The latest "restriction order" quietly introduced

Will drama placement ads become history?

　　Reporter Li Xiazhi

　　When you watch a 45-minute web drama, you have to watch one or two minutes of mid-slot commercials every ten minutes; if there are no mid-slot commercials in the TV series, you have to endure the blunt ad lines that pop up from time to time.

The situation of "watching a drama is like watching an advertisement" that annoys the audience, seems to be ushering in a new situation of rectification.

　　Recently, there is news in the industry that many TV series currently on the air and about to be aired have encountered a new round of "restriction orders", and have received opinions on the deletion and modification of advertisement implantation lens and suspected advertisement implantation lens.

Regarding the supervision of the placement of advertisements in drama series, this long-awaited move by audiences has begun to positively leverage the placement of advertisements in the market.

The "Limited Wide Order" has been issued before

　　According to an insider who works for a drama advertising agency, when the TV drama advertising market is just starting to develop, TV drama advertisements can be roughly divided into two forms: mid-insertion advertising and placement advertising.

Among them, mid-insertion advertisements are favored by brand owners because they do not need to be inserted into the story in advance, and are mostly played at key points of the story, and their advertising effects are outstanding.

Broadcasting platforms represented by TV stations also recover part of the cost of buying dramas through mid-slot advertisements.

According to statistics, the revenue from TV dramas shoulders 70% of the TV station's revenue burden.

According to the data released at the 2012 bidding meeting of Anhui Satellite TV, the first jack of Anhui Satellite TV's "First Theater" won the bid price of 33.36 million yuan; the second episode of the first jack won the bid price of 38.89 million yuan, and the average premium rate is as high as 200%.

　　Both buyers and sellers are very satisfied with the mid-insertion, but it is the TV viewers who are miserable.

A 45-minute TV series may have three or four commercials inserted before and after the broadcast and during the broadcast. Before the interim advertisement is not restricted, even TV stations have accelerated the opening and ending of the movie to free up the interim advertisement. Time situation.

In order to limit the interference of mid-intermediate advertisements on the broadcast of TV dramas, on October 11, 2011, the State Administration of Radio, Film and Television issued the "Notice on Further Strengthening the Administration of Broadcasting and Television Advertisements", and on November 28 of the same year it issued the ""Radio and TV Advertisements" "Supplementary Provisions to the Broadcasting Management Measures", it is decided that starting from January 1, 2012, when TV stations across the country broadcast TV dramas, no advertisements shall be inserted in any form in the middle of each TV drama.

Variety of implants "hard and wide" arouse disgust

　　After interim ads were restricted, the advertising business model of TV dramas changed to implant ads.

Urban modern theme dramas are integrated as the hardest hit area for advertising placements. "Ode to Joy 2" was once complained by audiences as "advertising odes." A total of 51 brands in beauty, car, home and other aspects have been implanted. The invisible advertisement that passed by was transformed into a "hard-broadcasting" with a strong sense of existence, which made the experience of watching the drama drop sharply while being separated from the plot.

Even in ancient costume dramas that were insulated from advertisements in the past, a large number of advertisements have been implanted, and the plots have been forcibly implanted by means of oral broadcast and image display.

　　The rigidity of the placement of advertisements aroused the audience's disgust, and also aroused the focus of public opinion.

On December 26, 2018, the "People's Daily" published an article stating that product placement should be standardized.

In the middle of last year, CCTV.com was also in "Too Unbearable!"

The article "Advertising in Movies and TV Dramas Shouldn't Be Too Willful" criticizes the dramas such as "Trident" and "The First Half of My Life", which are not bad in plot but with "addiction" in advertisements.

The article suggests that relevant departments need to formulate supporting systems for the placement of advertisements in TV dramas and coordinate supervision.

Both producers and broadcasters need to solve the cost problem

　　The new round of "restriction orders" that has quietly occurred, seems to have had a significant impact and impact on the drama industry.

Unlike interim ads, which can be arranged after the production of the drama series, placement ads basically need to be involved in the early stage of creation. There are already formed advertising agencies in the market that specialize in the placement of drama ads and the needs of brand owners. Docking.

After the overall selling price of drama series has stabilized, in recent years, advertising revenue has become an important way for many film and television companies to recover costs.

Nowadays, facing the "restriction order", dramas that are being produced or about to be broadcast may need urgent editing, and at the same time, a certain amount of compensation for breach of contract shall be paid to the brand.

　　At present, the specific standards for placement of advertisements are still vague.

Whether the lens with the nature of advertising needs to be deleted, or all the lenses exposed by the brand with costumes and props cannot be kept, which also brings certain troubles to the producers.

Although the implementation of the "restriction order" is very satisfying, the specific content, method and duration of the implementation need to be further confirmed through the management rules announced by the competent authority.

　　For producers and broadcast platforms, what is more urgent is how to face the shrinking source of income.

In 2016, the placement price of "Three Squirrels" as the "golden master" of many dramas in "Our Boyhood" and "Small Smiles Are Allure" was 2,830,200 yuan, and was placed in "Little Farewell". The price is 2,358,500 yuan.

According to the IPO legal opinion that year, "Three Squirrels" paid for the placement of ads in 13 dramas, but only bought patch ads similar to mid-slip ads in 6 dramas including "Ghost Blowing Lantern".

　　Perhaps the change in advertising methods is another way out.

Among the proposals of the National Two Sessions this year, there was a proposal by Lv Huanbin, the front desk director of Hunan Radio and Television Station and the current vice chairman of the China Television Association, to properly resume the advertising in TV dramas.

Compared with the previously cancelled mid-insertion advertisements that were subject to supervision, more stringent regulation of mid-insertion advertisements and efforts to balance the conflict between content and advertisements is another new solution.