The profit model of TV series How do TV series make money?

With sponsors we can see a lot of advertising from TV series**, and I'm sure everyone can reflect that from the details, like who used which brand of stuff in the TV series. In fact, it's the advertising part inside, and things like this will appear in costume dramas and current affairs dramas. Although the sponsors help us make the TV series, you still spend money to promote yourself.

Broadcast rights: A good work doesn't have to worry about not making money. On the contrary, after the production of a TV series is completed, major TV platforms and online platforms will compete to buy it, especially the first broadcast right of the TV series, so that you can make a lot of money. As early as 2018, "Yanxi Raiders", which can be called the drama of the year, ** copyrighted to more than 90 countries, but only the copyright income exceeded 300 million yuan. In this way, the average royalty per episode reached 4.28 million. Isn't it scary?

Of course, in real life, there are not many TV series of this type, and most TV series have copyright fees ranging from hundreds of thousands to tens of thousands. In fact, there is copyright in making a good TV series, and transferring the copyright of what you get to some TV stations** is the most important way for them to make money. If these projects we shoot are better, they will become exclusive products and make more money.

Premium income Nowadays, most TV series shot by actors are almost always invested by contracted companies. As long as TV dramas flourish and the popularity of actors increases, in addition to the income of TV itself, the social status of actors will also become higher and higher. When the popularity increases, you can participate in commercial events or receive various advertisements.

Part of the income from these actors' participation in the event should go to the contracting company.

Peripherals can be difficult to understand. Let's take an example. For example, in a hit drama, there are a lot of attractive things, so there will be such things in the market, and at the same time there will be a boom, which will drive people's consumption.

Therefore, for peripheral products, they spread very quickly, which can enhance our TV series and drive economic benefits.

Ad placement, copyright these.

There are three main ways to make money from TV dramas:

The second is to charge sponsorship fees, before the TV series starts filming, it will find sponsors to pay for advertising, if the TV series is popular, it can give the sponsor's product ode book to make it popular; The third is copyright income, after a TV series becomes popular, if you want to rub the popularity of the TV series, such as pushing the same clothing or toys, adapting the TV series into games, movies, etc., you need to pay copyright fees to the producer.

The profit model of the TV drama market is very different from that of traditional commodities, and the content is mainly manifested in the fact that the exchange of TV dramas is not between the producer and the consumer of the product. Television stations and companies have become intermediaries between producers and consumers. For TV dramas, they are generally sold to TV program broadcasters after the production is completed.

deals between TV producers and TV broadcasters;

Transactions between broadcasters and advertisers when purchasing advertising advertisements;

A transaction between a consumer of a TV program (viewer Shi Laolu) and an advertiser (business) who buys advertising time.

As consumers of TV programs, TV viewers actually pay for the time of advertising and the cost of advertising products that they have paid when purchasing advertising products, so that they can enjoy the value that TV programs bring to them. In other words, TV viewers, as consumers of programs, actually pay for TV programs, but TV stations and advertising companies have become intermediaries between TV program producers and consumers.

For a high-rated work, the more advertising costs the company pays, the higher the pass-through costs that consumers will bear when purchasing these products. In fact, TV viewers pay a higher price for a good TV product, and producers and broadcasters should consider how to make the cost of the consumer worthwhile, not just the return on market investment. Because once the work meets the needs of consumers, the ratings will naturally increase, and all stakeholders can benefit from it.

Generally speaking, there are only four profit models for TV dramas: the right to broadcast in the first round, the right to broadcast in the second round, the right to broadcast on audio networks and the right to broadcast overseas. Taking the highest ** TV station as an example, the purchase of ** per episode will not exceed 800,000 yuan.

Although the effect is still minimal, TV series producers are constantly exploring new profit models and increasing advertising placement.

Advertising placement will become the mainstream model of profit.

Last year was recognized as a big year for domestic TV dramas, and the ratings of domestic TV dramas were frequently refreshed, and the vast number of TV viewers showed the "production workshops" the strong and immeasurable amount of vehicles. This momentum has continued this year, and it has also led to increasingly fierce competition among production companies and TV stations. As we all know, compared with the monopoly pattern of several performing arts brokerage companies in the domestic film industry, the TV drama production industry is a "world of disputes" among producers.

In 2008, "Ugly Girl Invincible", which was hailed as "the pinnacle of copycat dramas", made Hunan Satellite TV once again come to the forefront of the industry and introduced international copyright for the first time; For the first time, the concept of "seasonal broadcast" was introduced, and the audience decided the direction of the plot while broadcasting; And, of course, more importantly, the first big fanfare with product placement.

Zhu Lu, senior distribution manager of Guangguang Media's TV drama division, said: "The profit model of TV dramas is relatively simple and stable, and selling films is our main profit model at present. But she stressed:

We see that there are already some TV drama production companies in China that are doing advertising placement, and in the future, Guangguang Media will also increase investment in TV drama advertising placement. ”

It is easier to place advertisements in modern dramas and fashion dramas, such as cars such as high, mobile phones, banks, clothing, alcohol, etc. Li Ligong, director of the planning department of Pony Galloping, said that they are also trying to implant advertisements for costume dramas and historical dramas. For example, the TV series "The Legend of Wu Xun", which will be filmed, will contact the hometown of Wu Xun in Shandong Province to seek joint development with the local community.

There are two main ways to make money from TV dramas, one is film and television copyright, this is the main way to make money, and the other is advertising income, which is secondary income.

Copyright Income. That is, selling the broadcast rights of TV dramas to TV stations or ****, this is the main income of TV dramas, and it is also a traditional way to collect and search, with the vigorous development of the entertainment industry, copyright has also derived more and more income methods. For example, the first round of broadcast rights, the second and third rounds of broadcast rights, and the follow-up broadcast rights, the copyright of a TV series can be sold several times, the higher the ratings, the more it is sold, and the more revenue it will be.

Of course, this also has something to do with the buyer and the seller, the copyright of a large-scale TV series produced by an acre is astronomical, and it is difficult for general TV stations to buy out exclusively. It is also possible that the producer unilaterally wants to broadcast on multiple platforms to increase the ** rate, so as to obtain the income of the copyright of the online platform, because **** is generally an exclusive buyout, and the income is also considerable. In this environment, it is difficult for general TV dramas to make a profit if they do not have high ratings or high click-through rates, so now TV dramas are big IPs, please be popular stars, so that the first round of broadcast rights can be sold**, if the plot is popular, then the copyright can be sold for more money in the future, if it is tepid, you can also reduce losses by virtue of the first round of copyright fees.