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    2020年中国网络剧行业发展报告

    摘要

    2020年我国网络剧行业进入提质增速新阶段。在国家打击“剧集注水”的政策导向与行业的积极响应下,网络剧短剧化、精品化的趋势更加明显,视网融合进一步深化。网络剧数量稳中有升,播映指数不断提升。网络剧的内容方面,悬疑短剧成为新风口,IP剧走向本土化改编,“她”题材兴起,港台剧热度攀升,互动剧也逐渐受到关注。受众市场特征方面,受众群体被进一步细分,互动评分热情不减,付费意愿在不断增强。网络剧的产业运作方面,IP孵化、付费运营、类型化剧场与工业化制作为四大主流模式。但当前我国网络剧行业也面临着过度依赖IP改编、主旋律题材作品不充分、文化“走出去”能力较低等困境。网络剧要做到“三贴近”,走多元化、精品化的发展道路,打造文化精品,增强文化影响力与国际传播力。

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    Abstract

    In 2020,China’s online drama industry enters a new stage of growth and quality improvement. Under the policy of cracking down on “drama flooding” and the positive response of the industry,the network drama is becoming more short and high quality,and the integration of TV and network is further deepened. The number of online drama is rising steadily,and the broadcast index is constantly improving. In terms of the content of network drama,the mystery-short drama has become a new trend,IP drama is turn to local adaptation,the theme of “She” has emerged,Hong Kong and Taiwan dramas are gaining popularity,and interactive drama has also gradually attracted attention. In terms of the market characteristics of the audience,the audience group has been further segmented,the enthusiasm of audience’s interaction and rating are not diminished,and the willingness to pay is continuously enhanced. In terms of the industrial operation of online drama,IP adaptation,paying operation,typified theater and industrial production are the four main modes. However,our online drama industry is also facing the dilemma of over-reliance on IP adaptation,insufficient thematic works and low cultural output ability. online drama should follow the principle of “three approaches”,take a road of diversification and quality,create high-quality cultural works,and enhance cultural influence and international communication.

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    作者简介
    陈鹏:陈鹏,博士,南开大学新闻与传播学院副院长,研究方向为新媒体传播、影视传播、传媒产业等。
    官春余:官春余,南开大学传播学硕士研究生,研究方向为网络视听、网络舆情等。
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