Exclusive broadcast rights and first-run rights are, of course, different.
The so-called “exclusive broadcast” means selling the drama’s copyright to Hunan TV, allowing them to air it however they want, even rerunning it yearly without additional payments to Tianjiao Film. During the agreed period, The Princess’s New Clothes cannot air on other stations, making it Hunan TV’s exclusive resource.
“First-run” means Hunan TV would be the first domestic station to air The Princess’s New Clothes, with priority broadcasting rights. Other stations would have to wait until Hunan TV finishes airing before they can broadcast it in a second round.
For a drama, the first broadcast is the most valuable because it’s fresh, so first-run rights are the most expensive.
Last year, the SARFT ruled that “a single drama cannot air simultaneously on more than four satellite channels,” sparking a fierce competition for first-run rights. Whoever could pay a high price for a quality drama’s first-run rights would gain an edge in viewership share.
“Exclusive broadcast rights” go even further, aiming to leave competitors no room to maneuver.
Yuan Fenghui had heard rumors that CCTV was considering “exclusive dramas,” given their strength and viewership base, but it was just talk, not confirmed.
Hunan TV wasn’t lagging behind, following CCTV’s lead.
Though surprised, Yuan Fenghui wasn’t entirely opposed.
Whether exclusive or first-run, it all came down to the copyright price. As long as the price was high enough, selling exclusive rights to Hunan TV wasn’t an issue.
Having paid a high price, Hunan TV would be more eager than Yuan Fenghui to recoup costs. She wasn’t worried they’d shelve the drama.
To recover costs and generate profit, Hunan TV wouldn’t just air it—they’d rerun it multiple times, increasing Li Mengjiao’s exposure!
Yuan Fenghui had her calculations but feigned difficulty: “Director Fan, your request for exclusive rights caught me off guard. I’m just a manager at Tianjiao Film, not the boss. I can’t decide alone. You’ll have to let me discuss it with the company boss!”
Yuan Fenghui saying she couldn’t decide?
As if anyone else at Tianjiao Film knew the industry better than her.
But negotiations work like that. Neither side reveals their full hand at first, instead probing the other’s position. For a deal involving such a large sum, this was especially true. As long as Yuan Fenghui didn’t outright reject the “exclusive rights” request, Director Fan knew there was room to negotiate.
The focus had shifted from fighting for the August summer slot to how much “exclusive rights” were worth. Yuan Fenghui’s earlier suggestion of a preview screening was no longer needed. Hunan TV’s request for exclusive rights was an acknowledgment of The Princess’s New Clothes’ quality.
Yuan Fenghui knew this, Director Fan knew it, and a few station executives knew it, but it wouldn’t be public until the exclusive rights price was settled. Liang Dan didn’t know.
Liang Dan suddenly got word that Jade Forest was scheduled for August 2, while The Princess’s New Clothes’ airing date was uncertain because the copyright deal wasn’t finalized.
Pan Li was stunned.
She hadn’t even made a move, and she’d won?
Pan Li ran to confirm with Mr. Guan: “Is it true that Sister Xu Mei’s drama will air first? Will Li Mengjiao’s drama still air?”
Mr. Guan strode with a spring in his step, brimming with joy.
“Yuan Fenghui was too greedy, demanding too high a price, and talks with Director Fan fell through! It’ll air, but not necessarily on Hunan TV. They might try selling it to other stations.”
Pan Li sighed sincerely, “Is there a better platform than Hunan TV?”
Of course there was—CCTV.
But CCTV favored serious dramas, even mother-in-law dramas over youth idol dramas, making it unlikely to buy The Princess’s New Clothes’ first-run rights.
Apart from CCTV, local stations had been overshadowed by Hunan TV’s talent show this year.
Besides, a drama Hunan TV didn’t buy wouldn’t fetch a high price elsewhere.
Thinking of The Princess’s New Clothes missing the prime-time slot and unlikely to sell first-run rights for much, Pan Li’s smile was especially genuine.
Mr. Guan was thrilled too. Finally, Yuan Fenghui had taken a hit. Recently, Yuan Fenghui had been basking in Li Mengjiao’s spotlight, and the more high-profile she was, the more it irked him.
This year’s talent show had a theme song, Want to Sing, Just Sing, specifically recorded by Li Mengjiao, giving her the debut performance. All the benefits went to her.
Yes, Li Mengjiao’s popularity boosted her debut album sales, and Mr. Guan’s company made money.
But this time, it was the most frustrating way to earn.
Li Mengjiao still had value now, but once her tie to the talent show promotion faded and her album sales dropped after her peak popularity, Mr. Guan had other plans for her!
He wasn’t specifically targeting Li Mengjiao; it was about better managing the company’s newly signed talents.
If new talents saw Li Mengjiao, who didn’t sign with the company, doing better, they might follow her example!
Even if just to set an example, Mr. Guan couldn’t let Li Mengjiao thrive.
After Jade Forest was scheduled, Mr. Guan showed rare warmth toward Xu Mei, reclaiming a bit of capitalist conscience by giving her a break. He called her to his office and said: “The company has always valued you. Even with new signings, can they surpass your status? Rest well, get in good shape. When Jade Forest airs, you’ll need to do promotions.”
Mr. Guan wasn’t entirely lying.
Pan Li’s advice to Xu Mei made sense: if the east doesn’t shine, the west might. If Xu Mei couldn’t compete with Li Mengjiao or this year’s new talents in singing, she shouldn’t try. With her looks, transitioning to acting was viable.
Xu Mei had an advantage. Her role in Jade Forest wasn’t small, and with its August slot, the ratings would likely be high, giving her a strong chance to pivot successfully!
“Thank you, Mr. Guan.”
Once, Xu Mei would’ve believed Mr. Guan’s words without question. Now, she didn’t believe a single word, but that didn’t stop her from acting like she did.
Everyone thought she was easy to push around, so she’d keep up that image.
Seeing the obedient, emaciated Xu Mei, the black-hearted capitalist Mr. Guan felt a rare pang of guilt and frowned at Pan Li: “The company assigned you as Xu Mei’s assistant to take good care of her, to be attentive. Look how thin she’s become. How have you people been looking after her?”
Pan Li took a scolding, feeling wronged.
Xu Mei was so thin because the company had overbooked her with commercial performances, exhausting her. Now Mr. Guan wanted to play the good guy, leaving her to take the blame.
Xu Mei said nothing, quietly watching Pan Li get scolded.
Outside Mr. Guan’s office, Xu Mei lit a cigarette, took two puffs, and instructed Pan Li: “Go find out what’s going on with Li Mengjiao’s drama. Director Fan seemed to value it highly. How did it suddenly fall through?”
Jade Forest was already scheduled. In theory, how The Princess’s New Clothes’ deal collapsed shouldn’t concern Xu Mei, but for some reason, she felt uneasy.
