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Seven Major Measures to be Adopted by CCTV in 2012

01-12-2012 14:53 BJT

--By He Haiming, Deputy Director of CCTV Advertising Center

2012 CCTV public service ads themed on “Gathering Strength to Spread Civilization” will adopt seven major measures:

Firstly, to establish a “Special working group for public service ads”. CCTV Advertising Center recently established a special working group for public service ads led by Deputy Editor-in-Chief Cheng Hong in which he serves as the group leader and every man has his own task to do in order to better carry out the public service advertisement work and perfect ads-producing mechanism, thus maximizing the effect of public service advertisements;

Secondly, to promote more than a hundred television public service ads in 2012 with diversified topics, such as on combating corruption and upholding integrity, energy saving and water conservation, resources protection, helping the weak and the poor, animal protection, water sources protection, etc;

Thirdly, to organize excellent CCTV announcers and anchors and social celebrities to shoot public service ads. With their participation, it will bring wide resonance in society. In 2012, we will join hands with more than 50 social celebrities, including not only television and film stars, but also influential and inspiring celebrities from all walks of life;

Fourthly, CCTV will give more time for public services ads in 2012 and strive to broadcast the ads in many channels in fixed hours in order to constantly and steadily publicize the public benefit cause;

Fifthly, to solicit subjects, ideas of public service ads and the finished public service ads from society and to buy copyright and grant the author rewards. In order to produce a batch of influential public service ads, CCTV solicited the subjects and ideas of public service ads and the finished public service ads from society since June 2011, which attracted active participants from all walks of life. There will be more than ten public advertisements to broadcast at present, including Family = Father and Mother I Love You, produced by Mr. Zhang Deyuan. In 2012, we will intensify our efforts to solicit public advertisements on a wider scale. We will also buy copyright and grant the author rewards and invite people with lofty ideas for their extensive participation;

Sixthly, to appropriate special funds for creation and study of public service ads. Public advertisements require money input, therefore, we will allocate special funds in 2012 for their production and creation. Peking University will be entrusted with the research on operational mechanism of public service ads.

Seventhly, to call for and promote the establishment of China’s national-level award for public service ads. CCTV will call for and promote the establishment of national-level awards for public service ads in commending the excellent works, individuals and institutions to encourage more of their participation and increase the appeal and influence of public service ads, thus promoting the sustainable development of public service ads.

For us, the year of 2012 is our public service ads year. CCTV Advertising Center will mainly promote public advertisements. We will invite all leaders and friends from all walks of life to participate. We believe a batch of impressive, heart-warming and thought-provoking excellent public ads will appear on the CCTV screen in 2012.

Editor:张昀 |Source: CCTV

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