Enter the sprint stage in the first half of 2023, and the realistic drama is going on!

Wen | Xiao Gu Dong

From June to June, the major platforms entered the sprint stage in the first half of the content layout, and they all showed full sincerity in broadcasting, and the drama field also showed distinctive characteristics.

On the one hand, Xian Xia drama has become the core support of the basic plate of costume drama.

In the past, there were ancient fairy dramas, such as Long Moon Blooming, Stars Falling into Sugar, heavy purple and so on, and because the earlier films, Qing Lian and Ning ‘an Dream, failed to be broadcast due to technical problems, Youku’s Care for the Heart and iQiyi’s Hua Rong became the facades in the field of contemporary costume dramas.

On the other hand, the realistic dramas that have been accumulating for a long time are in a dominant position.

A little inventory shows that there are realistic TV series Houlang, contemporary urban drama Mature Year, medical workplace drama White Castle, urban light-loving and sweet wild drama Three Points Wild, urban emotional drama Wife’s New World, intangible cultural urban drama Just Meeting You, prosecutorial drama Public Prosecution, youth inspirational emotional drama Na Pianhai in Dream, and contemporary.

According to the latest data in the ranking of Guduo’s heat index, Na Pianhai in My Dream, a video of Tencent, topped the list, followed by dramas such as Public Prosecution, Houlang and Sanfenye. Although the current performance of "Na Pianhai in My Dream" is beyond compare, other dramas with modern themes have also entered a state of fierce battle.

The popularity of drama series is closely related to the performance of network. Let’s look at the video platform first. In the Lighthouse Professional Edition’s market share list of full-screen feature films, Youku’s Back Wave topped the list, and Tencent’s Dream Na Pianhai, Wife’s New World and Sanfenye were among the top five; On the traditional media side, White Castle, Houlang and Public Prosecution, which are short-listed in the ratings of TOP5, not only have to compete with the dramas broadcast by the network in the same period, but also grab the market with Ordinary Road and Warm and Sweet, which have closed on the network side.

There are only a handful of costume dramas, and realistic dramas are constantly emerging, which has built a new pattern of drama market in June, which also carries new innovation trends and industry signals.

Looking at more than a dozen realistic dramas currently on the air, there are different features from the main story to the characters, which also reflects the innovative trend of such dramas.

Jump out of the creative inertia of Hutong Opera and innovate the opening way of Beijing Opera.

When we talk about Beijing-style dramas, we always think of Hutong dramas such as Courtyard Full of Love, Sesame Hutong and Hutong. This time, Na Pianhai in a Dream takes the children in the courtyard as the subject, telling the story of their dreams and different fortunes under the wave of reform and opening up, which not only describes the cultural features of the 49 cities in the 1970s, but also expands the perspective and value of Beijing-style dramas. Since the broadcast, the popularity of "Na Pianhai in My Dream" in Tencent Video Station has exceeded 24,000, and the ratings of cool cloud, the popularity of cat’s eyes, the popularity of lighthouse and the prosperity index of Detavin have all reached the top of the national championship, which is quite explosive.

New wine in old bottles, revisiting the crisis of middle age and marriage.

Let’s look at the topic of "Middle-aged Crisis" first. Summer in Zhang Weiguo, I am Yu Huanshui and If Time Can Turn Back all tell the plight of middle-aged people from the perspective of men. Mature Year presents the internal and external crises faced by mature women from the perspective of Zhang Chunmei. Different gender perspectives refine different social issues and bring new thinking and resonance to the public.

Looking at the topic of "Marriage Crisis" again, from The Temptation of Going Home to Nothing But Thirty and then to The Choice of Wife, all the stories are based on the husband’s infidelity and the wife’s awakening. It can be said that the classic story structure is always tried and tested.

This time, The Wife’s New World follows the same logic, and staged the growth story of Shen An ‘an, a stay-at-home mother, who returned to the workplace to become a female anchor after being betrayed by her husband and divorced. "Unconventional" dog blood marriage and career stories that keep pace with the times make "Wife’s New World" accurately poke the high point of users’ watching the drama. Not only did the popularity value in Tencent video station break 2,400, but it was ranked in TOP1 in Tencent video list, Tencent video TV series list, Tik Tok entertainment list, cat’s eye real-time popularity list, Aauto Quicker entertainment list and headline entertainment list in the first week of broadcasting.

Innovate the protagonist role and subdivide more professional dramas.

From "Public Prosecution", which focuses on the profession of prosecutor, to "San Fenye", in which both men and women are engaged in navigation research and development, from "White Castle", which focuses on emergency doctors, to "Illuminating You" and "My Fireworks on Earth", which all focus on China fire protection, all of them are engaged in a vertical profession, and a lot of professional knowledge and workplace stories are output in the play, so that the public can immerse themselves in the daily work behind each profession, and through the help of both men and women.

China traditional culture track is carefully selected to infiltrate people’s hearts with ingenious inheritance.

Taking Chinese medicine culture as the starting point, Houlang narrates the proposition of cultivating Chinese medicine inheritors, which makes the dual topics of Chinese medicine culture inheritance and youth Chinese medicine growth land; Taking the non-legacy culture as the incision, "Just Meet You" recorded the production process of an explosive non-legacy program in a panoramic way, plus the innovative expression blessing of unit drama and in-play drama, which added a lot of highlights to the overall plot, during which many highlights were spread on social platforms.

There are not only conventional elements such as youth struggle and middle-aged crisis that are familiar to the public, but also innovative incisions such as vertical occupations and cultural inheritance. Recently, the series of urban dramas are maintaining the classic drama style, and they are actively exploring more content tentacles, taking care of the content preferences of more audience groups as much as possible, and further expanding the basic disk of users.

The vast majority of the current and upcoming TV dramas are adapted from novels. In addition to their own existing content, the formation of drama popularity and word-of-mouth is also influenced by multiple factors.

The first is the broadcast mode.

Nowadays, reminders have become the daily life of the majority of users. Faced with the voice of users, the video platform will sometimes be updated in advance. For example, the explosion drama "The Beginning" at the beginning of last year was the ending of the online game in advance. This time, "Na Pianhai in My Dream" was broadcast on the same day of CCTV and Tencent video, and it was even more successful with uninterrupted scheduling. In addition, iQiyi’s "Hua Rong" broadcast at the same time also adopted the even-changing method. # It’s strange that these two dramas were scheduled.

In addition, when iQiyi’s "The whole world is waiting for you to break up" was launched on May 31, all the episodes were launched at one time for member users to watch. This continuous and more broadcast mode can keep the user’s enthusiasm for pursuing drama continuous, and also speed up the fermentation and iteration of drama topics, so as to keep the drama fresh inside and outside the station.

The second is the cast.

A series of realistic themes compete on the same screen, and the popularity and praise of the main actors have become an important factor affecting the reputation and popularity of the drama. In addition to mature actors selected for plays such as Mature Year and Wife’s New World, most of the dramas are performed by young actors with high attention-Yang Yang, one of the "Four Big Flows of the First Generation", Sean Xiao, who has become a new top stream because of The Untamed, Li Qin, who has representative works such as A Dream of Red Mansions, White Deer Plain, Ruyi’s Royal Love in the Palace, Chuqiao Biography, and Chen, who is rumored.

In addition to the attraction of the drama itself, the actors are the core driving force for the majority of users to watch the drama, and they are also the drainage for the promotion of the drama.

For example, when "Na Pianhai in a Dream" premiered, Xiao Chunsheng, played by Xiao Zhan, topped the V-list with a role index of 9, while Na Pianhai # in Sean Xiao’s Dream had 26.396 million people discussing 17.98 billion reading, while Na Pianhai # 7.781 million, the official topic of the series, discussed 1.94 billion reading, which was a star difference.

Take Houlang as an example. There are 80.899 million people discussing 5.55 billion reading in # Luo Yizhou Houlang #, while there are 18.755 million people discussing 1.55 billion reading in the official topic # TV drama Houlang #. There is also a big gap between them.

For fans, the topic of linking actors and dramas is more attractive, which makes actors become the traffic passwords for dramas to be announced on social platforms. It remains to be seen how the subsequent major crews will release the actor’s publicity value in a fancy way.

It is necessary to strengthen the user’s stickiness and loyalty in the best way of broadcasting, and also to give full play to the star effect of the core actors to cooperate with the announcement of the series, which also adds new exports to the fierce battle of the current hit series of realistic dramas.

As this series of dramas have been launched, the user portraits of realistic dramas have quietly changed.

On the one hand, adult users after 00 have grown into half of the audience of modern drama series.

According to the entertainment figures of Yien, the proportion of users aged 18-24 who are My Wife’s New World, Houlang, Illuminating You, Sanfenye and Meeting You is over half, which are 61.59%, 52.93%, 52.13%, 51.54% and 50.42% respectively, plus users aged 0-17.

On the other hand, the proportion of female users continues to rise.

According to the entertainment figures of Yi En, the female users of the previous explosive drama Ode to Joy 1 in Nothing But Thirty accounted for 64.81% and 76.59% respectively. However, the recent online dramas such as Na Pianhai in My Dream, After the Wave, Three Points in the Wild and White Castle all account for more than 80% of female users. The proportion of female users continues to grow, which means that the current drama accurately pokes the content needs of the core user groups and has a high loyalty to the drama. Coupled with the strong purchasing power of female users, the drama has a broader imagination space in business cooperation.

Under the general trend of youth and femininity, there are also special drama samples, which also release different signals.

Or focus on national dramas that love all ages, except for the highest proportion of 18-24 years old (35.41%), Na Pianhai in My Dream has a relatively balanced audience distribution in other age groups. Reading Entertainment Jun believes that "Na Pianhai in a Dream" can attract mature audiences at the same time by taking advantage of the theme, while benefiting from the star effect. Sean Xiao, who is widely loved by young people, and Li Qin, who has a high degree of nationality, play the leading role, which can attract the younger generation of audiences to follow the drama, and then reach a family-friendly drama-watching picture.

Or develop a new blue ocean of male-oriented dramas. Mature Year has individual characteristics in the proportion of male and female users and the distribution of age segments. The number of entertainment shows that the male users of Mature Year account for 71.12% and the female users account for 28.88%, and the core users are mainly young mature audiences, and the audience aged 25-39 accounts for 60.6%, which is very attractive for middle-aged reserve and quasi-middle-aged users.

Behind the changes of users’ portraits, it not only benefits from the accurate incubation of series of dramas, but also is closely related to the overall environment of the drama market. Influenced by objective factors, the current costume drama market is relatively lonely, which makes the realistic drama series gain more market advantages, more innovation space and opportunities to go out.

However, it is worth noting that the summer file is the outbreak period of costume dramas, with Story of Yanxi Palace, Dream of China and Splendid Star Han as typical representatives, as well as costume fantasy drama jade bone Yao, Sauvignon Blanc, costume sadomasochism TV series An Le Chuan, costume Xian Xia drama With the Phoenix, costume martial arts suspense drama Lotus House, and thriller love drama. Predictably, when the summer file comes, the drama market may be a new atmosphere.

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