第2994期:How micro-dramas could revolutionise our viewing habits

Streaming video platforms have given filmmakers massive budgets and allowed them to make creative and artistic films and series free of the restrictions of cinema or broadcast time slots. But, maybe, just maybe, not everyone wants a three-hour long work of creative genius. Minute-long micro-dramas are taking the entertainment market by storm.流媒体视频平台为电影制片人提供了大量预算，使他们能够不受影院或广播时段的限制制作创意和艺术电影和电视剧。 但是，也许，只是也许，并不是每个人都想要一部长达三个小时的创意天才作品。 时长一分钟的微剧正在席卷娱乐市场。Perhaps most people are looking for something that they can squeeze into their everyday life. Micro-dramas cater perfectly for this need. It's not just that you can watch them on your phone, they're made for it. They're shot in vertical format, so you don't even have to turn your phone round to start watching. Series are split into as many as a hundred short episodes, so they can fit into any spare downtime that you have.也许大多数人都在寻找可以融入日常生活的东西。 微剧正好满足了这种需求。 您不仅可以在手机上观看它们，而且它们是为此而设计的。 它们以垂直格式拍摄，因此您甚至无需转动手机即可开始观看。 系列分为多达一百个短集，因此它们可以适合您的任何闲暇时间。For this to work, it needs a new kind of programme. US tech company Quibi tried to use traditional Hollywood stars, and collapsed in less than a year, taking $1.75 billion dollars' worth of investment with it. Chinese start-up companies took a different approach, focusing on low-cost production and using analytics data and AI analysis to identify exactly what gets the audience to start watching, and then how to make the next episode feel unmissable.要实现这一点，需要一种新的计划。 美国科技公司Quibi试图利用传统的好莱坞明星，不到一年就倒闭了，带走了价值17.5亿美元的投资。 中国的初创公司采取了不同的方法，专注于低成本制作，并使用分析数据和人工智能分析来准确确定什么让观众开始观看，然后如何让下一集感觉不容错过。Billionaires, breakups and bust-ups: those are the key themes that get the audience watching. There isn't much room for nuance or slow-build character development in a micro-drama, but what is needed is drama. Rather than a subscription model, monetisation in the world of micro-dramas is often based on a freemium model. You can see enough episodes to get you hooked for free. But you need to buy credits to find out how the story ends. This means that dramatic cliffhangers are a commercial tool.亿万富翁、分手和分手：这些是吸引观众观看的关键主题。 微剧中没有太多的空间来进行细微差别或缓慢的角色发展，但需要的是戏剧性。 微剧领域的货币化通常基于免费增值模式，而不是订阅模式。 您可以免费观看足够多的剧集，让您着迷。 但你需要购买积分才能了解故事的结局。 这意味着戏剧性的悬念是一种商业工具。These dramas are increasing in popularity around the world. There is also great potential to make money from advertising as audiences are highly engaged. After China, the US has become the biggest micro-drama market. Could it be that soon most of the drama we watch is on our phones in those minutes we find between our other daily tasks?这些电视剧在世界各地越来越受欢迎。 由于受众高度参与，通过广告赚钱的潜力也很大。 美国已成为继中国之后最大的微剧市场。 难道我们很快就会在其他日常任务之间的那几分钟里通过手机观看大部分电视剧吗？