更深层的问题，是行业陷入"爆款焦虑"与"数据迷信"。部分创作让位于算法，营销费用侵占制作成本， 导致数据污染、本末倒置。一些剧集热度"破万"却仅是数据繁荣。另一误区是长剧的 "短剧化"倾向： 盲目追求快节奏和高密度高潮，但这种选择模糊了长剧在深度创作和沉浸体验的独特优势，使其在内容 深度、情感共鸣、文化价值等方面的不可替代性遭到破坏。几部"短剧式"大剧的失败已证明了该方式被 市场判决"出局"。 来源：环球网 当前，影视行业正经历一场深刻的"寒冬"洗礼，其形成并非一日之寒，而是多重因素交织作用的结果。 步入2026年，长剧集市场已进入"降本增效"的第五年，与2025年相比，计划开机量与发行许可证数量仍 然在断崖式下降，直观反映了市场的收缩与审慎。在此背景下，行业内外焦虑与悲观情绪弥漫。 困局：当深度叙事遭遇"速食"时代 长剧困境的成因复杂多元。首要挑战在于观众注意力的碎片化：短视频挤占大量时间，超六成观众习惯 倍速观剧，这对需耐心品鉴的长剧叙事构成直接冲击，也倒逼行业必须提升内容含金量。同时，短剧 的"短平快"模式不断输送新人，稀释了长剧启用新人所能带来的市场新鲜感，"以小博大"愈发困难。 转机在于国家广电总局 ...

Core Insights - The Chinese film and television industry in 2025 is characterized by multiple intertwined trends, including resilience in traditional series, rapid evolution of micro-short dramas, and the unprecedented integration of artificial intelligence in creative and production processes [1] Group 1: Traditional Series - Despite facing various pressures, the traditional film and television industry demonstrates strong resilience through narrative innovation and thematic breakthroughs, with 469 long drama productions reported by the Hengdian Film and Television Cultural Industry Cluster Management Committee, remaining stable compared to the previous year [5] - The "Hengdian Index" indicates a continuous recovery in the economic benefit index of TV dramas, reflecting improved profitability driven by quality enhancement and cost control [5] - The focus on high-quality storytelling is emphasized by industry leaders, advocating for a "script-centered" approach to ensure that the essence of the story is prioritized in production [6][7] Group 2: Micro-Short Dramas - The micro-short drama sector is expanding, with a diverse range of themes emerging, including inspirational stories and narratives reflecting national sentiments, as seen in successful productions like "Adventurer Langya" [8][11] - The industry consensus is shifting towards a broader thematic exploration, moving beyond mere entertainment to address social issues and convey positive values, as demonstrated by works like "Wild Girl" and "This Life's Fate" [11] - The micro-short drama industry has created over 1.33 million jobs across the entire production chain, indicating its significant impact on employment and its potential for further integration with cultural promotion and legal education [11] Group 3: Technological Empowerment - The integration of AI technology is transforming the film and television industry, enabling rapid production processes that previously required extensive manual effort, as illustrated by the use of AI in creating complex visual scenes [12][13] - Major industry players are exploring innovative applications of AI, such as seamless integration of live-action footage with AI-generated scenes, which helps reduce costs and enhance production efficiency [15] - The establishment of the "Hengdian Film and Television Large Model" and the AI Film and Television Ecological Service Center signifies a systematic approach to leveraging AI across various production stages, enhancing creative potential and artistic expression [15][17]

Core Insights - The Chinese film and television industry in 2025 is characterized by multiple intertwined trends, including resilience in traditional series, rapid evolution of micro-short dramas, and the unprecedented integration of artificial intelligence in creative and production processes [1] Group 1: Traditional Series - Despite facing multiple pressures, the traditional film and television industry demonstrates strong resilience through narrative innovation and thematic breakthroughs, with 469 long drama productions reported as of November, maintaining levels from the previous year [5] - The "Hengdian Film and Television Index" indicates a continuous recovery in the economic benefit index of television dramas, reflecting improved profitability driven by quality enhancement and cost control [5] - Industry leaders emphasize the importance of a "script-centered" approach, advocating for a focus on storytelling as the foundation for successful productions [6] Group 2: Micro-Short Dramas - The micro-short drama sector is expanding, with companies like Dongyang Ge Wu Zhi Zhi Cultural Media launching successful titles such as "Adventurer Langya" and "One Piece Cloth" [8] - The genre is diversifying, moving beyond homogeneous themes to include rich narratives that engage with social issues, as seen in works like "Wild Girl" and "This Life's Fate" [11] - The micro-short drama industry has created over 1.33 million jobs across the entire production chain, indicating its significant impact on employment [11] Group 3: Technological Integration - AI technology is becoming integral to the film and television industry, with advancements allowing for rapid production processes that previously took days to complete [12][13] - Major industry players are exploring new paths for cost reduction and efficiency through AI, such as seamless integration of AI-generated scenes in productions [15] - The establishment of the "Hengdian Film and Television Large Model" aims to provide comprehensive AI support for script analysis, scene previews, and post-production effects, standardizing technological capabilities across the industry [15]

（来源：新安晚报） 转自：新安晚报 12月24日，淮南籍作家、编剧伊北现身2025年安徽广播电视精品创作周电视剧创作对话活动，并接受了 记者的采访。他向记者透露，《六姊妹》已完结，不再出续集或前传，未来会持续书写安徽的故事。 打造本土化IP 年初，一部《六姊妹》将淮南的一方风土、四时烟火鲜活地展现在全国观众面前。位于淮南大通区的九 龙岗历史文化街区也因这部剧成了网红打卡点，各地游客纷至沓来。 谈及"一部剧带动一座城"，伊北感触颇深，"《六姊妹》的成功可以说是'剧城共生'，我也经常与人探讨 如何更好地打造本土化IP。不要怕小，不要怕偏，只要你待的地方是中国，你都可以管中窥豹；只要你 有新的发现，你都可以在生活之下产生新的逻辑表达。我们从边缘也可以走到叙事的中心。" 采访中，伊北向记者透露，《六姊妹》的故事已完结，不会再出续集或前传，"《六姊妹》已经是一部 是完整的作品了。其实我一直在关注家乡，我的新书《青春外史》里有些地名虽是虚构的，但故事却是 以安徽为灵感来源。未来我也会持续书写安徽的故事。" 新安晚报 安徽网 大皖新闻见习记者 魏顺顺 实习生 何莉 对剧本的尊重 近年来，越来越多影视从业者意识到要从"明星中 ...

Core Viewpoint - The Chinese television and film industry is facing significant challenges, with a call for a return to content quality and long-term strategies for sustainable development, as highlighted during the "2025 Hengdian Film and Television Festival" [1][3]. Industry Changes - The number of television and online drama releases has drastically decreased from 752 in 2019 to 281 in 2024, representing a decline of over 60% in five years [3]. - Television stations are experiencing reduced purchasing power, while online platforms have shifted from "IP grabbing" to "copyright control" [3]. - The industry is facing content dilution due to competition from short videos and micro-dramas, alongside creative stagnation caused by strict subject matter regulations and lengthy review processes [3]. Policy Insights - The "Broadcasting and Television 21 Measures" aims to rejuvenate the industry with four core principles: 1. Return to content with a focus on "script-centered" production, emphasizing the importance of solid storytelling [4]. 2. Rebuild the ecosystem by promoting diverse content forms, encouraging the creation of realistic and historical themes while reducing idol and crime dramas [4]. 3. Optimize governance by enhancing review transparency and adopting a "bottom line + profit-sharing" revenue model to reward quality works [4]. 4. Advocate for long-termism in production, emphasizing the need for thoroughness at every stage of creation [4]. Future Outlook - Hengdian is positioned as a historical landmark for Chinese television and a frontier for new ecological practices, with a call for industry professionals to shift focus from chasing short-term gains to cultivating quality content over the long term [4].

Core Insights - The 2025 China Broadcasting and Television Quality Creation Conference emphasizes the importance of scriptwriting in the film and television industry, advocating for a "script-centered" approach to content creation [1][2] Group 1: Shift to Script-Centered Production - The industry is transitioning towards a "script-centered" model, refocusing on storytelling rather than just traffic-driven content [2] - Industry professionals recognize that compelling storytelling is essential for creating works that resonate across time and drive the industry towards higher quality and diversity [2] - Liu Heping, President of the China Television Drama Screenwriters Committee, highlights the need for realism in storytelling to reveal deeper cultural and psychological truths [2] Group 2: Empowering Screenwriters - High Xuan, Vice President of the China Television Artists Association, calls for the establishment of three key rights for screenwriters: script finalization, interpretation, and editing review [2] - There is a push for improved evaluation mechanisms by video platforms and a call for respect for original works, emphasizing quality over individual recognition [2] Group 3: Originality and Character Development - The roundtable discussion on "IP Adaptation and Script Innovation" underscores the significance of originality in scriptwriting, with creators stressing the importance of character development [3][4] - Wang Xiaoqiang, a prominent screenwriter, notes that the allure of original scripts lies in their unpredictability, which can exceed audience expectations [3] - Lu Min, a professor at the Central Academy of Drama, emphasizes that strong character creation is foundational for effective storytelling [3] Group 4: Adaptation from Literature to Film - The adaptation of literary works into film requires a focus on using cinematic language to convey the story effectively [4] - Actors emphasize that a good script and character are crucial for their performance, allowing for a more natural portrayal of roles [4] - The importance of connecting historical narratives with contemporary audiences is highlighted, ensuring relevance across different age groups [4] Group 5: Future Trends in Long Series - The future of long series is expected to showcase unique aesthetic styles, with a rise in "author-style series" that reflect the distinct artistic vision of writers and directors [4] - The ongoing creation of series like "Tang Dynasty Strange Events" indicates a commitment to maintaining the longevity and vitality of IPs through innovative storytelling [4]

Core Viewpoint - Mango TV has shown resilience in its core business, achieving a revenue of 9.063 billion yuan and a net profit of 1.016 billion yuan in the first three quarters of 2025, while optimizing its business structure [1] Group 1: Financial Performance - The company reported a year-on-year increase of approximately 11.08% in average monthly active users for Mango TV from January to September [1] - Advertising revenue showed signs of recovery, with a year-on-year increase in the third quarter, continuing the positive trend from the first half of the year [1] - The operating cash flow remained healthy, with a net cash flow of 674 million yuan for the first three quarters, representing a year-on-year growth of 307.14% [1] - By the end of September, the company's cash reserves exceeded 13 billion yuan, providing solid support for future investments in content, technology, and new business initiatives [1] Group 2: Strategic Focus and Business Development - The company has strategically reduced its traditional e-commerce business and is focusing more on the development of Mango IP derivative products, leading to a decline in traditional e-commerce revenue [2] - The integration of "culture + technology" is a key strategy, with increased investment in quality content and research and development, although this has led to a rise in costs for the internet video business [2] - Upcoming major shows such as "Living as if in a Drama" and "The Voice of China" are expected to attract significant market attention, with advertising budgets likely to recover [2] - The new music talent show "Sound of Stars" is anticipated to generate considerable buzz and has the potential to become one of the most influential cultural IPs of 2025 [2] Group 3: Industry Outlook - The implementation of the "Broadcast and Television 21 Policies" is expected to facilitate the release of accumulated dramas across platforms, shortening review cycles and promoting capital turnover [2] - The company aims to strengthen the "script-centered system" to optimize cost structures in the medium term [2] - Long-term strategies include the series development of dramas to enhance production stability and IP value potential, with the industry expected to recover under the new policy cycle [2]

Core Viewpoint - The regulatory policy for long dramas is shifting from strict regulation to a balance of relaxation and deepening, with a more diversified and refined regulatory approach. The implementation of new broadcasting regulations is expected to promote content supply innovation, leading the industry into a virtuous cycle in the future [2][5]. Background Review - The rise of short dramas, represented by platforms like Hongguo, has intensified competition for long dramas, leading to tightened budgets in the downstream sector. This has accelerated the clearing of supply in the upstream sector but has also affected the stability and creativity of content creators [4][6]. - The supply side of the long drama industry is gradually stabilizing after a period of adjustment, with a focus on quality improvement and diversification of genres. The overall number of new dramas is expected to stabilize starting in 2024 [4][14]. New Regulations Observation - The new broadcasting regulations aim to foster content supply innovation, providing a friendly environment for content creation. The key to future development lies in the impact of supply changes on user retention. Short-term benefits include the release of backlog dramas and shortened review cycles, while medium-term strategies focus on optimizing cost structures through a "script-centered" approach [5][34]. - The long-term outlook suggests that series development will enhance production stability and IP value potential, with the industry likely to recover under the new policy cycle [5][37]. Industry Trends - The long video platforms are increasingly focusing on exclusive dramas and member content, with membership revenue becoming a core income source. For instance, in 2024, membership revenue accounted for 60.8% and 24.4% of total revenue for iQIYI and Mango TV, respectively [23][24]. - The supply of costume dramas, a significant genre for young female audiences, has shown a recovery trend after a decline from 2019 to 2022. The proportion of costume dramas in the top 10 popular dramas has exceeded 40% in recent years [27][28]. Policy Background - The regulatory framework for the video drama industry is evolving from strict regulation to a more relaxed and detailed approach, with the implementation of new measures aimed at enhancing content supply and innovation. The new regulations emphasize improving the efficiency of review mechanisms and expanding content categories [32][33]. Future Development - In the short term, the release of backlog dramas and shortened review cycles are expected to facilitate cash flow and stimulate industry recovery. In the medium term, a focus on script quality and cost management is anticipated to improve production efficiency [34][36]. - Long-term strategies will likely involve a shift from standalone hits to series development, enhancing the stability of production and maximizing the potential of IP value through diversified derivative products [37][39].

Core Insights - The article emphasizes the importance of humility and connection to reality in creative work, particularly in the film and television industry, to resonate with audiences [1][5] - It highlights the critical role of a strong script as the foundation of any successful production, advocating for a "script-centered" approach [1][3] Group 1: Script and Storytelling - A good script must be deeply rooted in real-life experiences and relatable values, avoiding superficial portrayals of life [2][4] - The concept of "hooks" in storytelling is essential; a compelling narrative should keep the audience guessing and engaged [2][3] Group 2: Direction and Production - The director's role is crucial in balancing emotional intensity and allowing actors creative freedom, which can enhance the overall performance [3][4] - Producers should focus on long-term value and quality over short-term trends, ensuring that the content resonates with genuine audience interests [4][5] Group 3: Audience Engagement - Understanding audience preferences is vital; creators should avoid repetitive themes and instead explore "blue ocean" opportunities that fulfill unmet viewer desires [4][5] - Casting decisions should prioritize suitability for the role over mere popularity, as audiences are increasingly resistant to forced star power [4][5] Group 4: Resource Allocation - Investment in quality production elements, such as script development and practical effects, is essential for enhancing the final product's quality [5] - A supportive creative environment, bolstered by policies like the "21 regulations" from the broadcasting authority, can foster better storytelling and production practices [5]