Chapter 14 You can still control who the audience likes to watch
"Holy shit! It turns out that there are college students in our country who broke 24 world records in a row during the summer vacation? 9 gold medals in the Universiade?"
"What kind of competition is the Universiade? No matter what, if you can break so many world records, you are an expert*."
"I didn't expect that we Chinese people can actually swim so fast."
Seemingly overnight, the name Gu Kun spread throughout most of the first- and second-tier cities in the north and south of China, becoming an urban legend widely talked about in the streets.
Today was September 10th, Teachers' Day, which also happened to be a Sunday. An exclusive interview with Gu Kun was scheduled to be broadcast on a sports variety show on CCTV 5 that afternoon.
Because it is the weekend, the afternoon slot is not considered a hot time. There are few entertainment activities these days, there is no Internet, and people with TVs at home have a high probability of watching TV on Sunday afternoons if they do not go out.
And the reason why it is said that "it only spread to most first- and second-tier cities overnight" cannot be blamed on Gu Kun. It must be blamed on CCTV's poor infrastructure. It will take another two months for CCTV's five sets to be accepted nationwide.
Woolen cloth.
But this is all harmless. Since the response of this program is good and the ratings of reruns are rising steadily, even after two months, CCTV 5 will definitely take it out and rebroadcast it again.
Or just because of the good performance in the five sets, you can get a set that is now accepted nationwide, re-produce it, add new materials, and follow up the reports.
The next day, Monday, September 11th.
The five CCTV stations in Beijing hold regular meetings every week to summarize the response to each program of the previous week, sum up experience and lessons, and adjust resource allocation.
The program team that aired Gu Kun's special topic was naturally praised by the station leaders.
"Director, these are the ratings for this episode of our program, as well as the hotline feedback records from some viewers. Regarding Gu Kun's deeds, the audience responded very well. Within the viewing range, our ratings were 27%. That night
After we squeezed out time to rebroadcast it urgently, the ratings increased to 35%. Even if the coverage is not taken into account, the ratings are still 8%." The person in charge of the program reported enthusiastically.
The so-called total ratings forcefully include those areas that cannot receive this channel, that is, the total number of TV sets in the country. This algorithm is obviously unfair.
As for the method of ratings survey, in the 1990s, telephone sampling was the main method. The sample was relatively small and there must be considerable errors. As for the areas where the ratings were not received, there was no need for telephone sampling. Just add zero to the denominator.
However, the algorithm and error are not important, as long as you know that this data was already outstanding in CCTV's fifth set at that time.
Anyway, this is how you calculate, and so is everyone else. The TV station leaders must use the same set of assessment statistical techniques to measure all programs equally.
Of course, the channel director is very utilitarian, and he has to dig deep into any of his programs that are performing well, so he asked in a business-like manner: "Can you briefly summarize the audience feedback from Gu Kun's exclusive interview? I don't have time to read them one by one."
The person in charge of the program explained tactfully: "Actually... the audience is not very enthusiastic about Gu Kun's sports achievements. They are mainly interested in what kind of person he is in life.
Some viewers also mentioned the shortcomings of the current domestic work for international students and praised the work of SJTU and other schools that received training from the Lanfang Cultural Education Fund.
In addition, I hope to see more programs introducing the customs and customs of Lanfang in the future. Everyone is very interested in that little-known Nanyang Chinese country."
"The focus is not on sports..." The channel director pondered for a few seconds, pretending to be embarrassed, but he also knew in his heart that this was inevitable, "But this Gu Kun's deeds are indeed legendary, and they are more comprehensive.
.I think we can recommend a follow-up and get a set to pilot."
The programs produced by the central media must be pretentious, but how people like to associate themselves with them cannot be controlled by the media. They may even turn a blind eye and enjoy what they hear. Who can't live up to the ratings?
Just like the line in "Captain, don't shoot, the imperial army asked me to bring you a message": You can control me, but you can also control who the audience wants to watch?
Entertainment till death, everyone is happy.
Because there was enough material from the early interviews, we just had to continue production. The progress was very fast. A few days later, the new program was broadcast on CCTV One.
He even inserted a text message into the news broadcast - of course old news is not worthy of being included in the news broadcast, so that text message has nothing to do with Gu Kun winning 9 gold medals and breaking 24 world records, but it is for Hujiang Jiaotong University.
The specific content is about "New Foreign Student Aid Foundation Sponsoring Foreign Students to Study in China."
The short message is only 15 seconds in total, which is a one-sentence summary, plus a comparison with "Currently foreign foundations sponsor outstanding Chinese students to study in Hong Kong and Macao/Lijiapo", praising the new efforts and new possibilities of domestic top universities in internationalization.
sex.
But just in these 15 seconds, the special topic about Gu Kun was replayed, and the ratings skyrocketed again.
The shortcomings of CCTV's five sets that could only cover cities above provincial capitals were completely made up for, and Gu Kun completely became a hot topic at the national level.
…
On September 24, exactly two weeks after the five sets of interviews were broadcast, one week after the follow-up of CCTV's one set.
Gu Kun, who was studying in Anfen in Hujiang and doing business in remote control, received some new cooperation intentions.
It was several large national-level state-owned travel agencies such as China National Travel Service and Youth Hostel that proposed to him the feasibility consultation on "setting up a self-financed group to Lanzhou".
This is a very significant benefit, because before this, although Gu Kun's business had been making a lot of money for more than three months, those orders were all 2b business, that is, corporate, and the customers he received were all enterprise-level
Almost no one of the customers from government agencies or public institutions pays out of their own pockets.
Now, it shows that a small group of the richest private business owners in China, or other very few local tycoons outside the system, have begun to eye Lan Fang to gain more knowledge.
In the news broadcasts and exclusive interview programs, it is said that "Lanfang is an international tourist destination with a high degree of white tourism resources. It is not far from China and the transportation cost is cost-effective. It is about the same distance as Thailand and closer than Lijiapo."
Elements such as "300 nautical miles" have obviously been deeply rooted in the hearts of the people and have begun to spread among the people.
During the consultation process, a business manager from CITS also took the initiative to propose more in-depth cooperation: "We hope to advertise in relevant domestic media to promote the Lanzhou self-financed tour project. However, this is a win-win situation, and there is no reason for us to
One family pays for the advertising expenses, and we hope that Lanfang Culture will share the advertising expenses with us 50-50."
However, Gu Kun saw through the other party's trick at a glance: the advertisement at this time was not so much "promoting travel to Lanzhou" as "China National Travel Service has the project and qualifications to operate self-financed tours to Lanzhou".
The travel agency's benefits are definitely greater than his.
Therefore, Gu Kun bargained for a while and gave a price that was acceptable to both parties: "It is okay to bear a certain percentage of advertising fees, but I will only provide a 50-50 split for the first travel agency advertisement that promotes Lan Fang's self-financed group project.
of shares.
If you are not the first to actively cooperate with us, then during the entire period until the end of October, we will only provide sponsorship, which is 30% of the advertising fees invested by Lanfang Culture. From November to the end of the year, we will provide
20%, and there will be no sponsorship at all in the future.”
By doing this, Gu Kun obviously hoped to cause competition among several large state-owned travel agencies, so that they would rush to promote this project.
Gu Kun could still afford to spend a little money on advertising.
This trick proved to be extremely effective, and soon several major hotels launched 2c self-financed group projects and publicized them.
During the National Day holiday, the first batch of self-financed group tourists from China arrived in Lanzhou, including both cruise and flight tours.
The cruise ship gathered nearly a thousand self-funded Chinese tourists,
The flight tour first flies from Guangdong to Kuching, and then transfers from Kuching to a medium-sized sightseeing cruise ship to bring it back to Lanzhou. It is more flexible. During the entire National Day period, only four or five medium-sized passenger planes took off across the country.
And those who arrived in Lanzhou earlier than self-funded tourists from China were wealthy people from Japan and South Korea.
The people who responded the fastest were the Japanese. In fact, as early as the end of August, at the end of the summer vacation, a small number of fans took a flight to Kuching and traveled to Lanzhou because they admired Gu Kun.
Koreans' reaction was slightly slower than that of the Japanese, and the scale was smaller.
Anyway, it is more difficult for Japanese and Korean citizens to see tropical waters than for Chinese tourists.
After all, Chinese people can still go to places like Yalong City on Hailan Island to see the tropical scenery. Even Guangdong itself is considered tropical. However, there is no tropical area at all in Japan and South Korea, and the furthest south is Okinawa.
At the same time, the minimum consumption of more than 2,000 ringgit is guaranteed, which is nothing to the income of Japanese and Korean people, so there is no need to grit your teeth and make much determination. It is basically a trip that can just go.
After self-funded Chinese tourists came to Lanfang, although they had not yet seen the hordes of foreign girls vaguely mentioned in the CCTV program, they felt that the scenery and facilities alone were worth the trip.
Moreover, so many wealthy people from Japan and South Korea also come here, which gives Chinese tourists who still lack national self-confidence a lot of face: We are consuming things that the Japanese also use, why should we not be reconciled?
As for the problem of the lack of foreign girls, everyone consciously blamed themselves for being poor instead of blaming Gu Kun. They all thought in good faith: there must be a lot of foreign girls, and it must be because we can't afford the money, so we don't have them.
Someone leads the way to find a foreign girl.
It's like a poor man in later generations went to Wanzhou, but didn't get to visit high-end entertainment venues. Then he wouldn't blame Wanzhou for not having that kind of entertainment venues. He must have felt that he didn't find a way out.
Besides, all the money has been spent. I will definitely have to show off and brag when I return home. I have to say yes even if I don’t do it, so that I can lose face.
This is called a sunk cost.
Gu Kun was very satisfied with the publicity effect of all this.