Due to the impact of the new crown pneumonia epidemic, online entertainment has become the only choice for most people. The ratings and views of the series that have been launched recently and have been online are gratifying. According to the CSM59 city ratings data, on February 29, the ratings of "I Wait for You in Beijing" ( Zhejiang Satellite TV / Jiangsu Satellite TV ) and "Anjia" ( Oriental TV / Beijing Satellite TV ) both exceeded 2%. In terms of online platform playback, Aurora Big Data shows that unlike the slightly downward trend of the Spring Festival in 2019, the total usage time of online video products has increased significantly during this year's Spring Festival. The penetration rate of online video (long video) industry showed a certain upward trend during the Spring Festival, which is very rare under the pressure of short video products. Among them, the number of active users of Aiyiqi Daily increased significantly in the Spring Festival in 2020, at 10.7%, and the usage time is basically the same as that of Tencent Video. In terms of playback of
episodes, according to Yunhe data, from February 24 to March 1, the champion of effective playback of the main film market share is the public relations workplace drama "Perfect Relationship", and "An Jia" starring Sun Li and Luo Jin ranked second. On March 1, "An Jia" had 169 million front-end clicks on Tencent Video, ranking first in terms of communication.
ratings rose, and reputation fell
"An Jia" is adapted from the Japanese drama "The Woman Who Sells a House". The appeal of celebrity stars and the realist themes related to people's livelihood have caused the drama to receive widespread attention before it was broadcast, but the current evaluation is controversial. In the eyes of some viewers, the main creators of "An Jia" have investigated the inside story of the real estate sales industry. The localized adaptation is down-to-earth and the performance level is high. However, many people also believe that some plots are exaggerated and distorted, and there is a tendency to change from professional dramas to family ethical dramas.
During the epidemic, various platforms have successively launched exclusive new dramas, with the popularity of the playback and not many have outstanding reputations. The champion of the major ratings list "Perfect Relationship" has a score of only 4.5 on Douban, while the hottest "New World" last month was hovering on the verge of passing. Judging from the number of episodes, the currently popular "Perfect Relationship", "An Family", "Three Lives Three Worlds Pillow Book", "I Wait for You in Beijing", and "Under the Power" are about 50 episodes, and "New World" has a total of 70 episodes. Many viewers believe that the suspension of dramas is a common problem in current domestic TV series, and the content and the rhythm are slow, which makes people feel aesthetic fatigue and abandon the dramas in the middle.
htmlOn December 6, the State Administration of Radio and Television of the State Administration of Radio and Television issued the "Notice on Further Strengthening the Management of Creation and Production of TV Dramas and Online Dramas", which clearly requires the film parties to apply for filing and public announcement, and they must promise to the radio and television competent authorities that the script creation has been basically completed. According to past project establishment and filing rules, the film company only needs to submit a plot outline, and now it is necessary to submit a script to complete the commitment letter. This means that the policy encourages film and television producers to pay attention to preliminary development work such as script creation and literary planning, and the status and value of screenwriters will be taken seriously. In addition, the notice also advocates that TV series and online drama production should not exceed 40 episodes, encourages the creation of dramas within 30 episodes, and guides the drama creation market to win with quality and develop towards quality.Under the influence of the epidemic, crews have been suspended and projects have been suspended. The production of film and television dramas is expected to decline in the future, which will have a certain impact on the broadcasting of TV stations and video platforms. However, a relevant staff member of the video platform revealed to the First Financial Daily that the content reserves of video platforms usually have a pre-limit of one to two years. Public information shows that dramas such as "Three Lives Three Worlds Pillow Book", "Perfect Relationship", and "I Wait for You in Beijing" were all completed in 2018. Therefore, the crew is shut down and the delay in the series project actually has little impact on the platform's current reserves. "The projects in Hengdian have also begun to resume work in batches, which may at most affect next year's schedule. For example, the original plan was launched in July next year, so the online time may be delayed, but if the time difference in the later period can be made up, it would be fine."
According to , according to , in January 2020, there were 84 repertoires in the national TV series shooting and production filing and publicizing, a decrease of 11 compared with December 2019, but two more than the same period last year. Among them, there are 52 contemporary themes, accounting for 61.9%, and 11 ancient themes, accounting for 13.1%. The public announcement shows that the previously highly-watched drama "Flower Flowers" was filmed in April this year, with a total of 30 episodes.
high-quality content harvest traffic
Due to policy reasons and market fluctuations, the leading film and television companies have different inventory dramas. In the eyes of some industry insiders, extraordinary times are also a good opportunity for some film and television companies to destock. According to public information, among the top film and television production companies, Huanrui Century and Perfect World have a large number of TV series in stock, and Huace Film and Television and New Classics Media have a few TV series that have been completed for a long time.
Recently, in response to investor questions, Huanrui Century stated that the company expects to start filming and obtaining issuance licenses from 2020, including "Right and Profit", "Grave Robbers' Chronicles 3", "Ghost Blows Out the Light", "Mountains and Rivers" ("Jiangshan Yongle", "Tianmu Crisis", "Misfortune Breaks the Deep Dive", etc.
In fact, many backlogs of stock dramas have been released one after another during this special period, and some dramas that were not ideal for premiere were broadcast for the second time during this period. For example, "Honey Winter Rose" premiered on Tianjin Literature Channel in 2016 and rebroadcast on Anhui Satellite TV on February 8, 2020. "Cloud Flying Silk Road Sky" was originally named " Da Shang Road " was broadcast on Jilin Urban Channel in May 2011 and rebroadcast on Shandong Satellite TV on February 8, 2020. However, due to the production time being too early, the level is relatively backward, the concept is out of touch with the times, and the audience's evaluation is low.
China Audiovisual Big Data shows that from February 15 to February 21, the prime time TV series ratings were viewed, and Beijing Satellite TV and Oriental TV broadcast "New World" and "An Jia" ranked in the top two. Among the top ten dramas with ratings, there are many old dramas that have been replayed many times, such as " Love Siheyuan ". This drama, starring He Bing and and Hao Lei, was replayed many times after its premiere in 2015. This time it was released again, with good ratings and audience reputation. It can be seen that only well-produced dramas can counterattack in the environment where many new dramas appear.
Looking back at the outbreak of SARS in 2003, when the SARS outbreak occurred in a similar situation, many of the dramas born that year seem to be insurmountable today. From the perspective of influence and topic, the 2003 drama king of the year is " Golden Fen Family ". Chen Kun previously mentioned in an interview: "It seems that everyone knows me overnight. It turns out that because of SARS, everyone stays at home and doesn't go out, and the TV station is playing "The Golden Fen Family"."
However, the ratings in 2003 were the popular IP of that year " Return to the Condor Heroes 3". That year the TV series showed an amazing level of richness in the subject matter. There are costume films such as "The Secret History of Xiaozhuang", " The Legend of the Condor Heroes ", " The Legend of the Condor Heroes ", " The Legend of the Condor Heroes ", " The Emperor of the Han Dynasty ", and there are also criminal suspense films such as "Conquest" and "Jade Guanyin", as well as urban romance films such as " Pink Girl ", "Talented and Beautiful Women". That year, " Liu Laogen 2" was broadcast, making the story of urban and rural people's life and entrepreneurship popular on the screen. After 17 years, " Liu Laogen 3" returned to the audience's vision again, but made fans of the old drama sigh that the flavor was no longer there.
For 2020, although the ratings of many dramas are popular, the hits that can really cause heated discussions among the whole people have not appeared. The epidemic is temporary, and the benefits left to video platforms are limited. In the episodes to be broadcast in March, " Wuxin Mage 3" (Tencent Video/ iQiyi ), "Rebirth" (Youku), and "The Things in the Palm" ( Mango TV) are all dramas with high discussions before. Who can win in the competition depends on the quality of the series itself. In the view of Chen Shaofeng, deputy director of the Institute of Cultural Industry of Peking University, what video platforms can do now is to find ways to provide more good content, or consolidate traffic by directly competing with platforms such as , Douyin, and .
During the epidemic, the video platform that has achieved significant growth by providing high-quality content is undoubtedly Mango TV, and has successively launched two series of "Under the Power" and "The Next Stop Is Happiness". According to QuestMobile data, Mango TV's daily per capita usage time increased by 42.1% compared with the weekdays, the largest increase in the top video APP. Yunhe data shows that the average daily effective playback volume of Mango TV membership content in 2020 has nearly tripled compared with 2019, and the proportion of TV series has increased by as much as 147%.In terms of dramas to be broadcast in March, "The Things in the Palm", which has high expectations on the Internet, will also be launched on Mango TV, which is expected to bring a wave of membership and traffic to the platform.
In the era of competing for users' attention through high-quality content, Tencent, iQiyi and Youku's three-legged stance may be shaken by latecomers such as Mango TV and Bilibili.
