近日，电视剧市场出现一种新的购剧模式———“团购”。一些剧被放在网上公开叫卖，明码标价，第一批团购的剧，价格多为2万一集。与近年来动辄百万一集的高价相比，这似乎太便宜了。团购的出现，会不会对近年来影视剧版权“高价”潮有所改变？无论是制片方还是采购方，目前似乎都持保留意见，“这是个新模式，但能带来多大的改变，大家都还在尝试”。

recently，TV market appeared a new purchase play mode -- -“Group purchase”。Some play is on the Internet peddles publicly，Plain code marks a price，The first group purchase of the play，The price for more than 2 one thousand set。And in recent years frequently one million and one thousand sets compared high，It seems too cheap。The emergence of a bulk，In recent years will film and television play copyright“high”Tide change？Whether the producers or purchaser，Now seems to be a qualified opinion，“This is a new mode，But can bring much change，Everyone is trying to”。

1 团购电视剧，“2万一集” 1 a bulk TV，“2 one thousand set”

　　“《台商》2万一集，《男人的战争》2万一集，《公主出山》2万一集，最低团购数量10家……”近日，由国际电视电影节目交易中心创办的“ITFPEC节目团购中心”正式启动。记者登录该中心网站发现，该网站的设计和其他商品团购网站基本相似，还加上了倒计时。不少电视剧标明了“折后价”，大抵都在5折以下。第一批参与团购的电视剧，价格都是2万一集左右，一年版权。相较于以往电视剧几十万甚至上百万一集的版权费用，这个价俨然就是白菜价。

“《Taiwanese》2 one thousand set，《Men of war》2 one thousand set，《Mountain princess》2 one thousand set，The minimum group purchase number 10...”recently，By the international TV movie program trading center was established“ITFPEC program group purchase center”Official start。Reporter login the center web site found，The website design and other commodities Group purchase网 station basic similar，Plus the countdown。Many TV series mark the“Discount price after”，Generally speaking in the following 5 fold。The first is to participate in the TV play，Prices are about one thousand sets，A year copyright。Compared with previous drama even hundreds of thousands of millions of a set of copyright fee，The price has become Chinese cabbage price。

2 网站负责人：每年一万多集，播出的不超过一半 2 the website：Each year more than ten thousand sets，No more than half the broadcast

　　“团购是必然趋势。”该网站负责人、国际电视电影节目交易中心CEO龙童表示，“国产剧从2003年突破万集大关开始，每年几乎都是以近千集的速度在增长。但每年能在电视台播出的不超过3000集，能盈利的不超过1000集，在如此形势下，节目团购模式能实现资源共享，节约发行成本，让更多剧有播出的平台，不至于积压。”云南电视台采购中心一位负责人也透露：去年广电总局审批的电视剧在17000部集左右，所有省级台加起来对电视剧的需求量在5000部集左右。“不上卫视频道，就意味着基本上很难赚回成本，因为基本上发10家地面台都赶不上一家卫视的价格。”

“Group purchase is an inevitable trend。”The web site person in charge、International TV movie program trading center CEO LongTong said，“Domestic drama from 2003 breakthrough ten thousand set mark began，Each year almost are up to one thousand sets in growth speed。But every year in TV, no more than 3000 sets，Profitable, no more than 1000 sets，In such a situation，Program group purchase mode can realize resources sharing，Save flotation cost，Let more drama has broadcast platform，Not backlog。”Yunnan television procurement center a person in charge also revealed：Last year the examination and approval administration of radio, film and television drama in the 17000 department set or so，All provincial table up to the demand of TV series in the 5000 department set or so。“The TV channel，Means basically it is difficult to earn cost，Because basically hair 10 ground station can keep up with the price of a TV。”

3制片方：主要面向地面台，减少发行成本 3 producers：Mainly to the ground station，Reduce cost issue

　　制片人何欣对明码标价还有点不太适应，“以前的购剧渠道是相对保密的，大家有要求，不会公开价格”。不过在她看来，这种模式更像是给发行方和采购方搭建了一个平台，“有的电视台想买剧，我们想卖剧，而这个平台就像是世纪佳缘，为我们牵线搭桥，给了一个嫁接平台”。

HeXin producer of plain code marks a price has some not too orientation，“Previous purchase drama channel is relative confidential，We have requirements，Won't open price”。But in her eyes，This model more like to release party and purchasing square built a platform，“Some television want to buy play，We want to sell play，And this platform is like a century better edge，For we pull wires bypass，Give a graft platform”。

　　她透露，自己的剧《台商》已经卖出了首轮播出权，参加团购是针对地面台。这样的平台对制片方最大的吸引力在于节约发行成本，“以往我们向各地面频道卖片，要一个一个去谈，递送样片，很多最后不了了之，耗费很多人力、财力却没有卖出产品。团购这种方式的效果我们也在观望，但这样一个平台出来，能让我们在发行这一块省了很多成本，让我们省了很多心。”

She said，Own play《Taiwanese》Has sold the first broadcast rights，Participate in group purchase is aimed at the ground station。Such a platform for producers the biggest attraction is to save the cost of issuance，“In the past we to the ground channel sell piece，Want a one to talk to，Delivery samples，Many finally conclude without concrete result，Spend a lot of manpower、Financial did not sell a product。The effect of group purchase this way we are watching，But such a platform out，Can let us in this issue a saved a lot of cost，Let us save a lot of heart。”

4 电视台：买剧很复杂，团购货源也是问题 4 television：Buy play very complex，A bulk supply of goods is also a problem

　　记者从该网站看到，目前参与团购的几部剧走向都一般，每部剧只有三四人参与团购。这种购剧形式似乎吸引力不是那么大。

Reporters from the web site to see，At present to participate in a bulk several play to are generally，Each play only three or four people to participate in group purchase。This kind of purchase drama form seems to appeal is not so big。

　　云南电视台节目购销中心周焰燃表示，对于电视台来说，购剧需要考虑的元素很多，“性价比怎么样，是否符合电视台的收视人群，是否与我们的竞争策略吻合，档期是否能行，买一部剧很复杂，不仅仅与价格有关。”

Yunnan television program trading center ZhouYan combustion said，For TV station is，Purchase play need to consider many elements，“Ratio of how，Whether accord with television viewing the crowd，Whether with our competitive strategy anastomosis，Sessions can do，Buy a play is very complex，And not just the price。”

　　江西电视台采购部负责人刘志刚并不看好这种团购，“一方面，电视台的采购都集中在节目中心，节目中心一般都有很好的渠道获得资源，这种所谓团购如果没有优质的电视剧资源作为依托，那就很难操作”。另一方面，团购也很难得到好的电视剧资源，“电视剧生产公司都是以赢利为第一要务，怎么会把好的电视剧资源放给你团购？”

Jiangxi television in purchasing LiuZhiGang don't think this kind of group purchase，“On the one hand，Television procurement are concentrated in the program center，Show center usually have very good channel to get resources，The so-called group purchase if there is no high quality TV play resources as the basis，It will be difficult to operate”。On the other hand，A bulk is difficult to get good TV play resources，“TV drama production companies are based on profit is the first priority，How can the good TV play resources put give you？”

业内分析 The analysis

高价时代终结？ High era？

目前只是中小剧的游戏 At present only small and medium-sized play of the game

　　有种观点是，电视剧“团购”更像是滞销品大甩卖。一位业内人士表示：“浏览下进行团购的剧，都不是卖相很好的剧。团购这种方式对于缺乏发行渠道和发行经验的人来说不失为一种方式。但时下真能通过这种渠道完成销售的应该挺难，除非是很难卖出去的剧！”制片人何欣也表示，有一些电视剧可能确实是来玩“促销”的，“大公司一两部剧滞销可能还能承受，但不少中小企业，他们最后的指望可能变成了捞本。所以会在价格上面展现优势。”她认为，无论如何，这对目前市场有好处，“电视剧囤得越久越贬值，能尽快回笼资金也是好事，总得让他们活下来。”

Have a view is，TV“Group purchase”More like dead stock sale。A personage inside course of study says：“Browse a bulk of the play，Are not looks very good play。Group purchase this way for lack of distribution channels and distribution experience person can yet be regarded as a kind of way。But nowadays can really through this channel to achieve sales should be quite difficult，Unless it is difficult to sell out of the play！”Producer HeXin also said，There are some drama may have been to play“promotion”of，“A big company two play unmarketable may also can bear，But many small and medium-sized enterprises，They finally hope can become the win back lost wagers。So will the price above show the advantage。”She thinks，No matter how to，This is good for the market at present，“According to the TV series the longer the devaluation，Withdrawal of funds is also good as soon as possible，Must let them live。”

　　单集成本高达400万元，一拍就是50集，累计投资超过2亿元……电视剧开始玩团购促销，是不是意味着高烧不退的影视剧价格要开始降温了？在何欣看来，这种形式对大剧影响不大，“每种方式都有自己的一个受众群。我如果有一部大制作、大牌明星来参与的电视剧，我可能会选择自己来发行，因为我不需要自己来推，就会有一堆电视台找上门来，我还是可以有很高的价格”。在她看来，目前的团购，更像是中小制作的电视剧与中小级电视台之间的游戏，“省级卫视不缺钱，大剧不愁卖，都有自己的一个圈子”。

Single set cost as high as 4 million yuan，A beat is 50 sets，Total investment more than 200 million yuan...TV series started to play group purchase promotion，Mean fever of the film and television play price to start has cooled？In HeXin seems，This form of play the impact is not big，“Each mode has its own a audience group。If I have a big production、Star to participate in TV shows，I may choose to issue，Because I don't need to push，There will be a heap of television seek to come，I still can have a very high price”。In her eyes，The group purchase，More like small and medium-sized production TV and small and medium-sized level between TV game，“Provincial satellite TV does not need the money，Big play not sorrow sell，Have their own a circle”。