Is the ancient drama "short" from long -term changes, will "one drama and two broadcasts" be a new trend?

Author | Hu Yuanyuan

Edit | Mingming

The method of broadcasting the ancient drama is changing with each passing day.

Some time ago, the upper part of "Star Han Gelly · Yue Sheng Canghai" (referred to as "Star Han Sigh") was just finished. Netizens are guessing whether the lower part can be "seamlessly" continued. Hua "(referred to as" Agarwood is like dandruff ") also ushered in the news of the upper and lower part.

At present, "Star and Han Lighth" has been updated to the lower part. The high -quality word of mouth and the popularity of the subsequent outbreak has made the advertisement of the play successfully reversed the "zero investment promotion". And whether the lower part of the play can be "seamlessly connected" as "Star Han Silver", which attracts market attention.

A small discovery, the ancient puppet theme of the current drama market, Qing Yixi chose to be broadcast in the form of "upper and lower". Netizens teased, "Looking at the name of the drama, you know that you will be broadcast in two parts."

The cases of the TV drama market episodes are divided into two cases of the upper and lower parts, which are not without. In many series of dramas, this "series" scheme is basically normal.

The "Zhou Sheng Ru" starring Bai Lu and Ren Jialun last year is considered a new broadcast system. The "Knowing with Jun Chu · Just referred to as the old people" (referred to as "Knowing with Jun Chu"), which was broadcast in the first half of this year, was also a broadcast system. In addition, the two dramas currently broadcasting, one IP is divided into the upper and lower parts, which is broadcast on the upper and lower parts. There are 4 TV series.

It is reported that the ancient drama "Small Blanc" starring Yang Zi, "Leyouyuan · Yong Yingle" starring Xu Kai and Jing Tian, ​​and Jiaxing's preparation "Begonia Laughing Chunfeng · Liu Xia is stopping the boat" ( Formerly known as "Jiao Zang"), this broadcast method will also be adopted.

The collective volume of the drama market drama market is "shortening" manually.

The drama is renamed, fancy update, and the renovation of the ancient drama "Update"

"When the drama is changed, the probability is to be divided into the upper and lower parts." Under the summary of netizens, the trend of two ancient puppets and two broadcasts also have signs. The TV series "Knowing the Chu of the Jun", it was named "Yu Ying Ji" when the project was established, and was determined to be officially renamed "Knowing with the Jun Chu" and "Just the old people" after the upper and lower parts were broadcast.

The drama names of "Star Han" and "Agarwood Rite" have not changed much, but in order to match the upper and lower broadcast mode, they deliberately match the new name "Star Han Splendidity · Moon Sheng Canghai" and "Agarwood Ru Dandling · Agarwood Chonghua". The "Sauvignon Blanc" and "Leyou Garden" in the drama have the intention, and "Jiao Tibet" was renamed "Begonia Laughing Spring Wind · Willow to Park Boat" after it was determined to be divided into the upper and lower parts.

The ancient drama "renamed" is divided into the stalk broadcast on the upper and lower part, which was played clearly by netizens. Another major change is that the update method of this ancient drama is also different. After the audience was used to the rehearsal of the traditional TV daily, the online drama launched a new concept of "Broadcasting Three" or "Four Passing Three". Although this method of broadcasting is more flexible than the satellite TV series, it is also urged by netizens to more and seeks more, thereby giving birth to the advanced on -demand of the video website.

(The picture above shows "Agarwood Like Dandruff", and the picture below is "Star Han Belly")

Of course, the louder the sound of urging and adding a renewal, which means that this drama is hot. However, there is no reciprocity of the Internet drama, which also confuses the audience. For example, "Agarwood is like dandruff", which was broadcast a few days ago, 9 days before launch, updated 2 episodes daily, from the third week to "Broadcasting Three", and "Star Han" is the first 4 episodes of the first broadcast. In the first week, there were 5 days, and many domestic dramas could watch 8 episodes in the first week.

The "Canglan Decision", which has been set up a few days ago, first broadcast 6 episodes of VIP members. From August 8th to August 16th, 9 days were updated, and 2 episodes were updated every day. The flexible update model also really made the audience "unclear". Many netizens on the social platform have begun to ridicule. "If it is not to generate electricity for love, the update date of these major dramas is really unclear."

The fancy update of the ancient drama may still be caused by the too crowded schedule and a pile of the same type of subject matter. The form of "upper and lower" broadcasting to them is inseparable from the blessing of its content and market trends.

At present, many of the ancients in the market, the ancient drama broadcast on the upper and lower parts, is actually followed by the original chapters. For example, "Zhou Sheng Ru as the Old" and "Control of the Hand", in the original author's pen, is divided into one or two; there are also one type of work, such as "Star Han Gel" and "Agarwood Ru Dandle" In order to avoid the "magic reform" and "Chu Qiao Biography" incident again, investors have also changed to the two parts of the two parts in order to take care of the audience's viewing experience.

From the perspective of market trends, the episode becomes "short". Since 2020, the State Administration of Radio, Film and Television has continued to call for "short dramas", and it has been clearly mentioned that the number of TV dramas has been promoted that the number of TV dramas is only 40 episodes. If there are special reasons, it is necessary to report it. In addition, the State Administration of Radio, Film and Television also encourages content creators to produce short dramas within 30 episodes to prevent the phenomenon of "water injection".

After the policy was promulgated, the TV drama market ushered in significant changes. Data show that since 2015, the average number of TV dramas in my country has exceeded 40 episodes, and in 2018 reached 42 episodes. However, since 2020, the average number of domestic dramas has been significantly reduced. Last year, 194 6722 domestic dramas were produced, and the average value has fallen to 34.6 episodes. This means that the domestic drama "slimming" is successful.

Of course, although the current method of weight loss in ancient drama depends on the "manual" diversity, it is only a methodology from policy orientation and market feedback. Behind the methodology, the interests and risks they need to bear often need to be spread. "One show and two broadcasts", is "splitting" feasible?

A TV series is divided into two broadcasts. In addition to actively responding to policy calls, the effect of broadcasting does have an unexpected effect.

Cat's eye data shows that during the broadcast of "Zhou Sheng as the Hometown", its maximum heat was 9728, and Cat Eye won the list of the list of the drama collection 19 times. In the second part of "Life One". (9092), but the hot value of the list of the drama collection 32 times is far more than the upper part.

During the broadcast, the show also cooperated with the content of the episode to launch multiple marketing solutions such as "ancient and modern linkage", male and female "abuse and sweetness", and other marketing solutions. In the district, netizens shouted "It's really good" and "Ancient and Modern linkage."

It is undeniable that a drama "split" into two broadcasts, and the episode of the episode is indeed more susceptible to fermentation. Especially the lower part, under the market popularity accumulated by the upper part, the lower part is more likely to be out of circulation. But all the premise that this needs is from the strong support of the content. It is obviously more convincing in the drama "Star Han".

Before the broadcast, this drama was not favored by the market and brands due to the factors such as serving the road, the age of the male and female master, and the drama reservation of the same period. With the fermentation and popularity of the episode, the heat of the second "Moon Rising Sea" has increased significantly and breaks through the "zero advertisement". At present, the advertisement of the play has been added to nearly 10.

From the perspective of marketing strategies, the method of "one drama and two broadcasts" and "splitting" also saves more manpower, material resources and time for staff, and from the perspective of communication effects, the content of this episode is connected. The broadcast method is indeed more topical. During the broadcast of "Zhou Sheng Ru", there were many "tap water" that spontaneously searching for two dramas on the Internet. On top, the corresponding mediation. These are undoubtedly the innate advantages of the broadcast form.

The disadvantage is obvious. In addition to the content of the episode, the content needs to be as "Zhou Sheng Ru" and "Knowing with the Jun Chu", and achieve obvious "division", in the reservoir, you also need to pay attention to whether seamlessly broadcast. After the upper part of "Knowing with the Jun", the second part was released after three days, and it was questioned by the market: "Why is it seamlessly updated?"

It is difficult to imagine what kind of feedback will the market will have if the two broadcasts are too long. The "Army Division Sima Yi Military Division Alliance" broadcast in the market in 2017 has given the answer. At that time, the play was forced to be divided into two broadcasts of "upper and lower", and the broadcasting method interval between many months was also questioned by the market at the time. "It is obviously a drama, why is it divided? I don’t know when I can see it? "," Isn't the story of the story since Cao Cao's death? Can you see the essence in such a division? "

The director of the play Zhang Yongxin also expressed in an interview with the media the regret for the drama's failure to "broadcast" at that time. "When I hope that the audience and friends can still use it as an 86 episode 86, Looking at the complete drama. Otherwise, after watching the upper part, you need to warm up and get the market determination again, which has added a lot of difficulties to us. "It can be seen that one drama" split "into two, Not completely appropriate.

In the past, one IP was split into two or even multiple broadcasts, and there were basically two cases. One is that at the source of the film, the filmmakers have already thought about developing the "series" episodes, such as several male frequency drama "Snow in Snow" and "Qingyu Nian" created by Xinli Media. It can be the "splitting" mode; the other is the multi -point flowering of an IP, such as the episodes, movies, animation, and game simultaneous development of the episodes, movies, animations, and games.

A "Demolition" broadcast mode of a number of ancient dramas such as "Star Han and Han" and "Agarwood is like dandruff". In addition to being able to cope with the "short drama" strategy required by the market, the emergence of its new trend may also be Can stimulate more series of drama development. It should be noted that whether it is intentional or forced to take, and the segmentation mode of "content" as the carrier is always a core factor for the audience to measure whether there is a necessary trend.

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