Talent show to cancel the network and so on outside the vote facing the problem

SARFT announced the first batch of "Draft" program approval, from the contents of the approved content, this year's talent show will continue to cancel mobile phones, telephones, networks and other voting methods, only on-site interaction to decide the outcome. It has long been the main source of income for talent shows. Was deprived of this most important "suck gold", "Capture the ratings" link, talent show how to recover the loss of the satellite TV need to solve the problem.

Create more "Zeng" special players

Due to the different styles of contestants, with the targeted PK "confrontation" link and the interactive text message voting, has been widely regarded as the industry is to carry the audience ratings of the important "fulcrum."

Figures show that in 2005, the second "Super Girl" in the general election period of each game of the text message income of at least 2 million yuan, 7 a total of 14 million yuan, plus the preliminary period of income, a sum of 30 million yuan, significantly more than the title sponsored by 20 million yuan and advertising revenue of 18 million yuan. It can be seen that after the cancellation of the voting link, the talent show's "sucking gold" ability will be greatly weakened. Therefore, the creation of new ratings "Fulcrum", to make up for missing link loss is the problem that each satellite TV needs to solve.

As a "product" under the halo of a talent show, a talent star may become a program-viewing security. Qinghai satellite TV brand strategy a staff member has said that, although in recent years through the talent produced by the stars, idols in popularity and audience popularity can not be compared with the brilliant period, but "these talent still have a certain ' suction gold '." The staff member said.

However, there are some satellite TV staff to reporters that some of the TV talent show still want to play within three months to create more similar Zeng, Li Yuchun such a strong personal style of players, in-depth excavation contestants in recent years gradually reduced the "suction gold" ability to attract more eyeballs. "The style has pointed the contestant carries on 22 pk the link, generally is the high ratings link, and will decide the contestant to stay the time period to reach the rating peak." "Qinghai Satellite TV second, the third" Flowers blossoming "national director horsepower Introduction, if the player is more flexible will have better performance, so that the program more compact, higher ratings, therefore, Qinghai Satellite TV this year will strengthen the training of the players.

Let the program advertise everywhere

From the previous experience of China's mainland talent show, it is not difficult to find that the talent show from the warm-up period to the completion of nearly a year, in which propaganda means almost permeate all forms of media. "We have to break the single way of transmission, so that the propaganda of the program permeates people's lives, so that people can see the ads and breathing air as accustomed to." "Qinghai TV Sales department deputy director Ping vowed to express" flowers blossoming "advertising target.

As the domestic talent show "suck gold" big guy's "Happy Girl" in 2011 only spots advertising one of the income reached 103.7 million yuan, and that year "flowers blossoming" of the title + advertising revenue also reached 80 million yuan. Ping exclusive to reporters that the current situation is expected, this year's third "flowers blossoming" advertising revenue will be more than 100 million yuan.

In order to meet the advertiser's demand for its product exposure, over the years the talent show has tried its best to develop the program's propaganda channels. Ping introduced, from 2010 the first "flowers blossoming" began, the program took the network, television and mobile phone 3G network "three nets in one" mode of publicity, to 2011 more to create a "1=12" advertising overall marketing strategy, and has continued. "We will make it clear to our customers before we invest in advertising, if the enterprise is determined to put ads in the 1 programs, it is equivalent to inject advertising into the other 12 kinds of media, including the main channel of Qinghai TV, nine ground media, several major portals, Tencent, Sina Weibo; The 70-80 colleges and universities in the country set up the division, the public media of the buildings, the Chinese media on the bus and the subway, the high-speed railway media, the video website, the nationwide print media, China Telecom (micro-blog) 3G Network, etc. "Ping said.

"In the state Sarft for talent show under the strict control of the current third" flowers blossoming "has been determined the type of advertising investment basically includes 1 sponsorship, sponsorship 4-5, a number of advertising spots. "Ping introduction," Flowers blossoming "will use the talent Show and university division of the advantages of combining the advertising force to the university. Ping revealed, just determined this year exclusive title "Flowers Blossoming" Huiyuan juice brand will be tied together with the program name, no matter when and where the show name is "Huiyuan Flower".

Change the complex competition of "tongue twister"

2005, Hunan satellite TV to "Super Girl" set an average of 8%-10% of the audience, to more than 280 million viewers of data climbed to the commanding heights, since then, the domestic television collective caught in the draft frenzy. 2010, the same is Hunan TV, is also a talent show, "Happy Boys" 10 into 8 of the ratings but less than 1%, set the minimum TV program record. One of the main factors of the audience's "aesthetic fatigue" is that the competition contest is too complex and a lot of repetition.

Draw on foreign talent show "English Idol", "American Idol" Super Girl "," Happy Boys "want to sing on the song, the election of the idol of the competition is indeed constantly bring to the audience surprise, but year after day, the organizers of the tournament without innovation and improvement, began to be criticized by the audience, which with the 2010" Happy Boys "contest especially prominent In the continuation of the competition in the three-way contest, each stage of the game will be set up the complex of the general Jiong, even the host in the program directly said that they can not read, "The competition is too complex, we look down will understand." Jiong reluctantly said.

"From the past other media held in various types of talent shows continue to learn from the experience, reference to the excellent competition and program links to optimize the tournament arrangement is a talent show to maintain the vitality of one of the elements." "Horsepower emphasizes."

In this respect, Qinghai TV chief editor Sin Yan Analysis, the general talent show to the second half of the stage will enter the stage, "last year" flowers blossoming from the sixth game began to share a sharp climb, the seventh game for the peak, viewing share index of 2.43, while the segment ranked provincial TV second, and 第六、八、九场 also ranked in the fourth ”。 And Ping said, "Happy girl" after the closure, "Flowers blossoming" to become the current year only one by one by the State administration of Radio and television approved the talent show will use the advantage of the program scarcity, according to the rules of the game will be adjusted to a certain extent, increase the audience interactive link.