中国媒体市场分析：Media in China .ppt

Viewing Behaviour In China, the prime time range is within 18:30 to 22:00 Higher viewership on weekends with the exception in South China, e.g. Guangzhou, where the viewership is higher on weekdays Shanghai Rating % Source: Nielsen Media Research 29 July - 4 August Beijing Rating % Source: Nielsen Media Research 29 July - 4 August Guangzhou Rating % Source: Nielsen Media Research 29 July - 4 August Watching TV - the key leisure activities minute minute Source: CSM Average 3 hours / day No gender basis, elder watch more City TV - City cable - County TVs Provincial Satellite TV Provincial TV - Cable National TV (CCTV) Structure of TV National Provincial Local The National Channels CCTV 1 News & General (新闻、综合) CCTV 2 Economic, Life, Service (经济、生活、服务) CCTV 3 Variety (综艺) CCTV 4 International (国际) CCTV 5 Sports (体育) CCTV 6 Movies (电影) CCTV 7 Children, Military, Agriculture (少儿、军事、文艺) CCTV 8 Tele play (电视剧) CCTV 9 English (英文) CCTV 10 Technology, Education (科教) CCTV 11 Drama (戏曲) CCTV 12 West (西部) CCTV News News (新闻) Extent of coverage CCTV 1-2 Nationwide coverage via terrestrial transmitter CCTV 3-12 Coverage via cable network nationwide Provincial Satellite Coverage via cable network nationwide Provincial TV Provincial coverage via terrestrial transmitter Prefecture City TV City and surrounding area County City TV City and surrounding area CCTV Anhui Buying TV in Anhui Province AnhuiTV Buying TV in Anhui Province JiangsuTV Buying TV in Anhui Province Local HeifeiTV Buying TV in Anhui Province Prefecture City TV Buying TV in Anhui Province County City TV Buying TV in Anhui Province One city represents one TV market, therefore, there are 660+ TV markets across the country. On the one hand, they are separated from each, on the other hand, they are inter-related because of national, provincial / regional spill over interference A distinctive phenomenon... Newspaper Newspaper is a high penetration medium in China - high coverage