On July 19, 23, and 30, CCTV 2010 Asian Games Program Advertising Resources Road Show was held in Beijing, Guangzhou, and Shanghai. Representatives from enterprises, advertising agencies and media all over China joined the shows for first-hand information about programs and advertising resources related to the 16th Asian Games in Guangzhou. Luo Ming, Vice President of CCTV, Cen Chuanli, Deputy Director of Sports Channel of CCTV, He Haiming, Deputy Director of CCTV Advertising Center, and Michelle Yang, Media Director of Coca cola (China), delivered wonderful speech at the Road Show.
As the only rights holding broadcast organization (RHB) for Guangzhou Asian Games in Mainland China, CCTV has exclusive rights to report the Games on TV and new media in Mainland China. CCTV will report 476 events for 56 disciplines of 42 sports in an all-round way for several billions of TV viewers around the globe, via four open-circuit channels, three pay digital channels and CNTV.
——On July 12, 2010 FIFA World Cup South Africa was closed. About 48.7% of TV viewers above 4-year old, i.e. 610 million TV viewers, watched the event on CCTV which lasted for a month. The audience rating even reached 11.49% during the quarter final between Argentina and Germany, hitting a record high among all the single matches of the World Cup.
——The market share of CCTV-2 reached 71.05% among all the financial programs in China in the first half of the year. The market share reached its peak in June, which was 74.2%. What’s more, structure of TV viewers of the channel is optimized, and “Three Highs” characteristics of the viewers are shown more clearly.
The CCTV reporting team for World Expo 2010 has covered National Pavilion Days of 81 countries by July 20. In the reports, correspondents told stories of cultural and trade exchanges between China and the countries concerned, to deliver reportage with an international vision from the Chinese point of view and arouse affective response from TV viewers.
More than 74,000
——On June 17, the feature entitled “China OBM Automobiles in the World” was presented in “Economy 30 Minutes” program on CCTV-2, dealing with technical progress in OBM automobiles of China from a global point of view. The video was copied and repasted on-line for more than 74,000 times.