Chinanews client Beijing March 20 (Yuan Xiuyue) In recent years, with the rise of video websites and short video platforms, the "fading TV theory" has continued to appear, ratings have fallen, and advertising share has decreased. TV stations are facing many challenges. Under the new crown pneumonia epidemic, many viewers returned to the TV screen to watch variety shows, traditional TV media may usher in new opportunities.
WeChat public account screenshot
TV drama ratings hit record high
The recent period may be when people watch TV the most. According to statistics from China's Audiovisual Big Data (CVB), the average household watch time of TV shows in February increased by 30.6% compared with January. In February, there were 7 prime-time TV series, 19 61-variety shows, and 5 54-episode documentaries. The ratings were over 1%, which was an increase from the data in January.
TV series with ratings over 1% are "New World", "The Melody of Endeavour", "The Next Stop Is Happiness", "Territory of Victory", "Home", "Perfect Relationship" and "Double Peer".
Among them, Sun Jia and Luo Jin starred in "Home" which performed well and repeatedly won the top spot in the ratings. It reached 2.548% in February, and from March 7th to March 13th, its ratings were as high as 3.534%, becoming the first TV series with a comprehensive rating of more than 3% since December last year, setting a new record for TV series in 2020.
"Home" ratings
The variety transcripts in February were also more eye-catching. The ratings of "Chinese Poetry Conference 5" and "2019 Host Contest" were over 2%. "If You Are the One" and "New Blind Date", the ratings are over 1%.
Why are viewers returning to the big TV screen?
A number of data show that during the epidemic, traditional TV media was occupying an increasingly important position in people's lives. According to China Audiovisual Big Data (CVB) statistics, from January 25 to February 9, national cable TV and IPTV rose 23.5% from the average daily number of users in December last year, and the total viewing time rose 41.7%. The average viewing time per household is nearly 7 hours.
The return of viewers to the big TV screen is partly because during the epidemic, people paid more attention to the epidemic-related reports, and multiple news programs released authoritative information to meet the information needs of the audience. Evening news ratings for local news channels across the country have also increased substantially, with ratings in 12 provinces increasing by more than 50%.
Bright Sword Poster
On the other hand, some experts believe that television also played a role of psychological companionship and spiritual comfort during the epidemic, and watching dramas and dramas became a regulator of people's home life. The TV station broadcast a lot of old dramas such as "Bright Sword", "Parental Love", and "Large House Door", and the ratings are still not inferior. The State Administration of Radio and Television has also coordinated more than 100 outstanding cartoons, documentaries, radio dramas and more than 10 television drama copyrights, and donated it to TV stations at all levels in Hubei Province for broadcasting, including "Emergency Room Story", "Obstetrician", "Langyao List", "Feather feather flying to heaven" "Wait.
When live shooting is not possible, TV media has also innovated production methods and launched multiple "cloud recording" variety shows. Hunan Satellite TV launched "Hey! what are you doing? "Tiantian Cloud Time" two customized programs, show people's "home life". "Singer of the Year" and "Voice 3" also adopted video connection and "cloud recording" methods. The audience participated in voting and dubbing online, and the viewing performance and response were good.
Multi-program show for "cloud recording"
TV media challenges still
During the epidemic, ratings of news programs, TV series, and variety shows continued to rise, showing to a certain extent the advantages of traditional TV media on content and platforms, such as authoritativeness, professionalism, strong content productivity, and wide coverage.
However, it is worth noting that there are also special reasons for viewers to return to the big TV screen. The ratings must continue to rise, and TV media still faces the challenge of the integration of ideas and technology.
During the epidemic, many TV media's attempts on network interaction and large screen and small screen linkage are worth encouraging, such as launching 24-hour live broadcast on new media, combining long video and short video, and adding vlog to variety shows. The propagation scene shifted from fixed to mobile. (Finish)