The world of Chinese style creates a prosperous era for girl groups

It is still the meeting room on the seventh floor of Shashi Broadcasting Building

When everyone seemed to have serious expressions and frowned, Director Chen of the Investment Department continued:

Admittedly, the current situation of TV drama investment is indeed somewhat sluggish, but this does not mean that TV drama advertising will never recover. On the contrary, some of the experience accumulated by the industry in the past two years to the first half of the year has not become invalid. Let us not lose confidence.

In fact, the difficulties faced by TV drama investment at present are temporary. The reason why recent dramas such as "Spring Flower Flame", "Seven Nights Snow" and "Black and White Secret" can only attract two or three broadcasters and are easily abandoned by the sponsors is that the quality of the dramas and the popularity of the broadcasts are unsatisfactory, and most advertisers do not have the confidence to see the expected returns from their investment.

But no one can deny that big dramas with the potential to be hits are still a type of product with unique marketing value. Compared with variety show marketing, which has exhausted all kinds of gameplay, drama marketing is more likely to bring freshness to the audience through innovative ideas. This is the main reason why many title dramas won market attention in the first half of the year.

Moreover, once "Joy of Life", "Fang Hua" or scripts written by Xia Haoyang appear in the current drama market, most drama producers can immediately come up with a set of "big drama marketing combination punches" to give the title brands multiple rights and interests. It includes but is not limited to providing brands with logo exposure covering the entire cycle of drama promotion, customized inserts, plot implantation, social media interaction, video platform preview ceremony promotion, offline event linkage marketing, etc.

Specifically, it is the annual 618 e-commerce carnival promotion. If a certain video platform really brings out a hit drama or a dark horse drama recently, brands can completely follow Tmall's previous practice of betting on "Mo Yu Yun Jian" in advance, and maximize the commercial growth of brand investment in dramas by delivering 618 promotion information in the beginning/middle/end of the film, or launching joint activities or even derivative short dramas outside the program.

So it’s not that the platforms lack imagination in drama marketing. The main problem at the moment is that the platforms cannot yet bring up top dramas with particularly high-quality content and considerable marketing potential. Once such big drama projects emerge in the market, I think those advertisers who have temporarily jumped back to variety shows from dramas will most likely “change their minds”.

Therefore, the current proliferation of fake dramas is not a big deal, and the decline in investment results is not a big deal. As long as the investment in dramas can still take advantage of the unique siphon effect of big dramas and the marketing methods can still provide advertisers with a set of combined marketing services, the day when the industry promotes national hit dramas again will be the time for collective win-win for brands.

Director Chen said so much, and his point can be summarized as follows: the quality of TV dramas currently on the market is too poor, so the sponsors have no desire to invest and have invested all their funds in variety shows. However, once there are good works, such as scripts invested by Xia Haoyang's company or scripts written by Xia Haoyang himself, attracting investment will be a piece of cake.

After Director Chen finished speaking, he took another sip of tea, then looked at Director Wen, waiting for the next instructions.

"I think everyone has understood what Director Chen said. Let's all share some good ideas." Director Wen looked at everyone.

Everyone in the conference room looked at each other, but no one spoke. They just discussed in low voices with each other.

Everyone here is a veteran who has been in the television industry for many years. Everyone knows that there are no special tricks or clever ways to attract investment for television stations.

Deng Sijia, the young female director of Yancheng TV Station, was well-known in the circle for her ability and courage. However, during the years when she was in charge, the advertising investment of Yancheng TV Station was getting worse year by year. In the end, it even completely gave up the entertainment variety show business, and she herself resigned from the TV station.

Although the current Xinan TV is not as embarrassed as the former Yancheng TV Station, attracting investment in the TV drama sector is indeed a headache.

First of all, the overall environment has changed. The rise of the Internet is the biggest challenge to the traditional television industry.

Nowadays, the popularity of short dramas, the proliferation of variety shows, and the spread of ordinary people's own dramas on the Internet have seriously impacted the drama investment of traditional media (TV stations). This change in the general environment and the development of popularity are not dominated by personal will.

So what can you do specifically about the TV series’ investment advertising?

First, change the strategy. Xinan TV is a provincial TV station that is good at variety shows. So it should increase its efforts in developing variety shows, thereby increasing the proportion of variety show investment advertisements and gradually weakening the market and influence of film and television dramas.

Second, it is to find a drama that is sure to be a hit in advance, rather than relying on luck. But who can guarantee that a TV drama will be a hit in China today? The answer seems to be obvious.

"I don't know what Mr. Xia Haoyang is busy with now. I heard that director Liu Chang is shooting three movies written by Mr. Xia and invested by Fat Cat Studio, and the leading actor is Wu Jing." Someone in the office mentioned Xia Haoyang's name.

"If we can collaborate with Fat Cat Studio on one or two dramas, it will definitely be beneficial to our drama investment in the second half of the year. It would be even more ideal if we can also collaborate with them on variety shows." Director Chen of the Investment Department also spoke.

Director Wen heard what the two said but did not comment. Instead, he asked, "Are there any particularly popular IP productions of TV series and movies produced by other companies in the second half of the year?"

"There may be several big IPs released next year, but there doesn't seem to be any TV series that are popular with the audience in the second half of this year. Director Liu, I heard that you have a good relationship with Xia Haoyang's studio in Yancheng. I wonder if their company has any new TV series production plans in the second half of the year in addition to the production of several movies?"

The people in the conference room intentionally or unintentionally brought the topic to Xia Haoyang.

"As far as I know, President Xia has recently completed several movie scripts for Yidaguang Media, Qianda Film and Television, Darabona Film and Television, etc., and they will probably be released to the public next week. As for TV series? I haven't heard that they have started any projects recently." Director Liu, the person in charge of Xinan Satellite TV in Yancheng, said frankly.

"Didn't I hear before that their studio produces a TV series every year?"

"Why don't I call and ask after the meeting?" This was the only answer Director Liu could give.

"Director Liu, I actually have a variety show in preparation. If we can invite Mr. Xia Haoyang to participate, then this variety show will be a hit, and we won't have to worry about attracting investment." Director Tian, ​​who is in charge of variety show production at Xinan Satellite TV, said.

Director Tian is a representative of the younger generation among the current middle and senior management of Xinan Satellite TV. She is also a woman. She is only one year older than Deng Sijia, the former office director of Yancheng Satellite TV. She is the same age as Director Liu, the person in charge of Yancheng, and they were also classmates in college.

The variety show she mentioned is related to the creation of a girl group.