14 cctv held party with clients before bidding
TRANSCRIPT
04 Successful Convening of “2010 Summit on Chinese Radio and Television Advertising Development”
09 CCTV Wins Wide Acclaim for Commentating the Opening Ceremony of the Asian Games in a News-like Style
11 CCTV Signs Contract with Bus-Online to Deepen Cross- Media Cooperation
12 CCTV English News Channel wins “Hot Bird” TV Awards
12 CCTV Sets up commentators “National Team” for Guangzhou Asiad
13 Press Center Innovates Broadcasting of “Zhuhai Airshow”
14 CCTV Held Party with Clients before Bidding
Focus
CCTV News
14 Inaugural Ceremony of African Central News Bureau held
30 Huang Shengmin: Bidding is the History of Brand Growth
30 Yu Guoming: Bidding Results Reflect China's Development Room
16 CCTV News Channel, Best Choice for Watching TV News
17 Try New Dishes on 2011 Chinese New Year’s Eve
18 CCTV to Screen Various Series
19 Enabling Audience to Fully Enjoy Matches
20 Industries Highlights of CCTV 2011 Bidding
24 "It's Truly Fruitful!": Corporate Views on the Market and Ad Bidding
Bidding Specials
Interview
COVER DESIGN Guo Jia
PHOTO Shu Yu Zhu Junyu Xia Jingjing Wu Xue
PRINT Zhu Junyu Bi Lei
PUBLISHER CCTV Advertising
ADDRESS F3 Media Center Apartment
No.11 Fu Xing Road
Beijing, China, 100859
TELEPHONE 8610-68500180
FAX NUMBER 8610-68550947
WEBSITE http:1118.cctv.com/Ad.cctv.com
EMAIL [email protected]
MEMBER OF EDITORIAL BOARD
Cheng Hong He Haiming Li Yi Yan Liping Chen Rongyong
Liu Lihua Zhang Yupeng Yin Xuedong
She Xianjun Sun Miaoqing Zhao Shuang Zeng Yingying
Yang Zhenliang
EDITOR IN CHIEF Chen Rongyong
ASSOCIATE EDITOR IN CHIEF She Xianjun Sun Miaoqing
EXECUTIVE EDITOR IN CHIEF Yang Zhengliang
EXECUTIVE EDITOR Tang Aihui
EXECUTIVE ART EDITOR Wu Xue
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On November 26, hosted by the
State Administration of Radio, Film and
Television, the first “2010 Summit on
Chinese Radio and Television Advertising
Development” is successfully held in
Guiyang. Nearly 300 attendees from radio
and television authorities, radio stations,
television stations, well-known domestic
and foreign companies and advertising
agents are present.Declaration of Guiyang
has been made on the Summit, which
promise to uphold correct orientation, social
responsibility, business operation pursuant
to laws, reform and innovation and industry-
wide self-discipline, constantly place top
priority to social benefit, ensure positive,
healthy and vigorous advertising contents,
and achieve sustainable development of
radio and television advertising industry.
Deputy Director of the State
Administration of Radio, Film, and
Television(SARFT) Tian Jin attends the
Summit and delivers a keynote speech
entitled “Upholding Responsibility,
Pioneering in Innovation and Scientific
Development”. His speech summarizes
favorable development trend of radio and
television advertising since the relevant
laws and regulations are promulgated,
puts forward definite requirements such as
“ensuring development with orientation,
seeking development with innovation,
achieving development with self-discipline,
and promoting development with
management”, and stresses the need to
strengthen social responsibility of advertising
and boost scientific development of radio
and television advertising.
Cheng Hong, Vice Editor-in-chief
& Direcor of CCTV Advertising Center,
attends the Summit and delivers a speech.
He introduces reform achievements of
CCTV, advertising operation trend and
Successful Convening of “2010 Summit on Chinese Radio and Television
Advertising Development”
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advertising tendering situation. Cheng Hong expresses that advertising business is definitely
not a simple economic issue, which must shoulder more social responsibilities.Since the
State Administration of Radio, Film, and Television issued Order No.61, CCTV strict complies
with laws, establishes an advertising review benchmark in the whole industry, and enjoys
comprehensive praise from the State Administration of Radio, Film, and Television and the
State Administration of Industry and Commerce.
The Summit also stages “Media Responsibility”, “Marketing Innovation”, “Sustainable
Development of Advertising” and other topic forums. Delegates from radio stations, television
stations, enterprises and agents speak out freely, actively share the successful experience
in development of radio and television advertising, and enthusiastically discuss about new
ideas and new initiatives for pushing forward scientific development of radio and television
advertising.
Tian Tao, Vice President of CTR, comments: “Promoted by the New Deal, the effects of
adjustment and optimization in Chinese advertising market have been fully demonstrated,
which achieves all-win among media, brands and audiences, substantially increase the value
of advertising communication, satisfy different needs from brands and audiences, and has
positive significance for the development of Chinese advertising market.
Li Qianling, CEO of GroupM China, states: “Upon the implementation of Order No.61,
advertising time has been shortened, audience rating has been raised, efficiency has been
upgraded, and advertising environment
has been significantly improved. As a media
agency company, we should help clients
correctly understand the media market,
exert more innovative efforts to cooperate
with other parties concerned, and achieve
all-win among all parties concerned.
In the upcoming 2011, Chinese media
and enterprise clients will enjoy greater
development!”
The great success of the Summit
helps improve the program quality, service
level and communication value of radio
and television media, propels healthy
competition in radio and television
advertising market, and achieves all-win
among broad masses of common people,
clients and media.
Focus
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I. Reform and innovation in CCTV
1. Vigorously implementing channel system reform.
CCTV changes from “program center system” to “channel
system”, and transforms from administrative system to adaptable
market system. Operating departments involved with the whole
CCTV have established centers, and each channel has become an
independent responsibility subject, thus forming overall pattern of
“7 Centers +11 Channels”. This enhances responsibility awareness,
management capability, resource integration ability and market
response of various channels, and effectively promotes the
professionalization construction of such channels.
2. Innovating appointment mechanism for cadres.Echoing with channel system reform, CCTV implements
selection and appointment mechanisms of “Job Bidding”. All leading
cadres below the rank of deputy director take up jobs through
competition. In this way, a number of outstanding talents have been
discovered and enabled so as to further push forward younger,
better-educated and professionalized cadre team. This is the first-
ever campaign of CCTV over the past 50 years, which is a historic
reform of appointment mechanism for leading cadres.
3. Continuing to steadily promote “News-based CCTV”, brand image building and international communication capacity building.
Since the strategy of “News-based CCTV” was carried out in
2009, news programs have witnessed a comprehensive upgrade. We
strive to report on news events at the earliest opportunity, and speed
up the construction of emergency news coverage sites in more than
30 domestic provinces and cities.
“Responsibility, Innovation and Development”
—Speech Delivered by Cheng Hong, Vice Editor-in-chief of CCTV, at “2010
Summit on Chinese Radio and Television Advertising Development”
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Year of 2010 is also Brand Image Building Year for CCTV. We
strengthen the team building, focus on program innovation, carry
forward the spirit of CCTV and build brand image.
Year of 2010 is also international communication capacity
building for CCTV. We fully integrate advantageous resources,
accelerate the construction of five news bureaus in Asia-Pacific,
Middle East, Africa, Latin America and Russia, set up 19 new overseas
news bureaus, and will see a total of overseas news bureaus at the
end of 2010.
II. Advertising business of CCTV
1. Status quo of media competition (1) Rapid rise of the Internet, outdoor media and other
emerging media
Over the past five years, the growth rate of the Internet
continues to annually rise at 15% on average. Chinese online
advertising market maintains an average annual growth rate of 30%,
and its market scale reached over 20 billion yuan in 2009. It has
ranked 2nd in terms of attention share among all kinds of media,
which becomes a strong competitor to traditional media.
Meanwhile, according to the data released by CTR, Chinese
outdoor advertising revenue rose by 23% in the first half of 2010, well
above gain of 15% in TV advertising revenue.
(2). More intensive competition among local satellite TV stations,
print media and other traditional media
Along with rapid rise of the Internet, outdoor media and other
emerging media, newspapers, magazines, radio stations and other
traditional media have also seen soaring advertising revenues.
According to the data released by CTR, advertising revenue of
newspapers, magazines and radio stations increased by 22%, 21%
and 35% on a year-on-year basis in the first half of 2010, respectively.
At the same time, provincial satellite TV stations innovate
entertainment programs, implement channel update, increase
inputs into self-made teleplays, exclusively-broadcast teleplays and
introduced teleplays, adopt advertising business mode of “pre-sale
tender”, and rapidly reinforce advertising competitiveness.
2. Advertising business throughout 2010Faced with increasingly-fierce media competition, we seize
historic opportunity of CCTV’s great reform, innovate advertising
products, innovate client communication, and make a series of
breakthroughs.
For example, advertising marketing for World Cup2010 featured
long time span and high consumption of human resources. In terms
of product design, we made bold innovations so that we achieved
limited value increase, flexible configuration and three screens in one. In
terms of promotion and communication, we successively held World
Cup Advertising Resources Illustration Meetings in Beijing, Shanghai,
Guangzhou and Xiamen, and conducted in-depth communication with
dozens of enterprises and advertising agents. In terms of sales mode,
we pioneered in online tending for World Cup advertisements. A total of
nearly 40 enterprises bade for World Cup advertising projects through
network platform. It is worth mentioning that in World Cup Campaign, we
cooperated with some peer media.
Focus
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3. Advertising tendering for 2011On November 8, CCTV held General Assembly of Prime Resources Advertising Tendering
for 2011 in Media Center, and more than 300 famous enterprises participated in fierce
competition. The total amount of pre-sale tendering reached 12.6687 billion yuan, up
1.70225 billion yuan compared with high base of 10.96645 billion yuan in 2010 (representing
an increase of 15.52% on a year-on-year basis). This hit a new high in total amount of pre-sale
tendering. It should be noted that the growth of tending amount not only reflects the results
of economic development and industrial upgrading in previous phase, but also mirrors the
new trend of China’s economic and industrial development in the next phase.
III. Social responsibility of CCTV Advertising
In the opinion of CCTV, advertising business is definitely not a simple economic issue, but
a complex activity shouldering multiple responsibilities.
From the perspective of industry responsibility:In order to ensure that advertisements comply with the laws and guidance of public
opinion, we strictly review all advertisements. In terms of advertisement review and
broadcasting, we adhere to Three Unifications: Unification of Review, Unification of
Coverage and Unification of Broadcasting, thereby setting the industry-wide benchmark for
advertisement review. This has been praised by the State Administration of Radio, Film, and
Television and China Radio and Television Association.
At the same time, we take an active part in industry exchanges and make our due
contribution to the industry development. In “Annual Meeting of Chinese Television
Advertisement”, “Public-service Advertisement Contest with Theme of National Unity”, “West
Lake International EXPO”, “China Advertising Festival”, today’s Summit on Chinese Radio
and Television Advertising Development and other radio and television advertising industry
events, we are always active participant.
From the perspective of economic responsibility:Advertising tendering of CCTV has been constantly known as “barometer” of Chinese
economy and “benchmark” of Chinese market. The platform of CCTV not only witnesses
development and growth of Chinese brands, but also widespread flourish of international
brands.
As a national-level television station, CCTV has the obligation and responsibility to create
a Chinese world-class brand. CCTV is proud
to serve excellent companies, grow together
with Chinese enterprises, and jointly develop
with Chinese economy. For CCTV, the
process of brand communication is also the
process of fulfilling economic responsibility!
From the perspective of social responsibility:
Public-service Advertisement is an
epitome of social civilization and progress,
which embodies national prosperity. Public-
service advertisements on CCTV have
extensive and far-reaching impacts at home
and abroad. CNN (US), BBC (UK) and other
overseas mainstream media have made
related coverage. In the past two decades,
efforts and achievements made by CCTV
in the field of Public-service Advertisement
have established the mainstay status in
Chinese public-service advertisement arena.
In 1986, CCTV began to broadcast
public-service advertisements on a regular
basis. On October 26, 1987, CCTV launched
public-service advertisement column
entitled “Guang Er Gao Zhi (MMIA)”.
Subsequently, CCTV broadcast such a
large number of classic public service ads
as “Knowledge Changes Fate”, “Welcome
the Beijing Olympics, Promote Civility
and Fostering New Practices”, etc. Up to
now, CCTV has broadcast public-service
advertisements with time value of over 1.5
billion yuan every year.
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Focus
CCTV Wins Wide Acclaim for Commentating the Opening Ceremony of
the Asian Games in a News-like Style
On 12 November, the 16th Asian Games opened in Guangzhou. CCTV-1, CCTV-3, CCTV-5,
CCTV-News, and CCTV-High Definition and CNTV conducted a full live coverage of the event.
The gross audience rating of the opening ceremony reached 6.95%, and the total audience
share came up to 22.04%, that is, 350 million of people all over China watched the CCTV
broadcast. On that day, the number of CNTV webpage views reached 136 million pages/
times; 5.66 million of viewers watched the live video, and a total number of 28,500 netizens
left messages while watching the live video through “chatting while watching”. CCTV page
views of mobile TV users amounted to 13.25 million, and the video was clicked for 7.55 million
times.
The live broadcast of the opening ceremony lasted for 4 hours. CCTV used 4 sets of
systems and 3 outside broadcasting vehicles altogether. A total of 49 venues were arranged
for the broadcasting, and special equipment such as helicopters, “Flying Cat” and “Fishing-
rod Camera”, etc. was put into full play. The live images were distinct and fluent and the shots
were hooked up smoothly, presenting the highlights of the opening ceremony to the vast
audiences. The broadcasting team also completed the production of channel signals of the TV
station and international common signals,
and conducted remote transmission of high-
definition baseband signals for large-scale
broadcasts for the first time.
On the day of the opening ceremony,
CCTV-News launched a special live program
for the opening ceremony of the Guangzhou
Asian Games. The anchorman Bai Yansong
was widely praised by the TV viewers and
the public voices for his live commentary on
the opening ceremony in a news-like style.
Media experts from Tsinghua University
and Peking University among others
hold that, live broadcasting focusing on
news commentary, for the first time, was
adopted for the opening ceremony, and
achieved good results; “Asian Games mode”
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for the live broadcasting this time was a practice which changed the idea of large-scale
live broadcasting, and a good attempt to allow Chinese media to have a bigger say. Some
newspapers commented that, the commentary of Bai Yansong was historic and marked
a milestone; it went perfectly with the amazing and gorgeous images. The news-like style
commentary on the opening ceremony also evoked hot discussions among the netizens.
Some thought Bai Yansong cited various authorities and made comments in a witty manner,
reporting the grand opening ceremony from the unique perspective of news report. Some
claimed that: “this is the commentary in a true sense! Plain language and rich connotations,
all this makes the audience truly understand what the opening ceremony wants to convey.
Thank CCTV-News! You’ve found the right direction.” Many network media believed that Bai
Yansong’s commentary started a brand-new and plain style. His commentary in itself was an
innovation and breakthrough, setting an example in news-like style commentary. Some web
portals like Sina.com put the video of the opening ceremony of the Asian Games on their
home page, and within two days had over 10 million clicks.
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Focus
CCTV Signs Contract with Bus-Online to Deepen Cross-Media Cooperation
CCTV Advertising Center signed the Strategic Cooperation Memorandum with Bus-
Online immediately before the 2011 Prime Advertising Resource Bidding. This is another
significant measure of CCTV in cross-media marketing following the cooperation with
AirMedia and VisionChina Media.
According to the Memorandum, the enterprises winning the bid in exclusive ad for
CCTV-1 Night News, CCTV-2 Economic Information Broadcasting, CCTV-2 Economic 30’ and
CCTV-3 I Want to Go to the Spring Festival Gala as well as the time telling ad before CCTV
News in 2011 Prime Advertising Resource Bidding are entitled to purchasing the advertising
resource provided by Bus-Online at preferential price.
As a leading digital media group of China, Bus-Online has always
devoted itself to the development of China digital media field with
the establishment of a cross-platform, multi-terminal, digitalized
interactive media network as its core strategy. It has the largest mobile
TV network of China and is actively developing online video and
mobile video business platform. At present,
the mobile media network of Bus-Online has
covered 24 cities including Beijing, Shanghai,
Guangzhou, Shenzhen, Nanchang, Qingdao,
Tianjin, Nanjing, Xi'an, Wuhan and Shenyang,
with 40,000 buses and the development and
operation right of the mobile media with
nearly 80,000 display terminals, being the
largest bus mobile TV network of China.
The advertising resources of numerous
media including CNTV, China TV Guide,
AirMedia, VisionChina Media and Bus-
Online have been integrated into the 2011
Prime Advertising Resource of CCTV, which
supplements traditional TV advertising
resource, provides more suitable advertising
products for bidders and creates a three-
dimensional and effective communication
platform.
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CCTV English News Channel Wins “Hot Bird” TV Awards
On November 19, CCTV English News Channel becomes
the winner of “Nation Window” Award (one category of “Hot
Bird” TV Awards) on “Hot Bird” TV Awards Ceremony jointly
organized by Eutelsat Communications, International Satellite and
Communications Equipment Exhibition and European Broadcasting
Union. “Hot Bird” TV Awards are comprehensive TV awards putting a
premium on satellite television channels broadcast in Europe and the
Mediterranean regions. At present, BBC International Channel, Sky
TV, France 24 and other internationally-renowned television channels
have won such awards. At this time, more than 150 channels from
21 countries and regions participate in the appraisal. In 2009, CCTV
English News Channel honorably won special award on its debut.
CCTV Sets Up Commentators “National Team” for Guangzhou Asiad
In view of Guangzhou Asian Games, CCTV sets up 44-member
“national team” consisting of sports channel commentators,
experienced commentators in local TV stations, commentary guests
and others to provide professional commentary for rebroadcast
Asian Games events in the whole course. As of November 17, a total
of 64 live commentaries and 43 voice commentaries have been
made. Commentary work for Guangzhou Asian Games follows the
principle of objectiveness, symmetry, and balance; enhances service
features, especially stresses the introduction to knowledge of new
events; highlights “Perspective of CCTV” and “Expert Comment”,
and dispatches commentators and guests to focus on major
events. During this period, commentators prepare for available
materials in advance to further upgrade the professionalism of event
commentary work.
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In recent days, CCTV Press Center innovates the program
packaging and live broadcasting means, gives features into full play,
and creates hot spots in the news coverage for “Zhuhai Air show”.
With focus on flight demonstrations by “Kitty Hawk 500” light aircraft,
news staffs make live broadcasting for flight demonstrations at the
pilot’ overlooking angle in the cockpit for the first time, highlighting
the sense of live broadcasting and participation. This has been sought-
after by televiewers. News Channel launches promotion video Watch
Zhuhai Airshow to integrate development process of aircrafts and
other contents, and highlights technical elements and era elements
by means of professionalism, suspensive feature and visual effect
innovation. News columns on News Channel and famous column
China News on CCTV-4 focus on “China’s Speed”, “Chinese Descent
of Airplanes in Various Countries” and other Chinese elements to
demonstrate development chronicle and achievements of China’s
aerospace industry.
Press Center Innovates Broadcasting of “Zhuhai Airshow”
CCTV Held Party with Clients before Bidding
On the evening of November 7, CCTV holds a get-together
evening party in Performance Hall 1 to thank new and existing clients
for their great support for CCTV over years. This evening party is also a
routine arrangement for all clients participating in bid before General
Assembly of Prime Resources Advertising Tendering every year.
“Entertainment Stars” and “Entrepreneur Stars” gather together to
join hands to stage wonderful programs. Li Yong, Zhu Jun, Hu Die and
Zhu Xun act as moderators of this evening party, while Luo Dayou,
Tan Jing, Zhang Liangying, Haiqing and many other top stars sing with
all their feelings.
CCTV News
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Russian International Channel Launched Broadcast in Russia
On November 23, CCTV Russian International Channel formally
starts broadcasting in NTV PLUS, a mainstream broadcast satellite
platform in Russia. So far, Chinese Channel, English Channel and
Russian Channel have been broadcast through the Russian NTV
PLUS live-broadcast satellite platform, which can cover more than
600,000 users in the whole territory of Russia. Before that, Russian
International Channel has been available in some regions of Ukraine,
Estonia, Latvia, Moldova, Mongolia and Kyrgyzstan through cable
networks and terrestrial wireless, covering 920,000 users.
Inaugural Ceremony of African Central News Bureau Held
On November 25 (local time), Inaugural Ceremony of CCTV’s African Central
News Bureau is grandly held in Nairobi (Kenyan Capital). The completion of African
Central News Bureau will greatly enhance CCTV’s coverage strength in Kenya
and even the whole Africa, and will play an important role in further promoting
Chinese-Kenyan and Chinese-African in-depth exchanges in the political, economic
and cultural fields, as well as interactions and communications of Chinese-African
media.
Caijing Joins Hands with CCTV-2 to exert International Influence
Recently, Strategic Media Signing Ceremony of Rivals (a column
on CCTV-2) has been held in China Network Television. The magazine
Caijing, as one of Chinese ten major financial media, works together
Rivals (a column on CCTV-2) as a member of strategic media alliance.
On behalf of Chinese financial media, both parties jointly powerfully
speak out for worldwide major economic events with objective, fair,
equal and professional voices in a brand-new coverage style.
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CCTV News Channel, Best Choice for Watching TV News
Liang Jianzeng, Deputy Director of CCTV News Center
First of all, I would like to release the data of CCTV News
Channel in last year: the audience share increases by 65% in this year
compared with that of last year, the information volume increases
from over 270 items before revision to more than 600 items after
revision, and the news debut broadcasting volume increases from 70
items per day before revision to 300 items per day now.
Another indicator of media influence is whether the media is
paid attention to by its targets at public occasion. We conducted a
survey that lasted for nearly 50 days in four representative cities of
Beijing, Chongqing, Shenyang and Shenzhen not long ago, and the
survey results indicated that, CCTV News Channel and CCTV-1 news
broadcasting period are the channels that are frequently broadcast at
public places in these four cities and they are also the channels that
people often choose on their own initiative.
At present, we have established 29 news report emergency
stations in China. By the end of this year, there will be emergency
report stations in all the 31 provinces and cities. In addition, we
are establishing reporter stations in the world and there will be 50
overseas reporter stations by the end of this year. Besides, we will
establish five central overseas bureaus in Asia-Pacific Region, Middle
East, Europe, Russia and Africa respectively to cover the whole world
effectively.
We can see CCTV reporters at the site of significant international
events. CCTV reporters have reported Haiti earthquake, American
troop withdrawal from Iraq, Indonesia volcanic eruption, Chilean
miners rescue and other international events.
In 2011, CCTV News Center will have more significant topics
and projects such as the "Moving China Annual Figure Selection"
to be broadcast in January; the year of 2011 will mark the 90th
anniversary of the founding of CPC, the 60th anniversary of the
peaceful liberation of Tibet and the "3rd anniversary of Wenchuan
earthquake" and will witness the launch of "Tiangong No. 1" and
"Shenzhou No. 8" that reflect the significant progress of science and
technology of China. We will focus on reporting these events and
spare no efforts to capture and reflect sudden news events.
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Try New Dishes On 2011 New Years'EveChen Linchun, Deputy Director of CCTV Large Show Center
The production crews for CCTV's Spring Festival Gala this year
were assembled earlier than previous years; and we chose to keep a
low profile with little information release to other media, because we
would like to concentrate on the show itself.
We are mobilizing the whole society for suggestions and ideas;
we are gathering together the most excellent professionals in the
collaborative creation for the CCTV gala; and our most earnest hope
is that on the Eve of the Spring Festival, the feast of shows we are
to serve gets the nod from viewers while indulging viewers with a
"dinner" full of novelty.
The once pop boy group of Little Tigers showed up at the last
CCTV gala, so many are speculating whether pop singers such as
pop's Four Heavenly Kings or F4 will star this year's gala as a group
or not. I would like to tell everyone that, so far their schedules still
wouldn't fit in and we haven't extended the invitation yet.
These artists either from Hong Kong or Taiwan have got their
all-year schedules arranged early this year or even last year, which
makes it hard to gather them together for a show. But there is one
thing for sure, that many cultural and artistic representatives who are
also members of NPC or CPPCC will join us in the gala.
Regarding whether there will be foreign shows or stars, as far
as I know, the answer is negative. CCTV's Spring Festival Gala is, after
all, a celebration of the Chinese traditional festival rather than an
international commercial event.
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Bidding Specials
CCTV to Screen Various Series Jin Yue Deputy Managing Director of CCTV Procurement Center
CCTV has undergone a channel-centered restructuring this year. And there is curiosity about series to be screened on CCTV.
Loaded, a military series, tells about a “growing pains” story of a modern undergraduate in the special forces as an intellectual. Many plots and contents are even new to me as a veteran. The acting is also quite impressive.
China Land is still filming in Liaoning Province now. The story happened in Qingfengling (a village in the northeast of China) during the World War II. A peasant was leading the whole village in fighting against the Japanese invasion. The play is created based on the story we’ve got in the Japanese historical archives.
In 2011 also on the schedule will be the Mother starred by Siqin Gaowa, Informer starred by Liu Yunlong and Meng Guangmei, Happiness at the Door co-starred by Jiang Wenli, Sun Chun and Lin Yongjian, Dahetao starred by Lin Yongjian and Li Qiang, and Nightmare of Japanese Invaders starred by Yu Zhen and Fan Ming as well as The Capable Feng Tiangui starred by Pan Changjiang. In addition, there will be another series based on the Anti-Japanese War - Windtalker. It is created by the famous writer Mai Jia and tells a story of deciphering the enemy’s documents.
Big Times, starring Duan Yihong, Gao Hu, Jiang Qinqin and Xue Jianing, tells about a drove of enterprising and pioneering youth and their pursuing dreams in Shenzhen, from whom we can vaguely see the famous and excellent entrepreneurs of our times.
And the following series also call our attention, Li Bai starred by Chen Jianbin, Liu Dekai, Zeng Li and Wang Yankui, A Terracotta Warrior directed by Chen Jiashang and starred by Du Chun, An Yixuan
and Gallen Law, Swordsman Saga starred by Nicholas Tse and Charlene Choi, Sophorae Flos starred by Ning Jing and Huang Zhizhong, Yan’an Love directed by Cao Baoping and starred by Yin Tao and Deng Chao, and The Love of Hawthorn Tree directed by Li Lu and starred by Wang Luodan and Li Guangjie.
There will be a collection of theme series to be screened on CCTV next year to mark the 90th anniversary of the founding of CPC, such as the East and Open a New World and so on.
We believe that series to be screened on CCTV next year will surely be diversely appealing!
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Enabling Audience to Fully Enjoy Matches
Zhang Xing, Vice President of CCTV Sports Channel
It is known to all that, CCTV Sports Channel generally broadcasts over 1,000 matches in a year. In 2011, it will also broadcast numerous matches, which are mainly in the following categories:
The first category is world championship. In next year, there will be World Gymnastics Championships, World Table Tennis Championships, World Badminton Championships, World Championships in Athletics and World Swimming Championships, which are all the qualification matches for London 2012 Olympic Games.
The second category is football match. we will broadcast the Asian Cup to be held in Doha, Qatar, FIFA Women’s World Cup to be held in Germany, South America Cup Soccer Championship, Italian Serie A, German Bundesliga and Chinese Super League.
The third category is comprehensive sports meeting. In January, 2011, there will be two comprehensive sports meetings which are respectively the Universiade to be held in Turkey and the Winter Sports Games to be held in Kazakhstan. Besides, in the latter half of next year, there will be the Universiade to be held in Shenzhen and National Urban Sports Game to be held in Nanchang, Jiangxi. All these
comprehensive sports meetings attract the attention of vast viewers. The fourth category is professional match. There will be Dakar
Rally to be kicked off soon in January and the F1 that we will continue year, the next station of which is temporarily set in April. In addition, the matches of the French Open and the US Open will be throughout the year from January to December.
Currently, more and more network media are broadcasting NBA matches. I think it is good for all viewers in omnimedia era because it means one more choice for viewers. In 1995, CCTV broadcast the final of NBA live for the first time and Chinese TV audience watched the match of NBA through live broadcast for the first time. At present, more media are broadcasting NBA, which I think adapts to the development of this era and meets viewers’ demand. In my opinion, CCTV still has enough advantages since the majority of viewers prefer to watch the matches that are broadcast live through TV. Thus, the most important responsibility of us is to select well and broadcast well the matches and enable viewers to fully enjoy the matches.
Bidding Specials
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Industries Highlights of CCTV 2011 Bidding
Suning Becomes the Dark Horse amid Fierce
Competition in Home Appliance Industry
Home appliance industry will undoubtedly be one of the
highlight industries in 2011 CCTV Advertising Resource Bidding, with
total pre-sale value ranking 2nd at a year-on-year growth rate of 30%.
Haier, Media, Galanz and other comprehensive home appliance
enterprises continuously intensify advertising, whereas Gree, Little
Swan Group, Joyoung and other leading companies in segment
markets as well as Vanward, Supor, ASD and other small home
appliance manufacturers also begin to advertise.
"What home appliance companies highlight in advertising in
CCTV is the vast consumption market of RMB 10 trillion triggered by
the lever of ad. Under current commercial competition environment,
it is urgent to form brand competitiveness." Professor Hu Zuohao,
who is also the Deputy Director of China Enterprise Research Center,
Tsinghua University, thought that, the financial crisis in 2008 made
numerous home appliance manufacturers to be aware of the fact
that, brand competition has become the important force supporting
the sound and sustainable development of home appliance
enterprises.
Tourism Industry Embraces Golden
Development Opportunity
China's tourism industry is ushering in golden development
period and the total pre-sale value in 2011 CCTV Prime Advertising
Resource Bidding increased significantly compared with that of the
last year. Meanwhile, the advertised objects have been expanded
from scenic spots to city image and from cities and counties to
provinces such as Shandong, Hebei, Inner Mongolia, Guangxi and
Gansu.
In the bidding pre-sale in 2011, Shandong Tourism Administration
followed the strategy of the previous years and purchased a lot of
advertising resources of CCTV. Deputy Director-General of Shandong
Provincial Tourism Administration Wang Yuansheng indicated that,
Shandong Provincial Tourism Administration has selected CCTV as
the mainstream media for the marketing of its brand "Hospitable
Shandong" since 2007 because of the wide coverage, powerful
appeal and outstanding public credit of CCTV. TV media display the
static tourism resources to TV viewers in short-distance panoramic
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way, which shortens the distance between "Hospitable Shandong"
and domestic and foreign tourists, attracts the attention of viewers
and upgrades the overall brand of Shandong tourism destinations.
Auto Enterprises Give Priority to CCTV While
Creating Brand,
with Growth Rate of over 50% In the pre-sale value of 2011 CCTV Prime Advertising Resource
Bidding, the contribution by the advertisers in auto industry
witnessed a year-on-year growth rate of over 50%, with the highest
growth rate among all industries. The three tycoons in China auto
industry Shanghai Volkswagen, FAW-Volkswagen and Shanghai GM
showed up together for the first time at the pre-sale of 2011 CCTV
Prime Advertising Resource Bidding. Besides, FAW, SAIC, Dongfeng,
GAIG, CNHTC and other large auto groups also participated in the
bidding.
While old clients are intensifying advertising, a great number of
new clients such as China FAW, Mustang, Jiangsu Lopal Petrochemical
Co., Ltd., Zoomlion, SDLG, Foton Lovol, Star Custom, JAC, Great Wall
Motors, Beijing-Hyundai, GAC Motor, Haima, Changhe and Chang’an
Auto also showed up at the pre-sale of CCTV Prime Advertising
Resource Bidding.
The auto enterprises participating in the pre-sale of the bidding
in this year are most widely distributed, including joint ventures such
as FAW-Volkswagen and Dongfeng Nissan, state-owned enterprises
such as Chery and Chang’an Auto, private companies such as Zotye,
Great Wall Motors and Mustang and petrochemical companies such
as Shell Tongyi (Beijing) Petroleum Chemical Co., Ltd., Sinopec and
Jiangsu Lopal Petrochemical Co., Ltd. Meanwhile, there are rubber
enterprises such as Zhongce Rubber that participated in the bidding
last year, refitted vehicle enterprises such as Star Custom as well as
the enterprises in heavy industry and heavy truck industry such as
CNHTC, XCMG, Zoomlion, SDLG and Foton Lovol that had outstanding
performance in this year's bidding.
CCTV has become the best choice for auto enterprises to
establish brand advantages and create core competitiveness.
Bidding Specials
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Advertising on Food & Beverage Increases
Steadily
Because of wide coverage, high audience rating and high
quality, CCTV has become the best media for the enterprises in food
& beverage industry to conduct brand publicity. As a result, food
& beverage industry is also the industry that launches the largest
number of ads at CCTV with the highest advertising value. A total of
more than 40 companies participated in the bidding and contractual
subscription of CCTV this year, which were respectively from dairy,
condiment, meat, beverage, edible oil, candy, leisure food and
agricultural and sideline products industry.
The year of 2011 is a year full of challenges and opportunities.
With the rise of raw material cost and labor cost, the competition will
become increasingly fierce and the competition in segment industries
will become more concentrated. With resident consumption
u p g r a d e , t h e
enterprises in food
& beverage industry
may grasp the new
round of growth
opportunities to
make a cruc ia l
step in respect
of branding and
marketing.
Advertising on Clothing is Steady
Clothing industry has always been the backbone force of the
advertising at CCTV. As a representative of traditional industries,
clothing industry has the distinctive characteristics of "mature
marketing strategy and steady advertising". Seen from the results of
2011 CCTV Prime Advertising Resource Bidding, the on-site bidding
value and client composition have kept basically steady. And clients
prefer to select the contractual subscription resources boasting
long-term cooperation. This pattern will become the trend of the
advertising by companies in clothing industry for a period of time.
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"It's Truly Fruitful!": Corporate Views on the Market and Ad Bidding
Bu Yang, Director of Marketing Management Center of Suning Appliance
Marketing Reform to Be Strengthened in the Next 5 Years
Our cooperation with CCTV started in 2003. However, we didn't attend
the on-site bidding until this year and the decision to go for bidding was based
on the overall corporate strategy. On the one hand, Suning is a nationwide
chain-store company. In the wake of the successful coverage in the first-
and-second-tier cities, we are now targeting the third-and-fourth-tier cities
in order to achieve a nationwide chain network. On the other hand, it is
expected that the policy to stimulate domestic demands and promote consumption will be the top priority on the upcoming national "Twelfth
Five-Year Plan". That will be extraordinarily favorable to the industry of home appliance retail, meaning more space for market elevation.
CCTV is the optimum choice for our nationwide layout and further market expansion. The platform of CCTV will bring to more consumers
the brand of Suning together with our services and products in a more profound way, and, in particular help with the penetration to third-and-
fourth-tier markets. That will be a great enhancement for our brand as a whole
Zhao Guorui, Director of Advertising Center of Nice Group More Effective Target Reach Through
Golden Theater
We participate in the CCTV advertising bidding every year and every
time we make our best efforts for the title sponsorship of the Golden Theater.
Because CCTV's Golden Theater is greatly appealing to every household, who
is precisely our target consumer group; and its predominant market shares
help increase the effective target reach of our products.
This year we won with RMB 150 million the title sponsorship of the
Golden Theater for the second half of the year. We are more assured this time. For one thing, the whole CCTV has taken on a new look, new
ideas and measures have shown good results, and the media platform becomes more powerful. For another, CCTV has put in great efforts in
making TV series and RMB 1.6 billion in purchasing series, which has brought enterprises a great confidence.
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Sun Yue, Deputy General Manager of Luzhou Liquor
China’s Economic Development Is Promising
Shao Ming, Vice President of Administration of Natural Dairy Holdings Limited
Ad Expense Today Will Definitely See A Double Or Even Multiple Return
This is the first time that Luzhou Liquor attended CCTV’s golden advertising
resources bidding, and we won the first bid. The advertising contracts we’ve
signed with CCTV are worth of more than RMB 400 million. And further contracts
will be added depending on the corporate needs and through negotiations with
CCTV.
Mainly because we think highly of CCTV as a constantly innovated platform
and China’s economic development in the future. Luzhou Liquor is now set on the fast track of development, and its high quality, elegant taste
and profound historical and cultural contents need to be communicated to consumers through the platform of CCTV.
It’s really exciting and privileged to win our first bid in our CCTV's ad bidding
debut this year. CCTV, as China’s largest TV station, boasts a wide coverage in
mainland China and overseas and can be seen by many Chinese nationals. Our
products come from New Zealand, where we have our own pasture. We engage
ourselves in the whole process of cow husbandry, manufacture and process as
well as packaging and sales. We choose CCTV hoping that we can be seen by the 1.3 billion Chinese population and over 20 million overseas
Chinese. They are just the target of our product promotion.
In the current credibility crisis of the domestic dairy market, for a brand, the choice of CCTV will to some extent ehance the sense of trust
among consumers. We have the confidence in our products and CCTV too. And we believe that the ad expense we put in today will definitely
see a double or even multiple return in the future.
Bidding Specials
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Li Aibin, Assistant President of Yurun GroupYurun will soon be seen right upon
the end of the CCTV News
Since 2009, CCTV has been intensifying its news-based strategy. The
advertising section right after the CCTV News is always among the most wanted
prime resources for many domestic and international brand powers. Yurun Group
successfully attained the “first wanted bid” this year -the first option of the first
time unit of the 7.5s ad section right after the CCTV News, i.e. for the upcoming
365 days next year, Yurun will soon be seen right upon the end of the CCTV News.
And there are six months when the 7.5s Yurun ad will be the first thing viewers see after the CCTV News. That is the best Yurun has won in its
four-year CCTV ad bidding.
Zhao Yuanhua, Vice President of Mengniu Dairy Group
CCTV Helps to Realize Our Dreams
Qin Wanmin, Deputy General Manager of Yunnan BaiyaoCCTV Helps a lot in the Development
of Yunnan Baiyao
The vision of Mengniu is to make the world’s leading dairy enterprise,
and to create quality life for our global consumers with healthy and tasty dairy
products. We believe that CCTV is able to bring our dreams into reality. We have
the confidence in ourselves and in CCTV. And we also believe that the Chinese
economy, like the on-site bidding on Nov. 8th, will make a big leap in 2011.
The power of media is strong enough that it can’t be neglected by any
enterprise in terms of promoting brand development. CCTV, as a media, has the
greatest influence and public credibility in China. Ad placement in CCTV helps a
lot in elevating brand influence and increasing brand awareness.
Speaking of ourselves, Yunnan Baiyao has attended the previous five CCTV
Prime Advertising Resource Bidding, and this is our sixth time. We mainly focus
on the A special section. And the placement effects during the past several years came out very good, and currently our toothpaste sales
increase by at least 40% each year.
This year the prime resources bidding is extremely competitive, and it is really exciting for us to secure the A special section.
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Jin Gebo, General Manager Assistant of Chery MotorWe Have Confidence in CCTV’s Brand
and Communicating Effects
Dai Gang, Marketing Director of ZoomlianWe didn’t anticipate such
a fierce competition
Our ad placement in CCTV reaches more than RMB 200 million for 2010.
The overall budget for the next year is expected to rise by 50% on that basis. The
sales of Chery are likely to exceed 700 thousand vehicles this year, a 40% increase
compared to the last year.
Our focus for 2011 is on the brand building, the construction of business
division, and the development of new products and the market. As for the brand
promotion, our X5 joined the 2010 Dakar Rally this year and we’ve decided to sign for the 2011 as well. Moreover, we’ve signed Messi. As for
products, the 2011 release will include Riich G3, G6 and new Rely among seven or eight new products in total.
“Zoomlian has seen the revenue of RMB 23.901 billion for the first three
quarters this year, an increase of 61.43% year on year; the net profit of RMB 3.126
billion, an increase of 76.13% year on year. The all-year sales are expected to reach
RMB 50 billion this year, however, we still choose to place ads in CCTV. This is our
first time doing so, and we hope to elevate the brand image of Zoomlian with the
help of CCTV.”
“We didn’t anticipate such a fierce competition coming, although we have conducted careful research and preparation in advance. We won
the bid merely by a slight margin and almost lost the resources we desire!” Dai Gang, the Marketing Director of Zoomlian, told the reporter after
the bidding that, “we prepared for two bidding targets beforehand. One is the 15s plus 5s combination ads before the CCTV News; the other is the
15s ad after the abstract of Topics in Focus. The competition for the CCTV News countdown combination ads was so fierce that it was much more
beyond what we expected. We firmly decided to concentrate on the latter, and worked all our best to finally win it.”
Bidding Specials
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Chen Ronghua, General Manager of Sunrain Solar Energy
A Year For Solar Energy Market Shuffle
Ye Lei, Marketing Director of Dongfeng Nissan
CCTV’s Ad Resources Help Us Gain A Lot
Shell Tongyi
Regular Date with CCTV
Sunrain is the largest global supplier of solar energy water heaters and
water-heating systems.
Besides our own efforts, the placement of prime advertising resources in
CCTV during the past three years plays a very active role. Solar energy brands,
big and small, are totaling around three thousand. Sunrain has taken up about
15% of the total market shares, largest in the industry. This year seems to be a
shuffle year for the solar energy market. Ten major brands will emerge in the future controlling 80% market shares, and this is required by the
development of the industry.
At the beginning of this year, we had our all-year sales objective set at 300
thousand vehicles. Then we added it up because of good sales performance, and
now we are in the course of selling 650 thousand cars a year. The outstanding
market performance as such is closely related to our media utilization, in
particular, the full use of CCTV’s ad resources. We’ve gained a lot from it, and
we will further strengthen our efforts in this regard. The auto industry is the
mainstay of the national economy, and we are aspiring for our future development.
“There would be no today’s Shell Tongyi without CCTV.” Ever since the first cooperation
in Jan. 2003, CCTV has witnessed the growth of Shell Tongyi from a private enterprise with
yearly sales of RMB 400 million to an international corporation of more than RMB 4 billion
yearly sales.
This year marks the eighth CCTV ad resources bidding for Tongyi Lubricant Oil, and
the new cooperation with CCTV will serve as a dedicated guard for its brand prospect and
business development.
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"CCTV Bidding is the History of Brand Growth" Huang Shengmin, Professor of Communication University of China
The CCTV advertising bidding in these years is like a history of brand growth. In earlier days, advertising bidding was only one of methods of resource allocation. But after more than ten years' development, the value, standard and role of the platform have been universally recognized.
Nowadays, enterprises are so smart that no one can cheat them from doing something. But at the same time, no one can prevent them from doing what they should do. More and more multinational
companies act ively participate in the bidding now since they have been aware of the fact that, they have to participate in the "contest" of bidding to understand and enter into Chinese market and become a powerful household brand.
What is brand? The most fundamental point is to have high-quality products. I think Chinese people are good and Chinese products are good. But why there is no good image? That's because Chinese people do not do well in brand creation and publicity. There are two types of publicity, one of which is mild and long-term publicity and the other of which is establishing a platform for display such as the Olympics, the World Expo and the
annual bidding of CCTV. To become a brand of certain level and create influence, enterprises have to step onto this platform.
Mentioning once in bidding and winning bid once may achieve better effect than mentioning for ten or one hundred times at other occasions. This is attributed to the role of mature effect. In fact, many enterprises have become aware of this point earlier. They consider and research on bidding in much more careful way than us, and they allocate overall resources in more diverse and detailed way than we can imagine. Their actions are extremely rational. Enterprises generally control the brand creation of a year and even several years with the vantage point of bidding.
From the perspective of macro economy, the annual bidding of CCTV is a directional confidence index since advertising is closely related to people's livelihood and daily consumption. The enterprises which are optimistic about the market will advertise, the enterprises which are not very confident in the market but are powerful will advertise, and the enterprises which are not powerful enough but are optimistic about the market will also advertise. China is witnessing rapid economic development and enterprise growth, which is reflected by the bidding of CCTV.
Currently, large SOEs and central government-led enterprises such as large state-owned banks, FAW and Moutai are vigorously launching ads, and more and more multinational companies also begin to participate in the bidding, which is a significant change. The 2011 CCTV advertising bidding results are not out of expectation, which is due to the uniqueness and rareness of CCTV resources on the one hand and to concentrated trend of media operation on the other hand since media operation is like company operation in recent two years and high-quality media will have concentrated resources whereas weak media will be edged out soon.
The 17-year advertising bidding of CCTV has become a typical event of China. CCTV is growing up in the bidding, and enterprises also grow up by virtue of this platform. Some media often say that, enterprises are cheated. In fact, they underestimate the intelligence of Chinese enterprisers. From the perspective of historic development, I think bidding is important and inevitable.
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"Bidding Results Reflect
China's Development Room"Yu Guoming, professor of Renmin University of China
CCTV bidding is a unique landscape in Chinese economy and even the world economy. To understand Chinese economy, you should start from understanding CCTV bidding.
Western media have once said that, advertising is the dream of a nation, the ambition of a country and the lifestyle of people in the future. Advertising industry is brisk when a country or a national still has dream and pursuit. When advertising industry is in depression, the country will be on the decline. The growth rate of CCTV advertising bidding is higher than that of GDP, which indicates that Chinese people still have dream and Chinese society has huge room for development.
No TV or other media can parallel with CCTV now. Under current economic environment, CCTV has two advantages. Firstly, CCTV has the function of integrating under economic depression or economic structure adjustment or reshuffling. One magazine or website may be very good, but its functions are not diverse. So people prefer to choose the integrated media like CCTV that has the best comprehensive quality; secondly, CCTV is a national TV station and mainstream media. A new media may be vanguard and eye-catching, but its roles are limited in terms of advertising and commercial value.
This is called "the function of social status conferring" in the science of mass communication. In the past, people did not pay enough attention to media function theory. But the function becomes extremely important when numerous powers rise at the same time and various kinds of media appear. CCTV, a mainstream media having tradition and history, has the powerful function of conferring social status. A company or a brand will easily become a standard and powerful brand that is recognized by the society, if it cooperates with a media that has the function of conferring social status.
For example, Taobao, which already has large scale with operation value reaching RMB 200 billion in last year, still chooses to cooperate with CCTV. The main market of Taobao is in Yangtze Delta, but the market has to be expanded to North China, Northeast China, Central China, Northwest China and Southwest China to realize the
operation value of RMB 3 trillion. For market expansion, CCTV is the best platform. Moreover, commercial transactions, especially those related to currency exchange, material exchange and value exchange, need to be maintained by public credit.
The philosophy of 2011 CCTV advertising bidding is "Our Brand, Our World". In fact, brand reflects the economy and consumption mode of a country. Brand creation not only rejuvenates economy but also improves people's living standard. Meanwhile, brand plays an important role in the economic transformation from low-end economy to high-end economy, which needs both innovation and brand creation. Apart from innovative spirit, China also needs the soft strength of publicity to build a powerful country with brands.
In my opinion, CCTV bidding is an important platform for brand creation and a vantage point, without which enterprises can hardly reach the vast market in China and even in the world.
Interview
