Main melody TV play becomes the new mainstream of the screen

2022-10-12

In the past decade, after the domestic drama market experienced a combination of vertical and horizontal, the bubble was finally crushed by the market callback, and the national drama market has entered the era of boutique creation in recent years. Film and television works have returned to the right path of quality surpassing flow and social value returning to mainstream expression. Since this year, such dramas as "The World", "Welcome" and "Police Honor" have once again tested the market value of the main theme dramas, and this creative trend is becoming a new mainstream. In the first five years of the ten year development of national drama, the film and television drama market has become a red sea of investment and the first time the national drama market has faced up to the video website. In 2010, Sohu Video bought the copyright of the drama "New Princess Huanzhu" at a "sky high price" of 30 million yuan; In 2011, Le.com purchased the copyright of Legend of Zhen Huan at a price of 20 million yuan, and has received more than 2 billion broadcasts in half a year. The traffic password of exchanging copyright for clicks has become the beginning of video websites' struggle for the right to speak. After many years of stop and turn, video websites finally formed a platform pattern of "Youaiteng" around 2015. During this period, video websites also shifted from simple copyright purchase to self-made content, and began to inject traffic logic of network operation from the source of creation. In the summer of 2015, the network literature adapted drama represented by "Flowers and Bones" officially opened the door to webcast drama. The ancient puppet drama became the representative of Internet aesthetics. With the network literature as the foundation, the super high production budget and the matching of first-line stars established the standard of domestic drama in that period. A number of dramas with a cost of over 100 million yuan, such as Three Lives and Three Lives, Ten Mile Peach Blossoms, Tiansheng Long Song, Chen Xi Yuan, Shangyang Fu, Mi Yue Zhuan and Ruyi Zhuan, have become the representative works under this model. Since 2016, the State Administration of Radio, Film and Television (SARFT) has frequently said that it will strengthen the management of online dramas and online home-made programs, and TV and the Internet will be treated equally. Since then, video websites have also turned from a single broadcast platform to join the ranks of producers. The Ice Breaking Action produced by iQIYI in 2019 has set the highest click to play data of the website in that year. The show has won back the reputation of the video website by returning to the traditional way of drama expression and focusing on type breakthrough. With the capital entering the market, the salary limit order promoted the return of creation, and the artists' film remuneration rose with each passing day. Finally, the whole industry was overwhelmed by the snowball effect. In 2016, Yang Ying, a new actress, received a film remuneration of 80 million yuan, while Lu Han and other small flow actors received a film remuneration of more than 100 million yuan. In response to this situation, in 2017, the four major associations of the film and television industry jointly released the Opinions on the Proportion of Production Cost Allocation of TV Drama Network Drama, which stipulates that "the total film remuneration of all actors shall not exceed 40% of the total production cost, of which the main actors shall not exceed 70% of the total film remuneration, and other actors shall not be less than 30% of the total film remuneration". This policy has put a sudden brake on the overheated capital and flow oriented production of film and television dramas. The bubble of capital has gradually cleared away, and domestic dramas have ushered in a clean development. Since 2015, the film and television drama team represented by Noon Sunshine has begun to emerge, and Hou Hongliang and Kong Sheng have been the first

Edit:qihang    Responsible editor:xinglan

Source:https://www.chinanews.com.cn/cul/2022/10-12/9871198.shtml

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