Analysis and Discussion on the Network Self Made Drama under the Network Platform
Xiaoxia LI Zibo Vocational Institute
Abstract: In recent years, with the continuous deepening of the integration of Internet and film and television creation, China has entered the online drama world spawned by the “Internet”. In the development trend of online drama, self-made content has become the foundation of every major platform. In 2020, the network self-made drama will be stable and new. Under the benign situation of stable development, it will move towards higher quality and broader stage. Keywords: Network; Platform; Homemade drama; Film and television
DOI: 10.47297/wspciWSP2516-252708.20200409
1. The Rise of Self-made Drama in the Network Video Platform
(1) The characteristics of network communication and the platform advantage of mastering the front market data, the network self-made drama has high interaction and market sensitivity. (2) Behind the rise of the network self-made drama is the network video platform that is eager for more control. n the increasingly fierce and cruel competition of “film and television winter”, Ithe network self-made drama makes these online video platforms escape the copyright purchase cost of the sky price, and change from passive content competition to active participation in content production, and become the core of platform differentiation competition. At the same time, this benign change also contains the vision of the film and television industry to reshape the content ecology.
About the author: Xiaoxia LI (1978-02), female, from Zibo City, Shandong Province, master, lecturer, engaged in computer applications, network big data and artificial intelli- gence.
62 Analysis and Discussion on the Network Self Made Drama under the Network Platform
2. The Rise of Online Live Social Platform has Opened up the Business Space of Video Platform
(1) The development of network self-made drama As early as more than ten years ago, the network video platform began to explore the self-made drama. At that time, the network video platform was in the stage of constantly exploring new business. As the downstream broadcasting platform of the film and television industry chain, their eyes naturally “traced” along the industry chain to the field of content production. The proportion of network self-made drama in the market share of network drama presents a “V” shape. At the beginning of the birth of online drama, the main producers of online drama were Sohu, LETV and other online video platforms, so the early online drama was mainly self-made online drama. The situation that online self-made drama is almost equivalent to online drama continued until 2012, when many independent film and television companies such as happy Mahua and Shanghai Xuandong entered the online drama industry. The joining of independent film and television companies makes the online drama burst out more vitality. In the following years, the online dramas produced by independent film and television companies and those produced by video platforms have achieved more results. They go forward hand in hand in the competition and cooperation, and jointly promote the development of online drama. (2) Analysis from quantity and quality Network self-made drama has gradually become the mainstream content production mode. In 2018, iqiyi, Tencent and Youku made their own dramas more than copyright dramas for the first time. In 2019, the total proportion of homemade dramas on the three platforms will reach 65%. In terms of quality, online self-made dramas are constantly producing high-quality and hot works.
3. There is Development in the Stable Market of Network Self-made Drama, Opportunities and Challenges Coexist
(1) Continue to add weight, new and old players compete with each other 1) The major platforms continue to expand their investment in homemade dramas, which has become a trend of the whole industry. Chen Xiao, senior vice president of iqiyi, said: since iqiyi put forward the strategy of self-made content in 2014, it has made self-made works for six years, and the number, cost and investment are rising all the way. At present, iqiyi has a total of 18 studio teams, and will continue to increase investment in the future. Tencent is constantly making use of its own advantages to break through the network. Roughly estimated, Youku, iqiyi and Tencent have 28, 58 and 37 dramas
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in 2020, of which 14, 39 and 23 are self-made dramas. The proportion of self-made dramas is about 50%, 67% and 62%, all exceeding the proportion of copyright dramas. 2) In addition to aiyouteng, there are mango TV, which is growing rapidly, and station B, which is about to move. Mango TV further expanded its content self-made team and implemented the “chaomang + Meng plan” and “Xinmang s plan” to increase the number of self- made dramas. Among them, “chaomang + Meng program” has worked closely with Director Zhao Wei, Shen Yan and screenwriter Li Xiaoli to produce more high- quality works with mature creators, and also led the growth of young mango team. On October 18, 2020, the 2021 youth new Miscanthus tasting meeting announced that mango TV will develop 60 self-made dramas in 2021. 3) The number of self-made projects changed into production or joint broadcasting system, and some independent broadcasting projects were converted to spell broadcasting. (2) mode innovation, self-made drama drives platform development 1) The output of high-quality self-made drama shows the strong ability of creating original content of the platform, and effectively promotes the growth of revenue of video platform. 2) The mode of “on demand” mainly realized in the self-made drama becomes normal after the turbulence. (3) The quality is improved and recognized at home and abroad 1) The overall quality of homemade dramas launched in 2020 has improved, and a large number of excellent works with good reputation and double harvest have emerged. 2) The mainstream authoritative awards are open to online dramas, which proves the continuous improvement of the quality of online dramas. 3) Going to sea for a long time, the online self-made drama has been affirmed overseas. (4) Prominent brand and theatrical appearance 1) In fact, the two-way branding between content and platform is not the trend until 2020, but the emergence of theater mode makes a breakthrough in the two- way branding trend. 2) Under the strong attraction of iqiyi “fog theater”, all parents’ video platforms have strengthened the construction of their own brand theater. 3) Under the trend of intensive layout of theaters, it reflects the “focus thinking” in the deeper logic. (5) Strict requirements and policies to promote the development of high-quality products With the continuous development and maturity of the network self-made
64 Analysis and Discussion on the Network Self Made Drama under the Network Platform drama, both the relevant government departments and the industry have invested considerable energy in the healthy development and healthy competition of this new format. In 2020, the government has also issued a series of laws and regulations to solve the problems in domestic drama production. In February 2020, the State Administration of radio and television (SARFT) issued the notice on Further Strengthening the creation and production management of teleplays and network dramas. According to the document, when recording the production of film and television drama projects, the production organization must promise to the relevant radio and television authorities that the script creation has been basically completed, at the same time, standardize the length of episodes, advocate no more than 40 episodes, encourage short drama creation within 30 episodes, and do a good job in reporting the proportion of production cost allocation. This has greatly boosted the confidence of the network self-made drama to continue to take the road of “high-quality”, and also indicates that the follow-up “fog theater” and other high-quality short plays will be successful.
4. Prominent Brand and Theatrical Appearance
At present, the entertainment demand of Internet users has been continuously transferred to the online, which will drive the utilization rate and user scale of online audio-visual applications to further increase. In early 2020, when the crew stopped working, the cinema closed and the variety stopped recording, China’s online self-made dramas stood up to the pressure, effectively met the needs of people’s cultural and entertainment, and enjoyed a warm new year for the people of the whole country. Policy guidance and platform support, network self-made drama is new in stability. In the benign situation of stable development, it will be developed towards a higher quality and wider stage. Throughout the way, the online self-made drama has been constantly improving quality and increasing, which has effectively met the growing and changing cultural and entertainment needs of the people in the Internet era. In the future, video platforms will continue to improve their comprehensive strength, abide by relevant laws and regulations and industry conventions, stimulate the vitality of talent innovation and present more excellent works to the audience. The online self-made drama will also take more social responsibility, improve its own industrial chain, and become a strong force to spread Chinese excellent culture and tell Chinese stories well. When the network film and television platform ready to be released actively embrace content production, traditional film and television production companies and film platforms will continue to compete to help the long video industry develop and forge ahead.
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Works Cited [1] People’s daily. Without a “price war” in the copyright era, where is the road of online video? 2019-09-25.https://baijiahao.baidu.com/ s?id=1645602712331324393&wfr=spider&for=pc. [2] AI Qiyi Dai Ying: fog theater confirms that good content is hard currency, lead- ing the era of “the rise of Chinese opera”.2020-12-15.https://www.sohu.com/ a/438648456_100012744.
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