Focus 04 Successful Convening of “2010 Summit on Chinese Radio and Television Advertising Development” 09 CCTV Wins Wide Acclaim for Commentating the Opening Ceremony of the Asian Games in a News-like Style 11 CCTV Signs Contract with Bus-Online to Deepen Cross- Media Cooperation CCTV News 12 CCTV English News Channel wins “Hot Bird” TV Awards 12 CCTV Sets up commentators “National eT am” for Guangzhou Asiad 13 Press Center Innovates Broadcasting of “Zhuhai Airshow” 14 CCTV Held Party with Clients before Bidding Bidding Specials 16 CCTV News Channel, Best Choice for Watching TV News 17 Try New Dishes on 2011 Chinese New Year’s Eve 18 CCTV to Screen Various Series 19 Enabling Audience to Fully Enjoy Matches 20 Industries Highlights of CCTV 2011 Bidding 24 "It's Truly Fruitful!": Corporate Views on the Market and Ad Bidding Interview 14 Inaugural Ceremony of African Central News Bureau held 30 Huang Shengmin: Bidding is the History of Brand Growth 30 Yu Guoming: Bidding Results Reflect China's Development Room 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 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 Wu Xue EMAIL [email protected] Successful Convening of “2010 Summit on Chinese Radio and Television Advertising Development” On November 26, hosted by the promise to uphold correct orientation, social Summit and delivers a keynote speech State Administration of Radio, Film and responsibility, business operation pursuant entitled “Upholding Responsibility, Television, the first “2010 Summit on to laws, reform and innovation and industry- Pioneering in Innovation and Scientific Chinese Radio and Television Advertising wide self-discipline, constantly place top Development”. His speech summarizes Development” is successfully held in priority to social benefit, ensure positive, favorable development trend of radio and Guiyang. Nearly 300 attendees from radio healthy and vigorous advertising contents, television advertising since the relevant and television authorities, radio stations, and achieve sustainable development of laws and regulations are promulgated, television stations, well-known domestic radio and television advertising industry. puts forward definite requirements such as and foreign companies and advertising Deputy Director of the State “ensuring development with orientation, agents are present.Declaration of Guiyang Administration of Radio, Film, and seeking development with innovation, has been made on the Summit, which Television(SARFT) Tian Jin attends the achieving development with self-discipline, and promoting development with management”, and stresses the need to strengthen social responsibility of advertising and boost scientific development of radio and television advertising. Cheng Hong, Vice Editor-in-chief & Direcor of CCTV Advertising Center, attends the Summit and delivers a speech. He introduces reform achievements of CCTV, advertising operation trend and WIN TOGETHER 4 Focus advertising tendering situation. Cheng Hong expresses that advertising business is definitely upgraded, and advertising environment not a simple economic issue, which must shoulder more social responsibilities.Since the has been significantly improved. As a media State Administration of Radio, Film, and Television issued Order No.61, CCTV strict complies agency company, we should help clients with laws, establishes an advertising review benchmark in the whole industry, and enjoys correctly understand the media market, comprehensive praise from the State Administration of Radio, Film, and Television and the exert more innovative efforts to cooperate State Administration of Industry and Commerce. with other parties concerned, and achieve The Summit also stages “Media Responsibility”, “Marketing Innovation”, “Sustainable all-win among all parties concerned. Development of Advertising” and other topic forums. Delegates from radio stations, television In the upcoming 2011, Chinese media stations, enterprises and agents speak out freely, actively share the successful experience and enterprise clients will enjoy greater in development of radio and television advertising, and enthusiastically discuss about new development!” ideas and new initiatives for pushing forward scientific development of radio and television The great success of the Summit advertising. helps improve the program quality, service Tian Tao, Vice President of CTR, comments: “Promoted by the New Deal, the effects of level and communication value of radio adjustment and optimization in Chinese advertising market have been fully demonstrated, and television media, propels healthy which achieves all-win among media, brands and audiences, substantially increase the value competition in radio and television of advertising communication, satisfy different needs from brands and audiences, and has advertising market, and achieves all-win positive significance for the development of Chinese advertising market. among broad masses of common people, Li Qianling, CEO of GroupM China, states: “Upon the implementation of Order No.61, clients and media. advertising time has been shortened, audience rating has been raised, efficiency has been WIN TOGETHER 5 “Responsibility, Innovation and Development” —Speech Delivered by Cheng Hong, Vice Editor-in-chief of CCTV, at “2010 Summit on Chinese Radio and Television Advertising Development” cadres below the rank of deputy director take up jobs through competition. In this way, a number of outstanding talents have been discovered and enabled so as to further push forward younger, better-educated and professionalized cadre team. This is the first- ever campaign of CCTV over the past 50 years, which is a historic reform of appointment mechanism for leading cadres. 3. Continuing to steadily promote “News-based CCTV”, brand image building and international communication capacity building. Since the strategy of “News-based CCTV” was carried out in I. Reform and innovation in CCTV 2009, news programs have witnessed a comprehensive upgrade. We strive to report on news events at the earliest opportunity, and speed 1. Vigorously implementing channel system up the construction of emergency news coverage sites in more than reform. 30 domestic provinces and cities. CCTV changes from “program center system” to “channel system”, and transforms from administrative system to adaptable market system. Operating departments involved with the whole CCTV have established centers, and each channel has become an independent responsibility subject, thus forming overall pattern of “7 Centers +11 Channels”. This enhances responsibility awareness, management capability, resource integration ability and market response of various channels, and effectively promotes the professionalization onsc truction of such channels. 2. Innovating appointment mechanism for cadres. Echoing with channel system reform, CCTV implements selection and appointment mechanisms of “Job Bidding”. All leading WIN TOGETHER 6 Focus Meanwhile, according to the data released by CTR, Chinese outdoor advertising revenue rose by 23% in the first half of 2010, well above gain of 15% in TV advertising er venue. (2). More intensive competition among local satellite TV stations, print media and other traditional media Along with rapid rise of the Internet, outdoor media and other emerging media, newspapers, magazines, radio stations and other traditional media have also seen soaring advertising revenues. According to the data released by CTR, advertising revenue of newspapers, magazines and radio stations increased by 22%, 21% and 35% on a year-on-year basis in the first half of 2010, respectively. At the same time, provincial satellite TV stations innovate entertainment programs, implement channel update, increase Year of 2010 is also Brand Image Building Year for CCTV. We inputs into self-made teleplays, exclusively-broadcast teleplays and strengthen the team building, focus on program innovation, carry introduced teleplays, adopt advertising business mode of “pre-sale forward the spirit of CCTV and build brand image. tender”, and rapidly reinforce advertising ompec titiveness. Year of 2010 is also international communication capacity building for CCTV. We fully integrate advantageous resources, accelerate the construction of five news bureaus in Asia-Pacific, 2. Advertising business throughout 2010 Faced with increasingly-fierce media competition, we seize Middle East, Africa, Latin America and Russia, set up 19 new overseas historic opportunity of CCTV’s great reform, innovate advertising news bureaus, and will see a total of overseas news bureaus at the products, innovate client communication, and make a series of end of 2010. breakthroughs. For example, advertising marketing for World Cup2010 featured II. Advertising business of CCTV long time span and high consumption of human resources. In terms of product design, we made bold innovations so that we achieved 1. Status quo of media competition limited value increase, flexible configuration and three screens in one. In