An Analysis of the bottom Line of the debate on TV Advertising implantation who supervises it

To some extent, product placement does bring win-win between advertisers and media, and foreign countries even derive companies specializing in product placement advertising agencies. Everyone knows that TV series embedded advertisements are rich in reserves, but while advertisers and media mine gold mines, who will ensure and maintain the reasonable interests of the vast audience as the ultimate audience of TV series? Where is the bottom line?

This is like if you want to open mining, you must first have a production license, a qualification certificate, and you must strictly implement various regulations and requirements for safe production, or you are a black mine owner.”……

How to go deep into Baoshan

Mine owners who feel the stones across the river”

Everyone knows that TV series are a treasure mountain, and the current one is only a corner of it. How to go deep into the treasure mountain is a long-term topic for major film and television production organizations and TV stations.

Wang Changtian, president of Light, did not shy away from saying that he would bring the mode of advertising implantation to the TV series invested by Light. What can be revealed is that Tianjin Satellite TV purchased "Superman Sister Ma," which has a lot of advertising implantation components. ldquo; From the producer's point of view, this undoubtedly reduces the risk of capital recovery. rdquo; And as a model for repeated analysis of the "invincible ugly woman," the producer revealed that the second season advertising brand has been negotiated, if no accident, Unilever will still be the largest shareholder. These are mine owners who want to be mine owners rather than digging gold mines, it is better to simply make gold mines, please enter the urn.

Writer Shi Kang is probably the most emotional and vocal. Before "Ugly Girl" hit, he, who said "Struggle 2" would earn 10 million yuan, was severely criticized from all sides, of which 3 million yuan in the forecast would come from the advertisement implantation of a brand's home improvement. ldquo; I am using the commercial operation mode of American TV series to operate "Struggle 2," Shi Kang does not deny that he is actively seeking advertising implantation to make money for "Struggle 2" and himself.

Shi Kang's favorite example is that after the hit of "Struggle," the price of Ma Yili's necklace on Taobao soared from 600 yuan to more than 2000 yuan: many manufacturers saw this huge brand promotion space, only willing to pay.

Of course, not everyone is optimistic about this model.

In a conversation with Feng Weiwei, director of Zhejiang Satellite TV's purchase and sale center, she asked: Did you see "Invincible Ugly Girl"? At least I didn't see it.& rdquo; Then she explained: From the specific case, Hunan Satellite TV has their reason to do so, their target audience is younger, more able to accept these new things; But I don't think this model, suitable for all production and broadcasting organizations, Zhejiang Satellite TV for example, our target audience, is 25 to 65 years old, for them, good series and stories are the most important. rdquo;

At present, Zhejiang Satellite TV's standard for purchasing series is still good drama first. We don't care about the concepts of solo broadcasting, premiere, customized drama and advertisement implantation. You can say we need to be more long-term, or we need to be more grounded. I think to go further, to go to a higher peak, we must be down-to-earth, only to have the foundation to go back.& rdquo; Feng Wei's more obscure statement, in fact, there is a central point of view: lose the word of mouth, win the income and what?!

However, it is interesting that Feng Weiwei does not rule out the possibility that Zhejiang TV will carry out solo drama and customized drama advertisement implantation attempt after that.

How to mine safely

Questions from policy and audience

Perhaps the most worrying thing for miners about TV commercials is policy. On the other hand, as the final audience of TV series, how to maintain their reasonable interests in the advertisement placement of TV series?

Not long after the first episode of Invincible Ugly Girl started broadcasting, many viewers complained about the ubiquitous product logos and exaggerated advertising slogans in the play. Some viewers even laughed and said that I paid cable fees to watch Hunan Satellite TV dramas, but in the end I watched advertising series. Should I ask Hunan Satellite TV for advertising viewing fees?& rdquo;

Not clever advertising placement techniques, its publicity effect is also counterproductive, the extreme opposite mentality can still be applied in advertising implantation: the brand with bad appearance timing, incompatible with the plot, slightly stiff lines, will undoubtedly arouse the audience's antipathy. As the ultimate audience of TV series, who will safeguard the audience's viewing feelings and rights?

In fact, in contact with a large number of insiders, the author found that many people can not clearly explain, a 40-minute TV series, how long can be allowed to implant advertising, implant advertising proportion of the bottom line is how much. As the competent department, at the TV winning award ceremony held a few days ago, Wang Weiping, deputy director of the TV Drama Management Department of the State Administration of Radio, Film and Television, did not give a positive answer when facing the question whether the media would supervise the advertisement placement. He only smiled and said: Chairman Mao said that a hundred flowers bloom, and it still applies today. rdquo;

To some extent, product placement does bring win-win between advertisers and media, and foreign companies even specialize in product placement agencies, but the ethical and management problems caused by product placement have gradually attracted attention at home and abroad.

Advertising is defined as a non-personal statement and promotion paid for by identifiable advertisers in any way for their ideas, goods or services. The core difference between advertising and news, public relations and other promotional activities lies in the fact that advertising activities must identify advertisers.

Advertisers of product placement control advertising content by paying, but do not express advertisers, cleverly hiding the commercial purpose, the audience is not easy to detect the commercial intention of advertisers. This behavior of hiding and paying violates the clear distinction between advertisements and programs (news)stipulated by many countries. Article 13 of China's Advertising Law stipulates that advertisements should be identifiable and able to make consumers identify them as advertisements. Therefore, some critics believe that product placement does not clearly identify advertising, but integrates product information or concepts into the plot of a program or movie, making it difficult for viewers to distinguish between programs and advertisements, and should be regulated.

Product placement is also at the center of controversy. For example, some foreign social organizations criticized product placement advertising for tobacco, alcohol, guns and other products with ethical and legal disputes, avoiding legal constraints. Critics also argue that product placement ads for alcohol and tobacco products in movies and television often portray situations that promote the use of these products by minors, causing negative effects. Some scholars suggest that the appeal target of product placement advertising should be limited, especially for product placement aimed at children. For audiences of other ages, children are more difficult to identify the hidden commercial intention of products appearing in programs or plots, and are easy to be confused or deceived. Product placement advertising should be subject to more regulation and restriction.

For example, if you want to open mining, you must first have a production license and qualification certificate, and you must strictly implement various regulations and requirements for safe production, or you are a black mine owner. Hong Kong TVB has stricter control over TV series implant advertisements, even in the extraordinary period of layoffs, it has relaxed the implant advertisements, and its annual drama "Jewelry" has only 60 million implant advertisements.

There is a lot to explore about TV advertising placement. A simple logic: advertisers get involved early, producers get to build episodes for advertising, and they need to make sure there's a good broadcast platform for TV stations to get involved in plot modification. It can be seen that the most critical point in this chain lies in an excellent broadcast platform that can guarantee ratings. Still take "ugly woman invincible" as an example, advertisers value not its copycat version of the plot, but the platform behind it Hunan Satellite TV.

Therefore, the butterfly effect brought about is likely to realize the production and broadcasting hand in hand. It can be predicted that the focus of drama production will shift to the TV station side of purchase demand. The emergence of a large number of self-made dramas and customized dramas may be the main trend of the development of TV drama industry in the future.