Core Viewpoint - The recent policy from the National Radio and Television Administration aims to enhance the supply of quality television content, particularly benefiting the drama industry by encouraging creativity and market-driven production [1][6]. Group 1: Impact on the Industry - The new measures are seen as a significant boost for the drama industry, with expectations that long-pending dramas may finally get aired [1][3]. - Companies like Baida Qiancheng, Huace Film & TV, Mango Excellent Media, and others experienced stock price surges due to the news, as they hold a substantial number of backlog dramas [1][3]. - In 2025, 71 backlog dramas are scheduled to be released, a decrease of 36 from the previous year, indicating a trend towards addressing the backlog despite overall declining numbers [3]. Group 2: Financial Implications - There are 111 dramas from 2015 to 2022 that remain unaired, with 36 of them having a combined production cost of approximately 9.071 billion, indicating significant sunk costs in the industry [3][6]. - The total estimated sunk cost for backlog dramas could reach between 16.571 billion to 20.321 billion, highlighting the financial stakes involved [3][6]. Group 3: Challenges and Opportunities - A significant portion of backlog dramas (24%) is delayed due to controversies surrounding key actors, which has led to financial losses for production companies [7][8]. - The industry is exploring various methods to revitalize backlog dramas, including the use of AI technology for actor replacement and selling to secondary platforms [25][31]. - The trend of backlog dramas being sold at low prices (2-5 million per episode) reflects the financial strain on production companies, with many opting for revenue-sharing models to recoup costs [6][29]. Group 4: Market Dynamics - The market has seen a structural transformation, with a previous surge in production leading to an oversupply of content that is now being addressed through policy changes [15][18]. - The shift towards direct collaboration between platforms and production companies is reducing the role of intermediaries, which may impact the profitability of backlog dramas [32].

Core Viewpoint - The article discusses the evolving role of "heat value" in the Chinese drama industry, emphasizing its importance as a multi-dimensional evaluation tool rather than a simple ranking mechanism. It highlights the need for platforms to lead in establishing order and recognizing quality content amidst increasing competition and audience fragmentation [1][19]. Group 1: Heat Value as a Measurement Tool - Heat value is not merely a reflection of viewership but represents a shift from a single-dimensional logic of "play count" to a more complex evaluation system that includes various metrics such as audience engagement and feedback [2][15]. - The introduction of heat value by iQIYI in 2018 aimed to address concerns over inflated view counts and to create a more objective and quantifiable assessment of content [2][15]. - Heat value serves as a collaborative discussion point among platforms, creators, and audiences, reflecting a consensus on the value of content in the current market [3][16]. Group 2: Differentiation in Audience Engagement - The article notes that heat value can vary significantly based on audience demographics and viewing habits, leading to discrepancies between perceived popularity and actual heat value [11][19]. - Examples such as "Chao Xue Lu" demonstrate that some dramas can achieve high heat values through consistent quality and audience loyalty, rather than relying on star power or trending topics [4][6]. - Conversely, shows like "Liang Zhi" and "Nan Lai Bei Wang" illustrate that traditional viewership metrics may not align with heat value due to their mature audience's viewing preferences [9][11]. Group 3: Implications for Content Strategy - Heat value is increasingly recognized as a tool for platforms to gauge content quality and distribution efficiency, while also serving as a reference for creators to adjust their strategies based on audience feedback [16][19]. - The article emphasizes that heat value should not be seen as the ultimate measure of success but rather as a starting point for understanding content trends and audience preferences [19]. - The existence of heat value allows for a more nuanced understanding of content impact, enabling the industry to appreciate both immediate hits and long-term cultural significance [15][19]. Group 4: Platform Comparisons and Standards - The article discusses the differences in heat value calculations across major platforms like iQIYI, Tencent Video, and Youku, with general perceptions that Tencent's heat values are approximately three times higher than iQIYI's [13][14]. - These discrepancies have led to discussions among audiences regarding the relative performance of content across platforms, highlighting the need for a standardized understanding of heat value metrics [13][14]. Group 5: Future of Heat Value in the Industry - The article concludes that while heat value is not a perfect measure, it plays a crucial role in a data-driven content landscape, providing a framework for understanding audience engagement and content visibility [15][19]. - The industry is encouraged to focus on content quality and meaningful discussions rather than solely on heat value as a metric, fostering a healthier ecosystem for diverse storytelling [19].

Core Insights - The streaming platforms "iQIYI," "Youku," and "Tencent Video" have each produced popular series in the first half of 2025, with "Cang Hai Chuan" leading in viewership and market share [1][2] - Despite the success of individual shows, overall viewership and engagement metrics for blockbuster series have declined compared to previous years, indicating a shrinking market for hit dramas [6][8] Group 1: Performance Metrics - "Cang Hai Chuan" achieved a peak market share of 40.1% and a total view count of 18.5 billion [1][2] - Tencent Video's "Zhe Yao" reached a maximum market share of 25.8%, while iQIYI's "Wu You Du" peaked at 26% [1] - Overall, the leading series from each platform have seen reduced viewership compared to last year's hits, with "Cang Hai Chuan" falling short of the previous year's "Mo Yu Yun Jian," which had a total view count of 35.72 billion [6][7] Group 2: Revenue Generation - "Cang Hai Chuan" has been a significant revenue generator for Youku, securing over 60 brand partnerships and averaging 8.5 advertisements per episode [2][3] - The estimated advertising revenue for "Cang Hai Chuan" could reach several hundred million yuan, with 15-second ads priced at over 9 million yuan [2] - Youku's cloud screening revenue from "Cang Hai Chuan" reached over 12 million yuan, making it the highest in this category [3] Group 3: Industry Trends - The overall profitability of long-form video content remains challenging, with only 30%-40% of dramas turning a profit [4] - The decline in blockbuster series is attributed to a saturated market and the rise of short-form content, which is increasingly popular among viewers [8][9] - Platforms are adapting by investing in shorter series and diversifying content strategies, with iQIYI and Tencent Video exploring micro-dramas and live commerce [9]

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 - Two domestic dramas are set to compete this week, one being a "remastered version" of "If Life Were Only as It Was at First" after a year of anticipation [2] - The other drama, adapted from a popular IP, features a strong romantic theme but has received negative initial reviews, with viewers describing it as "ugly" before it even opened for ratings [4][6] Group 2 - The story of "折腰" (Bending the Waist) revolves around a political marriage between the main characters, who are caught in a web of family feuds and historical grievances [12][15] - The narrative explores themes of sacrifice and the role of women in political alliances, with the female lead taking on a significant burden to ensure peace between warring families [57][71] - The drama's portrayal of the female lead's struggles highlights the tragic nature of her situation, as she navigates familial expectations and societal pressures while seeking her own identity [78][100] Group 3 - The character dynamics in "折腰" reflect a broader commentary on the expectations placed on women in historical contexts, where their worth is often tied to their relationships with men [70][102] - The drama's title, "The Prisoner of Beauty," suggests a critique of the romanticized view of love and marriage, emphasizing the constraints faced by women in such narratives [108][110] - The reception of the drama indicates a disconnect between audience expectations and the actual portrayal of its themes, raising questions about the representation of women in contemporary adaptations of historical stories [111][112]

Group 1 - The drama "折腰" (Bend the Waist) achieved significant popularity upon its release, with a heat value exceeding 26,000 within the first night and over 10 million interactions on various platforms within a day [1][3][4] - The production cost of "折腰" was 260 million, and it was initially shelved due to tax issues involving lead actress Song Zuer [3][4] - The success of "折腰" is attributed to its engaging storyline and the current market's struggles with long dramas, which have seen a decline in viewership and quality [4][5][6] Group 2 - The drama incorporates popular elements such as family feuds and romantic entanglements, appealing to the audience's preferences for complex narratives [6][7] - The show has received mixed reviews, with some praising its entertainment value while others criticize its handling of serious themes [8] - Advertisers have shown confidence in the series, with multiple brands investing in ad placements during the first few episodes [8][10] Group 3 - The rise of short dramas has created additional challenges for long dramas, leading to a more competitive and uncertain market environment [5][15] - The market has seen a trend of "积压剧" (shelved dramas) gaining unexpected popularity, indicating a shift in audience preferences towards quality content over quantity [12][13][20] - The overall landscape of the drama market is evolving, with a focus on high-quality, concept-driven productions that resonate with viewers [20]

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]

Core Insights - The drama market is experiencing a surge in activity with several high-profile releases and a strong interest from brands for advertising partnerships [1][3][4] - Major platforms like iQIYI, Tencent Video, and Youku are ramping up their content offerings in anticipation of the summer season, with a focus on both historical and urban dramas [3][10] Group 1: Market Trends - The second quarter has seen a continuation of strategies from the previous year, focusing on heavyweight content and a denser output to extend the popularity of dramas [4][10] - Successful dramas such as "The Cloud Above" and "The Good Life" have attracted significant brand partnerships, indicating a robust advertising market [6][8] Group 2: Advertising Performance - "The Cloud Above" secured 90 advertisements from 13 brands by the end of its run, while "The Good Life" achieved 86 advertisements from 16 brands within just 13 episodes [6][8] - The advertising duration for "The Good Life" reached nearly 120 seconds per episode, showcasing its strong market appeal [6] Group 3: Upcoming Releases - Anticipated upcoming dramas include "The Cang Hai Chuan" and "The Journey to the Mountain Sea," which are expected to further elevate the current market excitement [10][15] - The upcoming summer season is likely to mirror the previous year's high points in drama viewership and advertising success [18]