Chapter 1054 "Dad, Where Are You Going" Is a Hit (44)
Shen Xudong always thought that all girls had to master were the three options of eating in and out.
It can basically achieve a toothless feeling, and it will not be bad for other tasks.
Still naive...
At 9 o'clock in the evening, after Shen Xudong took a shower, he received a call. It was Wang Xiaohui from PPTV, reporting on the broadcast of the ninth episode of "Dad, Where Are We Going"...
So far, "Dad, Where Are We Going" has achieved 1.84 billion views;
Douban scored 9.1 points, the highest score among variety shows at the same time;
The main topic of the same name on Weibo has 3.29 billion views and 11.232 million discussions, ranking first in the real-time list of Weibo online variety shows for 17 consecutive days!
At the same time, Shenzhen Satellite TV also directly rose to prominence with "Dad, Where Are We Going", ranking first in ratings for two consecutive months, crushing "Tian Tian Shang Shang" which was broadcast at the same time...
The most concerning revenue issue…
VIP paid new recruits exceeded 14 million;
Naming fee of 120 million - advertisers withdrew their funding during the preparation of the program, and the media ridiculed it before the show...
A certain milk brand that was originally named as the sponsor temporarily decided to withdraw its investment, and the top of Nongfu Spring...
It immediately became a hit!
And it’s a phenomenal hit.
The Nongfu Spring naming fee is 120 million, and there will be a bunch of advertisements inserted later, including McDonald's, Xiaomi mobile phones, Blue Moon laundry detergent, and, yes, a certain yogurt brand.
Shen Xudong's original plan was to gain a reputation in the first season, and attracting new recruits was the most important thing!
Season 2 is about making money like crazy;
Now it seems that the first season will almost pay off.
After hanging up the phone, Shen Xudong returned to the room. Teacher Bai... No, Liu Tao had already put on new clothes sent by the job candidate - the previous one was torn...
When I saw Shen Xudong, I asked him directly: "...Why is there no "Where Are We Going, Mom"?"
"What?"
"Aren't you discussing "Where Are We Going, Dad?" Why isn't there "Where Are We Going, Mom?"
"Fathers and mothers play slightly different roles in the family. Mothers are generally the main caregivers of their children and will also be involved in their children's growth and education. Dads are responsible for making money to support the family. Moreover, outdoor activities and the interaction between father and son play an important role in the effectiveness of the program. The parent-child relationship is obviously better."
Liu Tao thought for a while and asked, "Are you the planner?"
"...It doesn't matter, I just helped with some ideas..."
"Then...can my husband take the children to participate in the next season?"
Shen Xudong thought for a while, and then answered honestly: "I can't say, in fact, it was difficult for us to convince Liu Ye at the beginning... But you also know the current situation, I guess everyone should actively participate in the second season..."
"You have trouble speaking?"
"...Okay, I'll make a call, but you have to convince your husband, right?"
"It's okay, he has nothing to do at home anyway..."
…
PPTV’s positioning from the beginning is to output high-quality content...
An online video website!
The reference is the Netflix model.
In fact, Netflix’s success depends on the strong film and television production capabilities of the United States.
Use the precise user positioning of the network itself to increase user payments.
It can be considered that it has opened up a new battlefield based on the original industry income.
Because for traditional movies and TV shows, products with large investment will inevitably pursue the so-called greatest common denominator of social consensus due to limited investment returns, and there will be certain constraints in the selection of themes and creative methods.
Netflix is different. Its subscription system and network platform allow for creation without pursuing the greatest common denominator of social consensus. As long as it can accurately cover the target user group, it is possible to achieve revenue and expenditure by relying on the subscription fees recovered in advance. Balance can even be profitable.
But the basis for this premise is the overflowing production capacity and production capacity of the United States.
"Game of Thrones" and "House of Cards" only need a named chief director, and the rest is left to the deputy to shoot...
How to learn this production model?
When Kong Sheng and Zhang Yongxin took over "Three Kingdoms", they knew they would be busy working on this TV series for the next ten or even fifteen years!
Unless he develops a suitable replacement...
It’s difficult. These two people are almost the ceiling for mainland TV drama directors...
Of course, Shen Xudong is not holding on to them. "Three Kingdoms" is a seasonal broadcast. As long as they can guarantee one season every year, the rest of the time can be freely used!
In the original time and space, the mainland streaming media industry is not developing smoothly. The main reason is because of poor production capabilities!
The reform and loosening of restrictions in the film and television industry is almost synchronized with the take-off of the Internet. The film and television industry itself has not completed the industrialization reform and birth and has enough say. The Internet has entered the film and television industry in a big way.
Under this premise, film and television production is bound to be a vassal of Internet capital.
Internet capital attempts to use Internet thinking to restructure the basic norms of the film and television industry, resulting in the overall model completely violating the basic creative laws!
In addition, in terms of subject matter, due to the single income model, domestic streaming media platforms are forced by the business model to choose the subject matter in pursuit of the greatest common denominator of social consensus. First, the income brought by niche subjects is limited; second, There is an unavoidable invisible elephant problem in niche themes.
Another point is that people who like to watch high-quality dramas are usually rational and will not spend money unless the drama is good. This category of people makes up the vast majority;
People who like celebrities and are willing to pay for them are usually emotional and impulsive in their consumption views. This category is only in the minority.
But the latter is easier to make money!
Therefore, RTV announced the creation of "Tomb Raiders", starring Li Yifeng + Yang Yang + Tang Yan, which attracted a large number of fans to consume!
I heard that it directly squeezed out the VIP recharge channel of 楽TV...
One drama directly brought in 5 million VIP payments...
Of course, PPTV still ranks first - the number of VIP paying users is basically stable at 55 million.
And it has launched a new way to attract new customers-free 3-day VIP experience!
As long as you register an account and you are a new user, you will be given a 3-day VIP movie viewing experience.
This is called Laxin...
Shen Xudong has always felt that domestic streaming media platforms have used the word "new" and disgusting.
For example, for a completely unfamiliar audience, they log in to a streaming platform and choose the content they want to watch. If he is not a member, what is the first thing he faces?
A 120-second commercial!
Streaming media is not TV. The program content of TV media is a kind of accompanying appreciation content. At the same time, it has convenient switching logic within its own media attributes to ensure that viewers can always find what they want to watch without leaving this media. content.
Streaming media relies on content, and then you offer advertising packages to newcomers?
are you crazy?
Of course, the premise of this approach is that you have a bunch of high-quality content to ensure that users stay!
PPTV’s self-produced variety shows, except for "The Great Challenge" which became a hit and successfully broke out in the industry, other variety shows are limited by the broadcast format and are not very popular. Although they are very famous, they are still a long way from being a hit...
Then, "Dad, Where Are We Going" was released...
The first episode aired and the ratings were very high.
This variety show itself is very popular in South Korea. The guest in the first season is Liu Ye, Tian Liang, Hu Jun, Guo Tao, Wang Yuelun...
Without Lin Zhiying, Shen Xudong has always hated him!