【正文】 16,00039。98/12 39。99/6 39。97/10 39。98/1239。 more frequently for some stations CCTV ? Established on May 1958 ? There are 12 channels ? Local stations have to broadcast Channel 2 and 3, normally through microwave ? It is the “voice of the government”. Therefore, all the programs / mercials are strictly censored ? Although CCTV does not have any legal authority on local stations, they respect it as the head ? Not only the ad department accepts bookings but also : ? Some program departments, . the sports division (CCTV5) ? Some brokers which buy out all the airtime of a specific timeslot Satellite TV in China Foreign ? Star TV was banned in 1993 after the station was sold to Murdoch ? Pheonix TV was launched in March 1996 as a JV channel ? Limited distribution is allowed for entertainment (. MTV), sports (. ESPN), and selective business channel (. CNBC) Local ? 31 Provincial TVs are broadcast via satellite ? However, though the signal is there, distribution is still a key issue ? The existing distribution methods : ? Provide decoder for local distributors ? Pay a supplement for local distributors ? Barter deal with other Satellite Provincial TVs Cable TV in China ? There are over 2,000 cable operators at different levels : provincial, city, and county, spreading from the coastal provinces to the inland ? Government began to control the numbers of stations 1999 ? Moreover, the transformation of the MRFT also introduced a balancing force to limit the power of GARFT to develop cable works in China Top television advertisers By category Spending (US $ ?000) Category Jan 99 Dec 99 Tonic 340,291 Shampoo 200,642 Chinese Wine amp。 Market Survey ? Research House: SinoMonitor / BMRB ? Fieldwork Period: CMMS 99 (Dec’98, Jun’99) CMMS 2000 ( Feb Jun ‘00) ? Coverage Area: 20 cities ? Survey Media: TV, Radio, Newspaper, Magazine ? Sample: 50,000 for CMMS 99 and CMMS 2000 each China National Readership Survey ? Research House: CVSC ? Fieldwork Period: Oct’98。 Marketing Survey ?China National Readership Survey ?AC Nielsen Media Index (Millenium Report) China Media amp。 time slots lengthened for good dramas ? An average break has 58 minutes. However, it can be as long as 15 minutes in some imported drama ? Since most GD cable stations transmit the 4 HK channels, their mercial break pattern would follow HK : 35 minutes break for every other 15 minutes Advertising environment ... ? There may be missing spots (has been dropped from 8% in 96 to less than % in 99) ? The length of the TVC may be shorter due to : ?The stations accept too many advertisers for a break : sometimes intentional, sometimes not ?Poor quality control ? There is no such thing as category protection. Advertising is highly concentrated in the prime time ? Program sponsors and international agencies (like ourselves) normally get better ad position (first 3/last 3) ? There is rate card inflation every year。98/639。99/12Band Wide to US No. Of China URL Source: CNNIC Report Inter user doubled every 6 months Source: CNNIC Report 6201,1752,1004,0008,90001000200030004000500060007000800090001000039。98/12 39。99/6 39。97/1039。 lifestyle with improved color reproduction ?Pushing weekend circulation ?New launches focused on special interests ?. Live Weekly, Shopping Guide ? All titles are unaudited and their claimed circulations are grossly inflated Top newspaper advertisers By category Spending (US $ ?000) Category Jan 99 Dec 99 Villa 153,310 Computers 81,677 Mobile Phone 55,053 Tonic 44,818 Department Store 39,150 Telemunication Co. 34,114 Air Conditioner 32,534