The fierce market competition has given rise to TV drama publicity and industrial chain

It has become a routine practice in the advertising industry to use film and television implant marketing, and the marketing of film and television itself has recently become a hot topic. As the competition on the screen and screen becomes increasingly fierce, the era when wine is not afraid of deep alleys is gone forever for movies and TV series. Nowadays, in film and television investment, marketing promotion accounts for an increasing proportion. In addition to the increasing marketing and promotion fees for movies, TV dramas that originally relied solely on TV stations to broadcast platforms have now joined the marketing war. It is common for a TV series to spend four to five million yuan on promotion. Industry insiders analyze that the attention paid to TV drama promotion is not only a manifestation of the maturity of the TV drama market, but also a result of intensified competition from production companies, TV stations, etc. Although it consumes a lot of manpower, material resources and financial resources, it can produce considerable economic benefits. This is the biggest difference between film and television marketing and other product marketing.

Film and television company:

Competition is too fierce, publicity role is prominent

In the early years, publicity was an undervalued part of film and television companies. Because the output of movies and TV series was not high at that time, a well-known director who filmed one play a year was already a high yield, and the media would flock to pursue it. However, the current market structure has undergone earth-shaking changes. Whether it is movies or TV series, they have entered a stage of severe market saturation. With the emergence of order-based production, many TV stations, especially satellite TV, have pre-purchased programs from superior film and television production companies, making many small and medium-sized films and TV series projects face the embarrassment of directly entering the warehouse after production. According to statistics, 30% and 40% of film and television works are facing such a crisis.

There are so many TV series on the market, how can you persuade TV stations to buy and broadcast your TV series? In addition to quality, publicity is also a very important factor. If your work has attracted high attention before it starts broadcasting and can bring high ratings to the TV station, the TV station will certainly give priority to it. rdquo; An industry official told reporters that finding spots has become the first consideration for many film and television companies when establishing projects and pre-planning. The so-called finding points, to put it bluntly, is actually looking for topics that can attract media and society attention.& ldquo; There are countless production companies investing and producing TV series in the market. Everyone is trying to find ways to get their company's brand to attract the attention of TV stations and audiences." rdquo;

TV station:

Driving ratings and publicity determines success or failure

The TV station itself is the media, and the broadcast of TV dramas on TV stations is itself a kind of publicity. The station will also arrange for trailers to be broadcast. Why do we need to use other methods to promote it?" rdquo; This was the general mentality of TV station editors and broadcasters in the past.

However, this situation has completely changed. Premiership ceremonies, poster releases, and community activities emerge one after another, and numerous supporting marketing activities are increasingly appearing in the public eye. Television stations have struggled their brains to promote a TV series to be broadcast soon. For example, Hunan Satellite TV, Anhui Satellite TV, Dragon Satellite TV, etc., have established special TV series marketing teams to create momentum for TV series before and during the broadcast. When purchasing films in the program center, it will not only restrict hard indicators such as price and episode number, but also pay more and more attention to soft conditions such as communication and influence. Some will require the producer to proactively promote during filming in the agreement, and some will even write clearly. During the broadcast period, the crew director and actors are required to attend activities hosted by the TV station.

At present, more than 70% of the revenue of most TV stations in China comes from TV dramas, and hit dramas and big dramas are the most important income channels. Zha Daocun, director of the advertising center of Anhui TV, told reporters that the total amount of advertisements placed by advertisers to national television stations every year is limited. This market cake is made up of more than 30 satellite TV stations, hundreds of terrestrial channels across the country, and CCTV, a powerful competitor. Share the food together. Therefore, if a TV station wants to gain a larger share of advertising revenue, it has to find ways to increase its ratings and brand influence.

New features:

Nengcheng industrial chain promotion receives more attention

Unlike other product marketing, which is purely a matter of money, film and television marketing itself can be extended to an industrial chain when it is done well. Making money is not an unreachable goal. For producers, if the promotion of a play is done well, it will attract the attention of the audience and the market from the beginning. ldquo; It will keep the audience's appetite alive. When it is broadcast or released, it will naturally attract more people to watch, and the ratings and box office will also rise. For TV stations, the effectiveness of publicity often becomes the reference basis for their choice of purchase and arrangement of broadcasting. rdquo; A person in charge told reporters that with the emergence of film and television placement as a form of advertising, more and more companies are finding that this kind of soft advertising is better than hard advertising. When these companies choose implantation partners, those with high visibility are obviously more favored. Often this part of the investment is very large, often tens of millions, even greater than the income earned by selling the drama itself. This is also an important reason why film and television companies and TV stations are paying more and more attention to publicity.

There are many TV stations that have tasted the benefits. Anhui Satellite TV said that the new drama "Dream of the Red Chamber" alone brought them 100 million yuan in revenue. Among the 100 million yuan, nearly 20 million yuan was earned through the promotion of the new "Dream of the Red Chamber". ldquo; There are many advertising and marketing spaces that can be explored around the promotion activities of a major drama. For example, press conferences, premieres, special programs, etc. can be used for advertising, and TV series promotional films can also be used for title advertisements and product placement advertisements. That's how 20 million yuan came about." rdquo; said Zha Daocun, director of the advertising center of Anhui TV.