电视剧排播,动了谁的蛋糕?

央视八套《天下长安》临时撤档,“先网后台”惹的祸
电视剧排播,动了谁的蛋糕?

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  《天下长安》由张涵予、李雪健主演,讲述隋末唐初,在群雄争斗、门阀混战中崛起的李唐王朝一步步走向盛世的故事。

本报记者 李夏至

前晚,本该在央视八套晚间黄金档首播的电视剧《天下长安》却临时缺席了。这是央视电视剧近年来比较少见的撤档事件,原本约定播出的剧集,播出当晚临时调换,似乎说明了这次事件的不寻常。

根据《天下长安》剧方欢瑞世纪发布的公告,这次撤档是因为“播出版本和上线时间安排的因素”,而“无法按原定计划播出”,目前也无法确认播出时间。根据此前的编播安排,《天下长安》原定于7月16日晚间登陆央视八套黄金档,而按照惯例,获得网络播出权的优酷、腾讯、爱奇艺三家视频网站则会在当晚深夜12点上线更新,执行的是“先台后网”的排播方式。

但就在该剧7月13日确定将在央视八套播出后,15日下午,视频网站纷纷宣布《天下长安》此次将采用“先网后台”的播出方式,即提前一天先在网站播出,会员还可抢先看两集。这种打破惯例的“先网后台”播出方式,意味着电视台观众将比网站观众晚一天看到剧集更新,并且少看两集。

业内普遍认为,正是这种编排方式的改变,直接导致了这次《天下长安》的临时撤档。在电视开机率下降、电视收视人数逐渐减少的收视环境下,电视剧的播出往往受到视频网站的冲击,此前采用的“先台后网”的播出方式某种程度上减轻或者延缓了网站对观众群的争抢。一旦采用“先网后台”甚至网络比电视还要提前播出集数的安排,必然会对电视台的收视产生影响。在专业媒体“影艺独舌”主编杨文山看来,这也是《天下长安》之所以被临时撤档的根本原因,“如果观众都可以先通过网站看了,谁还会来看电视?”

杨文山介绍,视频网站优先电视台播放剧集此前仅有一例,即去年《军师联盟》第一部在优酷播出时,优酷原定以会员领先10集观看的方式开启“先网后台”的编播,但在播出前同样遭到江苏卫视的反对,而最终改为提前19.5小时在网站上线。“按照网站公布的《天下长安》播出方案,网络平台播出进度将比央视要早23.5小时,比《军师联盟》在卫视黄金档播出时做出的让步还多。”杨文山说。

编播方式之所以发生如此大的变化,说到底还是因为电视剧的购销市场已经发生了根本性的变化。在视频网站投入巨额购剧费用前,电视剧的主要播出平台都来自于央视、卫视等主流电视频道,电视台作为唯一的首播买剧方,直接决定了剧目的编播方式,最多也就是在几台连播的情况下协调一下播出时间和周期。但自视频网站进场以来,动辄过亿元的买剧资金改变了电视剧买卖的市场。据业内了解,央视采购《天下长安》所花的费用为单集80万元,以70集的长度计算,央视买剧的总花费是5600万元左右。但根据《天下长安》剧方欢瑞世纪去年公布的财报,该剧的总售卖价格达到了5.67亿元,这意味着除了央视之外,优酷、爱奇艺、腾讯三家网站的买剧价格达到了5亿多元。

这种对比悬殊的买卖价格意味着在剧集的编播方式上,视频网站开始拥有了更多的话语权。“《天下长安》撤档的根本原因,就在于大剧购销权益上网台之间的博弈。”在杨文山看来,网台之间利益无法协调,最后导致剧目难以如期开播。据介绍,目前该剧撤档后,央视八套播出了古装剧《开封府》来顶替。而按照主管部门对古装剧在黄金档播出的配额限制,短期内《天下长安》想再上央视八套的可能性很低。

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