Study Of The Development Motivations For The Online Home-made Drama In China

With booming development of the internet technology in recent years, the online homemade drama, a new art form, has emerged quietly. As a product of white-hot competition in the new media industry, the online homemade drama is in its flourishing period now. Issue of the “entertainment restriction order” and the“broadcasting restriction order” has resulted in the rising teleplay royalty. The online homemade drama has undoubtedly supplied a new “drug” to this fierce war and aroused the enthusiasm in video website investment. Resource exclusivity is the largest competitive advantage of the online homemade drama. When reducing the fund risks brought by the high teleplay royalties, it has broken the predicament of homogeneous competition among video websites as well. To seek the high profits brought by the brand diversification, all major video websites have tried their online homemade dramas, to attract massive fans and promote the brand cohesion. However, as the online home-made drama is still at its early stage in China and is a new research subject recently, its rising process is restrained by the research factors and development depth. From the perspective of communication sciences, this paper has deeply explored and analyzed the motivations for the online home-made drama development in China, analyzed its development value and negative influences,grasped its development outline, and tried proposing the effective strategies for its future development, so as to provide service for the new media construction practice and theoretical research and provide a theoretical & experiential reference for its future development.