Coquettish Rebirth

Ouyang Lin expressed reservations about Jia Hongjian's statement.Why does he think so?Because he has already discovered that since the spring of 99, the Chinese documentary market has plummeted!It can be said that winter has begun!

why?Very simple, market-oriented!In the past, documentaries were a bit like political missions. Although they didn’t cost much, at least there were places to broadcast them, right?But now?Beginning in 99, led by a woman named Zhu Mingying, a lot of wild animal documentaries were imported from overseas.With these film sources, it can be said that the TV station itself does not need to make documentaries anymore, and now everything is in charge of the economy, they can't figure out how to make a profit from documentaries!So in fact, starting from 99, each channel basically did not invest in itself and did not release any documentaries. Even if it released, it was mostly wild animals like "Man and Nature" or "Animal World".These films are basically shot in foreign countries, so the domestic documentary market has suddenly entered a cold period, okay?And Jia Hongjian still thinks that documentaries can be invested and profited?Is this too confident in yourself?Do you feel that you are strong enough to fight against the big situation?

Ouyang Lin's suspicion is not unreasonable, and even Yang Guang, the former director of CCTV, has reservations in his heart.To be honest, Jia Hongjian and Yang Guang had originally discussed the documentary, saying that they would start slowly in three to five years, but now Mr. Jia suddenly changed his plan and said that he would start now. Are you surprised?Doesn't he know that the documentary market has entered the twelfth lunar month?Now he is doing it for Jia Hongjian's face, so he didn't deliberately show surprise.But his heart has already been agitated!

Jia Hongjian didn't find it strange that they saw it this way.Sometimes the difference between reborn people and the natives of this era is so obvious-in fact, as a reborn person, plus a confidante who worked in the TV station in the previous life, Jia Hongjian still knows that Shanghai TV station has been in the history of the TV station. In 02, a professional channel such as documentary channel was launched on the city's terrestrial channel.Then, it started broadcasting in 02, made a profit in 05, and the advertising revenue in 08 exceeded 3 million!Who said you can't make money making documentaries?Even CCTV's documentary channel is the same. After almost [-] years of operation, it has turned around and started to make money!

It is well said in political books that the biggest contradiction at this stage is the contradiction between backward social productive forces and the material and cultural needs of the broad masses of the people.Do you see it.There are also cultural needs here!In short, it is entertainment and a little bit of cultural atmosphere can make people moved and some other cultural products that catch up!From the perspective of the cultural field, Jia Hongjian can even imitate such remarks to make an assertion-all the products that are not easy to sell in the Chinese cultural market at this stage are, in the final analysis, the backward cultural productivity and the ever-growing broad masses of the people. The contradiction between cultural needs!

Yes, documentaries are relatively expensive and take a long time to shoot.The risks are enormous.But in fact, when the topic of the documentary is suitable.Its risks are controllable.And it's easy to make money too!What does it mean when the topic is suitable?To use a simple analogy, a documentary must shoot something that ordinary people are willing to watch and like to watch, so that it can be sold.right?It’s like entering the 21st century, and the collection of antiques in China has become popular all of a sudden. So for Jia Hongjian, can we invest in advance to shoot some documentaries about antiques and collections?Is this a good thing to invest in the market?Who said that documentaries must be straightforward and ignore market trends?Even though there is a passion for collecting, I still want to make films about how prisoners reintegrate into society or how drug addicts detoxify and start their lives again. Don't blame ordinary people for not wanting to watch them.

Even speaking, if you want to make this kind of film and want people to watch it, you must improve the technique—just like what Jia Hongjian once said in China Satellite TV, the opening scene of American documentaries is definitely one person Where are you going and what are you going to do!Then there is no previous summary, no general introduction, just such an opening.Then, as soon as the camera cuts, there is an "interlude", which begins to describe the protagonist's previous life and background, etc., but the first scene of what he is going to do before will still seduce the audience like suspense, let the audience I want to know what this product is going to do or whether it can be done!Isn't this the suspense created for no reason through the changes in narrative rhythm, angle and technique?Even an unremarkable story can be told in a suitable way and be attractive!

Of course, this does not mean that as long as it is properly operated, the documentary market can expand indefinitely.In fact, Jia Hongjian also knows that the documentary market is actually not too big to accommodate too many people. Take Shanghai’s documentary channels as an example, the overall audience is actually really small, but what is the reason for this small number? The entertainment channel is compared with the TV drama channel!Compared with opera and foreign language channels, it is still quite high.

Like in his previous life, Jia Hongjian himself liked to watch documentary channels—after a busy day, he came home, took a hot bath, lay comfortably on the bed in his pajamas, didn’t think about anything, and drank a can of ice-cold Beer, smoking small cigarettes, and then watching the programs in the documentary channel, how pleasant it is!To be honest, he doesn't like the news station, because he pays attention to almost all the news that should be paid attention to during the day, so why do he still watch these things at night, he doesn't depend on the news for a living.He is not interested in watching TV dramas about the relationship between mother-in-law and daughter-in-law. The sports station doesn't have any good programs. Variety shows are too noisy.Watching the documentary channel is very relaxing. You don’t need to hurry. It’s a kind of relaxation similar to going to bed. It seems that you will slow down like the rhythm of the documentary.

Is he considered a consumer group of documentaries?But among the few girlfriends in his previous life, none of them really liked to watch documentaries, even his father, Jia Hongjian, didn’t like to watch documentaries. His father would rather watch talent shows or country love. I don't want to watch documentaries.From this perspective, the documentary market is obviously limited. It is not impossible to attract everyone's attention, but it is very difficult. The selection of materials must be very good, and the quality of the shooting needs to be very high!Otherwise, Jia Hongjian himself would not be very attracted to low-quality documentaries, let alone others?

Here, under Jia Hongjian's strong request, the general direction of adding this documentary to the news channel has finally been established. However, when Ouyang Lin and the others discuss the details, they don't save face at all—— According to their psychological price, 100 yuan per minute for a copyright purchase price for a documentary is more reasonable, but for Jia Hongjian, 10 yuan per minute is what he wants to invest in!So, obviously there is a price conflict here.Provinces and TV stations all over the country are obviously no matter how high-quality the first film is, no matter how they like it, but without the approval of the market, it is impossible for them to ask for more than 200 yuan per minute!And such a price is obviously a loss to Jia Hongjian and the others!However, Jia Hongjian is smart because he is smart, and he has a solution to this kind of problem—or according to the previous statement, according to the ratings, how much is the ratings, and the money will be paid after the broadcast.Or, the provincial stations will directly give Jia Hongjian the advertising time before, after and between the documentary, and Jia Hongjian will purchase it at a low price, and the provincial stations will just broadcast it.

With regard to Jia Hongjian's two proposals, the leaders of the Provincial Taiwan was of course unable to make a decision immediately. After all, the Provincial Taiwan still had a leadership team, and they still had to go back and discuss it.Discussion is a matter of discussion. The confidentiality agreement signed before did not prohibit them from discussing, but only told them not to disclose things like China Satellite TV's plans to compete for the World Cup in the future.So, after some discussions, everyone first signed a memorandum of intent, that is, in principle, the leaders of these provincial stations agreed to cooperate with Jia Hongjian to establish a provincial-level sports and news broadcasting platform across the country. These platforms are operated by the provinces themselves, and Jia Hongjian provides the program resources. At the same time, the programs of these provincial stations cannot be broadcast on the stars, and they cannot be operated across borders. They can only tap one-third of an acre of land in their own province.

Generally speaking, such an overall agreement in the form of a memorandum is quite acceptable to provincial and Taiwan leaders.Regardless of whether they make money or not, as long as they don't lose money and have established a professional sub-channel, this is actually their political achievement!It's like the Chinese Football Association reorganized the A-League into the Chinese Super League. Obviously it's just a different brand, but it's also a political achievement!As for losing money and not losing money, not to mention the unlucky documentary stuff, just the people's livelihood news and the sports programs mentioned before, it can make money, okay?So how could they possibly object in general?Achievements in politics and making money, this is a thumbs up from top to bottom, who would refuse their own good deeds?There are the most of them, but they are slightly different from Jia Hongjian in the details!

After the signing of the memorandum of intent here, it can be said that a general framework has been established in this way. What Jia Hongjian will do next is to hold a press conference, which is to make a big publicity, but when publicizing , to stimulate CCTV, but not to stimulate CCTV too much!This skill level and how to handle it are very demanding! (To be continued..)