| In the past two years,the content quality of homemade plays produced by video websites has been improved,and the amount of investment has been increasing with the development of online production industry.As a result of the tightening of policy supervision,some of the content of TV shows that should have been broadcast on satellite TV have moved into the online platform,and some traditional film and television companies have also changed their production direction,flocking from the traditional TV drama industry to the online homemade drama industry.The entry of traditional film and television companies has once again promoted the rise of the online drama market.Since 2017,the development of online homemade drama has officially entered the era of online student content 3.0,and the major video websites have their own clear positioning and development direction on the layout strategy of online homemade drama.Online homemade dramas have been qualitatively improved from content to production and then to dissemination.IP and frontline artists have been bundled into the bureau,and popular styles of online homemade dramas have come out frequently.The aesthetic difference between the network self-made drama and the satellite TV star drama is also greatly widened by the personalized needs of the users,and even the phenomenon of the network self-made drama feeding back the satellite TV star drama appears,which leads to the gradual tilt of the show market.In the whole audio-visual market,the role and influence of video website is becoming more and more obvious.Based on the development status of self-made drama in China,this paper is based on Youku,iqiyi and Tencent Video,and takes the homemade drama produced in 2017 and 2018 as the main research object,which is divided into three chapters to carry on the research and analysis.The first chapter analyzes and summarizes the development characteristics of the network self-made drama through the development reasons and stages of the network self-made drama.This paper analyzes the new characteristics of the network TV series entering the new stage 3.0 era by comparing the development and changes of the 1.0 era and the 2.0 era of the network drama.The second chapter analyzes the present situation and communication strategy of self-made TV series on three major video websites,starting from the case analysis of many representatives of self-made drama on three major video websites in 2017 and 2018,respectively,from the film and television production companies of self-made drama on the Internet.The content production,the layout of video website platform,the personalized demand of audience,the broadcasting mode and market feedback are studied in order to better highlight the present situation of self-made drama on video website.The third chapter summarizes the problems existing in the dissemination of video website homemade drama in our country,summarizes and analyzes its communication countermeasures from the problems,and puts forward some enlightenment and reference for the development of video website homemade drama in our country at the present stage.Correctly grasp the industry dynamics so as to avoid the risk of the network environment,and obtain the maximization of the communication benefits of the network self-made drama. |
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