The birth of the network big play

Jing Ulrich's love of rock and roll 郝舫 has been a university teacher, website director, STAR TV producer, published influential rock and pop culture works. Now, the identity becomes "the music net chief producer" He is called "The Godfather of the network play" by the circle. At the beginning of the year, the screenplay creative team of the original business department will be called "the Tang Dynasty Good Man" network novel on the 郝舫 desk, on the Internet, "the Tang Dynasty Good Man" of the highest number of clicks on the day more than 80 million, the drama depicted in the Tang Dynasty Green Mountains and waters, ordinary life "farming flow" story attracted a lot of big big fans such as the Wealth of God. 郝舫 that the network novel adapted into a homemade drama must be able to fire. However, the reality is twists. Research and development mode when the first to find "Tang Dynasty good Man" author half proposed adaptation, was directly rejected. "The Tang Dynasty Good Man" is not suitable for the adaptation of film and television works, because it does not have a very fierce conflict. "Half worry, no ups and downs of the plot, rely on the story is difficult to impress netizens." "We've had this concern, and the team has had a rather heated debate," he said. But in the end we believe that with the unique rhythm of the Internet play choreography, netizens love the way clips, you can attract and impress the audience. "郝舫 said. To this end, 郝舫 also took out the music to create the flow to prove to half: 2012, the first network of video-making drama "The northeast past the underworld 20" 16-day traffic broke 200 million; then, the fashion city drama "Women Help Girls" set a 1 billion flow record. 郝舫 also told half that the adaptation would fully respect the original works, and that in addition to the necessary logic and character adjustments required for filming, the wonderful parts of the novel would be preserved as much as possible. Finally, in 郝舫 "restore the author's mind Prosperous Tang, the protagonist's wonderful encounter into a graceful, magical, interesting dream" under the commitment of half was persuaded. However, in the case of TV court play and cross play, how to find a selling point for the good man of Tang Dynasty? Through the discussion, the creative staff will be set as follows: No Gongdou intrigues, full of interesting level of life details, with a variety of "play" the Tang Dynasty's funny experience to win. A modern male white collar to the Tang Dynasty, the application of modern technology paper making, brewing, cotton, not only to earn the great big, but also the benefit of the people to do the public good, and finally Gaghanjin became a great member of the court. In the end, the "farm stream" of 40 episodes of online drama on demand more than 200 million. "Our creative principle is" grassroots ", compared to TV dramas, the network plays more civilians. "Le Vision net COO Liu says, so the script is adapted by the network novel more." "North-east past the underworld 20" adapted from the Tianya 2009 most popular network novel, after the video network and Tianya began to recruit excellent online script. In addition, there are two of the content sources and the original, such as "Women help Girls", the second is customized, such as "I am Kang Congming". In early July, the second season of "Women's help Girl" was turned on, Ganvi as producer. Two years ago, she set up Le Yuwei with actress Xiaolu.Film studio, known as the First "2.0 Times film studio." Ganvi said that the so-called "2.0 times" refers to the operation of the big play, pay more attention to the cultivation of Internet users participation. The producer and the Netizen discuss the plot development together, even by the Netizen decides the story ending, collect the actor from the Micro-blog, lets the netizen directly participates in the role creation and the performance and so on. For this reason, the second quarter of "women help Girl" into the latest comments and ideas of netizens. Ganvi's description of the process of revising the script is, "the creative staff meeting to change the script is a heated debate, often a turning point, there are 100 possible plot changes." "In the music as the original division, there are editors dedicated to the collection of popular network novels, watch a variety of video, looking for topics, each person a year on average to read 30 million words of the network works, equivalent to 80 of the network novel." And two years ago, le Vision began in the major network literature website "Enclosure." "Almost every online literature site ranked top 20 of the work, we have bought it." If you shoot them in succession, you should be able to hold on for at least two years. "郝舫 said. After the topic is reported, 郝舫 will carry on the preliminary examination to it, grasp the general direction, see whether the content is in line with the state's demand for film and television dramas; later, the producer and the review committee colleagues on the adaptation feasibility of a detailed assessment, gathered the director, sales, marketing and other professionals, a further comprehensive check to ensure the quality of production content. Finally, the review report will be submitted to the Board of Trustees for approval of the project. The production process of the drama and the Big Data network is almost the same as that of the traditional film and television: writing plays, selecting actors, scheduling, choosing a scene, showing a mirror, trying makeup, auditioning, and so on. But in the subject matter and content style, the network play's processing way but is different from the TV series. Web-made dramas are bigger in content than TV dramas, because they are different audiences. TV drama audience age level is large, viewing habits tend to slow pace. Video site audience's viewing habits tend to be fast paced, younger. In addition, a lot of controversial topics and content, in the television station can not broadcast, the network homemade drama has become a very good content bearer. In addition, the Web-made drama more serious comedy effect, each episode length is generally 20 minutes, "sketch" is the basis of the script. In Youku has Lianbo Four seasons of "hip-hop quartet", Sohu (64.55,-1.82,-2.74%) video of "Cock Silk man" and "My best is the former", are all rely on the piece support, "Cock Silk man" a drama probably used to 66 pieces, the drama writer "Lyapunov has the pear" by the circle called "The Satin God". The use of large data is another major feature of the network play. According to the analysis of viewers ' data, the author makes the plot and arranges the star lineup, and also includes the research on the trend of popular culture and the psychology of audience appreciation. "Women's help Girl" the cast will make the network evaluation in real time into detailed report feedback to the creative team; as a fashion show, the cast will have full-time staff to capture the most popular fashion collocation and fun. Ganvi was worried about how to interact effectively with the audience when the first season of "Women's help Girl" started. So the playThe use of the production model is edge-sowing edge shears, if the user said the pace is too slow, in the back of the series to cut the pace faster. To this end, she developed a habit is to open her eyes every day and before bedtime, to browse through the audience evaluation, at any time to trim the footage. The first season just finished, the cast on the internet on the next season shooting ideas to recruit "hero posts." The key to the interactive design of the network plays is to arouse the subjective initiative of the audience. "Famous TV drama director Zheng said," The United States this year's network play "card House" the most typical, it in the selection of corners, plot settings, such as the application of large data to a new height. In fact, in the domestic, and the audience interaction, in the network of homemade play field has been a certain degree of attempt. "The birth of a large number of large-scale network of National party is a symbol of the entire network video of self-control, from the style, expression, production sophistication is gradually getting rid of the cheap and shoddy before." In fact, compared to the TV market, the advantage of the Internet play lies in the cost and ROI. According to 郝舫, at present, the biggest source of income is the Web play ads clicked, a click to reach 200 million times the network drama, to the platform to bring the revenue and the total price of tens of millions of TV series, but the cost may only be a fraction of the latter. For example, "Women help." Girls, the cost of investment in tens of millions of dollars, in the play before the launch, sponsorship and sticker advertising costs have been recovered, and ultimately profitable. In addition, if the implanted ads do well, the benefits will even exceed the click Income. These are the main reasons why video sites are flocking to online dramas. Correspondingly, the Chinese TV drama market is coming to a critical inflection point. June, the State press and publication of SARFT "22 provisions" circulated in the public, the TV series broadcast set number, theme, period and so there are clear restrictions. At the same time, the production cost of TV dramas doubled. A person in the industry said: "2005, 600,000 yuan a set of high costs, 2008-year high, 2010-year low, to 2012, 600,000 basic finish." On the other hand, data show that in 2010, TV dramas produced 14,000 episodes. By 2012, only 21,000 episodes were issued, with a total of 7,000 episodes for the full year, based on two episodes per day during prime time. This means that, in 2012, a total of about 14,000 episodes, about 600-650 works did not broadcast, the investment side is not return. Apparently, when more and more users are accustomed to watching episodes on the Internet, the Web-made drama seems to have a broader new world. In this regard, 郝舫 that the network play presents four trends: first, the traditional film and television circle of heavyweight figures, including directors, producers and actors will increasingly join the creation of the network-made drama. Secondly, the interaction will be stronger. Network users can not only participate in voting cast, set the plot, and even can change the direction of the plot at any time and the final outcome. The internet drama will become a national party. Third, based on large data production, operation network drama will become a standard, users just log on to the video site, each click, play, or even watch a few minutes to close the video, productionThe raw data will be analyzed in the background. This is the Internet play compared to the congenital advantages of TV dramas. Four, the network of homemade drama will gradually have a truly networked advantage of the transmission mode and broadcast mode. The use of micro-bo, micro-letter, APP, APK and other interactive tools, to achieve the social media explosion propaganda, but also binding cloud platform, and gradually produce a new promotion model. Multi-screen linkage ecological chain in addition to advertising revenue, the network plays in the entire video site's ecological chain also played an important role. "In the future, the video industry is no longer a point to point competition, but between platform and platform." "Le Vision Network Chairman and CEO Jia Yue Pavilion to the video industry in the future competition pattern has such a summary," strategic leadership is the future support video site sustainable development of the most important indicators. Liu revealed that "homemade content is one of the most important ways for us to differentiate and compete, and play a key role in the content + Application + Terminal + Platform ecological layout." He pointed out that, in this chain, cloud video platform and e-commerce platform, responsible for distributing content and hardware products; the content layer includes music video, music purchase and homemade copyright program; The terminal layer is a variety of terminals including Super TV, intelligent terminals, as well as LeTV UI operating system, is content to achieve the carrier; application Layer ( LeTV Store), like smartphones, can make TV a big screen extension of Internet life. In fact, multi-screen linkage has entered the layout of all the video bosses. Recently, Youku Potato (23.89,-0.12,-0.50%) issued a multiple-screen linkage strategy, Youku Potato President Wei said, "and the previous video site emphasis on the three-screen layout is different, the future of the three screens will be a seamless transfer, that is, in the PC to see half of the series, can be scanned by two-dimensional code, Photo links and other means of direct transmission to other terminals continue to watch. With the advent of the "multi-screen interaction" era, video companies are scrambling for mobile-end markets and looking for more profitable models. Who takes the lead in capturing emerging terminals means they are expected to occupy the new terminal's advertising pricing power. This year, the music vision of the launch of the video box and video TV, these runways have been set up, the content is a key link, and original content innovation and enrichment becomes very important. "In the future, we hope to distribute these video content without the opportunity to be released, but not without the audience's attention, through the video terminal." The Jia Yue Pavilion points out.