Summer weekly drama has an attractive peripheral effect and is popular. The first choice is ancient costume and big IP

The summer season is originally a period that TV stations and advertisers attach great importance to. For example, it is the best time to simultaneously broadcast on websites, adhere to young audiences, vigorously promote FMCG products, and fully ferment the long tail effect. These comprehensive effects were the most extreme reflected in the weekly broadcast drama "Flower Thousand Bones" during last summer. Based on the above factors, film buyers will also unanimously prefer IP dramas with the ancient costume fantasy question bank.

Original title: Summer weekly dramas have become

hot. If you want to take stock of the most topical and topical dramas on the screen during the summer of 2016, it must be "Kyushu Sky City"(which will be broadcast on Jiangsu Satellite TV),"Lao Jiumen"(which is broadcast on Dragon TV), and "Fantasy City"(which will be broadcast on Hunan TV), and their common characteristics are IP and weekly broadcasts. Putting aside whether these dramas are truly weekly dramas for the time being, the weekly theater during the summer season has become another important place for satellite TV competition. It is not difficult to understand that the summer season is originally a time period that TV stations and advertisers attach great importance to. For example, the best time is to jointly broadcast simultaneously on websites, adhere to young audiences, vigorously promote FMCG products, and fully ferment the long tail effect. These comprehensive effects were the most extreme reflected in last summer's weekly drama "Flowers Thousand Bones"; based on the above factors, buyers will also unanimously prefer IP dramas with the ancient costume fantasy question bank.

Why is weekly drama valued?

The peripheral effects are more attractive

. Weekly dramas have always been criticized by the industry. The reason is nothing more than that from the perspective of production process, there is no real weekly drama in China. However, the popularity of the ancient costume drama "Flower Thousand Bones" has an obvious catalytic effect on the summer weekly broadcast theater. Before "Flower Thousand Bones", only Hunan Satellite TV monopolized the market, and this year, Jiangsu and Dongfang joined the battle to compete for the cake. Industry insiders have seen the more important peripheral effects of weekly dramas and no longer obsess about the plot itself.

The fantasy drama "Kyushu Sky City" will be broadcast on Jiangsu Satellite TV at 22:00 every Wednesday and Thursday starting from July 20, starring Guan Xiaotong, Zhang Ruoyun, Ju Jingyi, etc., who are bursting with youthful energy;"Fantasy City" will be broadcast at Hunan Satellite TV Diamond Theater starting from July 24, and Song Qian, Feng Shaofeng, Ma Tianyu and others also have many fans. At present,"Old Nine Gates", which is currently being broadcast on Dragon TV and iQiyi, has its own topics before its launch and has many slots after its launch. The linkage effect of the network has pushed the show to a hot topic.

What are the reasons behind the three major dramas appearing at the Summer Weekly Theater? According to a relevant staff member of Hunan Satellite TV: "Summer vacation has always been a time period that TV stations and producers value. The difference between the effects of a drama broadcast in 20 days and the effects of three months is too big. Weekly broadcasting can maximize the various effects of a TV series, satisfy the brand demands of advertisers at the same time, and make it easier for producers to promote derivative products. Promote and stabilize the ratings of TV stations. For example, last year's "Hua Qiangu" mobile game and drama were launched at the same time, and the monthly sales of mobile games exceeded 200 million yuan. The drama has been on the air for nearly three months, and the half-year revenue of mobile games has been 850 million yuan." Reports show that no one has been able to break this record set by "Hua Qiangu" mobile game, and the success of "Hua Qiangu" has also become a benchmark for movie-game interaction. These are all related to the weekly broadcast format of "Hua Qiangu".

Dragon TV first launched the weekly drama "He's Coming, Please Close Your Eyes" in October last year, and later launched "Newlywed Apartment" and "Old Nine Gates". Regarding the concept of weekly drama, the director of Shanghai Radio and Television Station and Shanghai Culture Radio, Film and Television Group Co., Ltd. Wang Jianjun, president of the company, once said: "Since 2014, Dragon TV has paid close attention to weekly drama. After various investigations, it is believed that this is a new highlight in the TV drama industry: It can fully accommodate innovative themes including big IPs, cultivate new viewing habits for viewers, make full use of the quarter-long topic fermentation time, and provide exploration space for integrating resources, copyright operations, and overall marketing."

How to choose the theme of the weekly drama?

Hunan

Satellite TV is the first TV station to open a weekly broadcast theater and normalize weekly dramas. The "Diamond Weekly Broadcast Theater" and "Youth Progress" were launched on July 2, 2014 and January 4, 2015 respectively. The predecessor of "Diamond Weekly Broadcast Theater" also includes the First Weekly Broadcast Theater, Mango Weekly Broadcast Theater, etc. Although "Diamond" and "Youth" are both weekly theaters, the selection criteria for the two are different."The former prefers ancient costume IP, such as" Ancient Sword and Qi Tan "," Flower Thousand Bones "and the upcoming" Fantasy City ", the age range is relatively broad;'Youth in Progress' focuses on urban idol dramas, just like the name of this theater, like" Yes! "Mr. Shang","Whirlwind Girl","Ming Ruoxi", etc., have a narrower age group. Moreover, from the production point of view, some works in the 'Youth Progress' Theater are filmed and broadcast while being filmed. Although it cannot be broadcast every week like in Europe and the United States, it is basically delayed by one week to two weeks, which is relatively timely."

"Kyushu Sky City" is a test of Jiangsu Satellite TV's weekly drama. Li Xiang, director of Jiangsu Satellite TV, said that what he likes is its big IP attribute and that more weekly dramas will be broadcast in the future. As for the choice of themes, the relevant person in charge of Jiangsu Satellite TV told reporters: "The choice of weekly dramas will definitely be more youthful, because it is broadcast at ten o'clock, and the majority of viewers during this period are young people."

Although major satellite TV stations are paying more and more attention to the weekly drama, not every subject matter can become a weekly drama. Big IP, young, and fantasy costume dramas... have become the first choice for summer weekly drama. The objective reason for this feature is that the management department limits the share of costume dramas, and weekly dramas are broadcast at 10 o'clock in the evening, which can circumvent the regulations on the proportion of prime-time costume dramas and subject matter restrictions such as suspense reasoning; subjective choice naturally means that the leading actors in this genre are generally actors with fans, traffic, and topics, which can better cater to the interests and preferences of young people. In the broadcast time of several months, the various topics and public opinions that have emerged on the Internet will definitely last longer than a Japanese drama. Actors, TV stations and producers are naturally all beneficiaries. The three parties will win a win-win situation, so why not?

Editor: Nancy