By changing its publicity strategy, adjusting its online broadcast time, opening up secondary creation authorization, and actively collaborating with online platforms, Ruguan TV has taken considerable steps.
Since the rise of online video platforms around 2010, television drama production companies have mostly adopted a defensive approach combined with a slow transformation in response to this situation. No television station has yet undertaken such an open, proactive, and inclusive reform.
As a dominant force in the television era, Ruguang TV's decision to take this path is seen by many of its peers as tantamount to digging its own grave. Many are wondering: even if the trend towards the internet is unstoppable, does Ruguang TV really need to be in such a hurry to die?
Only a few people sensed the impending storm in the wind.
Ruzhou TV's move, acting unilaterally and without prior consultation, was quite domineering, catching advertisers and investors completely off guard, as well as other currently airing dramas bewildered. The station's leadership was inundated with calls; some advertisers were threatening to withdraw their investments, while others were using the opportunity to lower prices. Meanwhile, other dramas airing at the same time, led by "Flying Flowers Chasing the Moon," were either secretly pleased or observing from the sidelines.
The highly anticipated TV series "Tianban" was already the number one in prime-time ratings and had considerable reputation and attention. After this sweeping reform, it is now under even more scrutiny, with countless eyes watching to see what will happen to Ruguan TV.
On July 20th, the first day of the online broadcast schedule adjustment, the TV ratings did not change significantly. This slightly disappointed those who were hoping for a failure: they thought online broadcasting would affect the ratings, but unexpectedly, the ratings actually increased by 0.1.
Of course, if one insists on mocking it, there are some points to ridicule: a large sum of money was invested, a huge amount was spent on marketing, and they even voluntarily ceded half of their market share, only to receive a negligible 0.1 rating. The increase in viewership was not even as significant as that of the second-place drama, "Flying Flowers Chasing the Moon, Ordering a Lifetime."
Green Petals has even built a mockery tower, just waiting to ridicule Ru Guan TV for wasting its time. — Ru Guan is nicknamed Coffin TV, and it doesn't have a good reputation among Green Petals.
On July 21, a considerable number of fan-made versions of "Tianban" began to appear on short video platforms, led by Douyin.
[Spy drama? Political drama? These ten details demonstrate the extreme application of Machiavellian tactics!]
[So satisfying! Even more satisfying than infiltrating the enemy ranks is...]
[It seems like Director Lu is a bit too indulgent towards Li Yiming...]
[Tianban: Human camera! Memorizes the entire intelligence in ten seconds!]
[The long-awaited Shi Shan finally makes his appearance, teaming up with Li Yiming to portray Mr. & Mrs. Smith!]
These videos are mostly short and concise, grabbing viewers' attention within ten seconds. While lacking in artistic merit, they are undeniably captivating. With the official promotion from Ruguan TV, many of these videos have already surpassed 100,000 likes.
On July 21st, "Tianban" was updated without any major incidents. The only difference from usual was that at 11 p.m. that night, the comment section of "Tianban" on Tuiqi Video seemed to be much more lively.
At 4:00 AM on July 22nd, CTVB updated its viewership data: the viewership rating for "Tianban" officially broke 3%.
A viewership rating exceeding 3% sounds impressive, but in reality, compared to the previous day, the increase was only 0.25%. Many who are skeptical of Ruguan TV's move can still console themselves: the increase is small, it just happened to be Friday.
However, like opening Pandora's box in mythology, once the ratings of "Tianban" broke three, it could no longer be judged by common sense.
According to the updated data from July 24th, the live TV ratings for "Tianban" reached an astonishing 3.88% and 3.96% respectively!
The increase was 0.9%, close to 1%!
This data is enough to leave people speechless. On that day, countless expensive glasses were shattered in the offices of major TV stations and platforms!
On July 25th, the average viewership rating for the two episodes of "The Sky Is Half" officially broke 4.
On July 26th, the average viewership rating for the two episodes of "Half a Day" reached 4.87%.
On July 27th, CTVB updated its data, and yesterday's ratings for "Tianban" officially broke 5!
That evening, due to the airing of the finale of "All-Weather Singer" on Ruguan TV, "Tianban" only released a very short episode, lasting thirty minutes. After the episode ended, the hashtag #WhyOnlyOneEpisodeOfTianbanToday# trended on Weibo, and the official Weibo account of "All-Weather Singer" was flooded with angry comments from viewers. This small official account with fewer than 10,000 followers experienced for the first time the frustration of having over 10,000 comments.
Meanwhile, the "Tianban" fan fiction competition is in full swing across the vast internet. Pi Station, as the main battleground, is a hub for numerous talented creators.
[Cat's Paw Mini-Theater | A Detailed Explanation of "Half a Sky"! A Frame-by-Frame Look at the Political Metaphors in the First Eight Episodes!]
[Diting x Li Yiming | He actually allowed her to touch his eyes! What else could this be but love!]
[Rap of "Half the Sky": The Ninth Rap Competition Officially Begins Today]
[Shi Shan × Li Yiming | She doesn't understand why your heart is crying, suffocating to the point of not being able to breathe]
[Personal Account] He forbids people to talk about his eyes, just as he forbids people to talk about the long-standing war.
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