In 2014, almost all television people were embarrassed and uneasy in the face of “one drama and two stars.†By 2015, TV stations transformed this paradox into a driving force for adaptation. No matter whether production, purchase, or arrangement, they tried to adapt to it. Industrial environment under the new policy. Each TV station also made some adjustments accordingly. Especially in the evening's choreography, what is the status of TV in the end after “one drama and two stars�
The reporter spoke and interviewed people in the industry to prepare for the end of the night. In contrast to the prime time in various wars in previous years, various TV stations this year aimed at the "1.5 rounds of stars" and "stand alone dramas" at 10 o'clock in the evening. It is reported that after the "Why Silence" leads the concept of "1.5 rounds of follow-up," Anhui Satellite TV has played "different cards" and "individual broadcast cards", and in the winter holiday it has launched "Korean drama season alone", "the winter of that year. The wind is blowing, the moon hugging the sun, and the sound of hearing your voice will be broadcast at 10 o'clock in the evening.
The TV is arranged into a lost period in the evening and the "920 program band" needs to continue to be cultivated.
In 2015, TV not only has to face “one star and two starsâ€, but also broadcasts no more than two episodes per night. It also has to face “21:20-22:00 no telecast, no more than two stalls per week for prime time. Programs, etc., have such multiple restrictions. There is no doubt that the television station has caused tremendous confusion in the layout of the evening, and the flexible arrangement has also become an alternative under pressure. How to release the energy of TV dramas in the case of two episodes during prime time? How to arrange time slots for TV dramas and variety shows that cannot be broadcast at 21:20-22:00? In 2015, David's schedule was adjusted to different degrees.
In the past month or so, TV's evening arrangement is still in a state of confusion. In addition to Hunan’s catching a four-star final train and still broadcasting three episodes of television dramas, other TV stations have officially launched a show and two stars. Nearly all TV stations in Zhejiang, Jiangsu and Anhui have launched "920 Shows."
From the viewing effect of “920â€, the data of Zhejiang Satellite TV’s “Before It Isâ€, Jiangsu TV’s “Humanity and True Feelingsâ€, and Dragon TV’s “Eye of the East†are very close to each other. All of them are hovering around 0.3, the highest among the three programs. The first issue was only 0.385 on Thursday's "Oriental Eye," far from the expected gap. The Anhui TV parent-child game show “Come on a good baby†performed quite well.
According to Ren Jing, an industry insider, the overall TV "920 program belt" still needs to continue to be cultivated. "Although the 920 program band does have quite a bit of time. As a bridge between connecting television dramas and large-scale variety shows, as long as the audience is based on this station, To make features and spend time, there is still hope of breaking through.â€
The pressure of viewing the prime-time file has greatly increased, and it becomes a “new battlefield for TV dramas†at 10:00 pm
Ren Jing said that not only did the 920 show belts touch the stones and rivers, but in fact the arrangement of the evening stalls was a result of various attempts. First of all, in the prime time from 19:30 to 21:20, the mainstream TV will schedule this time for the first time on TV and even broadcast a single TV series. However, the cost of high-quality stand-alone TV dramas has doubled, and ordinary operas are afraid of flaws. However, TV shows are indeed the best platform for viewing output. How can we escape this quagmire? Ren Jing expressed that she was more optimistic about the “dual theater†built by Anhui Satellite TV. She stated that “22 Star File “Star Theater†took on the second round of release responsibilities for the good show. This dual theater concept reasonably releases TV drama energy.â€
According to Ren Jing, in addition to Anhui Satellite TV, Shandong Satellite TV is also trying to create a dual theater. However, after all, the late 10 o'clock stall is not a prime location. There are many kinds of viewing limitations. Can this freezing point withstand the pressure of the New Deal? According to commentator Huang Xin, the first 10 o'clock stall to create a TV drama was a lesson in Hunan. When the mango was at 10 o'clock in the evening, the viewing rate of Dae Jang Geum exceeded the prime-time ratings in one fell swoop, followed by CCTV and A number of TV stations have also made different attempts on this time period, and there are also people in the industry who call this time period a quasi- prime spot.
At the same time, the advertising restrictions on programs broadcast after 22 o'clock are not as stringent as those of the prime movers, and advertisements and clips can be performed with ease. “Only the viewing habits of TV viewers have been gradually adjusted to the late night this year. This can be seen from the various quarterly broadcast programs in recent years. There are many 22-point seasonal broadcast programs that have good ratings.â€
In addition, Huang Xin also mentioned that apart from Anhui Satellite TV, which has devoted a fixed period of time every day to investing in popular resources and carefully creating the late-night archive “Star Theater,†Hunan Satellite TV has created “Zhou Bing Theater†every Tuesday and Wednesday. All 22 points of the week's TV programs are on-air programs. From the point of view of differentiated competition strategies, the 22-point theater built by Anhui Satellite TV has great breakthrough space.
What should be broadcast at ten o'clock in the evening? 1.5 rounds of follow-up and overseas drama set off new ways
Ren Jing also told reporters that for the late 10 o'clock file, it is very important to establish the characteristics of his channel. “This period can be used for the introduction of dramas, but it can also broadcast domestic dramas, solo broadcasts, and various rounds of selection. However, if there is no clear orientation, if you choose random episodes, it is not conducive for the audience to develop custom viewing of the channels. "So how to build a late ten o'clock stall has also become the TV station's most concerned topic.
"In recent days, Anhui Satellite TV has been a breakthrough point with the new concept of 1.5 rounds. It is a very good value for money, regardless of the purchase price and presentation format. Ren Jing analysis to. Anhui TV's "How to Use the Truth" was broadcasted at 22 o'clock on the 11th January. At the same time, the viewers' ratings were among the forefront of provincial-level TV. The absolute ratings even exceeded the ratings of several TV stations.
Informed person Mr. Wang also revealed that in 2015 SARFT increased the restrictions on video sites broadcasting overseas drama, including the proportion of TV content of foreign TV dramas on China’s mainstream media video websites accounted for no more than 30%, etc., for the video website overseas drama Restrictions are almost equal to those of TV stations.
“The CBRC’s tightening of the video site's overseas drama policy undoubtedly pushes the overseas drama to the TV station once again. After all, the TV station has an absolute advantage in the introduction of the imported drama, that is, it can afford a large-cost single-play overseas drama, and the audience’s repercussions on topic production It is also much higher than video websites, and online distribution will only be broadcast 24 hours after the broadcast. So at 10 o'clock in the evening, overseas plays have become one of the best choices for television stations."
Anhui TV's dual theater is expected to break through and lead the "Korean drama season"
Anhui Satellite TV took the lead in launching the dual-destination model in the evening, with a clear positioning. The two theaters focused on urban women and focused on top-quality emotional dramas. They also played the concept of "South Korean Broadcast Season" at 10:00 this winter.
The relevant person in charge of the Anhui TV drama purchase said: “This year’s broadcast of the overseas drama at 10:00 is certain, but it is specifically Korean drama, Taiwan opera, Hong Kong drama, or Japanese drama. We did a deep investigation. Play with us before. The Thai opera and the status quo of overseas dramas in recent years have undergone a variety of professional analysis, and finally set the stage for the Korean drama. Currently, Anhui Satellite TV has included “You from the Stars,†“Heirs,†and “My Daughter Ruiyingâ€. "Hundred Years Legacy" and many other popular Korean dramas in the country, these single-broadcasting resources will be launched during this year's winter vacation and summer vacation. At the same time, many Korean elements such as Korean variety shows, Korean celebrity portfolios and other Korean elements are increasingly impacting on Chinese audiences. , gathered a powerful Korean drama audience."
Huang Xin also analyzed: "The culture transmitted in Korean drama is almost synchronized with the domestic audience. In recent years, the theme of Korean drama has also changed from the old cancers of 'cancer', 'car accident' and 'bad cure' to the 'long leg' of today. , 'Flesh' and 'Taga Style' gradually changed from the previous low to the hot."
Huang Xin believes that Anhui TV's dual theater concept is firstly adapted to the policy of “one play and two stars†in the choreography, plus the re-integration of the late ten-point file, and the “1.5-star model†to match the Korean drama season, undoubtedly creating a competition for ratings. Sharp edge weapon.
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