As soon as the drama and the two stars were implemented, the domestic TV dramas began to undergo a full-scale reshuffle. It was the television station that was anxious about the producers. Buying good plays with limited funds in their hands seemed to be an impossible task. A TV hostess sighed in a circle of friends: “Is it right to cry, or should I laugh at the TV station that has spent 800 million yuan to buy a show?†Holding 800 million yuan in the hand-this sounds astronomical The general budget, how many solo dramas can you buy? According to the market price in 2013, you can buy 4.21 "Far Meng Ma Zheng Chuan"; according to the 2012 market price, you can buy 2.63 "Xiao Executive".
2015 has entered a countdown, the influence of a two-star policy has gradually approached, and the industry has experienced widespread confusion. In addition to the increase in the cost of purchase drama, the two-episode restriction of the night also stifle the throat of television advertising revenue. What are the taboos and essentials for the television drama series? This article discusses this issue slightly.
The impact of TV drama and two stars on provincial TV ratings
Compared to a drama and two stars, the one-night, two-set policy has a more deadly impact on provincial TV stations. For all TVs, the highest share of evening viewing is the third episode of the TV series. If you remove the third episode, you will have an impact on the entire layout of TV viewing.
At present, China's TV territory is basically three points in the CCTV channel group, provincial-level video channel group, and ground channel group. The share of provincial-level video channel groups has been on the rise in the past 10 years. However, due to this policy, this consecutive 10-year growth is likely to be reversed next year because the episode with the highest share of the day is cancelled.
One drama two stars under the TV drama purchase risk increases
At present, the purchase cost of a TV drama is shared by four TV stations. After the implementation of the “one drama and two stars†policy, the same fee can only be shared by two companies. The cost of filming for each TV station will increase. Wang Leiqing, Director of the SMG Film and TV Drama Center, said: "One drama and two stars will increase the purchase cost of TV, and the cost of TV dramas will increase by an average of 30%-40%. The producer must make profits."
The implication of this is that the time for broadcasting the platform to get money and drama has passed, and the dream of the producers making special profits from making television dramas is no longer achievable. And the producer's cost of compiling the playmaking system is already a foregone conclusion. At the Beijing TV Show in autumn 2014, there was a clear signal that the so-called “drama†that had been eye-catching by a star in the past was disappearing. A total of 110 dramas were prepared in 2014 and will be completed by April 2015. More than half of the dramas of the second and third line performers will be performed by Liang Liang.
TV station series, DODON'T?
About the age
Which Chinese dynasty TV drama market has a better prospect? The first is the Qing Dynasty, which is relatively close to the audience and has many kinds of wild history. The background of this novel written by Liu Xie, the original author of "The Ring of Biography", is that of the Five Dynasties and Ten Kingdoms. When Zheng Xiaolong changed it to the Qing Dynasty, he was closer to the audience. The second is the Song Dynasty. The Song dynasty was a dynasty of political clarity in the history of China. There were many clean officials, Yang Jiahui, Bao Qingtian, and Yue Fei. The third is the Tang Dynasty, and the Tang Dynasty is relatively open. There are many folklore things. Judging from the current practice, it is also the TV dramas of the three dynasties that have received a higher degree of attention and ratings.
About themes
At present, the mainstream of television is youth idol themes, family ethical themes, urban reality themes, and war themes. Although there are issues such as content homogenization, as long as the script is out of color, it can still achieve good results. But in the following topics, it is very difficult to produce high-rated works. For example, literary subjects such as Qu Yuan, Li Bai, Su Shi, Cao Xueqin, etc., literary life and the people have a natural distance. Another example is the sports theme, the biggest attraction of sports is the live broadcast, real stimulation.
About making
From a trend point of view, TV stations will increasingly participate in TV drama production. For television stations, it is possible to control the script, the director, and the actor first, which is more consistent with the tone of the channel. At the same time, there is an advantage in grasping the subject matter and it is possible to choose topics based on the masses. Finally, after determining the theme, you can choose the most suitable teamwork. For producers, investment in customized dramas need not worry about the broadcast platform. TV stations can also be involved in the direction of the story and the choice of actors from the outset. They can also play against the characteristics of the platform and have a guaranteed rating.
About Derivatives <br> television drama involved in the production, but also on derivatives drama development and utilization. Taking Shandong Longshi Tianxia Media's participation in the filming of "Red Sorghum" as an example, the producer Shandong TV has come up with new tricks for producing derivative works for TV dramas: In the "Red Sorghum" filming group, they have taken 1000 hours and made nine episodes. The length of the documentary is also accompanied by related reality TV shows that are broadcast simultaneously when the episodes are aired. This kind of derivative products can be linked with television dramas and can also be packaged and sold.
About the industry chain
The implementation of "one drama and two stars" poses a challenge to the TV drama's traditional copyright marketing model. How to increase revenue and reduce expenditure, so that the maximization of profits has become an issue that practitioners need to think about urgently. “Jinxiuyuan Gorgeous Adventure†has carried out an all-round expansion in the industry chain and has made serial connections with e-commerce. It is reported that the drama and the video site have conducted in-depth cooperation, in addition to the regular copyright sale, but also the development of derivative drama. In addition, the drama will also be e-commerce development, such as cooperation with well-known clothing brands, online and offline sales, tape, masks and other peripheral products development, there will be a bear theater.
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