Is Mango TV made up the "episode" board?

Text | Zero One

The strength of the Mango TV variety show and the lack of the episode section, the industry has a relatively obvious understanding of this. However, since the launch of the monsoon theater in May last year, the positive attitude of Mango TV to make up for the shortcomings of the episode is obvious. Especially in May this year, Hunan Satellite TV and Mango TV held a "anti -wind doubles" joint China Merchants Association. A series of drama sets were announced. Among them, there were new monsoon theater with multiple themes, as well as more golden stalls that were broadcast with Hunan Satellite TV with Hunan Satellite TV. drama.

In the record record of mango super -media investor relationships in August 2021, the future content investment plan was also mentioned: "The company is trying to transfer the variety show advantages to the drama. Currently, it has more than 20 drama producers. It will develop to 40-50. "

In the past few years, some potential market changes are worth noting. Taking the effective playback of the entire network series of Yunhe data in the past three years as an example: Mango TV series performed the weakest performance in 2021, and no one in TOP20 was effectively played; but in 2020, although Mango TV did not enter the TOP20 drama into TOP2020 However, there are six multi -platform broadcast dramas including "Under the Jinyi", "Perfect Relationship", "Aiming", "Autumn Cicada", "If the Years can Look", "Liuli" entered the TOP20 list. Multi -platform broadcast dramas such as "Youth Fighting" and "If You Can Love" have entered the top 20.

The change is that since 2021, the independent broadcast ratio of the header drama has increased greatly, and the multi -platform distribution drama has rarely "brought" the mango TV —— 20121 Yunhe data played in TOP20 solo broadcast There are 14 dramas, only 6 in 2020; and the situation of the four major platforms of love, excellence, Teng, and Mang, which was commonplace, was also basically extinct in the first drama in 2021. "City Camps", "Breakout", "Shanhai Love" and other broadcast dramas are all broadcast on love, excellent, and Teng. The trend of H1 in 2022 is still deepening. In 2022, H1 effectively played TOP20, 11 independent dramas, 7 dual -platform broadcast dramas, and only one new drama of the three platforms include 1 Special Warfare Glory. The play is 0.

The industry as a whole is increasingly moving to the model of TV station+online platform solo models. Pure online dramas are also more inclined to solidarity or dual -platform networking. Under the trend of reducing costs and efficiency, overall content scale tendency to decrease total amount, and quality, major video platforms are obviously more inclined to try to use the head drama as a moat. For Mango TV, rely on the content of the entire network to supplement the content The content reserves of the episode will become more and more difficult, and from the perspective of its own development, it is also important to build its own content to protect the city.

The layout of Mango TV has been in the field of episodes in the past year. Reading the entertainment Jun believes that it can analyze its results from the three major directions of the drama, the monsoon theater, and the micro -short drama.

Many dramas, who will support the basic disk?

Conventional large -scale dramas are the main force of maintaining the daily heat of the platform. From the beginning of the year to the present, the conventional big dramas broadcast on Mango TV mainly include "Ice Hockey Boys", "Shang Food", "Happiness Double", "Jade Facing Peach Blossoms", "Based on the Berbn", "Talking", "The Daughter of the Mountains", "Meeting the Bright Meeting "You", "Juvenile Pie 2", etc. Among them, "Shang Food" and "Juvenile 2" should be the most scoly drama on the platform.

"Shang Food", which was launched on February 22, is a pure network drama. Xu Kai and Wu Jinyan, as the starring role of male and female, combined history, food and love. The original class, the quality of the picture, the quality of the picture is outstanding. As of now, "Shang Food" has a total of 2.3 billion playback volume in Mango TV (from the statistics of Cat Eye APP, the same below), and the number of Douban markers is 2.7 million. This number is the first echelon level in the Mango TV Station, but there is a gap between the burst from the out of the circle -as a comparison, the two major circles of the Mango TV alone in 2020 "Happiness" was 5.4 billion and 4.6 billion, and the number of Douban markers was about 270,000 and 180,000, respectively. Therefore, "Shang Food" is barely completed the basic mission of being a platform drama, but the reputation has failed to exceed the expectations of all parties.

"Juvenile 2" currently has the possibility of entering the popular drama industry of the year. Only half a month of "Juvenile 2" has exceeded 2.2 billion, close to the level of "Shang Food". In addition, the drama has also entered the top five of the cat's eyes and lighthouses for many days, and the first fast-moving entertainment list is on the top of the fast-moving entertainment list. It is still first on the week of August 1-7 on the Doubon drama. The Douban score reached 7 points. In terms of word of mouth and popularity, both "Juvenile 1" in 2019.

"Juvenile School 2" retains the core actor lineup of the previous one. Zhang Jiayi and Yan Ni are very highly praised after the cooperation of "Putting Terrace". After circling, it has become a trend of popularity among peers. At the same time, the first one is not a high starting point. "Juvenile 2" is not timid compared to the first part of the plot, performance, and social issues. At present, it is likely to be the biggest support for Mango TV's summer episodes.

In addition, it is worth mentioning "Daughter of Dashan". In the tide of the main theme drama in 2021, the reputation reached the "Awakening Age" (9.3 points), "Shanhai Love" (9.2 points), and "Merit" (9.0 points), which were reputable. It is not a pity to miss the history of the main theme drama. "Daughter of Dashan" is the highest domestic drama in Douban in 2022. It is not inferior to 9.2 points compared to several high -scoring gift dramas last year. For the platform, such word -of -mouth breakthroughs have the value that exceeds the level of playback. In addition, conventional episodes such as "Jade Face Peach Blossoms" and "Based on the Winds" and other conventional episodes are lacking. The popularity of the spread is basically just staying in the fans circle and platform inherent users. From 2022 to the present, "Shang Food" in the mango TV drama is considered to complete the task, "Juvenile 2" performance is remarkable, but in general, there is no "national drama drama that can compete with the entire industry's head drama. "".

Judging from the previous press conference, the "Long River" lineup of Mango TV and the Satellite TV Golden Eagle Solo Theater is huge, which is expected to achieve the goal of advanced "national drama"; From the time of the flowering season, the projects "" Hutong "and other projects have their own highlights and the possibility of becoming the mainstream of the market.

If the mode is not changed, the "monsoon theater" is difficult to start the brand

The "monsoon theater" with a relatively short number of episodes has been more oriented in the direction of vertical innovation, reputation, and topic breakthroughs from the beginning. The episodes since the broadcast of the "monsoon theater" are as follows:

Generally speaking, the entertainment Jun believes that the Jifeng Theater has a certain characteristics in the past year and has set off the "water flower" works:

"Wolf Hunter", the first one but still the most "pioneer meaning" work in the monsoon theater so far. Although the word of mouth is high and low, at least the final episode has more than 100 million, and the Douban is still above 7 points. The overall is still more picky in the theater;

"I am in his hometown is good", the monsoon theater has the highest reputation, the number of Douban markers exceeds one level of other dramas, and there is a high discussion on social platforms such as Weibo during the broadcast, but unfortunately, it has not been able to form a full circle. As a result, the final playback volume is not prominent;

"Sleeping Garden", 16 collective volume playback reached 2.243 billion in theater, the "top flow" effect brought by Gong Jun was obvious;

"Jiang Zhao Dawn", gathered as actors with quite a lot of viewers such as Ma Sichun and Baike. Female suspense is also a very easy subject. The score of more than 8 points was once, but most of the audience was very dissatisfied with the ending, and the word of mouth collapsed sharply;

"One Year No Work" has a social topic, but it feels a little worse than "I am pretty good in his hometown";

The "Wife's Selection" and "Zhang Weiguo's Summer" are the topics of Huang Lei Sun Li. The topic discussion on the topic of the actor on the Internet is much higher than the episode itself.

Reading Entertainment has previously analyzed the monsoon theater. For Mango TV, the "monsoon theater" can provide the platform with shortage of diversified drama content. Essence However, from the current results, it is difficult to start the theater brand because the upper and lower limit performance of the work in the theater is extremely unstable, the work style and rhythm are different, and the TV weekly broadcast mode has dragged down the short drama popularity. Although the theater also has innovative themes such as "The Crisis of Tianmu" and "Jiang Zhao Dawn", it is obviously not enough.

From the perspective of entertainment, there are two major aspects to solve the problem: one is quality control. It should not be placed in some good and bad backlog dramas with the logic of "filling content", so that the audience has lowered the audience's entire theater brand’s brand brand. It is expected; the second is the broadcast mode. The habits of the Zhou broadcast theater mode run counter to the current mainstream audience, and it is also incompatible with the style of strong plot themes such as suspense and reality in the monsoon theater. There are negative effects that cannot be ignored. To solve this problem, the two parties of the TV and Mango TV always have a large -handed change. This is actually expected in the current trend of the deep integration of Taiwan Net.

Small and beautiful, can micro -short dramas overtake the track?

The micro -drama market is a new environment for various video platforms at the moment. Reading Entertainment Jun believes that this market currently has several characteristics:

First, the investment threshold is relatively low in conventional episodes, and there is more room for innovation and attempts. After successful, the platform is amazing for the platform. The consumption needs of the plot towards short content, and micro -short dramas have their own advantages compared to UGC short videos; 3. Third, the overall video platform seeks cost reduction and efficiency. Most of the specific strategies in the field of episodes are concentrated on the head. Drama, reduce the purchase of content below waist, and put the content of small and medium -sized costs more in the accounting system with the producer to share cost returns, which is in line with the logic of the rise of the micro -short drama market. Drama content; Fourth, because the market still started, everyone was in the early stage. The size of the long video platform does not form a decisive factor on the spread of the work.

At present, the micro -drama layout of various platforms has gained harvest. Tencent video short drama "Please!" Do n’t spoil me. "A total of over 30 million yuan was divided, and" Auntie's World "broke the word of 8.1 with Douban; according to Cat Eye data, Youku launched 111 short dramas as of June 2022, Winning; station B, Kuaishou, Douyin, etc. also have popular explosion models such as "Stain Diary", "Princess Princess in". The investment benefits of Mango TV in the micro -short drama market should be higher than the field of long drama. In the strategic perspective, Mango TV attaches more importance to micro -short dramas. Not only does it give short dramas exposure at the core position of the APP, but also launched the Da Mang app with the main micro -short drama. From the perspective of content, "Nian Nian Nian Wu Bi" has become a typical case of micro -short drama with a small and big major. Its playback volume has been close to 600 million. Many conventional dramas on TV. In addition, innovative themes such as "Don't mess with white pigeons", "Qin Tianyi", "Assassin's Academy", "Attack Queen 2" have also received considerable market feedback.

Judging from the current achievements. As long as Mango TV dares to make efforts in the micro -short drama market, it is also possible to get "overtaking effects" in emerging fields.

Conclusion

For any comprehensive long video platform, multiple episodes are indispensable, and Mango TV is no exception. What's more, the member scale of Mango TV has exceeded 50 million in 2021. When the scale of the platform paid members continues to seek breakthroughs, the advantages obtained in the past with explosive variety shows in young and female groups are not enough to support high -speed growth. "The first echelon" is also necessary to catch up in the field of episodes. In the past year, the layout of the mango TV has achieved some results, but considering that the cycle of the drama planning is longer, it may take time to improve the significant improvement.

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