CCTV Successfully Completed 2011 Prime Advertising Resource Bidding

On November 8th, CCTV’s 2011 annual auction of prime time advertising slots successfully concluded, raising bids totaling 12.6687 billion Yuan, marking a 17-year record. The CCTV advertising slot auction and pre-sale have long been regarded as the barometer for China’s economic situation and the “weather vane” for Chinese market as a whole. In the first three quarters this year, China achieved a GDP growth rate of 10.6%, a figure the growth of CCTV’s advertising bids this year roughly matched.

50 counties (cities) To further improve the ability of acquiring financial information and to better serve the county-level economy and the development of agriculture-countryside-farmer, CCTV- Finance Channel accelerated the construction of the platform designed to acquire and integrate financial information on 13.75% county-level. So far, CCTV has already established cooperation The audience ratings of the “Mid-day Choice Program relationship with almost 50 counties (cities) and will later launch Section” and the “Early Evening Original Program Section” of the financial interaction projects. CCTV Comprehensive Channel have been rising since the reform 100 million made in September. The Mid-day Choice Program Section which Music Festival - 2010 Music Award was jointly held by features the Legal Report has a weekly average audience rating CCTV and MTV on October 18. The Music Festival has drawn as high as 13.75% in its peak. The Comprehensive Channel is great public attention since the beginning of public election on currently working on a “Morning Program Section”, as well as a September 8. More than 21 million people have voted on the series of reforms of the brand columns. The new structure of the official website of China Network Television with 100 million programs will start to meet the audiences from November on. votes by October 12.

WIN TOGETHER 3 Highlight

03 CCTV Successfully Completed 2011 Prime Advertising Resource Bidding

Special Report

06 Stage My Brand, Connect the World ---Press release for CCTV 2011 advertising slot auction and pre- sale

Focus

10 Vice President Luo Ming Attends the Opening Ceremony of CIAF 12 Vice Editor-in-Chief Cheng Hong Attends Midea’s Ceremony 18 Marketing Director Chen Rongyong Participates in CIAF Activities

22 Brand-New Look For CCTV News (English) in November 28 Music Film Love in South of the Yangtze River airing on CCTV

CCTV News

30 “Ice Hockey Girls” Honored at Milano International FICTS Festival 31 “Asian Games in China” Will Hit CCTV Sports Channel 31 CCTV-News Recruits Hosts Analysis

34 Television Advertisement in China

Programs

40 Highlight grasping TV dramas 41 "Mother" to be Gathering at 2011 CCTV Golden Theater

Overseas Media

44 San Francisco Launches First English TV Station of Chinese Information 44 Spanish TV Made a Chinese Feature for the Conclusion of World Expo 2010 45 Hong Kong Satellite TV Launches

MEMBER OF EDITORIAL BOARD COVER DESIGN Guo Jia Cheng Hong He Haiming Li Yi Yan Liping Chen Rongyong PHOTO Shu Yu Zhu Junyu Xia Jingjing Wu Xue Liu Lihua Zhang Yupeng Yin Xuedong PRINT Zhu Junyu Bi Lei She Xianjun Sun Miaoqing Zhao Shuang Zeng Yingying PUBLISHER CCTV Advertising Central Yang Zhenliang ADDRESS F3 Media Center Apartment EDITOR IN CHIEF Chen Rongyong No.11 Fu Xing Road ASSOCIATE EDITOR IN CHIEF She Xianjun Sun Miaoqing Beijing, China, 100859 EXECUTIVE EDITOR IN CHIEF Yang Zhengliang TELEPHONE 8610-68500180 FAX NUMBER 8610-68550947 EXECUTIVE EDITOR Tang Aihui WEBSITE http:1118.cctv.com/Ad.cctv.com EXECUTIVE ART EDITOR Zhu Junyu Guo Jia EMAIL [email protected] Stage My Brand, Connect the World ——Press release for CCTV 2011 advertising slot auction and pre-sale

On November 8th, CCTV’s 2011 annual auction of prime time in terms of worldwide market share. During this auction and pre- advertising slots successfully concluded, raising bids totaling 12.6687 sale, the total advertising investments allocated to CCTV network billion Yuan, marking a 17-year record. from auto industry clients recorded a year-over-year growth rate of The CCTV advertising slot auction and pre-sale have long been 50%. In addition to such large-scale domestic automobile groups as regarded as the barometer for China’s economic situation and the FAW, SAIC, DFM, GAC and SINOTRUK, numerous international auto “weather vane” for Chinese market as a whole. In the first three brands such as Audi, Nissan, Hyundai and Toyota also made grand quarters this year, China achieved a GDP growth rate of 10.6%, appearance at the auction. Such self-owned Chinese auto brands as a figure the growth of CCTV’s advertising bids this year roughly Chery, JAC, FOTON, Changan, ZOTYE and Yema also swarmed to the matched. auction. 3. Bids from finance & insurance industry also grew by 50%: in steady increase in traditional recent years the status of China’s finance & insurance industry in the industries, emerging industries also world has been markedly enhanced, with the market competition growing rapidly also growing more and more intense. In addition to such industry giants as Bank of China and PICC, the “second-tier group” of the 1. The industries that grabbed the top three positions are food industry has also been emerging. Some old clients of CCTV in the & beverage, home appliance and finance & insurance, with the “second echelon” of the industry such as China CITIC Bank, Industrial automobile industry and tourism also showing fairly impressive Bank, Pudong Development Bank, Postal Savings Bank of China, growth. PINGAN Insurance and Taikang Life maintained their investment 2. The automobile sector continues to maintain its No.1 position in advertising with CCTV for the coming year of 2011, while some

WIN TOGETHER 6 new clients such as Guangdong Development Bank, Bank of Beijing, Sunshine Insurance and Happy Life Insurance took part in the auction for the first time. It was through the joint efforts of these diverse parties that the bids and pre-sale revenue attributable to the industry managed to record an impressive growth of over 50%. 4. Bids from home appliance industry grew by nearly 30%: Given that China’s home appliance market has been incessantly expanded and upgraded those home appliance companies that stick to branding over the years are now enjoying a bountiful harvest, with their 2010 sales performances all achieving record highs. Geared toward a new round of “five-year plan”, the industry is poised to see a sturdier and wider road ahead. For this reason, bids from such comprehensive home appliance manufacturers as Midea and Haier during this auction saw a continuous growth, while such Shuanghui, Master Kong, COFCO, JDB Group and McDonald’s, and segment market leaders as Gree, Little Swan, Joyoung and Galanz such liquor/beer producers as Moutai, Wuliangye, Yanjing, Tsingtao, and some small appliance manufacturers such as Vanward and Snow Breweries, Gujing Group, Luzhou Laojiao and Langjiu all Supor also attended the auction and put on impressive slot-buying participated in the bidding, which not only demonstrated the new performances. forces for the future development of the industry but also reflected 5. The traditional FMCG (Fast Moving Consumer Goods) the improvement of people’s life quality as brought about by industry: driven by the national policy of “boosting domestic demand consumption upgrades. and promoting consumption”, the daily chemical industry and food 6. Such emerging industries as new energy and tourism were & beverage industry have reached the phase of market integration, also highly noteworthy with the consumer goods undergoing upgrades, segment markets During this auction, brands like Sunrain, Micoe and Sangle led emerging and new brands making breakthroughs. In this auction, the solar companies in making record-high bids that totaled nearly such daily chemical companies as Nice Group, Shanghai Jahwa, 100 million yuan; the circulation and chain enterprises also became P&G, Liby and Blue Moon, such food companies as Yurun, Mengniu, the highlight of this year. In order to boost domestic demand, “to strengthen the construction of market circulation system” has been listed among the suggestions for the “12th Five- Year Plan”, which opens up a promising prospect for the circulation chain industry. Some channel enterprises such

WIN TOGETHER 7 as the home appliance chain Suning and the household products chains Easyhome, Red Star Macalline and Yuexing Group all put on impressive performances at the auction. With regard to the tourism industry whose status has been raised to that of a national strategic pillar industry, the total value of its bids has exceeded 250 million, recording an impressive 40% increase over the previous year. In this year the investments in the sector have The eastern coastal areas maintained a stable growth shown a shift from publicizing tourist attractions to promoting city momentum. Beijing and Guangdong Province continued to hold images, and from cities and counties to provinces, such as Shandong, the top two positions, with those eastern-China provinces such as Hebei, Inner Mongolia, Guangxi and Gansu. Jiangsu, Shandong and Fujian also showcasing impressive growth in Spurred by both the property market growth and the “going to bids revenue. the countryside” campaign, the household products and construction As the “Western Development” program accelerates, the materials industry has committed a total of 300 million yuan to the economic vitality of the interior areas of China has also become auction and pre-sale, with representative companies emerging in stronger and stronger. During this auction and pre-sale, the such segmented industries as paint, floorboard and furniture. western areas of China have demonstrated an accelerating growth 7. International companies increase investment in Chinese momentum; for instance, successful bids made by Sichuan and market and strengthen strategic layout Yunnan grew by 60% compared with previous years.

Geographically, bidders' distribution Bidding results show CCTV’s great more broadly and evenly achievements in programs reform Among China’s 32 provinces and autonomous regions, 29 The corporate clients’ advertising placement characteristics participated in this year’s auction and pre-sale. as revealed by the results of this auction and pre-sale not only

WIN TOGETHER 8 have highlighted the outstanding achievements of CCTV’s “news- programs-oriented” strategy, and also shed light on the fact that the two core competencies corporate clients most value are authority and credibility. TV drama resources were still highly sought after by corporate bidders. CCTV has invested heavily in acquiring new TV shows and putting together a stockpile of good shows for the coming year. demonstrate the abundant “fruits” of the economic development Assured by upbeat market expectations bidders fought for TV drama- during the “11th Five-Year Plan”, but also show the good expectations related advertising resources, which soon became hard to come business enterprises invariably hold toward the “12th Five-Year Plan”. by. Except for the few programs including the TV theater The success of this sponsorship rights, the other TV show resources we year’s auction and pre-sale included into online bidding and subscription have all also reflects the general been sold out in advance. In addition, the bids during this approval of the reform auction for TV drama-related slots have also substantially conducted by CCTV by increased. the business community. The increase in revenue of CCTV prime-time During this past year, advertising slots auction and pre-sale for the year 2011 in an effort to build its reflects the confidence of the companies both at home “core competence”, CCTV and abroad in the Chinese economy and Chinese market, conducted a thorough and and indicates that our economy will grow in a more stable deep-going reform in terms of its system, organizations, programs and quality manner during the “12th Five-Year Plan” period. The and talents management, with its screen image refreshed and participation of more than 300 corporate bidders in the auction also the watchability of its programs markedly enhanced, showcases the great thus having rendered its advertising resources more confidence and trust competitive. reposed by the business During this year’s auction and pre-sale, the news community. In 2011, programs are particularly popular with potential bidders. CCTV will deepen its As can be readily observed on the site of the auction, the reform and enhance the bidding war over news programs-associated slots were quality of its programs, rather fierce, with some companies looking poised to grab so as to present an even the spots suitable for their advertising needs. The bids grander “screen feast” for for the slots during the countdown to the “CCTV News” the 1.3 billion audience. grew 80%, with those for the “time check for On-The-Hour The network will also optimize the design of its advertising products News” slots increasing 50% and those for the slots following “CCTV and improve its customer services, in an effort to ensure each and News”and special slot A also registering a growth of 10%. All these every corporate advertiser secure the greatest possible value.

WIN TOGETHER 9 Luo Ming Attends the opening ceremony of CIAF

On October 22, the opening ceremony International Advertising Festival (CIAF) is the as platforms for further communication of the 17th China International Advertising most professional and influential grand event within the industry, including China Media Festival (CIAF) was held in the International in China’s advertising industry. It integrates Forum, International Creative Forum, China Exhibition Center in Nanchang, Jiangxi. 400 competitions, media exhibitions, equipment Automobile Brand and Culture Forum, 2010 media, over 40 thousands people in the exhibitions, business communication, and China Advertising Great-Wall Award, China advertising industry, as well as those from summit forums, providing the industry with Element Award and China Effie Award. the US, England and Japan, gathered in the a communication platform of extended After the opening ceremony, Luo Ming square and joined the pageant. professionality and coverage. The CIAF is had a meeting with Li Guoqing, Secretary- Luo Ming, Vice president of CCTV a mirror of the development of China’s General of the China Advertising Association, attended the ceremony and cut the ribbon advertising industry and an important and others, addressing on issues such as the at together with Liu Fan, Deputy Director window for exchanges between China’s and responsibility of media, and how to make of the State Administration for Industry & oversea advertising industry. a better use of the CIAF in promoting the Commerce, Li Dongsheng, Director of the The theme of the 17th CIAF is development of the industry. He Haiming, China Advertising Association, Yu Xinrong, “Advancing Industrial Promotion, Extending Deputy Director in the CCTV Advertising Secretary of the Nanchang Municipal Party Innovative Production, and Promoting Operation & Management Center, Chen Committee, Chen Junqin, Acting Mayor of Commercial Cooperation”. Apart from the Rongyong, Director of the Marketing Nanchang, and Alan Rutherford, Chairman information in the exhibition stands provided Department, have also attended the opening of the International Advertising Association. by the participating media, enterprises, ceremony. First held in 1982, the China there were also a dozen of activities serving

WIN TOGETHER 10 CCTV Exhibition Zone Draws High Attention in the CIAF

The Festival is not only a gathering the center of the zone, indicating the great A small-sized audiovisual studio was set event for people, but also a stage for media strength and profound culture of CCTV. in the tree trunk. CCTV has specially made to showcase their power. Over 100 media Surrounding the tree trunk were the 3D versions of image films such as the made their manifesting shows in Nanchang, supporting walls, on which there were ink-and-wash film “Our Brand, Our World” adding vigor to the already heated scene. the reforms of news and channel system and the “Fruit of Reform” for the Festival. For those who just entered the made since 2009 were posted. The reforms Visitors can watch these films on the ring- television media zone, an exhibition zone underlining the big progress CCTV has shaped screen with 3D glasses which are with the shape of an eye-catching white made on its way to a “first-class media in available from the working staff. palace was right the exhibition stand of the world” and the new images of all the CCTV. A gigantic red tree trunk stood right in channels.

WIN TOGETHER 11 Vice Editor-in-Chief Cheng Hong Attends the Midea’s Ceremony

WIN TOGETHER 12 On October 29, Cheng Hong, Deputy Editor-in-Chief, and Vice Editor-in-Chief He Haiming, Deputy Director of the Advertising Center, went to Shunde City in Guangdong Province for the ceremony Cheng Hong Attends the of the Midea Group. The ceremony was held to celebrate the achievement of 100 billion sales volume, as well as the Midea’s Ceremony completion of the headquarter building. Midea Group, one of the largest manufacturers of comprehensive domestic appliance, created a sales volume record of RMB100bn has appeared on the “Year Year’s Eve countdown” for 12 years. It has by this October. The Group is now expecting its total sales also bought “Midea Time” during FIFA World Cup and the Olympic volume to reach RMB110bn in 2010. Midea made an official Games for four times. Responsible persons in Midea Group talked announcement of its strategic plan for next five years after the with Cheng Hong, saying that the cooperation with CCTV had greatly ceremony: “build another Midea”, achieve a sales volume of promoted the brand influence of the Group, and contributed a lot to RMB200bn by 2015, and strive for the goal of becoming the the rapid growth of the enterprise. Midea will keep investing in CCTV top 500 in the world. with larger volume in the year 2011. During the talks, both parties Midea Group has a 20-year cooperation history with CCTV. have communication and discussed upon the Group’s advertising It has been bidding for the Prime Resource for 15 years, and investment strategies in CCTV in the future.

WIN TOGETHER 13 Thoughts on the P&G Global Suppliers Conference

Zhu Bin

Innovation is the blood of an enterprise During the conference, top managers of P&G, including the Global CEO, CFO, Brand Construction Officer and the Chief Technology Officer, introduced the situation of fresh developments and the strategy for further growth of the company. What impressed us most is the changes made by P&G. There are three aspects concerning the changes made by P&G: First, more concentration was attached to innovation. Invited by P&G, He Haiming, deputy director of the Bob McDonald, global director-general and CEO of P&G, has Advertisement Operation and Management Center, and his two made a comprehensive introduction on P&G’s future development colleagues attended the P&G Conference of Global Suppliers in strategies, business layout and goals in the conference. He put special Cincinnati from 2nd to 8th October 2010. emphasis on the innovation ability, especially the ability in innovating P&G, founded in 1837, is one of the largest global companies P&G’s relationship and cooperation mode with its major suppliers. that provide consumer products. P&G established Guangzhou P&G, Innovation is nothing abstract for P&G. Being the forerunner in the the first joint venture in China, in 1988 and launched its business modern marketing of brands, from the releasing of “Ivory Soap” in adventure in China. Being a strategic client and partner of CCTV, P&G 1879 which has gained great popularity to being the first sponsor of has been participating in the Prime-time resource bidding since 2003 “Soap Drama”, P&G has never lacked innovation since the beginning. and come out top in terms of bidding amount through the years. It is the first foreign company that has ever brought consumer Attending the Global Supplier Conference is, on one hand, to surveys, an approach with great range and depth, to China, as well as improve the communication with client and the cooperation of the the first enterprise that has started the campus recruitment. two parties, one the other hand, it is a good opportunity to gain At present, P&G innovation is no longer limited in that of some knowledge about the American media, specially the current technology, supply chain or products, but is more focused on situation and future of the TV media market there. innovating the mode of innovation itself.

WIN TOGETHER 14 One example is that the product innovation no longer refers to the term Research & Development, but called “communication & development”, because the process involves the enhancement of the communication between different technologies, disciplines, regions and operational departments, with special emphasis put on the cooperation with external partners. 50% of the research and development projects in P&G China are carried out via “communication & development” so far. Second, more attention is paid on the emotional connection with consumers. The traditional P&G advertisings have a clear focus on the don’t feel well, watch them competing, and celebrate their victory functionality and benefit of product, e.g. Crest promotes the concept with in the crowd with tears or laughter. Through these pictures, of “preventing tooth decay from the root”; Safeguard and Chinese we can see a P&G that is putting more emphasis on the concept of Medical Association (CMA) on “health, sterilization, and skin care”; family and the emotional aspect in life. shampoos on “anti-dandruff, health, and smooth”, etc. Each of Third, highly diversified and integrated promotion channels of them reflects the goal and pursuit of the brand. However, P&G has brand. more emotional pursuit in their brand promotion. In the global In July, the International Olympic Committee announced in supplier conference, a promotion video called “Support the Olympic London that it is will build a more extensive global partnership with Mothers” was put on the screen of the hall. In the video was not the P&G in the next 5 Olympic Games from 2012 to 2020. As a daily conventional image of competing athletes, but a series of pictures chemical enterprise, P&G is the rare case that has become the with daily touch: the Olympic athletes are growing up with the top partner of the IOC and promotes the brand with such a grand tender care from their mothers from infancy stage all the way to the platform as the Olympic Games. competition stage. The mothers take them to the doctors when they Apart from its relationship with Olympic Game and the approach of brand promotion by grand sports events, P&G also made an explicit introduction of the Old Spice. Old Spice is a daily care product series designed for male, including bath foam and sports perfume and other types of male-oriented products. The outdated brand image and the straight and narrow strategy in advertisement resulted in a just passable sales volume which has been outperformed by Axe, a brand of the Uniliver family. In February this year, the Polish advertisement company Wieden+Kennedy made an advertising film for P&G US which was later awarded in the Cannes Lions International Advertising Festival. P&G made an even more careful

WIN TOGETHER 15 A conference with thousands of attendees There is nothing new about conferences and meetings. We are well experienced in communication platform and tool called conference marketing, such as seminars, forums, summits, and promotion conferences. So what was so different about this conference in the move in choosing the platform for the release. The film is put on far USA? With a double-mind of learning and criticizing, we attended the 30-second advertising interval in the Super Bowl, and then P&G the P&G conference and were shocked in a different way. opened an Old Spice Channel on YouTube, making the best use of The first thing that has impressed us is the careful and detailed the resources of the leading internet video website. The company preparation. also launched a series of questionnaire projects on Twitter and After we decided to attend the conference, the preparation Facebook which has gain great effect from these interaction websites team soon applied our E-mail and gave us a link, apart from the and combined the video promotion with the internet community welcome words, to complete the registration information online marketing, generating a fast and effective propagation and great for the detailed activities. The organizer has, besides the general sensation. The visit capacity of the film reached 20 million in the first assembly, arranged different branch halls, supplier exchange forums, three days, and is expected to be the most popular internet virus discussion forums on sustainable development and other activities video of the year. According to the statistics by Nielsen NetRatings, which provided to the attending parties an integrated platform the film has not only drawn attention from the target male group for more market expansion opportunities. The attending parties between 21 and 35 but also the female group with 38% of the total can choose freely between the activities according to their own visit capacity contributed by females. The spokesman of Old Spice timetable and needs. The accommodation needs of attending guests said that the Old Spice is already the NO. 1 male bath and perfume were also taken into consideration by the preparation team. They product in the US in terms of sales volume. recommended hotels next to the conference center, so that the attendees can visit the website of the hotels for reservation.

WIN TOGETHER 16 There was also other information in the E-mail, such as the entered the hall after waiting in the line for no longer than 5 minutes. clothing requirement or even the weather report for the conference The sign-in process was amazingly smooth and efficient. period, which greatly helped our preparation works. Cross the international date line We were also impressed a lot by the orderly reception work in the conference hall. again In the first day of the conference, number of people present After the short but fruitful visit to the USA, we were about to reached 1600. All guests would choose different sign-in table leave for China. We had to catch up on jet lag again. We were learning according to the type of the institution they represent and the initial everything from the environment like sponges in water all through letter of their names. The conference was scheduled to start at 9am, the conference days which were saturated by meetings and visits. but the breakfast had already served since half past 6. The sign-in We understand this: P&G changed because the consumers and the table started to let people in at 7am and left 2 hours for the guests markets are changing. It is the same in both the East and Western to enter the hall. The pressure came along with the large number of world that people need to “advance with the times”. We have no people attending was released by the sufficient time left for the sign- reason to not lead the market in reform with our clients. in process. There were less than 10 personnel working on the sign-in tables, however, thanks to the careful plan in the preparation phase, we got our chest cards with names, agenda, and seat number and

WIN TOGETHER 17 Chen Rongyong Participates in CIAF Series Activities Fan Sufeng

On the morning of October 23, 2010 complement the traditional media with its Summit of Interactive Internet Advertising advantage, so the joint interactive marketing of China was held in the Multifunction Hall of both traditional media and emerging of Nanchang International Conference & media would attract more and more Exhibition Center, during which the strength attention. and influence of traditional media and Director Chen Rongyong indicated that, Internet media, the cooperation between TV technologies had developed extremely During October 23 to 24, the traditional media and Internet media and fast in recent years, especially after the authoritative lectures including 2010 China the integrated development of traditional advent of the Internet, which greatly Media Tendency Forum and Summit of and Internet media were discussed. The promoted and extended the functions of Interactive Internet Advertising of China, guests present at the Forum indicated that, TV. However, “on-the-spot sense” is still prize awarding activities represented by the traditional media represented by TV most essential no matter how media forms China Advertising Great-wall Awards and was the most influential media, whereas and communication channels change. In China EFFIE Awards, as well as other series the emerging media including Internet could particular, audience more earnestly desires activities represented by the Ninth University Students Advertising Art Festival Academy Award giving activity were held during the Nanchang Ad Festival, which attracted numerous participants. Chen Rongyong, director of Marketing Department of CCTV Advertisement Operation & Management Center, was present at 2010 China Media Tendency Forum, China Advertising Great-wall Awards Ceremony and other activities and communicated with the practitioners and enterprises in the circle. 2010 Summit of Interactive Internet Advertising of China

WIN TOGETHER 18 to have a responsible platform that can deliver true and reliable information in the complex information environment. From the perspective of advertising management, TV advertising revenue is still growing at a higher growth rate than that of traditional media. CCTV has put forward large advertising projects and ads of different time intervals to meet the heavy demand of many customers. While talking about the competitiveness of media, Director Chen Rongyong indicated that, each medium needed to build its own core competitiveness; CCTV has made great on publicity were discussed; in addition, the expanded. In the advertising marketing of efforts in this aspect. For example, it has successful experience of media on content this year, especially the marketing on the achieved great improvement and effect innovation, operation breakthrough and South Africa World Cup, CCTV advertising on the response speed, news depth and media-advertiser win-win cooperation was platform was extended from TV to China broadness and exploration into the events shared among the participants. Network Television, and even to bus TV and behind news in news report, which not Director Chen Rongyong delivered airport media in the advertising bidding in only wins the recognition from domestic a keynote speech entitled “Integrated 2011. In addition, CCTV worked out some audience but also enables CCTV to occupy Development Trend of TV Media”. He said new modes in ad sale and implementation, an advantageous position in international that, TV was the most important media; including online bidding and the integrated arena; besides, CCTV tries to be more traditional media, especially TV, boasts great marketing with taobao.com and customer professional in financial programs, enhances advantages, which originates from its high groups of taobao.com during the World Cup. the cooperation with international finance ability in content collection and production Besides, CCTV also attempted to conduct field and reinforces its influence constantly. as well as the most extensive target online and offline integrated marketing 2010 China Media Tendency groups; CCTV launched vigorous internal during the South Africa World Cup. For Forum integration from 2009, including integrating the selection of “My Team” with the title On October 23, the “2010 China Media news resources by establishing News sponsorship of Haier, offline selection was Tendency Forum” was open at Nanchang Center, integrating talents by introducing conducted in various cities of China before Ad Festival. On the Forum with the theme competition mechanism, and integrating the World Cup. Meanwhile, online selection of “Releasing Annual Trend Report and channel and program resources by channel was conducted and the final team showed Diagnosing Media Operation for Future”, the reform, which greatly improved audience up at the program of “World Cup Feast”, macro environment and operation trend of rating and enhanced influence. which enabled Haier to achieve sound Chinese media in 2010 as well as the new As to advertising management, CCTV publicity effect through online and offline understanding and demands of advertisers advertising platform has been greatly interaction.

WIN TOGETHER 19 2010 China Advertiser Great-wall Awards • Figure Award”. In three propositions established by the “Ninth Great-wall Awards Ceremony addition, more than 20 companies won the University Students Advertising Art Festival On October 23, the 2010 China awards of “Reliable China Famous Brand Academy Award” were released and CCTV Advertiser Great-wall Awards Ceremony among Consumers”, “Brand Marketing - Gold offered the proposition of “Thesis Award”. was held at Nanchang International Prize” and “Top Ten Honest Advertisements Chen Rongyong, director of Marketing Conference & Exhibition Center, attracting Award” respectively. A total of 31 media and Department, CCTV Advertising Operation & numerous participants including leaders of advertising agencies including CCTV won Management Center attended the launch famous brands and enterprises in charge “Golden Partner” Award. ceremony. of advertising. Director Chen Rongyong The Ninth University Director Chen Rongyong delivered attended the ceremony as an award- Students Advertising Art speech at the launch ceremony. He said that, presenting guest. Festival Academy Award advertising was regarded as an important The ceremony was open in the Launch Ceremony part of the creation industry, and advertising prelude of the loud “bugle of assembly On October 24, the “Ninth University was a significant aspect in socio-economic blown by the soldiers of the Red Army”. A Students Advertising Art Festival Academy development. Advertising is a kind of total of 100 company leaders in charge of Award” Launch Ceremony organized by productivity, which can promote social advertising including Gao Dekang, chairman China Advertising Association was held consumption. In addition, it is an important of BOSIDENG and Dong Liying, executive at Nanchang International Conference & way to create brands. Apart from creation, director of Cnnice won the “China Advertiser Exhibition Center. During the ceremony, publicity is also indispensable to advertising. Both the advertising industry and academic field need to conduct deep research on the selection of advertising medium, the evaluation of advertising effect, the effect of advertising on consumers, the role of advertising in increasing consumption, the core value chain of advertising industry and the driving force of advertising for economic growth. CCTV expects to probe into these issues together with nationwide university teachers and students.

WIN TOGETHER 20 WIN TOGETHER 21 Brand-New Look For CCTV News (English) in November

At present, English News Channel has the news debut release ratio of 45% and news self-gathering ratio of 25%; after the revision, the news debut release ratio will reach 50% and news self-gathering ratio of 35%. After the revision, the Channel will adjust the broadcasting time of key news programs according to the prime time of Asia, Europe and America and increase news update volume to meet the demands of the audience in different regions. According to the audience performance survey report above, the audience performance of CNN and FOX increased significantly at weekend than other time, CCTV’s English Channel was relaunched as CCTV NEWS on April 26, 2010, and its and the special program arrangement for audience performance improved significantly. According to the Survey Report on Audience weekend is popular among local audience. Ratings for CCTV NEWS in the Greater Los Angeles Area (June 21-27, 2010), provided by CTA, English News Channel also plans to make the gap between CCTV NEWS, after the revision, and international mainstream channels like special arrangement for the programs on CNN and BBC was narrowed. The audience share in that week was as follows: CNN 14.48%, Saturday and Sunday so as to make its FOX 13.42%, CCTV-NEWS 13.06% and BBCAM 1.34%, indicating that CCTV-NEWS had almost programs more attractive to the audience in the same audience share with CNN. Europe and America. In order to highlight “Chinese viewpoint, oriental perspective and internationalized expression” and emphasize the positioning of CCTV to “link to Asia for you”, CCTV decides to 2. To realize intensive adjust the English News Channel in all-round way in mid November. production for feature programs and arrange the 1.To optimize channel arrangement, enhance pertinency and broadcast of programs arrange key news programs at the prime time of Asia, Europe precisely and America There are eight feature programs after

WIN TOGETHER 22 programs in balanced way in the program arrangement of the channel in a whole day.

3. To enhance the report ability of “making China as the center” and significantly increase the report of Chinese news and the international news related to China

All the 30 emergency report stations in China will be equipped with English reporters by the end of this year. In addition, 22 bilingual (Chinese-English) and trilingual (Chinese-English- French; Chinese-English-Arabic) reporter teams will be organized in the head office in Beijing to be responsible for the interview and report of important domestic news and significant sudden incidents. Efforts will be made to expand overseas accredited reporter team to cover about 20 cities by the end of this year from 12 cities now in Asia as well as key areas in America, Europe and Africa, so as to significantly improve the capability of English News Channel in sending back report at the site where international news originates from.

4. To further improve CCTV-2

Efforts will be made to enhance the cooperation with CCTV Economic Department and integration, which are Rediscovering China, CCTV-2, diversify the content of financial report, improve the ability of reporting important Story Board, Discovery, Nature and Science, financial news in in-depth way, emphasize the relationship with Chinese market in reporting Travelogue, Center Stage, Learning Chinese other capital markets of Asia and highlight the Chinese elements in financial report. and Cross Over. These feature programs are all produced by the Program Department of 5. To improve Dialogue, China 24 and other brand programs Foreign Language Channel and provided to and remake the program of Asia Today English, Spanish, French, Arabic and Russian channels for broadcast. As to the program “Dialogue”, significant news events In order to meet the demands of the happening on the very day will be commented on, pre- audience in different regions, English News recorded programs will be reduced significantly and Dialogue Channel will reduce the broadcast volume of (weekend version) will be launched. feature programs in the afternoon (Beijing As to “China 24”, program positioning will be further time) and increase that after midnight enhanced, the in-depth news interpretation and survey- (prime time of Europe and Africa) and in type news production will be reinforced, and details will be the morning of Beijing time (prime time improved to make the programs better. of America), so as to broadcast feature The program “Asia Today” will be revised radically to

WIN TOGETHER 23 highlight the philosophy of “linking to Asia for you”. First, the broadcasting time will be clock on-duty system of editor-in-chief, adjusted from 23:00 to 22:00 (first broadcast); secondly, to intensify the involvement of the planner, reporter, editor and commentator, accredited reporters and commentators in Asia in the program and ensure there are video coordinate the forces in earlier and later contact or telephone contact with accredited reporters or commentators or comment from stages of production in time, improve the them in every day’s program. planning and organizing ability of news programs and enhance the timely combined 6. To further improve package and create professional, report ability on significant news and sudden fashionable and internationalized brand logo incidents. In addition, efforts will be made to match the emergency response mechanism 1. To create internationalized ID logo of this channel and broadcast the LOGO more of the News Center. frequently to create famous and popular brand; 2. To establish capable interview team 2. To enhance the making of publicity trailer in professional way and deliver the mission rapidly. Efforts will be made to reach the and philosophy of the channel goal of having ten English reporter teams for 3. To improve caption, chart title and guide view system English channel and three teams for Spanish, 4. To enhance the maintenance and adjustment of studio; French, Arabic and Russian channels 5. To standardize the image, clothing and makeup of hosts and establish management respectively by the end of this year. mechanism 3. The news production management procedures will be established according 7. To promote the channel to operate in professional and to international standards. The standard efficient way with channel revision procedures on topic selection, planning, resource, text, image, sound, broadcast, 1. To establish the sudden incident fast response mechanism based on the DESK material, package and other links in news mechanism of foreign language channels. Efforts will be made to establish the around-the- production will be established. 4. To formulate the news production standard that matches up to international standards. Press Handbook will be compiled and efforts will be made to improve the news report ability of reporters and editors by lecture, training and other methods. In addition, efforts will be made to make “the talents on translation” become “the talents on news”. A group of personnel in later stages of production will be cultivated to have interview ability as reporter, so as to “be editor inside the TV station and reporter outside the TV station”.

WIN TOGETHER 24 WIN TOGETHER 25 Vision China Media Joins Hands with CCTV to Create a New Mode of Integrated TV Media Publicity

Apart from adopting the new mode of online bidding, another highlight of “2011 CCTV Prime Advertising Resource Bidding” is that the outdoor video media represented by Vision China Media is integrated into the prime advertising resource bidding. This exerts a positive effect on the marketing of traditional TV and new media.

Innovation of traditional TV: Building a new seamless publicity platform with “high audience rating indoors at night supplemented Source: CTR, Overview of China's Media and Consumption, 2008Curve of Contact Time of by daytime outdoor audience rating” Traditional TV Media and Outdoor Mobile TV Media —Audience rating of traditional TV media —Audience rating of outdoor mobile TV CCTV, as the “aircraft carrier” among traditional Chinese TV media, has become the rare resource that numerous advertisers In light of the innovative cooperation between Vision China compete for with its unique resources and advantages in audience Media and powerful traditional media, Tian Tao, Deputy President rating. While the high-end traditional media represented by CCTV of CTR recognized the dominant position of TV media, thought is becoming increasingly popular in the market, outdoor mobile that bus mobile TV and other new media had stepped from the TV, as a kind of new media that has developed rapidly and become stage of claiming markets by making preemptive investments into mature in recent years, has been deeply embedded into daily life of the mature development stage featuring continuous growth, and urban citizens. Compared with the high audience rating achieved emphasized that the integration of traditional media and new by traditional TV at night, outdoor mobile TV firmly catches the media would generate the collaborative effect of “1+1>2”. The attention of urban citizens in daytime. The market research data successful cooperation with CCTV prime advertising resource bidding of CTR indicates that, Vision China Media attracts loyal viewers fully displays the right of say and influence of mobile TV media in in daytime, especially during the peak hours in the morning and numerous publicity channels and ushers in the advent of the era of afternoon, and exerts lasting influence on urban white collars. the all-round and three-dimensional publicity of TV media.

WIN TOGETHER 26 traditional media in integrating publicity mode, but also an important opportunity for excellent new media to diversify client industries and upgrade media value. Liu Xiaojing, CCID Consult of General Manager of Consumer Electronics Industry Research Center, indicated that, “Vision China Media has taken marvelous actions in recent years. It got listed at NASDAQ Stock Market fast to accumulate capital first and then merged the largest subway TV advertising operator of China Digital Media Group Company Limited (DMG) to basically realize the full coverage of ‘bus plus subway’ in China. The cooperation with CCTV this time will bring dramatic collaborative impetus for its development and operation and help it consolidate its leading position in outdoor digital mobile TV field.”

Li Zhi, the senior analyst of Enfo Growth, thought that, “On the one hand, CCTV provides one-stop preferential purchase service, Professor Yu Guoming, who is Deputy President of School of which helps advertisers realize the full publicity effect covering Journalism and Communication, Renmin University of China & daytime and nighttime, indoor publicity and outdoor publicity and President of Public Opinion Research Institute of Renmin University of all categories of people. On the other hand, Vision China Media China, thought that, “The strategic cooperation between traditional can fully utilize the excellent advertising clients resource of CCTV to media and outdoor mobile media objectively builds a new seamless attract the attention of more advertisers, especially the advertisers publicity platform with 'daytime outdoor plus nighttime indoor that have never launched advertisements on outdoor new media, publicity', which will undoubtedly exert a positive and profound effect and establish new marketing channels. It is noteworthy that the on the exploration and innovation on the integrated publicity mode cooperation is expected to become a model for the cooperation of traditional Chinese media and new media”. between traditional media and outdoor new media to promote the further integration of traditional media and outdoor new media.” Opportunity for new media: Sharing high- end advertising clients resource to upgrade media value

For many analysts in the industry, the “marriage” of CCTV and Vision China Media is not only the innovation of powerful

WIN TOGETHER 27 Music Film Love in South of the Yangtze River aired on CCTV Song Qing

On September 28, Love in South of the Yangtze River ushered in and Zhejiang, and meticulously select filming base.The crew brings premiere ceremony at China World Hotel in Beijing, this music film together domestic and international professional elites to set up a was sung by the famous singer Tan Jing and starred by Tong Dawei creation team with over 100 members and the acting cast with 500 (a popular TV and film star), and Mandy Lieu (a supermodel in Hong members. The crew deploys a large number of international cutting- Kong). Through the early planning and careful creation in the past edge video equipment, rents film base of Shanghai Film Group to year, Love in South of the Yangtze River has been formally aired via build the largest studio throughout Asia, constructs Yangtze River, “Music Television Broadcasting For Famous Companies” on CCTV- gardens and other grand scenes. The film features graceful style and 3 since October 1, thereby giving publicity to the majority of the profound meaning, which telling a beautiful fantastic story of the televiewers. legendary south of the Yangtze River through the wonderful song and Jiangsu Longliqi Bioscience Co., Ltd has invested into Love in creative shooting. South of the Yangtze River with almost ten million yuan, with famous During the film creation period, Xinhua News Agency, CCTV, composer Wang Xiaofeng and the director Tong Nian jointly creating Dragon TV, Beijing Youth Daily, Ta Kung Pao, Tencent, Sina, Sohu and music and lyrics. Beijing Taiyang Shenghuo Advertising Co., Ltd is other media make tracking coverage. On the date of starting up, commissioned for creative planning, filming and production. It is “Evening News” of CCTV made news coverage for up to one minute, reported that this music film entitled Love in South of the Yangtze thereby arousing strong concerns and great echoes. River enjoys new creative ideas and classical planning, which has Music film, as a new communication mode for corporate lasted for nearly one year. Director and creators in chief made careful culture, has been increasingly favored by well-known enterprises. surveys, and collected a wealth of information in Beijing, Shanghai Enterprises, as the subject of economic and social development, have

WIN TOGETHER 28 witnessed that the corporate culture has become an important part of contemporary culture. In the fierce competition, enterprises can only enable consumers to accept the corporate culture influences, set up favorable impression and loyalty for the brands by means of shaping brands and products into organic complex carrier with complete humanistic and human nature and taking advantage of new communication modes. “Music Television Broadcasting For Famous Companies” on CCTV-3 takes a creative way for the organic integration of corporate information, video art and corporate culture. In this way, general televiewers can not only enjoy the beautiful songs, colorful frames and other audio-visual arts, but also fully savor the rich culture exploring the places faraway contents of enterprises and enjoy the endless charm of brands. Xu Zhiwei (Chairman and President of Jiangsu Longliqi Bioscience By illustrating the journey with creative shooting, Love in South Co., Ltd) expresses as follows: Longliqi is engaged in such an industry of the Yangtze River seeks after three “Combinations”: the perfect related to fashion, beauty and health. The reason for Longqili’s heavy combination of wonderful style and landscape in South of the Yangtze investment in this music film to reproduce beauty and grace is to help River and brand culture of Longliqi to present warm and harmonious people appreciate healthy, beautiful and fashionable brand strength; Oriental Legend of Longliqi; the combination of approaching World and witness the artistic, dynamic, elegant business charms. Longliqi Expo and brand connotation of Longliqi to shape up the fashionable will invest heavily to gradually spread Love in South of the Yangtze international brand image of Longliqi; the combination of marching River to various countries around the world so that worldwide people towards to the sea and the century-old brand wisdom of Longliqi understand the south of the Yangtze River, understand Longliqi and to convey the universal love of Longliqi embracing the world and promote this national brand.

WIN TOGETHER 29 “Ice Hockey Girls” Honored at Milano International FICTS Festival

On November 2nd, the 28th Sport Movies & TV Milano International FICTS Festival successfully concluded. The documentary produced by CCTV Sports Channel, “Ice Hockey Girls”, won the “honorary wreath award”, the highest award in the category of “Olympic spirit and values”. There were nearly 1,000 sports-themed movies and TV works entering the contest for the awards of the seven categories of “Olympic spirit and values”. The annually-held Sport Movies & TV Milano International FICTS Festival is the most important worldwide festival dedicated to sports television and Télévision Sportifs) and the IOC, widely hailed as the “Oscar” in the movies, co-organized by the FICTS (Fédération Internationale Cinéma circle of sports film and TV. CCTV Entertainment Shows Re-seizing Vantage Point in Audience Rating Market

In October, the competitive pattern of national audience rating in September, with “Chia Tai Varity Show”, “An Exciting Moment”, market for variety shows underwent a fundamental shift, with CCTV “International Realm of Art” and “We Are Really Good At It” from variety shows re-seizing the vantage point. There were a total of 13 CCTV -1 occupying the top four positions and 7 programs from CCTV- regular variety shows from CCTV making the top 20, two more than 3 making the top 20.

CCTV Met with Taiwan CTS

On November 3rd, Vice President of CCTV, Sun Yusheng, CCTV and CTS can be further strengthened by establishing a news met with the delegation led by the General Manager of Chinese exchange mechanism and a guest anchorman mechanism. Mr. Wang Television System (CTS), Mr. Wang Linxiang. Mr. Sun noted that CCTV Linxiang expressed his hope that the two networks shall deepen is fully engaged in promoting the construction of communication mutual understanding and expand collaborations in the future, while capabilities by accelerating the construction of video posting also offering to assist CCTV-4 in foraying into Taiwan. CTS belongs platforms, domestic breaking-news reporting stations and overseas to Taiwan Broadcasting System and is one of the five wireless news bureaus. He further remarked that cooperation between broadcasting TV stations currently operating in Taiwan.

WIN TOGETHER 30 “Asian Games in China” Will Hit CCTV Sports Channel From November 7th to 11th, the full-length documentary “Asian Game in China” will be aired on the CCTV sports channel. As the third full-length documentary presented by CCTV Sports Channel after “Our Olympics” and “China’s Memories of Ice and Snow”, it revolves around the two Asian Games held in China during the 20-year span and vividly demonstrates the developmental course of Chinese sports as well as the Chinese economy and society.

Great Wall (Southeast Asia) Platform Launched in Singapore Recently, Chinese TV Great Wall (Southeast Asia) Platform went into operation in Singapore via Kylin TV’s IPTV service platform, thus further strengthening its coverage of Southeast Asia. Under the cooperation program, Kylin TV is authorized to air the programs from Great Wall Platform’s 18 channels via its IPTV service platform by means of public internet transmission technology, including CCTV-4 and CCTV-News. Previously, Great Wall (Southeast Asia) Platform has already been in operation in Malaysia since October, 2009.

CCTV-News Recruits Hosts As CCTV’s latest move in comprehensively strengthening recruitment for hosts. The purpose of the recruitment is to its international communicative ability, English News Channel is select, in a wide scope, the excellent personnel with international to launch an open national recruitment of hosts of English news communication ability and to enhance the transmission and programs since Nov. 11, 2010. influence of CCTV English News Channel. It will be the first time for CCTV to have an open, public

WIN TOGETHER 31 Langjiu: A Legend of an Emerging Brand Chen Gang Professor of Peking University

In 2001, Langjiu had a deficit of RMB150 brand. million which contributed to a total liability Langjiu has chosen CCTV as its partner of RMB1.3 billion. However, by 2008, Langjiu in advertising since the beginning and was ranked among the top three in Chinese continued the investment till now. I think liquor industry and its sales volume in 2009 this is not a common case since not all ballooned by 5 times as compared to the the enterprises would do this. But we can one made in 2004, since then, Langjiu brand observe from the statistics that 93% of the has been well established in the people. advertising investment Langjiu has made How did they achieve this? I think the secret was in CCTV. Meanwhile, Langjiu put special of Langjiu lies in a short phrase: Brand emphasis on the preferable peak viewing Innovation. last decade. Later in 2004, Langjiu Group hours and related itself to the important Langjiu was already a well-known brand defined the value and image of the Langjiu events, projects and activities. Started from in 2001, but it was considered as a low-end brand by introducing “Chinese Lang, the a singular point, Langjiu’s advertising has brand which was marginalized by the market. Highflying Spirits”. There are still many famous grown into a direct channel connecting the There are a series of challenges standing on brands which ring a bell to the consuming consuming community and finally pushed Lanjiu’s way to emergence, such as how to community but would never lead to any kind the brand to an interaction stage. integrate into the traditional Chinese liquor of imagination. But the “Chinese Lang, the Langjiu’s advertising investment in CCTV the freshness and liveliness of the time, Highflying Spirits” is already an established contributed a lot to its current achievement. creating a high-end and fashionable image brand of our time after 6 years’ cultivation. It It was determined in investing in the CCTV without following the beaten track? How to appeals to the consumers and can reaches to platform even in situations where the capital make breakthroughs in marketing in terms a level for communication. People would talk is quite limited. For example, Langjiu didn’t of product and channels? How to establish about it and would like to do so. have enough advertising budget for 2004 the brand ASAP with limited capital? How to establish the brand and add Athens Olympic Games period, but it still Before the external effort made in value to it is just what langjiu is good at. One chose to invest in the 5-second advertising building the brand, Langjiu first introduced of the key approaches made by Langjiu is version and grasped the rare opportunity for internal reform which, bringing a new culture that it has chosen to cooperate with leading the promotion of the brand. to the company, has laid the first stone for platforms in full scale and with constant further development. On the production level, investment. By making good use of big the efforts have been made in optimizing events, Langjiu created its “Points, Surface the production lines and building the brand and Channels” which are then adjusted and power which well adapt to the developing integrated into a growing brand power in trend in the Chinese liquor industry in the different development phases of Langjiu

WIN TOGETHER 32 Simple Reflections on the Brand Building of Yanghe Zhu Wei Marketing Director of Jingsu Yanghe Brewery co., Ltd

Reflection 1: The audience rating Reflection 5: Undertaking the social should not be counted as the criterion for responsibility of a brand as a corporate the selection of TV media. For purchasing TV citizen. A brand derives its success from media resources, What we need are not just the recognition and support of consumers, quantitative factors such as GRP and cost per so an enterprise in building up its brand thousand people, but also qualitative factors should not engage itself in seeking brand of public creditability and influence, etc. communication merely for enterprise Actually it was based on such considerations benefits. Instead it should be more actively that for the recent year when cooperating involved in constructive activities of good will with CCTV Yanghe seldom took into account the publicity under a proper pace，such as and social responsibility. For the next step, the audience rating of a given program. 2010“CCTV Youth Singer TV Competition” Yanghe plans to invest in and give support to Reflection 2: CCTV is, more than integrated publicity campaign, during which CCTV`s public service ads to help spread the an advertising platform, a platform for the event of “Buy Yanghe, Get Lenovo spirit of public service and do its bit for the integrating media resources. During the past Laptops” was offering consumers the social development. several years, Yanghe, just like Langjiu, has opportunity to earn themselves laptops Reflection 6: Brand building is not just given absolutely full and concentrated play to through watching the TV competition. about doing commercials. We can deduce CCTV platform nearly without any regard for Reflection 4: A belief in the strength of from the dialectic relations among strengths other TV resources, because CCTV is, more traditional media. Despite the fact that in the of products, sales and brand that, brand than an advertising platform, a platform for era of pan-media, media competition and building should not be regarded as discrete integrating media resources. Its advantages development have distracted consumers commercials. It might as well be a better in integrating media resources were fully among various new media. TV remains to and enduring option to take use of ads demonstrated in Yanghe’s title sponsorship be the king of media and CCTV remains to instead of relying on it, and mainly focus on for the 14th CCTV Youth Singer Competition be the king of media in China. As for new products and sales for the sake of promoting this year. media, there is no brand that has been built and completing brand building. I think it Reflection 3: Creating good interaction up from scratch or grown strong from weak also coincides with CCTV`s perspective through the combination of aired and by the means of new media. Actually when for an enterprise to achieve sustainable ground publicity. In recent years, Yanghe we look back to the platform of CCTV, a development rather than a fleeting success. has put great emphasis on aired advertising solitary CCTV-5 has brought several Jinjiang as well as supplementary ground activities brands into a wider recognition and dynamic and their mutual interaction, and kept development.

WIN TOGETHER 33 Television Advertisement in China

Chen Rongyong Marketing Director of CCTV Advertising Center

(MAIN TEXT) Since 2009, China has entered an economic transmission period from export driven to domestic consumption driven. The year 2011 would be critical for this course. In this context, it is necessary for many Chinese companies and foreign companies to come to the Chinese market to intensify their brand marketing efforts on the domestic market. And in the process of promoting consumption and brand marketing, media plays a critical role. TV media is the No. 1 On the 1st China TV Station Directors Forum in 2007, Liu Yunsha,

On Oct. 22-26, the 11th Western China International Fair was Head of Propaganda Department of the CPC Central Committee, staged in Chengdu with the main theme “Green Changes Lifestyle, first defined television as the “No. 1 media in today’s society”. This Technology Leads to Development”. The event was jointly hosted highlighted the most important feature of the Chinese media market. by ministries and committees including National Development and Reform Commission, Ministry of Commerce, Ministry of Industry and Advantages of TV media become prominent in Information Technology, Ministry of Science and Technology, Ministry the time of information flooding of Agriculture and State Administration for Industry and Commerce, co-hosted by State-owned Assets Supervision and Administration The communication environment we face has been changing Commission of the State Council, supported by Ministry of Foreign hugely with the innovative evolvement of information technology, Affairs and organized by the People’s Government of Sichuan especially the fast emergence of such new media as the Internet, Province. Chen Rongyong, Director of Marketing of CCTV Advertising as depicted by a scholar, “In this new era, everyone might be a mini Center was invited to the International Advertisement Forum during transmitter”. This has led to a view held by many that the traditional the event and delivered a keynote speech titled Advertisement media are losing advantages. However, figures and facts are telling a Business of TV Media in China. different story.

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170 2007年 2008年 2009年 Figure: Daily Average Viewing Time Per Person in Sample Cities & Counties 2007-2009 (min) This year’s AC Nielsen research shows that “A European or US Source: CSM Media Research family spends 156 hours on television and 27 hours on Internet every month. Almost half of the families prefer net surfing and TV watching Domestic data: at the same time. And the time spent on television is nearly 6 times than that on Internet. Another research on the public information The number of Chinese netizens reached 384 million as of acquiring channels in US in 2009 finds discovered that 71% US people December, 2009. still choose the traditional TV media to acquire news and information, As of 2009, there were 1252 million TV viewers at the age of 4 compared with 42% who choose Internet. and above, which is three time than that of netizens. The latest data from China Internet Network Information Center Though the public information becomes larger and more (CNNIC) indicate that the number of netizens in China was 384 million complicated in today’s society, the reliable true information is getting as of December, 2009, while CSM data shows that as of 2009, there rare. What people expect most is an authority which can help screen were 1252 million TV viewers at the age of 4 and above, which is three the trustworthy information out of the sea of data. In this situation, times than that of netizens. the advantage of television is projected, especially in such a populous Overseas data: nation as China. First of all, the audience of television covers the broadest scope A European or US family spends 156 hours on television and 27 and demonstrates the most stable behavior. The 1252 million TV hours on Internet every month. viewers in China represent 97% of the national population, covering Source: AC Nielsen, 2010. people of all age groups, all educational levels and income levels. 71% US people still choose the traditional TV media to acquire Over the past three years, the daily average viewing time per person news and information. has been stabilized at more than 170 minutes. The figure was evener Source: The Pew Research Center for the People & the Press, higher in 2009, which was 176 minutes, or almost three hours. 2009. Secondly, television is the most influential communication tool.

WIN TOGETHER 35 and reliability of information for many people. It is particularly true that television can attract and influence the biggest number of audience when there are such major sport events as the Olympics and the FIFA World Cup and such emergency incidents as earthquakes in Wenchuan and Yushu and debris flow in Yushu. Take the coverage of disaster combat and relief in Wenchuan earthquake for example, both Sichuan TV and CCTV broadcast non- stop live coverage with journalists always standing by, satellite live broadcast vans deployed and the stationed armed police force taking joint actions. The images of TV broadcasting were even used as an important reference by the government to draw rescue and relief

The combination of visual and audio expression, the synchronization plans. This is where the advantages of authoritative media lie. of voice and image and the various immersive representations make Because of this, the No. 1 position of TV media, especially television the easiest means of communication accepted by the mass those authoritative institutions, has never changed in the time of audience. This can be reflected by the latest data released by China information flooding. Instead, the influence of television has become Research for Science Popularization (CRSP) on the scientific literacy of Chinese citizens that the principal access to scientific knowledge and the latest scientific information for Chinese people is television. Most importantly, television represents the most authoritative and trustworthy means of communication. A habit that applies universally has been developed by the mass audience to take television as the media of first choice in case of major events and incidents. In 2009, a research is done by global public opinion researchers entrusted by media institutions such as the Reuters and BBC. It shows more prominent. that in 10,230 adult interviewees, 82% say the national TV station is the source of news they trust. TV media reforms to address challenges in the More typical it is in China, where the TV media as a subordinate new era of the propaganda department of provincial governments represents the government’s voice. For instance, CCTV as the national TV Huge challenges, particularly challenge from new media, are station represents the voice of the nation. In China, whether there faced by television. In order to make the influence as the No. 1 is coverage on CCTV has become a key criterion for the truthfulness media firmer and wider, the TV media in China takes continuous

WIN TOGETHER 36 reform measures to sharpen the edge, particularly to strengthen the authoritative power, reliability and program innovation. On one hand, TV media continues strengthening its advantage in authoritative power and reliability. Take CCTV as an example. From 2009, it took news coverage as the foothold of reform and the core competiveness. By reshuffling the News Center, updating news programs and innovating broadcast model, a multi-channel full- perspective news broadcasting system has been forged. Meanwhile, emergency journalist centers have been set up in more than 30 provinces and cities at home. Fifty correspondent stations will be set up overseas and building of five central correspondent stations in the Asia Pacific, the Mideast, Africa, Latin America and Russia will Jiangsu General Radio & Television Station put aside 2% of its revenue be accelerated so that the first-hand information on the first site for program development and innovation. An “Innovation Fund” would be delivered to the audience at the first instance. Strategic program is initiated by Shanghai Media Group. New programs such partnership has been established by CCTV-2 (Finance Channel) with as Evidence, Voice from Guizhou and Happy Bump were launched the Reuters and CNBC to co-launch financial news covering the global this year by some innovation teams of Guizhou TV in Western China. capital markets. Through these effective measures, influence of CCTV news coverage has been elevated and the authoritative power and reliability of CCTV strengthened. Operation and Development of On the other hand, continuous breakthrough is made in television advertisement program innovation. Still look at CCTV. A development & research Over the past three decades since starting in 1979, television center was established this year; a special fund of 100 million yuan ad in China has gone through the similar stages to the Opening- was planned to be set aside for program innovation; and for the first up and economic development of the country from emergence time it began soliciting program proposals from across the country. In and prosperity to reform and calibration. In 2009, the revenue of the new round of channel system reform, a handful of new programs television ad amounted to 53.6 billion yuan. Now with the media were born, attracting active social response. Among them are We’ve competition becoming increasingly fierce and brand awareness Got Tips on CCTV-1, Spring Festival Gala Talent Show on CCTV-3 and becoming clearer, innovation in both content and form has become a The Power of Corporations on CCTV-2. Program innovation as a key must for advertizers to upgrade television ad. strategy for CCTV development is playing an active role in mobilizing Comparable to the “lifeline” of media, advertisement is aimed the entire station and the society at large as well as in gaining the to provide a stage for advertizers’ brand communication with the leading position on the TV program market. influence of media programs and consequentially gain economic New actions can be seen in provincial satellite TV stations, too: benefit to fuel the programs and the media itself. However, there is

WIN TOGETHER 37 bias against advertisement in the society. In fact, advertisement is not can be an important guide for production and consumption as well only another kind of program to spread cultures and values, but an as a catalyst for brand cultivation and promotion. essential tool and platform for advertizers to develop and promote The impetus of advertisement for consumption is particularly their brands. It plays a very important role in politics, economy and obvious. In the context of sufficient supply on the commodity market, culture in China. advertisement is the most convenient, economical and effective means of communication to deliver timely service and product Advertisement plays a very important role in information to consumers and instruct reasonable allocation of politics, economy and culture social and economic resources for the growing material and cultural demand of people. Television ad is a special form of mass culture. In disseminating Advertisement is critical for brand cultivation and promotion. economic messages, it also reflects the contemporary social The authoritative power and reliability of TV media endorses mood and guides the values and behaviors of people with its own the brands being advertized on TV. The reliable information explicit underlying values. One example is the use of superstars on companies and products conveyed by the strictly censored and celebrities as the ad ambassadors. These public figures may content of ads can add trust and favor from consumers to the exert significant influence on people, especially the teenagers, by advertized products, thus promoting sales and brands. Last year, influencing their ideas and styles of consumption and even their way a set of National Image Promotional Films was produced under of life. the leadership of Ministry of Commerce to present the theme of Television ad as a kind of program is restricted by politics and China’s creativity. It is by broadcasting on renowned overseas media public opinions. On the top of television ad censoring is public platforms such as CNN to make the full use of television ad that the opinion orientation of the ad content. Besides the provisions films are building a brand image of China and Chinese enterprises in Advertisement Law, consideration will be given to all aspects on the international stage. including politics, culture and traditional morality. Every time when For these reasons, the dissemination of television ads can a major disaster happens, TV stations are the first to pause ad stimulate social consumption, help elevate brand value for broadcasting. advertizers, accelerate the accumulation of social wealth and drive Television media pay high attention to advocating correct values the progress of market economy. through public-interest ads. In the recent years, public-interest ads with various themes are being introduced by nationwide TV media CCTV ads focus on both social and economic institutions. SARFT has explicit specification on the portion of such benefits kind of advertisements. This plays a positive role in the socialist spirit progress and orientation of public values. In China, advertisement remains as the absolute main Advertisement is a result of market economy. Under market contributor to media revenue because media institutions survive economy condition, advertisement, particularly TV advertisement, on economic benefit. But at the same time, the special role of

WIN TOGETHER 38 advertisement in social culture determines the necessity of social each channel to be more than 3% of the total ad time. Meanwhile, it benefit focused by advertisement. As the national TV station, CCTV takes the lead in producing a big number of excellent public-interest always sticks to the principle of valuing both social and economic ads on moral development of people, SARS combat, new socialist benefits in its advertisement operation. countryside, corruption combat and clean government development, “Responsible marketing” as CCTV’s consistent rule Olympic mood and earthquake rescue and relief, etc., which have on ad operation attracted positive social response. Over the decades of ad operation, CCTV has been always CCTV ad operation as a witness for the growth of Chinese sticking to a path of quality by conducting responsible marketing in enterprises and economy order to create a green ad environment for audience and advertizers CCTV ad operation has been following the tempos of Opening- and reap both economic and social harvests. up and Reform of the country. When the Advertisement Section First, strict censorship is followed to block false and illegal ads. was first established in 1979, it only earned 28,000 yuan in revenue. A dedicated Advertisement Monitoring & Censoring Department Thirty years later in 2009, the CCTV ad revenue amounted up to is in place. Based on the full set of strict ad censoring procedures 16.1 billion yuan contributed by 5,000 advertizers. They are from and management codes along with the state laws, regulations and FMCG industries including food & beverage, domestic chemicals and administrative rules on advertisement, this department is to prevent home appliance; durable consumer goods industries such as finance illegal, false and pulp ads from appearing on the CCTV screen. and automobile as well as emerging industries such as Internet and Second, advertisement design and editing are optimized to new energy. Over the 30 years, CCTV has witnessed the growth of match other programs. The first feature is small total ad time. Daily numerous enterprises, the metamorphosis of little towns in Jinjiang advertisements of all channels are strictly limited to 20% of the total and Inner Mongolia into brand concentrated areas, and the upgrade programs as specified in SARFT Directive No. 61. The second feature of countless small factories to top brands in China such as Wahaha, is short time slot for ads. A single slot in the evening prime time is not Midea, Gree and Haier. more than 3 minutes. Even during the World Cup, the total amount of On July 27, 2010, CCTV Advertising Center was established. This ads was not increased. We would rather earn less than compromise upgrading as a forecasting response to the future trend of media the effect of advertizers and the experience of audience. The third industry and a critical step to release inner vitality and promote feature is appropriate decrease of hard ads. By communicating and efficiency, is more about the upgrade of cooperation platform working with other program departments, we designed thematic ads between CCTV and advertizers than pure upgrade of organizational and embedded ads inserted in programs and columns to improve structure. From this upgraded platform, better return on investment the effect of brand communication. will be delivered to advertizers with improved capacity in resource Third, more intensive public-interest ads are produced and integration, product innovation, customer service and advertisement broadcast. Public-interest ad is conducive to ad quality promotion implementation. and ad environment optimization. In addition to compliance with SARFT Directive No. 61, CCTV ensures that public-interest ads on

WIN TOGETHER 39 Highlight grasping TV dramas

Hou Xiuhong

Theatre”. “Golden Theater” is positioned as “best first-run platform for excellent Chinese TV dramas”, which is an integrated platform for great theme, great production and great lineup of TV dramas. A variety of popular and high quality TV dramas will be scheduled in advance. Hence, there are many TV dramas to look out for from the fourth quarter of 2010 through to the end of 2011, among the TV dramas include: —Xin’an Family (synopsis of legendary stories around Huizhou Merchants);—The Pursuit of Happiness (synopsis of middle-aged people’s affection and love, starred by Jiang Wenli, Sun Chun and Lin Yongjian);—Love in Villages IV (a TV show brand during Chinese Lunar New Year);—Five-Star Red Flag Fluttering In The Wind CCTV Gold Theater has aired Dream of Red Mansions, Journey (starred by Tang Guoqiang and Chen Jianbin);—Iron Age (synopsis to the West, Big Family, The Emperor of the Han Dynasty, Drawing of interpretation for the passionate historical times, starred by Chen Sword, Brave the Journey to Northeast and other classic works. Baoguo and Feng Yuanzheng);—Whisper in the Wind (synopsis of CCTV will start tracking from outstanding plays, strengthen listening to the shocking thunderclap quietly in a wisdom combat);— pre-acquisition of key TV dramas, enrich the TV drama resources Love in Yan’an (synopsis of bleached love stories without war, starred for broadcasting, and further consolidate the status of the best by Deng Chao and Yin Tao;—Lock and load (synopsis of the career of broadcasting platform for Gold Theater across integrated channel. special forces in the Internet era) CCTV will establish a program procurement center to take ... responsibility for the procurement of excellent TV dramas at home Meanwhile, more new and high quality TV dramas are now and abroad. TV drama procurement funding will be increased, and being sourced and under negotiation for procurement procurement prices for good TV dramas are “not limited by upper In 2011, CCTV-1 Gold Theater will constantly launch wonderful ceiling’. TV dramas of various genres covering the historical, rural, war, CCTV will always follow the broadcasting principle of “CCTV-1 emotional, urban lifestlye and other genres, which will converge First”. For TV broadcasting, the broadcasting principle of “CCTV-1 famous directors, screenwriters and first-class actors, actresses to First” will be followed, i.e., the best TV dramas will be broadcast achieve a superior brand communication platform beyond compare! on CCTV-1 first, and CCTV-1 will place a top priority for “Golden 2011 is worth looking forward to at CCTV-1!

WIN TOGETHER 40 "Mothers" to be Gathering at 2011 CCTV Golden Theater

Hou Xiuhong

the role of a “landlord’s wife” in it, who also has moving experience for her children; Song Jia has played the role of a “righteous and clear- minded mother” in the TV drama entitled “Mother of Gobi Desert”, and Xu Xiulin has played the role of a “mother” in the TV dramas entitled “Garrulous Zhang Damin’s Happy Life” and “Mother-in-Law”. Both of them have excellent performance in the TV drama entitled “Mother”. Apart from the TV drama entitled “Mother”, CCTV also prepares many TV dramas to be broadcast with the excellent performance of CCTV has made the best preparation for the TV dramas to be “mother”. For example, in the TV drama entitled “Chinese Land”, Sa presented next year. Apart from the best known actors such as Li Rina, who has played the role of a “mother” in Chuang Guan Dong, Youbin, Chen Baoguo, Tang Guoqiang, Chen Jianbin, Feng Yuanzheng, cooperated with Li Youbin for the third time and showed the image Hu Jun, Guo Xiaodong, Zhao Benshan and Xiao Shenyang, the best of a mother in a large family in troubled times. In another TV drama known actresses will also show up. What is the most eye-catching entitled “The Pursuit of Happiness”, she plays the role of a single is that the actresses who frequently play the role of “mother” will woman who meets with a photographer with child, falls in love with gather on CCTV screen. the photographer and conflicts with the child as his step mother. CCTV will present a TV drama entitled “Mother”, which depicts “Mother” is the kindest, warmest and most respectable the group image of nine mothers during several decades from the character no matter in smooth or adverse social environment; she outbreak of Anti-Japanese War to the reform and opening-up of is respectable no matter she is trustful or disloyal, contemptible China, showing the tribulation and warmth of Chinese traditional or noble, and warm or miserable. For her children, she can devote large families in ups and downs. Siqin Gaowa, Song Chunli, Song selflessly, compromise against her will and even make sacrifice Jia and Xu Xiulin all have excellent performance in it. Siqin Gaowa resolutely. has had outstanding performance in the TV drama entitled “The Let’s watch the Gold-time Theater at CCTV-1, watch the Grand Mansion Gate”, who plays a role of “mother” in it and shows performance of the actresses frequently playing the role of “mother” a miserable, warm, beneficent and tough mother; Song Chunli plays and sing the paean of “mother”.

WIN TOGETHER 41 Personification of key figures

—cultivating themselves in their own TV dramas

Hou Xiuhong

has two local sworn brothers and a son taking the post of military commander in the Northeast Army. After the Mukden Incident, the Northeast Army retreats, Qingfengling seems to be on the verge of becoming fragile egg faced with a solid wall. Well, what would Laogatou do in face of these situations? As a leader of Qingfengling, Laogatou generally can not surrender and naturally get some arms and ammunition from his son in Northeast Army. Therefore, Laogatou would ally with sworn brothers to jointly develop fighting plan. In face of strong regular army opponents, they would wage small wars and strongly attack, induce to capitulate, make blockade, take positive resistance and mediate with special means...Laogatou has two sons A good playwright means half the battle won for a play. Good and a daughter. His eldest son (an company commander in Northeast characterization of figures means half the battle for a TV drama. If Army) wants to marry the urban girl, but Laogatou would disagree the positioning and character of a certain figure are fixed, such figure due to discordance of Eight Characters. If Laogatou inadvertently would naturally do things in such a way suitable for characters in that hounds the girl to death, his son would be estranged. And Laogatou environment and situation. Even playwright and director are also naturally prefers to his sworn brother’s daughter, what can he do in unable to change the figure’s destiny, otherwise plot development the event of misunderstanding with the sworn brothers? His second would be found far-fetched. son also has his own ideas to do more things, but Laogatou cannot So good figures cultivate themselves in their own TV dramas. do anything because he deems Qingfengling as the sole mission. If For example, Laogatou in TV drama Chinese Land is a leader the son-in-law serves as pseudo county head, he would be driven out of Qingfengling located in Northeast China. In this mountain with of the home...What would such a figure do without defying his own some geographical advantages, a farmer aged within 40-50, living character in these conflicts? As figures and circumstances are set, in this mountain village in Northeast China, is supported by the local many of plots seem to be imaginable. What will happen if Laogatou villagers. He is cheerful, generous and stubborn, with some means, is caught by the enemy after fighting against the invaders 14 years wisdom and a bit stubbornness and parochialism. With prestige, later?... strong sense of national values and awareness of patriarch, Laogatou

WIN TOGETHER 42 For example, Hu Jun in a TV drama Love for Golden Wedding. Hu Jun’s role type is broad, who can play the role of complex figures. He can play the role of a gloomy and shrewd person in a spy system organized by the Military Commission of the KMT Government, which is basically in the same type as Wang Zhiwenyou’s role of spy in Wang Jingwei’s puppet government in Cheongsam. It can be seen that two figures are calm and wily, although they are finally defeated by heroic resourcefulness underground CPC. In Steel Age, Chen Baoguo and Feng Yuanzheng interpret two men’s competition across war period and peaceful period. And Tang Guoqiang re-shapes Laogatou seems to be starred by Li Youbin who has successfully various important figures, who seems to be born suitable to perform played the role of Li Yunlong in Drawing Sword and Zhu Kaishan on grand occasions... in Brave the Journey to Northeast. Laogatou is also such a figure There are 1,000 Hamlets in the eyes of 1,000 persons. The same arousing the most feelings in the heart of Li Youbin. figure has different interpretations for different televiewers, but Jiang Wenli is a first-line actress with strength, who features televiewers can enjoy a general perception on the whole. standardized performance. In the previous Farewell to My However, sometimes the media, which are in a flexible market Concubine, Jiang Wenli actually created a sophisticated, humble and mechanism, simultaneously broadcast and shoot in some places. long-suffering image of woman within few minutes, with a glimpse of If the figures are really pleasing, televiewers can give feedback to the amazing beauty. These scenes are still vivid after several decades. influence direction of the stories, reflecting televiewers’ influencing The Pursuit of Happiness is a TV drama with the background of power. And there are some reasons (funds or actors/actresses’ reform and opening up in the 1980s. This era had unique features, in schedule) for delay. For example, when a film was shot in Hong which thoughts were shocked, great changes took place in aesthetics, Kong, it suffered from insufficient funds and failed to extend starring people were excited and anxious, and the society changed day by schedule. In the film, a powerful killer was solicited to kill few people day, probably some people would feel as if the pace is too fast and including the protagonist. So the film halted abruptly without own they lose soul. Jiang Wenli plays the role of a beautiful single woman developments of figures. aged over 30. In this TV drama, she meets with a photographer This is the fate imposed on the characters in the stories. whose wife is dead in an accident. Although the photographer has a child, the two fall in love like old friends at the first meeting. But both families strongly oppose to their marriage. “Love is two people’s will, whereas marriage is the sum of social relations”, which was probably more appropriate at that time. As a beautiful, strong and vulnerable, kind-hearted and brave woman, how can she pursue her own happiness? Jiang Wenli believes in a realm that “characters must move the televiewers”, then let us see how she touches us in the innermost heart.

WIN TOGETHER 43 San Francisco Launches First English TV Station of Chinese Information

San Francisco Station, TV Network of US ICN (International Chinese Network) will be officially launched on Nov. 14, becoming the first English TV station in San Francisco Bay which provides Chinese information twenty-four hours, seven day a week. The programs will mainly involve Chinese culture, finance, news, tour, food, education and other topics, and they will be broadcasted in English or with English captions. The local audiences may watch the programs via a digital wireless channel or a cable TV channel. The predecessor of ICN TV Network is American International Audio-visual Corporation which had operated for 30 years and was the earliest one founded in San Francisco. At present, the Network possesses 16 channels throughout the States, including satellite, cable and wireless ones, and about 70 million American audiences. It is one of leading brands among American Chinese TV media.

Spanish TV Made a Chinese Feature for the Conclusion of World Expo 2010 Shanghai

According to the Spanish Euro Chinese news, Ruleta De La Suerte, a brand Spanish TV program has decided to stage a feature show in honor of the conclusion of the World Expo. The show will focus on the Expo and Chinese Culture. Chinese nationals residing in Spain will be invited to participate in the show. It will be broadcasted on the same day when the Expo falls its curtain, and blended into the live show of the Expo Closing Ceremony.

WIN TOGETHER 44 Hong Kong Satellite TV Launches

On Oct. 28, Hong Kong Satellite TV provides international news for global Chinese. It is going to settle down in over 60 countries was officially launched for broadcasting. and regions, including the Mainland, Hong Kong, Macao, and Taiwan. Six channels are to be With the aim of “Basing itself on Hong opened successively, namely, Information Channel, Finance Channel, Fashion Channel, Movie Kong, extending into the Mainland and Channel and Tour Channel. Meanwhile, Hong Kong Satellite TV will open Hong Kong STV Taiwan and integrating with the global”, it Network TV with synchronized programs.

WIN TOGETHER 45