| The TV programs are continually replaced by new ones. Accompanied by therapid improvement of the pace of life in America, Japan and Korea, these countrieshave already finished the broadcast schedule transformation from daily dramas toweekly dramas. In recent years, the living standard of Chinese audiences arecontinuously improved. As the backbone of society, people born in1980s and1990shave plunged into their work, which will be the important viewing group from now on.They lead much night life, and they do not have enough time to watch the same dramaeveryday. The quantity of excellent TV dramas in market are seldom, which lead to ahuge spike in the price of purchasing TV dramas. What’s more, several satellite TVbroadcast the same TV drama at the same time. This kind of way may creat audiencerating, but it’s not beneficial to brand building. Hunan Satellite TV made up theirmind to broadcast weekly TV dramas a few years ago. The regulation of “cutback onTV entertainment” prompted the weekly TV dramas to arise. The weekly TV dramasare another pioneering work except the exclusive TV dramas and self-produced TV.Compared with traditional daily TV dramas, weekly TV dramas are broadcast by thetime node of week.Weekly dramas have the history of four years since Hunan Satellite TV firstlybroadcast week dramas in December,2011. More than twenty weekly dramas havebeen broadcast on Hunan Satellite TV, such as “Abandoned Secret”,“Xuan-YuanSword Scar of Sky”,“The New Bride with White Hair”,“Sister to the Forward”.Hunan Satellite TV adjust weekly dramas from the broadcast method, the style oftheme and the content innovation. Therefore, Hunan Satellite TV’s weekly dramas canbe divided into three stage as the development and main feature of the weekly dramas. Firstly, Hunan Satellite TV began to broadcast weekly dramas on “Mango WeeklyBroadcast Theater”. During this time, Hunan Satellite TV never had any experienceon weekly dramas, they held the attitude of experiment to edit the TV drama. The firstweekly TV drama“Abandoned Secret” didn’t get the good audience rating, and thetheater was over as a result. Secondly, after experiencing the first time weekly dramas’failure, Hunan Satellite TV bravely tried “The Number One Weekly BroadcastTheater”, they do ample market research and clear the target of viewing group.“Xuan-Yuan Sword Scar of Sky” was broadcast on summer holiday when the studentsare free, and came into contact with the famous TV programs “Happy Camp” and“Make Progress Every Day”. This drama made a great coup and got high audiencerating. It’s also well-known in the internet. Thirdly, Hunan Satellite TV released“Youth Sunday” in2014. In order to evade the regulation and realize the opening story,Hunan Satellite TV combined the weekly dramas with TV programs. The audiencecould sit in front of the TV and interact with the story. The position of audience washeavily improved, and plot was decided by audience. The weekly TV dramas weremore and more competitive, and the target of audience were more and more precision.The newly released weekly TV dramas fitted the young audience’s viewing habits.It’s of particularity and necessity for Hunan Satellite TV to release weekly TVdramas. The audience of weekly TV dramas and Hunan Satellite TV are very similar.Hunan Satellite TV is full of youth and energy, and its main viewing group is made upby femininity and adolescents, which has strong acceptance of new things. TheAmerican dramas and Korea dramas are very popular among the young people.What’s more, weekly TV dramas can combine the method of separation betweenproducing from broadcasting with broadcast unity. TV station can produce the dramason the basis of channel characteristic, and have a proprietorship of the copyright,which makes them have the right to sell the copyright when necessary to gain profit.Before producing the dramas, TV station can contact with the advertisers to implantadvertising. Meanwhile, Hunan Satellite TV owns numerous artists and companies,which provides convenience and probability for releasing weekly TV dramas.Compared with “Eagle Exclusive Theater” on Hunan Satellite TV, weekly TVdramas do not develop smoothly. The audience rating of weekly TV dramas is notgood, and is not well-known in the internet. Audience do not show enoughfaithfulness on weekly TV dramas. In the pursuit of profit, producers of TV dramasattach less importance to the quality, which is unfavorable for the development ofweekly TV dramas. From the aspect of audience, traditional daily TV dramas have accumulated a large number of loyal audience, they have formed the habit ofwatching daily TV dramas, therefore, it’s a challenge for viewing habits. In addition,the broadcast time is so late for the audience to watch. They do not have enoughenergy to wait for the update of weekly TV dramas. The poor viewing rating ofweekly TV dramas give no confidence to advertisers, which lead to the lack of money.Meanwhile, the regulation restrict the development to some extent.As we can see from the weekly TV dramas broadcast by Hunan Satellite TV, thetheme of weekly TV dramas is single, mainly including youth, palace; The broadcastschedule is not fixed, broadcast time changes by year; The editing is casual, the lengthof TV dramas is decided by the viewing rating. It’s not impossible for Hunan SatelliteTV to release weekly TV dramas, it’s the direction for Chinese TV dramas which willinfluence the market of TV dramas in China. According the condition of HunanSatellite TV, some suggestions are given. Firstly, looking for excellent play is full ofimportance. Play is the core of creation, sincere play should be given out if the weeklyTV dramas are developed. The sea election is a good way for Hunan Satellite TV tofind excellent plays, meanwhile, Hunan Satellite TV can cooperate with the famouswriters who have rich experience in writing and set up a studio. Secondly, producingweekly TV dramas by the method of producing films, increasing the fund and brilliantcast. Thirdly, strengthening the promotion of weekly TV dramas by producing theprograms about the weekly TV dramas, planning topics and no copyright. Fourthly,optimizing broadcast method, fixing the broadcast time, strengthening interaction bytext message, micro-blog, wechat and audience’s meeting. At last, seeking for policysupport, appealing to the department concerned to establish special regulation forweekly TV dramas, realizing the opening plot of Chinese weekly TV dramas andcontributing to their development. |
PDF Full Text Request