Chapter 1746 The Heyday of Television
The three major TV stations in Hong Kong actually calculated their advertising bids separately in previous advertising years.
For example, before, Jiashi started bidding in August, Lidian in October, and Wireless sometimes only invited bids in November.
However, as Kylin TV continued to gain strength, everyone gradually eliminated their opposition and began limited cooperation. The annual advertising bidding conference was gradually scheduled for September.
Therefore, the timing of ATV’s Asian sister selection finals is quite good.
On the third day after the event, the 1985 advertising bidding conference began.
What advertisers are facing is the record of 110 million people attending the Asian Sister Finals.
Coupled with their gold-medal programs like "Survivor", the ratings have been off the charts. The third episode of the outdoor survival program has exceeded 50 million viewers. The number of viewers has now stabilized at around 80 million across Asia. In the last few days, In this period, it should not be difficult to exceed 100 million visitors.
A TV station whose influence is only in Hong Kong has different meanings from a TV station with signal coverage throughout Asia, and the value of the advertising wealth it creates is also different.
For example, in 1983, the advertising revenue of KyLin TV, which was broadcast throughout Asia, jumped to 2.23 billion Hong Kong dollars. At that time, Wireless TV was only 850 million Hong Kong dollars, and ATV was higher than them, at 880 million Hong Kong dollars.
Then there is the advertising fee this year. Kylin TV still skyrocketed by almost 55% to 3.52 billion Hong Kong dollars, but TVB, which worked hard, only got 1.01 billion Hong Kong dollars.
ATV was even more unlucky. Because Mr. Qiu had an accident while driving, advertisers did not have enough confidence in ATV and only gave 950 million Hong Kong dollars in advertising fees.
But this year is different.
Both TVB and ATV work together to deliver television signals throughout Asia.
ATV's Qiu family has got rid of the negative influence. TV news programs and TV series continue to catch up with Kylin TV. Together with the two ace variety shows of "Asia Sister" and "Survivor", it has won countless fans across Asia.
With loyal TV viewers, advertising costs can increase. This is a normal principle.
So after a day of intense bidding, ATV's advertising fees for 1985 soared to HK$2.8 billion!
It has almost tripled compared to last year! !
Qiu Degen smiled from ear to ear at this. He held a banquet at Fulinmen that night, entertained hundreds of ATV employees, and unexpectedly gave them all red envelopes.
Although it was only a few hundred or thousands of red envelopes, it was so flattering to the employees that Mr. Qiu could be so generous in addition to his salary.
What Qiu Degen is happy about is not only the surge in advertising fees, which makes ATV's operating expenses more sufficient, and it can produce more good programs and TV series, thus continuously expanding its business territory.
He is even more happy about ATV's valuation.
ATV is the exclusive property of the Qiu family.
100% of the shares belong to them and are private property.
The stock market in Hong Kong was not doing well in the past two years. All three Far East companies of the Qiu family were hit hard. Qiu Degen's original assets of 5 billion in them suddenly plummeted to 3 billion Hong Kong dollars - this was because Qiu Degen had withdrawn money in advance. The result was HK$1.5 billion, otherwise the losses would have been even more disastrous.
However, people in Hong Kong still value Qiu Degen's wealth at more than HK$6 billion.
Where does the remaining 3 billion Hong Kong dollars come from?
Isn’t it ATV?
ATV's asset status is very good and it has many excellent programs and talents, including Li's Three Heroes, Zheng Shaoqiu, Zhao Yazhi, Huang Yuanshen and so on.
Therefore, the outside world values ATV's assets at HK$3 billion. In fact, a foreign consortium has offered a price of HK$4 billion to tentatively acquire ATV.
This is what Qiu Degen told Yin Jun as his last escape route.
Now that ATV has opened satellite TV stations across Asia, all aspects of its business are booming. The performance is of course not only the soaring advertising fees, but also its valuation.
Even one year's advertising expenses have reached 2.8 billion Hong Kong dollars. Do you think ATV's valuation can only be 3 billion Hong Kong dollars?
of course not!
Nomura Securities gave a valuation of HK$5 billion in a financial newspaper the next day.
The Japanese have always been conservative, but Société Générale is more bold, giving a valuation of HK$8 billion.
If it is really so bad, the wealth owned by the Qiu family will directly exceed 10 billion Hong Kong dollars! !
Although it is not as good as Yin Jun's huge wealth of 39 billion US dollars, they still successfully passed the 10 billion Hong Kong dollar hurdle.
After looking at the entire entertainment media industry several times, besides Yin Jun, who else has assets of more than 10 billion Hong Kong dollars?
Not even Shao Yifu!
Speaking of Mr. Shao Liu, his life was actually quite easy.
TVB's next annual advertising auction will be held before ATV's Asian Sister Finals.
Just to avoid the popularity of ATV.
Wireless's advertising expenses in 1985 were HK$2.5 billion.
Compared with theirs this year, it has also increased by 150%.
At first glance, it looks much worse than ATV, and TVB has always suppressed ATV before.
But in fact, the money earned by wireless is definitely not less than that of ATV.
Their production costs are very low.
Among the three major TV stations in Hong Kong, Kylin TV’s production costs for various programs and TV series are definitely second to none, and it is famous for its willingness to spend money.
Next up is ATV.
They spent an average of more than 10 million Hong Kong dollars on each issue of "Survivor", which is very expensive.
Then there are TV dramas. The three TV drama scripts purchased from Yin Jun every year also cost 15 million Hong Kong dollars.
Having spent so much money on the script, we must not be stingy when it comes to production, so it would be easy to spend another ten or twenty million.
Wireless is different.
Under the joint pressure of Kirin TV and ATV, Shao Liuye's stinginess is not as crazy as in his previous life, but he is not as generous either.
As salaries increase, production costs will inevitably decrease.
Thanks to the fact that TVB has a lot of talented people with a very deep background, plus the fact that TV series don’t have that many special effects nowadays, TVB is one of the best in Hong Kong when it comes to shooting TV series, so their TV series can continue to get good ratings.
This is also related to wireless’s continuous efforts in Southeast Asia, Japan, South Korea, and Taiwan over the past few decades.
Everyone is used to watching their TV series and variety shows, so this inertia supports them to keep watching.
Therefore, although the wireless advertising fee is 300 million Hong Kong dollars less than ATV, it is definitely less expensive than them.
However, it should be obvious that TVB suffered a loss this time because of its variety shows.
With just the aging "Happy Tonight", a Miss Hong Kong election, and a year-end "Top Ten Golden Songs Award Show", TVB cannot compare to ATV and Kylin TV in terms of production scale and originality.
But next year will be different.
Shao Liuye said in an interview that next year Wireless will launch a variety show planned by Yin Jun, which is guaranteed to be enjoyable for everyone to watch.
"Ajun told me that the ratings will not be worse than "Survivor", so please look forward to it!" Mr. Shao Liu said with a smile to the TV camera.
When they heard that it was planned by Yin Jun himself, the audience naturally became excited.
They all have doubts about others, but they have no doubts about Yin Jun.
Everything Yin Jun can give you is definitely top quality!
That is to say, advertisers have not seen the actual product, so they dare not significantly increase advertising fees. However, advertisers have quietly contacted and inquired about the naming rights of this variety show, etc.
Every idiot knows that the variety show planned by Yin Jun will definitely be a hit. There will definitely be a lot of benefits if you name it in advance!
Even the advertising expenses of the two younger brothers have exceeded the 2 billion Hong Kong dollar range. As the leader of the three major TV stations, Kylin TV is definitely better than last year.
"The Deer and the Cauldron" broadcast this year is the first TV series in Hong Kong's history to have a single episode of more than 100 million viewers, allowing Kylin TV to consolidate its advantages in this regard.
It is no exaggeration to say that when watching TV series in Asia, at least one-third of them will choose to watch them on Kylin TV.
Such a strong viewing base is something that advertisers will never ignore.
Then the boss of Kylin TV is the creative genius Yin Jun. Not to mention his status as the richest man in the world, just his achievements in TV stations are enough for people to trust Kylin TV.
From now on, Kylin TV’s annual viewership and popularity will definitely rank first in Asia.
Therefore, immediately after ATV, at the Kirin TV Advertising Investment Promotion Conference in 1985, Kylin TV's revenue skyrocketed to HK$4.6 billion!
Such a high amount of advertising sponsorship made people who had been exclaiming about ATV and TVB just two days ago once again shocked and speechless.
What else can you say?
In 1979, Kirin TV's predecessor, Jiayi TV, received 240 million Hong Kong dollars in advertising fees, which saved their lives and allowed them to stay afloat.
Only 6 years have passed, and Kylin TV has soared more than 18 times. Apart from describing it as a miracle, is there any other word to express it?
This fully illustrates the role of a genius on a television station.
From dying to now in full swing, Yin Jun's TV series, variety shows and various managements, including taking risks to be broadcast on stars to all Asia, have not been particularly strong in promoting Kylin Satellite TV.
No.
Not only Kylin TV, but also ATV and TVB, all have made great progress compared with previous years due to Yin Jun's direct or indirect promotion.
Now the three TV stations have completed the star launch and have covered the entire Asia.
Xiangjiang's TV culture, centered on these three companies, directly covers the entire Asian audience. It has directly overshadowed Japan and South Korea and has become the largest representative of cultural export.
This is also a prosperous time for the TV industry in Hong Kong!