Rebirth 09: Starting from taking charge of Running Man on CCTV

Chen Yang leaned back in his chair, a slight smile playing on his lips.

"Mr. Cai is well-informed; the Reuters photos did indeed spread quite quickly. However, I'm not calling today to discuss the Reuters issue."

"Oh? Then Director Chen, please go ahead."

Cai Yinong's voice was very steady, and her rhythm was neither too fast nor too slow, typical of a film and television company boss.

The woman who can make Tangren a top brand in period dramas is definitely not someone to be easily fooled.

Chen Yang didn't beat around the bush.

"Mr. Cai, 'Chinese Paladin 6' premieres on June 28th, right?"

There was a half-second silence on the other end of the phone.

"Yes."

Which platforms are broadcasting it first?

Cai Yinong's voice tightened slightly.

"This... is still in the final confirmation stage."

Chen Yang smiled.

"Mr. Cai, we're all in the industry, and to put it bluntly, I can roughly guess that the platform for the premiere this time wasn't ideal."

There was no response on the other end of the phone.

Chen Yang continued.

"As far as I know, the first broadcast rights for 'Chinese Paladin 3' are currently being negotiated with several local channels and second- and third-tier satellite TV stations. There might be some in Taizhou and Hubei, but we haven't secured prime-time slots on first-tier satellite TV stations."

Cai Yinong paused for a moment.

This information is not confidential, but it is definitely not something that just anyone can say offhand.

This 24-year-old CCTV director had done her homework more thoroughly than she had imagined.

"Director Chen is very well-informed." Cai Yinong's tone remained calm, but it had changed from polite conversation to formal dialogue. "However, the premiere platform is only the first step. The reputation and fan base of the 'Chinese Paladin' series are there, and we are confident that we can let the content speak for itself."

I have no doubt about the content.

Chen Yang's tone was very sincere.

"Hu Ge's appeal, Yang Mi's rising momentum, and Liu Shishi and Tang Yan's potential as newcomers—this lineup is absolutely top-tier in the period drama market."

Cai Yinong's tone softened a little.

"Thank you for your recognition, Director Chen."

"But Mr. Cai."

Chen Yang's voice changed.

"Good content and audience access are two different things."

Ma Li sat opposite, pen in hand, not taking notes, but her ears were perked up.

She knew Chen Yang's rhythm all too well.

First praise, then criticize.

Chen Yang picked up a piece of paper from the table; it contained data that he had Chen Xi compile that morning.

"Mr. Cai, let me do the math for you."

"This summer, Hunan TV's 'Meteor Shower' is scheduled to premiere in August, while Zhejiang TV has several dramas waiting to be broadcast. The prime time slots of first-tier satellite TV stations are already full, leaving almost no window for 'Chinese Paladin 8'."

Cai Yinong did not interrupt.

"The route you are taking now is to broadcast on terrestrial channels first, rely on word of mouth to spread, and then wait for the second round of satellite broadcasting."

Chen Yang paused.

"This tactic would have worked in 2007 and 2008. But the summer movie season in 2009 was different."

"How is it different?" Cai Yinong asked.

"The intensity of competition has doubled."

Chen Yang's voice was crisp and clear.

"This summer's lineup of new dramas is nearly 40% larger than last year, fragmenting viewers' attention. If you rely on local channels to slowly build rapport, by the time word-of-mouth spreads nationwide, it might take half a month. By then, viewers' enthusiasm has long been consumed by other dramas."

There was a full three seconds of silence on the other end of the phone.

Ma Li counted those three seconds clearly.

Cai Yinong finally spoke.

"Director Chen, we've discussed these things internally. But getting on a prime-time slot on a top-tier satellite TV channel isn't something I can just do whenever I want; you should be aware of that."

"Of course I know."

Chen Yang's lips curled into a smile.

"So I'm not calling to ask you to appear on prime-time TV."

"So what do you mean?"

"What I mean is, you don't need to appear on satellite TV during prime time; I'll get you on CCTV during prime time."

On the other end of the phone, Cai Yinong's finger stopped on the table.

"Director Chen, is it a prime-time slot on CCTV? Is it going to be a TV drama?"

"It's not a TV drama being broadcast."

Chen Yang moved forward slightly, his voice not loud but extremely firm.

"It's about getting the main actors from 'Chinese Paladin 3' to appear on a variety show during prime time on CCTV on Saturdays."

He didn't give Cai Yinong time to process it, and pushed it forward directly.

"Mr. Cai, have you ever thought about this question: why do viewers watch 'Chinese Paladin 3'?"

"Because of the IP, because of Brother Hu, because of the plot..."

Yes, but not entirely.

Chen Yang didn't interrupt her, but continued along with what she was saying.

"IP fans, game fans, and actor fans—these three groups together form the core of 'Chinese Paladin 3.' But the problem is that these three groups each have their own perspective. Game fans may not recognize the actors, and actor fans may not understand the IP; there's a disconnect between them."

What can variety shows do? Variety shows allow these three groups of people to see the same group of people at the same time.

"When actors appear on our show, game fans will watch out of curiosity, actor fans will watch because they're following their idols, and casual viewers will watch because the show itself is entertaining. After watching, they'll do one thing."

Chen Yang tapped the table with his index finger.

"Go search for 'Chinese Paladin 3'."

"This is equivalent to our program giving you free advertising. Moreover, this kind of promotion is not hard advertising; it's generated by people. Viewers don't mind, and the conversion rate is actually higher."

"What if an artist becomes a breakout star on a show? Then the trending topics, buzz, and discussion will all benefit the drama. One person's success can boost the entire drama's popularity."

Cai Yinong remained silent.

But Chen Yang could tell that the other person's breathing rhythm had changed.

It's no longer just polite listening, but serious thinking.

"Director Chen, I understand the concepts you're talking about. But when it comes to the practical aspects..."

Cai Yinong's tone became cautious.

"Our actors, especially Brother Hu, have standards for maintaining their image. Your program... to be honest, making celebrities roll in the mud and ride the subway in tight clothes is too risky for idol actors."

Cai Yinong could accept the previous analyses about the platform and viewership.

But the phrase "damaging the image" was Tang people's deepest concern.

Chen Yang seemed to have been waiting for these words.

"Mr. Cai, I need to correct a misconception of yours."

His tone was unhurried, even carrying a hint of a smile.

"What you mentioned about rolling in the mud and riding the subway in a tight-fitting suit were just some of the game segments and punishments for the losing team in our first episode. But the core of our show isn't about pranks; it's about reality TV."

The key to "reality show" is "authenticity".

"TV dramas present the characters to the audience, not the real people. No matter how good the characters are, there's a filter between them, and the audience can only follow from one perspective. But what do the audience want to see most? They want to see what kind of people these actors are in private after they take off their period costumes."

"What is Hu Ge's personality like in private? What is Yang Mi like when she's not acting? Is there a difference between Liu Shishi on and off screen? Viewers want to know, but TV dramas can't give them the answers."

"Our program can provide that."

"When viewers discover that these people are even more charming in real life than on screen, the sense of realism and intimacy it creates is more effective than any press releases, posters, or marketing accounts. Authenticity is the most scarce and powerful tool for winning over fans in this era."

He paused.

"Mr. Cai, I've been in this industry for more than just a year or two. I can confidently assure you that if your actors appear on my show, they will only become more famous, not lose their value."

There was silence on the other end of the phone for several seconds.

Sure enough, when Cai Yinong spoke again, her tone had changed from "refusal" to "bargaining".

"Director Chen, even if what you said is true, our publicity department has its own schedule. The promotion period for 'Chinese Paladin 3' follows the broadcast schedule. If the recording of variety shows clashes with the drama's promotion..."

"It won't crash."

Chen Yang's answer was resolute.

"I've set the recording for early July, and the broadcast is expected to be in mid-August."

"Mid-August?" President Cai frowned slightly. "That's almost two months since the premiere of Chinese Paladin 3. Will the hype still hold?"

"Not only can they withstand it, they're even more ruthless."

Chen Yang leaned back in his chair, speaking very softly, but each word was spoken with great force.

"Mr. Cai, there are two points in time here."

He held up one finger.

"First, the recording. We went into the studio in early July, when Chinese Paladin 3 had just premiered a week or two ago, and the whole internet was buzzing about the characters and plot. The actors came to record the show at that time, talking about behind-the-scenes stories and the set, and they had a lot of fresh stories to tell. This is called recording when the trend is strong, which ensures that the content is fresh."

He extended his second finger.

"Secondly, the broadcast. The program is scheduled to air in mid-August. At that time, what stage has the Legend of Sword and Fairy 3 reached? The plot is at its climax, even approaching the finale. The audience has been following it all summer, and their emotions towards each character have been fully saturated. Right at this critical juncture, they suddenly saw these actors take off their costumes on a Saturday night, not reciting their lines, just sitting there making a ruckus and laughing."

He paused.

"That contrast is addictive."

Chen Yang's gaze swept calmly over the telephone receiver.

"After watching the variety show, viewers turned on the TV the next day to catch up on the finales of the three Legend of Sword and Fairy series. The variety show helped the drama gain a new audience, and the positive image of the characters in the drama, in turn, enhanced the real-life charm of the variety show. The two sides fed each other, and the popularity naturally soared."

Cai Yinong hesitated for a moment.

"Director Chen, I agree with the timing you mentioned. But if I may be frank, Happy Camp also invites actors to the show to promote their new dramas; Hu Ge did it during the first Chinese Paladin 1. This kind of drama-to-drama combination isn't anything new, is it?"

This is exactly what Chen Yang was waiting for.

"Mr. Cai, I know Happy Camp all too well. But think back carefully, what has Happy Camp given you?"

He counted on his fingers.

"The actors fly to Changsha to record an episode of the show. What's the process? They go on stage, greet He Jiong, sit on the sofa and talk about their roles for fifteen minutes, play two small games, sing a theme song, and that's it. The whole process takes twenty minutes, and they also have to intersperse other guests and fixed segments."

"Twenty minutes, Mr. Cai. And he was sitting on a sofa, facing the camera, saying the same things that were repeated a hundred times in the press releases. What did the audience remember after watching? They remembered that Hu Ge was handsome and Yang Mi was beautiful. And then?"

He paused for a moment.

"That's all."

"What I'm giving you here is an entire 90-minute program, entirely your performance as an actor from beginning to end."

"It wasn't an interview sitting on a sofa; it was running around the venue, getting splashed in water, and being chased and screaming all over the place during the name tag ripping game. Ninety minutes of high-intensity game competition, every second was a real reaction, and every expression couldn't be prepared in advance."

"Mr. Cai, after watching Happy Camp, the impression left in the audience's mind is that Brother Hu is handsome again. After watching my show, the impression left in their minds is that Brother Hu is so witty, so hardworking, and he will squat on the ground to comfort his teammates when he loses."

"Consider the difference between these two types of memories."

Cai Yinong didn't respond, but her breathing rhythm had already changed.

Chen Yang didn't give her any room to hesitate.

"The former is called exposure, letting the audience know that this person exists. The latter is called gaining fans, making the audience fall in love with this person."

"What would a casual viewer do if they became a fan of Hu Ge because of a variety show? They wouldn't just watch one episode of 'Chinese Paladin 3,' they would follow it from the first episode to the finale. And after finishing it, they would go back and rewatch all of Hu Ge's previous dramas, one by one. Can a twenty-minute sofa interview provide that kind of deep transformation?"

"Happy Camp is promoting your actors."

He paused, lowering his voice slightly.

What I do for your actors is create stars.

Cai Yinong's breathing noticeably quickened by half a beat.

Having worked in film and television for so many years, she is certainly aware of the promotional value of "Happy Camp"—it's useful, but essentially just a formality, something that ends once it's over. What Chen Yang is talking about, using 90 minutes of immersive reality competition to completely expose the actors' true personalities to the audience, isn't promotion; it's using prime-time CCTV to help her actors rebuild their public image.

"Director Chen..."