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揭秘综艺节目:艺人成本占6成 亏损节目居多

2017-05-14 14:20:51   每日经济新闻

(原标题:传统综艺后期制作商揭秘:艺人成本可占60%,如今亏损节目居多)

“现在做综艺亏损实在太多”“一个项目的艺人成本,最多能占到项目投资的60%”。

在5月12日的PGC 2017成都高峰论坛上,视频网站平台、直播平台、视频制作等互联网视频大咖给出上述数据,在针对目前综艺市场的分析中,不少参会者认为,传统综艺所面临的压力和挑战都越来越大。

近两年来,网络直播以及短视频是新媒体最前沿的两大传播形式,而PGC(Professional Generated Content,专业、专家生产内容)中的直播互动综艺和垂直类短视频已成为了新媒体领域两个最新的增长点和盈利模式。

传统综艺活得怎么样?

星驰传媒因2015年曾承担《奔跑吧兄弟》和《爸爸去哪儿》的后期制作,一时名声大噪。可是,时间来到2017年,星驰传媒的创始人之一朱化凯却直言综艺节目的制作业务活得不够好。

星驰传媒官网截图

星驰传媒刚成立的2013年,刚好遇到综艺节目的风口期,很多户外真人秀节目如雨后春笋般出现。2016年资本的涌入达到高峰,过去几年,中国电视业一直处于整体下行的趋势,综艺节目却展现出逆势上扬的繁荣景象。据《2016腾讯娱乐白皮书》数据显示,2016年的综艺节目数量高达255档,整体数量比2015年增长了近20%。

纵观2017年各大卫视的节目资源,老牌综艺节目依然活跃于各大卫视荧屏,“歌手”“奔跑吧”“极限挑战”“最强大脑”等更是在2017年被各大卫视寄予厚望。

不过,朱化凯最直观的感受就是,传统综艺“利润在缩减,今年尤为严重”。他称,每一年星驰传媒会接手20档左右的综艺节目的后期制作,相比网络综艺,传统卫视综艺项目的投资规模非常大,有些在一两亿元,高的能达到三四亿元的规模。

据朱化凯团队对于成本的核算发现,一个传统卫视综艺项目的艺人成本,最多能占到项目投资的60%,制作成本占30%,剩下的5%~10%会用于宣发、广告。

明星片酬飞涨,加上政策的干预,竞争白热化的传统综艺节目还面临着广告主的撤退。朱化凯称:传统卫视的综艺节目广告招商变得困难,广告主尤其会缩减在卫视综艺方面的投放,这样导致传统综艺节目的投资回报率迅速下降,“如今更是亏损居多”。

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