Film and television entertainment: after pain, it is rebirth

In the first half of 2022, in the case of repeated epidemics in Beijing, Shanghai and other places, many industries were affected by varying degrees. Recently, the four departments such as the Ministry of Human Resources and Social Security jointly issued the "Notice on Expanding the Scope of Implementation of Performing Substitute Subsidity Payment Policy" and other issues to conduct 22 specialty industries such as catering, tourism, radio and television movies, and culture and art. Essence How should these large -impact industries come out of their predicament? This edition has launched a series of reports to focus on the development of these industries.

The film and television entertainment industry that has been affected by the epidemic is how to accumulate strength and exploration methods to promote the long -term healthy development of the industry. It is worthy of our attention and in -depth discussion.

The industry's whole, quantitative reduction and refraction of the transformation of the film and television industry

Since the outbreak of the epidemic, the film and television industry has been affected and has been working hard to recover. Industry data in the past three years shows that the overall output of domestic TV dramas has declined. According to statistics released by relevant departments, 194 episodes 6,736 were actually produced in 2021. Compared with 202 episodes 7476 in 2020 and 254 episodes in 2019, the decline appeared.

The reporter's interview learned that the trend of production reduction was not only trapped in the epidemic in the past two years, and the internal causes of the industry's transformation were "difficult to boot". Many people in the industry said that before the epidemic occurred, the film and television industry began the pace of adjustment under the guidance of policy guidance: "salary limit order", "set limit order", supervision ratings (click rate) statistics, "clear" operations, etc. A series of restrictions and regulatory policies have successively landed, chaos has been rectified, and the curtain of "reduction of quality and improvement" is opened.

Li Jie (a pseudonym) of a online platform producer Li Jie said: "In the past two years, some film and television companies have closed down under the situation of" difficult to open '. " The company, they came in in the "expansion period" of the TV series in the past, with many non -professional power.

In fact, regardless of the epidemic factors, the "reduction of quality and quality" in the TV drama industry has lasted for many years. Director Zheng Xiaolong had a great waste of resources caused by the overcapacity of TV dramas. From 2010 to 2016, the TV series maintained a "high yield" of about 15,000 episodes per year, but nearly half of them faced the fate of "pressing the bottom of the box". Even if it falls to today's annual output, some experts still believe that "supply is greater than demand".

"In the past, there were many chaos in the film and television industry. Sky price paid, plot water injection, falsification of ratings, etc. need to be shuffled in the industry. The epidemic only accelerates this shuffle process." Li Jie believes that in the impact of the epidemic, you can still persist in the impact of the epidemic. The companies that can be left are all companies that attach great importance to content.

In recent years, the consensus of "cautious investment and concentrated power to make boutiques" has been reached between producers, platforms, and regulators due to the major environment of industry transformation and the prevention and control of epidemic conditions. After a number of positive dramas such as "Shanhai Love", "Awakening", "Awakening", and "Sweeping Storm" became explosive, the audience had more confidence and expectations for the real subject matter, and the development of the platform and the producer's development of the actual theme was also more positive. It is foreseeable that the further integration of the main theme and commercial elements will become a trend in the high -quality development stage of TV dramas.

According to Hou Hongliang, the chairman of the noon Sunshine Film and Television Company, with the perspective of the "county party committee" as a grass -roots cadre group, it tells the TV series "The Courtyard of the County Party Committee" from Guangming County to the green water and green water. With the guidance of the State Administration of Radio, Film and Television and the cooperation of multi -party, the crew designed a closed -loop operation mode. The actors actively cooperated with the isolation to ensure the normal shooting of the work.

The TV series "Grand Examination", which is based on the 2020 college entrance examination under the epidemic, encountered the epidemic as soon as it was turned on. Wang Xiaohui, chief content officer of iQiyi, introduced: "During the shooting, due to Shanghai, Beijing, Hangzhou, Jiaxing, Ningbo and other places, there were places in places such as Shanghai, Hangzhou, Jiaxing, Ningbo and other places. The epidemic has caused some performers to be unable to participate and shoot. The crew stopped shooting several times and temporarily replaced the actors. "It was also the coordination of the relevant departments of the State Administration of Radio, Film and Television that the" Great Examination "could continue to shoot smoothly.

The emergence of excellent works is inseparable from the pursuit of quality of the practitioners and the government's support and services. Recently, in order to promote the recovery of the film and television industry, the help methods have been introduced in many places. For example, the Zhejiang Provincial Radio and Television Bureau launched ten measures for the stable economic work in the field of radio and television and network audiovisuals, proposed to optimize the management of TV drama service management, compress the review cycle of key online film and television drama to an average of 40 days, and the production and production of delays caused by epidemic prevention and control. Focus on audiovisual projects to increase the cultivation and support. Xiamen also issued a special fund declaration guide for Xiamen Film and Television Industry Development in 2022 to support film and television companies and professional talents in Xiamen, and support film and television crews in Xiamen.

Variety market "cooling" policy support to promote high -quality content production

In the past two years, the variety market has encountered a full -scale "cooling". According to the "2022 Q1 Variety Sponsorship Market Research" released by Yien data, the Q1 variety market in 2022 was cold, and the total number of playback was only 77, a decrease of 10 from the same period last year. Among them, TV variety shows have decreased significantly, decreased by 19, and net comprehensives have risen year -on -year. In terms of broadcasting popularity, the network comprehensive is higher than the TV variety show, but the overall decline in the same period last year.

The quality of the content is low, the attention of the cliff -like decline, and the sponsorship is difficult to find. It has become the "triple challenge" of the variety market, especially in the development of the overall "ebb" in the Internet industry, the reduction and efficiency of the short video platform, and the "double reduction reduction of the Internet education brand. In the context, the important customers of the variety of investment promotion have fallen sharply, and "less money" and "can't be sponsorship" have become the personal feelings of practitioners. According to the "2021 Variety Show White Paper" released by the Royal Insight, there are 744 brands that have withdrawn from variety shows in 2021, with only 483 new brands, and the cooperation between brands and variety shows has decreased significantly. In 2022, the number of popular "comprehensive N generation" sponsors of many popular broadcasts declined, and even multiple variety show "naked broadcasting" was launched. There are 9 sponsorship in the first season of "Friends, please listen", and the second season fell to 2; there were 7 sponsors in the sixth season of "Star Detective", which fell to 3 in the seventh season; Tencent Video's head in the first quarter The variety show "Semi -Cooked Lovers" did not get any brand sponsorship from the beginning to the end; the 13 -issue sponsorship of Mao Yiyi and Li Xueqin as the main coffee "Mao Xuewang" was 0; It reached 8.6, but I did not get sponsorship after 49.

The overall variety market is bleak, but cultural programs have achieved a good harvest of word of mouth and heat. Judging from the "2021 China Variety Show Insight Report" released by Yien data, the cultural variety shows in 2021 were launched nearly 40 gears, which is significantly increased compared to the previous two years. "Luoyang" "Dance Thousand Years" and "China in the Classics" and other programs have received good evaluations in Douban.

In response to the overall cold wave and cultural programs of the variety show, the phenomenon of "playing hot", some people in the industry have analyzed that the current dilemma of the net comprehensive is the "pain" of the industry's transformation period. "Shame cloth". In the case of tight funds, the brand and the platform party did not dare to "bet" a program to fire, and the producer wanted to "lie down" to make money. And model innovation, content innovation, and taking the boutique line are "Tang Palace Night Banquet", "The Most Beautiful Middle Axis", "Wanli Walking Single Riding", "New Palace" and other "high but not cold" cultural programs can "out of the circle" s reason.

At the same time, some experts believe that the concentration of cultural programs is closely related to the concept of "cultural exit" advocated by the state in recent years and a series of support policies. In recent years, the measures of the State Administration of Radio, Film and Television's advance and rewards in the end of the State Administration of Radio, Film and Television have greatly stimulated the industry's enthusiasm for creative creative programs. Such as the support of various types of special funds such as innovation and innovation, Chinese culture, classic folk stories; establish a normalized evaluation and reward mechanism, and increase the tilt of literary and artistic awards; guide platforms, media to increase the promotion of outstanding works, etc. The program creation and broadcast created good conditions.

"Barbarous Growth" steering type breakthroughs

In August 2020, the State Administration of Radio, Film and Television added the "network micro -drama" category in the background of key online film and television dramas, defining it as "online drama with a single set of not more than 10 minutes", thereby officially incorporating micro -short dramas into video dramas Circuit. This measure was regarded by the industry as a sign that was officially incorporated into the regulatory and entered the right track. At present, the domestic micro -short drama platforms are mainly divided into three categories: short video platforms represented by Douyin and Kuaishou, long video platforms represented by iQiyi, Youku, Tencent Video, Mango TV, and Bilibili, Knowledge Those who are diversified and so on.

After the outbreak, many professional film and television teams joined the Internet micro -drama track. According to public information, the number of record filings in the micro -short drama in 2022 exceeded the number of TV dramas in recent years; in May 2022, the network micro -short drama film of the planned filing number in the filing system of the State Administration of Radio, Film and Television was 421. The number of episodes was 322 episodes of 7374 in April.

People in the industry generally believe that the hot time curve of micro -short dramas happens to be in line with the timeline affected by the domestic epidemic. Due to the different development and control measures in various places, long drama output relying on clustered production models in the past was affected. Most of the long dramas that have been launched after the epidemic are "inventory" produced before the epidemic. The number of freshly baked long videos is relatively reduced. The younger generation used to rely on new media during the home period, and the need for entertainment products has shown an upward trend. In this context, the booming micro -short drama naturally attracted the attention of the audience. In addition, the cost of micro -short drama is low and shorter. The more sophisticated production, so it becomes an opportunity for the revitalization project of small and medium -sized film and television companies.

However, the impression left by the micro -drama to the audience is not positive. Simple and rude plot, heavy traffic and light content -have evaluations that micro -short dramas are "electronic pickles" and "industrial sugar". In order to attract users with a stronger sense of stimulus, a large number of micro -short dramas use the theme of spiritual hunting to make the audience aesthetic fatigue.

Some people in the industry have analyzed that the development path of micro -short drama is similar to the previous big online movies. About 2014, the big online movies also entered the film and television industry with a low threshold and low -cost posture. From the "wild" creators to the "regular army", from the rough system to the road to the boutique, the road of micro -short drama followed Similar to it. The difference is that the micro -short drama has taken the road of online movies for seven or eight years in just one or two years.

With the entry of professional film and television companies, the structure optimization of the type of theme, and the filmmaker's efforts in marketing, the micro -short drama market since 2021 seems to be expected to usher in high -quality development. Micro -short dramas have gradually released signals that focus on quality and production level, and move towards "breaking" with boutique. Some people in the industry believe that the form of micro -short drama to attract more audiences may not be in duration, cost, production team, etc. In the final analysis, it is still necessary to start from the content. "Good story" is the last word. And this is the basis for the differentiated competition in micro -short drama tracks in the future.

On June 1, 2022, the State Administration of Radio and Television officially issued administrative licenses to online drama, including online dramas, online micro -dramas, online movies, and online cartoons. It will use a unified "mesh". Zhou Yan, an associate professor of Communication University of China, believes: "The appear of the" network label "means that the production of online film and television content has reached a new level on the road of quality and work. Self -improvement. "

After being included in the supervision, the short drama will come out of the era of "barbaric growth". After experiencing the vicious cycle of capital -driven and traffic -driven, the investors and producers only pay more attention to the content of the work itself, to break the theme routine and high -quality breakout as the superior, and continue to move closer to the quality direction. New cycle of development.

(Reporter Niu Meng Di Tang Yige)

[Editor in charge: Wu Yongling]

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