TV media faces new challenges and strives to form a full industry development

2016 will be the most severe year for the TV drama market. Under the pressure of video websites, TV stations are also making various attempts and changes, trying a new network integration model, focusing on content products, games, derivative products, distribution revenue, and performing arts projects of dramas and network-connected dramas. Development of the entire industry.

Some people say that with the rise of payment, the ceiling of TV drama prices is opening, and the spring of content is here; others say that originality is sluggish, production is declining, TV stations are out of money, and the winter of content is here.

In 2016, video websites continued to disrupt the TV drama market. A large number of costume fantasy, costume idol and new generation actors dominated the screen. Major TV stations also experienced great changes in their drama purchase standards; the most typical ones were a large number of Internet temperament. According to online novels or online games, TV dramas with high-profile actors will dominate the screen in 2016. Judging from the drama purchase strategies of major satellite TV stations, although some satellite TV stations have begun to reduce the broadcast volume of the Golden Theater, the capital investment in the theater is even more unprecedented, especially the "solo broadcast" strategy that many satellite TV stations plan to launch next year. Let satellite TV's competition concentrate on capital competition. In addition, many first-line satellite TV stations have also engaged in the fight in weekly theaters, and the competition is no less intense than the competition in current weekend variety shows.

New challenges facing TV media in 2016

1. The purchase price of video website content is much higher than that of traditional media

video websites. The price of Internet advertising, including Internet advertising, has exceeded that of TV advertising, and has become a popular new star in the film and television drama market. In the past year, the purchase price of new media has been much higher than that of traditional media. In order to be in a favorable competitive position, video websites have paid high prices to acquire exclusive rights to broadcast TV dramas online. The inflow of a large amount of venture capital has also raised the purchase price of TV dramas.

2. Users 'habit of paying to watch content is becoming increasingly mature

. At the same time, payment has increasingly become the main profit model for new media: in 2015, 17% of users had the experience of paying to watch videos, an increase of 45.3% over the previous year. Users' payment habits are gradually maturing. Video websites rely on strong capital support and invest huge amounts of money in the production of super online dramas that first serve their own paid platforms. Domestic front-line film and television resources and companies have further gathered to video websites.

3. The aesthetics of TV dramas quickly shifts to the youthful attitude

. Observe the age structure of the audience for TV dramas broadcast by provincial satellite TV stations from 2014 to 2015, and the proportion of young viewers began to increase. Young people have consumption power, dominate the right to speak on the Internet, and are also the engine of IP. Therefore, the aesthetics of TV dramas have quickly shifted to a youthful attitude. Costume dramas, spy dramas, and ethical dramas all try to idolize expression, using high-quality fresh meat to support the pole, hyping up the CP between groups, paying attention to the visual aesthetics of the special effects of costumes, and requiring TV dramas not only to watch, but also to be able to interact and complain and consume.

Front-line TV's drama purchasing strategy changes

Hunan Satellite TV's 2016 TV drama production and broadcasting strategy

Mango will launch a new "4+3" editing strategy in 2016, which means that four days a week (Monday to Thursday) will host "730 program tape + two episodes of Golden Eagle Theater + two major weekly theaters". Among them,"Diamond Mono Theater" and "Youth Progress" will be scheduled for 22 o'clock on Monday, Tuesday, Wednesday and Thursday evenings respectively. It will be extended horizontally for three days on weekends (Friday to Sunday), with the main promotion of "Golden Eagle Theater 1 Episode + Ace Program + Large-scale Event" to create "Twelve Diamond Hours".

Among Mango TV's reserve resources in 2016,"Diamond Mono Theater", which has repeatedly created miracles in ratings, has relied on its resource advantage as the strongest ancient costume IP. It has confirmed that there are strong IPs such as "Xian Xian·Qing Yun Zhi","Legend of the Sword and Fairy·Yun Zhifan","Legend of Qingqiu Fox","Fantasy City" and "Bright Moon in Qin Dynasty". Among them, the investment of "Fantasy City" alone will exceed 300 million yuan.

The "Golden Eagle Mono Theater", known as the No. 1 Theater in China, includes both the high-quality spy drama "Sparrow", the heavy-weight historical epic drama "The Martial God Zhao Zilong", the classic IP fresh idol drama "Dear Translator"; there are also series of high-quality topic dramas such as "Let's Love" and "God Dog Xiao Qi 2". "Youth Progress", which is surrounded by a large number of teenagers, will also feature works such as "Three-Body","Spicy Deformation Meter","Whirlwind Girl 2", and "Love Through the Millennium 2".

Dragon TV's 2016 Film and Television Drama Center Editing Strategy In 2016

, the total purchase of SMG (Satellite TV + Terrestrial) premieres was approximately 3764 episodes. Among them, there are 732 episodes of Dragon TV's Dream Theater in prime time (* Starting from March 12, Dragon TV will launch dual variety shows every Saturday, broadcasting 13 episodes a week); 104 episodes of weekly dramas (broadcast at 22 o'clock every Monday night). Two episodes).

In 2016, the procurement funds of SMG Film, Television and Drama Center will increase by about 35% compared with 2015.

The procurement strategy of Dragon TV's Dream Theater: First, procurement is in advance and source is locked: Participate in and intervene during the project planning stage, incubate projects from the source, and bring the creative direction closer to the platform needs. The second is to base itself on joint broadcasting and strive for exclusive broadcasting: On the basis of joint broadcasting, the strategy of "single broadcasting of major dramas" will be gradually launched to reserve exclusive plays with quality depth and market value. The third is to customize dramas and create brands: starting from the positioning of Dragon TV, we will create influential brand projects of customized dramas, Taiqing dramas, and seasonal dramas.

Jiangsu Satellite TV's 2016 TV Series Production and Broadcasting Strategy

Jiangsu Satellite TV proposed a drama purchase strategy of "no broadcast of non-major dramas, no acceptance of non-exclusive dramas, and no acceptance of non-hot dramas" in 2016. The investment in Happiness Theater will be 1.5 billion yuan in purchasing dramas, and its proportion of solo dramas is planned to reach more than 60%; it focuses on two strategies of "super IP" and "optimal production strength", adopting a joint attack form of regular dramas + weekly dramas.

Among the series to be broadcast,"Thunderbolt of the Special Forces","I am a Special Forces","The Legend of the Female Doctor","My Wife is born in the 80s","I am Du Lala","The Stairway of Love","The Long Song of the Beautiful Country","Good Mr.","Battle Flag 2: The Angry Hero","The Last Visa","The Glorious Life","Little Husband","Rouge","The Glorious Life", etc. are all well-produced and powerful dramas. "Smiling with a Smile","White Deer Plain" and "Kyushu Sky City" are in-depth development of popular IPs.

Zhejiang Satellite TV's 2016 TV drama production and broadcasting strategy

Zhejiang Satellite TV has been lagging behind in the development of variety shows in theaters before. Its 2016 strategy is to strive for the co-development of theater and variety shows. Even in order to make up for the shortcomings of theater resources, its 2016 drama purchase budget has reached 2 billion yuan, a threefold increase from the previous one.

Currently, dramas such as "The Woman Grows on the Bread Tree","Meeting Mr. Li in Love","Princess of Lanling","Meeting Wang Lichuan","Auspicious Tianbao","Beauty's Private Kitchen","The Whirlwind Eleven" are all in the process of choreography.

Three trends in the transformation of TV stations 'drama broadcasting strategies

1. The competition for the "online generation" audience by variety shows is becoming more intense.

Since the 15-34-year-old group is not only the core audience group on social media such as Weibo and WeChat, but also the main group watching video programs online, they naturally have the largest intersection between the video consumption market and the online public opinion field. By seizing this audience group, not only gain high ratings, but also easily gain high influence on the Internet. In 2016, new variety shows and TV series launched by first-line satellite TV still strengthen competition for young audiences.

2. Satellite TV has launched the era of "real season broadcasting" for

exclusive broadcasting, weekly broadcasting, first online backstage, and online station linkage... The fierce competition in the TV drama market has allowed major platforms to try more broadcast models in 2015. Among them, Weekly and quarterly broadcasts, which are considered to be closest to the American drama model, have become a new direction for testing the water. According to reporters 'statistics, this year, major satellite TV stations such as Dongfang, Hunan, Zhejiang, and Jiangsu all have weekly broadcast plans; in terms of seasonal broadcast, considering that video websites have already taken the lead, satellite TV stations do not dare to relax. On the one hand, they tailor the concept of "seasons" for TV dramas with similar themes, and on the other hand, they began to cooperate with production companies to try TV dramas produced on a seasonal basis. For example, Dragon TV will launch a three-season urban-themed seasonal drama "Ode to Joy" starring Liu Tao, Jiang Xin, Wang Ziwen, Wang Kai, Jin Dong and others.

3. Open up the interconnection of variety shows and TV drama resources

. The latest layout information shows that some satellite TV stations intend to carry out ecological TV operations in 2016. Specifically, there are two methods as follows: First, open up a new weekly theater and rely on its own variety show advantages to break through the barriers between variety shows and TV series to achieve cost-saving and complementary effects. Another method is to focus on developing idol-building programs and cultivate the channel's own artists, which not only contributes to ratings, but also reserves artist resources for the future. In addition, we will explore new models in the online and online linkage of TV series broadcasts, including co-broadcasting on the Internet such as "He's Coming, Please Close Your Eyes", as well as channel-first and online + online payment for "Legend of Shushan" and "Legend of Ban Shu".

In the conclusion, we

can see that under the pressure of video websites, TV stations are also making various attempts and changes, trying a new network integration model, focusing on the content products of dramas and network-connected dramas, games, derivative products, distribution income, Performing arts projects, and strive to form a full-industry development.

Editor: Tsai