The production cost of an online drama single episode exceeds one million, and the network has become a new profit model for TV dramas.

"standing in the tuyere of Internet +, even a pig can blow." This is a very popular saying, and it is no exception to traditional industries, which may be a magnificent turnaround or painful transformation of these industries. "change will be universal for a long time", there have been some pure "Internet culture industry" mixed with traditional industries has become the new darling of this era.

on the 5th, the campus sci-fi TV series "Super teenager password" starring TFBOYS held a launch conference. These three popular young stars starred in the TV series for the first time, with a very high degree of attention. However, the broadcasting platform of such a TV series did not choose the TV station in the traditional sense, but chose the network platform such as Letv video.

this is not an occasional phenomenon. Since the beginning of this year, many online dramas have become popular topics. For example, the promotion of the Crown Princess at the beginning of the year and the remaining sins that aired last month, including the previous "psychological crimes", "unintentional wizard" and "Dark one", from 2014, when online dramas began to become popular, for more than two years now, there are far more hotly debated online dramas than TV dramas at the same time.

data show that the average viewing age of online drama audience is 20 to 29 years old, and online drama has become a kind of "entertainment companionship" of "Internet generation". In recent years, online homemade drama has shown a blowout trend, from quantity to quality is no longer "Wu Xia Ameng", and even has begun to feed the TV industry. There is an unstoppable trend in this growth.

"standing in the tuyere of Internet +, even a pig can blow." This is a very popular saying, and it is no exception to traditional industries, which may be a magnificent turnaround or painful transformation of these industries. "change will be universal for a long time", there have been some pure "Internet culture industry" mixed with traditional industries has become the new darling of this era. To the "them" standing in the tuyere, we have something to say.

< strong > it has been decades since the era of online drama. < / strong >

although homemade dramas have been launched on domestic websites since 2009, the number of homemade dramas is small and the content is single. It was not until 2014, when the number of online dramas exceeded the sum accumulated in previous years, that it was called "the first year of Netdrama" by people in the industry. Statistics show that 355 online dramas were launched in 2015, almost twice as many as the year before last.

the production cost of many online dramas has exceeded that of traditional TV dramas. At present, it has become the norm that the cost per episode exceeds one million yuan. Not only popular stars have been invited, but also "super IP" such as "Tomb robbing Notes" have been included in the bag. By 2016, almost every video platform will be fighting for the specifications of online dramas and the quality of stars. According to the reporter's understanding, all the popular stars have received invitations from online dramas, and they do not dare to despise this platform as before. instead, they will choose scripts and choose some big production companies to shoot online dramas.

it has been an old calendar to repeat Journey to the West, the Legend of the New White Lady and the Legend of returning Pearl every summer vacation. Today, the favorite themes of post-00s young people are virtual, new humans and superpowers. The current online drama "the Boat is easy to turn around" is closer to the current viewing habits than TV dramas on the topic. When TV dramas still indulge in mother-in-law and daughter-in-law, family and emotional dramas, online dramas make use of the flexibility of policy to focus on fantasy, detective, science fiction, funny and other forms of expression loved by young people.

take TFBOYS's "Super Juvenile Code" as an example, it is actually a science fiction ethics drama, the core of the plot is how young people should deal with the relationship between virtual and reality. In the play, the three protagonists play high school students as students. they are all super teenagers who use the power of science and technology to surpass human skills, and they are new human beings who explore a new way of human evolution.

at the same time, changes in the way of watching online dramas have also led to greater development of online dramas. Many post-90s have become accustomed to watching dramas on the website, because they can communicate with other netizens instantly through on-screen comments. As long as there is high-quality" socialization ", they can get the attention of current netizens.

the popularity of the mobile Internet and the promotion of genuine intellectual property rights have not only given online drama makers a lot of confidence, but also made major platforms willing to promote online dramas-- because they can attract a lot of traffic in the form of paying members. and traffic is income.

it can be said that in four years, with its unique Chinese speed, online drama has surpassed the development speed of Chinese TV series for 30 years, and the two are now neck and neck.

< strong > < / strong >

Some people think that this is too strict, but in fact, it removes the most troublesome link for getting through the Internet and TV stations. If the review standards are not consistent, either delete before the launch, or forced off the shelves after the launch, which is completely unable to achieve a win-win situation.

of course, content is more important in the development of online dramas. At present, the network background provides skip, fast-forward, reruns and other users big data, for the online drama "calculation" out of the accurate user preferences, which also makes many creators creative inertia. At present, the themes of many new programs of online dramas focus on two categories: "Lingyi" and "criminal investigation". Changing a group of actors to "replicate" popular dramas is becoming the main means of online drama creation, which can easily consume the freshness of the audience.

Hou Hongliang, a famous producer, said bluntly that we still need to learn about the choice of online drama themes. "We have changed the way of broadcasting, we have changed the broadcasting platform, and we have to operate in accordance with the laws of this broadcasting platform more scientifically. In terms of policy and subject matter, what kind of restricted area to take and what to play on the edge of the ball is a kind of pediatric idea. "

if online homemade dramas want to make more money, we can't just rely on post ads and content implantation, but we should pay more attention to secondary development in the future. Dai Ying, general manager of iqiyi's homemade drama development center, said, "the secondary output of copyright, the charging business of members, game derivatives and movies have all given us a huge market profit margin."

since the launch of "Old Nine doors" on July 4, it has been broadcast on iqiyi and Oriental Satellite TV. According to the usual practice, the TV station must have paid a lot of money, and the website platform is only a small head, but now it is exactly the other way around. The first round of "Ruyi's Royal Love in the Palace" directed by Zheng Xiaolong sells for as much as 15 million yuan per episode, totaling 1.35 billion yuan, of which the online platform paid 9 million yuan per episode, accounting for most of the total.

will Internet homemade dramas really take the jobs of TV stations in the future? Yes and no. For some second-and third-tier platforms, the popularity of online TV dramas will greatly stifle their living space. But for the first-class broadcasting platform, the network self-made drama can complement each other with these platforms and achieve the coverage of the whole platform.

in this era, greater progress can be made only through mutual integration and tolerance.

Edit: nancy