The media industry is widely optimistic.
New media drama: If a drama is broadcast on TV, it is certainly not a new media drama, but a proper traditional drama. If a TV drama was originally shot for TV, but later converted to new media such as the Internet and cell phones, it is not called a new media drama, but an expansion of distribution channels. If a drama is aimed at small TVs on the internet, cell phones, subways, buses, stations, airports, and other public ****ing places from the moment of its birth, then it is a new media drama. Even if it might be so hot that even TV stations are bidding for the rights.
A series of so-called "new media dramas" are coming into the spotlight in the past two years, with a bit of a pioneering momentum, according to Sunny Diary, Dancing on Your Back, Mr. Lentil, Searching for Her, Saying I Love You with My Music, and Saying I Love You with My Music. However, compared to Shanghai, Beijing and the two places in full swing, Shenzhen, whether from the production or distribution of this new mode of communication showed considerable indifference. Is it that Shenzhen's filming methods can't keep up? Is it the inevitable reaction to the lack of subject matter and the lack of production teams? Or is it that Shenzhen's urban culture itself is not suitable for the development of new media dramas?
Of course, this indifference is not something to blame or feel guilty about. In the new media has just surfaced now, their own immaturity, in the view of the Shenzhen film and television industry, calmly brewing, low-profile production of high quality and market acceptance of both works, far more heroic than walking in the front of the market as the "pioneer of the fodder" to the more heroic.
New media drama in the depths of no one asked?
This Monday, the musical idol drama "I Say I Love You with Music" starring "Taiwan's drama king" Tang Yuzhe and mainland actress Dai Jiaoqian held a media conference at the Holliday KTV in Luohu. The drama will soon be released in Holladay stores nationwide and on the Aiku Beast website. We've seen a lot of idol dramas before. However, it is somewhat new to avoid the traditional distribution platform of TV and take the route of KTV. This is the new media drama that is gaining momentum in Shanghai and Beijing.
In addition to KTV, subway cars, airplane waiting rooms, building elevators, cabs ...... and even 3G cell phones, which have been making a lot of noise for some time now, will be the platform for the new media drama. As Jiang Nanchun, former CEO of Focus Media, a representative of new media, said, "It is to face a specific audience group which can be clearly described and defined, and this group happens to be the leading consumer group or heavy consumer group of certain commodities or brands." Strong targeting and the "forced viewing" characteristics of some new media make new media drama platforms not only reach a wide range, but also easy to fire. Imagine, in the elevator, bus, subway, most people adopt the way of letting go or chatting. It has become a habit to watch boring advertisements during boring hours and in boring places, and once a new media drama appears, it will give you a sense of excitement. The new media drama is to seize this moment, although brief can actually capture people.
According to the world's first subway new media drama "Sunny Day Diary" production unit DMG Digital Media Group, Shenzhen branch of the head of the marketing department, said Tang Linlin, from the results of the survey done in advance, "Sunny Day Diary" covers eight subway lines in Shanghai, with a daily flow of more than 2 million people, the drama's dissemination is absolutely no less effective than a hit TV series.
However, compared with Shanghai, new media dramas don't seem to be living too well in Shenzhen. Or even, is simply still in the state of no one asked for. Reporters interviewed Shenzhen film and television industry insiders, "have not heard of", "no one is engaged in", "I have nothing to do with" and so on is the majority of people's response. Even the introduction of new media drama in Shenzhen DMG company also said that, limited by the current Shenzhen metro lines, metro traffic of about 300,000 to 400,000 times, "Sunny Day Diary" and "Dancing on your back" in the metro line 1 staged frequency and number of times is far from being able to compete with the Shanghai - - 4 times a day, each time for 3 minutes. -4 times a day, each time about 3 minutes. Naturally, the fire cannot be compared with Shanghai. The downturn in the spread of the effect or will directly affect the development of new media drama in Shenzhen.
Patch advertising is the content is also a profit model
As a new thing, many people still have questions about the new media drama: media is new, but the content? Is it a new pot of old wine, a change of soup, but not a change of medicine? Or is the real thing a piece of just sprouted out of the fresh green color? The reporter found that, whether it is the subway drama "sunny day diary", "dancing on your back", or aviation drama "in search of her", or KTV drama "I use music to say that I love you", can not get rid of the traditional mode of romantic drama. There are beautiful star actors, fashionable costume design, beautiful scene design, plus petty love, material life has become the most eye-catching elements of the new media drama.
According to insiders in Shenzhen's film and television industry, new media dramas are not much different from traditional TV drama programs in the production process, only the different release platforms. In this regard, has seen the "sunny day diary" and film and television choreography graduates of the autumn at the same time, but has a different analysis: the production process is the same at the same time, due to the different platforms for the release of the new media drama is generally a short film. This is more demanding for the plot, pacing, and post-production editing. Most TV dramas that monopolize the TV space are 20-odd episodes of about 40 minutes each, or even hundreds of episodes at any given time. In a home environment, if one passes the time with a three-minute episode of a new media drama, one is afraid of dying of depression. "I think new media dramas are more of a test for directors and writers. How to turn lengthy into short and concise, how to make the drama more attractive and impactful, and force the audience to watch while not letting the audience have the disgust of visual rape. And, new media dramas have to avoid becoming attached to advertisements."
Akiko is on point with this statement. Transformers 2, which is currently on the air, has become a commercial movie, and anything that can be related to Transformers, or anything that can't be related at all, whether it's Chevrolet or Metersbonwe, is being marketed through the movie. The same is true of new media dramas: they have drawn from traditional film and television dramas to create marketing, and have been successful in the commercial marketplace from the day they were born.
Tom Linlin admits that the birth of the first subway drama "Sunny Day Diary" was not a deliberate pioneering experiment in new media creation, but an advertising model that the company came up with in an original way to capture market share. "At that time, we tried to cooperate with Starbucks, but the conventional advertising model could not attract customers at all, so we came up with a 'continuous advertising drama' --- 'Sunny Day Diary'. The advertising elements were naturally implanted into the drama, and when it was aired, the bottled Frappuccino, which the heroine loved to drink, was sold off the shelves in Shanghai. And in "Dancing on Your Back", the advertising implantation of shoes N ineWest was accomplished." Tang Linlin said, "I think that the new media drama as long as we grasp the balance between advertising and plot, and do a good job of investigating the customer traits and audience psychology, it can completely become a new marketing model that earns money as well as calls for good results."
While many people have expressed disdain for this kind of "back-room" advertising, they have also put forward higher artistic requirements for this kind of new media drama. But, in other words, as a substitute for advertising, in the early stages of development is enough.
Is watching a play on the subway a form of performance art?
"I'm stuck in a corner of the car with a couple of huge woven bags, and the migrant worker standing next to me buys a dollar map, then stares at the small screen on the opposite wall just as hard as I do. ...... The crowds of people who keep pouring into the car often block our view, and my nose is not so good, but it can be forced into action. Not so good but also can be forced to distinguish between the smell of people and leek buns. This kind of scene once thrown to 798 that is performance art ......" Douban netizen Xingyuan so described.
Admittedly, the new media drama in the commercial marketing quite a feat, many media reports on this new thing is also singing praises, but unlike traditional television, movies have a quieter viewing environment, the new media noisy living environment, indeed, become the development of its shortcomings. In the brawny and crowded subway, on the bus like a crazy roller coaster, in the noisy waiting room, not to mention listening to the lines clearly, understand the plot, and even catch a glimpse of a male and female protagonist's face, sometimes seem quite difficult. In addition, the irregularity of the broadcast and the nature of the moving space make it difficult to see even a 30-minute new media drama without missing a beat.
In this regard, Li Yawei, vice chairman of the Shenzhen Film and Television Association, said: "Don't think that the bad environment for moviegoing is an obstacle to the development of new media dramas. In fact, the key is to study the psychology of mass entertainment and mass consumption psychology, good works even if the platform is lacking can have other ways such as the network, television, etc. to assist, rather than like a can not support the bucket. "At present, as far as I know, Shenzhen does not have film and television creators to try to create new media drama, which is not to say that the technology is not up to it, or insensitive to new things, but at present we are all in the military, in the preparation period, looking for the right subject, to explore the right and have recognition of the subject." Li Yawei said, "The most important thing for new media drama is to make it pleasing to the eye, cost is not a problem, the most important thing is creativity. New media dramas need a process of market cultivation in Shenzhen. This process will have pain, there will be objections. I dare not say, new media drama from now on will embark on how hot the road to prosperity, but the emergence of new varieties will always attract heated debate, which will give the development of Shenzhen film and television also provides a space for reflection, but will never replace the traditional media of film and television."
Southern Metropolis Daily Arts and Culture Reporter Huang Lu reported