In addition to the sound of firecrackers, the drama market is also welcoming the New Year in a lively atmosphere. In last year's Spring Festival dramas, there was "Going to a Windy Place" to soothe people's hearts with ** background, and then there was a strong type drama "Hurricane" all the way to "Hurricane", which became a hit at the beginning of the year. In addition, dramas such as "Three-Body Problem" and "Even if the Wind Goes" also showed good results. makes people have higher expectations for the 2024 Spring Festival dramas. At the beginning of this year, "Flowers" ignited the audience's enthusiasm for watching movies and traveling, making a good start for the content market, and also putting a lot of pressure on the Spring Festival stalls that followed. 
All platforms have used their housekeeping skills, releasing dramas such as "South to North", "In the Blizzard", "Fireworks People" and other dramas to face the battle, with a complete range of genres and luxurious lineups. Anchoring the Spring Festival stalls, there is a reputation and controversy, but there is a sense of lack of popular style as a whole. The current and suspenseful are not satisfactoryComedy elements and a "family carnival" narrative dominate the screenLooking at the episodes of this year's Spring Festival,All platforms have made efforts in the "comedy" track. iQIYI launched the micro-short drama "Young Master and Me", based on the popular IP "Young Master and Me" in the second season of the variety show "Annual Comedy Competition", and continued to write the story of Long Aotian and Liu Bo. Integrate various elements such as **, martial arts, modern, and infinite flow to build a "12-fold universe". The film is from the iQiyi comedy label "Little Comedy Theater" and is created by Sesame Pod Studio. iQIYI Sesame Pod Studio has produced many comedies such as "Broken Things Elite" and "Love Apartment 5". Although the reputation of "Young Master and Me" is inferior to the original IP, it has accumulated experience for innovative comedy projects and variety show spin-off series. In addition, iQiyi and CCTV 8 simultaneous broadcast of "Dog Leftover Run" also tells the history of the Anti-Japanese War of the little people with comedy colors, Wang Xinjun is the director, and Jiang Long, Shi Ce, Jiang Yi and other new generation comedians are used, and the content of "one gratifying person" is very high. 
Among the pure online dramas, the costume inspirational drama "Amai in the Army" combines elements of ancient costumes, conspiracy and comedy. The drama is adapted from Fresh Orange's name**, and it is also the second collaboration between Fresh Orange and Zhang Tianai after "The Promotion of the Crown Princess". Tencent's ** "Bench Unit" costume light comedy "Joy Roll Changle City", starring Ma Tianyu and Bu Guanjin, reflects many realistic topics with the story of "Long Drift". Youku Family Theater "Country Love 16" was released as scheduled during the Spring Festival, and in terms of topic and ratings, compared with comedies in the same period, this series has a wider audience base. From the platform side, the theatrical and brand-based development of each platform is still the mainstream trend. In terms of subject matter, short stories from parents always seem to capture the needs of the audience. At the same time, the addition of comedy elements makes the series more in line with the atmosphere of the Spring Festival. The same strategy is also Mango TV's "Big Mom's World New Year" and "Happy Parents Group". In particular, the latter outlines the parenting atlas through three groups of families with different models, and uses the "parent group" as an incision to reflect the current multiple phenomena such as education and parent-child relationship. 
This theme itself is easy to resonate with the public, and with the convening of high-level actors such as Zhang Jiayi and Chen Hao, the average ratings are considerable. Among them, one of the producers, Erling Yilu Film and Television, also launched the costume suspense drama "The Case of Tang Di Gong" during the Spring Festival this year. Before its release, the number of reservations for the show on Youku had reached 8 million, but the response after the broadcast did not seem to meet expectations. Under the family emotional drama track, Tencent** launched "Fireworks People". 
The play is adapted from Douban's reading "She and Her Islands", which tells the story of how three generations of a family, especially women, coexist and grow together in the face of family, workplace, marriage and love. The production company, Xixi Pictures, has created the hit drama "Good Things Come in Pairs", which also focuses on female group portraits. It is not difficult to see that Tencent** is betting on "her" narrative. In addition, it is still Tencent's preferred category. "In the Blizzard" attracted much attention during the filming period, and Mobao Feibao as a "mother" was a major feature, and it also gathered more expectations because of the addition of Wu Lei and Zhao Jinmai, who were close to the hit drama. 
After the broadcast, it fell into controversies such as "slow plot pace" and "embarrassing acting". Among them, the protagonist is set as a billiards player, and the novelty of the niche profession is there, but the resonance ability is slightly insufficient. Tencent**Another modern sweet pet short drama "Sweet Trap", with the background of gourmet rivers and lakes, does not have a strong sense of presence in the fierce Spring Festival file. CCTV's appeal is still the sameOld dramas release long-tail trafficIn the electric channel, CCTV8 launched "South to North" and "Tang Di Gong Case" at the same time in one day. "South to North" carries the genes of popular dramas both in terms of production team and text creation. The play is directed by Zheng Xiaolong and Liu Zhangmu, and Gao Mantang is the chief screenwriter. In terms of cast, there are not only old actors such as Ding Yongdai and Ni Dahong, but also younger generations such as Bai Jingting and Jin Chen. It mainly tells the story of two generations of railway police officers who jointly solve the case of the old criminal policeman Ma Kui and the young policeman Wang Xinlou, and extends to the crew crew, train broadcaster and many small people in the family compound. The train has traveled from south to north, spanning 40 years, and has also become a witness to history. 
The costume suspense drama "The Case of Di Gong of the Tang Dynasty", which was arranged in the second class, is adapted from the famous sinologist, Dutch diplomat and writer Gao Luopei's name**. With a story of strong reasoning and strong logic, it has attracted a large number of audiences. Netflix has purchased its broadcast rights to help Chinese culture go overseas. The belated "Fireworks People" was broadcast simultaneously on CCTV Comprehensive Channel and Tencent ** on February 13. In terms of lineup, in addition to Ma Sichun, Xu Fan, and Song Chunli, the film also gathered Liang Jing, Li Xiaoran and many other acting schools. It is worth mentioning that the CP of Tao Shuna (played by Sun Qian) and Zhang Xiaoyan (played by Chen Jingke) in the play has also become a marketing point for the play, driving some young audiences to watch the play. 
Although these three dramas are all broadcast on CCTV, the online exclusive broadcast rights of the three are on iQiyi, Youku** and Tencent**. These three dramas have also naturally become the weight of the competition on the head platform. The commercial value of the Spring Festival stalls is self-evident, from the perspective of investment promotion, "In the Blizzard" won 9 brands at the beginning, and "South to North" has 8 brand sponsorships, both of which are among the best. In this year's Spring Festival, you can see the popular online dramas in the list of local satellite TVThe head drama series has been rebroadcast on the stars. For example, "Yi Nian Guan Mountain" was launched on Zhejiang Satellite TV's China Blue Theater; "Lotus Tower" and "Stars Fall into Sugar" were on Chongqing Satellite TV and Shenzhen Satellite TV respectively; Beijing Satellite TV and Jiangsu Satellite TV purchased "Splendid Stars" and "The Long Season" respectively. Divided from the subject matter, the rebroadcast of the drama on the stars,Costume dramas account for the lion's share。The fact that popular online dramas can be starred on local satellite TV proves the wall-breaking ability and long-tail value of high-quality content, and it is also the result of the quality development of online content. There are good and wonderful short plays, and there are also surprisesBefore the Spring Festival, the Network Audiovisual Department of the State Administration of Radio, Film and Television focused on promoting 16 high-quality micro-short dramas that will be launched during the Spring Festival, and these dramas have outstanding cultural and tourism elements. The themes include suspense, comedy, legendary, urban and other genres. Among them is the iQiyi micro-short drama "Young Master and Me". The play follows the single stand-up screenwriting team to connect the original IP with the short drama to the greatest extent. 
Tongmeng Film and Television, which has produced "The Big Exam" and "Basic Law of Genius", has rich film and television experience, and can also help "Young Master and Me" to achieve variety show series. "Big Mom's World New Year" is a sequel to the excellent micro-short drama produced by Douyin and Mango TV, and it is launched on Hunan Satellite TV's Spring Festival evening file, which is an experiment in the quality of short dramas, and it is also an exploration of long-term cooperation. Youku's short drama "Flying Youth" looks at the theme of rural cultural tourism. During this year's Spring Festival, the short dramas on the short ** platform are also on the riseThere is no shortage of leading film and television companies entering the game。For example, Douyin's "Beyond! Ajuan and "Game in Disguise" are spin-offs of the movies "Lion Boy" and "All or Nothing" respectively; Xu Mengjie and Li Chuan starred in "Farewell to the New Year", which is produced by perfect film and television with the development of games, film and television; Huace Film and Television produced "The Assassination of the Girl of the ** Family Counterattack" and "My Way Home is Windy", of which "My Way Home is Windy" is adapted from the drama "To a Windy Place"; Kuaishou Xingmang's short drama "Super Sitting" interprets workplace life from the perspective of science fiction comedy, starring Guo Xiaoting and Yin Zheng. At the same time,The State Administration of Radio, Film and Television is committed to promoting the development of offline tourism driven by high-quality short dramas. And some little-known mini-program dramas have surprised everyone. As soon as the short drama "I Was a Stepmother in the 80s" began, the heroine traveled to 1987, and was forced by her adoptive parents to marry a rural man with a baby for the second time, and then started a cool life. 
Many netizens commented, "The soil is really dirt, and it looks really good." At present, the amount of Douyin-related to the show has reached 4100 million times, with the increase in the number of **, the amount of recharge of the series has also risen. This type of short drama may not be rigorous enough, but it does cater to the cool points of many young audiences. **Short dramas have become a pastime for many netizens during the Chinese New Year. The Spring Festival holiday is over, and the competition of Spring Festival dramas has also come to an end. Although it is a little colder than last year, you can see the determination of long-** high-quality and theatrical, and you can also get a glimpse of the ambition of short** dramas to catch up.