Roadshow 2011 CCTV Prime Time Resource Bidding and Presale Launched Nationwide On 13th September 2010, the first Explanation Session of 2011 CCTV Prime Advertising Resource Bidding and Presale was held in Beijing. The Beijing session raised the curtain of the nationwide promotion activities of 2011 CCTV Prime Advertising Resource Bidding and Presale. In the following month, CCTV held large Explanation Sessions and VIP communication sessions successively in cities such as Shanghai, Guangzhou, Xiamen, Chongqing, Harbin, Chengdu and Hangzhou, during which the latest bidding and presale information was released, and the situation of Bidding and Presale in 2011 was discussed by CCTV and the attending enterprises and guests. 92 1900㎡ On 14th September, the 2011 CCTV Contract-signing CCTV occupied a total IBC area of 1900㎡ in the 2010 and Subscription of Advertising Product Sales were officially Guangzhou Asian Games. Three studios, three guidance and launched. 92 special and conventional advertising programs control rooms and four dubbing rooms were built up along with were signed and subscribed, covering all the best resources of a general control room and a design room. CCTV. Over 300 application forms of subscription were submitted 6 Recently, Great Wall (Europe) Platform officially started its by customers. broadcasting in the Europe through IPTV, and achieved an all- 3.97% Europe coverage. IPTV adopted public internet transmission The CCTV Children’s Channel special edition for the eight- technology in this cooperation. Programs from 27 Great week summer holiday enjoyed another high audience rating with Wall channels were broadcast via IPTV, including six CCTV an average 3.37%, up 0.87% as compared to the last summer, international channels. and up 1.24% as compared to the month before summer holiday, achieving a new peak since the start up of the channel. During the eight-week period, seven weekly audience ratingts surpassed 3% with the seventh weekly share reaching 3.97%, which was the highest one ever. WIN TOGETHER 3 Highlight 06 Roadshow 2011 CCTV Prime Time Resource Bidding and Presale Launched Nationwide Focus 08 New CCTV, Brilliant Outlook 10 Stage My Brand, Connect the World 13 Deputy Director Li Yi Attends Briefing Conference for CCTV 2011 Prime Advertising Resource Bidding 14 Marketing Department Director Cheng Rongyong Attends 2010 International Forum on Image Communication of “Made in China” 20 CCTV Launches New Trans-medium Initiatives for 2010 Prime Time Resource Bidding CCTV News 28 President Jiao Li Inspects CCTV Teheran Reporter Station 28 CCTV Reports the Complete Process of the Launch of "Chang'e 2" 29 Hu En Meets with Minister of Esthonia Ministry of Culture 29 CCTV Finishes the Report on Asian Games Torch Relay Ceremony Brand 30 BYD: Build You Dream with Idea and Passion 36 Nice Group, a Super Enterprise Nourished with Culture of Water Analysis 40 Optimization, Innovation and Progress ——Analysis on CCTV Entertainment Channel Revision Programs 43 New TV Plays to Show in the 4th Quarter and in 2011 MEMBER OF EDITORIAL BOARD COVER DESIGN Guo Jia Cheng Hong He Haiming Li Yi Yan Liping Chen Rongyong PHOTO Shu Yu Zhu Junyu Xia Jingjing Wu Xue Liu Lihua Zhang Yupeng Yin Xuedong PRINT Zhu Junyu Bi Lei She Xianjun Sun Miaoqing Zhao Shuang Zeng Yingying PUBLISHER CCTV Advertising Central Yang Zhenliang ADDRESS F3 Media Center Apartment EDITOR IN CHIEF Chen Rongyong No.11 Fu Xing Road ASSOCIATE EDITOR IN CHIEF She Xianjun Sun Miaoqing Beijing, China, 100859 EXECUTIVE EDITOR IN CHIEF Yang Zhengliang TELEPHONE 8610-68500180 FAX NUMBER 8610-68550947 EXECUTIVE EDITOR Tang Aihui WEBSITE http:1118.cctv.com/Ad.cctv.com EXECUTIVE ART EDITOR Zhu Junyu Guo Jia EMAIL [email protected] CCTV 2011 Prime Time Resource Bidding Explanation Meeting Convening On Sept. 14th after Beijing Session, the 1st-phase subscription of CCTV 2011 advertising products was launched nationwide. Either of the bidding explanation session, or of the contract-signing subscription in Advertising Operation and Management Center, everyone is impressed with the bustling sight. Especially the Beijing Session attracted many enterprises and advertising agencies based outside Beijing to come to Beijing with the purpose of getting updates of the 2011 advertising policies. Beijing Session was the prelude for nationwide promotion of CCTV 2011 Prime Time Resource Bidding Presale. During the following months, CCTV held large-scale Explanation Sessions or On Sept. 13th, 2010, the 1st Explanation Session for presale of VIP communication sessions in Shanghai, Guangzhou, Xiamen, CCTV 2011 Prime Advertising Resource Bidding was convened in Chongqing, Harbin, Chengdu and Hangzhou etc. Beijing. Luo Ming, Vice President of CCTV, Cheng Hong, Deputy Editor-in- Key words: integration and Chief of CCTV and Director of Advertising Center, as well as relevant innovation responsible persons of Chief Editor’s Office attended the meeting. They first focused on delivering the latest development plan and Such design ideas as “integration” and “innovation” will be major program information of 2011 to enterprises and advertising completely demonstrated in bidding presale products and contract- agencies. He Haiming, Li Yi, Deputy Director of Advertising Center, signing subscription products: integrate quality resources of the Chen Rongyong, Director of Marketing Department, Zhang Yupeng, entire station, intensify the innovation in advertising form, expand Deputy Director of Sales & Operation Department, Liu Lihua, Deputy cross-media cooperation, so as to provide enterprises with more Director of Administration Department, Yin Xuedong, Deputy appropriate advertising products. Director of Broadcasting Management Department, attended the First, CCTV Advertising Center will continue improving its presale meeting. Deputy Director He Haiming introduced the plan, policy mode, and extend the period to Sept.-Nov., 2010, during which and resources of the presale of 2011 Prime Advertising Resource all-round presale of CCTV advertising products will be carried out. Bidding to enterprises, and shared the successful cases of Midea and Meanwhile, it will move the bidding time ahead from Nov. 18th to Shuanghui with the enterprises. Nov. 8th, establishing broader presale platform for enterprises and WIN TOGETHER 6 advertising agencies. with Deputy Editor-in-Chief Cheng Hong and Deputy Director He Secondly, based on the integration of CCTV advertising Haiming: Sun Rain, Micoe, Galanz, Shanghai GM, Dumex, Kimberly- resources, national network TV station and China TV Guide and other Clark, Shanghai Jahwa, JALA, KFC, Duo Li Di, K-Boxing, Joyoung, media resources, 2011 bidding presale further expanded cross-media China Continent Insurance, TaoBao, ASD, Tetra Pak, Dao Dao Quan, integration, seeking cooperation with such media of airport, public HengYuanXiang, Bright Dairy, Unilever, Longliqi, Bosideng, Yurun, transportation and metro, for instance, AirMedia and VisionChina, Suning, China Yanghe, Wang Lao Ji, Midea, 999, Optima, Gree, China with special resources of bidding presale, so as to better meet the Merchants Bank, Strong, BYD, GAC, Jinlongyu, Chinavanward, Blue requirements of customers and market. Moon, HOLIKE, Lonkey, China Industrial Bank, Seven Brand, Hong As for mode, 2011 bidding presale will introduce online bidding Dou, Malata, Yake Food, etc. for the first time, such resources of exclusive invited sponsorship Besides, from the first Beijing Session to now, relevant of Evening News, Economic Information Broadcast, Economic information of CCTV 2011 Prime Time Resource Bidding has become 30’, designated locale of 2011 Spring Festival Gala, exclusive title the target of domestic mainstream print and network media. sponsorship of Selection of 2011 CCTV China Economic Figures, The serious media such as Xinhua News Agency and Guangming partner of 2011-2012 CCTV Sports Events, Union and I Want to Go Daily, the nationwide high-end financial media such as the Economic to the Spring Festival Gala etc. sold on Oct. 23rd and 24th, 2010 via Observer and China Business as well as over 10 influential print online bidding. media such as Beijing Youth Daily, Beijing News, Shanghai Youth Daily, Besides, since Sept. 14th, contract-signing subscription products Oriental Morning Post, Guangzhou daily and Xiamen Evening News for presale should abide by the following three principles: The have reported this. Moreover, such portal websites as Sina, Sohu, priority of contract renewal, priority for key customers and first 163.com and Xinhua.net as well as financial and economic websites come, first served. We separately set the priority period for contract of Hexun.com, Jrj.com.cn and Zgjrw.com have a great number of renewal, key customers and contract-signing subscription period for articles covering the bidding. other customers. Except for the common products, contract-signing subscription provides customization for given customers to place advertising products which meet enterprises` special requirements. Ardent response from enterprises, great interest from media The bustling sessions and hot contract-signing subscription, reflect the interest of enterprises and advertising agencies in CCTV 2011 Prime Time Resource Bidding Presale. Besides attending the Session, enterprises nationwide also actively carried out face to face communication with CCTV Advertising Center. Since Sept., the following enterprises carried out in-depth communication and exchange on 2011 advertising bidding WIN TOGETHER 7 New CCTV, Brilliant