TV animation may disappear in the future. This disappearance does not mean that there is no animation broadcast on television, but that animation will no longer be distinguished according to media such as television, movies and the Internet, but will be distinguished according to the profit model of animation.
original title: song Lei of China Animation Group: second Yuan is not the ultimate direction of animation I learned a text when I was a child, and I was very impressed. It is said that autumn is coming, the wild geese will be arranged in a herringbone, and then they will be arranged in a zigzag shape, flying slowly south in the blue sky. I was thinking, why do geese migrate southward collectively? Because winter is coming in the north and it is getting cold, it is no longer suitable for survival. in fact, if we regard TV media as a cold north and Internet media as a warm south, we will find that the ecology of Chinese animation enterprises is quietly experiencing such a "wild goose" migration. some feathers are thick and willing to stay, but most of them are starting to follow. The implication is that today's animation companies seldom regard TV animation as the primary production content, and seldom regard being able to be broadcast on TV as particularly important. the geese always have a head. Chinese animation companies such as "wild goose array" migration of the head goose, at present, it is Tencent, China Mobile, iqiyi, such as aspiring to develop the future animation market of big-hand enterprises. of course, sometimes head geese have not migrated themselves, so they may take them in the wrong direction. Sometimes do not pay attention to stop to have a rest, accumulate, just focus on flying, may end up flying. In short, we want to use wild geese to depict a picture of the ongoing migration of domestic animation companies. strong > TV animation may disappear in the future / strong > this is not a bad name for TV media, but a trend. To provide you with a set of data. Disney Cable ESPN has lost 7 million subscribers in the past two years. By contrast, US consumer spending on subscriptions to streaming services such as Netflix rose 25 per cent to $5 billion in 2015. Burkent, senior vice president of Nickelodin International acquisition, said that the ratings of Nickelodin TV program content have indeed declined, and these ratings have been transferred to our app app and website. The number of online video users in China has reached 461 million, with a user utilization rate of 69.1%, and the number of mobile network video users has reached 354 million, with a growth rate of 13.3%. Among them, network animation occupies an important position.
China's online animation output value reached 4.5 billion yuan in 2014. Therefore, from the perspective of the media environment, online media has indeed become the focus of content construction, user consumption and advertising. but TV animation may disappear in the future. This disappearance does not mean that there is no animation broadcast on television, but that animation will no longer be distinguished according to media such as television, movies and the Internet, but will be distinguished according to the profit model of animation. that is, animations that only rely on advertising to make money and animations that rely on direct payment to make money. Traditional TV media rely on third-party sponsored advertising, movies rely on direct payment, and the Internet has opened up these two profit models. so here we have to refer again to a word that we talked about for a year last year: Internet thinking. Some people say it is free, others say it is shared. In fact, I think Internet thinking is an effective way to break through the above two basic profit models. strong > Internet access value of animation / strong > Free is not the goal in itself, but to rely on free or even inverted money to attract audiences and fans. With the audience, there are advertisements, and there are people who pay according to the demographic probability. In a word, the profit model of Internet thinking is called "wool comes from pigs", and animation no longer depends on the content itself to make money. "Internet +" environment, the greatest value of animation is the import value. In traditional animation, we just want to let the audience see the animation itself, and then have a deep desire to interact with its characters to buy its derivatives. "Internet + Animation" is more of a door, in order to attract the audience through this entrance. After it is brought in, the audience is not an audience, but a user, a consumer. I like an online animation work "Brave Adventure" very much. When I saw it in Tencent Video, there was an advertisement for the game "Brave Adventure" next to it. I clicked in it inadvertently, so it can be seen that this animation is just an entrance. in 2013, DreamWorks Animation spent $33 million to acquire AwesomenessTV, a well-known online channel on YouTube, to value its portal attraction to a growing number of adult Internet users as a new media broadcasting platform. It can be predicted that the popular new media interactive applications such as shaking Wechat, grabbing red envelopes, topic guessing, watching and chatting in some variety shows can be implemented while watching animations in the future. let the audience pay to "play" the animation while watching the animation for free.
strong > Quadratic is not the ultimate direction / strong > about the recent particularly popular "quadratic". I think the two-dimensional theme is only a tipping point, but it is not the ultimate development direction of "Internet + Animation", not a persistent ignition point. as we all know, in November last year, Tencent put forward the concept of "two-dimensional economy", making it the hottest topic and the most popular investment object in the capital circle. In fact, the second dimension is only a kind of audience group of animation, and it stands out because it is the first kind of dominant audience to form large-scale effect in the environment where Chinese animation consumption culture is not well developed. it is relatively easy to be "Internet + animation" to play the import value. at the same time, it is also a simplified treatment for some Internet enterprises to emulate the Japanese creative marketing model, that is, these enterprises do not have to spend more energy on creating other artistic aesthetic forms and market demand. In fact, however, two-dimensional groups have ceilings, both in terms of age and population. Compared with the real popular culture, two-dimensional culture has always been and will always be a minority subculture. there are many noteworthy treasures of popular culture that have not been exploited. For example, one of the most important things in China's film and television market today is the release of Star Wars 7. Since its release on December 18, the film has swept 1.7 billion at the global box office, breaking a series of records and is even expected to break the global box office record of 2.79 billion set by "Avatar" in 2009. today, it has more than 60% of its production in Chinese theaters. What is the positioning of Star Wars 7? The second dimension? No, it's science fiction.
in fact, the science fiction audience is a much larger group than the two-dimensional audience. And family culture. Even in Japan, there is a more popular culture such as the Kawai culture. Our Internet animation should explore different ethnic groups and form the entrance value of differential positioning. If the mention of Internet animation in the future reminds people of two dimensions, just as the previous mention of domestic TV animation reminds people of primary-age, then such "Internet + animation" will not have much significance. about the author: song Lei, a former researcher at the Development Research Center of the State Administration of Press, publication, Radio, Film and Television, now works for China Animation Group and is the director of the research department of China Animation Society. Edit: kong