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古装剧市场,存在哪些新商机
2020-01-08 01:50   来源:  www.getslapt.com   评论:0 点击:

古装剧市场,存在哪些新商机作为中国电视剧市场上的重要类型之一,古装剧曾经风光无限,但在2019年,由于相

作为中国电视剧市场上的重要类型之一,古装剧曾经风光无限,但在2019年,由于相关政策调整管控,古装剧几乎与上星卫视播出绝缘,大批古装剧在“上星”无望后转投网络播出平台。记者注意到,年末尤其是近1个月来,各大视频网站先后上线了近10部古装剧,不仅播出数量大幅上升,还引发剧集市场广泛关注,在微博热搜排行榜上,关于《庆余年》《剑王朝》《鹤唳华亭》《大明风华》等古装剧的话题始终没有停过。

As one of the important types in the market of Chinese TV dramas, the ancient costume dramas used to have unlimited scenery, but in 2019, due to the relevant policy adjustment and control, the costume dramas were almost insulated from the broadcast of Shangxing Satellite TV, and a large number of costume dramas were transferred to the network broadcast platform after the \"Shangxing\" was hopeless. Reporters noted that the end of the year, especially in the past month, the major video sites have launched nearly 10 ancient drama, not only a large increase in the number of broadcast, but also caused widespread concern in the drama market, in the Weibo hot search list, on the \"Qing Yu Nian \",\" Jian Dynasty \",\" Jiy Hua Ting \",\" Daming Fenghua\" and other ancient drama has never stopped.

近两年,古装剧在播放政策管控下进入低潮期。据清华大学影视传播中心发布的《中国电视剧风向标报告2019》,2019年1月至9月,全国电视剧拍摄制作备案剧目一共646部、24597集,其中七成为当代题材,古代题材只有一成左右,与2018年相比减少过半。2019年上半年,卫视晚上黄金档播出的328部剧目中,现实题材占65%,其中当代剧占50%,近代剧不足1/3,古装剧仅有5%。随之而来的是,多部古装剧从以往的台网联动模式变成只在网络平台播出。

In the last two years, costume drama has entered a low tide under the control of broadcasting policy. From January to September 2019, a total of 646,24,597 episodes of the national TV series were produced and put on record, of which 70 were contemporary themes, only about 10 percent in ancient subjects, down more than half from 2018. In the first half of 2019,65% of the 328 dramas broadcast on the satellite TV evening gold show, including 50% of the contemporary drama, less than 1\/3 of the modern drama and only 5% of the ancient costume drama. As a result, a number of costume drama from the previous network linkage mode to only broadcast on the network platform.

尽管古装剧在2019年电视剧市场稍显沉寂,但从2019年陆续播出的《陈情令》《长安十二时辰》《鹤唳华亭》《庆余年》等剧集来看,观众对古装剧的需求热度依然不减,这些有着粉丝基础的IP改编剧仍然是古装剧市场的主流。

Despite the slight silence in the 2019 TV drama market, the audience's demand for the costume drama is still hot, and the fans-based IP scriptwriters are still the mainstream of the costume drama market, according to episodes such as \"Chen Shi Ling \",\" Changan Twelve Hours \",\" Jiji Hua Ting \",\" Qing Yu Nian\" and so on.

云合数据创始人李雪琳基于数据,从有效播放量、全舆情热度、发行渠道、题材、受众等维度对2019年古装剧市场做了回顾和分析。他发现,古装剧与非古装剧的口碑差距在逐渐缩小,通过古装剧集在视频网站的播放量可以看出一个趋势:优质古装剧相对于其他类型的剧集,具备长期生命力、长期创造会员播放价值的特征。“网络播出的古装剧所展现出的长尾效应丝毫不亚于卫视播出的古装剧,这也说明古装剧的长线发展方向仍是要做精品。”李雪琳说。

Yunhe data founder Li Xuelin based on the data, from the effective broadcast volume, full public opinion heat, distribution channels, themes, audience and other dimensions of the 2019 costume drama market to do a review and analysis. He found that the word-of-mouth gap between costume drama and non-ancient drama is gradually narrowing, through the ancient costume drama on the video site can see a trend: high-quality costume drama relative to other types of drama, with long-term vitality, long-term creation of member play value characteristics. \"The long-tailed effect of the online costume drama is no less than that of the TV show, which also shows that the long-term development direction of costume drama is still to do fine products. said Li Xuelin.

注重剧集的长尾效应,是业界考量古装剧商业变现能力的一种体现。真正具有长尾效应的剧集,一定是经得起时间检验的优质内容。编剧贾东岩查询热播剧在播出一段时间后的每日播放数据后发现,有些剧集虽然宣传期声量很高,但播出后不到几个月的每日播放量只有几万,而有些剧如《知否知否应是绿肥红瘦》,至今每天仍有300万左右的播放量。

Paying attention to the long tail effect of the series is an embodiment of the industry considering the commercial realizability of the costume drama. The real long tail effect of the series, must be able to withstand the quality of time test content. Screenwriter Jia Dongyan inquired about the daily broadcast data after a period of time after the broadcast, found that some episodes although the propaganda period sound is very high, but less than a few months after the broadcast of the daily broadcast volume is only tens of thousands, while some plays such as \"know if it should be green fat red thin \", still have about 3 million daily broadcast volume.

IP改编剧集前些年一直被业界重视,但单从IP的孵化及影响力来看,需要3年至5年甚至更长时间,这使一部古装剧追求的关注度不能只停留在播出期间的热度上。近年来,业界开始抛开所谓爆款作品在宣传期间的商业表现,而更注意其长远影响力。而系列剧、分账剧以及根据内容细分的剧集等类型,则让古装剧市场再次充满商机。

The IP adaptation has been valued by the industry in previous years, but in terms of IP incubation and influence alone, it takes three to five years or more, which makes the attention of a costume drama more than just the heat during the broadcast period. In recent years, the industry has begun to put aside the commercial performance of so-called popular works during the publicity period, and pay more attention to its long-term influence. And series, split drama and according to the content of the subdivision of the series and other types of drama, so that the market for costume drama full of business opportunities.

腾讯影业参与出品的《择天记》《将夜》《庆余年》可视为同类型系列剧生产的范本。如今,《庆余年》播出后大获成功,该剧制片人平泳佳表示,在《庆余年》获得市场认可之前,腾讯影业已在同类作品上深耕多年,如今在古装剧市场上大受欢迎的作品离不开之前同类型系列剧的铺垫。平泳佳说:“如果说《择天记》是版本,那《将夜》系列应该是版本,《庆余年》则是进入了时代。每一部新作都是站在前一代作品的肩膀上。”

Tencent film industry involved in the production of \"selected days \"\"night\" qing yunian \"can be regarded as the same type of series production model. Today, after the airing of \"qing yu nian\" has been a great success, the show's producer ping yong jia said that before \"qing yu nian\" won market recognition, tencent film has been in the same kind of work for many years, now in the market for popular works in the antique drama cannot be separated from the previous series of the same series. \"If\" The Book of Choice \"is a version, then the series of\" The Night \"is supposed to be a version, and\" The Year After Celebration \"is a time of its own,\" said Ping. Every new work is on the shoulders of the previous generation.

在大投入、精品化制作之外,精准定位目标受众成为分账剧开拓古装剧商业模式的另一种尝试。公开数据显示,2019年初映美传媒出品的《绝世千金》在爱奇艺上线后,跟播期37天内收获了3500万元分账票房,即便在跟播期结束后,该剧还能“长期在线”,根据用户的观看点击量增加分账票房。

In addition to large investment, fine production, accurate target audience has become another attempt to open up the business model of costume drama. Public data show that after the launch of iqiyi in early 2019, ms. tse got 35 million yuan in the 37 days following the season, even after the end of the season, the show was able to \"long-term online \", depending on the number of views.

“这部剧播出快1年了,至今每天仍能创造可观的收入。”映美传媒联合创始人、《绝世千金》总监制高锐直言,“做分账剧是一件很辛苦的事,需要从头到尾把控细节。最重要的是找到圈层用户在哪里,在细分领域、圈层人群中把内容做到极致。”

\"The show has been on air for almost a year and still generates substantial revenue every day. Gao Rui, co-founder of Yingmei Media and chief executive of \"The World's Qianjin \", bluntly said,\" It's hard to do a separate play and need to control the details from beginning to end. The most important thing is to find out where the circle users are, and to do the best in the subdivision area and the circle crowd.

由《陈情令》《庆余年》等剧发起的VIP付费点播,一度引发网友不满,在大众“集中讨伐”视频平台的背后,是行业在剧集播出后急于商业变现的焦虑。中信证券传媒互联网高级分析师肖俨衍认为,VIP付费点播是中国电视剧历史上用户第一次为内容溢价付费,根据美国的HBO、网飞商业模式,建立在用户为内容溢价付费之上的商业变现无可厚非,国内视频网站亦可积极尝试,但前提是视频平台要有足够多的好内容,用户要为更高级、更好看的内容付费。

VIP pay-per-view, launched by \"chen qing yunian\" and other dramas, once caused dissatisfaction among netizens, behind the mass \"centralized crusade\" video platform, is the industry in the show after the commercial realization of anxiety. Xiao yanyan, senior internet analyst at citic securities media, believes that vip pay-per-view is the first time in the history of chinese tv series that users pay for content premium. According to hbo and netflix's u.s. business model, business realization based on users paying for content premium is justifiable, and domestic video sites can actively try, but only if the video platform has enough good content and users pay for better and better-looking content.

在试图依赖会员和广告收回成本的同时,更多剧集出品方开始考虑线下消费场景,为商业变现寻找突围之路。从当前各种尝试来看,古装IP与线下场景的结合,使古装IP有了更多商业变现机会,比如:《知否知否应是绿肥红瘦》利用播出热度在北京悠唐购物中心推出同名沉浸实景展,花费几十元就可以穿上与剧中角色同款的服装,并体验其恋爱结婚的全过程;《长安十二时辰》上线热播,剧中出现的西安水盆羊肉、火晶柿子成为网红食品,同期携程网上西安跟团游、自由行的订单分别增长40%、30%,与剧集同名的密室逃脱室内游戏在北京落地,同名电影、同名动漫均在筹备之中;圈粉众多的《陈情令》则将IP开发从配饰、抱枕、水杯、胶带、笔记本、口红、护手霜等,拓展到线下演唱会、线上网络音乐、手游等。

While trying to rely on members and ads to recoup their costs, more producers are considering offline consumer scenarios to find a way out for business realizations. From the current various attempts, the combination of antique IP and offline scene, so that the antique IP has more commercial realization opportunities, such as:\" know whether it should be green fat red thin \"use the broadcast heat in Beijing Yutang Shopping Center to launch the same name immersive scene exhibition, spend dozens of yuan to wear the same clothes with the characters in the drama, and experience the whole process of their love and marriage;\" Changan 12 hours\" on-line broadcast,\" Xi'an pot mutton, fire crystal become a network of food, at the same time, Ctrip with Xi'an group tour, free line order growth of 40%,30%, with the play's secret room of the same name in Beijing, film, in preparation for a lot of fans;\" the development of Chen, water cup, accessories, ip, lipstick, tape, duct, ice cream, online music, mobile games, etc.

对众多影视从业者来说,线下IP消费是值得开拓的蓝海。作为线下娱乐行业第一批与影视内容方达成正版授权的从业者,满毅认为:“线下的强体验内容是目前市场的一个空白点,年轻用户已形成消费IP的习惯,吃喝玩乐都讲究文化内涵。不过,一个影视IP火了以后,线下会出现很多模仿剧情或场景的实景游戏门店,但影视版权方很难从这些门店收取版权费。”(记者于帆)

For many film and television practitioners, offline IP consumption is worth exploring the blue sea. As the first person in the offline entertainment industry to reach a legal license with the film and television content side, Man Yi believes:\" The strong experience of offline content is a blank point in the current market, young users have formed the habit of consuming IP, eat, drink and play pay attention to cultural connotations. However, when a movie and TV IP is on fire, there will be a lot of live game stores that imitate the plot or scene below the line, but it is difficult for the film and TV copyright party to collect the copyright fee from these stores. (Reporter)


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