One TV Two Stars New Year in Television: An Anxious Tendency

On April 16th, 2014, the day after the SARFT announced the “one drama and two stars” policy, a survey on social media called “Do you support one star and two stars”, with over 70% of online users choosing to support it? According to the survey, the comment posted by netizens was such that the SARFT finally made a correct decision.

The so-called "one play and two stars" means that a television drama can only be broadcast on two satellite channels at the same time. With the implementation of this policy, the 4+X policy that has been implemented for 10 years will withdraw from the drama stage.

Compared with the applause voice of netizens and viewers, TV industry players are collectively caught in anxious and panic: First-line TV is afraid that the cost of purchasing dramas will increase, second-line TV stations are worried that they will no longer be able to buy good dramas; Without going out, the actors fear that the market will fall.

Are things really like what they are worried about? Since January 1 of this year, "one drama and two stars" have been implemented for more than five months. Bid farewell to the patterns that have been familiar in the past and the entire television industry has entered a new era.

2015 is also destined to become another television year worth remembering. Under such a big change, how do TV people respond and how effective they are is to be tested.

"A drama of two stars" If a spring thunderstorm, Chinese TV people will not be let go.

Part1 industry anxiety: inventory can not afford to buy a good drama can not afford to wait and see wait and see

TV Anxiety Plays: Spending Money on Mistake Poor Ratings and Revenue Are Frustrated

"It's like the back is being poured into a pot of ice water." Recalling the scene when it received the news of "a drama and two stars," Wang Xiaowang, a dramatist of a coastal satellite television station, still has a fear. Not only did he, the hearts of all the people in the department followed the cold, their first reaction was "How do you buy TV dramas later?"

In the next few months, the original life of Wang Wang was immersed in an endless meeting. Almost all the conferences focused on a topic of "one play and two stars." When he mentioned the "dark" days, Xiao Wang sighed. "There are some nervous breakdowns. I used to be able to buy big drama money. Now I can't even afford middle-class dramas. Can I be in a hurry?" Actually, Xiao Wang There is another worry that buying a drama is a relatively simple matter when it comes to "a play of four stars". Look at the plot, see the cast of the cast, look at the samples, and then look at the production company. Basically, a play is finalized. Even if the drama has not been filmed yet, the purchase contract has already been signed. Even if a certain bet is not bet on the treasure, there are at least three other brothers and dads together to take risks and the losses will not be too much.

However, after "one star and two stars" can not succeed, choosing the wrong one is tantamount to losing his wife and breaking his arms. "Now we must use the price of the previous solo drama to buy the first round of the drama. Isn't the pressure so great? Bet on treasure, the money did not spend less, the result will also affect the TV rankings." Xiao Wang's anxiety is also a dilemma that all TV stations must face.

Television company anxious selling drama: TV station in the wait-and-see control costs double-edged sword

Therefore, in order to "survival" television stations, the pressure was passed on to the film and television companies. "There was no psychological preparation." Faced with the sudden "one drama and two stars" policy, my son, Qi Wei producer Wang Weijiang, produced a movie. People's mistakes.

"The television stations are all waiting and watching. They all wait and see. How can we still dare to shoot!" The producer of Hengdian was reduced from thirty to six overnight. A producer said angrily. He disclosed that after the "One Star and Two Stars" was promulgated, he had been running everywhere, discussing countermeasures and future trends with television stations, other producers, and people in the industry. He would not pay off from the actors, but in the end he should not reduce costs. Then, to the ceiling of a single investment, even the most popular dramas of 2015 will be discussed, but the final conclusion is only two words "wait and see".

After the policy was promulgated, he was still thinking about how to make the show cheaper and cheaper. However, the more he was frustrated, the more the cost would have to be lowered, but the actor would not be able to come down. Dramas can only be made indiscriminately. You can't sell first-line TVs with young actors. You can't say it."

I thought that I could see what was happening at the Shanghai TV Festival in June, but apart from the one-on-one dinner and the rising weight, there was almost no gain. "The brochure was sent out with small advertisements, but the drama could not be sold. "Ah," the producer said bluntly, all of them were "watching" while trying to sell the drama in front of "one star and two stars."

Fortunately, such as divorce lawyers, Wu Xiubo + Yao Chen's super-first-line combination, each set of 3 million investment, rushed to the "one star and two stars" successfully broadcast. For people in the industry, it would be fantastic to shoot such a drama again in 2015. “Who will shoot afterwards! After a single drama and two stars, the maximum investment for a single episode will be 2 million. If the actor does not pay for the film, Wu Xiubo and Yao Chen "I don't want to think about such a combination," said a producer angrily. Obviously, he was not satisfied with the industry's forecast of a ceiling price of 2 million, but he was powerless. "Anyway, the big drama is to see a little One was ".

In the face of "one drama and two stars," the entire industry has the same consensus. He Jing, the famous producer, once said, "After two stars emerged, the film and TV companies were a bit panicked. Before that, the investment was averaged between RMB 1-2 billion. 200-300 million episodes suddenly become an investment of 80-150 million episodes, which will definitely affect quality."

The famous screenwriter Shu Huan also bluntly stated that all people are making adjustments, compressing the actor's pay, shooting the base crew to evaporate more than half, and subject matter is also being compressed. At present, only family ethics, anti-Japanese, and idol dramas can be written. After the release of "One Star and Two Stars", he was catching up with Zheng Xiaolong's director Zang Yuechuan's starting position. He said without hesitation: "After the policy comes out, it is certain that the lineup and remuneration will be adjusted."

Part2 TV test water: 1.5 rounds to save money and good broadcast week broadcast TV series chicken legs

There are policies, there are countermeasures, after the anxiety, the face of the always face. At the "Autumn Promotion Conference" in October last year, Wang Leiqing, director of the SMG Film and TV Drama Center, proposed a 1.5-round follow-up broadcast of a new TV series. This gave the TV station and the producer a long breath. "This kind of cost-effectiveness is much higher." Xiao Zhang, a second-line TV dramatist, likes to take a lasting pill.

He disclosed that before the 1.5 rounds of broadcasts were put forward, the department had been worrying about "one drama and two stars." "The money for purchasing dramas has increased, but the prices of TV dramas have also been doubled. They want to buy a big drama." Can not afford to buy, let alone broadcast. "But Zhang is also a little worried, although the cost of high-1.5 round, but the effect in the end how, it remains to be verified. In addition, the new Tianlong Eighth Division had a 1.5-round advance preview at Hunan Satellite TV and Zhejiang Satellite TV. The result was not ideal. Whether this broadcast format was reliable or not, it also drew a question mark.

Just entered 2015, Wu Mei Niang legendary in Hunan Satellite TV and Zhejiang Satellite TV came a 1.5 round test. Zhejiang Satellite TV advances the big finale to the opening method of broadcast. It makes people's eyes brighten. "I didn't expect that such an arrangement will not lose the first round." More than Xiao Zhang, the industry praised the broadcast. Full of passion. Immediately after that, Anhui Satellite TV put another 1.5 rounds of follow-up announcements at 22 o'clock, again achieving a breakthrough. Jiangsu Satellite TV and broadcast CCTV are silent, and the difference in platform has also won a good rating for TV. Tested the water several times, let Zhang completely reassuring, "In the big drama to be broadcast later, we intend to try 1.5 rounds."

Xiao Zhang also revealed that in addition to the 1.5 rounds, TV also plans to re-launch Zhou Zhou Theatre. "We tried Zhouzhou Opera a few years ago, but the effect was not good. Last year, Gu Jian was very good, and we also planned to put it on a weekly basis. The broadcast theater recreated."

1.5 rounds of follow-up is awesome

The 1.5 rounds broadcasted by major TV stations are in fact the same TV series broadcast by the two TV stations. After the first broadcast of some TV broadcasts, the TV station that followed the broadcast will continue to broadcast. When the drama is too expensive, TV funds are limited, and viewership is declining, the 1.5 rounds of follow-ups seem to be necessary. As a result, for the 1.5 rounds of broadcasts, it will not only be able to buy good plays, but also Save a lot of money.

For TVs that had broadcast 1.5 rounds of dramas, they began to taste a bit of sweetness. Although this form was only used as a test to get rid of the unfavorable situation, it seems that the effect is indeed good. Of course, not all dramas can be broadcast. It must be a big drama with popularity and popularity. After 1.5 rounds of broadcasting, it will have an impact on TV.

The 1.5 rounds are indeed cheap, but even so, the current ones are all rich and powerful one-two-line TV. What does the three or four line broadcast? Low-cost TV drama? NO! They are more to broadcast the second round of drama that has been broadcast.

Why the tales of tame, Fairview, and Wu Mei Niang are all just finished, and they are followed by two rounds of broadcasts. Last year, the hit TV dramas, such as the one-two-master and the Red Sorghum, still have satellite television broadcasting in the prime. Do not underestimate these two rounds of play, in order to be able to grab the "single broadcast", the TV is also the head.

Lei Qing, deputy director of Jiangxi Satellite TV, once bluntly stated that even if the price of the second round of solo broadcast is similar to that of the previous first round, it must be broadcast separately. In this way, we can have more freedom in the arrangement, and advertisers are also very Looks good.” Although there was anxiety, “one star and two stars” not only spawned 1.5 rounds of follow-up, but also brought out two rounds of fine opera.

Weekly drama out of the "cold palace"

In the summer of 2014, the TV series Gu Jian Qi suddenly emerged, occupying more than two months of television screens in the form of weekly broadcasts, exceeding the ratings of daily broadcasts and the highest broadcast volume of the entire network, allowing semi-dead Zhou Zouju in the spring. The dead trees also made it possible for the TV, which was making a fuss about how to play a drama, saw hope.

Zhou Sian also seems to be a good choice for TVs to open their way out. Hunan, Oriental and other TV stations are all on week. Although the hot broadcast of Gu Jian’s quiver saw a shot of strength for David, before this, Hunan Satellite TV’s Zhou Broadcasting Theatre started broadcasting for four years, because the ratings and reputation of the broadcasted TV show were all ineffective. The news of the airing of the broadcast stopped Zhou Zuoxing as a tasteless presence for a while. The Zhou Broadcasting Theatre of other TV stations was almost all "seeing the light to die."

Although it is not yet known whether Zhou Zhou Theater can be revived, it is certain that the high ratings and good reputation of Gu Jian Qi Tan also made TV stations see hope. It seems that for so many years, Zhou Zhou Theatre finally saw the light.

Zhou Shou is only one of the strategies adopted by the TV station to deal with "one play and two stars." During the summer vacation last year, the TV stations also took a big test of water and launched a single play. In the past, the number of summer programs broadcasted on a maximum of 4, 5 TV shows was increased to nine. Not only first-line TV, but also many second- and third-line TV stations have begun to choose to broadcast alone.

In the eyes of people in the industry, "a drama and two stars" is more like a buffer for "a drama and a star". It is a transition period for TV stations to adapt to "a drama and a star". At this time, TVs choose to broadcast alone. Many also want to verify in advance. The sole platform of the broadcast power. Many TV stations have already started planning a single broadcast + playing. It seems to the TV stations that increasing the number of solo broadcasts is not only a test of "one play, one star" but also a step taken by TV for its own strategy and long-term development.

Part 3 responds to the proper way: the network novel adaptation screen "sprouts" 22 points into the TV "new darling"

After 1.5 rounds and weeks of trial play, the industry gradually explored a way to deal with it. How to broadcast, what to broadcast, and what to shoot are all well-founded. If these questions were asked in April last year, from television stations to film and television companies are all "shaking their heads" in unanimously, and then throwing out the word "wait and see". The same problem has been brought to the present. Everyone has already had a directional network novel adaptation.

"Now almost everyone is doing it. This is a trend." An industry insider said that although the adaptation of online novels had been "popularized" in TV circles for a while before Gu Jianti, it has always been not warm. Fire, "Actually, this kind of fire started after a series of two stars." A film and television company staff member recalled, "At that time, everyone didn't know what to shoot. They were more confused. Before the previous rumors, step by step startling (watching drama) is an adaptation of the Internet novels, we all choose to play this kind of drama."

She frankly stated that "one star and two stars" highlights the advantages of adapting online novels. "You see, why this year's broadcast is so good, the borders of Jinxiu and the soon-to-be broadcast flowers are certainly good, and they are all online novels." Adapted." The staff member is familiar with the online novels that have been broadcast on the screen and will be broadcast soon. And her film and television company also bought the copyrights of several online novels, some of which have already been filmed and some are being prepared. She said bluntly that TV stations are now willing to buy such plays. "The audience likes to watch and the ratings are not bad."

Even the rising 22 o'clock file can see TV dramas adapted from online novels everywhere. The staff is not surprised. "The ratings are good, the price is relatively cheap, and now TV stations are paying more and more attention to this time period. Look, this kind of drama is definitely the first choice."

Network novel adaptation "attack" screen strong IP "waiting"

In 2011, the rumors and surprises came back to the fore. All major media agencies did not give large coverage. The adaptation of online novels became a hot topic for a while. More movie and television companies began to extend their reach into online literature. After three years of fermentation, in 2014, the adaptation of online novels sprouted everywhere, and it was “one play and two stars” that boosted this trend.

Due to the introduction of the policy, many film and television companies dare not “play rashly” in the production of television dramas. In contrast, the network novels have a good mass basis and the content is mostly the type that the audience prefers, which can bring ratings protection to TV drama works. According to surveys, 79.2% of readers of online novels are willing to watch television dramas adapted from novels. For producers, such a good thing of good word-of-mouth and viewership can naturally not fall behind.

Why the silence of the silence, the romance, the edge of the Fairview and other dramas, let the film side to determine the feasibility of the adaptation of the network novel. According to statistics, in 2014 alone, 114 Internet novels were purchased for film and television copyrights. Among the 10 most anticipated TV plays in 2015, 9 were TV dramas adapted from online novels, and they were "one play and two stars." Moisturizing, the adaptation of the online novel is striving to grow into a towering tree at an alarming rate. After watching only the silent first round broadcast, 1.5 rounds quickly followed, and after the 1.5 rounds of broadcast, the second round was followed by the launch of the round, which was enough to get insight into the popularity of such works.

2015 was a year when online novels broke out. The audiences could name the dramas and dramas of their names that were almost all adapted from online novels. This type of strong IP drama will also become the first year of a drama and two stars. A major feature.

TV game 22 points

Who is playing the HIGH who fragrant

The 22 o'clock file, although it has existed for many years, it has not been able to escape from the fate of being "ignored." After "one star and two stars," the satellites began to scramble for various resources, so this "second prime move" finally Come in handy. Even better than the "golden file", domestic drama, the introduction of drama, the first round of drama, the second round of drama, 1.5 rounds of play, etc., what kind of drama can be broadcast, how broadcast will do. And less advertising, for the audience, is a good benefit.

Who can play tricks, who is this time the "boss", Shandong, Anhui and other satellites have joined this battlefield, in addition to Hunan Satellite TV still continues after the ancient sword Qi Tan style, from the current transcript, see Anhui The Star Theater built by TV provided a good response. After quietly landing in a 1.5-round position, it also played "difference card" and "single-play card", and launched three hit Korean dramas. Can not help but stay up late to watch.

Conclusion:

After a year's baptism, the TV people have struggled, suffered, and even suffered from the initial "one drama and two stars". They have grown up to the present and have had a proper way. During this process, they have been confused and have had Alas, but fortunately the storm has passed and the current TV crew has been able to survive with the "one drama and two stars" policy.

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