The recurrence of the TV drama re-starts, and in 2018, the "Network Battle" was upgraded.

In 2017, it can be said that several top-ranking comprehensive video sites completely ushered in the spring. In 2017, people became accustomed to the existence of paid-on-demand. The video site saw a clear and clear path. Users used the purchase of membership to bring considerable benefits to video sites. On the other hand, because video sites are not geographically restricted, they have promoted high-quality home-made programs to the entire country and even the international community. They have played the role of producer, and have collected a large number of user groups through a large number of reserved programs. This year, video websites became the most important platform for entertainment traffic aggregation. Another important point is that many high-quality, strong lineups have given up the first broadcast of the television station to be broadcast on the Internet platform, allowing video sites to stand upright in the “pre-network backstage” war.

From the official data of SARFT, we can see that the scale of online video users is very large. The “2016 Tencent Video Index of the Year” previously published by Tencent video can also be seen in the vastness of this user market: As of September 28 this year. Tencent's video app alone has more than 150 million live users and more than 540 million monthly activities. The total video users watch more than 3.2 billion hours per month on the Tencent video app. Therefore, the huge market explains the root cause of the dispute.

Although the golden screen of TV dramas is strong, it has always maintained a high degree of user attention and user stickiness, but the data of TV dramas on the Internet is just as powerful: Tencent Index report shows that in the more than 230 new plays on Tencent video lineup this year, "Open the Moon" is ranked first in the year's TV drama with 12.683 billion playbacks. "Chu Qiao Biography" and "Three Life III Peach Blossoms" closely followed by 12.437 billion and 10.402 billion respectively, becoming the traffic winner this year. The concept of playing 10 billion, I think we all understand.

The single tripartite data, represented by Sophora, can no longer fully demonstrate the popularity of TV dramas. Because the Internet platforms have huge audience ratings, they are qualified enough to capture the TV market, such as this year's video website to grab the "Military Union." "The spring breeze ten years, not as good as you" "General in the" "Kyushu sea pastoral cloud in mind" and other major broadcast rights, and even launched "Ghost Blowing" series of drama, "White Nights" "River God" "Inadvertent Mage "And so on alone broadcast directly on the standard TV station prime show.

The “Military Teachers' League” is Xiaobian’s most iconic event for 2017 “Premise Network Backstage”. The network was broadcast 19.5 hours earlier than the TV station. This has never happened in recent years. Since then, a series of big plays have been chosen. The network broadcasts first, reflecting the fact that video sites are first broadcast and gradually accepted by the drama.

These investments involving hundreds of millions of major dramas are broadcast on the Internet first. They can quickly achieve cost recovery and even achieve large profits. Take the "Military Servicemen Federation" as an example. Some say that their investments amount to 400 million yuan, and there are also claims that together The publicity fee amounted to 500 million yuan. Youku had purchased network broadcasting rights for 8 million yuan per set and a total of 336 million yuan. Jiangsu Satellite TV and Anhui Satellite TV obtained a joint broadcasting rights with a total of 2.8 million yuan and a total of 117.6 million yuan. There are 42 episodes of the half, and the sales revenue of the optical broadcast platform is 453.6 million yuan. Even if calculated according to the cost of 500 million yuan, the income can basically be equal to the cost. From this point of view, the first-to-market network platform has strong financial resources. Only the copyright of a broadcasting channel of Youku covers more than half of the cost of the network, plus the copyright purchase of the simulcast platform, and then exerts some brains on advertising marketing to make a steady profit. It is simply the best result that any production company expects.

"The first network backstage" is not an accidental phenomenon, and it is changing from the original rogue drama to the exquisite content. Since the second half of 2017, the broadcast methods such as the "Unmatched World" and "The Tigers Alliance" have chosen to be the reality. It is the trend of re-shuffling the broadcast platform.

The screens of television stations and network video platforms have formed a long-term confrontation. Although the Internet platform bid is higher than the TV station, there are also more diverse ways to recover costs and realize profitability. It can be said that both the film side and the platform side win together. Video sites have joined the content wars nowadays. Obtaining head and S-level episodes is also a good strategy to consolidate their industry status. TV stations are at a disadvantage in this regard.

Compared to traditional TV stations, the rise of the Internet has led to an ever-expanding audience and a clear young trend. The "2017 China Internet Audiovisual Development Research Report" has also shown 131 online dramas that have played over a billion games this year. Among them, 37 played more than 1 billion times, 12 played more than 2 billion times, and 1 played more than 10 billion times. There are also statistics showing that in 2017, major video sites have paid 80.3 billion paid-up plays, accounting for 96% of the total. In all major video network dramas, paid-drama accounts for nearly 90% of the total. The drama accounted for 93% of them. It can be seen that the online platform is doing its utmost to take the initiative. The upcoming 2018 trend is even more obvious. Many major dramas have already established a network broadcasting platform.

Television stations and websites are the two major broadcast channels. Audiences have long been accustomed to categorizing episodes with television dramas and network dramas. However, the initiative of the two platforms is constantly changing, and the participation of websites in drama production is getting higher and higher. As the quality continues to emerge, the classification methods of the past have gradually changed. Both in the industry and in the industry, they all promote the use of unified standards to review and evaluate dramas. Online and offline are no longer differentiating standards. Instead, users, media, and business models are different. specialty. Video sites have long been targeted, ambitions have faded out, and membership fees are an important development direction for them. To attract users through S-series plays, using high-quality content to increase user conversion rates is one of the means.

Today, it seems that the rapid development momentum of the Internet platform seems to be good for the industry. The production of TV dramas requires the participation of more and more platforms, in-depth cooperation to achieve a win-win situation. In any case, the TV station looks vulnerable, but the prime mover remains strong. The snares between resources on the network and status will continue to expand in 2018. However, behind the war, both sides are looking for a more stable one. The way of existence and survival, the entire industry must also move toward a more healthy and orderly development. However, what will happen in 2018 will be significant and interesting. We will wait and see.