Author | Fig
Edit | Mingming
Recently, CCTV.com published an article "Don't blow, this drama is not exploded". Combining the data performance and Douban rating, it listed this year's "explosive drama" and "pseudo-explosive dramas". The dramas include " People's World ", " Dream Hualu ", " Starting ", " Hunting Crime Picture Book ", "Sunshine Star", "Clan Lan Jue" and "Police Honor", and the list of "pseudo-explosive dramas" points out the recently popular " Love 28 Law " and "Ignite Me, Warm You", which aroused heated discussion among netizens for a while.
The article mentioned that some dramas release materials in the hot period and go to hot searches to complete KPIs, creating the illusion of "self-talking and self-explosion". It is a replicable "land encirclement self-excitation" and is far from reaching the level of "big explosion". Fans are good at "water" data, and the series does not have long-tail effect , etc. have also become proof of "pseudo-explosive dramas".
In fact, since entering Q4 this year, the screen has indeed been dominated by " small drama ". Compared with the S-level and large-scale production dramas that were able to hype at the same time in previous years, competed for the various major categories of dramas at the beginning of this year, and the concentrated outbreak of ancient puppet dramas during the summer season, the drama market in early winter is indeed slightly warming , which is not only reflected in the "28 Law of Love" and "Ignite Me and Warm You" mentioned by CCTV.com. The ancient puppet drama "Qingqing Daily" is also slightly inferior to the "Zhuo Son-in-law" created by the same team last year.
From the overall market perspective, costume dramas have not been scheduled for a long time. The starring of newcomers born in the 1995 and the crowding of tribute dramas during the 20th period are the characteristics of this year's Q4. The type of drama, the size of the series and the experience of the main creators determine that there is a lack of dramas that can bear the ratings at this moment, but the quality of ancient and modern dramas is still remarkable. . The Douban scores of "Lighting Me, Warm You", "Qing Qing Daily", " Chi Dao " and "Come Unexpectedly" are all above 7 points, and the historical drama "The World" has reached a high score of 8.2 on Douban.
hits are available every year, and perhaps starting this year, the threshold will become higher and higher.
"Electronic pickled vegetables" is highly palatable, and it is hard to be called a hot product
Active-minded Generation Z audience's aesthetic and fun are updated very quickly, which is not only reflected in "monthly throwing boyfriend" and "annual traffic", but also in the endless number of Internet terms. At present, entertainment-oriented dramas and variety shows have all obtained the new name of "electronic pickled vegetables". The former "Xianfan Drama", "sweet drama" and "uncompression artifact" are no longer enough to accurately summarize them. "electronic pickled vegetables" have the meaning of teasing, easy to satisfy, and lightly .
Not long ago, Tian Xiwei used "electronic pickled vegetables" on Weibo to promote the ancient puppet drama "Qingqing Daily" starring her.
Compared with other ancient puppet dramas, the characteristic of "Qingqing Daily" is that it is not just a candy for men and women to blindly release male and female protagonists. does not present exciting plots such as female and home fight , but contains a variety of positive elements such as farming, female group portraits, feminism, entrepreneurship, light joy, love . More friendly is that from the male and female protagonists to the supporting roles, there are no figures of the "ugly man in ancient costumes" and the "female heroine in random facial features" criticized by the audience in the past. From the perspective of packaging, "Qingqing Daily" also pays more attention to the exquisiteness of clothing, makeup and scenery arrangement. It can be said that it is the "electronic pickled vegetables" tailored by for young girls.
Therefore, although this drama lacks famous scenes and dramatic high-energy character designs, it still scored a score of 7.4 on Douban with its fresh and joyful atmosphere, and it has exceeded 10,000 popularity on iQiyi site.
On the other side, Youku's Gemini sisters "Blade" and "Ignite Me, Warm You" were broadcasted on Q4 one after another, and also scored 7.4 and 7.3 points on Douban respectively.Compared with "Qingqing Daily", these two live dramas written by the same author Twentine are more sweet and have stronger emotional concentration. They are also created by Youku Dunqi Studio. "Blade" sports theme + sister-brother love, "Ignite Me, Warm You" campus love + entrepreneurship + revenge all have clear themes . The typing obviously leads to higher audience stickiness, but at the same time, it is not as wide as the audience range of ancient puppet dramas with a low threshold.
In September this year, iQiyi claimed that 2022 was the year with the most dramas with Douban scores of 7.0 or above, and Q4 undoubtedly continued this situation. This is related to the cost reduction and efficiency improvement and strict selection of startup projects that video platforms have launched last year. In previous years, small and medium-sized sweet dramas, or large IPs that require huge investment, have not passed the video platform level. The selection of the best among the scripts at is the main reason for the increase in the 7-point increase this year.
But at the same time, people also found that these 7-point "electronic pickles" that have been favored by the audience in the circle are not so easy to reach the ceiling of "hot dramas". If the gap cannot be widened from the site data that often exceeds ten thousand, then the difference in the number of Douban ratings can be seen.
The Douban scores of "Ignite Me, Warm You" and "Qingqing Daily" in Q4 this year are 140,000 and 110,000, respectively, and 34,000 viewers were rated by "Blade" and "Chidao" in the summer season, while the three ancient puppet dramas "Cranian Jue", " Agarwood is like shavings·Agarwood is heavy in the summer season, and the "Starry and Han are brilliant in the moon rise to the sea" have 580,000, 510,000 and 480,000 respectively. The ratings of "The Beginning" at the beginning of the year and "Dream Hualu" in the summer season are even as high as 780,000 and 686,000+. Their audience base is obviously greater than the recent hit dramas, and the "hot" is more convincing.
Compared with the two "big female lead dramas" aired last year, although " Huzhu Lady " did not meet expectations, 110,000 people also scored, and 210,000 people scored " Female Psychologist ", which has controversial reputation. The "Son-in-law" which was broadcasted at the beginning of last year and created by the same production team of "Qingqing Daily" was scored by 258,000 people, and attracted many male audiences who did not watch the show to join the ranks of watching the show, which really brought a wave of male dramas.
Looking at the 7-point dramas such as "Ignite Me, Warm You", "Qingqing Daily" and "Blade of the Dao", from a genre, it is still in the category of idol dramas or campus dramas. In the production volume is not as large costumes as "Menghualu", there is no high-level special effects of "Canglan Jue", nor does it have the "high-concept wonder" of "The Beginning" that shines the audience. Therefore, it is not more appropriate to say that is to label them as "fake hits" whose marketing is greater than strength, such as saying that they are upgraded versions of sweet pet dramas.
The old and old domineering boss dances alone, and the beauty in the workplace is also not "popular"
In recent years, the struggle between drama parties, Douban, water army, and fans and black people have been tense. The tearing of different positions has made people doubt the accuracy of Douban . However, as the only reputation evaluation system in China, Douban score is still an important reference dimension for film and television , so its presence has only increased and not decreased in the past two years.
9, "High Gentlemen of East Eight Districts" starring Zhang Han, Du Chun and others quickly scored 200,000 people with the lowest score in history of Douban 2.1, which triggered the butterfly effect . The discussion of the drama, Zhang Han's personal and male group dramas was fermented in two and three rounds. The pond owner was no longer the former pond owner under the baptism of the Douban hurricane. On the contrary, the high scores of dramas such as "The World" and " Awakening Era " also made them more worthy when they won the Magnolia and Golden Eagle Awards. The centrist who is at 6-7.5 points is the majority in the market. The increase in 7-point dramas this year represents the improvement of the overall quality of medium-sized dramas.
And someone takes a step forward, which means that another wave of people has been left behind by the times.As we all know, workplace dramas have always been unacceptable to the local environment in China. Since the rise of realist dramas in the past two years, has once again exacerbated the embarrassing position of urban workplace dramas . Occasionally, there are one or two siege-sieurs such as " Blame You're Overly Beautiful " and "I'm Good in Beijing" that make people scream surprises, but they still cannot reverse the low-frequency performance of workplace dramas in the market.
Among them, medical dramas are even more "hard". Although the drama team tried hard to integrate genres, released affinity, and even found popular traffic actors to star in it, 's own attributes determine that medical dramas cannot be affected by the "female group portrait" nor can they soar with the help of idol CP sense. Two medical dramas in Q4 this year cannot escape the curse of "cold" in reputation or ratings. Song Qian , Wang Xiaochen , and Myolie Wu scored 5.8 points on Douban, and only 15,000 people scored 6.1 points on Douban, and only 15,000 people scored 6.1 points on Douban, Yang Mi and Bai Yu "love and kill each other".
Last year, a fucking drama " Under the Sun" made Cai Wenjing and Peng Guanying 's CP popular. This year, the two of them have a pair of friends, "Arriving Unexpectedly", still follows the urban suspense route. Their sensory character makes the undercurrent and mysterious between the male and female protagonists, but is just this ambiguous atmosphere as a signboard, lacking the support of hard mystery plots, and it cannot allow these two dramas to enter the first echelon of suspense . In comparison, the urban suspense themes still need to be cheered for the 7.0-point "Arrival Unexpectedly" this year's rating is higher than "Under the Sun" with a score of 6.7.
, which reflects the alternative mother-daughter relationship, has embarked on a high-quality niche path. The Douban score of 7.5 is not low, but the 38,000 rating reflects its limited audience. This kind of drama with "destroyed heroine" as the core of the story, and also Douban 7.3-point "Sudden Holiday" aired on B station last year. This modern female self-practice against intra-volume is a new type that the audience of Generation Z prefers, but its experimentality is greater than the popular nature and is still far from the hit.
TVB's old series IP "Forensic Pioneer 5" is even more abusive, with only 9,000+ viewers ratings of 5.4. Although TVB is in a dilemma, you should know that nearly 60,000 people in 2011's "Forensic Pioneer 3" scored 7.7 points, which set off a small-scale Hong Kong drama boom. The next fourth and fifth parts have both audiences and quality have declined year by year. It seems that in order to rejuvenate the workplace dramas that TVB is good at, we must also find new ways out.
, and the lively dramas such as " The Little Forest of Two People " and "Dark Clouds Meet the Bright Moon" are obviously still in the old routine, and they have not grasped the new highlights of the current audience. There is always a lame force in popularity and reputation, and it is just enough to be broadcast.
If the number of people who scored and the battle of black fans have enhanced the uncertainty of Douban scores, then "Mystery Time of Score" directly made individual dramas miss the Douban score evaluation system. For example, "The Law of 28" starring Yang Mi and Xu Kai for more than 16 days, "Honeyone knows I love you " for more than 36 days, and " Light Chaser " for more than 48 days, are still showing no points. In terms of popularity, "The Law of 28 of Love" and "The Light Chaser" are not inferior to several 7-point dramas in the same period, but the word-of-mouth controversy caused by the old problems of also made them lose their qualifications to compete for hot products.
Overall, the 7-point "electronic pickled vegetables" with quality online has gradually replaced the "dessert-type" dramas that have attracted attention by simply relying on topics, candy, famous scenes and other gimmicks. All types of dramas are in a period of steady change and slow rise. The newly upgraded audience aesthetics urges the reshuffle of the drama market, and people's requirements for "hot products" are getting higher and higher. Scripts, productions, aesthetics, performances, topics, and actor matching are indispensable. It can be imagined that every link in the future will be an important consideration.
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