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“Responsibility, Innovation and Development”

12-21-2010 14:32 BJT

In today’s exchange session, I will be honored to introduce advertising business and social responsibility of CCTV in concert with global media operation trend and reform and innovation.

I. Global media operation situation

Throughout the world, television advertising revenue accounts for 0.8%-1% of GDP and 0.39% of GDP over developed countries and China respectively. It can be seen that Chinese TV advertising sector is yet full for growth.

The international media groups, represented by Disney, News Corp., Viacom, CBS and Time Warner, has two highlighted operating characteristics: 1) Diversified earnings structure: The industrial composition covers audio and video entertainment, theme park, media network, radio and television, book publishing, consumer goods, etc.; 2) Equalized domestic and overseas revenue sources: Domestic businesses usually account for over 50%. And such media groups harvest generous overseas content sale revenue, brand derivative revenue and so on.

II. Reform and innovation in CCTV

1. Vigorously implementing channel system reform.

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 construction 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 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 2009, news programs have witnessed a comprehensive upgrade. We strive to report on news events at the earliest opportunity, and speed up the construction of emergency news coverage sites in more than 30 domestic provinces and cities.

Year of 2010 is also Brand Image Building Year for CCTV. We strengthen the team building, focus on program innovation, carry forward the spirit of CCTV and build brand image.

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, Middle East, Africa, Latin America and Russia, set up 19 new overseas news bureaus, and will see a total of overseas news bureaus at the end of 2010.


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