"Bailuyuan" has been suspended. Investors are difficult to make profits in the short term. The broadcasting platform industry chain is damaged

On April 18, Anhui Satellite TV and Jiangsu Satellite TV, as the two major satellite TV platforms that broadcast the first round of the TV series "Bai Lu Yuan", stated on Weibo that "to achieve better broadcast results, the TV series" Bai Lu Yuan "will be broadcast at an appropriate time. Thank you for your attention." For a TV series that has been filmed and produced for more than ten years, what impact will this suspension have on the stakeholders behind it?

Original title: Who hurt the suspension of the drama version of "Bai Lu Yuan"

? The investment amount reached 230 million yuan. The much-awaited TV series "Bai Lu Yuan" encountered the fate of being suspended after only one day of broadcasting. On April 18, Anhui Satellite TV and Jiangsu Satellite TV, as the two major satellite TV platforms that broadcast the first round of the TV series "Bai Lu Yuan", stated on Weibo that "to achieve better broadcast results, the TV series" Bai Lu Yuan "will be broadcast at an appropriate time. Thank you for your attention." For a TV series that has been filmed and produced for more than ten years, what impact will this suspension have on the stakeholders behind it?

Paying copyright fees in installments, investors are difficult to make short-term profits

. The TV version of "White Deer Plain", directed by Liu Jin, Zhang Jiayi as artistic director and starring, and starring Qin Hailu, He Bing, Zhai Tianlin and others, has always attracted much attention from outside the industry due to its super cast lineup. As a super drama with an investment of over 100 million yuan, it is backed by the participation of multiple parties.

Through reviewing public information, the reporter found that the investment in the TV series "White Deer Plain" reached 230 million yuan. It was invested by Shaanxi Guangzhong Film and Television Investment Co., Ltd. and Xinli Media Co., Ltd.(hereinafter referred to as "Xinli Media"), Shanghai Jiahe Yingying Culture Media Co., Ltd., Xi'an Qujiang Film and Television Investment (Group) Co., Ltd., Zhijin Asset Management (Shanghai) Co., Ltd. and Dongyang Sanshang Film and Television Media Co., Ltd.(hereinafter referred to as "Sanshang Media") jointly produced by 6 companies. Among these investors, Xinli Media, which is conducting an IPO, and Sanshang Media, a company listed on the New Third Board, are particularly eye-catching.

Founded in 2007, Xinli Media is well known to the audience through filming many high-box office and high-ratings film and television dramas such as "Charlotte Worry","Love Lord", and "The Real Man". Some industry insiders pointed out that the investment in the TV series "White Deer Plain" may also be to boost the company's performance. However, as of press time, Xinli Media did not give a positive answer to the impact of the suspension of TV dramas. Sanshang Media, which was listed on the New Third Board in April 2016, has its main business in TV drama investment, production and distribution. In 2013, 2014, and 2015, operating income was 1.5446 million yuan, 9.404 million yuan, and 11.0503 million yuan respectively; net profit was-1.3147 million yuan, -5.6075 million yuan, and-643,200 yuan respectively, which was in a state of continuous loss. From January to June 2016, Sanshang Media achieved operating income of 6.4923 million yuan, a year-on-year increase of 36.77%; and achieved net profit of 2.5663 million yuan, a year-on-year increase of 365.85%. Although its performance turned a profit, during the reporting period, the TV series "Fengshen" invested by the company was still in post-production, so all operating income came from the TV series "Three Kingdoms" produced in 2010. "Sanshang Media's performance relies heavily on a single play, and the suspension of the TV series" White Deer Plain "will inevitably have a certain impact on the company's operations." Film critic Liu Chang said.

Industry analysts pointed out that after the copyright of a TV series is sold, it does not mean that the investor can recover the cost. Generally speaking, in order to avoid risks, the copyright purchaser will agree with the producer to pay the copyright fee in installments. This time, the TV series "White Deer Plain" was stopped after only one episode was broadcast, which will inevitably have many adverse effects. Under such circumstances, it may be difficult for the investor to make profits by recovering the copyright fee in the short term.

The industrial chain of the broadcast platform for the first broadcast drama has been damaged

. Although the novel "Bai Lu Yuan" is extremely well-known, the preparation process of the TV series "Bai Lu Yuan" is very long. In 2000, he obtained the TV series adaptation rights of the novel, passed the approval in 2010, and was approved in 2012. After that, it took three years of script adaptation, preparation, and team formation to complete it. As a result, the TV series "White Deer Plain" was titled "2017 Opening Series" before it even started broadcasting."The title of" 2017 Opening Series ", and Anhui Satellite TV and Jiangsu Satellite TV, which obtained the right to premiere the TV series, did a lot of publicity gimmicks. In the face of this suspension, although the two TV stations and the official Weibo of the TV series "Bai Lu Yuan" issued a unified statement stating that "in order to achieve better broadcast results, the TV series" Bai Lu Yuan "will be broadcast at an appropriate time," in fact, The ratings for the first broadcast of the TV series "Bai Lu Yuan" were not ideal.

Judging from the ratings of CSM524+, which premiered on April 16, Anhui Satellite TV's ratings are 0.523, with a viewing share of 1.61%; Jiangsu Satellite TV's ratings are 0.654, accounting for 2.01% of the market. The ratings rankings of the two satellite TV during prime time are 5th and 7th respectively. In contrast, the ratings of the 34th episode of "In the Name of the People" on April 17 reached 5.288, accounting for 17.251% of the market; while the TV series "Chosen Heaven", which was also premiered, also reached 1.286, accounting for 6.726% of the market share.

"The competition for premieres in the TV drama industry is very fierce. The premiere of the TV series" Bai Lu Yuan "on Anhui Satellite TV and Jiangsu Satellite TV means that these two satellite TV stations have given up other resources and bet on the TV series" Bai Lu Yuan ". Therefore, the suspension of the TV series" Bai Lu Yuan "may damage the TV drama industry chains of these two satellite TV stations." Shen Wangshu, deputy director of the Capital Cultural Development Research Center of the Beijing City Academy of Social Sciences, said that TV stations have their own content broadcasting system. If a play is suspended from the air, a new play will inevitably be needed as a substitute. However, the number of large-scale plays like the TV series "White Deer Plain" is limited. If the replaced content does not reach the size of the TV series "White Deer Plain", it will not only disrupt the TV station's overall arrangement of broadcast content, but also cause a chain reaction. It has adversely affected all aspects of the TV station's drama content industry chain.

Affected by the suspension of the TV series "White Deer Plain" is not only TV stations, but also LeTV Video, a unique online broadcast platform. In order to gain more revenue, LeTV Video has specially created the membership rights of "spoiler playback" for the TV series "White Deer Plain". LeTV Video stated that compared with other member rights, the member rights of "Spoiler Playing" are more humane and detailed. Member viewers can use offline downloading and other forms to load "White Deer Plain" 8 hours earlier than non-member viewers. Install it into mobile phones, Pads and other mobile terminals. Liu Chang emphasized: "Objectively, this payment model of LeTV Video not only reduces the waiting time for viewers to follow the drama, but also frees viewers from the shackles of the Internet. However, due to the wrong bet, with the suspension of the TV series "White Deer Plain", it will inevitably have a negative impact on LeTV Video's plan to use the new drama chase model to attract paid members in a short period of time."

The title of follow-up film and television dramas is a double-edged sword.

According to an advertising quote for the TV series "White Deer Plain" obtained by reporters on Anhui Satellite TV, the exclusive sponsorship of Anhui Satellite TV's major drama marketing costs 12.8 million yuan, while the TV series "White Deer Plain" broadcast on Anhui Satellite TV has already won the title of SUGAR Candy Mobile Phone and the exclusive title of Jianghuai Automobile.

At the same time, the TV series "White Deer Plain" has also embarked on the path of advertising placement. In the eyes of many viewers, the special historical background determines that brand implantation must have a high degree of rigour. Therefore, many people are surprised that the Chinese medicine toothpaste brand LMZZ appears on the advertising placement list of TV dramas.

The hope of a strong brand being implanted in the annual drama "White Deer Plain" fell through. "White Deer Plain", which was scheduled to be broadcast on Jiangsu and Anhui major TV stations on April 16, was suspended one day after it started broadcasting. It is worth noting that the name of LMidian appeared in the brand implantation of TV dramas. As a cooperative brand of "White Deer Plain", the relevant person in charge of LMZ expressed the hope that through this cooperation, the audience will have a deeper understanding of LMZ's craftsmanship spirit. This is the original intention of the brand's cooperation with "White Deer Plain". Despite the increase in advertising investment, LMZ's performance in recent years is still in a continuing downturn.

According to the latest 2016 annual report data released by LMZ, the company's operating income was 1.6 billion yuan, a year-on-year increase of 15%; net profit was 26.9 million yuan, a year-on-year increase of 116%. Although judging from the data, the performance seems to be good after changing the loss situation in the previous two years. However, LMZ was able to turn a profit last year not by its main business, but by selling stocks to achieve profits. If non-recurring gains and losses are deducted, LMZ's net profit loss is 100 million yuan. Under such circumstances, while LMZ's expectations of boosting performance by placing advertisements on the TV series "White Deer Plain" have been frustrated with the suspension of the TV series, the new financial expenses may put pressure on the company's performance again.

Qi Yongfeng, a second-level professor at the Collaborative Innovation Center of Communication University of China, said that the advertising of naming companies is inherently risky because the resources of naming companies are limited. If the publicity effect cannot be achieved through precise advertising, the naming companies will inevitably have to bear the corresponding consequences; However, if problems with advertising are caused by problems caused by the TV series producer and the broadcast platform itself, the naming companies may receive a certain amount of compensation. The reason for the suspension of the TV series "White Deer Plain" is unclear, and the naming company is naturally difficult to blame.

Editor: Nancy