This newspaper (chinatimesnet.CN) reporter Yu Yujin reports from Beijing.
The high ratings of "Big River 3" have made the noon sunshine, which is quite declining in 2023, see a ray of sunshine again. A few days ago, the New Year's drama "Dajiang Dahe 3" was officially broadcast, with a wonderful plot and a strong cast, the show received extremely high ratings after its premiere. However, the show's current Douban score has not yet been opened, and the word-of-mouth is slightly differentiated. The rise of high-quality online dramas has already put a lot of pressure on Noon Sunshine, and at present, with well-known film directors breaking into the drama track, it has also forced veteran drama directors, screenwriters and other production teams to seek new changes.
The noon sun "pushes the new".
After four years, the highly anticipated "Dajiang Dahe 3" is back strongly, as the final chapter of the "Dajiang Dahe" series, the play is set in the 90s of the last century, revolving around the story of Song Yunhui, Lei Dongbao, Yang Xun and other protagonists struggling to pursue their dreams under the tide of the times, reproducing the major events of the times at the end of the last century. The data shows that after the show was broadcast on CCTV CCTV-1, the average ratings of Kuyun reached 143, and the peak is as high as 152, won the ratings championship in the same period.
Dajiang Dahe" and "Dajiang Dahe 2" were launched in December 2018 and December 2020, with Douban scores as high as 88 points, 89 points. At present, "Dajiang Dahe 3" has not yet been scored on Douban, but the word-of-mouth has begun to diverge.
According to the reporter's understanding, in the series, usually the first and second parts will be well received, and the subsequent series is easy to end. Take Noon Sunshine's series "Ode to Joy" as an example, and its first final Douban score is 75 points, and the scores of the next two parts went all the way down, respectively 54 points, 48 points, of which the score of "Ode to Joy 3" has also become one of the lowest scores among the Noon Sunshine TV series, and the market once regarded "Ode to Joy 3" as a TV series that smashed the Noon Sunshine signboard.
In 2023, Noon Sunshine will enter the "low broadcast year", and only one TV series "Ode to Joy 4" will be handed over, and although the final score has increased compared with the previous work, it is only 56 points.
Hou Hongliang, chairman of Noon Sunshine, said in an interview with ** in December 2023, "I believe that "Dajiang Dahe" is still successful, it is especially suitable for China, we use TV dramas to record a period of history, an era, we divided the 20 years of the story into three stages, including "Difficult Manufacturing" in a broad sense, I think this may be a season drama or series suitable for China." ”
We don't reject any type of drama, in fact, I know that "Big River" is still facing traditional audiences, but I just think this kind of drama should be filmed, and I and the company and the team like to do it, and I think it is meaningful. And whether it's a good foundation or an actor, after filming three broadcasts, I still have a sense of honor. Hou Hongliang also said.
Chinese young playwright and director Xiang Kai said in an interview with a reporter from China Times, ""Dajiang Dahe 3" is more about Noon Sunshine relying on IP series to drive benefits, judging from the ratings and word-of-mouth of the first two films, "Dajiang Dahe 3" can evoke the memory of an era, and undertake the popularity of "Flowers", win the love of the audience with high-quality content, and gain a good reputation. Xiang Kai thinks.
New pressures in the period of opportunity
Time**, in addition to only one "Ode to Joy 4" will be broadcast in 2023, a total of 5 works will be released in Noon Sunshine in 2022.
"The Beginning", which was released at the beginning of 2022, received a good reputation, while "Meeting Season", which was released in February, only received 4A Douban score of 8 points. "Welcome" was released in May, and word of mouth improved, but after the release of "Ode to Joy 3" in August, the score bottomed out again. Two dramas with less than 5 minutes appeared one after another, and the doubts of the noon sun gradually sounded. At the end of 2022, Noon Sunshine released "County Party Committee Compound", but the final Douban score was only 67 points.
Xiang Kai believes that Noon Sunshine has also wanted to get out of the quagmire in terms of content and break through the bottleneck of content in the past two years, but its innovative content has not been praised by the audience, nor has it won good economic and social benefits.
In 2023, the "cold year" of Noon Sunshine, iQiyi will produce "Hurricane", Tencent will produce "The Long Season", and Youku will also produce Hong Kong dramas such as "News Queen", which will become works with high reputation and volume in 2023.
Hou Hongliang said in the above interview that they will also pay attention to many dramas when they are broadcast, but the noon sun is at the angle of being stared at most of the time, so they should be more cautious about the content. He also said that on the one hand, he respects the market, and that in order for content companies to survive, they must be confirmed by the market; On the other hand, they are more reluctant to summarize the experience of the market, and they are afraid that it will stifle innovation, so that everyone can do it according to experience and become a kind of production line creation.
Since the end of the epidemic, TV stations have been in decline, and resources and production have been concentrated on several long-term platforms, but they are facing the impact of short-term platforms, and the growth of users has reached a bottleneck. When the industry reaches the bottom, where should practitioners go, and I also hope to see this period as a period of industry recovery. Hou Hongliang thinks.
In the past few years, the drama industry has been in a low period, and at the same time, the industry bubble and personnel have been cleared significantly, and the development space of the drama industry has become larger, but it has become a rare opportunity period.
However, the number of players in the drama production track is also increasing, especially many film industry directors are also entering the film and television industry. In 2023, Feng Xiaogang will re-enter the field of dramas and direct the first suspense web series "Echo"; "Flowers", which will be broadcast in 2023, directed by Wong Kar-wai, is a double harvest of word-of-mouth and ratings, even if the show has ended, the popularity is still continuing.
Xiang Kai analyzed that in recent years, the number of directors and screenwriters who produce high-quality drama content in China has increased, and Noon Sunshine has long been unable to become a monopoly, Wong Kar-wai , Feng Xiaogang, these well-known directors in the film industry have also entered the drama war, and will use film-level creative techniques to produce dramas, which will cause a lot of pressure on traditional drama directors and screenwriters, and the way of eating the old book is destined to not work.
Noon Sunshine has not broken through the content bottleneck in the past two years, although they have classic IP, but they do not reflect the level of IP in the director's shooting and post-production, and Noon Sunshine also needs to review its own production team. Xiang Kai further said that in the past two years, the audience's taste has also continued to improve, forcing the production team to grow, and to break through, innovate and upgrade in content; Drama production companies should reserve a large number of outstanding talents and high-quality content, and use capital on content, which is the future development direction of drama producers. A few days ago, a reporter from the "China Times" interviewed Noon Sunshine on related issues, but did not receive a reply as of press time.
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