WIN TOGETHER3

610 million——On July 12, 2010 FIFA World Cup South Africa was

closed. About 48.7% of TV viewers above 4-year old, i.e. 610 million TV viewers, watched the event on CCTV which lasted for a month. The audience rating even reached 11.49% during the quarter final between Argentina and Germany, hitting a record high among all the single matches of the World Cup.

71.05%——The market share of CCTV-2 reached 71.05% among all the

financial programs in China in the first half of the year. The market share reached its peak in June, which was 74.2%. What’s more, structure of TV viewers of the channel is optimized, and “Three Highs” characteristics of the viewers are shown more clearly.

81——The CCTV reporting team for World Expo 2010 has

covered National Pavilion Days of 81 countries by July 20. In the reports, correspondents told stories of cultural and trade exchanges between China and the countries concerned, to deliver reportage with an international vision from the Chinese point of view and arouse affective response from TV viewers.

More than 74,000——On June 17, the feature entitled “China OBM

Automobiles in the World” was presented in “Economy 30 Minutes” program on CCTV-2, dealing with technical progress in OBM automobiles of China from a global point of view. The video was copied and repasted on-line for more than 74,000 times.

On July 19, 23, and 30, CCTV 2010 Asian Games Program Advertising Resources Road Show was held in Beijing, Guangzhou, and Shanghai. Representatives from enterprises,

CCTV 2010 Asian Games Program Advertising Resources Road Show Held in Beijing,

Guangzhou and Shanghai

advertising agencies and media all over China joined the shows for first-hand information about programs and advertising resources related to the 16th Asian Games in Guangzhou. Luo Ming, Vice President of CCTV, Cen Chuanli, Deputy Director of Sports Channel of CCTV, He Haiming, Deputy Director of CCTV Advertising Center, and Michelle Yang, Media Director of Coca cola (China), delivered wonderful speech at the Road Show.

As the only rights holding broadcast organization (RHB) for Guangzhou Asian Games in Mainland China, CCTV has exclusive rights to report the Games on TV and new media in Mainland China. CCTV will report 476 events for 56 disciplines of 42 sports in an all-round way for several billions of TV viewers around the globe, via four open-circuit channels, three pay digital channels and CNTV.

06 Meeting again after Twenty Years

07 Zero to 2010 Asian Games

08 Thrilling Games Great Miracles

10 Enjoy Asian Games Together Make Asia Glorious

11 Bo-La-La-La Coca Cola World Cup

12 Technical Innovation and Urban Future Highlighted in CCTV’s World Expo Reports 13 All Programs of CCTV-NEWS Broadcast in Australia

14 President Jiao Li Meets with New Iranian Ambassador to China

15 CCTV-2 Release the “Global Economic Outlook” First

16 CCTV Signs Agreement with CHIA TAI GROUP

18 Forever Ongoing Brand Marathon

19 Asian Games: The Best Choice for the Second Half Year of 2010

Focus

CCTV News

Interview

20 610 Million Viewers, Highest Audience Rating over 11%

24 360buy.com Advertising in CCTV

25 Taobao Mall Joins Hands with CCTV

26 Snow Shows Chinese Kung Fu During the World Cup

28 Highlights of World Cup Ads

32 The Red Guards on Honghu Lake Attracting Huge Audience

33 CCTV-1 Offers the Best Programs Market Share Increases by Nearly 50%

34 Highlights of Dramas to Be Broadcasted on CCTV-1 Golden Theatre

World Cup

Program

EDITOR IN CHIEF Chen Rongyong

ASSOCIATE EDITOR IN CHIEF Yin Xuedong She Xianjun

EXECUTIVE EDITOR IN CHIEF Yang Zhengliang

MEMBER OF EDITORIAL BOARD

He Haiming Chen Rongyong Li Yi Yin Xuedong

She Xianjun Yang Zhenliang Lian Jin huan Zhang Yongli

Ma Yihong He Xinghuang Zhou Huanyu Hou Xiuhong

Xu Guichun Zhang Qing Li Jia Ren Yingxiu

EXECUTIVE EDITOR Tang Aihui

EXECUTIVE ART EDITOR Xia Jingjing

COVER DESIGN Guo Jia

PHOTO Shu Yu Zhu Junyu Xia Jingjing Wu Xue

PRINT Zhu Junyu Bi Lei

PUBLISHER Advertising Department of China Central Television

ADDRESS F3 Media Center Apartment

No.11 Fu Xing Road

Beijing, China, 100859

TELEPHONE 8610-68500180

FAX NUMBER 8610-68550947

WEBSITE http://ad.cctv.com 1118.cctv.com

EMAIL cctvadtang@yahoo.cn

WIN TOGETHER6

Meeting again after Twenty YearsLuo Ming CCTV Vice President

In 1990, the 11th Asian Games were held in Beijing, and in 2010,

the 16th will be held in Guangzhou. In twenty years, from north to

south, everything has changed.

During these twenty years, we have exchanged

time for space.Our economic space has been expanding in these years. Twenty

years ago, Beijing’s GDP was 50 billion, Guangdong’s GDP 147.1

billion, and nati onal GDP 1,866.8 billion; twenty years later, Beijing’s

GDP is 1,186.5 billion, Guangdong’s GDP 3,908.1 billion, and nati onal

GDP 34,050.7 billion. The national GDP is 17 times higher than

before, while that of Beijing and Guangzhou has increased 22 ti mes

and 25 ti mes respecti vely. Twenty years ago, Chinese ventures rarely,

if ever, made the Fortune 500 list, while twenty years later, 54 have

appeared there and three of them even rank among the top 10.

China has become the world’s third largest economy.

During these twenty years, our technology space has been

continuously expanding. In 1999, Shenzhou Ⅰ Unmanned

Spacecraft made its first trip into outer space; in 2003, Shenzhou

Ⅴ made the fi rst manned space fl ight; in 2005, Shenzhou Ⅵ made

another tour of outer space; in 2008, Zhai Zhigang took the fi rst step

in outer space by riding Shenzhou Ⅶ. Chinese technology business is

making a steady progress, expanding China’s scienti fi c turf from the

earth into outer space.

Twenty years ago, the 11th Asian Games were held in Beijing,

which were the fi rst internati onal integrated race held by new China

and we were the champion. Ten years ago, in the Sydney Olympic

Games, China ranked among top three for the fi rst ti me on the gold

medal list. Two years ago, in the Beijing Olympic Games, China was

the country winning the most gold medals, ushering in a new page

of China’s sports cause. And today, the 16th Asian Games are fast

approaching.

Twenty years from Asian Games to Asian

GamesTwenty years ago, CCTV for the fi rst ti me broadcast Asian Games

at home. Twenty years later, we will do that again. Twenty years is just

a short interval in the long river of history, but it is long enough for a

great and thoroughgoing change taking place in CCTV. More channels

have been opened, more programs have been made, and brands on

the screen become more well-known.

This year is the year for brand building, image building and

international transmission capacity building, and is the year for

big sports events such as Winter Olympic, World Cup and Asian

Games. The World Cup has just fi nished, and the Asian Games are

approaching. As the exclusive rights-holding broadcaster of the

Guangzhou Asian Games on the Chinese Mainland, We will invest

in four open-circuit channels, three digital pay channels, and China

Network Television for a full coverage of 42 sports, 56 disciplines and

476 events to billions of audience around the world.

WIN TOGETHER7

Zero To 2010 Asian GamesCen Chuanli Deputy Director of CCTV Sports Channel

As the exclusive broadcaster in mainland China, CCTV will send

its largest reporti ng team in history to report 2010 Guangzhou Asian

Games, which is made up of nearly 700 members and rents a fi eld of

nearly 2,000 � from Internati onal Broadcasti ng Centre as its reporti ng

centre. We will set commentary positions in nearly 20 venues,

offering on-site explanation of major matches such as swimming,

track and field, gymnastics, table tennis, badminton, basketball,

volleyball, diving, shooti ng, rowing, etc.

CCTV will send nearly 50 interviewing groups for the full coverage

of the Guangzhou Asian Games, such as stories during matches,

interviews of Chinese and foreign athletes, local conditions and

customs in the athlete’s village, ti dbits of audience and volunteers,

Cantonese snacks, and Lingnan culture.

CCTV will give a full coverage of Guangzhou Asian Games

through media outlets such as CCTV-1, CCTV-5, CCTV-7, CCTV-HD,

CNTV, etc.

CCTV-1 would be the handpicked channel for broadcasting.

From November 13th to 26th, we specially set a racing ti me-interval

lasting from 13:00 to 18:00, during which selected races would be

broadcasted, including major events such as gymnastics, diving,

weight lifting, shooting, archery, etc, and other popular but non-

Olympic events such as billiards, roller skati ng, dancesport and so on.

Team events of our athletes’ would be highlighted too.

CCTV-5 would be the major channel for the Guangzhou Asian

Games broadcasti ng, giving a full coverage of major Olympic events

including swimming, diving, track and fi eld, table tennis, badminton,

rowing, canoe / kayak, cycling, and Chinese teams’ events. Various

collecti ons of races would be presented, so would round-the-clock

news reporti ng of match status.

CCTV-7 would be the channel for broadcasting matches. Two

time intervals (9:00-12:00 and 20:00-22:00) are arranged from

November 13th to 26th for live broadcasti ng of Asian Games.

CCTV HD channel would rebroadcast track and fi eld, swimming,

diving, gymnastics, table tennis, badminton in high definition in

accordance with the offi cial programs.

CNTV’s sports channel would make full use of signals of Asian

Games to present live broadcasts, recorded broadcasts and on-

demand broadcasts of the matches, and would report matches,

news and fi gures by ways of sharing, commentary and chatti ng on

the Internet.

August 4th indicates the Guangzhou Asian Games 100-day

countdown. That evening the sports channel would have a special

program during prime ti me and the 24-hour news program would

have a full coverage of the arrangements of Asian Games and Chinese

teams’ conditi on. The publicity of Guangzhou Asian Games is heati ng

up in the sports channel.

WIN TOGETHER8

Thrilling Games Great Miracles He Haiming Deputy Director of CCTV Advertising Center

Today is July 19th, when the world cup has just ended but the

fervour sti ll lingers. By now, seven days since the closing ceremony of

the South Africa World Cup, I would like to come to this occasion to

make a summary of the program broadcasti ng, adverti sing executi on

and communicati on eff ects regarding this signifi cant sporti ng event.

Miracle of Program Ratings As the exclusive TV and new media rights-holding broadcaster of

the 2010 South Africa World Cup in Mainland China, CCTV put three

open circuit channels into use - CCTV-1, CCTV-5 and CCTV-7, together

with China Network Television, Cellphone TV and Mobile TV for full-

time live broadcasting which have attracted 610 million audience

watching CCTV World Cup matches across the country.

During the broadcast period from 2:30 to 4:30, CCTV seized

the share of 60.49% compared with 31.99% in the month prior to

the World Cup. The increase of ratings is the sharpest during the

broadcast period between 22:00 and 24:00 (from June 11th to July

3rd) when the market share skyrocketed from 2.47% one month

before the World Cup to 24.11%, nearly ten ti mes in growth.

Fulfillment of Advertising Commitment In the World Cup promoti on conference held on March 30th in

Beijing, I said that our World Cup adverti sing products were value-

added with limited advertisements, flexible in package choice and

integrated with three platf orms—CCTV, CNTV and CMMB.

Added Value with Limited Advertisements: Advertising times

were strictly controlled before, during and after each match. The

advertising time in 2006, for example, was 400 seconds while this

year it was reduced to 220 seconds. The number of titles, special

broadcasts and other special forms of advertising was restrained.

World Cup Feast, for example, had 10 special adverti sements in 2006

compared with 6 in this year’s program. The advertising in extra

ti mes was cut down to 90 seconds and the ti me in penalty shootouts

to 30 seconds.

Flexible Packages: Clients could either choose fixed packages

such as event package, news package and column package, or opt

for one or more matches that could be combined at will. Among the

clients that selected single match adverti sing were China Merchants

Bank and Suning Appliance Company.

Combination of Three Platforms: During the World Cup, all

events were simultaneously broadcasted on CCTV, CNTV and CMMB,

which realized cross-media integrated communicati ons for clients.

Miracle of Communication EffortsCastrol: Smart Placement with Eff ecti ve Communicati on. As the

sponsor of the 2010 South Africa World Cup, Castrol not only bought

CCTV’s match adverti sing resources in advance to take the lead, but

also integrated its brand logo and iconic color into the backdrop of the

broadcasti ng studio, which made a deeper impression on audience

and achieved great eff ects.

Budweiser: Greater Impact Exerted by Leveraging the World

WIN TOGETHER9

Cup. Budweiser bought World Cup resources in 2009, including the

exclusive special broadcast sponsorship of World Cup Feast, and

designated placements before, during and aft er matches, in the hope

that Harbin Beer would be turned from a local brand into a nati onal

brand. According to the report of First Financial Daily, Harbin Beer has

become the most popular beer brand in the Sanlitun Bar Street of

Beijing since the World Cup kicked off .

K-boxing: International Ads for an International Image. During

the South Africa World Cup, K-boxing bought one pre-match ad,

two in-match ads and two extra-ti me ads. By hiring an internati onal

team in making its brand-new ad featuring an internati onal designers

and models, K-boxing exhibited its brand image and highlighted its

identi ty as an internati onal brand.

Asian Games - Another Communication

Opportunity for Top BrandsCompared with the South Africa World Cup, the Guangzhou

Asian Games takes place at the right ti me in the right place and with

the right people. Sure enough, the Guangzhou Asian Games will

leave South Africa World Cup far behind in both program rati ngs and

brand communicati ons.

Samsung: Partnership with Asian Games for an Expanded

Market. Since becoming the senior sponsor of Asian Games in 1986,

Samsung has been steadfastly devoted to Asian Games marketing

for the expansion of its Asian market. In November, 2009, Samsung

bought CCTV live match broadcast partnership of the Asian Games

as an att empt to dash into

a greater Chinese market.

Guangzhou Toyota:

Root in Guangzhou, Eyes

on China. It is the first

t ime for Guangzhou

Toyota, a joint venture

based in Guangzhou, to

become a sponsor of the

Asian Games. It hopes

to take the opportunity to kick-start its Asian Games marketing. In

November, 2009, Guangzhou Toyota bought subscribed products

and became CCTV live match broadcast partner of Asian Games. By

taking Guangzhou as the home court, Guangzhou Toyota is doing

everything it can for the Asian Games marketi ng.

361°: Sports Marketi ng for Branding Upgrade. As a local brand,

361°signed up as a CCTV live match broadcast partner of the Asian

Games in November, 2009, which started up its Asian Games

marketi ng for greater brand popularity and reputati on.

Advertising Product Profile of the 2010 Asian

GamesThe advertising products of the Asian Games consist of three

parts. The fi rst part is regular products, including opening ceremony

and closing ceremony package, match package, special topic package

and news package. The second part is special products including

special column sponsorship, ti tles and packaging products. The third

part is customized products which designed one-on-one plans based

on clients’ needs.

The sales schedule of the 2010 Asian Games is as follows:

July 19th, adverti sing products of the Asian Games released with

sponsors’ priority purchase period commences (45 days for senior

partners, 30 days for partners and 15 days for sponsors);

September 1st, priority purchase period ends;

September 3rd, non-sponsors purchase begins;

End of September, sales ends.

WIN TOGETHER10

Enjoy Asian Games Together Make Asia Glorious

— CCTV held its advertising resources road show for 2010 Asian Games in

Beijing, Guangzhou and Shanghai

on July 19, 23, and 30, CCTV held

its advertising resources road show for

Guangzhou 2010 Asian Games TV programs

in Beijing, Guangzhou, and Shanghai.

As the exclusive rights-holding

broadcaster of Guangzhou Asian Games in

Mainland China, CCTV owns the exclusive TV

and new media reporting rights in Chinese

mainland. It will open four free channels,

three digital pay channels and China Network

Television. It will provide comprehensive

reportings of 42 sports, 56 disciplines and

476 events for billions of audiences around

the world.

Luo Ming, CCTV Vice President

expressed in his speech that it had been

20 years since the last time China hosted

the Asian Games. Over the past 20 years,

CCTV has been, during its course

of development, sparing no

efforts in pushing forward the

development of corporate brand,

especially building top competi ton

plaform for domestic and foreign

brands with the help of major

internati onal sports events. On the

occasion of the Guangzhou Asian

Games, the last major sports event

of this year, CCTV will try to build

an all-round reporti ng platf orm for

Asian Games, helping enterprises seize the

last publicity opportuniti es via sports event

of this year. Holding the idea that physical

exercises helps build up our body and Asia

Games helps strengthen our nation, CCTV

is willing to, together with enterprieses and

adverti sing agencies, witness how the dream

of China becoming a powerful nati on comes

true and how brands become more pupular.

Cen Chuanli, Deputy Director of

Sports Channel of CCTV, introduced CCTV’s

reporting approach and planning of 2010

Asian Games to the present representati ves

of enterprises and advertising agencies. As

the exclusive rights-holding broadcaster in

Mainland China, CCTV will report Guangzhou

Asian Games with the widest coverage, with

CCTV-1, CCTV-5, CCTV-7, CCTV-HD, CNTV

and other medias for reporti ng Guangzhou

Asian Games.

He Haiming, Deputy Directors of CCTV

Advertising Management Center, gave a

detailed explanation of the advertisement

items of this Asian Games with the topic of

“Passionate Games Create New Miracles”,

and also looked back on the excellent

audience rati ng and marketi ng cases during

the South Africa World Cup. He expressed

that the advertising products of the

Guangzhou Asia Games had been, on the

basis of those of 2006 Asian Games, 2008

Beijing Olympic Games and 2010 FIFA World

Cup, opti mized and designed for the purpose

of maximizing the eff ect of customers’ brand

communicati on and helping each customer

realize bett er return on investment.

WIN TOGETHER11

Bo-La-La-La Coca Cola World CupMichelle Yang Media Director of Coca Cola (China)

The history of Coca Cola is also a history of sports marketi ng. It

has been 80 years since the fi rst ti me Coca Cola sponsored Olympics

in Amsterdam in 1928. We have also been cooperating with the

World Cup for almost 60 years, with the 1950 World Cup as a start. In

1974, we became the offi cial sponsor of the World Cup.

Beijing Olympics is the most successful Olympic marketi ng case

of Coca Cola since 1928 and the credit should be given to CCTV.

During the Olympics, CCTV tailor-made two programmes for Coca

Cola. One was “Go with the Torch”, which began from the moment

the torch arrived at Sanya at the beginning of May, 2008 ti ll it reached

Beijing on 1 August. The other was “Pride of China” –each ti me China

was awarded a gold medal, a Coca Cola bumper popped out and

lasted for 5 seconds, followed by a 15-second-long advertisement.

Through the platf orm of CCTV, we reaped a remarkable return: not

only did the two tailor-made programmes cover an audience of 280

million, but Coca Cola surged far ahead in terms of Olympic sponsor’s

brand awareness according to a survey of a third party.

Let’s talk about the sports marketi ng during the World Cup that

has just ended. As everyone here may have noticed, many people

would unconsciously produce a “Bo” sound after drinking Coke as

a way to express the brisk feeling. This year, with the theme on the

unique sound Bo-La-La-La, we delivered the brisk and frisk concept

implied in Bo-La-La-La to every city and our consumers through

TV commercials and offline activities. We may well say that this

commercial represented the cooperation between CCTV and Coca

Cola. Why is that? During the 30 days of the World Cup, there were

30 commercials every day, which we called Sandwich Commercial, as

the beginning 10 seconds and the last 15 seconds of the commercial

remained unchanged while the middle 20 seconds was edited with

goal highlights a day earlier meticulously selected by CCTV. I think

it was the first time ever in the cooperation history of CCTV with

adverti sers. As you can imagine, one commercial for one day, with

part of the content was provided by CCTV, justifies our statement

that we, together with CCTV, created this commercial, for which I’d

like to take this opportunity to express our sincere appreciation to

CCTV.

The cooperati on between Coca Cola and CCTV began the fi rst

day Coca Cola entered China. But the deep cooperati on was initi ated

in 2006 when the top brass visited each other. In 2007 Coca Cola

parti cipated in the CCTV bidding for the fi rst ti me, followed by two

Olympic programmes in 2008, bidding in 2009 and Focus on World

Cup in South Africa in 2010. We really expect to keep the strategic

cooperati on with CCTV in the many years to come.

WIN TOGETHER12

Technical Innovation and Urban Future Highlighted in CCTV’s World Expo Reports

By July 14th, 2010, more than 21 million

people had visited the World Expo Park.

Since late June, in parti cular, the daily visits to

the World Expo Park have been over 400,000

person-ti me, with a peak of 550,000 person-

ti me.

Recently, taking the third theme

forum of the World Expo named “Technical

Innovati on and Urban Future” as the theme,

CCTV launched a series of reports in its

Comprehensive Channel, News Channel

and each internatinal channel, highlighting

the high and new technology and urban

development ideas of various nati ons being

displayed in pavilions of the World Expo

Park, and reflecting their interdependence

and mutual promoti on.

The Comprehensive Channel and News

Channel of CCTV have launched a series of

reports on environmental changes and urban

responsiblities, which fully demonstrate

each country's exploration and efforts in

sustainable production and life style based

on the green and environmentally friendly

urban cases and National Pavilion Day of

each nation which are displayed at the

Shanghai World Expo.

CCTV Daily News Broadcast (Xinwen

Lianbo) and CCTV News Channel launched a

series themed reports that review “Change

Method and Adjust Structure” from the

perspective of the World Expo Park for the

purpose of revealing the exploration and

eff orts made by all provinces (autonomous

regions and municipalities) during

their course of transforming economic

development pattern and adjusting

economic structure. Among them, there

are reports on how Shanghai World Expo

promotes creative industry to become

Shanghai’s new economic pillar, which

introduces how Shanghai, on the occasion

of the Shanghai World Expo, transforms its

economic development patt ern and develop

its creati ve industy.

CCTV’s Finance Channel, in accordance

with such thems as “Technical Innovation

and Urban City” and “Urban Development

and Cultural Heritage”, planned and

launched a series of World Expo Pavilion

reports, which provided benefi cial reference

for relevant authorities and enterprises

to formulate policy and seize business

opportunities. Among them, the reports

of South Korea Pavilion highlighted South

Korea’s development strategy of focusing

on showing its nati onal culture and building

up pop culture through introducing the

interactive games and the most popular

3D animation movie “Harmony City”. In

the reports of the UAE pavilion, the second

largest pavilion of the Shanghai World Expo,

the program begins with truly original sand

dune-like architectural structure and further

introduces UAE’s desert oasis cultures. In

terms of displaying China’s local science

and culture, Finance Channel focuses on

reporti ng Shanghai Film and Television Base,

and China Shipping Pavilion, etc.

WIN TOGETHER13

All Programs of CCTV-NEWS Broadcast in Australia

On Jul. 22, the programs of CCTV-NEWS were broadcast in

Australia via Austar live broadcast platform. CCTV Deputy Director

Zhang Changming, Consul General of CCTV to Sydney, President

of Austar, and people responsible for Overseas Communication &

Development Center Jing Chunhan and Wang Xiongxian attended

the signing ceremony and broadcasti ng ceremony.

Zhang Changming introduced CCTV-NEWS and indicated that,

the settlement of CCTV-NEWS in Australia would play a positive

role in deepening Australian people’s understanding of China and

promoting the communication and exchange between the two

countries; it was expected that the TV agencies of the two countries

can deepen cooperation, expand communication, develop and

consolidate cooperati on achievements and make CCTV-NEWS score

outstanding achievements in Australia. People from Austar indicated

that, the sett lement of CCTV-NEWS in Australia would facilitate local

audience to learn about China and promote the communication

between China and Australia in culture, politi cs, economy and other

fi elds.

The settlement of CCTV-NEWS in Australia was attributed to

the successful cooperation between CCTV and Austar. For the first

ti me, all the programs of CCTV-NEWS can be broadcast in Australia,

which plays a significant role for CCTV programs’ entering into the

mainstream society of Australia. Austar

is the second largest live broadcast

platf orm operator of Australia.

During his stay in Australia,

Zhang Changming also visited the

local mainstream news medium –

Australian News Channel Co., Ltd. Both

parties indicated that, they would

expand cooperati on on joint report via

video/telephone and broadcast the

financial news of the other country.

Before this, both parties had signed

a program exchange agreement,

according to which the interview/

commentary program Dialogue of

CCTV-NEWS would be broadcast on

Australian channel twice every week.

WIN TOGETHER14

President Jiao Li Meets with New Iranian Ambassador to China

Hu En Meets with Chairman of Australian Broadcasting Corporation

On Jul. 8, President Jiao Li met with new Iranian Ambassador to

China Mahdi Safari. Both parties held discussions on enhancing and

promoting the communication and cooperation between the TV

agencies of the two countries.

President Jiao Li said that, both CCTV and Iran broadcasting

agency attached great importance to the communication and

cooperation between them and they had communicated with each

other for many times; for a long time, CCTV has always insisted on

On Jul. 23, Vice President of CCTV Hu En met with Chairman

of Australian Broadcasting Corporation Maurice Newman and his

four entourages. Director of Editor-in-Chief’s Office Liang Xiaotao

and relevant people from CCTV Office and Art Center attended the

reporting Iran in an objective way; at present, CCTV is constructing

the reporter station in Iran and will appreciate it if the ambassador

could provide support and convenience.

Safari indicated that, both parties should enhance cooperation

and communication and promote mutual understanding between

the people of the two countries; the Embassy of Iran to China is

willing to provide support to CCTV for reporter station construction

and other issues; and CCTV is expected to have more reports on Iran.

meeting.

Hu En introduced the report of CCTV on the “Culture Year”

organized by Australia in China and the broadcasting of the concert

for the Opening Ceremony of the Culture Year, and expected to

cooperate with Australian Broadcasting Corporation to organize

“Chinese Culture Year” in Australia next year. Newman indicated that,

Australian Broadcasting Corporation would fully report “Chinese

Culture Year” and cooperate with CCTV in related activities. Both

parties agreed to enhance the cooperation in program production

and other issues. During Jun. 2010 to Jun. 2011, Australia is holding

“Australian Culture Year” in China; during Jun. 2011 to Jun. 2012,

China will be organizing “Chinese Culture Year” in Australia.

WIN TOGETHER15

CCTV-2 Release the “Global Economic Outlook” First

Australian Broadcasting Corporation Visits CCTV

On Jul. 8, CCTV-2 reported IMF’s release of the Report on Global

Economic Outlook and Financial Stability, becoming the first medium

in the world to release such report. During the report, authoritative

expert from IMF & main writer of the Report Driesen was online on

video. Global Finance Online, Economic Information Broadcasting

and Transaction Time reported it thoroughly. The Report is one of

the most valuable and confidential reports of IMF, which is usually

not disclosed to media before release. IMF had contacted CCTV-2

for cooperation before the release of the Report and agreed to

accept the exclusive interview of CCTV-2 one day before the release.

On Jul. 14, Vice Editor-in-Chief Li Ting met with Director of

Youth Department, Australian Broadcasting Corporation (ABC) Tim

Brooke-Hunt and discussed with him how to strengthen cooperation

between the two sides on children’s programs. Li Ting introduced the

production and broadcasting of the original programs and cartoons of

CCTV Children’s Channel and CNTV Children’s Channel. He indicated

that, ABC had rich experience in producing children’s programs,

and expressed his hope that the two sides could further enhance

Source: CSM

Relevant news was broadcasted on CCTV-2 immediately after the

release of the Report. The cooperation reflected the important role

of CCTV-2 as an international information platform.

cooperation and exploration, launch new cooperation programs as

soon as possible and jointly design and produce children’s programs

from the aspects of cultural communication, program construction

and team incubation.

Hunt expected both parties to jointly shoot a good-quality

children’s program as soon as possible and try to establish a scientific

long-term cooperation mechanism through mutual efforts.

WIN TOGETHER16

Senegalese News Minister Visits CCTV

CCTV Signs Agreement with CHIA TAI GROUP

Asia Today Launches News Exchange with Maldivian

On Jul. 22, Vice Editor-in-Chief Li Ting met with Mustapha•Jilashi,

Minister of the Ministry of News, Minister of Ministry of Telecom of

Senegal & Spokesman of Senegalese government. Li Ting said that,

CCTV had always actively expanded the communication with foreign

countries and intensified reportage on Africa; the cooperation

and communication between Chinese and African media played a

During Jul. 13 to 16, Vice Editor-in-Chief Huang Chuanfang

and his four entourages visited CHIA TAI GROUP and signed a

cooperation agreement on the program Entertainment for the 21st

year. Huang Chuanfang introduced the channel system reform of

CCTV and indicated that CCTV would make innovations and further

improve audience ratings on the basis of keeping its original quality

and style. Chairman of CHIA TAI GROUP Dhanin Chearavanont

expressed satisfaction at the cooperation and expected both parties

On Jul. 19, CCTV-4 Asia Today launched the cooperation with

Maldivian national TV station TVM on news exchange. Both parties

began to exchange news via satellite. In the past, CCTV had signed

news cooperation agreement with TVM on the cooperation in

news exchange, sudden incident report and joint interview. TVM

positive role in changing the world’s media pattern monopolized by

western powers. In addition, he introduced CCTV and expected Mr.

Jilashi to grant support for the settlement of CCTV French Channel

in Senegal. Jilashi indicated that, the media from both parties should

enhance cooperation and present the true situation to the world.

After the meeting, Jilashi was interviewed by CCTV French Channel.

to communicate closely

and run Entertainment

well. The two sides also

discussed on how to

improve program quality

and conduct cooperation

in more fields.

authorized CCTV to share its resource on Nightly News at 9:00 p.m.,

and CCTV offered the resource on Noon News at 12:00 a.m. At

present, 31 TV stations of 27 Asian countries have authorized Asia

Today to use their program resource.

WIN TOGETHER17

WIN TOGETHER18

Huang Shengmin Communication University of China

Forever Ongoing Brand Marathon

One day I was

chatt ing with an

entrepreneur friend

about advertisement

p l a c e m e n t i n

Asian Games. He

was confused by

t w o q u e s t i o n s :

one is whether it

is worthwhile for

enterprises to launch

an advertisement

campaign at the same

scale as what they

have done for the

Olympic Games; the

other is whether those weary enterprises should take a break after

experiencing so many big events in a row from Olympic Games to

celebration to National Day and finally, the recent World Cup.

As to the first question, we all understand that Asian Games is a

regional event as opposed to the worldwide one of Olympic Games.

They are different in both level and scale. But advertising is a totally

different thing from hawking in street, as its value is determined by

two factors - competitiveness and investability. Firstly, in a fiercely

competitive market, what will you do when your rivals still go all out

to wage an advertisement blitz? Second, since advertisement is a

kind of investment into future, and Asia has now been deemed as the

drive of world economy in virtue of its largest population and fastest

economic development, how could the farsighted entrepreneurs

afford to miss the chance which will usher in a New Asian Age?

As for the second question, my friend thinks that it is quite

reasonable for enterprises to take a break after a long run from

Olympic Games to Celebration for National Day, and what’s more,

they should act according to their own capability. Sure, it is a

pragmatic attitude held by many entrepreneurs. It is not wrong for

entrepreneurs to make effort to control cost and expect to gain more

returns with less investment in return. This very kind of mindset

explain why entrepreneurs feel hesitated to invest in Asian Games

after they launched advertisement for Olympic Games; and why

entrepreneurs want to neglect the great domestic event after they

made investment for international events. But two things should

be taken into consideration: first, have the power and scale of

enterprises grown multiplied in comparison with the past? Second,

have enterprises cast their sights from sole marketing and sales to

comprehensive brand-building? If our enterprises are still small-sized

ones, then the above mentioned mindset is justifiable. But once they

are aspired to come into the spotlight of the international arena and

tap the uncharted territory in the outside world, it is necessary for

them to adapt their mindset to the task of building a world renowned

brand. In such case, enterprises should pay close attention to the

occurred and imminent great events in the world, actively participate

in them and strive to be one of the leading players.

WIN TOGETHER19

Asian Games: The Best Choice for the Second Half Year of 2010

Huang Heshui Xiamen University

Mass communication

is indispensable for the

success of enterprise and

brand alike in modern

society. Advert isers

often feel vexed about

the significant question

- how to choose the

right media and the right

advertisement time slot

among a multiple of

choices.

When it comes to

choose an ideal media

and time slot for advertisement launching, audience ratings,

broadcast ratings and read ratings turn out to be the most telling

criterion advertisers trust in. The influence brought by media to the

advertisement comes second. Influence of media is acquired from

long-term accumulation, and can not be easily changed in a short

period of time.

Audience ratings, broadcast ratings and read ratings, in normal

conditions, are regular enough to be forecasted. A high rating today

can not be followed by a too-low rating tomorrow, and vice versa. But

in some special circumstance, things would be quite different.

Therefore, media could not afford to overlook any significant

events, for they are crucial for enhancing audience and broadcast

ratings. This is true for advertisers as well, since great events often set

up an ideal platform for them to boost product popularity and brand

awareness. We can still remember when the Iraqi War broke out,

Monarch Lubricating Oil’s smart catchwords “More Lubrication, Less

Friction” got spread over China overnight through CCTV’s powerful

platform. Coca-cola, the brand with the highest commercial value in

the world, relentlessly seizes Olympics as a golden chance to publicize

its image, for it knows Olympics, as one of the most significant events

in the world, definitely will attract huge attention from around the

world.

In the wake of the World Cup and the Expo, is there anything

more eye-striking than Asian Games during the second half year of

2010 and the year of 2011? If there is no such thing, the Asian Games

would be left alone in at least one year as the golden chance which

enterprises could make a good use of and launch advertisement blitz

for. It is not only because Asian Games are extraordinarily remarkable,

but also because the games would become the topic people love to

discuss for a long time.

WIN TOGETHER20

610 Million Viewers, Highest Audience Rating over 11%

——CCTV 2010 South Africa World Cup Audience Rating Analysis

The Market Share Increased Significantly During the World Cup, and the Audience Share Doubled During the Matches in Wee Hours.

During the World Cup, the all-day audience share of CCTV

increased by nearly 6%. Since there is a six-hour time difference

between China and South Africa, most matches were kicked off

at wee hours of Beijing time. Thus, the audience share of CCTV

during 2:30-4:30 a.m. reached up to 60.49%, nearly doubling that

of the period before the World Cup. The audience share of other

periods also increased significantly.

Table 1: Comparison of CCTV and other TV Media on

Market Share during 2:30-4:30

Channel Type One month before

the World Cup (%)

During the World Cup (%)

CCTV 31.99 60.49Provincial

satellite channels 35.14 13.60Other channels 32.86 25.91

All-day Audience Share of CCTV-5 Increased by Three Times, and Nighttime Audience Share Increased by Nine Times

CCTV broadcast the World Cup of 2010 live, with CCTV-5

as main channel and CCTV-1 and CCTV-7 as secondary channels.

As the main channel broadcasting the World Cup, CCTV-5

witnessed a significant market share increase. The all-day audience

share of CCTV-5 during the World Cup was 3.81 times higher

than that of one month before the World Cup, reaching 8.75%.

2.88

8.75

0

1

2

3

4

5

6

7

8

9

世界杯前1个月 世界杯期间

Figure 1: Comparison of CCTV-5 Market Share One Month

before the World Cup and during the World Cup (Unit: %)

1 month before World Cup During World Cup

The matches of the World Cup were mainly broadcast

A Total of 610 Million Viewers Watched the World Cup Broadcasted by CCTV.

Far distance and exorbitant ticket disenabled numerous Chinese football fans to go to South Africa to watch the

World Cup. Instead, they had to watch it via the live broadcast. CCTV has the exclusive right to broadcast the 19th World

Cup in Mainland China, so most Chinese people watched the World Cup through CCTV. During the World Cup that

lasted for a month, CCTV-1, CCTV-5 and CCTV-7 broadcast the World Cup live. Statistics indicate that, 48.7% of the

viewers at the age of over four years’ old (610 million viewers) watched the World Cup through the three channels.

WIN TOGETHER21

CCTV broadcast the World Cup of 2010 live, with CCTV-5

as main channel and CCTV-1 and CCTV-7 as secondary channels.

As the main channel broadcasting the World Cup, CCTV-5

witnessed a significant market share increase. The all-day audience

share of CCTV-5 during the World Cup was 3.81 times higher

than that of one month before the World Cup, reaching 8.75%.

2.88

8.75

0

1

2

3

4

5

6

7

8

9

世界杯前1个月 世界杯期间

Figure 1: Comparison of CCTV-5 Market Share One Month

before the World Cup and during the World Cup (Unit: %)

1 month before World Cup During World Cup

The matches of the World Cup were mainly broadcast

at 2:30-4:30, 19:30-21:30, and 22:00-24:00. There among, the

market share of CCTV-5 during 2:30-4:30 from Jun. 11 to Jul.

12 was over six times higher than that before the World Cup; the

market share of CCTV-5 during 19:30-21:30 from Jun. 11 to Jun.

21 was nearly seven times higher than that before the World Cup;

the market share of CCTV-5 during 22:00-24:00 from Jun. 11 to

Jul. 3 increased more significantly, which was nearly ten times

higher than that before the World Cup.

Table 2: Comparison of CCTV-5 Market Share before the World Cup and during the World Cup

Period One month before the World Cup (%)

During the World Cup (%)

2:30-4:30 7.12 42.99

19:30-21:30 2.16 14.1822:00-24:00 2.47 24.11

Seen from the audience share of CCTV-5 during the World

Cup and before the World Cup, the audience share during 2:30-

4:30, 19:30-21:30, and 22:00-24:00, especially 22:00-24:00,

increased significantly.

Figure 2: Comparison of CCTV-5 Market Share Trend before the World Cup and during the World Cup

0

1

2

3

4

5

6

02:00 - 02:30

03:00 - 03:30

04:00 - 04:30

05:00 - 05:30

06:00 - 06:30

07:00 - 07:30

08:00 - 08:30

09:00 - 09:30

10:00 - 10:30

11:00 - 11:30

12:00 - 12:30

13:00 - 13:30

14:00 - 14:30

15:00 - 15:30

16:00 - 16:30

17:00 - 17:30

18:00 - 18:30

19:00 - 19:30

20:00 - 20:30

21:00 - 21:30

22:00 - 22:30

23:00 - 23:30

24:00 - 24:30

25:00 - 25:30

世界杯期间 世界杯前1个月

during the World Cup one month before the World Cup

Market Share of 1/4 Final Between Germany and Argentina Being the Highest, with Average Audience Rating Reaching 11.49%

The matches with audience rating ranking the top three

were all broadcast during 22:00-24:00. The audience rating of

the matches approaching the final was even much higher. The

match with the highest audience rating was the 1/4 final between

Germany and Argentina. The two teams fought against each

other in the World Cup in 2006 when the host German team

won victory through penalty kick. Four years later, the two

teams met with each other again in 1/4 final and German team

won the match with the score of 4:0. The match with the second

highest audience rating was the 1/4 final between Netherlands

and Brazil, whose average audience rating reached 9.99%; and

the match with the third highest audience rating was the 1/8 final

between Germany and England, whose average audience rating

reached 8.31%. The final between Netherlands and Spain failed

to be included into the top ten matches in terms of audience

rating because it was broadcast during 2:30 to 4:30 am of Beijing

time, whose audience rating was 5.55%.

WIN TOGETHER22

Table 4: Top 15 Matches of the World Cup in Terms of Audience Rating

Match Date Start TimeEnding Time

CCTV-5

Audience Rating (%)

Market Share (%)

1/4 final Germany VS ArgentinaJul. 3, 2010 21:48 24:02 11.49 37.20

1/4 final Netherlands VS Brazil Jul. 2, 2010 21:49 24:02 9.99 34.15

1/8 final Germany VS Britain Jun. 27, 2010 21:48 24:03 8.31 29.73

Group match

Argentina VS South Korea

Jun. 17, 2010 19:19 21:31 8.17 20.56

Group match

Brazil VS Portugal

Jun. 25, 2010 21:50 24:03 8.11 27.84

Group match

South Africa VS Mexico

Jun. 11, 2010 21:47 23:57 7.98 28.44

Group match

Argentina VS Nigeria

Jun. 12, 2010 21:48 23:53 7.20 25.30

1/8 final Paraguay VS Japan Jun. 29, 2010 21:50 24:30 7.18 29.67

Group match

Portugal VS Korea

Jun. 21, 2010 19:20 21:34 7.09 18.38

1/8 final Uruguay VS South KoreaJun. 26, 2010 21:48 24:01 6.72 23.26

Group match

Germany VS Serbia

Jun. 18, 2010 19:19 21:29 6.69 17.09

Group match

Cote d’ivoire VS Portugal

Jun. 15, 2010 21:49 23:51 6.63 22.62

1/8 final Netherlands VS Slovakia Jun. 28, 2010 21:50 24:00 6.53 25.37

Group match

Netherlands VS Japan

Jun. 19, 2010 19:19 21:28 6.29 16.24

Group match

Slovakia VS Italy

Jun. 24, 2010 21:48 24:06 6.26 24.17

Table 3: Comparison of Audience Rating of “2010 South Africa World Cup”

Channel Date Start TimeEnding Time

Audience Rating

(%)

Market Share (%)

CCTV-5Jun. 11, 2010

(Opening Ceremony of

2010 World Cup) 20:09 21:40 5.7 14.31

CCTV-5 One month before the World Cup 20:09 21:40 0.89 2.2

CCTV-1、5Jul. 12, 2010

(Closing Ceremony of

2010 World Cup)0:43 1:13 1.25 22.75

CCTV-1、5 One month before the World Cup 0:43 1:13 0.19 4.93

High Post, High Educational Background and High Income People are Mainly Viewers of the World Cup

The viewers watching the World Cup have their own

characteristics in terms of audience composition and watching

habits. “Audience composition” reflects the difference of the

contribution to the audience rating of a channel/program in a

specific period made by various kinds of target viewers. Male,

Average Audience Rating of the Opening Ceremony Reached 5.7%, Six Times as High as the Same Period Before the World Cup

the market share reached 14.34%; the closing ceremony of the

World Cup was broadcast both at CCTV-1 and CCTV-5 at wee hours,

with audience rating still reaching 1.25% and market share reaching

22.75%.

WIN TOGETHER23

young and middle-aged people, medium and high educational

background people and medium income people were the main

viewers of the World Cup; and “audience concentration degree”

reflects the extent to which various kinds of viewers like the World

Cup, answering the problem of “who like to watch the channel/

program more”. Managers, people of bachelor’s degree and above

and people with the income of over RMB 3200 liked to watch the

World Cup more.

Figure 3: Composition and Concentration Degree of the Viewers Watching the World Cup

0

10

20

30

40

50

60

70

男 女

17岁及以下

18-24岁

25-44岁

45-64岁

65岁以上

小学及以下

初中

高中

大学及以上

管理层

个体/私营企业

公务员/雇员

工人

学生及无业

其他

无收入

1200元及以下

1200-3200元

3200元以上

0

20

40

60

80

100

120

140

160

180

观众构成 集中度%

男 Male

女 Female

17岁及以下 Aged 17

18-24岁 Aged 18-24

25-44岁 Aged 25-44

45-64岁 Aged 45-64

65岁以上 Aged 65 and above

小学及以下 Primary school and below

初中 Junior middle school

高中 Senior middle school

大学及以上 College and above

管理层 Management level

个体/私营企业 Private company owner

公务员/雇员 Public servant/employee

工人 Worker

学生及无业 Student and unemployed

其他 Others

无收入 No income

1200元及以下 RMB 1200 and less

1200-3200元 RMB 1200-3200

3200元以上 RMB 3200 and above

观众构成 Audience composition

集中度 Concentration degree

注:除特殊说明，数据均来自CSM25中心测量仪城市

Note: The data is from CSM25 Central Measurement Meter City except specified otherwise.

WIN TOGETHER24

On 2nd Jul., the advertisement of 360buy.com which lasted

for 15 seconds was unveiled to the public in the World Cup Feast

show broadcast in CCTV-5. Besides 360buy.com, the most frequently

seen Internet company advertising during the World Cup was the

one made by QQ.com with Lionel Andrés Messi as the spokesman.

Nowadays, it is frequent to see Internet shopping websites, searching

engines and web portals such as Taobao.com, Alibaba.com, Baidu.

com and Sohu.com to advertise on TV. However, what is the purpose

indeed for the entrepreneurial creative electronic business like

360buy.com to advertise during the World Cup?

At present, 360buy.com is the largest electronics business

website for 3C products (3C refers to computer, communication and

consumer electronics), but 360buy.com is not satisfied by this as it

had begun to march into daily commodity market since last year.

There exists a link between B2C online shops and 3C products

and this became a main breakthrough point for B2C. However, the

360buy.com Advertising in CCTV

case is different when it comes to daily commodity as the main

consumers would be those offline. How to motivate the offline

buyers to buy daily goods online? Without doubts, traditional media

are the best option: television, newspaper, outdoor advert, vehicle

body advert and light box advert, etc.

Therefore, advertising during the World Cup could rapidly

radiate 360buy.com’s branding to offline consumers, so as to help

building a comprehensive B2C pattern. Since 2010, 360buy.com

has conducted many times of brand marketing through traditional

channels, including sponsoring Chinese Super League (Zhongchao)

and Formula 1 matches. It is getting more obvious that 360buy.com

intends to further take their business offline.

Traditional enterprises need networking of marketing and sale

mode, while, on the other hand, Internet companies cannot remain

intangible in virtual castle and need to transfer its influence from

cyberspace to the high street. Electronic business is the best form for

transition. B2C companies like 360buy.com could work as a bridge

for traditional enterprises targeting Internet retail channel and vice

versa. Meanwhile, Internet companies would also need powerful

traditional media like CCTV to help maximizing its position rooted in

consumers’ heart.

Currently, 360buy.com started to have CCTV to pave way for

its B2C and launch services like 211 Express, After-sale 100 and

nationwide door-to-door delivery. This indicates that it has become

confident in its logistics and storage. Can 360buy.com stand the

increasingly harsh logistics and storage challenge? Let’s wait and see.

WIN TOGETHER25

Taobao Mall Joins Hands with CCTV

The combination of football and commerce has been perfectly

presented in Taobao.com during the 2010 South Africa World Cup

— Taobao Mall, joining hands with CCTV and brand vendors, has

offered the World Cup Channel, which integrates various World-Cup

related activities such as guess, seckilling, big discounts, auction, etc.

These activities would be shown in the program Fans’ Gala of CCTV-1

at 22:30 every evening.

In this program, there is a sudoku-shaped goal, which contains

nine single items provided by nine brand vendors of Taobao Mall.

When it comes to the lucky time, guests would be invited to kick

balls into the goal. The kicked item would be sold at one Yuan in the

Seckilling part at midnight in the World Channel. The seckilling time is

00:00 and 00:15. Brands involved in the earlier stage include Lenovo,

Dell, Erke, Anta, Joyoung, Samsung, Qumei, Kappa and Septwolves.

Each day from 00:00 to 18:00 fans can wager on their favorite

teams in the World Cup Channel. The fans who guess right would

receive reminding messages the next day of taking part in turnplate

lucky draw, which would probably bring them Taobao gifts valued

over 1,000 Yuan. Meanwhile, footballs and team uniforms signed by

host and guests in Football Gala Night would be auctioned through

World Cup Channel. The received non-profit foundation would be

donated into Taobao public welfare account.

In addition, two post-free single items of special offer are

provided every day on World Cup Channel. On daily Super Sale

Market, products of one category are sold at 50% discount. PK

analysis column, which is directly linked with Focus of Today’s Game

in the sports channel of cn.Yahoo.com, has been added to staking

activity of Taobao World Cup Channel.

The ad package mode initiated by Taobao Mall and CCTV, which

applies to TV screen and the Internet, has transformed brand ads

into promotion ads. Besides, thanks to the mode integration, brand

vendors can place a 15-second advertisement on CCTV with a much

lower price, which was unimaginable before.

As CCTV works closely with Taobao.com by integrating TV

resources with Internet activities, TV programs and ad resources have

given full play to their diversified marketing functions such as brand

publicizing, releasing of sales promotion information, shopping guide

as well as interaction between spectators and consumers. Brands

and numerous sellers in Taobao.com have obtained unprecedented

gains through these activities. Many small sellers have successfully

seized the World Cup business opportunity, winning enough respect

and profits. Taobao.com, taking this opportunity, has brought itself,

sellers and consumers close together.

WIN TOGETHER26

The World Cup is the golden season for the sales of beer.

Breweries all compete to seize the long-waited opportunity to get

stand out and get ahead.

While Harbin Beer is at a position to enjoy such privilege as

the naming right for World Cup since its parent company is the

offi cial sponsor of the great event; Tsingtao Beer conti nued focus its

promoti on eff orts on Hyun Dance Passion NBA Cheerleading Trials,

and Heineken is pleased to ignite the enthusiasm of public with its

“Heineken World Cup Table Football Match”.

Under such circumstances, comes the “Chinese Kung Fu” of

Resources Snow! In the advertisement, the referee tosses out one

ancient copper coin, which magically turns out to be a montage

football match waged between ancient and modern Chinese people

amid the falling snowfl ake. Aft er ancient players in traditi onal gowns

Snow Shows Chinese Kung Fu During the World Cup

kick off the ball with a deep bow – a traditional way of greeting

among ancient Chinese people, a group of modern players ran aft er

it madly. Painted-face characters of Beijing Opera keep shouting

anxiously. At the most criti cal moment, the heroic Door God deeply

worshiped by Chinese people in Chinese culture jumps to prevent

the ball from being shot into the goal. The spectators burst into

cheerful acclaims……As each scene is changed amid the backdrop of

falling green snowfl akes in kaleidoscope, explained a member from

Marketi ng Department of Resources Snow - “Our purpose is to make

consumers associate those green snowfl akes with our Snow Beer”.

This humorous advertisement unveils the advertisement

campaign of Snow Beer in 2010, which would be soon followed by

other equally impressive ones, with shared highlights of snowfl ake

and Chinese elements.

The unique Chinese elements embedded in Resources Snow’s

World Cup adverti sements in fact echoes its strategy of taking deep

root in China market. Resources Snow extends its empire in an

amazing speed with acquisiti ons and newly established factories all

the way since its foundati on in 1994. By now, it boasts nearly 70 sole-

funded and joint-venture breweries, accounti ng for 19.8% of China’s

beer market share. During the South Africa World Cup, Snow Beer

has launched an ad blitz on CCTV, with three fifteen-second-long

adverti sements aired in each match, and a total ad investment of 80

million Yuan.

WIN TOGETHER27

WIN TOGETHER28

聚焦南非

01 Sony The football star of Real Madrid KaKa kicks a goal with

great force in brisk French ballet melody, unveiling a visually

shocking 3D football. In South Africa World Cup which

debuts 3D signal transmission, Sony 3D hi-definition LCD

TV becomes the favorite choice for numerous fans that

yearn to watch the World Cup on site.

02 VISAThe ad highlights the scene that fans share weal

and woe with the teams they support. The pictures are

vivid and expressive. With the slogan of “More People

Go with VISA”, the ad interprets the support of the fans

for their favorite teams. At last, the identity of VISA

as the global partner of the World Cup is highlighted,

skillfully linking VISA with football.

Highlights of World Cup Ads

WIN TOGETHER29

03 Castrol “We are Castrol intelligent magnetic protection

molecules. We can catch up engine tightly……” A round

golden molecule shows the microcosmic world of an

engine for viewers. Through the personalized image

of “intelligent magnetic protection molecule”, the ad

shows how a Castrol intelligent magnetic protection

molecule catches up an engine tightly in order to

provide all-day protection for car.

04 FAW-Volkswagen Audi On the sand road with the silhouette of a vehicle

and the inverted shadow of a tree, a magnificent

and noble Audi vehicle fleets by. With fabulous sand

painting, elegant pictures and expressive slogan

of “The future is a spirit unrelated to time”, the ad

perfectly interprets the connotation of Audi – “making

breakthroughs in science and technology to embrace

brilliant future”.

05 Riich G5 By showing the scene that Riich G5 is galloping at

different corners of a wharf, the ad depicts the brand

philosophy of Riich in stepping toward brilliant future

through the alternation of far, medium and short-

distance scenes as well as caption.

WIN TOGETHER30

回眸世界杯

06 Benz The ad depicts the scene of delivering a gift by

sitting in Benz vehicle and passing through plains and

crossing slopes. By virtue of the ideal image of a man

that is “mature, brave, influential and trustworthy” in

the mouth of Lin Zhiling and the smooth delivery of

the gift, the ad commends the elegance, safety and

reliability of Benz car and brings into full play the charm

of Benz.

07 Pepsi Pepsi, which is good at narrative ads, highlights

the efforts of its spokesmen in organizing a match

between Pepsi stars and local people. With humorous

actions made by football superstars as well as aborigine

grassland, mongoose and lion howl, the enthusiastic

atmosphere in crowded football field in summer is

created, popularizing the products of Pepsi.

08 Nongfu SpringWhat’s the story about a bottle of mineral water?

This ad pursues perfectness. It depicts the tour of

a drop of water from waterfall, forest, stream to

production line, vividly showing the concept of “source”

and highlighting the identity of Nongfu Spring as “the

porter of nature”.

WIN TOGETHER31

09 Taobao.com Following the vogue of the World Cup, Taobao

launches the promotion entitled “Football Fan Shopping

Spree”. In this ad, the entry of Taobao shopping mall is

decorated as a shooting wall. When the boys wearing

hip-hop sportswear kick to hit different prize tags, the

prize on the back will turn around to show up. Football

fans not only cheer for football but also enjoy the

shopping spree launched by Taobao.

10 Xtep Willber Pan, Jolin Tsai and Nicholas Tse also go to

South Africa? Of course not. They are playing freestyle

football in ebullient aborigine African atmosphere. The

dance-like pass perfectly interprets the energetic brand

image of Xtep.

11 Deerway Different from other ads, the ad of Deerway

highlights “Chinese flavor” with the scene that several

young people are playing football at the Imperial Palace,

classrooms of primary schools, squares of city, Hutong

and other places with distinctive Chinese characteristics.

The whole city becomes a playground, where young

people fully display their youth and vitality. It seems that

the World Cup is not afar but around the corner.

WIN TOGETHER32

The Red Guards on Honghu Lake Attracting Huge Audience

The Red Guards on Honghu Lake, a TV drama adapted from the classic revolutionary

opera with the same name, was broadcasted on CCTV-1 Golden Theater from July 5 to July 18

and concluded with great audience ratings.

According to the data of CSM

network, the average rating of The

Red Guards on Honghu Lake is 4.32%

with an average market share of

13.43%. Since the TV drama was on

air, the audience ratings went up all

the way from the average rating of

2.48% and average market share of 8.64%

for the first episode to 8.03% and 21.72%

for the last episode. The last episode had the

highest audience rating of the whole drama.

The Red Guards on Honghu Lake of

the new version was basically built on the

original story frame of the classic opera and

film, with classic characters such as Han Ying,

Liu Chuang and Peng Batian retained as they

were. New characters such as the lake bandit

Xie Shisan are added into the TV drama,

making the story richer and more appealing.

WIN TOGETHER33

CCTV-1 Offers the Best Programs

Market Share Increases by Nearly 50%

CCTV-3 Presents 2010 Summer Vacation

Special Programs

CCTV-1 launched summer vacation special arrangement on

Jul. 12, 2010. It presented seven new programs including the best

“Cartoon Park”, the best “Prime Drama Theatre”, the best “Love

Drama Theatre”, the best “Summer Drama Theatre”, “the Best

Highlight”, “the Best Piece” and “No. 1 Night Program”, covering

cartoon, TV drama and military programs and catering for the viewers

of different ages, which was the first time that CCTV-1 tried to offer

all-day summer special programs.

During the summer vacation, audience composition changes a

lot as a great number of students and young people join in. According

to CSM’s nationwide data, the audience percentages of the people

The all-day audience rating of CCTV-1 rose significantly after the

special arrangement. During Jul. 12 to 18, 2010 (the first week after

summer vacation special programs were broadcast), the market

share of CCTV-1 reached 9.19%, up 48.39%. In particular, the market

share during 9.00-12.00 a.m. and 19.00-22.30 increased significantly.

Regular programs, four drama theaters and new programs jointly

contributed to the overall rise of the CCTV-1 audience ratings.

of 17 years’ old and younger, primary school students and younger,

students and the unemployed were much larger in summer vacation

than those before the vacation in 2009.

Based on the data above, CCTV-3 offers 5 programs every week

instead of 29 programs before and adds three prime programs while

keeping Animal World and Happy Station. In the first week, the three

added programs were Review of Seven-Day Jubilance, Challenge of

the Masters and Enjoy Yourself Tonight. Meanwhile, all programs

will be broadcast at whole hour or half hour to facilitate audience’s

memory. In addition, the TV drama in the afternoon will be broadcast

for three episodes on end rather than two.

WIN TOGETHER34

Highlights of Dramas to Be Broadcasted on CCTV-1

Golden Theatre

The classic revolutionary drama Jiang Jie, the spy drama The

Eternal Wave and the urban drama My Beautiful Life that extends

the relaxed feeling in Happy Housewife will be broadcasted in the

near future on the CCTV-1 Golden Theatre.

Jiang JieFor many years, the classic line “Jiang Jie” has overwhelmed

countless minds and the image created in the novel Red Crag and

the film Jiang Jie has taken root in the hearts of the public.

The teleplay version is directed by Yan Xiaozhui with Ding

Liuyuan playing the role of Jiang Jie and Hu Yajie her husband

Peng Yongwu. The teleplay Jiang Jie includes more details in Jiang Jie's growth on the

revolutionary path, as well as her life, work and character, which makes her more lively,

complete and vivid.

The Eternal WaveThe film version of The Eternal Wave has been eternal

in the audience’s mind. So is the fantastic performance by

Mr. Sun Daolin. The teleplay version will continue the story

line of Li Xia, an underground party member who engages

himself in radio intelligence work in Shanghai, relating his

story of working secretly on a life-or-death fight with the

enemy.

My Beautiful LifeFrom False Love to House Keeper, from Call Me Mum

to Happy Housewife, scenarist Wang Liping

has already been a guarantee of top quality

and high audience ratings. At this year’s

Shanghai TV Festival, Happy Housewife was

the big winner of the silver prize of the best

TV drama, best scenarist award and best

actress award.

In the wake of Happy Housewife, Wang

Liping released her second work of “happy”

series –My Beautiful Life, which is crafted by

the famous director Wang Jun who directed

hot shows such as Behind Fortunes and Four

Generations under One Roof. The excellent

elderly actor Li

Mingqi, in joint

performance

with Huang

H a i b o a n d

Ma Su, brings

a s t o r y o f

laughter and

tears onto the

screen.

WIN TOGETHER35