920 program with a collective muted gold file has become a tasteless

Now that the decree has been on the line for three weeks, how do the TV stations see the move? How does "920 Show Band" perform? Where is the road to the future? Tencent Entertainment through an interview with a number of industry professionals, exclusive observation and explore the "920 show band" trend.

Phenomenon: Satellite TV scrambles for 920 site documentary service programs favored

Although the upshift of the "920 show band" is a helpless move by the TV station, it is still one of the hottest spots after the weekend season. At present, in addition to Hunan Satellite TV, which is still in the way of the three episodes of Wu Mei Niang’s legend every night, other TV stations have already launched “920 Shows”, and their program types and arrangement features are distinctive.

Documentary service programs account for a large proportion of space for excavation

Looking at the 920 layouts of the TV stations, the largest proportion of news reports and life service programs are recorded. News reports such as the legendary stories of Jiangxi TV and the Shenzhen Satellite TV Military Newsroom rushed to hit the beach market. Jiangsu and the East also launched such new programs. Last year, Shandong Satellite TV, which had emerged as a new force, launched a news program investigation through shifts. Hu Weihong, deputy director of TV, bluntly stated that "this is a particularly risky attempt." From the experience of each station before this, the ratings of news programs during this period were not satisfactory. However, Taiwanese hope to embody the "new sense of responsibility" as a mainstream media, re-integrate the team and sort out the positioning. The goal is to "build a powerful influential ace news program."

Life service programs touched various fields such as the workplace, medical care, fashion, and parenthood. Anhui Satellite TV successively launched five new programs focusing on fashion, child care, science, public interest, and experience, and used the 920 homophonic "love you" program as an idiom. It is a model of theme innovation. In response, Cheng Li, deputy director of the Anhui Satellite TV R&D Center, explained: “Life service programs have the largest share in foreign models and there is room for deep excavation.” Beijing and Tianjin Satellite TV also retain channel service features. The doctor's life margins, workplace programs, etc. are your first priority.

TV arrangement: A program to fight multiple brands of programs to avoid homogenous competition

Each TV non-entertainment program is ranked at 920, but the tactics are not the same. TV programs in the East, Zhejiang, and Shandong Provinces will be open to the world for five days during the week. Shandong Satellite TV will investigate the entire line seven days a week, only to cultivate a "steady audience viewing habit," and it is seen as "the best way to develop brands." the way". In contrast, Tianjin, Shenzhen, and other TV stations invariably offer a variety of programs to ensure that there are new attractions every day. Anhui Satellite TV's "920 program band" is vertically subdivided, each with its own characteristics, covering different aspects of public welfare, beauty, fashion, etc. The type of life service avoids the tendency of the entire program to be homogenized.

Results: The first half of the TV downturn in the collective 920 saw a sharp decline in ratings

After three weeks of fermentation, the "920 show band" ratings can be said to be a few happy moments. According to the CSM50 city data, the performance of the first-line satellites is not outstanding, but there are black horses in the second and third-line satellites. However, the overall gap is not obvious, and the pattern of TV in this period is also uncertain.

First-line TV team collectively dumb fire Shandong investigation into a dark horse

The battle of 920 viewers was once ignited by the high hopes of the powerful TV station. The true feelings of Jiangsu Satellite TV, Zhejiang Satellite TV turned out to be the case, and Oriental TV's eyes on the East were all around 0.3-0.4, with small fluctuations in the viewing of the theater. Anhui Satellite TV on the line of five new programs on the refueling good BABY rumor Terminator performance is still excellent, but the absolute value is not high, the first broadcast is only 0.44, the worst performing survivors who average viewing as low as 0.23.

There are no shortage of dark horses on the second and third line stations. The Shandong Satellite TV Survey was originally a news survey program at 6 o'clock in the evening. After moving to 920 files, it upgraded and innovated. It successively tracked hot events such as the stampede on the Bund, Harbin fire, Jaycee Chan, and Yao Bena’s death. It quickly became a viewer with keen response and sharp viewing angles. overlord. The first week's ratings remained at around 0.8, even in the prime time on Friday, when the major quarterly broadcasts dominated, the ratings exceeded 1.2. Hu Xiaohong said in his summing up of experience that "the rapid response to news, the thickness of investigations, and the grasp of standards" are the secrets of viewing the audience at the forefront.

In addition, Jiangxi Satellite TV's legendary family humor video, Beijing Satellite TV's I am a doctor, and several older programs show a steady performance, both maintained at between 0.5-0.6; Jilin TV's boiling point of livelihood, Yunnan Satellite TV let me help you all look like The dark horse was "invincible and repeatedly jumped into the forefront of the audience at the same time.

920 at the same time, the ratings dropped by a maximum of nearly 60%

The overall viewing of the "920 program band" has been worrying since its launch. What is even more crucial is that after the third episode of TV dramas has turned into non-entertainment programs, it has not only failed to achieve the pulling of the evening readings on the weekdays, but has dragged on. Tencent Entertainment used Jiangsu, Zhejiang, and Beijing Wei as an example to count the CSM50 city data for a full-scale two-week "920 program band" on January 5: Zhejiang Satellite TV originally had an average audience rating of 0.328, compared with the third episode of the same period. The TV drama collection is regarded as 0.634 (in the last week of 2014, it is regarded as an example, the same below). The rating of the drama series is still based on the poor level of the platform, which is enough to infer that the 920 period has dropped significantly compared with last year. The average audience rating of the 730 theater in the past two weeks was 0.895. The average value of the human rights of Jiangsu Satellite TV is 0.360, the theater's rating is 0.817, and the third episode of the last week of last year saw a rating of 0.738. The decline rate is not small at all. Even Beijing TV, which has 920 viewers, will not be able to escape the bad luck. My average doctor's life is considered to be 0.560 in the two weeks and theater ratings is 1.322.

However, the above phenomenon has eased on the second and third line platforms. The average viewing point of Jilin TV's livelihood is 0.338, but it is only 0.309 for the theater's audience rating, which has successfully achieved viewership reversal. However, the commentator's choreographer said: “The gap between the ratings of the first-line and second-line watches during the week is not that big. It is only at 920 that everyone is pulled to the same starting line. In order to enhance the platform influence, we cannot rely on non-entertainment programs during the week.”

Observations: Ratings are far from expected Advertisers cautiously wait and see

Under the double-policy attack, the opening up of 920 non-entertainment hours is a consistent response to the choreography strategy of TV. At present, there is no one TV channel to move the drama back to the 730 golden file. Deputy Director of Shandong Satellite TV, Hu Yuhong, introduced the record of abandoning the 730 program band. First, "the habit of TV viewers watching TV at 7:30 a.m. has been developed," and the second is that the simulcasts involve coordination between schedules of different TV stations. The 730 program belt "requires special Strong ability to broadcast." 920 did not meet TV as expected by the theater viewing constraints.

Although it was only the 40-minute blanking period set after the theater's three episodes were changed, 920 shouldered the burden of making a steady transition from the drama to the 22-point entertainment program. Therefore, the importance attached to it by the TV stations is not lost on the weekend season. . Hu Yihong called it vividly as “the whole night's viewing waist and waist cannot collapse”; Anhui TV Cheng Li more categorically regarded Taiwan as an important strategic position and played a “consolidation of the week's ratings, training teams, and incubating quality products. Forging core competencies ".

In fact, this year's "920 shows" is not the first one. After the release of the entertainment restriction order in 2012, TV stations such as Hunan and Anhui had opened a 3040-minute "920 show band" after two sets of TV dramas. From the performance of the year, it was greatly influenced by TV drama ratings. During the winter holidays, Hunan Satellite TV's Golden Mango and Golden Eagle all went higher, and the heroes of the Deformers’ civilians caught in the middle were basically stable above 0.8. However, after the dual theater model collapsed in May, the 920 band was followed by "into the cold," and the deformation gauge fell below 0.5. This effect of being constrained by the viewing of the theater also continued into this year. Last week after the old peasants of Shandong Satellite TV ended their studies, their survey ratings declined. People in the industry generally believe that the investigation of the previous bright-eyed ratings is not unrelated to the hot TV dramas. However, Hu Xiaohong said that it is "associated with the viewing group of the theater, but it is not particularly relevant." Both inflow and outflow exist at the same time. Cheng Li also believes that "the audience flow is positive, but the 920 program band should survive with its own strengths and explore and consolidate its fixed ratings group."

Nowadays, the "920 program band" has been on the file for three weeks, and the viewing direction has gradually become clear. Some TV stations have received different approvals for the achievements. Anhui Satellite TV stated that it "basically achieved expectations" and that Chen Xiaodong, Jiangsu Satellite TV's humanity filmmaker, was puzzled by the large gap between ratings and online real-time data. He bluntly stated that "it has not yet reached its optimal status."

920 value-added space to be evaluated by advertisers watching

Compared with the large array of high-investment and spelling stars in the quarterly broadcast program, the "920 program band" still in the test stage can only be classified as lightweight. Peng Zheng, director of R&D and consulting at Lezheng Media, stated that "all stations have not invested too much capital and resources in this program." Hu Xiaohong revealed that Shandong Satellite TV's requirement for filling 920 hours is "input can not be particularly high and influence;" and the input cost of Anhui TV's 920 program band is also controlled at "between 500,000 and 1 million per set". Medium investment.

Producer Chen Xiaodong analyzed that the cost of 920 program belts is related to TV's own strength. "First-line TV has good ideas and a solid team, and it may continue to increase investment. The strength of the second and third lines is not strong enough to give it up." He also said that the improvement of the quality and appearance of the programs accompanying the large-scale production will also be reflected in this small program band. "In the future, it will slowly differentiate and move toward more refined."

As TVs “cross the river by feeling the stones,” advertisers also take a cautious attitude. Yu Xianghua, vice president of Star Communications, said, “Advertisers are the most realistic, he must be watching.” Therefore, the advertising price during the 920-hour period is generally not high, and whether it can bring value-added premium, it will take some time to observe, "at least for a month or two."

Prospects: Where is the road? TV opens out knock-out program is more story-oriented

As a brand-new program band that is still at the stage of exploration, the restrictions on the type of program and the length of time make the "920 program band" attract a lot of attention. Peng Yu analysis, "everyone has been used to see the high-end atmosphere of variety shows, back to this can not adapt to a bit", coupled with the transition from drama to non-entertainment type, the audience's viewing habits also need to retrain. He estimated that "many programs may not necessarily follow, or take a step forward."

As far as TV is concerned, it has begun to establish a program evaluation and assessment system. According to Cheng Li, Anhui Satellite TV is gradually improving on the basis of feedback. "At present, we have two or three alternative programs. If the ratings and reputation are not satisfactory, there will be alternative programs to take over." Inspired by the elimination mechanism, "program quality will be better than a round." Chen Xiaodong also revealed that the human truth follow-up will be adjusted in terms of form and content. "There will be some thematic planning, more display of human sentiments, increasing the proportion of documentary and location, increasing timeliness and news content."

Regarding the form selection of the 40-minute short program band, how to circumvent the seven entertainment programs clearly named by the General Administration of Administration in the "limited entertainment order" is the most troublesome thing for TV. "Avoiding the ban by the General Administration of Administration, not hitting the red line, and keeping safety" has become the number one factor to consider when developing new programs. Column plays have been listed as alternatives by several TV stations, but the "limited entertainment order" directly negates the possibility of operation. The puzzle game program was also turned green at a later stage. In this regard, Chen Xiaodong insisted that "story and documentary categories will be more vital" because "seeing stories is human nature." Yu Xianghua also suggested that there could be selected derivative programs closely related to television dramas or stories with similar narrative style.

Conclusion:
Peng Yu used "dancing on the blade" to describe the embarrassing situation of the "920 program band." It is necessary to meet the non-entertaining regulations of the General Administration of Administration, but also to play with new ideas and improve the readability. Obviously, for the hard-to-find 920, the TVs forced to the corner only have to continue to explore.

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