The rise of TV Zhejiang army password

With a popular singing program, Zhejiang satellite TV in a short period of time to become Hunan TV's most powerful challenger, "global entrepreneur" reporter Zhu Xudong for Zhejiang TV channel director Chachen, the recent period of good news is followed: In early October in the evening prime time broadcast TV series "Jewelled"　　In a number of days to achieve the same level of provincial satellite TV ratings first, "China blue" brand concept shop official debut, the sale of products are popular; China Blue song in the second-tier cities to do a good wind, even, always in the marketing of the Pepsi-Cola and Coke Qi Qi ran to the naming program? However, more than a year ago, the situation of Zhejiang TV is completely not with today and language. Last August, when Chachen was just airborne, the channel, which has more than 500 million yuan in advertising revenue this year, is facing a series of internal and external challenges: the previously launched talent show and the purchase of the solo TV show has been flat, resulting in low morale among the staff, management lack of confidence;　　To the parent company of Zhejiang Radio and television group loans also did not repay, hundreds of billions of debt makes subsequent expansion of the weak, had to shrink the front. However, these did not scare Chachen, in 22 days after the completion of Zhejiang TV's fastest ever revision, for more than a year, he became an entertainment carrier for the television station that used to hang "culture stands"--every night, viewers could see the variety shows they made on television. And all this has made the TV station, which has not been much of a celebrity for a long time, a real topic: According to the CCTV Sofres data, today's Zhejiang satellite TV has been firmly occupied in the national TV ratings second position, and its continuous rise of the arrow pointed to the long-term stability of the first Hunan TV; from advertising revenue,　　Zhejiang TV's 2008-year advertising revenue rose 20% from a year earlier, with the help of a variety of homemade programs that have increased their advertising revenues by nearly 70% this year. This is a result that cannot be surprised--for 10 years, catch the eye with the entertainment program was once dubbed "Mango Taiwan" by the audience of Hunan TV's patent: Hundreds of millions of fans are keen to talk about its talent show "Super Girl"; every Saturday night, Audiences across the country will watch their variety show "Happy Camp", whose launch of a more than a year of talk shows "Day Up" has won a large audience of young people. Now, with a civilian entertainment program "I love to Remember lyrics," The popular, Zhejiang satellite TV has become the most powerful challenger of the television Xiang Army. "The benefits of Hunan TV's reform around the system have come to an end."　　"Hunan Satellite TV deputy Taiwan long Zhang Huali to the global entrepreneur," said. However, in the hot program is extremely hot but also extremely short-lived today, Zhejiang Satellite TV in accordance with the formation of this round of the rise in the end how long can continue? How many surprises can be created simply by imitating the competitive advantage of Hunan TV? In fact, whether for the wealthy Hunan TV or the momentum of the ZhejiangJiang Satellite TV, a must admit the fact that the growth in television consumption is far less than the speed of the Chinese market, the fierce competition for the audience is only just beginning, and as a traditional media television, but also with the internet, mobile phones and other new media to contend with. Birth and Hunan satellite TV in the early case, the ace of Zhejiang TV program "I Love to remember the lyrics" was originally from abroad to find inspiration. In the summer of 2007, NBC launched a 20-minute singing show, the singing Bee, to fill the gap in the program.　　I didn't expect the first episode to get more ratings than the big league Baseball game. This caused the Zhejiang Satellite TV Column Monitoring Center attention, after analysis, management felt that this column is more suitable for the Asian people like karaoke.　　So, a similar program is put on the agenda, and the production of adventure documentaries, interviews, reality show, such as almost all types of program producer Chen Wei quickly entered the vision of the decision-making level, before this, he produced a conversation column "Life AB drama" Since the launch, for many years in Zhejiang province at the same time the top three of program ratings. As the "chorus of small Bees" is also a new column abroad, at that time there is no relevant Chinese information. To this end, Chen Wei had to personally find someone to translate, "my team execution is relatively strong." "Now I love to remember the lyrics," said Chen Wei, a producer of global entrepreneurship, he took people only 10 days to prepare everything, and 3 consecutive days to record 7 episodes. But on the day of the show, the State Administration of radio and television issued a strict restrictions on the participation of the masses in talent shows, including the prime time can not broadcast such programs. Although "I love to remember the lyrics" is not a talent show, but there will be a large number of people involved, in order to avoid misunderstanding, Zhejiang satellite TV deliberately took two sets of samples north.　　Eventually, the General Administration decided that it was only a civilian entertainment program that lit up the green light for the first three days of the scheduled broadcast time. September 29, 2007, "I Love to remember the lyrics" 7 episodes of the official launch of the special section. Due to a good market response and ratings, Zhejiang Satellite TV decided to make the program into a file every Friday broadcast of the Comprehensive arts column.　　At this time, "I love to remember the lyrics" has been the original template "Chorus of small bees" very different. Due to the different viewing habits at home and abroad, "chorus of small Bees" by the single presenter, while the domestic audience more accustomed to the style of the host and the men and women, so Zhejiang Satellite TV chose a lively and cheerful Zhudan and the popular music is very familiar with the Chinese two people partner. In addition to the host, the lead, singing songs and contestants and other issues should be considered. Because the lead singer's exit frequency is second only to the host, therefore not only sings the song to be good, but also can obtain the audience's affection.　　In order to ensure the quality of the program, the participants are also half of the invitations from the program group, half by registering for the opportunity to take the stage. The most troubling part of each episode is the choice of songs, "When the familiar melody rings, Will you sing? "Chen Wei told the global entrepreneur," the program should be the choice of those who can impress the audience. Typically, a program uses about 30 songs, but the producer must first select 300 songs, and each song should be sung to determine whether the current period is used. Because I usually sing too much for the program, the "I Love memorizing lyrics" program makes up the only team in the entire channel with no karaoke coupons.　　Finally, according to the song design of the band's coordination, song layout and so on. To all the producers did not think is that by the end of that year, "I love to remember the lyrics," The average ratings reached about 0.8%, which was the average rating of only 0.25% of Zhejiang TV is an astronomical figure, and the ratings of the table on the rise of the curve is still in the upward extension.　　By February 15, 2008, "I Love memorizing lyrics" ratings for the first time to break through the 1% mark-before, in addition to Hunan TV, there is no TV channel variety show can make this achievement. In the industry, "I love memorizing lyrics" and talent show the biggest difference is that it more emphasis on participation, as long as someone willing and like singing, he will have the opportunity to stand on stage.　　This entry point makes Zhejiang satellite TV very good to avoid the fierce competition in the draft market and in the singing class to seize the opportunity. Out of Zhejiang but not a short-lived. With the "I love to remember the lyrics" of the rapid leap up red, the various TV soon to launch a singing class program, Guangdong Satellite TV at the end of 07 launched the "Tonight Singing Non-stop", Shandong satellite TV in early 08 launched the "Start", and Jiangsu satellite TV and Hunan TV also launched in 08, "Who Dares to sing" and "Challenge microphone" , many with "I love to Remember lyrics" similar columns to Zhejiang TV formed a siege of the potential.　　How to stabilize the preemptive market quickly became the first problem of Zhejiang TV. Just at this time, Chachen appeared in Zhejiang TV.　　Prior to this, Chachen has always been a member of the Zhejiang Education Station Tiger-as early as the 27-year-old because of outstanding performance and promoted to deputy Taiwan, after being promoted to Taiwan, Xia also put forward the slogan of "New youth manufacture" for the characteristics of the science and Technology Education Channel, under which the advertisement income of Zhejiang Education Technology channel is much more than the same channel. "When I came to TV, I love to remember the lyrics" There is a little spark, other programs are done tepid. Chachen recalls what he had just inherited. In fact, "I love to remember the lyrics" became summer came to Zhejiang TV after the only one of the evening column has not been replaced. In order to consolidate in the Singing class program's first advantage, Chachen soon after taking office, a variety show needs to avoid the "homogenization" tendency, at one breath to create a "I love to remember the lyrics" in the three-file with singing-oriented comprehensive arts category column, "Simply said, is to let the audience see Zhejiang TV will be reminded of singing class programs, and vice versa." "Chachen said. So, on November 15, 2008, Zhejiang TV show "Love to Sing will win", two months later, another around singingThe column "I am the grand jury" also official appearance. Of course, in the introduction of these new columns at the same time, Zhejiang TV also increased the "I Love to Remember lyrics" input. According to Chen Wei recalls, Chachen came to Zhejiang TV for the first time to see Chen Wei sent "I love to Remember lyrics" team two words: "One is to do activities, the second is to do the whole country."　　"And these two points are one of the main reasons why Hunan TV has been able to break the regional limits--the influence of happy Girls, which is broadcast only in the summer, can now be extended to a year or even longer." Based on this, "I love to remember the lyrics" in the last 11 years launched the "City of Wheat Duel", the creation team ran 7 cities to select teams.　　Such activities for Zhejiang TV has accumulated a very high popularity, in October, "I love to remember the lyrics" of the audience rating increased by 995%, so that the subtitle of the publicity film to write wrong, when the subtitle of the number changed to 99.5%. This situation is far beyond the expectations of Chen Wei, in the show just before the start, he thought "I love to Remember lyrics" only two years of vitality, and other staff even think only half a year.　　In order to prolong this vitality, Zhejiang TV must give the program new vigor and content, in fact, this is the ace of Hunan TV program "Happy Camp" and so on for several years the secret. Because "I love to remember the lyrics" name is very easy to understand, which in the short term is very helpful to the promotion of the column, but the word "lyrics" also put this file of the Comprehensive art column locked in the song singing.　　To lift the audience's taste, the producer Chen Wei not only in each phase of the program set on the link to the penny, and constantly change the content, even at the "broken wrist" like to take the most popular lead to the operation, conducted a three-month "lead the Championship", and to create a new team of lead. In addition to the column itself, to create a star host is also Chachen from Hunan TV to learn from one of the strategies, in his view, a major barrier to Hunan TV is to create a Jiong, Han and other star hosts, these have a large number of fans of the stars involved in the program will usually attract more viewers. Even Chachen also had to admit: "Hunan TV host is great." "At present," I love to remember the lyrics of the female host Zhudan is the highest annual salary of Zhejiang TV, but in addition to a income, Zhejiang TV also for its various promotional activities, and specifically sent her to play TV, album and so on.　　Once the personal fame rises, the influence of the moderator naturally can give Zhejiang satellite TV very good "feed" effect. No matter what, the final referee of the program running is always The advertiser.　　While "I love memorizing lyrics" is becoming more and more popular, advertisers are also wenfengerdong. At present, "I love to remember lyrics" a quarter of the title fee is 8 million yuan, next year may even reach 10 million, and last year, the column for a full year of the title fee is only about 8 million. Even though 8 million is not a small number, advertisers still need every minute to seize the title. Zhejiang Satellite TV deputy director and Marketing center director Wang said that at that time, there are many enterprises in contentionTake "I love to remember the lyrics" title, and happy Forest company in charge just in the office of Zhejiang TV, the other side asked the account of Zhejiang TV after the first to enter the 800,000 Yuan margin, the final success of the title of this profile Zhejiang TV Ace column. Meanwhile, other variety shows introduced by Zhejiang TV have become the object of the advertisers ' favor. "Wash off my Best" is the latest introduction of Zhejiang TV Outdoor sports variety show, the introduction of this column to get through the Zhejiang Satellite TV Week of the comprehensive arts columns, so that Zhejiang TV every night there will be a comprehensive arts column. As the decision to launch the column was very quick, producer Chen Yu told the global entrepreneur: "I simply wrote a few pages of PowerPoint to advertisers, but immediately received feedback that a number of companies were interested." "He clearly remembers one day near the end of the hour to receive the advertising department phone, said that a company called Belleja to the name, is nearby, so they went to the other side to introduce the situation."　　I did not expect advertisers to hear this idea is very interested, immediately decided to name this file column, on the spot paid 600,000 margin. It is understood that Zhejiang TV advertising revenue this year will reach 900 million, and due to a certain lag effect, this figure will likely continue to rise next year. More to explain the problem is that the original title of Hunan Satellite TV "Happy Camp" Yili yogurt, recently turned to the crown of Zhejiang TV "I am the grand jury", in many advertisers, this is the most powerful evidence of the influence of Zhejiang satellite TV.　　In addition, Pepsi and Coca-Cola, such as direct competitors, respectively, Zhejiang satellite TV Two files of the phenomenon in other TV is also not seen more. But behind the sudden boom, the future of Zhejiang TV is still full of variables.　　Compared to ten years of experience in the production of Comprehensive arts column Hunan TV, Zhejiang satellite TV variety show is still slightly green and thin, in addition to "I Love to Remember lyrics", other new programs in the details of the treatment are not mature and delicate. The important reason behind this is the lack of manpower after explosive growth. A clear contrast is that Hunan also has three regular arts columns, but it has more than 380 mature production team, but the entire program center of Zhejiang TV only 100 people, but to bear six regular comprehensive arts column, which will easily appear insufficient stamina.　　At present, Hunan Satellite TV already has a perfect and mature research and development system and talent training system-to understand the latest foreign television programs and related information is necessary homework, and each year, there are millions of yuan of funds earmarked for young choreographer and production staff to go abroad for short-term training. The more core problem lies in the existing mechanism of Zhejiang Radio and television Group. and Hunan Radio and television Group operating mode, Zhejiang Radio and television under the various channels are completely independent of each other, different channels of competition than cooperation, which makes the Zhejiang satellite TV in the "I Love to remember the lyrics" rapid popularity after the expansion of the full support of other terrestrial channels. As a result of diaoren difficulties from other channels, at present, "I love to remember lyrics" has even become a lot of new programs in Zhejiang TV transmission talent training base. andHunan Satellite TV Group's internal resource utilization is more full, such as "Day Up" of the program producer Zhang Yibei initially did not work in satellite television.　　Even, many of Hunan TV's successful programs are first on other ground channels after the success of the transfer to satellite TV. In addition, in the University of Communication, Professor Ding Junjie, Hunan TV program layout advantages are also difficult to be surpassed in a short time, "Hunan TV's single column is very uniform, positioning is very accurate, and this precision is not a bunch of entertainment in Zhejiang can be more than the show."　　At the same time, Hunan Satellite TV decade accumulated brand effect is not other later comparable. In addition to entertainment programs, TV drama competition is to let Zhejiang satellite TV headache Battlefield. In recent years, with the high price of TV dramas, the cost of each TV to buy a solo play has been rising.　　It is understood that two years ago, a 50 million-yuan TV series may now be sold to 200 million, and if the United States and TVB and other television stations to produce their own TV drama costs are higher. In the face of this situation, Chachen's solution is to use 5 years to build an industrial chain around Zhejiang TV, including its related derivative products, artists brokerage companies and China Blue song, etc., "Zhejiang Satellite TV is just the largest pearl in the industrial chain." "he said.