Weekly dramas gather together in summer to test the water and Xian Xia monopolizes half of the country

Zhoubo drama has gone from being the only one to blooming everywhere, which has allowed countless mainland TV viewers to spy on the possibilities of the future development of China's television and are full of expectation and recognition. However, at present, the testing of Zhoubo drama is only a superficial taste, and economic benefits should not be the only factor in entering the weekly broadcast market. Weekly broadcast can not only play Xianxia and magic, it has more dimensions waiting for the further arrival of TV people.

Original title: Major TV stations have begun a summer viewing game. Why has "Big IP Weekly Broadcast" become the mainstream method?

When it comes to weekly dramas, I only have Hunan Satellite TV, Mango Weekly Theater, and Diamond Mono Theater in mind? Whether it is the high opening and low opening of "Ancient Sword and Qi Tan" or the annual carnival of "Hua Qian Gu", Hunan Satellite TV seems to have become the only label for domestic weekly dramas. However, during this summer's summer season, Hunan Satellite TV is no longer the only one. Major satellite TV stations have gathered together to test the weekly broadcast on the screen. Popular dramas such as "Kyushu Sky City","Fantasy City", and "Old Nine Gates" have rushed to the weekly broadcast market. Weekly broadcast, is it a win-win insurance game or a heart-beating game?

Summer holidays were originally an important place for major satellite TV companies to compete. TV stations and advertisers have long been salivating about the huge profit margins, hot money and hot topics. Which one dares to let go easily? Due to the influence of the schedule of the main theme tribute drama this year's summer season, no large-scale competition has yet formed. However, judging from the filming schedule in August, this year's summer season is still hard to escape. It is worth mentioning that the sub-battlefields of weekly dramas under the big battlefield will be unprecedentedly popular.

In 2015, a Xianxia drama "Flower Thousand Bones" with high ratings and commercial results, countless managers saw the business opportunities of big IP weekly dramas. Similarly, playing Xianxia and magic, focusing on young audiences in the industrial chain. Whether it is intended to copy it or not, I have to say that weekly dramas will become the strongest attraction in this summer.

Is the domestic weekly drama finally come true?

Domestic weekly dramas have always been criticized by the industry. The reason is nothing more than that from the perspective of production process, there are no real weekly dramas in China. Compared with foreign countries while filming and broadcasting, the domestic "pseudo-weekly dramas" produced first and then broadcast only extend the broadcast cycle under the guise of weekly broadcasts, forcing the TV series that originally could end in 20 days into three months. It is also difficult for the audience to keep it up every week. In the summer period of the so-called Zhoubo drama scuffle, Zhoubo's routines are getting deeper and deeper; the distance between domestic production and Britain and the United States is still more than N South Korea.

1. Production model-Assembly line + broadcast the

Korean drama "You from the Stars"

while filming. Weekly dramas in Europe, America, Japan and South Korea have formed a complete and efficient assembly line production method. In addition to the initial creativity, other production links have professional teams. Division of labor and production on the assembly line is completed. Then the commercial TV network, production company and broker agency company established a close cooperative relationship to jointly complete the production of the TV series. The most prominent advantage of filming while broadcasting is that the audience provides free labor, which not only provides high-quality ideas but also is willing to buy satisfaction. It is cost-effective to kill two birds with one stone.

2. Marketing model-production company-led system

In terms of marketing, the constraint of separation of production and broadcasting makes the copyright of TV series ultimately owned by the production company. After the first round of broadcasts, the production company can package the TV series and sell it to domestic cable TV stations or local TV stations for replay. This is actually very similar to that in China. The production company will receive about 60% of the total revenue of the TV series, and the rest will be divided equally between the TV network and distribution channels.

The interest system led by the production company gives them more ability to invest in the large-scale production process. It is like big business can be made with big costs, but small costs can only do piecemeal transactions, and they can't even use their hands and feet to talk about two rounds. What about three rounds?

How to cultivate the popularity of weekly dramas?

From Hunan Satellite TV alone to major satellite TV stations testing weekly broadcasts, the market effect of weekly dramas and the development trend of television will inevitably undergo some strong changes. It can be said that in the mainland, where viewing habits have not been fully developed, it is a big risk to significantly promote weekly dramas; with the popularity of "Flowers Thousand Bones", this hot potato has become a hot potato, and the big era of weekly dramas is coming?

1. The peripheral effect is too attractive.

"Flower Thousand Bones" is a blockbuster that detonates the craze of weekly drama production. This success also feeds a powerful reassurance to TV stations to test weekly drama. "Flower Thousand Bones" mobile game of the same name and TV series launched simultaneously, in the nearly three months of broadcast cycle, only mobile game to achieve 850 million yuan, this sales record how many management jealous heartbeat, please! Compared with the daily broadcast drama, the weekly broadcast drama establishes its advantage with a long time, and the advertisement extension and topic fermentation are launched together, especially the derivatives market in China is quick-witted, and the strength is gathered to create the next "Flower Thousand Bones" hit.

2.

Compared with Hunan Satellite TV's bloody battle alone in previous years, many weekly dramas were even cut off due to excessive low ratings. In recent years, the viewing environment for weekly dramas has become more mature. The ratings of "Thousand Bones of Flowers" and "Whirlwind Girl" have continued to ferment all the way, and it seems to be gradually breaking out of the vicious circle of traditional weekly dramas opening high and low. Audiences are increasingly accepting the format of weekly broadcasts, and the economic benefits of weekly broadcasts are gradually becoming prominent. At present, the TV market happens to be generally weak and it is difficult to find stimulation points. Weekly dramas with high ratings and high yields will undoubtedly bear the brunt and have become a boost in the arm to heat up the market.

3. The maturity of online and platform linkage

has led to the bundling of weekly dramas and video websites. The increasingly mature of online and platform linkage has prompted TV stations to look to the Internet and choose to cooperate in depth with video websites. Iqiyi, which mainly features value-added maintenance of members, has recently been broadcast simultaneously with Dragon TV or even first, occupying half of the hot topics.

Network linkage not only absorbs the cost of TV stations purchasing big dramas, but also makes efforts to bond young audiences, vigorously promote FMCG products, and fully ferment the long tail effect. During the broadcast time of several months, the various topics and fermented public opinions on the Internet will definitely last longer than a Japanese drama.

Pseudo-weekly broadcasting is still the norm in the market choice

. Guo Jingming's famous novel "Fantasy City" was adapted into a TV series

mainland weekly broadcasting drama. If we want to realize the true weekly broadcasting, we must complete the transformation of the awareness of weekly broadcasting. The upcoming weekly drama scuffle during the summer season can be said to be a game between big IP, big actors, and big productions. "Kyushu·Sky City","Fantasy City","Xian Xian·Qing Yun Zhi", without exception, are immortal and magical, and a star-studded performance lineup. Once a domestic weekly drama is independent of the brand support of stars and IP, how much exposure can this new Internet celebrity with a huge number of clicks maintain after taking off her makeup?

Why do weekly dramas pile up in summer stalls? In fact, the market is not yet confident enough to allow weekly dramas to be launched at any time. Internet celebrities can enter the entertainment market to gain popularity, but not all programs can be on, and weekly dramas are also the same rule. Choosing the summer vacation is not only for the sake of maximizing interests, but also a conservative choice to avoid risks.

In terms of theme selection, domestic weekly dramas are even more clear-cut, with Xianxia monopolizing half of the country. The objective reason is probably that weekly dramas are broadcast at ten o'clock in the evening, which can circumvent the restrictions on the share of costume dramas and topics such as cases involving cases and suspense during prime time. The subjective choice is naturally that the leading actors in this type of theme are generally actors with fans, traffic, and topics, which can better cater to the interests and preferences of young people.

This is precisely one of the biggest pain points for weekly dramas in the mainland. Relying solely on big IP to promote weekly dramas, the market is far from mature. Industry insiders say it may take two to three years for Zhoubo Theater to reach a stable state. "Multi-season weekly broadcasting is a global trend. To maximize the value of weekly dramas, it requires a strong story structure ability for multi-season planning to constantly generate new expectations and date them."

Zhoubo drama has gone from being the only one to blooming everywhere, which has allowed countless mainland TV viewers to spy on the possibilities of the future development of China's television and are full of expectation and recognition. However, at present, the testing of Zhoubo drama is only a superficial taste, and economic benefits should not be the only factor in entering the weekly broadcast market. Weekly broadcast can not only play Xianxia and magic, it has more dimensions waiting for the further arrival of TV people.

Editor: Nancy