股份編號 SinoMedia Holding Limited (the “Company” or “SinoMedia”) and its subsidiaries (the “Group”) is a leading media advertising operator in China. We enter into underwriting agreements with TV stations and provide nationwide TV advertising coverage for our clients, including advertisers and advertising agencies. SinoMedia is one of the largest underwriters of TV advertisement time for China Central Television Station (“CCTV”). We have long-standing business cooperation with CCTV dating back to our inception in 1999. 作為中國領先的傳媒廣告營運商，中視金橋國際傳媒控股有限公司（「本公司」或「中視金 橋」）及其子公司（「本集團」）與多家電視台簽訂代理合約，向包括廣告主及廣告代理商在 內的客戶提供全國性電視廣告宣傳服務。 中視金橋是中國中央電視台（「央視」）最大的廣告時間買斷代理商之一，自一九九九年成 立以來，與央視已建立了緊密的合作關係。 Financial Summary 2 Contents Corporate Information 3 2009 Year in Review 4 Awards and Recognition 7 Chairman’s Statement 10 Management Discussion and Analysis 14 Directors and Senior Management 24 Corporate Governance Report 32 Directors’ Report 37 Independent Auditor’s Report 45 Consolidated Income Statement 47 Consolidated Statement of Comprehensive Income 48 Consolidated Balance Sheet 49 Balance Sheet 51 Consolidated Statement of Changes in Equity 52 Consolidated Cash Flow Statement 53 Notes to the Financial Statements 55 Five Year Summary 112 Financial Summary RMB’000 For the For the year ended year ended 31 December 31 December 2009 2008 Change (%) Revenue 766,804 558,356 +37.3% Profi t from operations 120,907 159,712 –24.3% Profi t attributable to owners of the Company 97,245 120,800 –19.5% Earnings per share (RMB) — Basic 0.172 0.243 –29.2% — Diluted 0.172 0.243 –29.2% Revenue by sales channels: For the For the year ended year ended 31 December 31 December 2009 2008 Change (%) Advertising service 773,443 570,676 +35.5% — CCTV 769,063 552,950 +39.1% — Regional TV 3,245 17,707 –81.7% — Others 1,135 19 +5,873.7% Agency service 17,762 10,258 +73.2% Sales taxes and surcharges (24,401) (22,578) +8.1% Revenue 766,804 558,356 +37.3% As at As at 31 December 31 December 2009 2008 Total assets 917,006 838,526 Equity attributable to owners of the Company 736,473 670,646 2 SinoMedia Holding Limited Corporate Information EXECUTIVE DIRECTORS AUTHORISED REPRESENTATIVES Mr. Chen Xin Mr. Chen Xin Ms. Liu Jinlan Mr. Chan Oi Nin Derek Mr. Li Zongzhou REGISTERED OFFICE OF THE COMPANY NON-EXECUTIVE DIRECTORS Room 1505, 15th Floor, World-wide House, Mr. Zhu Jia 19 Des Voeux Road Central, Hong Kong Mr. Huang Jingsheng CORPORATE HEADQUARTERS INDEPENDENT NON-EXECUTIVE Unit 15D, Xintian International Plaza, No. 450 Fushan DIRECTORS Road, Pudong New District, Shanghai, PRC Mr. Ding Junjie Mr. Qi Daqing AUDITORS Mr. Chen Tianqiao KPMG AUDIT COMMITTEE SHARE REGISTRAR Mr. Qi Daqing (Chairman) Computershare Hong Kong Investor Services Limited Mr. Ding Junjie Shops 1712–1716, 17/F, Hopewell Centre, Mr. Huang Jingsheng 183 Queen’s Road East, Wanchai, Hong Kong REMUNERATION COMMITTEE INVESTOR RELATIONS CONSULTANT Mr. Chen Xin (Chairman) Hill & Knowlton Asia Ltd Mr. Ding Junjie Mr. Chen Tianqiao WEBSITE www.sinomedia.com.hk COMPLIANCE COMMITTEE Mr. Li Zongzhou (Chairman) Mr. Xu Chong (also known as Xu Songzhen) Mr. Chan Oi Nin Derek COMPANY SECRETARY Mr. Chan Oi Nin Derek 2009 Year in Review 2009 As a council member of the Association of Accredited Advertising Agencies of China, the Company was actively involved in the organization of a variety of association activities designed to enhance the infl uence of the advertising industry. The events included “4A training”, “4A Master Speech at Tertiary Institutions across the Country” and the “4A Golden Seal Award”. 2009 Joined hands with the China Agriculture Film & Television Centre to promote the programmes of the agriculture channel CCTV-7. The large-scale promotion campaign entitled “New Charity, New Blue Ocean” was brought to Beijing, Nanjing and Guangzhou, with a view to widening the programmes’ infl uence across China. JANUARY 2009 The 10th Anniversary Celebration Gala of SinoMedia took place in Beijing. During the grand event, the Company reviewed its remarkable achievements over the past 10 years, and started to plan for its development strategy in the coming decade. JANUARY 2009 Joined forces with Taihe Ruishi to establish China’s fi rst and only national public service advertising broadcast network, with the aim of creating an infl uential brand of public service TV advertisement platform. 4 SinoMedia Holding Limited MAY 2009 Co-organized the CCTV City Travel Brand Communication Summit 2009 to help promote China’s travel industry and regional economic growth. SEPTEMBER 2009 SinoMedia moved to its new offi ce at Vantone Center in the Central Business District of Beijing. The new premise is expected to help the Company create more room for growth. OCTOBER 2009 Partnered with the Shandong Provincial Tourism Bureau to host the “2009 China Regional Brand Communication Forum: Promoting the Travel Brand and Value of the ‘Hospitable Shandong’”. NOVEMBER 2009 Signed more than RMB400 million sales contracts in the CCTV primetime resources presale tender. NOVEMBER 2009 Won the bids in the CCTV programmes tender, thus acquiring the exclusive underwriting rights to sell the advertising resources of fi ve premium programmes, namely CCTV-1/News Channel’s “News 30”, CCTV-1’s “Evening News”, and CCTV-4’s “Walk Through China”, “Across the Strait” and “China News”, making SinoMedia the company that won the most tenders in dollar terms among privately-owned advertising operators. Annual Report 2009 5 Awards and Recognition COMPANY Award: 2008 Top 10 CCTV Media Advertising Agency Time: March 2009 Awarded by: Advertising Department of CCTV Award: Jin Yuan Award — Advertising Agency with Most Comprehensive Strength Time: December 2009 Awarded by: National Advertisers Magazine 《廣告主》( 雜誌), China Entrepreneur Association (中國企業家 協會), China Association of National Advertisers (中國廣告主協會) and the Communication University of China (中國傳媒大學) Award: Outstanding Organization for Innovation and Integrity Time: December 2009 Awarded by: China Association of National Advertisers Award: the Sixth National Honor List of Trustworthy Units Time: December 2009 Awarded by: the organizing committee of National Honor List of Trustworthy Units CREATIVE DESIGN Advertisement: “Sinotruk — Travel Through China” television advertisement Award: Bronze Medal (TV Media) of the Fourth China’s 4A Innovation Gold Seal Award Time: December 2009 MANAGEMENT Award: CEO Ms. Liu Jinlan was recognized as the “2009 China’s Advertising Industry’s Outstanding Woman” Time: December 2009 Awarded by: China Advertising Association of Commerce (中國商務廣告協會), Beijing Advertising Association (北京廣告協會), 21st Century Advertising Magazine 《( 21世紀廣告》雙週刊) and the organizing committee of the 21st AD International Summit (21世紀廣告國際峰會組委會) Election: Ms. Liu Jinlan was elected a vice-chairman of the fi rst Media Committee of China Association of National Advertisers Time: December 2009 Organization: China Association of National Advertisers 8 SinoMedia Close collaboration with the CCTV SinoMedia has been in co-operation with CCTV for more than 10 years, a relationship that grew closer in 2009. CCTV named Mr. Jiao Li to head the broadcaster during the year and focused more on news programmes. It has further boosted the ratings of the station’s in- depth news programmes, whose advertising resources have been operated by SinoMedia for years, to new heights. 9 Chen Xin With our extensive media resources, solid client base and excellent brand position, we are confi dent that we can provide higher returns to our shareholders. 10 SinoMedia Holding Limited Chairman’s Statement 2009 was a challenging year for the advertising and media industry on the whole. As a result of the global fi nancial crisis, consumer confi dence was shaken while the market environment for the industry continued to be volatile, creating further challenges and uncertainties. And although some businesses still suffer from the ripple effect of the economic depression, the advertising and media industry in China has begun to show signs of recovery in the second half of 2009. Thanks to our management strength, extensive media resources, solid business foundation and robust fi nancial position, we were able to rise above the challenges and deliver sustained business growth and smooth operational progress in 2009, laying the foundation for a new phase of growth for our media resources layout in the next few years. During the year we had fortifi ed our strategic relationship with CCTV, in which we had exclusive underwriting rights to over 23,000 minutes of advertising air time in 43 high-rating programmes on CCTV-1, CCTV-2, CCTV-4 and CCTV-7. In addition, in the “2010 CCTV Contracting Advertising Underwriting Rights Tender” held in November last year, we successfully bid for prime advertising resources in premium channels such as CCTV-1 and CCTV-4, which has further strengthened and enhanced our core advertising resources in prime-time programmes on CCTV-4 in the evening. Together with the media resources on CCTV-9 and CCTV-4 newly acquired in 2010, SinoMedia continues to be one of the largest privately-owned underwriters of TV advertisement time on CCTV. Having consolidated and optimized our advertising resources, the Group is now in a better than ever position to help our clients reach out to their target audience and offer them even better value for their advertising dollars. The advance of information technology not only has brought the world closer together through better communication, it has also revolutionized our lives. The power of the new media cannot be underestimated. A convergence of the Internet, mobile phones and TV is likely to create tremendous growth potential for the advertising and media industry. The Group will place greater emphasis on monitoring changes in the industry landscape so as to better explore growth opportunities and help speed up the development of its new media business strategically. Looking ahead, the prospect of the advertising and media industry remains bright as China’s economy continues to deliver brisk and stable growth on sound fundamentals in its fi nancial and consumer sectors.