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Frequent Occurrence of Bright Spots of New Programs and Holiday Lineups
Audience Share of CCTV Exceeding 30 Percent for Nine Successive Weeks

06-14-2012 16:28 BJT

Fan Sufeng

  Since the year of 2012, various channels of CCTV have seen continuous reforms and constantly launched new programs, new activities and new lineups, driving audience share to continuously rise. Especially since April, the total audience share of the whole TV has exceeded 30 percent for nine successive weeks.

  Besides, during the Tomb-sweeping Festival Holiday and May Day Holiday, audience share of CCTV has enjoyed drastic increase, reaching 32.56 percent and 34.23 percent respectively. During May Day Holiday, various channels of CCTV adopted special lineups for the whole channel, highlighting holiday features and demonstrating major features of the channel. CCTV Children’s Channel enjoyed an audience share of 6.53 percent, TV Series Channel 3.43 percent, Documentary Channel 0.48 percent. Music Channel also hit a record high of 0.43 percent since its launch. Besides, Finance Channel, Arts and Entertainment Channel, Chinese International Channel, Military ? Agriculture Channel, Society and Law Channel also enjoyed an increased audience share.

  CCTV-1 General Channel

  Keyword 1: Optimizing adjustment

  In mid-April, General Channel once again optimized and adjusted lineups and programs of the channel, including adjustment in time slot immediate after prime time of Evening News and adjustment in news programs. Of which, live broadcast of Morning News was brought forward by an hour since April 16. In addition, the live broadcast duration is extended to two hours and a half, to be specific, from 6:00 am to 8:30 am, so that the first platform for morning news has larger information content, satisfying audiences’ needs for news and information in the morning to the largest extent.

  Keyword 2: “Brand-new 22:30” quality programs

  Since April 14, General Channel launches “Brand-new 22:30 Quality Programs: From Monday to Friday, the program Glamorous? Record will broadcast top-notch domestic and foreign documentaries, and will broadcast Thank God, You’re Here, a reality show concerning theatrical performance of high-end stars on Saturday, and the documentary feature column Saw on Sunday.

  CCTV-News Channel

  Keyword: Watching CCTV for getting to know events

  Today there is too much complex information. CCTV, as the first platform of Chinese news, is seeing an increasingly important position and role. Since the beginning of this year, CCTV fully and timely reported domestic and foreign hot events such as sessions of the NPC and CPPCC, situations in Syria, the Huangyan Island Event in multiple angles and forms, becoming the most trustable and reliable news sources for audience, hence enjoying continuously increasing audience share.

  On May 10, Naw Kahn, the main culprit of the super-large armed drug cartel in the notorious “Golden Triangle” area which was suspected of perpetrating the massacres of 13 Chinese sailors in the waters of the Mekong River in Thailand, was escorted to China. CCTV sent staff from Asian-Pacific Center Station, Djakarta Correspondent Station and Hanoi Correspondent Station to go to Laos and sent reporters to give reports in the chartered airplane and launched a 3-plus-hour live broadcasting program on the News Channel, attracting wide attention both at home and abroad. On that day, News Channel hit a record in terms of one-day audience rating this year with an audience share of 3.46 percent. Multiple foreign media organizations, such as VOA, BBC and Reuters, have heavily quoted pictures and views of CCTV.

  Trend of Audience Share (%) of News Channel in the Past 10 Weeks (3.2-5.10)

第10周10th week/第11周11th week//第12周12th week/第13周13th week/第14周14th week/第15周15th week/第16周16th week/第17周17th week/第18周18th week/第19周19th week

  CCTV-2 Finance Channel

  Keyword 1: Occupying a market share of 85 percent

  Since its launch in 2009, Finance Channel has enjoyed a continuously increasing market share among financial shows around the country. The Channel saw a market share of 56.49 percent at the end of 2009, 73 percent for the whole year of 2010, 80 percent for the whole year of 2011 and 85 percent for the first quarter of this year, and 86% for April, registered a drastic increase.

  Keyword 2: Highlighting major features, giving consideration to popularity

  In the first half of this year, Finance Channel highlighted major features and gave consideration to popularity as well, optimizing lineups, increasing programs concerning popular finance, life service, etc.; besides, it also strengthened “speediness” and “timeliness” of reports in professional fields by means optimizing live broadcasting windows at hourly slots, and formed scaled propaganda of key selected topics of the Channel.

  CCTV-3 Arts and Entertainment Channel

  Keyword 1: To launch brand-new column

  In 2012, by learning experience from excellent domestic and foreign variety programs, the Arts and Entertainment Channel will launch a few brand-new programs in light of plans based on deeply analyzing audience, market, program, media features and enhancing development of new programs. Meanwhile, the Channel adopts “renewing method” for optimizing existing columns.

  Keyword 2: Expanding influence of variety activities

  In 2012, while taking full use of its variety resources, the Arts and Entertainment Channel further expands its horizon, explores combination of entertainment, social and pubic interests and culture, strengthens cooperation with industries such as health care, education and sports, so that influences of evening parties and brand programs on the society is expanded and social attention and appeal is increasingly upgraded.


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