CCTV 2010 Program Advertising Resources Road Show Held in , and Shanghai

advertising agencies and media all over joined the shows for first-hand information about programs and advertising resources related to the 16th Asian Games in Guangzhou. Luo Ming, Vice President of CCTV, Cen Chuanli, Deputy Director of Sports Channel of CCTV, He Haiming, Deputy Director of CCTV Advertising Center, and Michelle Yang, Media Director of Coca cola (China), delivered wonderful speech at the Road Show. As the only rights holding broadcast organization (RHB) for Guangzhou Asian Games in Mainland China, CCTV has exclusive rights to report the Games on TV and new media in Mainland China. CCTV will report 476 events for 56 disciplines of 42 sports On July 19, 23, and 30, CCTV Program in an all-round way for several billions of TV viewers around the Advertising Resources Road Show was held in Beijing, globe, via four open-circuit channels, three pay digital channels Guangzhou, and Shanghai. Representatives from enterprises, and CNTV.

610 million 81 ——On July 12, 2010 FIFA World Cup South Africa was ——The CCTV reporting team for World has closed. About 48.7% of TV viewers above 4-year old, i.e. 610 covered National Pavilion Days of 81 countries by July 20. In million TV viewers, watched the event on CCTV which lasted for the reports, correspondents told stories of cultural and trade a month. The audience rating even reached 11.49% during the exchanges between China and the countries concerned, to quarter final between Argentina and Germany, hitting a record deliver reportage with an international vision from the Chinese high among all the single matches of the World Cup. point of view and arouse affective response from TV viewers.

71.05% More than 74,000 ——The market share of CCTV-2 reached 71.05% among all the ——On June 17, the feature entitled “China OBM financial programs in China in the first half of the year. The market Automobiles in the World” was presented in “Economy 30 share reached its peak in June, which was 74.2%. What’s more, Minutes” program on CCTV-2, dealing with technical progress in structure of TV viewers of the channel is optimized, and “Three OBM automobiles of China from a global point of view. The video Highs” characteristics of the viewers are shown more clearly. was copied and repasted on-line for more than 74,000 times.

WIN TOGETHER 3 Focus

06 Meeting again after Twenty Years 07 Zero to 2010 Asian Games 08 Thrilling Games Great Miracles 10 Enjoy Asian Games Together Make Asia Glorious 11 Bo-La-La-La Coca Cola World Cup 12 Technical Innovation and Urban Future Highlighted in CCTV’s World Expo Reports 13 All Programs of CCTV-NEWS Broadcast in Australia

CCTV News

14 President Jiao Li Meets with New Iranian Ambassador to China 15 CCTV-2 Release the “Global Economic Outlook” First 16 CCTV Signs Agreement with CHIA TAI GROUP

Interview

18 Forever Ongoing Brand Marathon 19 Asian Games: The Best Choice for the Second Half Year of 2010 World Cup

20 610 Million Viewers, Highest Audience Rating over 11% 24 360buy.com Advertising in CCTV 25 Taobao Mall Joins Hands with CCTV 26 Snow Shows Chinese Kung Fu During the World Cup 28 Highlights of World Cup Ads

Program 32 The Red Guards on Honghu Lake Attracting Huge Audience 33 CCTV-1 Offers the Best Programs Market Share Increases by Nearly 50% 34 Highlights of Dramas to Be Broadcasted on CCTV-1 Golden Theatre

EDITOR IN CHIEF Chen Rongyong PHOTO Shu Yu Zhu Junyu Xia Jingjing Wu Xue ASSOCIATE EDITOR IN CHIEF Yin Xuedong She Xianjun PRINT Zhu Junyu Bi Lei EXECUTIVE EDITOR IN CHIEF Yang Zhengliang PUBLISHER Advertising Department of China Central Television MEMBER OF EDITORIAL BOARD ADDRESS F3 Media Center Apartment He Haiming Chen Rongyong Li Yi Yin Xuedong No.11 Fu Xing Road She Xianjun Yang Zhenliang Lian Jin huan Zhang Yongli Beijing, China, 100859 Ma Yihong He Xinghuang Zhou Huanyu Hou Xiuhong TELEPHONE 8610-68500180 Xu Guichun Zhang Qing Li Jia Ren Yingxiu FAX NUMBER 8610-68550947 EXECUTIVE EDITOR Tang Aihui WEBSITE http://ad.cctv.com 1118.cctv.com EXECUTIVE ART EDITOR Xia Jingjing EMAIL [email protected] COVER DESIGN Guo Jia Meeting again after Twenty Years Luo Ming CCTV Vice President

Ⅴ made the fi rst manned space fl ight; in 2005, Shenzhou Ⅵ made another tour of outer space; in 2008, Zhai Zhigang took the fi rst step in outer space by riding Shenzhou Ⅶ. Chinese technology business is making a steady progress, expanding China’s scienti fi c turf from the earth into outer space. Twenty years ago, the 11th Asian Games were held in Beijing, which were the fi rst internati onal integrated race held by new China and we were the champion. Ten years ago, in the Sydney Olympic Games, China ranked among top three for the fi rst ti me on the gold medal list. Two years ago, in the Beijing Olympic Games, China was the country winning the most gold medals, ushering in a new page of China’s sports cause. And today, the 16th Asian Games are fast In 1990, the 11th Asian Games were held in Beijing, and in 2010, approaching. the 16th will be held in Guangzhou. In twenty years, from north to Twenty years from Asian Games to Asian south, everything has changed. Games During these twenty years, we have exchanged Twenty years ago, CCTV for the fi rst ti me broadcast Asian Games time for space. at home. Twenty years later, we will do that again. Twenty years is just Our economic space has been expanding in these years. Twenty a short interval in the long river of history, but it is long enough for a years ago, Beijing’s GDP was 50 billion, ’s GDP 147.1 great and thoroughgoing change taking place in CCTV. More channels billion, and nati onal GDP 1,866.8 billion; twenty years later, Beijing’s have been opened, more programs have been made, and brands on GDP is 1,186.5 billion, Guangdong’s GDP 3,908.1 billion, and nati onal the screen become more well-known. GDP 34,050.7 billion. The national GDP is 17 times higher than This year is the year for brand building, image building and before, while that of Beijing and Guangzhou has increased 22 ti mes international transmission capacity building, and is the year for and 25 ti mes respecti vely. Twenty years ago, Chinese ventures rarely, big sports events such as Winter Olympic, World Cup and Asian if ever, made the Fortune 500 list, while twenty years later, 54 have Games. The World Cup has just fi nished, and the Asian Games are appeared there and three of them even rank among the top 10. approaching. As the exclusive rights-holding broadcaster of the China has become the world’s third largest economy. Guangzhou Asian Games on the Chinese Mainland, We will invest During these twenty years, our technology space has been in four open-circuit channels, three digital pay channels, and China continuously expanding. In 1999, Shenzhou Ⅰ Unmanned Network Television for a full coverage of 42 sports, 56 disciplines and Spacecraft made its first trip into outer space; in 2003, Shenzhou 476 events to billions of audience around the world.

WIN TOGETHER 6 Zero To 2010 Asian Games Cen Chuanli Deputy Director of CCTV Sports Channel

lasting from 13:00 to 18:00, during which selected races would be broadcasted, including major events such as gymnastics, diving, weight lifting, shooting, archery, etc, and other popular but non- Olympic events such as billiards, roller skati ng, and so on. Team events of our athletes’ would be highlighted too. CCTV-5 would be the major channel for the Guangzhou Asian Games broadcasti ng, giving a full coverage of major Olympic events including swimming, diving, track and fi eld, table tennis, badminton, rowing, canoe / kayak, cycling, and Chinese teams’ events. Various collecti ons of races would be presented, so would round-the-clock As the exclusive broadcaster in mainland China, CCTV will send news reporti ng of match status. its largest reporti ng team in history to report 2010 Guangzhou Asian CCTV-7 would be the channel for broadcasting matches. Two Games, which is made up of nearly 700 members and rents a fi eld of time intervals (9:00-12:00 and 20:00-22:00) are arranged from nearly 2,000 � from Internati onal Broadcasti ng Centre as its reporti ng November 13th to 26th for live broadcasti ng of Asian Games. centre. We will set commentary positions in nearly 20 venues, CCTV HD channel would rebroadcast track and fi eld, swimming, offering on-site explanation of major matches such as swimming, diving, gymnastics, table tennis, badminton in high definition in track and field, gymnastics, table tennis, badminton, basketball, accordance with the offi cial programs. volleyball, diving, shooti ng, rowing, etc. CNTV’s sports channel would make full use of signals of Asian CCTV will send nearly 50 interviewing groups for the full coverage Games to present live broadcasts, recorded broadcasts and on- of the Guangzhou Asian Games, such as stories during matches, demand broadcasts of the matches, and would report matches, interviews of Chinese and foreign athletes, local conditions and news and fi gures by ways of sharing, commentary and chatti ng on customs in the athlete’s village, ti dbits of audience and volunteers, the Internet. snacks, and Lingnan culture. August 4th indicates the Guangzhou Asian Games 100-day CCTV will give a full coverage of Guangzhou Asian Games countdown. That evening the sports channel would have a special through media outlets such as CCTV-1, CCTV-5, CCTV-7, CCTV-HD, program during prime ti me and the 24-hour news program would CNTV, etc. have a full coverage of the arrangements of Asian Games and Chinese CCTV-1 would be the handpicked channel for broadcasting. teams’ conditi on. The publicity of Guangzhou Asian Games is heati ng From November 13th to 26th, we specially set a racing ti me-interval up in the sports channel.

WIN TOGETHER 7 Thrilling Games Great Miracles He Haiming Deputy Director of CCTV Advertising Center

Fulfillment of Advertising Commitment In the World Cup promoti on conference held on March 30th in Beijing, I said that our World Cup adverti sing products were value- added with limited advertisements, flexible in package choice and integrated with three platf orms—CCTV, CNTV and CMMB. Added Value with Limited Advertisements: Advertising times were strictly controlled before, during and after each match. The advertising time in 2006, for example, was 400 seconds while this year it was reduced to 220 seconds. The number of titles, special broadcasts and other special forms of advertising was restrained. World Cup Feast, for example, had 10 special adverti sements in 2006 compared with 6 in this year’s program. The advertising in extra Today is July 19th, when the world cup has just ended but the ti mes was cut down to 90 seconds and the ti me in penalty shootouts fervour sti ll lingers. By now, seven days since the closing ceremony of to 30 seconds. the South Africa World Cup, I would like to come to this occasion to Flexible Packages: Clients could either choose fixed packages make a summary of the program broadcasti ng, adverti sing executi on such as event package, news package and column package, or opt and communicati on eff ects regarding this signifi cant sporti ng event. for one or more matches that could be combined at will. Among the clients that selected single match adverti sing were China Merchants Miracle of Program Ratings Bank and Suning Appliance Company. As the exclusive TV and new media rights-holding broadcaster of Combination of Three Platforms: During the World Cup, all the 2010 South Africa World Cup in Mainland China, CCTV put three events were simultaneously broadcasted on CCTV, CNTV and CMMB, open circuit channels into use - CCTV-1, CCTV-5 and CCTV-7, together which realized cross-media integrated communicati ons for clients. with China Network Television, Cellphone TV and Mobile TV for full- time live broadcasting which have attracted 610 million audience Miracle of Communication Efforts watching CCTV World Cup matches across the country. Castrol: Smart Placement with Eff ecti ve Communicati on. As the During the broadcast period from 2:30 to 4:30, CCTV seized sponsor of the 2010 South Africa World Cup, Castrol not only bought the share of 60.49% compared with 31.99% in the month prior to CCTV’s match adverti sing resources in advance to take the lead, but the World Cup. The increase of ratings is the sharpest during the also integrated its brand logo and iconic color into the backdrop of the broadcast period between 22:00 and 24:00 (from June 11th to July broadcasti ng studio, which made a deeper impression on audience 3rd) when the market share skyrocketed from 2.47% one month and achieved great eff ects. before the World Cup to 24.11%, nearly ten ti mes in growth. Budweiser: Greater Impact Exerted by Leveraging the World

WIN TOGETHER 8 Cup. Budweiser bought World Cup resources in 2009, including the to take the opportunity to kick-start its Asian Games marketing. In exclusive special broadcast sponsorship of World Cup Feast, and November, 2009, Guangzhou Toyota bought subscribed products designated placements before, during and aft er matches, in the hope and became CCTV live match broadcast partner of Asian Games. By that Beer would be turned from a local brand into a nati onal taking Guangzhou as the home court, Guangzhou Toyota is doing brand. According to the report of First Financial Daily, Harbin Beer has everything it can for the Asian Games marketi ng. become the most popular beer brand in the Sanlitun Bar Street of 361°: Sports Marketi ng for Branding Upgrade. As a local brand, Beijing since the World Cup kicked off . 361°signed up as a CCTV live match broadcast partner of the Asian K-boxing: International Ads for an International Image. During Games in November, 2009, which started up its Asian Games the South Africa World Cup, K-boxing bought one pre-match ad, marketi ng for greater brand popularity and reputati on. two in-match ads and two extra-ti me ads. By hiring an internati onal Advertising Product Profile of the 2010 Asian team in making its brand-new ad featuring an internati onal designers and models, K-boxing exhibited its brand image and highlighted its Games The advertising products of the Asian Games consist of three identi ty as an internati onal brand. parts. The fi rst part is regular products, including opening ceremony Asian Games - Another Communication and closing ceremony package, match package, special topic package Opportunity for Top Brands and news package. The second part is special products including Compared with the South Africa World Cup, the Guangzhou special column sponsorship, ti tles and packaging products. The third Asian Games takes place at the right ti me in the right place and with part is customized products which designed one-on-one plans based the right people. Sure enough, the Guangzhou Asian Games will on clients’ needs. leave South Africa World Cup far behind in both program rati ngs and The sales schedule of the 2010 Asian Games is as follows: brand communicati ons. July 19th, adverti sing products of the Asian Games released with Samsung: Partnership with Asian Games for an Expanded sponsors’ priority purchase period commences (45 days for senior Market. Since becoming the senior sponsor of Asian Games in 1986, partners, 30 days for partners and 15 days for sponsors); Samsung has been steadfastly devoted to Asian Games marketing September 1st, priority purchase period ends; for the expansion of its Asian market. In November, 2009, Samsung September 3rd, non-sponsors purchase begins; bought CCTV live match broadcast partnership of the Asian Games End of September, sales ends. as an att empt to dash into a greater Chinese market. Guangzhou Toyota: Root in Guangzhou, Eyes on China. It is the first time for Guangzhou Toyota, a joint venture based in Guangzhou, to become a sponsor of the Asian Games. It hopes

WIN TOGETHER 9 Enjoy Asian Games Together Make Asia Glorious — CCTV held its advertising resources road show for 2010 Asian Games in Beijing, Guangzhou and Shanghai

on July 19, 23, and 30, CCTV held Asian Games, helping enterprises seize the and other medias for reporti ng Guangzhou its advertising resources road show for last publicity opportuniti es via sports event Asian Games. Guangzhou 2010 Asian Games TV programs of this year. Holding the idea that physical He Haiming, Deputy Directors of CCTV in Beijing, Guangzhou, and Shanghai. exercises helps build up our body and Asia Advertising Management Center, gave a As the exclusive rights-holding Games helps strengthen our nation, CCTV detailed explanation of the advertisement broadcaster of Guangzhou Asian Games in is willing to, together with enterprieses and items of this Asian Games with the topic of Mainland China, CCTV owns the exclusive TV adverti sing agencies, witness how the dream “Passionate Games Create New Miracles”, and new media reporting rights in Chinese of China becoming a powerful nati on comes and also looked back on the excellent mainland. It will open four free channels, true and how brands become more pupular. audience rati ng and marketi ng cases during three digital pay channels and China Network Cen Chuanli, Deputy Director of the South Africa World Cup. He expressed Television. It will provide comprehensive Sports Channel of CCTV, introduced CCTV’s that the advertising products of the reportings of 42 sports, 56 disciplines and reporting approach and planning of 2010 Guangzhou Asia Games had been, on the 476 events for billions of audiences around Asian Games to the present representati ves basis of those of , 2008 the world. of enterprises and advertising agencies. As Beijing Olympic Games and 2010 FIFA World Luo Ming, CCTV Vice President the exclusive rights-holding broadcaster in Cup, opti mized and designed for the purpose expressed in his speech that it had been Mainland China, CCTV will report Guangzhou of maximizing the eff ect of customers’ brand 20 years since the last time China hosted Asian Games with the widest coverage, with communicati on and helping each customer the Asian Games. Over the past 20 years, CCTV-1, CCTV-5, CCTV-7, CCTV-HD, CNTV realize bett er return on investment. CCTV has been, during its course of development, sparing no efforts in pushing forward the development of corporate brand, especially building top competi ton plaform for domestic and foreign brands with the help of major internati onal sports events. On the occasion of the Guangzhou Asian Games, the last major sports event of this year, CCTV will try to build an all-round reporti ng platf orm for

WIN TOGETHER 10 Bo-La-La-La Coca Cola World Cup Michelle Yang Media Director of Coca Cola (China)

Let’s talk about the sports marketi ng during the World Cup that has just ended. As everyone here may have noticed, many people would unconsciously produce a “Bo” sound after drinking Coke as a way to express the brisk feeling. This year, with the theme on the unique sound Bo-La-La-La, we delivered the brisk and frisk concept implied in Bo-La-La-La to every city and our consumers through TV commercials and offline activities. We may well say that this commercial represented the cooperation between CCTV and Coca Cola. Why is that? During the 30 days of the World Cup, there were The history of Coca Cola is also a history of sports marketi ng. It 30 commercials every day, which we called Sandwich Commercial, as has been 80 years since the fi rst ti me Coca Cola sponsored Olympics the beginning 10 seconds and the last 15 seconds of the commercial in Amsterdam in 1928. We have also been cooperating with the remained unchanged while the middle 20 seconds was edited with World Cup for almost 60 years, with the 1950 World Cup as a start. In goal highlights a day earlier meticulously selected by CCTV. I think 1974, we became the offi cial sponsor of the World Cup. it was the first time ever in the cooperation history of CCTV with Beijing Olympics is the most successful Olympic marketi ng case adverti sers. As you can imagine, one commercial for one day, with of Coca Cola since 1928 and the credit should be given to CCTV. part of the content was provided by CCTV, justifies our statement During the Olympics, CCTV tailor-made two programmes for Coca that we, together with CCTV, created this commercial, for which I’d Cola. One was “Go with the Torch”, which began from the moment like to take this opportunity to express our sincere appreciation to the torch arrived at Sanya at the beginning of May, 2008 ti ll it reached CCTV. Beijing on 1 August. The other was “Pride of China” –each ti me China The cooperati on between Coca Cola and CCTV began the fi rst was awarded a gold medal, a Coca Cola bumper popped out and day Coca Cola entered China. But the deep cooperati on was initi ated lasted for 5 seconds, followed by a 15-second-long advertisement. in 2006 when the top brass visited each other. In 2007 Coca Cola Through the platf orm of CCTV, we reaped a remarkable return: not parti cipated in the CCTV bidding for the fi rst ti me, followed by two only did the two tailor-made programmes cover an audience of 280 Olympic programmes in 2008, bidding in 2009 and Focus on World million, but Coca Cola surged far ahead in terms of Olympic sponsor’s Cup in South Africa in 2010. We really expect to keep the strategic brand awareness according to a survey of a third party. cooperati on with CCTV in the many years to come.

WIN TOGETHER 11 Technical Innovation and Urban Future Highlighted in CCTV’s World Expo Reports

By July 14th, 2010, more than 21 million on the green and environmentally friendly with such thems as “Technical Innovation people had visited the World Expo Park. urban cases and National Pavilion Day of and Urban City” and “Urban Development Since late June, in parti cular, the daily visits to each nation which are displayed at the and Cultural Heritage”, planned and the World Expo Park have been over 400,000 Shanghai World Expo. launched a series of World Expo Pavilion person-ti me, with a peak of 550,000 person- CCTV Daily News Broadcast (Xinwen reports, which provided benefi cial reference ti me. Lianbo) and CCTV News Channel launched a for relevant authorities and enterprises Recently, taking the third theme series themed reports that review “Change to formulate policy and seize business forum of the World Expo named “Technical Method and Adjust Structure” from the opportunities. Among them, the reports Innovati on and Urban Future” as the theme, perspective of the World Expo Park for the of Pavilion highlighted South CCTV launched a series of reports in its purpose of revealing the exploration and Korea’s development strategy of focusing Comprehensive Channel, News Channel eff orts made by all provinces (autonomous on showing its nati onal culture and building and each internatinal channel, highlighting regions and municipalities) during up pop culture through introducing the the high and new technology and urban their course of transforming economic interactive games and the most popular development ideas of various nati ons being development pattern and adjusting 3D animation movie “Harmony City”. In displayed in pavilions of the World Expo economic structure. Among them, there the reports of the UAE pavilion, the second Park, and reflecting their interdependence are reports on how Shanghai World Expo largest pavilion of the Shanghai World Expo, and mutual promoti on. promotes creative industry to become the program begins with truly original sand The Comprehensive Channel and News Shanghai’s new economic pillar, which dune-like architectural structure and further Channel of CCTV have launched a series of introduces how Shanghai, on the occasion introduces UAE’s desert oasis cultures. In reports on environmental changes and urban of the Shanghai World Expo, transforms its terms of displaying China’s local science responsiblities, which fully demonstrate economic development patt ern and develop and culture, Finance Channel focuses on each country's exploration and efforts in its creati ve industy. reporti ng Shanghai Film and Television Base, sustainable production and life style based CCTV’s Finance Channel, in accordance and China Shipping Pavilion, etc.

WIN TOGETHER 12 All Programs of CCTV-NEWS Broadcast in Australia

On Jul. 22, the programs of CCTV-NEWS were broadcast in can deepen cooperation, expand communication, develop and Australia via Austar live broadcast platform. CCTV Deputy Director consolidate cooperati on achievements and make CCTV-NEWS score Zhang Changming, Consul General of CCTV to Sydney, President outstanding achievements in Australia. People from Austar indicated of Austar, and people responsible for Overseas Communication & that, the sett lement of CCTV-NEWS in Australia would facilitate local Development Center Jing Chunhan and Wang Xiongxian attended audience to learn about China and promote the communication the signing ceremony and broadcasti ng ceremony. between China and Australia in culture, politi cs, economy and other Zhang Changming introduced CCTV-NEWS and indicated that, fi elds. the settlement of CCTV-NEWS in Australia would play a positive The settlement of CCTV-NEWS in Australia was attributed to role in deepening Australian people’s understanding of China and the successful cooperation between CCTV and Austar. For the first promoting the communication and exchange between the two ti me, all the programs of CCTV-NEWS can be broadcast in Australia, countries; it was expected that the TV agencies of the two countries which plays a significant role for CCTV programs’ entering into the mainstream society of Australia. Austar is the second largest live broadcast platf orm operator of Australia. During his stay in Australia, Zhang Changming also visited the local mainstream news medium – Australian News Channel Co., Ltd. Both parties indicated that, they would expand cooperati on on joint report via video/telephone and broadcast the financial news of the other country. Before this, both parties had signed a program exchange agreement, according to which the interview/ commentary program Dialogue of CCTV-NEWS would be broadcast on Australian channel twice every week.

WIN TOGETHER 13 President Jiao Li Meets with New Iranian Ambassador to China

On Jul. 8, President Jiao Li met with new Iranian Ambassador to reporting Iran in an objective way; at present, CCTV is constructing China Mahdi Safari. Both parties held discussions on enhancing and the reporter station in Iran and will appreciate it if the ambassador promoting the communication and cooperation between the TV could provide support and convenience. agencies of the two countries. Safari indicated that, both parties should enhance cooperation President Jiao Li said that, both CCTV and Iran broadcasting and communication and promote mutual understanding between agency attached great importance to the communication and the people of the two countries; the Embassy of Iran to China is cooperation between them and they had communicated with each willing to provide support to CCTV for reporter station construction other for many times; for a long time, CCTV has always insisted on and other issues; and CCTV is expected to have more reports on Iran.

Hu En Meets with Chairman of Australian Broadcasting Corporation

On Jul. 23, Vice President of CCTV Hu En met with Chairman meeting. of Australian Broadcasting Corporation Maurice Newman and his Hu En introduced the report of CCTV on the “Culture Year” four entourages. Director of Editor-in-Chief’s Office Liang Xiaotao organized by Australia in China and the broadcasting of the concert and relevant people from CCTV Office and Art Center attended the for the Opening Ceremony of the Culture Year, and expected to cooperate with Australian Broadcasting Corporation to organize “Chinese Culture Year” in Australia next year. Newman indicated that, Australian Broadcasting Corporation would fully report “Chinese Culture Year” and cooperate with CCTV in related activities. Both parties agreed to enhance the cooperation in program production and other issues. During Jun. 2010 to Jun. 2011, Australia is holding “Australian Culture Year” in China; during Jun. 2011 to Jun. 2012, China will be organizing “Chinese Culture Year” in Australia.

WIN TOGETHER 14 CCTV-2 Release the “Global Economic Outlook” First

On Jul. 8, CCTV-2 reported IMF’s release of the Report on Global Relevant news was broadcasted on CCTV-2 immediately after the Economic Outlook and Financial Stability, becoming the first medium release of the Report. The cooperation reflected the important role in the world to release such report. During the report, authoritative of CCTV-2 as an international information platform. expert from IMF & main writer of the Report Driesen was online on video. Global Finance Online, Economic Information Broadcasting and Transaction Time reported it thoroughly. The Report is one of the most valuable and confidential reports of IMF, which is usually not disclosed to media before release. IMF had contacted CCTV-2 for cooperation before the release of the Report and agreed to accept the exclusive interview of CCTV-2 one day before the release.

Australian Broadcasting Corporation Visits CCTV

On Jul. 14, Vice Editor-in-Chief Li Ting met with Director of cooperation and exploration, launch new cooperation programs as Youth Department, Australian Broadcasting Corporation (ABC) Tim soon as possible and jointly design and produce children’s programs Brooke-Hunt and discussed with him how to strengthen cooperation from the aspects of cultural communication, program construction between the two sides on children’s programs. Li Ting introduced the and team incubation. production and broadcasting of the original programs and cartoons of Hunt expected both parties to jointly shoot a good-quality CCTV Children’s Channel and CNTV Children’s Channel. He indicated children’s program as soon as possible and try to establish a scientific that, ABC had rich experience in producing children’s programs, long-term cooperation mechanism through mutual efforts. and expressed his hope that the two sides could further enhance

Source: CSM

WIN TOGETHER 15 Senegalese News Minister Visits CCTV

On Jul. 22, Vice Editor-in-Chief Li Ting met with Mustapha•Jilashi, positive role in changing the world’s media pattern monopolized by Minister of the Ministry of News, Minister of Ministry of Telecom of western powers. In addition, he introduced CCTV and expected Mr. Senegal & Spokesman of Senegalese government. Li Ting said that, Jilashi to grant support for the settlement of CCTV French Channel CCTV had always actively expanded the communication with foreign in Senegal. Jilashi indicated that, the media from both parties should countries and intensified reportage on Africa; the cooperation enhance cooperation and present the true situation to the world. and communication between Chinese and African media played a After the meeting, Jilashi was interviewed by CCTV French Channel.

CCTV Signs Agreement with CHIA TAI GROUP

During Jul. 13 to 16, Vice Editor-in-Chief Huang Chuanfang to communicate closely and his four entourages visited CHIA TAI GROUP and signed a and run Entertainment cooperation agreement on the program Entertainment for the 21st well. The two sides also year. Huang Chuanfang introduced the channel system reform of discussed on how to CCTV and indicated that CCTV would make innovations and further improve program quality improve audience ratings on the basis of keeping its original quality and conduct cooperation and style. Chairman of CHIA TAI GROUP Dhanin Chearavanont in more fields. expressed satisfaction at the cooperation and expected both parties

Asia Today Launches News Exchange with Maldivian

On Jul. 19, CCTV-4 Asia Today launched the cooperation with authorized CCTV to share its resource on Nightly News at 9:00 p.m., Maldivian national TV station TVM on news exchange. Both parties and CCTV offered the resource on Noon News at 12:00 a.m. At began to exchange news via satellite. In the past, CCTV had signed present, 31 TV stations of 27 Asian countries have authorized Asia news cooperation agreement with TVM on the cooperation in Today to use their program resource. news exchange, sudden incident report and joint interview. TVM

WIN TOGETHER 16 WIN TOGETHER 17 Forever Ongoing Brand Marathon

Huang Shengmin Communication University of China

One day I was kind of investment into future, and Asia has now been deemed as the chatting with an drive of world economy in virtue of its largest population and fastest entrepreneur friend economic development, how could the farsighted entrepreneurs about advertisement afford to miss the chance which will usher in a New Asian Age? placement in As for the second question, my friend thinks that it is quite Asian Games. He reasonable for enterprises to take a break after a long run from was confused by Olympic Games to Celebration for National Day, and what’s more, two questions: they should act according to their own capability. Sure, it is a one is whether it pragmatic attitude held by many entrepreneurs. It is not wrong for is worthwhile for entrepreneurs to make effort to control cost and expect to gain more enterprises to launch returns with less investment in return. This very kind of mindset an advertisement explain why entrepreneurs feel hesitated to invest in Asian Games campaign at the same after they launched advertisement for Olympic Games; and why scale as what they entrepreneurs want to neglect the great domestic event after they have done for the made investment for international events. But two things should Olympic Games; the be taken into consideration: first, have the power and scale of other is whether those weary enterprises should take a break after enterprises grown multiplied in comparison with the past? Second, experiencing so many big events in a row from Olympic Games to have enterprises cast their sights from sole marketing and sales to celebration to National Day and finally, the recent World Cup. comprehensive brand-building? If our enterprises are still small-sized As to the first question, we all understand that Asian Games is a ones, then the above mentioned mindset is justifiable. But once they regional event as opposed to the worldwide one of Olympic Games. are aspired to come into the spotlight of the international arena and They are different in both level and scale. But advertising is a totally tap the uncharted territory in the outside world, it is necessary for different thing from hawking in street, as its value is determined by them to adapt their mindset to the task of building a world renowned two factors - competitiveness and investability. Firstly, in a fiercely brand. In such case, enterprises should pay close attention to the competitive market, what will you do when your rivals still go all out occurred and imminent great events in the world, actively participate to wage an advertisement blitz? Second, since advertisement is a in them and strive to be one of the leading players.

WIN TOGETHER 18 Asian Games: The Best Choice for the Second Half Year of 2010

Huang Heshui Xiamen University

Mass communication can not be followed by a too-low rating tomorrow, and vice versa. But is indispensable for the in some special circumstance, things would be quite different. success of enterprise and Therefore, media could not afford to overlook any significant brand alike in modern events, for they are crucial for enhancing audience and broadcast society. Advertisers ratings. This is true for advertisers as well, since great events