card star

Chapter 918

Hearing Chen Hao say that CCTV's public service advertisement bidding has ended, Lin Xiao is not too surprised.

In fact, currently in China, not only the Peak Tower does not pay much attention to public service advertisements, but other film and television giants do not pay much attention to them either.

The reasons are very interesting. The first one is that public service advertisements are not actually unprofitable, but for giants like Lingxiaoge, Tianchen, and Tianxing, public service advertisements are unprofitable and cost a lot of money money.

Why?Because every film and television company has its own positioning and identity.

Once participating in the public service advertisements produced by the film and television giants, it is impossible to be casual, and it will be counterproductive.

In comparison, other small and medium-sized companies do not need to be so particular.

Moreover, there are actually not many public service advertisements these years. CCTV must have a large quota of public service advertisements every year, and nationwide, satellite TV must also broadcast a quota of public service advertisements every year.

What do PSAs look like most of the time, though?
For example, some local TV stations, or second- and third-tier satellite TVs, most of the time, directly broadcast some cartoon safety popularization knowledge on the platform, which has no influence at all.

But there is also an advantage, that is, there is no cost.

Don't think that public service advertisements can be broadcast casually, and public service advertisements are also copyrighted.

It doesn’t mean that if someone else broadcasts it, you can broadcast it if you think it’s good. Although most of the time, public service advertisements, as long as you are willing, the satellite TV of the general anchor will authorize 0 yuan, but the premise is that you need to obtain authorization.

CCTV's public service advertisements are only broadcast on CCTV and the Internet most of the time, and other TV stations rarely broadcast them.

Of course, public service advertisements do not mean that there is no other value except for the nature of public service. In fact, it is not the case. Nowadays, many brand advertisements no longer directly highlight the brand, but use public service advertisements to promote their brand values.

The few short microfilms released by the Lingxiao Pavilion at the beginning were actually public service advertisements, but they were public service advertisements purchased by others. Although this kind of advertisements also have the name of public welfare, in fact, they are not public service advertisements on TV stations. Treat it as an ordinary advertisement.

This is also the reason why most film and television giants are unwilling to make public service advertisements.

First of all, unless a TV station like CCTV is open to bidding, even if it is a public service advertisement, if you want to put it on the TV station rashly, it will not work, you have to pay the advertising fee.

Other than that, there are only online platforms.

Of course, it can also be negotiated in advance and provided to TV stations for free, as a real public service advertisement.

However, in this case, real advertisements cannot be embedded in the advertisements. At most, the producers and creative providers can be attached to the advertisements.

Most of the public service advertisements on the Internet cannot be regarded as pure public service advertisements, but public service advertisements with brands.

However, although the influence of Internet communication is not small, after all, it is a commercial, and if you want people to see it, you have to do publicity, right?
Publicity requires money, and the products of film and television companies are virtual products, so it is impossible to spend money to promote their own public welfare short films like other companies.

This is also why CCTV will conduct public service advertisement bidding, because the public service advertisements on CCTV's side are real public service advertisements.

It does not have any other advertising nature, so CCTV will provide a production fund for the advertising company to produce.

Or directly provide ideas, and the production department under CCTV will produce them.

Of course, if the public service advertisements are well done, the value is actually very large, and the effect is also very strong.

Because this is an indirect influence, such as foreign advertising blockbusters, in fact, many times, the theme is public welfare, but in fact it is branded with the brand of a certain company.

At the same time, it is also subtly promoting the brand concept through advertising videos.

For example, viewers watched a short video of a public service advertisement, were moved, and then recommended it to others. They would first say, ah, the advertisement of a certain brand is very good.

This brand is able to make such an advertisement, obviously because of intentions, etc., and naturally there will be a certain sense of identity with this brand in my heart.

Of course, the establishment of the Public Welfare Department in Lingxiao Pavilion is not purely for the purpose of launching public service advertisements.

In fact, it is a kind of brand connotation management and publicity.

Once a certain commercial video becomes popular, it will naturally be driven by the brand of the company that produced the video.

Although the focus of everyone's attention so far is only on charitable projects such as donations, but there are too many public service advertisements, and it will also make people feel that this company is very good.

In most people's cognition, public service advertisements are public service advertisements, which are not profitable.

1000 million!
This is the annual basic investment in public service advertising projects that Ling Xiao Pavilion decided after some discussion!

Yes, it is the basic investment!

Don't think that public service advertisements cost nothing or less money. In fact, the production cost of some short public service advertisements can even exceed a blockbuster movie.

The importance of creativity is often reflected here.

Many large foreign companies invest hundreds of millions of dollars in this area every year.

So 1000 million is really not much. Of course, unlike those big foreign brands and insurance companies, they sell products, while Ling Xiaoge sells movies.

Of course, the 1000 million is just the basic investment.

At present, it is already a very huge amount.

This time, Lin Xiao planned to implement the first public service advertisement plan of this year in Ling Xiao Pavilion.

It can be regarded as a good start for the Public Welfare Department of Ling Xiao Pavilion.

The public service advertisement short film does not involve special effects and blockbusters, and it is actually very easy to shoot.

But whoever comes to shoot, the impact will definitely be completely different.

For example, now that Lin Xiao wants to shoot a public welfare short film in person, this is naturally completely different from other ordinary directors shooting public welfare short films.

As mentioned earlier, public welfare short films also need to be promoted, otherwise, it will be difficult to produce any good results if no one watches them or waits for them to spread slowly.

Therefore, the High Heaven Pavilion specially held a press conference for this purpose, just to publicize this matter.

On the one hand, it promotes the Public Welfare Department of the High Heaven Pavilion, and on the other hand, it uses Lin Xiao to shoot the public welfare short film himself to rectify the name of the High Heaven Pavilion!

The influence of the High Heaven Pavilion is naturally unquestionable. Before that, the Tianmeng was in the limelight, whether it was good or bad, but it was indeed the news of the Tianmeng.

Including the three major projects of Tianmeng Film and Television in the early days, as well as the subsequent Tianmeng Guarantee and the completion guarantee, plus the fact that the Tianmeng Guarantee was jointly sued by dozens of investment companies, it can be said that Tianmeng was very upset. He made a splash.

On the contrary, it was Ling Xiaoge and Longteng, and Ling Xiaoge was better. "Home Alone" once again exploded at the box office, but other than that, it was relatively low-key during this period.

(End of this chapter)