“Chu Qiao Chuan” “Sansheng Sanshi Shili Peach Blossom” is missing.
Editor’s note: This article is from WeChat public account “Poisonous” (ID: youhaoxifilm)< / a>, author: Fu Qiong Yin, Jiang Yuqi, editor: He Runxuan.
It’s hard to imagine that this year’s only one-to-one broadcast volume of 10 billion won’t know whether it’s green or red. If it’s placed in 2017, the amount of playback can only be ranked in the annual webcast. The list (Yi En data statistics) ranked ninth.
That year, “Chu Qiao Chuan” “Sansheng Sanshi Shili Peach Blossoms” reached 45 billion, and the number of webcasts broke through 10 billion. At that time, the amount of webcasting was the most important dimension to measure the popularity of the episode, and “breaking tens of billions” was the gimmick that was being reported.
but suspended in the content The flow outside is not long.
In April 2017, the real name of CCTV-6 “Chinese Film Report” pointed out that the TV series “Lonely is not self-rewarding” has increased the number of hits on the website by 1.4 billion within one day. The report also shows the reporters in the data. The broadcast volume of a hit show was suspected of fraud, and even reached the severity of 90% water injection. Since then, the Central People’s Daily, such as the People’s Daily and Guangming Daily, have successively issued articles, emphasizing the need to “enhance data supervision and cultural sea banquets”, calling for not using market logic to replace artistic pursuits and sticking to the content lifeline.
At the same time, the industry’s counterattacks on the volume of the series’ broadcasts have also been carried out. In 2017, iQiyi took a brushing company to court and became the first anti-brushing case in China. On September 3, 2018, iQiyi issued a statement announcing the official closure of the front-end broadcast volume, and “gradually replacing the original broadcast volume at each end with the content of comprehensive user discussion, interaction, and multi-dimensional playback indicators. display”.
This is entering in China After the streaming media era, the first time there was a platform to give up “front-end playbackVolume” shows the data.
It was followed by Youku. Later, even data organizations such as Cat Eye, Taobao Ticket, and Yien Data began to use the more dimensional values such as heat to replace the broadcast volume as the main display.
As the rules were re-established, the episode industry has quietly changed—think, how long have you not noticed the episodes of the episodes? How long have you not seen the emergence of a “breaking billion” drama? Poison ID (Wechax ID: youhaoxifilm) believes that it is the so-called “Hundreds The billion dramas disappeared, and the really outstanding dramas came to the stage.
Since the use of “hotness” in the iQiyi, there are only three dramas with a hot value of over 9000 this year – “Everything is good”, “Icebreaking Action”, “Dear Devotion”. The popularity of these episodes has also been supported by third-party cloud data: they ranked 2nd, 3rd and 5th in the latter’s 2019 series.
While reviewing the year of closing the broadcast volume, the changes in the industry have not only disappeared from the “tens of billions of dramas”.
Change from “play only” to “hot”
In 2015, after the release of “Hua Qian Bone” broke through 10 billion yuan, it also marked the full arrival of the big IP era. Since then, the drama industry has begun to chase popular IP. “Lao Jiu Men” starring Zhao Liying and Chen Weiqi, “Dear Translator” starring Yang Mi and Huang Xuan, “Jinxiu Weiyang” starring Tang Wei and Luo Jin, have been broadcasted together, such as the “big IP + traffic star” It has also repeatedly created a new high in the number of players –In 2016 and 2017, there were 11 dramas that broke through 10 billion.
And in 2017, there were 6 works with 20 million copies broken, and this number is only 2 in 2016.
The 2017 serial drama broadcast volume TOP10 (data source:
“2018 China TV Industry Report”)
At the same time as the amount of playback is getting higher and higher, the controversy has followed. In July 2017, the writer Wang Hailin released a microblog, questioning the problem of the broadcast data of the hot film “Chu Qiao Chuan”: “The bulls, the whole earth mammals, one to see “Chu Qiao Chuan”!” It was the film that announced that Chu Chuan Chuan’s entire network had exceeded 40 billion.
And the drug lord learned that it was the most serious period of the flow of the episode. Li Xuelin, CEO of Yunhe Data, told the drug lord: “In 16 and 17 years, the water volume of the drama was very serious, especially in 2017. From the background of Yunhe data, there is a hit Even during the hit season, only five percent of the data is true.
“
Why should I fill the water? Because this is a good business for many parties. “China Film Report” summed up the “false traffic industry chain”, high traffic can allow the network platform to gain a good reputation, so that the producers can better attract high investment, so that the issuer has a good promotion result, let Brushing the side to harvest high profits.
“If the ‘advertising revenue’ is the core, the exposure required by advertisers will have to be solved by water injection. For the film side, water injection can increase advertising revenue and copyright revenue.” Deputy General Manager of Xiaotu Technology Xia Jinguang added to the drug lord.
The prosperity of the false traffic industry chain will The popularity of IP and traffic actor pushed to the highest value, but did not lead to an improvement in the quality of the episode. On the contrary, in the case of actor pay, drama investment, and high-volume playback, the word-of-mouth of the series is declining.
The volume of the game was broken by 45 billion. The score of “Chu Qiao Chuan” starring Zhao Liying and Lin Xin was only 5.1, and the broadcast volume was broken by 29 billion. The score of “Dian Tian Ji” by Lu Han was only 4.2. The rumored event that “20% of the singularity is not self-rewarding” has broken the reputation of the “big IP + traffic actor” combination.
“In such an environment, you may find that it is better to make a good deal with the content, and finally spend money to brush up the clicks. From an industry perspective, this is a bad coin. The process of expelling good money