Special planning ｜ Continuous increase, platform pattern motivation micro -short drama creation (summary of the seven platform sub -models)

A few days ago, the news that 421 micro -drama passed the planning of the State Administration of Radio and Television in May has attracted the attention of the domestic film and television production industry. According to various reports, in May 2022, the State Administration of Radio, Film and Television's "Key Internet Film and Television Drama Information File System" passed the registered and obtained network micro -short drama films with a planned filing number of 421 episodes of 9888 episodes. According to Yunhe data, the number of micro -short dramas filled by the system in 2021 was 398. The number of single -month projects exceeds the sum of one year, and the hot and short drama is evident.

In response to it, major online audiovisual platforms continue to increase short drama tracks. Following the opening of the accounting mode on November 10, 2021, Tencent Video upgraded the division rules in March this year, greatly improving the partner's accounts and interests; "The support plan is integrated and upgraded, and the" Gravity Plan "with lower thresholds and higher amounts of accounts will be implemented from June 1st, and strives to attract and encourage micro -short drama creators to produce high -efficiency content. The "Variety Daily" comprehensively sorted out the rules and support policies of the micro -short dramas and support policies of the major online audiovisual platforms, and tried to analyze the layout differences and strategic focus on the layout of each platform in the field of micro -drama.

Support policies are constantly upgrading

Micro -short dramas have successively become the targets of major online audiovisual platforms since 2018. On the basis of their respective online drama accounting models, Tencent Video, Mango TV and other medium and long video platforms have successively launched the rules of micro -drama sub -accounts. The rules of online drama sharing accounts are distinguished only in terms of entry thresholds, amounts of accounts, and division ratio. Short video platforms such as Douyin and Kuaishou rely on the advantages of massive creators to carry out traffic tilt and cash support.

"Each audio -visual platforms are more actions around 2019 that are testing water or layout." Li Ying (a pseudonym), the person in charge of a film and television production company, said that her company also decided to increase the content of the content of micro -short dramas at the end of 2019. "At that time, we still felt that we entered too late than those who had already possessed a series of micro -drama works."

In Li Ying's view, the first increase of micro -short dramas on the Internet audiovisual platform was in 2020. At that time, the State Administration of Radio and Television's key online film and television drama filed in the background of the "Internet micro -drama" project was added. The medium -length video platforms have announced that they have entered the field of micro -drama and began to introduce various accounting rules and support policies. In February 2020, Youku explicitly added a new short drama division in the new regulations announced by his announcement; on December 18, 2020, Fast Hand released the "Kuaishou Star Mang Project" to upgrade the rules of the short drama. In 2021, major platforms of micro -drama channels or exclusive theaters were completed one after another. For example, Youku and Mango TV opened small theater channels and the "lower rice theater" in 2019. Tencent Video opened the "very theater" in 2021. Since then, micro -short dramas have begun to be a proprietary film and television category and settled in major platforms. It is also based on this outlet, Li Ying's film and television company has made a popularity in the industry with a series of micro -short drama works.

In the first half of this year, Tencent Video and Douyin once again upgraded the platform for micro -short dramas, making the industry's attention to the micro -short drama market unprecedentedly. The new rules of Tencent Video divide micro -short dramas into S, A, and B. Members to effectively watch the long unit price of 2 yuan/hour, 1.5 yuan/hour, and 1 yuan/hour. model. Douyin directly integrates the existing "New Fan Plan" and "Ten Thousand Explosive Drama Department", and launch a new "Drama with Gravity Plan". Creators can "DOU+Circuit", "Sub -Terminal" and The "Drama Star Circuit" selects a way to cooperate most in line with its own needs. Among them, the "DOU+track" does not limit the account volume of the account; the account of the "Drama Circuit" requires the account fans ≥1 million, and it has prepared 300,000 yuan in cash for a single work as a guarantee deposit and valid every thousand times. The playback reward was increased to 8 yuan; the price of the "scoring account" was adjusted from 5 yuan per thousand times to 6 yuan.

Li Ying believes that there are many reasons for the platform to add micro -short dramas again. After experiencing the dual impact of the new coronary pneumonia's epidemic and industry adjustment, there have been signs of recovery in the film and television industry. The characteristics of low investment costs and short production cycles are consistent with the demands of the platform's quality and efficiency. "Of course, the most important factor is that the platform needs to be followed by users, and it needs to continue to follow up market hotspots to avoid being surpassed by the opponent in the micro -short drama competition."

There are differences in incentive forms

"Micro -short dramas are not worried, but it is still difficult to enter the head." Li Ying said.

According to the disclosure of micro -short dramas disclosed on each platform, it can be seen that only Douyin and Kuaishou's support policies have a clear amount of fan quantity or past works on participating accounts, but at the same time, there are no threshold participation channels. The latter is mostly supported by traffic, not cash rewards or account division models.

The micro -short drama of Aiyou Teng Mang still uses a classified pricing method to share the ledger cooperation. After the platform evaluates the works, it will be divided into data such as effective playback volume, membership payment, and advertising investment. Among them, Youku divides the account division method into three modes: member+advertising CPM, traffic sharing, and advertising CPM sharing. The dimension is more diverse.

The support policy of long video platforms is based on cash sharing under the rules of accounts, and it is rare to support traffic. In the long video platform, only Youku's CPM split model and the C -level project of Mango TV do not require exclusive copyrights, and the rest need to cooperate exclusively.

Station B, Kuaishou, and Douyin use the work playback volume as the direct measurement standard, that is, the amount of work playback or effective playback per thousand times is used to convert the account, and most of the amount of guarantee and caps. a part of. For example, Douyin's "accounting channel" clearly clarifies the upper limit of the accounts to 1.5 million yuan in the single part; the "Drama Star Circuit" provides a single short drama for a single short drama, and is capped at 3 million yuan; the fast -handed "master customization" mode After the work meets the corresponding playback requirements, it can obtain the guarantee of 200,000 cash and 65 million traffic support. The "Daren Lianchuang" model can be rated according to the corresponding rating, so that the creator can get different quota cash rewards and work guarantee traffic support. Li Ying believes that the differences in micro -short dramas and support policies have a lot to do with their own attributes. On the long video platform, it is difficult for creators to publish works by individual or institutional accounts. Therefore, the micro -short -lived incentive plan is mostly like online dramas, and it is rated after the rating. It can be freely uploaded by the work, and the participation of the platform is relatively weak, so the incentive method of the platform often focuses more on the exposure effect brought by the flow push.

Driven by the platform's incentive policy, the amount of micro -short dramas has repeatedly reached a record high. For example, Youku broadcast "Deadly Housewives" in January 2022 for more than 10 million yuan. In July 2021, the micro -short drama "Datang Snack Cash" aired on Tencent Video, with the differentiated content of Tangfeng+food, won over 13 million yuan in accounts; the "wife's counterattack", "wife's counterattack", "wife's counterattack", "wife's counterattack" " "Give you my exclusive love" also exceeded 10 million yuan; "Please! Do n’t spoil me. " At the same time, the platform also launched a group of high -scoring works such as Douban of Douban, such as "Aunt's World".

Rules and tendencies

The platform attributes determine the division and support rules, which also shows the platform's external cooperation tendency.

Long video platforms such as Aiyou Teng Mang pay more attention to professional quality. Zhan Yali, the head of the short drama content development of the Mango TV Daomang Plan Studio, said that as a micro -short drama brand of Mango TV, Da Mang's current cooperation is more preferred to PGC (professional production content)/OGC (professional production content), that is, professional Creative project of the film and television team. "The long video platform based on content has high requirements for content. Da Mang is also excavating and supporting the new forces from colleges and universities, and the PGC creation team through the short film plan."

The short video platform has a large number of creators, which is relatively more inclined to the UGC model (user production content), that is, to support people and institutions with creative capabilities from users to support it. At the same time, professional film and television institutions creators are welcome to enter the platform. Supporting grassroots and support ideas is the main way to enlarge its own advantages in short video platforms.

The relevant person in charge of Kuaishou said that the threshold for micro -short dramas is not high. Whether it is a personal creator or an institutional creator, it can create the popular content of the public. For example, in the first half of this year, the short drama "Princess of the Princess in the Fast" broadcast in the first half of this year, the director of the play director Zhizhu is a photographer. After some ideas, a small team is formed with the platform. like.

Although she is a professional creator, Li Ying has never underestimated the UGC mode. "Each has its own play, each with its own characteristics." In Li Ying's view, personal creation is not synonymous with inferiority. Many individual users produced a few streets that can be created by the crude work of the mechanism. Many big coffees in the circle, such as Chen Xiang at 6:30, called Beast Yi Xiaoxing, are outstanding representatives of personal creation.

Long -term cooperation hopes "transparency"

The platform's plus micro -short drama brings new opportunities for the development of the industry. The high record volume and the recorded account records in May are all proof of the rapid development of the industry. At the same time, some issues follow.

"There are a lot of chaos under the beach." Li Ying said that being stimulated by the continuous increase of various platforms, in the first half of this year, especially from April to May, each platform has clearly felt the pressure of competition. Increase cost investment, invite celebrities to participate, or invite long video creators to transform short video creation. "Of course, there are factors that pursue boutique content. However, some people use 10 million yuan in investment to shoot about 20 episodes of 10 minutes short drama, which is a bit‘ raised prices ’.”

In addition, a large number of micro -short dramas have poured into major video platforms in the short term. Although a large amount of content may "cause qualitative changes", high -quality content stood out after the large waves were scattered; It will affect the overall word of mouth of micro -short drama.

Another focus of micro -drama creators is the transparency of the industry accounts. Similar to online dramas and online movies, the pricing power of micro -short dramas is also dominated by the platform. In addition to deep cultivation of content, creators can only "pray" the fair and fairness of the platform, so that their works can get higher rating and enjoy a higher proportion of accounts.

Including Li Ying, many micro -drama creators thanked the platform's incentive policies on the one hand, adding new revenue points to the creators; on the other hand, they also hope that they can create in a more loose and transparent market environment. I hope that micro -drama can develop in a more efficient and scientific direction under the support of the platform. "After all, we are looking forward to the success of the micro -short drama market. We look forward to the" White Night Chase "and" River God "in the field of micro -short drama can appear as soon as possible."

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