Focus

04 Successful Convening of “2010 Summit on Chinese Radio and Television Advertising Development” 09 CCTV Wins Wide Acclaim for Commentating the Opening Ceremony of the Asian Games in a News-like Style 11 CCTV Signs Contract with Bus-Online to Deepen Cross- Media Cooperation

CCTV News

12 CCTV English News Channel wins “Hot Bird” TV Awards 12 CCTV Sets up commentators “National eT am” for Guangzhou Asiad 13 Press Center Innovates Broadcasting of “Zhuhai Airshow” 14 CCTV Held Party with Clients before Bidding Bidding Specials

16 CCTV News Channel, Best Choice for Watching TV News 17 Try New Dishes on 2011 Chinese New Year’s Eve 18 CCTV to Screen Various Series 19 Enabling Audience to Fully Enjoy Matches 20 Industries Highlights of CCTV 2011 Bidding 24 "It's Truly Fruitful!": Corporate Views on the Market and Ad Bidding Interview 14 Inaugural Ceremony of African Central News Bureau held

30 Huang Shengmin: Bidding is the History of Brand Growth 30 Yu Guoming: Bidding Results Reflect China's Development Room

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 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 Wu Xue EMAIL [email protected] Successful Convening of “2010 Summit on Chinese Radio and Television Advertising Development”

On November 26, hosted by the promise to uphold correct orientation, social Summit and delivers a keynote speech State Administration of Radio, Film and responsibility, business operation pursuant entitled “Upholding Responsibility, Television, the first “2010 Summit on to laws, reform and innovation and industry- Pioneering in Innovation and Scientific Chinese Radio and Television Advertising wide self-discipline, constantly place top Development”. His speech summarizes Development” is successfully held in priority to social benefit, ensure positive, favorable development trend of radio and Guiyang. Nearly 300 attendees from radio healthy and vigorous advertising contents, television advertising since the relevant and television authorities, radio stations, and achieve sustainable development of laws and regulations are promulgated, television stations, well-known domestic radio and television advertising industry. puts forward definite requirements such as and foreign companies and advertising Deputy Director of the State “ensuring development with orientation, agents are present.Declaration of Guiyang Administration of Radio, Film, and seeking development with innovation, has been made on the Summit, which Television(SARFT) Tian Jin attends the achieving development with self-discipline, and promoting development with management”, and stresses the need to strengthen social responsibility of advertising and boost scientific development of radio and television advertising. Cheng Hong, Vice Editor-in-chief & Direcor of CCTV Advertising Center, attends the Summit and delivers a speech. He introduces reform achievements of CCTV, advertising operation trend and

WIN TOGETHER 4 Focus

advertising tendering situation. Cheng Hong expresses that advertising business is definitely upgraded, and advertising environment not a simple economic issue, which must shoulder more social responsibilities.Since the has been significantly improved. As a media State Administration of Radio, Film, and Television issued Order No.61, CCTV strict complies agency company, we should help clients with laws, establishes an advertising review benchmark in the whole industry, and enjoys correctly understand the media market, comprehensive praise from the State Administration of Radio, Film, and Television and the exert more innovative efforts to cooperate State Administration of Industry and Commerce. with other parties concerned, and achieve The Summit also stages “Media Responsibility”, “Marketing Innovation”, “Sustainable all-win among all parties concerned. Development of Advertising” and other topic forums. Delegates from radio stations, television In the upcoming 2011, Chinese media stations, enterprises and agents speak out freely, actively share the successful experience and enterprise clients will enjoy greater in development of radio and television advertising, and enthusiastically discuss about new development!” ideas and new initiatives for pushing forward scientific development of radio and television The great success of the Summit advertising. helps improve the program quality, service Tian Tao, Vice President of CTR, comments: “Promoted by the New Deal, the effects of level and communication value of radio adjustment and optimization in Chinese advertising market have been fully demonstrated, and television media, propels healthy which achieves all-win among media, brands and audiences, substantially increase the value competition in radio and television of advertising communication, satisfy different needs from brands and audiences, and has advertising market, and achieves all-win positive significance for the development of Chinese advertising market. among broad masses of common people, Li Qianling, CEO of GroupM China, states: “Upon the implementation of Order No.61, clients and media. advertising time has been shortened, audience rating has been raised, efficiency has been

WIN TOGETHER 5 “Responsibility, Innovation and Development” —Speech Delivered by Cheng Hong, Vice Editor-in-chief of CCTV, at “2010 Summit on Chinese Radio and Television Advertising Development”

cadres below the rank of deputy director take up jobs through competition. In this way, a number of outstanding talents have been discovered and enabled so as to further push forward younger, better-educated and professionalized cadre team. This is the first- ever campaign of CCTV over the past 50 years, which is a historic reform of appointment mechanism for leading cadres.

3. Continuing to steadily promote “News-based CCTV”, brand image building and international communication capacity building. Since the strategy of “News-based CCTV” was carried out in I. Reform and innovation in CCTV 2009, news programs have witnessed a comprehensive upgrade. We strive to report on news events at the earliest opportunity, and speed 1. Vigorously implementing channel system up the construction of emergency news coverage sites in more than reform. 30 domestic provinces and cities. CCTV changes from “program center system” to “channel system”, and transforms from administrative system to adaptable market system. Operating departments involved with the whole CCTV have established centers, and each channel has become an independent responsibility subject, thus forming overall pattern of “7 Centers +11 Channels”. This enhances responsibility awareness, management capability, resource integration ability and market response of various channels, and effectively promotes the professionalization onsc truction of such channels.

2. Innovating appointment mechanism for cadres. Echoing with channel system reform, CCTV implements selection and appointment mechanisms of “Job Bidding”. All leading

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Meanwhile, according to the data released by CTR, Chinese outdoor advertising revenue rose by 23% in the first half of 2010, well above gain of 15% in TV advertising er venue.

(2). More intensive competition among local satellite TV stations, print media and other traditional media Along with rapid rise of the Internet, outdoor media and other emerging media, newspapers, magazines, radio stations and other traditional media have also seen soaring advertising revenues. According to the data released by CTR, advertising revenue of newspapers, magazines and radio stations increased by 22%, 21% and 35% on a year-on-year basis in the first half of 2010, respectively. At the same time, provincial satellite TV stations innovate entertainment programs, implement channel update, increase Year of 2010 is also Brand Image Building Year for CCTV. We inputs into self-made teleplays, exclusively-broadcast teleplays and strengthen the team building, focus on program innovation, carry introduced teleplays, adopt advertising business mode of “pre-sale forward the spirit of CCTV and build brand image. tender”, and rapidly reinforce advertising ompec titiveness. Year of 2010 is also international communication capacity building for CCTV. We fully integrate advantageous resources, accelerate the construction of five news bureaus in Asia-Pacific, 2. Advertising business throughout 2010 Faced with increasingly-fierce media competition, we seize Middle East, Africa, Latin America and Russia, set up 19 new overseas historic opportunity of CCTV’s great reform, innovate advertising news bureaus, and will see a total of overseas news bureaus at the products, innovate client communication, and make a series of end of 2010. breakthroughs. For example, advertising marketing for World Cup2010 featured II. Advertising business of CCTV long time span and high consumption of human resources. In terms of product design, we made bold innovations so that we achieved 1. Status quo of media competition limited value increase, flexible configuration and three screens in one. In (1) Rapid rise of the Internet, outdoor media and other terms of promotion and communication, we successively held World emerging media Cup Advertising Resources Illustration Meetings in Beijing, Shanghai, Over the past five years, the growth rate of the Internet Guangzhou and Xiamen, and conducted in-depth communication with continues to annually rise at 15% on average. Chinese online dozens of enterprises and advertising agents. In terms of sales mode, advertising market maintains an average annual growth rate of 30%, we pioneered in online tending for World Cup advertisements. A total of and its market scale reached over 20 billion yuan in 2009. It has nearly 40 enterprises bade for World Cup advertising projects through ranked 2nd in terms of attention share among all kinds of media, network platform. It is worth mentioning that in World Cup Campaign, we which becomes a strong competitor to traditional media. cooperated with some peer media.

WIN TOGETHER 7 3. Advertising tendering for 2011 a Chinese world-class brand. CCTV is proud On November 8, CCTV held General Assembly of Prime Resources Advertising Tendering to serve excellent companies, grow together for 2011 in Media Center, and more than 300 famous enterprises participated in fierce with Chinese enterprises, and jointly develop competition. The total amount of pre-sale tendering reached 12.6687 billion yuan, up with Chinese economy. For CCTV, the 1.70225 billion yuan compared with high base of 10.96645 billion yuan in 2010 (representing process of brand communication is also the an increase of 15.52% on a year-on-year basis). This hit a new high in total amount of pre-sale process of fulfilling economic responsibility! tendering. It should be noted that the growth of tending amount not only reflects the results of economic development and industrial upgrading in previous phase, but also mirrors the From the perspective of social new trend of China’s economic and industrial development in the next phase. responsibility: Public-service Advertisement is an III. Social responsibility of CCTV Advertising epitome of social civilization and progress, which embodies national prosperity. Public- service advertisements on CCTV have In the opinion of CCTV, advertising business is definitely not a simple economic issue, but extensive and far-reaching impacts at home a complex activity shouldering multiplee r sponsibilities. and abroad. CNN (US), BBC (UK) and other overseas mainstream media have made From the perspective of industry responsibility: related coverage. In the past two decades, In order to ensure that advertisements comply with the laws and guidance of public efforts and achievements made by CCTV opinion, we strictly review all advertisements. In terms of advertisement review and in the field of Public-service Advertisement broadcasting, we adhere to Three Unifications: Unification of Review, Unification of have established the mainstay status in Coverage and Unification of Broadcasting, thereby setting the industry-wide benchmark for Chinese public-service advertisement arena. advertisement review. This has been praised by the State Administration of Radio, Film, and Television and China Radio and Television Association. In 1986, CCTV began to broadcast At the same time, we take an active part in industry exchanges and make our due public-service advertisements on a regular contribution to the industry development. In “Annual Meeting of Chinese Television basis. On October 26, 1987, CCTV launched Advertisement”, “Public-service Advertisement Contest with Theme of National Unity”, “West public-service advertisement column Lake International EXPO”, “China Advertising Festival”, today’s Summit on Chinese Radio entitled “Guang Er Gao Zhi (MMIA)”. and Television Advertising Development and other radio and television advertising industry Subsequently, CCTV broadcast such a events, we are always active participant. large number of classic public service ads as “Knowledge Changes Fate”, “Welcome From the perspective of economic responsibility: the Beijing Olympics, Promote Civility Advertising tendering of CCTV has been constantly known as “barometer” of Chinese and Fostering New Practices”, etc. Up to economy and “benchmark” of Chinese market. The platform of CCTV not only witnesses now, CCTV has broadcast public-service development and growth of Chinese brands, but also widespread flourish of international advertisements with time value of over 1.5 brands. billion yuan every year. As a national-level television station, CCTV has the obligation and responsibility to create

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CCTV Wins Wide Acclaim for Commentating the Opening Ceremony of the Asian Games in a News-like Style

On 12 November, the 16th Asian Games opened in Guangzhou. CCTV-1, CCTV-3, CCTV-5, CCTV-News, and CCTV-High Definition and CNTV conducted a full live coverage of the event. The gross audience rating of the opening ceremony reached 6.95%, and the total audience share came up to 22.04%, that is, 350 million of people all over China watched the CCTV broadcast. On that day, the number of CNTV webpage views reached 136 million pages/ times; 5.66 million of viewers watched the live video, and a total number of 28,500 netizens left messages while watching the live video through “chatting while watching”. CCTV page views of mobile TV users amounted to 13.25 million, and the video was clicked for 7.55 million times.

The live broadcast of the opening ceremony lasted for 4 hours. CCTV used 4 sets of station and international common signals, systems and 3 outside broadcasting vehicles altogether. A total of 49 venues were arranged and conducted remote transmission of high- for the broadcasting, and special equipment such as helicopters, “Flying Cat” and “Fishing- definition baseband signals for large-scale rod Camera”, etc. was put into full play. The live images were distinct and fluent and the shots broadcasts for the first time. were hooked up smoothly, presenting the highlights of the opening ceremony to the vast On the day of the opening ceremony, audiences. The broadcasting team also completed the production of channel signals of the TV CCTV-News launched a special live program for the opening ceremony of the Guangzhou Asian Games. The anchorman Bai Yansong was widely praised by the TV viewers and the public voices for his live commentary on the opening ceremony in a news-like style. Media experts from Tsinghua University and Peking University among others hold that, live broadcasting focusing on news commentary, for the first time, was adopted for the opening ceremony, and achieved good results; “Asian Games mode”

WIN TOGETHER 9 for the live broadcasting this time was a practice which changed the idea of large-scale live broadcasting, and a good attempt to allow Chinese media to have a bigger say. Some newspapers commented that, the commentary of Bai Yansong was historic and marked a milestone; it went perfectly with the amazing and gorgeous images. The news-like style commentary on the opening ceremony also evoked hot discussions among the netizens. Some thought Bai Yansong cited various authorities and made comments in a witty manner, reporting the grand opening ceremony from the unique perspective of news report. Some claimed that: “this is the commentary in a true sense! Plain language and rich connotations, all this makes the audience truly understand what the opening ceremony wants to convey. Thank CCTV-News! You’ve found the right direction.” Many network media believed that Bai Yansong’s commentary started a brand-new and plain style. His commentary in itself was an innovation and breakthrough, setting an example in news-like style commentary. Some web portals like Sina.com put the video of the opening ceremony of the Asian Games on their home page, and within two days had over 10 million clicks.

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CCTV Signs Contract with Bus-Online to Deepen Cross-Media Cooperation

mobile video business platform. At present, the mobile media network of Bus-Online has covered 24 cities including Beijing, Shanghai, Guangzhou, Shenzhen, Nanchang, Qingdao, Tianjin, Nanjing, Xi'an, Wuhan and Shenyang, with 40,000 buses and the development and operation right of the mobile media with nearly 80,000 display terminals, being the largest bus mobile TV network of China. The advertising resources of numerous media including CNTV, China TV Guide, AirMedia, VisionChina Media and Bus- Online have been integrated into the 2011 Prime Advertising Resource of CCTV, which CCTV Advertising Center signed the Strategic Cooperation Memorandum with Bus- supplements traditional TV advertising Online immediately before the 2011 Prime Advertising Resource Bidding. This is another resource, provides more suitable advertising significant measure of CCTV in cross-media marketing following the cooperation with products for bidders and creates a three- AirMedia and VisionChina Media. dimensional and effective communication According to the Memorandum, the enterprises winning the bid in exclusive ad for platform. CCTV-1 Night News, CCTV-2 Economic Information Broadcasting, CCTV-2 Economic 30’ and CCTV-3 I Want to Go to the Spring Festival Gala as well as the time telling ad before CCTV News in 2011 Prime Advertising Resource Bidding are entitled to purchasing the advertising resource provided by Bus-Online at preferential price. As a leading digital media group of China, Bus-Online has always devoted itself to the development of China digital media field with the establishment of a cross-platform, multi-terminal, digitalized interactive media network as its core strategy. It has the largest mobile TV network of China and is actively developing online video and

WIN TOGETHER 11 CCTV English News Channel Wins “Hot Bird” TV Awards On November 19, CCTV English News Channel becomes the winner of “Nation Window” Award (one category of “Hot Bird” TV Awards) on “Hot Bird” TV Awards Ceremony jointly organized by Eutelsat Communications, International Satellite and Communications Equipment Exhibition and European Broadcasting Union. “Hot Bird” TV Awards are comprehensive TV awards putting a premium on satellite television channels broadcast in Europe and the Mediterranean regions. At present, BBC International Channel, Sky TV, France 24 and other internationally-renowned television channels have won such awards. At this time, more than 150 channels from 21 countries and regions participate in the appraisal. In 2009, CCTV English News Channel honorably won special award on its debut. CCTV Sets Up Commentators “National Team” for Guangzhou Asiad

In view of Guangzhou Asian Games, CCTV sets up 44-member “national team” consisting of sports channel commentators, experienced commentators in local TV stations, commentary guests and others to provide professional commentary for rebroadcast Asian Games events in the whole course. As of November 17, a total of 64 live commentaries and 43 voice commentaries have been made. Commentary work for Guangzhou Asian Games follows the principle of objectiveness, symmetry, and balance; enhances service features, especially stresses the introduction to knowledge of new events; highlights “Perspective of CCTV” and “Expert Comment”, and dispatches commentators and guests to focus on major events. During this period, commentators prepare for available materials in advance to further upgrade the professionalism of event commentary work.

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Press Center Innovates Broadcasting of “Zhuhai Airshow” In recent days, CCTV Press Center innovates the program demonstrate development chronicle and achievements of China’s packaging and live broadcasting means, gives features into full play, aerospace industry. and creates hot spots in the news coverage for “Zhuhai Air show”. With focus on flight demonstrations yb “Kitty Hawk 500” light aircraft, news staffs make live broadcasting for flight demonstrations at the pilot’ overlooking angle in the cockpit for the first time, highlighting the sense of live broadcasting and participation. This has been sought- after by televiewers. News Channel launches promotion video Watch Zhuhai Airshow to integrate development process of aircrafts and other contents, and highlights technical elements and era elements by means of professionalism, suspensive feature and visual effect innovation. News columns on News Channel and famous column China News on CCTV-4 focus on “China’s Speed”, “Chinese Descent of Airplanes in Various Countries” and other Chinese elements to

CCTV Held Party with Clients before Bidding

On the evening of November 7, CCTV holds a get-together evening party in Performance Hall 1 to thank new and existing clients for their great support for CCTV over years. This evening party is also a routine arrangement for all clients participating in bid before General Assembly of Prime Resources Advertising Tendering every year. “Entertainment Stars” and “Entrepreneur Stars” gather together to join hands to stage wonderful programs. Li Yong, Zhu Jun, Hu Die and Zhu Xun act as moderators of this evening party, while Luo Dayou, Tan Jing, Zhang Liangying, Haiqing and many other top stars sing with all their feelings.

WIN TOGETHER 13 Russian International Channel Launched Broadcast in Russia

On November 23, CCTV Russian International Channel formally starts broadcasting in NTV PLUS, a mainstream broadcast satellite platform in Russia. So far, Chinese Channel, English Channel and Russian Channel have been broadcast through the Russian NTV PLUS live-broadcast satellite platform, which can cover more than 600,000 users in the whole territory of Russia. Before that, Russian International Channel has been available in some regions of Ukraine, Estonia, Latvia, Moldova, Mongolia and Kyrgyzstan through cable networks and terrestrial wireless, covering 920,000 users.

Inaugural Ceremony of African Central News Bureau Held

On November 25 (local time), Inaugural Ceremony of CCTV’s African Central News Bureau is grandly held in Nairobi (Kenyan Capital). The completion of frA ican Central News Bureau will greatly enhance CCTV’s coverage strength in Kenya and even the whole Africa, and will play an important role in further promoting Chinese-Kenyan and Chinese-African in-depth exchanges in the political, economic and cultural fields, as well as interactions and communications of Chinese-African media.

Caijing Joins Hands with CCTV-2 to exert International Influence

Recently, Strategic Media Signing Ceremony of Rivals (a column On behalf of Chinese financial media, both parties jointly powerfully on CCTV-2) has been held in China Network Television. The magazine speak out for worldwide major economic events with objective, fair, Caijing, as one of Chinese ten major financial media, works together equal and professional voices in a brand-new coverage style. Rivals (a column on CCTV-2) as a member of strategic media alliance.

WIN TOGETHER 14 WIN TOGETHER 15 CCTV News Channel, Best Choice for Watching TV News Liang Jianzeng, Deputy Director of CCTV News Center

overseas reporter stations by the end of this year. Besides, we will establish five central overseas bureaus in Asia-Pacific Region, Middle East, Europe, Russia and Africa respectively to cover the whole world effectively. We can see CCTV reporters at the site of significant international events. CCTV reporters have reported Haiti earthquake, American troop withdrawal from Iraq, Indonesia volcanic eruption, Chilean miners rescue and other international ve ents. In 2011, CCTV News Center will have more significant topics and projects such as the "Moving China Annual Figure Selection" to be broadcast in January; the year of 2011 will mark the 90th anniversary of the founding of CPC, the 60th anniversary of the First of all, I would like to release the data of CCTV News peaceful liberation of Tibet and the "3rd anniversary of Wenchuan Channel in last year: the audience share increases by 65% in this year earthquake" and will witness the launch of "Tiangong No. 1" and compared with that of last year, the information volume increases "Shenzhou No. 8" that reflect the significant progress of science and from over 270 items before revision to more than 600 items after technology of China. We will focus on reporting these events and revision, and the news debut broadcasting volume increases from 70 spare no efforts to capture and reflect sudden news events. items per day before revision to 300 items per day now. Another indicator of media influence is whether the media is paid attention to by its targets at public occasion. We conducted a survey that lasted for nearly 50 days in four representative cities of Beijing, Chongqing, Shenyang and Shenzhen not long ago, and the survey results indicated that, CCTV News Channel and CCTV-1 news broadcasting period are the channels that are frequently broadcast at public places in these four cities and they are also the channels that people often choose on their own initiative. At present, we have established 29 news report emergency stations in China. By the end of this year, there will be emergency report stations in all the 31 provinces and cities. In addition, we are establishing reporter stations in the world and there will be 50

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Try New Dishes On 2011 New Years'Eve Chen Linchun, Deputy Director of CCTV Large Show Center

The production crews for CCTV's Spring Festival Gala this year were assembled earlier than previous years; and we chose to keep a low profile with little information er lease to other media, because we These artists either from Hong Kong or Taiwan have got their would like to concentrate on the show itself. all-year schedules arranged early this year or even last year, which We are mobilizing the whole society for suggestions and ideas; makes it hard to gather them together for a show. But there is one we are gathering together the most excellent professionals in the thing for sure, that many cultural and artistic representatives who are collaborative creation for the CCTV gala; and our most earnest hope also members of NPC or CPPCC will join us in the gala. is that on the Eve of the Spring Festival, the feast of shows we are Regarding whether there will be foreign shows or stars, as far to serve gets the nod from viewers while indulging viewers with a as I know, the answer is negative. CCTV's Spring Festival Gala is, after "dinner" full of novelty. all, a celebration of the Chinese traditional festival rather than an The once pop boy group of Little Tigers showed up at the last international ommec rcial event. CCTV gala, so many are speculating whether pop singers such as pop's Four Heavenly Kings or F4 will star this year's gala as a group or not. I would like to tell everyone that, so far their schedules still wouldn't fit in and ew haven't extended the invitation ey t.

WIN TOGETHER 17 CCTV to Screen Various Series Jin Yue Deputy Managing Director of CCTV Procurement Center

China Land is still filming in Liaoning Province now. The story happened in Qingfengling (a village in the northeast of China) during the World War II. A peasant was leading the whole village in fighting against the Japanese invasion. The play is created based on the story we’ve got in the Japanese historical archives. In 2011 also on the schedule will be the Mother starred by Siqin Gaowa, Informer starred by Liu Yunlong and Meng Guangmei, Happiness at the Door co-starred by Jiang Wenli, Sun Chun and Lin Yongjian, Dahetao starred by Lin Yongjian and Li Qiang, and Nightmare of Japanese Invaders starred by Yu Zhen and Fan Ming as well as The Capable Feng Tiangui starred by Pan Changjiang. In addition, there will be another series based on the Anti-Japanese War - Windtalker. It is created by the famous writer Mai Jia and tells a story of deciphering the enemy’s documents. CCTV has undergone a channel-centered restructuring this year. Big Times, starring Duan Yihong, Gao Hu, Jiang Qinqin and Xue And there is curiosity about series to be screened on CCTV. Jianing, tells about a drove of enterprising and pioneering youth and Loaded, a military series, tells about a “growing pains” story of a their pursuing dreams in Shenzhen, from whom we can vaguely see modern undergraduate in the special forces as an intellectual. Many the famous and excellent entrepreneurs of our times. plots and contents are even new to me as a veteran. The acting is And the following series also call our attention, Li Bai starred also quite impressive. by Chen Jianbin, Liu Dekai, Zeng Li and Wang Yankui, A Terracotta Warrior directed by Chen Jiashang and starred by Du Chun, An Yixuan and Gallen Law, Swordsman Saga starred by Nicholas Tse and Charlene Choi, Sophorae Flos starred by Ning Jing and Huang Zhizhong, Yan’an Love directed by Cao Baoping and starred by Yin Tao and Deng Chao, and The Love of Hawthorn Tree directed by Li Lu and starred by Wang Luodan and Li Guangjie. There will be a collection of theme series to be screened on CCTV next year to mark the 90th anniversary of the founding of CPC, such as the East and Open a New World and so on. We believe that series to be screened on CCTV next year will surely be diversely appealing!

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Enabling Audience to Fully Enjoy Matches Zhang Xing, Vice President of CCTV Sports Channel

It is known to all that, CCTV Sports Channel generally broadcasts over 1,000 matches in a year. In 2011, it will also broadcast numerous matches, which are mainly in the following categories: The first category is world championship. In next year, there will be World Gymnastics Championships, World Table Tennis Championships, World Badminton Championships, World Championships in Athletics and World Swimming Championships, which are all the qualification matches for London 2012 Olympic Games. The second category is football match. we will broadcast the Asian Cup to be held in Doha, Qatar, FIFA Women’s World Cup to be held in Germany, South America Cup Soccer Championship, Italian Serie A, German Bundesliga and Chinese Super League. The third category is comprehensive sports meeting. In January, 2011, there will be two comprehensive sports meetings which are comprehensive sports meetings ttra act the attention of asv t viewers. respectively the Universiade to be held in Turkey and the Winter The fourth category is professional match. There will be Dakar Sports Games to be held in Kazakhstan. Besides, in the latter half of Rally to be kicked off soon in January and the F1 that we will continue next year, there will be the Universiade to be held in Shenzhen and year, the next station of which is temporarily set in April. In addition, National Urban Sports Game to be held in Nanchang, Jiangxi. All these the matches of the French Open and the US Open will be throughout the year from January to December. Currently, more and more network media are broadcasting NBA matches. I think it is good for all viewers in omnimedia era because it means one more choice for viewers. In 1995, CCTV broadcast the final of NBA live for the first time and Chinese TV audience watched the match of NBA through live broadcast for the first time. At present, more media are broadcasting NBA, which I think adapts to the development of this era and meets viewers’ demand. In my opinion, CCTV still has enough advantages since the majority of viewers prefer to watch the matches that are broadcast live through TV. Thus, the most important responsibility of us is to select well and broadcast well the matches and enable viewers to fully enjoy the matches.

WIN TOGETHER 19 Industries Highlights of CCTV 2011 Bidding

Suning Becomes the Dark Horse amid Fierce Competition in Home Appliance Industry Home appliance industry will undoubtedly be one of the highlight industries in 2011 CCTV Advertising Resource Bidding, with total pre-sale value ranking 2nd at a year-on-year growth rate of 30%. Haier, Media, Galanz and other comprehensive home appliance enterprises continuously intensify advertising, whereas Gree, Little Swan Group, Joyoung and other leading companies in segment markets as well as Vanward, Supor, ASD and other small home appliance manufacturers also begin to advertise. "What home appliance companies highlight in advertising in CCTV is the vast consumption market of RMB 10 trillion triggered by Tourism Industry Embraces Golden the lever of ad. Under current commercial competition environment, it is urgent to form brand competitiveness." Professor Hu Zuohao, Development Opportunity who is also the Deputy Director of China Enterprise Research Center, China's tourism industry is ushering in golden development Tsinghua University, thought that, the financial crisis in 2008 made period and the total pre-sale value in 2011 CCTV Prime Advertising numerous home appliance manufacturers to be aware of the fact Resource Bidding increased significantly compared with that of the that, brand competition has become the important force supporting last year. Meanwhile, the advertised objects have been expanded the sound and sustainable development of home appliance from scenic spots to city image and from cities and counties to enterprises. provinces such as Shandong, Hebei, Inner Mongolia, Guangxi and Gansu. In the bidding pre-sale in 2011, Shandong Tourism Administration followed the strategy of the previous years and purchased a lot of advertising resources of CCTV. Deputy Director-General of Shandong Provincial Tourism Administration Wang Yuansheng indicated that, Shandong Provincial Tourism Administration has selected CCTV as the mainstream media for the marketing of its brand "Hospitable Shandong" since 2007 because of the wide coverage, powerful appeal and outstanding public credit of CCTV. TV media display the static tourism resources to TV viewers in short-distance panoramic

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way, which shortens the distance between "Hospitable Shandong" and domestic and foreign tourists, attracts the attention of viewers and upgrades the overall brand of Shandong tourism destinations.

industry Shanghai Volkswagen, FAW-Volkswagen and Shanghai GM showed up together for the first time at the pre-sale of 2011 CCTV Prime Advertising Resource Bidding. Besides, FAW, SAIC, Dongfeng, GAIG, CNHTC and other large auto groups also participated in the bidding. While old clients are intensifying advertising, a great number of Auto Enterprises Give Priority to CCTV While new clients such as China FAW, Mustang, Jiangsu Lopal Petrochemical Creating Brand, Co., Ltd., Zoomlion, SDLG, Foton Lovol, Star Custom, JAC, Great Wall Motors, Beijing-Hyundai, GAC Motor, Haima, Changhe and Chang’an with Growth Rate of over 50% Auto also showed up at the pre-sale of CCTV Prime Advertising In the pre-sale value of 2011 CCTV Prime Advertising Resource Resource Bidding. Bidding, the contribution by the advertisers in auto industry The auto enterprises participating in the pre-sale of the bidding witnessed a year-on-year growth rate of over 50%, with the highest in this year are most widely distributed, including joint ventures such growth rate among all industries. The three tycoons in China auto as FAW-Volkswagen and Dongfeng Nissan, state-owned enterprises such as Chery and Chang’an Auto, private companies such as Zotye, Great Wall Motors and Mustang and petrochemical companies such as Shell Tongyi (Beijing) Petroleum Chemical Co., Ltd., Sinopec and Jiangsu Lopal Petrochemical Co., Ltd. Meanwhile, there are rubber enterprises such as Zhongce Rubber that participated in the bidding last year, refitted vehicle enterprises such as Star Custom as well as the enterprises in heavy industry and heavy truck industry such as CNHTC, XCMG, Zoomlion, SDLG and Foton Lovol that had outstanding performance in this year's bidding. CCTV has become the best choice for auto enterprises to establish brand advantages and create core competitiveness.

WIN TOGETHER 21 Advertising on Clothing is Steady Clothing industry has always been the backbone force of the advertising at CCTV. As a representative of traditional industries, clothing industry has the distinctive characteristics of "mature marketing strategy and steady advertising". Seen from the results of 2011 CCTV Prime Advertising Resource Bidding, the on-site bidding value and client composition have kept basically steady. And clients prefer to select the contractual subscription resources boasting long-term cooperation. This pattern will become the trend of the Advertising on Food & Beverage Increases advertising yb companies in clothing industry for a period of time. Steadily Because of wide coverage, high audience rating and high quality, CCTV has become the best media for the enterprises in food & beverage industry to conduct brand publicity. As a result, food & beverage industry is also the industry that launches the largest number of ads at CCTV with the highest advertising value. A total of more than 40 companies participated in the bidding and contractual subscription of CCTV this year, which were respectively from dairy, condiment, meat, beverage, edible oil, candy, leisure food and agricultural and sideline products industry. The year of 2011 is a year full of challenges and opportunities. With the rise of raw material cost and labor cost, the competition will become increasingly fierce and the competition in gmese nt industries will become more concentrated. With resident consumption upgrade, the enterprises in food & beverage industry may grasp the new round of growth opportunities to make a crucial step in respect of branding and marketing.

WIN TOGETHER 22 WIN TOGETHER 23 "It's Truly Fruitful!": Corporate Views on the Market and Ad Bidding

Bu Yang, Director of Marketing Management Center of Suning Appliance Marketing Reform to Be Strengthened in the Next 5 Years

Our cooperation with CCTV started in 2003. However, we didn't attend the on-site bidding until this year and the decision to go for bidding was based on the overall corporate strategy. On the one hand, Suning is a nationwide chain-store company. In the wake of the successful coverage in the first- and-second-tier cities, we are now targeting the third-and-fourth-tier cities in order to achieve a nationwide chain network. On the other hand, it is expected that the policy to stimulate domestic demands and promote consumption will be the top priority on the upcoming national "Twelfth Five-Year Plan". That will be extraordinarily favorable to the industry of home appliance retail, meaning more space for market elevation. CCTV is the optimum choice for our nationwide layout and further market expansion. The platform of CCTV will bring to more consumers the brand of Suning together with our services and products in a more profound way, and, in particular help with the penetration to third-and- fourth-tier markets. That will be a great enhancement for our brand as a whole

Zhao Guorui, Director of Advertising Center of Nice Group More Effective Target Reach Through Golden Theater

We participate in the CCTV advertising bidding every year and every time we make our best efforts for the title sponsorship of the Golden Theater. Because CCTV's Golden Theater is greatly appealing to every household, who is precisely our target consumer group; and its predominant market shares help increase the effective target reach of our products. This year we won with RMB 150 million the title sponsorship of the Golden Theater for the second half of the year. We are more assured this time. For one thing, the whole CCTV has taken on a new look, new ideas and measures have shown good results, and the media platform becomes more powerful. For another, CCTV has put in great efforts in making TV series and RMB 1.6 billion in purchasing series, which has brought enterprises a great confidence.

WIN TOGETHER 24 Bidding Specials

Sun Yue, Deputy General Manager of Luzhou Liquor China’s Economic Development Is Promising

This is the first time that Luzhou Liquor attended CCTV’s golden advertising resources bidding, and we won the first bid. The advertising contracts we’ve signed with CCTV are worth of more than RMB 400 million. And further contracts will be added depending on the corporate needs and through negotiations with CCTV. Mainly because we think highly of CCTV as a constantly innovated platform and China’s economic development in the future. Luzhou Liquor is now set on the fast track of development, and its high quality, elegant taste and profound historical and cultural contents need to be communicated to consumers through the platform of CCTV.

Shao Ming, Vice President of Administration of Natural Dairy Holdings Limited Ad Expense Today Will Definitely See A Double Or Even Multiple Return

It’s really exciting and privileged to win our first bid in our CCTV's ad bidding debut this year. CCTV, as China’s largest TV station, boasts a wide coverage in mainland China and overseas and can be seen by many Chinese nationals. Our products come from New Zealand, where we have our own pasture. We engage ourselves in the whole process of cow husbandry, manufacture and process as well as packaging and sales. We choose CCTV hoping that we can be seen by the 1.3 billion Chinese population and over 20 million overseas Chinese. They are just the target of our product promotion. In the current credibility crisis of the domestic dairy market, for a brand, the choice of CCTV will to some extent ehance the sense of trust among consumers. We have the confidence in our products and CCTV too. And we believe that the ad expense we put in today will definitely see a double or even multiple return in the future.

WIN TOGETHER 25 Li Aibin, Assistant President of Yurun Group Yurun will soon be seen right upon the end of the CCTV News

Since 2009, CCTV has been intensifying its news-based strategy. The advertising section right after the CCTV News is always among the most wanted prime resources for many domestic and international brand powers. Yurun Group successfully attained the “first wanted bid” this year -the first option of the first time unit of the 7.5s ad section right after the CCTV News, i.e. for the upcoming 365 days next year, Yurun will soon be seen right upon the end of the CCTV News. And there are six months when the 7.5s Yurun ad will be the first thing viewers see after the CCTV News. That is the best Yurun has won in its four-year CCTV ad bidding.

Zhao Yuanhua, Vice President of Mengniu Dairy Group CCTV Helps to Realize Our Dreams

The vision of Mengniu is to make the world’s leading dairy enterprise, and to create quality life for our global consumers with healthy and tasty dairy products. We believe that CCTV is able to bring our dreams into reality. We have the confidence in ourselves and in CCTV. And we also believe that the Chinese economy, like the on-site bidding on Nov. 8th, will make a big leap in 2011.

Qin Wanmin, Deputy General Manager of Yunnan Baiyao CCTV Helps a lot in the Development of Yunnan Baiyao

The power of media is strong enough that it can’t be neglected by any enterprise in terms of promoting brand development. CCTV, as a media, has the greatest influence and public credibility in China. Ad placement in CCTV helps a lot in elevating brand influence and increasing brand awareness. Speaking of ourselves, Yunnan Baiyao has attended the previous five CCTV Prime Advertising Resource Bidding, and this is our sixth time. We mainly focus on the A special section. And the placement effects during the past several years came out very good, and currently our toothpaste sales increase by at least 40% each year. This year the prime resources bidding is extremely competitive, and it is really exciting orf us to secure the A special section.

WIN TOGETHER 26 Bidding Specials

Jin Gebo, General Manager Assistant of Chery Motor We Have Confidence in CCTV’s Brand and Communicating Effects

Our ad placement in CCTV reaches more than RMB 200 million for 2010. The overall budget for the next year is expected to rise by 50% on that basis. The sales of Chery are likely to exceed 700 thousand vehicles this year, a 40% increase compared to the last year. Our focus for 2011 is on the brand building, the construction of business division, and the development of new products and the market. As for the brand promotion, our X5 joined the 2010 Dakar Rally this year and we’ve decided to sign for the 2011 as well. Moreover, we’ve signed Messi. As for products, the 2011 release will include Riich G3, G6 and new Rely among seven or eight new products in total.

Dai Gang, Marketing Director of Zoomlian We didn’t anticipate such a fierce competition

“Zoomlian has seen the revenue of RMB 23.901 billion for the first three quarters this year, an increase of 61.43% year on year; the net profit of RMB 3.126 billion, an increase of 76.13% year on year. The all-year sales are expected to reach RMB 50 billion this year, however, we still choose to place ads in CCTV. This is our first time doing so, and we hope to elevate the brand image of Zoomlian with the help of CCTV.” “We didn’t anticipate such a fierce competition coming, although we have conducted careful research and preparation in advance. We won the bid merely by a slight margin and almost lost the resources we desire!” Dai Gang, the Marketing Director of Zoomlian, told the reporter after the bidding that, “we prepared for two bidding targets beforehand. One is the 15s plus 5s combination ads before the CCTV News; the other is the 15s ad after the abstract of Topics in Focus. The competition for the CCTV News countdown combination ads was so fierce that it was much more beyond what we expected. We firmly decided ot concentrate on the latter, and worked all our best to finally win it.”

WIN TOGETHER 27 Chen Ronghua, General Manager of Sunrain Solar Energy A Year For Solar Energy Market Shuffle

Sunrain is the largest global supplier of solar energy water heaters and water-heating ys stems. Besides our own efforts, the placement of prime advertising resources in CCTV during the past three years plays a very active role. Solar energy brands, big and small, are totaling around three thousand. Sunrain has taken up about 15% of the total market shares, largest in the industry. This year seems to be a shuffle year for the solar energy market. Ten major brands will emerge in the future controlling 80% market shares, and this is required by the development of the industry.

Ye Lei, Marketing Director of Dongfeng Nissan CCTV’s Ad Resources Help Us Gain A Lot

At the beginning of this year, we had our all-year sales objective set at 300 thousand vehicles. Then we added it up because of good sales performance, and now we are in the course of selling 650 thousand cars a year. The outstanding market performance as such is closely related to our media utilization, in particular, the full use of CCTV’s ad resources. We’ve gained a lot from it, and we will further strengthen our efforts in this regard. The auto industry is the mainstay of the national economy, and we are aspiring for our future development.

Shell Tongyi Regular Date with CCTV

“There would be no today’s Shell Tongyi without CCTV.” Ever since the first cooperation in Jan. 2003, CCTV has witnessed the growth of Shell Tongyi from a private enterprise with yearly sales of RMB 400 million to an international corporation of more than RMB 4 billion yearly sales. This year marks the eighth CCTV ad resources bidding for Tongyi Lubricant Oil, and the new cooperation with CCTV will serve as a dedicated guard for its brand prospect and business development.

WIN TOGETHER 28 WIN TOGETHER 29 "CCTV Bidding is the History of Brand Growth" Huang Shengmin, Professor of Communication University of China

The CCTV advertising bidding in these years is like a history annual bidding of CCTV. To become a brand of certain level and create of brand growth. In earlier days, advertising bidding was only one influence, enterprises have to step onto this platform. of methods of resource allocation. But after more than ten years' Mentioning once in bidding and winning bid once may achieve development, the value, standard and role of the platform have been better effect than mentioning for ten or one hundred times at other universally recognized. occasions. This is attributed to the role of mature effect. In fact, many Nowadays, enterprises are so smart that no one can cheat them enterprises have become aware of this point earlier. They consider from doing something. But at the same time, no one can prevent and research on bidding in much more careful way than us, and they them from doing what they should do. More and more multinational allocate overall resources in more diverse and detailed way than companies actively we can imagine. Their actions are extremely rational. Enterprises participate in the bidding generally control the brand creation of a year and even several years now since they have been with the vantage point of bidding. aware of the fact that, From the perspective of macro economy, the annual bidding they have to participate in of CCTV is a directional confidence index since advertising is closely the "contest" of bidding related to people's livelihood and daily consumption. The enterprises to understand and enter which are optimistic about the market will advertise, the enterprises into Chinese market which are not very confident in the market but are powerful will and become a powerful advertise, and the enterprises which are not powerful enough but are household brand. optimistic about the market will also advertise. China is witnessing What is brand? The rapid economic development and enterprise growth, which is most fundamental point reflected by the bidding of CCTV. is to have high-quality Currently, large SOEs and central government-led enterprises products. I think Chinese such as large state-owned banks, FAW and Moutai are vigorously people are good and launching ads, and more and more multinational companies also Chinese products are begin to participate in the bidding, which is a significant change. The good. But why there is 2011 CCTV advertising bidding results are not out of expectation, no good image? That's which is due to the uniqueness and rareness of CCTV resources on because Chinese people the one hand and to concentrated trend of media operation on the do not do well in brand other hand since media operation is like company operation in recent creation and publicity. two years and high-quality media will have concentrated resources There are two types of whereas weak media will be edged out soon. publicity, one of which The 17-year advertising bidding of CCTV has become a typical is mild and long-term event of China. CCTV is growing up in the bidding, and enterprises publicity and the other also grow up by virtue of this platform. Some media often say that, of which is establishing enterprises are cheated. In fact, they underestimate the intelligence of a platform for display Chinese enterprisers. From the perspective of historic development, I such as the Olympics, think bidding is important and inevitable. the World Expo and the

WIN TOGETHER 30 Interview

"Bidding Results Reflect China's Development Room" Yu Guoming, professor of Renmin University of China

CCTV bidding is a unique landscape in Chinese economy and operation value of RMB 3 trillion. For market expansion, CCTV is the even the world economy. To understand Chinese economy, you best platform. Moreover, commercial transactions, especially those should start from understanding CCTV bidding. related to currency exchange, material exchange and value exchange, Western media have once said that, advertising is the dream of need to be maintained by public credit. a nation, the ambition of a country and the lifestyle of people in the The philosophy of 2011 CCTV advertising bidding is "Our Brand, future. Advertising industry is brisk when a country or a national still Our World". In fact, brand reflects the economy and consumption has dream and pursuit. When advertising industry is in depression, mode of a country. Brand creation not only rejuvenates economy the country will be on the decline. The growth rate of CCTV but also improves advertising bidding is higher than that of GDP, which indicates that people's living standard. Chinese people still have dream and Chinese society has huge room Meanwhile, brand for development. plays an important No TV or other media can parallel with CCTV now. Under current role in the economic economic environment, CCTV has two advantages. Firstly, CCTV has transformation from the function of integrating under economic depression or economic low-end economy to structure adjustment or reshuffling. One magazine or website high-end economy, may be very good, but its functions are not diverse. So people which needs both prefer to choose the integrated media like CCTV that has the best innovation and brand comprehensive quality; secondly, CCTV is a national TV station and creation. Apart from mainstream media. A new media may be vanguard and eye-catching, innovative spirit, China but its roles are limited in terms of advertising and ommerc cial value. also needs the soft This is called "the function of social status conferring" in the strength of publicity to science of mass communication. In the past, people did not pay build a powerful country enough attention to media function theory. But the function with brands. becomes extremely important when numerous powers rise at the In my opinion, CCTV same time and various kinds of media appear. CCTV, a mainstream bidding is an important media having tradition and history, has the powerful function of platform for brand conferring social status. A company or a brand will easily become a creation and a vantage standard and powerful brand that is recognized by the society, if it point, without which cooperates with a media that has the function of conferring social enterprises can hardly status. reach the vast market For example, Taobao, which already has large scale with in China and even in the operation value reaching RMB 200 billion in last year, still chooses to world. cooperate with CCTV. The main market of Taobao is in Yangtze Delta, but the market has to be expanded to North China, Northeast China, Central China, Northwest China and Southwest China to realize the

WIN TOGETHER 31