TV group buying is just a small circle of games

"Price war", no longer just suning, Jingdong play games, TV can also have. Recently, the TV series market appeared a new mode of buying a play "buy". Some plays were put on the internet to sell, prices, the first group buy the play, the price of more than 20,001 sets. This seems too cheap compared with the Baiwan price of recent years. The emergence of group buying, will not be in recent years, film and television drama copyright "High price" tide has changed? Both the producer and the purchaser seem to have reservations at the moment, "it's a new model, but it's a lot of change, and everyone's trying." Newspaper reporter Shen Shen Changsha report

Group Buy TV series, "20,001 episodes"

"Taiwanese businessman" 20,001 episodes, "Men's War" 20,001 episodes, "Princess Mountain" 20,001 episodes, the minimum number of 10 ... "Recently, the international television and Film Program Trading Center, founded by the" ITFPEC program Buy Center "officially launched. Reporter Log in the center website found that the site's design and other commodity group purchase site is basically similar, plus the countdown. A number of TV dramas marked "Discounted price", probably under 50 percent. The first group to participate in the TV series, The Price is about 20,001 episodes, a year of copyright. Compared to the previous TV series hundreds of thousands of or even Baiwan copyright fees, this price is just like the price of cabbage.

The person in charge more than 10,000 episodes per year, broadcast not more than half

"Group buying is an inevitable trend. Longdong, chief executive of the International Television and Film Program Trading Center, said, "China-made plays have been growing at nearly Chihu speed since the beginning of the 2003 breakthrough million." But each year can broadcast in the television station not more than 3,000 sets, can profit no more than 1000 sets, in such a situation, the program group purchase mode can realize the resource sharing, save the issue cost, let more plays have broadcast platform, not backlog. "Yunnan TV Procurement Center, a person in charge also revealed: Last year, SARFT approved the TV series in 17,000 sets, all provincial stations add up to the demand for TV dramas in the 5,000-part set. "Not on the TV channel, it means that it is basically difficult to earn back costs, because basically send 10 of the ground station can not catch up with the price of a satellite TV." ”

Longdong said that the group purchase is the site and the production of the results of the discussion, in her view, this is "small profits but quick turnover."

The production side mainly faces to the ground station, reduces the release cost

Producer Sean to the price is still a bit not adapt, "the previous purchase of the play channel is relatively confidential, we have requirements, will not open prices." However, in her view, this model is more like a platform for issuers and buyers, "some TV stations want to buy a play, we want to sell the drama, and this platform is like a century good edge, for us matchmaking, gave a grafting platform."

She revealed that her own play "Taiwanese" has sold the first round of broadcasting rights, to participate in group buying is aimed at the ground table. Such a platform for the producers of the biggest attraction is to save the issue cost, "in the past, we sell to all over the channel, to one to talk about, delivery samples, a lot of the final end, the cost of a lot of manpower, financial resources but did not sell products." Group buying the effect of this way we are also watching, but such a platform out, can let us in the release of this a lot of cost, let us save a lot of heart. ”

TV to buy a drama is very complicated, buy sourcing is also a problem

Reporters from the site to see that the current participation in several of the play trend is generally, each play only three or four people participate in group buying. The form of the play seems less appealing.

Yunnan TV program Purchase and Sale Center Zhou Yi said, for the TV station, buy the drama to consider the elements of a lot of, "how cost-effective, whether the audience with the TV viewing, whether with our competitive strategy, if the schedule can do, buy a play is very complex, not only with the price." ”

Jiangxi TV Purchasing department director Liu not optimistic about this group purchase, "on the one hand, the television station procurement are concentrated in the program center, the program center generally has a good channel to obtain resources, this so-called group purchase if there is no quality TV drama resources as a support, it is difficult to operate." On the other hand, group buying is also difficult to get good TV drama Resources, "TV series production companies are to profit as the first task, how will the good TV play resources to you buy?" ”

Industry Analysis

Unsalable sale? It's good to be able to withdraw money

The end of the high price era? It's just a small play game.

The idea is that TV series "Group Buying" is more like a unsalable sale. "It's not a very good show," says one industry insider. Group buying is a way for people who lack distribution channels and experience to distribute. But now really can through this channel to complete sales should be very difficult, unless it is difficult to sell the play! "Producer Sean also said that some of the TV dramas may indeed be to play" promotional "," big company one or two plays may still be able to withstand, but many small and medium-sized enterprises, their last hope may become a pilfer. So it will show the advantage on the price. "In any case, it's good for the present market," she says. "The longer the TV series is depreciated, the better it is to return money as soon as possible, and keep them alive." ”

Single set cost up to 4 million yuan, a beat is 50 sets, the cumulative investment of more than 200 million yuan ... The TV series began to play group sales promotion, does it mean that the high fever of film and television play price to start cooling? In Sean's view, this form has little impact on the big play, "every way has its own audience." If I have a large production, big stars to participate in the TV series, I may choose to release, because I do not need to push, there will be a pile of TV stations to come, I still can have a very high price. In her view, the current group purchase, more like the small and medium-sized production of TV dramas and small and medium-sized television stations between the game, "provincial satellite TV is not short of money, big play do not worry about selling, have their own circle."

There is an industry analysis, whether it has influence, but also depends on the ability to control resources, "from an economic analysis, if they can attract 51% of TV drama resources to participate in this group purchase, it is possible to change prices." ”