According to CSM network of 29 provinces, CCTV and provincial satellite TVs realized high growth in market share in 2012, mainly owing to TV dramas except for the absolute leading role of CCTV on news, sports and financial resources and the strong driving force of talent show on provincial TVs. As it is clearly known, TT dramas still enjoys the largest number of viewers as their most favorite TV shows.
CCTV-8 is the only one special channel of TV dramas and is the biggest TV drama broadcasting platform in China. It accomplished a viewing rate growth from a single drama show to the entire shows in 2012 and exerted its impact across the national network, 29-province network and 35-city network. It has realized a shift from a resource-type medium to value-type one and becomes an example of leading the TV drama broadcasting in a full speed.
Top TV Drama Allocation
It’s an age of quick consumption of TV dramas. Seeing the severe homogenization in today’s TV dramas, CCTV-8 divides its TV dramas into 8 theatres based on the characteristics and ages of the viewers at different showing time, including Prime Time Show for big and exclusively broadcasted TV dramas and Family Time Show as well as Overseas Theatre which are favored by young viewers.
As the largest TV drama showers in China, CCTV-8 shows 27 episodes every day and 353 kinds of dramas with astonishing 9,855 episodes in 2012. CCTV Drama Management Center, the biggest drama purchaser in China, provides ceaselessly support to the channel via self-production or purchase.
In 2013, CCTV Drama Management Center input 3 billion yuan to purchase a number of large-episode and exclusively broadcasted dramas including The Heart Broken 33 Days, Ye Wen and The Orphan of the Zhao. A trial of simultaneous broadcasting on leading provincial satellite TV stations is started to promote these dramas. What it did is worth of the being named as the flagship channel of TV dramas in China.
Besides, CCTV-8 makes other media unreachable by broadcasting 1,700 episodes of overseas dramas every year.
Full-speed Leading Viewing Rate
CCTV-8 conducted a restructuring in 2012 on the aspect of channel positioning and editing with remarkable result. It leads the viewing rate across the national network, 29-province network and 35-city network after a high-speed growth in the previous year and starts a new journey leading toward high-valued channel.
Viewing the national network, 29-province network and 35-city network, CCTV-8’s viewing rate in 2012 rose by 15.95%, 20% and 13.1% respectively than the previous year. Of which, the day average viewing rate on national network was 0.354, up 2 in the ranking and ranked the 4th; and that on 29-province network was 0.336, up 3 in the ranking and ranked 5, roughly sharing the same viewing rate with the top 2 provincial satellite TVs.
Figure 1: Growth Curve of Viewing Rate on 3 Networks (Source: CSM, 4+, National Network, 29-province Network and 35-city Network)
The CCTV-8 viewing rate growth in 2012 resulted from full support from 25 provinces in the country. Viewing rate in 12 provinces including Hunan, Henan, Hebei, Jiangsu, Fujian, Anhui and Jiangxi was higher than 30%.
CCTV-8’s growth of the viewing rate from 6:00 to 12: 00 pm in the 3 networks is even more obvious, up 25.43%, 29.06% and 17.18% respectively, and in the 29-province network, it rises to the 4th among the media across the country and the 2nd among CCTV channel. Such growth owes to the three time blocks: Family Time Show, Prime Time Show and Overseas Theatre.
The viewing rate of the time block Family Time Show in 2012 was among top 3 on the national network and 29-province network at the same time period, exceeding that of all the satellite TVs at the same time block, with a rate of 0.652 on the national network and 0.613 on the 29-province network. The rate grew at a high speed, 42.94%, 53.91% and 27.88% respectively on the 3 networks than 2011.
Figure3: Viewing Rate of Family Time Show on CCTV-8 on Three Networks (Source: CSM, 4+, National Network, 29-province Network and 35-city Network 2010-2012)
Figure 4: TV Drama Ranking at 5:00-7:00 pmon CCTV-8 in 2012 (Source: CSM, 4+, 29-province Network, 2012)
Prime Time Show Reached Peak Viewing Rate at Night
Prime Time Showhas 4-episode show from 7:00 to 10:30 pm every day, meaning a huge financial input and resource occupation capacity. Comparing with the leading satellite TVs which only have the ability to show 2-3 episodes successively, Prime Time Show on CCTV-8 makes its leading role in TV dramas more powerful with its absolutely advantageous content. The strategy of broadcasting big-episode, excellent, and exclusive dramas has made CCTV-8 the only one medium enjoying the peak viewing rate with its 3 and a half hours showing. This time block ranks top 4 on the national network and 29-province network and the all-time viewing rate is over 1 and is 0.73 on 35-city network, and keeps a high-speed growth.
Figure 5: Viewing Rate at 7:00-10:30 pmon CCTV-8 2010-2012 (Source: CSM, 4+, 29-province Network, 2012)
Overseas Theatre, a Show Time of No. 1 Viewing Rate of the Same Time Period
Overseas Theatre is designed to show those TV dramas introduced from Hongkong, Taiwan, Korea, the USA and European countries, the viewing rate of which is top 3 in their own countries (regions). The well-known dramas like Yellow Handkerchief, Miss Mermaid, Refueling Kim Sam Sun and etc. are among the dramas shown on CCTV-8, shaped a loyal audience group. The viewing rate of this time block ranks top 4 on the national network and 29-province network and is the leading theatre of the same time period.
A Sign Post of Advertising
Balanced Popularity in Province without Weakest Side
Well-balanced viewing rate in provinces is an important indicator for a channel’s influence nationwide and a factor referred to when advertiser select a medium for their products. CCTV-8 enjoys a day mean viewing rate over 0.3 on TVs of 21 provinces, and top 5 in 16 provinces. This is the difference comparing with many of the provincial satellite TVs. When taking the ranking of CCTV-8 and provincial satellite TVs, it finds that the number of province TV networks in which CCTV-8 ranks top 3 is beyond Jiangsu, Anhui and Zhejiang, all have long been power satellite TVs in China.
Figure 6: 16 Provinces in Which CCTV-8 Ranks Top 5 on the National Network
The Best Advertising Environment
The State Administration of Radio, Film and Television imposed a ban on advertising implanted during the on-showing dramas early in 2012. Satellite TVs, facing such a double pressure of sharp reduction of core advertising resources and increased advertising assignment, took various countermeasures to face the challenge. Apart from intensifying hard advertising in the interim between two episodes, soft advertising is diversified in the forms of announcing notice, reviewing, putting sign on screen corner, text sending, rewarded viewing etc.
CCTV-8 shapes itself a sample of providing better audience experience and advertising environment for advertisers. To achieve this, the first stet it takes is not to blindly extend the advertising between two episodes o dramas. Generally speaking, the between-drama advertising lasts about 10 minutes in leading satellite TVs. But CCTV-8 controls it to around 5 minutes. Besides, CCTV-8 doesn’t resort to forms such as advertising on the screen corner on by text sending patronage so as to maximize audiences’ good experience of watching a drama. While sticking to the duties as a flagship channel in China, CCTV-8 tries its best to create a better environment for advertising. CCTV-8 wins for itself, for its audience and for its advertisers, though the space for advertising sales is shrinking. It believes that this is positive recyclable conduct for a long-run benefit.
CCTV-8 has been deepening the research on its brand and image, reshaping its content and won a stable group of audience in recent years. Women audience takes the larger proportion among its audience and ranks first, 56.5%, in this regard comparing with other CCTV channels, and surpasses the average level of the satellite TVs. Family Show Time, in particular, has the most women audience, 63.6%, and ranks first among all the media. Women are the main force of family consumption, so CCTV-8 provides an optimal advertising choice for the advertisers engaging in daily goods, cosmetics and pharmaceuticals targeting on women.