Come day after day, about TV medium market the data report first half of the year gives heat in succession, no matter be TV medium whole closes,inspect a condition, still be TV of put together art or teleplay close inspect seniority, pass through the data that these systematization present, more or less can we feel the challenge that facing to TV industry.
Switch on the mobile phone rate drop, close inspect gross to glide the topic that waits for platitude need not say oneself. What program of put together art is in two years before experience is blatant with lively later, also be attributed to calm gradually, defend it is difficult to inspect a program to enrol business, coronal name cost encounters the ceiling, put together art broadcasts specific gravity drops apparent, explode paragraph program absent, culture kind although the program is wide discuss for heat, however " applaud not draw a large audience " . Teleplay whole closes inspect also be inferior to last year, divide individual head resource, great majority closes inspect be in 0.5 the following, zhou Bo theater " sustain losses in business earn cry out " , inspect a habit to foster young audience to close only. Had public praise to confiscate inspect, had receive viewport tablet to be no good again, this is the current situation of market of instantly China movie and TV.
The article, we defend video channel to close through ending first half of the year 2017 inspect big data, the pain spot that will unscramble TV industry and go situation.
1
TV closes inspect gross to glide
Audience by Internet billabong
2017 first half of the year, TV closes inspect gross to glide compared to the same period, no matter be to arrive on average,lead, still be average per capita closes when inspecting, grow, show downtrend, day all audience dimensions is contractible, faithful spend stability.
A gleam of is defended inspect accumulate arrive at rate expression more overall than last year it is to have drop, this and integral evening switch on the mobile phone the fall of rate exists to concern directly, leave a television to concern with the audience that 15 still have 25 to arrive 34 years old to 24 years old.
A gleam of is defended inspect suffer an effect bigger, its total audience dimensions decreases somewhat than last year, but arrive lead what still maintain very tall.
Second line defends inspected audience to arrive at dimensions to be maintained very hard again go down, rely on evening only two part play lets an audience one closes inspect a habit, it is very difficult to go keeping viewing rate again.
The development of Internet new media created new transmission channel, heavy in exert a subtle influence on also model sees the way of TV. From lift the home to surround sit before the screen, see TV edge brush small gain to the edge, more and more people are used to be on the move freely between big, the small screen, expressive viewpoint, participate in interactive. Get numerous force along " media catenary " converse spread, innovating the square respect range that expands to the industry from programming.
2
Put together art broadcasts specific gravity drops apparent
Close inspect specific gravity to fall apparent
Market of put together art is in first half of the year this year experience initial market after bonus period, begin to have turn gradually cold evidence. Program of put together art always received average per capita of all annual of investigation city audience first half of the year 2017 when inspecting, grow for 3102 minutes, occupy all programs to close inspect always when 13.3% long, relatively level of the corresponding period glided somewhat 2016.
Show according to CSM52 data, close first half of the year this year had inspected the season of 3 to broadcast program of put together art for 0, show of acting program of put together N is fatigued and weak, viewing rate glides apparently; Explode paragraph program absent, although culture kind put together art kind view the society by extensive heat, but also be faced with " applaud not draw a large audience " awkward.
On the weekend the competition of market of program of put together art still intense; Each weeks the program receives day of put together art inspect specific gravity to all drop somewhat, weekday, Zhou Yi drops the most apparent, zhou Wu put together art the program maintains stability basically. Generally speaking, 19:0Came at 0 o'clock 22:0Was considered as program of put together art at 0 o'clock " gold archives " , among them Zhou Wu, Saturday " gold archives " more protect the inspected land that contends for surely every. Center defends video to first half of the year, everyday 920 gold time paragraph, program of put together art head sow and rebroadcast is in drop.
In addition, those who deserve attention is, afterwards " be restricted amusement makes " " strengthen edition be restricted amusement makes " " be restricted Han Ling " , and strengthen management further to program of network seeing and hearing " announcement " later, wide report total bureau begins to pay close attention to recently " put together of complete star battle array art " program. The basis is relevant " order sb to do sth within a certain time " opinion, begin from second half of the year, star completely put together art or will be moved to go out " gold archives " , " the limit is challenged " " challenger is allied " wait for program be the first to be affected, broadcast time is close already put together of 20 years art program " happy base camp " be rectified and reform or also be faced with is the destiny that shift gear.
3
Teleplay resource uses efficiency abate
The head is defended inspect forestall big play
From 2017 data looks first half of the year, teleplay closes sow gross to already amounted to saturation, broadcast with close inspect between the structure that forms relative stability. Contemporary anti-corruption big play " people's name " close on average inspect 3.661% achieve in recent years viewing rate is new tall. But on whole, a list of plays with outstanding performance of viewing rate of single first half of the year this year platform is opposite less, viewing rate exceeds 1% a list of plays in all 17, exceed 1.5% a list of plays only 4.
First half of the year head effect still apparent. A gleam of is defended inspect the powerful capital that borrows oneself, resource of integrated and many high grade content, competition ability is extremely strong. From first half of the year head sow teleplay amount to look, CCTV and Hunan, Oriental, Beijing, Zhejiang, Anhui defend inspect the ability that buy theatrical work to highlight.
From the point of viewing rate, beijing is defended inspect, Anhui is defended inspect etc defend inspect close inspect redound relatively insufficient. 2, 3 lines are defended inspect opposite hard participate, ningxia, Heibei, Shaanxi defend inspect a choice to be hit " safe card " , head the amount that sow drama is few, contest is sowed 2 rounds, 3 rounds of drama make main attack way.
Broadcast a quantity to look from the network, archaic legend drama " 3 unripe sansei 10 lis of peach blossom " the net sows a quantity to unplug so that the head prepares. Head work is centered relatively, collect all the teleplay that the net sows a quantity to exceed 300 million has 6, and always broadcast a quantity to all exceed one billion four hundred and ten million and sixty-five thousand four hundred and eight. What differ somewhat with cloth of part of viewing rate head nevertheless is, the net sows quantity head a list of plays to all have act when red star ginseng, have topic sex and controversy sex generally more.
What need points out is, public praise and gregarious heat do not become direct ratio, discussing degree of expensive work is not good work certainly, in fact, gut, acting and the general level that the level that make just is stand or fall of audience evaluation a list of plays.
Had public praise to confiscate inspect, had receive viewport tablet to be no good again, this is the current situation of market of instantly China movie and TV.
4
Viewing rate of Zhou Bo drama is general not tall
Dan Chengwei inspects the new window that digests new theatrical work
A gleam of of much 2017 home is defended inspect laid the view Zhou Bo theatrical work. Defended except Hunan 2017 inspect, east is defended inspect, Beijing is defended inspect and Jiangsu is defended inspect continue to hold to Zhou Bo besides drama, anhui is defended inspect and Zhejiang is defended inspect also open Zhou Bo theater. Hunan is defended inspect " when youth undertakes " the theater broadcasts " beautiful Li Huizhen " " Qiao Chuan of Hunan of the wife of a prince of secret service emperor " , east is defended inspect those who broadcast " hero ejaculation vulture is passed " " propose to fight greatly " , beijing, Anhui is defended inspect broadcast " annals of high official position 2 " " Long Zhu legend " wait for drama, get attention fully.
At present main arrangement is in Zhou Bo theater defend look second gold period of time, and Zhou Bo subject matter says to deduce with story of talk feeling, history, knight-errant, play etc give priority to, viewing rate is general not tall, hunan is defended inspect " Chu Qiao is passed " close inspect best.
Zhou Bo drama is to include a gleam of to defend inspect, second line defends the more that inspects inside to defend inspected choice. Although Zhou Bo drama is attracted, is not absolutely viewing rate, its are main the function is those who use is the state of mind that young audience seeks theatrical work, make an audience young change.
Show according to publishing a material, after 2015, be squashed by purpose of section of put together art, gold archives is weekly volume number glides 12, 14 collect, the 5 market sizes that David inspects gold archives were 3276 collect 2017, enlarge look space is limited. And Zhou Bo archives is become defend inspect the new export that digests new theatrical work, 2017 5 David inspects anthology of Zhou Bo drama to be controlled for 1300 collect, growth of hopeful of anthology of drama of 3 years of Zhou Bo reachs future 1700 collect.
5
Family of TV of race to control of IPTV, OTT closes inspect
Professional channel race to control is defended inspect portion
Go one year, before IPTV developed, user of 10 years is measured, become the new three rival powers of Chinese TV, let global operation business be in fix eyes upon Chinese characteristic IPTV to develop pattern. End 2017 first quarter, IPTV user achieves ninety-five million nine hundred and fifteen thousand, OTT user achieves seventy-six million six hundred and seventy-nine thousand; And the IPTV user dimensions of parcel area can surmount cable television stage by stage, pull open difference.
In addition, at present urban family can watch channel of nearly 100 TV commonly, the occurrence of professional channel got used to the diversification of social diversity and aesthetic demand. 2017 first half of the year, the TV living broadcast that includes the channel outside digital channel and condition to wait, and order programme of intelligent equipment all-pervading, time look close inspect, portion was occupied 13.8% , rise considerably compared to the same period, of their race to control is the portion of ground channel not only, also race to control provincial defend inspected share, this one trend still is met next more apparent.
According to " 2015-2020 year research of market of Chinese Internet TV and report of development climate research " show, to 2018 permeability of Internet TV user will be broken through 30% , quantity of accumulative total user will be amounted to 200 million, this adumbrative also Internet TV will have larger market size to be worth mining.
Epilogue:
No matter what platform is mixed channel, will tell to media, it is content is king, TV thorough popular feeling, depend on namely in news, put together art, teleplay these a few high grade content are outputted, and it is many, stable output.
However, accompany a smartphone gain ground, the swift and violent development of mobile Internet, the dissolve of the whole people of the new media platform such as small letter is invaded, the two old pattern with past TV the mainest agency -- " channel is this " , " content is this " pattern of these two kinds of profit the rapid development because of Internet and be solved compose and redefine. TV need arrives from the content production, treatment that pack on service logic the pattern that has comprehensive profundity recombines, regain the position that competes with new agency and dominant position.
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