Differentiated wins and the rise of niche subjects are behind the rational return of content.
Editor’s note: This article is from WeChat public account “Mirror Entertainment” (ID: jingxiangyule ), by Ashley.
The audience who experienced the military training-style dramas called this summer collection of the drama “the strongest summer file.”
Really, from the beginning of the costumes suspense “Chang’an Twelve Hours” and the ancient decoration “Chen Qingling”, to the e-sports theme “Dear, love” “Full-time master”, focus on parent-child Education “Little Joy” to the bloody inspirational drama “Fire College”, this summer’s summer drama series can be described as full bloom.
There are many episodes, but the audience’s enthusiasm and energy are limited. This summer, there is no such thing as a miracle of the “Deferred Raiders” contributed by last year’s entertainment film + Iqiyi. In the summer of 2018, “Yanlan Raiders” has been popular with sophisticated culture, cool drama style and traditional cultural elements added in the drama.
In the 2019 drama series, the rise of the niche theme, the differentiation strategy won, the “circle explosions” more than enough, “the whole country explosions” is insufficient, is the characteristics of this “strongest summer file”.
With the “Chen’s Order”, “Dear, Devotion” and other episodes, the KPI mission of the summer drama drama fell to the hit drama.
The topic of “Little Joy” is hot, and there is a trend of all-explosive models. However, it is far from the heat of last year’s “Yanwei Raiders”; “Refueling, you are the best”, the net amount is low, which directly leads to Hunan. The TV series’s episodes are not as good as the “Little Joy” of the next-door TV.
The resurgence of “Kyushu” is not satisfactory in the plot adaptation and world view presentation, and the word-of-mouth is also falling and falling; still enjoying the combination of film and television + Iqiyi, the drama “Fire Academy” plays a stable, word of mouth Stable, Douban opened 7.0, the amount of play and heat is on the rise, with the energy of the layer explosion, but it is impossible to catch up with the “Yanqi Raiders”; the “full-time master” adapted by the big IP with e-sports theme and starring popularity The exchange of good heat, but the overall less than “fake e-sports, true love” sweet pet “Dear, love”.
Taiwan network broadcast “God fight”, circleThe layer theme is bright and beautiful
At the beginning of the summer file, the two major webcast platforms of the big IP “Kyushu” recorded Tencent video and Youku launched a demonstration of battle, each playing #优酷 for Kyushu 缥缈录call#, #九州缥缈录 Go to Tencent to see #’s slogan.
The video site contest is obvious, and the competition between first-line TV stations is becoming more intense. With the “Dear, Devoted” network station synchronized broadcast, Oriental TV, Zhejiang Satellite TV also have their own tricks, to attract viewers with differentiated notice content.
The influence of the online drama continues to heat up, and the platform’s voice is still strengthening. Taiwan Network’s “Little Joy” “Dear, Devotion” “Come on, you are the best” “Rogue Good Time” occupies a strong platform of the network, but the heat trend is completely different.
According to the cool cloud data, the “Dear, Devoted” feature broadcast by the network was effective. The average market share was 11.72%, which topped the list, while the second “Xiaohuaxi” accounted for 5.30%. . The other two urban dramas have lower data, and the “Happy Time of the Rogue” only accounts for 3.32%. “Refueling, you are the best” has not been able to enter the top ten after one week.
Review of the video site, it contributed to the “Chen Qingling”, “Chang’an Twelve Hours”, “Agni Military Academy” and other high-profile, word-of-mouth episodes.
“Chen Qingling” was adapted from the first novel of the Jinjiang list, “The Devil’s Master.” From the initial rejection of book powder to the current word-of-mouth, it brought 156 million advanced on-demand revenue to Tencent video; nearly 600 million cost of suspense drama “Chang’an Twelve Hours”, backed by 15 production companies, with exquisite The service path and high degree of reduction yielded a high score of 8.4 on the watercress platform. According to insiders, the single-day hits of the show have already broken 100 million, and the total broadcast volume has exceeded 2 billion. The starring Xu Kai has already been in the show. Weibo rose more than 1 million, and was praised by netizens as “August Frame Boyfriend”.
The Internet has been innovating, and the theme of the summer circle has risen
The summer drama drama audience is mainly student-oriented, and has always been favored by the youth theme that leans toward the lower ages. In order to shape the new ideas, the production mode of “Youth+” is more and more common. “Chen Qing Ling” is the main character of youth + ancient style, “Agni Military Academy” youth + era.
The first episode of the e-sports drama series “Dear, Devotion”, has been on the hot search 43 times since the launch, and has helped Li become “the boyfriend in July.”
When the summer file kicked off, the survey report on the willingness of the drama of the Beijing News showed that the dear, loved one of the circle theme was led by 38.03%, and the suspense drama “Chang’an Twelve Hours” was 35.21. % followed closely, accounting for 14.79% of the “Chen Qing Ling” ranked third. According to the survey of Yunhe Data, the first episode of the Pa Ping Index has become the “Fire School.”
So how does the “Agni Military Academy” stand out from the crowd?
The Firearms Academy is also targeting a new segment. Different from the common Smuggling of the Republic of China, the suspense of the Republic of China, the love of the Republic of China, etc., in the context of a fictitious military school in the Republic of China, the story of the brother-in-law who played the men’s clothing into the army’s lecture hall, and Gu Yan frame, Shen Junshan, etc. People become classmates, the story of inspirational growth.
The Republic of China + Military Academy, the feelings of home and country + youthful and funny, is the differentiation of “The Fire School”. The restoration of the Republic of China in terms of scenes, service, and tones has strengthened the overall perception of the series. It is big enough to star in vintage leather, dress, suit, hat, and small classic cars, rickshaws, trucks, and motorcycles. It not only reflects the collision of Eastern and Western civilizations during the Republic of China, but also pokes the modern aesthetic.
For a long time, the explosion of TV dramas has been bound by the advantages of ancient costumes such as Xian Xia, Shen Gong Zoudou, suspense and other cases. However, this summer’s summer file, the theme of the circle has been exerted, and the high-quality drama has received extensive attention. A diversified and benign development of market trends can be seen.
The costume drama, the urban drama melee, the explosion of the circle layer emerges successively
The market needs a diverse range of subjects, and the young viewers’ desire for fresh content has never stopped. Therefore, the “Dear, Devotion” of the e-sports theme, the tampering of the drama “Chen Qing Ling” is undoubtedly the first half of the summer period.
The Douban score rose from 4.8 points to 7.9, and the total broadcast volume exceeded 5.2 billion. In the series, the group of the Douban team exceeded 80,000 people, and the group discussion amounted to 18,000. In the small circle, the explosive energy was bursting.
The “Chen Qing Ling”, which was sealed by the “God of the Immortal Selection”, filmed the famous scenes and famous lines of the original book, and developed the IP industry chain with the film and television OST, official derivative peripherals, offline concerts, etc. “Brotherhood” satisfies the “corruption woman economy”, harvests the fan economy with product thinking, and finally achieves the drama and the artist’s mutual empowerment.
The “Chenry Order” has “forgetting”, “Dear, Devotion” has “speaking couples”. Stupid white sweet female + belly black high cold male standard configuration, coupled with the passion of the e-sports theme and novelty, the male and female owners fell in love at first sight, and formed the “sweet pet” and “dear, love” Cool feeling,
“Dear, Devotion” is a dark horse in the summer file, and it is also a veritable circle explosion. The high-sweet drama collection doubles one, and even the audience is asking questions: “How to stop yourself from immersing In the sweet love between “Dear, Devoted” men and women?”
After the two explosions, the second half of the summer game, the “Dear, Love” is the same as the “full-time master” of the e-sports story, losing the first-mover advantage, while focusing on family education. “Little Joy” set off a hot discussion, which has the potential to explode all the people, but it has not yet reached the height of the “Deferred Raiders” last summer.
In a group of costumes and urban dramas, the “Fire School of the Fire”, which is the blood of the Republic of China, has reached the standard of explosives in the word-of-mouth.
More than half of the airing, the TV series “Agni Military Academy” related to the plot topic multi-word login microblogging hot search, the watercress opened at the beginning of the 7th, the cat-eye network hot list second, the second place in the Iqiyi station. The positive energy connotation embodied in the drama has also been praised by the mainstream media such as Guangming Daily and People’s Daily. Compared with the online dramas with black and red on-line word-of-mouth, netizens have been recommending Amway for the “Agni Military Academy”.
From “The Name of the People”, “The Raiders of Raiders” to “It’s Very Good”, in recent years, the group plays a warming trend. The “Fire School” also uses the group-like brushstrokes to depict the young people with different personalities in the military academy.
Xie Wei, who was protected by his brother from a young age. After his brother died, the woman dressed up as a man in the military school, grew up in the temper, and inherited his will and belief. The rich family, Gu Yan frame, was sent to the fierce military school for training. , eventually completed from the young master to the tough guyThe change of the name; Shen Junshan, the son of the famous merchant family who returned to the country, entered the fierce military school and became the first-class “scholar” of physical endurance. Other characters, such as business celebrities, white characters, female stars, Qu Manting and other characters have been shaped and processed to be full and hierarchical.
The series continues the high-level color and exquisite service of the entertainment film and television. It also features the theme of the Republic of China military school and the history of the growth of the youngsters. It integrates gender issues, feelings of home and country, and puts the meaning of reality into a new era. The pattern of the play, the story of “Youth +”, inspired the new vitality of the chronology.
The summer file will be explosions, it seems to have become the law of the film industry in recent years. Throughout the 2019 drama summer archives, although there is no “expansion of the Raiders” level of the national explosion, but also a number of high-profile episodes of sound accumulation in the circle.
Under the competition of the network and the multi-theme melee, the youth +, the differentiation, and the explosion of the circle became the keywords of the summer drama of the 2019 drama. The vertical circle continues to exert force, reflecting the rational return of content supremacy, and it is also a new atmosphere to invigorate the market