As one of the important types in the market of Chinese TV dramas, the ancient costume dramas used to have unlimited scenery, but in 2019, due to the relevant policy adjustment and control, the costume dramas were almost insulated from the broadcast of Shangxing Satellite TV, and a large number of costume dramas were transferred to the network broadcast platform after the \"Shangxing\" was hopeless. Reporters noted that the end of the year, especially in the past month, the major video sites have launched nearly 10 ancient drama, not only a large increase in the number of broadcast, but also caused widespread concern in the drama market, in the Weibo hot search list, on the \"Qing Yu Nian \",\" Jian Dynasty \",\" Jiy Hua Ting \",\" Daming Fenghua\" and other ancient drama has never stopped.
In the last two years, costume drama has entered a low tide under the control of broadcasting policy. From January to September 2019, a total of 646,24,597 episodes of the national TV series were produced and put on record, of which 70 were contemporary themes, only about 10 percent in ancient subjects, down more than half from 2018. In the first half of 2019,65% of the 328 dramas broadcast on the satellite TV evening gold show, including 50% of the contemporary drama, less than 1\/3 of the modern drama and only 5% of the ancient costume drama. As a result, a number of costume drama from the previous network linkage mode to only broadcast on the network platform.
Despite the slight silence in the 2019 TV drama market, the audience's demand for the costume drama is still hot, and the fans-based IP scriptwriters are still the mainstream of the costume drama market, according to episodes such as \"Chen Shi Ling \",\" Changan Twelve Hours \",\" Jiji Hua Ting \",\" Qing Yu Nian\" and so on.
Yunhe data founder Li Xuelin based on the data, from the effective broadcast volume, full public opinion heat, distribution channels, themes, audience and other dimensions of the 2019 costume drama market to do a review and analysis. He found that the word-of-mouth gap between costume drama and non-ancient drama is gradually narrowing, through the ancient costume drama on the video site can see a trend: high-quality costume drama relative to other types of drama, with long-term vitality, long-term creation of member play value characteristics. \"The long-tailed effect of the online costume drama is no less than that of the TV show, which also shows that the long-term development direction of costume drama is still to do fine products. said Li Xuelin.
Paying attention to the long tail effect of the series is an embodiment of the industry considering the commercial realizability of the costume drama. The real long tail effect of the series, must be able to withstand the quality of time test content. Screenwriter Jia Dongyan inquired about the daily broadcast data after a period of time after the broadcast, found that some episodes although the propaganda period sound is very high, but less than a few months after the broadcast of the daily broadcast volume is only tens of thousands, while some plays such as \"know if it should be green fat red thin \", still have about 3 million daily broadcast volume.
The IP adaptation has been valued by the industry in previous years, but in terms of IP incubation and influence alone, it takes three to five years or more, which makes the attention of a costume drama more than just the heat during the broadcast period. In recent years, the industry has begun to put aside the commercial performance of so-called popular works during the publicity period, and pay more attention to its long-term influence. And series, split drama and according to the content of the subdivision of the series and other types of drama, so that the market for costume drama full of business opportunities.
Tencent film industry involved in the production of \"selected days \"\"night\" qing yunian \"can be regarded as the same type of series production model. Today, after the airing of \"qing yu nian\" has been a great success, the show's producer ping yong jia said that before \"qing yu nian\" won market recognition, tencent film has been in the same kind of work for many years, now in the market for popular works in the antique drama cannot be separated from the previous series of the same series. \"If\" The Book of Choice \"is a version, then the series of\" The Night \"is supposed to be a version, and\" The Year After Celebration \"is a time of its own,\" said Ping. Every new work is on the shoulders of the previous generation.
In addition to large investment, fine production, accurate target audience has become another attempt to open up the business model of costume drama. Public data show that after the launch of iqiyi in early 2019, ms. tse got 35 million yuan in the 37 days following the season, even after the end of the season, the show was able to \"long-term online \", depending on the number of views.
\"The show has been on air for almost a year and still generates substantial revenue every day. Gao Rui, co-founder of Yingmei Media and chief executive of \"The World's Qianjin \", bluntly said,\" It's hard to do a separate play and need to control the details from beginning to end. The most important thing is to find out where the circle users are, and to do the best in the subdivision area and the circle crowd.
VIP pay-per-view, launched by \"chen qing yunian\" and other dramas, once caused dissatisfaction among netizens, behind the mass \"centralized crusade\" video platform, is the industry in the show after the commercial realization of anxiety. Xiao yanyan, senior internet analyst at citic securities media, believes that vip pay-per-view is the first time in the history of chinese tv series that users pay for content premium. According to hbo and netflix's u.s. business model, business realization based on users paying for content premium is justifiable, and domestic video sites can actively try, but only if the video platform has enough good content and users pay for better and better-looking content.
While trying to rely on members and ads to recoup their costs, more producers are considering offline consumer scenarios to find a way out for business realizations. From the current various attempts, the combination of antique IP and offline scene, so that the antique IP has more commercial realization opportunities, such as:\" know whether it should be green fat red thin \"use the broadcast heat in Beijing Yutang Shopping Center to launch the same name immersive scene exhibition, spend dozens of yuan to wear the same clothes with the characters in the drama, and experience the whole process of their love and marriage;\" Changan 12 hours\" on-line broadcast,\" Xi'an pot mutton, fire crystal become a network of food, at the same time, Ctrip with Xi'an group tour, free line order growth of 40%,30%, with the play's secret room of the same name in Beijing, film, in preparation for a lot of fans;\" the development of Chen, water cup, accessories, ip, lipstick, tape, duct, ice cream, online music, mobile games, etc.
For many film and television practitioners, offline IP consumption is worth exploring the blue sea. As the first person in the offline entertainment industry to reach a legal license with the film and television content side, Man Yi believes:\" The strong experience of offline content is a blank point in the current market, young users have formed the habit of consuming IP, eat, drink and play pay attention to cultural connotations. However, when a movie and TV IP is on fire, there will be a lot of live game stores that imitate the plot or scene below the line, but it is difficult for the film and TV copyright party to collect the copyright fee from these stores. (Reporter)