ДИГИТАЛЕН ПАЗАР | DIGITAL MARKET realize, in spite of the fact that nearly 20 people participated on the set. The first season consisted of 12 episodes, each with a duration of 7 to 10 minutes - to keep the attention of the online user as long as possible. ‘The formula is not to have an infinite number of employers. Our 200 ХИЛ. ЛЕВА ЗА BGN 200 000 FOR objective was not to have more than 25% of advertising in the total 6 МЕСЕЦА РАБОТА 6 MONTHS OF WORK time of each episode, despite the fact that the script was written specifically because of advertisers’, says Alexander Toshkov. In his деята, реализирането he idea, opinion, this was one of the biggest challenges - how to adapt the и пускането на implementation and script to the products that will go into the various comic situations И T първия епизод release of the first of chef Silvio. във видео платформите episode on video platforms Apart from advertisers from the food sector, the production has отнема близо 6 месеца. took almost 6 months. also attracted the interest of a bank and a home delivery company. Малко след април 2020 г. Shortly after April 2020, If most advertisers had the opportunity to integrate their products до август са се набирали advertisers were recruited and services into the script, the banking institution found a place at рекламодатели, след това until August, after which the beginning and end of the episodes. е бил написан сценарият. the script was elaborated. ‘The benefit here is that advertisers do not appear in a separate През септември за 10 дни In September, photos were ad unit, as is the case on television. Their products and services са се провели снимки. И в taken for 10 days. And in will be broadcast until the series is downloaded from the video средата на октомври излиза mid-October the first episode platforms – i.e. until the end of their existence’, Alexander Toshkov първият епизод в YouTube и was released on YouTube explains the advantages. Facebook. Компаниите, които and Facebook. Companies, In his point of view, the challenge of adapting the script to the са решили да инвестират в which took the decision to products and services of advertisers is great. продукцията, много бързо invest in the production, ‘Each company views its product in its own way, and here we have са се съгласили на това. very quickly accepted this. a comic content. There is a fine line between what an advertiser Интернет дава много The Internet offers much would allow to be said about them and what would cost them повече възможности от more opportunity than too much. But in comedy, laughter comes from extremes and телевизиите за собствена television for its own and saltier language. This is funny. And that‘s why it‘s a challenge for и оригинална продукция. original production. The total screenwriters’, says the internet advertising expert. Общият бюджет за целия budget for the entire project Alexander Toshkov remembers that more than once there was проект е 200 хил. лева, като amounts to BGN 200 000, the a return by advertisers to change a scene. As they had the средствата са осигурени от funds being provided by five opportunity to previously get familiar with the script and had пет рекламодателя. advertisers. to give approval. ‘There was both rewriting and repositioning of episodes, which is not very easy’, he added. How does the audience react? as competition is not great, and the potential for development and With mixed feelings - that‘s how the audience evaluated ‘Baked’, search for an audience on the Internet is great. notes Alexander Toshkov. For the whole year after October 2020, The success of ‘Baked’ gives the team a reason to look ahead the series was watched by over 600 thousand people, and each and is already working on a second season. It is expected to be episode reached an average of 40-50 thousand viewers on Facebook released in 2022 and negotiations for partnership with BTV are and YouTube. There was almost no advertising to promote the forthcoming, said Dimitar Mitovski. Characters in the sitcom are very series, because it sought organic reach to viewers. likely to become more, and why not advertisers as well. According to MediaClub, the series was watched mainly by viewers As an advertising form, product placement has a high degree of aged 35 and up. ‘We have been looking for viewers with purchasing influence because it enjoys the focused attention of the viewer and capacity’, added Dimitar Mitovski. is implemented in an environment that is far from the noise of the According to the director, such formats have a future in Bulgaria, ad unit.