How are TV plays profitable?

Generally speaking, there are only four profit models of TV series: the first round of broadcasting rights, the second round of broadcasting rights, the audio network broadcasting rights and the overseas broadcasting rights. Take the highest CCTV broadcasting right as an example, the purchase price will not exceed 800,000 yuan per episode. Although the effect is still minimal, TV producers are constantly exploring new profit models and increasing the intensity of advertising implantation.

Advertising placement will become the mainstream profit model.

Last year was recognized as a big year for domestic TV dramas, and the ratings of domestic TV dramas were frequently refreshed. The vast number of TV viewers showed the "production workshop" the powerful food intake that the car could not carry. This momentum continued into this year, which also led to more and more fierce competition between production companies and TV stations. As we all know, compared with the monopoly pattern of several domestic film performing arts brokerage companies, the TV drama production industry is a "disputed world" for producers.

In 2008, an "Ugly Woman Invincible", known as the "peak of cottage drama", brought Hunan Satellite TV to the forefront of the industry again-introducing international copyright for the first time; The concept of "seasonal broadcast" was introduced for the first time, and the audience decided the plot direction while broadcasting; Of course, more importantly, it is the first time to use product placement on a large scale.

Zhu Lu, senior distribution manager of the TV drama division of Light Media, said: "The profit model of TV dramas is relatively simple and stable, and selling films is our main profit model at present." However, she stressed: "We have seen that some domestic TV production companies are already advertising implants. In the future, Light Media will also increase its investment in TV drama advertising. "

"Modern dramas and fashion dramas are more likely to be implanted with advertisements, such as cars, mobile phones, banks, clothing, alcohol and so on." Li, director of Pony Pentium Planning Department, said that they are also trying to implant advertisements for costume dramas and historical dramas. For example, they will contact the hometown of Shandong Wuxun and jointly develop with the local TV series "The Great Biography of Wuxun".

Nowadays, in the increasingly competitive TV drama market, the important criterion to test whether a TV drama can serve as a "hit drama" is not only whether it has aroused strong social repercussions, but also whether it is objectively and clearly summarized as "two rates" from the perspective of the industry: the "ratings" of TV dramas broadcast, which is naturally the first and unquestionable evaluation method, and the "click rate" of TV dramas on video websites is the most important. Network platform is favored by the younger generation of TV viewers because of its unique controllability, rapidity, interactivity and low viewing cost. As a result, the carrier of TV drama broadcasting is stepping up its extension from traditional TV stations to new media represented by video websites, which has not only become the general trend of the industry, but also achieved a new profit model in the TV drama market.

In the past, the profit of TV drama distribution almost completely depended on the traditional industries represented by TV stations and audio-visual products. Nowadays, due to the sudden emergence of video websites, the share of online distribution in the recovery cost of TV drama distribution has become more and more important. It is reported that several major video websites, such as Youku, Tudou, LeTV and excited net, are all committed to defending and bidding for TV drama copyright resources, and the market price of online video exclusive rights of genuine TV dramas has even exceeded the purchase price of the first broadcast of TV stations.

Recently, the contemporary urban emotional drama "Addicted" has set a new sales record for the online premiere rights of the same theme drama at a sky-high price of 40,000 yuan per episode. This TV series, adapted from Wang Shuo's novels, is directed by a director with a very distinctive personal style and supervised by Xu himself, with young urban men and women as the core audience, which is highly consistent with the main audience characteristics of current TV series and it is reasonable to sell it at a high price. Previously, the purchase of TV dramas by video websites has always been regarded as a supplementary means of TV drama marketing. In a short period of two or three years, the transaction price of the acquisition rose rapidly from several thousand yuan to an average of 20,000 yuan to 30,000 yuan, a tenfold increase. Now this price has been "relapsed" to a new high, which is equivalent to the purchase price of the ground broadcasting station. Therefore, it can be predicted that it is also possible to triple the price to10,000 to 200,000 in the next two or three years, which is expected to be the same as the prime-time purchase price of satellite TV. By then, online shopping will form a powerful supplement to the traditional profit model of TV series, and more importantly, it will form a brand-new broadcast model, which is different from the current first round of four David TV broadcasts, forming 4+ 1, that is, TV stations.

Nowadays, the distribution of TV series on the internet is increasing, and video websites have higher and higher requirements and directionality for the quality, characteristics of the times and audience of TV series. It can be seen that the combined development of TV series and video websites, a new media, not only opens up new market growth points in the TV series industry, but also promotes the maturity of video websites, and the traditional TV media will also move towards a more refined and diversified development path in this situation.

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