Low-cost homemade dramas can also earn high returns

Absrtact: In recent years, although the major video sites have been exerting their own drama market, but due to the popularity of Internet users generally recognized works very few, the whole homemade drama market development can only be described in a tepid. However, a good man named Tang Dynasty

In recent years, although the major video sites have been exerting their own drama market, but due to the popularity of Internet users generally recognized works very few, the development of the whole homemade drama market can only be described as "tepid". However, a "good Man in the Tang Dynasty," a network of homemade drama online one-month playback volume will be more than 200 million, so that the increasingly deserted homemade drama market again fire up. In this respect, the industry said, the network of homemade drama market potential and not only this, video site if you want to profit from it, the content is far from enough, but also from the broadcast channels, publicity and other aspects of efforts.

Low-cost homemade dramas can also earn high returns

According to statistics, is still in the aggressively of the network self-made drama "Tang Dynasty Good Man", the first day of online clicks has been a breakthrough in the number of Baidu in the series of ancient costume drama search ranked second. In this regard, the production of the film, the general producer of the 郝舫 to Beijing business newspaper reporter said, "The Tang Dynasty Good Man" has achieved high degree of concern has exceeded our expectations. From the point of view of the user, less than a month's play will easily break billion, or even more than some of the TV hit show attention.

In 郝舫 's view, "The Tang Dynasty Good Man" success, first based on the novel over the years accumulated down the reader base, "in this homemade drama, we have mastered a lot of data on this novel, such as clicks, Baidu Search index." So from the very beginning we have a lot of confidence in the audience base of the play. On the other hand, although the play is not like the traditional TV drama as a big star as the protection of the audience, but the humorous network language and comedy plot settings, but more easily let netizens and viewers to form a sympathetic chord.

When asked about the "Tang Dynasty Good Man" of the revenue situation, 郝舫 told Beijing business newspaper Reporter: "Generally speaking, the production cost of the network homemade drama is the same type of theme TV production cost of 1/4, and this is the highest standard, it is equivalent to millions." With the "Good Men of the Tang Dynasty," the amount of clicks now reached, we have already withdrawn the input. ”

With the low cost and high popularity, the commercial value produced by the network is not to be underestimated. In this connection, Youku related director Liu said that the network of home-made play commercialization of the main way to rely on advertising implantation. But as users ' attention continues to rise, there are a lot of possibilities in the future, in which the user pays is the inevitable trend, "we launched this year's" Hip Hop Trilogy "For example, in the Youku network line broadcast when the pay situation even more than the" juvenile fantasy drift "and other blockbusters; Another possibility is the diversification of the brand, For example, our "Miss Puff" has its own shop on the cat and its derivatives are very popular in the audience.

Rely on custom theater to expand broadcast channels

Despite the huge profit margins of online homemade dramas, but for most video sites, in Toupai homemade drama is still relatively rational, a website staff to Beijing newspaper reporter frankly: "has been, homemade drama because of the quality of good and bad, in fact, really can say to make money without several, want to make money by what?" the bottom line is the amount of clicks, There are clicks on the number of people who advertise, do implants. ”

In recent years, the popularity of the network homemade drama, from the earliest breakthrough 200 million hit the "Hip-Hop 4 Ensemble", online 16-day traffic broke 200 million of the "north-east past the underworld 20", to set 1 billion total number of "Women help Girls", two weeks traffic breakthrough 100 million "I conceived your child", and today's " Good man in the Tang Dynasty, most of which are produced by the music video network. In this respect, 郝舫 proudly told the Beijing Business newspaper Reporter: "If only one or two play success, it may be our luck." But in the current video of all the homemade dramas, there is no failure, this is not an accident. ”

Through the user's browsing habits survey found that at 12-14 noon a day lunch time, has become the 19-23 video site after the "late peak", another user to browse the most concentrated period of video. To strengthen this trend, the video network this year launched the midday homemade theater, the purpose is to catch users after lunch in the "fragmentation" time, so as to cultivate the user's viewing habits.

"It's time to make a homemade play every Monday to Friday," he said. This requires us to the network of homemade drama input and production process more accurate, otherwise we will open the skylight. TV dramas are not the same, are specifically targeted at a platform, or for a satellite TV, are first shot, shot out after the investment. and homemade drama is not, in order to avoid limbo, I am now preparing for the play next year. ”

With more targeted broadcast channels, in order to further attract users, the production quality of the network homemade drama also needs to be continuously improved. 郝舫 revealed that the music network has a rigorous production process, from each self-made drama project, to the budget usage, have very strict requirements. Take "Good Man of the Tang Dynasty" as an example, although the day in the midday homemade theater broadcast only 20 minutes, but the production requirements and a set of 45 minutes of regular TV show almost equal.

"It can be said that our network of homemade drama if put on TV broadcast, there will be no color and picture quality problems appear, because our broadcast standards are in accordance with the Star TV broadcast standards to make." The production cost of TV dramas is often very high, in fact, the investment in the recruitment of stars is very large. But the audience of the network homemade drama actually does not care about who the play is, they actually more care about whether the plot is attractive enough, the picture is good enough. 郝舫 further explained.

The promotion should pay attention to the seasonal change

Today, the success of any film and television works can not be separated from publicity, because the present is not the "wine is not afraid of the alley deep" era, and then a good play if not pay attention to publicity, it is likely to be difficult to harvest the expected results.

In this respect, 郝舫 said, marketing promotion also should follow the seasonal change. "To the next landing music as the midday homemade theater of the urban theme homemade drama" Pmam ", why to push the play at this time we are also through the systematic market research. On the one hand, because in the "Pmam" there are many responses to urban youth nightlife drama, and young people's nightlife in what season the most frequent? It must be summer. On the other hand, these plays will have some drinks, wine implantation, choose to broadcast in this schedule, but also can better achieve the brand of advertising customers implantation effect, in line with the peak sales. ”

In addition, for the propaganda of the network homemade play, the pertinence is stronger, the effect will be better. 郝舫 told Beijing business newspaper Reporter: "because the broadcast channel and the traditional TV series is different, we will direct a play to the target audience there." To "The Tang Dynasty Good Man" as an example, its target audience often go to Baidu's which bar, love which social networking sites, we will be very accurate to the play related promotional materials to those places to go. ”

"The most obvious difference between a web-made play and a traditional TV series is in style and subject matter." And as the two continue to develop and learn from each other, these differences will gradually fade. Today, for example, traditional TV dramas are also drawing on the promotion of online homemade dramas, using microblogs, micro-letters, social networks, etc. In order to further develop their own characteristics, show their own advantages, occupy more market, should try to make full use of their own network characteristics, from the preparatory period began to interact with the audience, and let it participate in the whole process of writing, selection angle. "said 郝舫