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20 million The audience performance of documentary channel has

been extraordinary after it was launched. On January 2, the

audience share reached 0.1095%, 0.1127% on January 3 and

0.17% high on January 5. On both days, there were 20 million

viewers, and the audience performance is much better than

that of other newly launched channels of CCTV, reflecting the

significant effect of publicity befor

50 In 2010, the reporter stations of CCTV in Russia, Africa, Asia-

Pacific, Latin America and Middle East were inaugurated, which

plus the central overseas bureaus established in Europe and

America in 2008 constitute seven central overseas bureaus of

CCTV. Up to now, CCTV has established tens of overseas bureaus

and domestic emergency reporting stations, with 50 overseas

bureaus and 30 domestic emergent reporting stations in total.

849 million The 16th Asian Games was closed in Guangzhou City on the

night of November 27, 2010. The audience had strong desire to

watch it as the Asian Games was held in China this time. Data

indicates that, 67.84% of the viewers (849 million) watched the

matches of the Asian Games and other relevant programs within

the 16 days through CCTV-1, CCTV-5, CCTV-7 and CCTV-12.

On December 31, 2010, CCTV large-scale cross-year vocal concert entitled Our Life is Full of Sunshine was successfully broadcast. The old, middle-aged and young artists were invited to sing classic songs, which integrated modern and fashionable elements, skillfully combined the main theme with performance and created joyful and auspicious festival atmosphere. The audience responded enthusiastically and nearly 1.2 million viewers sent SMS to participate in the interaction. Many artists sang high praise of the concert and thought that it fully reflected humanistic care and profound culture.

CCTV Launches a Large-scale Cross-year Vocal Concert for the First Time

03 CCTV Launches a Large-scale Cross-year Vocal Concert for the First Time

06 Many CCTV Channels Win “Ideal Brands” 07 Internal Enhancement Constructs Successful Brand 08 CCTV Documentary Channel (CCTV-9) launched10 “CCTV-NEWS Going into Campus” to “looking for Chinese face”13 After "Dialogue", English Channel launches "Global Debate"14 “Four” Programs, “Five” Themes, and a New Logo: CCTV- 10’s New Face16 CCTV-4 Gets a Makeover with Six New Features

18 CCTV Latin America Bureau Officially Open 18 Vietnamese Delegation of the Journalists' Association Visited CCTV19 CCTV Meets CEO of ZEE TV from India19 Asia-Pacific Central Overseas Bureau Opening Ceremony20 General Manager of the Mauritius Broadcasting Corporation Visited CCTV20 CCTV-4 Enjoys a Steadily Growing Audience Rating Since the Reform

Highlight

Focus

CCTV News

22 Catch Up with 2011 Media New Trends24 Analysis of the Brand Influence of Dominant Traditional Media28 Audience Rating Analysis of 2010 Guangzhou Asian Games

Analysis

Company

33 Interpreting the Influence of the CCTV News Resource Brand35 CCTV Bidding: Era of "Focus" and "Integration" for TV Media

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 Shuyu

COVER DESIGN Guo Jia

PHOTO Shu Yu Zhu Junyu Xia Jingjing Wu Xue

PRINT Zhu Junyu Bi Lei

PUBLISHER CCTV Advertising Central

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 cctvadtang@yahoo.cn

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O n D e c e m b e r 2 2 , 2 0 1 0 , t h e

achievement release conference of “Survey

of Ideal Brands in the Minds of Chinese

Consumers in 2010” jointly organized by

China Advertising Association of Commerce

(CAAC) and Communication University of

China was held in Beijing. Liu Libin, managing

deputy president of CAAC & president of

International Brand Observation Magazine,

Ding Junjie, deputy director of the Academic

Committee, Communication University of

China, He Haiming, deputy director of CCTV

Advertising Management Center, Li Jin,

deputy chief of Intellectual Property Rights

Department of Moutai, Zhang Fan, vice-chief

editor of Sohu.com, and Shen Lvbai, general

manager of Beijing Zhide Zhiye Cultural

Publicity Co., Ltd., attended the conference

and delivered speeches.

The “Survey of Ideal Brands in the

Minds of Chinese Consumers in 2010” was

jointly conducted by 36 famous universities

with the support of 15 business institutions,

which focused on the consumers of 36

key cities in China as well as consumers’

behaviors and recognition of durable

consumer goods, other consumer goods

brands, media and other humanistic brands.

The result indicates that, CCTV-1 ranked the

top in “The Top Three Ideal Brands (Media

· TV Channels) in the Minds of Chinese

Consumers in 2010”, and CCTV-5 ranked the

third, which shows that consumers recognize

the brand publicity value of CCTV.

On the basis of the data obtained from

this survey, the BBI Business Brand Strategy

Research Institute of Communication

University of China conducted a series of

extension researches and worked out the

“BBI List of Media with Most Contribution to

Brands in 2010”. In-depth research indicates

that, CCTV makes the largest contribution to

brands, with CCTV-1, CCTV-2, CCTV-3, CCTV-5,

CCTV-6 and CCTV-8 all ranking among the

top ten Brands • TV Channels with the most

contribution to brands in 2010.

Many CCTV Channels Win “Ideal Brands ”

On December 10, “2010 ( the

7th) China Marketing Leaders Annual

Conference & the 6th ‘20 Pacesetter’

China Marketing Awards Ceremony”

was held at Dongfang Hotel, Guangzhou

City. A total of over 500 delegates from

enterprises and marketing circle attended

the conference.

Li Yi, Deputy Director of the CCTV

Advertising Management Center, attended

the conference and delivered a speech.

She indicated that, brand construction has

become increasingly important and brand

has become all enterprises’ pursuit as the

Chinese enterprises become larger and

more competitive. It was definitely pointed

out in the “Suggestions for the Twelfth

Five-Year Plan” that, “efforts should be

made to enhance the capabilities of new

product R&D and brand construction” and

“develop the large and medium enterprises

with international famous brands and core

competitiveness”. The new slogan of the

CCTV advertising management “My Brand,

Our World” just reflects such pursuit. The

construction of “My Brand” requires the

joint efforts of enterprises, marketing

circle and media circle.

Deputy Director Li Yi indicated that, the

common features of successful enterprises

are “internal strength enhancement and

brand construction” apart from “thinking

and innovation”. There is a close relation

between media and brands as well as media

and economic development. For a long time,

CCTV has kept pace with companies’ brand

construction and the steady development

of the Chinese economy. CCTV has the

responsibility and obligation to provide the

best stage for brand publicity.

Deputy Director Li Yi introduced the

significant achievements of CCTV channel

reform in recent years, the innovation on

leader employment mechanism, steady

promotion of “focusing on news as the

foundation”, brand image construction,

construction of capability of international

communication, advertising management

and other aspects, indicating that CCTV

would seek for the essence of marketing

with enterprises and jointly embrace the

brilliant future with them.

During the annual conference,

roundtable discussions were organized

on such topics as “When Brand Becomes

a Belief”, “Product: the Original Driving

Force of Marketing”, “Consumer: the

Starting and Ending Point of Marketing”

and “Cross-circle Internet”. The renowned

enterprisers and scholars in different

industries were invited to discuss

insightfully on hot marketing topics.

Besides, Deputy Director Li Yi

exchanged ideas with Chen Ronghua,

General Manager of Jiangsu Sunrain

Solar Energy Co., Ltd., and Yan Xu, Global

Marketing President of Tsingtao Brewery,

during the annual conference. After the

conference, she visited Bawang Group

and conducted in-depth communication

with Chairman Wan Yuhua on corporate

marketing strategy, creation and production

of new TV ads and advertising on media.

广告经营管理中心副主任李怡致辞

Internal Enhancement Constructs Successful Brand

李怡副主任为标杆企业颁奖

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On January 1st 2011, CCTV Documentary Channel will be

officially launched, obtaining the channel code of CCTV-9. The main

content consists of four major categories including nature, history

& culture, society, and bibliographic files. The programs will be

presented on a 24-hour basis with 4 hours of first-runs. The channel

will adopt both Domestic (Chinese) and International (English)

languages in its separated blocks. Such an arrangement is the first

bilingual effort made in the history of CCTV.

Yuan Zhengming, CCTV Vice President, mentioned in his speech

on the press conference of the Documentary Channel that the goal

of the channel is to “catch the image of China in the flow of time, and

to respond to the boundless universe”. To “catch the image of China

CCTV Documentary Channel (CCTV-9) Launched

in the flow of time” is to record the track of China from the view

of world civilization; “to respond to the boundless universe” is to

express China’s view towards the world.

A Chilean director once said: “A nation without documentaries is

a family without albums.” The effort of launching CCTV Documentary

Channel aims at building a lively three-dimensional album for our

nation and the world as well. The wisdom of Chinese civilization

which has been adding color into the long stretched human

civilization will be presented to readers in this album.

In the International promotion conference held on December

14th, embassies from eleven countries participated in the exhibition.

International documentary institutes such as BBC, NHK, and National

Geography also attended the event and exchanged thoughts with

CCTV Documentary Channel.

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The Silk Road produced 30 years ago raised the curtain of the

production of full length documentary films in the TV history in China.

In the last 30 years, CCTV has produced a series of documentaries

including The Yangtze River, the Odyssey of The Great Wall, The

Forbidden City, and The Rise of Great Nations. These classic

documentaries, being a part of the album of nation, reflect the

collective memory of Chinese people.

After 30 years effort in exploring and accumulating, CCTV

Documentary Channel, a brand new channel with special focus,

was brought face to face with viewers. Liu Wen, Director of the

Documentary Channel, said that the separation of producing and

presenting of films will be one of the most important operation and

production mechanism in the Documentary Channel. By opening

up the presentation platform, we could integrate the high quality

documentaries in China and establish uniform standard for Chinese

documentary market, in order to create a market with uniformity,

openness, and order to lay a strong base for the industrialized

operation of Chinese documentary.

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Activity Background:

TV media, by its vivid and timely report

format, connects big events and people.

English news channel bridges China and

the world relying on its unique language

advantages. Using its unique interpretation,

CCTV-NEWS integrates these “big phrases”

into our common sense system.

CCTV-NEWS is an English news channel

with 19 programs, 24-hour non-stop rolling

broadcasting, providing global audiences

with the international and domestic

news at the first time. Due to its precise

audience position and high quality program

requirements, CCTV-NEWS has reached

international media standards in terms of

its program format, overall packaging, and

audience feedback. However, CCTV-NEWS

still persistently pursues its higher standards,

breaks through itself and boldly innovates

on the road ahead. Open recruitment for

the host in global Chinese circle is a good

example.

Open recruitment for the host is the

first time for China Central Television.

CCTV-NEWS is the explorer of this “First”.

The theme of this recruitment among

global Chinese is “looking for the Chinese

face”, because Chinese voices need to be

effectively transmitted and heard. Only

Chinese face can undertake such mission.

How to define “Chinese face”? This is an

open question. We also expect an open

and diversified answer. With unlimited

expectations, CCTV-NEWS launches a series

of campus activities in Peking University,

Renmin University, Beijing Foreign Studies

University, Shanghai International Studies

University and Communication University of

China.

In activities

Peking University

On 16 November, at the Sunshine

Hall, Yingjie Communication Center,

Peking University, five students with fluent

English individually challenge with five

star hosts from CCTV-NEWS. They are Zou

Yue (China 24), Tian Wei (World Insight), Ji

Xiaojun (Culture Express), Vimbayi Kajese

(NewsUpdate), and Nick Jones (Sports

Scene). The debate topics include the

opening of Guangzhou Asian Games, global

warming, how Peking University students

should celebrate the Single’s Day and other

topics. The challenge formats are diversified,

including live broadcasting, reporter over-

the-phone-line, and guest interview. Peking

University students show their outstanding

performance in the beginning. The first

challenger—student Li Xingyi challenges Zou

Yue. She also invites three famous hosts,

Zou Yue, Tian Wei, and Ji Xiaojun to play the

role of “outside reporter” to support and

coordinate activities. They are also asked

“CCTV-NEWS Going into Campus”

to “Looking For Chinese Face”

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to imitate the dialogues “in the program.”

Several guests also quickly enter into their

roles. They demonstrate expert styles and

wisecracking delivery. Audiences give them

the biggest round of applauses.

Renmin University of China

On 18 November, at the Cisco Live

Broadcast Studio of the Renmin University,

host Tian Wei has a discussion with Ni Ning,

the Deputy President, School of Journalism,

Renmin University of China, on the topic

of “the International Journey of Chinese

Media in the Uproarious World.” Tian Wei

vividly explains why we need to transmit

more Asian voices, oriental thinking and

philosophy ideology through the platform

of CCTV-NEWS combining her personal

experience as a journalist, in particular,

experience in the USA during the Iraq War.

In discussion, Tian Wei deeply interprets the

“Chinese face” from the national angel. As

she says, there is a “Chinese heart” behind

each Chinese face.

Beijing Foreign Studies University

On 23 November, at the Multi-function

Hall, Level 5, Red Building, Beijing Foreign

Studies University, with the song of “Wake

me up when September ends” performed

by students from Beijing Foreign Studies

University, host Zou Yue starts a relax talk

with Assistant Professor Teng Jimeng of

Beijing Foreign Studies University. Their

theme is “how Chinese foreign media should

expand its international spreading.” They

have a heated debate on the status quo of

communication capability of Chinese foreign

media, and possible challenges and solving

strategies. They also interact with students.

The on-site atmosphere continuously brings

into the climax. Zou Yue, believes that in

news report, we must always remember

“Chinese angle” to present Chinese thought

and value. Also, we need to understand

western audiences to express in western

ways. In response to this, Teng Jimeng’s

viewpoints are: on the one hand, the

core issues that are interested to western

audiences shall combine Chinese facts to

interpret. Let western audiences understand

these questions from the Chinese

perspective. On the other hand, narration

needs to be personalized.

Shanghai International Studies

University

On 26 November, all seats are occupied

in the West Hall of Information Center,

Shanghai International Studies University.

Two alumni in CCTV-NEWS team, Li Bin

(Vice-director of English Channel) and Yang

Rui (Dialogue producer and host) revisit

campus. After Director Li Bin introduced

the key programs of CCTV-NEWS, Yang Rui

starts his themed influential speech—Who

misunderstands China? the Rise of China is

not alone. Combining his 20 years journalist

experience, Yang Rui firmly believes that

western countries have little understanding

about China. “China Threat” has a large

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market in the western world. Therefore,

constant “dialogues” are particularly

necessary.In the interactive section, Zhou

Chuchu and Cui Yunting from School of

Journalism and Communication, Shanghai

International Studies University, simulate

the Dialogue program and have an on-site

discussion with Yang Rui on the topic of “who

misunderstands China.” They also play the

video Dialogue at SISU made by students. On

the activity site, the singing band Across from

School of English sings the choir “Don’t ask

what your country can do for you; ask you

can do for your country”, “Yes, we can.” This

famous President’s remark had encouraged

American people in the economic crisis,

which also lightens student’s dream and

courage.

Communication University of

China

On 29 November, in the Lecture Hall

with 400 people capacity, Director of English

Channel Ma Jing with Ji Xiaojun, James Chau

and two senior on-camera journalists Shen

Le and Wang Guan have interactions with

students. Three students of Communication

University simulate Crossover and ask Ji

Xiaojun to play the guest role to discuss

“the relationship between the popularity of

overseas study and employment pressure”.

The three students want to “make trouble”

for Ji Xiaojun. However, they are nearly

defeated by his “strong” points and witty

delivery. Another student simulates Asian

Today, who talks with James Chau over

the phone on hot news such as “Korean

Peninsula bombing”, “Mumbai terror attacks

anniversary.” The third round challenge

simulates Dialogue. Two challengers debate

with two on-camera journalists on the

problems facing by current 80 and 90-

generations. Combining his experience in

Shanghai World Expo, with fluent English,

Wang Guan perfectly expresses his different

views from the public labeling the 80-

generation and 90-generation with tags such

as “irresponsibility” and “youth rebellion.” At

the end of activity, Ji Xiaojun and James Chua

sing the themed song of “the Lion King”—

Can you feel the love tonight? with students.

The activities end with a dynamic dance.

Through a series of campus activities,

students have a face-to-face contact and

more understanding of CCTV-NEWS and its

team. They also experience and understand

CCTV-NEWS’ unswerving news journey and

missions to improve Chinese international

communication capability construction.

Although activities are completed, the

written examination of CCTV-NEWS’ host

recruitment is going on. Let us attend this

recruitment together, attend the coming

of “Chinese Face” on CCTV-NEWS, and also

attend China’s international communication

cause.

Through this activity, we find the

sound comprehensive quality of university

students. We see their fluent English skills

and global thoughts. We also see the future

of English programs. CCTV-NEWS strides its

first step of “activity marketing initiatives”.

This is also a starting point to attract the

public attention. We will go ahead. In

addition, we understand that TV programs

do not only display on TV, and audiences are

also not only sitting in front of TV, either.

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Global Debate focuses on public

diplomacy. The program, through live

broadcasting, provides domestic and foreign

guests a nearly totally free environment

to comment and debate with each other

in a polite manner. It aims to analyze

international political and economic behavior

from a fair and responsible perspective; this

is the objective and the standard that the

program tries to achieve.

Over the last 10 years, “Dialogue”

on CCTV News has changed from weekly

broadcasts to daily broadcasts, from recorded

broadcasts to live broadcasts focusing on

news events and discussion topics. The

program expresses how a rising country

interprets responsibility through its high-end,

balanced, sharp and confident viewpoints.

The program serves as a public knowledge

and information platform, and supports

China in broad and deep integration with

international society.

The English program—”Dialogue”--

has five basic mainstream features: public

opinion supervision, opinion and argument,

responsible to audiences, balanced and

inclusive, and open conclusion.

With China’s economic power and

political influence increasingly strong, the

world’s wealth and influence continuously

transfers from the Atlantic to the East and

Asia. “Dialogue” represents China’s pursuit

of more powerful international, discursive

power, compliance with and participation in

establishing international rules.

On November 2010, the revised English

Channel significantly launched Global

Debate, a brand new weekly broadcasting

program with a live audience. This is another

important commentary program by the

CCTV NEWS Commentary Team after

“Dialogue”. The management team of the

Foreign Language Channel has attached

great importance to this program and

fully supports it. The program will aim to

become a large weekly discussion program

in recorded broadcasting format. It will

invite politicians, scholars, economists and

opinion leaders to participate in discussion

on domestic, regional, and global key and

popular topics. The program will include

satellite communication.

After "Dialogue", English Channel Launches "Global Debate"

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On December 12, the revised Science

and Education Channel officially launched.

Household share was increased by 21%

versus December 11, the average audience

share with an increase of 11% versus the first

two months of the fourth quarter.

“Four”: launching four brand-

new programs

“China Geography” broadcasts at

19:10 from Monday to Sunday, 30 minutes

per episode. It focuses on filling the gap of

popular geological science. The program

combines outdoor progressive shooting

with inside studio hosting to describe

geomorphology, genesis, and so on to

popularize Chinese landscape education..

“So that is how it is” is empirically

presented through innovative science

experiments to solve scientific questions and

puzzles. The program broadcasts at 17:52

from Monday to Friday, 20 minutes per

episode.

“Unlimited Innovation” is a

studio program to introduce and

demonstrate scientific and technological

achievements. It broadcasts at 18:12

from Monday to Saturday, 30 minutes

per episode.

“ N a t u r a l L e g e n d a r y ” i s a

documentary style program combining

international flora and fauna documentary-

style programs, broadcasting at 19:45

“Four” Programs, “Five” Themes, and a New Logo: CCTV-10’s New Face

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from Monday to Saturday, 40 minutes per

episode.

“Five”: Five themes to optimize

program schedule

The previous programs, including

“Lecture Room”, “Exploring”, “Approaches

to Science”, “Story” and “People” on CCTV-

10, are precisely positioned and exquisitely

produced with unique features. They have

become brand programs. After revision,

the Science and Education Channel would

continue to maintain the core position

of these five brand programs. They will

continue to be broadcasted during the

evening prime time. This prime time will be

extended. “Natural Legendary” and “China’s

Geography” will be added before and after

this prime time, respectively. CCTV will

collectively create a “brand program cluster”,

expand the brand effect and strengthen

the foundation in building up the channel’s

brand.

The famous programs on the Science

and Education Channel, including “Meet

on the Road of Health”, “Invention”, “Great

Masters”, “Revisit”, “Light of Science”,

“Tenth Theater” and “Science Life”, take

this revision as an opportunity. They will

deeply explore their unique values in topic

selection and representation format. They

will reinforce topic selection planning, quality

management and brand promotion to

accumulate strengths and sustainably build

the channel’s brand.

“10”: an austere and fashionable

new logo

After revision, the new logo of the

Science and Education Channel would stand

out with an austere, fashionable and natural

style that fully represents the image quality

of the national TV station’s professional

brand channel. The new logo introduces

the concept of “window”, combining the

number “10” and channel sequence. On

the one hand, it corresponds with the

institutionalized “10”. On the other hand,

it represents the ideology of a window

broadcasting science and culture. It both

represents the institutionalized and contains

deeper cultural connotations.

CCTV-10, as the special science and

education channel, diligently explores

and acts from a position of “quality and

connotation” and plays a role of influence

and leadership as the state media. It also

takes on media’s responsibility of promoting

dominant values and leading with an

advanced, cultural spirit to become the

nation’s favorite TV channel.

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On December 1, 2010, the CCTV

Chinese International Channel was

reformed. It was the biggest reform in the

history of this channel.

Yang Gangyi, director of the CCTV

Chinese International Channel, said that the

International Channel needed to be more

focused and effective.

After the reform, the CCTV Chinese

International Channel, previously a

comprehensive channel focusing on news

report, will have a much more international

face as a channel positioned for “News &

Culture”; Furthermore, the Channel will put

emphasis on cultural and fashion content

which addresses the demands of viewers

at home and abroad. Director Yang Gangyi

said that the reform aimed at accelerating

the improvement of programs’ quality,

enhancing foreign promotion strategy, and

increasing channel influence and credibility.

Six new features were brought in with

the Channel’s reform.

First, four new programs were

introduced to forge the image of

a cultural brand

My Home, Far Away (in Chinese) is a

CCTV-4 Gets a Makeover with Six New Features

large TV tourism program based on ordinary

tourists’ on-the-spot experience. It aims at

expressing the natural and cultural beauty

of China through in-depth tourism, and the

beauty of the world in the eyes of Chinese. It

also reflects changes in attitude and lifestyle

in modern China.

The filming and television studio

interview of this program is based on real

life experience with a focus on interaction.

The program collects various DV films shot

by tourists and invites the tourists into the

studio to talk about their own stories and

experiences. Presented in 45 minutes from

Monday to Saturday, it fills the gap for a

large tourism-related program in the former

version of CCTV.

Trend Unlimited aims at introducing

trend-leading Chinese businessmen and

celebrities at home and abroad, and

showcasing new trends in each field. The

program is based on special topics and

filmed in the field. The host will play the role

of both interviewer and experiencer, and

review the story with vivid recreation of the

life of the person of topic. This approach can

introduce viewers to a trend in each industry

through insight into certain events, and show

up-and-coming major events and influential

figures in modern China from different

angles. It is presented once every week

for 60 minutes each time. This program is

planned to be presented simultaneously on

the Mainland and Taiwan, with joint effort of

Taiwan TV stations.

“Tour of Civilization” is a 45-minute high-

end interview program with international

characteristics tailored for the CCTV Chinese

International Channel and its target viewers.

The program has many aspects such as

studio interviews, in-studio and out-of-

studio interaction, show, and documentaries

of settings. With the major content being

communication and exchange between

Chinese civilization and others from other

countries and regions around the globe,

it aims at forming a platform for cultural

dialogue between China and the world. The

program strives for “highly regarded content,

high-level guests, and an elegant style “

with an international perspective, cultural

characteristics and diverse opinions.

“City 1 to 1” is a program about sister

cities in China and abroad. Guests and

viewers in the television studio in sister

cities will hold a multi-layered dialogue

with the guidance of

hosts. This synchronous

c o m m u n i c a t i o n a n d

interaction is realized

t h ro u g h a re a l - t i m e

satellite connection and

simultaneous interpretation.

Citizens from the sister

cities, in China and foreign

countries, will talk about

urban development in both cities and

individual cases of urban life, as well as

inquire into solutions for problems faced

by people, especially urban dwellers. This

program is 45 minutes long each Sunday.

Second, all existing programs on

the CCTV Chinese International

Channel will undergo an overall

upgrade.

10 big name programs will have new

and innovative elements added to their

existing forms in terms of format and

content. “Tour throughout China”, “Chinese

Medicine”, “National Treasure”, and “Happy

Chinese” will put more emphasis on

introducing the refined culture of China, and

on recording both traditional and modern

images of China; “Cross-Taiwan Strait”, “Time

Together Across the Strait”, and “Chinese

World” will give more attention to Chinese

communities across the Strait and in other

countries, and put more emphasis on the

construction of new television studios,

viewer interaction and building an emotional

bridge for Chinese at home and abroad. In

addition, programs such as “Chinese Art”,

“Love China”, and “Sports Online” will also

present a new image to viewers at home and

abroad with rich cultural and sports content.

Third, selected TV dramas, with

meticulous planning, will match

the tastes of Chinese viewers

around the world.

T h e refo r m e d C C T V C h i n e s e

International Channel will have a chain of

choice TV dramas presented in three time

frames everyday, and the selection of TV

dramas will put more emphasis on cultural

characteristics and a sense of the times. TV

dramas reflecting the long-standing Chinese

civilization, social development and life in

modern China, emotional life and value

orientation of contemporary Chinese will be

selected for Chinese viewers at home and

abroad, bringing a diverse artistic experience

and entertainment to viewers with various

backgrounds.

Fourth, programs planned in

clusters will better fit viewers’

habits

Another feature of the reformed

Channel is the planned clusters of cultural

and news programs. In the 135 minutes

from 18:15 to 20:30 everyday, four culture

programs: “Chinese Art”, “National Treasure”,

“Tour throughout China”, and “My Home,

Far Away” will be presented consecutively,

showing a planned cluster of cultural

programs. In the 90 minutes from 20:30 to

22:00 everyday, the chained presentation

of three news programs including “Cross-

Taiwan Strait”, “China News”, and “Focus

Today” will be maintained to form “the news

cluster”.

Fifth, key programs will be

presented with Chinese and

English subtitles.

T h e refo r m e d C C T V C h i n e s e

International Channel presents 11 bilingual

programs including “Chinese Medicine”,

“Chinese Art”, and “Tour throughout

China”. This change aims at attracting a new

generation of Chinese , immigrants and the

foreign mainstream crowd and gaining more

attention.

Sixth, the brand new channel

image improves the overall

quality of the CCTV Chinese

International Channel.

The reformed programs will be

delivered to viewers packaged with a

brand new image which show both their

uniqueness and style unity. Moreover, the

CCTV Chinese International Channel added

11 program guides to provide timely and

accurate TV services.

Director Yang Gangyi said that

the reform of the CCTV Chinese

International Channel strives to achieve

an “internationalized, nationalized and

mainstream” image of culture and channel

quality. The channel will continue its effort

in “inheriting the Chinese civilization and

serving Chinese people all over the world”,

and achieve the goal of being the best

Chinese TV channel through a series of

measures.

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CCTV Latin America Bureau Officially Open On December 21st, the opening ceremony of the CCTV Latin America central overseas bureau was held in Sao Paulo, Brazil. Zhang

Changming, vice-president of China International Television

Corporation, Qiu Xiaoqi, China’s Special Plenipotentiary to Brazil,

Ottoni Fernandes, Brazil’s Deputy Minister for Communication, Saad,

CEO of the Bandeirantes Communications Group, and other heads

of concerned departments attended the opening ceremony of the

bureau.

Ottoni Fernandes hopes that Brazil and Latin America could

be made known to the world thanks to CCTV. Latin America central

overseas bureau locates in Sao Paulo city and is headquartered for

CCTV sub-bureaus in Argentina, Cuba, and Venezuela.

Vietnamese Delegation of the Journalists' Association Visited CCTV

On December 15th, Liang Xiaotao, Deputy Editor-in-Chief, held a

meeting with the delegation led by Pham Quoc Toan, Vice Chairman

of the Standing Committee of Vietnam Journalists’ Association

and Deputy-Director of the Vietnam News Agency. Liang Xiaotao

introduced the development of CCTV with emphasis attached to

channel reform, branding construction, and the strategy of focusing

on news as the foundation. He also answered questions concerning

the television coverage technology and the digitizing process in China.

Pham Quoc Toan said that CCTV has a strong influence in Asia-Pacific.

He hopes that CCTV could further strengthen its international news

reports and exert positive influence on the world opinion.

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On December 14th, Sun Yusheng, the Vice Director of CCTV met

Goenka, CEO of the India ZEE TV and the delegation. CCTV and ZEE TV

in India have been keeping a good relationship for many years. Both

parties hope to continuously strengthen the cooperation on news

report with special importance which would be to put an expanding

on the cooperation space of English News Report, bringing to the

world the voice of Asia together.

CCTV Meets CEO of ZEE TV from India

Asia-Pacific Central Overseas Bureau Opening Ceremony

On December 9th, the Asia-Pacific central overseas bureau

held the opening ceremony in Hong Kong. Luo Ming, Vice Director

of CCTV, Henry Tang Ying-yen, Chief Secretary for Administration

of Hong Kong, and Ms. Guo Li, Deputy Director of Liaison office

of Central People’s Government in Hong Kong SAR attended the

opening ceremony of the central overseas bureau together. It was the

third CCTV central overseas bureau established in this year after the

Moscow and Africa central overseas bureaus.

The Asia-Pacific central overseas bureau, is the program

collection center in the region, manages overseas sub-bureaus in

more than 10 countries and regions including Thailand, Singapore,

Japan, India, and Australia.

CCTV News

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General Manager of the Mauritius Broadcasting Corporation Visited CCTV

On December 9th, Liang Xiaotao, Deputy Editor-in-Chief of CCTV,

held a meeting with Dan Callikan, Director General of the Mauritius

Broadcasting Corporation (MBC). Callikan hopes that CCTV could

provide some documentaries on Chinese culture, history, and TV

dramas on modern social development to present on Mauritius TVs,

suggesting that both parties cooperate by exchanging film crews

and other approaches. Mauritius is an immigrating country with

multiple ethnic groups where Chinese immigrates consist 3% of the

population. MBC presents programs from CCTV-4 and CCTV-NEWS

on a daily basis.

CCTV Chinese International Channel Enjoys a Steadily Growing Audience Rating Since the

ReformCCTV Chinese International Channel enjoys a steadily growing

audience rating since the reform on December 1st. On one hand,

the audience ratings of the existing programs enjoyed an obvious

increase, the average audience rating of the Cross Taiwan Strait

increased by 23.3%, and the Tour throughout China rewrote the

record for highest single-program audience rating up to 0.72%.On the

other hand, the audience ratings of the newly introduced programs

are proven positive. Weekly programs including Civilization Tour

and Trend Unlimited had their audience ratings reached 0.32% and

0.4% respectively on the second sessions, up 0.14% and 0.29% as

compared to the first sessions.

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Catch Up with 2011 Media New Trends Zhang Haiying General Manager of GroupM Trading China

The development trend of

future mediaInternet-based new media, such as portal websites, video

websites, social networking websites, shopping websites and

search engines, outshines traditional media in the areas of meeting

customers’ diversified and segmented requirements.

Traditional media is undergoing a disruptive, evolutionary

transformation. Currently, the most powerful broadcast media,

in particular, TV media, is making unprecedented reforms. The

separation of broadcasting and production impacts the traditional

“communal-dining system”. The integration of channel programs with

advertising management impacts the ivory tower of producers and

directors’ exclusive attitudes. Quarterly programs impact the stability

of the continual broadcasting of a single program in a year or over

several years. These disruptive, evolutionary transformations play

an important and fundamental role in the improvement of program

quality and innovation, and accelerate program marketization.

The 61st decree issued by the State Administration of Radio

Film and Television will shuffle broadcasting resources which forms

the larger part of scarcity of golden resources in broadcast media

resources. The situation of the buyer’s market monopolized by

the dominant media has changed. The core resources or golden

resources of some media form the seller’s market, which further

promotes the development of secondary golden resources and

resources for other times.

The integration of traditional media with new media has

become a general trend in media development. In recent years, many

talent show programs not only innovate on their own platforms,

but also use multimedia platforms. In particular, they have achieved

outstanding efforts through internet promotion and media hype.

Brand broadcast transformation Regarding broadcasting content, brands have begun creating

privately-owned resources. The privately-owned resources are

combined with dominant media resources.

Take Castrol, the famous, international company, as an example.

Regarding broadcasting contents, as a leading lubricating oil

producer, Castrol creates its broadcasting contents through the sport

of football. It creates the Castrol Index, the Castrol Performance Lab,

with many football coaches and players. It integrates the connotation

of Castrol’s “liquid engineering” with higher-level broadcasting. In the

2010 FIFA World Cup, Castrol’s broadcasted promotions produced

unique content.

In respect to broadcasting strategy, clients are more specialized

in media placement. In the use of multimedia, different media

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undertakes different duties. Some media create topics; some of

them broadcast topics, and some of them combine topics with

conventional advertising for broadcasting.

Media combination and integration Traditional media combined with new media. There is no

doubt that more and more brands will choose new media in the

future. However, under the particular society, culture and customs

of China, mainstream media will still play a dominant role for a long

time. Under this background, it will be an optimal choice to combine

traditional media with new media.

Conventional advertising combined with the “soft” product

placement. Product placement will develop into an irresistible and

irreversible trend, which will continuously create new platforms and

bring these platforms into full play.

“Above-the-line” advertising combined with the “below-the-line”

advertising. Professional media agencies and advertising companies

will expand their “above-the-line” multimedia strategy-making with

“below-the-line” comprehensive marketing design. It will become

a general trend that “above-the-line” marketing is used to inform

and publish, while “below-the-line” promotion and activities directly

promote sales.

Source: First Financial Daily

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Analysis of the Brand Influence of Dominant Traditional Media

Kong Qingxi Asssitant Director of BBI of Communication University of China

Taking the public by storm, internet media and mobile media

soak everyone's daily life with scattered and diverse information,

causing a subversive change in information delivering system, and

the information selection and distribution behavior of the public as

well. Amidst an intricate network of information flow and tangled

channels for receiving information, consumers' attention is carved up

into fragments.

As new media proceeds with great ambition, advertisers find

themselves in a mist without clear direction for forging advertising

strategies: How can they cover the target consumer group? How

can they enhance the effect of media advertising? Should efforts

be concentrated on traditional media or switched to new media? In

a market divided and invaded by new media, is the traditional still

maintaining dominance? The answers to these questions can never

be found in prediction or inference, but lie with consumers. The best

choice is to listen to the voice of consumers.

Jointly sponsored by the China Commercial Advertising

Association and the Communication University of China, executed by

the BBI Commercial Brand Strategy Institute, and participated in by

36 key universities in China, the 2010 Survey of Ideal Brands provides

us with a knowledge panorama of 48 consumer good types and 12

humanity projects (covering television, radio, newspaper, magazine

and the internet). The in-depth analysis made by the seminar brings

light to brand influence in media in a more truthful way.

Only Media in the Good Draces of Consumers is a Media of Dominance.

When directing our focus to the most popular media among

consumers, we could see that, with the profusion of media types and

huge quantity of media content, CCTV has always been the dominant

one with the most popularity in a packed market. (See Table 1)

Table 1: Top 10 popular media in the eyes of consumers

Financial

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the strongest brands. (See Figure 1)

Among the 48 consumer good types and 12 humanity projects

in the Survey of Ideal Brands in China, there are 44 general “number

1” brands, 44 “number 1” brands in forward purchasing, and 47

ideal “number 1” brands. (Brands listed as different types were only

counted once). By analyzing the degree to which there is overlap

between “number 1” brands and their CCTV advertising rates, we

learned that the correlation rate between the general, forward

purchasing and ideal “number 1” brands and the top 100 CCTV

advertising investments are all above 50%, this number reaches 80%

when matched with the top 500 CCTV investments. It is obvious that

most strong brands selected by consumers have a large advertising

investment in CCTV, and most of them have an investment volume

listed in the top 100.

The Strongest Brands Tend to have the Largest

Investment Volume.

As shown in Figure 2, the general, forward purchasing and

ideal listed brands all display a higher correlation with the top

500 investment volumes in CCTV. Meanwhile, under these three

consumption conditions, correlation between the listed brands

In the rankings of the most popular media according to

consumers, CCTV takes up eight places in the top 10 TV media, with

an accumulated percentage of as high as 53%. The total percentage

of CCTV popularity, including those that listed below the top 10,

reaches 55.4, putting it at the head of the list with unprecedented

superiority. This number further proves that although the media

market is divided by internet media and mobile media, in the public’s

eyes, traditional TV media is still firmly rooted. The advertising

volume in 2009 witnessed a 14% increase in TV media, contributing

to the major growth in overall advertising volume. Little wonder that

CCTV, the most dominate TV station, maintained a strong position.

Strong Media Generates Strong Brands

To gain deeper understanding of the relationship between

CCTV, strong media in the eyes of consumers, and strong brands, the

seminar of the “2010 Survey of Ideal Brands according to Chinese

Consumers” conducted an analysis of the degree to listed brands

and the top 500 advertising clients of CCTV overlap. The result shows

that: There is strong correlation between strong media and strong

brands. CCTV, the most popular media in the eyes of consumers, has

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as beverage, daily-use chemical, food, tobacco, alcoholic drinks,

and the service industry closely related to daily life have the highest

correlation between "Top 10 Ideal Brands" and the "CCTV Investment

Volume -- Top 300".For example, there were 31 listed ideal brands

from the beverage industry, among which 25 are in the top 300

of CCTV investment, showing a correlation as high as 80.6%. The

correlation in the daily-use chemical industry is also as high as 55.7%.

(See figure 3) It is not difficult to infer that CCTV, an indispensable

media channel showing great importance in consumers' daily life,

effects people's consumer behavior in a subtle way.

Strong Media Supports Brand Influence Growth

According to changes in correlation between the “Survey of

Ideal Brands” and the “CCTV Investment Volume -- Top 300” in 2008

and 2010, it is obvious that the correlations of 2010 listed brands

including top 10, top 3, and the “number 1” brands have greatly

increased as compared to those in 2008, especially the top 10 and

top 3 brands whose correlation increased by 10%. Facts speak louder

than words. Although many experts have a pessimistic view towards

CCTV -- Strong Media Leads Daily Consumption

As shown in the correlation between the "2010 Survey of Ideal

Brands -- Top 10 Brands in Each Industries" and "CCTV Investment

Volume -- Top 300", fast-moving consumer goods industries such

selected by consumers and the top 500 CCTV investment volume is

of a high percentage when the corresponding consumer’s selection

rates are higher. For example, among the top 10 strong brands,

around 50% are CCTV client brands with an investment volume listed

in the top 500. Among the top three brands according to consumers,

this number reaches around 70%. In the most popular “number 1”

brands list, 80% are among the top 500 investment clients of CCTV.

These numbers tell us that brands with higher popularity among

consumers have higher appearance in the CCTV list of top 500

investment brands, and the higher consumers value a brand, the

more likely that the brand is one of the top 500 investment brands of

CCTV.

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The Integration of Three Networks and the Promotion of NGB will Protect Strong Traditional Media

Facing the challenge from internet and mobile media,

broadcasting and TV media are not merely defending but striking

progressively. They actively seek innovation, search for cooperation

and development, and explore delivery models and operation

ideas in a market with new media, all the while maintaining the

advantages of traditional media. During this process, the three

network integration and the State Administration of Radio, Film and

Television's plan for NGB (Next Generation Broadcasting and TV

Network) will provide CCTV with more room for development and

innovation. These methods will protect CCTV as the strongest media

with Chinese characteristics.

Therefore, with the promotion of policy and the integration

of technology, strong traditional media will not be harmed by

new media but, contrarily, keep its advantages during the reform,

and continue to be a broad stage for enterprises to spread brand

information and build up brand image.

Published originally in International Advertising, 5th edition, 2010

traditional media with the foray of new media, such as internet and

mobile, the comparison of statistics gained from consumers’ in two

years eloquently prove that: CCTV’s brand influence hasn’t reduced

but has, instead, increased. (See Figure 4 and 5)

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Audience Rating Analysis of 2010 Guangzhou Asian Games

Chen Gaojie Wang Jie

The 16th Guangzhou Asian Games have successfully concluded.

During the Games, many special numbers emerged:

199: The Chinese team won a total of 199 gold medals in the

Guangzhou Asian Games, representing the record number which has

ever been won by a single delegation in the games.

9: Chinese team won gold medals in 9 sports events, including

basketball, beach volleyball, Chinese chess, trampoline, synchronized

swimming, Canoe Kayak-Slalom, table tennis, sports dance and

diving, realizing a historic breakthrough.

8: Chinese team ranked first on the medal tally for consecutive 8

Asian Games, followed by Korea and Japan. China began taking part

in the Asian Games since 1974 and ranked first on the medal tally

since 1982.

As the first major event organized by China after the 2008

Olympic Games, the 2010 Guangzhou Asian Games once again

ignited the enthusiasm of the audiences for watching the games

on TV. In parallel with the good news of the Chinese team in the

competition, the audience rating also hit new high.

About 847 million audiences watched the 16th Asian Games on CCTV.

Since the 16th Asian Games was held in China, there was no

time difference. The audiences did not need to stay up late watching

the game. They had strong willingness in watching the games. As

CCTV enjoyed absolute priority in the broadcasting of the major

events, most of the Chinese people watch the Games through it.

According to the statistics, 67.84% of the audiences, namely 849

million audiences, watched the Asian Games and related programs

through CCTV-1, CCTV-5, CCTV-7, CCTV-12 and CCTV-News within 16

days.

4.16 times: the audience share of the main broadcasting channel was doubled.

Since the opening of the Games, the audience share of CCTV-5,

the main channel which broadcasted the Games, was climbing

continuously. During the 16th Asian Games (from Nov.12, 2010 to

Nov. 27, 2010), the market share of CCTV-5 reached up to 8.84%,

increased by 6.71 percentage points from that of 16 days before

the opening of the Games (from Oct. 27, 2010 to Nov. 11, 2010),

representing a growth of 316.2%., which was 4.16 times of its usual

market share. Driven by the Asian Games, the overall market share of

CCTV has increased significantly, up 21.26% from a month ago.

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Comparison between CCTV-5 Market Share (%) during the “16th Asian

Games Guangzhou 2010” and that of One Month before the Opening of the

Games

10.18%: The audience rating of the opening ceremony of the Asian

Games hit new high

On Nov. 12, 2010, CCTV-1, CCTV-5 and CCTV-News made live

broadcasting of the “Opening Ceremony of the 16th Asian Games

Guangzhou 2010”. Its audience rating hit new high of 10.18%, 3.93 times of

the usual rating. Its market share reached up to 25.81%, 3.67 times of the

usual market share. Among them, the average audience rating and average

market share of CCTV-1 was 5.85% and 14.19%, respectively.

Table: Comparison of Audience Rating of the “Opening Ceremony of

the 16th Asian Games Guangzhou 2010”

2.12

8.84

0

1

2

3

4

5

6

7

8

9

10

亚运会前1月 亚运会期间

第16届广州亚运会期间CCTV-5市场份额（%）与亚运前对比状况

On Nov. 27, the "Closing Ceremony of the 16th Asian Games

Guangzhou 2010" broadcasted by CCTV-1, CCTV-5 and CCTV-News

also created a remarkable success. Its audience rating and market

share reached 8.04% and 18.89%, respectively.

4.07%: The audience rating of the prime time during the Games surged sharply

The life style, work schedules and the habit of watching TV as

others will influence the audience rating to some extent. As there

were no time differences, CCTV-5 started broadcasting from 9:00

Beijing time and lasted all day long. The audience rating reached its

daily highest point at about 20:00. During the Games, the average

audience rating of CCTV-5 from 20:00 to 20:15 reached up to 4.07%.

Chinese people tend to watch TV from 19:00 to 21:00. It was in

the period that the favorite events of the Chinese audiences were

broadcasted, including the men's 110 meter hurdles, decathlon,

women's volleyball, gymnastics and table tennis, etc.

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8.52%: The track and field events were popular; the audience rating of the men’s 110 meter

hurdles final ranked first.

The track and field events of the 16th Asian Games attracted

most attentions, followed by the events of basketball and table

tennis. Among them, the average audience rating and market share

of the men’s 110 meter hurdles final, which was broadcasted at

19:36 on Nov. 24 reached up to 8.52% and 19.95%, respectively,

undoubtedly making the event the rating champion. It was attributed

to the proper broadcasting time, the fierce competition, as well as

the public’s high expectation of the Chinese athlete Liu Xiang. >The

audience rating of the men’s basketball final at 20:15 on Nov. 26

reached 5%, ranking fourth among all the events. Tens of millions of

audiences witnessed the success of China’s national man basketball

team on CCTV that night. The audience rating of the table tennis

men’s team final reached 4.31%, ranking eighth. Its market share was

9.94%.

Table: Top ten events in terms of audience rating

It can be observed from the figures that the audiences paid high

attention to the Asian Games. In the meantime, as the top event of

Asia, the Games own excellent audiences. The “Audience Structure”

shows the different taste of the target audiences. Male, people with

medium-high education, audiences with medium income constituted

the main audiences of the Games. The “Concentration Ratio of

Audience” explained the audience’s extent of fondness for the

Games, which can give us answers to the question of “who prefers

the program of the channel”. According to the statistics, male over 45

years, managers with high school education or above, with monthly

salary more than RMB 1200 tended to watch the Guangzhou Asian

Games.

Note: data are from the CSM71 Central City unless otherwise

specified.

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Interpreting the Influence of the CCTV News Resource Brand

Liu Xuming, senior vice president of CTV Golden Bridge International Media Co., Ltd.

At present, China has an advertising industry with a volume of RMB 200

billion, ranking third in the world after the USA and Japan. The prosperity of

the advertising industry also reflects the rapid growth of the Chinese economy.

In the first three quarters of this year, Chinese GDP enjoyed a growth rate of

10.6%. The growth rate of the advance sales volume of CCTV's advertising bid

invitation in 2011 is also about 10.6%. The development of the advertising

industry, which is closely related to commodity sales, will become a vantage

point for enterprises to expand their influence. Behind the RMB 200 billion

advertising market is the dynamism of China's 1 trillion consumer market.

CCTV's brand

influenceA s state d by Yu G u o m i n g ,

professor of the School of Journalism

and Communicat ion of China's

Renmin University, commercial

advertising is always looking for

mainstream media with a stable

market and rising popularity. There

is a concept in mass-communication

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called "social status conferral." It is

to say that a person, an event, an

enterprise, a product, or a brand, if

presented in media with social status

conferral, tends to be recognized

as a strong brand by the public.

Therefore, CCTV, as the media of the

state and with an advantage without

comparison, has assured brand

influence.

C C T V ' s P r i m e A d v e r t i s i n g

Resource Tender, the "barometer

of the Chinese economy" and an

"indicator of the Chinese market", has

always been a place of great strategic

importance. In the bidding scene on

November 8th this year, major brands

from home and abroad gathered

together with the enterprises from

different parts of the world, alive with

noise and excitement.

CCTV prime resource

high groundAccording to out analysis, the

news is the hottest competition field

in the Prime Advertising Resource

Tender for 2011. All news resources

of each CCTV channel have been

major targets for all major enterprises

in advance sales. The timeframes is much sought after, reflecting the great

brand influence of CCTV news programs.

In 2011, the CCTV will continue its effort in the overall reform of the

channels, increasing core competitiveness by furthering the basic idea of

"focusing on news as the foundation". Such a reform will increase audience

ratings to a greater extent and magnify the influence of CCTV. The four

news channels, including CCTV-1, CCTV-4, CCTV-NEWS (English and Chinese

versions), will have expanded coverage in channel influence, laying the first

stone for CCTV to "focus on news as the foundation".In the past, people

watched news report when great events happen, now, people watch CCTV

news with and also without great events happening. It is predictable that the

CCTV news resource will fall be in short supply in 2011!

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CCTV Bidding: Era of "Focus" and "Integration" for TV Media

Zhao Yihe, vice president of Charm Communications

The total bidding presale volume of the prime advertising resource

of China Central Television (CCTV) for 2011 reached RMB 12.6687 billion,

up 15.52% from last year and a new record in 17 years. It indicates that

enterprises have great confidence in CCTV and in the domestic economic

situation in the coming year.

As a “barometer of China’s economic situation”, the results of the CCTV

bidding have brought us many signs concerning the media development trend

in the coming year. The following conclusions can be drawn from the bidding:

1. There are few resources left. According to statistics,

most of the advertising resources of CCTV are wrapped up in subscription,

online bidding and on-site bidding, which means that there are very few

marketable resources left. Moreover, the bidding resources of some local

satellite TV stations represent an even higher proportion of the total.

2. There are structural changes. A growing number of

satellite TV stations are developing and expanding, leading to the “long tail

effect” of multimedia. However, the core status, authority and influence of

CCTV remain unchanged. In the meantime, enterprises and agencies must

adapt to the integration of multimedia.

3. Media communication begins to focus on a few aspects. The characters of the media and programs have led media

communication into an era of “personality”. Special and unique resources

are in high demand, which can be observed from the bidding for CCTV’s

“Special TV Dramas Theater”. Product placement marketing has become an

exclusive and customized market. In addition, the communication platform is

transforming from a simplified platform into a new one featuring multimedia

interaction.

The changes in the development of TV media will undoubtedly

make enterprises and agencies consider the changing model. Along with

the development trends of the

abovementioned TV media, Charm

Communications believes that TV

advertis ing wi l l experience the

following changes:

Advertising programming should

be planned in advance and calculated

scientif ical ly. The programming

should be driven by marketing. The

results of the programming should be

evaluated.

Second, it will pay more attention to the effect, rather than the result. Far from the traditional

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model which paid attent ion to

advertising volume, time and GRP, TV

advertising will attach importance to

the actual advertising effect.

Third, it will pay m o r e a t t e n t i o n t o i n t e g r a t i o n , r a t h e r than combination. The

communication of TV media is no

longer a simple data accumulation,

a point selection and a diversified

i n v e s t m e n t . I t s h o u l d b e t h e

integrat ion of d i f ferent media

communication platforms based on a

main communication line.

Four, it will strive to be influential. The objective

of communication is not just “noise”,

but a main l ine of movement ,

interaction, and of influence with a

distinct personality.

Apart from the internet, TV

media can also strike a chord with

audiences through emotional bonds.

Audiences are powerful. In fact, if

one thousandth of a population is

involved, it will impact the marketing

of an enterprise. Therefore, the trend

of “focus” and “integration” implies

winning over consumers in the

audience group, paying attention to

the membership of the consumers in

the group, rather than the identity of

product users. Brand communication

should be upgraded to emotional

marketing.

In terms of bidding procedure and process, there are several features

compared with previous ones. For example, alcohol producers showed great

advantage in winning bids; competition for unique resources was intense;

emerging industries were active in the bidding.

First impression: bidders were very active in bidding. Just like the previous tenders of CCTV, this attracted a lot of

bidders. The companies still had strong demand for the resources. There were

more industries and enterprises involved in the bidding.

Second impression: bidders made rational choices. Due to the incremental increases of advertising prices by the

satellite TV stations, the bidders paid more attention to the cost-effective value

of advertising. The competition for resources was intense. There were no failed

tenders.

Third impression: bidders paid more attention to the integration of resources involved in the bidding. For the overall appreciation of the prices for TV advertising, the

enterprises attached importance to the integration of resources.

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