This year is the 20th anniversary of the establishment of Tang People’s Film and Television, once upon a time, Tang People’s film and television has been the industry leader, but up to now, Tang People’s film and television has gradually stepped down from that brilliant throne, it is not too much to say that it has become a joke in the industry. Is it the market’s helplessness or the enterprise’s own “drifting” that makes Tang Film and Television reduced to the present situation?

What is the situation of the famous Tang Dynasty film and TELEVISION now?

Since its establishment in 1998, The Tang Dynasty has produced many films and TV works, including The Chinese Paladin series, The Odd Paladin Yizhimei, Step By Step and Pocahontas, all of which are made with great efforts. The rating on Douban is over 6.5 points, with an average rating of 7.86 points. At that time, The Tang dynasty film and television can be described as both public praise and benefits, which is the boundless scenery, but now is different from the past, now the Tang Dynasty film and television which has the hegemony of that year.

At one time, the four domestic TV drama production companies, Tang Ren Film, Huanrui Century, Huace Film and Television, and Shan Ying, were known as “F4” in the industry. These four giants play a crucial role in China’s TV industry. Today, and co-sponsored by huan rui and hillshade a the development of the “junior” is getting better and better, firmly seize the market vision, and as a “senior” of the tang dynasty, film and television has gradually changed the “four major domestic television production company” halo, not kicked out “F4”, also be fine line media, new media and midday sun “nouveau riche” catch up.

Not only that, it is understood that before listing tang Film and Television also had three times of financing, financing amount of about 300 million yuan. However, Since its listing on the New Third Board in 2016, Tang People’s Film and Television has never obtained financing. As one of the industry giants, Tang People’s Film and Television, like many small and medium-sized enterprises, is faced with the embarrassing situation of listing but not obtaining financing.

And in revenue, Tang film and TELEVISION is increasingly powerless. According to the company’s financial report, in 2016, the company’s revenue was 420 million yuan, up 45% year on year, with a profit of 134 million yuan. By the first half of 2017, the company’s revenue was only 130 million yuan, and its net profit was 37.201 million yuan. Compared with the same period in 2016, the revenue decreased by 64.32% from the original 365 million yuan, and the net profit decreased by 70.94% from the original 127 million yuan. In the first half of 2017, Only one online drama, Unintentional Master 2, was sold, compared with four in the same period last year. From this we can see that The Tang dynasty film and TELEVISION has gone downhill.

Ten years ago, many people are very optimistic about Tang Film and TELEVISION, in addition to the “quality production” it follows, there is the company has many popular artists for its platform. As a “professional” of ancient costume idol dramas, Tang Dynasty film and TELEVISION has made many artists famous, and these artists have also brought a bigger market for Tang Dynasty. However, with the departure of artists, Tang Film and TELEVISION gradually showed fatigue. In recent years, Lin Gengxin, Yuan Hong, Sun Li, Jiang Jinfu and others have settled with the Tang people, especially after the first sister Liu Shishi terminated her contract with the Tang people at the end of 2016, the Tang film basically relies on Hu Ge to support. Although it also has Gulina, Hu Bingqing, Jin Chen, Han Dongjun, Chen Yao and other artists, but it is difficult to reproduce the scenery of the year.

From one of the “four major Domestic film and television production companies” to the predicament after the halo faded, Tang Film and Television, the industry “big brother” that opened many precedents in the domestic film and television industry, is still inevitably on the decline in the rapidly changing film and television market. But there is no denying that the Tang dynasty film and television is infinite scenery.

Quality production, dare to create, tang film and television “hegemony” road

Tang Dynasty film and television with the “advanced age” of 20 years old is a relatively special existence in the film and television industry. Regardless of the embarrassing situation it is facing at present, from the market situation of earlier years, Tang Dynasty film and television at that time can be said to be prosperous. Of course, it was no illusory luck that got him to that height.

In the era of film and television productions, besides content, the production of works has become the key to win. Tang people film and TELEVISION to take the route of boutique, strive to create a young boutique drama. Whether in script development, costumes and props, or post-special effects processing, the approach of Tang Film and TELEVISION can be regarded as “dedication”. Take the Legend of the Medical Lady for example, at the beginning of filming, it attracted a lot of attention because of the exquisite costumes and high degree of restoration of the characters in the play. It is understood that the costumes of the leading actors alone cost 3 million yuan, and the actress alone has more than 30 sets of costumes. With the strong cast of Liu Shishi, Huo Jianhua, Huang Xuan and so on, the weibo topic of this drama has reached 2 billion before it is launched, bringing great attention to Tang Dynasty film and TELEVISION. One drama may not be enough to destroy a company, but one drama can bring a company. Midday Sunshine and Nirvana in Fire are examples of this.

Nowadays, Chinese TV dramas are basically adapted from games or novels, such as The Legend of Ancient Sword, Qingyun Zhi, Legend of Zhen Huan and The First Half of My Life in recent years. When it comes to adaptation, we have to say Tang Dynasty TV series. Tang Dynasty FILM and TELEVISION opened the era of TV adaptation from games in China, and also caused the upsurge of TV adaptation from novels. It is also the leader of the idolization of Chinese costume dramas. Chinese Paladin, Chinese Paladin III and Bu Bu Jing Xin are all successful models in the adaptation of Chinese film and television games and novels, pushing the Tang brand to a new height of development. Adapted from the game “Xuanyuan Sword trace of Heaven” is the first weekly broadcast mode in the field of domestic TV dramas. Laid the status of Tang film and television in the industry, so that it goes higher in the film and television industry.

Moreover, with the continuous growth of online video business, the development speed of new media such as Network TV and IPTV is further accelerated. Under this background, the development prospect of network customized drama is more and more promising. Following the trend of The Times, Tang Film and Television participated in the production of network customized drama team. For example, the “Unintentional Master” produced by Him in 2015 achieved very good results after broadcast. The ratings of the drama on TVB have been soaring all the way, and it has been rated as a benign online drama by numerous netizens, and its score on Douban is as high as 8.3 points.

In addition, for TV drama production companies, to go better in the market, only rely on big IP and big cast is not enough. For example, the latest drama, Ruyi’s Legend of Zhen Huan, has not been as popular as its predecessor, receiving high reviews and poor ratings. Visible to want to be recognized by the audience, only rely on IP and card is not. For this film do tang dynasty is better, whether it be celebrated as a classic “xianjian wonder pass” series or qualifying examination “centerless mage” was a great success, in addition to its adhere to the “high-quality goods” the word, the card does not have luxury, but peng new ways to develop more outstanding artists to himself, Such as Hu Ge, Liu Shishi, Yuan Hong, Lin Update, Jiang Jifu, Jin Chen, Han Dongjun, Chen Yao and so on are the Tang film and television hands up.

But good flowers do not often open, good times do not last, no matter how the tang dynasty film and television is now radiant, it can only be “once”. Now the Tang dynasty film and television can be said to have fallen off the pedestal, no matter the reputation or market position is far inferior to the original.

Prosperous no longer, how did Tang Film and TELEVISION fall into the predicament of development?

It is understood that in 2016, the valuation of Huace Film and Television is 21 billion yuan, Huanrui is 12.7 billion yuan, And Shan Ying is 4 billion yuan, while the valuation of Tang Dynasty Film and Television is only 1.3 billion yuan. Such a big gap makes people have “Tang Dynasty Film and television are the four emperors of domestic TV production companies, why are you so dishonored?” The question.

In fact, can be read by the market situation, in the past two years, the market response, the works of film and television production out of the tang dynasty and several other television production company has launched the good work, such as the China policy of the “translator”, “ChuQiaoChuan” and so on, huan of datang glory etc, hillshade pretenders etc are away with the tang dynasty, film and television. And some of the “younger generation” of the Tang film and television threat is growing. For example, The Ancient Town of Ghosts Blowing A Lamp produced by Midday Sunshine, Nirvana in Fire: The Wind Rises in The Forest, and The Story of Yanxi Palace produced by Dongyang, all received good results. Of course, there is a causal relationship between the good and bad development of enterprises. The tang Dynasty film and television is no longer brilliant can not do without the following points.

First, the cancellation of the contract waves. In the entertainment industry, it is very common for people to come and go. What makes people question the Tang Dynasty film and television is that many artists who have terminated their contracts with them have been involved in “lawsuits”. Such as Lin Update, Jiang Jinfu, Jin Chen and other artists in the process of terminating with Tang Film and television, are not good get together, but also noisy. These behaviors not only affect the image of the company, but also bring a big blow to the company. Moreover, Liu Shishi did not renew her contract and Yuan Hong terminated her contract, which showed that the “film + economy” business model of Tang Dynasty film and television was no longer suitable for the development of today’s market. If Tang Film and Television continues to stick to this business model, it will only lead the company into a deeper quagmire.

Secondly, The Tang Dynasty film and TELEVISION takes the route of high-quality drama, but with the change of the market, there are not a few TV production companies taking the route of high-quality drama in the market at present, and the advantages of Tang Dynasty film and television are gradually weakened. According to the data released by the China Commercial Industry Research Institute, in 2017, China’s public record of a total of 1180 TV dramas, among which the boutique drama is not a few, the company to imagine the early quality drama to obtain more market, is not small. In addition, Tang People’s Film and Television is aimed at young people aged 15 to 35, and the production is basically ancient costume idol dramas, which greatly restricts the company’s external development.

Third, as we all know, As a professional antique puppet, Tang dynasty film and TELEVISION is good at making costume dramas. But recently, one of the key problems facing Tang Films is the cold of historical IP. Due to the continuous development of regulatory policies, the regulatory layer will continue to increase the support for realistic TV dramas, many costume dramas that have been shot are suppressed and have not been broadcast, such as “East Palace”, “Know whether know whether should be green fat Red Thin”, many investors choose not to sell, wait and watch the development of costume dramas. In this case, the development of Tang Dynasty film and TELEVISION, which is good at costume dramas but hard at modern ones, is greatly limited, and it is expected that the company is gradually overtaken by other competitors.

Generally speaking, as an “old man” who has been struggling in the film and television industry for 20 years, Tang Film and Television has developed from a small company into one of the four emperors of domestic film and television production companies. For a long time, it has been far behind many domestic TV production companies and is the target of many companies to catch up with. Now, this long-term senior “old man” was pulled down, not only by the same period behind, but also later in the catch up, people have to sigh, Tang Film and TELEVISION is old after all.

On current market conditions, film and television to heavy in youth, the tang dynasty to restore the glory, may from reforming the commercial mode, strengthen the realistic subject matter TV production, diversified production series and entry into the film field, accelerate the process of promoting shadow swim linkage to try, only in this way, film and television to tang dynasty has the potential to return to F4.

This article was first published on The website of Kuang Venture Capital, public ID: Liukuangtmt