■ Transcripts for the first half of 2022 have been handed in.
On the whole, the number of new and filed episodes has decreased this year, but with the improvement of quality and reduction, many "explosive" episodes have emerged, such as "The Beginning" and "The World" in the beginning of the year. In the middle of the year, "Police Honor" and "Meng Hualu" have achieved a win-win situation in popularity and reputation.
■ There are audiences who like it, and there must be audiences who dislike it.
In the first half of the drama, there are still many suspended and routine dramas, and some ancient puppet dramas are still firmly following the traffic route, but after the "big IP + top stream" model "failed", this traditional ancient The puppet play style is obviously no longer suitable for audiences with increasingly high vision.
1
drop on new episodes
Word of mouth increases
In the first half of 2022, the TV drama market has shown obvious changes: the number of TV series broadcasts and filings has dropped significantly, but many excellent works have emerged.
According to Lighthouse data, 155 new episodes will be released in the first half of this year, while in 2021 and 2020, 203 and 173 new episodes will be released, respectively.
Judging from the filing situation of the State Administration of Radio, Film and Television, the number of TV dramas filed in the first half of 2022 is 247 and the number of episodes is 8,054, which is not much different from the 240 and 8,012 episodes in the first half of 2021.
But compared with 362 in the same period of 2020, it decreased by 31.77%.
The lighthouse data shows that the cumulative feature film playback index of the star dramas decreased by 32.2% year-on-year, of which the cumulative feature film playback index of TV dramas decreased by 13.4% year-on-year, and the online drama decreased by 41.6% year-on-year.
To some extent, the industry is indeed shrinking.
But the drama market in the first half of the year was not lonely.
Lighthouse data shows that compared with the same period last year, the number of hit dramas with an average broadcast index of 80+ has increased from 17 last year to 23 this year, an increase of 35%.
For TV dramas, if the webcast index can reach 80+, it is basically regarded as a hot item that the whole network pays attention to.
For example, the unlimited streaming drama "The Beginning" broadcasted at the beginning of the year, the expression of light sci-fi made many viewers "loop" and entered the top of the Douban score list in the first half of the year with a score of 7.8.
Immediately after CCTV's broadcast of the period drama "The World", it touched many people with its heavy story. The average audience rating exceeded 2.85%, and the finale was as high as 3.784%, setting a new high for CCTV in the past eight years.
The suspense drama "Hunting Crime", which aired in March, was a dark horse. In the absence of traffic stars and the blessing of big IPs, it rushed to the second most popular on the entire network after it went online, and made the actor Tan Jian, who has been unknown for many years, turn over. red.
"Police Glory" and "Meng Hualu", which were broadcast in May and June, brought the entire first half of the drama market to a perfect conclusion.
The former seems to be a trivial piece of chicken feathers, but it has a rare firework atmosphere. In addition to the online acting skills of all the members, it finally ended with a high score of 8.6 on Douban, and it is currently being broadcast on many satellite TVs in the second round.
"Menghualu" first became popular because Liu Yifei, who played a costume drama after a lapse of 16 years, was "out of the circle" due to the relatively excellent Fuhua Dao and the "her power" in the play, with a Douban score of 8.3, becoming one of these The best result of the costume drama in Douban.
A number of industry insiders said that the domestic film and television drama market has developed rapidly in the past few years. Relevant statistics show that in the past year, there were about 15,000 episodes of TV dramas produced in my country, but less than 9,000 episodes could be broadcast in the end, resulting in a large backlog of episodes. Capital indemnity.
"In the past few years, the film and television industry has been saying that supply exceeds demand, and now this cooling-off period is precisely the time for the survival of the fittest." Yin Hong, a professor at the School of Journalism and Communication at Tsinghua University, said.
2
Realistic themes are favored by young people
Into the drama market "sweet pastry"
At the Shanghai TV Festival in 2016, Zhang Guoli, the chairman of the TV drama jury, sighed that only 20% of the long TV dramas participating in the "Magnolia" award reflected reality, "It's not that the creators are unwilling to do realism themes. , there may be difficulties in various aspects, coupled with the brutal entry of the capital market, basically taking the big IP route, so there is not enough attention to reality.”
I am afraid that even Zhang Guoli did not expect that under the guidance of the competent department and the regulation of the market, in just a few years, the works of realistic themes have become the "sweet pastry" of the TV drama market, and "The Age of Awakening" and "Big River" emerged. "Shan Hai Qing", "The Hidden Corner" and many other excellent plays.
Judging from the archived episodes from January to June announced by the State Administration of Radio, Film and Television, reality-themed episodes accounted for more than 80%.
Data from Kuyun Interactive shows that in the first half of the year, more than 80% of the TOP10 dramas with live broadcast attention were reality-themed dramas.
In the first half of 2022, Douban scored TOP10 national dramas, and the situation is probably the same.
"Dashan's Daughter", which was broadcast on CCTV on June 26, 2022, still won a high score of 9.1 on Douban after the end, becoming the first high-scoring national drama on Douban in the first half of this year.
This drama about the "model of the times" Huang Wenxiu has almost no publicity, and moves people with true feelings.
Relevant data shows that among the audiences chasing the show, young audiences aged 18-30 account for 37.96%.
Many viewers called it another poverty alleviation drama worth chasing after "Shan Hai Qing". "The more you watch it, the more interesting it becomes, and you will cry every episode."
"Police Honor" followed closely with a high score of 8.6 on Douban.
This drama stretches the brush strokes to an ordinary police station in the urban-rural fringe. Through the trivialities encountered by ordinary policemen, it tells the world, the bittersweet and sweet, its attitude of not avoiding the objective problems of the society, and also consolidating the foundation of realism creation. .
Junhe Media CEO Li Jun told reporters that from last year's "Awakening Age" to this year's "Dashan's Daughter", traditional theme dramas have been loved by more and more young people. The reason is that the content is attractive.
"The story is very real and can make the audience empathize. For example, "Dashan's Daughter" is adapted from Huang Wenxiu's deeds, and her own story is very moving. Li Jun believes that this kind of authenticity is also reflected in the actors' performances.
For example, Huang Wenxiu played by Yang Rong, the whole performance state restores a real character, she speaks the Guangxi Baise Mandarin in the play, and her usual clothes are very simple, most of the time she wears the red vest representing the "first secretary". People think, hey, it's a TV series that is down-to-earth and flamboyant, rather than showing characters in a fake or empty space."
In Li Jun's view, this kind of main theme drama may not have as high a popularity as commercial dramas at the beginning, but with solid content, the audience can spontaneously settle down, gradually form word-of-mouth and successfully "break the circle".
Correspondingly, some urban dramas, although under the banner of reflecting contemporary life, present a suspended and false life.
"The protagonist in the play is always in suits and leather shoes, lives on a flat floor, drives a luxury car, and opens a bottle of expensive red wine. This kind of life is too far away from us." An audience told reporters, "This kind of exaggeration The life of a man might still attract audiences in the past, but now, not anymore."
An industry insider said that there are still many such dramas this year, and the audience has given their own answers with negative comments.
For example, "Lin Shen Sees the Deer" starring Jin Dong and others has a Douban score of only 4.4; although "Meeting Season" filmed in the noon sun has strong actors such as Lei Jiayin and Yuan Quan joining, it only gets a failing score of 4.8 on Douban.
3
Costume dramas are very popular, but their reputation is not satisfactory
Costume dramas represented by ancient puppets and fairy tales have always been lively, but under the background that the industry pays more and more attention to realistic themes, this year's costume dramas have been significantly affected. In the first half of the year, only 8 costume dramas were recorded. Compared with 10 episodes in the first half of 2021 and 34 episodes in the whole of 2020, the number of episodes has shrunk significantly.
From the point of view of reputation, it is not satisfactory.
In 2022, the first S+ level ancient puppet drama "Mirror Twin Cities" brings together two popular actors Li Yifeng and Chen Yuqi, but the Douban score is only 3.9.
Based on the novel of the same name by Qing Lingyue, "Let's Try the World", the starring lineup includes Yang Yang and Zhao Lusi, but the word of mouth and popularity are seriously polarized. The first broadcast of the show directly exceeded 100 million views, but it still can't hide the routine story and procrastination narrative. The final Douban score was only 5.8.
Judging from the Douban score, the highest-rated costume dramas in the first half of the year were "Meng Hualu" with a score of 8.3, "Feng Qi Longxi" with a score of 8.1, and "Best Wishes" with a score of 6.7.
A large number of large-scale costume dramas have been given failing grades by the audience, such as "Acquaintance with Jun Chu", "The Swordsman in the Snow", "Shangshi" and so on.
According to industry analysts, ancient puppet dramas generally follow the fan route, and may have a general reputation, but their popularity is often high.
According to Maoyan data, two of the top three most popular dramas in the first half of this year are costume dramas, namely "Meng Hualu" which ranked first and "Let's Try the World" which ranked third.
However, as the competent authorities reduce the quota of costume dramas broadcast by satellite TV and platforms, production companies and platforms have to "reduce costs and increase efficiency", and the number is reduced, and there are naturally fewer opportunities to get out of the circle.
In addition to the reduction in quantity, the quality of costume dramas has not been able to improve, which is also a major reason for the poor reputation.
Under the assembly-line production mode, some ancient costume idol dramas are artistically shoddy, with distorted filters, single character modeling, and routine plots, which make more and more audiences tired.
Chengdu Business Daily-Red Star News reporter Qiu Junfeng