This year's Spring Festival film and television market has been reported frequently. A number of masterpieces in the film market jointly promoted a new record of 8 billion+ total box office; On the TV side, many big dramas broadcast by CCTV before and after the Spring Festival also staged popular results across the board. Among them, "South to North" landed on CCTV eight sets of ** time period on February 6, according to Kuyun data, its peak ratings of CCTV eight sets exceeded 4%, breaking the first file record; On February 13, "Fireworks People", which was broadcast on CCTV in a ** time period, CVB showed that the ratings of the broadcast broke 3% and continued to rise; There is also "The Case of Tang Di Gong", which landed on CCTV's eight sets of sub-** files, and the average ratings ranked first for 6 consecutive days.
It is worth noting that these affirmed dramas have also received high attention on the Internet and continue to detonate topics, and this is not accidental. In the past concept, there are large circles and aesthetic differences in the market at both ends of the Taiwan network, so they cannot be bothHowever, in recent years, the main station has repeatedly created double-ended "hot models".Taking the Spring Festival period as an example, in the past two years, there have been excellent works such as "The World" and "Hurricane", and this year, "South to North", "Fireworks People", "Tang Di Gong Case", "Mi Xiaoquan Goes to School Season 2" and other dramas are popular at both ends, which makes people see the further breakthrough of the main station in the field of TV dramas.
Behind this, the TV series of the main station have not only been upgraded at the level of content, but also realized the opening up of multi-scene operation capabilities at the moment of development and innovation. And these strategies have opened up the audience barriers at both ends of the Taiwan network little by little, realized the same frequency resonance of multi-circle audiences, condensed the national consensus of "big dramas watching the main station", and promoted the breakthrough of the main station's TV dramas in more dimensions such as market value, industry value and social value.
Good content
Create a "full circle" broadcast tape
Empathize and resonate with the audience with heart and affection
In recent years, generations such as the gradual formation of families have stimulated the growth of the "living room economy", and also allowed TV audiences to enter a new market era with more circles pouring in. TV content is also changing under this trend, and it needs to meet the needs of the current audience in terms of subject matter, casting and aesthetics. There are also many Spring Festival dramas that integrate young elements in production, such as "South to North", which realizes the impact on different groups through the protagonist combination of Ding Yongdai + Bai Jingting.
At a deeper level, it is the innovation at the content level such as themes, aesthetics, and values, and to create a broadcast belt with the attribute of "full circle" with "good content" with the present.
The first is the diversity of subject content, and the personalized content is customized for different audience groups in multiple time periodsFor example, there are CCTV set of "Fireworks People" and CCTV eight sets of "South to North", which continue classic TV types such as family dramas and period dramas; and the second yellow file has the suspense drama "The Case of Tang Di Gong", and the noon file has the live-action children's drama "Mi Xiaoquan Goes to School Season 2".It can be seen that the refined broadcast arrangement is carried out in combination with the viewing habits of different audiences; Coupled with the CCTV-8 daytime hit theater, the "Big River" trilogy of three episodes per day is broadcast continuously, which deeply meets the requirements of different groups.
It should be pointed out that these drama genres themselves have also achieved innovation in narrative themes under the overall requirements of the content upgrade of the main station. For example, "South to North" puts the story of two generations of police officers on the screen, although it is still a public security drama, but the stories such as anti-pickpocketing, anti-abduction, anti-narcotics, and line patrol that occur in special scenes bring freshness in addition to tension and excitement; Before and after the Spring Festival, the story on the train, through the interpretation of many stars familiar to the audience, has also become a customized gift for the audience.
Secondly, the aesthetic depth of the drama is iterative. With the gradual maturity of the market and the preference of more young audiences for content, the current dramas are opening up new ideas in terms of character building and service.
For example, the costume detective drama "The Case of Di Gong of the Tang Dynasty" has carried out a deeper excavation and deconstruction of the traditional public case drama, not only giving the detective story a deeper analysis of human nature and the struggle of righteousness at the content level, but also creating a flesh-and-blood group portrait, depicting a series of "real people" with their own struggles, pain and searching, especially Di Renjie, who is still young, is far from being the "old man" who is more intelligent and close to the demon later, is a young man who will fall into a trap, be confused, and will be indomitable for the righteousness in his heart. The down-to-earth growth story makes the audience more identifiable.
The third is empathy and resonance in value expression, which has also become an element that young audiences have paid special attention to in recent years. In "Fireworks People", the strength of the old lady, the stumbling between sisters, and the collision of life ideas between generations, although it is still a family drama, the issues discussed are new, the dilemmas faced by the characters, and the way families get along are also new.
Including the new parent-child relationship in "Mi Xiaoquan Goes to School Season 2", and the struggle of "Fighting Waves" in the "Big River" seriesThe drama broadcast tape created by the main station during the Spring Festival has prepared enough high-quality "spiritual New Year's goods" for the audience with multi-dimensional innovative content such as diverse themes, aesthetic innovation, and value resonance, and the audience will also vote with the remote control to stay for the intentions and ingenuity in and out of the play.
Good interaction
Integrate ** to open up multiple paths
Create an immersive scene for the audience to watch the drama
In recent years, when the platform has attracted more circle audiences with good content, young people will also express their love in their own way, and a new relationship with strong interaction has gradually emerged. Creating a platform for viewing and communicating outside the theater and releasing the value of the long tail has also become a new requirement for creating an immersive full-scene for the audience.
Relying on high-quality innovative production, the TV dramas of the main station have shown extremely high popularity on Weibo, Douyin, Douban, Xiaohongshu and other social drama viewing decision-making platforms. Taking Weibo data as an example, before the deadline, "South to North" achieved a total of 627 on the list, and the main topic of "South to North" has a cumulative reading volume of 2.5 billion+; "Fireworks People" has been searched 692 times on Weibo, and 107 times on the main list and entertainment list. At the same time, the main topic of Douyin of "South to North" has a cumulative volume of 5 billion, and 245 10w+ popular models on the whole network, topping the list TOP1 many times.
Behind this, it is inseparable from the new first-class operation ability of the main station's TV dramas, showing the advantages and accumulation of long-term deep cultivation of the audience market, and being able to keenly reach different circles to create circle topics.
For example, around "The Tang Di Gong Case", the CCTV TV drama new ** matrix released the trailers and posters of the cases such as "The Screen Case" and "The Phoenix Seal Case" on the official Weibo of the series, and the official WeChat of the CCTV TV series released the article "Fire to Overseas!" The results of these dramas are really eye-catching", which helped the topic fermentation of the show's overseas dissemination; Another example is "Mi Xiaoquan Goes to School Season 2", on the day of the broadcast, Du Hua and many other artists called, and the topic Du Hua urged you to go to school was derived, etc., and at the same time, it also linked vertical blogger Lei Ming and others to further ferment the topic in combination with the plot.
At the same time, this is also inseparable from the operational results of the new ** account of the main station's TV dramas, creating communication positions on different platforms, and showing the ability to have efficient dialogues with mainstream audiences. On Weibo, the number of readings of topic words exceeded 226 during the Spring Festival80,000; CCTV TV drama Douyin from February 8th to February 16th** volume reached 5300 million, 402 likes80,000; In the main position of the central **, a theme page was also created for the Spring Festival main station drama, as well as "one-click review!" 2023 Main Station Excellent Dramas" and other topics, the account "CCTV TV Drama" has reached 16.51 million in a single week.
In addition, a series of special planning of CCTV TV dramas has also created new topic scenes and immersive viewing spaces. For example, the launch of the Actors' Spring Festival Duty Plan is specially planned, and a total of nearly 30 actors such as Wang Yang, Zhao Youting, Yang Chaoyue, Jiang Xin, Li Jian, Yin Tao, Zhou Yiwei, Wang Likun and so on are invited to participate in the event, and the reading volume of the main topic words on Weibo is 202790,000, 27 ** released on Douyin, with a cumulative ** volume of more than 105890,000, with more than 6 likes20 thousand.
Different paths and channels are driving the Spring Festival dramas of the main station to break into the public eye in turn, and they are also feeding back the ratings data and further pushing up the discussion. This kind of interactive relationship shows the innovation of more concepts and operations in addition to the content of the main station, forms a closer and healthy platform relationship, and presents the unique innovative spirit and value orientation of the main station.
Good value
The temperature is full of "spiritual New Year's goods".
Achieve multi-dimensional resonance with the market and industry
Relying on good content and good interaction, the main station's long-term in-depth cultivation of high-quality content and new first-class upgrades are realizing positive rolling and cashing in more diverse and long-term value.
This is going to talk about a "pearl" on the "belt" of the TV drama broadcast of the Spring Festival Main Station - the second annual ceremony of CMG Chinese TV dramas, known as the "drama night". The reason why it is called "pearl" is because:It can be said to be the concentrated release of the energy of the main station's dramas in the past year, which not only shows excellent data performance in communication, but also reflects the more diversified value achieved by the main station in the field of dramas.
Statistically speaking, the ratings of "drama night" are 201%, the audience share is 855%, ranking first in the ratings of programs in the same period in the country, and the main topic of the Chinese TV drama annual ceremony also ranked first on the Weibo live chat list; As of February 11, the festival has won more than 320 hot searches on the whole network, with a total of more than 6.7 billion readings on related topics, a total of more than 1.4 billion, and a total of 1700 million people.
The value reflected is the first value of the industry, and the annual drama ceremony of the main station proves that the audience loves to watch good dramas, and is willing to speak out and communicate for good dramasThis is also why the CCTV TV drama official shakes a "You Benchang won a lifetime achievement artist" can achieve a **amount of 520710,000, 88 likes40,000; The big drama brand formed by the main station still has a leading public centripetal force, which is then manifested as a mechanism for promoting dramas and pushing people with high certainty for the industry.
The second is market value, with advanced operating concepts and innovative content services, TV dramas on the main station have maintained radiation and stickiness to mainstream audiences for many years. The Spring Festival schedule has become an amplifier of this value, and in the family carnival scene, it is guided by mainstream values and public aestheticsFind the greatest common divisor of the audience's content and spiritual needs.
The third is social value, the main station expresses the content with contemporary, oriented and profound content, and provides the audience with warm, broad and in-depth "spiritual New Year's goods" during the Spring Festival. Through the "Drama Night", the main station also further expressed the orientation and responsibility of content creation at the moment, concretely showed the spiritual inheritance of TV drama people, and also set the wind vane of content creation.
The performance of the TV series of the main station during the Spring Festival can be said to have handed over a confident answer sheet, further giving full play to the role of the main position of the mainstream, condensing the content, delivering value, serving the public with heart and affection, and sticking to the responsibilities and positions belonging to the main station.