The Prelude to CCTV 2011 Prime Time Resources Bidding & Upfront Season Begins
From 27-29 August, CCTV, Advertising Center respectively held four VIP clients communication events for key advertising agencies with four Chinese local tendering agencies—Vision CN, Charm Communications, Walk-on and CTV Golden Bridge, with regard to the bidding of CCTV’s prime advertising resource in 2011. At the meetings, hundreds of clients enthusiastically exchanged their ideas about the general advertisement input strategies in 2011. The four VIP communication meetings for key advertising agencies predicted the beginning of the bidding for CCTV advertising resources in 2011.
10 billion Over 70% As of the end of this June, the advertising revenue of Recently, while ensuring the correct orientation for CCTV during the first half of 2010 has exceeded 10 billion RMB, public opinion is maintained, the “Evening News” of CCTV recording a growth of 3.058 billion RMB, or 42.53%, compared comprehensive channel issues latest news in a timely manner, with the same period of the last year. strengthens independent planning and reporting of programs, and further raises news update rate and information load, with Over 10,000 pieces original news pieces now constituting over 70% of the total. Since its launch on January 21st, CCTV coverage of Expo 2010 Shanghai China has issued over 10,000 news reports and presented 2.1 million over 300 sessions of live broadcast. During this period of time, CCTV CCTV High-definition Channel Coverage Investigation Report comprehensive channel, News channel, Chinese international shows that by August 10, 2010, CCTV high-definition cable channel and each foreign language channel also conducted joint service subscribers have reached 2.1 million, with the population reportage, and set up over 30 columns and sections such as “World covered amounting to nearly 100 million. Relevant data also Expo Every Day” and “World Expo Express”. show that CCTV high-definition cable subscribers recorded a growth rate of 480% in 2009.
WIN TOGETHER 3 Highlight
CCTV, Run-up to 2011 Prime Time Resources Bidding & Upfront Season
Focus
CCTV President Jiao Li Met with the CEO of Publicis Groupe Branding Achieving Brilliance VIP Clients Communicated on CCTV’s Prime Time Resources Bidding The 7th China Auto Marketing Summit Convened 2010 Asian Games：CCTV are ready Yili’s Winning Strategy in Expo Marketing
CCTV News
News Center Pushes forward the Construction of Overseas Bureaus Hu En Meets with Brazilian Economic Counselor to China New Expo shines on Foreign Language Channels and Finance Channel French Channel Tracking the Expo Great Wall (Europe) Platform Broadcasted on BOUYGUES Telecom English Channel Enters KTBU German NRWTV Broadcasts CCTV Programs Interview
News Oriented, Core Competitiveness Promoted Building an Influential and Indispensible Platform Making the Voices of China Heard around the World Cultural and Entertainment Events to Redefine Chinese Cultural Life Viewpoints Regarding 2011 CCTV Prime Time Resources Bidding & Presale Analysis
Survey on 2010 World Cup Advertisements on CCTV Brands Gain New Momentum from 2010 FIFA
Programs
Sister Jiang hitting 3.54% with marked ratings growth New TV Dramas Coming Up Soon
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 She Xianjun Sun Miaoqing ZhaoShuang Zeng Yingying PUBLISHER CCTV Advertising Center 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 :1118.cctv.com/Ad.cctv.com EXECUTIVE ART EDITOR Shu Yu EMAIL [email protected] CCTV President Jiao Li Met with the CEO of Publicis Groupe By Wu Danhua
In August 25, Mr. Jiao Li, President of During the meeting, Mr. Jiao said CCTV as very important. As the “Three- CCTV, had a meeting with Mr. Jean-Yves that Publicis Groupe was one of the Network Integration” program in China Naouri, CEO of Publicis Groupe, and Ms. largest advertising and media groups in progresses, China Network TV has got the Li Yifei, district director of the Great China the world, and it had been maintaining a opportunity for rapid development. In Region, VivaKi, Publicis Groupe. On the good cooperative relationship with CCTV, addition, CCTV is also actively exploring meeting, they discussed further cooperation contributing to the development of CCTV’s the reciprocal interaction between the between TV and new media. Cheng Hong, advertising business. SAATCHI & SAATCHI traditional media and the new media in deputy Editor-in-chief of CCTV, Wang and Leoburnett, both of which are affiliated advertising businesses and striving for the Wenbin, director of Internet Communication to Publicis Groupe, have been listed among maximization of the communication effect Center, CCTV, and He Haiming, deputy the Top 10 Advertising Agencies for many for the clients. The further cooperation director of the Advertising Department, consecutive years, which also reflects that between CCTV and Publicis Groupe is CCTV were present at the meeting. Publicis has considered its cooperation with gathering its momentum, and CCTV will try
CCTV President Jiao Li（C）meet with the CEO of Publicis Groupe Jean-Yves Naouri (L3). Deputy Editor in Chief of CCTV and Director of CCTV Advertising Center Cheng Hong(R3) and Deputy Director of CCTV Advertising Center He Haiming (L2) attend the cooperation discussion.
WIN TOGETHER 6 its best to provide its advertising agencies with all-round services so as to promote permanent and win-win cooperation. Mr. Jiao also talked about CCTV’s overseas development. Currently, CCTV is making efforts in strengthening the construction of its international communication capacity. By the end of this year, there will be 50 new CCTV reporters stations established around the world, and among them, 7 are large reporters centers. Each of these reporters centers will be equipped with a studio, facilitating news collecting, processing and broadcasting. At present, CCTV’s foreign language channels have covered 6 working languages of UN, and all of these channels are broadcasting 24 hours a day, which have become the the audiences of CCTV will have more new in the Chinese market, and its development platforms for the world to know China. programs and styles to enjoy. By the end of in China relies on the cooperative support CCTV will continue to enhance its program this year or the beginning of the next year, from CCTV. He hoped that, in addition quality and further fit the broadcasting the reform will be almost accomplished, and to the traditional advertising businesses, styles of its foreign language channels for all the channels will be changed with new extended cooperation would be initiated the esthetics and cultures of the targeting images and contents. in the area such as content provision, countries. CCTV is also expecting help from Mr. Naouri said that Publicis Groupe program plantation and new media. Mr. Publicis Groupe—the group may contribute attached great importance to the Naouri also said that Publicis Groupe was valuable suggestions for CCTV’s overseas development potential of the Chinese willing to contribute ideas in helping CCTV communication as well as its French Channel market, and China had become the fourth build its overseas image as well as develop in terms of its rich experience in this area. largest market of the group. Within the its French Channel. In addition, Mr. Jiao also introduced next three years, China will further become the channelization reform in CCTV. With its second largest market. The group now is the furthering of the channelization reform, one of the biggest media company buyers
WIN TOGETHER 7 The 7th China Auto Marketing Summit Convened
On August 14, 2010, the 7th China advertising performance of automakers Auto Marketing Summit,co-organized by during the world cup, made a forecast of CCTV advertising center, China Marketing the advertising performance of automakers Association and Sohu.com,was successfully during the upcoming Asian Games, and held in Lhasa. gave a general introduction to the new Yu Bin, Director of Macroeconomic opportunities brought by CCTV’s channel Research Department of State Council reform as well as the preliminary ideas for Development Research Center,Guo Dongle, the 2011 prime resources auction. Deputy President of China Marketing has begun to shift its macroeconomic policy He Yi gave an enlightening introduction Association, He Haimin, deputy director since the beginning of this year, China’s to the latest trends of the internet, the new of CCTV advertising center,He Yi, assistant economic growth rate in 2010 will still strategies of Sohu, and the new opportunities chief editor of Sohu.com, and more than 40 reach 9.5%. and new thoughts of Sohu auto as well. marketing principals from FAW-Volkswagen, Guo Dongle observed that since the After group discussion, guests Shanghai-Volkswagen, Guangzhou Honda, breakout of this financial crisis, almost all concluded that China’s auto market will Beijing-Hyundai, Chery, Geely and BYD, major international auto companies have maintain a 5-10% growth rate in 2010, gathered in Lhasa to jointly discuss the hot begun to pay more attention to China’s and the coming decade will be the most topics in automobile marketing and share auto market, with some even starting to significant ten years for the development their marketing and sales insights. treat China market as the major battlefield of China’s auto sector. In response to the Yu Bin remarked that although China to revive their performance. Therefore, it market demands the auto consumption in can be safely predicted China’s third and fourth-tier auto market, that the competition in auto companies shall deploy their channels China’s auto market in downward. In addition, they shall further the days to come will intensify their brand construction and adopt become even fiercer. diverse marketing models according to sales, He Haimin location and market; In terms of internal analyzed some classic management, they shall build corporate cases of its automaker culture and mechanism and further enhance Deputy Director of CCTV Advertising Center He Haiming(L2) and Vice Biz General Manager of FAW-Volkswagen Automotive Co., clients, reviewed the distributor satisfaction. Ltd Hu Yong(C) attend the 7th China Auto Marketing Summit
WIN TOGETHER 8 Branding Achieving Brilliance He Haiming Deputy Director of CCTV Advertising Center
Review the South Africa World Cup emphasis on matching degree. In 2007 it During the world cup, CCTV programs collaborated with CCTV in the program of have continuously created audience ratings “Olympic China”, and sponsored the “Hall miracles, with its audience share between of Fame” program during the 2008 Olympic 2:30 to 4:30 am reaching as high as 60.49%. Games. In 2010 it placed advertising during All-day audience share of CCTV-5 grew three- the broadcast of the Winter Olympics fold, with the share during prime time 10 and the World Cup. In addition, it also times that of normal days and the market subscribed for the advertising programs share between 19:00 to 21:00 pm totaling of supplying protocol cars for the CCTV-2 an impressive 14.18%. In addition, audience annual economic figures, with such news ratings for matches involving strong teams programs as “evening news” and “economic were all rather high, with the 1/4 final 30 minutes” also among the top choices of between Germany and Argentina striking brands that advertising on CCTV . Audi. the highest ratings, achieving an average Boasting numerous brands under its Benz adopts two high-profile strategies: audience rating of 11.49%. umbrella, FAW-Volkswagen adopts two celebrity endorsement ad offline interaction. During the world cup, many auto major ad placement strategies: firstly, to Benz smartly makes different celebrities give companies advertised on CCTV network, promote and publicize different key models exciting demonstration of different products. including Chery Kylin, Dongfeng Nissan, during prime time in different seasons, with For instance, the off-road vehicle drive by Beijing-Hyundai, Chang'an Auto, Dongfeng March-April dedicated to Golf, June to New Zhang An'yu, the B200 driven by the couple of Yueda Kia, Brilliance Jinbei and Shanghai Bora and July to Magotan CC; Secondly, to Lu Yi and Bao Lei, and the SLS AMG and ML300 Volkswagen, etc. From the TV we can demonstrate new auto models with long- demonstrated respectively by Schumacher see that many companies have not only running commercials; each time FAW- and Federer. During the South Africa World formulated sophisticated marketing Volkswagen rolls out a new model it releases Cup, Benz placed numerous commercials on strategies, but also have produced a long-running commercial, such as the 45- CCTV network, which include the fashionable magnificent commercials. second commercial for Golf GTI and 30- advertisement for SMART cars, which in second commercial for Magotan CC. During combination with offline activities in a dozen Auto brands that the first half of this year, FAW-Volkswagen cities across China has gathered a huge advertise on CCTV achieved a sales growth of 43,590 compared momentum in SMART publicity. In this April, After reviewing the world cup, let with the same period of the last year. Benz has sold a total of 11,200 luxury cars me give you a general introduction to the As the first luxury car brand foraying into in China, a single month sales record with a advertising placement strategy of those auto China market, Audi has always laid special substantial growth of 105%.
WIN TOGETHER 9 programs as “Penalty Kick War” Port in Xinjiang and drove all the way to Cape and “Sports Express”. Town, South Africa, where the participants Guangzhou Honda would cheer for the semi-final matches of ingeniously leverages the occasion the World Cup. Once the convoy reached of major holidays to launch its a city a new commercial would be aired advertising campaign. In 2009 and on CCTV network. There are a total of four 2010 it titled the "list of greeting cities covered, and four commercials were messages" of the CCTV Spring released and aired, which integrates the Deputy Director of CCTV Advertising Center He Haiming（R）is having a business talk with BYD Festival Gala, which has achieved activity with the corporate commercials and Auto Sales Company Li Yunfei(L). good communication effects. pioneers a new model of combining offline
Shanghai Volkswagen is good at Chery used to be a single activities and online commercials. exploiting high-profile events and hot topics. brand, but now has developed several sub- While placing advertising during the Its advertising campaign lasted throughout brands. In 2007 it became the first domestic world cup, Chang'an auto also implemented the World Cup, from the 1/4 final between auto brand whose advertising spending hands-on marketing activities. It first Brazil and Holland to the final between on CCTV exceeds RMB 100 million. Since organized a “guess the price” contest online Holland and Spain, with its new model 2008 it began to operate under separate to generate buzz for its new models, then Tiguan widely applauded by consumers. sub-brands, and intensified its advertising revealed the true prices and invited media Sponsoring three European Cups and campaign on CCTV network. It continues its people and car fans from around the three world cups from 2000 to 2008, Beijing- marketing momentum in 2010 and appears country to take part in a test-drive program Hyundai is a typical brand that adopts the in such high-profile events such as the Spring in Chongqing, and finally kicked off a fuel- sports sponsorship strategy. During the 2006 Festival Gala, the Winter Olympics and the saving contest aimed at touring a city on a world cup, it titled the program “champion World Cup. tank of gas. vs champion” to promote its new model. Zotye is one of the leading The manufacturer of auto-related During the 2010 world cup, the CCTV independently owned auto brands in China. products Castrol made massive investments program "World Cup Feast" presented a During the South Africa World Cup it placed in its advertising campaign during the world special segment featuring Beijing-Hyundai advertising on the CCTV program “Fan Fest”. cup. Because of the fact that it is an official making a grand appearance, which has By taking part in the “interaction with soccer sponsor of the South Africa World Cup, it has achieved fairly good publicity effects. fans” segment audience had the chance to the first option to purchase its advertising By placing advertising during “evening win the right to test drive Zotye cars, which resources. So during the world cup Castrol news” Dongfeng Nissan has significantly has achieved good publicity effects. ingeniously incorporated its logo and boosted its brand popularity in second and During the world cup, Dong Feng Motor dominant hue into the backdrop of studio. third-tier cities, so it decides to continue Corporation Passenger Vehicle Company Surveys conducted after the world cup show purchasing advertising slots during “Evening organized a “quality trip” activity to explore that Castrol's top of mind rate in first, second News” and “Economic 30 minutes”. During the five continents riding in Dongfeng and third-tier cities increased 63.6%. the world cup, Dongfeng Nissan subscribed vehicles. Starting from Shanghai, the convoy Zhongce Rubber won the bid for the for the exclusive sponsorship of such left the Chinese territory from the Khorgos advertising slot immediately after “CCTV
WIN TOGETHER 10 News” with an offer of RMB 47 million on Guangzhou Automobile group is one boosted the professionalized construction last year's auction. After the release of the of those companies that are good at seizing of channels and promoted programming ad, distributors were greatly encouraged, opportunities. As a senior partner of the quality and brand construction. On July and calls from people interested in becoming Guangzhou Asian Games, after holding its 12th the audience ratings of refashioned Zhongce distributors poured in every day. As first press conference in Beijing, it signed up CCTV-1 rose markedly, recording a growth of Shen Jinrong, president of Zhongce rubber, for the slots after the medal list and opening 70%. The effects of the channel reform will remarked that its goal of advertising on and closing ceremony the first chance it become more obvious in the next year. CCTV network is to enhance the popularity got. Meanwhile, its subsidiary, Guangzhou Secondly, this year's prime resources and reputation of its brand. They at Zhongce Toyota, also launched its Games-targeted auction will be held as early as November rubber want to send the message out that marketing campaign by fully leveraging 8th, and will be conducted by means of there are fine tires in China too. the Guangzhou Asian Games. As early as sign-up subscription, online bidding and on- November 2009, Guangzhou Toyota has site bidding. All interested entrepreneurs Prospects of the Guangzhou bought CCTV's subscribed products and are hereby invited to attend this grand Asian Games become a live broadcast partner of CCTV, occasion on November 8th. CCTV aims to The Games to be opened on November aiming to exploit the local advantages and expand and strengthen its platform, so as 12th have everything going for it. Compared dedicate itself fully to conducting Games- to provide better brand communication with the world cup, the Asian Games feature targeted marketing. services to each of our clients and explore more events, which comprise a total of wider markets. Just as the slogan of this 476 matches. Better yet, it is to be held in The new opportunities of year's auction goes:Stage my brand Guangzhou, China, so the audience won't CCTV in 2011 ,connect the world. be bothered by jet lag. So for companies, it CCTV initiated a series of thorough translates into not just a good opportunity reforms in 2010, the effects of which will for brand communication, but also a new gradually show in 2011. chance to launch sports-related marketing Firstly, we have conducted channel post world cup. reform this year, which has effectively
WIN TOGETHER 11 CCTV Advertising Center Attends the Public Service Ads Competition Themed National Unity
The Public Service Advertisement Awarding Ceremony. Liu Fan, Vice Director environment, and proposed constructive Competi ti on Themed Nati onal Unity, hosted of SAIC, Li Yuzhu, Vice Director of SAIC opinions for improving coverage of public by China Advertising Association, was held Advertisement Department, Li Dongsheng, service adverti sements, by combining CCTV’s on August 26 in Urumuqi Municipality, the Chairman of China Advertising Association, experience and practi ce. capital city of Xinjiang Uygur Autonomous and over 300 guests from companies, The competition started from Region. Liu Fan, Vice Director of the State media, adverti sing agencies, universiti es and September 2009, aiming to facilitate Administration for Industry & Commerce colleges were present. They discussed the the establishment and improvement of (SAIC) was present and delivered a speech. legislati on, development methods, coverage, public service advertisement operation It is China’s fi rst public service adverti sement and academic research, etc. of public service mechanism, and promote and enhance competition themed national unity. adverti sement. national unity by using the unique Chen Rongyong, Director of Marketing Director Chen Rongyong delivered advantages of public service adverti sements. Department of CCTV Adverti sing Center was a speech, themed “Balance between The competition was greatly supported also invited to the Event. Commercial and Public Service – How to by government agencies, including SAIC. The Event, hosted by China Adverti sing Improve the Coverage of Public Service Ads”. Among the 1,635 works competed in the Associati on, is consisted of the special topic He illustrated how to balance commercial Competition, 23 of them won the awards, seminar of public service adverti sement and and public service under new media including National Unity and Kindness (Uyghur Mother). Winning works will be played in CCTV and other main-stream media and will be itinerately exhibited in some areas of China. Through the event, CCTV also enhanced the copperation with the government, the advertising circles, academic circles in creating and promoting public service advertisements, which facilitates the development of CCTV’s public service advertisements and improves the media and brand images of CCTV.
WIN TOGETHER 12 WIN TOGETHER 13 CCTV’s VIP Advertising Agency Launched Communication Meetings
From 27-29 August, CCTV, Advertising strategies in 2011. Center respectively held four VIP clients He Haiming, in a macro perspective, communication events for key advertising introduced the new changes that had taken agencies with four Chinese local tendering place in CCTV during 2010. First, he analyzed agencies—Vision CN, Charm Communications, the business opportunities presented by the Walk-on and CTV Golden Bridge, with regard to changing market, and described the new the bidding of CCTV’s prime adverti sing resource teeming situati on that would soon become a in 2011. reality with the furthering of the channelizati on He Haiming, deputy director of CCTV, reform and the employment reform in CCTV. Advertising Center,Zhang Yupeng, deputy Then He focused on the latest updates of each director of the Marketing Department of CCTV channel and the new programs likely to CCTV Advertising Center, Lu Lin, chairperson be launched. He said that 2010 was the second of Vision CN, Dang He, president of Charm year that CCTV had implemented the “news Communications, Hu Donglong, chairperson of oriented ” strategy and also, a year of public Walk-on, Liu Jinlan, president of CTV Golden Bridge, Zheng Weidong, image and international communication capacity building. “Under vice general manager of CSM Media Research Co., Ltd., and Pr. Zhong the reform background, our advertising center will strive for more Yiqian with Communication University of China were present at innovati on, especially in the area of adverti sing resource bidding.” those events. At the meetings, hundreds of clients enthusiastically Zhang Yupeng described the policy orientation, the bidding exchanged their ideas about the general advertisement input mode and the bidding products, etc. in detail. Zhang said that three
WIN TOGETHER 14 the commitment in the last year’s general contract that preferences would be given to the third-year contractors (clients). Clients such as China Industrail Bank, Yanghe, Fenjiu, Yanjing, Joyoung, Carnaud (Jiaduobao), Sanyuan, Budweiser, Arawana, Jing Wine, Jiulongzhai, Yurun, Sunrain, Yunnan Baiyao, ICBC, Chery, Taiji Group, Deyi Utenti les, Asia Parmaceuti cal Group, Shandong Tourism Bureau, Inner Mongolia Toursim Bureau, Yichun Tourism Bureau and Dalian Toourism Bureau att ended the events. Before and aft er the events, Mr. He Haiming and other staffs from CCTV had close communication with about 20 distinguished clients to consolidate their confidence in cooperating with CCTV, which laid a very solid sDeputy Director of CCTV Advertising Center He Haiming(L) foundation in the aspect of clients relationships for the 2011 meets with the Vice General Manager of Industrial Bank Head Office Xia Weichun(R). adverti sing resource bidding. The four VIP communicati on events for key adverti sing agencies steps will be taken with regard to adverti sing resource bidding: the predicted the beginning of the bidding for CCTV adverti sing resources bidding session, the contracting session and the pre-sale session. in 2011. After the events, the bidding activities have been well on Compatible with the bold reforms and innovations in the whole the way, and the VIP communication events for International 4A TV stati on, all-round, innovati ve approaches will be adopted in the Advertising Agencies will be held soon. From September 13, there bidding of adverti sing resources. The bidding session, which always will be more than a dozen of bidding workshops with varied scales att racts the most att enti on from clients and agencies, will be based held in the diferent regions througout the country. Numbers of on on-spot biddings and supplemented with online biddings; the interviews with clients, intending to have the clients familiar with time for on-spot biddings will be changed from November 18 to the advertising resources of CCTV, will also be conducted so as to November 8, and the online biddings will be started simultaneously. In “preheat” the adverti sement bidding for 2011. the contracti ng session, large and long-term orders will be prioriti zed, and also, miscellaneous orders will be welcomed; two principles, “preference for extended contracts” and “privilege for big clients” will be introduced so as to stabilize the big clients as well as encourage the medium-and-small clients. The policy orientation of the pre-selling session is prioritizing direct contract renewal and supplementi ng with contracting and bidding, keeping Deputy Director of CCTV Advertising Center He Haiming(R4), Director of Sales & Operation Department of CCTV Advertising Center Zhang Yupeng(R3) and Director of International Development Center of Shandong Tourism Administration Sun Wenfeng(L4) Attend the VIP Communication Meeting
WIN TOGETHER 15 2010 Asian Games：CCTV are ready
On August 4th, a special program for the by CCTV News Channel and CCTV Chinese major events of Asian Games. 100-day countdown event of Guangzhou Asian international Channel. CCTV News Channel gave Recently, Sports Channel has completely Games launched by CCTV Sports Channel, an early started and long time lasting warming heated the preliminary publicity of Guangzhou which lasted four hours and featured abundant up report which offered multiple perspectives Asian Games. First, all Sports News programs and complete contents, aiming to accelerate and rich in contents covering volunteers, fields have successively started special topic its preliminary reports on Guangzhou Asian construction, security, opening ceremony, programs named Asian Games Front, China Games. First, Guangzhou reporting team etc; it also held enormous scale reports giving Forces of Asian Games, Asian Games Memory, offered rich contents lasting 120 minutes, prominent to public concerns on the very day Asian Games Moment, etc; second, two providing complete report on the preparation to start the 100-day countdown event. CCTV resident ENG groups in Guangzhou report of Guangzhou Asian Games; second, organized Chinese International Channel launched special the preparation of Asian Games at the first 13 interview groups in Beijing, Tianjin, Sichuan designs in its news program on the very day to time; third, seven episodes of Asian Games and Hefei where they interviewed many start the 100-day countdown event that News special news will be provided to the public Chinese national teams of multi-sport events, China gave all-day rolling reports on relevant during the long National Day holidays; fourth, establishing several outdoor connective important events from 8 o’clock sharp in the Sports Channel will broadcast the 5 episodes of reporting stations to give live broadcast jointly; morning, broadcasting three-dimensional news documentary Asian Games in China in golden third, took full advantages of CCTV overseas of the preparation of Asian Games and lively time from November 7th on; fifth, accelerate bureaus to follow extensively reports on the exhibiting the service facilities and environmental the production of short films and exclusive preparations of excellent players from countries protection measure in the athletes village. interviews of relevant people. and regions participating in the Asian Games; On August 12th, Sports Channel held fourth, covered all the major activities in special topic meeting to study the competition Guangzhou on the very day to launch the 100- rebroadcast configuration solution of day countdown event; fifth, made special topic Guangzhou Asian Games and the collection movies themed on “Asian Games and China” and compilation work of important competition to review the history of Asian Games and recall information. The meeting proposed and decided the unforgettable moments of Chinese team; that the comprehensive channel was the top sixth, completely reviewed the application class, mostly watched and popular channel c o u r s e o f G u a n g z h o u t o h o l d A s i a n G a m e s , e t c . for broadcasting the games; as a professional A variety of features could be found in channel, Sports Channel should make full efforts different programs and related reports provided to exhibit the excellent competitions of the 48
WIN TOGETHER 16 WIN TOGETHER 17 News Center Pushes forward the Construction of Overseas Bureaus On August 11-12, CCTV Vice President and News Center end of this year. Executive Director Sun Yusheng attended the Work Meeting on At present, the bureaus in Russia, Asia Pacific, Africa and the Next Priorities in Constructing Overseas Bureaus and Scheme Middle East have completed registration procedures; those in Review and Approval Meeting on the Construction of Bureau Studios Latin America are managing to obtain approvals from the host in Russia, Asia-Pacific, Middle East, Africa and Latin America. At the countries under the support of Chinese Embassy in Brazil; bureaus Work Meeting, Sun put forward specific requirements on how to in Russia, Asia Pacific, Africa and Latin America have started field address some hard issues including equipment custom clearance, construction; and the equipment for all the overseas bureaus are institutional registration and construction approval, and stressed the receiving intensive tests and examination before being shipped to need to find a proper solution and finish the construction before the these bureaus early in this September.
New Expo shines on Foreign Language Channels and Finance Channel
CCTV foreign language channels and Finance Channel kept a close watch over the grand event. In partnership with Kuhn Media Group, the Foreign Language Program Department produced a 5-episode special program of “Kuhn’s Perspectives on the Expo” and broadcasted it on the English News Channel between August 10 and August 14. Anchored by Dr. Robert Lawrence Kuhn, the program is designed to have deep coverage about the venue events in the Expo via a documentary touch and international production techniques. Charming Expo on CCTV Finance Channel presented Expo food series to introduce delicacies and cultural diversity of the participating countries.
WIN TOGETHER 18 Hu En Meets with Brazilian Economic Counselor to China On August 17, CCTV Vice President Hu En met with Tatiana Rosito,Brazilian Economic Counselor in China. Hu said that as the host country of 2014 World Cup and 2016 Olympic Games, Brazil has gained wide attention among the Chinese audiences and expressed his desire to promote the cooperation of TV institutions between the two countries under the coordination of the Embassy of Brazil in China. Hu also suggested the two countries strengthen TV drama exchanges. Tatiana Rosito agreed with Hu and expressed expectations that CCTV and its Brazilian counterparts can push forward cooperation in football-related programs.
French Channel Tracking the Expo
French Channel kept sustaining attention to the World Expo Promoting Urban Development” to show the ideas of Niger on and conducted inclusive reports on National Pavilion Day activities sustained development. In addition, the channel has also given of French-speaking countries like Algeria and Niger. At the pavilion reports on the National Pavilion Day activities of Samoa, Tonga, of Algeria, the reporter presented the audiences with unique charm Kirghizstan and the Cook Islands, as well as the World Expo “Guangxi of this “white city” in North Africa. Reports on the Niger Pavilion Week” activities. are focused on the theme of “Controlling Urban Expansion and Great Wall (Europe) Platform Broadcasted on BOUYGUES Telecom
On August 3, the Great Wall (Europe) Platform started its (Europe) Platform entered the three biggest operators’ network in operation in the IPTV of BOUYGUES Telecom with programs France via IPTV. This new operation can further expand the coverage reaching every corner of France. CCTV English News Channel and of the Great Wall platform. BOUYGUES Telecom is a subsidiary French Channel integrated on the Great Wall (Europe) Platform of BOUYGUES Group which specializes in construction, energy, are broadcasted on the IPTV base layer of BOUYGUES Telecom, transportation, telecommunication and media, and owns the largest reaching a total of 320,000 users. Prior to that, the Great Wall TV station TF1 in Europe.
WIN TOGETHER 19 English Channel Enters KTBU
On August 1st (American local time), CCTV English News CITVC International Media Corporation and China TV Corporation, Channel started broadcasting on KTBU 55.6 with around-the-clock a subsidiary of CITVC in America, will cooperate with CCTV Overseas programs covering over 4.8 million DTV subscribers in Houston Communication Development Center in order to broadcast English and part of Texas. This is a symbolic landing of CCTV international Channel programs in 10 main cities in America and be available to a channels in American digital TV network. In the coming two years, total population of 60 million.
German NRWTV Broadcasts CCTV Programs According to the agreement signed recently between CITVC in China. The first programs include Forest China, Chinese Martial Program Agency and NRWTV, a “China Time” column was opened Arts, Around China and Chinese Medicine. NRWTV has an audience between 6:00 pm and 7:00 pm from August 18 to broadcast CCTV which occupies one quarter of German population. This is the first programs on culture, tourism, art, food, health and people’s livelihood cooperation between CITVC and German mainstream media.
WIN TOGETHER 20 WIN TOGETHER 21 Viewpoints Regarding 2011 CCTV Prime Time Resources Bidding & Presale
Dang He President of Charm Communications
The arrival of September means the first-half-year revenue and a year-over-year CCTV prime resources bidding of the new year net profit growth of 80.57%. will soon be kicked off. The background of this II. Much to be anticipated on auction will differ from that of the previous 2011’s Bidding ones. Since this May, CCTV has initiated its Since 2006, CCTV prime resources largest organizational reform and personnel bidding has begun with advertising items as reshuffling since its founding, which has the Spring Festival Gala, the Beijing Olympic attracted heightened attention from viewers Games and the World Cup, which offered nationwide and the advertising industry. up numerous new opportunities to the What the prime resources auction clients of Charms Communications. For will be like in the new year post-reform instance, “21 gold vitamin” of Minsheng is the question that most concerns Pharmaceutical Group Co., Ltd. titled the those companies keen on working with “selection of the most-liked CCTV spring CCTV. How shall the changes of CCTV be festival programs” in 2006; Snow Beer perceived? How shall the post-reform TV News reform has brought the clients of placed advertising during the live broadcast landscape be judged? And how shall the Charm Communications new opportunities. of the 2008 Beijing Olympic Games and new opportunities offered by CCTV be fully Starting this year, Sankeshu Paint has placed the 2010 World Cup final; and Marubi was exploited? its first ad in the 7.5-second slot immediately chosen as the “cooperative enterprise for just after “CCTV News”, with Huaxia Bank CCTV’s successful Reforms CCTV-1 evening TV theatre” in 2010. It is our belief that each of CCTV’s putting its commercial in the “A special spot” Since 2009, CCTV has also been changes promises great opportunities. immediately before “Topics in Focus” for offering up “subscription” resources, Since last year, CCTV has done an the first time; Yisheng Wine opted for the adding a new platform for the clients of “operation” on a range of its news programs advertising slot after “Topics in Focus” for the Charm Communications. For the past such as CCTV News, Topics in Focus, Morning first time, while Hayaoliu placed advertising two years, such companies as Snow Beer, News, CCTV-4 and CCTV-News, and achieved on “Morning News” and “30-minute News” Heilan Home, China CITIC Bank, COFCO great results over the past year, with the for the first time. All have achieved good and Harbin Pharmaceutical Group Sixth audience ratings and influence of its news advertising performance, with Huaxia bank Pharm Factory have all successfully realized programs considerably enhanced. posting an impressive 44.58% increase in multiple communication goals by leveraging
WIN TOGETHER 22 the “subscription” resources, with the total for them to advertise with CCTV news with CCTV Weather Forecast over the past subscription amount reaching approximately programs. In 2010, PICC, Huaxia Bank and several years. 500 million RMB. Taikang Life Insurance all place advertising in In terms of corporate scale, as We are fully confident about the the A special spot immediately before “Topics telecommunication and automobile 2011 auction and keenly look forward to in Focus”; China CITIC Bank opted for the 7.5- companies are all relatively large in scale, it. The establishment of CCTV advertising second advertising slot immediately after with larger advertising budgets at their management center indicates that the “CCTV News”, while Sunshine insurance disposal, they can choose to advertise with network has begun to attach more chose the “coming up next” section before news-related prime resources which are importance to advertising management, “CCTV News” to display its commercial. As more value-added. For instance, China advertising clients and advertising agencies, cosmetics products are mainly targeted Telecommunications places advertising in which further means that there will be more at female consumers who are supposed the “A special spots” and slots immediately and more fine resources to be included in to share a preference for watching TV after “Topics in Focus”, while Chery the 2011 resources auction, which will offer dramas, Marubi chose to mainly advertise Automobile opted for the 7.5-second our clients more opportunities and provide on TV drama theatres of CCTV-1 this year; advertising slot immediately after “CCTV a still wider platform for their growth and observing that male consumers are the News”. As for smaller companies with limited development. biggest beer buyers, Snow beer invested advertising budget, they can choose CCTV’s tens of millions in advertising campaigns “subscription” resources. In 2010, Murray Understanding CCTV, make during the live broadcast of the 2010 World Goulburn and Yinqiao Dairy bought the good use of it The bidder-clients of Charm Cup; as the purchasing of down clothing advertising slots during the “Morning News”, Communications span a wide range is closely associated with the weather, with C.P.Freda Pharmaceutical placing of industries such as medicine, dairy, Bosideng has been focused on advertising advertising during the “Splendid Sunset” telecommunications, apparel, finance, home improvement, petrochemicals, automobile and daily chemicals. Among them there are state-owned enterprises, and there are also private enterprises and joint ventures. There are Fortune Global 500 companies and there are also medium-sized local enterprises going national. In accordance with the industry, scale and advertising goal of each client we serve to allocate the prime resources most suitable for it. In terms of industry, financial enterprises such as banks and insurance companies share a pressing need to communicate their strengths and reputation, so it is appropriate
WIN TOGETHER 23 and Red Dragonfly exclusively sponsoring so many companies participate in CCTV bank posted the total revenue of 25.505 the “Face to Face” dialogue program. prime resources bidding all these years is billion RMB during the first half of this year, Besides such factors as industry sufficient proof that great advertising effects recording a growth of 39.3% compared and scale, we also need to consider the have been achieved, or the companies to the same period last year. Snow beer communication goal of each advertising will simply cease participating. Among the began to advertise on CCTV in 2006, and client. If aiming to rapidly establish and clients of Charm Communications, Monarch by smartly exploiting such resources as solidify brand popularity nationwide, Lubricating Oil, China CITIC Bank, Snow Beer, the news programs, the Olympic Games relevant clients may choose the 7.5-second Yunnan Baiyao, PICC and Bosideng are all ad the World Cup has achieved the largest advertising slot immediately after the “CCTV outstanding success stories. beer sales in the country for years on end. News” which is the most influential news Initially a regional private enterprise, Yunnan Baiyao first participated in CCTV program in the country; if a client prime resources bidding in 2007, and has already achieved certain saw its toothpaste sales topping brand popularity, and only needs 700 million RMB in 2009, with to intensify the penetration of its toothpaste brand being the its products and brand, he may fastest growing brand in China’s choose the 15-second “A special toothpaste market and a success spot” and advertising slots during story of pharmaceutical company TV dramas which attract the most foraying into daily chemical sector. diverse audience types. Feihe CCTV is unique and and Sankeshu are two cases in irreplaceable, and its value can not point. Feihe mainly advertised be judged merely with audience in the 7.5-second slots in 2009 ratings. For companies, what’s of and also opted for the “A special utmost importance is its authority, spot” in 2010. Sankeshu is each faster. It has Monarch Lubricating oil achieved virtually credibility and scarcity, which can effectively started to advertise in the 7.5-second slots instant popularity through working with help companies accomplish communication since March, and once its brand popularity CCTV and soon penetrated the nationwide goals other media outlets simply can’t got sufficiently enhanced, it immediately market, resulting in its cooperation with realize. grabbed the “A special spots” to intensify the world’s top oil company Royal Dutch We firmly believe that the 2011 CCTV its advertising drives in an effort to boost its Shell.The overwhelming success achieved prime resources bidding will witness that sales during the peak season. more legendary brands come through. by Monarch Lubricating Oil wouldn’t be More legends will come possible without CCTV prime resources. through China CITIC Bank has been advertising with Since CCTV introduced the prime CCTV prime resources for 5 consecutive resources bidding more than a decade ago, years, and by leveraging CCTV’s public appeal clients have been most concerned with has successfully promoted its corporate one issue: effects. We think the fact that brand. Its financial report shows that the
WIN TOGETHER 24 WIN TOGETHER 25 News Oriented, Core Competitiveness Promoted ---An interview with Sun Yusheng, CCTV Vice President and Executive Director of News Center
Since 2009, CCTV has implemented a with the same period of last year; the English represented by Topics in Focus will news-oriented strategy by launching a series News Channel performed much better strengthen their functions of public of news reform measures, reorganizing the after readjustment this year; CCTV Chinese supervision by going deeper into public News Center, restructuring news programs International Channel also contributed more and innovating broadcasting model. to the audience shares. As a result, CCTV has made its news Win Together: News programs are programs more influential. In particular, the most important resources for CCTV CCTV actually led the whole public opinion advertising bidding every year. Can you in some emergent incidents. For instance, share with us the changes and effects since CCTV was the first to report on the recent July 2009, when CCTV news programs and Songhua River chemical spill incident. Timely broadcasting model was adjusted and news updates on the incident have eased transformed? the public sentiment. CCTV was also the first Our key strategy is to to report on Yushu Earthquake. present fine, powerful and influential news programs. Furthering news-oriented Win Together: CCTV News and Topics strategy, integration of news resources must in Focus are very popular programs. What’s come first. We have given it a strong push your next plan for the news programs? and have pooled together interview and Sun Yusheng: CCTV News is the “first editing resources from the 6 former centers window” for CCTV to release big news. The including News Center, Social and Education second-prime Evening News on CCTV-1 will be Center and Overseas Center. And now, also reformed. For the moment, the program we have a 3000-strong team dedicated to structure has been adjusted: it used to be life and social realities. Topics in Focus this interview and production. managed by the editing department of CCTV year will try to perform better its duties of CCTV has enhanced its capability of News Channel, but now the editing department supervision. In July alone, its reports on “A news communication and has obtained of CCTV News has taken the helm to develop Grey Deal in the Drainage Outlet”, “Mobile higher audience shares. To be specific, CCTV Evening News into the most important news Phone Charges: A Stab in the Back”, “Who News Channel’s audience share hiked by platform at second-prime time. is Brokering Telecom Fraud” and “Who has 65% in the first half of this year compared Commentary news programs Given a Green Light to the City of Nanguo”
WIN TOGETHER 26 caused wide repercussions. In addition, social responsibility of media. The reports Currently, CCTV has built 17 domestic News 1+1 and Common Concern have also were echoed by many other media groups. emergency reporting stations and is planning highlighted public supervision. The websites of www.sina.com.cn and www. to cover all the provinces and municipalities sohu.com recommended the reports on by the end of this year. At the same time, Win Together: Apart from news- their first page. The videos were among the CCTV is establishing a world-wide English oriented strategy, CCTV have also put first rank in the search results on Baidu and news network. Our target is to open 50 forward “in-depth reporting” and “unique other search engines. overseas bureaus and at least 20 stations perspective”. Can you elaborate that? in China to provide reliable English reports. Sun Yusheng: We will launch While highlighting news materiality, These “network-based” stations can improve documentary news programs at a right time we are also trying to provide better news response capacity, speed up response to deliver more news remarks and show services for the benefits of the general and on-spot arrival, and thus enhance the public. Current affairs and major events are capability of domestic and international not so far away from the public. The key is interviews and reports. how to make the news more relevant and attractive to our audiences. In reporting Win Together: What’s CCTV’s plan for the World Expo Shanghai, CCTV provided the second half year and the next year in much service-oriented information, which reporting major events? has been received by the audience and Sun Yusheng: The World Expo Shanghai recognized by national leaders. In reporting will come to a close in October and the Asian the mudslide accident that happened in Games will open in Guangzhou in November. August in Zhouqu, Gansu, CCTV News CCTV Sports Channel will focus on these Channel opened programs of “Gather All events. CCTV News Channel also has an Support to Zhouqu” and “Rescue and Service important agenda for the next year. The Information”. It proved to be very important year of 2011 marks the 100th anniversary for information exchanges of disaster relief. of Xinhai Revolution, the 90th anniversary of the founding of the Communist Party Win Together: What’s the next step for of China and the third anniversary of CCTV to improve news gathering and editing Wenchuan Earthquake. There will be report capability? series on these big events. We will have a Sun Yusheng: Our advantages come 5- or 6-episode program called “Miracle” our standpoints as a national TV station. from our grip over news resources and a presented at the prime time on CCTV-1 CCTV guided the public opinion in its first strong team of interview and editing. To to commemorate the third anniversary of reports and remarks on those major events further expand such advantages, we will Wenchuan Earthquake. that happened this year. To fight against the build a seamless global network of journalists vulgarity and forgery in some love&marriage and emergency reporting stations across the programs, Topics in Focus presented two country as well as overseas bureaus around consecutive programs in June to call upon the whole world.
WIN TOGETHER 27 Cultural and Entertainment Events to Redefine Chinese Cultural Life ---An interview with Zhang Xiaohai, Director of High-profile Program Production Center of CCTV
The newly established High-profile Program Production of channel adjustment efforts, the High-profile Program Production Center of CCTV is expected to present “good taste” cultural and Center will launch grand events including CCTV-MTV Music Awards. entertainment programs to the laudiences. Win Together: What big events do you plan for the next year? Win Together: since the Spring Festival Evening Party every Zhang Xiaohai: The next year marks the 90th anniversary year attracts country-wide attention, what can we expect from the Party this year? of the founding of the Communist Party of China and the 100th anniversary of Xinhai Revolution. Although these are very political Zhang Xiaohai: The yearly Spring Festival Evening Party is indeed celebrations, we will incorporate the thematic publicity into our on top of our agenda. We will gather together the most outstanding cultural presentations, integrate national resources and produce high- artists and change the conventional broadcasting format and profile and high-standard activities to attract country-wide attention. structure so as to present our audiences with a fresh start and meet We will launch a brand-new grand program of Singing for China, a the cultural needs of different audience groups. competition for most popular original songs. In addition, the 6th CCTV Dance Competition and the 8th CCTV Witty Skits Competition Win Together: Will you continue to organize CCTV-MTV will be upgraded in the next year to give the audiences different Music Awards this year? experiences. Zhang Xiaohai: “Thank CCTV and Thank MTV” has become the The Center is planning and organizing many high-profile cultural most popular remarks from the winners and reflects in return the performances and activities to communicate healthy cultural values influence of “CCTV-MTV” which combines international top music among more audiences. events with Chinese local music resources. In this October, as part
WIN TOGETHER 28 Making the Voices of China Heard around the World ---An Interview with Huang Chuanfang, Director of CCTV Overseas Communication Development Center
The Overseas Communication Development Center was In five years’ time, we hope to build CCTV-News into an established at a time when CCTV has identified a target of “becoming English channel on a par with CNN and BBC. Meanwhile, we will a world-class media” in the new period. try to establish presence of Arabian, Russian, Spanish, French and Portuguese channels in every part of the world. Our final intention
Win Together: what is the function of the newly established is to make the voices of China heard all around the world via the Overseas Communication Development Center? network of CCTV. Huang Chuanfang: The Center is mandated with five functions: to develop and plan the international communication strategy of Win Together: As for the overseas promotion of CCTV brand and CCTV and coordinate implementation measures among overseas image, what do you plan to do? publicity, overseas sales, overseas funding and overseas back-up Huang Chuanfang: We plan to interact with foreign countries, missions; to plan and coordinate overseas landing and promotion of their institutions and audiences through the “hand in hand” activity. international channels in foreign languages, develop and maintain We will also organize inauguration ceremonies to increase CCTV’s all the landed foreign projects; to implement foreign cooperation in recognition and reputation overseas. terms of overseas communication and take charge of public relations With more international connections, China has also lifted its with overseas media and relevant institutions; to conduct surveys international status. Correspondingly, the Chinese media should also about the target overseas audiences and identify their contacts; go out to the rest of the world. CCTV is the best candidate for such an and to engage in image publicity and branding of CCTV in foreign endeavor to establish “a world-class media”. We are working toward countries and regions. this target. For enterprises, to place advertisements on CCTV is to Win Together: How about the overseas landing situation of invest today and get returns tomorrow. CCTV? What is your next agenda and target?
Huang Chuanfang: as of June, 2010, CCTV had established cooperation with 279 media groups around the world and landed 373 all-channel or part-channel programs. These programs have been landed in 140 countries and regions. In particular, the all-channel programs have reached a total population of 600 million from 150 million families. For the next step, the Center will focus on landing several foreign language channels overseas, especially the brand new English News Channel (CCTV-News).
WIN TOGETHER 29 Building an Influential and Indispensible Platform ---An interview with Guo Zhenxi, Director of CCTV-Finance Channel
On August 24, 2009, CCTV’s Economic general public. Documentary “The Wall before the name change to 70% at the end Channel (CCTV-2) was renamed CCTV- Street” was put on the air. of 2009 and further to 71.05% through the Finance Channel. Since then, the channel has Win Together: After the name change first half of 2010. In particular, our channel performed well with remarkably increased in last August and initiation of around-the- took a 74.2% share this June in the national audience rating, competitiveness and clock broadcasting in last November, the financial market, a record high for this year influence. Finance Channel has launched a dozen of on a monthly basis. From September 1st this year, the new programs including Global Financial Secondly, we have attracted more and Finance Channel was readjusted in an effort Connection and Business Wisdom. We want more audiences with higher education to optimize the program structure, build to know the achievements you have made. background, higher career positions and innovative brand programs and present Guo Zhenxi: firstly, our share in the higher income. In the first half of 2010, our more programs for the benefits of the financial market has risen steadily from 57% audience shares among those with college and college-above education, among those managers and among those with a monthly salary of over RMB3,200 have reached 2.16%, 2.27% and 1.6% respectively. Thirdly, we have made the channel more competitive in the three core cities. After our readjustment in 2009, the audiences in Beijing, Shanghai and Guangzhou have increased their total retention time by 51%, 47.8% and 40.3% respectively for the first 6 months of 2010. Win Together: Can you share with us the difference between the current Finance Channel and the former Economic Channel? And what will the Finance Channel do next to improve its professionalism? Guo Zhenxi: I see the difference in
WIN TOGETHER 30 Building an Influential and Indispensible Platform ---An interview with Guo Zhenxi, Director four ways: 1) the former Economic Channel professional markets and key economic the first to report and present analysis, in a provided varieties of programs while the areas like Yiwu Commodity Market and bid to lead the public opinion. Meanwhile, of CCTV-Finance Channel current Finance Channel is focused on Tianjin Binhai New Area. we will try to serve the general public in a finance-related programs; 2) we want to 3) Building a county-level financial better way. put the Finance Channel at the core of an information platform. Our report on “a good Firstly, we will focus on a program of inclusive financial information platform. And harvest of farming goods like persimmons in “CCTV Financial Review” to analyze and we are currently building a database and Hebei and pumpkins in Shandong met with comment on the economic policies, events other systems for this purpose; 3) the current a bad market” has caused wide attention and phenomena. The program will come Finance Channel is supported by a different and helped address the farmers’ actual first on the Economic News Bulletin to get a idea and more up-to-date technologies. We needs. Next, we will build a better county- high ground for public opinion. hope that more guests can be invited to level financial information platform to tap Secondly, we will explore the possibility the studio or get connected; 4) the former the financial news most relevant to the intra- of joint reviews with other national media channel used to focus its attention on county economies and better serve the groups. Based on the joint launch of domestic market but the current channel is farmers, agriculture and rural areas. “Chinese Economic and Industrial Index” designed to go beyond borders and keep up 4) Partnering with international with Economic Daily, the channel will with the global market. professional organizations and finance expand its cooperation with newspapers For the next step, the Finance Channel media. In cooperation with Reuters Finance such as People’s Daily to present concerted will take the following measures to develop and CNBC, we have stayed abreast of the reviews on defining events and hot topics in a more professional and more competitive world, kept pace with the global economy economy to lead the public opinion. channel for the financial industry: and enhanced greatly our capability of Thirdly, we will adapt to the audience’s 1) Building a think tank system. We international communication. Especially shift from “watch TV” to “use TV”. believe that the remarks, analysis and we will further our cooperation areas in Apart from presenting professional and opinions from industry professionals are a program production, talent training and authoritative programs, the Finance Channel critical part of our programs. The channel channel utilisation. aims to speed up building a database, has signed contracts with more than 1000 Win Together: as an important provide better terminal data services and opinion leaders in the industry and beyond. disclosure platform of national financial create an inclusive financial information We will employ more experts and scholars to policies, how can the Finance Channel reach and service platform, so as to make it voice guiding opinions through our channel. a balance between publicizing national “indispensible” for the financial industry and 2) Building more branch studios in policy changes and addressing needs of the private money management. China. Apart from the existing studios in general public? Shanghai Stock Exchange, Shenzhen Stock Guo Zhenxi: we will strengthen Exchange and Dalian Commodity Exchange, cooperation with national regulators of the channel will extend its coverage to some economic development and try to be among
WIN TOGETHER 31 Brands Gain New Momentum from 2010 FIFA
32 years ago in 1978,the Buenos Aires 1. High Audience Penetration Rate World Cup showed on Chinese TV. for the The survey shows that the World Cup captured a relatively high audience penetration first time. Thereafter, the World Cup has rate. As a top international competition, the World Cup enjoys a high penetration rate in every been closely connected with the Chinese city surveyed. During the World Cup, over 70% of the respondents once watched games or audiences. As time wears on, the 19th relevant background programs. The average penetration rate for the 10 cities stands at 75.7% South Africa World Cup just concluded in and Beijing gets the highest rate of 80%. the summer of 2010, leaving a long-lasting 82.0% memory for hundreds of millions of football 80.0% 80.0% 78.3% 78.4% fans and audiences. CCTV obtained the 77.4% 78.0% 76.7% 75.7% 75.7% exclusive broadcasting rights on TV/radio 76.0% 74.7% 82.0% and new media on the mainland of China. By 74.0% 73.0% 80.0% 72.3% 80.0% the strategy of “limited investments for more 72.0% 78.3% 78.4% 77.4% 70.2% 708.0% 76.7% value added”, Advertising Center has done 75.7% 75.7% 76.0% 68.0% 74.7% an excellent job in advertising and marketing 74.0% 73.0% 66.0% 72.3% during the World Cup. The retrospective 72.0% S h a G u a C N S h e n W J S h e n z T a i 64.0% o h e n a u h n B e i X 70.2% t a
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80.0% 71.9% a CATI-based survey over the audiences in 72.0% 78.3% 78.0% 77.3% 70.3% different age groups in 10 cities including 70.0% 76.0% Beijing, Shanghai, Guangzhou, Chengdu, 68.0% 74.0% 66.0% Xi’an, Nanjing, Shenyang, Wuhan, Jinan and 71.9% 72.0% 16-25 26-35 36-45 46-55 Shenzhen. The results are calculated based 70.3% 70.0% on a total of 3000 samples. 68.0%
9606.0% 83.4% 80.0% 16-25 26-35 36-45 46-55 70.0% 64.0% 60.0% 50.0% Diagram 2: World Cup Audiences by Age Groups
WIN TOGETHER 940.0% 83.4% 32 830.0% 720.0% 64.0% 610.0% 50.0% 40.0% male female 30.0% 20.0% Have no idea/others 10.0% 0.7% Replay Watch all the0 g.a0m%e s and program Watch most games and 11.5% by other means male female programs by other means 10.3% 7.6% Watch all the games and programs on CCTV Have no idea/others
Watch most games a nd programs on CCTV 0.7% Watch all the games and program Replay Watch most games 2a6n.d8 % 55.3% 11.5% by other means programs by other means Live broadcast 10.3% 7.6% 87.8% Watch all the games and programs on CCTV
Watch most games a nd programs on CCTV 26.8% 55.3% Live broadcast 87.8% 82.0% 80.0% 80.0% 78.3% 78.4% 77.4% 78.0% 76.7% 75.7% 75.7% 76.0% 74.7% 74.0% 73.0% 72.3% 72.0% 70.2% 82.0% 70.0% 80.0% 68.0% 80.0% 78.3% 78.4% 66.0% 77.4%
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80.0% 78.3% 78.0% 77.3% 90.0% 83.4% 82.0% 80.0% 80.0% 80.0% 70.0% 64.0% 76.0%7 8.3% 78.4% 77.4% 78.0% 76.7% 60.0% 75.7% 75.7% 76.0% 74.0% 50.0% 74.7% 74.0% 73.0% 71.9% 40.0% 72.0% 72.3% 72.0% 30.0% 70.3% 70.2% 20.0% 70.0% 70.0% 10.0% 68.0% From a gender perspective, over 80% games and programs on CCTV. Clearly, CCTV is the prime contributor to game watching and 0.0% 66.0% 68.0% of the male audiences and 60% of female advertising effects of the whole TV marketing. female S h a G u a C N S h e n W J S h e n z T male a i 64.0% o h e n a u h n B e i X t a j n n g i n n g l i ’ a y g
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promising 80.0% target of World Cup marketing, programs by other means 78.3% 10.3% 7.6% 78.0% 77.3% with its penetration90.0% rate as high as8 364%..4% The Watch all the games and programs on CCTV 76.0% high penetration80. rate0% among both male and Watch most games and programs on CCTV 74.0% 26.8% 55.3% 70.0% 71.9% 64.0% female72.0% audiences shows that football is a 60.0% 70.3% Live broadcast big7 0attraction.0% for many audiences and lays a 87.8% 68.0% 50.0% strong foundation for audience shares and 66.0% 40.0% 16-25 26-35 36-45 46-55 ad placement 3during0.0% competitions. 20.0% Diagram 4 : Channels Audiences Choose to Watch the World Cup
90.0% 1830..4%0 % It is noteworthy that 87.8% of the audiences chose live broadcast and only 11.5% of them 80.0% 0.0% 70.0% 64.0% watched the replayed games. 60.0% male female 50.0% 40.0% 30.0% 20.0% Have no idea/others 10.0% 0.7% 0.0% Replay Watch all thmea lgea mes and programf e male Watch most games and 11.5%
by other means programs by other means Have no idea/others 0.7% Diagram10.3% 3: Gender Ratio of WorldRepla Cupy Watch7 al.l t6he% games and program Watch most games and 11.5% by other means Watch all the games and programs on CCTV programs by other means Audiences 10.3% 7.6% Watch most games and programs oWnat cCh aCll TtheV games and programs on CCTV 2. TV is the Main Channel of Watch most games and programs2 o6n. C8C%TV 55.3% 26.8% Game55 .Watching3% TV remains the main channel for Live broadcast Live broadcast 87.8% 87.8% audiences to watch the World Cup games and programs. The survey shows that 92.5% of the audiences chose TV as an information source of the World Cup while new media Diagram 5 : World Cup Watching Habits like the internet, mobile phone and outdoor/ public vehicle-based media provided new options for audiences. This reflects 3. Good Advertising Environment In a separate survey on the advertisements on CCTV during the World Cup, 57% of diversified ways to watch the World Cup but the audiences consider “the advertisements are few during the World Cup”; 55% of the TV is still far ahead of other media. audiences praises “low distraction of advertisements”; and 56.6% of the audiences integrate According to the survey data, over 80% with the fact of “advertisements during the World Cup are all well-established brands”. This of the audiences watched all or most the
WIN TOGETHER 33 100% 90% 80% 70% 60% 50% 40% 32 33 33.5 30% 21.5 20% 15.5 15.2 10.7 15 10% 9.5 3.4 7.1 7.9 0% Ads are few Ads enjoyable Low distraction Big brands Disagree 12 18.2 11.3 8.4 Not Clear 31 46.2 33.5 35 Agree 32 21.5 33 33.5 Fairly agree 15.5 10.7 15 15.2 Totally agree 9.5 3.4 7.1 7.9
shows that during the World Cup, advertisements mainly from quality clients have received 50 Before the World Cup 44.8 45 After the World Cup recognition among the audiences. Meanwhile, it reflects that CCTV has created a quality 40 35 33.2 30 environment for these quality clients to place advertisements to ensure good outreach effects Top of Mind Awareness % 25 of advertisements. 20 15 15 10 5.6 100% 5 0 90% SONY B RAVIA Wanglaoji 80% Diagram 7: Survey Results of Top of 70% Mind Awareness 60% 50% Now South Africa World Cup has come 40% 32 33 33.5 to an end, leaving people struggling for the 30% 21.5 20% wonderful memory. In such a long summer, 15.5 15.2 10.7 15 10% the fans and audiences experienced an 9.5 3.4 7.1 7.9 0% Ads are few Ads enjoyable Low distraction Big brands emotional rise and fall and it is believed Disagree 12 18.2 11.3 8.4 that companies and brands had a similar 31 46.2 33.5 35 Not Clear experience. However, nothing is more Agree 32 21.5 33 33.5 Fairly agree 15.5 10.7 15 15.2 reassuring other than steady growth of the Totally agree 9.5 3.4 7.1 7.9 business brand for a company after the World Cup. Diagram 6 : Audiences’ Approval Rate for the World Cup Advertisments on CCTV Advertisments are few
50 4. Remarkable Advertising EffectsBefore the World Cup 44.8 45 Top of mind awareness reflects the real-time effects of advertisements. The survey After the World Cup shows that40 by placing World Cup advertisements, Sony Bravia has increased its top of mind awareness35 from 5.6% before the World Cup to 15% after the 33World.2 Cup, growing by 168%. For Wanglaoji,30 a leading brand in the market with top of mind awareness as high as 33.2% Top of Mind Awareness % before the World Cup, the World Cup advertisements have also helped to increase the 25 number to 48.8%, a 47% increase. For all the brands which placed advertisements during the 20 World Cup, their top of mind awareness15 has been remarkably improved. It turns out that ad 15 placement on CCTV during the World Cup can help enhance business brands. 10 5.6 5 0 SONY B RAVIA Wanglaoji WIN TOGETHER 34 Survey on 2010 World Cup Advertisementson CCTV
The quadrennial World Cup has not only attracted wide attention of audiences but also ad placement from many enterprises. So, how about the advertising effects of these enterprises during the World Cup? The writers conducted a quota sampling phone survey before and after the World Cup among the consumers aged between 25 and 55 on the advertising effects of 15 brands including Coco Cola, China Unicom, K-Boxing, Snow Beer and Tencent. 15 brands were divided into two groups. There were 618 and 614 samples for a survey before the World Cup while 601 and 600 samples for another survey after the World Cup. The quotas were distributed to the first-tier, various differences exist among the 15 brands in terms of product category, brand history, second-tier and third-tier cities in a ratio market development, brand origin, advertising content, consumers’ recognition and attitude, of 4:3:3 and to specific cities at the same and ad placement location. Therefore, the advertising effects vary among different brands in ratio. The survey gave 4 quotas to the first- a big way. tier cities and 10 quotas to both the second- Coco Cola is a well-established international brand and its brand image is very positive tier and third-tier cities randomly selected among Chinese consumers. Therefore, its advertisements only act as a reminder for from around the country. For each city, the consumers. The research sees considerable improvement both in mind awareness (see the survey gave equal considerations to male notes) and top of mind awareness: from 61.6% and 45.8% to 67.7% and 54.8% respectively. and female audiences. The quota ratio for Haier is a renowned home brand and its brand image has taken shape after many age groups of 25-35, 36-45 and 46-55 was years of efforts. So, its advertisements on CCTV are like those of Coco Cola for a purpose of 4:3:3. In addition, the writers also had an reminding consumers. The research shows that Haier’s advertisements have reached their exclusive survey on the 58 franchised stores targets and their mind awareness and top of mind awareness rose from 50.2% and 31.1% to of K-Boxing. 57.2% and 46.8% respectively. According to the results of the survey, While Lenovo is a famous brand similar to Haier, a brand in a stable home appliances
WIN TOGETHER 35 market, it is in the midst of an ever-changing PC market and fierce market competition. In the drama-style cyber space, Tencent Therefore, enhancement of mind awareness and top of mind awareness matters much for is among the numerous brands. Despite Lenovo. Its advertisements during the World Cup proved to be a big boost to its power and the ever-growing influence, it still faces quality image. Top of mind awareness grew from 32.8% to 38.6%. many uncertainties. Much can be done in China Unicom is a mobile communication operator which is heavily challenged by China improving brand recognition and brand Mobile and China Telecom. However, the market is still not stable and subject to big changes. image. Thanks to the ad placement during Therefore, its brand communication should work toward multiple goals. Its advertisement the World Cup, Tencent sees considerable placement on CCTV during the World Cup has improved remarkably not only recognition enhancement in all the awareness indexs (mind awareness and top of mind awareness) but also brand image (see Diagram 1 and 2) (recognition rate: 40.5→48.6; mind awareness: 9.9→20.3%; top of mind Diagram 1 Index Changes of Mind Awareness of China Unicom awareness: 7.8%→16.4%) and brand image indexs (power, competitiveness, product 100 Before the world cup 100 Before the world cup grade and product quality). 90 90 80 Budweiser and Snow Beer are both 80 AAfftteerr tthhee wowrolrdl dc ucpup 70 6 2 . 5 70 6 2 . 5 5 8 5 4 . 4 5 8 beer brands. The former is an international 60 5 0 . 8 5 4 . 4 60 5 0 . 8 4 7 . 4 50 4 3 . 8 4 7 . 4 brand and the latter is a domestic one. In 50 3 7 . 2 4 3 . 8 40 3 7 . 2 3 2 . 6 40 2 6 . 53 2 . 6 2255..11 2 6 . 5 a market which refuses origin effects and 30 2 3 .243 . 4 30 1 91.92. 2 20 brand monopoly, all the brands must always 10 10 try to improve their awareness and image. 0
s y e e ss s yt et e e Budweiser realized obvious growth of brand es s ti t t t e t e es il a a a a t a nn ne li r r r r a r ee en i r rr re b b g g n n aa r a a n n o o g g image (see Diagram 3) and mind awareness ww aa r r i i i i n n aa ww o o s s t t i i aa v v a a a a s s d a a h h z z a a n dd F F c c i h h i nn i c c (22.5%→27.5%) as well as top of mind ii r r l l r r M mm u u i i u u P P t t p p ff U U oo d d r r awareness (9.9%→16.8%). Snow Beer has pp a a oo w w TT r r o o F F also achieved good results by improving its product image and brand competitiveness.
Diagram 2 Changes of Brand Image of China Unicom And its mind awareness and top of mind
BBeeffoorree ttheh ew owrolrdl dc ucpup 5 AAfftteerr tthhe ew owrolrdl dc ucpup 4 33..77223 . 7 7 3 . 7 3 . 7 1 4 3 . 7 7 3 . 5 9 3 . 5 2 3 . 7 3 .36.46 4 3 . 7 1 33..4 43 .35.25 2 3 . 4 5 3 . 5 9 3 . 5 2 33..3355 3 . 4 5 33..1188 3
2 2
1 1
0 0 y e y t n d t s y i y o a e i y s n l i r d l t e s a y i t t n G a a i n s p n i o r u l e e m a b l i i Q v n o a i n t G a i c p r b g i u t e m o a o n Q e v e o v r c g p i h c a o e o m t t F v r c o e e a e c p f h F e r m o t v d o i e n c r f t v a e o c i r d w e t B n o r i c a e WINj e TOGETHER r P w b i B o 36 u j P S b u S
Before the world cup Before the world cup 5 After the world cup 5 After the world cup 3 . 7 7 3 . 9 6 3 . 8 4 3 . 8 2 3 . 8 1 4 3 . 6 1 3 . 7 3 3 . 7 2 3 . 6 5 3 . 6 7 3 . 4 2 3 . 4 9 3 . 7 7 3 . 9 6 3 . 6 1 3 . 7 3 3 . 7 2 3 . 8 4 3 . 6 5 3 . 8 2 3 . 6 7 3 . 8 1 4 3 . 4 2 3 . 4 9 3 3 2 2 1 1 0
0 y e y t n d t s y i o a i s n l i r l e a i y t G e a y n p b t i n d u t e s m y a i n o a Q i v s o n r g i r l i e c a o l o G a t n p v i c t i e m a b e i u t e h F a r n Q e v t o r g p i c o e o m t f v v c o i o e a i e c t h F t r e r t c d p e e e n m w f j v a o o o i r c P b t r u c B d e S e n w j a o b r P u B S 100 Before the world cup 90 80 After the world cup 70 6 2 . 5 5 8 60 5 4 . 4 5 0 . 8 4 7 . 4 50 4 3 . 8 3 7 . 2 40 3 2 . 6 2 5 . 1 2 6 . 5 2 3 . 4 30 1 9 . 2 20 10 0
s y e e s s t t t e e s i a a t n e l r r a e n i r r e b g n a r a n o g w a r i i n a w o s t i a v a a s d a h z a n d F c h i n i c i r l r M m u i u P t p f U o d r p a o w T r o F
Before the world cup 5 After the world cup 3 . 7 2 4 3 . 7 7 3 . 7 3 . 6 4 3 . 7 1 3 . 4 3 . 5 2 3 . 5 9 3 . 5 2 3 . 3 5 3 . 4 5 3 . 1 8 3
2
1
0
y e y t n d t s y i o a i s n l i r l e a i t G a n p b i u e m a n Q v o r g i c o o t v c e e a e p h F r m t o awareness grew efrom 34.6% and 21.7% to 38.8% and 28.1%c respectively.f v o i d t n r Notes: recognition rate: the rate c a e e r w i B o j P b u of those respondents who identify to S Diagram 3 Index changes of brand image of Budweiser know the brand in mentioning a brand
to all the respondents.
Before the world cup Mind awareness: the
5 After the world cup rate of those respondents who can 3 . 7 7 3 . 9 6 remember the brand as one of the first 3 . 6 1 3 . 7 3 3 . 7 2 3 . 8 4 3 . 6 5 3 . 8 2 3 . 6 7 3 . 8 1 4 3 . 4 2 3 . 4 9 four options in speaking of product 3 categories to all the respondents. 2 Top of mind awareness: 1 the rate of those respondents who 0 are the first to remember the brand
y e y t n d t s y i o a i s n to all the respondents, in mentioning l i r l e a i t G a n p b i u e m a n Q v o r g i c o o t product categories. v c i e a e t h F r e t p e m f v o o Favorability: the rate of i c t r c d e e n w j a o those respondents who like or favor b r P u B S the brand to all the respondents. Purchasing rate: the K-Boxing and JOEONE are both men’s wear brands from Jinjiang, Fujian Province. In rate of those respondents who once the surveys before and after the World Cup, JOEONE won higher favorability from the 46- bought products or services under 55 age group and among those with mid and high income, while K-Boxing sees remarkable the brand before the survey to all the improvement in the brand image including subjective recognition, product grade and product respondents. quality. The survey over K-Boxing’s dealers shows that the World Cup advertisements on Utilization rate: the rate CCTV have achieved the following results: (36.2% of the franchised store heads) attract more of those respondents who once customers; (43.3% of the respondents) increase the product sales; motivate the franchised used products or services under the dealers (87.9% of the stores take active measures in combination with the ad placement); brand before the survey to all the boost the confidence of franchised dealers (96.6%); and improve the cohesion inside K-Boxing respondents. (100% of the respondents express willingness to support the corporate business). Forward purchasing As an industrial brand, Castrol places advertisements for the purpose of uplifting brand rate: the rate of those respondents image and boosting the confidence of industrial buyers. The research finds that those who who have a definite plan to buy know Castrol have improved their understanding about the brand power and competitiveness products or services under the brand after the World Cup. to all the respondents. In a word, during the World Cup, the advertisements placed on CCTV have helped to give Subjective recognition: rise to brand awareness, brand image and dealers’ confidence. the respondents’ judgment over the brand awareness.
WIN TOGETHER 37 Yili’s Winning Strategy in Expo Marketing
“World Expo Standards”: Redefining dairy standards enterprises and stakeholders by a marketing model in favor of public Yili’s project of “World Expo Standards” is a comprehensive uplift benefits, enhance the brand influence and increase the brand value. of the former standards and services related to quality, channels, The “World Expo Standards” Project is expected to inject strong research and development, and public image: to upgrade Yili’s momentum to the Expo marketing of Yili. quality standards and improve product safety and marketing quality; ` expand the sales channels of Yili products and ensure timely and ATL/BTL: integrated marketing precise product sales; surpass national milk production standards by In terms of above-the-line communication, TV media remains innovation in science and technology; seek a win-win result between a strong force. A survey shows that 85% of the respondents get to
WIN TOGETHER 38 Yili’s Winning Strategy in Expo Marketing know Expo-related information on TV. Therefore, Yili chose to place advertisements on CCTV to communicate the Yili brand as a provider of “World Expo Milk” by means of unmatched influence of CCTV. In the Face to Face program on CCTV News Channel in May, 2009, Yili organized spot consumers to witness 899 tests for its products that are to be provided to the Expo. When the Expo opened in Shanghai, Yili placed a headline advertisement on CCTV during the live broadcast of the openning ceremony of Expo. With regard to below-the-line marketing, as early as in 2007, Yili started its marketing strategy prior to the Expo. In the publicity efforts of Expo 2010 Shanghai, Yili “Expo Milk” joined hands together with mascot “Haibao” in travelling around China and gained brand recognition among consumers all across the country. Taking the Expo as a good opportunity, Yili has also put in place a country-wide report on the project and introduced the Center to the audiences in marketing strategy with the region of East China as the gateway, thus China and the “public welfare” nature of Yili brand to consumers. consolidating effectively the market status of Yili brand. Apart from the “public welfare”, Yili has also presented an Meanwhile, Yili has stepped efforts of marketing inside the Expo extraordinary “green” experience marketing strategy. China Pavilion Park. Along with the already established 43 sales outlets, Yili put in is built on Yili’s green packing boxes; Abilia provided “environment- more than 100 mobile vehicles from which over 300,000 Expo visitors friendly chairs” made of milk boxes of Yili. Meanwhile, Yili’s “green” from home and abroad can enjoy the Yili “Expo Standard” milk any experience marketing got support from social media: a thematic time and any place every day. micro blog called “Green Society” is opened on Sina.com to Thanks to this combined marketing strategy, Yili’s daily sales of champion ideas of a green society and “green” nature of Expo and Yili milk from the Expo Park alone surpassed RMB350,000 in the first two through numerous pictures and texts. weeks after the opening of the Expo in May. Statistics show that by the Expo marketing, Yili has increased its expected buy rate by nearly 12% and brand image approval rate by 15%. The “Expo Standard” milk has put the other sponsors of the Interactive participation: innovative experience marketing Yili participated in the construction of the Life and Sunshine Expo far behind with its 24% unaided brand perception. Pavilion, the first pavilion built exclusively for the physically challenged (Data source: Analysis and Research on the Effects of Sponsors in the history of World Expo, and Abilia where children can experience of Expo 2010 by Ipsos) the processing of green and natural milk. Mother and Baby Service Center is another public welfare project contributed by Yili to the World Expo. Morning News on CCTV News Channel gave an in-depth
WIN TOGETHER 39 Sister Jiang hitting 3.54% with marked ratings growth
According to the CSM 29 provincial network, the TV drama beautiful, attractive and intelligent woman and raising the “Red- Sister Jiang aired on the Gold-time Theatre of CCTV Comprehensive themed TV drama” by quite a few new attractions. Channel has achieved an impressive average audience rating of The goal of “Red Classics” TV shows are aspiring to nowadays 3.54% and an average market share of 8.4%. It has a pronounced is two-fold: to stay relevant and watchable to the young audience; growth in the ratings, with the 29th episode striking the highest point, and to also remain believable in the eyes of the elderly and middle- whose average audience rating hit 4.55% and average market share aged audience, with the success of red classic TV dramas hinging reached 10.7%. on breakthroughs and innovations in terms of personage’s image building.
Father from the Red Cray，close to the historical facts The creative team of the show has consulted a large amount of historical documents preserved in Chongqing Red Cray Revolutionary Museum, aiming to demonstrate the true life and fighting of the “Sister Jiang”. The show removes the two fictional characters that appeared in the original verson: the double-gunned old woman and Pu Zhigao, and incorporates a new role by the name of Liu Heting, which serves Chart：The Analysis of Average to more truthfully demonstrate the complex and tough situation faced by the underground revolutionaries on the eve of liberation in Audience Rating for Sister Jiang Chongqing. Of course, those classic elements in the original versions In traditional “Red Classics”, Sister Jiang was first and foremost are all kept intact in the new version of the TV drama, such as the portrayed as a “Steel Soldier”, and then a woman as she truly was. famous line of Sister Jiang “I do know the name of my superior, The new-version of Sister Jiang aired on the Gold-time theatre of and the names of our subordinates too”, the memorable scene of CCTV channel 1 offers a refreshing alternative to the old ones and embroidering a red flag, as well as Sister Jiang’s iconic tough-looking incorporates a lot of emotional scenes, making Sister Jiang a truly ears short-hairstyle.
WIN TOGETHER 40 New TV Dramas Coming Up Soon
A Clan of Anhui Merchants A Clan of Anhui Merchants revolves around the legendary life of the protagonist Cheng Tiansong growing from an apprentice in a private bank into a prominent financier, re-presenting the history of growth and development of an Anhui merchant clan. Through the glorious journey of three generations of Anhui merchants filled with tribulations and studded with grand achievements, the unique Anhui merchant business tenet of "adherence to honesty with equal emphasis on integrity and profit" has been highlighted and promoted. The script of the drama has undergone numerous revisions within a span of 4 years, and is finally starts shooting. Mr. Zhang Chi-pao Peigen will serve as the director of the show, which will star such This TV drama features a beautiful female communist famous actors and actresses as Zhang Lei, Zhang Jingjing, Liu Jun, Lu undercover agent code named “cheongsam”, who single-handed Sisi and Wu Mengda. and so on, Li Fazeng, the famous actor who infiltrates the secret services of both the Wangjingwei regime and the once played Zhuge Liang to wide audience acclaim will also play the Japanese invaders and engages covertly in purchasing medicines and role of the old master of Clan Wang in the drama. gathering military intelligence for the New Fourth Army. And depicts how she dedicates her whole life whole-heartedly to the new China and the grand national cause. Cheongsam is another wonderful piece of work from the famous writer Wang Biao after his Red Sun and The East is Red, and is directed by Li Shu, one of China's top ten directors. And it is a greatest work in all real power of stars, starring such famous actors as Li Youbin, Wang Zhiwen, Liu Peiqi, Zu Feng and Ma Su, etc. it is the most star-studded TV drama coming out this year in China. This spy- themed dramatic show most worthy of your anticipation in 2010 is due to gloriously hit the television screen during CCTV's prime time soon.
WIN TOGETHER 41 Huizhou merchants’ story Stage photo of
WIN TOGETHER 42