(Date 2020-10-16 16:06:22)
The explosion of web-drama
Web-dramas are known as scripted video series or film series that are premiered on the Internet. This online drama format started and quickly expanded in Vietnam from the early 2010s when some film production groups launched viral projects such as various short comedy series of BB&BG or Chau Hoan Cua Chong by the famous DAMTV.
From the needs and requirements of the market, online content is more well-developed and well-invested, while the Internet and multiple video streaming platforms have become more popular, web-dramas are becoming easily accessible to a large group of audience. Impressive analysis regarding audience's interest or digital content production should be highlighted: 92% of viewers watch online media (Reported by Q&Me), 70% of the audience prefer watching movies online (Reported by VTV Vietnam), various personal brands/celebrities (such as Thu Trang, Tien Luat, Quynh Huong, etc.) started producing their cinematic products.
In 2018, web-dramas whose plots about gangsters were well-received by the audience, such as: "Thap Tam Muoi" (~42M views/episode) - released on comedian Thu Trang's YouTube channel, " Ai Chet Gio Tay?" (~10M views/episode) directed & produced by Huynh Lap. Vietnam Television - VTV - also saw the potential of various online content distribution platforms and launched prequels/spin-off series of hit television dramas such as “Quynh Bup Be” or “Nguoi Phan Xu”. Some hit movies from the early 20s were also replayed on VTV's official fanpage/YouTube: “Song O Day Song”, “Cua De Danh” etc.
In early 2020, Tran Thanh's project "The Godfather" achieved an impressive number of 25 million views per episode. Huynh Lap's project "Mot Nen Nhang" has also entered into season 2, the average view per episode is about 5 million views. With the impressive number of views from thóe two projects, web-dramas prove their appeal, but innovative content will be what keeps the audience, and content is truly the key factor to keep the audience
Web-dramas have been more and more carefully invested. Previously, web-dramas were just a single or a few episode(s), production budget was very modest, the pre/post-production stages were still quite simple. On the contrary, now, web-dramas have become very finely invested products, requiring competent preparation and production when each episode is 15-20 minutes long, with 5-10 episodes/series. There are even billion-dollar web-drama projects such as: "Ai chết giơ tay?", "Tay buôn, buông tay" and many more, which were all very invested in their plots, quality, costumes, production techniques, and they are meeting the increasingly stricter demands from the audience.
Web-Drama - An Potential Ad Platform
Thanks to decent investment in production, web-dramas are being produced with premium quality and receiving great recognition, meeting the audience's expectations and smartly introducing ads into the dramas. Timepieces, automobiles, foods and beverages, cosmetics, etc have appeared more on drama screens, and these brands are understandably the sponsors for the films.
These advertisements are called "product placement", and this advertising format benefits all three parties: the producer of the film, which will have more money for production; the brand, whose products appear in the film and to the viewers, and the audiences - who get to watch quality dramatic products and know about new products.
As analyzed above, web-dramas are still very intriguing to the audience, but to maintain and prove their attraction, web-dramas must be more invested in content so they can continuously reach audiences in new ways. This poses a real challenge to content creators, putting advertising in plots in such a way that it is reasonable, not offensive, and advertising smartly.
Particularly, some brands have invested in web-dramas, developed plots and stories, and invited KOLs to participate in to effectively introduce and advertise products in an artistic way.
More than 90% of people say they discover new brands or products on YouTube, having brands appear on web-drama scenes easily boosts brand awareness.
Product Marketing Opportunity with Donate - Web-Drama from Orion Media
Orion Media – a member of ADG, is a true pioneer in creating and producing content on digital platforms. Up to now, Orion Media has achieved multiple successes on various projects like sitcoms, web dramas, and viral videos.
Wishing to bring a new product to the web drama market, Orion Media has introduced a promising film project called Donate.
Donate is a film project fallen into these genres of comedic, detective, and emotional, aiming at viewers aged 18-35 years old. The plot of Donate revolves around a streamer involved in many mysteries from a gaming live-streams.
With an experienced and creative team, careful development of the plot, and online trend-catching, Orion Media is confident to bring this interesting and invested project to customers. In addition, with a system of more than 50 fanpages and a YouTube channel with millions of followers/subscribers (Trang TV fan page with 2.5M followers or Loa Phuong fanpage with 1.3M followers) owned by Orion Media, Donate promises to reach a large and wide group of audiences. This is a valuable opportunity for brands and businesses to make an impression on their target users.
Clever Group