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Page*MediainChinaMindShareChina2003pageMarketSize Population:1.27billion Area:9.6millionsq.km 4MunicipalCities 23Provinces 2SpecialAdministrativeRegions(HongKong,Macao) 5Autonomouszones 259citiesatprefecturelevel 400citiesatcountylevelpageMediaAtaGlance2002TV 360Radio 306Newspaper 2,137Magazine 9,029**pagePage*MediaDevelopmentProcessMovingfromunregulatedtoregulated.Rapidchange&developmentinthemarketplace…But,mediaisstillcontrolledbytheGovernment.Censorshipisamust.pageBuyersSellersRegulatedUnregulated1996199720022005pageMediaDevelopment Immature/Messy Sellers’Market Lackofresearch Lackofsystems AdvertisingPrice -Highinflation -Pre-payment -3tiersratestructure Planning&buyingbasedongutfeel&experience Missingspots Moresteady Marketoriented Improvedresearch Systematicmanagement AdvertisingPrice Steadyinflation Improvedpaymentterms Onetierrate Roomfornegotiation Systematic/StrategicPlanning&buying Higherguaranteeonspotappearance199519961997199819992000200120022003 2004 Maturingmarket Competitivemarket Moreroundedresearch AdvertisingPrice Inflation/deflation Completepricing& paymentsystem Market&resultoriented,ROIplanning&buyingTools Highprotectiononclient’sbenefit EvaluationofresultspageMediaInflationTrendAnnual%Source:ChinaStatisticalYearbook/MindShareMediaMergepageMoreRoundedResearchInformationDATA TYPE SUPPLIER COVERAGETVRatings Peoplemeter NielsenMediaResearch 11marketsDiarybasedNielsenMediaResearch11markets Peoplemeter CSM 19markets Diarybased CSM 73markets ProvincialPanel(diary) CSM 19provincesTVspotmonitoring NielsenMediaResearch 133markets CTR 177marketsAdExpenditure TV/Print NielsenMediaResearch 133markets TV/Print CTR 177marketsMediaHabits TGI-CMMS Sinomonitor/BMRB 30markets CNRS CTR 36markets*ACNielsenarenowknownasNielsenMediaResearch**pagePage*AboutMediaExpenditure…pageAdvertisingspendexperiencedarobustgrowthTotal:RMB139,472millionUS$16.8billionSource:NielsenMediaResearchTotal:RMB198,646millionUS$23.9billion**page2003TopTenSectionNationalPharmaceuticalremainedtheleadingspendingsectioninthismarketSource:NielsenMediaResearchRMB(‘000)**page2003TopTenSuperBrandsRMB(‘000)Source:NielsenMediaResearch(National)2P&Gbrandsinthetop10,Theothersarelocalbrands.**pagePage*AboutmediaScenario-bymedia...pageStructureofChinaMassMediaCity(Local)ProvinceNationwideNational Provincial LocalThisstructureappliestoTV,NewspaperandRadiopageMediaConsumptionHabitsSource:CMMS2003Spring,Target:Male20-40pagePage*TVTVisstilladominantmediuminChina-highestcoverage---Average90%-highestshareofspendingamongallmedia---70%+pageTVCoveragebyMarket/Yesterday%Source:CMMS2003Spring(30cities),Target:Male20-40pageTV-BasicstatisticsNo.ofcolorTVsets/100HHinUrbanareas 116No.ofTVsets/100HHinRuralareas 102Televisioncoverageofpopulation 93%pageViewingBehaviour InChina,theprimetimerangeiswithin18:30to22:00 Higherviewershiponweekends withtheexceptioninSouthChina,e.g.Guangzhou,wheretheviewershipishigheronweekdayspageShanghaiRating%Source:NielsenMediaResearch29July-4AugustpageBeijingRating%Source:NielsenMediaResearch29July-4AugustpageGuangzhouRating%Source:NielsenMediaResearch29July-4AugustpageWatchingTV-thekeyleisureactivitiesminuteminuteSource:CSMAverage3hours/dayNogenderbasis,elderwatchmorepageStructureofTVCityTV-Citycable-CountyTVsProvincialSatelliteTVProvincialTV-CableNationalTV(CCTV)National Provincial LocalpageTheNationalChannelsCCTV1 News&General(新闻、综合)CCTV2 Economic,Life,Service(经济、生活、服务)CCTV3 Variety(综艺)CCTV4 International(国际)CCTV5 Sports(体育)CCTV6 Movies(电影)CCTV7 Children,Military,Agriculture(少儿、军事、文艺)CCTV8 Teleplay(电视剧)CCTV9 English(英文)CCTV10 Technology,Education(科教)CCTV11 Drama(戏曲)CCTV12 West(西部)CCTVNews News(新闻)pageExtentofcoverage CCTV1-2 Nationwidecoverageviaterrestrialtransmitter CCTV3-12 Coverageviacablenetworknationwide ProvincialSatellite Coverageviacablenetworknationwide ProvincialTV Provincialcoverageviaterrestrialtransmitter PrefectureCityTV Cityandsurroundingarea CountyCityTV CityandsurroundingareapageCCTVAnhuiBuyingTVinAnhuiProvinceAnhuiTVBuyingTVinAnhuiProvinceJiangsuTVBuyingTVinAnhuiProvinceLocalHeifeiTVBuyingTVinAnhuiProvincePrefectureCityTVBuyingTVinAnhuiProvinceCountyCityTVBuyingTVinAnhuiProvincePage*OnecityrepresentsoneTVmarket,therefore,thereare660+TVmarketsacrossthecountry.Ontheonehand,theyareseparatedfromeach,ontheotherhand,theyareinter-relatedbecauseofnational,provincial/regionalspilloverinterferenceAdistinctivephenomenon...pagePage*NewspaperNewspaperisahighpenetrationmediuminChina-highcoverage---70%-improvingmediumintermsofprintingqualityandrangeofvarietypageNewspaperCoverage/YesterdaySource:CMMS2003Spring,Target:Male20-40pageStructureoftheNewspaperCitycirculatedProvincialcirculatedNationwidecirculatedNational Provincial LocalpageNewspaperToday Over2,000titlespublished Eveningtitlesaremorepopularthanmorningtitles Localtitlesgainedimportance Morerelevanttolocallifestyle Moretailormadeforlocalinterest Nation-wide/provincialtitlesloosingpopularity Moreofgovernmentpropaganda Improvementinprintingqualityandhigherflexibilityincreativeformat NocirculationauditStrict&subjectiveeditorial/ad.censorshippagePage*TV+NewspaperDominantmediainChinaOver80%coverageinmostmarkets98%shareoftotaladexOthermediaUnderdeveloped,developingorforgottenpagePage*MagazineAmediumwithhighdevelopmentpotential-InternationalpublicationarecontinuingtoexpandinChinawhichleadstoincreasedmediavehiclesandimprovedprintandeditorialquality-MajorityofthetitlesarenationallycirculatedandthusnotaslocallyfocussedasTVandNewspaperspageMagazineCoverage/PastMonthSource:CMMS2003Spring,Target:Male20-40pageMagazineTodayLocalTitles Longbookinglead-time:canbe6to12monthsforcoverpositions Notascreative&flexibleasinternationalcounterparts Verylimitedauditing Reproductionqualityimproving Localtitleshavehighercirculationandreadershipbecauseoflonghistory However,theoverallsituationisgraduallyimprovingbecauseofhighcompetitivenessInternationalTitles/JVTitles Moreandmoreenteringthemarket Standardisedbooking&Materiallead-times Openforcreativeideasandnegotiation Somewithauditfigures. Circulation/readershipisnotasstrongasthelocaltitles. Morequalitativeconsideration PartnerwithadvertiseroragencyonsurveysFastgrowingandpotentialmediumtoreachspecifictargetgrouppageMagazineTodayPicturesLocalTitlesInternationalTitles/JVTitlesImprovingoutlookInternationaladaptationplusrelevantlocalcontentpagePage*RadioAforgottenmedium-However,verylocalfocusandperformancevariedcitybycity.-Performancepicksupinsomecitiesbecauseofnewtransmissionchannels-canhaveradiobroadcastinpublictransportationpageRadioCoverage/YesterdaySource:CMMS2003Spring,Target:Male20-40%pageRadioToday Stronglocalappeal. Niche-castingisstartingtoexpandintocities: Financial,Music,Kids,Trafficchannels Listenershippicksupinsomecitiesbecauseofnewtransmissionchannels-broadcastinpublictransportation Contemporaryformat,youthappeal Programsponsorshipisgrowinge.g.musicprograms Call-inprogramsarealsoincreasingGenerallystrongamongsttheyouth.Morningnewsprogramsingeneralaremostpopularwithhighestlistenership.pagePage*CinemaVeryontargetmediumforyoungandmoreaffluentgroups.-However,VCDpiracyisthekeyproblemeffectingcinemavisitratepageCinemaVisitedinPast3MonthsSource:CMMS2003Spring,Target:Male20-40%pageCinemaToday 63,000cinemasinChinabutdevelopmentondecliningtrend 20HollywoodmoviesannuallyallowedinChina(expectedtochangeafterWTOentry?) Chinesecomedies(CNYmovies)areincreasinginpopularity AudiencesareyoungandtendtobeaffluentKeyproblemisVCDpiracyreachingstreetsveryquicklyEarlyreleaseofHarryPotterin2002helpedreducethispagePage*OutdoorAdevelopingmediumstilllacksoforganizationandsystem.-playsakeyroleforbothdevelopedmarkets(forreachingthemobilepopulationbecauseofthechanginglifestyle)anddevelopingmarkets(forbuildingexposureinaprimitiveenvironment)pageOutdoorTypesinChinaSpectacular Billboard Neon Giantlightbox Wallad Crossover/BridgePedestrian Bus/Taxishelter Pedestrianlightbox Hanginglightbox TelephoneboothTransit Vehicle Station/Terminal Airport/Pier SubwayRural BrickWall UmbrellapageOutdoorTypesinChinapagepagepagepageOutdoorCoverage/PastWeekSource:CMMS2003Spring,Target:Male20-40%pageTypesofOutdoorSeeninPastWeekSource:CMMS2003Spring,Target:Male20-40%pageOutdoorToday Negatives Lackoforganization&clarity Governmentinterference Lackofsophisticatedresearch Spiralinginflation(aseller’smarket) Highclutterenvironment High‘risk’ Positives Networkbuysincreasinglyavailable Puttingorderinindustry Moreinformationandspendingdataisreleased Highcreativepotential,createtalkofthetown MoreinnovativeformatsareforeseeableMoreandmorenewformatsareavailableinthemarketplace.StillahighpotentialmediumtobeexploredpagePage*InternetAfastgrowingmediuminshorttimeframebutgrowthratehassloweddown-extremelyhighpotentialbutcannotbefullyexploredbecauseofthelimitationofChinainfrastructure.pageAsexpected,userbasehasbeengraduallyexpandingInMillionSource:CNNICpageGendersplitremainedsteadyDataSource:CNNICpageUsersDistributionbyProvinceSource:CNNICDec-2002Top10citiescomprisedcloseto65%ofinternetuserspageTop10SitesinKeyCitiesSource:CMMS,2002P20-34College+Sina.com.cnrankedamongsttop3sitesacross3citiespageSheet1 Beijing Shanghai Guangzhou Sitesvisitedmostoften % Sitesvisitedmostoften % Sitesvisitedmostoften % sina.com.cn 13.8% sohu.com 10.8% 163.com 11.9% sohu.com 13.8% sina.com.cn 9.7% 163.net 6.1% 263.net 4.7% Shanghaionline 9.6% sina.com.cn 4.7% 163.com 2.8% 163.com 6.8% sohu.com 4.0% 163.net 2.5% chinaren.com 2.6% gznet.com 3.5% yahoo.com 1.4% yahoo.com 2.5% 21cn.com 3.0% east.com.cn 1.1% etang.com 2.0% yahoo.com 1.4% chinaren.com 0.7% china.com 1.9% fm365.com 0.9% china.com 0.7% 21cn.com 1.6% china.com 0.7% 51job.com 0.6% yahoo.com.cn 1.6% chinaren.com 0.5%Sheet2 Sheet3 InternetToday Adspendingisgrowing,especiallyforWorldCupin2002 Onlinemediamarketremainshighpotentialespeciallyforthenichetargetgroup OnlinemediainChinaisabuyer’smarket Webvertisingformatsarehighlyflexibledependingonadvertisers’requests(e.gsuperstitials,interstitials,extendedbuttons,etc.)pagePage*TheChinaMediaLandscapepageProvincialRadioChannelsNationalRadioChannelsLocalNationalDominantForgottenNationalTVchannelsLocalTVchannelsNationalNewspaperProvincialTVchannelsProvincialNewspaperLocalnewspapersMagazineLocalRadioChannelsCinemaInternetpagePage*Insummary...pageTheChinamarketisunique…. Hugepopulation Geographicallyverydiverse Hugenumberofmediaowners Rapidly-changingmediascene Unstructurednegotiations Poorlydevelopedresearch DevelopingITinfrastructurepage …infactsomeofthismayhavealreadychanged!page