“The price of title ads and other special advertising resources will increase by at least 50%,†said Yuan Chunjie, vice president and advertising marketing division of Shanghai Oriental TV Center, who told “SVA exclusiveâ€. “But it is still difficult to pull back the reduction caused by hard compression. ".
“The New Deal continues, but the attitude of the industry as a whole is relatively calm.†Shen Anwei, general manager of HeLi Chuanmei, believes that the current television industry’s response speed is not the same as it was a few years ago, although “one drama and two stars†have a certain amount of revenue for advertising. Impact, but not critical issues, on the one hand there are many ways to resolve, and on the other hand the impact on different platforms is still very different.
"One play and two stars" test the platform's ability to possess resources - antidote is "single broadcast, self (fixed) system, and flexible broadcasting"
According to Yuan Chunjie, “single broadcast may become a major trend to ensure the impact of ratings. In 2015, many satellite TV stations will join the ranks of Hunan TV's big-drama dramas, and differentiation will gradually take shape, which will help increase the share of ratings. â€
Zhu Yusong, director of Jiangxi TV, frankly stated that Jiangxi TV will have at least a 50% increase in the cost of purchasing drama next year. "The quality of TV dramas will increase next year, and the input budget will increase accordingly."
After “One Star and Two Starsâ€, “Custom Opera and Zhou Sung Drama will become the key to shake up the integrated marketing marketâ€, said Wang Leiqing, director of the SMG Film and TV Drama Center, at the Autumn Push Conference Business Forum.
“The customized drama platform strengthens the intervention from the initial stage of the project and joint investment with the production company. The broadcasting party and the producer share the risk and create value together. In addition, advertising can create new profit models during the period of time,†said Wang Leiqing.
The reporter learned that in 2015, following the "Golden Eagle" and "Diamond" single-broadcast theaters, Hunan Satellite TV will launch the "Year of Youth Theatre" on Mondays and Tuesdays, which are mainly self-produced plays. The current repertoire is "Single Only Together" ( Adapted from South Korean best-selling novel "Single Apartment"), "Super Girl", "Spirit Girl" (Adapted from Ming Xiaoxi's novel).
Following the homemade drama “Red Sorghumâ€, in 2015, Shandong Satellite TV will also launch customized dramas “Big Yanggeâ€, “Lefty Carâ€, and “Yanbangâ€, etc. The self-made plays “Shi Dan Dangâ€, “Big Dagger†and “Fishing Island Furious†"Wait.
Dragon TV will launch "Falcon Counter-Terrorism Force" and Heilongjiang TV will launch "22 Wedding Rules 2" and other homemade dramas.
“Advertising marketing for Zhouzhou Opera will change the investment model that is purely attached to time-based advertising, realize project-based operations similar to the quarterly broadcast programs, and absorb more advertising value through the extension of the broadcast period,†said Wang Leiqing. It is reported that Dragon TV will launch "18-storey hotel", "female forensic" and other weekly broadcasts.
"One play and two stars" is good news for some TV stations that insist on broadcasting alone. Hunan Satellite TV will launch a double-single-play and dual-custom theater in addition to the cancellation of the Weekend Weekly Theatre.
It is reported that in 2015 the "Golden Eagle Solo Theatre" will broadcast "Wu Zetian," "Living and Fragrant," "Fair and Splendid Adventure," "You Are My Dad," "Ice and Ice," "The Wife's Lies The TV dramas of "The Four Youngest Juveniles" and "Diamond Solo Theatre" will broadcast "The Legend of the Condor Heroes", "Spend Thousands of Bone", "The Moon of Qin", "Zhu Xian" and other dramas.
“Jiangxi Satellite TV has been a night and two episodes for these years,†Liu Jianfang, deputy director of Jiangxi Radio and Television Station, told the “exclusive radio and televisionâ€. “Since last year, the Golden Theatre of Jiangxi Satellite TV has started to build a 'female stand-alone theater' and aired a TV drama. More than 80% of the dramas are broadcast alone in the country, and female audiences account for more than 60% of the audience. "After a series of two stars," Jiangxi TV may be even more calm.
In Yuan Chunjie's view, the troubles of most TVs in the "one drama and two stars" are, to a greater extent, the organization of choreography and program content.
In this year's China Merchants Association and Autumn Promotion Conference, it can be seen that more than two TV stations claimed that they had obtained the right to broadcast the “Yueyue Biography†and “Tiger Mom and Dadâ€. According to the reporter’s understanding, only Beijing Satellite TV and the East Satellite TV won the first round of broadcasting rights for "Yueyue Biography."
According to industry analysts, this may be viewed as the “1.5 rounds†concept proposed by the Defence Policy, which is higher than the second round and lower than the special edition broadcast method. Although there is no spell “two starsâ€, it can also be a big one. The influence of the play. Wang Leiqing believes that "the next year will be the most flexible and changeable year for TV dramas."
First-line TV buy big drama, second and third line TV is really difficult to sustain it? Wang Leiqing bluntly said that the purchase of dramas by first-line TV does not mean that it is guaranteed for viewing. Under the situation of “one drama and two starsâ€, the fight is not only about money but also strength.
Yan Aihua, deputy director of the Shandong Radio and Television Station and director of the TV station, also bluntly said that “wrong selection of a drama has a particularly big impact on TV†and that the vision is very important.
Hu Chunling, director of the advertising department of Tianjin Satellite TV, once stated that “10 years ago, a play, four stars changed the pattern of the TV,†and after the implementation of “one drama and two starsâ€, the pattern of TV in 2015 may change.
"920 program band" test platform resilience - antidote is "new arrangement + new program"
In the overall layout of the program, how to arrange the programs after the two episodes of TV shows has become extremely important.
"If the back show is well-received, the overall audience share of this segment, including the revenue generated by advertising, will not drop significantly, so it depends on the strength and overall layout of each platform's competition. How to lay out is very important." That is to say.
Judging from the information currently available, the vast majority of TV stations adopt the strategy of “playing time without changing the theater and making a fuss about the plate after 21:20â€.
There are currently two main modes:
1. "2 episodes + 920 column drama/single drama/short program + original 2200 content zone"
Taking Hunan Satellite TV as the main event, in 2015, the "920 Show Belt" featured mainly short-lived service programs, related to the social morality of "Plump's Conscience" and the "Beauty of Chinese Civilization" born out of the "Every Day". Healthy "Knocking on Health", "Mom's Taste" related to affection and food.
Jiangsu Satellite TV's "920 Program Band" will launch the emotional record program "The True Feelings of the World". The "True Feeling" team from Hunan Satellite TV went hand in hand with Jiangsu TV.
Zhejiang TV will broadcast "China Dream Show" continuously from Sunday to Thursday "920 show band".
Beijing Satellite TV will also join the lifestyle service band. It will focus on "Lifeline" and "I am a big doctor."
Anhui Satellite TV creates diversified topic sections during the “920 period†on weekdays, such as the good-quality record program “Good People Have Good News,†the youthful talented model program “How learned tyrants are trained,†and the science life experiment program “Rumor Terminatorâ€. "Such as Saturday, we broadcast the documentary "I Want to Find You" for the charity memorial program, "Good Show" and "Who is the Survivor" on Sunday.
Shenzhen TV's "920 Show Band" will be joined by the youth entrepreneurial inspirational talk show "Hundred Funeral Exchanges" on the basis of the three political affairs programs of "The Highest Point of Success", "Military Situation", and "Key Insight."
2. "2 episodes + non-entertainment columns"
Dragon TV's “920 Weekly Program Band†will broadcast a social-topic program “Oriental Feng Yun Hui†led by Cui Yongyuan. During the 22:00~23:30 week, social culture, life services, star talk show and emotion will be broadcast respectively. Dating, documentary reality show and other programs.
Hubei Satellite TV's 920 program band will launch the "King of the Kings" theme program. After 22:00, the big columns will be broadcast on the "Outside Your Side", "Mediated Face to Face", "Golden Life Help" and other non-entertainment programs. .
Southeast Satellite TV will raise the ace news program "Strait Shinkansen" to 21:10.
According to Tian Tao, deputy general manager of CTR, the 21:20 super platinum period will attract the attention of high-level and high-degree professionals. Different programming settings and accurate audience positioning will be the key to win ratings.
The only thing that remained unchanged was Jiangxi TV. Zhu Yusong said: "From 21:20 to 22:00, Jiangxi TV has always been a "Legend" column. In the past, it was compared with the TV dramas of various TV stations. We have more confidence in our columns and columns next year." Liu Jianfang said: " 21:20~22:00 is the 'look and eyes' position during the whole evening period. In 2015, our 'waist stick' can be even straighter."
According to Shen Anwei, these two models have their advantages and disadvantages, "mainly based on the characteristics of the platform itself."
Standardizing health programs to test the ability of the platform to self-purify - antidote is "program upgrade + marketing upgrade"
In addition to the “One Show, Two Stars†New Deal, the General Administration of Administration issued a notice on September 29 requesting the strengthening of censorship of health TV programs on TV stations. It is strictly forbidden to advertise in the form of healthy programs. It is expected that the provincial TV programs broadcast health programs every week. It will be reduced to two gears. The notice will also be formally implemented on January 1, 2015.
It is reported that health programs in the market exceed 100%. Mainly distributed in the second and third line TV and city-level channels. Judging from the regulations, except for a small number of programs such as “Healthy Road†and “Yang Sheng Tangâ€, most TV programs do not meet the requirements, or are produced by a social production company, or the moderator does not meet the requirements. Even from the content to the form, there is a lot of advertising suspicion. In addition to the formal advertising formats, these programs are featured on the guest page, and some even directly use the form of special topics to package advertisements for pharmaceutical products.
As we all know, variety shows are television's gold suckers. As everyone knows, the real low-key to make money is the health of the TV programs.
It is reported that in 2012, 108 listed pharmaceutical companies invested a total of 6.876 billion yuan in television programs, most of them for health programs. For example, Beijing TV’s “Yang Sheng Tang†totaled 43.76 million yuan in advertising resource base in 2013, and actual income was far higher than this, with a premium rate of 160%. In addition, CCTV "Health Road" in only 5 seconds, 10 seconds, 15 seconds of the end of advertising up to 350,000 yuan, plus title and special contract and other income also reached 10 million level.
According to a person in charge of the advertising department of a certain TV station, those non-compliant health programs are truly “cash cows†compared to health programs that meet the regulations.
“This time, the General Administration of Sport has standardized the “health-care programs in the second type of advertisingâ€, that is, selling programs of health products, medicines, nutritional products, medical devices, or publicizing hospital programs.
“The income from this type of program is played in the form of a purchase period. The fee for the three-line program is 5,000 to 6,000 yuan per minute, and the second line is 8,000 to 10,000 yuan per minute. The first-line program is usually 20 to 30 minutes. Broadcast 5~7 days.
"That is to say, second-line TV programs alone have at least 100 million yuan in income a year, even if the three-line TV has a profit of no less than 24 million yuan."
The reporter learned from the directors of several TV advertising departments that they will all be adjusted within the scope of the stipulated requirements. However, it is not realistic to thoroughly cut off such programs. Upgrading may be a wise choice.
According to Guizhou TV Satellite Director Cao Yu, Guizhou Satellite TV is expected to launch "The Most Powerful" next year based on the original health program. It tries western medicine and aims at white-collar audiences. It prefers large-scale variety production in the stage of dance and presentation. . This is not only an upgrade of traditional health programs, but also an improvement from the perspective of life service programs.
Although the investment in the upgraded programs increased, but the audience was wider, the scope of advertisements also increased.
It is understood that the five-second and fifteen-second quotes from Beijing Satellite TV’s “I Am a Doctor†are more than a quarter higher than the previous “Yang Sheng Tangâ€. For health-care programs such as “the most powerful†and “Because it is a doctorâ€, the nomination fee is no less than 12 million yuan, and the combined special amount is up to 600 to 8 million yuan, and the special sponsorship is also 350~. 5 million yuan, plus titles, credits, inserting advertisements and derivatives, the ability to absorb gold directly doubles.
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