"Director Park Jung-hyuk, although 10 billion yuan is big business, according to your JTBC plan, I am afraid that it will not be easy to spread the word nationwide. Pen × fun × Pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ”

As soon as he came up, Li Xiujing set the tone.

But Park Jung-hyuk knew she was right, because there was no need to hide it in this kind of thing. First ad can conclude that JTBC is not without professionals.

Ten billion may seem like a lot, but the field of advertising is inherently expensive. There are so many areas in the country, if they really want to spread it all, it is normal to have ten times more.

But Park Jung-hyuk had already thought of a plan before he came, and he was not intimidated by her words.

"Deputy Li, if the 10 billion yuan is publicized according to the traditional model, it will definitely not be enough. But I think we should change our thinking and focus on it so that we can maximize the results. ”

Li Xiujing instinctively wanted to laugh after hearing his words.

Really, where to pretend to be professional?

She is the head of South Korea's largest advertising company, the director of a TV station, who actually talks about advertising in front of professional advertising people.

Well, whoever calls someone the owner of the money, just waste a little time to satisfy his vanity.

"Oh, then I'll listen and see what Director Park has to say?"

Li Fuzhen, who had been listening, had a wonderful look on his face in an instant, looked at his cousin suspiciously, and received a knowing response from the other party.

The two are of the same age, grew up together since childhood, and have a very close relationship. For this cousin, Li Fuzhen is not an ordinary understanding.

With a Ph.D. in information science and visual arts from Columbia University, Lee quickly established himself as an authority after entering the advertising industry.

It can be said that she is currently the queen of the Korean advertising industry.

Now that a person engaged in program production actually wants to talk about the promotion of advertising in front of her, Li Fuzhen knows that this sister actually disdains it in her heart.

Of course, Park Jung-hyuk didn't see it, or even if he did, he wouldn't take it to heart.

Chicks don't pee, each has its own way.

In the advertising profession, Li Xiujing may be a well-deserved authority.

It's a pity that JTBC is not going to enter the advertising profession, but to choose the right publicity method.

Park Jung-hyuk put the information out and began to talk about his opinion.

"According to our JTBC statistics, at present, our broadcasting agency has done a good job in the coverage of big cities and economically developed areas, but the poor ones are only in remote areas and far away from Gyeonggi. In these places, due to population density, economic level, etc., it is time-consuming and laborious to advertise in the traditional way, and the ratio of cost to benefit is too low. So I think it's okay to do it in a more down-to-earth way? ”

These words were very pertinent, and they also made Li Xiujing instantly put away his contempt and became much more serious.

"So, your company's propaganda plan won't be placed in central cities like Seoul and Busan?"

At the same time, she was a little disappointed because in South Korea, places like Seoul, Busan and other areas are much worse off.

Generally speaking, the benefits created by these two regions are more than the sum of the others.

Originally, 10 billion was a considerable business, which could make the first advertisement show its majesty. Now it seems that it is estimated that you will have to deal with the backwoods.

Park Jung-hyuk doesn't care what she thinks, anyway, JTBC is a customer who spends money. First, if advertising is not willing to take over, there are advertising agencies in Korea.

"In places like Seoul and Busan, we at JTBC have our own promotional channels. And because of the dense population, as long as our programs are excellent and spread by word of mouth, it is also very helpful for us to improve our coverage. The poor ones are remote areas, and how to change the viewing habits of the local people requires us to think about it. ”

These words finally made Lee so-kyung no longer look at Park Jung-hyuk, but face it squarely.

She suddenly discovered that although the new director did not understand advertising, he was clumsy and strategic.

If you want to talk about how advertising works, a lot of professional terms or something, Park Jung-hyuk doesn't understand it at all.

But this person has his own splendid chest, especially the vision pattern is very powerful. In his eyes, the overall situation is a three-dimensional image, and everything can be seen clearly.

JTBC has no shortage of popularity in major big cities, and the only thing that is bad is that good programs attract audiences. Only in the remote areas has not even a clear concept been disseminated.

Imagine how to improve coverage in such a situation?

Even if you do a good show, the audience has never heard of it, so how can they spend money to watch your channel?

So his idea is actually the best strategy, at least the most powerful way to JTBC.

"However, the population in remote areas is sparse, and the cost and benefit of covering so many places for publicity are simply disproportionate."

Park Jung-hyuk's eyes are shining, and he has already had a belly case.

"The area is vast, the population is sparse, and the area of propaganda is as large as possible, so you need the right way to operate. And what's the best tool to connect all the dots? ”

He looked at Li Xiujing, then at Li Fuzhen, and then at the answer.

"That is, public transport."

"You probably don't use public transportation much, so you probably haven't paid attention. Nowadays, public transportation has become a platform for all kinds of advertising. However, compared with traditional methods of media, the Internet, newspapers, etc., the cost of using public transportation to promote information is much cheaper. ”

Park Jung-hyuk showed a report to Lee so-kyung.

"According to the calculations of our JTBC advertising department, even if we win the advertising platform for public transportation in the entire lake and south area, the cost will only be more than 3 billion yuan. Even if you add the investment in small TV advertising on transportation, it is only more than 5 billion. However, it is possible to use public transport to connect the various areas in series, maximizing coverage and leaving no gaps in publicity. ”

After Li Xiujing thought carefully, he still raised questions.

"Even if this approach can reach these areas well, what about the content of the ads? Your goal is to increase JTBC's reach and attract more viewers. And if you want to do this, you have to rely on the content of the ad to win. Have you JTBC figured out how to attract the audience? ”

In the end, he is a powerful advertising person, and he sees the essence of the problem at once.

However, how could Park Jung-hyuk's perfection be overlooked?

"Representative Li is as wise as a torch, and we are more confident in cooperating with your society."

Park Jung-hyuk touted a sentence before he put the means out.

"I've got the company's approval and developed a strategy accordingly. If we win the advertising platform in the above regions, the content we will be exhibiting will be the new program that JTBC will launch soon. Take out a show every day and broadcast it on a loop. In this way, people who take transportation can realize the charm of JTBC through this method and generate the inertia of watching. ”

Lee so-kyung and Lee Bo-jin gasped and looked at Park Jung-hyuk in disbelief.

Although they are not TV producers, they also know that as a broadcasting company, their core competitiveness is the quality of broadcasting.

The omnibus channel is paid to watch.

In other words, these fees are also part of the revenue of the omnibus channel.

But now, Park Jung-hyuk wants to take out a program that can only be watched for a fee as part of the advertising campaign, what kind of courage is this?

Looking at the appearance of the Li family's Shuangshu, Park Jung-hyuk smiled indifferently and didn't feel that there was anything wrong with doing so.

At present, what JTBC lacks most is not money, nor does it have the burden of profit and loss, but the biggest problem is its influence and coverage.

As long as these two problems can be solved, it will be worth the effort to gain a firm foothold in the Korean broadcasting field as soon as possible.

Since JTBC dares to do this, the first advertisement is naturally not burdened.

After the two sides negotiated, the time for signing the agreement was agreed, and Park Jung-hyuk rushed back to JTBC.

Kim Young-hee came to him, and there were many things about "Real Man" that he needed to decide.

Unlike other programs, the team responsible for the production of "Real Men" does not belong to JTBC, but the team recruited by Kim Young-hee himself.

This is also the first time in the Korean broadcasting field that the production team of a variety show does not belong to a broadcasting agency.

To this end, there was a discussion within JTBC.

The focus of everyone's debate is whether it is feasible to outsource the production of variety shows?

Some people believe that if the production of programs is outsourced, it will be difficult to control the ratings, and it will affect the revenue of the broadcasting agency.

Supporters argue that the broadcasters have not paid more by outsourcing the production of the program.

On the contrary, because of the outsourcing of program production, the broadcasting agency has reduced a lot of resource investment, which is actually more cost-saving.

In addition, since the production of TV dramas can be outsourced, why can't variety shows?

Park Jung-hyuk came up with a practical solution to this controversy.

He drew up an agreement for the Golden Eagle Department, which made detailed provisions.

Regarding the production of the program, the TV station will give a one-month warm-up period.

If the outsourced program meets the predetermined benchmark for ratings, it will be converted into a full-fledged program for production.

And if this predetermined benchmark for ratings is not met, then the broadcast company will only pay the production team the basic production fee.

In this way, it is equivalent to adding insurance to the level of the show.

When the outsourced program meets the requirements of the ratings, the TV station will officially compile the program and pay the production fee normally.

Otherwise, at the end of the one-month trial period, only the basic cost will be paid, and the show will end there.

One of the advantages of this is that the TV station saves trouble and effort, and it suddenly breaks the inherent spring and autumn adaptation model of the broadcasting agency.

In the future, the broadcasting agency will be more flexible and changeable in the adjustment of its programs, and will no longer be subject to funds and costs.

After his plan was proposed, JTBC unanimously agreed with it and quickly formed a conclusion.

Sun Shixi has emphasized that in the field of program production in the future, this method can be considered more, so that JTBC can become a more professional broadcasting platform, and the production section of the program can be separated.

However, this kind of functional change of TV station is a big event, and for a while, JTBC cannot fully achieve this.

What's more, no one has the experience of whether this new model is feasible or not.

Therefore, "Real Man" has become a litmus test, and everyone will wait and see if this model can evolve into a long-term solution. (To be continued.) )