Roadshow 2011 CCTV Prime Time Resource Bidding and Presale Launched Nationwide

On 13th September 2010, the first Explanation Session of 2011 CCTV Prime Advertising Resource Bidding and Presale was held in Beijing. The Beijing session raised the curtain of the nationwide promotion activities of 2011 CCTV Prime Advertising Resource Bidding and Presale. In the following month, CCTV held large Explanation Sessions and VIP communication sessions successively in cities such as Shanghai, Guangzhou, Xiamen, Chongqing, Harbin, Chengdu and Hangzhou, during which the latest bidding and presale information was released, and the situation of Bidding and Presale in 2011 was discussed by CCTV and the attending enterprises and guests.

92 1900㎡ On 14th September, the 2011 CCTV Contract-signing CCTV occupied a total IBC area of 1900㎡ in the 2010 and Subscription of Advertising Product Sales were officially Guangzhou Asian Games. Three studios, three guidance and launched. 92 special and conventional advertising programs control rooms and four dubbing rooms were built up along with were signed and subscribed, covering all the best resources of a general control room and a design room. CCTV. Over 300 application forms of subscription were submitted 6 Recently, Great Wall (Europe) Platform officially started its by customers. broadcasting in the Europe through IPTV, and achieved an all- 3.97% Europe coverage. IPTV adopted public internet transmission The CCTV Children’s Channel special edition for the eight- technology in this cooperation. Programs from 27 Great week summer holiday enjoyed another high audience rating with Wall channels were broadcast via IPTV, including six CCTV an average 3.37%, up 0.87% as compared to the last summer, international channels. and up 1.24% as compared to the month before summer holiday, achieving a new peak since the start up of the channel. During the eight-week period, seven weekly audience ratingts surpassed 3% with the seventh weekly share reaching 3.97%, which was the highest one ever.

WIN TOGETHER 3 Highlight

06 Roadshow 2011 CCTV Prime Time Resource Bidding and Presale Launched Nationwide

Focus

08 New CCTV, Brilliant Outlook 10 Stage My Brand, Connect the World 13 Deputy Director Li Yi Attends Briefing Conference for CCTV 2011 Prime Advertising Resource Bidding 14 Marketing Department Director Cheng Rongyong Attends 2010 International Forum on Image Communication of “Made in China” 20 CCTV Launches New Trans-medium Initiatives for 2010 Prime Time Resource Bidding

CCTV News

28 President Jiao Li Inspects CCTV Teheran Reporter Station 28 CCTV Reports the Complete Process of the Launch of "Chang'e 2" 29 Hu En Meets with Minister of Esthonia Ministry of Culture 29 CCTV Finishes the Report on Asian Games Torch Relay Ceremony Brand

30 BYD: Build You Dream with Idea and Passion 36 Nice Group, a Super Enterprise Nourished with Culture of Water

Analysis

40 Optimization, Innovation and Progress ——Analysis on CCTV Entertainment Channel Revision

Programs

43 New TV Plays to Show in the 4th Quarter and in 2011

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] CCTV 2011 Prime Time Resource Bidding Explanation Meeting Convening

On Sept. 14th after Beijing Session, the 1st-phase subscription of CCTV 2011 advertising products was launched nationwide. Either of the bidding explanation session, or of the contract-signing subscription in Advertising Operation and Management Center, everyone is impressed with the bustling sight. Especially the Beijing Session attracted many enterprises and advertising agencies based outside Beijing to come to Beijing with the purpose of getting updates of the 2011 advertising policies. Beijing Session was the prelude for nationwide promotion of CCTV 2011 Prime Time Resource Bidding Presale. During the following months, CCTV held large-scale Explanation Sessions or On Sept. 13th, 2010, the 1st Explanation Session for presale of VIP communication sessions in Shanghai, Guangzhou, Xiamen, CCTV 2011 Prime Advertising Resource Bidding was convened in Chongqing, Harbin, Chengdu and Hangzhou etc. Beijing. Luo Ming, Vice President of CCTV, Cheng Hong, Deputy Editor-in- Key words: integration and Chief of CCTV and Director of Advertising Center, as well as relevant innovation responsible persons of Chief Editor’s Office attended the meeting. They first focused on delivering the latest development plan and Such design ideas as “integration” and “innovation” will be major program information of 2011 to enterprises and advertising completely demonstrated in bidding presale products and contract- agencies. He Haiming, Li Yi, Deputy Director of Advertising Center, signing subscription products: integrate quality resources of the Chen Rongyong, Director of Marketing Department, Zhang Yupeng, entire station, intensify the innovation in advertising form, expand Deputy Director of Sales & Operation Department, Liu Lihua, Deputy cross-media cooperation, so as to provide enterprises with more Director of Administration Department, Yin Xuedong, Deputy appropriate advertising products. Director of Broadcasting Management Department, attended the First, CCTV Advertising Center will continue improving its presale meeting. Deputy Director He Haiming introduced the plan, policy mode, and extend the period to Sept.-Nov., 2010, during which and resources of the presale of 2011 Prime Advertising Resource all-round presale of CCTV advertising products will be carried out. Bidding to enterprises, and shared the successful cases of Midea and Meanwhile, it will move the bidding time ahead from Nov. 18th to Shuanghui with the enterprises. Nov. 8th, establishing broader presale platform for enterprises and

WIN TOGETHER 6 advertising agencies. with Deputy Editor-in-Chief Cheng Hong and Deputy Director He Secondly, based on the integration of CCTV advertising Haiming: Sun Rain, Micoe, Galanz, Shanghai GM, Dumex, Kimberly- resources, national network TV station and China TV Guide and other Clark, Shanghai Jahwa, JALA, KFC, Duo Li Di, K-Boxing, Joyoung, media resources, 2011 bidding presale further expanded cross-media China Continent Insurance, TaoBao, ASD, Tetra Pak, Dao Dao Quan, integration, seeking cooperation with such media of airport, public HengYuanXiang, Bright Dairy, Unilever, Longliqi, Bosideng, Yurun, transportation and metro, for instance, AirMedia and VisionChina, Suning, China Yanghe, Wang Lao Ji, Midea, 999, Optima, Gree, China with special resources of bidding presale, so as to better meet the Merchants Bank, Strong, BYD, GAC, Jinlongyu, Chinavanward, Blue requirements of customers and market. Moon, HOLIKE, Lonkey, China Industrial Bank, Seven Brand, Hong As for mode, 2011 bidding presale will introduce online bidding Dou, Malata, Yake Food, etc. for the first time, such resources of exclusive invited sponsorship Besides, from the first Beijing Session to now, relevant of Evening News, Economic Information Broadcast, Economic information of CCTV 2011 Prime Time Resource Bidding has become 30’, designated locale of 2011 Spring Festival Gala, exclusive title the target of domestic mainstream print and network media. sponsorship of Selection of 2011 CCTV China Economic Figures, The serious media such as Xinhua News Agency and Guangming partner of 2011-2012 CCTV Sports Events, Union and I Want to Go Daily, the nationwide high-end financial media such as the Economic to the Spring Festival Gala etc. sold on Oct. 23rd and 24th, 2010 via Observer and China Business as well as over 10 influential print online bidding. media such as Beijing Youth Daily, Beijing News, Shanghai Youth Daily, Besides, since Sept. 14th, contract-signing subscription products Oriental Morning Post, Guangzhou daily and Xiamen Evening News for presale should abide by the following three principles: The have reported this. Moreover, such portal websites as Sina, Sohu, priority of contract renewal, priority for key customers and first 163.com and Xinhua.net as well as financial and economic websites come, first served. We separately set the priority period for contract of Hexun.com, Jrj.com.cn and Zgjrw.com have a great number of renewal, key customers and contract-signing subscription period for articles covering the bidding. other customers. Except for the common products, contract-signing subscription provides customization for given customers to place advertising products which meet enterprises` special requirements. Ardent response from enterprises, great interest from media

The bustling sessions and hot contract-signing subscription, reflect the interest of enterprises and advertising agencies in CCTV 2011 Prime Time Resource Bidding Presale. Besides attending the Session, enterprises nationwide also actively carried out face to face communication with CCTV Advertising Center. Since Sept., the following enterprises carried out in-depth communication and exchange on 2011 advertising bidding

WIN TOGETHER 7 New CCTV, Brilliant Outlook

Luo Ming, Vice President of CCTV

In the ever-changing global ebbs and flows of 2010, China continued its glory. CCTV fulfilled its duty as a state media, and underwent the biggest reform unprecedented in the history as had promised in 2009. In 2010, CCTV carried out its strategy of “focus on news as the foundation” and updated the news programs in full-scale. We have accelerated the construction of news emergency report stations in more than 30 provinces and municipalities, pursuing timeliness with no sparing of cost. In the first half of this year, the audience rating of the CCTV News Channel was up by 65% over the same period last year. After the innovative channel reform was implemented in 2010 witnesses great changes both for the world, China and also 2010, the specialization of each Channel was even more prominent. CCTV. Establishment of channel system gives independence to each During 2010, the financial crisis finally took a turn for the better, channel, and changed the management from an administrative with the global economy bounced back and the faith for a global system into a well adapted market-oriented system. This recovery regained. transformation improved the quality of TV programs and the During the same year, Chinese economy amazes the world structure of brand shows. This method has not only enhanced the again. The production and sales of Chinese automobiles ranked No. specialization of channels but has also increased the audience rating. 1 in the world, and the second-quarter GDP zoomed to No. 2 in the In 2010, CCTV accelerated the construction of the capability of world. international communication, and lifted its international influence We experienced both great joy and great grief. The happiness with steady steps. It has established a foreign TV communication came from the outstanding performance at the Winter Olympics and framework of 6 languages and 8 international channels, and became the first World Expo ever hosted by China, drawing attention of the the only TV media that covers all the 6 working languages of the world to China. The sorrow was caused by yet another tragic natural UN. At the same time, CCTV further accelerated the construction disasters - Yushu Earthquake and Zhouqu Mudslide. However, the of 5 main reporter stations in Asia-Pacific, Middle-East, Africa, Latin strong willpower of Chinese nation endured the great Earthquake, America and Russia. 19 new oversea reporter stations have been and the national cohesion of Chinese people withstood the Debris. established which add up to a total number of 50 oversea reporter China, once again, impressed the world! stations.

WIN TOGETHER 8 In 2010, CCTV forsook its employing mechanism which has the purchasing of best TV programs, which will ensure the availability been long stood since the founding, and introduced competition of the best teleplays abroad and at home. into the employing process. All leading cadres below the level of 2011 will witness the implementation of the “Double Changes” deputy bureau chief will have to take competition when applying for of CCTV and the fast construction of CCTV towards a world first- a post. The full-scale competition got 429 applicants, among which class media. We have just built up an oversea communication and 99 competitors, for the first time, won their way to the executive development center to act in concert with the “Double Changes”. In positions. The young and skillful management team will lead the TV the future, we will fully speed up the construction of our multilingual programs further into a fashionable and innovative structure. international channels, global editing network, national network TV Looking back to 2010, we aroused all our efforts to carry out the station, and global satellite coverage network. reform. Looking forward to 2011, we will continue the effort to make China has testified itself to the world last year: taking the lead another glory. in recovering from the international economic crisis and becoming In 2011, CCTV will further deepen the reform of news and the second largest economy, we successfully hosted Shanghai World elevate the brand of CCTV by depth. We will improve the quality Expo and defeated the hundred-year natural disaster. of CCTV News Broadcast, increase our attention on major events A brand new CCTV will be presented to the world in the coming and enhance the in-depth report and analysis to attach greater year. importance to the major news as the nation’s “first window”. This is a CCTV that goes ahead bravely without looking back Commentary news programs as Topics in Focus will enhance their in the globalization tide. We are marching towards the goal of public supervision functionality, and put more emphasis on people’s becoming a world first-class media, and bringing the voice of China to livelihood and social reality, showing the capacity and responsibility of every corner of the world! a national television station. This is a CCTV with a more fashionable, vital and diverse face. We In 2011, CCTV will forge an entertainment feast by reforming will showcase the new image of national media and lead the trend of artistic programs. Spring Festival Gala, the New Year’s feast, will the new generation! change its framework which has been followed through the years, New CCTV, Brilliant outlook - this is our common will! and give to viewers a brand new watching experience: CCTV dance competitions and witty skits competitions will be “updated on the spot”, meeting the viewers with new faces; CCTV-MTV music festival will be put on stage. It will perfectly combine the top international music event with Chinese local music resources. In 2011, CCTV will mobilize the entire station to maintain the market dominance. We have integrated the purchasing resources of all the programs and restructured teleplay production & purchasing institutions and organizations such as the China International Television Corporation, the China Teleplay Production Centre Co., Ltd., and the Program Purchasing Center. 50% increase in purchasing fund will be implemented by the Program Purchasing Center. There will be no price limitation set for

WIN TOGETHER 9 Stage My Brand, Connect the World

He Haiming Deputy Director of CCTV Advertising Center

and its brand is rising rapidly. As the first enterprise in new energy industry placing CCTV prime resource advertisement, Sunrain and Micoe solar energy rapidly upgraded the brand reputation, expanded market share, developed from the 3000th in the industry to world`s biggest sun energy hot water system enterprise in 10 years thanks to CCTV`s great influence. The annual growth rate was more than 3-digit number for two years in succession. It has won the sun energy brand champion for its market share during the “Home appliances to rural areas” in the first half of 2010. Shuanghui: Cooperated with CCTV in advertisement for 15 years and earned the first brand name in China. It has attained prime It has been 30 years since the first advertisement came out on advertising resources for 15 years in succession with an annual CCTV in 1979; CCTV contributed to the rising of numerous brands, growth of 20% in advertising placement, which helped Shuanghui contributed to the development of various regions and industries, in developing its brand from Luohe of Henan Province to China and and witnessed the rapid development of China’s economy especially to the world, with its sales income growing to tens of billions yuan. during the 17 years since the first advertisement bidding in 1994. It has grown from a small-scale meat processing plant in 1984 to

China`s largest meat processing base. Its sales income exceeded RMB CCTV Bidding Contributes to the Rising of 40 billion in 2009. However, Wanlong, Chairman of Shuanghui is not Brands satisfied, and he often says: “I am quite ambitious.”

Midea: Joining hands with CCTV, it has developed from RMB 5,000 to RMB 100 billion. During the 20 years of cooperation CCTV Bidding Grows together with Various Industries between Midea and CCTV, it enjoyed 15 years of prime resources, five years of Spring Festival Gala Advertisement, “Midea Time” Dairy industry: Rapid revival thanks to the impact of CCTV whose advertisement during World Cup and Olympic Games for four times, nationwide brand has advantages. As two dairy tycoons, Yili and which dramatically helped Midea in expanding its brand influence. Mengniu form their strong brands via CCTV platform, and developed Midea developed from a small factory of 23 staff with the capital of from regional enterprises to national enterprises. “Brand is RMB 5,000 to the Chinese home appliances tycoon with annual sales enterprise`s lammy for cold winter.” Yili and Mengniu resisted industry revenue of more than RMB 100 billion. crisis and realized recovery rapidly thanks to their national brand Sunrain / Micoe solar energy: Dare to be the industry pioneer advantages, as well as timely and effective publicity. Yili`s income of

WIN TOGETHER 10 its main business was RMB 12.217 billion with a year on year growth landing on CCTV completely. In Aug., 2010, the British magazine of 6.69% during the first half of 2009; Mengniu realized its sales Banker announced the list of “Top 10 profitable banks in the world” income of RMB 12.09 billion, with an increase of 19% compared with in 2010. Three Chinese banks were among the top 10, and ICBC was the second half of 2008. Yili`s income of main business was RMB the First of the list. 14.693 billion with a year on year growth of 20.27% during the first Tourism: Brands of tourism and city compete to be advertised half of 2010; Mengniu realized sales income of RMB 14.4342 billion on CCTV. Governments and tourism Bureaus of different regions with a year on year increase of 19.31%. intensified their brand awareness with the background of China`s Liquor: National integration of beer has been set; integration of economic development, rapid growth of tourism consumption and white spirits is in a changeable situation. As for beer, after constantly ever more acute market competition. Among China`s more than 30 putting advertisement on CCTV`s prime resource platform, Tsingtao, provinces and cities, 24 have set tourism as their pillar industry; also SNOW, Yanjing and Budweiser eventually formed their industry they cooperated with CCTV in promoting tourism and city image. In pattern after double integration of capital and brand with the four 2009, 16 customers participated in CCTV 2010 ads presale. brands standing in dominant status. Such white spirits enterprises Shandong Tourism Bureau integrated representative city as Moutai and Wuliangye rank among the top by steadily putting resources throughout the province with the theme of “hospitality advertisement in CCTV prime resource; Yanghe and Langjiu placed Shandong” in recent years. It put advertisements in group on CCTV advertisements through various resources including prime resource and greatly promoted the tourism industry throughout the province, in an all-around way, and made rapid breakthroughs; Many Sichuan and realized the breakthrough in three steps. Yuchong, the Director liquor brands such as Jiannanchun and Luzhou Laojiao started of Shandong Tourism Bureau said, Shandong Tourism has earned advertising on CCTV one by one. Nationwide integration of liquor the first RMB 100 billion during the 27 years from 1978 to 2005; and industry is carried out vigorously. realized the second RMB 100 billion from 2006 to 2008; it realized the Automobile: CCTV advertisement bidding for automobile has third RMB 100 billion from 2009 to 2010. been doubled and the production and sales are among the top ones Economist Zhang Wuchang said: “China must have done a lot worldwide. During the past three years, CCTV has witnessed the of correct things producing the economic miracle we see today”. We blowout of auto ads, among which there are European and North say, “Successful enterprises in China must have done a lot of right American brands as well as Japanese and Korean brands. Such high- things, among which is to choose CCTV for advertisements.” end brands as Benz, BMW and Audi started advertising their brands and some domestic brands like Chery, Geely and BYD are aroused Design Idea, Product Introduction and Progress to catch up. The production and sales of Chinese autos exceeded 13 Arrangement for 2011 Advertisement Bidding million respectively and China has become the biggest automobile country in the world in 2009. Chinese auto sales have exceeded 10 Design idea for 2011 advertisement bidding can be summarized million, ranking No.1 in the world, from Jan. to Jul. 2010. as a commitment, a principle and a pivot point. A commitment: Finance: Completely landing on CCTV, with globally leading 2011 bidding products are the best and most wanted advertising earnings. From 2001 to Aug., 2010, Finance enterprises putting ads resources of CCTV, with promising and positive expected audience on CCTV grew from 3 to 67, with bank, insurance, securities, funds

WIN TOGETHER 11 ratings and the highest price versus performance ratio; A principle: “My Brand, Our World” is the idea for bidding this year. Brand Openness, fairness and justice; the entire process of bidding is carried means not only quality and consumer`s lifestyle, but also the strength, out through “transparent operation”. A pivot point: Help enterprises the core dynamic for enterprise development. As is known to all, lever the market rapidly with bidding products as the pivot point. CCTV is the large stage for brands; numerous enterprises became 2011 advertisement bidding products consist of three parts: the focus of the world via CCTV. Therefore, enterprises putting on-site bidding products, online bidding products and products advertisements on CCTV must be the enterprises with biggest scale purchased via contract-signing subscription, among which, the in China and must be the enterprises with strongest brand awareness tendered products for on-site bidding on 8th, Nov. are divided into in China, which represent the activeness and development direction three series: 7 items in news series, 2 items in weather forecast series of Chinese economy. and 3 items in TV Drama series. Dear friends, if you are confident with your own enterprise, if 2011 advertisement bidding process consists of three phases: you are confident with CCTV reform, and if you are confident with contract-signing subscription phase from Sept. 14th to Nov. 6th; Chinese economy, let`s meet on Nov. 8th. online bidding phase from Oct. 23rd to 24th, registration for online bidding from Oct. 9th to 15th; on-site bidding phase on Nov. 8th, registration for on-site bidding from Oct. 28th to Nov. 6th.

WIN TOGETHER 12 Deputy Director Li Yi Attends Briefing Conference for CCTV 2011 Prime Advertising Resource Bidding

Therefore, CCTV is in a position to boast more prime advertising resources for the coming 2011. During the conference,Zheng Weidong, Deputy General Manager of CSM Media Research delivered a keynote address titled “A More Comprehensive Understanding of TV Medium Value of TV is Indispensable under New Environment”.Tian Tao, Vice President of CTR Market Research also put forward a speech titled “Seek Certainty out of Uncertainty, Foster Budding Opportunity out of Innovation.” Besides, Wu Jian, Deputy Director of Product Section of CCTV Advertising Center gave a detailed explanation about the presales Briefing Conference for CCTV 2011 Prime Advertising Resource and subscription procedures and schemes concerning CCTV 2011 Bidding was held in Beijing Telecom Hotel by CCTV Advertising Prime Advertising Resource Bidding. Center on September 14. Principals from Product Section of CCTV Advertising agencies have always being the significant Advertising Center together with senior experts circle and advertising partners of CCTV in terms of advertisement operation. This briefing agencies gave an in-depth analysis on the positive influence brought conference is believed to play a vital role in guiding CCTV’s advertising to advertisers by CCTV’s reform in 2010, and interpreting the policies partners to better understand the communication value of the and products concerned with CCTV 2011 Prime Advertising Resource annual bidding event and to better improve their communication Bidding. About 400 media insiders and client service specialists from efficiency and quality with advertisers. 150-strong advertising agencies attended the briefing conference. Li Yi, Deputy Director of CCTV Advertising Center delivered the speech and introduced that CCTV has carried out an unprecedented reform during its history since the latter half of this year. The strategy of Focus on News as the Foundation has been further implemented as all news programs have been upgraded and channel-oriented policies have been fully executed. Thanks to these proactive efforts, the professional specialty of CCTV turns out to be more prominent and striking and its global layout become more satisfactory.

WIN TOGETHER 13 Marketing Department Director Cheng Rongyong Attends 2010 International Forum on Image Communication of “Made in China” and Brand Building of Enterprises

Ma Yihong of Machinery & Electronics Products; Li Wenfeng, Vice Chairman of China Chamber of Commerce for Import and Export of Light Industrial Products and Arts-Crafts; Jiang Hui, China Chamber Of Commerce For Import &Export Of Textiles, as well as experts and scholars from marketing, communication and advertisement circles and related enterprises. CCTV has paid consistent attention to the phenomena of “Made in China”. Date back to December 22, 2007, CCTV invited such big names in Chinese economy circle as Long Yongtu, Li Dongsheng, and Lin Yifu to Summit of Annual Stars of Chinese Economy for an in- depth discussion concerning the topic of “Made in China”. In 2008, 2010 International Forum on Image Communication of “Made CCTV in its prestigious program Economy Half Hour successively in China” and Brand Building of Enterprises was held from September reported the status quo of enterprises clustered in Wujiang, Jiangsu— 9 to 10 in Beijing. Mr. Cheng Rongyong, Director of Marketing the capital of skill of China; Jinjiang, Fujian—the capital of shoes of Department of CCTV Advertising Center was invited to attend the China; Shuitou Town of Wenzhou, Zhejiang—the capital of leather forum, in which guests of honor held an in-depth discussion on of China; and Dalingshan Town of Dongguan, Guangdong—the the profile and image communication of “Made in China” in the capital of furniture of China, revealing the throe suffered by Chinese international arena as well as brand-building of enterprises. manufacture industry during the transition process and yelling out More than 300 guests of honor attended the forum, they are the famous slogan of “Go, Go, Made in China” at the critical juncture. leaders as Zhou Keren, Chairman of China Advertising Association of Starting from August 3, 2009, CCTV’s News Channel launched an Commerce; Liu Libin, Vice Chairman of China Advertising Association epic documentary in five episodes titled Across Made in China. of Commerce; Yu Lu, Director of Discipline Section of Foreign Trade With the reform and transition Chinese manufacture industry has Department of the Ministry of Commerce; H.E. Mr. Patrick Nijs, experienced since 1992 as thread, the documentary, by casting Ambassador Extraordinary and Plenipotentiary of Embassy of the sight on multiple topics such as competitiveness, brand, innovation, Kingdom of Belgium to China; Du Meng, Ambassador of Embassy of internationalization and upgrade of “Made in China”, thoroughly Denmark to China and Mongolia, Senior Vice President of Omnicom probes the status quo and prospects of Made in China, glimpses into Group Inc., President of Omnicom Group Inc. (Asia and Africa), the transition process from “Made in China” to “Create in China”, and Chairman of Omnicom Group Inc. (Asia and Pacific); Wang Guiqing, tries to seek out the solution to enhance china’s national competitive Vice Chairman of China Chamber of Commerce for Import & Export edge.

WIN TOGETHER 14 WIN TOGETHER 15 How to Build a Super Brand on the Great Stage — A Question Confronted by Super Enterprises and Super Media

Huang Shengmin Professor of Communication University of China

over 50,000 villages and 28 million counties across China. Besides, 130 cities in China are crowed with more than one million people. While construction of subway is proved to be a rational option for city with one million people, the 130 cities should be included in the list for infrastructure projects of subway. Quite different from such markets of Japan and European countries, Chinese market is quite huge. For example, such significant domestic areas as Yangtze River Delta, Zhujiang River Delta, Beijing-Tianjing region, which have formed distinctive industrial clusters during the process of development, even outsize some countries or even continents in the China has forged its way up among the top five of List of world. Countries by GDP for five consecutive years, with its total GDP How to build a super brand on the vast territory is the question mounting to the second place in the world. Some people predict that posed by CCTV for super enterprises and super media to ponder over China’s real economy will dwarf that of US in 15 to 20 years, which, during this year? This far-reaching research project, which directly I deeply trust in. Facts as China boasts highly competitive industrial involved more than 20 super enterprises in the nation, is aimed strength in the world also bear evidence to the assumption, since to find out answers for them as to how to launch advertisement China takes the lead in fields like automobile, electrical appliance and campaigns under new circumstances, what are the strategic purpose textile. and target of advertisement blitz, what experience and lesson can be Chinese entrepreneurs are confronted with two gigantic learned from the past practice. A group of experts from universities markets, one is global market, and the other is domestic market. across the nation are engaged in the research project. Among others, Judged from the import-export volume of Chinese enterprises, we they are Professor Huang Heshui from Xiamen University, Professors learn that Chinese enterprises have played a great role in driving the Chen Gang and Xue Xu from Peking University, Professor Yu Guoming prosperity of global market. As to our domestic market, there are and Liu Fengjun from Renmin University of China, Professor Jin

WIN TOGETHER 16 Dinghai from Shanghai Normal University, Professor Zhong Yiqian and The three-step strategy is critical for the overwhelming success I from Communication University of China. of Easy Home. To put it more specifically, during the budding stage, I focus my research efforts on Easy Home. Only within ten years, Easy Home made its name and promise of “Compensation First” well Easy Home has turned from a small furniture demonstration hall with known through the platform of CCTV and local TV stations, and built a land area of 30000 square meters and annual business turnover its trust system in the first place. As besieged by pouring rivals during of 0.3 billion yuan, to a household name with 33 halls across the the development stage, was “face-to-face confrontation strategy” nation and a stunning business turnover up to 12 billion in 2009. It or “differentiation strategy” more suitable for the rising enterprise? is expected that the business turnover of Easy Home will exceed 15 Easy Home had its own idea: it determined to stand out from billion this year. Such striking achievement is quite uncommon even countless competitors with unique business philosophy and practice in global arena. by providing well-tailored one-stop service to customers. Which Any brand will come through three stages, namely budding strategy Easy Home has resorted to after running into boom stages? stage, growth stage and booming stage. During the budding stage, By establishing more close collaboration relationship with super Easy Home has set foothold in furniture industry by winning trust media as CCTV, Easy Home has built a more closely-woven network from customers through solemn pledges and honored promises. across the nation and integrated together all the links of the furniture During the growth stage, Easy Home has been dedicated to build industry. Easy Home once again has done a great job in attracting its specialty and core advantage against the intensive competition more high-end and loyal customers. around the world. When running into boom stages with a annual We have ushered in a great era and are standing on the biggest business turnover of more than 10 million yuan, Easy Home was stage in the world. What we are going after is a one-hundred-year- contemplating a question—how to become the pace-setter in the old dream of super brand. We are on the road now. market. Easy Home found its answer—to wage an advertisement war across the nation through the powerful platform of CCTV.

WIN TOGETHER 17 Brand Story: : Visiting VIP Clients of Nanjing by Advertising Management Center

Sun Miaoqing

wall. As President of the Company said, “this is the cornerstone and core value of Yurun.” Food industry is traditionally labor-intensive industry with low scientific and technological content, but Yurun is enthusiastic in introducing technologies into the traditional industry. With annual average expense on scientific research reaching as high as RMB 180 million, Yurun is the first private company that owns “one laboratory, two stations and three Deputy Director He Haiming and his escorts meet with people from centers” (national key laboratory, postdoctoral scientific Jiangsu King’s Brewery Co., Ltd. research working station, academician scientific research working station, national corporate technical center, national Once after CCTV 2011 Prime Advertising Resource Bidding meat engineering center and provincial meat engineering center). Shanghai Session was over, deputy director of Advertising Center Food industry is closely related to people’s livelihood, so it means He Haiming and his escorts went to Nanjing to visit China Yurun high risk and heavy responsibility too. As a private company, Yurun Food Industry Group Co., Ltd, Suning Appliance Co., Ltd, Jiangsu Sujiu actively shoulders its social responsibility, participates in the shopping Industry Co., Ltd and Jiangsu Jinshiyuan Wine Co., Ltd in still sizzling basket program of Nanjing while promoting its rapid development to late September. assist Nanjing Municipal People’s Government to stabilize vegetable price “Such communication enables us to better understand brand and safeguard food safety. and brand story.” The words of He Haiming best interpret the visit. While mentioning the cooperation with CCTV, Zhu Yiliang often said, Yurun: “Food Industry is All about Morals” “We only choose CCTV” and “We always persist”. Besides, he said firmly that, “The brand value of Yurun has exceeded RMB 10 billion. As long The moment you step into the head office building of China Yurun as our brand value increases, we will launch ads unceasingly. It is right to Food Industry Group Co., Ltd located at Yurun Road, Nanjing, you will see choose CCTV-1 from the very beginning and we will give top priority to the striking slogan of “Food Industry is All about Morals” printed on the CCTV when advertising in the future.” Yurun makes the endeavor to build

WIN TOGETHER 18 high-end brand in traditional industry. And echoing this development construction, informationization construction, human resource philosophy, Yurun cooperates with CCTV in advertising with the view of construction, backstage management and services and release new creating brand, offering top-quality products and achieving long-term high-end products in Suning in the next three to five years. Suning development. Zhu Yiliang said that, “In the first five years we advertised will combine tradition and fashion with foresight. We met with on CCTV, we introduced Yurun to consumers through the standard ad President Jin Ming on September 17 when the Apple tablet computer after CCTV News Broadcast so that consumers recognized us; meanwhile, iPAD WIFI debuted for sale. Suning is the authorized retailer of Apple the advertising affected our investors and government authorities, and and President Jin smilingly told us that, “One outlet of us only sold mobilized the enthusiasm of our 65,000 employees and established the 500 units of iPad this morning.” position of Yurun in the industry as a pacesetter.” Concerning the future development mode, President Jin indicated that, Suning adjusted its advertising and media selection Suning: Combining Tradition and Fashion mode and shifted from print ad to TV ad; in particular, it became The President of Suning Appliance Co., Ltd Mr. Jin Ming indicated aware of the absolute advantage of CCTV in high audience rating and that, Suning aims to open 500 outlets in this year and shift target wide coverage. In light of the goal of Suning to develop toward third- market from first-tier and second-tier cities to third-tier and fourth- tier and fourth-tier cities, CCTV will be the favorite choice of Suning. tier cities and even fifth-tier and sixth-tier towns. Relying on policy Yanghe: What a Jar of Mellow Wine support and effective coverage, Suning will enhance the cooperation with media and reinforce brand marketing in 2010 and 2011. While visiting Jiangsu Sujiu Industry Co., Ltd, the most impressive Jin Ming also emphasized that, Suning would focus on is the eloquence of Chairman Zhang Yubo. Speaking from the time- developing cell phone, IT products and other 3G products on honored history of the two large wine plants of Sujiu - Yanghe and the basis of traditional home appliances, improve supply chain Shuanggou to the rise of the time-honored brand Yanghe and the unique view on brand and advertising, the elegant merchant from north Jiangsu talked tirelessly, vividly telling a story about wine which started from Sui and Tang Dynasties and flourished in Ming and Qing Dynasties. The rapid development of Yanghe is extremely striking: Yanghe has kept the growth rate of 50% since 2004; its development is the fastest among its peers in the industry; its stock price has reached RMB 200; and the re-rise of Yanghe brand drives the general growth of Jiangsu wine section, which is as brisk as Sichuan wine, Shandong wine and Anhui wine section. Deputy Director He Haiming holds conversation with people from Jiangsu Sujiu The advertising concept of Chairman Zhang Yubo Wine Sale Co., Ltd

WIN TOGETHER 19 value of Jinshiyuan Wine has exceeded RMB 3 billion based on Jiangsu market, ranking among the top in wine industry. After years’ scientific research, infrastructure construction and human resource preparation, Jinshiyuan aims Deputy Director He Haiming visits Yurun Group at nationwide market with confidence in its quality. Meanwhile, the sales also reflects his wit in business field. He mentioned that, “Our experience in Jiangsu market boosted up the confidence of Zhou brand publicity can be summarized as ‘two follows and two voices’; Suming to open nationwide market with high-end brands. two follows refer to product following channel and ad following “Guoyuan and Jinshiyuan are our high-end brands, so we will products; two voices refer to that we should have voices in both local advertise them on high-end platform. We have all recognized this and national media.” Zhang Yubo summarized the advertising at point and we will use the platform of CCTV.” Meanwhile, Zhou CCTV as “advertising the whole year round and having highlights at Suming frankly mentioned that, “ We desire to launch more ads important moments”. According to the advertising philosophy, Sujiu on CCTV, but we need help on how to do it”. Deputy director He Group will focus on publicizing the two brands of “Mengzhilan” and Haiming indicated that, “You have laid a solid foundation and you “Zhenbaofang” in the next year and intensify the advertising at CCTV. boast great potential for development. Your development shows us that, as long as there is sweat, there is harvest.” Besides, Director He Jinshiyuan Wine and Guoyuan Wine: Aiming at put forward advertising suggestions according to the programs and Nationwide Market advertising resources of CCTV. “We have to expand market to become a company with “The talk today is fruitful. It enables Director He to understand output value of RMB 10 billion, and our desire for development is us and triggers our thinking on how to cooperate with CCTV by keen.” Zhou Suming, who was once a government official and is focusing on brand creation.” After the talk, Zhou Suming invited the chairman and general manager of Jiangsu Jinshiyuan Wine Co., Deputy Director He Haiming to visit the plant in Huai’an next year, the Ltd now, mentioned sincerely while talking with deputy director He hometown of Premier Zhou Enlai. Convenient traffic, large plant area Haiming. Zhou Suming kept modest during the conversation, and and picturesque environment are rare characteristics of a wine plant. he often said that, “we are just doing OK”. Actually, the annual sales The intensive visit and communication of a day and a half

WIN TOGETHER 20 enables us to feel the desire of Jiangsu entrepreneurs to build brands In-depth communication leads to good and even national brands as well as their responsibility to the society cooperation and people. Deputy Director He Haiming indicated that, he was In addition to the regular commercials during the broadcasts, impressed by the visit, and he witnessed enterprises’ pursuit of we also have two companies co-sponsoring one program during this quality and science & technology, their sense of social responsibility World Cup. and the pressure and risks they face. First-class brands need to be Haier and Tencent.com have become the co-sponsors of “My protected. What Advertising Management Center should do not Team” section of World Cup Feast. Haier shows up as the appointer only includes creating more revenue for CCTV but also includes of the section, while Tencent.com serves as its on-line cooperative contributing to China’s national industries and brands. And it is the partner to interact with the audiences and engage the grassroots responsibility and obligation of CCTV to publicize and report them football teams to share the passion of the World Cup. In the well no matter whether they advertise at CCTV. International brands meantime, based on the ground activities - “My Team: A Carnival are much active in this World Cup. Apart from the 7 sponsors of of Grassroots Football Heroes”, the program has become more the South Africa World Cup - Adidas, Coca Cola, Budweiser, Castrol, popular among football fans, and a maximized advertising effect has Hyundai, McDonalds and Sony, big brands such as Nike, Pepsi, P&G, been achieved through the coordination and interaction among TV VISA, BMW, Audi and DHL also make impressive appearances during broadcasts, Internet and ground activities. the World Cup.

Deputy Director He Haiming and his escorts visit SUNING;

WIN TOGETHER 21 CCTV Launches New Trans- medium Initiatives for 2010 Prime Time Resource Bidding

Jin Yong

As early as four years ago, CCTV had attempted to reciprocate such winners of the annual bidding event with resources of its other two powerful advertisement platforms, namely CCTV. com and China TV Guide Weekly. This year, CCTV will launch more attractive trans-media initials for this reputable annual bidding event. As part of its efforts to enhance the consolidation of various media resources, CCTV will provide more intriguing and customer- tailored offers to bidders of 2010 prime He Haiming shakes hands with Board Chairman & CEO of Vision advertising resources, by extending China Media Li Limin (L) after signing agreement collaboration to Vision China Media and Airmedia—two big medium CCTV Advertising Center has signed cooperative agreements players in the airport, bus and subway systems across the nation. with Vision China Media and Airmedia respectively in the morning of “The conclusion of agreements with Vision China Media and September 13, 2010. Airmedia marks the significant breakthrough CCTV has made in trans- According to the agreements, bid-winners at CCTV 2011 Prime media collaboration for 2011 CCTV Primer Advertising Resource Advertising Resource Bidding for such highly sought-after advertising Bidding. CCTV is aimed to make this annual bidding event the biggest resources like CCTV-1 Golden Theater, partners for 2011-2012 sports trans-media platform in the nation, something like ‘Canton Fair’ in the games, and the big moment of time-striking at Spring Festival Gala will circle of media. Just like catering operators and merchandize vendors be offered with favorable price to purchase the advertising resources prefer to flock to pop venues for cluster effects, we also intend to offered by both Vision China Media and Airmedia.

WIN TOGETHER 22 create a pop platform of huge scale to better cater to consumers’ population and viewing time. Such unrivaled alliance among the three demand.” as revealed by the Principal of CCTV Advertising Center. formidable media players will definitely lead to more satisfactory As the biggest media institution in the nation, CCTV boasts the advertisement effects for advertising enterprises and bring more broadest spread TV channels across the nation, as well as formidable convenience for them in purchasing advertisement resources. brand appeal and far-reaching influence. Airmedia, the leading It is beyond doubt that the strong-strong collaboration among provider of air media service in the nation, claims ownership to 90%- CCTV, Airmedia, and Vision China Media will accelerate the integration strong share of digital air media market, and a huge and closely- and concerted operation of various media, so as to foster a well- interwoven air media network covering 2100-plus airlines. Equipped tailored and vast platform for advertising enterprises to launch on- with a tremendous outdoor digital mobile TV network sweeping line and off-line marketing and promotional campaigns as guided by all bus and subway systems in the nation, Vision China Media has their brand marketing strategies. Such joint efforts of the big three installed 51,000 TV screens across subway systems of 8 major media players will further help advertising enterprises secure better domestic cities and 140,000 TV screens across bus systems of 29 advertisement effects and desired returns. domestic cities. It is believed that the highly sought-after advertising resources of CCTV, as coupled with the gigantic media network across the air travel, bus and subway systems in the nation as formed by Vision China Media and Airmedia, will turn out to be positive supplementary for each other in terms of coverage area, coverage

He Haiming (C) shakes hands with Board Chairman & CEO of AirMedia Guo Man (L3) after signing agreement

WIN TOGETHER 23 CCTV Channel Reform Saw Its Initial Effects

Jin Yong

on, CCTV-1 Comprehensive Channel revision was gradually carried out. As the first accomplishment demonstration stage for our numerous farmers in China, We Have Our Methods has a resonant slogan: “show our harvest, show our happieness!” Meanwhile, the program bravely adopted the new concept of “1+1”: CCTV anchor plus local channel anchor. The first version of this program On Aug. 1st, 2010, under the background of China's in- was anchored by CCTV's Liu Fangfei and Liaoning Channel's depth culture system reform, CCTV formally embarked on Yuyang together, and the distinguished guests were Wang the “channel-oriented system”, which is more acceptable Qianhua, who is quite popular with our audience by her work by the market. CCTV transformed the previous "program- of Chuang Guan Dong and Guanzhong Women, as well as oriented system", and broke the fixed pattern which was the famous music man Li Jian. A competition between "magic formed during the past 10 years. music Princess" and "magic King" took place on the spot of Jiao Li, Chief of CCTV emphasized that all the channels the program. Liu Fangfei and Wang Qianhua led the "Five should be flashing by the end of the year, and each reform Golden Flowers of Huajian" as well as Chen Juan, the "magic measure should be brought forward successively since Sept. music Princess" who shifts smoothly between male voice and 1st. What kinds of changes have occurred on CCTV, and what female voice. Yu Yang and Li Jian led Yan Hezhi, the "Magic kinds of effects have been drawn by Sept. 15th? This is what King", as well as the A Shi Cai Family from Yunnan. The two audience is eager to know. teams competed with each other. The wonderful performances of distinguished guests and farmers gave our audience a new We Have Our Methods was promoted by perspective, and won the praise of all the audience. CCTV-1. As for the next step, CCTV-1 will promote such new programs as Wait for You and Every Second Counts in We Have Our Methods was broadcasted on CCTV succession, meanwhile it will select 14 columns from all the Comprehensive Channel on 18:00, Sept. 1st. Since then channels to be broadcasted on Comprehensive Channel.

WIN TOGETHER 24 All sectors of the community give positive appraise on Finance and Economics Channel.

Since Finance and Economics Channel was launched one year ago, it positively played the role of "Finance and Economics Policy Window", and vigorously cooperated with international mainstream media of finance and economics, also won positive appraisal from all sectors of the community. Wang Jun, Vice Minister of Treasury said that Finance and Economics Channel is a kind teacher, is a dictionary to look up when in trouble, and has the reference significance for government department's decision-making. As per the view of Hu Xiaodong, VP of People's Bank of China, as well as the view of Li Kemu, Vice Chairman of Insurance Regulatory Commission, Finance and Economic Channel coheres consensus of the society, prompts social development, prompts government work, and makes positive contribution to better and faster development of the society. Satpal enterprise development". Brainch, President and Managing Director CNBC Asia Pacific By the 1st half of 2010, Finance and Economics Channel said: "CNBC witnessed the gradual growth of Finance and firmly accounts for more than 70% of China's finance and Economics Channel during the past year. Foresight and economics market. The percentage increased from 57% sagacity of Finance and Economics Channel brought our before revision to 70% by the end of 2009. Especially in audience with global finance and economic information. June, 2010, it accounted for 74.2% of the market share. The CNBC is honored to join hands with Finance and Economics audience of Finance and Economics Channel has higher Channel, to provide the best financial report and information." education and higher income, as well as higher position. Meanwhile, to better meet the requirement of our In the 1st half of 2010, its audience with education higher audience, we broadcast the TV series Memory of China's than bachelor's degree reached 2.16%, and its audience Stock Market in 60 sections from Sept. 6th, completely of management level reached 2.27%, its audience with describing the history of China's capital market during the past monthly income of more than RMB 3,200 reached 1.6%. The 2 decades. The program drew extensive attention of audience percentage has been greatly enhanced since its revision in and media, and was reported or reprinted by various press or 2009. Competitiveness of Finance and Economics Channel is websites. stably enhanced in three major cities. Its audience rating has Recently, Finance and Economics Channel also been increased to different extents in Beijing, Shanghai and broadcasts 2 weekly programs BUSINESS ARTISTRY/ Guangzhou during the 1st half of 2010. Average total minutes Rival and Become Even Younger, with the program of audience have been increased by 51%, 47.8% and 40.3% content highlighting the idea of "serving national economic in Beijing, Shanghai and Guangzhou. construction, serving mass economic life and serving

WIN TOGETHER 25 In the aspect First, we should maintain the famous o f l a y o u t , f i r s t i s programs which are popular with trimming the channel audience, for instance, Starlight Avenue, layout, adjusting the Comedy Show, etc., meanwhile we will broadcasting time to improve and upgrade these programs. the same period each Second, we should close part of the day, all the programs programs which are homogenous or are broadcasted on resource exhausted; Third, we should the dot for audience's bring out numerous new programs such c o n v e n i e n c e . as I Want to Go to the Stage of Spring Second is forming Festival Gala, Happy Hero, Bi Lu TV, t h e c o n c e p t o f Star World of Entertainment, Noon of brand sector zones. Each night, it Culture, Happy Party of Entertainment, Formal Revision of collects several sectors with similar Entertainment Throughout the World, Entertainment Channel Has characteristics and similar audiences to Animal Carnival, etc. Been Broadcasted form vertical sector zone, it also arranges 3 programs of Entertainment Joy/ Animal Audience rating of Children's Formal revision of Entertainment Carnival/ Entertainment Star Stage Channel broke record this Channel was on air on Sept. 3rd. The throughout the week. Third, two large- summer vacation revision consists of layout update and scale entertainment shows are arranged program adjustment. Audience rating of By Aug. 29th, Children's Channel on each night of the weekend, including the channel reached 3.63% on that day, Special Program of summer vacation I Want to Go to the Stage of Spring breaking records of the 2nd half of the covering 8 weeks broke the record in Festival Gala, Departure for Happiness year. its audience rating, with its average (Friday), Happy Hero, Starlight Avenue Specifically, the brand new Show rate of 3.37%, an increase of 0.87% (Saturday), Comedy Show, Very "6+1" Program "Grassroots Star" ---I Want compared with that of last summer, (Sunday), which cover the prime time to Go to the Stage of Spring Festival slot and subordinate prime Gala has received quite good effects time slot during the weekend. for its debut, with a YoY increase of Four, special programs are 31.91% in its audience ratings. I Want arranged throughout the year, to Go to the Stage of Spring Festival for instance, International Gala selects outstanding folk programs Labor Day Program / Summer for Spring Festival Gala. Each time it will Vacation Program / National invite distinguished guests to perform Holiday Program / Winter cross casting as much as possible, so Vacation Program / etc. as to gather popularity for the grassroots As for sector adjustment, candidate's stage.

WIN TOGETHER 26 and an increase of 1.24% compared such as Windmill Story Party, Windmill Next step, Music Channel will with that of the month before summer Talent List and Windmill Hero for daily give full play to the advantage of TV vacation, which broke the record since programs; As for weekend version, program audio-video integration, the Children's Channel was launched. we arrange entertainment shows intensify the visibility and aesthetics, Single week audience rating exceeded and selected programs as the main cancel the homogenous programs and 3% for 7 weeks, and was listed as the content which are edutainment close the programs which are not in line with 2nd among CCTV various channels to children's life. It will be brought out channel orientation. We will form new in audience rating and 3rd among all formally on Oct. 11th. brands which can represent channel the star channels of china in audience quality and have impacts, while being rating. Audience rating of the 7th week Update of Music Channel through with the original brand program, reached 3.97%, which was the highest Version drew better effects so that the channel will be the best single week record since the channel broadcast platform for major music was launched. Recently, the music channel updated activities at home and abroad. The arrangement of Children's its broadcasting version and made Channel has outstanding features during a good start in its audience rating. this summer vacation. First, we adjusted From Aug. 27th to Sept. 2nd, average the program idea and innovated program audience rating of the channel reached strategies according to the work-rest 0.21%, which was 0.07% higher than schedule / audience psychology / habits that of the previous week, with an of the children audiences in various increase of 54.1%. The average age; Second, we arranged programs audience rating of Wonderful at 7a.m. / 2 p.m. / 4 p.m. aiming at the Music Party which was on air on previous long vacations, intensified the Sept. 1st reached 0.2%, which thorough program arrangement, so was 3.25 times of the average as to dramatically enhance the entire audience rating of the previous audience rating of the channel during week (from Aug. 25th to Aug. the daytime. Third, we make overall 31st) This time, we specially plans to distribute high-quality cartoon invited the composer Wang resource, so as to obviously enhance Liguang to compose Channel the attraction of cartoon program for Theme, and brought out the various periods, meanwhile to intensify deduction of brand new channel the summer vacation features of our mark in succession, and fine own program. tuned part of the programs, Next step, Children's Channel brought out such new programs will bring out the Big Windmill in new as Song and Smile and Happy version, we will form 9 suite sectors Child Playing the Organ

WIN TOGETHER 27 President Jiao Li Inspects CCTV Teheran Reporter Station

Recently, CCTV Director Jiao Li paid a special visit to Teheran Reporter Station in Iran during the inauguration ceremony of CCTV Teheran Reporter Station and raised specific requirements on the work of the Reporter Station. Teheran Reporter Station is the first overseas reporter station of CCTV that is inaugurated by leaders of the Chinese Central Government, showing the importance attached by the Chinese Central Government to CCTV and to enhancing international publicity capability. Director Jiao Li emphasized that, “Iran is of great geopolitical importance, and it is a hot area for which the international community shows concern. Teheran Reporter Station will cement the mutual understanding and trust between the people of the two countries through its reports on Iran’s economy, politics, culture and society”. Director Jiao Li also raised specific requirements on the work of CCTV overseas reporter station. Firstly, to grasp correct publicity spirit and report wording by relying on the Chinese embassy to Teheran; secondly, to enhance the communication with local media and the offices of international media in Teheran, establish cooperative relationship with them and share information with them; thirdly, to reinforce the communication with the people of all walks of life there, understand their socioeconomic developments and establish news & information resource network; fourthly, to follow policies as well as local laws, regulations and customs; fifthly, to pay attention to personal safety and arrange personal life well while doing a good job in reporting. CCTV Reports the Complete Process of the Launch of “Chang’e 2”

At 18:59:57 on October 1, “Chang’e 2” lunar probe was successfully launched at Xichang Satellite Launch Center. CCTV reported the complete process of the launch, including “blast-off of Chang’e 2”, “cancellation of mid-course orbit correction”, “turn-on of the scientific instruments carried by Chang’e 2”, “the first braking at perilune” and other key steps, which attracted wide attention from home and abroad. CCTV News Center arranged ten live broadcast points at Xichang Satellite Launch Center, Beijing Aerospace Control Center, Center for Space Science and Applied Research (CSSAR), CAS and other places, and made full use of the reporting resource of CCTV reporter stations in America, Europe, Russia, Hong Kong, Macao and Taiwan. “Chang’e 2” was launched at the moment when CCTV News began to be broadcast, so CCTV News arranged the real-time images of the launch countdown and blast-off of Chang’e 2 at the lower right corner of the images of time-reporting and initial section of CCTV News in the form of “image within image”. CCTV-NEWS, CCTV-4 and CCTV-9 respectively presented special live broadcast programs focusing on Xichang Satellite Launch Center, which showed the preparation before the launch, the launch process as well as the background (a short film about the background is broadcast), task and key technologies of

WIN TOGETHER 28 the launch. The report exclusively showed the core dynamic, deep and vast information at site with stories and scientific popularization. Up to October 1, the broadcast center had sent back public signals of about 14 hours, interviews for nearly 60 times and news material for nearly 10 times. Prior to that, CCTV fully launched the report on “Chang’e 2” on September 27, with CCTV-1, CCTV-NEWS, CCTV-9, CCTV-4, CCTV-F, CCTV-E, CCTV-A, CCTV-R and CNTV involved. Hu En Meets with Minister of Esthonia Ministry of Culture

On October 14, Deputy Director Hu En met with Ms Yanes, minister of Esthonia Ministry of Culture. Hu En introduced the general situation of CCTV and answered questions on the new address and overseas stations of CCTV. In addition, he indicated that, CCTV expected to communicate and cooperate with Estonian media on program exchange, so as to enable the viewers of the two countries to watch the programs of the other country and enhance the cultural exchange between the two countries. Ms Yanes indicated that, she was willing to assist CCTV to establish relations, communicate and cooperate with Estonian TV agencies. CCTV Finishes the Report on Asian Games Torch Ignition & Torch Relay Launch Ceremony

On October 12, the 16th Asian Games Torch Ignition & Torch Relay Launch Ceremony was held at the Temple of Heaven, Beijing. Secretary- General of the CPC Central Committee & President of the People’s Republic of China Hu Jintao ignited the main torch and declared the start of the torch relay. With the cooperation of the Broadcast Center, Technical Management Office and other departments, Current Affairs Department provided live broadcast signals to CCTV-1, CCTV-NEWS, CCTV-4, CCTV-5 and foreign language channels, which ensured the smooth live broadcast of the whole process and displayed the magnificent momentum and heated atmosphere of the ceremony. After the live broadcast, Current Affairs Department broadcast relevant news in the program of “News in 30 Minutes” at once and fully reported it in “CCTV News”. In addition, CCTV-1, CCTV- NEWS, CCTV-4, CCTV-5 and CCTV-9 presented special live broadcast programs at the same time. CNTV broadcast the ceremony live, and made and presented video-on-demand, high-definition pictures and news on its web pages. Up to the ending of the campaign, the page views reached 22.12 million page-times.

WIN TOGETHER 29 BYD: Build You Dream with Idea and Passion

Jin Dinghai Shanghai Normal University Wu Bingbing

“We dare nothing of technical innovation. What people have we dare to strive for, and what people do not have we dare to dream of. We have been trying to prove that technology can change life and world. We want to create electric automobile out of battery technology and automobile technology. We want to fulfill the green dream of human being with electric vehicles.” ——Mr. Wang Chuanfu, President of BYD

Week’s Annual List of Top 100 Tech Companies in May 2010. An enterprise is actively engaged in three major industries – IT, automobile, and new energy, and favored by legendary investor Warren Buffett. An enterprise has evolved from nobody to the king of battery world and new start of automobile industry. An enterprise has fulfilled the metamorphosis from tiny to super, Professor Jin Dinghai holds conversation with Deputy General from weak to powerful, from mono to simplex to multiple, and from Manager of BYD Auto Sale Corporation Wang Jianjun (L3) local to international. An enterprise started with only 2.5 million yuan of investment, This enterprise is BYD, which has undoubtedly proved it a saga of lack of financial resource. Chinese private enterprise with boundless potential. An enterprise started with only about 20 staff, in want of talent. Public Communication Spread Brand: Super It was a Shenzhen-located private enterprise engaged in Celebrity • Super Platform • Super Influence production of recharge battery, ordinary and pain. Fifteen years later …… It turns out to be the one ranking 216th place among Top 500 Enterprises in China in 2009, with market capitalization near 170.9 billion Hong Kong Dollars (as of December 15, 2009), and business revenue up to 3.794 billion yuan in the same year. An enterprise has 11 large-sized manufacture bases covering a total area about 17 million square meters, and boasts a staff force over 0.2 million people. An enterprise earned the No. 1 spot on Bloomberg Business Professor Jin Dinghai conducts in-depth survey on BYD

WIN TOGETHER 30 The successful brand publicity of BYD benefits from the unrivalled joint force of super celebrity and super platform. Back in September 2008, BYD became the second Chinese enterprise favored by legendary investor Warren Buffett after Sinopec Group, as MidAmerican Energy Holdings, which was under the banner of the legendary investor, declared to purchase 225 million shares of stock of the company (amounting to 10% of total shares) at a price of 232 million Dollars. BYD came to the limelight of the world overnight thereafter. However, no one pays any attention to the then nobody at the beginning of 2003 when it purchased an enterprise called Xi’an Qinchuan Automobile Co., Ltd. from a field quite different from its original business scope, and formed what called BYD today. Only after its newly designed F3 model cars churned out from assembly lines in Xi’an City and its newly constructed manufacture base with installed annual capability of 200,000 cars put into use on April 16 2005, did BYD owns its own brand and tangible products. Even so, no body heeded the development of the fledging company and felt confident about its prospects. media as collected by Marketing Department are given great weight With high-performance and cost-effective products, BDY during the decision-making of advertisement blitz. With meticulous gradually won the recognition from the domestic market. selection and adjustment, only the most prime and suitable media With the promising prospective of electric vehicles, BDY won the are left as the candidates for cooperation. Beside, BYD will go out favorite of legendary investor Warren Buffett. its way to get informed of the distribution and coverage area of If what the super celebrate can bring is explosive yet transitory media, the cost of advertisement placement, and the fluctuation effect. Then, to the contrary, what the super media of CCTV bring is of advertisement quality among different areas, so as to adapt its the most enduring and repeating publicity of enterprise brand and strategies and tactics to its advertisement campaigns on a timely image. manner. Meanwhile, BYD is quite concerned with the effectiveness As to the super influence of CCTV, BYD are quite aware of it as of its high-end and heavily-invested advertisement campaign, in a bid early as when it launched the first batch of F3 model of cars. Since to ensure a sound return rate of investment. then on, BYD has forged win-win cooperation with CCTV. In virtue of its multiple advantages, CCTV has won the BYD has always been cautious and savvy to the selection complete trust from BYD, since BYD has chosen to launch all of its TV of media. It has paid emphasis on the optimized balance of advertisement through the platform of CCTV from the end of 2009. advertisement strategy and budget. Suggestions from the front line BYD’s image and brand has found a way into the hearts of people in of sales, and feedbacks from customers about advertisements and the world.

WIN TOGETHER 31 Super Technology Proves Unparalleled Power: With a stunning development space, BYD, the new comer just entry Technology • Cost • Vertical Integration into the market 8 years ago, has collaborated with Daimler AG, the No. 2 manufacturers of luxurious automobiles in the world boasting As long as you step upon the exhibition hall of BYD, the motto with one-hundred-year-old history, to establish a joint venture called of “Technology is King, Innovation is Fundamental” as uphold dearly Shenzhen BYD Daimler New Technology Co. to focus on the R&D of by the enterprise will meet your eyes. The motto tersely sums up electric automobiles what BYD has pioneered through in terms of product, management, Cost control comes as the second priority in BYD. In system, etc. consideration of Chinese market’s special advantage in abundant In BYD, the first priority lies in technology. BYD has applied with rich and cheap human resource, BYD has adopted half patents for 1000-puls technical innovation on a yearly basis from manual and half automatization mode (namely “people + clamp = 2002 to 2008. BYD ranked the fourth among domestic enterprises mechanical hand” mode) to guarantee both the cost deduction and in terms of number of applied patents in year 2008, as it has applied the flexibility of assembly lines. In addition, such manufacture mode 1530 patents in the year alone. boasts another merit, as only with adjustments to certain key links, In the eyes of staff, Mr. Wang Chuanfu, the Board Chairman the assembly lines can adapt to manufacture of new products. of BYD is a “mad man of technology”. In addition to tremendous The third priority BYD highly valued is the vertically integrated investment in human talent and technical innovation, he himself is industry line. In virtue of its super capability in R&D and manufacture also immersed with the R&D of electric vehicles. of mould of parts, BYD is in a position to have a rigorous control over With the launch of F3DM dual-module electric cars, e6 battery the key links of highly-integrated vertical industry line. This strategic electric cars, F3DM dual-module electric cars (low-carbon version) mode turns out to be especially beneficial for the enterprise when it as well as the successful R&D of K9 battery electric buses, BYD has grows bigger and bigger, since it not only cripple the bargain capability advanced itself from a tycoon of battery industry to the technical of providers and customers, but guarantee the intact of value chain, leader and frontrunner in the global new energy automobile market. shorten the product design and regeneration circle, reduce the communication cost between the company and customers. Thanks to the strategic mode, BYD owns more core technologies and boast a comprehensive control capability over product quality. Besides, it can improve the product quality by optimizing each link of the manufacture process. Meanwhile, the vertical mode can highly integrate BYD’s advantages in mould manufacture and electric technology, increasing the efficiency of manufacture. Such super vertical mode can enable BYD gain more extra profits from design to assembly to the manufacture of parts. For example, all parts except of glass and tyre are manufactured by BYD. Such self- sufficient and highly-integrated manufacture mode, though seemingly defy against the rule of modern manufacture, is proved to be the most efficient means in reducing cost.

WIN TOGETHER 32 With bold yet rational spirit, BYD successfully innovate such a highly- integrated vertical industry line.

Widely-spread Channel Win Market: Run Ahead Together With Sales Agents and Customers

With an unparalleled annual sales volume up to 448,000 units and an amazing 162.7% increase on a year- on-year basis, BYD outshone other domestic automobile makers in 2009. In addition to super technical prowess, market publicity and support system, channel training and support its sound and unique sales system is the major contributor to this system, classification management system on channel sellers, “five- feat. star” service system, etc. Beside, just like what its advertisement BYD has proved its strategy of building widely-spread retail stores slogan claims “Run Ahead Together”, BYD also pay great attention to a great success. With a much closer performance to Volkswagen and foster the win-win partnership with its sales agents, and bring them Toyota, BYD has increased its sales agents from 100-plus in 2005 to with handsome return. 1000-plus in April of this year. What’s more, equipped with more BYD also spare no effort to pride prime service to its customers. flexible “mobile 4S stores”, BYD can spread its sales and service to For example, after receive phone calls from customers, BYD’s more areas. International Call Center, which are contactable through 24 hours hot BYD has established four new networks, among which, A1 line (51022), will feedback related information within five minutes network is dedicated to sales of automobile modes F3, F6, S6, etc.; A2 to concerned service store, which will contact the callers within network to F3R, F0, L3, etc.; A3 to G3, G6, etc.; A4 to M6, I3, I6, etc. ten minutes to confirm the problem and make telephone follow- Such deployment of sales networks not only reduce the capital and up within two days. Such prime service is available to customers of inventory pressure of sales agencies, but low the threshold of sales even cheap automobile models. No doubt, this definitely boosts the stores and accelerate the prompt spread of sales network. In the reputation of BYD among its vast customers. wake of its great hit in the second-tier and third-tier cities, BYD focus BYD has mapped out “333 Strategy” as early as when it stepped its firepower on such big cities like Beijing, Guangzhou, Shenzhen, etc. into the field. According to the strategy, BYD will lay a solid basis and As facts have proved that the sales strategy of “Encircling the Cities build a sound platform in the first three years; extend product line, from the Rural Areas” is great coup. snatch market share, boost brand profile in the second three years; In addition, in a bid to guarantee the development of its sales set benchmark for the industry and consolidate competitive edge channels in a standardized and uniform way, BYD has put forward based on unrivaled technology of new resource in the third three a powerful channel management system, including management years. Now, BYD has run into the third stage and will the impress system on establishment of 4S stores, Sales and service system, world with more brilliant achievement.

WIN TOGETHER 33 Big Dream Leads to Big Future: Work for Your Village, ranging from solar power generation facility to wind power Big Dream generation facility, to energy storage power station to purified water facility, as well as the buildings and the silicone material used for the Just as what its name suggests – build your dream, the young manufacture of solar battery plate are built by BYD. The operation enterprise is not only steadfast in pursue of its dream, but ambitious of Future Village is quite cost effective. With a total investment of to build a bright future for the whole world. 30000 US dollars (exclusive of buildings), these facilities enjoy a life Mr. Wang Chuanfu, the dream builder once expressed that “BYD circle as long as 20 years. Therefore, the annual cost of these facilities not only aims to enter into the No. 1 club, but to be a great enterprise is about 10000 yuan. Under the major circumstances, Future Village with social responsibility. Our sense of social responsibility will be consumes only 30% of self-generated electricity not only displayed by generous offer of power. Technically speaking, the residual electricity emergency aid and relief, donation to power can be sold to electricity grid in compensation school and education, contribution to to the investment of facilities. Our future life might public welfare through culture and sports turn out to be the picture described by Mr. Wang undertakings, but more by our relentless Chuanfu: solar batteries will be ubiquitous in the efforts in solving the environment and deserts, container energy storage stations will be economic problems caused by the erected in oil tankers floated in the seas. In such use of petroleum through low carbon way, problem of petroleum crisis can be solved technology.” from the root. BYD also can bring its ultimate dream of growing into To this end, BYD now is endeavoring to make its three green a comprehensive operator for provision, storage, and application of dreams, namely electric vehicle, solar power station come true. new energy into reality. As to electric vehicle, the launch of F3DM cars by BYD in BYD has invested 0.5 billion yuan to develop polar power station Shenzhen in December 2008 marks the birth of the first dual mode in 2010. Thanks to its unique technology and craft, BYD has achieved electric car in the world which is free from the dependence of impressive progress in reducing the cost of solar power generation charging station. The debut of F3DM cars heralds the solution to close to that of coal-fuelled power generation. Besides, it has solved the three sever problems of energy scarce, carbon dioxide emission, the manufacture problem of silicon chips which had crippled the and environment pollution. The ensuing e6 battery electric cars, development of solar power industry for a long time, and promoted which have adopted the “green core” of iron batteries as developed the popularity of solar power across the nation. and manufactured by BYD, totally get rid of reliance on traditional With its amazing feats, BYD has made us believe: fuel power and realize the “zero emission” in real sense. At present, Dream is not fantasy. It will come true with relentless efforts to the 45 e6 battery electric taxis running in Shenzhen are the first of create innovation products with cutting-edge technology. its kind put into public system in the world. F3DM car is the sole car Dream is not surrender. It will come true with dogged efforts to included into the Index of Model Application Projects for New Energy build a super brand. Automobiles in 2009. Dream is not conservation. It will come true with determination Future Village, a building complex composed of two identical to pay any cost and to share with others. villas in BYD Pingshan Base in the eastern suburb of Shenzhen Build you dream and build your future. City, is in fact BYD’s trial operation of energy storage station. All the new energy power generation facilities installed in the Future

WIN TOGETHER 34 WIN TOGETHER 35 Nice Group, a Super Enterprise Nourished with Culture of Water Jin Dinghai Shanghai Normal University Wu Bingbing Hall of Fame with burden of reviving surfactant soap and detergent industries, and then ushered in a new era for national industry. As a distinguished representative of national capital enterprises, Nice Group has outshined many foreign counterparts in the stage of CCTV Prime Advertising Resource Bidding during the past decade. For example, Nice Group has successfully snatched the all-year-long nomination right for the Golden Theater of CCTV-1 in year 2008 and 2009. Satisfied with its super public communication effect, Nice Group is determined to continue investing into the most well-known advertisement slot in the nation. Nice Group has a deep-insight for the multi-ethnic and multi- dimensional Chinese market—without a stable relationship with a Co-authors: Jin Dinghai and Wu Bingbing from the College of powerful domestic media, it is impossible for it to build image and Humanities and Communication of Shanghai Normal University brand in a sweeping and thoroughly penetrating way across the In the southwest of Zhejiang Province and on the border of nation. Therefore, with an ambition to invigorate national industry, Zhejiang and Fujian Provinces, there is a scenic place called Lishui, a rational judgment on market landscape and unique enterprise which is the birth land of Nice Group, a household name in China. Just strategy, Nice Group has forged a 19-year-long strategic partnership like what the name of its birth land suggests, (Lishui means beauty with CCTV. nourished by water in Chinese) Nice Group, the leading enterprise From the simple communication of product information, to in washing industry of China, also demonstrates a culture of water— coming up with a catchphrase of “Buy not the expensive one, but humble yet not self-humiliation, ever-flowing for regeneration, choose the right one” which smartly alludes the exorbitant price surging ahead with ambition, and intolerant with big-heart. of foreign brands and accentuates the uniqueness of the local star

Great Influence across the Nation: Great Sense brand, to the frequently occurred classic advertisement slogan of of Social Responsibility and Great Command of “Mom, I can do it for you now!” which strike the heart strings of Public Communication that Suits China Chinese people thanks to its rich annotations of Chinese culture and

In retrospective, Nice Group has enjoyed a sound cooperative deep affection and love towards mom, Nice Group has shown great relationship with CCTV for 19 years! wisdoms in creating advertisement value and history. As guided by The firm collaboration commenced in 1992, when Nice Group the strategy of consistently launching advertisements through the launched advertisement campaign with a total investment of 1 formidable platform of CCTV at prime time, Nice Group has made million yuan in such classic advertisement slots as Reputation and a great use of the huge coverage and high viewership of CCTV, and

WIN TOGETHER 36 spread its brands and products to each corner of the nation. The factory merged with Hong Kong Likang Company into Zhejiang Nice advertisement slogans have come into the life of Chinese people and Daily Chemical Joint Venture Co., Ltd. In 1993, the joint venture went reverberated in their hearts. through shareholding system reform and blazed a trail for self-owned With a great command of prime advertisement resource of brand. In 1994, Nice Group climbed to the throne in washing industry CCTV, Nice Group has done a great job in showcasing enterprise over the nation. In 2005, Nice Group forced its way among the top charisma, boosting brand profile, and exerting market influence eight among the world washing industry. throughout the nation. These advertisement blitzes not only win loyal At the end of 2008, Nice Group soared high against the customers for the group, but enhance its market competitiveness, devastating global financial crisis as a result of a series of reforms and consolidate the confidence of customers to national industry. in terms of market innovation, technical innovation, investment mode and inner management. As of 2009, the sales income of Nice A Water-related Industry, a Water-inspired Group has exceeded 10 billion yuan, with brands like “Nice”, “Diao”, Culture “Super”, “You R You”, “One-hundred-year HairCare” covering all The legend of Nice Group started from a humble beginning kinds of products for personal care such as oral care product, nature 19 years ago. It had nothing to boast about no matter in industry detergent, household sanitary product and fabric washing products condition, resource deployment, market share, or technical (washing powders, soap and liquid detergent). advantage, management experience, and horizontal competition. Just as Nice people comment that they are a group of humble Lishui No. 57 Chemistry Factory, a workshop founded in 1968 but not self-contemptuous people. Though located at a hinterland with 6,000 yuan investment, is the predecessor of Nice Group. of Lishui City, with less satisfactory economic and traffic conditions, Among 118 chemistry factories in the nation in 1980s, Nice Group and suppressed by the throat-cutting competition from P&G and ranked the last but one. The turning point came at the end of 1984, Unilever, Nice people made a breakthrough from washing power when Mr. Zhuang Qichuan became the factory supervisor and led the niche market and outwitted its formidable rivals of high-end products factory to provide OEM processing service for big names of washing with unique products and wise strategies. industry in Shanghai and Xi’an areas. Two years later, the factory has In the opinion of Nice people, fate (which is consisted by two leaped forward into the No.1 player in the soap manufacture sector Chinese characters, namely destiny and odds, in Chinese language) in Zhejiang province from a shabby one on the brink of bankrupt. hides two paralleled meanings: though destiny is not defiant, odds is Afterward, the factory ran on a fast track. In March 1922, the up to choice. We can change our life through change our odds, which depends on our self-efforts. Innovation is All

Innovation not only changes the fate of Nice people, but lead Nice Group to the throne in the washing industry. As ancient Chinese sage observed “Nothing under heaven is more soft and yielding than water. Yet for attacking the solid and strong, nothing is better”. With a humble beginning, Nice Group has created a saga with all-inclusive and spiral innovation in terms of product, market and public communication. Product Innovation: in an effort to overcome the defects

WIN TOGETHER 37 of traditional soap such as dull yellow color and withered shape of Grand Giveaway” throughout the whole Zhejiang province while due to shrinkage, Nice Group launched a brand new “blue” soap, its annual profit was less than one million yuan then. Under great risk which is integrated with the function of laundry soap as well as the and pressure, such desperate initiative aimed at promoting the newly appearance and flavor of toilet soap, and achieved overwhelming launched Diao Brand soaps, turned out to be a great hit and success success. Through which, Nice Group has proved its great capability by snatching 90% of market share in the province. Just like what Mr. in create innovative products based on the demands of consumers. Zhuang Qichuan sums up: “the most neglected battleground often In 2005, Nice Group achieved another feat by releasing new concept turns out to be the most unexpected one to showcase strength and toothpastes boasting with nutrition elements as VC and VE, and eye- boost confidence, and the one Nice Group can make a complete catching package of transparent tube. Highlighting the differentiated success.” core value of “fresh and nutrition, health and clean”, such toothpaste difficult for us to observe and conclude that all respectable products were especially welcomed by youth consumers and brands are characterized by great sense of national spirit and social recorded a monthly sales increase rate up to 60% within the first year responsibility as well as great command of media publicity. The more since its debut in the marketplace. valuable the brand is, the more reputable the media is. Market innovation: with a comprehensive analysis of Chinese Water, a plain yet indispensible substance, is changeable in market, Nice Group put forward a strategy termed “Binary multiple forms. Nice Group has also formed a unique culture of water Dichotomy”, which is centered with the idea of demarcating the in the past four decades. In the world, there are few things with such Chinese market into two sub-systems, one is the uniform commerce merits as water - humble but not self-contemptuous, stalwart in spite system governed by state authorities, and another is the free of obstacles, all-inclusive but not self-conceit, benevolent without system constituted by countless small-sized local markets. As guided aggression. However, Nice Group is the rare one, which deeply by the strategy, Nice Group took lead in setting up outlets across believes in and runs after such merits. Yiwu Wholesale Market, so as to avail itself of advantages of the super-large market as low cost, wide radiation effect, integration of formerly separated sales channels and congregation of market share. On the tactics front, by adhering to such principles of “Market First, Factory Second” and “Environment-friendly First, Manufacture Second”, Nice Group concentrates its resources on such priorities as building sales network, promoting brand publicity and enhancing environment construction, therefore ensures its manufacture activity is well underpinned by sound sales achievement and sustainable development. Communication Innovation: as a matter of fact, the bold and innovative investment on advertisement is the underlying force behind the prompt spread of brands of Nice Group during the past two decades. Mr. Zhuang Qichuan once was criticized by leadership of the county as spendthrift dated back in 1993, when Nice Group launched a bold promotion campaign dubbed “One Million Worthy

WIN TOGETHER 38 WIN TOGETHER 39 Optimization, Innovation and Making Progress: Analysis on CCTV-3 Revision

Wei Xiuguang

It has become an important mode for domestic TV stations to conforms to audience’s viewing habits, and the characteristics of make innovation and achieve breakthroughs through face-liftrevision entertainment channel are more striking. under fierce competition among TV channels in 2010. The face- Optimizing Resources, Sharpening liftrevision of CCTV-3 this time follows the trend of CCTV channel reform and is the most thorough face-liftrevision during the six years Competitive Edge since the channel was launched. Many programs including Challenge Anchor, Wanna Challenge, Currently, more and more provincial satellite channels present Appointment with You, Behind the Curtain and Performance Arena innovative entertainment programs, achieving sound effect in the are cancelled or adjusted during this face-liftrevision. It can be seen competition on audience rating and target viewers. As the leading that, the programs that have been cancelled or adjusted have such entertainment channel of China, CCTV-3 aims to gain preemptive problems as homogenization in the audience rating and program advantage in channel competition and create core competitiveness. resource. Some programs have reached the end of their product So it is inevitable to conduct face-liftrevision. cycle. If they continue to be broadcast, the viewers will be fewer and On September 3, 2010, CCTV-3 showed up with a brand-new fewer, so they have to be cancelled; In contrast, some trump card outlook. After the face-liftrevision, the program arrangement is programs boasting high audience rating and stable viewer groups and more reasonable, the broadcast schedule of some programs better conforming to the positioning of CCTV-3 are upgraded. For instance,

WIN TOGETHER 40 Center Stage is upgraded to Happy Family and Happy Weekend programs are broadcast at 19:00 before the entertainment programs Meeti ng is upgraded to Comic Star Alliance; Ten new programs are of provincial satellite channels to capture viewers. launched during the face-lift revision, which are respecti vely Cultural Program innovation creates more Noon, Top Music Concert, Happy Hero, I Want to Go to the Spring Festi val Gala and Heading toward Happiness etc. (see Table 1) advantages, and program categories Table 1: Revision Details for Variety Channel are more abundant The three programs newly launched are I Want to Go to the Spring Festi val Gala, Happy Hero and Heading toward Happiness, which in common feature brisk interacti on between the program and viewers. Among them, Heading toward Happiness invites newly-weds as guests to share the happiest moment in life with the audience; I Want to Go to the Spring Festival Gala selects outstanding folk

Happy Hero programs and talents for the Spring Festi val Gala; Happy Hero takes the form of game contest and entertainment performance; and among the new programs, I Want to Go to the Spring Festi val Gala is the most att racti ve. In this year, the audience rati ng of “song show” programs represented by “Super Girl” and “Super Boy” declined signifi cantly. The form of song only has resulted in viewers’ aestheti c fatigue; but the “China Got Talent” presented by Shanghai Dragon TV triggered a fever on talent show. Echoing viewers’ enthusiasm of “4+1” became the key word of this watching talent show, CCTV-3 presented the program of I Want to Go to the Spring Festi val Gala by taking advantage of the nati onwide face-lift famous program - Spring Festival Gala. The program selects high- “4” refers to three programs broadcast from Monday to Thursday on a daily basis, including Entertainment Programs Collection, Carnival of the Animals and Entertainment Star; “1” refers to one weekend feast every week including I Want to Go to the Spring Festi val Gala and Heading toward Happiness on Friday night, Union and Starlight Avenue on Saturday night and Happy China Goes and Special 6+1 on Sunday night. In additi on, all the programs are broadcast at sharp hours, which facilitates viewers to arrange their time of watching programs and remember the program schedule; Seen from the general competition environment, trump card

WIN TOGETHER 41 quality folk programs for the Spring Festival Gala, including song, liftrevision changes slightly compared with that before the face- dance, magic, comic dialogue, comic sketch and folk feat etc; With lift revision. In the future, the audience rati ng may change vehemently the philosophy of “show without selection”, performers can fully rather than keep stable, which is normal for initi al broadcast period of show their talent without feeling the pressure of being eliminated; new programs and new programs need to be adjusted and improved Star guests are invited to perform to enhance the popularity of the further. grassroots stage. And the most popular performer elected in the Generally speaking, the face-lift revision of CCTV-3 centers program may probably step onto the stage of the Spring Festi val Gala. around its market positi oning to create core programs, which injects How about the effect of the face-liftrevision? From the new blood into CCTV-3 and achieves sound eff ect; Innovati on is the comparison of the nine days respecti vely before and aft er the face- driving force of reform and acti ve innovati on and explorati on spirit liftrevision (pre-face-liftrevision: August 27 to September 2; post- will bring CCTV-3 greater influence, which will open a brand-new face-lift revision: September 3 to 11), we can see that, the audience world for China’s TV industry. rati ng of CCTV-3 during prime ti me at night in 28 provinces increased signifi cantly. Among the newly broadcast programs, I Want to Go to the Spring Festi val Gala is very popular, with audience rati ng of the same period increasing by 41% from 0.747 one week before the face- lift revision to 1.056 aft er the face-lift revision (see Figure 1).

From the audience rating change before and after the face-liftrevision, we can see that, the program of I Want to Go to the Spring Festival Gala enhances the competitiveness of CCTV-3 during night prime ti me. The infl uence of the new programs needs to be enhanced and as expected the audience rati ng aft er the face-

WIN TOGETHER 42 New TV Plays to Show in the 4th Quarter and in 2011

leader of an irregular troop consisted of his family, nearby villagers and those who were seeking shelter in his village, has defended Qingfeng Ling for 14 years from the Japanese invaders and eventually defeated them with the support from the Chinese Communist Party. They rolled back 5 frontal attacks of the Japanese invaders without any outside help and held tight their land in countless skirmishes with an iron heart and a determined mind. They chose death rather than surrendering to the Japanese. Their great sacrifice has saved Qingfeng Ling from the Japanese hands and made it a single remaining Chinese island on the “Manchu” Sea. The Japanese then called Qingfeng Ling Departure for Happiness the “China Land”. Zhao Laozao is not free of the traditional mindset Starring: Jiang Wenli, Sun Chun, Lin Yongjian, Fan Ming, Lv of farmers, however, he is fully aware of the emotional aspect of Zhong, Luo Jiaying, etc. humans and is talented in controlling the situation as well as in Brief introduction: Set in the 1980s, it is a vibrant and fighting the battle of wits and courage. detailed narration of family life, career and sentiments from a middle- aged perspective. The drama is interpenetrated with tender feelings The Age of Steel and vitality out-poured from the true love and commitment between Starring: Chen Baoguo, Feng Yuanzheng, Gao Hongbo, and two middle-aged individuals who were wounded and lost in their Zhang Yi, etc. previous marriage and emotional life. It recreates the family life of Brief introduction: Another masterpiece of the renowned middle-aged people and portrays their passion and love in that time. screenwriter Gao Mantang after the Chuang Guandong. The drama is set in the initial stage of the founding of the People’s Republic of China Land China. Harboring a common dream of developing the steel industry Starring: Li Youbin, Sa Rina of the mother land, people from all of the country gathered in Brief introduction: It’s based on a legendary story happened Anshan Iron and Steel Plant and created a magnificent picture of in the War of Resistance against Japan. A man called “Zhao Laozao” striving. The drama tells the deeply touching stories of the friendship, in now Qingfeng Ling region, ZhaoYang City in Liaoning Province, the love and affection among these people.

WIN TOGETHER 43 Love Stories In The Countryside IV After Lu found out the fact, he killed Xu brutally. Chen Jiahu then Starring: Zhao Benshan, Xiao Shenyang, etc. drowned himself in desperation and disillusionment, but this state Brief introduction: As well established as it is, Love Story in didn’t last for long when Lin Rongrong, another underground Party the Countryside is considered a typical Chinese New Year’s drama. member, showed up in his life... The previous three series have gained great popularity and the fourth is now being filmed and is scheduled to be on screen in the next Chinese New Year period. The drama carries on with it the light and humorous style and close relevance to everyday life.

Wind Whisper Starring: Hu Jun, Guo Xiaodong, Sun Ning, Feng Enhe Director: Liu Jiang Brief introduction: Chen Jiahu, a genius in deciphering codes, returned back to China with his Japanese wife Keiko for the course of anti-Japanese war. He joined the secret society of Kuomintang called “Dark Room” and has deciphered Japanese classified information for many times. However, Lu Congjun, the supreme commander of Dark Room, doesn’t want to risk losing such a valuable talent. To keep Chen in his team, Lu framed Keiko and split up the couple. Chen made the The Xin’ans acquaintance with Xu zhou, a bellman with a mask, who later turned Starring: Zhang Lei, Liu Jun, Wu Mengda (Hongkong) out to be a secret agent in Dark Room sent by the Communist Party. Brief introduction: The screenplay is set in the vast historical background in the late Qing Dynasty and Early days of Republic of China. It is a story about the ups and downs that Hongtai Money Shop has encountered in its opening of trades and business in Shanghai and Wuhan. The life of Cheng Tiansong, the key man of the drama, is the main line of the whole story. He started his lifelong adventure as an apprentice in a money shop and became a legendary financier after a series of frustrations and business undertakings. His achievement is the outcome of his wisdom, willpower and courage. The story portrays the Huizhou merchants represented by the three major families of Wang, Xu and Bao. They were endeavoring in developing their own country while competing with foreign business powers for opportunities, during which, some have even laid down their lives.

WIN TOGETHER 44 Jiaxian in their course of developing and launching the atomic bomb, Love Story in Yan’an hydrogen bomb and artificial satellite. The drama is star-studded with many excellent actors and actresses, such as Tang Guoqiang and Starring: Deng Chao, Yin Tao Chen Jianbin. Many historical facts are revealed in this TV drama for Brief introduction: It’s all about a love story which has the first time, including those that were disclosed in the last couple survived the bleaching of time and the destroying of war, and carried of years, e.g. the inside stories and non-public information about the along with it the fragrance of love all through the passing of time. nuclear threat imposed by the U.S. at that time. On-load Bullets Brief introduction: This TV drama is adapted from the internet novel Save the Last Bullet for Me. It is a developmental experience of a young artist from a boy who fears nothing into a qualified and seasoned member of special arms. The die-hard training of Wolf Teeth, the Special Force in the Army, is put on screen, as well as the bloody war along the drug corridor on the frontier and the parting and sorrow of lovers. The whole drama is painted with solemn and stirring color and full of the passion and sacrifice of the iron-blood Special Arms.

The list is in continuous renewal ...

For more information, please go to http://1118.cctv.com/ chinese/index.shtmlhttp://1118.cctv.com/chinese/index.shtml and check our “Golden-time Theater” column

Note: the list of TV dramas is for reference only and is subject to the final conformation.

The Five-Star Red flag is Fluttering in the Wind Starring: Tang Guoqiang, Chen Jianbin, etc. Brief introduction: It tells a story about a generation of nationalist scientists featuring Qian Xuesen, Qian Sanqiang, and Deng

WIN TOGETHER 45