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9.93%
During the May Day holiday, the overall market share of
CCTV has increased 9.93%, a year-on-year increase of 2.96
percent. News Channel, Entertainment Channel and Children’s
Channel have made the greatest contribution to the overall
market share increment.
11.38 million
As of April, CCTV has newly added 37 overseas broadcast
projects of international channels, with 11.38 million new
subscribers of whole channels and 4.58 million new subscribers
of some programs in some time periods; its programs have been
newly introduced by 49 overseas hotels.
8.16 million
Great achievements have been made in the overseas
broadcast projects of CCTV Documentary Channel, with totaling
8.16 million subscribers of the whole channel and some
programs in some time periods in 48 countries and regions.
On April 29, CCTV held a motivating meeting on implementing Optimizing Scheme for Program Comprehensive Evaluation & Annual Brand Program Appraisal Scheme
President Jiao Li emphasized on the following issues: First, it should be fully recognized that the Scheme plays an important role in comprehensively improving the program quality of CCTV. The implementation of the Scheme means that CCTV is shifting attention from audience ratings to comprehensive evaluation of programs; taking guiding force, influence, broadcasting and specialty as comprehensive indicators, CCTV is going to reward brand programs on a grand scale so as to encourage all the programs to strive to be advanced and excellent and make “award the competent and innovation” drive “punish the inferior and washout”. Second, basic requirements of the Scheme should be seriously understood. The evaluation of programs’ social effect should be correctly understood because focusing on programs’ social effect is a necessary requirement for spiritual culture products; importance should be continuously attached to the audience ratings during the program management of CCTV; the
CCTV Starts Optimizing Scheme for Program Comprehensive Evaluation
role and function of the Scheme in the evaluation system of CCTV should be correctly understood; the unity and conformity of the Scheme in the channel evaluation standards of CCTV should be fully understood. Third, the Scheme should be seriously carried out. The implementation of the Scheme concerns the promotion of CCTV’s branding strategy and the building of CCTV’s core competitiveness all the channels and departments should pay significant attention, gather consensus, seek unity of thinking, strengthen uniform leadership and seriously carry out the Scheme.
CCTV has spent one year in formulating this Scheme.
After such four stages as fundamental research, indicator design, advice solicitation and trial testing, taking guiding force, influence, broadcasting, specialty as four evaluation indicators, the Scheme mainly aims at selecting annual brand programs; top 30 programs of CCTV and program rank of each channel will be listed quarterly as the internal reference to channel management.
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06 Energizing CCTV VIP Customers Communication Event 2011
08 Zhu Hong, Vice Governor of Jiangxi Province Meets a Delegation Led by Cheng Hong, CCTV Deputy Editor-in-Chief
10 CCTV Advertising Center Enters the Jiangzhong Medicine Valley
12 Master Speech:Song Hongbing Talking About "Money, Currency and Wealth"
15 Interactive Speech: Passing down the Jinggang Spirit from Generation to Generation
19 The Inspiration of the Jinggang Spirit for Corporate Marketing
Spark Jinggangshan
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CCTV INFO
MEMBER OF EDITORIAL BOARD
Cheng Hong He Haiming Li Yi Yan Liping Chen Rongyong
Liu Lihua Zhang Yupeng Yin Xuedong
She Xianjun Sun Miaoqing Zhao Shuang Zeng Yingying
Yang Zhenliang
EDITOR IN CHIEF Chen Rongyong
ASSOCIATE EDITOR IN CHIEF She Xianjun Sun Miaoqing
EXECUTIVE EDITOR IN CHIEF Yang Zhengliang
EXECUTIVE EDITOR Song Qing
EXECUTIVE ART EDITOR Zhu Junyu
COVER DESIGN Xia Jingjing
PHOTO Shu Yu Zhu Junyu Xia Jingjing Wu Xue
PRINT Zhu Junyu Bi Lei
PUBLISHER Advertising Department of China Central Television
ADDRESS F3 Media Center Apartment
No.11 Fu Xing Road Beijing, China, 100859
TELEPHONE 8610-68500180
FAX NUMBER 8610-68550947
WEBSITE http://1118.cctv.com ad.cctv.com
EMAIL [email protected]
42 CCTV Documentary Channel is in the Process of Establishing Overseas Broadcast Projects
43 CCTV-9 Documentary Channel Engaged in Public Service Announcements
43 CCTV-News, the Most Popular Channel in 2011
43 CCTV Witnessed Frequent Highlights in Recent Audience Ratings
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Spark JinggangshanEnergizing CCTV VIP Customers Communication Event 2011
“This is the best CCTV event I have ever participated in”, Tao Ran, Director of the brand
development department of Heilan Home, told the reporter when he left Jinggangshan on
May 7th. From May 5-6, CCTV Advertising Management Center held the Spark Jinggangshan
series VIP advertising customers communication event in the city of Jinggangshan.
Cheng Hong, CCTV Deputy Editor-in-chief and Director of Advertising Center (hereafter
referred to as the Center), He Haiming, Deputy Director of the Center, Yan Liping, full-time
Deputy Secretary of the General Party branch in the Center, Liu Lihua, Deputy Director
of the Comprehensive Department of the Center, Zhang Yupeng, Deputy Director of the
Marketing Department of the Center, Huang Shengming, Dean of the Advertising School of
Communication University of China, Song Hongbing, well-known financial author, as well
as a number of representatives from long-term advertising customers, including Luhua,
Yurun, Wong Long Cat, Arawana, Yangshengtang, Panpan, NICE, LIBY, Jiangzhong Medical,
New Yangfeng Fertilizer, FAW-Volkswagen, Changhe Automobile, Shandong Lingong,
China Postal Savings, China Everbright Bank, Guangdong Development Bank, National
Tourism Administration, Shandong Provincial Tourism Administration, Xi'an Municipal
Party Committee, Geely, Joyoung, Sunrain, Langjiu Wine, Yanghe Wine, Luzhou Laojiao
Wine, Jiannanchun Wine, Daohuaxiang, Hengshui Laobaigan, Heyuyuan, Heilan Home
and HONGREN, and representatives from
advertising agencies such as SRX Advertising
and Glory Manna, all participated in the
event.
The Spark Jinggangshan series of
events included six parts: Masters Forum
– a lecture on “Money, Currency and
Wealth” by Song Hongbing, the author
of Monetary War; Interactive Lecture –
to pass on the Jinggangshan spirit from
generation to generation; Group Games –
take organization and building competition
between four Red Army forces; re-take
the former walkway for the Red Army to
shoulder grains; visit Huangyangjie, Five-
finger Peak and Jinggangshan Revolution
Museum; and watch the large-scale live
Group Photo at Jiangxi Institute of Economic Administrators
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‘emancipating the mind, seeking truth from facts and working hard’ together with customers
and apply such a spirit into corporate management and brand construction."
The ingenuity of holding this communication event has been fully recognized by
customers. Tao Ran's stated that the event was quite different from previous events organized
by CCTV. Zhao Baofu, Director of the Publicity
Department of China Everbright Bank,
described it as a "unique event".
performance–Jinggangshan.
In previous years, CCTV VIP advertising
customers communication events were
always held in Sanya, Hainan province,
and always focused on promoting CCTV-
based advertising resources and business
philosophy. "The reason for us changing
the event pattern lies in that we want to
ultimately achieve common improvement
and common growth through learning,
interacting, experiencing and sharing
together with customers" said Deputy
Director of CCTV Advertising Management
Center He Haiming. "2011 marks the 90th
anniversary of the Chinese Communist
Party. We decided to hold the customer
communication event at the cradle of the
revolution, Jinggangshan, in order to learn
and carry forward the Jinggangshan spirit of
Experience on Zhu-Mao Grain-Carry PathTeam presence
The site of “Famous Talk” is packed with audience on the morning of May 5
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Zhu Hong, Vice Governor of Jiangxi Province Meets a Delegation Led by Cheng
Hong, CCTV Deputy Editor-in-Chief
"The Jiangxi tourism publicity trailer
broadcast on CCTV, especially the publicity
trailer named ‘Unique Landscape in Jiangxi’
broadcast in the Morning News program
has produced clear results. After seeing
the publicity trailers, many tourists from
other provinces visited Jiangxi to see its
beauty”, said Zhu Hong, Vice Governor
of Jiangxi Province, during the meeting
with the delegation led by Cheng Hong,
CCTV Deputy Editor-in-Chief, at the sacred
place of revolution, Jinggangshan in the
afternoon of May 6th. During the meeting,
Mr. Zhu also reviewed and closely discussed
the cooperation between CCTV and the
Jiangxi government with respect to tourism
promotion.
Vice Governor Zhu Hong first expressed
his thanks for CCTV's strong support to
tourism promotion in Jiangxi. He said that
Jiangxi has made great developments in
tourism, and the average number of tourists
and tourism revenue growth has increased
by more than 30% since the beginning of its strategic cooperation with CCTV, especially since
the broadcast of the publicity trailer "Unique Landscape in Jiangxi" in April. Jinggangshan,
Lushan, Sanqingshan and other major attractions have received more than 20,000 tourists
every day, and more than 30,000 in Wuyuan with the maximum visitors of 60,000 at its peak.
These achievements have largely benefited from the strong support from and promotion by
CCTV.
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Zhu Hong stated that Jiangxi is rich in tourism resources, which can be summed up
as "three fours and six ones". That is, the four famous mountains (Lushan, Jinggangshan,
Sanqingshan and Longhushan), the four cradles (the cradle of the Chinese revolution –
Jinggangshan, the cradle of the people's army – Nanchang, the cradle of the Republic of China
– Ruijin and the cradle of the Chinese labor movement – Anyuan), four thousand-year relics
(the thousand-year capital of china – Jingdezhen, the thousand-year famous building – Pavilion
of Prince Teng, the thousand-year college – Bailudong College and the thousand-year temple
– Donglin Temple), one lake (Poyang Lake), one village (one of the most beautiful village in
China – Wuyuan), one sea (West Sea), one peak (Turtle Peak), one trail (Xiaoping Trail) and
one city (Gongqing City). He sincerely hoped that CCTV's editors and reporters would come to
Jiangxi more often to promote the province and continue to support its development.
Deputy Editor-in-Chief, Cheng Hong, expressed that there have been more and more ads
promoting various provinces and municipalities and tourist attractions in recent years. Jiangxi
province integrates all the resources for the purpose of a joint promotion. As a national as
well as global communication platform, CCTV is willing to contribute to the tourism industry
development in Jiangxi.
The attendees also included Cai Yufeng, Deputy Secretary-General of Jiangxi Provincial
People's Government, Wang Xiaofeng, Head of Jiangxi Tourism Bureau, Zhou Meng, Secretary
of the Ji'an municipal Party committee, Wang Ping, Mayor of Ji'an Municipal People’s
Government, Mei Liming, Secretary of
Jinggangshan municipal Party committee,
He Haiming, Deputy Director of the CCTV
Advertising Management Center (hereafter
referred to as the Center), Yan Liping, full-
time Deputy Secretary of General Party
branch in the Center, Liu Lihua, Deputy
Director of Comprehensive Department of
the Center, Zhang Yupeng, Deputy Director
of Marketing Department of the Center and
so on.
After the meeting, the group led by Vice
Governor Zhu Hong also hosted a dinner
with a number of CCTV VIP advertising
customers who participated in the Spark
Jinggangshan series of activities, during
which they held further discussions on
potential cooperation.
Group Photo of Mr. Zhu Hong (the 6th from the left), Vice Governor of Jiangxi Province, with the party of CCTV Advertising Center at Jinggangshan Mountain
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CCTV Advertising Center Enters the
Jiangzhong Medicine Valley
May 7, Cheng Hong, deputy chief
editor of CCTV and director of the CCTV
Advertisement Center, and He Haiming,
deputy director led their delegation from
Jinggang Mountains to Nanchang, where
they met with Chairman Zhong Hongguang
of Jiangzhong Group and deputy general
manager Guo Yong of the Jiangzhong
Pharmaceutical Co., Ltd., etc. and visited the
Jiangzhong Medicine Valley。
Jiangzhong group started their AD
campaign on CCTV since the 1980s and has
kept launching advertising on Golden Theatre
of CCTV-1, which has effectively improved
the brand awareness and reputation,
and as a result, the
group’s products like
Jiangzhong Stomach
Tablets, Jiangzhong
Throat-moistening
Tablets and Chuyuan,
have been well known
and reliably products
for consumers, and
with the annual sales
value of over RMB1.3
billion, the Jiangzhong
Stomach Tablets has
been the best-selling OTC medicine product
of the country for many years.
“ There’re lots of treasures in
J i a n g z h o n g ! ” d u r i n g
t h e c o m m u n i c a t i o n ,
C h a i r m a n Z h o n g
Hongguang introduced new
achievements of Jiangzhong
in development, production
and marketing to Cheng
Hong, He Haiming and their
retinue, and when talking
about the “Sparkling Wine”
and “Shen-Ling-Cao (Panax,
Ganoderma Lucidum and
Cordyceps) Oral Solution” to be launched to
the market in batches, Zhong Hongguang
was very excited and passionate.
It is introduced that the Sparkling Wine
is brewed with pure lycium chinense in the
genuine brewing technique of the Western
Xiang comprising the following processes:
“fruit picking, making jam within limited
period, circular fermenting, preparation
with secret recipe, secondary distillation and
storage in the cellar”, and it is thus provided
with the unique features the liquor of the
“lycium chinense fragrance”. And the Shen-
Ling-Cao Oral Solution is intended to relieve
the fatigue and strengthen the immunity,
and therefore, it adopts top-grade materials,
Assistant General Manager Guo Yong gives an introduction about Medicine Herb Valley to Assistant Editor-in-Chief Cheng Hong
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such as Wausa of Wisconsin, Ganoderma
lucidum of the Changbai Mountain from
Yanbian City, Jilin province and Qingshui
County of Lishui City, Zhejiang Province,
Cordyceps from Yushu Tibetan autonomous
prefecture, Qinghai Province, and red rose
from Kushui Town of Gansu Province.
As the tablet production base of
Jiangzhong Pharmaceutical Co., Ltd., the
Jiangzhong Medicine Valley, located in
Meiling Scenic Area in the western suburb of
Nanchang City, covers an area of 2,800 mu.
Three cultural walls are located at the gate
of the valley, which are designed by famous
designers who have designed the Chairman
Mao Memorial Hall and skillful craftsmen,
and show 68 celebrities of Chines medicine
through China’s 5,000 years of history as
well as the development of the Chinese
Medicine.
Jiangzhong Medicine Valley enjoys
top-grade hardware, software and
environmental conditions in the country.
In term of hardware, all equipment of
Jiangzhong Medicine Valley is exported,
including top-grade production equipment
for tablet production and aluminum-
plastic packaging; in term of software,
the production site management of the
Jiangzhong Medicine Valley is a model of
China’s pharmaceutical industry; as for
environment, the 2800-mu plant is not only
broad and neat, but also secluded, just like a
new scenic spot with unique charm.
“The environment of Jiangzhong
Medicine Valley cannot be bought by
money”, during the visit, deputy general
manager Guo Yong frankly expressed his
pride as a member of Jiangzhong, “world-
famous pharmaceutical enterprises like
Pfizer and Merck have the same fresh
environment as that in our “Medicine
Valley”.
Chairman Zhong Hongguang’s favorite Puka Liquor
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rate of return on investment."said Song
Hongbing, “with such a background, we
need to make clear what is money, what is
currency and what is wealth before talking
about financing”
According to him, money is “Silver
Standard” in the east and “Gold Standard”
in the west, in nature, money means gold
and silver. Therefore, Karl Marx ever said
although gold and silver are not by nature
money, money is by nature gold and silver.
While currency is never wealth, which
means how many commodities and services
can you consume instead of how many
money or currencies have you deposited.
“In my point of view, only products
and services created by people’s labor can
be called wealth. No labor, no wealth. And
so land cannot be regarded as wealth. For
instance, in the primitive society, when
people could hardly be well fed, land is
worthless, and because they had no surplus
commodities for exchange, everything
around them was worthless.”
Master Speech:Song Hongbing Talking About "Money,
Currency and Wealth"
On the morning of May 5, Song
Hongbing, the famous financial writer,
author of War of Currencies, made a speech
titled "A 'Small' Note, Infinite Knowledge"
in the Multifunctional Hall on 1F of the
Zhongtailai Hotel of Jinggang Mountain.
What're Money, Currency and Wealth?
"In 2010, over 10,300 financing products
were issued in China, only about 30 of which
had the rate of return on investment higher
than the inflation rate and the CPI, while
most of them had been subject to very poor Mr. Cai Mo, President of Business Division of Joyoung Electric Appliances
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The Trend of USD Depreciation will not Change
According to Song Hongbing, the trend
of USD depreciation will not change. “After
the decoupling of the dollar and gold in
1971, the amount of USD in circulation has
been kept growing for 40 years, far greater
than the economic growth rate of the US,
when the money supply exceeds the growth
of GDP, the real wealth corresponding to the
currency in circulation will surely decline,
and as a result, the depreciation of USD is
inevitable.”
He commented that USD is a currency
issued with the mortgage of liabilities,
each holder of USD is the creditor of USD
liabilities, and the Chinese government holds
US national debt worth USD1.15 trillion.
The period during and 2012-2014 will be a
peak period for the US to repay debts, with
the liabilities worth USD 9.65 trillion to be
repaid, while the total amount of US dollars
in circulation in the world is only about 9
trillion at present, in such a situation, the
only measure taken by the US government
is to issue huge amount of banknotes, which
further deteriorates the world economy
despite of temporary effort in delaying the
economic crisis.
“The USD system is born to be wrong,
to adopt the national currency of a country
as the currency for transaction and deposit
for the whole world, it is required to export
the currency, which is bound to cause trade
deficit, and the national debt will increase
faster and faster, therefore, such a system,
born to be embedded with fatal cancer cells,
will surely collapse after development to a
certain stage. By 2035, the national debt of
the US will account for 200% of the country’s
GDP. At that time, 46% of the country’s fiscal
revenue will be used for repayment of the
principal and interests of liabilities, which is
just what the UK suffered in 1939! And that
was the start of Great Britain’s comedown.”
Population Structure Impacts Economic Development According to Song Hongbing, population
structure is closely connected with economic
growth. “After World War II, 12 million
young American men and women started
to go home for love, marriage and giving
Ms. Zhong Liying, Vice President of Nice Group
Mr. He Rongxian, General Manager of Beijing Xinglu International Media
Mr. Deng Ping, Chairman of Xinjiang Xinjie Group, Mr. Chen Ronghua, General Manager of Sunrain Solar Energy Co., Ltd.
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birth to children. During 1946 and 1964,
the population of the US was increased by
79 million in the birth peak. Since 1982, the
American stock market had seen the bull
market for over 20 years continuously, one
important reason is that the 79 million young
people were just in middle age in 1982, they
were full of desire and enterprising spirit,
strong demand and will of consumption,
and will to spend twice they earned, which
greatly improved the consumption growth
in the US.”
Song Hongbing said that an important
reason for the success of China’s reform
and opening-up is timeliness, “we’ve seized
the channel for the increase in population
and consumption of the US and Europe,
whose peak periods of population were
almost synchronous. China’s export-oriented
economic development mode has been
a great success because we have seized
the opportunity of the peak period of
consumption on the global market.”
According to Song Hongbing, the reason
for the financial crisis of the US in 2008 is
that the 79 million people were subject
to decline in consuming ability as they
gradually become old, which will surely lead
to economic downturn, which will not be
recovered until 2025.
“So in my point of view, the next 15
years will be a glacier phase of the American
economy, but a golden time for the
development of the Chinese economy, and
while the economy of Europe, America and
Japan is hitting the skids, China’s population
bonus continues. As we are growing while
others are declining, this is the best time for
the rise of the Chinese economy.”
There will be Huge Space for the Appreciation of Silver in
the Future “The silver price is bound to break the
mark of USD50, so a price under USD50
will have good value for money. It is just
like buying houses, comparing RMB3,000
per square meter before with RMB5,000
now, you may think the price at present is
expensive, but 3 or 4 year later, you’ll surely
be regret facing the unit price of RMB20,000-
30,000 per square meter? And silver goes
the same way, the unit price of silver will be
at USD200-300 in a few years.”
According to Song Hongbing, the
appreciation of silver is because of the public
concern about the financial properties of
silver which has been depressed for a long
time. According to the statistics of the US
Geological Survey, there’s 47,000 tons of gold
and about 400,000 tons of silver in the earth
crust, about 1: 10, so if the current gold price
is USD1,500, USD150 should be a normal
price for silver, considering no inflation.
“If we define 10 years as a cycle, the
current price of silver, which is several tens of
US dollar/ounce, will be multiplied by 10 to
20 times” said Song Hongbing. Mr. Wang Dingrong, General Manager of Planning Department of Luzhou Laojiao Co., Ltd.
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Interactive Speech: Passing down the Jinggang Spirit from
Generation to Generation
On the afternoon of May 5, we
arrived in Jiangxi Cadres College located
in Ciping Town of Jinggang Mountains for
an interactive speech titled “Passing down
the Jinggang Spirit from Generation to
Generation”. By means of dialog between
the host and offspring of soldiers of the Red
Army, experts in the history of the CPC and
former rusticated youth staying here, with
the assistance of multimedia background
data, the speech retraced representative
characters and stories during the
revolutionary struggle and construction on
the Jinggang Mountains through questions
and answers to allow the audience to
experience the eve-lasting Jinggang Spirit.
The Story of Mao BinghuaMao Binghua, born in 1929, joined the
CPC in 1950, he has worked in a school as
teacher and then in a factory, and in 1968,
he was appointed curator of the Museum
of Revolution in Jinggang Mountains. And
since that year, his has spent his life in the
mountainous area on systematic research
of the revolutionary history of Mountains
and publicizing the spirit of the Jinggang
Mountains. Over the past 40 years, he made
over 20,000 reports to over 1 million person
times, with a huge audience including
leaders of the CPC center, cadres and
ordinary people, he has truly become the
“First Promoter of the Jinggang Spirit”. On
Jan 24, 2009, as a representative of national
model workers, he was greeted by comrade
Hu Jintao.
In recent years, Mao Binghua has
successfully financed RMB1.5 million for
12 middle and primary schools, including
Longshi and help solving the problems
of those schools in reconstruction of
dilapidated buildings, extension of school
buildings, poor accessibility and safety
drinkable water, etc.; in addition, he
has financed RMB1.78 million from the
society for the construction projects of the
“Monument of the Revolutionary History of
Jinggang Mountains” and the Red Flag Stele
of the “the most beautiful mountain under
heaven”.
On that afternoon, Mao Binghua made
The old gentlman, Mao Binghua presents flag to the training class
Mr. Guo Yong, Executive Vice President of Jiangzhong Pharmaceutical Co.,Ltd.
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the first speech, when he talked about the
Jinggang Spirit. “The most significant cut-
in point and of highlight of the Jinggang
Spirit is to emancipate the mind, which is
represented by Mao Zedong, who explored
a road of encircling he cities from the rural
areas from the Jinggang Mountains……”
“Why did Mao Zedong choose the Jinggang
Mountains as the revolutionary base?
There are a few reasons, I think: The first if
the profound basis of revolution here, the
second is heroic friends on the mountain, the
third is abundant resources here, the fourth
is the advantageous strategic situation,
the fifth is its location at the boundary
and the sixth is the influence on the entire
country……”
The Story of Zeng Zhi, Former Vice Head of the
Organization Department of the CPC Central Committee
Shi Jinlong, grandsonof Zeng Zhi, Former
vice head of the Organization Department
of the CPC Central Committee, and Li
Chunxiang, expert of the History of CPC in
Jinggang Mountains told a story about Zeng
Zhi, a predecessor of proletarian revolution.
Zeng Zhi, born in Yizhang, Hunan in
1911, joined the CPC in 1926, she came to
the Jinggang Mountains in Arial, 1928, acted
as vice head of the Organization Department
of the CPC Central Committee in 1977,
and passed away in 1998. During over 70
years of her revolutionary career, she kept
her faith for the communism despite of
Stand up, Sing the National Song
The Story of Zeng Zhi
Mr. Li Shibao, President assistant of Yu Run Group
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various hardship and difficulties. During the
Second Chinese Revolutionary Civil War,
her family made a lot of sacrifices for the
revolution: her first husband Xia Mingzhen
(Xia Mnghan’s younger brother) and her
second husband Cai Xiemin sacrificed their
lives successively, and her 3 children were
either sent to the others or sold in order to
raise money for activities of the party. During
the Yan’an Rectification Movement, she
was framed to be subject to examination
as a “coward”, however, she never told a
lie and adhered to the principle of seeking
truth from facts till rehabilitated. During
the “Cultural Revolution” her husband Tao
Zhu was persecuted to death for injustice
and she was also subject to criticism and
denouncement and sent to the countryside
in North Guangdong for laboring. However,
she got through all such intolerable hardship
with amazing perseverance.
On Nov 7, 1928, Zeng Zhi was brought
to bed during the revolutionary struggle
on the Jinggang Mountains, and 26 days
later, she send her child to a vice company
commander whose family name was Shi.
In the summer of 1951, the Central Greeting Group for Old Revolutionary Bases found Shi
Laifa, who was already 23 years old but never knew his own parents. When Shi Laifa went to
Guangzhou and met his mother, how Zeng Zhi hoped to kept his son with her, but she said:
“You have grown up by the people of the Jinggang Mountains during the hard times, and now
you should carry forward the revolutionary tradition of the Jinggang Mountains.” Keeping his
mother’s words in mind, Shi Laifa became a ranger on the Jinggang Mountains and worked on
the post for tens of years.
Farmers lived a poor and hard life at that time, and what Shi Jinlong, Zeng Zhi’s grandson,
wished most was to have a meal with meat. When Shi Jinlong visited her grandma in Beijing,
he nerved himself to ask her grandma to help transfer his household state into commodity
grain, but Zeng Zhi refused him.
Shi Jinlong, who was only a teenager, understood that it was impossible to benefit from
her grandma, who was already a top party member, nor could his dream of changing his
life with the help of his grandma be realized. After that, he returned home and became an
ordinary residence on the Jinggang Mountains.
Shi Jinlong was recalling the past calmly on the stand, with no sign of querimony for his
grandma; instead, he admires his grandma’s last decision: “Do not hold a memorial meeting
after my death, keep useful parts of my body for those who need, and cremate the rest……”
Mr. Yu Mengsheng, CEO of Shandong Lingong Construction Machinery Co.,Ltd.
Jiang Manfeng
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The Story of a Cleaner Named Jiang Manfeng
“Dear Red Army soldiers, watch out for
the stones on the path, your toes are aching,
my heart is paining.” In Longtan Scenic Area
of the Jinggang Mountains, people can heart
someone singing songs like that. The singer
is an ordinary cleaner named Jiang Manfeng.
Jiang Manfeng started to learn folk
songs once she could speak. As time pass
by, she became famous in the villages. Jiang
Zhihua, Jiang Manfeng’s grandpa, as a soldier
of the Red Army, has been fighting shoulder
to shoulder with many revolutionists on
the Jinggang Mountains, and after Jiang
Zhihua’s sacrifice in Xiazhuang Village of the
Jinggang Mountains, his only bequest was
a songbook recording over 30 folk songs.
Jiang Manfeng 12 found the hand-written
songbook left by her grandpa in her home
by change, when she was 12, although
the handwriting had turned yellow, Jiang
Manfeng was immediately attracted by the
lyrics. There were only lyrics, no notation, on
the songbook, but the clever girl tried to sing
the lyrics according to the local Hakka folk
songs.
In 1997, Jiang Manfeng became a
cleaner of the Longtan Scenic Area of the
Jinggang Mountains. The ordinary woman
who had never received vocal training
gradually made singing revolutionary songs
the most important thing beyond her job.
Each time after cleaning, she would stand on
the roadside and sing loud towards tourists
from different places.
In 2006, Director Jin Tao of the TV series
Jinggang Mountains found Jiang Manfeng
and invited her to Beijing for audition, and
as a result, Jiang Manfeng became the
singer of a song in the TV series. During the
days when Jinggang Mountains aired, Jiang
Manfeng would sit before the TV set on time
every day. Watching the battle scenes on the
screen and hearing her own voice, her face
was covered with tears, and she seemed to
see his grandpa, who she had never really
seen.
On the stand, Jiang Manfeng told the
audience that when she was recording the
song in Beijing, the crew asked if her had
any requirement, and she said her only
requirement was to specify “Jiang Zhihua”,
his grandpa, as the creator of the song.
Many people think that Jiang Manfeng
may consider changing the job, but Jiang
Manfeng doesn’t think so. She said, “Many
employers have invited me since I became
famous, and I refused them despite of the
salary much higher than that of my present
job. For people like me who have received
little education, it is more difficult to work
with a pen than with a broom.”
……
In addition, Wang Shengmao, the
grandson of Wang Zuo, the revolutionary
martyr who had been killed wrongly, told the
story of Wang Zuo: how the party and the
government managed to rehabilitate Wang
Zuo and cared Wang Zuo’s offspring after the
liberation; Ms Yang Jieru, a rusticated young
women from Shanghai, former headmaster
of Fengtian Primary School of the Jinggang
Mountains, told her own story of being a
volunteer for the education of the Jinggang
Mountains in 40 years.
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The experience of our party and army during the period in the Jinggang Mountains is valuable for the management of enterprises today. After the interactive speech on May 6, Professor Huang Shengming of the Communication University of China shared his experience with us.
The Inspiration of the Jinggang Spirit for Corporate Marketing
Huang Shengming, Dean of the Advertising School, Communication University of China
I was born in 1955, and I received the
Red Education as a child, a teenager and a
young man, but I rarely received any Red
Education in the past 30 years. However,
I’m deeply impressed here in the Jinggang
Mountains today, when we’re recalling
stories of the revolutionary wartime.
The Jinggang Mountains is a holy
mountain, although lack of historic sites or
material and cultural heritages, it has many
valuable treasure in terms of philosophy and
spirit.
What is the Jinggang Spirit, many people
have summarized it well: emancipating the
mind, seeking truth from facts, constancy
and hard work. In my point of views, there
are 3 aspects of the Jinggang Spirit worth
learning for enterprises and advertising.
First, we should learn the holistic view
and strategic thinking of Mao Zedong and
other predecessors of revolution. When
the Autumn Harvest Uprising failed, Mao
Zedong changed the plan of attacking cities
and decided to choose the way of “Encircling
the cities from the rural areas”, and then he
came to the Jinggang Mountains; it is easy
to hold but hard to attack such mountains
extending hundreds of miles, and with the
assistance of the local military strength of
Yuan Wencai and Wang Zuo, he successfully
established the first revolutionary base here.
Mao Zedong has answered the question
“Why China’s Red Political Power can Exist?”
with his own experience, and answered
the question “How long can be red flag be
holding high” with “A little spark set the
prairie ablaze”. This case has sufficiently
embodied Mao Zedong’s holistic view and
strategic thinking, which is one of the most
important factors that make my admire Mao
Zedong very much. Mao Zedong’s strategic
thinking has accompanied his whole life,
from the Second Chinese Revolutionary Civil
War, the War of Resistance against Japanese
Invasion, the War of Liberation to the period
after the Liberation, Mao Zedong’s holistic
view and strategic thinking have been great
at various critical and difficult moments and
occasions.
For our corporate management
today, the most important way of survival
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and development, I think, is a holistic
view and a strategic thinking, we need to
see farther than the others. Before long I
interviewed Ma Weihua, president of the
China Merchants Bank, he said, everybody is
talking about “success depends on details”,
however, no holistic view, no details, you
will not know where your chessmen are
located without sufficiently understand the
macro situation. He added repeatedly that
strategic thinking is the most important for
entrepreneurs and bankers.
The second thing we need to learn from
the Communist Party of China is the attitude
of seeking truth from facts, if we do so, we
can walk straight and smoothly, otherwise,
we’ll walk on a detour. It is an excellent
tradition of the CPC to follow the trend and
do what they are capable of. This also apply
to the development of enterprises, through
the past years, many Chinese enterprises
have risen rapidly and then come down
rapidly. After the enterprises grow larger
and strong, many bosses started to tread on
air and forgot the principle of seeking truth
from facts, while they were only thinking of
doing something big, their brands die at last.
The second thing we need to learn from
the Communist Party of China is the strong
ability in organization. Before coming to the
Jinggang Mountains, Mao Zedong carried
out the “Sanwan Reorganization” on the
army, before the reorganization, although
the CPC had consolidated some troops
and set up party organizations in the army,
the party branches were all set up in the
regiment level, and political instructors were
only responsible for publicity and education,
as a result, political work had no mass basis.
And after the “Sanwan Reorganization”,
the party’s branches were set up at
company level, which resulted in higher
ability of organization and mobilization.
For enterprises today, executive ability of
organizations is the basis for participating
in market competition, and to improve the
executive ability, it is advisable to learn from
the Communist Party of China.
In 2010, China’s GDP exceeded that of
Japan, and we are bound to exceed the US
in the future. We will have the chance to
evidence and participate in an uncommon
process of the rise of a great country,
which is truly a lucky thing. I hope that the
Jinggang Spirit can be a precious treasure
for enterprises and advertising agencies to
explore future market.
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CCTV Documentary Channel is in the Process of Establishing Overseas
Broadcast Projects
CCTV Documentary Channel officially came on air on January 1, 2011, attracting
widespread attention and warm response from domestic and overseas audience. Some
media comments in Hong Kong and Macau including Ta Kung Pao, Wenhui Daily, Macau
Daily News praised that “With their broad perspective and imposing vision, excellent
Chinese documentaries have highlighted the unique charm of Chinese nation and displayed
many magnificent scenes of human history.” “We hope to see more good films recording
the present on screen. CCTV Documentary Channel is able to and should shoulder this
responsibility”, said New Zealand Chinese Herald. So far, dozens of overseas Chinese
newspapers and magazines such as International Daily News and China Press USA from
America, Ouhua Italy from Italy, European Huaxin Newspaper from Austria, Xin Dao Bao from
Hungary, Ouhua Bao from Spain, Chinese
Commercial News from Philippines, etc.
have introduced the programs arrangement,
content and TV-watching modes of the
English international version of CCTV
Documentary Channel, triggering great
response and expectation from overseas
Chinese people and media.
From preparation, broadcast to
successful operation, the overseas broadcast
projects of Documentary Channel are being
carried out steadily.
January: Since January 28, Documentary Channel
programs have been broadcast on trial to all
subscribers on Kylin TV Platform.
February: Since February 3, Documentary Channel
has been formally added to Great Wall of
China Television Platform and broadcast
in USA, Canada, Europe, Southeast Asia
via IPTV Broadcasting System of Kylin TV,
covering 15,000 subscribers.
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In Asia-Pacific regions, Documentary
Channel has signed agreement with
Triangle Television on overseas broadcast of
Documentary Channel’s some programs in
different time periods, covering 1.5 million
subscribers in New Zealand; it has reached
intent on entire channel programs broadcast
with Macau Cable TV; it also has actively
negotiated with local operators in Malaysia,
UAE, Pakistan, Turkey, Papua New Guinea, etc.
In Europe, Documentary Channel has
been launched on IPTV platform of Antioch
Telecom in Slovakia; it also negotiated with
Spain Customer Service & Cable Television
Company about agreement signing issues.
Documentary Channel has authorized
US Branch of Hanya Star Culture &
Technology Co., Ltd. (Hanya Star) to
broadcast its programs in America and
Europe via Hanya Star’s IPTV platform and
track the availability of satellite signal in
American regions.
March: CCTV Oversea Communication and
Development Center has actively negotiated
with Telenor Group, expecting to broadcast
Documentary Channel’s programs via
Thor 5 Satellite of Telenor Group and add
Documentary Channel to Canal Digital DBS
Platform. The negotiation process has been
implemented smoothly; it is expected that
Documentary Channel will be officially
launched on Canal Digital DBS Platform
before August.
Canal Digital Platform, operated by
Telenor Group, is the largest DBS platform in
Nordic regions, with 1.025 million subscribers
in Norway, Denmark, Sweden and Finland.
Via Thor5 Satellite, Documentary Channel’s
signals not only cover the whole Europe,
but also make a good foundation for further
entry into other mainstream DBS platforms
in Nordic regions and Eastern Europe via
Thor5 Satellite.
April: On April 13, CCTV Documentary
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Channel was broadcast on the base layer of
FREE, the largest IPTV operator in France,
covering 3.9 million subscribers, which was a
breakthrough in overseas broadcast projects
in major European countries.
At the same time, CTV Golden Bridge
International Media Co., Ltd. contacted
with many IPTV operators such as France
Telecom, SFR, etc. to ensure that the
Documentary Channel would cover over
13 million subscribers in France as soon
as possible. It also negotiated with other
mainstream operators in other European
countries and regions in order to broadcast
Documentary Channel’s programs in the
whole Europe as early as possible.
FREE is a partner of the Great Wall of
China Television (Europe) Platform; CCTV-F
and CCTV-News have been added to FREE’s
base layer already.
May: The overseas broadcast projects of
Documentary Channel in America have
made new progress. CCTV has reached
basic intent with WOWTV on broadcast of
Documentary Channel’s programs. WOWTV
agreed to broadcast three-hour programs of
Documentary Channel per day from Monday
to Friday. WOWTV has 45,000 subscribers in
Toronto, Ottawa and Montreal.
The agreement with Hanya Star on
broadcast of Documentary Channel’s
programs via Hanya Star’s IPTV platform is
under examination and approval. Hanya
Star’s IPTV platform has already broadcast
CCTV News, CCTV-4, CCTV-Espanol, CCTV-
Francais, with 24,000 subscribers in America,
Europe and Asia-Pacific regions.
On May 17, CCTV Documentary
Channel was launched on base layer of
Canalsat DBS platform. CCTV-News and
CCTV-Francais had already broadcast on
Canalsat DBS platform before. Canalsat is
the largest DBS platform in France, with
3.4 million base layer subscribers covering
whole areas of France, Monaco and French-
speaking regions in Switzerland. Some world-
renowned channels such as BBC, CNN are
also broadcast on this platform’s base layer.
July: The international English version of
Documentary Channel will cover the North
America. In the middle of July, the Chinese
version and English version of Documentary
Channel will be fully upgraded: On the
program arrangement aspect, more
attention will be paid to debut broadcasting
programs and theme programs; meanwhile,
overall packaging of the channel will further
reflect its international quality pursuit.
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CCTV-9 Documentary Channel Engaged in Public Service Announcements
Recently, CCTV-9 Documentary Channel
has decided not to contract their advertising
operation, but will adopt the self-supporting
way and position the channel as “public
service advertising-oriented channel”.
China Central Television Advertising Center
(CCTV Advertising Center) and CCTV-9
Documentary Channel will jointly collect
and produce a batch of outstanding public
service advertisements geared to society
and broadcast them in a round-the-clock
way.
As China’s f irst national- level
professional channel for documentary,
CCTV-9 Documentary Channel insists the
appeal of the temperament of the era, with
a world perspective, Chinese characteristics
and mainstream style. The channel has
broadcasted various documentaries, such
as Wild China, The Legend of Jade, When
the Louvre Meets the Forbidden City, The
Planet Earth, Human Planet, etc. since it
started on January 1, 2011 and has obtained
favorable reception from the public. CCTV
International (CCTV-9) will cover areas in
North America from July 1, 2011, and in
mid July, the Chinese and English version
will begin a full upgrade: to increase the
arrangement of programs at premier time
and topic-engaged programs, and the overall
packing of the channel will reflect the pursuit
of international quality more than before.
The documentary channel has not
broadcasted advertisements for nearly half
a year since its launch. As the influence of
this channel grows bigger and bigger, many
enterprises proposed their demand for
advertising through the channel. Therefore,
CCTV Advertising Center decided to adopt
the self-supporting way, after getting
the authorization from the leader of TV
broadcast station, to operate and record
advertisements in the channel so as to
control the number of advertisements,
maintain the advertisement environment
and the quality of the channel. Thus, channel
is positioned as “public service advertising-
oriented channel”, on which the end of the
advertisements can be signed by enterprises.
In addition, CCTV-9 does not exclude
commercial advertisements, and will arrange
some corporate image advertisements
for high-end brands, which will be well-
produced with a long specification above 30
seconds.
To produce a batch of influential public
service advertisements, CCTV Advertising
Center and the Documentary Channel will
collect the subjects, ideas and scripts of
public service advertisements from the
society and select the topics in line with
the positioning of the channel with era
characteristics and humanistic concern, and
finally turn out the creative public service
advertisements by professional companies.
At present, CCTV Advertising Center
and the Documentary Channel are preparing
to hold a public service advertisements
collecting meeting and will discuss the
theme and announce it to the public in the
first place once the theme is determined.
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CCTV-13, the Most Popular Channel in 2011
By ChenSi, Beijing Bojie Media Co., Ltd.
The eighth anniversary of CCTV-13 falls
on May 1. Looking back on its past eight
years, it has always dedicated to becoming
“a national channel” after five times of
bold revisions of its versions. During this
period, many classic programs were a
flash in the pan on the screen, and were
abolished ruthlessly due to the poor ratings
and little social impact. These programs
gradually faded out of sight. This shows the
determination of CCTV to run well its news
channel. And for presenting news programs
with the best quality, CCTV did not hesitate
to “place righteousness above family loyalty”.
With eight years of painstaking efforts finally
paid off, it grows to be the current “China’s
first brand of TV news”.
To rise abruptly based on its
eight-year’s accumulation of
strengthCCTV-13 began to run its pilot broadcast
on May 1, 2003, and mainland China had
the national level professional channel for
TV news since then. The launch of CCTV-13
also followed the trends of the transmission
and development of international TV news.
On the occasion of the launch of the news
channel, Guo Zhenxi, director general of
CCTV finance and economics channel said:
“the launch of news channel and a series of
significant adjustments of CCTV-1 or other
channels relating to it will further improve
the influence of CCTV, bring revolutionary
changes to CCTV and Chinese television
industry, and thoroughly change the
competitive pattern of the media market of
Chinese television.
Since it was launched eight years ago,
CCTV-13 has always maintained correct
orientation for public opinion and new
concepts about TV news transmission, and
has achieved remarkable results through
implementing the strategy of brand name. To
meet the needs of different kinds of viewers
at different viewing hours, CCTV promoted
enormous news information programs and
gave live broadcast and report on a series
of significant news publicity and emergent
events, which received the recognition from
most viewers. This formed a good viewing
habit “to watch news channel for big events”
among the audience and exerted stronger
impact on public opinion.
Frequent events lead the way The tenet of launching CCTV-13 is “to
concern the dynamic trend of the times,
interpret hot spots news and focus on
development of events”. The two pieces
ofhot spots news faced CCTV-13 after its
launch is the “SARS” epidemic and Iraq war in
2003. Different from the report of traditional
media, CCTV-13 gave a live broadcast and
let the viewer feel that they were right on
the scene, which increased greatly people’s
concern for news and enabled the viewers
to access the latest news that had happened
or was happening recently when watching.
Day and night real-time broadcast of a
series of focus events frequently happened
both at home and abroad in recent years are
covered by CCTV-13, such as “Wenchuan
Earthquake”, “Beijing Olympic Games”,
“The 60th anniversary of the founding
of the People’s Republic of China” and
“Shanghai World Expo”, etc., which ensures
the timeliness and authority through 24-
hour round-the-clock broadcasting. At
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the beginning of 2011, CCTV-13 paid close
attention to “report on two sessions”,
“Japan earthquake”, and “Libya situation”. By
obtaining the latest trends of hot spot news
in the first place, the overall audience share
of CCTV-13 climbed month by month and
ranked second, with CCTV-1 ranked first.
High-quality column favored
by enterprises CCTV-13 has been striving to start
brand management gearing to its own
characteristics since its first launch. Through
the arrangement of its selected programs,
the adjustment of broadcasting time,
training of famous hosts, and removal of
the poor programs and promotion of those
with high quality, brand columns such as
Morning News, Eyes on, News 1+1, etc. took
the lead and received high recognition from
customers and achieved very good reception
results, becoming the brand pillar of CCTV-
13 and shaping its image.
Besides the audience ratings,
media quality is another prerequisite
when enterprises choose for their ads
broadcasting. CCTV-13 provides the
enterprises with high-quality environment
for their ads transmission by virtue of its
high credibility. Focusing on the sharp
comments of News
1+1, the in-depth
interview of The
News Investigation,
and the top talk
of One on One,
it headed the list
in the evening
prime time. For
many years, it has
accumulated stable
high-end audience featuring “high diploma,
high income and high consumption”, which
enables CCTV-13 to become the first choice
for enterprises image promotion in terms
of middle and high level consumer goods
such as automobile, vintage wine, finance
and electronics. CCTV-13 becomes the most
influential brand promotion platform.
The incoming revision to
highlight its advantages CCTV-13 will start its revision again after
May with the goal of “focusing on the high-
quality columns and building a featured
brand and consolidating the stronger media
status”. CCTV will then center on building
Eyes on and will make it more distinctive
and become a news information program
with in-depth report. Together with Morning
News and Live News, they will form a
“combination of daytime news information”.
In the second half of 2011, we will usher
in a series of momentous subjects such as
“the 90th Anniversary of the Founding of
the Communist Party of China”, “the 100th
Anniversary of the Revolution of 1911”
and “the Launch of Heavenly Palace-1
into Space”, etc. CCTV-13 will then give full
tracking reports of these big events.
We have really witnessed the
achievements made by CCTV-13 in
2011, from hotels to square LED screen,
from public places to family, CCTV-13 is
everywhere and reaches for everything. The
future CCTV-13 will continue to normalize
the live broadcast of news, build channel
brand and core media competitiveness
and make it to be a window into domestic
situation and voice for spreading China to
the outside world.
In 2011, China’s economy will change
for better; in 2011, CCTV-13 will move
towards the most popular news channel.
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CCTV Witnessed Frequent Highlights in Recent Audience Ratings
Fan Sufeng
CCTV-13 had maintained an audience share of over 2% for 57 days; 770 million Chinese
audience watched the recent reports of "The Third Anniversary of Wenchuan Earthquake";
712 million watched relevant reports of "Shooting Down of Bin Laden"; the special reports
of "Focus on the Stubborn Disease of China's Logistics" led to strong social repercussions;
"Happiness Password", the hot TV series, hit the national first in audience rating… In May,
CCTV witnessed frequent highlights in audience ratings, and the audience shares of CCTV kept
a consistent improvement.
From April 29 to May 5, the 16 channels of CCTV obtained the most extensive audience
shares in the recent 12 weeks, with a sequential growth rate of 4.36%. Compared with the
same period of last year, the market shares increased by 1.77% and the year-on-year growth
rate was 6.01%. Moreover, CCTV-13 had kept an audience share of over 2% for 57 days since
March 10. From May 6 to May 12, the audience shares of CCTV maintained to be high.
More and more attention was paid to news programs; audience
share of CCTV-13 stood firm at 2%
Ever since the innovation and reform in news reports that started and maintained from
July 2009, more and more attention has been paid to news programs in CCTV and this year
witnessed a highlight. Having occupied a stable 1% audience share, CCTV-13 kept an audience
share of over 2% for 57 days since March 10. It was found upon investigation that from May
1 to May 3, 73.8% of news programs watched by the audience were on CCTV, increasing
by 10.2% than usual, and that audience preferred CCTV to focus on significant national and
international events.
During the week of "The Third Anniversary of Wenchuan Earthquake", 770 million
domestic audience watched relevant reports and programs on CCTV, in which "China's
Miracle – Spectacular Variety Show of the
Third Anniversary of Wenchuan Earthquake"
televised on May 12, with 190 million TV
viewers watching the program, received a
total audience rating of 3.29% and a total
audience share of 10.58%. Meanwhile,
"Miracle on May 12", the series reports
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promoted by "CCTV News", received a total
audience share of 25.26%.
At 10:46 on May 2, Reuters released
the news that Bin Laden, the leader of al-
Qaeda, was gunned down. On that day, 427
million people paid attention to relevant
information on CCTV-1, CCTV-13, CCTV-
4 and CCTV-News. As of May 3, relevant
reports of "The Shooting Down of Bin Laden,
the Leader of Al-Qaeda" had been accessed
to a total of 712 million audience through
CCTV news programs.
Strong social repercussions
were aroused by "Focus on the
Stubborn Disease of Logistics"
on CCTV-2
Leading the domestic financial programs
with expertise, high-end and profundity,
CCTV-2 kept a stable audience share of over
70% and was especially well received among
high-end audience. Ever since May, with
the great disparity of vegetable prices from
manufacturing side to consumers side as
a starting point, a series of special reports,
"Focus on the Stubborn Disease of Logistics",
had been produced and broadcasted
collaboratively by several programs on CCTV-
2, arousing enthusiastic responses from
various circles of society. In-depth reports
and comments with large scales were
consistently appearing on Economic Daily,
21st Century Economic Report, etc.; while
attention was paid actively by such city
newspapers as The Beijing News, News Daily
(Mei Ri Xin Bao), etc., as well as such media as China Radio International, etc.; Besides, such
column microblogs as "Economy 30 Minutes" and "Observed Today”, etc. were transmitted
and submitted on Sina.com, and relevant contents were reproduced on such portal sites
as Sohu.com and QQ.com, etc. It was said by concerned departments of Development and
Reform Commission that new development projects in national logistics industry were
being drafted at present, and that the drafts were about to be submitted to the Executive
Office Conference of the State Council for discussion and validation. Meanwhile, Ministry of
Commerce proposed that the intermediate links should be decreased and that the storing up
of fresh fruits and vegetables should be enhanced. In accordance with the decision of Ministry
of Communications, a videophone conference specialized in national road charges was about
to be held on the 18th day of the present month.
The audience share of “Happiness Password” in Golden
Theatre of CCTV-1 reached 9.75%, ranking the first
Starting on April 27 and ending on May 15, "Happiness Password", the TV series with
27 episodes, described the emotional growth of Han Xifeng, the "brutal wife" (played by
Zhu Yuanyuan) and Shi Xiangnan, the "suffering husband" (played by Xin Boqing) in their 12
years of marriage after graduation from college. An average audience rating of 2.54% and an
average market share of 6.96% were achieved by the play, exceeding those of the last play,
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"Feng Tiangui, the Capable Person" and ranking the first among all the TV plays that had been
broadcasted on satellite channels. The performance on audience ratings had always been
good ever since the broadcasting of this play, and the 22nd episode, with an audience rating
of 3.40% and an audience share of 9.75%, ranked the highest among all the episodes.
Variety shows made continuous progress; audience ratings hit
new heights
The audience ratings of CCTV-3 had been in continuous improvement ever since its
revision. In the 12th week (from April 29 to May 5), the audience ratings of CCTV-3 increased
23.44%, with a sequential increase of 0.67%. The average audience rating of the six special
programs promoted by the revised version of "Happy Hero" during the May Day holiday
reached 1.64% averagely, with the program in the highest audience rating reaching 1.89% and
the highest audience shares exceeding 5%, while the other five programs ranked the top five
among national variety shows in the meantime. The series programs themed by "catchwords"
had been exhibiting on "Variety Joy Meeting" for seven days in a row. Based on the current
catchwords, the programs repackaged and reviewed the fun and humorous programs in such
famous columns as previous Spring Festival Galas, Evening Parties of Lantern Festival and
"Star Way", etc., checking the classical works
of classical figures and achieving sensational
audience ratings and an audience share of
4.09%.
Average audience rating of
Hong Kong Channel reached
0.433%, and the highest rating
exceeded 1.5%
CCTV-1 (Hong Kong), landing in Hong
Kong on March 1, had achieved an average
audience rating of 0.055% and an average
market share of 0.433% as of May 12. From
the perspective of the trends of average daily
ratings, four peak audience ratings would
appear at 9:00-12:00, 13:00-17:00, 19:00-
22:00 and 23:00-02:00 respectively; while
the peak audience shares would appear at
9:00-12:00 and 13:00-17:00. Basically, the
average shares remained above 1% and was
with several breakthroughs of 1.5%.
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