Author|Weinika
Editor|Li Chunhui
The biggest comedy and tragedy of the TV series in the first quarter of 2023 is - three months later, "Crazy" is still dominating the TV end. Is this a repeat of the "good story" that satellite TV replayed "The Legend of Zhen Huan" more than a dozen times and can connect the plot when changing stations?
After premiering in the opening year of Yangba and crowning it with an average rating of 2.501%, "Crazy" took turns to help all David TV lead. First, it was broadcast in 1.5 rounds, which boosted the ratings of Beijing Satellite TV by more than 1%. Then 2 rounds of broadcasting, and the ratings of Oriental Satellite TV exceeded 0.8%. Now 3 rounds of broadcasting, continue to raise Guangdong Satellite TV's ratings to 0.4%. The most exaggerated thing is that "Crazy" has won the first place in the current period of satellite TV ratings in every satellite TV broadcast.
On the one hand, we see the strong pulling power of high-quality content such as "Crazy" on viewership. On the other hand, it also makes people see the hidden worries of satellite TV ratings. As soon as "Crazy" was broadcast, the ratings of Beijing and Oriental Satellite TV were not as good as those of Guangdong Satellite TV, which was broadcasting "Crazy". And "Crazy" only raised the ratings of Guangdong Satellite TV to 0.4%, which can lead the current satellite TV ratings. It can be seen how miserable the ratings of the new drama are at present, and it is even inferior to the old drama that has broadcast N rounds.
This phenomenon began last year. Guangdong Satellite TV, which is obviously not ranked and does not enter the "Five David TV", relied on various reruns of N series dramas last year to win the fourth place in the ratings of China's audiovisual big data CVB all-day six networks, beating Beijing Satellite TV.
This year, the situation has become more serious, so the voice of discussion of the reordering of the five David Visions has revived. But to be honest, the so-called "five David vision", who cares? Now there is no talk of the Huashan sword of various masters, but the rookie chickens who are difficult brothers and brothers pecked at each other.
Hunan Satellite TV and Jiangsu Satellite TV, which once dominated the dramas, have not been as good as Oriental Satellite TV in the past two years in prime-time dramas. Beijing Satellite TV and Zhejiang Satellite TV are more and more like joining the club that broadcasts "second-round dramas".
According to the data of "CSM Media Research All Surveyed Cities Over the Years" released in 2023, the effect of head satellite TV has weakened significantly, and waist satellite TV is also declining year-on-year, but the share of the long tail satellite TV group has increased. The 7 satellite TVs with a market share of more than 1 are: "the old five" Hunan, Zhejiang, Jiangsu, Oriental and Beijing Satellite TV, plus the "Greater Bay Area upstart" Shenzhen and Guangdong Satellite TV.
Hard Candy Jun simply doubted that if Heilongjiang Satellite TV, which replayed "The Legend of Zhen Huan" day and night, regained its spirit, maybe he could also participate in the competition? Just a few years ago, online dramas tore each other and competed for who could "go to the stars". Now the stars are dim, and they are helpless.
The new drama is not as good as the N round of fragrant?
The top spot in satellite TV ratings is not only occupied by the rebroadcast "Crazy", but the ratings of new dramas are not a star and a half, not at all in an order of magnitude, and the new dramas in the middle file have completely "disappeared".
The CVB ratings of Oriental Satellite TV's replay of "Crazy" are almost breaking 1%, while its highest-rated new drama "The Right Way to Open Life" this year is only 0.5%, which is also Huang Bo's blockbuster work that has returned to the drama circle after eight years. Mei Ting and Zhu Zhu also have good audience popularity, and they are broadcast on Oriental Satellite TV suitable for urban emotional dramas, and Hard Candy Jun originally thought that it would cause a big topic. But in fact, even the voice of criticism is rarely heard, and it is silent.
The second place in the ratings of satellite TV's new drama is Hunan Satellite TV's "Go to a Windy Place". As Liu Yifei's second work to return to the TV field, although the marketing of "Youfeng" is not as good as "Menghualu", there are many hot searches on various platforms, and the cumulative number of hot searches on the list has reached 2819. Unfortunately, "There is Wind" only drove Mango TV's webcast to 3.4 billion views, while Hunan Satellite TV's TV rating was only 0.45%.
If everyone in the Spring Festival file was absolutely suppressed by "Crazy", with the completion of "Crazy", there is obviously no head drama in the same period, but the ratings of new dramas are worse than one. The just-completed fairy drama "Starfall Condensed into Sugar" once again smashed through the chassis of Jiangsu and Zhejiang Satellite TV with its own strength. I originally thought that the ratings of the previous dramas of the two TV stations "The Right Way to Open Life" and "Dazzling You" were low enough, but I didn't expect that the peak of "Starfall into Sugar" did not break 0.3%.
At present, in March, the new dramas of "Five David TV" - "Corner Love", "I Heard You Like Me", and "Spring Warm Sun", the ratings have lost at the foot of Guangdong Satellite TV's 3-round replay of "Crazy".
Today, the ratings dramas verified by CCTV seem to have become the "savior" of satellite TV. The rating of the CCTV drama "Dawn Oriental" rebroadcast by Oriental Satellite TV is 0.44%, which is also higher than many new dramas this year. No wonder Jiangsu Satellite TV changed its coach in March, withdrawing the rumored new drama "Infernal" and replacing it with "Three-Body Problem" broadcast by CCTV.
In fact, even last year, there were not too many N round dramas and replay dramas broadcast by Five Davids, and they were basically mission dramas. Hunan Satellite TV, Zhejiang Satellite TV, Jiangsu Satellite TV have only 2, Oriental Satellite TV has 3, Beijing Satellite TV has the most, reaching 6, and was ridiculed for "dropping grades".
And last year's satellite TV annual crown was the new drama "Home of the Heart" by Oriental Satellite TV, and the CVB rating exceeded 1%. The second place is Hunan Satellite TV's new drama "Perfect Companion", CVB ratings are also 0.6%, and the third place has a rating close to Beijing Satellite TV's new drama "Happiness to Ten Thousand Homes".
But in the first quarter of this year, you can also see the head, and the new drama "The Right Way to Open Life", which currently has the highest rating on satellite TV, has only a rating of 0.53%. In last year's report card of Oriental Satellite TV, even the top 9 could not enter.
Poor vision or investment pot?
The current situation of dismal ratings of new dramas on head satellite TV and an increase in replay dramas is easy to think of two reasons: one is poor vision, and the other is that there is really no money. As we all know, the main income of satellite TV is advertising investment, and the quality of investment directly affects the ability of satellite TV to buy dramas.
Judging from the list of investment films released by Head Satellite TV in 2023, almost all of the dramas selected by Satellite TV are the head dramas of long video platforms, and it is difficult to judge whether their vision is good or bad. For example, Jiangsu Satellite TV has "Our Southwest United University", "Back Wave", "Infernal", "Love Only", etc., Zhejiang Satellite TV has "Blossoms", "Public Prosecution Elite", "Big River 3", etc., Oriental Satellite TV has "The Sea in the Dream", "Back Wave", "Big River 3" and so on.
But some of these dramas have appeared in the film list in previous years, and they may have encountered some difficulties to varying degrees, and the broadcast time is uncontrollable by satellite TV. The rest, part of it is a must-buy task drama, and part of it is still in preparation, whether the project can be filmed or not, there is no word in the eight. Taking Dongfangwei as an example, the cashing rate of investment last year was very low, and only 5 of the 20 dramas were cashed. "Back Wave" and "Infernal" have appeared in the investment list of Oriental Satellite TV for two consecutive years. Last year's "People's Police", which attracted investment, ran to Jiangsu Satellite TV's film list this year.
The low cash rate will naturally have a certain impact on investment promotion, and drawing too many pies will also cause the distrust of "wolves". In fact, under the general trend of reducing costs and increasing efficiency of long-form video platforms, Shangxing distribution has always been a major event that long-form video platforms are actively promoting. Many head dramas on long video platforms cannot be pressed, and they are also waiting for stars on the TV end.
Last year, "Star Han Splendid" also appeared in the investment list of Oriental Satellite TV, but in the end, "Star Han Splendid" only went online.
One saying is that because the waiting time is relatively long, the big schedule of the platform is empty, so some big dramas can only give up the star and hurriedly go on the webcast. The reasons for the delay on the satellite TV's side: First, the satellite TV star must be reviewed by the local general administration, and the scale will be different; Second, the investment situation is not optimistic.
This lack of optimism may be due to the fact that the head drama of the long video platform is not recognized by traditional TV brand owners. For example, "Star Han Splendid" starring Wu Lei and Zhao Lusi are both new generation 95 students and 95 flowers, and they have not been on the star before and have not achieved results, presumably it is difficult to attract satellite TV advertisers.
The head content of netizens is different from the head content that traditional TV stations want, which is the value system of two sets of "head content", or even completely separated. But the right to speak for content production has long been out of the hands of satellite TV, and now drama companies are working for long-form video platforms. Satellite TV can only choose the right one from the head company and the head network drama, and the space for choice is not large, and the probability of hitting the TV audience suitable for itself is naturally small.
Therefore, it is not surprising that satellite TV broadcasts N round dramas verified by CCTV, and the ratings are higher than those of new dramas. But this can put the TV station in a vicious circle:
If you can rank at the top in ratings by broadcasting N rounds alone, who will spend a lot of money on new dramas? However, advertisers are focusing on satellite TV's new dramas and head dramas, and satellite TV's large-scale replay of dramas will lead to a deterioration in investment promotion. The investment is getting worse and worse, and there will be little money to buy new dramas in the future.
Who is still watching TV?
If satellite TV wants to break the deadlock, it still has to start from the content side. As we all know, the audiences of TV and Internet dramas are two completely different groups. The audience on TV is mainly middle-aged and elderly people, and because they are rarely active in online speech, it is easy to overlook their existence.
According to the CSM Media Research All Cities Surveyed over the Years released in 2023, while the population of TV audiences is decreasing, the average time spent by TV audiences on large screens has increased. It seems that that stable TV audience is still very long-term.
Although this group of long-term audiences is very "silent", and their remarks are rarely seen on the Internet, it is not difficult to know their aesthetic preferences. It can be seen from the high-rated dramas over the years that their aesthetics have always been very fixed, which is nothing more than family, era, resistance war and reality dramas.
The last episode that made young viewers notice the aesthetic differences of TV viewers was Guo Jingyu's "Niang Dao". It is a pity that Guo Jingyu, who was criticized by young audiences back then, is now also focusing on online dramas.
The initial strategy of the long-form video platform may be to attract incremental users - the elderly audience - through Guo Jingyu. But thinking about it, it's actually another matter. It is not easy to change the consumption habits of the elderly audience and complete the big migration from TV to the Internet. Over time, the thankless Guo Jingyu has gained a lot from targeting young audiences, such as his latest producer and producer "Tang Dynasty Mystery".
The TV audience is like a group of abandoned people, their commercial value has not been affirmed by brand owners, and they are considered to have little profit margin. Therefore, some people ridicule the current situation of satellite TV: first-line satellite TV relies on variety shows to pull sponsorship, and second- and third-line satellite TV rely on selling medicine. In order to attract more valuable brand owners, satellite TV has also ventured to buy some dramas for young audiences over the years, but the results are not satisfactory.
There is an attempt to integrate the aesthetics of TV and online audiences, and use the lineup of young actors + old actors to star in period dramas and reality dramas. However, young actors either have controversial acting skills, or their overly refined appearance is placed in rough reality, and how to see and violate it, always giving people a sense of cosplay. As a result, a batch of "four unlike" content products appeared, and neither side was pleased, only the actor fans were honored for idou to perform a formal drama.
But in any case, I still hope that there will be a drama model that integrates the aesthetics of new and old audiences. To say that the old and young are suitable for all ages, men and women eat together, it has to be a palace fighting drama, or will they be released again?
![The shape of "Wind Rises Longxi" has a bit of aesthetic skills on the body[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)