【正文】 人。98/12 39。99/1202,0004,0006,0008,00010,00012,00014,00016,00039。 Zenith Media Million US$ National vs Local Stations National (CCTV) Local Coverage National Specific region Program Type Informationoriented : More entertainment . news, educational, oriented : . drama. documentary, etc. Flexible, negotiable, Conservative, strict, weled foreign mainly local produced or local program exchange Language Mandarin Mainly Mandarin, but dialects may be used Advertising environment ? Most mercial breaks are outside program ? For drama and long programs (. sports game, variety show) inside program breaks are more likely ? Other inside program opportunity : Program and Syndication (PS) ? No strict governmental regulation on total mercials. For most stations 2530 minutes in primetime 。 World Bank Facts at a glance ? 3rd largest country ( sq km) ? 1/5 worlds population () ?1,000+ dialects ?32Provinces/municipalities, autonomous regions ? Urban population: % ? Inflation rate: % (CPI) ? GDP growth rate: 7% for 2023 Urban Disposable ine Per capita Over 8,000 78,000 67,000 56,000 45,000 Neimenggu Qinghai Xizang Xinjiang Ningxia Liaoning Jilin Heilongjiang Gansu Beijing Tianjin Shanghai Sichuan Yunnan Hainan Taiwan Hebei Shanxi Shaanxi Henan Hubei Hunan Guangdong Guangxi Guizhou Jiangsu Anhui Zhejiang Jiangxi Fujian Shandong Average National Disposable Ine Per Capita: 5,403 RMB Source: China Statistical Yearbook 1999 Chongqing Population By age and sex 0 50,000 100,000 150,000 200,000 250,000 300,000 350,0000141524253435444554556465+Male FemaleSource: China Statistical Yearbook 2023 China Population Statistics Yearbook 2023 Unit: ’000 person 91 102 103 102 104 111 102 = Index M/F 1. China media development 2. Current research environment 3. Major media forms Agenda China Media Development China media development ? Everything began at 1979 when Deng Xiao Ping announced the economic reform ... Before 1979 ? There were only 10 advertising agencies in China ? Basically there was no advertising on newspaper, radio, or TV In 1979 ? The first TVC, Shen Gui Wine, was aired by Shanghai TV on January 28 ? On March 15, the first JV TVC, Rada Watch, was aired ? People?s Daily began to accept advertising on April 17 ? In November, the Central Propaganda Department has announced the new regulations for foreign advertisement ? And the rest is history... The media scene today….. Medium National Provincial City/Rural Cable Total Television 1 33 800+ 2,000+ 2,900+ Radio 2 31 912+ 1,363+ Newspapers 20+ 31+ 1,900+ 2,000+ Magazines Cinemas Source: Zenith Media 7,000+ 146,000+ % % Medium All Adults Aged 15 29 TV (yesterday?s viewing) 89 86 TV (P7days) 96 95 Radio (yesterday?s listenership) 41 44 Radio (P7days) 41 45 Newspapers (daily) 67 65 Magazines (monthly) 53 67 Cinema (at least once a month) 7 14 Universe ?000s 37,875 14,492 Reach of mass media Source: CMMS?00 (20cities) Research Environment Media research today 3 kinds of media research are available in China : ? TV ratings ? Advertising monitoring ? Readership /consumer media habits TV ratings ?Understand the viewership in different markets ?Provide a rational base for media planning ?Better media selection (channel, program, and timeslot) and more cost efficient media investment ? CSM: Covers 66 diary cities, 9 provinces Peoplemeters in BJ , GZ and SH ? AC Nielsen :Covers 88 channels in 10 peoplemeter cities: BJ, SH, GZ, CD, WH, HZ, SY, NJ, TJ, FZ Advertising monitoring ?Monitor advertising in TV channels and Press ?Keep track of a pany advertising delivery as