People's Daily: Hot TV series on video websites show a trend of integration and control of online drama series becomes stricter

2016 can be described as a prosperous year for online literature and art. There are endless dramas on video platforms and lively topics. The production and viewing of online dramas have entered a vigorous stage. Looking at the appearance of online drama works in 2016, we can see the exploration and foresight of practitioners and researchers in this field. We can see the current online drama field and the focus issues and development models it faces in the rapidly changing industrial landscape.

2016 can be described as a prosperous year for online literature and art. There are endless dramas on video platforms and lively topics. The production and viewing of online dramas have entered a vigorous stage. Looking at the appearance of online drama works in 2016, we can see the exploration and foresight of practitioners and researchers in this field. We can see the current online drama field and the focus issues and development models it faces in the rapidly changing industrial landscape.

Online drama vs. TV series

-Pattern exploration:

The boundary between online drama and TV series is blurred, and popular TV series on video websites show a trend of integration.

After two years of development, the boundary between online drama and TV series has become increasingly blurred. For drama producers, under the distribution limit of "two stars for one drama", the powerful video network platform has replaced the role of traditional TV stations as the acquirer and become the main force in the purchase and broadcast of drama. For theoretical researchers, it seems increasingly far-fetched and rigid to define the nature of a series based on the order of its broadcast platforms. Many excellent works have achieved good viewing results on both platforms, such as "Ode to Joy","Little Farewell","Beautiful Farewell","Beautiful Smile","Beautiful Smile", etc.

Many series have shown a tendency to shift towards online audiences in terms of images and content. Even if they can also be broadcast on TV, they have shown obvious online series structure and mirror characteristics. It can be seen that in terms of exploring the attributes of the series, the distinction and limitation based on online dramas and TV dramas is no longer strictly organized. The connotation of the terms and the attribute characteristics they represent have also been improved and expanded due to the development and changes of the industrial pattern.

In the current network ecosystem model, the TV series popular on video websites are no longer pure online dramas in the past, nor are they traditional TV dramas linked by online stations. Instead, they blur the boundaries between TV dramas and online dramas and adapt to viewing by online audiences. Fusion drama types. Whether it is the duration of individual episodes, number of episodes, theme, character settings, lines, or the number of shots, image style, intensity, and rhythm, they are all different from traditional TV dramas. These adjustments are all related to adapting to the aesthetic preferences of online audiences and are new exploration and transition derived from the drama model.

In the early days of the formation of online dramas, there was once an impetuous chaos of flooding large-scale content and earning clicks by grabbing people's attention. After the establishment of the website self-inspection system, this status has improved, but it is still not perfect. Due to the generally low age of online drama audiences, there are blind spots and misunderstandings in the identification of values. We must also pay attention to the guidance and persistence of the overall spiritual values. We cannot replace supervision with the market, use click rates to determine the pros and cons, and misjudge grandstanding as a reputation.

High Line VS Red

Line-Standard Exploration:

The control of online dramas has become stricter and the content dividends have been reduced. Some producers have chosen to wait and see to adjust the

high line, which is the expected goal of our spiritual civilization construction. In 2016, the policy control on the content of online dramas became stricter, the content dividends of online dramas were reduced, and approval was carried out in accordance with the standards for television broadcasts, and the supervision of online dramas entered a standardized process. Many online dramas that have been popular among audiences have been removed from the shelves for rectification, such as "The Promotion of the Crown Princess","Remains of Crimes","Crime Killer", etc. Due to the blind obedience situation caused by the earlier craze of IP (i.e. intellectual property rights), a large number of content producers have been scrambling for the so-called "popular","audience" and "self-contained attention" Internet novel IPs, resulting in many high-priced content literature The poor artistic level has become a hot potato in the hands of producers.

In order to avoid broadcast difficulties due to content scale issues, some producers have chosen to wait and see adjustments to reduce the scale risks caused by the long shooting deadline. This has curbed the emergence of shoddy online series to a certain extent, but it has also caused the overall trend of 2016's popular online series lacking high-quality products and relying on cast and couples to compete for positions. Among them, works such as "Lao Jiumen","Dear Translator" and "If Snail Had Love" still show comparative advantages and characteristics in the competition.

The online drama filing and review system is becoming increasingly perfect. Its limiting standards define the red lines and red lines of industry operations. They are the bottom line and average value of professional ethics, and are not the banner and goal in an ideal industrial state. In the field of film and television content without a grading system, in the face of the spiritual and cultural cravings of young audiences, if eye-catching visual shocks such as "fried corpses" and "skinned people alive" are used to spread viral, how will we achieve the goal of nourishing people's hearts? Cultural intention? What expectations will young audiences who have grown up with values such as "no distinction between police officers and ruffians" and "arbitrary criminals" have for society and the future? These are all industry responsibilities and ethics that online drama producers need to ask themselves.

Cultural creativity does not mean the elimination of traditional values. The appeal of online dramas lies in the fact that it leads the audience to gallop and yearn for the spiritual world, rather than the selling and hawking of elements that compete for position. For example, the online hit drama "The Best of Us" uses warm and bright narrative words to show the audience the beauty of a youthful campus. In 2016, rules and clauses regulating online video content were introduced one after another. While positioning the scale coordinates of content, they will stimulate in-depth development of content and creativity, and explore works and content that are truly beneficial to online drama audiences.

Audience refinement vs. female screen vision

-Industry exploration:

Young female viewers who rely on the Internet to watch dramas have development potential. Online dramas often focus on female perspectives

. Internet technology has pushed online platforms into a new era of audience data cloud computing, and in the field of new media video The exploration of the industry is reflected in the research and data summary of audience segmentation on online resource platforms. This is a landmark progress and turning point in the history of imaging in China. Using the technical means and methods of new media user analysis, each website can clearly draw the images and definitions of the main user groups, including user gender, age, educational background, geographical location, constellation, hobbies, viewing duration, terminal equipment, viewing habits, topic tracking, user resource conversion, derivative consumption and many more.

According to data analysis, young female viewers who rely on the Internet to watch the series have great development potential. Their users are highly sticky, focused and enthusiastic, and have a high degree of topic extension. As a result, in 2016, home-made dramas or dramas with strong Internet attributes focused on female perspectives, using delicate emotional lines to adhere to fans with the Kas couple's videos, supporting a strong female screen vision.

With the rise of online video content, China's imaging industry has experienced the process of content data aggregation and audience information cloud computing from scratch. From the perspective of industrial exploration, the audience data-based information centralized control system has broken the viewing pattern, production order and survival boundaries of the traditional imaging industry. This change will continue to deepen, comprehensively improving the future of audience research and industrial development in China.

Looking at the online series broadcast in 2016, it seems that there has been no explosive explosion at the work level. However, in the sense of model exploration, standard exploration and industry exploration, they have broad forward-looking significance and fruitful achievements. Harvest and results. The emergence of a new drama model with Internet attributes is a boost to traditional mirror narrative and will promote the production of works and content that are more in line with the style of the times. The exploration of the red line of the theme and the pursuit of spiritual highs are the necessary path to broaden aesthetic horizons and enhance leadership awareness, and are of far-reaching significance. The accurate subdivision of audience data ends the history of the image derivative industry crossing the river by feeling the stones and opens up space for interoperability and development across the entire industry chain. Over the past year, the issues and aspects focused on by popular online dramas have positioned the exploration path experienced by the current industrial development, and used sufficient signals and phenomena to show the broad prospects for the future and convey the upcoming opportunities and challenges.

Editor: yvette