Perfection of Rebirth

Chapter 862

On March 2008, 3, "The Voice of China", which was exclusively titled by Jaguar Land Rover, officially began recording and broadcasting.

Speaking of the transfer of the title fee of "The Voice of China", there was an episode in the middle.

The so-called naming generally refers to a phased publicity strategy adopted by enterprises in order to increase the awareness and influence of enterprises, products, and brands, such as the familiar line "This program is broadcast under the title of XXX".Among all the advertising revenue of variety shows, the most important is the naming fee, which can generally account for more than three-quarters of the production cost.

In later generations, the naming fees of domestic variety shows have soared all the way, and the naming fees of popular variety shows can reach hundreds of millions, and the ability to absorb money is staggering.

Advertisers love variety shows so much, after all, because they are profitable.In fact, many pioneers who are willing to be financial owners have indeed enjoyed the dividends brought by variety shows after being named.

In 2005, Mengniu sponsored "Super Girl" on Mango Channel.

No one expected that this talent show became popular all over the country overnight, making Mengniu the first brand to truly enjoy the dividends of variety shows.According to public information, after the title of "Super Girl", the sales of Mengniu yoghurt, which was originally sluggish, soared from 2004 million in 7 to 2005 billion at the end of 25.

Since naming a variety show is a kind of advertising, the first thing to consider is naturally the ratings of the show.If the program is the first broadcast, the ratings are unpredictable, and the naming fee is often not very high.

Before the first season of "Where Are We Going, Dad" was broadcast, the original title sponsor was not optimistic about this show. In the end, 999 Ganmao Ling successfully "picked up the leak" and became the title sponsor of the first season at a cost of only 2800 million. .

If it is a mature phenomenon-level program, the naming fee for the second and third seasons will soar to more than 2-3 million.

After "Where Are We Going, Dad 1" became popular all over the country, the naming fee soared to 3.2 million. After "I'm a Singer", "Running Brother", and "The Voice of China" became an instant hit, the naming fees for the second season also exceeded 2 million.

Of course, huge advertising costs come with huge risks.For title sponsors, it is naturally welcome that the titled variety show has become a hit.But more often, the title may also be "in vain."

In order to avoid risks, advertisers tend to name the most popular variety shows.However, how long the brand effect of phenomenal programs can last is also unknown.

Under such circumstances, for "The Voice of Heaven" invested by Guanghui Film and Television, Guanghui required at least 1 million yuan for the naming fee, and naturally no advertisers would pay for it.

"Mr. Jiang, currently the highest bidder is a local cosmetics brand, but it is only 3000 million. The second bidder is even willing to offer 1500 million. It is too far from our goal of at least 1 million. Shall we adjust the target? price?"

"Mr. Jiang, there is no variety show in China that exceeds 1 million yuan. Basically, if you can get 6000 to [-] million in sponsorship fees, it is already a very top-level program."

"Mr. Jiang, we will be ridiculed by our peers when we set a price like this. People will think that we are crazy about money."

……

This is the report that Jiang Hui heard the most during the investment promotion period of "The Voice of China" titled advertisers. A reasonable price, but Jiang Hui has been insisting on not giving in.

"Although every step of Guanghui Film and Television's movies and TV series is very popular, variety shows and film and television programs are different. No company will be willing to pay 1 million for the naming fee."

"Our company has been cooperating with Guanghui Film and Television, but the starting naming fee of 1 million yuan is really beyond our tolerance."

"One hundred million, how can I recover the cost, the most popular program in China is not a variety show."

……

This is the most common complaint heard by the personnel in charge of advertising and investment promotion of Guanghui Film and Television.

For a long time, the advertising and investment department of Guanghui Film and Television has lived a relatively prosperous life. After all, every film and television drama in the past has performed very well, so naturally it is not worried that it is difficult to find placement ads.

However, Jiang Hui set a starting target of 1 million yuan for the title advertisement of "The Voice of Heaven", and other advertising fees are also "shockingly expensive".

In the end, there was no other way. A few days before the recording of the program, the title advertiser had not been found, so Jiang Hui asked Jaguar Land Rover to do it.

Some other advertisements in the program are also supported by subsidiaries of the Brilliance Group such as Brilliant Mobile, Brilliant Drones, and Brilliant Automobiles.

"What is your aspiration?"

"Please introduce yourself".

……

What is being recorded now is the first phase of the tutor blind selection stage.

Blind selection, including the resurrection match, a total of six rounds.

The participating students sing songs, and the four instructors face the stage with their backs. If they intend to invite the student to join their team, they can rotate the direction of the seat by pressing the button.If there are multiple instructors turning around, the students will choose which team to join.If none of the four instructors turn around, the student will be eliminated.

After the blind selection is over, if there are still some vacancies for the four instructors, select a number from the students who were not selected before, "resurrect" as a "wild card" and participate in the "wild card battle" to compete for the next round of competition. qualifications.

One episode is broadcast a week, and the performances in the blind selection stage can last for one and a half months

The reason for broadcasting one episode a week is because it usually takes 7 or 8 hours to record a program, but it takes many days to edit it.

The director team calculated that it would take 5 days to edit each episode of the program, because the amount of program material is very large, almost 1100 minutes per episode, and finally edited into a 90-minute program, which requires multiple screenings and cuts more than 1000 minutes material.

In this way, if the broadcast frequency is too fast, it will be difficult to complete the editing on time, which will affect the quality of the program.

After the blind selection is over, it will enter the mentor assessment stage, that is, each mentor team will determine the top four, a total of four rounds.

The 14 selected contestants in each team were divided into 7 groups in pairs. The two contestants in each group sang a song together on the stage and competed on the spot. The instructor chose to stay or stay according to the performance of the contestants; Among the 7 people, the mentor directly selects one to become the disciple of the mentor, while the remaining 6 people will be divided into 3 groups according to the on-site draw, singing self-selected songs, and conducting live PK. The winning 3 people will become the disciple of the mentor.

Immediately after that is the night of champions, that is, four into one in the group, a total of three rounds.

At this stage, the remaining four students in each mentor group will go through three rounds of PK to compete for the only seat in the group to enter the peak night.

The four students sang the wheel battle in turn, and the instructor directly selects one student for this round of final PK; the other three students will be voted by a jury of 99 media, and the student with the lowest number of votes will be directly eliminated at this stage, and the other two students will compete again. After the PK, the jury of 99 media media will vote again and score with the instructor, and the winner will advance to the next stage; the winner of the first stage will compete with the winner of the second stage, and then the jury of 99 media media will vote again and score with the instructor, and the score will be awarded. The tallest will get a seat into the summit night.

(End of this chapter)