Summary of Key Points
Due to issues such as severe homogenization and audience fatigue with traditional romantic dramas (guǒu dì), these shows have gradually lost their viewers. In response, modern romantic dramas (xiànǒu dì) have returned to the public eye as an alternative. Mango TV has seized this opportunity by adopting a differentiated approach that combines low production costs, new actors in romantic pairs, and a vintage romantic storyline set in small-town settings. Currently, dramas like "Yao Yan" and "Chi Xia" have gained some popularity, with upcoming shows like "Ye Gou Gu Tou" generating high expectations. However, whether Mango TV's modern romantic drama strategy can evolve from moderate success to a true hit depends on whether future works strike a balance between quality and viewership.
Why Traditional Romantic Dramas Are Losing Popularity?
There are four main reasons why traditional romantic dramas have become less appealing to audiences:
1. Predictable Plots: Whether it's about power struggles or romance, the plots are always the same—heroines shine while the story is fragmented. For example, "Qiao Chu" gained over 10,000 views but had a low renewal rate, with a豆瓣 rating of only 4.9. Some dramas even abandon logic in favor of focusing solely on the romantic relationship (for instance, the producer of "Zhu Yu" said, "Just tell a good love story; no need for much else").
2. Frequent Actor Changes: Actors frequently switch partners, creating a sense of numbness among viewers who can't remember who is paired with whom.
3. Devaluation of Romantic Couples: Once a couple becomes popular, they are immediately paired again, but similar plots, performances, and styling make it hard for audiences to distinguish them, diminishing the appeal of the romantic relationship.
4. Overexposure of Young Actors: Almost all rising stars have appeared in traditional romantic dramas, leaving viewers tired of the consistent ancient costumes and fantasy settings.
Why Modern Romantic Dramas Can Replace Traditional Ones?
Modern romantic dramas share the same basic attraction of watching handsome men and beautiful women together, but they have three advantages that traditional dramas lack:
1. Fresh Aesthetics: The clothing and settings are contemporary, making it easier for viewers to relate. For example, the school uniforms in "Xiang Jian Ni" and the campus life in "Zui Hao De Wo Men" feel like real-life stories.
2. Low-Cost Talent Development: Since top stars often appear in traditional dramas, modern romantic dramas provide a platform for newcomers to gain experience. Shows like "Yao Yan" (with Guan Xiaotong and Li Yunrui) and "Chi Xia" (with Zhou Keyu and Bao Shangen) use less expensive talent to create popular content.
3. Diverse Genres: Modern romantic dramas can experiment with innovative themes, such as the space designer and celebrity pairing in Tencent's "Ni Shi Wo De Rong Yao" or the traditional Chinese medicine theme in iQiyi's "Ai Ni", which help them stand out from the crowd.
Mango TV's Unique Approach to Modern Romantic Dramas
Mango TV has chosen a different strategy from Tencent and iQiyi, focusing on a more niche market:
1. Vintage Romance with Small-Town Settings: Their dramas mix sweet, old-fashioned romance with beautiful visuals, such as the story of a city girl falling for a local boy in "Yao Yan" or the pseudo-sibling relationship in "Ye Gou Gu Tou". These controversial yet appealing themes are captured in a visually appealing way.
2. Using Upcoming Stars: They collaborate with less well-known actors like Wang Xingyue and Deng Enxi, who have lower salaries but a loyal fan base, reducing production costs and risk.
3. Producing Small, High-Quality Shows: Mango TV is known for creating cost-effective yet engaging dramas (e.g., "Wo Zai Ta Xiang Hen Hao De"). Their current shows like "Yao Yan" and "Chi Xia" have entered the top ten on platforms like Maoyan, indicating this approach is effective.
Can Mango TV's Modern Romantic Dramas Become Hits?
While their current strategy is gaining attention, there are two challenges to overcome:
1. Quality Concerns: Some episodes, such as the scene in "Chi Xia" where the male protagonist falls from a rooftop without waking the heroine, have been criticized for being unrealistic.
2. Lack of Blockbuster Success: They haven't produced a show that is both popular and critically acclaimed like "Xiang Jian Ni" or "Zui Hao De Wo Men". The upcoming "Ye Gou Gu Tou" with over 3.6 million pre-orders will be a crucial test; if it succeeds, it could validate their approach and potentially lead to a trend in the industry.
In summary, Mango TV's strategy is clever—choosing a less competitive niche while focusing on quality content. However, success ultimately depends on creating dramas that are both visually appealing and well-written. If they can address the issues with plot inconsistencies, they might indeed establish modern romantic dramas as a new mainstream in Chinese entertainment.