The escalation of TV series marketing chaos: Managing TV series from a brand perspective

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recently, the popular "mobile phone" has triggered a controversy over the placement of advertisements, and there are endless questions about whether to watch TV dramas or ads. It...

recently, the popular "mobile phone" has triggered a controversy over the placement of advertisements, and there are endless questions about whether to watch TV dramas or ads. It not only triggered a war of words, but also succeeded in attracting the attention of the audience. From "my head, my regiment", "lurking", "country Love Story" to "the Beautiful Age of my wife", no matter it is advertising injury or copyright lawsuit, the satellite TV stations fight fiercely & ldquo; and even go to court. In the final analysis, it is the upgraded version of TV station & ldquo; Marketing War & rdquo;. Combing through these tactics, the results are intriguing.

premiere

for TV series & ldquo; red carpet & rdquo; & strong >

according to a person from the propaganda team of Beijing Satellite TV, in the past two years, Beijing Satellite TV has created a systematic publicity plan for all key TV dramas that have landed in advance, mobilizing all-media resources such as print, television, and the Internet to promote them. Before Beijing Satellite TV started with latent ldquo; & rdquo;, the average audience rating of its TV series in 2008 was only about 2%. After its successful marketing, it now has an average audience rating of 6% for the whole year. & ldquo; has built the positioning and brand of the entire channel through the operation of key dramas. & rdquo; the person said.

Beijing Satellite TV's recent shows such as "the Beautiful Times of my wife", "Zhang Juzheng" and "Mobile phone" are all carried out in accordance with the publicity specifications of ldquo;A TV series & rdquo;. Category A publicity can enjoy the full promotion of all relevant columns of Beijing Satellite TV, print network media to promote special programs, the production of more than a dozen promotional versions, including a production & ldquo; premiere celebration & rdquo;.

the light comedy "the Beautiful Age of the wife", starring Haiqing and Huang Haibo, won high ratings from ground broadcasts in various regions. Beijing Satellite TV, as the premiere satellite TV station, held a grand premiere celebration for the broadcast of the play on March 28. In view of the particularity of the plot setting of the TV series "A Beautiful Age of my wife", the premiere ceremony of Beijing Satellite TV also broke the convention. The stage decorated with white gauze, such as a high-standard wedding ceremony stage, decorated with purple gauze and flowers, the whole celebration scene looked romantic and clean, and the audience was seated as & ldquo; guest & rdquo; for the first time. Even the actors could not help sighing that they were extremely excited to do the program on such an elegant and beautiful scene for the first time. At the celebration, the leading actors exposed each other's privacy, the director revealed the behind-the-scenes tidbits, and attracted countless eyeballs with a joyous premiere celebration.

on March 29th, "my wife's Beautiful Times" was broadcast in the first round of Beijing Satellite TV & ldquo; Red Star Theater & rdquo;, and the audience rating exceeded 10% on that day. After that, the show continued the good situation of opening high and going high, with an average audience rating of 10.94% and a market share of 26.05%, making it the highest TV audience in recent years. At the same time, in the ranking of weekly TV shows on satellite TV channels in 25 cities across the country, "the good Times of my wife" topped the list for three weeks in a row, with ratings exceeding 1%, far ahead. Driven by "the good Times of my wife", the overall audience share of BTV has also been greatly improved, with its prime-time audience share in Beijing exceeding 50% for three consecutive weeks. Beijing Satellite TV has also moved up two places in the national ranking of 25 cities to the third place of provincial satellite TV.

& ldquo; premiere celebration & rdquo; has become the usual way for TV stations to set off TV dramas. On May 2, the three Kingdoms premiered synchronously in Anhui, Chongqing, Jiangsu and Tianjin. Anhui Satellite TV specially held the premiere ceremony of the new version of the three Kingdoms. Beijing Satellite TV, as one of the co-producers, and Oriental Satellite TV, which won the premiere rights at the same time, both produced the premiere celebration for Mobile phone. Beijing Satellite TV sources revealed that the production of the premiere celebration, compared with ordinary TV talk shows, the pageantry and fees will certainly increase a lot, but the return can be seen in the ratings.

full media

expand the social influence of TV dramas

in the marketing plan of Beijing Satellite TV's Class A TV series, more than a dozen versions of promotional films alone have to be produced. For each drama, they not only use Beijing Satellite TV's own literary and art columns to carry out promotional publicity, in the & ldquo; full-media era & rdquo;, they also play hard advertisements and produce special programs on the plane and the network to promote, what is more, there will be a number of & ldquo; pushers & rdquo. Planning topics in the online media, let netizens trigger heated discussion, trigger a continuity effect among young people, and then become a social topic. Many ldquo; dramas are produced by Beijing Satellite TV, which is worth doing for the TV drama ratings and the reputation of TV stations. & rdquo; the person said.

reporters browse various forums. Before and after the broadcast of "the good Times of my wife", the entertainment forums of Sina, Sohu and NetEase, the discussion area of the World managers' Club and the comprehensive discussion area of 17173 New Travel & ldquo; irrigated area & rdquo; is full of heated discussion by netizens. & ldquo; "the Beautiful Age of wife" is a knife on the head & rdquo;, & ldquo. Daughter-in-law drama inventory "the good time of the wife" is lukewarm & rdquo; and other topics abound.

Why does a TV play have such a great charm? Why can it directly arouse people's contrastive discussion in real life? on April 14, the Film and Television Center of Beijing Television also & ldquo; took the opportunity & rdquo; and Beijing Warburg Bainer Film and Television Co., Ltd. jointly launched a seminar & ldquo; "A Beautiful Age for wives" & rdquo. The main leaders of Beijing TV Station, the creative team of "A better Age of wives", as well as many experts and scholars gathered together to discuss the social phenomena caused by "the beautiful era of wives".

this hot discussion is reminiscent of the TV series "snail dwelling" not long ago. & ldquo; is a house slave or a mistress? & rdquo; & ldquo; discussion on the reality of the love of house slaves, corrupt officials and mistresses & rdquo;, & ldquo; 50% of house slaves' psychological sub-health & rdquo; and other spontaneous comments of netizens in various forums have made "snail dwelling" break through the field of TV drama and become a realistic topic involving real estate, love and ethics, triggering a national discussion including white-collar workers, civilians and civil servants.

After

, the dispute of SARFT banning "snail dwelling" was more frequently reported on the Internet, claiming to rely on officialdom and sex topics for hype, but SARFT came forward to clarify that ldquo; did not issue a ban on broadcasting & it is hard to know whether the news of rdquo;, is true or false. In fact, behind these heated discussions about true and false, & ldquo; push hand & rdquo; 's power can not be ignored.

Advertising implantation

A powerful weight for TV series earnings

country Love Story, which landed at the beginning of the year, makes the public pay more and more attention to the TV series & ldquo; advertisement implantation & rdquo;. For the drama from the beginning of the first episode 10 minutes according to the Chevrolet plot, for Mengniu milk, Nokia mobile phones and other 10 brands, folk, network approval, criticism, but the current TV series production & ldquo; is poor & rdquo; trend, advertising implantation has become a major weight for TV series producers to ensure revenue, and even TV stations have begun similar marketing.

the TV series "Mobile phone", which recently landed on Beijing Satellite TV, contains a lot of implanted advertisements. There are Dongfeng Nissan, the only car cooperative brand, Panpan Food and the scene of life in the show, and Voice King UKIING squeezed out many first-line brands to grab the chief sponsorship of the TV version of "Mobile phone." even the deluxe room played by Wang Zhiwen was revealed by netizens as the model room of a real estate & hellip;&hellip.

according to relevant sources, Beijing Satellite TV, as the co-producer of "Mobile phone", its advertising department is responsible for the negotiation of advertising for the show. In recent years to participate in the production of TV series, the internal implantation of the combination of efforts are increasing. For example, for ads implanted in "Mobile phone", they will communicate with the producers on how to insert them during the production process. Next, they will log on to Beijing Satellite TV's new version of "A Dream of Red Mansions". There will also be placement ads, such as the credit card of the Bank of China. However, because costume dramas cannot be embedded in the content, Beijing Satellite TV has also done a lot of programs for "A Dream of Red Mansions" to help the Bank of China promote.

second-round replay

the profit of TV station & the new favorite of ldquo; & rdquo;

two years ago, a TV series called "Soldier assault" verified a shift in the marketing thinking of TV stations. It is reported that the show has won more than 20 TV awards and trained countless military fans, but according to an authoritative survey, the ratings of the first round of "Soldier assault" are very low, and its producers say that the money they put in by selling the show is only half the cost. The TV station didn't pay much attention to the play because it didn't have a commercial element & ldquo; & rdquo;,. In the end, most of the television stations signed broadcasting contracts, at least 2000 yuan per episode, and there are many local TV stations are determined not to buy.

Soldier assault has staged a spread myth of ldquo; from the Internet back to TV & rdquo;. The popularity of "soldier assault" is largely achieved through the spread of the Internet. After having a good reputation and audience on the Internet, the craze will be fed back to TV. Since then, local TV stations have carried out crazy large-scale reruns of "Soldier assault", and some stations have even edited it into 40 episodes. But this kind of hot rerun, the TV series investor actually did not make much money. In China, the distribution of TV dramas is generally an one-off buyout of broadcasting rights for 1-2 years. During the period of the agreement, the number of broadcasts and the revenue earned by the broadcasters have nothing to do with the producers. Coupled with the current TV series buyers only CCTV and provincial and municipal television stations two major broadcast networks, with a high degree of monopoly, the provinces have set up a radio and television group, a unified price limit, the monopoly is even stronger. In Europe and the United States, the distribution of film and television works generally implements a royalty system, and as long as they are broadcast once, they have to pay a fee. On the other hand, the advertising fees for the second round of broadcasting have made a lot of money for the television stations.

relevant people from Beijing Satellite TV confirmed this statement. It is reported that the average audience rating of "Soldier assault" was only 2% when it premiered on Beijing Satellite TV, and the more it replayed later, the better. From the reruns, the TV station began to taste the benefits. At present, the premiere ratings of "Mobile phone" logged on to Beijing Satellite TV are also not good. Compared with 8% on the first day of "wife's Beautiful Times" and then rising all the way, the audience rating of "Mobile phone" is the highest on the first day, and has not yet exceeded that of the first day. & there is nothing wrong with ldquo; 's "mobile phone" marketing strategy. But it has congenital deficiencies in broadcasting. Regardless of the subject matter, we are faced with the attack of the new "three Kingdoms" and "the War of the Old Niu Family" at the same time. & rdquo; this person said that "the War of the Old Niu Family" broadcast by Beijing Satellite TV is close to civilian life, while "Mobile phone" is a language TV series. I'm afraid middle-aged and elderly viewers don't like it very much. Young people may like to watch it. Judging from the 2% difference between the ratings of the previous episode and the latter, many young people didn't come home from work when the previous episode was broadcast. However, through the online marketing of "mobile phone", the person said that the number of hits on the network has exceeded 100 million, and it has a good reputation on the Internet, which paves the way for future reruns and profits.

expert perspective

TV stations manage TV dramas from a brand perspective

in view of the hot discussions on dramas such as "snail dwelling,"lurking," and "the Beautiful Age of the wife," industry experts generally believe that a TV series can attract attention and be sought after throughout the country, in addition to the good-looking and attractive script, it is inseparable from the broadcasting platform of the TV station.

take Beijing TV Station as an example. Since the brand strategy of Beijing & rdquo; was put forward in 2009, many premiere dramas of "Wang Gui and Anna", "my Leader my Troupe", "snail dwelling" and "lurking" & hellip;… have achieved one success after another. At the same time, the film and TV drama center of Beijing TV Station has also made major adjustments from various aspects such as drama purchase, editing and broadcasting, promotion and so on, trying to manage TV dramas in the way of brand marketing. these innovative practices not only greatly improve the brand image of Beijing TV films and TV dramas, but also strengthen the influence of Beijing Satellite TV in the whole country, making Beijing TV further move from a capital advantage broadcasting platform to a national advantage broadcasting platform. Because of the advantages of this platform, but also because of Beijing TV's ldquo; integrated marketing + brand building & rdquo; model, can a good play have such a good result.

in the future, TV stations will intervene in the production and production of TV dramas and play a major role in marketing, which will become more and more adopted by powerful local satellite TV stations.