RINAPE :: Volume #18

#1718: Three principles

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Reason that perseveres the copyright issue , because looks like in Li Mu, the copyright is in the cultural entertainment industry, most important core. 之所以坚守版权问题,是因为在李牧看来,版权才是文化娱乐产业里,最重要的核心。 On for example the movie industry, why the commercial movie of mainland starts is very slow, is the market development very also slow? Reasons for this include, is not very high besides the consumption level of people beside, copyright protection is not proper is also the enormous issue. 就比如电影产业,为什么大陆的商业电影起步很慢,市场发展也很慢？究其原因,除了民众的消费水平还不够高之外,版权保护的不到位也是极大的问题。 The director does several hundred with great difficulty more than ten million, makes a movie to come out not to screen in the movie theater for two days, on the avenue five Yuan pirating plates spring up everywhere, even takes 50 cents one day to be able from pirating the video store rents, in this case, the director all efforts to pirate supply chain completely serve, causing the movie box office to be dispirited, who shoots who compensates, the commercial film market is naturally impossible to have the good development. 导演好不容易搞来几百上千万,拍一部电影出来还没在电影院上映两天,大街上五块钱的盗版盘就遍地开花,甚至花五毛钱一天就能从盗版音像店里租到,这种情况下,导演所有的努力全部在为盗版产业链服务,导致电影票房萎靡不振,谁拍谁赔,商业电影市场自然不可能有好的发展。 The music industry is also same, long ago pirated the magnetic tape and D run amuck, the genuine stubbornly is pressed, afterward pirated the magnetic tape and D to wipe out, online pirating braved, wiped out online pirating with great difficulty, the people also custom listened to music does not pay money, at this time the genuine also can only take the free route, afterward afterward, does not have the star to be willing to publish the special edition. 音乐行业也是一样,早些年盗版磁带、d横行的时候,正版被死死压着,后来盗版磁带、d打掉了,线上盗版又冒出来了,好不容易把线上盗版也一个个的打掉了,人民群众也习惯听歌不付钱了,这时候正版也只能走免费路线,以至于后来的后来,已经没有明星愿意出专辑了。 With Jay Chou, earlier time one year a special edition, uses energy Para to write more than ten songs to admit in a special edition, then the genuine sold several million, pirating perhaps bought several million and even more, afterward the music entire on crossover free, the singer was forced to by the current capacity made money, one time accumulates more than ten songs to send the special edition, became the matter that the fool did. 就拿周杰轮来说,早些年的时候一年一张专辑,费劲巴拉写十几首歌放进一张专辑里,然后正版卖了几百万张,盗版或许买了几千万甚至更多,再后来音乐全转线上免费,歌手被迫要靠流量来赚钱的时候,一次攒十几首歌发专辑,就成了傻子才干的事情。 Accumulates more than ten songs with it several years diligently, is inferior for several months single bent/tune, sending one after another, plays like this can also guarantee that the coherent sensitometry, compared with the release special edition must, the entity special edition unable to sell many much in any case. 与其努力几年攒十几首歌,不如几个月一首单曲,一个接一个的发,这样玩还能保证连贯的曝光度,比发行专辑要强多了,反正实体专辑也卖不出多少。 Therefore to 2015 in the future, which main street and small alley also had what video store, has become by the product that the time eliminates, most singers are busy the current capacity, makes the movie, to catch up with the circular and racket reality show, who also has the time to write the song? Records the song? 所以到了2015年往后,大街小巷哪还有什么音像店,早就成了被时代淘汰的产物,绝大多数的歌手们忙着流量,拍电影、赶通告、拍真人秀,谁还有工夫写歌？录歌？ The feeling heat degree got down, the circular fee/spent to reduce prices, hurrying casual lane single Qufa sent and searches to buy, ranking to brush hotly, cooked up the heat degree, can take soaring circular to spend Daochu to make money over the following several months. 感觉热度下去了、通告费要降价了,赶紧随便弄一首单曲发一发、热搜买一买、排行榜刷一刷,把热度重新炒起来,接下来的几个月就又能拿着高昂的通告费到处赚钱了。 This bad environment, causes the musician who these make the music with all one's heart more and more „suffering a loss”, therefore also formed the bad money expel the good money the phenomenon, no one made the music with single-hearted devotion, therefore the level of entire popular music plummeted, the saliva song to run amuck. 这种恶劣的环境,导致那些一门心思做音乐的音乐人越来越“吃亏”,于是也就形成了劣币驱逐良币的现象,谁都不专心做音乐,于是整个流行音乐的水平大降、口水歌横行。 Such awesome why the Japanese cartoon can make, with the domestic good market environment is not able to separate, in China, ten hundreds of millions people of markets, single book the sales volume over 100,000 volume can be the selling well book, many book publishing house printing time, starting only dares to print 6000 volume and 8000 volume, why? Because seal were many could not sell out will become the storehouse remainder, only to sell the scrap paper finally. 日本人漫画为什么能做的这么牛逼,和国内良好的市场环境是分不开的,在华夏,十几亿人的市场,单册销量过十万册就能算是热销书,很多书出版社印刷的时候,开机只敢印六千册、八千册,为什么？因为印多了卖不掉就会成为库存书、最后只能卖废纸。 However, Japan more than 100 million people, a national cartoon, the light/only domestic sales volume can break hundred million volume, what concept is this? Every a volume of concept. 但是,日本才一亿多人,一部国民漫画,光在国内的销量就能破亿册,这是什么概念？人手一册的概念。 The pirate king Bentu total sales volume is over 300 million volume, this is the manpower two volume of concepts. 海贼王本土总销量超过三亿册,这是人手两册的概念。 Because has such good genuine market, can make the cartoonist be profitable, can therefore support so many cartoon authors, reviews the home, besides some well-known bestseller writers, how many there are able to support own writer by the entity book? Liu Cixin before 《The Three-Body Problem》 has not won a prize, writes so many books not to gain to how much money, even 100,000 prices sell out the 《The Three-Body Problem》 film and television copyright early, if he can gain several hundred by the publication more than ten million, small advantage that the 《The Three-Body Problem》 film and television copyright will not naturally sell, is so hasty. 正因为有这样良好的正版市场,才能让漫画家有钱可赚,所以才能养活那么多的漫画作者,反观国内,除了一些知名的畅销书作家之外,有几个靠实体书能养活自己的作家？刘慈欣在《三体》没得奖之前,写了那么多书也没赚到多少钱,甚至十万的价格就早早把《三体》影视版权卖掉,如果他靠出版就能赚几百上千万,《三体》的影视版权自然也就不会卖的那么便宜、那么仓促。 Therefore, in the final analysis, the genuine cultivates the market best method. 所以,归根结底,正版才是培育市场最好的方法。 Xiangnan TV Director king request of didn't expect Li Mu to the copyright is so strong, but he does not dare to reject Li Mu, or feigns ignorance with Li Mu in this issue, therefore very refreshed complies. 湘南卫视的王主任没想到李牧对版权的要求这么强,但是他也不敢拒绝李牧,或者在这个问题上跟李牧打马虎眼,于是非常爽快的答应下来。 Came to an arrangement about the premise of copyright, Li Mu then satisfied nod, said: „Since the issue of copyright reaches the agreement, we say the concrete program plan.” 谈妥了版权的前提,李牧便满意的点了点头,说:“既然版权的问题达成共识,那我们就来说一说具体的节目策划。” Saying, Li Mu was also saying: „You take six groups of honored guests and 12 people, I do not have the opinion on the whole, the person were too many randomly, the person were too few seemed not lively, 12 people I felt also well, but I suggested, you increased a group again, located 14 people the population, as the matter stands, started from the first issue of program, always the player group ranked the seventh must enter the undetermined seat.” 说着,李牧又道:“你们要六组嘉宾、十二个人,我大体上没有意见,人太多了乱,人太少了又显得不热闹,十二个人我觉得还不错,不过我个人建议,你们再增加一个组,也就是把人数定位十四个人,这样一来,从第一期节目开始,总排名第七的选手组就要进入待定席。” „Enters the player of undetermined seat, next issue of program time must be punished additionally, when for example punishes, as the matter stands, their second issue is the natural disadvantage, this compels their second issue to whole-heartedly, if two issues get down they also to be the last, must eliminate, if the second issue of total score can pursue, can avoid being eliminated, in this case, will increase one to let the audience anxious exciting elimination crisis each time.” “进入待定席的选手,下一期节目的时候要受到额外处罚,比如罚时,这样一来,他们第二期就出于天然劣势,这就逼着他们第二期必须全力以赴,因为如果两期下来他们还排在最后一位,就要淘汰掉,如果第二期的总分数能够追赶上来,就能够避免被淘汰,这样的话,每期都会增加一个让观众紧张刺激的淘汰危机。” Director king thinks, the nod said: „The suggestion of Chief Li is very good, we conscientiously will certainly study.” 王主任想了想,点头说道:“李总的这个建议很好,我们一定会认真研究。” Li Mu un, said: „The choices of these seven groups of honored guests, I also hope that you can abide by several basic principles.” 李牧嗯了一声,道:“这七组嘉宾的选择上,我也希望你们能够遵循几个基本原则。” Director king hastily said: „Chief Li please say.” 王主任急忙说道:“李总请讲。” Li Mu said: „The first basic principle, we choose the public figure as far as possible, the star is also good, the noted author and sports star is also good, must have the sufficient popularity, do not choose the passer-by, because the passer-by does not have the fans effect, the attraction is insufficient.” 李牧说:“第一个基本原则,我们尽量选择公众人物,无论是明星也好、知名作家、知名运动员也好,都要有足够的知名度,不要选择路人,因为路人没有粉丝效应,吸引力不够。” Director king smacks the lips, somewhat said embarrassed: „Chief Li, if the complete choice well-known public figure, 14 people of teams, the cost will be quite possibly high.” 王主任咂了咂嘴,有些不好意思的说:“李总,如果全部选择知名公众人物,十四人的队伍,成本可能会比较高。” „High?” Li Mu laughs, said: „The Muye Science and Technology reputation suspends here, even if not give Qian Mingxing also to rush, after all behind this sensitometry of representative will be very high.” “高？”李牧哈哈一笑,说:“牧野科技的名声摆在这里,哪怕不给钱明星也会抢着来,毕竟这背后代表的曝光度还是非常高的。” Saying, Li Mu was also saying: „Naturally, we must to money, but cannot is too high, when the time comes defers to the friendship price to discuss, should have room for very big consultation.” 说着,李牧又道:“当然,我们不可能不给钱,但也不能给的太高,到时候就按照友情价去谈,应该会有很大的协商空间。” Director king is worried about the cost to be high, has his own consideration. 王主任担心成本高,是有他自己的考量。 On the experience of Xiangnan TV, the single time variety show, asking the cost of star to be truly low, for example «Happy Camp», after doing, most stars were the friendship price even are basically free, some fame were insufficient, even asked to consider on. 就湘南卫视的经验来说,单期综艺节目,请明星的成本确实低,比如《快乐大本营》,做起来之后,大部分明星基本都是友情价甚至免费,有些名气不够的,甚至求着想上。 These stars participate in words of issue of program, so long as came quite a while to be enough, made the inadequate too tremendous influence on star's time energy, therefore the performance-to-price ratio to the star was very high. 这些明星来参加一期节目的话,只要来个半天就足够了,对明星本身的时间精力都造不成太大的影响,所以对明星来说性价比很高。 However, the variety show of long-term fixed honored guest, asking the cost of star is very difficult to fall, because the star must coordinate a running schedule to come out, for example 20 days and 30 days, he must turn down other work this period of time, or gave up meeting other opportunities of work, only did this work, the cost inevitably was not low. 但是,长期固定嘉宾的综艺节目,请明星的成本就很难降得下来,因为明星必须协调一个档期出来,比如二十天、三十天,这段时间他要推掉其他的工作,或者放弃接其他工作的机会,只做这一件工作,成本必然低不了。 Actually this pattern, makes the example to be direct with Keep Running, Deng Chao, Chen to congratulate, Boss A Boss y this type, a reward of season is high and is getting higher and higher, finally will even be incapable of withstanding the situation that to TV Station high. 其实这种模式,用跑男来做例子再直接不过,邓抄、陈贺、baby这种,一季的酬劳非常高而且越来越高,最后甚至会高到电视台都无力承受的地步。 However, each issue honored guest, even if position not compared with their several low, the price is very instead low, even some basically do not ask for money. 但是,每一期来的嘉宾,哪怕咖位一点都不比他们几个低的,价格反而都很低,甚至有些基本是不要钱。 Carefully observes Keep Running each issue of honored guest, biggest that honored guest, is almost propagandizes, propagandizes itself to act the leading role in most of movie, to them, is finds quite a while the time to record a program to make an advertisement in any case while convenient, I do not want your money, your also received my money, everyone is equal to coming resources to replace. 仔细观察跑男每一期嘉宾,最大咖的那个嘉宾,几乎都是来宣传的,宣传自己主演电影的最多,对他们来说,反正就是抽半天时间录个节目顺带做个广告,我也不要你钱,你也被收我钱,大家就等于是来一个资源置换。 However, if program group , to replace with Deng Chao resources, the opposite party feared that must shout 'motherfucker'. 但是,如果节目组如果想跟邓抄资源置换,对方怕是要骂娘的。 However Li Mu does not care to these actually, in his opinion, Muye Science and Technology resources strong in later generation any internet Corporation, strong in later generation any TV Station, the father of this jumbo rank, has not appeared in the later generation, therefore, suspends on Muye Science and Technology this golden character signboard here, is willing to fall the star who the appearance money participates in certainly to be not infrequent. 不过李牧对这些倒是不在意,在他看来,牧野科技的资源强于后世任何一家互联网公司,也强于后世任何一家电视台,这种巨无霸级别的爸爸,在后世是没出现过的,所以,就牧野科技这个金字招牌摆在这里,愿意降出场费参加的明星一定不在少数。 This is not Li Mu wants to save money stingily, but is Li Mu does not want to train the star tall Choulao abuse from the beginning. 这不是李牧抠门想省钱,而是李牧不想从一开始就培养出明星高酬劳的恶习。 An actor records a season reality show, runs the noisy amusement less than one month, must gain several ten million/countless, he feared that did not lose the wisdom. 一个演员来录一季真人秀,跑跑闹闹玩玩乐乐不到一个月,就要赚走好几千万,他怕不是失了智。 Then, Li Mu also said: „The second basic principle, our honored guests want enough Positive Energy, three views are positive, can not have the negative report, in the event of the negative report, must promptly remove, does not appease.” 接着,李牧又道:“第二个基本原则,我们的嘉宾一定要足够正能量,三观要正,不得有负面新闻,一旦出现负面新闻,一定要及时撤掉,绝不姑息。” The later generation clumsy mischief-doer same star are many, the bad conduct, discredits the country, to twist the star of history also frequently to appear, once there is such a star to appear, Li Mu will not let him and Muye Science and Technology has all forms of cooperation, even if throws a he over a hundred million movie, must replace firmly him, moreover blocks, this is his principle. 后世跳梁小丑一样的明星不少,品行不端、抹黑国家、歪曲历史的明星也经常出现,一旦有这样的明星出现,李牧绝不会让他与牧野科技有任何形式的合作,哪怕是投他一部上亿的电影,也要坚决把他撤换掉,而且封杀到底,这是他的原则。 Director king regarding this naturally is nothing opinion, nods to say again and again: „Chief Li, this point I fully approve.” 王主任对此自然是没有任何意见,连连点头道:“李总,这一点我完全赞同。” Li Mu nods, said: „Last basic principle, is to complete matching, for example, we cannot make 14 actors to come up, cannot make 14 singers to come up, in the role similar situation, the audience will feel aesthetic weary, therefore we must to each group of honored guests, get a unique label, seven labels cannot repeat.” 李牧点点头,道:“最后一个基本原则,就是要做好搭配,比如,咱们不能弄十四个演员上去,也不能弄十四个歌手上去,角色差不多的情况下,观众会觉得审美疲劳,所以我们一定要给每一组嘉宾,打上一个独特的标签,七个标签不能重复。” Speaking of this, Li Mu, said: „For example, the first group looks for the youth idol, the second group elects the young girl to combine the singer, the third group elects young, the fourth group that slightly old play bone matching makes a debut newly can look for a pair of free agent, for example the table tennis ball, badminton or other projects have resulted in the athlete of Olympics champion, the fifth group, we can look for two bestseller writers, the sixth group looks for pair of entertainment world father and son, the seventh group looks for newlyweds, as the matter stands, everyone will have the characteristics various and respectively, the audience will think that will have the quality of being worth looking.” 说到这,李牧顿了顿,又道:“比如,第一组选青年偶像演员,第二组选少女组合歌手,第三组选老戏骨搭配新出道的小年轻,第四组就可以找一对职业运动员,比如乒乓球、羽毛球或者其他项目得过奥运会冠军的运动员,第五组,我们可以找两个畅销书作家,第六组找一对娱乐圈父子,第七组找一对新婚夫妇,这样一来,大家各不相同、各有特色,观众才会觉得更有看头。” Ning Hao inserted words at this time, said: „Chief Li, I asked a question.” 宁昊这时候插了句话,说:“李总,我问个问题。” Li Mu nods: „You said.” 李牧点点头:“你说。” Ning Hao said: „If makes the free agent, can be not quite fair to other groups?” 宁昊说:“要是把职业运动员弄进来,对其他组会不会不太公平？” Li Mu said with a smile: „This is an issue, but mainly looked how we establish the duty, the duty when the time comes competes definitely cannot all be the physical strength competition, but must match various mental ability competitions, the ability competitions and performance to compete, as the matter stands, can flare out everyone's superior weak area.” 李牧笑道:“这是个问题,但主要看我们怎么设置任务,到时候比赛的任务肯定不能全是体力竞赛,还要搭配各种脑力竞赛、动手能力竞赛、表演竞赛,这样一来,就能把大家的优势短板拉平。” „For example, the first issue of program has the labyrinth, to have the maximal exercise to challenge and have the answer, even also to have the performance, that any group of players are unable to guarantee that has the overwhelming advantage, as the matter stands, the competition also has the quality of being worth looking.” “比如说,第一期的节目有迷宫、有极限运动挑战、有答题、甚至还有表演,那任何一组选手都无法保证拥有压倒性优势,这样一来,比赛也更有看头。” Director king nods, the approval said: „Actually we also studied this grade of program, what thinks is most important is lies in the plan of program link, unusual can make the good effect that the plan must do perfectly.” 王主任点了点头,赞同的说:“其实我们也研究了这档节目,认为最重要的还是在于节目环节的策划,策划必须要做的非常完善才能做出好的效果。”
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