The High Quality Development Path of Network Micro dramas (Light and Shadow Vision)

2024-04-18

What are the factors driving the development of core reading network mini dramas, and what new phenomena are worth paying attention to? As the film and television industry expands its new productive forces, what is the realistic path for high-quality development of online micro dramas? With the help of new productive forces such as generative artificial intelligence models, the creation and production of online micro dramas will usher in new iterations and upgrades, truly moving towards a path of diversified and high-quality development. In recent years, online micro dramas have experienced explosive growth. The "Research Report on the Development of China's Online Audiovisual Industry (2024)" released at the 11th China Online Audiovisual Conference showed that the online volume of key online micro dramas doubled in 2023, and the user stickiness of micro dramas increased rapidly, with 40% of users frequently watching and 30% of users paying. According to the 52nd Statistical Report on the Development of Internet in China released by China Internet Network Information Center, as of June 2023, the number of domestic short video users is about 1.026 billion, accounting for 95.2% of the total Internet users. What are the factors driving the development of online short dramas, and what new phenomena are worth paying attention to? As the film and television industry expands its new productive forces, what is the realistic path for high-quality development of online micro dramas? Vertical screen dramas that connect mobile phone usage modes are highly favored. From silent to sound, from black and white to color, every revolutionary advancement in film and television technology has effectively promoted a leap in the quality of film and television art. The popularity of online mini dramas is also due to the ongoing technological innovation of the Internet. 5G technology, as a new type of wireless access technology, has the characteristics and advantages of Internet of Things, ubiquitous network, high speed, large capacity, low latency, and low power consumption. It has achieved large-scale migration of streaming media from PC to mobile, providing broad space and opportunities for the explosive growth of network micro dramas. According to the definition of the State Administration of Radio and Television, online short dramas have a single episode duration ranging from tens of seconds to about 15 minutes. At present, the popular vertical screen short plays are played on social platforms or small programs such as Tiktok, Station B, Tencent Video, Kwai, Little Red Book, Good Video, etc. Therefore, some people call them "small program short plays" for short. The characteristics of these micro dramas are dense lines, fast pace, and multiple twists, with one to two twists in each episode. They use a lot of close ups and close-up shots to instantly capture the audience's attention and satisfy their fragmented aesthetic experience. The vertical screen production method has changed the landscape paradigm of traditional long videos. A research report indicates that 94% of mobile phone users who watch videos on mobile devices use a vertical screen to watch videos. Vertical screen may not have as rich visual elements as horizontal screen, but it can seamlessly connect with the daily usage mode of the audience's phone, making it convenient for them to handle daily affairs on their phone while watching short dramas. It is precisely because it fits in with the usage habits of mobile terminals in the Internet era that the momentum and influence of vertical screen short plays are increasingly overwhelming horizontal screen short plays. The rapidly growing online short dramas also attract attention due to the topic of creating overnight wealth. According to reports, some dramas have topped up over 100 million yuan in 8 days of broadcast, some have topped up as high as 20 million yuan in a single day, and some have split over 30 million yuan... So, the saying goes, "After shooting in a week, start in a month."

Edit:Luo yu    Responsible editor:Zhou shu

Source:people.cn

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