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China TV Advertising Marketing Summit
央视国际 2004年06月16日 13:32
Background：
On June 19, 2001, the Advertising Department of CCTV held “Symposium on interaction among media, enterprise and advertising agency” in Shanghai which put forward the customer-oriented operation strategy for the first time. From that time on , the advertising operation of CCTV has seen revolutionary changes. The Advertising Department has been conducting deep communication with enterprises and advertising agencies ever since then, which won it the trust of customers.
Since 2001, CCTV has made marked progress in establishing “professional channel, special column and excellent program” and created some new channels ,such as , science and education channel , arts channel, west channel, news channel and children channel. As a result of these efforts, the ratings of CCTV as a whole are on rise year on year. Take the year 2003 as an example, news channel and children channel were introduced that year; CCTV-1 conducted a revolutionary reform with the increase of the show of TV series and entertainment programs; some other channels such as CCTV-2 also conducted reforms. The new channels and new programs further improved the ratings of CCTV. The report on Iraqi War and anti-SARS campaign attracted more people to watch CCTV. In the meanwhile, CCTV took some measures to strengthen its influential position in the rating market, such as , giving rich award to top ten hosts/hostesses , eliminating worst program, and producers competing for their positions. The comprehensive reform of CCTV provides it with a strong pillar for the sustainable high-speed growth of its ad revenue.
By the end of April 2004, the advertising revenue of CCTV has maintained consecutive growth for 36 months starting from the May of 2001 with the revenue in April increasing by ￥ 82.15 million as compared with the same period of last year. Over that 36 months, enterprises’ accumulative advertising expenditure in CCTV hit ￥19.8 billion with an accumulative increase of ￥4.5 billion. The super-high growing phenomenon of CCTV’s advertising is referred to by media and advertising circle as “ CCTV Express”.
These inspiring data reflect not only the good development momentum of Chinese advertising industry , Chinese enterprises and Chinese overall economy, but also the great efforts CCTV has made in implementing its new advertising operation strategy featuring market-oriented, professional and scientific service. Based on the principle of “customer-oriented service”, “satisfying market demand and satisfying customers’ demand”, the Advertising Department of CCTV has successfully changed its role from the original “waiting for customers” to the present “ positively seeking customers”. The Advertising Department actively communicates with enterprises and advertising agencies. In addition , the Advertising Department attaches great importance to the following three work: developing important regions to attract more customers; developing important industries to optimize customer structure ; creating new media resources to form new growth point in the advertising operation.
If we look at the new advertising operation strategy of CCTV from another perspective, we may say that it opens a new era in Chinese TV advertising operation and drives the whole industry from extensive operation to scientific operation. A series of new operation modes concerning professional service ,brand marketing etc explored by the Advertising Department provide a superexcellent case for experts in the industry and other media to study the advertising operation of TV media.
Purpose and contents of the symposium：
Against such backdrop, CCTV will hold “China TV advertising Marketing Summit” in order to celebrate the third anniversary of the introduction of the new advertising operation strategy .
The summit symposium aims to provide suggestions to the advertising operation of Chinese TV media through experts’ and scholars’ incisive analysis of the new advertising operation strategy of CCTV introduced three years ago.
The first session on the morning of June 19 will explore the operation strategy and methods of Chinese TV advertising from the macro and industrial perspective , which is based on the analysis of the changes in the external environment and internal competition pattern of Chinese TV media over the past three years.
The second session on the afternoon of June 19 will focus on the case study of CCTV’s advertising operation. Leaders of the Advertising Department , advertisers and representatives from advertising agencies will be invited to recall the rough road which the Advertising Department has walked and the achievements it has made over the past few years and to summarize its experience to provide valuable reference to relevant institutions or agencies in the industry. At the symposium, Yuan Fang, chief media executive of CTR, Professor Chen Gang, dean of the advertising school of Peking University and Professor Xue Xu from the economic school of Peking University will give their speeches about “Changes of Chinese TV Media Pattern over Past Three Years” ,“Research Report on Operation Strategy Changes of the Advertising Department of CCTV over Past Three Years” ,“Research Report on Industrial Impacts of CCTV’s Advertising” respectively.
During the symposium, a short disk-presenting ceremony will be held and Guo Zhenxi , director of the Advertising Department of CCTV, will present the video disk of “AD Grand Ceremony” to famous domestic advertising departments or schools.
At that night, the Advertising Department will cooperate with CCTV-3 and present an outstanding singing and dance performance to distinguished guests, which will be shown later in CCTV-3.
On the morning of June 20, four panel discussions will be held simultaneously, which provides a platform for advertisers, advertising agencies , consultants and staff of the department to recall the changes which the Advertising Department has experienced over the past three years and think about the future sustainable development.
Time and place：
time：from June 19, 2004 to June 20, 2004
Place：Rghcm Garden Resorts（2# West Daqiao Road ,Miyun county, Beijing）
Composition of participants：
1、 Government representatives
2、 Representatives from provincial or local TV stations
3、 consultants of the Advertising Department of CCTV
4、 dean of advertising departments of domestic universities
5、 representatives of advertisers from home and abroad
6、 representatives from the top ten advertising agencies and ten excellent advertising agencies of CCTV
7、 journalists from various media
Schedule
As to the time and other details of the symposium , please refer to the agenda..
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