Happiness must be strong, implanted in soft advertising, homemade dramas will become the focus of controversy again

According to media reports yesterday, writer Shi Kang revealed in an interview that the three brands implanted in the TV series "Struggle 2" earned him 9 million yuan. Although the money has been made, the outside world has questioned whether commercial intervention will turn the TV series into a shopping advertisement that sells dog meat? On the 26th of this month, Anhui Satellite TV's first homemade idol drama "Happiness Must Be Strong" will be broadcast. Rumors of a large number of advertising placement have made whether TV's homemade drama will evolve into an advertising concentration camp once again the focus of controversy.

Although netizens are quite critical about the increasing insertion of soft advertisements in mainland youth puppet dramas, this has not stopped the enthusiasm of major TV stations for advertising placement in homemade idol dramas, nor has it stopped merchants from making crazy bets on soft advertisements in films and television against the background of the financial crisis. Anhui Satellite TV's first self-produced drama "Happiness Must Be Strong" has a wide range of advertising placement methods. According to the producer, 1/3 of the filming progress of the drama received nearly 10 million yuan in advertising placement. A well-known German clothing company provided the crew with hundreds of thousands of yuan in clothes. In addition, the watches, famous cars, and famous costumes worn by the leading actors all reflect advertising placement. In response, the relevant person in charge of the crew of "Happiness Must Be Strong" responded: Although Anhui Satellite TV set a sky-high record for soft advertising placement this time, compared with some satellite TV's self-produced youth idol dramas, where an obvious soft advertising appears every 8 minutes, the frequency of advertisements in "Happiness Must Be Strong" will not be as intensive. At the same time, our embedding method is more clever and will not make viewers and netizens feel uncomfortable. Our soft advertising implantation is to win with a higher cost performance ratio. rdquo;

The person in charge also said that the current self-produced dramas on major satellite TV stations in the mainland may further evolve into customized TV dramas guided by advertising content. Surveys show that two-thirds of the revenue of the film and television industry in the United States comes from value-added components, and 75% of the funding for TV dramas (major TV networks) comes from product placement advertising. A market research report by CCTV research agency CTR also shows that nearly 70% of Chinese local audiences do not reject film and television advertising, which means that advertising placement in films and television dramas will become an entertainment industry with great market potential.