2021 Q3 Drama Potential Evaluation

正文

请到「今天看啥」查看全文

01

Media investment environment is complex and fast-changing in 2021, especially the content has uncertainty. It is important to choose the repertoire carefully.

The 100th anniversary of the founding of  CPC will accelerate the creation, production of dramas by PSTV and video websites in 2021.  The schedule will focus on main-stream works centering on people, being close to reality, showing rural revitalization, and propagandizing the history of CPC.

NRTA is strict with negatively impacted programs. For example, Youth With You III was taken off the air for rectification because of the “pouring milk event”. Video websites will strengthen the self-examination. Brands should rationally choose proper content and control marketing campaigns strictly.

NRTA strengthened the investigation of entertainment industry, especially for celebrities’ economy and morality. Regulators will firmly examine equivocal contracts and huge fee. The celebrities and actors are also one of the key sectors of media investment, so brands and media agencies should  enhance the comprehensive consideration on them.

The Distribution of Drama Themes（2021.1-4 VS 2020.1-4 VS 2020）

02

The changes of content supply should be closely followed. The ancient court drama maintains steady supply, while the number of modern youth drama peaked in Q2. The modern encouragement, modern love and modern crime contribute more in Q3.

The supply of ancient court drama is steady, while the supply of modern love and modern youth increased. Modern encouragement pieces accounted for the TOP3 from Jan to Apr 2021, which peaked in 2020H2. This trend is supposed to continue in the rest of the year and the amount of modern encouragement dramas launched in Q3 is expected to exceed the amount ancient court, only second to modern love themes. It is worth noting that the exploration of female themes are still going on. No matter ancient dramas or light comedies, both try to integrate multiple elements and current values, enhancing freshness to attract young audiences. For example, The Long Ballad, narrating the story of the youth defending the country, shows the morality and loyalty, which not only corresponding to the mainstream values but also fit female audiences’ needs. The drama received the highest douban score among all ancient court dramas launched from Jan to Apr.

NRTA is strict with the launched content, requiring which owns positive features. In addition to modern love and ancient court themes, the percentage of modern encouragement and modern youth increased. These two themes are more and more vertically subdivided, and except campus life, they have been expanded to sports, games, medical care, entertainment and so on.

The main dramas to be launched in Q3 are about modern love, modern encouragement, ancient court and modern crime. Ancient court dramas will show more patriotism such as The Golden Hairpin, and modern crime works will focus on cracking down on gangsterdom. Meanwhile, family, career, and ancient fantasy are also bonus themes which can attract young peoples’ attention during the summer vacation.

Among the dramas launched since Apr 2020, the consumers' interests show a diversified trend, with a preference for suspense adventure, martial arts, modern crime, and ancient fantasy. After the break out of Covid-19 in 2020, the consumers' demands and requirements for content have already changed. With diverse demands, they hope content can meet the multiple dimensions of personal interests, aesthetic appreciation, entertainment and visual quality.

The Proportion of Single Episode Viewing of Different Themes（2020.4-2021.4）

请到「今天看啥」查看全文