On March 12, 2008, the exclusive title of "The Voice of the Heavenly Empire" by Jaguar Land Rover officially began to be recorded.

Speaking of the naming fee transfer of "The Voice of the Heavenly Empire", there was an episode in the middle.

The so-called title generally refers to a phased publicity strategy adopted by enterprises in order to enhance the awareness and influence of enterprises, products and brands, such as the familiar lines of "this program is broadcast by XXX". Among all the advertising revenue of variety shows, the most important is the naming fee, which can generally account for more than three-quarters of the production cost.

In later generations, the naming fees of domestic variety shows have soared, and the naming fees of popular variety shows are often hundreds of millions, and the ability to attract money is staggering.

Advertisers love variety shows so much, in the final analysis, because they are profitable. In fact, many pioneers who are willing to be the owners of money have indeed enjoyed the dividends brought by variety shows after the title.

In 2005, Mengniu sponsored Mango Channel's "Super Girl".

No one expected that this talent show would become popular all over the country overnight, making Mengniu the first brand to truly enjoy the dividends of variety shows. According to public information, after the title of "Super Girl", the sales of Mengniu yogurt, which was originally weak, soared from 700 million in 2004 to 2.5 billion at the end of 2005.

Since variety show naming is a kind of advertising, the first consideration is naturally the ratings of the program. If the show is a premiere, the ratings are difficult to predict, and the naming fee is often not very high.

Before the first season of "Where Are You Going, Dad" was broadcast, the original title sponsor was not optimistic about this show, and in the end, 999 Cold Spirit successfully "picked up the leak" after only spending 28 million and became the title sponsor of the first season.

If it is a mature phenomenal show, the naming fee for the second and third seasons will soar to more than 2-300 million.

After "Where Are You Going, Dad 1" became popular all over the country, the naming fee soared to 320 million. After "I Am a Singer", "Run, Brother", and "The Voice of the Heavenly Empire" became hits, the title fee for the second season also exceeded 200 million.

Of course, huge advertising dollars come with huge risks. For the title sponsor, the titled variety show has become a hit, which is naturally pleasing to see. But more often than not, the title may also be "lost".

In order to avoid risks, advertisers tend to title the most popular variety shows. However, it is also unknown how long the brand effect of phenomenal programs can be maintained.

In this case, Guanghui Film and Television invested in the filming of "The Voice of the Heavenly Empire", and Guanghui asked for a naming fee of at least 100 million, and naturally no advertiser paid for it.

"Mr. Jiang, the highest bid at present is a local cosmetics brand, but it is only 30 million, and the second bidder is even only willing to provide 15 million, which is too far from our target of at least 100 million, should we adjust the target price?"

"Mr. Jiang, now there is no domestic variety show that exceeds 100 million, and basically being able to get 50 or 60 million naming fees is already a very top program."

"Mr. Jiang, if we make a bid like this, we will be laughed at by our peers, and people think that we are crazy about money."

……

This is the most reported content Jiang Hui heard during the investment promotion of the title advertiser of "The Voice of the Heavenly Dynasty", basically, no one thinks that the naming fee of 100 million is a reasonable price, whether it is an advertiser in the program group or outside, but Jiang Hui has always insisted on refusing to give in.

"Although every step of the movies and TV series of Glorious Film and Television is very popular, variety shows and film and television programs are different, and no company will be willing to pay a naming fee of 100 million."

"Our company has been cooperating with Guanghui Film and Television, but the naming fee of 100 million yuan is really beyond our bearing."

"100 million, how can I recover the cost, the most popular show in China now is not a variety show."

……

This is the most common complaint heard by the personnel in charge of advertising and investment promotion of Guanghui Film and Television.

For a long time, the life of the advertising investment department of Guanghui Film and Television has been relatively moist, after all, every film and television drama in the past has performed very well, so naturally I don't worry about the difficulty of finding product placement ads.

However, Jiang Hui set a starting goal of 100 million yuan for the title advertisement of "The Voice of the Heavenly Empire", and other advertising expenses are also "amazingly expensive", and the life of the investment promotion personnel of Guanghui Film and Television Advertising is not easy for a while.

In the end, there was no way, and a few days before the recording of the show, the title advertiser had not been found, so Jiang Hui let Jaguar Land Rover go to the top.

Some other advertisements in the program are also supported by Guanghui mobile phones, Guanghui drones, Guanghui automobiles and other subsidiaries of Guanghui Group.

"What's your dream?"

"Tell us about yourself."

……

What is being recorded now is the first episode of the mentor blind selection phase.

Blind auditions, including repechage, are available for a total of six sessions.

The participants sing the song, the four instructors face away from the stage, and if they are interested in inviting the student to join their team, they will rotate the direction of the seat by pressing the button. If more than one mentor turns around, it's up to the student to choose which team to join. If none of the four instructors turn around, the student is eliminated.

After the blind audition, if there are still some vacant places among the four mentors, a number of students who have not been selected before will be "resurrected" as "wild cards" and participate in the "wild card battle" to compete for the qualification to enter the next round of the competition.

It is broadcast once a week, and the performances in the blind audition stage can last for a month and a half

The reason why it is broadcast once a week is also due to the fact that it generally takes 7 or 8 hours to record a program, but it takes many days to edit.

The director team calculated that it would take 5 days to edit each episode, because the amount of program material is very large, almost 1100 minutes in an episode, and finally it needs to be edited into a 90-minute program, which needs to be screened many times and cut out more than 1000 minutes of material.

In this way, if the broadcast frequency is too fast, it will be difficult to complete the editing on time, which will affect the quality of the program.

After the blind audition, it will enter the mentor assessment stage, that is, each mentor team will decide the top four, a total of four periods.

Each team of 14 selected players is divided into 7 groups by twos and twos, two players in each group sing a song on the stage together, on-site PK, the mentor chooses to stay according to the performance of the players; among the 7 people who win, the mentor directly selects a disciple to become the mentor, and the remaining 6 people are divided into 3 groups according to the on-site lottery, sing self-selected songs, carry out on-site PK, and the winning 3 people will become the disciple of the mentor.

Then came the Night of the Champions, that is, four into one in the group, a total of three periods.

At this stage, the remaining four students in each mentor group will compete for the only place in the group to enter the peak night through three rounds of PK.

The other three students are voted by the 99 media jury, and the student with the lowest number of votes will be directly eliminated at this stage, and the other two students will be PK again, and the 99 media media jury will vote and score by the mentor again, and the winner will be promoted; the winner of the first stage will PK with the winner of the second stage, and then the 99 media media jury will vote again and score by the mentor, and the one with the highest score will get a seat on the night of the peak。

(End of chapter)