Satellite TV's "Zhejiang Lake" restriction comes. Who will be most affected?

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If these two restrictions are indeed true, they will undoubtedly be a "powerful medicine" for satellite TV. After all, the domestic TV market is currently limited by "two stars for one drama", and various platforms have begun to gradually reduce their investment in TV drama content or maintain the same investment quota as last year, and shift the investment center to self-made content for variety shows.

If these two restrictions are indeed true, it is undoubtedly a "strong medicine" for satellite TV. After all, the domestic TV market is currently restricted by "one play and two stars". Various platforms have begun to gradually reduce their investment in TV series content or maintain the same investment quota as last year, while the investment center is biased towards variety self-made content.

recently, it is rumored on the Internet that the radio and television department will begin to restrict the popular reality TV programs on TV at the end of June. At present, there are the following restrictions on information received from all walks of life:

1.2016, a satellite TV can only have one Reality Show in a quarter. Reality Show programs should be close to the common people and should not exaggerate the facts to make them real.

2. The Reality Show being broadcast should be authentic, reliable, not grandiose, and should not be authentic. A Reality Show can only broadcast one season a year, cannot repeat multiple seasons, and can not be replayed more than twice during the day. This entry may be scheduled to begin in July 2015.

these two restrictions, if true, will undoubtedly be a "strong medicine" for satellite TV. After all, the domestic TV market is restricted by "one play and two stars". Various platforms have begun to gradually reduce their investment in TV series content or maintain the same investment quota as last year, while the investment center is biased to variety self-made content.

Variety gradually develops from weekend to midweek

since last year, as many satellite TV stations have strengthened their platforms by virtue of variety, the variety craze has been sublimated this year. The number of variety shows online on a single satellite TV platform has reached an astonishing six grades in a single quarter. However, the lack of relationship between news and TV content seems to be the main incentive for the birth of the restraining order of the General Administration.

the entertainment restriction order promotes the variety show as a whole to be moved to 10 o'clock. In fact, looking at the relevant TV variety content of the General Administration has long been limited, and perhaps some people have gradually forgotten the previous entertainment restriction order of the General Administration, so let's review the following first:

1. The" opinions "reiterated that the TV Satellite Integrated Channel is an integrated channel based on news and publicity, and it is necessary to expand the proportion of various types of programs, such as news, economy, culture, science and education, children, and documentaries. The "opinion" proposes that from January 1, 2012, each satellite integrated channel must have no less than two hours of news programs from 6:00 to 24:00 every day; from 18:00 to 23:30, there must be two or more news programs, each with a duration of no less than 30 minutes; and each satellite integrated channel should also run an ideological and moral construction program that carries forward the traditional virtues of the Chinese nation and the socialist core value system. It is reported that since September 1, various channels have begun to launch ideological and moral construction programs one after another.

2. The opinion points out that the total broadcasting amount of programs such as marriage and dating, talent shows, emotional stories, games, variety entertainment, talk shows and Reality Show should be controlled. From 19:30 to 22:00 every night, the total number of programs of the above types broadcast by the national TV satellite integrated channel shall be limited to nine, and the total number of above types of programs broadcast by each television satellite integrated channel shall not exceed two per week. Each satellite integrated channel broadcasts no more than 90 minutes of the above types of programs from 19:30 to 22:00 every day. SARFT will also regulate the structure of programs of similar types to prevent excessive homogenization of program types.

from the above two restrictions on entertainment, it is not difficult to find that the General Administration has long limited the content and number of variety shows, and the first point is a clear regulation on the number of evening news programs on various satellite TV platforms. As soon as the entertainment restriction order is issued, most satellite TV platforms will make adjustments. First of all, the overall broadcast time of the program will be moved to the rear prime time and broadcast at 10 p.m., and this point is cleverly arranged to bypass the 19:30-10 pm restriction on the broadcast time of the entertainment restriction order. So far, the viewing habit of viewers on weekends (Friday-Sunday) has also become to watch variety programs after 10 p.m., of course, we do not rule out the possibility of placing variety shows in the prime stalls. However, on the whole, moving back to 22:00 has become a major trend.

if it does come, who will have the greatest influence?

first of all, let's collect and display the weekly evening programming strategies of Hunan, Zhejiang and Jiangsu Satellite TV, which are the top three provincial satellite TV stations:

Hunan Satellite TV steadily occupies the broadcast stalls on Friday and Saturday, so the impact of the restrictions on its platform should not be very obvious. Jiangsu Satellite TV had previously been pushed to the forefront of its program "Let's fall in Love", which made many commentators worried about its prospects, but in fact, it was relatively adjustable from the overall content of the channel, so if the restriction was issued. The impact on it will not be greater than that of Zhejiang Satellite TV.

restrictions on the promulgation of second and third-tier satellite TV may suffer significant economic losses

Comprehensive consideration summarizes all the effects of the following restrictions: 1. Variety overbroadcast weekend has gradually become the mainstream editing strategy of satellite TV. If this restriction is issued, the first one to receive the overall impact is the editing strategy.

2. Due to the high popularity of Reality Show type programs, most second and third-tier satellite TV stations are involved in it, and not a few have invested tens of millions of millions. what they hope is to open platform attention through a column, so as to prepare for the future channel development. They are not like many first-tier satellite TV stations with stable column output, seemingly desperate investment to create phenomenal variety. If this restriction is issued, it may face significant economic losses for these platforms, which is perhaps the last thing we want to see.

3. The key variety programs of first-line satellite TV may change the season into regular fixed columns, and the overall number of satellite TV programs will become less, but the boutique columns will not be affected.

at present, the General Administration has not responded to the rumored Reality Show restrictions, and there may not be any regulations in the end, but the proliferation of Reality Show, uniform patterns, and vulgar and naive content have become persistent diseases of the domestic variety market, which to a certain extent prompted the General Administration to launch a "heavy blow" against variety shows, or perhaps the final regulations are not the same as previously rumored, and let's wait for the "wind" to come.

Edit: yvonne