How can satellite TV stations produce more than 400 variety shows a year practice the "golden method"?

according to the reporter's incomplete statistics, more than 400 variety shows will start production in 2016, and variety shows are becoming the Red Sea for satellite TV.

on November 18, CCTV just concluded the 2016 Advertising Resources Merchants Association, in which the naming right of the variety show Challenge impossible was won by Ford Motor Company at a price of 300 million yuan. The naming fee of

300 million yuan is actually not eye-catching in the field of variety shows.

the reporter learned that Guangzhou Blue Moon Industrial Co., Ltd. signed the exclusive name of "whirlwind filial son" and related resources with 400 million yuan; Inner Mongolia Mengniu Dairy (Group) Co., Ltd. (hereinafter referred to as Mengniu) used 800 million yuan to sign the exclusive name in "full acceleration" and "summer sweetheart"; vivo spent 700 million yuan to sign the exclusive name of "Happy Camp" and related resources. OPPO paid 500 million yuan for the exclusive naming of "Idol coming" and related resources, while Shanghai Hanbang Cosmetics Co., Ltd. signed the exclusive naming of "Golden Eagle Theatre" and "Tiantian Shangshang" with 1 billion yuan.

the Resource Merchants Association of major satellite TV stations at the end of the year is a veritable variety show carnival, lighting the itch of the audience and dragging the purse of advertisers.

on October 29th, Hunan Satellite TV held its second resource solicitation conference in Beijing, and the venue for more than 1000 people was packed. The reporter learned on the spot that the number of quarterly programs on Hunan Satellite TV in 2016 will double that of 2015, with a total of 16 quarterly programs on stream.

at present, Hunan Satellite TV has 26 gold medal production teams, each of which has three or four programs in production. Song Dian, director of the advertising department of Hunan Satellite TV, said that because of the large number of programs and the exhaustion of the whole team, Hunan Satellite TV had to introduce social resources to jointly develop programs-- this is the first time that Hunan Satellite TV has opened its platform since Hunan Satellite TV insisted on doing its own programs. bring in a third-party production company to cooperate.

on November 4th, Jiangsu Satellite TV held a resource solicitation conference in Nanjing, where it was announced that the total investment in variety shows in 2016 would reach 4.5 billion yuan, including purchase and production. It is expected to launch weekend if you are the one and 12 quarterly variety shows, including four follow-up seasons such as "the strongest brain 3" and eight new programs. Sunday season still adopts the strategy of overbroadcasting, with two quarterly programs every quarter. In addition, weekly programs such as "one stop to the end", "Open Sesame" and "Youth of the World" will continue to be broadcast, while Wednesday will focus on public welfare variety.

earlier, Zhejiang Satellite TV revealed that "Dad is back" will continue if The Voice of China is to last for 14 seasons. Oriental Satellite TV's leading columns "extreme Challenge" and "Dream Transformers" will also continue to participate in the competition.

according to the reporter's incomplete statistics, more than 400 variety shows will start production in 2016, and variety shows are becoming the Red Sea for satellite TV.

at the Hunan Satellite TV Resource Merchants Association, Hunan Satellite TV won 3.7 billion yuan in advertisements in the four-round signing session, and heavyweight programs such as "where is Dad going?" and "I am a Singer" have not yet been included in the scope of on-the-spot investment promotion.

on November 3, Zhejiang Satellite TV's Resource Merchants Association only bid for two trump cards, "running Brothers" and "Ace to Ace". In the end, Inner Mongolia Yili Industrial Group Co., Ltd. won the title of "running Brothers" for the fourth season at a price of 500 million yuan. Coupled with special advertising and hard wide, the total advertising of "running Bar Brothers" is about 1.34 billion yuan, which has not yet taken into account the implantation price of each major single product brand and the copyright income of network broadcasting. Some industry insiders estimate that the revenue of the program alone in the fourth season of "running Brothers" is likely to exceed 2 billion yuan.

in addition, the resource list of variety shows released by Zhejiang Satellite TV Merchants Association shows that with the exception of "12 Flavor" and "born with Talent", the regular prices of the three-day quarterly titles over the weekend are all over 100 million.

there are different reasons why advertisers are willing to spend a lot of money on variety shows.

Liu Zhiqiang, general manager of Blue Moon (China) Co., Ltd., said that the new variety show "whirlwind filial son" of Hunan Satellite TV was chosen because of the "sweetness". "where are We going Dad?" recommended by Hunan Satellite TV, has achieved very good results, so this time we are also very optimistic about the future of the program "whirlwind filial son" recommended by Hunan Satellite TV. "

the reason for Mengniu's name is that, based on past experience, the company likes to invest in some talent shows. In 2005, the cooperation with Hunan Satellite TV "Super Girl" brought great attention to Mengniu. This time Mengniu targeted "Summer Honey" is a girl talent show. Tian Lan, general manager of Mengniu Brand Strategy system Media Management, believes that the recent girl talent show is very much in line with Mengniu's genes.

the choice of financiers always makes sense. Song Dian said that the reason why many advertisers are willing to invest in variety shows is that the advertising effect of variety shows will be much better than ordinary hard shows.

putting into variety shows can not only achieve hard and wide effects, but also insert content into the programs, and various interpretations in the programs can better reflect the advertising effect than simple hard shows.

in the variety show "I am a Singer", when director Hong Tao announced the winning position of the contestants, his act of picking up a bottle of water carelessly in a tense atmosphere attracted a lot of attention. This casual move makes advertisers realize the focus ability of minimalist marketing. It has also become a classic case of Hunan Satellite TV Advertising Department.

the Remembrance Group once placed an advertisement in the first season of "where is Dad going?" in the program, the show also showed that the star father and son who took part in the program used missing products when cooking, and revealed the product Logo, which also made the group think it was "worth it." Not to mention that in the second season, the show directly arranged for the star father and son to go to the advertiser's ranch. There are numerous similar examples.

more importantly, the topic of variety shows is easy to ferment and spread on the Internet. Internet communication will further enable some netizens to return to the TV and form ratings.

in "very Don't disturb", Ma Nuo, who said "I'd rather cry in a BMW than laugh on a bike", became an Internet sensation. In the first season of running Man, Zheng Kai farted on the show. As a result, the number of Weibo followers rose by 80, 000, and some media even said, "it's better to fart than to have been in a play for many years." This kind of effective interaction can not be compared by TV series alone.

the advertising departments of various satellite TV stations also saw the thoughts of the financiers, so they worked very hard in this respect, completely getting rid of the passivity of relying on drinking to pull the relationship.

Wang Ting, director of the Advertising Department of Jiangsu Satellite TV, said: "our strategy is to combine software with hardware. The corresponding advertising sales around the content, so as to achieve the transformation from hard advertising to soft advertising, is the direction of our efforts in the new year. " In other words, the business department and planning department of Jiangsu Satellite TV negotiated and communicated with the program group, and the corresponding adjustment of the salary system, coupled with the advice and guidance of Taiwan leaders, made the soft implantation smoother, with a high degree of fit, and "achieve the effect of 'moisturizing everything in silence."

Song Dian has been in office for less than two years, but as soon as he took office, he began to reform the advertising department of Hunan Satellite TV. First of all, the Advertising Department recruits highly educated young people so that they can eat and sleep with the program group and become "buddies" with the program director; second, they should be familiar with advertisers and understand their needs at the same time. We also need to know whether the customer's demands can be realized in the program, and in what way they can best achieve them.

the major satellite TV stations have increased their investment in variety shows and advertising departments, precisely because the Internet of the attention of the target audience cannot be ignored.

at the 2015 Shanghai Television Festival, Gao Fei, president of the Internet Application Business Group of Leeco, disclosed a set of data: "now the number of people on the Internet has reached 600 million to 700 million, more than 50% compared with 1.3 billion. I remember that about a year and a half ago, I read the development report of China's video industry published by the National Press and publication Center, which said that in a first-tier city like Beijing, the number of users who turned on the TV more than once a month dropped by 40% in three years. "

naturally, major TV stations will not sit idly by, and cooperation with the Internet has become a means for them to open up a new battlefield. Unlike the simple cooperation that used to broadcast variety shows on the Internet, variety shows now use the Internet in a much more "fancy" way.

Lu Jie, senior director of content cooperation of Youku Tudou, introduced to the interface news reporters that at present, Shanghai Canxing Culture Communication Co., Ltd. (hereinafter referred to as Canxing production) and Oriental Satellite TV's "Star of China" are looking for deep cooperation with Youku Tudou, hoping to use Youku Tudou's broadcasting platform and the power of the Ali system to open up the entire propaganda chain. For example, the show will guide topics on Sina Weibo and Sina Entertainment.

Star of China has been listed as one of Youku Tudou's blockbuster programs in the fourth quarter. Lu Jie said that as the program continues, there may be further cooperation and exploration.

while the major satellite TV stations cooperate with the Internet, video websites are also eyeing covetously, no longer limited to broadcasting satellite TV variety shows, but also began to make self-made online variety shows.

on October 27th, at the 2016 Ecological Marketing Cooperation Conference held in Shanghai, Oneness Group announced that it would join hands with six top domestic variety production teams. It is worth noting that these six teams have produced quite popular works on the satellite TV platform, such as "very Don't disturb", "the strongest brain", "Happy Comedian", "Happy Boys" and so on.

Wang Han, a famous host of Hunan Satellite TV, plans to put on his first online variety show on Youku Tudou. According to the interface news reporter, Wang Han himself also attaches great importance to this program, deeply involved in many links, and has been in contact with the Oneness Group for quite a long time.

Liang Wendao, a well-known media man, has also begun his own process of "touching the net". He has cooperated with Youku Tudou on a "look at the ideal" series, which is favored by Samsung, Clark's and other major international brands. Liang Wendao hosted a show "1001 Nights" in the fourth quarter, which won the name of Kia K5, a car brand, with a total marketing volume of more than 10 million.

Youku Tudou's other variety Reality Show "couple trip" already has six clients, one total title and three sponsors, with a sponsorship amount approaching 100 million yuan.

the "fantastic Shuo" of phenomenal online variety shows is famous for its strong ability to attract money and its high online popularity. Its producer Ma Dong joined iqiyi after leaving CCTV and founded Miwei Media from iqiyi. According to insiders of Miwei Media, Qifa Shuo received more than 500 million hits in the second season, and advertisers flocked to it, but only five advertising seats were given for advertising effect, and many advertisers were not in line.

before 2015, online variety shows were relatively rough, and joining the production team of video network companies was not a front-line force in variety show production. Yang Weidong, president of Tudou and senior vice president of all-in-one Group, said that since 2015, more and more professional teams have entered the network, and the level of online variety shows is gradually rising, even as good as satellite TV.

on November 18th, Youku Tudou's blockbuster pure-net variety show "roommates living together" held a film-watching meeting in Beijing. This variety show introduces a very successful foreign program, "Big Brother". Xu Shundong, head of program production, told the Interface News reporter that the program is now broadcasting the pilot episode on the Internet, and if the response is good, it will be broadcast on satellite TV.

when the production of "roommates together" started, RIO cocktails have been found as advertisers with a cooperation level of 10 million yuan. RIO cocktail wants to invest in dating shows, the brand consumer group is mainly post-90s, which coincides with the online variety audience, the concept of "drink RIO, make friends" is easily reflected in this show.

Xu Shundong once worked for Satellite TV, but later moved to the Internet. according to her observation, it is no longer the Internet chasing satellite TV for program resources, but satellite TV chasing the Internet to ask for cooperation. "because at present, the main consumer groups are young people, and most of the channels for young people to watch are the Internet. And the network can effectively track the viewing trajectory of the viewer, you can know the fast forward of the program in the first minute, where there is drag, through a large amount of audience data to summarize the viewing behavior of the audience, which is conducive to the improvement of the program. "

the deficiency of Satellite TV is that the broadcasting channel is one-way, it is difficult to interact with the audience, and the age structure of the audience is older than that of the Internet audience, and the consumption capacity is limited.

Lu Jie also admits that more and more satellite TV stations are talking about cooperation, and video websites are also picking programs, and not all programs choose to cooperate. A company that produced phenomenal variety shows ten years ago came to the door not long ago. after communication, Lu Jie found that the other party's way of thinking was still at the operational level of the TV station, did not understand the spread of the Internet, and finally did not reach a cooperation.

Yang Weidong judged that in the future, online variety shows must be impossible, unwilling, and unable to be done by TV stations. TV variety shows are baccarat, with great entertainment, great investment, and the pursuit of large returns, while online variety shows will be subdivided vertically and accurately positioned.

for advertisers, vertical, subdivision, and precision seem to be the criteria for their advertising.

Edit: yvonne