CTR Quality Research into China TV Media
• Quality Research into China TV sets up a new standard for TV channels and TV programmes. Apart from TV ratings, qualities of TV channels and TV programmes, plus the influences to the society will be the new key benchmarks.
• When a high quality TV channel vs. low quality TV channel receiving same TV ratings, the high quality TV channel has better brand value; it would turn into a value-added factor in TV commercials. It also enhances the combination of quality and quantity evaluations.
50 Regional/ Satellite Channels Surveyed• CCTV (16 channels) : CCTV-1, CCTV-2, CCTV-3, CCTV-4, CCTV-5, CCTV-6, CCTV-7, CCTV-8,
CCTV-9, CCTV-10, CCTV-11, CCTV-12, CCTV-13 News, CCTV-Children, CCTV-Music, CCTV-News
• Provincial Satellite TV (31 channels)
• Phoenix Satellite TV (3 channels) : Phoenix Chinese Channel, Phoenix InfoNews Channel, Phoenix Movies Channel
Beijing Satellite Shanghai Dragon TV
Tianjin Satellite Chongqing Satellite
Xinjiang Satellite
Hebei Satellite Shanxi Satellite Inner Mongolia Satellite
Liaoning Satellite Jilin Satellite
Heilongjiang Satellite
Shandong Satellite Jiangsu Satellite Anhui Satellite Zhejiang Satellite
Jiangxi Satellite Henan Satellite Fujian Southeast Satellite
Hubei Satellite Hunan Satellite
Guangdong Satellite
Guangxi Satellite Travel Satellite Sichuan Satellite Guizhou Satellite
Yunnan Satellite Shaanxi Satellite Ningxia Satellite Qinghai Satellite Gansu Satellite
Xizang Satellite
CTR Quality Research into China TV Media– methodology
Survey sampling– Individuals aged 15-69 who live in 35 keys cities in
China; plus receiving overseas regional TV channels at home
– Total sample: 3,525, representing aged 15-69 TV population who are receiving overseas regional TV channels at home
– Fieldwork period: 2 Jun to 1 Jul 2013– Survey method: In-home face-to-face
questionnaire interview
Channels with International Image61.2
48.6
46.8
33.7
29.2
20.8
17.5
14.3
12.2
11.2
Phoenix Chinese
CCTV-1
Phoenix InfoNews
CCTV-4
CCTV-13 News
Phoenix Movies
CCTV-3
CCTV-2
CCTV-5
Hunan Satellite
Agree %
CTR-Quality Research into China TV Media 2013 Base: Sample who can receive the individual channel at home
46.8
38.2
29.6
25.2
22.4
18.9
18.8
18.1
17.7
16.7
14.6
10.5
10.4
10.0
50.7Phoenix Chinese
CCTV-1
Phoenix InfoNews
CCTV-13 News
CCTV-3
CCTV-4
CCTV-2
CCTV-10
CCTV-5
CCTV-12
Phoenix Movies
Hunan Satellite
CCTV-6
Shanghai Dragon TV
Jiangsu Satellite
Channels with Professional ImageAgree %
CTR-Quality Research into China TV Media 2013 Base: Sample who can receive the individual channel at home
36.2
27.4
26.6
25.1
23.2
20.7
19.7
15.6
14.2
11.9
11.3
11.1
10.3
9.9
8.8
37.0Hunan Satellite
Phoenix Chinese
CCTV-1
CCTV-3
Phoenix InfoNews
Jiangsu Satellite
Zhejiang Satellite
Phoenix Movies
CCTV-13 News
Shanghai Dragon TV
CCTV-4
CCTV-2
Beijing Satellite
CCTV-5
CCTV-10
CCTV-6
Channels with Innovative ImageAgree %
CTR-Quality Research into China TV Media 2013 Base: Sample who can receive the individual channel at home
64.0
60.6
44.4
39.6
21.0
10.0
8.0
8.0
7.6
6.9
CCTV-1
Phoenix Chinese
Phoenix InfoNews
CCTV-13 News
CCTV-4
CCTV-2
Hunan Satellite
CCTV-3
Shanghai Dragon TV
Beijing Satellite
Live Broadcasting on Significant EventsAgree %
CTR-Quality Research into China TV Media 2013 Base: Sample who can receive the individual channel at home
60.8
58.7
42.3
35.2
20.3
9.2
7.9
7.9
7.5
6.4
CCTV-1
Phoenix Chinese
Phoenix InfoNews
CCTV-13 News
CCTV-4
CCTV-2
Hunan Satellite
CCTV-3
Shanghai Dragon TV
Guangdong Satellite
Best Choice of TV Channel on Significant EventsAgree %
CTR-Quality Research into China TV Media 2013 Base: Sample who can receive the individual channel at home
64.2
49.5
43.2
28.2
25.9
16.3
13.7
11.9
11.4
9.1
Phoenix Chinese
Phoenix InfoNews
CCTV-1
CCTV-13 News
CCTV-4
Phoenix Movies
CCTV-3
CCTV-2
Hunan Satellite
CCTV-5
TV Programmes with Global InsightsAgree %
CTR-Quality Research into China TV Media 2013 Base: Sample who can receive the individual channel at home
65.4
62.2
47.7
45.3
25.4
11.4
10.1
7.9
7.8
CCTV-1
Phoenix Chinese
Phoenix InfoNews
CCTV-13 News
CCTV-4
CCTV-2
CCTV-3
Shanghai Dragon TV
Hunan Satellite
Quick Responses and Comprehensive News Agree %
CTR-Quality Research into China TV Media 2013 Base: Sample who can receive the individual channel at home
46.9
44.7
33.1
29.2
16.6
15.3
13.9
12.5
27.0
20.0
Phoenix Chinese
CCTV-1
Phoenix InfoNews
Hunan Satellite
CCTV-3
CCTV-13 News
CCTV-4
Jiangsu Satellite
Zhejiang Satellite
CCTV-2
TV Channel with Interviews with Key Figureheads
Agree %
CTR-Quality Research into China TV Media 2013 Base: Sample who can receive the individual channel at home
42.3
34.8
34.6
33.1
32.2
29.6
28.141.1
64.2
63.0
62.2
60.6
58.7
50.1
48.9
46.9
45.8
45.6
49.5
48.3
47.7
44.4
Rich International News and Information
Objective and Comprehensive Reportage withUnique Analysis
Quick Response to Breaking News
Extensive Live Coverage on Significant Events
Best Choice TV Channel on Significate Events
With Famous TV Programme
Stylish & Attractive Presenters
Interviews with Key Figureheads
Shooting Techniques are Unique and Lively
With Famous Presenters
Well-Produced / Package of the programmesPhoenix Chinese
Phoenix InfoNews
Phoenix Competitive EdgeAgreed %
CTR-Quality Research into China TV Media 2013 Base: Sample who can receive the individual channel at home
Ranking of the Commercial Environment on TV channelsChannel/ Ranking Commercial
interference is low to me
Commercials on TV channels are big
brands
Commercial Sponsorship tied-in with programme
I pay attentions to the TV commercials on this
channel
CCTV-1 1 1 1 1
Phoenix Chinese 2 2 2 2
Phoenix InfoNews 3 4 5 3
CCTV-3 4 3 3 4
CCTV- 13 News 5 5 6 6
CCTV-4 6 6 10 9
CCTV-5 7 9 8 7
CCTV-2 8 8 12 12
Phoenix Movies 9 10 7 8
CCTV-12 10 15 15 16
CCTV- 6 11 12 14 17
CCTV-10 12 16 17 15
Hunan Satellite 13 7 4 5
CCTV-8 14 17 18 19
Jiangsu Satellite 15 11 9 10
Base: Sample who can receive the individual channel at homeCTR-Quality Research into China TV Media 2013
Channel/ Ranking International Credibility Culture -Oriented
Innovative Professional
Phoenix Chinese 1 2 1 2 1
CCTV-1 2 1 2 3 2
Phoenix InfoNews 3 4 4 5 3
CCTV-4 4 5 7 11 6
CCTV-13 News 5 3 9 9 4
Phoenix Movies 6 12 8 8 11
CCTV-3 7 6 3 4 5
CCTV-2 8 7 10 12 7
CCTV-5 9 9 17 14 9
Hunan Satellite 10 10 6 1 12
Shanghai Dragon TV 11 16 11 10 14
CCTV-10 12 11 5 15 8
Beijing Satellite 13 14 14 13 18
CCTV-12 14 8 13 18 10
CCTV-6 15 13 18 17 13
Jiangsu Satellite 16 17 12 6 16Base: Sample who can receive the individual channel at home
Ranking of the Branding on TV channels
CTR-Quality Research into China TV Media 2013
Ranking of the Programme Quality on TV channels
Channel/ Ranking International Perspectives
Objective Reporting
With Famous Programmes
Good Response and
Timely Reporting
Live Coverage on Significant
Events
Best Choice on
Significant Events
Phoenix Chinese 1 1 2 2 2 2
Phoenix InfoNews 2 3 5 3 3 3
CCTV-1 3 2 1 1 1 1
CCTV-13 News 4 4 7 4 4 4
CCTV-4 5 5 9 5 5 5
CCTV-3 7 8 3 8 8 8
CCTV-2 8 6 11 6 6 6
Hunan Satellite 9 9 4 7 7 7
CCTV-5 10 12 15 15 15 13
Shanghai Dragon TV 11 10 13 9 9 9
Jiangsu Satellite 12 15 6 16 16 15
Beijing Satellite 13 11 16 10 10 12
CCTV-10 14 16 14 18 18 18
CCTV-12 15 7 12 13 13 14
Zhejiang Satellite 16 17 8 14 14 16Base: Sample who can receive the individual channel at homeCTR-Quality Research into China TV Media 2013
Channel/ RankingShooting techniques are
unique and livelyWell-produced / package of
the programmes
Phoenix Chinese 1 2
Phoenix InfoNews 3 5
CCTV-1 2 1
CCTV-13 News 5 7
CCTV-4 8 9
CCTV-3 4 3
CCTV-2 10 10
Hunan Satellite 6 4
CCTV-5 9 11
Shanghai Dragon TV 14 13
Jiangsu Satellite 11 8
Beijing Satellite 16 14
CCTV-10 12 15
CCTV-12 13 17
Zhejiang Satellite 15 12
Base: Sample who can receive the individual channel at home
Ranking of the Programme Production Quality on TV channels
CTR-Quality Research into China TV Media 2013