Near the end of April, the film and television industry is going through the first spring after the opening up of control, but the winter of provincial satellite TV has refused to fade, especially the evening prime-time theater of first-line satellite TV.
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First, in the five David TV, except for Hunan Satellite TV's Golden Eagle Solo Theater, which launched 4 new first-round dramas in the first four months, the proportion of first-round dramas in other satellite TV prime-time dramas further declined.
Taking Beijing Satellite as an example, the situation was slightly better in the first quarter of last year, with 7 dramas broadcast from January to April, more than half of which were solo dramas.
"Police Officer Wang Happy", which was broadcast on terrestrial channels as early as the first time, was used to fill the gap before the opening of the Beijing Winter Olympics, and then broadcast "Beyond" in the second round, and "The Name of Ice and Snow" was broadcast with Zhejiang and Jiangsu Satellite TV; Solo dramas are intensively new from February to April, covering urban emotions, historical dramas, and Republic of China legends, with diverse themes. "Outside the Drum Tower", "Mountains, Rivers and Moonlight" and "Canal Wind" took turns to sit in the position of ratings champion.
This year, the number of weekly episodes has decreased, and the number of new dramas in the same period has dropped to 6; The number of solo dramas in the first round has been sharply reduced to 1, and it is still the co-produced "Spring Warm Sun".
Beijing Satellite TV seems to have been stretched thin after co-broadcasting Xinli Media's big drama "Even with the Wind" with Jiangsu Satellite TV, filling the gap before and after "Spring Warm Sun" with 2021's "Opponent" and "Wind Rising Luoyang".
Zhejiang Satellite TV's China Blue Theater did not see the shadow of the second round of dramas in the same period last year, 2 solo dramas and 4 simulcast dramas were in full swing, and most of the time they were co-broadcast with Oriental Satellite TV.
The number of plays broadcast in the same period this year has not changed, but 2 second-round dramas "Breaking Dawn East" and "Wishful Wishes" have been added. In fact, since the second half of last year's "People by the Canal", Zhejiang Satellite TV has joined the army of second-round dramas.
There are also 2 Xianwang backstage. One is in Tencent Video with the small and broad dark horse sweet pet drama "I heard that you like me", and the other is the Zhejiang drama "Isn't it Tug-of-War", testing the waters for its own new media video platform "Z Shijie", I don't know if it can achieve "1+1>2".
The situation of Oriental Satellite TV's Oriental Theater in the same period last year was the same as that of China Blue Theater, and it has not opened the situation this year, and 3 second-round dramas "Daybreak Oriental", "Crazy" and "Dragon City" have filled the gap between 2 simulcast dramas and 1 solo drama. It is worth noting that the only first-round drama "Corner Love" has been backlogged for seven years.
If it weren't for the guy who took out the bottom of the box, Oriental Satellite TV has not broadcast solo dramas this year.
Jiangsu Satellite TV's Happiness Theater has been beaten in terms of number, increasing from 4 to 6 in the same period last year. Last year's simulcast drama was only "The Name of Ice and Snow", and this year there are 4 new simulcast dramas in one go, holding hands with Zhejiang Satellite TV and Oriental Satellite TV in turn.
However, the solo drama "Youth in War", which just started broadcasting two days ago, has also experienced three years of waiting and can see the light of day.
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The ratings of the first round of solo dramas were not as good as expected. Some are outdated because of the long backlog, and the theme, aesthetics, and production methods are outdated; Some have attracted much attention before the broadcast, but tend to be flat after the broadcast.
"Corner Love", which was completed in 2016, was ridiculed by the crowd at the beginning of its broadcast. Last year's "Sister Dog 101" was a young mature sister and a wolf dog brother, the fight was extremely fierce but there was no absolute winner, and the audience had become resistant to the sibling love drama, and "Love Around the Corner" hit the muzzle of rebellion. The audience did not buy the CP combination of Jiang Wenli and Ming Dao.
The sibling CP formed by Yin Tao and Liu Yihao in "Dazzling You" was also not accepted. In 2023, the popular "big heroine" routine in 2020 is reconstructed, and women's independence must be glamorous, and the bloody daily life of tearing with the ex is gradually disgusted by the audience. The craze comes and goes fast.
After the "main theme" New Year, every slight change in the way of arrangement, the increase in the number of second-round dramas of the "taking advantage of the trend", and even the frequent appearance of multiple rounds of dramas are the best results after satellite TV's careful calculation.
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Last year, the industry was in a harsh winter period, and it was understandable that Five David TV broadcast the second round of dramas. This year, why is the situation worse than last year?
The root cause is that there is no money.
After the rise of video websites, online platforms and TV stations did have a period of honey and oil, and the former prosperity of media stocks to a hundred times the market value seems to be still in sight. But with the drastic changes in the film and television industry, TV stations with declining advertising have been poor for a while.
The first to bear the brunt is the second and third line satellite TV. Although the days of the five Davids are not good, there is always inertia. Caitong Securities conducted a survey in the previous two years, and the advertising revenue of China's top five David TVs (Hunan Satellite TV, Zhejiang Satellite TV, Oriental Satellite TV, Jiangsu Satellite TV, Beijing Satellite TV) remained at about 28 billion yuan in 2019~2020, accounting for nearly 80% of the advertising revenue share of the national satellite TV.
Over the past three years, things have gotten worse. The titles of Beijing Satellite TV Quality Theater and Zhejiang Satellite TV China Blue Theater have disappeared for quite some time; The Oriental Satellite TV Oriental Theater was still titled Luhua peanut oil in February; At present, only the titles of Hunan Satellite TV Golden Eagle Solo Theater and Jiangsu Satellite TV Happiness Theater are still there.
After reducing costs and increasing efficiency, the number of good dramas purchased declined, and the schedule was extended, resulting in a decline in ratings and a withdrawal of titles. As a result, satellite TV fell into a vicious circle.
Secondly, the episodes that can be broadcast in the second round generally have good premiere ratings. In today's pursuit of differentiation and genre labels on video websites, the standard for measuring whether a satellite TV broadcast drama has become popular still depends on ratings. Instead of broadcasting a new drama that may not necessarily win high ratings, broadcasting a second round of hot dramas is also a good choice.
I am afraid that this situation will continue for some time. The next broadcast list of each David has not yet been seen. When is it a head?
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