Core Viewpoint - The long drama market is facing significant challenges, with the release of previously shelved dramas being seen as a potential way to revitalize the industry, but the effectiveness of this strategy is questionable [1][10][11] Group 1: Industry Challenges - The long drama industry is experiencing a prolonged investment return cycle, low capital turnover rates, and high uncertainty, making it a less attractive investment option [11] - The production costs for high-quality dramas are rising, with reality-based dramas costing around 3.5-4 million per episode and historical dramas costing 4.5-5 million per episode [11] - Advertising revenue has significantly declined, with brand advertising income dropping from nearly 11 billion in 2018 to over 4 billion in 2024, leading to cautious spending from advertisers [12] Group 2: Impact of Shelved Dramas - The release of shelved dramas has sparked discussions about their potential to save the market, but many of these dramas do not possess the quality needed to succeed [10][13] - Successful shelved dramas like "Wuyou Du" and "Zheyao" have high-quality production teams and have generated significant viewer interest, while others have struggled to gain traction [2][4][6] - The commercial viability of shelved dramas is often compromised due to insufficient pre-release marketing and advertising, leading to lower brand investment [13] Group 3: Audience Behavior and Preferences - Viewer patience is decreasing, with reports indicating that 50% of viewers abandon a series after the first episode, and only 10% watch an entire series [18][19] - The changing preferences of audiences are evident, with a shift towards lighter, more escapist content rather than serious themes, impacting the reception of dramas like "Ren Sheng Ruo Ru Qi Jian" [20][24] - The resurgence of older dramas indicates a demand for high-quality content, suggesting that the long drama market must focus on producing compelling narratives to attract viewers [23][24] Group 4: Future Opportunities - There is potential for brands to capitalize on high-quality shelved dramas at lower costs, as these projects may offer a safer investment compared to new productions [16] - Upcoming shelved dramas featuring popular actors are being closely monitored by advertisers, indicating a possible shift in market dynamics if these dramas perform well [16]

Group 1 - The core viewpoint of the article highlights the release of the long-awaited drama "Zhe Yao" as a response to the current challenges in the drama market, including a lack of blockbuster content and the rise of short dramas [1][7][9] - The drama "Zhe Yao," produced by Tencent Video and adapted from a popular web novel, has generated significant anticipation, with over 250,000 reservations on Tencent's platform prior to its release [1][6][16] - The release of "Zhe Yao" and other backlog dramas is seen as a proactive measure to mitigate losses caused by regulatory scrutiny and the impact of negative publicity surrounding certain actors [2][18][21] Group 2 - The drama market is currently experiencing a "project drought," with a notable decrease in the number of new long dramas being produced, leading to a situation described as an "ice age" for the industry [8][9][10] - Data indicates that the number of dramas receiving distribution licenses has sharply declined from 429 in 2014 to only 156 in 2023, with projections suggesting further reductions in 2024 [8][9] - The audience's demand for quality content, particularly in the ancient romance genre, is evident, as "Zhe Yao" is viewed as a potential savior for the long video platforms [14][15][11] Group 3 - The article discusses the broader implications of the backlog of dramas, which have been delayed due to various factors, including sensitive topics and controversies surrounding actors, creating significant financial risks for production companies [2][20][22] - The industry is exploring various strategies to address these challenges, including the use of AI technology for character replacement in dramas featuring controversial actors [25][26] - There is a growing sentiment that the release of backlog dramas could signal a turning point for the long drama market, potentially leading to a recovery phase [30]