What is Behind the Myth of "Micro Drama Creating Wealth"
2024-03-13
Recently, the topic of "a couple earning over 400 million yuan per month from micro dramas" has become popular online. From this, it comes to mind that the trend of "short drama fever" has been blowing for a long time, but can the so-called "wealth creation myth" really withstand verification? According to relevant materials, the "couple" described in the story are actually executives of Beijing Dianzhong Technology Co., Ltd. The husband was once the head of China Mobile's business and belongs to the "technology faction", while the wife is the actual founder of the company with rich experience in reading, distribution, and online literature management; At the same time, the two of them have not had a smooth journey since starting their own business for over a decade, and the company's IPO and transformation paths have also faced risks. This "successful example" indirectly reflects that not everyone can afford the bowl of rice in short dramas. Technology, experience, and resources are equally important. Speaking of the monthly income of "400 million yuan", many important prerequisites have also been overlooked. The statistical caliber circulating online is based on the amount of user recharge received by this company, not even gross profit. And the company plays the role of a publisher and service provider, not only bearing the cost of streaming and investment, but also sharing profits with producers and copyright holders. To transform from a "good script" to a "good work" and then advance to a "hot selling product", one must bear the corresponding costs in order to achieve a successful "triple jump". Moreover, the popularity of popular products is undoubtedly limitless, and there are also those who make strategic mistakes and invest in the wrong direction. Some opinions point out that the high revenue of the company cannot be separated from its successful bet on the popular drama "I Will Be a Stepmother in the 1980s". At the end of the day, just as the success of a popular TV series stems from meeting user needs, the popularity of mini dramas is also related to accurately capturing the "excitement points". It utilizes people's fragmented reading habits, setting up numerous reversal and conflicting plots - time travel, management, politics, and apocalypse - to immerse the audience and increase their willingness to pay. On the other hand, successful micro drama works often capture the sinking market, covering the perspective and lifestyle of ordinary people, creating a stronger sense of immersion. Some media have conducted an interesting statistical analysis, showing that women frequently appear as "domineering CEOs" and "vegetative husbands" in micro dramas, even with highly similar industries and surnames; In male oriented works, "Conquering the Queen", "Ascending to Heaven", "Dragon King's Son-in-law", and "System Ability" are also common plotlines. The title is getting longer and there are more and more exaggerated attributives, but the content is "changing the soup but not the dressing". What is even more alarming is that some works promote negative values such as extreme revenge, vanity, and materialism, and the "gutter oil" and "toxic chicken soup" mixed in can cause harm to people. Overly homogenized micro dramas will inevitably face a direction choice, whether to accelerate market share, win by quantity, or take the path of transformation and upgrading, and create high-quality works? Many practitioners have already realized this soberly. Since last year, the State Administration of Radio, Film and Television has jointly urged major video platforms to clear and remove a batch of illegal works and accounts, promote the establishment of a "blacklist" and normalized regulatory mechanism, and strengthen creative planning guidance. At this year's National People's Congress and Chinese People's Political Consultative Conference, several representatives and members proposed to strengthen the review and produce more high-quality micro dramas. It is not difficult to imagine that the trend for micro dramas to end "barbaric growth" and move towards healthy and orderly development is inevitable. Overnight wealth only exists in a few minutes of a "thrilling drama". Seeing the barriers, risks, and trends behind the myth of "micro dramas creating wealth"
Edit：Luo yu Responsible editor：Jia jia
Source：xinhuaNet
Special statement: if the pictures and texts reproduced or quoted on this site infringe your legitimate rights and interests, please contact this site, and this site will correct and delete them in time. For copyright issues and website cooperation, please contact through outlook new era email：lwxsd@liaowanghn.com
Think Tank
Recommended Reading Change it 
Home
