Kai-Fu Lee advocated the public boycott of "You Mo" let the program fire a

Absrtact: Recently, Tianjin satellite TV job-hunting program "You mo Genus" was pushed to the cusp. May 30, Innovation Factory Chairman Kai-Fu Lee launched million people's real name boycott "You mo Belong" vote. Although the controversy is growing, the program's ratings have soared, widely

Recently, Tianjin satellite TV job-hunting program "You mo Genus" was pushed to the cusp. May 30, Innovation Factory Chairman Kai-Fu Lee launched million people's real name boycott "You mo Belong" vote. Despite the growing controversy, the program's ratings have soared and advertising revenue has soared. However, some experts also warned: relying on constantly to gain eyeballs is not a long-term solution, those who follow the advertising business is not necessarily a positive effect. As an inspirational job-seeking program, return to the essence, with rational and sincere guidance for young people to employment, is the path.

Program "Out of place" is proportional to the viewing curve

"Not You" since the beginning of the topic, the dramatic conflict seems to have become the program to attract the eye of a magic weapon, a series of career strange phase also makes the program difficult to escape as a show suspicion. To examine the two-year program of "non-You Mo", the two performances of the most "out of the place" are undoubtedly Liu Ying events and Guo events. It is the red of the two-stage show, many people began to openly question, "You Mo" road seems to have gone, this is not a job search, but entertainment.

However, under the seemingly biased route, there is a hidden undercurrent of ratings. On the January 9 of this year's program, "after" the Returnee girl Liu Ying with the host Zhang Shaogang and the scene boss Group, the scene several times out of control, despite the public outcry, the day "not You" ratings or reached 1.173, ranked first in the country, Tianjin satellite TV ratings also rose to the third place. But the next day, "Tianjin TV," the ratings were significantly lower to sixth place.

May 20 broadcast of the program, with international trade master, sociology undergraduate, film director three Diploma of French students Guo, in the "Not You Mo" not satisfactory performance, triggering Zhang Shaogang and Boss Regiment members of the collective siege, Guo under unbearable under the sudden faint, once again aroused public opinion concern; Tianjin satellite TV ratings from the first day of the country's fifth rapid rise to the date of the second country, "non-You" of the ratings rose to the third place in the country.

Two period extremely "out of place" the program, will Tianjin satellite TV and "You Mo genus" the ratings all the way pushes high, this also is not difficult to understand, why in a scold sound in this program can still firm as ever.

Soaring advertising prices

Recently, Kai-Fu Lee advocated a public boycott of "You Mo" and let the program a fire. The boycott of the Netizen not only did not let the program appear rectification, but made the advertisement price of the program rise up. Reporter call "not You Mo" advertising business of one of the prosperity of the new Culture Media Co., Ltd., the company's head can not help feeling: "Recently to put the" not you MO of the ads how so much? "

"Non-You Mo" Program production team--days depending on satellite Media Co., Ltd. in its published "2010-2011 Tianjin satellite TV large job recruitment reality show--< not You > Advertising Investment Program", said: The program ads in various forms, including promotional films into, the Crown business card head, mouth broadcast acknowledgements, Special flying word credits, etc., the name of the price of 12.8 million yuan/quarter, the price is 8.8 million yuan/quarter, the joint sponsorship, human Resources exclusive sponsorship price of 5.8 million yuan/quarter; The sponsorship price is 2.6 million yuan/quarter, the price of the enterprise participation program is 50,000

Another "You Mo" program advertising period supplier-Tianjin Bohai China Advertising Media Co., Ltd. also issued a number of investment information. The reporter called the Company as an advertiser, and was told that the ads are divided into soft advertising and hard advertising, can be established for the Enterprise "Day and evening combination package", if you want to join the boss Group, at least 4, the lowest price per period is 130,000 yuan; the cheapest ad is 5 seconds of implanted ads, one at a time, The price is more than 10,000 yuan.

"Not You" has been worry, Zhaopin sponsorship, now the program's sponsor is 58 with the city. The title sponsor of the program is the step-high music mobile phone. On the surface, the beneficiary is the job seeker, but behind it is the program group and advertising business win: On the one hand, the program relies on star bosses, well-known enterprises to accumulate popularity, and access to a large number of advertising; On the other hand, companies rely on the popularity of the program to do enough advertising.

has participated in many times boss Group NetEase Mailbox Division director Mozi said, 12 boss Group members have brand promotion ingredients. "The performance of the examiner represents the image of an enterprise, which has the obligation and responsibility to introduce his company's products to the contestants, which is also an intangible implant." ”

How far can the eye economy go

Although it has caused a lot of audience disgust, Tianjin satellite TV is obviously happy to carry out the "eyeball economy". Kai-Fu Lee launched a boycott of the "non-you Model" activity, does not seem to have a substantial impact on it. Judging from the latest ratings, June 3, "Non-You" ratings ranked four, accounted for 2.95% of market share; June 4, the ratings ranked third, accounting for 3.28% market share, still ranked in the forefront.

Faced with such a violent boycott on the internet, how will Tianjin satellite TV face it? To this end, the reporter calls Tianjin satellite TV channel director Kong Lingquan, he said inconvenient to disclose, for "not You Mo" will be in the future of the style of adjustment, Kong Lingquan also tight-lipped. "Our program group will have stick open to everyone." But he said the time was not open.

The same is the job-hunting programme, and the other is called the "career to go" program, but it appears to be a lot more pro-people. On Weibo, a group of "You Mo" and "career to go to" contrast photos to cause netizens attention, the same is the face of the special job-seekers in a disadvantaged position, Zhang Shaogang sat on a stool, up to ask "how tall You"; "The job to go" the host Lee rang with job seekers sitting on the ground, about the height of the question is not mentioned. It is precisely because of this kind of pro-people's Way of hosting, "career to go to" has maintained a good reputation.

Opera, associate professor of film and television, Kao Shunjie, said that the original program positioning is good, but with the increase in the degree of controversy and the audience ratings, the program will inevitably appear deviation.

"But as a media, should have a sense of social responsibility, to the audience to conduct benign guidance; As a business, should also be an equal attitude to face job seekers." "Kao Shunjie said, whether the" Not You "program itself, or the boss Group members, should be a simple idea, an equal attitude to face job seekers and viewers, rather than a condescending attitude.

"You should be rooted in the audience, with its good publicity platform and a high rate of concern, more come up with some sincerity, and job-seekers equal dialogue, good guidance to the audience, so as to long." "Kao Shunjie said.