On February 24, the Central Radio and Television Corporation released the "2021 China TV Drama Development Report".
CCTV TV series will continue to share the essence of the "2021 China TV Drama Development Report" in the near future.
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Analysis of the Development Trend of Chinese TV Dramas in 2021: Innovative Expressions of Mainstream TV Dramas (Part I)
· Analysis of the development trend of Chinese TV dramas in 2021——
Innovative Expression of Mainstream Chinese Drama (Part II)
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Genre drama themes are diversified and expanded
This year's domestic TV drama genres are diverse and eclectic, and they form a closer intertextual connection with contemporary society. Workplace dramas and aerospace dramas such as "Ideal City" and "Ask the Sky" have aroused widespread discussion.
Adhering to the standard of "profound thinking, exquisite art and excellent production", a series of high-quality genre dramas broadcast by the Central Radio and Television Station have led the industry style, and a number of phenomenon-level dramas have jointly released the head communication power and influence, and the supply-side structural reform has highlighted the agglomeration effect.
The spy war drama "Rebel" broadcast by CCTV-8 takes the individual growth of the protagonist Lin Nansheng as the main narrative line, and the narrative background covers the agrarian revolution, the War of Resistance Against Japan, and the War of Liberation, writing about the faith of young people and the ideal of home and country. With the aesthetic mood of loneliness, pathos and hope, and the artistic technique of injecting legendary color, the whole drama has created a number of typical images with distinct personalities, young perseverance and lofty spirits, and countless images of revolutionary pioneers who go up against the current and go to the light are deeply rooted in the hearts of the people.
The theme drama "Sweeping The Storm against Organized Crime" was created and thrown into the real events in the special struggle of the Central Political and Legal Commission to eliminate organized crime and evil forces, and artistic excavation was carried out around typical cases, which were connected by 8 main cases. The creative concept draws on the characteristics of American dramas and the tone of strong melodramalines, conforms to the core intention of sweeping away black and riots with gray and dark tones, metaphorically observes the continuous observation of the third-person perspective, balances positive depth and creative scale, enhances the audience's empathy, and explores the truth of light in the dark.
The narrative of "Ideal City" reaches the construction cost engineer industry, which avoids the "chronic disease" of the previous industry dramas and workplace dramas that have a "floating feeling", and focuses on women's workplace dilemmas and growth anxieties from the perspective of female practitioners who are close to the real "horizon", "de-filtering" and "unmodified" audio-visual image style.
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The value of mainstream platforms
The leading role is fully released
Mainstream platforms boost the release of new potential energy for high-quality TV series, and the ratings effect of many high-quality TV series has realized the two-way unity of social value and market value.
On the one hand, the value-leading role of mainstream platforms is reflected in the all-round, multi-level and three-dimensional rotational communication and marketing of theme content, which in turn guides the audience's attention and the original accumulation of episode reputation, forming a high level of premiere popularity and peak ratings.
On the other hand, it is embodied in the communication mode of "innovative expression + youthfulness", switching from the content of the image body to the extension of public opinion topics, effectively promoting the shift of the communication subject from the mainstream platform to the ordinary young audience, and gradually infiltrating into the whole age group, activating the long-tail effect of replay heat.
In 2021, a total of 971 TV dramas were broadcast on the national star channel, of which nearly one-third of the TV dramas broadcast in prime time accounted for 328, 119 premiere dramas, and a total of 78 prime-time TV dramas with a rating of more than 0.5% in the whole year. The original dramas, full copyright dramas and co-produced dramas of the Central Radio and Television Corporation have achieved remarkable results in national ratings and occupied the viewing heights.
CCTV-1's "Crossing the Yalu River" and "Armageddon" had a highest rating of more than 2.5% and a highest viewership share of more than 10.1%. "Across the Yalu River", "Armageddon", "Mother is waiting for you", "Codename Mountain Leopard", "Dear Children", "Fragrant Mountain Leaf Zhenghong", "Rebel", "Fiery Red Years", "Top Secret Mission" and "Gold Grab" became the top ten in the main station ratings.
CCTV accurately upgraded the dual-channel positioning, and fully released the leading force and influence of the national mainstream platform with the strategic layout of dual brand differentiation.
"One Yellow" focuses on "National Opera Temperament and High-quality Drama", and "Eight Yellows" strengthens "youthfulness and high-quality products". At the end of 2021, the main station will upgrade the channel positioning of CCTV-1 and CCTV-8 respectively, "one yellow" positioning "watching dramas to know the world", and "eight yellows" positioning "dramas to enjoy good times".
The main station grasps its own advantages and adjusts the drama and drama purchase strategies in a timely manner. Intervene in advance in the planning, investment and creation links, adopt the mode of production and joint production, and promote the stable output of a number of hot dramas, big dramas and good dramas.
Xue Jijun, a member of the editorial board of the Central Radio and Television General Station, once said, "Around the important nodes, the main station has carefully planned, commented on many parties, and selected the best among the best, and has focused on planning a number of original self-made dramas produced by the "main station", and also selected a number of head drama projects that meet the positioning of the general station from the market for joint production and joint production." Optimize the allocation of funds to ensure that about 8-10 head dramas are broadcast on the main station every year.
In addition, the high-quality head dramas that encourage and attract the 'unity of the three sexes' are given priority to the premiere of the main station, so as to achieve the upgrading iteration and positive cycle of quality dramas. ”
At the marketing level of high-quality domestic TV dramas, CCTV has built a reference model and strived to create a marketing path of pan-public reach by building a full copyright production pattern, an all-media communication pattern and a whole-industry chain operation pattern.
The new characteristics of communication innovation are: on the one hand, let TV dramas gradually explore from traditional TV products to new media products, and form a diversified, multi-modal and multimedia integrated communication situation.
Construct a new ecological pattern of all-media communication, concentrate the high-quality resources of phenomenon-level head dramas, and shape the brand volume of TV dramas in Taiwan through mainstream all-media communication channels such as CCTV, CCTV Network, and CCTV News, as well as new media commentary products such as "CCTV Drama Review", "Big Drama V View" and "Guanghua Rui Review".
On the other hand, taking the topic effect of head dramas, the user stickiness of long videos, and the derivative development of copyright resources as the incision, we pay attention to the in-depth development of the copyright of phenomenal head dramas and the related development of IP peripheral products.
At the same time, the highlight of the promotion of the series is to attract young audiences to use memes, bullet screens, real-time comments, native episode topics, plot play "memes" and other ways as the landing point of emotional expression, shaping the youth influence of high-quality domestic dramas.
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Promote the global dissemination of high-quality Chinese dramas
Insight into the international communication practice of high-quality domestic TV dramas this year, high-quality TV dramas continue to write a new chapter in international communication.
Under the guidance of the spirit of General Secretary Xi Jinping's "telling Chinese stories well and spreading Chinese voices", TV dramas, as one of the most internationally influential and disseminating content product forms, focus on improving international communication influence, Chinese cultural appeal, Chinese image affinity, Chinese discourse persuasiveness and international public opinion guidance, and then promote the global sharing of high-quality domestic TV series.
In terms of disseminating genre dramas derived from national narratives, many samples of expression with reference significance have been born.
Throughout the year, domestic TV dramas have made comprehensive efforts in international communication in genre selection, channel expansion, and content transformation, realizing the cross-cultural communication effect and creative transformation of high-quality domestic dramas, and reshaping the international communication pattern of high-quality domestic TV dramas in multiple dimensions.
Future TV under the Central Radio and Television Corporation is deeply engaged in cross-cultural output, and has opened more than 150 accounts on the international streaming platform YouTube, translating and producing "Shan Hai Qing" into English, Indonesian, Russian, Spanish, Portuguese and other versions released on its different accounts to serve audiences in different countries and regions.
Copyright cooperation opens up multiple models, and international communication windows aggregate traditional channels, local new media platforms, general-purpose international streaming media platforms and self-built circulation ports, forming an output pattern of mutual intersection and dynamic complementarity.
In 2021, the urban emotional drama "Flowing Golden Years", which focuses on women's friendship, the urban workplace drama "Ideal City", which truly shows the struggle of contemporary women, and the "Little Shede", which carries out artistic creation around the topic of Chinese social education, have triggered cross-border discussions when going to sea, and have subtly influenced and updated the specific perception of Chinese social landscapes by overseas audiences.
Whether it is a realistic theme that reflects the social development of contemporary China, or a rural theme that reflects the contemporary rural landscape with precise poverty alleviation, the sea of a number of high-quality reality dramas presents China's development status and national image in a pluralistic and three-dimensional manner, which plays a key role in the cognitive construction of overseas audiences, which is conducive to enhancing cultural understanding at home and abroad audiences at the level of real life, clarifying the world significance of Chinese culture, and significantly enhancing the international identity of Chinese culture.
Reviewing the overall development trend of TV dramas in 2021, with the deepening of guiding factors and the concentration of high-quality industry resources, major breakthroughs have been made in the creation quality and communication effect of the main melody drama.
The rise of domestic innovative expression TV dramas reached in both directions between mainstream values and the mainstream market has accelerated, the creation of realistic themes adheres to the artistic orientation of truth, goodness and beauty and is more soothing, genre dramas accelerate vertical exploration, and political and legal dramas, aerospace dramas, and workplace dramas are diversified and new.
The national mainstream platform represented by the Central Radio and Television Corporation promotes the iterative upgrading of high-quality domestic dramas and forms an important leading force, influence and dissemination force.
2021 China TV Drama Development Report
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