Data Publication of Documentary Industry in the third quarter of 2015
Source: China Documentary Research Center
On November 8th, 2015, China Documentary Research Center of Communication University of China published the third official data in 2015 during the “Forum for Analyzing and Publishing data of Chinese Documentary” held by The 13th Sichuan TV Festival as well as International “Gold Panda” Documentary Festival. Data published this time was due to the efforts by China Documentary Research Center through scientific statistics and analysis of Chinese documentary industry in third quarter of 2015. The results summarized the development of the whole Chinese documentary industry in the third quarter of 2015.
Professor Xi Zhao was announcing the data of Chinese Documentary Industry in the third quarter of 2015
According to the monitoring and statistical analysis of data between June and September in 2015 by China Documentary Research Center, the development of documentary industry in the third quarter of 2015 revealed following characteristics:
First of all, as far as the overall trend was concerned, no matter the viewership rateof documentaries on TV or the clicks by the media on Internet, they were increasing in 2015. The social attention and degree of audience maturity were developing in the good direction.
Data suggested that the total hours of broadcasting documentaries in the third quarter of 2015 was 94564, this number increased 15.9% comparing to 81616 in the second quarter. The total hours of broadcasting documentaries on CCTV in the third quarter of 2015 was 27236, this number increased 17% comparing to that in the second quarter. The total hours of broadcasting documentaries on provincial satellite TV in the third quarter of 2015 was 59353, this number increased 16.1% comparing to that in the second quarter.The total hours of broadcasting documentaries on documentary channel in the third quarter of 2015 was 7975, this number increased 10.6% comparing to that in the second quarter.
At the same time, viewership rate of actual events programs also increased compared to that in the second quarter. Among which, viewership rate of actual events programs broadcasting on CCTV increased the most and the number almost reached twice the number of the second quarter.
Viewership rate of documentaries on the Internet also increased continuously. Video websites provided more support for the documentary field. According to data of China Mainland Media Research, the clicks reached 1.55 billion in both column documentaries and non-column documentaries. This number increased 120 million comparing to 1.43 billion in the second quarter.
Among which, the number of newly added non-column documentaries reached 170 and the clicks reached 166 million, accounting for 34% of all clicks of non-column documentaries.
Secondly, documentaries on Anti-Japanese War became a hit.
Period from June to September in 2015 is the peak time to draw public attention on the 70th anniversary of the victory of the Chinese people's Anti-Japanese War as well as the World Anti-fascist War. A series of documentaries on Anti-Japanese War were popular among the audience. Among which, viewership rate of“The Oriental Battlefield”made by CCTV and “Behind the Frontline”made by Chongqing satellite TV increased continuously after their broadcasting on CCTV. The viewership rate reached 1.47 and 0.42 respectively.
At the same time, these two documentaries brought satisfactory influence to New Media and also received various attentions from fields such as Internet press, Weibo mentioning times and video clicks.
Thirdly, netizen favor historical documentaries.
The degree of historical documentaries popularity in the third quarter of 2015 increased remarkably under the influence of documentaries on Anti-Japanese War.
According to Internet data monitoring on 15 kinds of popular documentaries, historical documentaries were mostly favored by netizen in the third quarter of 2015. The clicks of historical documentaries accounted for 14.7% of all clicks on popular documentaries. At the same time, historical documentaries ranking increased from fourth in the second quarter to the first.
Fourth, viewership rate of documentaries in prime
time surpassed TV plays.
After inspecting and comparing with the average viewership rate of TV plays and variety shows in the third quarter of 2015, data showed that viewership rate ofTV plays on CCTV in the period next to prime time in Beijing, Changsha and Guangzhou was 0.42, 0.25 and 0.12 respectively. Viewership rate ofvariety shows in Beijing, Changsha and Guangzhou was 0.71, 0.60 and 0.19 respectively. Viewership rate ofdocumentaries in Beijing, Changsha and Guangzhou was 0.49, 0.55 and 0.16 respectively.
Data showed that in the period next to prime time, viewership rate of documentaries surpassed that of TV plays and sometime even approached that of variety shows.
Fifth, frequency of topical documentaries
As documentaries have received more and more attention in recent years, frequency of topical documentaries increased continuously. After inspecting and tracking data in the recent one or two years, documentaries that could bring about extensive social attention and further became media events and cultural events were rare. However, topical documentaries that could arouse social attention and further became topics for public discussions emerged constantly, especially recently the frequency has increased. This phenomenon also proved the idea of China Documentary Research Center that documentaries have become diversified and entered “the age of public”.
Chinese documentary has entered “the age of public”， which is the trend in documentary industry in the past one or two years. From the angle of internal power of transformation, it appeared because documentary industry changed from policy-oriented to policy- and market-oriented. From the angle of production and circulated resources, Chinese documentary industry is experiencing transition from the period when national resources dominated to the period when national and non-governmental resources compete and supplement each other. From the angle of broadcasting platform, the situation where documentaries were only broadcasted on TV has changed. Nowadays, documentaries can be broadcasted not only on TV, but also in cinemas, on the Internet and through other media. These ways of broadcasting documentaries compete and co-exist with each other.
It can be said that Chinese documentary industry has entered a new stage wheredeep-level structural adjustments and unprecedented changes were happening in various fields. The structure transforms remarkably, resources assemble greatly and ecology adjusted highly.