CCTV: A Magnificent 2008 Leading to a Promising 2009
CCTV Ad Revenue Earns a New Record of RMB16.1 Billion
The industrial operation of CCTV in 2008 is centered on the brand strategy. The advertising revenue of CCTV reaches RMB16.108 billion in the year of 2008, hitting a historical new high. Following the business philosophy of 鈥淐redible, professional, innovative, and brand marketing鈥, CCTV has strengthened the communication with enterprises and advertising agencies in search of innovative advertising products and marketing modes.
During the Beijing 2008 Olympic Games, CCTV released a variety of individualized and innovative Olympic advertising products, supplying domestic and overseas enterprises with a high-quality broadcast platform which is meant to assist them in shaping their own brands through the Games. In CCTV 2009 Prime Advertising Resource Bidding, CCTV, adopting the method of 鈥渇ull-scale presales鈥 for the first time, expands the prime resource into two parts: 鈥渂idding resource鈥 and 鈥渟ubscription resource鈥. It is a major and successful shift that CCTV effects in 15 years, wishing to adjust the station to the demands of the market and the clients, and keeping in step with the trend of the advertising industry.
All these efforts prove rewarding among the market and the industry. CCTV Beijing 2008 Olympic Games Marketing is awarded the Fifth China Media Layout Golden Prize. The 2009 Prime Advertising Resource Bidding held on November 18, 2008, won the tender with a total value of RMB9,256.27 million, the highest in the 15 years history of CCTV ad bidding.
Departure from the magnificent 2008 leads only to a promising 2009 when the People鈥檚 Republic of China will celebrate its 60th birthday. It implies a new starting point after 30 years of economic reform, as well as a new journey ahead.
Following the direction made by President Hu Jintao at the 50th anniversary of CCTV, in 2009, CCTV will hasten its step to build itself into a world class media group.
