“The plot is not enough, the rebroadcast comes together”, “I used to watch TV series in commercials, now I watch rebroadcasts in TV series”…Before the start of the new series, the content of the previous episode was repeated extensively, which has become a widely criticized “new” in the TV series industry. Water injection phenomenon”. Recently, the State Administration of Radio and Television issued a document that clearly stated that “if there is any overlap between the ending screen of each episode of a TV series and the beginning of the next episode, the duration shall not exceed 30 seconds”, which can be called “prescribe the right medicine”.
The phenomenon of “water injection” in the TV drama industry has existed for a long time and has attracted the attention of the competent authorities. Why can’t the water be squeezed out after repeated measures? The underlying reasons are worthy of reflection.
Unlike movies that directly face the audience, TV dramas have to sell their copyrights to professional video platforms and TV stations before they are released. Under the “set-based pricing” transaction model, the more episodes and the larger the advertising space, the higher the revenue of the TV drama production unit. Therefore, without increasing the cost, using crazy flashbacks, slowing down the speed of speech, supporting roles and adding dramas, etc., extended the drama to integrate the “hidden rules” of the industry.
At the same time, falsification of ratings is also a “hidden rule” of the industry. TV stations have obtained more and more expensive advertisements with high ratings; producers can get the TV station’s payment faster; advertisers can take advantage of high ratings…this “win-win” business Perhaps it is difficult to eliminate the accumulated abuses in the TV drama industry.
The “water review” created by spending money on marketing is tantamount to another type of “data fraud.” During the broadcast of the TV series, the producer buys the marketing account of the social platform to rush the data, and then mobilizes fans to scan barrage and search hot searches for the traffic stars, and set indicators for the number of readings and the number of likes…After the TV series is successfully released , The stakeholders naturally earn a lot of money. However, the flow is not equal to the quality, and the “water review” does not represent the standard. Rough manufacturing will eventually lead to vicious competition in the industry, bad money drives out good money, and it is difficult to truly form a virtuous circle of word-of-mouth and business.
It can be seen that squeezing out the “water injection drama” focuses on breaking the unspoken rules. On the one hand, the set-based pricing transaction model of TV stations needs to be improved. In this regard, the domestic long-term video platform theatrical business model has made beneficial explorations. It regards the theater as a whole to carry out advertising investment and expand new members, which has greatly promoted the leap from quantity to quality of online dramas. On the other hand, the quality evaluation system of domestic dramas needs to be further upgraded. It is necessary to establish a diversified, professional, and scientific evaluation system to make audience satisfaction a “baton”. In developed countries in the film and television industry, audience response can even determine the “life cycle” of a TV series. This kind of audience supremacy concept is worth learning and learning from.
In the long run, squeezing out the “water injection drama” will require joint efforts from multiple links. TV stations and video platforms must establish brand awareness and polish up the “golden signs” with excellent dramas; production entities must have a sense of awe and shame on rudeness; at the same time, the competent authorities must also thoroughly rectify the problems of falsified ratings and sky-high prices. Promote the high-quality development of the TV drama industry.
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