Star thunder, delay change the danger?

Article丨New Entropy, Author丨Yu Songye, Editor丨Xiangyang

Another thunderstorm that delays traffic changes has caused video platforms to fall into an awkward situation. The aftershocks of the Zhang Zhehan incident continued. After Wu Yifan's related film and television content was removed from the entire network, the voice of Zhang Zhehan's film and television works on the Internet has also intensified. Among them, Zhang Zhehan's famous work " mountains and rivers " bears the brunt, but Youku, as the exclusive broadcasting platform, has not taken any action earlier.

On August 19, the Professional Ethics Construction Committee of the China Federation of Radio and Television Social Organizations held a symposium. The meeting pointed out that it is necessary to mobilize all radio and television broadcasting organizations and production organizations, and implement "zero tolerance" for illegal and unethical artists. This highly directional symposium once again increased the pressure on the relevant platforms.

In the early morning of the 20th, some netizens discovered that Youku had removed "Shanhe Ling", but in the morning, the series went online again. This time, it jumped left and right. Although Youku liked to mention two hot searches, it was also suspected that it was deliberately abused fans to attract traffic.

is completely different from Youku’s repeated horizontal jumps. On the afternoon of the 20th, LeTV video announced that it would remove all works starring Zhang Zhehan. While receiving a wave of praise, it also made the sharp edge of public opinion point to Youku again. That night, under severe circumstances, Youku and other video platforms removed all Zhang Zhehan's film and television works. This third-generation, top-notch work finally disappeared on the Internet. The

Dangai drama has entered the third generation, and it has also created a wave of top trends in the entertainment industry. Coincidentally, there is one person who has exposed major negative news in every generation of traffic celebrities so far. From Zhu Yilong , Xiao Zhan, to Zhang Zhehan, in addition to the celebrity's own behavior factors, the degree of fanaticism of the fans is also positively correlated with the degree of the celebrity rollover. In this situation, video platforms such as Tencent and Youku, which have been heavily betting on changing the drama in recent years, cannot help but feel restless.

In addition to increasing the uncertainty of traffic jams and star thunderstorms, due to the proliferation of delays and reforms in recent years and continuous negative incidents, this film and television drama has shown a trend of tightening. However, the head video platform with a backlog of multiple dramas in the hand has become more and more difficult. The video platforms

01 and Danchang Traffic

have slowly found out the "cornucopia" of rapid traffic and strong realization of Danchang drama in practice.

2014 is recognized as the first year of traffic. The emergence of the flow economy has given a boost to the entertainment industry. All relevant parties want to get a share of the flow economy, and video platforms are no exception.

Regarding the first generation of top class, there is a "four big and three small" saying, "four big" refers to Luhan , Wu Yifan, Li Yifeng and Yang Yang, "three small" refers to the members of TFboys Wang Junkai , Wang Sources and are easy to open thousands of xi . These 7 people are the successful cases of the three star-making modes of Hallyu, Cultivation System and Big IP Network Drama. The great success of these stars in commercialization proves the feasibility of these three emerging star-making models to create top-tier stars.

In 2016, " limited to South Korea and " was fully launched, forcing the domestic entertainment industry to start developing its own idol star-making system. Due to the need for selection, training, etc., both the Hallyu star-making model and the cultivation system star-making model have a certain time cost. It was not until 2018 that the wave of trainee talents, which combined the two star-making modes of Hallyu and Cultivation, struck, sending a large number of idol artists to the entertainment industry. Even so, among the many idol stars who debuted, there are very few who can become the top performers, and the only recognized top performer is Cai Xukun and . Compared with the trainee draft model that requires mobilization of hundreds of people, the big IP web drama that only requires two idol artists to star in is undoubtedly a shorter and more efficient path to create the top stream.

Before the official appearance of the drama, the video platform and production party had already noticed the value of the "corrupt woman economy". In 2015, the web series " Tomb Raiders Notes " was launched. Since the original book had a large number of fans of rot girls, the drama successfully ate a large number of rot girls dividends after it was broadcast. Yang Yang succeeded in becoming one of the top-ranked ones. The pattern is formally formed. The success of

"Tomb Raiders Notes" has made the actions of film and television companies and video platforms bold. In 2016, the small-cost online drama " addicted to " exploded, and the two little-known leading actors also quickly "rised" and went out of the circle smoothly. However, "Addicted"Only one month after it went online, it was taken off the shelves on the entire network, which made the producer and the video platform feel invisible pressure.

Since then, the capital began to transform Tanmei IP, allowing the protagonist in the play to quietly sell corruption under the banner of "brotherhood", and continue to attract the group of corrupt women. This modified Danmei drama is a Dangai drama.

From "Addiction" to " Town Soul ", the capital established the mode of change drama

In 2018, Youku's change drama "Soul Soul" became a hit, so that Zhu Yilong and Baiyu became popular, especially Zhu Yilong, The popularity skyrocketed, and Cai Xukun was called the "double top stream" of the year. Starting from "The Soul of Town", the era of Danchang officially kicked off, and the video platform also officially entered. It no longer stops at buying the copyright of Danchang dramas, but began to shoot Danchang dramas. The

video platform draws on the experience of "The Soul of the Town" and sets out to create new works that more cater to the market's preferences. In June 2019, the " Chen Qing Ling " jointly produced by Penguin Films and Xinpai Media was broadcast on Tencent Video, and it quickly became a phenomenon-level web drama, and the two leading actors were also promoted to the top. Behind the success, it benefited from the production party's careful planning in IP screening, casting, launch cycle, marketing, etc.

is different from "Soul Soul", "Chen Qing Ling" is the IP of ancient costume fairy heroes. The series is full of fantasy, so it is easier to attract the imaginative and powerful creative community of rotten girls, and it is also more convenient for fans to make secondary creations. Achieve the effect of continuously breaking the circle. Although

"Soul Soul" has become popular, it only makes Zhu Yilong the top performer, because Bai Yu, who has a tougher appearance, does not conform to the mainstream aesthetics of the rotten girl group. And "Chen Qing Ling" is more ingenious in casting. The leading actors Xiao Zhan and Wang Yibo and are both idol artists and have top-notch characteristics. In the broadcast cycle of

, "Chen Qing Ling" carefully selected the end of June to mid-August. It started broadcasting at the end of June, and when the student group was off in July, it was catching up with the drama and accumulated a certain degree of popularity, and it was able to be quickly attracted and watched. It ends in mid-August, and there are only half a month left in the summer vacation. This is the perfect time for fans to get crazy money and ease the mood of chasing stars.

In terms of monetization, "Chen Qing Ling" started on-demand in advance one week before the finale. Pay 30 yuan to unlock the finale in advance. Insiders revealed at the "Chen Qing Ling" celebration dinner that the film's advance on-demand revenue was as high as 156 million. In addition to advanced on-demand broadcasting, "Chen Qing Ling" also has a supporting secondary monetization model, including paid tidbits, paid albums, online paid concerts, official peripheral souvenirs, official games, licensed products and theme restaurants, etc., allowing the platform to interact with The producer earns a lot of money.

Since then, there has been a standardized route for capital streamlining to build top stream and fully harvest fans, and the delay change drama has become the fuse to stimulate the second outbreak of the traffic economy.

In February 2021, the third-generation Dangai drama struck. This time it was Youku who launched the self-made drama "Shanhe Ling". The original name of the play was "Tian Yike", and it was renamed before it went live. It was suspected of being popular with "Chen Qing Ling". Even the role position of the poster was similar to "Chen Qing Ling".

The poster of "Mountain River Order" is accused of being similar to "Chen Qing Ling".

Youku continues the ideas and gameplay of Tencent Video. Although the launch cycle of "Mountain River Order" is not easy, it is consistent in IP screening, casting and marketing. "Chen Qing Ling" was exactly the same, and it became popular smoothly. In terms of monetization, "Shanhe Ling" is even better than "Chen Qing Ling", and even the costumes of the leading actors have been auctioned off, not letting go of any revenue-generating points.

Water can carry and overturn a boat. Fans' fanatical love for celebrities also breeds great uncertainty. The chances of Dangai celebrities being backlashed by fans increase, and platforms that fully enjoy the economic dividends of fans themselves will also be affected.

02, fans backlash

After Zhang Zhehan’s accident, many girls in the meal circle concluded that in each generation of traffic stars, one of them will fall into major negative news. This is like a curse, which is fulfilled in each generation of traffic stars in turn. The first serious negative incident of

was the "227 Incident" that broke out in February 2020. This was an organized report by Xiao Zhan fans, which led to the blocking of the overseas fanfiction website "AO3", which triggered a multicultural boycott. The incident of Xiao Zhan fans and Xiao Zhan himself. The intensification of the

"227 Incident" has made Xiao Zhan officially defined as an "idol disqualification", just as the sky is rising.The career stagnated for an instant, and fans almost became public enemies on the Internet. Some fans of humanities turned Xiao Zhan off their fans, which also affected the continued realization of the IP of "Chen Qing Ling".

Actually, the "227 Incident" was a farce caused by the intensification of the contradiction between the CP fan and Weifan who were in the drama. Most of the CP fans are rotten girls, who are keen on fan creation. Specifically, they can be subdivided into role CP fans and real-life CP fans. Weifan only likes one of the two CP fans. For Weifan, the role of CP fan is acceptable, while real CP fan is unbearable, because Weifan believes that the creation of CP fans will cause the star himself. Adverse effects.

In the fan circle, like the "227 Incident", it is not common for idols to be backlashed due to excessive maintenance of idols. More backlash cases are caused by fans removing fans and backtracking (after removing fans from idols, they become black Zhu Yilong and Zhang Zhehan are typical examples.

In October 2020, a fan of Zhu Yilong took off his fans and stepped back, revealing a lot of Zhu Yilong's personal information, and pointed out that he had hidden marriages, giving birth to children, "three generations of clan" and other personal circumstances. Hidden marriages have touched the bottom line of most CP fans and girlfriends fans, and the "Three Generations Reunion" raised the incident to a situation of confrontation between men and women. This is very detrimental to Zhu Yilong, who has become popular with fan dividends. Although the incident ended with Zhu Yilong Studio’s statement that the content of the online transmission was fabricated and smeared, since the rumors in the statement were not obvious and were considered to be "Tai Chi" clarification by netizens, there were still fans who continued to show off. The cold treatment of

and Zhu Yilong’s studio is different. In the face of fans’ rejection of fans due to rumors of the artist’s love and marriage, Zhang Zhehan’s team chose a tougher approach, locking entries, exploding the group, reporting accounts, and preparing to prosecute in one go, completely irritating A crowd of powder fans. As a result, the fans began to understand Zhang Zhehan's dark history on the whole network. As a result, Zhang Zhehan was exposed to many visits to the Yasukuni Shrine and other related stance issues, and was blocked by the industry.

's blogger who took off fans summed up the events of

. It can be seen that the fanatical fan group created by delaying works can not only convey huge wealth to the capital side, but also can smash capital back fiercely. Fanatic fans created by capital began to grow wantonly, and in many cases they were not controlled by capital.

Why are the only fans in the entertainment industry who are relatively extreme and their backlash ability is amazing? This is all thanks to the various methods used by the capital to cultivate fans. The "227 Incident" reflects the fact that CP fans and Weifans are incompatible in the reform economy, but it is because the capital side has personally cultivated and differentiated these two types of fan groups in order to maximize their interests. During the broadcast period of

, the platform will tend to cater to CP fans and conduct various "artificial sugar" operations, that is, let the two leading actors interact closely offline, leaving space for CP fans to imagine and become more motivated. Gold. In the later stage of the IP operation of the drama, the capital side tends to let the two protagonists untie, and through purification operations (usually to let one star secretly abuse CP fans and turn them into only fans), so that the two protagonists can each get a solid fan. Groups. After

fans are purified, the platform and producers can expand their revenue by launching different versions of derivative products. Take the "Chen Qing Ling" national style music album as an example. Four versions of the same theme song, Xiao Zhan version, Wang Yibo version, chorus version and Zhoubichang version have been released. In this way, only fans will buy the version of their own idols, and CP fans, who both lead actors like, usually buy multiple versions.

However, in the purification process, Weifan and CP fans often have various frictions and mutual arguing. While fans strengthen Weifan’s identity, the mood of chasing stars has also become extreme. Another important reason why

fans have become extreme is related to the violent krypton gold behavior. Dangai drama squeezed the wallets of fans to the extreme through various methods. Once fans get rid of their fans, they will feel hatred for the excessively high sunk costs of and . One of Zhang Zhehan's fans told "New Entropy" that among the many "rumour-making" netizens that Zhang Zhehan's studio was about to sue, many of them were fans of real money, silver and krypton. All the profit-oriented actions of the

platform and the producers have created extreme emotions among fans, which not only made the stars feel the ups and downs, but also endangered the survival of the entire market.

03, policy tightening

In the past two years, almost all the head Danmei IP has been developed by video platforms and film and television companies, and entered the film and television process. Related resourcesStatistics show that this year alone, there are more than 80 Dangai dramas to be broadcast, started, and in preparation, and they are dubbed "Dangai 101" by netizens.

and many delayed dramas, mostly Tencent, Youku and other head video platforms voted or bought out the exclusive broadcasting rights. Among them, the works with higher attention are "Hao Yi Xing", "Zhang Gong's Case" and "Beacon Flowing Gold", which Tencent subsidiary Penguin Films participated in, and Youku's "Silent Reading" and "Mountains and Rivers". It can be seen that Tencent Video and Youku, which have built three generations of Dangai hot models, are still leading the way on the Dangai track.

Various platforms and film and television companies in the hands of the change drama (incomplete statistics)

film and television companies often and video platforms jointly produce the change drama, but in the actual division of labor, mostly the video platform contributes money, and the film and television company contributes. Taking "Shanhe Ling" as an example, the producers are Ciwen Film and Television and Youku. However, the financial report of Ciwen Film and Television shows that the "Shanhe Order" with a total investment of 130 million has only brought more than 20 million in income, indicating that Youku is the main investor. According to estimates in the industry, the "Chen Qing Ling", which invested 200 million yuan, has an income of 730 million yuan, and the rate of return is as high as 3.7 times. Because of this, video platforms and film and television companies have been investing heavily in recent years to change dramas. Among the 4 delayed works that Penguin Films participated in, " Haoyi Xing" has an investment of 250 million, " Zhang Gong's " and "Beacon Flowing Gold" are both 150 million, " has you on the left shoulder " It is 120 million. It is conservatively estimated that the 4 dramas will bring 2 billion yuan in revenue to Tencent.

At present, video platforms such as Tencent Video and Youku have not yet escaped the quagmire of years of losses. The high copyright fees and content production costs are still difficult to solve. In the financial report of

Alibaba, entertainment businesses such as Youku and Ali Pictures have been merged into digital media and entertainment, and are no longer listed separately. Alibaba's first fiscal quarter (April-June) performance report for fiscal year 2022 shows that Ali's digital media and entertainment business revenue is 8.073 billion yuan, a year-on-year increase of 15% from 6.994 billion yuan in the same period in 2020. This growth is due to the improvement of content quality and the reduction of losses in Youku and Alibaba Pictures. The adjusted EBITA loss of Alibaba's digital media and entertainment segment was 419 million yuan, which was significantly narrower than the 1.321 billion yuan in the same period in 2020.

Tencent only disclosed in 2019 that its video business has reduced its loss to less than RMB 3 billion, which is still far from profitability.

only relying on one or two Danchang dramas cannot save the video platform from losing money year after year, but the extremely high rate of return of Danchang dramas has brought the dawn of victory for the video platform. Video platforms have repeatedly bet on Dangai dramas, undoubtedly hoping that the promotion and monetization model of Dangai dramas can continue to be replicated, so that quantitative changes can lead to qualitative changes.

However, the good days of delaying the drama seem to be coming to an end. Since January this year, news of the rectification of the dramas has spread like wildfire. Many entertainment bloggers said that it will be difficult to obtain the filming record or release permission for the dramas that are to be broadcast, started, and in preparation. There are many dramas that cannot be filmed or broadcast.

In April, the National Radio and Television Think Tank published an article "Clear the Faces of "Dangai Opera"", which counted the four sins of "Dangai Opera", and analyzed the strong connection between Lanai TV and the fan economy and capital starmaking model and its influence on mainstream culture. The impact has severely beaten the proliferation of delay dramas in recent years. The strict enforcement of

delay drama policy has become an established fact. Since this year, several delay dramas have been postponed several times, such as "Haoyi Xing", which has been released many times. The specific launch time is still unknown. According to insiders in the industry, it’s not that the delayed dramas cannot be broadcast, but the relevant departments have restricted the frequency and number of broadcasts. The number of delayed dramas broadcast every six months shall not exceed 2 and less than 5 in a year. Department. In this case, the platform's attempt to expand revenue from the drama through "moving volume" is destined to be unworkable.

And the continuous backlog of many delayed dramas will eventually drain the market's enthusiasm. When the drama starts, it is likely that time has changed. In recent years, the success of the Dangai drama is undoubtedly an important bonus. However, two aspects of fortune have begun to decline, which has an impact on the underlying logic of the Dangai drama.

On the one hand, relevant departments have begun to focus on rectifying the chaos in the rice circle, prohibiting platforms to induce minors to assist in fund-raising, high consumption, voting for rankings and other behaviors. As a result, the list-making support consumption of delaying dramas will undoubtedly be affected. Huge impact.

On the other hand, as far as the market is concerned, the drama has also come to an end.Boundary point. Under normal circumstances, the popular period of a type of drama is about 5 years. The popular Xianxia drama and Qingchuan drama in the early years are the same. In the past four years, they have contributed three generations of popular dramas, which may not be far from the aesthetic fatigue of the market. Far away. On the one hand,

is the hidden danger of the actor's own thunderstorms, and on the other hand, the unpredictable fate of the market. The video platforms that continue to increase the number of dramas may have prepared the worst.