Shandong Satellite TV 2000-2006 TV series list! If you are satisfied, you will get 50- 100 points!

Reference data of China TV advertising market in 2006

In 2006, the competition in China TV advertising market further intensified. As the only national TV media in China, CCTV is under the pressure of provincial TV stations. Although the total amount of advertising continues to rise, the growth momentum is not as good as before. Some provincial satellite TV stations have begun to rush out of their local horizons and expand their markets with regional, national and even global goals, becoming a new force challenging CCTV; Under the pressure of CCTV and Satellite TV, the market share of city TV stations is shrinking. These characteristics together constitute the market prospect of China TV in 2006.

First, the growth rate of TV advertising has slowed down, but the dominance of TV will not change in the short term.

At present, outdoor, mobile TV and other emerging media are growing very fast, eroding the cheese of traditional media. All kinds of data show that China TV market has entered the stage of viewing share competition. The increase of one channel's viewing share means the decrease of other channels' viewing share, and brand wars and elimination matches have begun.

However, the existing strong position of China TV media will not be changed in the short term. According to the survey data, the comprehensive coverage rate of TV population in China is 94.6 1%, and the potential audience is165438+54 million. Television media is still the media with the widest coverage in China. In 2006, was CCTV going to the world? Tina. The sedan chair collapsed? So embedded? What is the custom of sedan chair in Langyin section? The international shaving faction looks bad and is pregnant with xing Xi? Are you Qin Yubei from Huang Yun? Why don't you deal with it? Trick scandium stack? Does condyle teach you to vent? .230 million, less than 10% of the total population. No advertiser can ignore 90% TV viewers.

In the short term, the growth rate of TV advertising in China will slow down, but its dominance will not change in the short term. In 2005, the national TV advertising revenue was 397 1.3 billion yuan, an increase of 4.6 billion yuan over 2004. According to the data of CTR market research -Media Intelligence, from June to June, 2006, the price income of China TV advertising market continued to climb to 1 192 billion yuan, up by 2 1% year-on-year, but the growth rate slowed down compared with the same period of last year.

Second, the absolute amount of CCTV has increased, while the relative amount has decreased.

In 2006, CCTV implemented a share assessment system for each channel. Under the pressure of channel viewing share, CCTV has developed from the stage of channel specialization to the stage of channel branding and intensive cultivation, constantly strengthening the monopoly of various resources, and its annual share is basically stable.

But CCTV is also facing the impact of provincial satellite TV. Nowadays, a considerable number of provincial satellite TV stations have the strength to compete with CCTV channels in the regional market and even the national market, and their coverage and audience scale in this region and even the whole country have exceeded many CCTV channels. According to CCTV- Sophomore data, in 2006, the overall share of provincial satellite TV still increased, and the share increased from 16.97% in 2005 to 17.6%, an increase of 3.7%.

The advertising revenue of CCTV started from 1, 997,465,438+0 billion, and climbed all the way, reaching 5.36 billion in 2000 and 6.384 billion in 2002. By 2004, it broke through the 8 billion mark, a net increase of nearly 600 million over 2003, and reached 8.6 billion in 2005. On June 8, 2006, 165438+ 10, CCTV's 2007 gold resource advertising tender was successfully concluded, with a total amount of 6,795.62 million yuan. This is a net increase of 925.86 million yuan or 15.77% compared with the high base of 5.869 billion yuan in 2006. Although the total amount of CCTV advertising continues to rise, due to the pressure of provincial satellite TV in recent years, as shown in this picture, the proportion of CCTV advertising revenue in the national TV advertising revenue is declining year by year.

Statistics show that 1997, the total advertising revenue of the top 10 provincial TV stations was 31460,000 yuan, only 0.77 times that of CCTV (410 million yuan); In 2002, the advertising revenue of the top 10 provincial TV stations totaled 7.444 billion yuan, which was 6 times that of CCTV (6.384 billion yuan). In 2003, the advertising revenue of the top 10 provincial TV stations totaled 8.81100 million yuan, which was 7.53 billion yuan 1. 1.7 times that of CCTV. In 2004, the advertising revenue of the top 10 provincial TV stations totaled 9.667 billion yuan, which was 1.2 times that of CCTV (8.003 billion yuan). In 2005, the advertising revenue of the top 10 provincial TV stations totaled1220 million yuan, more than 0.4 times that of CCTV. ②

Third, the development of regional economy has a great influence on TV media, forming a "Matthew effect" in which the stronger the strong, the weaker the weak.

Since the reform and opening up, the phenomenon of unbalanced economic development among regions in China has intensified, and the development of TV media with advertising as the main source of income has also shown an unbalanced state. According to the data of the State Administration of Radio, Film and Television in 2004, the total advertising revenue of TV stations showed an obvious ladder distribution in the east, middle and west. The eastern region accounts for 58% of the advertising revenue of provincial TV stations, the central region accounts for 27%, and the western region accounts for 15%. The advertising revenue of the same TV series in Shanghai film and television channel can reach tens of millions, while the advertising revenue of a video channel in China is only several hundred thousand yuan. The development of regional economy has a great influence on TV media, and the advertising revenue of provincial TV stations is generally proportional to the GDP of each province.

However, we should also see that the development of regional economy is not the only factor that determines the rise and fall of TV media. Satellite TV in underdeveloped areas can also make a difference through their own efforts. The success of Hunan Satellite TV and anhui tv in recent years fully illustrates this point.

Hunan is located in the middle of China, and its economy is not very developed. In 2003, "Hunan Satellite TV" was renamed as "China Hunan Satellite TV", trying to achieve "national viewing, national coverage, national brand and national influence". In 2006, Hunan Satellite TV's single-channel advertising revenue exceeded 654.38 billion yuan, an increase of more than 50%.

In recent years, anhui tv has invested huge sums of money to rob solo dramas, strengthen the reserve of TV drama resources, and establish the competitive advantage of TV dramas at the source by controlling the upstream solo drama resources. Advertising revenue is increasing year by year.

In 2006, the ratings of Sichuan Satellite TV increased by 157% compared with the previous year, making it one of the fastest growing provincial satellite TV stations. In 2006, advertising revenue reached 600 million yuan, a year-on-year increase of 37%.

In 2006, Guangxi Satellite TV quickly became the sixth national satellite TV. Compared with the same period in 2005, advertising revenue increased by 56%, from 65.438 billion yuan in 2003 to 400 million yuan in 2006. In 2007, the advertising amount issued by the leaders of the District Radio and Television Bureau to Guangxi TV Station was 500 million yuan. ③

According to the survey data, in 2006, the advertising revenue between provincial satellite TV stations was expanding. For example, Shanghai Wenguang News Media Group's TV advertising revenue reached 305 1 100 million yuan, Hunan Satellite TV's advertising revenue exceeded 1 100 million yuan, while some provincial TV stations' advertising revenue was only tens of millions of yuan.

Some experts believe that according to the current situation and strength comparison, there may be only about five national provincial satellite TV channels left in China TV market in the future. The high landing fee and the advertising revenue that can't make ends meet have forced some provincial satellite TV stations in the central and western regions to quit some provincial cable TV networks and turn to cable TV networks with lower costs. Some TV stations with relatively scarce funds may even cover only the province. After shuffling, provincial satellite TV will become a strong player in the national viewing market and get more national advertisements.

Fourth, the days when the city TV station was hit and relied on policy protection to sit in the big local market are gone forever.

City TV has received extensive attention, and its closeness and regionality are unmatched by satellite TV channels. However, with the rapid development of CCTV and provincial satellite TV, city TV stations gradually declined.

TV series has always been one of the most popular types of programs. In 2005, TV dramas accounted for 46% of all TV advertisements, and in the evening, TV dramas attracted 65% of the total advertisements. In the past, city TV stations had the first-Mover advantage in the first broadcast of TV series, and most TV series usually followed the trading and distribution mode of "local first and then central", which invisibly created great opportunities for city TV stations.

June, 5438+October, 2005 10, CCTV TV channel broadcast the first solo drama "Lotus Lantern" in China TV history; Subsequently, Hunan Satellite TV also launched TV series "Dae Jang Geum" and "War and Beauty" in the form of "solo drama", both of which earned a lot of money.

The "solo drama" system is actually a system of "the strong will be strong and the strong will take all the food", which will further squeeze the living space of the weak. In 2005, in terms of TV drama competition, CCTV spent 700 million yuan to buy TV dramas. The solo broadcast price of Cloud in Beijing was 730,000 yuan per episode, totaling 35 million yuan, which was several times higher than that of ordinary TV dramas. Some powerful provincial TV stations also invest more than 1 100 million yuan in TV dramas. In 2006, Anhui and Zhejiang Satellite TV claimed that the cost of buying TV dramas was as high as 200 million yuan. The investment of 200 million yuan is almost equal to the advertising revenue of most provincial satellite TV stations in 2005. The capital threshold is high, which excludes relatively weak TV stations from the "solo drama" market.

In addition, in order to protect its own interests, CCTV will no longer sell the broadcasting rights of excellent dramas to local stations from 2006, and city stations will not be able to win the broadcasting rights of excellent dramas, resulting in a lack of drama sources and a shrinking market share.

Five, stop medical information shopping programs, TV media must "clean up the house before welcoming guests."

According to the price data of CCTV market research advertising monitoring periodicals, in 2006, cosmetics, sanitary products, entertainment, food and beverage, and transportation were put into TV advertisements (see the chart on the next page).

Due to the country's rectification, medical advertising revenue has dropped significantly compared with previous years. On July 19, 2006, the State Administration of Radio, Film and Television and the State Administration for Industry and Commerce issued the Notice on Rectifying Radio and Television Medical Information Services and TV Shopping Programs. Since August 1 day, all radio and television broadcasters have stopped broadcasting TV shopping programs introducing drugs, medical devices, breast enhancement, weight loss and enhancement products.

Medical information service and TV shopping program rectification will have an impact on the operation of many TV media. According to the monitoring data of medical advertisements in TV media and print media by CTR in 2003 and 2004, the proportion of medical advertisements in TV media has gradually increased in recent two years. Among them, provincial terrestrial channels and municipal channels are the "key bombing areas" of medical advertisements. In 2004, medical advertisements on provincial terrestrial channels reached 27.80%, and those on urban channels reached 6 1. 15%. TV shopping advertisements are the main advertisements in some TV stations during garbage time. Once these advertisements are banned, it will inevitably affect the income of these TV stations.

Under the background of the national policy of strengthening the supervision of drug advertisements in the medical and health care industry, the TV industry is facing considerable pressure to increase revenue. If China TV wants to break away from the free market and become a supermarket, its main products must be upgraded. The experience of the development of the world media industry proves that relying solely on advertising is not enough to maintain the steady and sustained growth of media business income. If China TV media want to develop for a long time, it must expand diversified business channels and obtain diversified income.

Six, the change of marketing strategy

With the intensification of TV advertising competition in China, various TV media are also adjusting their marketing strategies in time and launching many marketing methods.

1. Product placement marketing.

Implantable marketing is to intentionally implant a brand's products, packaging, logo and company name into TV programs, or characters mentioned in dialogues, or props used in plays, or display them in other ways. Compared with traditional advertising, the persuasion mode of product placement advertising is not mandatory and aggressive, and it achieves the purpose of persuasion in the state of low vigilance and low defense of the audience.

According to the market research company PQ Media Company's estimation, the value of product placement in the United States was $65.438+07.4 million in 654.38+0974, and it has increased to $3.5 billion in 2006. PQ Media said that by 2009, this figure may reach nearly $7 billion. According to the report of CCTV-Sophomore Media Research Company, the output value of product placement of variety entertainment programs in China has reached nearly 654.38 billion yuan, and the integrated marketing of product placement of TV programs is affecting the new development of TV programs.

On July 28th, 2006, Shandong Satellite TV officially held 365 episodes of large-scale TV drama "Bow Your Head" in Jinan. Known as "Comedy Feast", this column drama, as a monopoly resource with an exclusive investment of nearly 40 million yuan by Shandong Satellite TV, has attracted hundreds of advertising companies and cooperative enterprises. In 2007, Shanghai Wenguang News Media Group and New Media launched an integrated advertising marketing card, which standardized product placement for the first time. Different advertising forms directly correspond to the return standard, providing an integrated advertising scheme.

2. Event marketing.

2006 is called "TV Media Activity Marketing Year", and various TV stations have launched their own activities one after another, and some even put forward "one activity per department, one activity per week". According to incomplete statistics, CCTV and provincial satellite channels have launched at least 28 files, and terrestrial channels have launched at least 14 files.

At the end of 2006, major TV media are betting on large-scale activities when selling TV advertisements for the coming year. In 2007, CCTV had at least 100 major events. Every activity will plan and design advertising products in advance, which may be new forms, new time periods or new package combinations. Shanghai Wenguang News Media Group said at the advertising promotion meeting in 2007 that the top ten festivals will be the main promotion projects for the whole year next year. In 2007, Hunan Satellite TV will return to Super Girl, and Happy China will broadcast Super Girl. In addition, Henan Satellite TV will hold the year-end finals of the third national opera fan competition "Beating China-Liyuan Spring", and Shaanxi Satellite TV and Chongqing Satellite TV will also invest huge sums of money to build large-scale draft activities.

Activity marketing is of great significance for TV media to gather audience's attention in a short time, improve ratings, enhance brand reputation, expand influence and gain competitive advantage. However, many media failed to really understand the core of event marketing, and simply followed suit, which backfired.

The market is often dramatic, and there is no eternal strong person and no eternal weak person. In the fierce market competition, TV media will lose viewers and advertisements if they slack off a little. From the market point of view, any media may be eliminated. However, "elimination" does not mean that this TV station does not exist, because it has to undertake the propaganda task, but it has become insignificant in the market. However, we believe that success ultimately belongs to a media that does not give up its ideals.