Online dramas are ushering in a good era when the tide is booming and the "money path" is getting better and better.

in the past summer vacation, online dramas represented by "Spring Breeze is not as good as you", "chasing murderers at night", "River God", "undocumented sin" and "Apostle 2" have once again become the topic of public discussion with word-of-mouth and online hits. So much so that some people call 2017 the first year of the popular style of online drama.

the summer vacation has just passed, with online dramas represented by "Spring breeze is not as good as you", "chasing murderers at night", "River God", "undocumented sin" and "Apostle 2". Once again, word-of-mouth and online hits have become the topic of public discussion, so that some people call 2017 the first year of the popular style of online drama.

< strong > Internet celebrities < / strong >

compared with traditional TV dramas, online dramas are specially produced for the computer network, seeking computers, mobile phones, tablets, etc., with young people as the main receiving groups. However, originating from the Internet and based on the Internet is only a necessary condition, not a sufficient condition, to become an "online celebrity".

with the development of the cultural industry, major video websites are not willing to act as a simple player, but gradually begin to try homemade dramas, giving full play to the characteristics of the integration of creation, publicity and broadcasting. For online TV series, it also has a unique condition, that is, as a new thing, it does not need to be examined and checked layer by layer like traditional TV dramas. This is really a good thing for websites that have a lot of hot money pouring in. Under the influence of many joint forces, the online drama finally ushered in a good era of wind and water.

at the beginning, the online drama "raised in boudoir, outsiders do not know that she is extremely beautiful", few famous directors, famous editors, big-name actors join, which greatly reduces its cost to a certain extent. However, the low cost does not mean that its quality must be low, after all, there are many experts "in the folk", or there are many grassroots figures with master potential. To a certain extent, they have become the inherent guarantee of the quality of online dramas, and even many second-and third-tier entertainers have successfully become first-tier stars with the help of online dramas. For example, the online drama "Princess of Heaven's Promotion" cost no more than 20 million yuan, and even counterattacked the traditional TV series "Legend of Miyue", which claimed to have invested 200 million yuan, and became a veritable "Internet celebrity." starring Zhang Tianai is also "bullish" all the way, which is greatly admired!

due to relatively loose management, the creative themes of online dramas are richer than traditional TV dramas, such as fantasy, detective reasoning, thrilling suspense, inspirational blood, time travel, fantasy and truth, and so on. Among the many themes, it focuses on urban life dramas, youth campus dramas and humorous comedies, which are well cut into the daily life of young people.

from the perspective of interactive technology, the full use of on-screen comment thinking makes the producers of online drama understand the preferences and slots of the audience in the shortest possible time at the lowest cost, so as to better adjust the creation. Of course, in the early planning, we can find the market positioning, work positioning and the selection of creative personnel through big data analysis, so as to better cater to the younger generation of audience. In the marketing stage, the leading team can also interact with the audience through live streaming, Weibo, Wechat official account and other forms. All these undoubtedly lay a solid foundation for him to become an "online celebrity". As the saying goes, "he who gets the young gets the world"!

< strong > from the edge to the mainstream? < / strong >

from the original micro-film to the current online drama, as the pioneers of new media film and television forms, most of them come from the folk, grassroots groups, and the investment scale is small, so it is difficult to build them into masterpieces, which undoubtedly makes them in a relatively marginal position for a period of time. With the official background and the prestige of traditional credibility, traditional TV dramas have created a group of loyal viewers and cultivated their long-term viewing habits. This point of online drama is beyond the reach of the dust.

although it is said that "he who wins the young gets the world", comparatively speaking, the life pressure of young people is relatively great, their careers are all on the rise, and the right of social discourse is still relatively limited. this undoubtedly makes online dramas have a mentality of "longing for Shu". "the world of young people" is an incomplete "world" after all! Therefore, the synchronization of the network station has become a new measure of the network drama. The so-called network station synchronization, is the network self-made drama in the website platform broadcast update, but also seek the corresponding TV channel broadcast. For example, the 2016 "Ghost blowing Lantern excellent Ancient City" was launched simultaneously in Oriental Satellite TV and Tencent Video, and "choosing a Day" in 2017 was broadcast on a number of websites and Hunan Satellite TV. On the other hand, "the Alliance of military Advisers of Sima Yi" is broadcast jointly by Jiangsu Satellite TV, Anhui Satellite TV and Youku, which well combines the website platform with "one play and two stars".

is the synchronization of online TV stations the impact of online dramas on traditional TV dramas, or is it the greeting of TV stations to online dramas? This theory may not be clear at 01:30, but taking what each needs is their common intrinsic motivation. While adhering to the network platform, the network drama can be said to be a kind of market expansion to a certain extent through the traditional TV audience. In addition to a small number of homemade dramas, TV stations still play the game of "empty gloves White Wolf", and TV dramas are still an important means for many TV stations to make money. And can integrate the network audience and the traditional TV audience together, can only rely on the quality of the play, "content is king" is an irrefutable truth at any time!

objectively speaking, seeking network station synchronization will also make online dramas face unprecedented pressure. On the one hand, quality is the fundamental guarantee. The previous shoddy production has been completely unworkable, and good production is an inevitable condition for online dramas to "enter the house" on TV stations, which to some extent means that small costs will become a thing of the past. On the other hand, since it chooses to broadcast on television, it means that it must be subject to strict scrutiny by government functions. In this way, the advantages of online dramas in topic selection may also disappear. This is obviously what the producers of online dramas do not want to see.

however, it is an inevitable trend for government departments to strictly manage network dramas, and the network can never be outside the law. At the beginning of 2016, the State Administration of Radio, Film and Television emphasized the unified standards online and offline, while the Circular on several policies to support the Prosperity and Development of TV dramas issued in September 2017 once again stressed the need to implement the same standards for the management of TV dramas and online dramas. At the beginning of 2017, 107 online dramas were removed from the shelves due to the lack of online audio-visual conditions. This may make the online drama face a lot of labor pains. Learning from the bitter experience, strict control of the topic selection and excellent production can only be the fundamental way out of the network drama. Only in this way can online dramas truly grasp the audience. Going to the mainstream is the inevitable choice of the network drama in the future, and being recognized by the mainstream is also the inevitable belonging of the network drama.

< strong > what is the geometry of the online drama "money Road"? < / strong >

however, we need to ask further: if the online drama has really realized the mainstream transformation, will it lose the essential characteristics of the online drama, and it will no longer be the online drama? In fact, the development of any media style is the only way from the initial extensive type to the fine style, just like the metropolis newspaper in the 1990s and the TV news on people's livelihood at the beginning of the new century, when it develops to a certain stage, it must be adjusted accordingly, otherwise it can only be eliminated by the market.

there are obvious problems of shoddy production and imitation in the initial period of online drama. As new things, coupled with the relatively limited number, it is normal for them to be sought after by the network audience in a short time. However, over a long period of time, the aesthetic level of the network audience is constantly improving, and the market competition is also intensifying. If the network drama is always created in this mode, it is bound to move towards a vicious circle and eventually be mercilessly eliminated by the market.

of course, the real creators of online dramas do not want to see this vicious circle. This makes them bound to achieve self-transcendence. At present, there have been many high-quality online dramas that can be called conscience works, whether in terms of investment, or in the guardianship of the script, the performance of actors and even post-production, packaging and promotion have been greatly improved than before. After years of exploration and development, online drama is no longer just "shaking the burden", the "Duan style" of the lower limit of the show, a number of plot dramas that win by plot and performance stand out, and gain a lot of clicks and good reputation. For example, this is the case with "River God", "pursuing murderers by night", "General Boundary 2" and so on.

at the same time, the success of some online dramas has also made the creators of traditional TV dramas see the "future", and more and more famous directors and stars have joined them, such as Li Shaohong, Hou Hongliang, Teng Huatao, Yu Zheng and so on. Is this the confluence of online dramas and traditional TV dramas? In any case, it is an indisputable fact that the creative team of online dramas is getting stronger and stronger.

as the network situation is very complex and the audience appreciates the good and the bad, many online dramas appear in front of netizens at the same time, which is very likely to appear the phenomenon of "Bad money drives out good". National functional departments to strengthen the regulation of online drama, to a certain extent, shoddy works can be excluded from the market, so as to form a virtuous circle of the same competition. In this way, as long as we really grasp the quality of online drama, coupled with relatively flexible financing, convenient interaction and multi-level marketing, it will certainly have a bright future in the future, and the "road of money" is boundless. Online dramas are getting better.

Edit: mary