Before entering 2021, who would have thought that the film and television themes that were popular throughout the network from Youku this year were actually the main theme? From Youku's "YYDS" "Age of Awakening", to the Magnolia Award for Best "Mountains and Seas", and the "Meritorious Service" that is now being broadcast, they are all the best in the main theme works, the conscience in popular dramas!
Based on this phenomenon, on October 19, the seminar on "From 'Main Theme' to 'New Mainstream' Online Audiovisual Mainstream Value Dissemination" sponsored by Beijing Municipal Radio and Television Bureau and Communication University of China was held at the Beijing Television Program Fair, at which the "2021 Online Audiovisual Platform Mainstream Value Transmission Research Report" was released, and the "Report" showed that the number of main theme works broadcast showed a rapid growth trend year by year.
At the meeting, Youku's episodes were mentioned many times, which made people have to be surprised: Why can Youku's main theme drama break the circle many times?
Taking the recent popular drama, "Meritorious" with a Douban score of 9.1 as an example, many netizens sighed, saying that watching "Meritorious Service" on Youku and watching an episode of crying, and this experience, before watching "The Age of Awakening" on Youku, has already experienced it once!
You know, although "The Age of Awakening" was broadcast on Youku, his popularity has long been all over the network, no matter which social platform, you can see a large number of young "tap water" viewers.
Even, youku fans, because they were moved by the deeds of Chen Yannian and Chen Qiaonian, brought Hefei's Yanqiao Road to the hot search again and again. In addition, the faces of young tourists such as Shanghai Longhua Martyrs Cemetery and Li Dazhao's former residence have also increased significantly.
This is the most intuitive impact of Youku's "one axis and three rings" composite layout to open a circle-breaking journey of new mainstream network audio-visual!
At the seminar, Wang Xiaohong, director of the Academic Affairs Office of the Communication University of China and director of the China Network Video Research Center, used Youku as an example to define the concept of "new mainstream": "That is, a new type of online audiovisual literary and artistic works that reflect the mainstream values of an era with new media communication as the main channel." ”
It can be seen that Youku is once again at the forefront of the mainstream trend. According to the report, as of September 2021, the total number of Youku main theme works has exceeded 7.8 billion, with an average monthly playback of nearly 900 million, an increase of 5.4 times compared with 2019. And youku's mainstream works have a high overall frequency, a longer viewing time, and a primary speed viewing ratio of more than half, and about half of Youku's viewing users are post-90s and post-00s.
The network platform has become the "main scene" and "mainstream media" of the audio-visual consumption of young users, and the online audio-visual program has become an important carrier of the new mainstream communication. The blockbuster main theme works produced by Youku have truly hit the preferences of young audiences, led the social trend and fashion, and passed on mainstream values.
The strong feelings of home and country in the main theme works will be rooted in the hearts of every Youku drama fan - you see you in Youku's bullet screen, the bullet screen full of "Long live the Communist Party of China", "Grateful for the ancestors to pay", "Love me China", "No regrets in this life into China" and other bullet screens, which is the embodiment of young people's enthusiasm.
Such a Youku, such a platform, how can young people not love?
Not only the main theme of the drama works, Youku is trying the new mainstream audiovisual road in various aspects such as variety shows and documentaries. For example, "This! Is street dance", this year is even better than ever - Youku has invited many internationally renowned dancers, and various high-level street dance competitions show the charm of street dance culture, giving Chinese and foreign dancers a platform for competitive exchanges, so that China's street dance culture can go to the world.
And Youku's "This! It is the slam dunk" and ""Fist" to go to the strength of us" focus on sports topics, abandon the script-style performance variety show, with hard work and progress to show the masculinity and backbone of young people.
As an audio-visual platform, Youku is firmly based on the new stage in today's rapid development of the country and the increasing unity of national cohesion, leading the mainstream value orientation and aesthetic trend with a series of fine products, so that young people on Youku can learn to absorb national self-confidence and home and country feelings in the colorful online world!
This sense of social responsibility, Youku makes people move.