obtain 50% of the income from member orders after deducting channel fees; second, the account sharing cycle has also been adjusted, for those who have exceeded the account sharing period For tens of millions of solo broadcast projects, the account sharing period will be automatically extended from 6 months to 1 year; thirdly, Tencent Video has also launched the "Excellent Works Reward Program" and the "In-depth Label Cooperation Plan". Excellent works in the former can receive a single 100,000 reward, the latter is based on stepped rewards, and works can receive up to 5 million rewards, aiming to promote the incubation of high-quality short drama projects.

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these - Lujuba

On October 8, Youku officially implemented a new short drama accounting rule: the unit price of S-level short dramas is fixed. It is 16 yuan, an increase of 10 yuan from before, and the unit price of A-level is set at 8 yuan, an increase of 4 yuan from before. The "new coefficient" indicator is introduced, and the dynamic split is adjusted based on the data performance of off-site marketing, channel traffic, member conversion, etc. during the broadcast of the short drama, which can be increased by up to 120%.

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these - Lujuba

In addition, Fengmang, a subsidiary of Mango TV. The app has also ushered in a new round of upgrades. In addition to micro short dramas, it will also focus on micro variety shows, micro news and other content sections. The latest short drama list covers suspense, ancient style, sweet pets and other genres in order to achieve technological empowerment. Fengmang App also cooperates with companies such as Kimi Open Ecological Platform and Wanxing Technology, and will enable functions such as intelligent creation of scripts, intelligent editing of short drama distribution, and real-time insights into short dramas.

has become a long-term video platform and has launched popular works, After policies such as new rewards are put on the agenda, it can be seen that the platform is paying more and more attention to the content ecological layout of short dramas, and is investing more real money in short dramas that can bring more profits, accelerating the promotion of short dramas. The road to excellence.

In terms of subject matter, after a large number of short dramas launched sweet pet dramas for the elderly, long-form videos have also begun to continuously tap the silver-haired group, such as iQiyi's "one old and one young" strategy; Youku has launched "Silver Hair Theater" and adjusted the subtitles of the series For large font size, etc.

Today, users are in an era of information explosion, and the content products to choose from are increasing day by day. On the one hand, the long video platform needs to adapt to micro-short dramas according to the production logic of micro-short dramas. On the other hand, it must constantly update and iterate traditional film and television works, such as compressing the length of episodes and reducing water injection.

Although long and short dramas are essentially competing for users’ attention, the relationship between the two is not a simple zero-sum game. Traditional long dramas can learn from the successful experience of micro-short dramas to improve script quality and narrative rhythm. For example, "In the Clouds" relied on the narrative rhythm of short dramas to become a hit this year. Micro-short dramas can also draw on the in-depth thinking and emotional resonance of traditional long dramas to improve content quality, such as the highly rated "Snow in the East" and "The Princess".

Long dramas and short dramas can make up for each other's shortcomings in content, rather than trending towards the death of one.

Conclusion

In summary, the dilemma of long videos stems from the fact that short videos and short dramas have changed the entertainment habits of the audience; on the other hand, the shortcomings of its own content have caused the audience to fall into aesthetic fatigue.

When the external environment becomes more and more severe, the supply of content products has shown a trend of exceeding demand. Whether it is a long drama or a short drama, it is necessary to polish the quality and reduce the output of homogeneous content.

In order to respond to the challenges posed by short dramas, major long-form video platforms are constantly exploring new themes and types in the field of short dramas to meet the diverse needs of users, and short dramas have therefore shown a trend of quality. With the continuous development of technologies such as AI and VR, content creators will continue to explore new technological innovation points in the production and distribution of short dramas. After

micro-short dramas enter the explosive period, the audience, as referees, will naturally filter the content. At any time, content is the core and source of power. Amidst the waves, what remains in the end must be high-quality content.

Text | Entertainment Xiance, Author | Rain Over Smoke, Editor | Xiance Editorial Department‍‍‍

Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded a Mango variety show has become a hot search topic. The three male protagonists of

have each appeared in twenty or thirty short plays. They are indeed "familiar faces" in the field of short plays. When the long video platform began to invite short play actors to fill in the appearances, we can also see their interest in micro-plays. Short drama audience desire.

At present, micro-short dramas are developing rapidly, and are even considered to be gradually encroaching on the territory of long videos. This conclusion is not unfounded. Data shows that in 2023, the total box office of Chinese movies will be 54.915 billion yuan, while the market size of online micro-series has reached 37.39 billion yuan, accounting for nearly 70% of the movie market, and is expected to exceed the total box office of movies in the future.

When China's film and television industry is faced with the challenges of declining box office and reduced number of drama series releases, how should it actively respond to the impact of micro-short dramas? It is an indisputable fact that

01 short plays are fierce and

long videos burn money.

"For video websites, 70% of the dramas broadcast are serious losses! Therefore, people in the industry have little motivation to invest in filming." Su Xiao, founder of Ningmeng Film and Television, said at the recently held "2024 Hengdian Film and Television Cultural Industry Development Conference ", pointing directly to the pain points that long videos have faced for a long time. Gong Yu, CEO of

iQiyi, attributed the reason to the development of technology and the rapid development of micro-short dramas. “In terms of user groups and their consumption habits, micro-short dramas are highly similar to the traditional film and television industry, so the traditional film and television industry is facing When a big challenge comes, we have to accept it. "

When 70% of broadcast dramas are losing money, it also forces the traditional film and television industry to explore ways to break the situation.

Contrary to the high cost and high losses of long videos, micro-short dramas have the advantages of low production costs and high operating efficiency, which also means lower trial and error costs. If you succeed with the small-to-big approach, you can still make money Revenues above expectations.

Take "I Became a Stepmother in the 1980s" as an example. The production cost of this drama is 12,000 per minute. After conversion, the cost of 82 episodes is around one million, and the post-production cost is only 80,000. However, the recharge on the first day of launch was as high as 20 million, with a cumulative recharge of over 100 million yuan.

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these - Lujuba

However, the current cost of selling short dramas is also quite large. According to relevant reports, the investment in a single paid drama is 500-200 million, and the overall market is 30 billion. The short drama with the highest recharge at present is "Wushuang", which is as high as 200 million, but 80% of the recharge is streaming fees, and 10% is the WeChat handling fee, and the last 10% is also divided between the producer and the publisher. The profit is only 3%-5%, and the maximum profit of a single unit can reach 10 million. But in this situation where profits are divided layer by layer, 98% of paid dramas are in a state of loss.

Throughout the entire process, it can be seen that the streaming companies tend to gain more profits, while the producers make little profit, which also affects the creation of high-quality content to a certain extent. Take "Flash Marriage" as an example. According to media reports, the total recharge of this drama is 30 million, 80% of which is the streaming cost and channel fees. The producer's share is about 5%-7%, and the end-user income is about 2 million.

When myths about getting rich through short dramas emerge one after another, 70% of long dramas that lose money and 98% of short dramas that lose money form a strong conflict in the field of public opinion. However, from a production perspective, the production cost of short dramas is relatively lower. Even if there is a loss, the short drama will lose less. Not to mention that long dramas have a production cycle of several years, and the profit effect of short dramas is reversed. Instant results.

Because of this, the capital flow of the traditional film and television industry has also begun to change. Under the wave of cost reduction and efficiency improvement, producers and investors do not dare to rush into a large number of traditional film and television dramas as in the past, but prefer to obtain faster returns. The "short, flat and fast" characteristics of short dramas just meet the needs. Under the trend of high-quality products, micro-short dramas have gradually developed from vertical screen short video formats to horizontal screen stars, and have been accepted by mainstream satellite TV.

From the perspective of commercial value, the profit model of long videos is relatively simple. The main business profit methods mainly rely on membership and advertising, while attracting new users with popular products is highly uncertain.For example, after the broadcast of "Crazy" last year, iQiyi's 2023 Q1 membership increased by more than 17 million, but no hit drama has achieved this effect since then. This uncertainty also limits users' willingness to continue paying. Users The loyalty is far less than imagined.

The profit model of short dramas is relatively diverse, including paid unlocking, customized advertising, live streaming, etc. As for the price-performance ratio between the two, the audience is no longer limited to considering the quantity of content, but depends on whether the content can touch the audience's emotions. When the audience is happy and entertained, there will be no shortage of people to pay for the content.

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these - Lujuba

The reason why brand sponsors vigorously increase the number of short plays is because they believe that short plays can bring more actual conversions to brand live broadcast rooms and reach more people. Research data from Growth Black Box and Gouzheng Technology show that among the top 30 Douyin short dramas in the first half of 2024, Douyin has a total of 18 short dramas, 15 of which are brand-customized short dramas.

considers from the user's perspective, short dramas can accurately capture user preferences under algorithm recommendations, and timely push exciting content that they are more interested in to users. Long-form dramas test the audience's patience and require a long time to watch. In the limited fragmented time such as eating, queuing, and taking the subway, the audience may want to catch up on a few episodes of short dramas.

At the production level, the shooting time of short dramas is short and they are more familiar with the current needs of the audience, while the project approval period for long dramas can be as little as two to three years and as long as four or five years. If the creators cannot create with forward-looking thinking, it can easily lead to conflicts with The audience's preferences are mismatched, as evidenced by the frequent S+ dramas that hit the streets.

In addition, the impact of piracy on long dramas and short dramas is also completely different. For long videos, piracy will undoubtedly harm the content ecology and affect payment conditions. But this is not the case with short dramas. Since the rise of mini-program short dramas, short dramas have become more like information flow. The increase in piracy is more conducive to distribution and promotion, thereby increasing exposure. The short drama producers will most likely turn a blind eye to this.

Due to the superposition of various factors, although supervision has begun to tighten, micro-short dramas are still making rapid progress. As a business that robs users of their time, the rise of short dramas will inevitably squeeze out the time left by users for long videos. If long videos continue to be created according to the thinking of the traditional film and television industry, it will obviously be difficult to cope with the crisis brought by short dramas.

02 How do long dramas deal with the short drama crisis?

Nowadays, short dramas are frequently refreshing the playback volume and payment records.

For example, the short drama "I Opened a Supermarket on the Long March Road" during the National Day was online within 7 hours, and the number of views exceeded 10 million; "My Wife Is a Flash Marriage" has a cumulative number of views of more than 500 million, with a top-up of 30 million; "I was a kid in the 1980s" "Stepmother" has a playback volume of 710 million, a single-day payment of more than 20 million, and a cumulative recharge of over 100 million yuan. In the stage of brutal growth, one hit case after another demonstrates the development momentum of short dramas.

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these - Lujuba

In a sense, long plays are replicas of life and novels, while short plays are whimsical and refreshing stories. In terms of dream creation, short plays are far more exciting than long plays.

In order to cope with the crisis caused by short dramas, long-form video platforms have continued to take action.

On September 25, the iQiyi World Conference proposed to open "short theater" and "micro theater". Among them, "Short Theater" focuses on horizontal screen short plays, and plans to launch one ancient puppet, modern puppet, suspense and other types of dramas every week, with a duration of about 5-20 minutes; "Micro Theater" focuses on vertical screen short plays , with a duration of about 1-5 minutes, and 2-3 new dramas every week, focusing on male videos, female videos, and ethnic groups. This move is intended to launch an attack on the hinterland of short videos.

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these - Lujuba

In this regard, Wang Xiaohui, chief content officer of iQiyi, said: "The film and television industry has ushered in the second era of creative collusion in the past fifty years, and short dramas are the second integration of long and short videos." Gong Yu also believes that: "all The industry should make micro-short dramas instead of treating them as a scourge. Although there are some problems in the micro-short drama industry, we can upgrade it and make it more refined and more in line with public values ​​and aesthetics."

iQiyi has also made adjustments to its account sharing policy. For example, it has launched a stepped account sharing cooperation model for top content. If the effective playback time of top content members reaches between 8 million and 20 million hours, the platform will subsidize 10% of the unit price. If the playback time exceeds 20 million hours, the basic unit price will increase by 20%.

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these - Lujuba

Recently, Tencent Video also held its first mini-series press conference, insisting on continuing to focus on the three themes of "fireworks, youthfulness, and freshness". Create high-quality micro-short dramas in various directions, and add fresh content through tracks such as "Micro-short drama + cultural tourism" and "Micro-short drama + legal education". For example, the cultural and tourism short drama "Me and My Dad's 18 Years Old" has been integrated into Chaoshan. Intangible cultural heritage elements such as British singing and dancing, "Anti-Fraud", "Coming to Appear in Court" and "Under the Roof" also educate and entertain the audience.

In terms of cooperation models, Tencent Video's account sharing policy is also newly upgraded.

First, the member account sharing adopts a combined revenue model of "member viewing time + member new incentive", and the film producers can obtain 50% of the income from member orders after deducting channel fees; second, the account sharing cycle has also been adjusted, for those who have exceeded the account sharing period For tens of millions of solo broadcast projects, the account sharing period will be automatically extended from 6 months to 1 year; thirdly, Tencent Video has also launched the "Excellent Works Reward Program" and the "In-depth Label Cooperation Plan". Excellent works in the former can receive a single 100,000 reward, the latter is based on stepped rewards, and works can receive up to 5 million rewards, aiming to promote the incubation of high-quality short drama projects.

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these - Lujuba

On October 8, Youku officially implemented a new short drama accounting rule: the unit price of S-level short dramas is fixed. The price is 16 yuan, an increase of 10 yuan from before, and the unit price of A-level is set at 8 yuan, an increase of 4 yuan from before. The "new coefficient" indicator is introduced, and the dynamic split is adjusted based on the data performance of off-site marketing, channel traffic, member conversion, etc. during the broadcast of the short drama, which can be increased by up to 120%.

Text | Entertainment Xiansheng, Author | After the Rain, Editor | Xiansheng Editorial Department Recently, the news that the three male protagonists of the short drama He Jianqi, Sun Yue, and Wang Daotie recorded the Mango Variety Show has become a hot search topic. Each of these - Lujuba

In addition, Fengmang, a subsidiary of Mango TV. The app has also ushered in a new round of upgrades. In addition to micro short dramas, it will also focus on micro variety shows, micro news and other content sections. The latest short drama list covers suspense, ancient style, sweet pets and other genres in order to achieve technological empowerment. Fengmang App also cooperates with companies such as Kimi Open Ecological Platform and Wanxing Technology, and will enable functions such as intelligent creation of scripts, intelligent editing of short drama distribution, and real-time insights into short dramas.

has become a long-term video platform and has launched popular works, After policies such as new rewards are put on the agenda, it can be seen that the platform is paying more and more attention to the content ecological layout of short dramas, and is investing more real money in short dramas that can bring more profits, accelerating the promotion of short dramas. The road to excellence.

In terms of subject matter, after a large number of short dramas launched sweet pet dramas for the elderly, long-form videos have also begun to continuously tap the silver-haired group, such as iQiyi's "one old and one young" strategy; Youku has launched "Silver Hair Theater" and adjusted the subtitles of the series For large font size, etc.

Today, users are in an era of information explosion, and the content products to choose from are increasing day by day. On the one hand, the long video platform needs to adapt to micro-short dramas according to the production logic of micro-short dramas. On the other hand, it must constantly update and iterate traditional film and television works, such as compressing the length of episodes and reducing water injection.

Although long and short dramas are essentially competing for users’ attention, the relationship between the two is not a simple zero-sum game. Traditional long dramas can learn from the successful experience of micro-short dramas to improve script quality and narrative rhythm. For example, "In the Clouds" relied on the narrative rhythm of short dramas to become a hit this year. Micro-short dramas can also draw on the in-depth thinking and emotional resonance of traditional long dramas to improve content quality, such as the highly rated "Snow in the East" and "The Princess".

Long dramas and short dramas can make up for each other's shortcomings in content, rather than trending towards the death of one.

Conclusion

In summary, the dilemma of long videos stems from the fact that short videos and short dramas have changed the entertainment habits of the audience; on the other hand, the shortcomings of its own content have caused the audience to fall into aesthetic fatigue.

When the external environment becomes more and more severe, the supply of content products has shown a trend of exceeding demand. Whether it is a long drama or a short drama, it is necessary to polish the quality and reduce the output of homogeneous content.

In order to respond to the challenges posed by short dramas, major long-form video platforms are constantly exploring new themes and types in the field of short dramas to meet the diverse needs of users, and short dramas have therefore shown a trend of quality. With the continuous development of technologies such as AI and VR, content creators will continue to explore new technological innovation points in the production and distribution of short dramas. After

micro-short dramas enter the explosive period, the audience, as referees, will naturally filter the content. At any time, content is the core and source of power. Amidst the waves, what remains in the end must be high-quality content.

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