Fooling Huayu for Thirty Years

Chapter 433 3600 Million "Detective Dee"! Before the fight even started, "Twin Dragons" had already lost twice!

"What if the ratings are low? In other words, how exactly should the ads be withdrawn?"

"It's very simple. We just follow the contract. For example, if you choose to pay in advance, and the video doesn't perform as expected, you can apply to withdraw the advertising, and we will refund you according to the agreed-upon percentage."

If you choose to pay in installments, you can either choose to have the ads removed once your initial payment is used up, or you can choose to cancel them early, in which case we will refund you.

"If the ratings are high, how can we increase investment?"

"This goes back to the beginning. Before each TV series airs, we do an analysis and divide it into 'key' time slots. That is to say, the ratings of these time slots may be higher than other time slots. When you are advertising, you can bid for these high-rated time slots, and of course, the highest bidder wins."

If the viewership ratings exceed expectations after the broadcast, especially during peak viewership periods, then you can choose to increase your investment. Of course, those who bid at higher prices during the previous promotional event will have priority.

To be honest, when you hear it this way, it really does seem like no one is at a disadvantage.

Ma Xun's plan was quite detailed, but there were still many details to be found.

The attendees were all industry professionals, and once they started discussing the details, everyone became very engaged.

"And what about the technical aspects?"

"It's actually simple. Our TV station has the capability to monitor the ratings changes of dramas in real time, around the clock."

"What about the data? Is this data just based on what the TV station says?"

Sure enough, those who attended the meeting were all extraordinary individuals; outsiders would never ask such a question.

However, this issue is extremely crucial within this circle.

"Real-time data is primarily based on our TV station's data, but the final data will be based on data from third-party professional organizations. If there are significant discrepancies, the advertising fee will also change. Specific details can be specified in the contract."

Third-party data—that doesn't seem like a big problem.

However, in China's domestic television ratings market, third-party data is now the only reliable source.

First, we need to understand what viewership ratings are.
money!
Therefore, TV stations cannot set their own ratings, because they might be faking it.

But are third parties completely trustworthy? Or, on what basis should a third party do this?

Just like that so-called CCTV-Sofres, it carries the name of CCTV, but is it really CCTV?

It's just a foreign company.

Why not try other agencies?

Therefore, power is also involved here.

In short, this is a very complex problem.

Ma Xun answered part of the question, and the rest was about the 'contract details'.

We can talk.

However, from a technical standpoint, television stations can easily monitor real-time viewership data themselves.

This technology is really not difficult at all. Even years later, when the internet and television stations are connected, netizens can go to some data monitoring websites to see real-time changes in viewership ratings.

Ma Xun also follows several bloggers who do this kind of real-time viewership data live streaming.

These kinds of bloggers have it so easy. They just take data from a website and get a lot of followers watching it. Followers care a lot about these things.

Whether your own artist performs well or not based on data, if a rival's haters support you, then use these data to fight back, and so on.

That said, here's the plan that Ma Xun proposed.

It was actually the later solution.

More than a decade later, a TV series was broadcast. Whether it was a hit or a flop could be roughly judged by the number of commercials.

Some TV shows make grand promises, but after only a short time on air, all the commercials disappear.

What else is there to say? It's absolutely over.

Some are the opposite, with more and more ads playing, especially when you're watching something crucial, an ad suddenly pops up.

What's most infuriating is that some of the advertisements were filmed with the main characters from the show wearing costumes, leaving viewers completely confused.

For example, in fantasy dramas, several immortals are fighting, and suddenly everyone starts talking about air conditioners, face wash, and so on.

How annoying!
However, this method is exactly what Ma Xun just mentioned: dividing up high-viewership time slots before the broadcast even begins.

It's not that difficult. It's not the beginning, development, climax, or ending of the plot yet. We should focus on the climax, which should lead to higher ratings.

In summary, this solution covers everything from technology and data support to all other aspects.

They are all excellent and highly feasible. Moreover, the biggest temptation for domestic advertising professionals is that they can withdraw!
Some shows are all hype and no substance, and the audience dwindles as they air.

Ma Xun's model can mitigate this risk to the greatest extent.

This is a major benefit for advertisers and agencies.

Alright... let's begin!

"Next, advertising sales for 'Detective Dee' will officially begin..."

The main event is coming!
Everyone understood what Ma Xun meant: to use this TV series as an experiment.

If this show performs well, this new model will definitely become very popular.

So, the key now lies in the 'quality' of this "Detective Dee".

So, how good is this movie?

Ma Xun then gave his introduction, but as soon as he opened his mouth, all the big names in our advertising industry were stunned.

"I bought this film for 750 million, so its production cost should not exceed 600 million..."

what?
It's mandatory to introduce the production cost of a TV series at these investment promotion conferences, but generally, the cost is exaggerated.

Okay, let's not exaggerate and let's be honest.

But you don't need to say 750 million and then say no more than 600 million, right?

That's too honest!

Actually, it's not a big deal if the data at these investment promotion meetings is a little inaccurate; in fact, many people don't even care about that. Take the big names in the advertising industry here, for example—aren't they just looking at the Hunan TV brand and Ma Xun's (Ma Xun's) past achievements as a big boss in the entertainment industry?
However, since you've put it that way, let's go with 600 million.

Many people in the audience were whispering among themselves. Whether Ma Xun was honest or not, we can put that aside.

If we consider a film produced for 600 million, how much should be allocated to advertising?

1200?
Doubling it should be about right.

Ma Xun then divided the high-rated time slots into regular-rated time slots, etc.

So, that's it...

"1800 million! All time slots!"

what?
Wait a minute, isn't doubling the price enough?
How come the price tripled right from the start?!
You're not following the rules!

"2000 million! All time slots!"

"1000 million! During peak hours!"

"1500 million peak hours!"

"2200 million! All time slots!"

It's a bit messy; the bids for different time periods are mixed up with the overall bids, but thankfully, the overall trend is excellent.

Ma Xun also made the mistake of lacking experience; after all, this was the first time he had tried this model.

Next time, each segment should be auctioned off separately!
Okay, let's leave it at that for now...

"2500 million!"

"2700 million..."

Goodness, the bidding is getting more and more insane!
...At the same time, in the capital city.

The Wang brothers and several business owners are now gathered around a telephone.

The advertising business for the TV series "Detective Dee" also caught their attention.

Ah...why are you so concerned?
Not to mention Sun Donghai and Bai Daqing, even Zhang Xinming and Qin Hong came, and their reasons were quite simple.

Know yourself and know your enemy.

But in reality, the Wang brothers knew very well what these guys were up to.

Sun Donghai and Bai Daqing are probably preparing for future battles.

But it's not necessarily the case for Zhang Xinming and others.

Maybe they think Ma Xun's method is better and simply reversed it.

These days, who doesn't like money?

So the key question now is how much money "Detective Dee" will actually make.

If you don't have much money...

"I'm coming!"

The person on the other end of the phone sounded anxious and flustered; their undercover agent was clearly in a panic.

"Hurry up and tell me."

Even the second son of the Wang family couldn't wait, which is also the sentiment of many business owners.

The undercover agent said in a trembling voice, "That Ma Xun said the budget for this film was 600 million, and then, and then..."

"Hurry up!" This time it was the boss who urged him.

"3600 million...that's the total, Ma Xun divided it into three periods..."

What the undercover agent said afterward is no longer important.

3600 million? Cost 600 million?
6 times!
The key point is that this wasn't a play produced by Ma Xun's side; it was just something Ma Xun bought.

A movie like this is enough to make these guys in the advertising industry willingly spend six times the amount of money?!

What a new mode! This is practically a super mode!

All the bosses were somewhat dumbfounded.

Sun Donghai was unwilling to give up and immediately retorted.

"Those guys are only doing it because of Ma Xun!"

This explanation was acceptable, but it was quickly proven wrong.

The undercover agent explained Ma Xun's 'new model' to them...

Upon hearing this, I understood!

The reason it fetched such a high price is...

"If the play isn't good, we can quit!"

That's right, that's the reason!
The new model might sound like it would reduce the investment for advertisers and agents, but in reality... it's because there's a guaranteed minimum return and risk mitigation.

Go for it!

Of course, no one else can do it; it has to be Ma Xun!
Let's not even talk about how brilliant Ma Xun's previous achievements were, let's just talk about him now.

He can't escape!
He has several dramas scheduled to air.

Therefore, the big advertisers are not worried at all about him breaking his contract, or about him defaulting on his debts if the show's ratings are really bad!

Conversely, if this play becomes...

Then the money is well spent!
This is the bet that Ma Xun mentioned.

The Wang brothers suddenly realized what was going on.

However, we can't dwell on Ma Xun's situation right now.

"We have to do our thing!"

"Yes! That makes sense!"

"We need to get the investment promotion conference organized as soon as possible."

Yes, we can't afford to lose to Ma Xun when it comes to attracting investment for "Twin Dragons of the Tang Dynasty"!
Otherwise, wouldn't that make Ma Xun's new model a success?
So, Sun Donghai, Bai Daqing, and the Wang brothers all went to Zhejiang and Taiwan together.

It must be said that they are also very strong.

Moreover, he has a very extensive network of connections within the industry and has been involved in this business for many years.

However, before the investment promotion conference even started, some old friends had already spoken with them.

"Hey Wang, why don't you guys learn from this?"

"What to study?"

"Learn from Ma Xun and come up with a way to guarantee a minimum return or mitigate risk."

Upon hearing this, the Wang brothers' expressions changed drastically!
The results are already visible; the influence of Ma Xun's new model has been generated!

But they can't learn that!

So, we had no choice but to bite the bullet and hold this investment promotion conference.

As a result, they struggled to raise about 3000 million.

Moreover, they offered many preferential terms.

But it's still not as impressive as 3600 million!

The reasons have already been explained by the advertising experts.

Since you don't offer a guaranteed return, we'll definitely have to think twice before investing.

Good guy!
Before the fight even started, "Twin Dragons of the Tang Dynasty" had already lost a move?
The Wang brothers and Sun Donghai, among others, were certainly not going to admit defeat.

Moreover, Sun Donghai also has something to rely on.

"This production is excellent, and the investment is much higher than that of 'Detective Dee'! We can't possibly lose!"

Sun Donghai's words make sense; he didn't just come here to fight with some trashy, low-quality drama.

"Twin of Brothers" is definitely a major production for TVB, and CCTV was involved before, and later Zhejiang TV joined in.

In short, this movie is definitely not bad!

But just when the Wang brothers and Sun Donghai and their ilk were waiting for this TV series to beat "Detective Dee" in ratings.

Some news has come out from Hong Kong...

Breaking news! Hu Dingxin berates Yang Yi!

"The feud between Hu and Yang stemmed from 'The Legend of the Twin Dragons of the Tang Dynasty'!"

"It is rumored that during filming in mainland China, someone acted like a diva..."

The show hasn't even aired yet, and already there's negative news about it?

Of course, this show has already aired in Hong Kong.

Therefore, the fact that these scandals are only now being exposed is a testament to the incompetence of the Hong Kong media.

So and so...

The real battle hasn't even started yet, and "Twin Dragons of the Tang Dynasty" has already lost twice!
(End of this chapter)