2009 China Media Yearbook & Directory

TABLE OF CONTENTS

PART ONE –YEARBOOK

Chapter 1: Television

1.1 Introduction .............................................................................................................2
1.2 Policy and Regulation ...................................................................................................2
Box 1.1: 2008 Snapshot of China's TV Industry ............................................................2
1.3 Network Infrastructure ..............................................................................................4
1.4 Olympics & Paralympics .............................................................................................5
1.5 TV Drama ................................................................................................................6
1.6 Entertainment ..........................................................................................................7
1.7 Factual ....................................................................................................................8
Interview with Leland Ling, CEO of Beijing Continental Bridge Culture Media Group ..........10
1.8 Children's Programming and Animation ......................................................................13
1.9 TV Ratings ..............................................................................................................15
1.10 Trade Fairs & Festivals ..............................................................................................15
1.11 Looking Forward ......................................................................................................19

Chapter 2: Film
2.1 Introduction ............................................................................................................22
2.2 Box Office ..............................................................................................................22
2.3 Policy and Regulation ...............................................................................................24
2.4 Imported Films ........................................................................................................27
2.5 Co-Productions ........................................................................................................29
2.6 Cinemas/Theatrical ..................................................................................................31
2.7 Looking Ahead ........................................................................................................33
 Interview with Wang Changtian, CEO of Beijing Enlight Media ........................................34

Chapter : Print

3.1 Introduction ............................................................................................................39
3.2 China's Reading Population .......................................................................................39
3.3 Policy and Regulation .................................................................................................40
3.4 Press Regulation ......................................................................................................42
3.5 Newspapers and Magazines ......................................................................................44
3.6 Books ....................................................................................................................45
3.7 Digital and Electronic ...............................................................................................46
3.8 Foreign Language Publications ...................................................................................48
3.9 Public Listings, Mergers and Joint Ventures .................................................................48
3.10 Publishing Exports  ..................................................................................................50
3.11 Fairs and Festivals ...................................................................................................51
3.12 Looking Ahead ........................................................................................................51
Interview with Xiao Liyuan of China Peace Publishing ...................................................53

Chapter 4: New Media

4.1 Introduction ............................................................................................................57
4.2 Policy and Regulation ................................................................................................57
4.3 The State of the Internet ..........................................................................................59
4.4 Online/Mobile Games ...............................................................................................60
4.5 Online Video ...........................................................................................................61
4.6 The Olympics and Paralympics ..................................................................................63
4.7 Mobile TV ...............................................................................................................64
4.8 Mass Mobile TV .......................................................................................................65
4.9 IPTV ......................................................................................................................66
4.10 Looking Forward ......................................................................................................67
Interview with Victor Koo, CEO and Founder of Youku ...................................................69

Chapter 5: Advertising

5.1 Introduction ............................................................................................................75
5.2 Policy and Regulation ...............................................................................................75
Box 5.2: Special Olympics Advertising Regulations .......................................................77
5.3 Print ......................................................................................................................78
5.4 TV and Radio ..........................................................................................................78
5.5 CCTV's Annual Prime Time Auction .............................................................................79
5.6 Internet and New Media ...........................................................................................79
5.7 Outdoor & Mass Mobile .............................................................................................80
5.8 Major Deals ............................................................................................................81
5.9 Olympics ................................................................................................................82
5.10 Media Research .......................................................................................................83
5.11 Looking Forward ......................................................................................................84
Interview with David Wolf of Wolf Group Asia ..............................................................85

Chapter 6: Sponsored Articles
LIC IN 2009  ...................................................................................................................91

PART TWO: STATISTICS

Chapter 1: TV Statistics

1.1 TV Industry Snapshot ..............................................................................................96
1.2 Digital Cable TV Subscribers 2004-2008 .....................................................................96
1.3 Top 10 TV Stations by Advertising Income 2008...........................................................96
1.4 Top 10 Channels by Audience Share and Ratings in Beijing,
Shanghai and Guangzhou 2008 .................................................................................97
1.5 Top Program Genres by Ratings in Beijing, Shanghai and Guangzhou 2006-2007 .............98
1.6 Top 5 Programs by Ratings in Beijing, Shanghai and Guangzhou 2008 ............................98
1.7 Channel Penetration Across 11 Cities in 2008 ..............................................................99
1.8 Viewing Hours per Person per Day by City 2008 .........................................................102
1.9 Channel Share in 11 Cities 2008 ..............................................................................102
1.10 CCTV Share and Ratings in 11 Cities 2008 ................................................................103
1.11 Top 5 CCTV Channels by Reach Nationwide 2008 .......................................................104
1.12 Top 5 CCTV Channels by Monthly Reach Nationwide 2008 ...........................................105
1.13 Top 5 CCTV Channels by Subscribers Nationwide 2008................................................105
1.14 Top 5 CCTV Channels by Audience Preference Nationwide 2008 ...................................105
1.15 Top 5 CCTV Channels by Reach in Key Cities 2008 .....................................................105
1.16 Top 5 CCTV Channels by Monthly Reach in Key Cities 2008 ..........................................106
1.17 Top 5 CCTV Channels by Subscribers in Key Cities 2008 ..............................................106
1.18 Top 5 CCTV Channels by Audience Preferences in Key Cities 2008 ................................106
1.19 Top 5 Provincial Satellite TV Channels by Reach Nationwide 2008 .................................106
1.20 Top 5 Provincial Satellite TV Channels by Reach in 5 Key Cities 2008 ............................107
1.21 Top 5 Provincial Satellite TV Channels by Audience Nationwide 2008  ............................108
1.22 Top 5 Provincial Satellite TV Channels by Audience in 5 Key Cities 2008 ........................108
1.23 Viewers' Favorite Genres Nationwide 2008 ................................................................109
1.24 Men's Favorite Program Genres 2008 .......................................................................109
1.25 Women's Favorite Program Genres 2008 ...................................................................110
1.26 Domestic TV Dramas Licensed for Distribution by SARFT 2008 .....................................110
1.27 TV Animation Snapshot 2008 ..................................................................................111
1.28 Top 7 TV Animation Production Companies in China by Output .....................................111
1.29 Top 10 Cities by TV Animation Production Output .......................................................111
1.30 Top 10 National TV Animation Industry Bases by Production Output .............................112

Chapter 2: Film Statistics
2.1 Snapshot of China's Film Industry 2008 ....................................................................113
2.2 Domestic Film Production Statistics 2001-2008 ..........................................................113
2.3 Top 5 Cinema Chains by Box Of.ce Revenue in 2008 ..................................................113
2.4 Top 10 Domestic Films and Co-Productions by Box Of.ce Revenue ...............................114
2.5 Top 10 Imported Films by Box Of.ce Revenue ...........................................................114

Chapter 3: Print Statistics
3.1  Snapshot of Print Production 2008 ...........................................................................116
3.2 Rankings of Chinese Newspapers by Daily Circulation .................................................116
3.3 Book Production By Genre 2007 ..............................................................................117
3.4 Magazine Production by Genre 2007 ........................................................................117
3.5 Newspaper Production by Circulation 2007 ................................................................117

Chapter 4: New Media Statistics
4.1 Internet Market Size in China 2003-2012 ..................................................................119
4.2 Internet Services by Market Share 2008 ...................................................................119
4.3 Online Ad Market Size in China 2004-2012 ................................................................120
4.4 Chinese Internet Media by Ad Market Share 2008 ......................................................120
4.5 Search Engine Market Size in China 2001-2012 .........................................................121
4.6 Chinese Search Engines by Market Share 2008 ..........................................................121
4.7 Online Shopping Trade Volume in China 2008 ............................................................122
4.8 C2C Platform Operators by Market Share 2008 ..........................................................122
4.9 B2C Platform Operators by Market Share 2008 ..........................................................123
4.10 B2B E-Commerce Trade Volume in China 2008 ..........................................................123
4.11 B2B E-Commerce Platform Operators by Market Share 2008 .......................................124
4.12 Online Game Market Size in China 2003-2012 ...........................................................124
4.13 Top 10 Online Game Operators by Market Share 2008 ................................................125
4.14 Market Size of Online Hotel Booking & Travel Services in China 2008 ............................125
4.15 Online Hotel Booking & Travel Service Operators by Market Share 2008 ........................126
4.16 Size of Online Recruitment Market in China 2008 .......................................................126
4.17 Chinese Online Recruitment Platform Operators by Market Share 2008 .........................127
4.18 Size of the Mobile Value-added Services Market in China 2004-2012 ............................127
4.19 Mobile Value-added Services by Market Share 2008 ...................................................128
4.20 Advertising Day Times by Industry 2008 ...................................................................128
4.21 Chinese Internet User Numbers 2000-2008 ...............................................................129
4.22 Broadband Subscribers in China 2002-2008 ..............................................................129
4.23 Mobile Phone Internet Users in China 2007-2008 .......................................................130
4.24 Chinese Internet Users by Gender 2007-2008 ...........................................................130
4.25 Chinese Rural Internet Users 2007-2008 ..................................................................131
4.26 Chinese Internet Users by Age 2007-2008 ................................................................131
4.27 Chinese Internet Users by Monthly Income 2008 .......................................................132
4.28 Number of Websites in China 2000-2008 ..................................................................132
4.29 Average Time Spent on the Internet Per Person Per Week 2007-2008 ...........................133
4.30 Summary Demographics for Internet Users in China 2008 ...........................................133
4.31 Online Video Sites by Time Spent Per Quarter 2008 ...................................................134
4.32 Chinese SNS Websites by Time Spent Per Quarter 2008 ..............................................134
4.33 Instant Message Services by Time Spent Per Quarter 2008 .........................................135
4.34 Chinese Mobile Phone Users 2000-2008 ....................................................................135
4.35 Estimated 3G Mobile Terminal Users vs. CMMB Terminals Users in China 2008 ...............136
4.36 Estimated IPTV Users in China 2004-2010 ................................................................136
4.37 Internet Usage Breakdown by User Demographic .......................................................137
4.38 Cities With CMMB Network Coverage By Jan. 20, 2009 ...............................................137

Chapter 5: Advertising Statistics

5.1 Total Advertising Turnover in China 2008 ..................................................................143
5.2 Trends in China's Advertising Industry 2003-2008 ......................................................143
5.3 China Advertising Industry Turnover 1991-2008 ........................................................144
5.4 Growth in Advertising Turnover by Medium 2003-2008 ...............................................144
5.5 Advertising Turnover by Product Category 2006-2008 .................................................144
5.6 Advertising Turnover by Medium & Product Category 2008 ..........................................145
5.7 Ad Turnover by Province/Municipality 2008 ...............................................................146
5.8 Top 15 Media Companies by Annual Growth in Turnover ..............................................147
5.9 Top 20 Media Units by Ad Turnover 2006-2007 ..........................................................147
5.10 TV and Print Ad Spend by Category 2008 ..................................................................148
5.11 TV and Print Ad Spend by Brand 2008 ......................................................................148
5.12 TV and Print Ad Spend by Brand for Beijing 2008 .......................................................150
5.13 TV and Print Ad Spend by Brand for Shanghai 2008 ...................................................150
5.14 TV and Print Ad Spend by Brand for Guangzhou 2008 .................................................151
5.15 TV and Print Ad Spend by Market Share....................................................................151
5.16 TV and Print Ad Spend by Financial Quarter 2008 ......................................................152
5.17 TV and Print Ad Spend: Central Government-Owned Media vs. Major Cities 2008 ...........152
5.18 Income from CCTV's Prime Time Ad Auction 2002-2009 ..............................................152
5.19 Outdoor Advertising Industry Snapshot 2007-2008 ....................................................153
5.20 Top 20 Outdoor Ad Companies by Outdoor Ad Revenue 2007 .......................................153
5.21 Advertising Agencies Annual Turnover and Growth 2003-2008 .....................................153
5.22 Top 10 Ad Agencies by Annual Growth in Turnover .....................................................154
5.23 Top 20 Ad Agencies by Annual Turnover 2007 ............................................................154
5.24 Top 20 Ad Agencies by Annual Revenue 2007 ............................................................155
5.25 Top 20 China Ad Agencies by Revenue 2007 ..............................................................155
5.26 Illegal Ads Censored by the State Administration for Industry
and Commerce 2004-2008 .....................................................................................156

Chapter 6: Radio Statistics
6.1 Snapshot of China's Radio Sector 2008 .....................................................................157
6.2 Top 10 Radio Stations by Ad Income 2008 ................................................................157

PART THREE: DIRECTORY

Media Regulatory Bodies & Industry Associations
Media Regulatory Bodies & Industry Associations ...............................................................160

Broadcast
TV & Radio Stations .......................................................................................................164
Pay-TV Operators ..........................................................................................................261
Foreign Satellite Channels and Media Companies  ..............................................................263

Production and Dsitribution Companies
Production & Distribution Companies ................................................................................276

New Media
Game Developers & Operators ........................................................................................304
Mobile Platforms & Content Providers ...............................................................................313

Film Studios and Services
Film Studios & Services ..................................................................................................320

Print
Publishing Groups .........................................................................................................332
Newspapers ..................................................................................................................348
Magazines ....................................................................................................................364

Advertising and Media Services
Advertising Companies  ..................................................................................................388
Media Services ..............................................................................................................409

List of Abbreviations

Index