Yin Hong predicts four major trends in future TV series production and broadcasting

Nowadays, traditional media has entered an era of large investment, high competition, low growth, audience diversion, and customer diversion. Domestic and external competition has become more intense, and the competition between traditional TV media and emerging video websites has become more intense. How will future TV series production and broadcasting develop?

Original title: Selective viewing has become the norm for "Internet generation"

Introduction: Self-made dramas on video websites have more than one billion clicks and are already the best online dramas, but all good dramas that have been broadcast on TV have tens of billions of clicks on video websites. In other words, our TV station has become the "first advertising platform" of the Internet.

Today, traditional media has entered an era of large investment, high competition, low growth, audience diversion, and customer diversion. Internal and external competition has become more intense. The competition between traditional TV media and emerging video websites is not so much a competition between two media as a competition between two systems.

The Internet is directly market-oriented and user-oriented, and is completely market-oriented; while TV stations undertake relatively complex and diverse functions. The management methods of the two are also different. Television stations are business management within the system plus a leveraged element of the enterprise. This is different from purely market-oriented Internet companies. More importantly, driven by capital, the Internet has basically completed vertical and horizontal integration, forming a "strong comprehensive platform + content" group organization with complementary resources. However, TV stations that are divided into four levels can only fight on their own.

Due to the competition between TV stations and the Internet, current viewers 'attention is scarce, and "selective viewing" is increasingly replacing "random viewing". In addition, the biggest problem with traditional TV media now is that after one-time communication, it cannot digest the driving benefits of one-time communication. From the perspective of video websites, if it is a homemade drama, it has one billion clicks, which is already the best online drama. However, all good dramas that have been broadcast on TV have clicks on video websites. In other words, our TV station has become the "number one advertising platform" of the Internet.

Based on this background and reality, I think the future production and broadcasting of TV dramas will show several major trends:

the first trend is serious polarization and obvious Matthew effect. Today, due to the dual influence of the Internet and TV, there are more platforms, and media coverage is no longer enough to attract the attention of the audience. Instead, the audience is more focused on choosing high-quality products than in the past. Therefore, several major elements such as platform, theme, type, and production will become the lifeline of TV dramas.

The second trend is that cross-screens have become the new normal, and video websites have become high-quality channels. Nowadays, when TV dramas are broadcast, it is becoming more and more obvious to choose the "network synchronization" mode, or even "network first and backstage", which was not available before. But I think these are still the marketing models of video websites, mainly for paying. In fact, broadcasting on TV stations is still an important touchstone for broadcasting on the Internet.

The third trend is that "Internet generation" has become the main body, and "Internet sense" has become the standard feature. Today, the generation that grew up with the Internet has become the main body of viewers, not only the main body of users of the Internet, but also the main body of TV viewers. IPs related to "online generation" are entering a large number of creations. For example, parenting, marriage and love, the workplace, and housing have become hot topics in TV dramas.

The fourth trend is that in addition to themes, styles, and types, the values of TV dramas are also changing. Related to the free development of individuals, the values related to self-realization, individual dignity, and fair development related to the growth of this generation of young people are focused on expression. Moreover, unlike the tradition of being heavy, grand, and profound, the new generation of audiences tend to be more relaxed, humorous, lively new aesthetics are taking shape.

Editor: vian