The training session for CCTV advertising agent companies in 2013 was held in the Media Center on July 19. More than 400 trainees of salesmen, customer servicers and media people from over 100 advertising agents took participation. It is held at a critical time of the year by the Advertising Business Management Center, when the bidding for advertising is annually launched to discuss the change of the advertising market, face the challenge together and seize the opportunities in the transmit period of economic development.
Mr. He Haiming, deputy director of the center, delivered his address for the session; Zhang Yupeng, deputy director of the Marketing Department, She Xianjun and Wang Zuoyuan, deputy directors of the Market Department, and Yin Xuedong, deputy director of the Supervision and Scrutiny, provided their own introduction to the new programs and on-sale advertising products in the latter half of 2013 and 2014, the viewing achievement in the first half of 2013 as well as CCTV public interest advertising and scrutiny.
Mr. He said that CCTV, as a national representative media platform, enjoys a high recognition among its customers. It is seen as a rare resource for mass communication in such an age of networking. CCTV absorbs a huge and stable volume of advertising business which is very beneficial to make it stronger and better. Advertising business is regularized as there are a number of channels under CCTV, which is beneficial to the professionalism of both the adverting agents and their working staff. Mr. He also expressed his hope that more people in the circle take involved into the research of CCTV operation, taking the business of advertising on CCTV and pushing it to a higher level.
Zhang Yupeng, deputy director of the Marketing Department, introduced to the new programs and on-sale advertising products in the latter half of 2013 and 2014, such as Dream with Star Partners, The Most Beautiful Song, Mr. Bo Le’s WeShow, Chinese Samples of Starting a Business, Challenge Your Taste, Super Baby-sitter, Where Are the Seven Fairy Maidens, Dictation Assembly of Chinese Characters, Stars’ Recommendation and etc.
She Xianjun, deputy directors of the Market Department, began his speech on the topic “Restart from TV”, in which he shared his argumentation on the TV switch-on rate. He also summarized the data of the viewing rate among TVs nationwide in the first half of 2013. According to his analysis, the household-based switch-on rate per minute in 2012 was 23.74% nationwide; as there are 420 households in China, then about 100 million families were watching TV per minute. The per capital time of TV watching was 164 minute in 2012, one minute longer than that in 2011. The viewing share of CCTV keeps growing, 32.36% in the first half of 2013. It still keeps a larger proportion in channels of news, business and finance, sports and young people. All these served for CCTV’s edge of diversification in channels.
Wang Zuoyuan, deputy directors of the Market Department, introduced on the session about the development of the public interest adverting on CCTV and other TVs nationally. He also share the advertisement awarded on Cannes, including Laid-off and Reemployment in 1998, Fight against SARS and Welcome the Olympic with Civilized Behaviors. All these works present the important function of CCTV in terms of social responsibility, positive response to the times and guiding the mainstream social opinions.
Yin Xuedong, deputy director of the Supervision and Scrutiny, explained the procedure of advertising scrutiny and the related laws and regulations involved. He demonstrated these topics with cases. His speech also covered the flows of doing new business, scrutiny and broadcasting.
This session offers the advertising companies involved an overall understanding on the Advertising Business Management Center of CCTV, and an opportunity to exchange with each other for a better future.