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9.93%

During the May Day holiday, the overall market share of

CCTV has increased 9.93%, a year-on-year increase of 2.96

percent. News Channel, Entertainment Channel and Children’s

Channel have made the greatest contribution to the overall

market share increment.

11.38 million

As of April, CCTV has newly added 37 overseas broadcast

projects of international channels, with 11.38 million new

subscribers of whole channels and 4.58 million new subscribers

of some programs in some time periods; its programs have been

newly introduced by 49 overseas hotels.

8.16 million

Great achievements have been made in the overseas

broadcast projects of CCTV Documentary Channel, with totaling

8.16 million subscribers of the whole channel and some

programs in some time periods in 48 countries and regions.

On April 29, CCTV held a motivating meeting on implementing Optimizing Scheme for Program Comprehensive Evaluation & Annual Brand Program Appraisal Scheme

President Jiao Li emphasized on the following issues: First, it should be fully recognized that the Scheme plays an important role in comprehensively improving the program quality of CCTV. The implementation of the Scheme means that CCTV is shifting attention from audience ratings to comprehensive evaluation of programs; taking guiding force, influence, broadcasting and specialty as comprehensive indicators, CCTV is going to reward brand programs on a grand scale so as to encourage all the programs to strive to be advanced and excellent and make “award the competent and innovation” drive “punish the inferior and washout”. Second, basic requirements of the Scheme should be seriously understood. The evaluation of programs’ social effect should be correctly understood because focusing on programs’ social effect is a necessary requirement for spiritual culture products; importance should be continuously attached to the audience ratings during the program management of CCTV; the

CCTV Starts Optimizing Scheme for Program Comprehensive Evaluation

role and function of the Scheme in the evaluation system of CCTV should be correctly understood; the unity and conformity of the Scheme in the channel evaluation standards of CCTV should be fully understood. Third, the Scheme should be seriously carried out. The implementation of the Scheme concerns the promotion of CCTV’s branding strategy and the building of CCTV’s core competitiveness all the channels and departments should pay significant attention, gather consensus, seek unity of thinking, strengthen uniform leadership and seriously carry out the Scheme.

CCTV has spent one year in formulating this Scheme.

After such four stages as fundamental research, indicator design, advice solicitation and trial testing, taking guiding force, influence, broadcasting, specialty as four evaluation indicators, the Scheme mainly aims at selecting annual brand programs; top 30 programs of CCTV and program rank of each channel will be listed quarterly as the internal reference to channel management.

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06 Energizing CCTV VIP Customers Communication Event 2011

08 Zhu Hong, Vice Governor of Jiangxi Province Meets a Delegation Led by Cheng Hong, CCTV Deputy Editor-in-Chief

10 CCTV Advertising Center Enters the Jiangzhong Medicine Valley

12 Master Speech:Song Hongbing Talking About "Money, Currency and Wealth"

15 Interactive Speech: Passing down the Jinggang Spirit from Generation to Generation

19 The Inspiration of the Jinggang Spirit for Corporate Marketing

Spark Jinggangshan

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CCTV INFO

MEMBER OF EDITORIAL BOARD

Cheng Hong He Haiming Li Yi Yan Liping Chen Rongyong

Liu Lihua Zhang Yupeng Yin Xuedong

She Xianjun Sun Miaoqing Zhao Shuang Zeng Yingying

Yang Zhenliang

EDITOR IN CHIEF Chen Rongyong

ASSOCIATE EDITOR IN CHIEF She Xianjun Sun Miaoqing

EXECUTIVE EDITOR IN CHIEF Yang Zhengliang

EXECUTIVE EDITOR Song Qing

EXECUTIVE ART EDITOR Zhu Junyu

COVER DESIGN Xia Jingjing

PHOTO Shu Yu Zhu Junyu Xia Jingjing Wu Xue

PRINT Zhu Junyu Bi Lei

PUBLISHER Advertising Department of China Central Television

ADDRESS F3 Media Center Apartment

No.11 Fu Xing Road Beijing, China, 100859

TELEPHONE 8610-68500180

FAX NUMBER 8610-68550947

WEBSITE http://1118.cctv.com ad.cctv.com

EMAIL cctvadtang@yahoo.cn

42 CCTV Documentary Channel is in the Process of Establishing Overseas Broadcast Projects

43 CCTV-9 Documentary Channel Engaged in Public Service Announcements

43 CCTV-News, the Most Popular Channel in 2011

43 CCTV Witnessed Frequent Highlights in Recent Audience Ratings

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Spark JinggangshanEnergizing CCTV VIP Customers Communication Event 2011

“This is the best CCTV event I have ever participated in”, Tao Ran, Director of the brand

development department of Heilan Home, told the reporter when he left Jinggangshan on

May 7th. From May 5-6, CCTV Advertising Management Center held the Spark Jinggangshan

series VIP advertising customers communication event in the city of Jinggangshan.

Cheng Hong, CCTV Deputy Editor-in-chief and Director of Advertising Center (hereafter

referred to as the Center), He Haiming, Deputy Director of the Center, Yan Liping, full-time

Deputy Secretary of the General Party branch in the Center, Liu Lihua, Deputy Director

of the Comprehensive Department of the Center, Zhang Yupeng, Deputy Director of the

Marketing Department of the Center, Huang Shengming, Dean of the Advertising School of

Communication University of China, Song Hongbing, well-known financial author, as well

as a number of representatives from long-term advertising customers, including Luhua,

Yurun, Wong Long Cat, Arawana, Yangshengtang, Panpan, NICE, LIBY, Jiangzhong Medical,

New Yangfeng Fertilizer, FAW-Volkswagen, Changhe Automobile, Shandong Lingong,

China Postal Savings, China Everbright Bank, Guangdong Development Bank, National

Tourism Administration, Shandong Provincial Tourism Administration, Xi'an Municipal

Party Committee, Geely, Joyoung, Sunrain, Langjiu Wine, Yanghe Wine, Luzhou Laojiao

Wine, Jiannanchun Wine, Daohuaxiang, Hengshui Laobaigan, Heyuyuan, Heilan Home

and HONGREN, and representatives from

advertising agencies such as SRX Advertising

and Glory Manna, all participated in the

event.

The Spark Jinggangshan series of

events included six parts: Masters Forum

– a lecture on “Money, Currency and

Wealth” by Song Hongbing, the author

of Monetary War; Interactive Lecture –

to pass on the Jinggangshan spirit from

generation to generation; Group Games –

take organization and building competition

between four Red Army forces; re-take

the former walkway for the Red Army to

shoulder grains; visit Huangyangjie, Five-

finger Peak and Jinggangshan Revolution

Museum; and watch the large-scale live

Group Photo at Jiangxi Institute of Economic Administrators

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‘emancipating the mind, seeking truth from facts and working hard’ together with customers

and apply such a spirit into corporate management and brand construction."

The ingenuity of holding this communication event has been fully recognized by

customers. Tao Ran's stated that the event was quite different from previous events organized

by CCTV. Zhao Baofu, Director of the Publicity

Department of China Everbright Bank,

described it as a "unique event".

performance–Jinggangshan.

In previous years, CCTV VIP advertising

customers communication events were

always held in Sanya, Hainan province,

and always focused on promoting CCTV-

based advertising resources and business

philosophy. "The reason for us changing

the event pattern lies in that we want to

ultimately achieve common improvement

and common growth through learning,

interacting, experiencing and sharing

together with customers" said Deputy

Director of CCTV Advertising Management

Center He Haiming. "2011 marks the 90th

anniversary of the Chinese Communist

Party. We decided to hold the customer

communication event at the cradle of the

revolution, Jinggangshan, in order to learn

and carry forward the Jinggangshan spirit of

Experience on Zhu-Mao Grain-Carry PathTeam presence

The site of “Famous Talk” is packed with audience on the morning of May 5

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Zhu Hong, Vice Governor of Jiangxi Province Meets a Delegation Led by Cheng

Hong, CCTV Deputy Editor-in-Chief

"The Jiangxi tourism publicity trailer

broadcast on CCTV, especially the publicity

trailer named ‘Unique Landscape in Jiangxi’

broadcast in the Morning News program

has produced clear results. After seeing

the publicity trailers, many tourists from

other provinces visited Jiangxi to see its

beauty”, said Zhu Hong, Vice Governor

of Jiangxi Province, during the meeting

with the delegation led by Cheng Hong,

CCTV Deputy Editor-in-Chief, at the sacred

place of revolution, Jinggangshan in the

afternoon of May 6th. During the meeting,

Mr. Zhu also reviewed and closely discussed

the cooperation between CCTV and the

Jiangxi government with respect to tourism

promotion.

Vice Governor Zhu Hong first expressed

his thanks for CCTV's strong support to

tourism promotion in Jiangxi. He said that

Jiangxi has made great developments in

tourism, and the average number of tourists

and tourism revenue growth has increased

by more than 30% since the beginning of its strategic cooperation with CCTV, especially since

the broadcast of the publicity trailer "Unique Landscape in Jiangxi" in April. Jinggangshan,

Lushan, Sanqingshan and other major attractions have received more than 20,000 tourists

every day, and more than 30,000 in Wuyuan with the maximum visitors of 60,000 at its peak.

These achievements have largely benefited from the strong support from and promotion by

CCTV.

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Zhu Hong stated that Jiangxi is rich in tourism resources, which can be summed up

as "three fours and six ones". That is, the four famous mountains (Lushan, Jinggangshan,

Sanqingshan and Longhushan), the four cradles (the cradle of the Chinese revolution –

Jinggangshan, the cradle of the people's army – Nanchang, the cradle of the Republic of China

– Ruijin and the cradle of the Chinese labor movement – Anyuan), four thousand-year relics

(the thousand-year capital of china – Jingdezhen, the thousand-year famous building – Pavilion

of Prince Teng, the thousand-year college – Bailudong College and the thousand-year temple

– Donglin Temple), one lake (Poyang Lake), one village (one of the most beautiful village in

China – Wuyuan), one sea (West Sea), one peak (Turtle Peak), one trail (Xiaoping Trail) and

one city (Gongqing City). He sincerely hoped that CCTV's editors and reporters would come to

Jiangxi more often to promote the province and continue to support its development.

Deputy Editor-in-Chief, Cheng Hong, expressed that there have been more and more ads

promoting various provinces and municipalities and tourist attractions in recent years. Jiangxi

province integrates all the resources for the purpose of a joint promotion. As a national as

well as global communication platform, CCTV is willing to contribute to the tourism industry

development in Jiangxi.

The attendees also included Cai Yufeng, Deputy Secretary-General of Jiangxi Provincial

People's Government, Wang Xiaofeng, Head of Jiangxi Tourism Bureau, Zhou Meng, Secretary

of the Ji'an municipal Party committee, Wang Ping, Mayor of Ji'an Municipal People’s

Government, Mei Liming, Secretary of

Jinggangshan municipal Party committee,

He Haiming, Deputy Director of the CCTV

Advertising Management Center (hereafter

referred to as the Center), Yan Liping, full-

time Deputy Secretary of General Party

branch in the Center, Liu Lihua, Deputy

Director of Comprehensive Department of

the Center, Zhang Yupeng, Deputy Director

of Marketing Department of the Center and

so on.

After the meeting, the group led by Vice

Governor Zhu Hong also hosted a dinner

with a number of CCTV VIP advertising

customers who participated in the Spark

Jinggangshan series of activities, during

which they held further discussions on

potential cooperation.

Group Photo of Mr. Zhu Hong (the 6th from the left), Vice Governor of Jiangxi Province, with the party of CCTV Advertising Center at Jinggangshan Mountain

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CCTV Advertising Center Enters the

Jiangzhong Medicine Valley

May 7, Cheng Hong, deputy chief

editor of CCTV and director of the CCTV

Advertisement Center, and He Haiming,

deputy director led their delegation from

Jinggang Mountains to Nanchang, where

they met with Chairman Zhong Hongguang

of Jiangzhong Group and deputy general

manager Guo Yong of the Jiangzhong

Pharmaceutical Co., Ltd., etc. and visited the

Jiangzhong Medicine Valley。

Jiangzhong group started their AD

campaign on CCTV since the 1980s and has

kept launching advertising on Golden Theatre

of CCTV-1, which has effectively improved

the brand awareness and reputation,

and as a result, the

group’s products like

Jiangzhong Stomach

Tablets, Jiangzhong

Throat-moistening

Tablets and Chuyuan,

have been well known

and reliably products

for consumers, and

with the annual sales

value of over RMB1.3

billion, the Jiangzhong

Stomach Tablets has

been the best-selling OTC medicine product

of the country for many years.

“ There’re lots of treasures in

J i a n g z h o n g ! ” d u r i n g

t h e c o m m u n i c a t i o n ,

C h a i r m a n Z h o n g

Hongguang introduced new

achievements of Jiangzhong

in development, production

and marketing to Cheng

Hong, He Haiming and their

retinue, and when talking

about the “Sparkling Wine”

and “Shen-Ling-Cao (Panax,

Ganoderma Lucidum and

Cordyceps) Oral Solution” to be launched to

the market in batches, Zhong Hongguang

was very excited and passionate.

It is introduced that the Sparkling Wine

is brewed with pure lycium chinense in the

genuine brewing technique of the Western

Xiang comprising the following processes:

“fruit picking, making jam within limited

period, circular fermenting, preparation

with secret recipe, secondary distillation and

storage in the cellar”, and it is thus provided

with the unique features the liquor of the

“lycium chinense fragrance”. And the Shen-

Ling-Cao Oral Solution is intended to relieve

the fatigue and strengthen the immunity,

and therefore, it adopts top-grade materials,

Assistant General Manager Guo Yong gives an introduction about Medicine Herb Valley to Assistant Editor-in-Chief Cheng Hong

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such as Wausa of Wisconsin, Ganoderma

lucidum of the Changbai Mountain from

Yanbian City, Jilin province and Qingshui

County of Lishui City, Zhejiang Province,

Cordyceps from Yushu Tibetan autonomous

prefecture, Qinghai Province, and red rose

from Kushui Town of Gansu Province.

As the tablet production base of

Jiangzhong Pharmaceutical Co., Ltd., the

Jiangzhong Medicine Valley, located in

Meiling Scenic Area in the western suburb of

Nanchang City, covers an area of 2,800 mu.

Three cultural walls are located at the gate

of the valley, which are designed by famous

designers who have designed the Chairman

Mao Memorial Hall and skillful craftsmen,

and show 68 celebrities of Chines medicine

through China’s 5,000 years of history as

well as the development of the Chinese

Medicine.

Jiangzhong Medicine Valley enjoys

top-grade hardware, software and

environmental conditions in the country.

In term of hardware, all equipment of

Jiangzhong Medicine Valley is exported,

including top-grade production equipment

for tablet production and aluminum-

plastic packaging; in term of software,

the production site management of the

Jiangzhong Medicine Valley is a model of

China’s pharmaceutical industry; as for

environment, the 2800-mu plant is not only

broad and neat, but also secluded, just like a

new scenic spot with unique charm.

“The environment of Jiangzhong

Medicine Valley cannot be bought by

money”, during the visit, deputy general

manager Guo Yong frankly expressed his

pride as a member of Jiangzhong, “world-

famous pharmaceutical enterprises like

Pfizer and Merck have the same fresh

environment as that in our “Medicine

Valley”.

Chairman Zhong Hongguang’s favorite Puka Liquor

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rate of return on investment."said Song

Hongbing, “with such a background, we

need to make clear what is money, what is

currency and what is wealth before talking

about financing”

According to him, money is “Silver

Standard” in the east and “Gold Standard”

in the west, in nature, money means gold

and silver. Therefore, Karl Marx ever said

although gold and silver are not by nature

money, money is by nature gold and silver.

While currency is never wealth, which

means how many commodities and services

can you consume instead of how many

money or currencies have you deposited.

“In my point of view, only products

and services created by people’s labor can

be called wealth. No labor, no wealth. And

so land cannot be regarded as wealth. For

instance, in the primitive society, when

people could hardly be well fed, land is

worthless, and because they had no surplus

commodities for exchange, everything

around them was worthless.”

Master Speech:Song Hongbing Talking About "Money,

Currency and Wealth"

On the morning of May 5, Song

Hongbing, the famous financial writer,

author of War of Currencies, made a speech

titled "A 'Small' Note, Infinite Knowledge"

in the Multifunctional Hall on 1F of the

Zhongtailai Hotel of Jinggang Mountain.

What're Money, Currency and Wealth?

"In 2010, over 10,300 financing products

were issued in China, only about 30 of which

had the rate of return on investment higher

than the inflation rate and the CPI, while

most of them had been subject to very poor Mr. Cai Mo, President of Business Division of Joyoung Electric Appliances

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The Trend of USD Depreciation will not Change

According to Song Hongbing, the trend

of USD depreciation will not change. “After

the decoupling of the dollar and gold in

1971, the amount of USD in circulation has

been kept growing for 40 years, far greater

than the economic growth rate of the US,

when the money supply exceeds the growth

of GDP, the real wealth corresponding to the

currency in circulation will surely decline,

and as a result, the depreciation of USD is

inevitable.”

He commented that USD is a currency

issued with the mortgage of liabilities,

each holder of USD is the creditor of USD

liabilities, and the Chinese government holds

US national debt worth USD1.15 trillion.

The period during and 2012-2014 will be a

peak period for the US to repay debts, with

the liabilities worth USD 9.65 trillion to be

repaid, while the total amount of US dollars

in circulation in the world is only about 9

trillion at present, in such a situation, the

only measure taken by the US government

is to issue huge amount of banknotes, which

further deteriorates the world economy

despite of temporary effort in delaying the

economic crisis.

“The USD system is born to be wrong,

to adopt the national currency of a country

as the currency for transaction and deposit

for the whole world, it is required to export

the currency, which is bound to cause trade

deficit, and the national debt will increase

faster and faster, therefore, such a system,

born to be embedded with fatal cancer cells,

will surely collapse after development to a

certain stage. By 2035, the national debt of

the US will account for 200% of the country’s

GDP. At that time, 46% of the country’s fiscal

revenue will be used for repayment of the

principal and interests of liabilities, which is

just what the UK suffered in 1939! And that

was the start of Great Britain’s comedown.”

Population Structure Impacts Economic Development According to Song Hongbing, population

structure is closely connected with economic

growth. “After World War II, 12 million

young American men and women started

to go home for love, marriage and giving

Ms. Zhong Liying, Vice President of Nice Group

Mr. He Rongxian, General Manager of Beijing Xinglu International Media

Mr. Deng Ping, Chairman of Xinjiang Xinjie Group, Mr. Chen Ronghua, General Manager of Sunrain Solar Energy Co., Ltd.

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birth to children. During 1946 and 1964,

the population of the US was increased by

79 million in the birth peak. Since 1982, the

American stock market had seen the bull

market for over 20 years continuously, one

important reason is that the 79 million young

people were just in middle age in 1982, they

were full of desire and enterprising spirit,

strong demand and will of consumption,

and will to spend twice they earned, which

greatly improved the consumption growth

in the US.”

Song Hongbing said that an important

reason for the success of China’s reform

and opening-up is timeliness, “we’ve seized

the channel for the increase in population

and consumption of the US and Europe,

whose peak periods of population were

almost synchronous. China’s export-oriented

economic development mode has been

a great success because we have seized

the opportunity of the peak period of

consumption on the global market.”

According to Song Hongbing, the reason

for the financial crisis of the US in 2008 is

that the 79 million people were subject

to decline in consuming ability as they

gradually become old, which will surely lead

to economic downturn, which will not be

recovered until 2025.

“So in my point of view, the next 15

years will be a glacier phase of the American

economy, but a golden time for the

development of the Chinese economy, and

while the economy of Europe, America and

Japan is hitting the skids, China’s population

bonus continues. As we are growing while

others are declining, this is the best time for

the rise of the Chinese economy.”

There will be Huge Space for the Appreciation of Silver in

the Future “The silver price is bound to break the

mark of USD50, so a price under USD50

will have good value for money. It is just

like buying houses, comparing RMB3,000

per square meter before with RMB5,000

now, you may think the price at present is

expensive, but 3 or 4 year later, you’ll surely

be regret facing the unit price of RMB20,000-

30,000 per square meter? And silver goes

the same way, the unit price of silver will be

at USD200-300 in a few years.”

According to Song Hongbing, the

appreciation of silver is because of the public

concern about the financial properties of

silver which has been depressed for a long

time. According to the statistics of the US

Geological Survey, there’s 47,000 tons of gold

and about 400,000 tons of silver in the earth

crust, about 1: 10, so if the current gold price

is USD1,500, USD150 should be a normal

price for silver, considering no inflation.

“If we define 10 years as a cycle, the

current price of silver, which is several tens of

US dollar/ounce, will be multiplied by 10 to

20 times” said Song Hongbing. Mr. Wang Dingrong, General Manager of Planning Department of Luzhou Laojiao Co., Ltd.

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Interactive Speech: Passing down the Jinggang Spirit from

Generation to Generation

On the afternoon of May 5, we

arrived in Jiangxi Cadres College located

in Ciping Town of Jinggang Mountains for

an interactive speech titled “Passing down

the Jinggang Spirit from Generation to

Generation”. By means of dialog between

the host and offspring of soldiers of the Red

Army, experts in the history of the CPC and

former rusticated youth staying here, with

the assistance of multimedia background

data, the speech retraced representative

characters and stories during the

revolutionary struggle and construction on

the Jinggang Mountains through questions

and answers to allow the audience to

experience the eve-lasting Jinggang Spirit.

The Story of Mao BinghuaMao Binghua, born in 1929, joined the

CPC in 1950, he has worked in a school as

teacher and then in a factory, and in 1968,

he was appointed curator of the Museum

of Revolution in Jinggang Mountains. And

since that year, his has spent his life in the

mountainous area on systematic research

of the revolutionary history of Mountains

and publicizing the spirit of the Jinggang

Mountains. Over the past 40 years, he made

over 20,000 reports to over 1 million person

times, with a huge audience including

leaders of the CPC center, cadres and

ordinary people, he has truly become the

“First Promoter of the Jinggang Spirit”. On

Jan 24, 2009, as a representative of national

model workers, he was greeted by comrade

Hu Jintao.

In recent years, Mao Binghua has

successfully financed RMB1.5 million for

12 middle and primary schools, including

Longshi and help solving the problems

of those schools in reconstruction of

dilapidated buildings, extension of school

buildings, poor accessibility and safety

drinkable water, etc.; in addition, he

has financed RMB1.78 million from the

society for the construction projects of the

“Monument of the Revolutionary History of

Jinggang Mountains” and the Red Flag Stele

of the “the most beautiful mountain under

heaven”.

On that afternoon, Mao Binghua made

The old gentlman, Mao Binghua presents flag to the training class

Mr. Guo Yong, Executive Vice President of Jiangzhong Pharmaceutical Co.,Ltd.

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the first speech, when he talked about the

Jinggang Spirit. “The most significant cut-

in point and of highlight of the Jinggang

Spirit is to emancipate the mind, which is

represented by Mao Zedong, who explored

a road of encircling he cities from the rural

areas from the Jinggang Mountains……”

“Why did Mao Zedong choose the Jinggang

Mountains as the revolutionary base?

There are a few reasons, I think: The first if

the profound basis of revolution here, the

second is heroic friends on the mountain, the

third is abundant resources here, the fourth

is the advantageous strategic situation,

the fifth is its location at the boundary

and the sixth is the influence on the entire

country……”

The Story of Zeng Zhi, Former Vice Head of the

Organization Department of the CPC Central Committee

Shi Jinlong, grandsonof Zeng Zhi, Former

vice head of the Organization Department

of the CPC Central Committee, and Li

Chunxiang, expert of the History of CPC in

Jinggang Mountains told a story about Zeng

Zhi, a predecessor of proletarian revolution.

Zeng Zhi, born in Yizhang, Hunan in

1911, joined the CPC in 1926, she came to

the Jinggang Mountains in Arial, 1928, acted

as vice head of the Organization Department

of the CPC Central Committee in 1977,

and passed away in 1998. During over 70

years of her revolutionary career, she kept

her faith for the communism despite of

Stand up, Sing the National Song

The Story of Zeng Zhi

Mr. Li Shibao, President assistant of Yu Run Group

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various hardship and difficulties. During the

Second Chinese Revolutionary Civil War,

her family made a lot of sacrifices for the

revolution: her first husband Xia Mingzhen

(Xia Mnghan’s younger brother) and her

second husband Cai Xiemin sacrificed their

lives successively, and her 3 children were

either sent to the others or sold in order to

raise money for activities of the party. During

the Yan’an Rectification Movement, she

was framed to be subject to examination

as a “coward”, however, she never told a

lie and adhered to the principle of seeking

truth from facts till rehabilitated. During

the “Cultural Revolution” her husband Tao

Zhu was persecuted to death for injustice

and she was also subject to criticism and

denouncement and sent to the countryside

in North Guangdong for laboring. However,

she got through all such intolerable hardship

with amazing perseverance.

On Nov 7, 1928, Zeng Zhi was brought

to bed during the revolutionary struggle

on the Jinggang Mountains, and 26 days

later, she send her child to a vice company

commander whose family name was Shi.

In the summer of 1951, the Central Greeting Group for Old Revolutionary Bases found Shi

Laifa, who was already 23 years old but never knew his own parents. When Shi Laifa went to

Guangzhou and met his mother, how Zeng Zhi hoped to kept his son with her, but she said:

“You have grown up by the people of the Jinggang Mountains during the hard times, and now

you should carry forward the revolutionary tradition of the Jinggang Mountains.” Keeping his

mother’s words in mind, Shi Laifa became a ranger on the Jinggang Mountains and worked on

the post for tens of years.

Farmers lived a poor and hard life at that time, and what Shi Jinlong, Zeng Zhi’s grandson,

wished most was to have a meal with meat. When Shi Jinlong visited her grandma in Beijing,

he nerved himself to ask her grandma to help transfer his household state into commodity

grain, but Zeng Zhi refused him.

Shi Jinlong, who was only a teenager, understood that it was impossible to benefit from

her grandma, who was already a top party member, nor could his dream of changing his

life with the help of his grandma be realized. After that, he returned home and became an

ordinary residence on the Jinggang Mountains.

Shi Jinlong was recalling the past calmly on the stand, with no sign of querimony for his

grandma; instead, he admires his grandma’s last decision: “Do not hold a memorial meeting

after my death, keep useful parts of my body for those who need, and cremate the rest……”

Mr. Yu Mengsheng, CEO of Shandong Lingong Construction Machinery Co.,Ltd.

Jiang Manfeng

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The Story of a Cleaner Named Jiang Manfeng

“Dear Red Army soldiers, watch out for

the stones on the path, your toes are aching,

my heart is paining.” In Longtan Scenic Area

of the Jinggang Mountains, people can heart

someone singing songs like that. The singer

is an ordinary cleaner named Jiang Manfeng.

Jiang Manfeng started to learn folk

songs once she could speak. As time pass

by, she became famous in the villages. Jiang

Zhihua, Jiang Manfeng’s grandpa, as a soldier

of the Red Army, has been fighting shoulder

to shoulder with many revolutionists on

the Jinggang Mountains, and after Jiang

Zhihua’s sacrifice in Xiazhuang Village of the

Jinggang Mountains, his only bequest was

a songbook recording over 30 folk songs.

Jiang Manfeng 12 found the hand-written

songbook left by her grandpa in her home

by change, when she was 12, although

the handwriting had turned yellow, Jiang

Manfeng was immediately attracted by the

lyrics. There were only lyrics, no notation, on

the songbook, but the clever girl tried to sing

the lyrics according to the local Hakka folk

songs.

In 1997, Jiang Manfeng became a

cleaner of the Longtan Scenic Area of the

Jinggang Mountains. The ordinary woman

who had never received vocal training

gradually made singing revolutionary songs

the most important thing beyond her job.

Each time after cleaning, she would stand on

the roadside and sing loud towards tourists

from different places.

In 2006, Director Jin Tao of the TV series

Jinggang Mountains found Jiang Manfeng

and invited her to Beijing for audition, and

as a result, Jiang Manfeng became the

singer of a song in the TV series. During the

days when Jinggang Mountains aired, Jiang

Manfeng would sit before the TV set on time

every day. Watching the battle scenes on the

screen and hearing her own voice, her face

was covered with tears, and she seemed to

see his grandpa, who she had never really

seen.

On the stand, Jiang Manfeng told the

audience that when she was recording the

song in Beijing, the crew asked if her had

any requirement, and she said her only

requirement was to specify “Jiang Zhihua”,

his grandpa, as the creator of the song.

Many people think that Jiang Manfeng

may consider changing the job, but Jiang

Manfeng doesn’t think so. She said, “Many

employers have invited me since I became

famous, and I refused them despite of the

salary much higher than that of my present

job. For people like me who have received

little education, it is more difficult to work

with a pen than with a broom.”

……

In addition, Wang Shengmao, the

grandson of Wang Zuo, the revolutionary

martyr who had been killed wrongly, told the

story of Wang Zuo: how the party and the

government managed to rehabilitate Wang

Zuo and cared Wang Zuo’s offspring after the

liberation; Ms Yang Jieru, a rusticated young

women from Shanghai, former headmaster

of Fengtian Primary School of the Jinggang

Mountains, told her own story of being a

volunteer for the education of the Jinggang

Mountains in 40 years.

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The experience of our party and army during the period in the Jinggang Mountains is valuable for the management of enterprises today. After the interactive speech on May 6, Professor Huang Shengming of the Communication University of China shared his experience with us.

The Inspiration of the Jinggang Spirit for Corporate Marketing

Huang Shengming, Dean of the Advertising School, Communication University of China

I was born in 1955, and I received the

Red Education as a child, a teenager and a

young man, but I rarely received any Red

Education in the past 30 years. However,

I’m deeply impressed here in the Jinggang

Mountains today, when we’re recalling

stories of the revolutionary wartime.

The Jinggang Mountains is a holy

mountain, although lack of historic sites or

material and cultural heritages, it has many

valuable treasure in terms of philosophy and

spirit.

What is the Jinggang Spirit, many people

have summarized it well: emancipating the

mind, seeking truth from facts, constancy

and hard work. In my point of views, there

are 3 aspects of the Jinggang Spirit worth

learning for enterprises and advertising.

First, we should learn the holistic view

and strategic thinking of Mao Zedong and

other predecessors of revolution. When

the Autumn Harvest Uprising failed, Mao

Zedong changed the plan of attacking cities

and decided to choose the way of “Encircling

the cities from the rural areas”, and then he

came to the Jinggang Mountains; it is easy

to hold but hard to attack such mountains

extending hundreds of miles, and with the

assistance of the local military strength of

Yuan Wencai and Wang Zuo, he successfully

established the first revolutionary base here.

Mao Zedong has answered the question

“Why China’s Red Political Power can Exist?”

with his own experience, and answered

the question “How long can be red flag be

holding high” with “A little spark set the

prairie ablaze”. This case has sufficiently

embodied Mao Zedong’s holistic view and

strategic thinking, which is one of the most

important factors that make my admire Mao

Zedong very much. Mao Zedong’s strategic

thinking has accompanied his whole life,

from the Second Chinese Revolutionary Civil

War, the War of Resistance against Japanese

Invasion, the War of Liberation to the period

after the Liberation, Mao Zedong’s holistic

view and strategic thinking have been great

at various critical and difficult moments and

occasions.

For our corporate management

today, the most important way of survival

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and development, I think, is a holistic

view and a strategic thinking, we need to

see farther than the others. Before long I

interviewed Ma Weihua, president of the

China Merchants Bank, he said, everybody is

talking about “success depends on details”,

however, no holistic view, no details, you

will not know where your chessmen are

located without sufficiently understand the

macro situation. He added repeatedly that

strategic thinking is the most important for

entrepreneurs and bankers.

The second thing we need to learn from

the Communist Party of China is the attitude

of seeking truth from facts, if we do so, we

can walk straight and smoothly, otherwise,

we’ll walk on a detour. It is an excellent

tradition of the CPC to follow the trend and

do what they are capable of. This also apply

to the development of enterprises, through

the past years, many Chinese enterprises

have risen rapidly and then come down

rapidly. After the enterprises grow larger

and strong, many bosses started to tread on

air and forgot the principle of seeking truth

from facts, while they were only thinking of

doing something big, their brands die at last.

The second thing we need to learn from

the Communist Party of China is the strong

ability in organization. Before coming to the

Jinggang Mountains, Mao Zedong carried

out the “Sanwan Reorganization” on the

army, before the reorganization, although

the CPC had consolidated some troops

and set up party organizations in the army,

the party branches were all set up in the

regiment level, and political instructors were

only responsible for publicity and education,

as a result, political work had no mass basis.

And after the “Sanwan Reorganization”,

the party’s branches were set up at

company level, which resulted in higher

ability of organization and mobilization.

For enterprises today, executive ability of

organizations is the basis for participating

in market competition, and to improve the

executive ability, it is advisable to learn from

the Communist Party of China.

In 2010, China’s GDP exceeded that of

Japan, and we are bound to exceed the US

in the future. We will have the chance to

evidence and participate in an uncommon

process of the rise of a great country,

which is truly a lucky thing. I hope that the

Jinggang Spirit can be a precious treasure

for enterprises and advertising agencies to

explore future market.

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CCTV Documentary Channel is in the Process of Establishing Overseas

Broadcast Projects

CCTV Documentary Channel officially came on air on January 1, 2011, attracting

widespread attention and warm response from domestic and overseas audience. Some

media comments in Hong Kong and Macau including Ta Kung Pao, Wenhui Daily, Macau

Daily News praised that “With their broad perspective and imposing vision, excellent

Chinese documentaries have highlighted the unique charm of Chinese nation and displayed

many magnificent scenes of human history.” “We hope to see more good films recording

the present on screen. CCTV Documentary Channel is able to and should shoulder this

responsibility”, said New Zealand Chinese Herald. So far, dozens of overseas Chinese

newspapers and magazines such as International Daily News and China Press USA from

America, Ouhua Italy from Italy, European Huaxin Newspaper from Austria, Xin Dao Bao from

Hungary, Ouhua Bao from Spain, Chinese

Commercial News from Philippines, etc.

have introduced the programs arrangement,

content and TV-watching modes of the

English international version of CCTV

Documentary Channel, triggering great

response and expectation from overseas

Chinese people and media.

From preparation, broadcast to

successful operation, the overseas broadcast

projects of Documentary Channel are being

carried out steadily.

January: Since January 28, Documentary Channel

programs have been broadcast on trial to all

subscribers on Kylin TV Platform.

February: Since February 3, Documentary Channel

has been formally added to Great Wall of

China Television Platform and broadcast

in USA, Canada, Europe, Southeast Asia

via IPTV Broadcasting System of Kylin TV,

covering 15,000 subscribers.

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In Asia-Pacific regions, Documentary

Channel has signed agreement with

Triangle Television on overseas broadcast of

Documentary Channel’s some programs in

different time periods, covering 1.5 million

subscribers in New Zealand; it has reached

intent on entire channel programs broadcast

with Macau Cable TV; it also has actively

negotiated with local operators in Malaysia,

UAE, Pakistan, Turkey, Papua New Guinea, etc.

In Europe, Documentary Channel has

been launched on IPTV platform of Antioch

Telecom in Slovakia; it also negotiated with

Spain Customer Service & Cable Television

Company about agreement signing issues.

Documentary Channel has authorized

US Branch of Hanya Star Culture &

Technology Co., Ltd. (Hanya Star) to

broadcast its programs in America and

Europe via Hanya Star’s IPTV platform and

track the availability of satellite signal in

American regions.

March: CCTV Oversea Communication and

Development Center has actively negotiated

with Telenor Group, expecting to broadcast

Documentary Channel’s programs via

Thor 5 Satellite of Telenor Group and add

Documentary Channel to Canal Digital DBS

Platform. The negotiation process has been

implemented smoothly; it is expected that

Documentary Channel will be officially

launched on Canal Digital DBS Platform

before August.

Canal Digital Platform, operated by

Telenor Group, is the largest DBS platform in

Nordic regions, with 1.025 million subscribers

in Norway, Denmark, Sweden and Finland.

Via Thor5 Satellite, Documentary Channel’s

signals not only cover the whole Europe,

but also make a good foundation for further

entry into other mainstream DBS platforms

in Nordic regions and Eastern Europe via

Thor5 Satellite.

April: On April 13, CCTV Documentary

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Channel was broadcast on the base layer of

FREE, the largest IPTV operator in France,

covering 3.9 million subscribers, which was a

breakthrough in overseas broadcast projects

in major European countries.

At the same time, CTV Golden Bridge

International Media Co., Ltd. contacted

with many IPTV operators such as France

Telecom, SFR, etc. to ensure that the

Documentary Channel would cover over

13 million subscribers in France as soon

as possible. It also negotiated with other

mainstream operators in other European

countries and regions in order to broadcast

Documentary Channel’s programs in the

whole Europe as early as possible.

FREE is a partner of the Great Wall of

China Television (Europe) Platform; CCTV-F

and CCTV-News have been added to FREE’s

base layer already.

May: The overseas broadcast projects of

Documentary Channel in America have

made new progress. CCTV has reached

basic intent with WOWTV on broadcast of

Documentary Channel’s programs. WOWTV

agreed to broadcast three-hour programs of

Documentary Channel per day from Monday

to Friday. WOWTV has 45,000 subscribers in

Toronto, Ottawa and Montreal.

The agreement with Hanya Star on

broadcast of Documentary Channel’s

programs via Hanya Star’s IPTV platform is

under examination and approval. Hanya

Star’s IPTV platform has already broadcast

CCTV News, CCTV-4, CCTV-Espanol, CCTV-

Francais, with 24,000 subscribers in America,

Europe and Asia-Pacific regions.

On May 17, CCTV Documentary

Channel was launched on base layer of

Canalsat DBS platform. CCTV-News and

CCTV-Francais had already broadcast on

Canalsat DBS platform before. Canalsat is

the largest DBS platform in France, with

3.4 million base layer subscribers covering

whole areas of France, Monaco and French-

speaking regions in Switzerland. Some world-

renowned channels such as BBC, CNN are

also broadcast on this platform’s base layer.

July: The international English version of

Documentary Channel will cover the North

America. In the middle of July, the Chinese

version and English version of Documentary

Channel will be fully upgraded: On the

program arrangement aspect, more

attention will be paid to debut broadcasting

programs and theme programs; meanwhile,

overall packaging of the channel will further

reflect its international quality pursuit.

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CCTV-9 Documentary Channel Engaged in Public Service Announcements

Recently, CCTV-9 Documentary Channel

has decided not to contract their advertising

operation, but will adopt the self-supporting

way and position the channel as “public

service advertising-oriented channel”.

China Central Television Advertising Center

(CCTV Advertising Center) and CCTV-9

Documentary Channel will jointly collect

and produce a batch of outstanding public

service advertisements geared to society

and broadcast them in a round-the-clock

way.

As China’s f irst national- level

professional channel for documentary,

CCTV-9 Documentary Channel insists the

appeal of the temperament of the era, with

a world perspective, Chinese characteristics

and mainstream style. The channel has

broadcasted various documentaries, such

as Wild China, The Legend of Jade, When

the Louvre Meets the Forbidden City, The

Planet Earth, Human Planet, etc. since it

started on January 1, 2011 and has obtained

favorable reception from the public. CCTV

International (CCTV-9) will cover areas in

North America from July 1, 2011, and in

mid July, the Chinese and English version

will begin a full upgrade: to increase the

arrangement of programs at premier time

and topic-engaged programs, and the overall

packing of the channel will reflect the pursuit

of international quality more than before.

The documentary channel has not

broadcasted advertisements for nearly half

a year since its launch. As the influence of

this channel grows bigger and bigger, many

enterprises proposed their demand for

advertising through the channel. Therefore,

CCTV Advertising Center decided to adopt

the self-supporting way, after getting

the authorization from the leader of TV

broadcast station, to operate and record

advertisements in the channel so as to

control the number of advertisements,

maintain the advertisement environment

and the quality of the channel. Thus, channel

is positioned as “public service advertising-

oriented channel”, on which the end of the

advertisements can be signed by enterprises.

In addition, CCTV-9 does not exclude

commercial advertisements, and will arrange

some corporate image advertisements

for high-end brands, which will be well-

produced with a long specification above 30

seconds.

To produce a batch of influential public

service advertisements, CCTV Advertising

Center and the Documentary Channel will

collect the subjects, ideas and scripts of

public service advertisements from the

society and select the topics in line with

the positioning of the channel with era

characteristics and humanistic concern, and

finally turn out the creative public service

advertisements by professional companies.

At present, CCTV Advertising Center

and the Documentary Channel are preparing

to hold a public service advertisements

collecting meeting and will discuss the

theme and announce it to the public in the

first place once the theme is determined.

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CCTV-13, the Most Popular Channel in 2011

By ChenSi, Beijing Bojie Media Co., Ltd.

The eighth anniversary of CCTV-13 falls

on May 1. Looking back on its past eight

years, it has always dedicated to becoming

“a national channel” after five times of

bold revisions of its versions. During this

period, many classic programs were a

flash in the pan on the screen, and were

abolished ruthlessly due to the poor ratings

and little social impact. These programs

gradually faded out of sight. This shows the

determination of CCTV to run well its news

channel. And for presenting news programs

with the best quality, CCTV did not hesitate

to “place righteousness above family loyalty”.

With eight years of painstaking efforts finally

paid off, it grows to be the current “China’s

first brand of TV news”.

To rise abruptly based on its

eight-year’s accumulation of

strengthCCTV-13 began to run its pilot broadcast

on May 1, 2003, and mainland China had

the national level professional channel for

TV news since then. The launch of CCTV-13

also followed the trends of the transmission

and development of international TV news.

On the occasion of the launch of the news

channel, Guo Zhenxi, director general of

CCTV finance and economics channel said:

“the launch of news channel and a series of

significant adjustments of CCTV-1 or other

channels relating to it will further improve

the influence of CCTV, bring revolutionary

changes to CCTV and Chinese television

industry, and thoroughly change the

competitive pattern of the media market of

Chinese television.

Since it was launched eight years ago,

CCTV-13 has always maintained correct

orientation for public opinion and new

concepts about TV news transmission, and

has achieved remarkable results through

implementing the strategy of brand name. To

meet the needs of different kinds of viewers

at different viewing hours, CCTV promoted

enormous news information programs and

gave live broadcast and report on a series

of significant news publicity and emergent

events, which received the recognition from

most viewers. This formed a good viewing

habit “to watch news channel for big events”

among the audience and exerted stronger

impact on public opinion.

Frequent events lead the way The tenet of launching CCTV-13 is “to

concern the dynamic trend of the times,

interpret hot spots news and focus on

development of events”. The two pieces

ofhot spots news faced CCTV-13 after its

launch is the “SARS” epidemic and Iraq war in

2003. Different from the report of traditional

media, CCTV-13 gave a live broadcast and

let the viewer feel that they were right on

the scene, which increased greatly people’s

concern for news and enabled the viewers

to access the latest news that had happened

or was happening recently when watching.

Day and night real-time broadcast of a

series of focus events frequently happened

both at home and abroad in recent years are

covered by CCTV-13, such as “Wenchuan

Earthquake”, “Beijing Olympic Games”,

“The 60th anniversary of the founding

of the People’s Republic of China” and

“Shanghai World Expo”, etc., which ensures

the timeliness and authority through 24-

hour round-the-clock broadcasting. At

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the beginning of 2011, CCTV-13 paid close

attention to “report on two sessions”,

“Japan earthquake”, and “Libya situation”. By

obtaining the latest trends of hot spot news

in the first place, the overall audience share

of CCTV-13 climbed month by month and

ranked second, with CCTV-1 ranked first.

High-quality column favored

by enterprises CCTV-13 has been striving to start

brand management gearing to its own

characteristics since its first launch. Through

the arrangement of its selected programs,

the adjustment of broadcasting time,

training of famous hosts, and removal of

the poor programs and promotion of those

with high quality, brand columns such as

Morning News, Eyes on, News 1+1, etc. took

the lead and received high recognition from

customers and achieved very good reception

results, becoming the brand pillar of CCTV-

13 and shaping its image.

Besides the audience ratings,

media quality is another prerequisite

when enterprises choose for their ads

broadcasting. CCTV-13 provides the

enterprises with high-quality environment

for their ads transmission by virtue of its

high credibility. Focusing on the sharp

comments of News

1+1, the in-depth

interview of The

News Investigation,

and the top talk

of One on One,

it headed the list

in the evening

prime time. For

many years, it has

accumulated stable

high-end audience featuring “high diploma,

high income and high consumption”, which

enables CCTV-13 to become the first choice

for enterprises image promotion in terms

of middle and high level consumer goods

such as automobile, vintage wine, finance

and electronics. CCTV-13 becomes the most

influential brand promotion platform.

The incoming revision to

highlight its advantages CCTV-13 will start its revision again after

May with the goal of “focusing on the high-

quality columns and building a featured

brand and consolidating the stronger media

status”. CCTV will then center on building

Eyes on and will make it more distinctive

and become a news information program

with in-depth report. Together with Morning

News and Live News, they will form a

“combination of daytime news information”.

In the second half of 2011, we will usher

in a series of momentous subjects such as

“the 90th Anniversary of the Founding of

the Communist Party of China”, “the 100th

Anniversary of the Revolution of 1911”

and “the Launch of Heavenly Palace-1

into Space”, etc. CCTV-13 will then give full

tracking reports of these big events.

We have really witnessed the

achievements made by CCTV-13 in

2011, from hotels to square LED screen,

from public places to family, CCTV-13 is

everywhere and reaches for everything. The

future CCTV-13 will continue to normalize

the live broadcast of news, build channel

brand and core media competitiveness

and make it to be a window into domestic

situation and voice for spreading China to

the outside world.

In 2011, China’s economy will change

for better; in 2011, CCTV-13 will move

towards the most popular news channel.

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CCTV Witnessed Frequent Highlights in Recent Audience Ratings

Fan Sufeng

CCTV-13 had maintained an audience share of over 2% for 57 days; 770 million Chinese

audience watched the recent reports of "The Third Anniversary of Wenchuan Earthquake";

712 million watched relevant reports of "Shooting Down of Bin Laden"; the special reports

of "Focus on the Stubborn Disease of China's Logistics" led to strong social repercussions;

"Happiness Password", the hot TV series, hit the national first in audience rating… In May,

CCTV witnessed frequent highlights in audience ratings, and the audience shares of CCTV kept

a consistent improvement.

From April 29 to May 5, the 16 channels of CCTV obtained the most extensive audience

shares in the recent 12 weeks, with a sequential growth rate of 4.36%. Compared with the

same period of last year, the market shares increased by 1.77% and the year-on-year growth

rate was 6.01%. Moreover, CCTV-13 had kept an audience share of over 2% for 57 days since

March 10. From May 6 to May 12, the audience shares of CCTV maintained to be high.

More and more attention was paid to news programs; audience

share of CCTV-13 stood firm at 2%

Ever since the innovation and reform in news reports that started and maintained from

July 2009, more and more attention has been paid to news programs in CCTV and this year

witnessed a highlight. Having occupied a stable 1% audience share, CCTV-13 kept an audience

share of over 2% for 57 days since March 10. It was found upon investigation that from May

1 to May 3, 73.8% of news programs watched by the audience were on CCTV, increasing

by 10.2% than usual, and that audience preferred CCTV to focus on significant national and

international events.

During the week of "The Third Anniversary of Wenchuan Earthquake", 770 million

domestic audience watched relevant reports and programs on CCTV, in which "China's

Miracle – Spectacular Variety Show of the

Third Anniversary of Wenchuan Earthquake"

televised on May 12, with 190 million TV

viewers watching the program, received a

total audience rating of 3.29% and a total

audience share of 10.58%. Meanwhile,

"Miracle on May 12", the series reports

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promoted by "CCTV News", received a total

audience share of 25.26%.

At 10:46 on May 2, Reuters released

the news that Bin Laden, the leader of al-

Qaeda, was gunned down. On that day, 427

million people paid attention to relevant

information on CCTV-1, CCTV-13, CCTV-

4 and CCTV-News. As of May 3, relevant

reports of "The Shooting Down of Bin Laden,

the Leader of Al-Qaeda" had been accessed

to a total of 712 million audience through

CCTV news programs.

Strong social repercussions

were aroused by "Focus on the

Stubborn Disease of Logistics"

on CCTV-2

Leading the domestic financial programs

with expertise, high-end and profundity,

CCTV-2 kept a stable audience share of over

70% and was especially well received among

high-end audience. Ever since May, with

the great disparity of vegetable prices from

manufacturing side to consumers side as

a starting point, a series of special reports,

"Focus on the Stubborn Disease of Logistics",

had been produced and broadcasted

collaboratively by several programs on CCTV-

2, arousing enthusiastic responses from

various circles of society. In-depth reports

and comments with large scales were

consistently appearing on Economic Daily,

21st Century Economic Report, etc.; while

attention was paid actively by such city

newspapers as The Beijing News, News Daily

(Mei Ri Xin Bao), etc., as well as such media as China Radio International, etc.; Besides, such

column microblogs as "Economy 30 Minutes" and "Observed Today”, etc. were transmitted

and submitted on Sina.com, and relevant contents were reproduced on such portal sites

as Sohu.com and QQ.com, etc. It was said by concerned departments of Development and

Reform Commission that new development projects in national logistics industry were

being drafted at present, and that the drafts were about to be submitted to the Executive

Office Conference of the State Council for discussion and validation. Meanwhile, Ministry of

Commerce proposed that the intermediate links should be decreased and that the storing up

of fresh fruits and vegetables should be enhanced. In accordance with the decision of Ministry

of Communications, a videophone conference specialized in national road charges was about

to be held on the 18th day of the present month.

The audience share of “Happiness Password” in Golden

Theatre of CCTV-1 reached 9.75%, ranking the first

Starting on April 27 and ending on May 15, "Happiness Password", the TV series with

27 episodes, described the emotional growth of Han Xifeng, the "brutal wife" (played by

Zhu Yuanyuan) and Shi Xiangnan, the "suffering husband" (played by Xin Boqing) in their 12

years of marriage after graduation from college. An average audience rating of 2.54% and an

average market share of 6.96% were achieved by the play, exceeding those of the last play,

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"Feng Tiangui, the Capable Person" and ranking the first among all the TV plays that had been

broadcasted on satellite channels. The performance on audience ratings had always been

good ever since the broadcasting of this play, and the 22nd episode, with an audience rating

of 3.40% and an audience share of 9.75%, ranked the highest among all the episodes.

Variety shows made continuous progress; audience ratings hit

new heights

The audience ratings of CCTV-3 had been in continuous improvement ever since its

revision. In the 12th week (from April 29 to May 5), the audience ratings of CCTV-3 increased

23.44%, with a sequential increase of 0.67%. The average audience rating of the six special

programs promoted by the revised version of "Happy Hero" during the May Day holiday

reached 1.64% averagely, with the program in the highest audience rating reaching 1.89% and

the highest audience shares exceeding 5%, while the other five programs ranked the top five

among national variety shows in the meantime. The series programs themed by "catchwords"

had been exhibiting on "Variety Joy Meeting" for seven days in a row. Based on the current

catchwords, the programs repackaged and reviewed the fun and humorous programs in such

famous columns as previous Spring Festival Galas, Evening Parties of Lantern Festival and

"Star Way", etc., checking the classical works

of classical figures and achieving sensational

audience ratings and an audience share of

4.09%.

Average audience rating of

Hong Kong Channel reached

0.433%, and the highest rating

exceeded 1.5%

CCTV-1 (Hong Kong), landing in Hong

Kong on March 1, had achieved an average

audience rating of 0.055% and an average

market share of 0.433% as of May 12. From

the perspective of the trends of average daily

ratings, four peak audience ratings would

appear at 9:00-12:00, 13:00-17:00, 19:00-

22:00 and 23:00-02:00 respectively; while

the peak audience shares would appear at

9:00-12:00 and 13:00-17:00. Basically, the

average shares remained above 1% and was

with several breakthroughs of 1.5%.

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