CCTV Launches a Large-scale Cross-year Vocal Concert for the First Time On December 31, 2010, CCTV large-scale cross-year vocal concert entitled Our Life is Full of Sunshine was successfully broadcast. The old, middle-aged and young artists were invited to sing classic songs, which integrated modern and fashionable elements, skillfully combined the main theme with performance and created joyful and auspicious festival atmosphere. The audience responded enthusiastically and nearly 1.2 million viewers sent SMS to participate in the interaction. Many artists sang high praise of the concert and thought that it fully reflected humanistic care and profound culture. 20 million plus the central overseas bureaus established in Europe and The audience performance of documentary channel has America in 2008 constitute seven central overseas bureaus of been extraordinary after it was launched. On January 2, the CCTV. Up to now, CCTV has established tens of overseas bureaus audience share reached 0.1095%, 0.1127% on January 3 and and domestic emergency reporting stations, with 50 overseas 0.17% high on January 5. On both days, there were 20 million bureaus and 30 domestic emergent reporting stations in total. viewers, and the audience performance is much better than 849 million that of other newly launched channels of CCTV, reflecting the The 16th Asian Games was closed in Guangzhou City on the significant effect of publicity befor night of November 27, 2010. The audience had strong desire to 50 watch it as the Asian Games was held in China this time. Data indicates that, 67.84% of the viewers (849 million) watched the In 2010, the reporter stations of CCTV in Russia, Africa, Asia- matches of the Asian Games and other relevant programs within Pacific, Latin America and Middle East were inaugurated, which the 16 days through CCTV-1, CCTV-5, CCTV-7 and CCTV-12. WIN TOGETHER 3 Highlight 03 CCTV Launches a Large-scale Cross-year Vocal Concert for the First Time Focus 06 Many CCTV Channels Win “Ideal Brands” 07 Internal Enhancement Constructs Successful Brand 08 CCTV Documentary Channel (CCTV-9) launched 10 “CCTV-NEWS Going into Campus” to “looking for Chinese face” 13 After "Dialogue", English Channel launches "Global Debate" 14 “Four” Programs, “Five” Themes, and a New Logo: CCTV- 10’s New Face 16 CCTV-4 Gets a Makeover with Six New Features CCTV News 18 CCTV Latin America Bureau Officially Open 18 Vietnamese Delegation of the Journalists' Association Visited CCTV 19 CCTV Meets CEO of ZEE TV from India 19 Asia-Pacific Central Overseas Bureau Opening Ceremony 20 General Manager of the Mauritius Broadcasting Corporation Visited CCTV 20 CCTV-4 Enjoys a Steadily Growing Audience Rating Since the Reform Analysis 22 Catch Up with 2011 Media New Trends 24 Analysis of the Brand Influence of Dominant Traditional Media 28 Audience Rating Analysis of 2010 Guangzhou Asian Games Company 33 Interpreting the Influence of the CCTV News Resource Brand 35 CCTV Bidding: Era of "Focus" and "Integration" for TV Media 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 Shuyu EMAIL [email protected] Many CCTV Channels Win “Ideal Brands ” The “Survey of Ideal Brands in the Minds of Chinese Consumers in 2010” was jointly conducted by 36 famous universities with the support of 15 business institutions, which focused on the consumers of 36 key cities in China as well as consumers’ behaviors and recognition of durable consumer goods, other consumer goods brands, media and other humanistic brands. The result indicates that, CCTV-1 ranked the University of China conducted a series of On December 22, 2010, the top in “The Top Three Ideal Brands (Media extension researches and worked out the achievement release conference of “Survey · TV Channels) in the Minds of Chinese “BBI List of Media with Most Contribution to of Ideal Brands in the Minds of Chinese Consumers in 2010”, and CCTV-5 ranked the Brands in 2010”. In-depth research indicates Consumers in 2010” jointly organized by third, which shows that consumers recognize that, CCTV makes the largest contribution to China Advertising Association of Commerce the brand publicity value of CCTV. brands, with CCTV-1, CCTV-2, CCTV-3, CCTV-5, (CAAC) and Communication University of On the basis of the data obtained from CCTV-6 and CCTV-8 all ranking among the China was held in Beijing. Liu Libin, managing this survey, the BBI Business Brand Strategy top ten Brands • TV Channels with the most deputy president of CAAC & president of Research Institute of Communication contribution to brands in 2010. International Brand Observation Magazine, Ding Junjie, deputy director of the Academic Committee, Communication University of China, He Haiming, deputy director of CCTV Advertising Management Center, Li Jin, deputy chief of Intellectual Property Rights Department of Moutai, Zhang Fan, vice-chief editor of Sohu.com, and Shen Lvbai, general manager of Beijing Zhide Zhiye Cultural Publicity Co., Ltd., attended the conference and delivered speeches. WIN TOGETHER 6 Internal Enhancement Constructs Successful Brand Our World” just reflects such pursuit. The would seek for the essence of marketing construction of “My Brand” requires the with enterprises and jointly embrace the joint efforts of enterprises, marketing brilliant future with them. circle and media circle. During the annual conference, Deputy Director Li Yi indicated that, the roundtable discussions were organized common features of successful enterprises on such topics as “When Brand Becomes are “internal strength enhancement and a Belief”, “Product: the Original Driving 广告经营管理中心副主任李怡致辞 brand construction” apart from “thinking Force of Marketing”, “Consumer: the On December 10, “2010 (the and innovation”. There is a close relation Starting and Ending Point of Marketing” 7th) China Marketing Leaders Annual between media and brands as well as media and “Cross-circle Internet”. The renowned Conference & the 6th ‘20 Pacesetter’ and economic development. For a long time, enterprisers and scholars in different China Marketing Awards Ceremony” CCTV has kept pace with companies’ brand industries were invited to discuss was held at Dongfang Hotel, Guangzhou construction and the steady development insightfully on hot marketing opics.t City. A total of over 500 delegates from of the Chinese economy. CCTV has the Besides, Deputy Director Li Yi enterprises and marketing circle attended responsibility and obligation to provide the exchanged ideas with Chen Ronghua, the conference. best stage for brand publicity. General Manager of Jiangsu Sunrain Li Yi, Deputy Director of the CCTV Deputy Director Li Yi introduced the Solar Energy Co., Ltd., and Yan Xu, Global Advertising Management Center, attended significant achievements of CCTV channel Marketing President of Tsingtao Brewery, the conference and delivered a speech. reform in recent years, the innovation on during the annual conference. After the She indicated that, brand construction has leader employment mechanism, steady conference, she visited Bawang Group become increasingly important and brand promotion of “focusing on news as the and conducted in-depth communication has become all enterprises’ pursuit as the foundation”, brand image construction, with Chairman Wan Yuhua on corporate Chinese enterprises become larger and construction of capability of international marketing strategy, creation and production more competitive. It was definitely pointed communication, advertising management of new TV ads and advertising on media. out in the “Suggestions for the Twelfth and other aspects, indicating that CCTV Five-Year Plan” that, “efforts should be made to enhance the capabilities of new product R&D and brand construction” and “develop the large and medium enterprises with international famous brands and core competitiveness”. The new slogan of the CCTV advertising management “My Brand, 李怡副主任为标杆企业颁奖 CCTV Documentary Channel (CCTV-9) Launched On January 1st 2011, CCTV Documentary Channel will be officially launched, obtaining the channel code of CCTV-9. The main content consists of four major categories including nature, history & culture, society, and bibliographic files. The programs will be presented on a 24-hour basis with 4 hours of first-runs. The channel will adopt both Domestic (Chinese) and International (English) languages in its separated blocks. Such an arrangement is the first bilingual effort made in the history of CCTV. Yuan Zhengming, CCTV Vice President, mentioned in his speech in the flow of time” is to record the track of China from the view on the press conference of the Documentary Channel that the goal of world civilization; “to respond to the boundless universe” is to of the channel is to “catch the image of China in the flow of time, and express China’s view towards the world. to respond to the boundless universe”. To “catch the image of China A Chilean director once said: “A nation without documentaries is a family without albums.” The effort of launching CCTV Documentary Channel aims at building a lively three-dimensional album for our nation and the world as well. The wisdom of Chinese civilization which has been adding color into the long stretched human civilization will be presented to readers in this album. In the International promotion conference held on December 14th, embassies from eleven countries participated in the exhibition. International documentary institutes such as BBC, NHK, and National Geography also attended the event and exchanged thoughts with CCTV Documentary Channel.