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Less plugs for 2011 Spring Festival Gala

01-28-2011 10:39 BJT Special Report:2011 Spring Festival |

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Excessive embedded marketing in the 2010 Spring Festival Gala drew significant public criticism. The product placements were considered too much and too obtrusive. Responding to the rising public sentiments, the directors of this year's gala promise a plug-free show. Zhang Nini finds out.

The juice box on the magician's table, the aprons that these two performers are wearing and the gift wine are all product placements in last year's gala. But instead of raising brand affinity, these plugs turned off quite a few people.

Audience Member said, "New Year's eve is a special and precious moment. We hope to see a good show, not some obtrusive commercials."

"The products should not disrupt the artistic integrity of the show and our viewing experience." Said audience member.

On November of last year, CCTV's primetime advertising bidding hit a record of 12.6 billion yuan, the highest in 17 years. And spaces before and after the 2011 Spring Festival Gala are hot spots.

Even so, Chen Linchun, director of this year's Spring festival Gala said in the auction that there will not be any product placement in this year's show. They also promised a close scrutiny of cross-talks and short sketches, where embedded marketing was previously found.

Professor Chen Gang said that the initiative is positive feedback to the public outcry of last year.

Professor Chen Gang, Head of Advertising Dept. of Peking University, said, "Both the CCTV Spring Festival Gala and the web gala have promised to place as few commercials as possible. I think the TV station has shown its sincerity, and has taken public opinion into account on this matter."

Zhang Nini, Beijing, said, "Experts also note that helping enterprises developing their brand image is also part of the responsibility of a TV station. The key to embedded marketing is to do it appropriately and artfully."

What's more important than product placement is the quality of the program. Spring Festival Gala is facing an increasingly sophisticated audience made up of people who are much bolder than before and willing to speak their minds.

Professor Chen said that TV stations should be aware of this changing environment and foster its own brand image with quality productions. After all, fresh ideas and innovative programs are the key to a good variety show.

Editor:Zheng Limin |Source: CNTV.CN

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