网络自制剧发展研究
原文作者：Thomas A B 单位：Urban Education
摘要：网络自制剧是新媒介时代下产生的新兴艺术样式，它是在互联网互动技术和传播优势支持下，从早期拍客上传视频到网络短剧再到现在由视频网站专业打造的网络剧发展而来的。网络自制剧具有剧集短小精悍、实时更新速度快、广泛涉及舆论热点的媒介优势，在艺术表现上采用简单直接、夸张大胆、轻松幽默的手法吸引了易接受新鲜事物的网络用户。视频网站的市场化和商业化给整个视频网站行业带来的新的发展契机。同时网络视频用户迅速飙升，使得网络媒体日渐受到广告商的青睐，许多广告商开始运用网络视频媒体并将广告资金投入到网络视频行业，使网络视频行业获得井喷式发展，视频网站为满足受众需求和广告商的商业诉求，并考虑到视频网站未来品牌和口碑，视频网站开始重视网络剧自制，开始创建差异化平台，着重打造网络自制剧品牌。
关键词：网络自制剧；发展；策略
1引言
随着互联网的普及、网络技术发展以及网民数量的日益增长，网络视频服务成为各大视频网站发展过程中的主要内容。为推动视频网站自身产业化发展和应对行业竞争以及版权压力，视频网站纷纷推出自制内容。网络自制剧成为网络媒介环境下催生的新兴艺术形式。它兼顾传统影视剧特点和网络新媒体特性，成为当下网络平台上受人追捧的“新宠儿”。 在如今快节奏生活方式和文化消费方式下，网民选取的是在有限的时间内，能够提供良好视觉体验和感官享受的内容，而网络自制剧无论是在内容还是在形式方面都能满足网民需求，赢得关注度和点击量也是理所当然的。网络自制剧真正实现了网民的参与和互动,使传统影像艺术形式与网络文化融合推动实现网络新兴媒体的发展。同时，网络视频行业内部通过竞争和整合基本形成了合理的网络自制剧市场格局，传统视频门户网站、广电传媒集团的网络电视台、影视传媒公司等纷纷涉足网络剧领域，参与到视频行业市场的竞争之中。
近两年，网络自制剧迅速发展并逐渐成熟，成为网络视频平台重点打造和广告客户青睐的对象。网络自制剧发展到今天，已经经历了多年的磨砺发展。它逐渐摆脱发展初期粗制滥造的草根形象，逐渐发展成为具有高品质和精致化特点的视频网站品牌剧集。它在发展过程中逐渐形成了自身特点和发展模式，但发展过程中存在着诸多问题，如剧集创新力不足、质量品质欠缺、产业链发展不完善等都亟需解决来推动网络自制剧向更好的方向发展。
2网络自制剧概述
2.1网络自制剧的含义
网络自制剧是“网络剧”的一部分。网络电视是“以互联网为传播渠道，并通过计算机接受，可进行实时互动的一种戏剧新形势。”现在播放的形式多种多样，已经不局限于戏剧的形式，随着网络剧的不断发展，其特点逐渐清晰，网络自制剧，作为其中的一个分支，也成为学者们研究的对象。随着信息技术的进步，网络的发展呈现出更加多样化的风格，剧集形式也更加丰富，随着互联网的飞速发展，网络剧也进入了井喷式的增长期。网络自制剧由专业视频网站投资制作拍摄的影视作品，包括网络自制连续剧，网络自制电影，网络自制节目。
2.2 网络自制剧的特点
2.2.1制播方式的转变
网络自制剧仍然是通过这种直播分离方式制作的，但出现了一些变化，为确保内容独家与高质量，视频网站与影视制作公司合作的内容形成“固定搭配”，优酷网联手万合天宜，推出具有品牌效应的众多迷你系列。
作为网络自制剧内容播出的平台，视频网站和制作商构建合作模式，可实现优势互补资源，提升内容竞争力。“制播分离，固定搭配”的模式缓解了视频网站人才缺乏的困境，也确保内容的独家性，以及为视频网站寻求自身发展的长远之道提供了时间和经验。
2.2.2 拍摄成本低
自制剧在发展之初，网络自制剧的拍摄和制作大多是互联网用户，费用相对较低，上传视频网站经过简单的审查后，在互联网上为网民点击观看。后期网络视频网站为了追求品牌和质量，开始组建一个团队来构建一个网络系列，同时增加了生产和周期的成本，但相对于传统电视台投资数百万元的国产电视剧来说是小巫见大巫。传统电视对于大型、高戏剧拍摄和制作包装周期长，同时在剧集质量和播出效果上精益求精，普通互联网用户和视频平台的资金实力和制作技巧很难与成熟的专业影视公司相比。然而网络自制剧制作门槛低却能满足包括互联网用户和网络媒体的要求，即在金钱和成本上不高，制作和拍摄周期更短。这种生产方式不同于传统的网络自制影视节目的制作特点。
2.2.3注重盈利性与市场化
视频网站推出的网络自制剧大多是视频网站投资拍摄或者联合制作公司、广告投资商共同制作推出。它的广播电视版权一般属于视频网站或平台，同时推出的影视剧大多都在自己的平台播出。这很好的解决了传统电视剧制作后无法找到播出平台的困扰，解决了版权问题，视频网站在购买和播放成本上降低了。这样的方式与现阶段诸多卫视的影视剧自制有异曲同工之妙，这其实是网络平台迫于版权压力和资金压力下的创新，但是与传统电视台相比网络自制剧却有更多的优势。现阶段网络自制剧市场需求量比较大，而且网络自制剧刚刚兴起，还在探索一条适合自身发展的道路。因此具有广阔的发展空间。
同时，传统影视剧的产业链相对完善和成熟，在发展的过程中自制剧可以从传统的电视剧的成功经验和失败的教训中吸取教训，提高自己的水平。毕竟网络自制剧需要考虑自身的发展，更多的关注网络用户体验赢得用户，从而获得市场，获得市场就能实现盈利，所以网络自制剧更强调推出剧集的盈利效果，因此，网络自制剧大都在拍摄之初就会选择广告赞助商合作，联合出品将广告植入到影视剧集之中，更好的将市场和产品结合起来，实现自身盈利。
3 网络自制剧发展中存在的问题
3.1自制剧类型同质化
目前网络市场需求更多的是自制剧，以“质量”取胜，并能够获得市场优势和使自制剧立足于观众市场的无疑是独家制作的精品内容。然而，目前形势不容乐观，许多网站在自制剧的制作上跟风现象严重，制作不可避免的雷同化、同质化。
不去寻找新题材的作品，会在视觉上会引起观众审美疲劳，接下视频网站面临的就是受关注度下降直至视频用户的流失。同质化的问题是网络自制平台盲目跟风、相互抄袭的结果。
一种略显新颖的题材类型，一旦在网络上播出后，便会在网络平台上“涌现”。
3.2剧集质量问题
网络自制剧属于网络环境下的快餐文化消费品，由于播出媒介环境和受众需求与传统电视剧相比来看存在一定的区别。网络自制剧在策划和播出过程中，可能会因成本考虑而在导演和编剧的配置上打折扣，在演员的选择上不考虑职业演员，更多的是为博眼球的草根明星。在剧集设计方面，情节设计枯燥乏味、叙事线索单一。在网络自制剧制作的初期，大多只是围绕内容的滑稽、搞笑展开，用“审丑文化”来博得收视率、获得关注。
网络自制剧行业可以说是一个零门槛的新兴产业，随着越来越多的媒体和个人投入这个行业中，行业之间的激烈竞争是不可避免的。网络自制剧的低成本，制作周期短，吸引了越来越多的影视公司和网站加入，产生了现在网络自制剧的迅猛发展的趋势，追求量化生产就容易带来制作上的粗糙和质量上的低俗等问题。
3.3剧集营销渠道不畅
无论是从最初的资本投入，还是影视剧的制作，中期的作品发行，甚至到最后的营销和推广环节，都没有做到较好的整合，也就不能做到在受众中进行有效的传播。因此最终不可避免的也会影响到网络自制剧的收视状况。除了与之前提到的粗制滥造现象有关，也与网络自制剧不完善的、不正确的宣传与推广方式脱不开关系。
目前国内各大视频网站的营销推广方式都不是很成熟。产业链中存在很多问题。网络自制剧从前期策划到制作拍摄，再到发行都是一个系统的过程。现阶段国内网络视频平台只有靠贴片广告来获得盈利，没有真正的市场化。虽然在赞助投资方面，业界已经意识到赞助的重要性，却没有对自制剧后期衍生品进行开发，这些都影响到了网络自制剧行业的产业化。在市场宣传和推广方面视频网站在为自制剧所做的宣传，仍只停留在视频网站首页上，并没有做到与其他媒体在宣传上的有效整合。
文献出处：Thomas A B. Analysis on the Development of the Network Homemade Drama[J]. Penn GSE Perspectives on Urban Education, 2017, 1(1): 12-22.
附外文文献原文：
Analysis on the Development of the Network Homemade Drama
Thomas A B
Abstract
Network homemade drama is a new era of new media art style, it is spread in Internet interactive technology and advantage, with support from the earliest days of making the upload video to network skits to network of video sites to build professional development now. Network with homemade play show short, fast real-time updating and widely involved in the hot medium of the media advantage, in art performance using straightforward, bold, relaxed and humorous style attracted web users easy to accept new things. Video website of mercerization and commercialization for the video website industry bring new development opportunity. Network video user soared at the same time, makes the network media to increasingly get the favor of advertisers, many advertisers have started to use network video media and advertising money into the network video industry, make the network video industry for explosive growth, video web site to meet the needs of audience and advertisers business demands, and considering the video website future brand and reputation, homemade video website began attaches great importance to the network play, start creating differentiation platform, focused on building the network homemade TV brand.
Keywords: network homemade drama, development, strategy
1 Introduction
With the popularization of Internet and network technology development and the growing number of Internet users, network video services become the main content in the process of video website development. To promote the industrialization of video website itself development and industry competition and pressure of copyright, video websites have launched homemade content. Homemade drama becomes network media environment of the new art form. It to two or
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文献出处：Thomas A B. Analysis on the Development of the Network Homemade Drama[J]. Penn GSE Perspectives on Urban Education, 2017, 1(1): 12-22.
Analysis on the Development of the Network Homemade Drama
Thomas A B
Abstract
Network homemade drama is a new era of new media art style, it is spread in Internet interactive technology and advantage, with support from the earliest days of making the upload video to network skits to network of video sites to build professional development now. Network with homemade play show short, fast real-time updating and widely involved in the hot medium of the media advantage, in art performance using straightforward, bold, relaxed and humorous style attracted web users easy to accept new things. Video website of mercerization and commercialization for the video website industry bring new development opportunity. Network video user soared at the same time, makes the network media to increasingly get the favor of advertisers, many advertisers have started to use network video media and advertising money into the network video industry, make the network video industry for explosive growth, video web site to meet the needs of audience and advertisers business demands, and considering the video website future brand and reputation, homemade video website began attaches great importance to the network play, start creating differentiation platform, focused on building the network homemade TV brand.
Keywords: network homemade drama, development, strategy
1 Introduction
With the popularization of Internet and network technology development and the growing number of Internet users, network video services become the main content in the process of video website development. To promote the industrialization of video website itself development and industry competition and pressure of copyright, video websites have launched homemade content. Homemade drama becomes network media environment of the new art form. It to two or more things traditional characteristics and network new media content features, become the network platform sought 'new favorite”. In todays fast-paced lifestyle and cultural consumption mode, Internet is selected for a limited time, to be able to provide a good visual experience and sensuality, and network homemade plays both in content and in form can meet the demand of users, win the attention and clicks are taken for granted.
Network homemade play really realized the online participation and interaction make traditional image art forms and network cultural integration to promote the development of network new media. At the same time, through the network video industry competition and it forms a reasonable network integration homemade drama market pattern, the traditional video portal, radio and television media group of network television, film and television media companies into network play field, such as participation in the video industry market competition.
Nearly two years, the network rapid development and mature gradually, homemade drama become network video platform building and advertising customers mainly object. Network homemade drama development today, has experienced many years of hone. It gradually get rid of the image of the grassroots manufactured in the initial period of development, gradually developed into a high quality and refinement features of video website brand series. It gradually formed its own characteristics in the process of development and the development pattern, but some problems exist in the process of development, such as series innovation ability is insufficient, lack quality, imperfect industry chain development are urgent need to promote the network for the better development of homemade play.
2 The overview of networks homemade plays
2.1 The meaning of homemade networks play
Network homemade drama is part of the 'network drama”. Network TV is 'to the Internet as the communication channels, and accepted by a computer, a dramatic new situation can be real-time interactive.” Now play a variety of forms, the network is not confined to the form of drama, with the continuous development of network drama, its characteristic gradually clear, and network homemade plays, as one of the branches, also becomes the object of research scholars. Along with the advance of information technology, the development of network play more diverse styles, the series form is also more abundant, with the rapid development of Internet, network drama into a spurt of growth. Produced by professional video website investment network homemade play shooting film and television works, including network series, network home-made movies, network homemade program.
2.2 The characteristic of network homemade drama
2.2.1 The change way of planting system
Network the homemade drama is still made by this way of live separate, but there has been a change, to ensure that the content of exclusive high quality video website cooperation with film and television production company has formed 'fixed' collocation, youku joined together day should be, launched numerous miniseries with brand effect.
As a network of homemade drama broadcast content platform, video websites and producers to construct cooperation pattern, which can realize advantage complementary resources, promote the competitiveness of the content.” Sowing separation, fixed collocation model is reduced homemade video website show the lack of talent; also ensure the exclusive sexual content, as well as video website to seek their own development path to long-term provides time and experience.
2.2.2 Low cost
Homemade drama at the beginning
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