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

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

20 million plus the central overseas bureaus established in and The audience performance of documentary channel has America in 2008 constitute seven central overseas bureaus of been extraordinary after it was launched. On January 2, the CCTV. Up to now, CCTV has established tens of overseas bureaus audience share reached 0.1095%, 0.1127% on January 3 and and domestic emergency reporting stations, with 50 overseas 0.17% high on January 5. On both days, there were 20 million bureaus and 30 domestic emergent reporting stations in total. viewers, and the audience performance is much better than 849 million that of other newly launched channels of CCTV, reflecting the The 16th Asian Games was closed in Guangzhou City on the significant effect of publicity befor night of November 27, 2010. The audience had strong desire to 50 watch it as the Asian Games was held in China this time. Data indicates that, 67.84% of the viewers (849 million) watched the In 2010, the reporter stations of CCTV in Russia, Africa, - matches of the Asian Games and other relevant programs within Pacific, and were inaugurated, which the 16 days through CCTV-1, CCTV-5, CCTV-7 and CCTV-12.

WIN TOGETHER 3 Highlight

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

Focus

06 Many CCTV Channels Win “Ideal Brands” 07 Internal Enhancement Constructs Successful Brand 08 CCTV Documentary Channel (CCTV-9) launched 10 “CCTV-NEWS Going into Campus” to “looking for Chinese face” 13 After "Dialogue", English Channel launches "Global Debate" 14 “Four” Programs, “Five” Themes, and a New Logo: CCTV- 10’s New Face 16 CCTV-4 Gets a Makeover with Six New Features

CCTV News

18 CCTV Latin America Bureau Officially Open 18 Vietnamese Delegation of the Journalists' Association Visited CCTV 19 CCTV Meets CEO of ZEE TV from India 19 Asia-Pacific Central Overseas Bureau Opening Ceremony 20 General Manager of the Mauritius Broadcasting Corporation Visited CCTV 20 CCTV-4 Enjoys a Steadily Growing Audience Rating Since the Reform Analysis

22 Catch Up with 2011 Media New Trends 24 Analysis of the Brand Influence of Dominant Traditional Media 28 Audience Rating Analysis of 2010 Guangzhou Asian Games Company

33 Interpreting the Influence of the CCTV News Resource Brand 35 CCTV Bidding: Era of "Focus" and "Integration" for TV Media

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 Shuyu EMAIL [email protected] Many CCTV Channels Win “Ideal Brands ”

The “Survey of Ideal Brands in the Minds of Chinese Consumers in 2010” was jointly conducted by 36 famous universities with the support of 15 business institutions, which focused on the consumers of 36 key cities in China as well as consumers’ behaviors and recognition of durable consumer goods, other consumer goods brands, media and other humanistic brands. The result indicates that, CCTV-1 ranked the University of China conducted a series of On December 22, 2010, the top in “The Top Three Ideal Brands (Media extension researches and worked out the achievement release conference of “Survey · TV Channels) in the Minds of Chinese “BBI List of Media with Most Contribution to of Ideal Brands in the Minds of Chinese Consumers in 2010”, and CCTV-5 ranked the Brands in 2010”. In-depth research indicates Consumers in 2010” jointly organized by third, which shows that consumers recognize that, CCTV makes the largest contribution to China Advertising Association of Commerce the brand publicity value of CCTV. brands, with CCTV-1, CCTV-2, CCTV-3, CCTV-5, (CAAC) and Communication University of On the basis of the data obtained from CCTV-6 and CCTV-8 all ranking among the China was held in Beijing. Liu Libin, managing this survey, the BBI Business Brand Strategy top ten Brands • TV Channels with the most deputy president of CAAC & president of Research Institute of Communication contribution to brands in 2010. International Brand Observation Magazine, Ding Junjie, deputy director of the Academic Committee, Communication University of China, He Haiming, deputy director of CCTV Advertising Management Center, Li Jin, deputy chief of Intellectual Property Rights Department of Moutai, Zhang Fan, vice-chief editor of Sohu.com, and Shen Lvbai, general manager of Beijing Zhide Zhiye Cultural Publicity Co., Ltd., attended the conference and delivered speeches.

WIN TOGETHER 6 Internal Enhancement Constructs Successful Brand Our World” just reflects such pursuit. The would seek for the essence of marketing construction of “My Brand” requires the with enterprises and jointly embrace the joint efforts of enterprises, marketing brilliant future with them. circle and media circle. During the annual conference, Deputy Director Li Yi indicated that, the roundtable discussions were organized common features of successful enterprises on such topics as “When Brand Becomes are “internal strength enhancement and a Belief”, “Product: the Original Driving 广告经营管理中心副主任李怡致辞 brand construction” apart from “thinking Force of Marketing”, “Consumer: the On December 10, “2010 (the and innovation”. There is a close relation Starting and Ending Point of Marketing” 7th) China Marketing Leaders Annual between media and brands as well as media and “Cross-circle Internet”. The renowned Conference & the 6th ‘20 Pacesetter’ and economic development. For a long time, enterprisers and scholars in different China Marketing Awards Ceremony” CCTV has kept pace with companies’ brand industries were invited to discuss was held at Dongfang Hotel, Guangzhou construction and the steady development insightfully on hot marketing opics.t City. A total of over 500 delegates from of the Chinese economy. CCTV has the Besides, Deputy Director Li Yi enterprises and marketing circle attended responsibility and obligation to provide the exchanged ideas with Chen Ronghua, the conference. best stage for brand publicity. General Manager of Sunrain Li Yi, Deputy Director of the CCTV Deputy Director Li Yi introduced the Solar Energy Co., Ltd., and Yan Xu, Global Advertising Management Center, attended significant achievements of CCTV channel Marketing President of Tsingtao Brewery, the conference and delivered a speech. reform in recent years, the innovation on during the annual conference. After the She indicated that, brand construction has leader employment mechanism, steady conference, she visited Bawang Group become increasingly important and brand promotion of “focusing on news as the and conducted in-depth communication has become all enterprises’ pursuit as the foundation”, brand image construction, with Chairman Wan Yuhua on corporate Chinese enterprises become larger and construction of capability of international marketing strategy, creation and production more competitive. It was definitely pointed communication, advertising management of new TV ads and advertising on media. out in the “Suggestions for the Twelfth and other aspects, indicating that CCTV Five-Year Plan” that, “efforts should be made to enhance the capabilities of new product R&D and brand construction” and “develop the large and medium enterprises with international famous brands and core competitiveness”. The new slogan of the CCTV advertising management “My Brand,

李怡副主任为标杆企业颁奖 CCTV Documentary Channel (CCTV-9) Launched

On January 1st 2011, CCTV Documentary Channel will be officially launched, obtaining the channel code of CCTV-9. The main content consists of four major categories including nature, history & culture, society, and bibliographic files. The programs will be presented on a 24-hour basis with 4 hours of first-runs. The channel will adopt both Domestic (Chinese) and International (English) languages in its separated blocks. Such an arrangement is the first bilingual effort made in the history of CCTV.

Yuan Zhengming, CCTV Vice President, mentioned in his speech in the flow of time” is to record the track of China from the view on the press conference of the Documentary Channel that the goal of world civilization; “to respond to the boundless universe” is to of the channel is to “catch the image of China in the flow of time, and express China’s view towards the world. to respond to the boundless universe”. To “catch the image of China

A Chilean director once said: “A nation without documentaries is a family without albums.” The effort of launching CCTV Documentary Channel aims at building a lively three-dimensional album for our nation and the world as well. The wisdom of Chinese civilization which has been adding color into the long stretched human civilization will be presented to readers in this album.

In the International promotion conference held on December 14th, embassies from eleven countries participated in the exhibition. International documentary institutes such as BBC, NHK, and National Geography also attended the event and exchanged thoughts with CCTV Documentary Channel.

WIN TOGETHER 8 The Silk Road produced 30 years ago raised the curtain of the production of full length documentary films in the TV history in China. In the last 30 years, CCTV has produced a series of documentaries including The Yangtze River, the Odyssey of The Great Wall, The Forbidden City, and The Rise of Great Nations. These classic documentaries, being a part of the album of nation, reflect the collective memory of Chinese people.

After 30 years effort in exploring and accumulating, CCTV Documentary Channel, a brand new channel with special focus, was brought face to face with viewers. Liu Wen, Director of the Documentary Channel, said that the separation of producing and

presenting of films will be one of the most important operation and production mechanism in the Documentary Channel. By opening up the presentation platform, we could integrate the high quality documentaries in China and establish uniform standard for Chinese documentary market, in order to create a market with uniformity, openness, and order to lay a strong base for the industrialized operation of Chinese documentary.

WIN TOGETHER 9 “CCTV-NEWS Going into Campus” to “Looking For Chinese Face”

Activity Background: first time for . Xiaojun (Culture Express), Vimbayi Kajese TV media, by its vivid and timely report CCTV-NEWS is the explorer of this “First”. (NewsUpdate), and Nick Jones (Sports format, connects big events and people. The theme of this recruitment among Scene). The debate topics include the English news channel bridges China and global Chinese is “looking for the Chinese opening of Guangzhou Asian Games, global the world relying on its unique language face”, because Chinese voices need to be warming, how Peking University students advantages. Using its unique interpretation, effectively transmitted and heard. Only should celebrate the Single’s Day and other CCTV-NEWS integrates these “big phrases” Chinese face can undertake such mission. topics. The challenge formats are diversified, into our common sense system. How to define “Chinese face”? This is an including live broadcasting, reporter over- CCTV-NEWS is an English news channel open question. We also expect an open the-phone-line, and guest interview. Peking with 19 programs, 24-hour non-stop rolling and diversified answer. With unlimited University students show their outstanding broadcasting, providing global audiences expectations, CCTV-NEWS launches a series performance in the beginning. The first with the international and domestic of campus activities in Peking University, challenger—student Li Xingyi challenges Zou news at the first time. Due to its precise Renmin University, Beijing Foreign Studies Yue. She also invites three famous hosts, audience position and high quality program University, International Studies Zou Yue, Tian Wei, and Ji Xiaojun to play the requirements, CCTV-NEWS has reached University and Communication University of role of “outside reporter” to support and international media standards in terms of China. coordinate activities. They are also asked its program format, overall packaging, and In activities audience feedback. However, CCTV-NEWS Peking University still persistently pursues its higher standards, On 16 November, at the Sunshine breaks through itself and boldly innovates Hall, Yingjie Communication Center, on the road ahead. Open recruitment for Peking University, five students with fluent the host in global Chinese circle is a good English individually challenge with five example. star hosts from CCTV-NEWS. They are Zou Open recruitment for the host is the Yue (China 24), Tian Wei (World Insight), Ji

WIN TOGETHER 10 to imitate the dialogues “in the program.” Several guests also quickly enter into their roles. They demonstrate expert styles and wisecracking delivery. Audiences give them the biggest round of applauses. Renmin University of China On 18 November, at the Cisco Live Broadcast Studio of the Renmin University, host Tian Wei has a discussion with Ni Ning, the Deputy President, School of Journalism, Renmin University of China, on the topic of “the International Journey of Chinese Media in the Uproarious World.” Tian Wei vividly explains why we need to transmit me up when September ends” performed interpret. Let western audiences understand more Asian voices, oriental thinking and by students from Beijing Foreign Studies these questions from the Chinese philosophy ideology through the platform University, host Zou Yue starts a relax talk perspective. On the other hand, narration of CCTV-NEWS combining her personal with Assistant Professor Teng Jimeng of needs to be personalized. experience as a journalist, in particular, Beijing Foreign Studies University. Their experience in the USA during the Iraq War. Shanghai International Studies theme is “how Chinese foreign media should In discussion, Tian Wei deeply interprets the University expand its international spreading.” They “Chinese face” from the national angel. As On 26 November, all seats are occupied have a heated debate on the status quo of she says, there is a “Chinese heart” behind in the West Hall of Information Center, communication capability of Chinese foreign each Chinese face. Shanghai International Studies University. media, and possible challenges and solving Beijing Foreign Studies University Two alumni in CCTV-NEWS team, Li Bin strategies. They also interact with students. On 23 November, at the Multi-function (Vice-director of English Channel) and Yang The on-site atmosphere continuously brings Hall, Level 5, Red Building, Beijing Foreign Rui (Dialogue producer and host) revisit into the climax. Zou Yue, believes that in Studies University, with the song of “Wake campus. After Director Li Bin introduced news report, we must always remember the key programs of CCTV-NEWS, Yang Rui “Chinese angle” to present Chinese thought starts his themed influential speech—Who and value. Also, we need to understand misunderstands China? the Rise of China is western audiences to express in western not alone. Combining his 20 years journalist ways. In response to this, Teng Jimeng’s experience, Yang Rui firmly believes that viewpoints are: on the one hand, the western countries have little understanding core issues that are interested to western about China. “China Threat” has a large audiences shall combine Chinese facts to

WIN TOGETHER 11 as “irresponsibility” and “youth rebellion.” At the end of activity, Ji Xiaojun and James Chua sing the themed song of “the Lion King”— Can you feel the love tonight? with students. The activitiesnd e with a dynamic dance. Through a series of campus activities, students have a face-to-face contact and more understanding of CCTV-NEWS and its team. They also experience and understand CCTV-NEWS’ unswerving news journey and missions to improve Chinese international communication capability construction. Although activities are completed, the market in the western world. Therefore, and two senior on-camera journalists Shen written examination of CCTV-NEWS’ host constant “dialogues” are particularly Le and Wang Guan have interactions with recruitment is going on. Let us attend this necessary.In the interactive section, Zhou students. Three students of Communication recruitment together, attend the coming Chuchu and Cui Yunting from School of University simulate Crossover and ask Ji of “Chinese Face” on CCTV-NEWS, and also Journalism and Communication, Shanghai Xiaojun to play the guest role to discuss attend China’s international communication International Studies University, simulate “the relationship between the popularity of cause. the Dialogue program and have an on-site overseas study and employment pressure”. Through this activity, we find the discussion with Yang Rui on the topic of “who The three students want to “make trouble” sound comprehensive quality of university misunderstands China.” They also play the for Ji Xiaojun. However, they are nearly students. We see their fluent English skills video Dialogue at SISU made by students. On defeated by his “strong” points and witty and global thoughts. We also see the future the activity site, the singing band Across from delivery. Another student simulates Asian of English programs. CCTV-NEWS strides its School of English sings the choir “Don’t ask Today, who talks with James Chau over first step of “activity marketing initiatives”. what your country can do for you; ask you the phone on hot news such as “Korean This is also a starting point to attract the can do for your country”, “Yes, we can.” This Peninsula bombing”, “Mumbai terror attacks public attention. We will go ahead. In famous President’s remark had encouraged anniversary.” The third round challenge addition, we understand that TV programs American people in the economic crisis, simulates Dialogue. Two challengers debate do not only display on TV, and audiences are which also lightens student’s dream and with two on-camera journalists on the also not only sitting in onfr t of TV, either. courage. problems facing by current 80 and 90- Communication University of generations. Combining his experience in China Shanghai World Expo, with fluent English, On 29 November, in the Lecture Hall Wang Guan perfectly expresses his different with 400 people capacity, Director of English views from the public labeling the 80- Channel Ma Jing with Ji Xiaojun, James Chau generation and 90-generation with tags such

WIN TOGETHER 12 After "Dialogue", English Channel Launches "Global Debate"

Global Debate focuses on public balanced, sharp and confident viewpoints. diplomacy. The program, through live The program serves as a public knowledge broadcasting, provides domestic and foreign and information platform, and supports guests a nearly totally free environment China in broad and deep integration with to comment and debate with each other international society. in a polite manner. It aims to analyze The English program—”Dialogue”-- international political and economic behavior has five basic mainstream features: public from a fair and responsible perspective; this opinion supervision, opinion and argument, is the objective and the standard that the responsible to audiences, balanced and establishing international rules. program tries to achieve. inclusive, and open conclusion. On November 2010, the revised English Over the last 10 years, “Dialogue” With China’s economic power and Channel significantly launched Global on CCTV News has changed from weekly political influence increasingly strong, the Debate, a brand new weekly broadcasting broadcasts to daily broadcasts, from recorded world’s wealth and influence continuously program with a live audience. This is another broadcasts to live broadcasts focusing on transfers from the Atlantic to the East and important commentary program by the news events and discussion topics. The Asia. “Dialogue” represents China’s pursuit CCTV NEWS Commentary Team after program expresses how a rising country of more powerful international, discursive “Dialogue”. The management team of the interprets responsibility through its high-end, power, compliance with and participation in Foreign Language Channel has attached great importance to this program and fully supports it. The program will aim to become a large weekly discussion program in recorded broadcasting format. It will invite politicians, scholars, economists and opinion leaders to participate in discussion on domestic, regional, and global key and popular topics. The program will include satellite communication.

WIN TOGETHER 13 “Four” Programs, “Five” Themes, and a New Logo: CCTV-10’s New Face

episode. “Unlimited Innovation” is a studio program to introduce and demonstrate scientific and technological achievements. It broadcasts at 18:12 from Monday to Saturday, 30 minutes per episode. “Natural Legendary” is a On December 12, the revised Science documentary style program combining and Education Channel officially launched. international flora and fauna documentary- Household share was increased by 21% style programs, broadcasting at 19:45 versus December 11, the average audience share with an increase of 11% versus the first two months of the fourth quarter.

“Four”: launching four brand- new programs “China Geography” broadcasts at 19:10 from Monday to Sunday, 30 minutes per episode. It focuses on filling the gap of popular geological science. The program combines outdoor progressive shooting with inside studio hosting to describe geomorphology, genesis, and so on to popularize Chinese landscape education.. “So that is how it is” is empirically presented through innovative science experiments to solve scientific questions and puzzles. The program broadcasts at 17:52 from Monday to Friday, 20 minutes per

WIN TOGETHER 14 Science and Education Channel would stand out with an austere, fashionable and natural style that fully represents the image quality of the national TV station’s professional brand channel. The new logo introduces the concept of “window”, combining the number “10” and channel sequence. On the one hand, it corresponds with the institutionalized “10”. On the other hand, from Monday to Saturday, 40 minutes per Masters”, “Revisit”, “Light of Science”, it represents the ideology of a window episode. “Tenth Theater” and “Science Life”, take broadcasting science and culture. It both this revision as an opportunity. They will “Five”: Five themes to optimize represents the institutionalized and contains deeply explore their unique values in topic program schedule deeper cultural connotations. The previous programs, including selection and representation format. They will reinforce topic selection planning, quality “Lecture Room”, “Exploring”, “Approaches CCTV-10, as the special science and management and brand promotion to to Science”, “Story” and “People” on CCTV- education channel, diligently explores accumulate strengths and sustainably build 10, are precisely positioned and exquisitely and acts from a position of “quality and the channel’s brand. produced with unique features. They have connotation” and plays a role of influence become brand programs. After revision, and leadership as the state media. It also the Science and Education Channel would “10”: an austere and fashionable takes on media’s responsibility of promoting continue to maintain the core position new logo dominant values and leading with an of these five brand programs. They will After revision, the new logo of the advanced, cultural spirit to become the continue to be broadcasted during the nation’s favorite TV channel. evening prime time. This prime time will be extended. “Natural Legendary” and “China’s Geography” will be added before and after this prime time, respectively. CCTV will collectively create a “brand program cluster”, expand the brand effect and strengthen the foundation in building up the channel’s brand. The famous programs on the Science and Education Channel, including “Meet on the Road of Health”, “Invention”, “Great

WIN TOGETHER 15 CCTV-4 Gets a Makeover with Six New Features

large TV tourism program based on ordinary the Mainland and , with joint effort of tourists’ on-the-spot experience. It aims at Taiwan TV stations. expressing the natural and cultural beauty “Tour of Civilization” is a 45-minute high- of China through in-depth tourism, and the end interview program with international beauty of the world in the eyes of Chinese. It characteristics tailored for the CCTV Chinese also reflects changes in attitude and lifestyle International Channel and its target viewers. On December 1, 2010, the CCTV in modern China. The program has many aspects such as Chinese International Channel was The filming and television studio studio interviews, in-studio and out-of- reformed. It was the biggest reform in the interview of this program is based on real studio interaction, show, and documentaries history of this channel. life experience with a focus on interaction. of settings. With the major content being Yang Gangyi, director of the CCTV The program collects various DV films shot communication and exchange between Chinese International Channel, said that the by tourists and invites the tourists into the Chinese civilization and others from other International Channel needed to be more studio to talk about their own stories and countries and regions around the globe, focused and effective. experiences. Presented in 45 minutes from it aims at forming a platform for cultural After the reform, the CCTV Chinese Monday to Saturday, it fills the gap for a dialogue between China and the world. The International Channel, previously a large tourism-related program in the former program strives for “highly regarded content, comprehensive channel focusing on news version of CCTV. high-level guests, and an elegant style “ report, will have a much more international Trend Unlimited aims at introducing with an international perspective, cultural face as a channel positioned for “News & trend-leading Chinese businessmen and characteristics and diverse opinions. Culture”; Furthermore, the Channel will put celebrities at home and abroad, and “City 1 to 1” is a program about sister emphasis on cultural and fashion content showcasing new trends in each field. The cities in China and abroad. Guests and which addresses the demands of viewers program is based on special topics and viewers in the television studio in sister at home and abroad. Director Yang Gangyi filmed in the field. The host will play the role cities will hold a multi-layered dialogue said that the reform aimed at accelerating of both interviewer and experiencer, and with the guidance of the improvement of programs’ quality, review the story with vivid recreation of the hosts. This synchronous enhancing foreign promotion strategy, and life of the person of topic. This approach can communication and increasing channel influence and credibility. introduce viewers to a trend in each industry interaction is realized Six new features were brought in with through insight into certain events, and show through a real-time the Channel’s reform. up-and-coming major events and influential satellite connection and First, four new programs were figures in modern China from different simultaneous interpretation. introduced to forge the image of angles. It is presented once every week Citizens from the sister for 60 minutes each time. This program is cities, in China and foreign a cultural brand planned to be presented simultaneously on countries, will talk about My Home, Far Away (in Chinese) is a

WIN TOGETHER 16 urban development in both cities and abroad with rich cultural and sports content. individual cases of urban life, as well as Third, selected TV dramas, with inquire into solutions for problems faced meticulous planning, will match by people, especially urban dwellers. This the tastes of Chinese viewers program is 45 minutes long each Sunday. around the world. Second, all existing programs on The reformed CCTV Chinese presented with Chinese and the CCTV Chinese International International Channel will have a chain of English subtitles. Channel will undergo an overall choice TV dramas presented in three time The reformed CCTV Chinese upgrade. frames everyday, and the selection of TV International Channel presents 11 bilingual 10 big name programs will have new dramas will put more emphasis on cultural programs including “Chinese Medicine”, and innovative elements added to their characteristics and a sense of the times. TV “Chinese Art”, and “Tour throughout existing forms in terms of format and dramas reflecting the long-standing Chinese China”. This change aims at attracting a new content. “Tour throughout China”, “Chinese civilization, social development and life in generation of Chinese , immigrants and the Medicine”, “National Treasure”, and “Happy modern China, emotional life and value foreign mainstream crowd and gaining more Chinese” will put more emphasis on orientation of contemporary Chinese will be attention. introducing the refined culture of China, and selected for Chinese viewers at home and Sixth, the brand new channel on recording both traditional and modern abroad, bringing a diverse artistic experience image improves the overall images of China; “Cross-Taiwan Strait”, “Time and entertainment to viewers with various quality of the CCTV Chinese Together Across the Strait”, and “Chinese backgrounds. International Channel. World” will give more attention to Chinese Fourth, programs planned in The reformed programs will be communities across the Strait and in other clusters will better fit viewers’ delivered to viewers packaged with a countries, and put more emphasis on the habits brand new image which show both their construction of new television studios, Another feature of the reformed uniqueness and style unity. Moreover, the viewer interaction and building an motionale Channel is the planned clusters of cultural CCTV Chinese International Channel added bridge for Chinese at home and abroad. In and news programs. In the 135 minutes 11 program guides to provide timely and addition, programs such as “Chinese Art”, from 18:15 to 20:30 everyday, four culture accurate TV services. “Love China”, and “Sports Online” will also programs: “Chinese Art”, “National Treasure”, Director Yang Gangyi said that present a new image to viewers at home and “Tour throughout China”, and “My Home, the reform of the CCTV Chinese Far Away” will be presented consecutively, International Channel strives to achieve showing a planned cluster of cultural an “internationalized, nationalized and programs. In the 90 minutes from 20:30 to mainstream” image of culture and channel 22:00 everyday, the chained presentation quality. The channel will continue its effort of three news programs including “Cross- in “inheriting the Chinese civilization and Taiwan Strait”, “China News”, and “Focus serving Chinese people all over the world”, Today” will be maintained to form “the news and achieve the goal of being the best cluster”. Chinese TV channel through a series of Fifth, key programs will be measures. CCTV Latin America Bureau Officially Open On December 21st, the opening ceremony of the CCTV Latin America central overseas bureau was held in Sao Paulo, Brazil. Zhang

Changming, vice-president of China International Television Corporation, Qiu Xiaoqi, China’s Special Plenipotentiary to Brazil, Ottoni Fernandes, Brazil’s Deputy Minister for Communication, Saad, CEO of the Bandeirantes Communications Group, and other heads of concerned departments attended the opening ceremony of the bureau. Ottoni Fernandes hopes that Brazil and Latin America could be made known to the world thanks to CCTV. Latin America central overseas bureau locates in Sao Paulo city and is headquartered for CCTV sub-bureaus in Argentina, Cuba, and Venezuela.

Vietnamese Delegation of the Journalists' Association Visited CCTV

On December 15th, Liang Xiaotao, Deputy Editor-in-Chief, held a meeting with the delegation led by Pham Quoc Toan, Vice Chairman of the Standing Committee of Vietnam Journalists’ Association and Deputy-Director of the Vietnam News Agency. Liang Xiaotao introduced the development of CCTV with emphasis attached to channel reform, branding construction, and the strategy of focusing on news as the foundation. He also answered questions concerning the television coverage technology and the digitizing process in China. Pham Quoc Toan said that CCTV has a strong influence in Asia-Pacific. He hopes that CCTV could further strengthen its international news reports and exert positive influence on the world opinion.

WIN TOGETHER 18 CCTV News

CCTV Meets CEO of ZEE TV from India

On December 14th, Sun Yusheng, the Vice Director of CCTV met Goenka, CEO of the India ZEE TV and the delegation. CCTV and ZEE TV in India have been keeping a good relationship for many years. Both parties hope to continuously strengthen the cooperation on news report with special importance which would be to put an expanding on the cooperation space of English News Report, bringing to the world the voice of Asia together.

Asia-Pacific Central Overseas Bureau Opening Ceremony

On December 9th, the Asia-Pacific central overseas bureau held the opening ceremony in Hong Kong. Luo Ming, Vice Director of CCTV, Henry Tang Ying-yen, Chief Secretary for Administration of Hong Kong, and Ms. Guo Li, Deputy Director of Liaison office of Central People’s Government in Hong Kong SAR attended the opening ceremony of the central overseas bureau together. It was the third CCTV central overseas bureau established in this year after the Moscow and Africa central overseas bureaus. The Asia-Pacific central overseas bureau, is the program collection center in the region, manages overseas sub-bureaus in more than 10 countries and regions including Thailand, , Japan, India, and Australia.

WIN TOGETHER 19 General Manager of the Mauritius Broadcasting Corporation Visited CCTV

On December 9th, Liang Xiaotao, Deputy Editor-in-Chief of CCTV, held a meeting with Dan Callikan, Director General of the Mauritius Broadcasting Corporation (MBC). Callikan hopes that CCTV could provide some documentaries on Chinese culture, history, and TV dramas on modern social development to present on Mauritius TVs, suggesting that both parties cooperate by exchanging film crews and other approaches. Mauritius is an immigrating country with multiple ethnic groups where Chinese immigrates consist 3% of the population. MBC presents programs from CCTV-4 and CCTV-NEWS on a daily basis.

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

CCTV Chinese International Channel enjoys a steadily growing audience rating since the reform on December 1st. On one hand, the audience ratings of the existing programs enjoyed an obvious increase, the average audience rating of the Cross Taiwan Strait increased by 23.3%, and the Tour throughout China rewrote the record for highest single-program audience rating up to 0.72%.On the other hand, the audience ratings of the newly introduced programs are proven positive. Weekly programs including Civilization Tour and Trend Unlimited had their audience ratings reached 0.32% and 0.4% respectively on the second sessions, up 0.14% and 0.29% as compared to the first sessions.

WIN TOGETHER 20 WIN TOGETHER 21 Catch Up with 2011 Media New Trends Zhang Haiying General Manager of GroupM Trading China

The development trend of quality and innovation, and accelerate program marketization. The 61st decree issued by the State Administration of Radio future media Film and Television will shuffle broadcasting resources which forms Internet-based new media, such as portal websites, video the larger part of scarcity of golden resources in broadcast media websites, social networking websites, shopping websites and resources. The situation of the buyer’s market monopolized by search engines, outshines traditional media in the areas of meeting the dominant media has changed. The core resources or golden resources of some media form the seller’s market, which further promotes the development of secondary golden resources and resources for other times. The integration of traditional media with new media has become a general trend in media development. In recent years, many talent show programs not only innovate on their own platforms, but also use multimedia platforms. In particular, they have achieved outstanding efforts through internet promotion and media hype. Brand broadcast transformation Regarding broadcasting content, brands have begun creating privately-owned resources. The privately-owned resources are customers’ diversified and segmented requirements. combined with dominant media resources. Traditional media is undergoing a disruptive, evolutionary Take Castrol, the famous, international company, as an example. transformation. Currently, the most powerful broadcast media, Regarding broadcasting contents, as a leading lubricating oil in particular, TV media, is making unprecedented reforms. The producer, Castrol creates its broadcasting contents through the sport separation of broadcasting and production impacts the traditional of football. It creates the Castrol Index, the Castrol Performance Lab, “communal-dining system”. The integration of channel programs with with many football coaches and players. It integrates the connotation advertising management impacts the ivory tower of producers and of Castrol’s “liquid engineering” with higher-level broadcasting. In the directors’ exclusive attitudes. Quarterly programs impact the stability 2010 FIFA World Cup, Castrol’s broadcasted promotions produced of the continual broadcasting of a single program in a year or over unique content. several years. These disruptive, evolutionary transformations play In respect to broadcasting strategy, clients are more specialized an important and fundamental role in the improvement of program in media placement. In the use of multimedia, different media

WIN TOGETHER 22 undertakes different duties. Some media create topics; some of irreversible trend, which will continuously create new platforms and them broadcast topics, and some of them combine topics with bring these platforms into full play. conventional advertising orf broadcasting. “Above-the-line” advertising ombinedc with the “below-the-line” advertising. Professional media agencies and advertising companies Media combination and integration will expand their “above-the-line” multimedia strategy-making with Traditional media combined with new media. There is no “below-the-line” comprehensive marketing design. It will become doubt that more and more brands will choose new media in the a general trend that “above-the-line” marketing is used to inform future. However, under the particular society, culture and customs and publish, while “below-the-line” promotion and activities directly of China, mainstream media will still play a dominant role for a long promote sales. time. Under this background, it will be an optimal choice to combine traditional media with new media. Source: First Financial Daily Conventional advertising combined with the “soft” product placement. Product placement will develop into an irresistible and

WIN TOGETHER 23 Analysis of the Brand Influence of Dominant Traditional Media Kong Qingxi Asssitant Director of BBI of Communication University of China

Taking the public by storm, internet media and mobile media Only Media in the Good Draces of Consumers soak everyone's daily life with scattered and diverse information, is a Media of Dominance. causing a subversive change in information delivering system, and When directing our focus to the most popular media among the information selection and distribution behavior of the public as consumers, we could see that, with the profusion of media types and well. Amidst an intricate network of information flow and tangled huge quantity of media content, CCTV has always been the dominant channels for receiving information, consumers' attention is carved up one with the most popularity in a packed market. (See Table 1) into fragments. Table 1: Top 10 popular media in the eyes of consumers As new media proceeds with great ambition, advertisers find themselves in a mist without clear direction for forging advertising strategies: How can they cover the target consumer group? How can they enhance the effect of media advertising? Should efforts be concentrated on traditional media or switched to new media? In a market divided and invaded by new media, is the traditional still maintaining dominance? The answers to these questions can never be found in prediction or inference, but lie with consumers. The best choice is to listen to the voice of consumers. Jointly sponsored by the China Commercial Advertising Association and the Communication University of China, executed by the BBI Commercial Brand Strategy Institute, and participated in by 36 key universities in China, the 2010 Survey of Ideal Brands provides us with a knowledge panorama of 48 consumer good types and 12 humanity projects (covering television, radio, newspaper, magazine and the internet). The in-depth analysis made by the seminar brings light to brand influence in media in a more truthful way.

Financial

WIN TOGETHER 24 the strongest brands. (See Figure 1)

Among the 48 consumer good types and 12 humanity projects In the rankings of the most popular media according to in the Survey of Ideal Brands in China, there are 44 general “number consumers, CCTV takes up eight places in the top 10 TV media, with 1” brands, 44 “number 1” brands in forward purchasing, and 47 an accumulated percentage of as high as 53%. The total percentage ideal “number 1” brands. (Brands listed as different types were only of CCTV popularity, including those that listed below the top 10, counted once). By analyzing the degree to which there is overlap reaches 55.4, putting it at the head of the list with unprecedented between “number 1” brands and their CCTV advertising rates, we superiority. This number further proves that although the media learned that the correlation rate between the general, forward market is divided by internet media and mobile media, in the public’s purchasing and ideal “number 1” brands and the top 100 CCTV eyes, traditional TV media is still firmly rooted. The advertising advertising investments are all above 50%, this number reaches 80% volume in 2009 witnessed a 14% increase in TV media, contributing when matched with the top 500 CCTV investments. It is obvious that to the major growth in overall advertising volume. Little wonder that most strong brands selected by consumers have a large advertising CCTV, the most dominate TV station, maintained a strong position. investment in CCTV, and most of them have an investment volume Strong Media Generates Strong Brands listed in the top 100.

To gain deeper understanding of the relationship between The Strongest Brands Tend to have the Largest CCTV, strong media in the eyes of consumers, and strong brands, the Investment Volume. seminar of the “2010 Survey of Ideal Brands according to Chinese As shown in Figure 2, the general, forward purchasing and Consumers” conducted an analysis of the degree to listed brands ideal listed brands all display a higher correlation with the top and the top 500 advertising clients of CCTV overlap. The result shows 500 investment volumes in CCTV. Meanwhile, under these three that: There is strong correlation between strong media and strong consumption conditions, correlation between the listed brands brands. CCTV, the most popular media in the eyes of consumers, has

WIN TOGETHER 25 selected by consumers and the top 500 CCTV investment volume is as beverage, daily-use chemical, food, tobacco, alcoholic drinks, of a high percentage when the corresponding consumer’s selection and the service industry closely related to daily life have the highest rates are higher. For example, among the top 10 strong brands, correlation between "Top 10 Ideal Brands" and the "CCTV Investment around 50% are CCTV client brands with an investment volume listed Volume -- Top 300".For example, there were 31 listed ideal brands in the top 500. Among the top three brands according to consumers, from the beverage industry, among which 25 are in the top 300 this number reaches around 70%. In the most popular “number 1” of CCTV investment, showing a correlation as high as 80.6%. The brands list, 80% are among the top 500 investment clients of CCTV. correlation in the daily-use chemical industry is also as high as 55.7%. These numbers tell us that brands with higher popularity among (See figure 3) It is not difficult to infer that CCTV, an indispensable consumers have higher appearance in the CCTV list of top 500 media channel showing great importance in consumers' daily life, investment brands, and the higher consumers value a brand, the effects people's consumer behavior in a subtle way. more likely that the brand is one of the top 500 investment brands of CCTV.

Strong Media Supports Brand Influence Growth According to changes in correlation between the “Survey of Ideal Brands” and the “CCTV Investment Volume -- Top 300” in 2008 CCTV -- Strong Media Leads Daily and 2010, it is obvious that the correlations of 2010 listed brands Consumption including top 10, top 3, and the “number 1” brands have greatly As shown in the correlation between the "2010 Survey of Ideal increased as compared to those in 2008, especially the top 10 and Brands -- Top 10 Brands in Each Industries" and "CCTV Investment top 3 brands whose correlation increased by 10%. Facts speak louder Volume -- Top 300", fast-moving consumer goods industries such than words. Although many experts have a pessimistic view towards

WIN TOGETHER 26 traditional media with the foray of new media, such as internet and Facing the challenge from internet and mobile media, mobile, the comparison of statistics gained from consumers’ in two broadcasting and TV media are not merely defending but striking years eloquently prove that: CCTV’s brand influence hasn’t reduced progressively. They actively seek innovation, search for cooperation but has, instead, increased. (See Figure 4 and 5) and development, and explore delivery models and operation ideas in a market with new media, all the while maintaining the advantages of traditional media. During this process, the three network integration and the State Administration of Radio, Film and Television's plan for NGB (Next Generation Broadcasting and TV Network) will provide CCTV with more room for development and innovation. These methods will protect CCTV as the strongest media with Chinese characteristics. Therefore, with the promotion of policy and the integration of technology, strong traditional media will not be harmed by new media but, contrarily, keep its advantages during the reform, and continue to be a broad stage for enterprises to spread brand information and build up brand image.

Published originally in International Advertising, 5th edition, 2010

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

WIN TOGETHER 27 Audience Rating Analysis of 2010 Guangzhou Asian Games

Chen Gaojie Wang Jie

About 847 million audiences watched the 16th Asian Games on CCTV. Since the 16th Asian Games was held in China, there was no time difference. The audiences did not need to stay up late watching the game. They had strong willingness in watching the games. As CCTV enjoyed absolute priority in the broadcasting of the major The 16th Guangzhou Asian Games have successfully concluded. events, most of the Chinese people watch the Games through it. During the Games, many special numbers emerged: According to the statistics, 67.84% of the audiences, namely 849 199: The Chinese team won a total of 199 gold medals in the million audiences, watched the Asian Games and related programs Guangzhou Asian Games, representing the record number which has through CCTV-1, CCTV-5, CCTV-7, CCTV-12 and CCTV-News within 16 ever been won by a single delegation in the games. days. 9: Chinese team won gold medals in 9 sports events, including 4.16 times: the audience share of the main basketball, beach volleyball, Chinese chess, trampoline, synchronized broadcasting channel was doubled. swimming, Canoe Kayak-Slalom, table tennis, sports dance and Since the opening of the Games, the audience share of CCTV-5, diving, realizing a historic breakthrough. the main channel which broadcasted the Games, was climbing 8: Chinese team ranked first on the medal tally for consecutive 8 continuously. During the 16th Asian Games (from Nov.12, 2010 to Asian Games, followed by Korea and Japan. China began taking part Nov. 27, 2010), the market share of CCTV-5 reached up to 8.84%, in the Asian Games since 1974 and ranked first on the medal tally increased by 6.71 percentage points from that of 16 days before since 1982. the opening of the Games (from Oct. 27, 2010 to Nov. 11, 2010), As the first major event organized by China after the 2008 representing a growth of 316.2%., which was 4.16 times of its usual Olympic Games, the 2010 Guangzhou Asian Games once again market share. Driven by the Asian Games, the overall market share of ignited the enthusiasm of the audiences for watching the games CCTV has increased significantly, up 21.26% from a month ago. on TV. In parallel with the good news of the Chinese team in the competition, the audience rating also hit new high.

WIN TOGETHER 28 Comparison between CCTV-5 Market Share (%) during the “16th Asian On Nov. 27, the "Closing Ceremony of the 16th Asian Games Games Guangzhou 2010” and that of One Month before the Opening of the Guangzhou 2010" broadcasted by CCTV-1, CCTV-5 and CCTV-News Games also created a remarkable success. Its audience rating and market share reached 8.04% and 18.89%, respectively. 第16届广州亚运会期间CCTV-5市场份额（%）与亚运前对比状况 8.84 10 4.07%: The audience rating of the prime 9

8 time during the Games surged sharply 7 The life style, work schedules and the habit of watching TV as 6

5 others will influence the audience rating to some extent. As there 4 2.12 were no time differences, CCTV-5 started broadcasting from 9:00 3

2 Beijing time and lasted all day long. The audience rating reached its 1 daily highest point at about 20:00. During the Games, the average 0 亚运会前1月 亚运会期间 audience rating of CCTV-5 from 20:00 to 20:15 reached up to 4.07%. Chinese people tend to watch TV from 19:00 to 21:00. It was in 10.18%: The audience rating of the opening ceremony of the Asian the period that the favorite events of the Chinese audiences were Games hit new high broadcasted, including the men's 110 meter hurdles, decathlon, On Nov. 12, 2010, CCTV-1, CCTV-5 and CCTV-News made live women's volleyball, gymnastics and ablet tennis, etc. broadcasting of the “Opening Ceremony of the 16th Asian Games Guangzhou 2010”. Its audience rating hit new high of 10.18%, 3.93 times of the usual rating. Its market share reached up to 25.81%, 3.67 times of the usual market share. Among them, the average audience rating and average market share of CCTV-1 was 5.85% and 14.19%, respectively. Table: Comparison of Audience Rating of the “Opening Ceremony of the 16th Asian Games Guangzhou 2010”

WIN TOGETHER 29 8.52%: The track and field events were popular; It can be observed from the figures that the audiences paid high the audience rating of the men’s 110 meter attention to the Asian Games. In the meantime, as the top event of hurdles final ranked first. Asia, the Games own excellent audiences. The “Audience Structure” The track and field events of the 16th Asian Games attracted shows the different taste of the target audiences. Male, people with most attentions, followed by the events of basketball and table medium-high education, audiences with medium income constituted tennis. Among them, the average audience rating and market share the main audiences of the Games. The “Concentration Ratio of of the men’s 110 meter hurdles final, which was broadcasted at Audience” explained the audience’s extent of fondness for the 19:36 on Nov. 24 reached up to 8.52% and 19.95%, respectively, Games, which can give us answers to the question of “who prefers undoubtedly making the event the rating champion. It was attributed the program of the channel”. According to the statistics, male over 45 to the proper broadcasting time, the fierce competition, as well as years, managers with high school education or above, with monthly the public’s high expectation of the Chinese athlete Liu Xiang. >The salary more than RMB 1200 tended to watch the Guangzhou Asian audience rating of the men’s basketball final at 20:15 on Nov. 26 Games. reached 5%, ranking fourth among all the events. Tens of millions of Note: data are from the CSM71 Central City unless otherwise audiences witnessed the success of China’s national man basketball specified. team on CCTV that night. The audience rating of the table tennis men’s team final reached 4.31%, ranking eighth. Its market share was 9.94%. Table: Top ten events in terms of audience rating

WIN TOGETHER 30 WIN TOGETHER 31 Interpreting the Influence of the CCTV News Resource Brand Liu Xuming, senior vice president of CTV Golden Bridge International Media Co., Ltd.

At present, China has an advertising industry with a volume of RMB 200 billion, ranking third in the world after the USA and Japan. The prosperity of the advertising industry also reflects the rapid growth of the Chinese economy. In the first three quarters of this year, Chinese GDP enjoyed a growth rate of 10.6%. The growth rate of the advance sales volume of CCTV's advertising bid invitation in 2011 is also about 10.6%. The development of the advertising industry, which is closely related to commodity sales, will become a vantage point for enterprises to expand their influence. Behind the RMB 200 billion advertising market is the dynamism of China's 1 trillion consumer market.

CCTV's brand influence As stated by Yu Guoming, professor of the School of Journalism and Communication of China's Renmin University, commercial advertising is always looking for mainstream media with a stable market and rising popularity. There is a concept in mass-communication

WIN TOGETHER 32 called "social status conferral." It is to say that a person, an event, an enterprise, a product, or a brand, if presented in media with social status conferral, tends to be recognized as a strong brand by the public. Therefore, CCTV, as the media of the state and with an advantage without comparison, has assured brand influence. CCTV's Prime Advertising Resource Tender, the "barometer of the Chinese economy" and an "indicator of the Chinese market", has always been a place of great strategic importance. In the bidding scene on November 8th this year, major brands in advance sales. The timeframes is much sought after, reflecting the great from home and abroad gathered brand influence of CCTV news programs. together with the enterprises from In 2011, the CCTV will continue its effort in the overall reform of the different parts of the world, alive with channels, increasing core competitiveness by furthering the basic idea of noise and excitement. "focusing on news as the foundation". Such a reform will increase audience ratings to a greater extent and magnify the influence of CCTV. The four CCTV prime resource news channels, including CCTV-1, CCTV-4, CCTV-NEWS (English and Chinese versions), will have expanded coverage in channel influence, laying the first high ground stone for CCTV to "focus on news as the foundation".In the past, people According to out analysis, the watched news report when great events happen, now, people watch CCTV news is the hottest competition field news with and also without great events happening. It is predictable that the in the Prime Advertising Resource CCTV news resource will fall be in short supply in 2011! Tender for 2011. All news resources of each CCTV channel have been major targets for all major enterprises

WIN TOGETHER 33 CCTV Bidding: Era of "Focus" and "Integration" for TV Media Zhao Yihe, vice president of Charm Communications

The total bidding presale volume of the prime advertising resource of China Central Television (CCTV) for 2011 reached RMB 12.6687 billion, up 15.52% from last year and a new record in 17 years. It indicates that enterprises have great confidence in CCTV and in the domestic economic situation in the omingc year. As a “barometer of China’s economic situation”, the results of the CCTV bidding have brought us many signs concerning the media development trend in the coming year. The following conclusions can be drawn from the bidding: 1. There are few resources left. According to statistics, most of the advertising resources of CCTV are wrapped up in subscription, online bidding and on-site bidding, which means that there are very few marketable resources left. Moreover, the bidding resources of some local satellite TV stations eprr esent an even higher proportion of the ott al. 2. There are structural changes. A growing number of the development trends of the satellite TV stations are developing and expanding, leading to the “long tail abovementioned TV media, Charm effect” of multimedia. However, the core status, authority and influence of Communications believes that TV CCTV remain unchanged. In the meantime, enterprises and agencies must advertising will experience the adapt to the integration of multimedia. following changes: 3. Media communication begins to focus on a Advertising programming should few aspects. The characters of the media and programs have led media be planned in advance and calculated communication into an era of “personality”. Special and unique resources scientifically. The programming are in high demand, which can be observed from the bidding for CCTV’s should be driven by marketing. The “Special TV Dramas Theater”. Product placement marketing has become an results of the programming should be exclusive and customized market. In addition, the communication platform is evaluated. transforming from a simplified platform into a new one featuring multimedia Second, it will pay interaction. more attention to the The changes in the development of TV media will undoubtedly effect, rather than the make enterprises and agencies consider the changing model. Along with result. Far from the traditional

WIN TOGETHER 34 model which paid attention to In terms of bidding procedure and process, there are several features advertising volume, time and GRP, TV compared with previous ones. For example, alcohol producers showed great advertising will attach importance to advantage in winning bids; competition for unique resources was intense; the actual advertising ffe ect. emerging industries were active in the bidding. Third, it will pay First impression: bidders were very active in more attention to bidding. Just like the previous tenders of CCTV, this attracted a lot of integration, rather bidders. The companies still had strong demand for the resources. There were than combination. The more industries and enterprises involved in the bidding. communication of TV media is no Second impression: bidders made rational longer a simple data accumulation, choices. Due to the incremental increases of advertising prices by the a point selection and a diversified satellite TV stations, the bidders paid more attention ot the cost-effective value investment. It should be the of advertising. The competition for resources was intense. There were no failed integration of different media tenders. communication platforms based on a Third impression: bidders paid more attention main communication line. to the integration of resources involved in the Four, it will strive to bidding. For the overall appreciation of the prices for TV advertising, the be influential. The objective enterprises attached importance to the integration of esourr ces. of communication is not just “noise”, but a main line of movement, interaction, and of influence with a distinct personality. Apart from the internet, TV media can also strike a chord with audiences through emotional bonds. Audiences are powerful. In fact, if one thousandth of a population is involved, it will impact the marketing of an enterprise. Therefore, the trend of “focus” and “integration” implies winning over consumers in the audience group, paying attention to the membership of the consumers in the group, rather than the identity of product users. Brand communication should be upgraded to emotional marketing.

WIN TOGETHER 35 cctv-9 Beautiful China

WIN TOGETHER 36