June 2008 lssue 11. AGB Nielsen Media Research

Transcription

1 AGB Nielsen Media Research June 2008 lssue 11 AGB Nielsen Launches National New Program Library Co-viewing and Solo Viewing in Four Municipalities Overview of TV Viewing Market in the Major Chinese Cities in Q1 2008

2 FOREWARD As 2008 Beijing Olympics are imminent, AGB Nielsen announced officially its global TV audience measurement plan for the Olympics externally in the early June. As the global leading TAM company, AGB Nielsen will, during the Beijing Olympic period, carry out the real-time TAM for the Olympic Games in 38 countries and areas simultaneously and will gather and process the data at the global uniform data scheduling center. The project covers several billions of TV audience in Europe, Americas, Middle East and Asia Pacific. According to AGB Nielsen s experience in TAM for the previous Olympics, the overall audience rating of the host country during the Olympics period will increase in a large range. During the latest two Olympics, the overall audience rating during 2000 Sydney Olympics increased by 36.8% compared to that before the Olympics and that during Athens Olympics increased by 22.5%. We are warranted to expect the heartening audience rating all over the country during 2008 Beijing Olympics in that the national attach great importance to 2008 Beijing Olympics. AGB Nielsen will release the real-time TV viewing data for Olympics during the Olympic Games by virtue of its strong and powerful TAM network in China, said Chairman of Management Board Dr. Alberto Colussi of AGB Nielsen when this message was released officially in Beijing, to witness the significant viewing change of Chinese TV market in China TAM, the monthly magazine of AGB Nielsen Media Research (China), gathered the global abundant resources of our company, in order to spread leading industry information, in-depth analysis angle and professional research reports to China media industry colleagues. Another point is worthy of mentioning, AGB Nielsen launched an important project also in June -- National New Program Library. According to AGB Nielsen s data, compared to that in last year, in total more than 800 new programs appear since 2008 out of the approx. 200 local channels measured all over the country. But, the analysis and release in relation to the new TV programs in the industry are sporadic and unsystematic. For that reason, AGB Nielsen specially launched this new service, with a view to push forward the industrial innovation and the healthy competition. China TAM June, 2008 gives the detailed information in this regard. If you have any opinions or suggestions, please contact us: chloe.liu@agbnielsen.com.cn

3 Company Updates Project of Measuring Global TV Audience of the 2008 Olympics Launched by AGB Nielsen The scene of the press conference for AGB Nielsen launching project of measuring global TV audience of the 2008 Olympics, Dr. Colussi delivered a speech On 5 June, AGB Nielsen Media Research (hereinafter AGB Nielsen for short) formally announced in Beijing that, the project of global TV audience measurement of the Beijing Olympics had been totally launched in 38 countries and areas. Realtime data will be released during the 2008 Olympics. Dr. Alberto Colussi, chairman of AGB Nielsen's management board, said that this project will cover several billion of TV audience in Europe, Americas, Middle East and Asia- Pacific. During the Olympics, AGB Nielsen will release the viewing data of global audience of the Olympics for free, as a way to support for Beijing Olympics. Dr. Colussi said that AGB Nielsen will monitor the global TV viewing situation of the opening ceremony of the Olympics, do statistical analysis on change of the audience rating per minute, and do in-depth analysis on hot ratings such as Olympic Torch, athlete s admission, largescale group performance, and stars singing. AGB Nielsen believed that China, as the host of the 2008 Olympics, will see a great increase in its domestic television audience. They forecasted that the number of TV audience of the 2008 Olympics will create a record in the history of Olympics. AGB Nielsen Media Research, a world s leading media research company, has successfully measured global TV viewing situation during the Athens Olympics in 2004, the Sydney games in 2000 and the Atlanta event in The released data has attracted the attention of every state s organizing committees and media. Media Economy&Industry Development Under the Global Communication Background Ms. Linda Chang Attended the 2nd Global Communication Forum in 2008 Jun 21, 2008, Ms. Linda Chang, Managing Director of AGB Nielsen Media Research (hereinafter AGB Nielsen for short) attended 2008 the 2nd Global Communication Forum in Shanghai Jiao Tong University. She also chaired a sub forum call Media economy and industry development under the global communication background, during which they discussed about economy development and TV industry, potential and barriers of TV industry development, challenges of DTV and importance of TAM to TV industry development. The sub forum invited the famous people in the industry, such as Mr. Lee Li, Chairman and Ms. Wang Xiuzhen, CFO of HT Advertising, Mr. Yuan Zhiye, President of Minghe Group and Ms. Li Guifen, CEO and Ms. Zheng Naiqi, Managing Director,Media Purchasing of Aegis Media and so on, to deliver their speeches from their own point of view which covers advertising agency, media group and TAM research firm. Guests also shared their opinions regarding audience research and TV viewing research. During the 60 years development of TAM, method and standard are becoming more scientific and accurate, however the prosperous development and structural changes of China media, have brought new challenges to TAM industry. Ms. Wang from HT Advertising said that market segmentation and corresponding audience research shall be the new focus at the globalization trend. Ms. Li from Aegis Media thought that with the development of the size of China s media industry as well as market demand variety, it is more and more important for TAM research industry to increase accuracy and coverage of media measurement and improve the influence of the data effectively. Mr. Lee Li from HT Advertising also pointed out that the blind area in TAM industry is how to shorten the gap between the viewing spot and sales data, in order to make the best use of the power of media marketing and form the concept of media being sales channel at the same time. Face with the high-speed TV industry development, Ms. Linda Chang indicated that AGB Nielsen also feels its responsibility as a professional TAM company. Therefore, AGB Nielsen has been putting a lot of effort in developing research ability to make sure the most advanced technology is being used in practical research, meanwhile extending the coverage and meeting the demands diversity in TV industry. The Forum is held jointly by School of Media & Design, Global Communication Research Institution of SJTU and the Dept. of Communication of Purdue Univ., with the theme of New media and social reform. The Forum was attended by over 200 well-known experts in Communication industry from China and abroad, as well as elites in the industry, government officials and researchers and students from Communication schools. AGB Nielsen participated in the 1st GCF last year as well. June

4 Company Updates ISO Awarded to AGB Nielsen Media Research in the UK Following a thorough assessment of the company s business practices in research, administration and quality control, AGB Nielsen Media Research UK were awarded the highly acclaimed ISO ISO is the new international standard for organisations and professionals conducting market, opinion and social research. It establishes Industry terms and definitions as well as the service requirements. We have been accredited with the British Standard, BS 7911:2003 (Specification for organisations conducting market research) since 2005, however by being reassessed and accredited with the ISO is a great achievement and it is a credit to our team s continued professionalism and dedication said Justin Sampson, Managing Director of AGB Nielsen Media Research UK. From May 2008, the Market Research British Standard (BS7911) will no longer exist and will be replaced by the new international standard ISO 20252:2006, Market, Opinion and Social Research, which was issued in April This has required that AGB Nielsen Media Research be re-assessed for conformance to this new standard. The Quality System documentation was reviewed, followed by an upgrade visit from MQA assessors. The main differences from the old standard include: Internal Audits to be carried out at pre planned intervals Measuring customer and client satisfaction Procedures required to ensure staff have the required competence for their tasks For this accreditation visit, the following areas of the company were assessed: Managing Director, HR, Quality Management System, Measurement and Reporting, Panel Recruitment, Research, Panel Services, Field Area Management, IT, Client Services. We are proud of the UK operation s ISO accreditation as this continues to confirm the company s professionalism and dedication to client satisfaction, said CEO, Rolando Stalli. AGB Nielsen Showed on Shanghai TV Festival To First Launch National New Program Library AGB Nielsen Media Research (hereinafter AGB Nielsen for short), as the globally leading TAM company, made its presence on the 14th Shanghai TV Festival International Film and TV Market, from June 10 to 12, 2008, to have a 3-day-long exhibition, helping the professionals and the mass to learn thoroughly company s TAM system. TV media took actions immediately upon occurrence of 5 12 Wenchuan Earthquake and played an important role in the related-report. AGB Nielsen s TAM system recorded faithfully and integrally the TV media staff s deep care for relief and rescue as well as the sustained TV viewing situation for the report. The 14th STF took place one month after Earthquake and The Power of TV, The Responsibility of Us became the exclusive topic. AGB Nielsen actively attended the exhibition, reviewed mainly its efforts, and exchanged ideas about the social responsibilities shouldered by media, ad agencies and the research companies. AGB Nielsen s special booth that was designed deliberately highlighted the shareholder composition, global coverage, 7 major steps of the globally uniform TAM, China strategy and the core competency of AGB Nielsen and introduced emphatically the new project for National New Program Library. AGB Nielsen, by virtue of its realtime monitor of all programs with over 200 local channels nation-wide, will record and sort the basic info. of the new programs and will carry out the case analysis each week. The detailed and in-depth analysis report will be released then in a bid to build up the TV program archive of China, providing the Chinese TV media staff with the quickest and most comprehensive info. services. Preparation for the new project started early this year. It officially debuted externally on STF and drew great attention. AGB Nielsen sets the show room and meeting area in particular, to unveil the mystery of AGB Nielsen TAM system : the way UNITAM records the panel households viewing behavior and transfers the data to the data processing center, the way the work staffs record TV programs and ads into TV Events, and the way the C/S staff uses Arianna to explore stories behind the TVR. During the 3-day-long exhibition, AGB Nielsen s booth drew attention of visitors from TV stations, newspaper offices, network media, culture & media companies, film & TV production companies, ad companies and organizations falling into other categories. Film and TV Market, as the most popularized prevailing activity of STF, has always maintained the heartening tendency of internationalization, market orientation and standardization in the recent sessions. AGB Nielsen attended STF last year as well. In the show room, the client service staff introduces the meter installing and the relevant operation in the panel household to the visitors 03 June 2008

5 Company Updates Golden Eagle Broadcasting System Visits AGB Nielsen Ms. Linda Chang introduced the relevant situation to visitors from GBS Mr. Sheng Boji, Director of the Publicity Management with Golden Eagle Broadcasting System, together with other staffs, visited the headquarters in Shanghai of AGB Nielsen Media Research (hereinafter AGB Nielsen for short) on June 13, 2008, to view and emulate the TAM system of AGB Nielsen and its operating mode and exchanged ideas as to the TAM-related topics. The other visitors were staffs from the famous TV brands under GBS, like Hunan Economy Channel, Entertainment Channel, and Xiaoxiang Film Channel. Director Sheng Boji and his fellows visited the 7 major departments of the data production line of AGB Nielsen, including Statistics, Panel, Meter, IST, Data Production, TV Events, and Client Service. These 7 departments implemented the globally uniform 7 major standard steps of AGB Nielsen strictly and provided the Chinese clients with the accurate, timely and qualified TAM services. On the conference held by the two parties, the visitors communicated and exchanged ideas with AGB Nielsen client service staffs, face to face. Ms. Linda Chang, Managing Director of AGB Nielsen China, introduced the method to select the panel from the angle of statistics and explained how UNITAM dealt with the complicated environment, e.g. monitoring the DTV 24h a day; on the conference, National C/S Director Ms. Shirley Chang used the concrete data to introduce the sample coverage in Hunan and pointed out that Total Population strategy adopted by AGB Nielsen attached great importance to the market potentiality of the non-urban populations. As for the project of National New Program Library newly launched by AGB Nielsen, the C/S staffs introduced the development, application and audience appraising and the visitors were attracted greatly. For the problems put forward by the visitors, both carried out the rewarding exchanges. The visit was instructive and worthwhile, expressed Director Sheng Boji, and the relevant staffs came to have deeper understanding of the scale, operating mode and leading measurement tech of AGB Nielsen. It laid a solid foundation to make use of the TVR data effectively. This year, AGB Nielsen and GBS work together to measure the audience in Hunan. The exchange activity will further boost the friendly cooperation between the two parties. All of AGB Nielsen s Staff Conquer the Earthquake Hand in Hand After Wenchuan earthquake, Ms. Linda Chang, MD of AGB Nielsen (China) overlooked the arrangement to guarantee safety of all staff in China, meanwhile started donation globally. From May 12 to June 29, donation from staff in China has reached RMB 160, while AGB Nielsen global headquarters will donate the same amount. Moreover, AGB Nielsen (China) donated RMB 300,000 to support re-build of education infrastructure in Sichuan. Mr. Rolando Stalli, CEO of AGB Nielsen, sent his letter of sympathy right after the disaster, in which he asked all the global AGB Nielsen staff to express their sympathy together to the affected people. He showed his appreciation to those who continued working during the disaster and attention to the two employees who lost contact at the time. China company also received letters from colleagues in other countries and areas including South Korea, New Zealand, Australia, Hungary, Taiwan, Indonesia etc. After the earthquake, Dr. Alberto Colussi, Chairman of the Management Board of AGB Nielsen came to China and conveyed regards from the Headquarters to staff in China especially who are in the disaster area and good wishes to Chinese people via media on behalf of himself as well as all staff in AGB Nielsen globally. Sichuan, the first inland province that AGB Nielsen expanded in, is the one of the most important cities in the Company s strategy. On the earthquake day, employees in CQ and CD offices were evacuated from the building urgently so there was no injury or death. However the Company lost contacts with two engineers working in county of Wenchuan and Mao. After all our efforts they were finally found on May 16, which became a day remembered by all AGB Nielsen colleagues. The unexpected and sudden disaster destroyed homes of Sichuan people, including 20 employees of our company. The Company decided to help them and deliver regular allowance on a fixed-term implemented by HR Dept.. CD and CQ offices closed several times due to safety reasons. But backup solutions were started right after the disaster to secure client s rights by data of the 2 areas sent to other offices for processing. Due to the earthquake, collection rate of panel decline dramatically. But data was still processed daily according to standard procedure. Once data quality was affected, client would be reminded. Currently CD office is back to normal operation. Besides, for one month since the disater, We had provided Sichuan TV station with daily viewing report for free, and helped local TV media to adjust programs based on audience behaviours to meet audience s demand better. Care and love will never stop. AGB Nielsen will continue to follow up the re-build work. June

6 Industry news Worldwide Viewing Behaviour Shifts as IPTV Gains Traction No Go for Mobile TV in the UK in 2008 Research from analyst firm Canalys indicates that, while the IPTV market will continue to gather momentum over the next 4 years, competition from other video delivery platforms will make it increasingly difficult for service providers to convince consumers to invest in services. IPTV growth was strong in 2007 The analyst said. The number of worldwide IPTV subscribers increased from under 4mn at the end of 2006 to over 10mn at the end of last year, with annualised subscription revenue closing in on the 2bn Euro mark, he continued. Solid progress is expected to continue over the next 4 years. By the end of 2011, Canalys expects the number of IPTV subscribers to have reached 67mn more than a six-fold increase over 2007 levels. IPTV has helped to attract and retain subscribers, but the emphasis must now shift to revenue generation to justify the significant investments being made in video delivery. Established cable, satellite and DTT offerings will continue to develop, and online video services will increasingly compete for viewer attention, making it essential that IPTV providers (and indeed pay-tv operators in general) continue to develop their services in a bid to differentiate them from the competition. Delivering a compelling mix of on-demand and HD programming alongside a range of advanced interactive services just might, Canalys senior analyst concluded.(source: advanced-television.com) Over 1bn Users Will View Online Video in 2013 A new study from ABI Research forecasts the number of viewers who access video via the Web to nearly quadruple in the next few years, reaching at least one billion in The rapid expansion of broadband video creates opportunities across a number of market sectors, comments the senior analyst. A wide variety of actors aim to gain a share of this fast-growing market: not only content owners such as the BBC and NBC Universal, and Internet portals such as AOL and Yahoo!, but also a range of new entrants including usergenerated content sites such as YouTube and Dailymotion, broadband video sites such as CinemaNow and Lovefilm, and Internet TV providers such as Apple and Zattoo. (Source: advanced-television.com) Mobile TV in the UK will fail to take off in 2008, as consumers cut the amount of cash they spend on their mobile phones, according to Deloitte. Less than 1% of the UK population currently watches mobile TV and Deloitte estimates that the figure will fail to increase this year. As well as suffering from cash cutbacks, Deloitte also said that mobile TV is losing out to people catching up with TV programmes online, a trend that has caught on this year at the expense of mobile TV. Nielsen: One in Five Homes in U.S. Still Not Ready for Digital With less than 9 months before the U.S. TV industry converts to digital broadcast spectrum, 22% of households are still either completely or partially unready for the conversion, according to findings of a report scheduled to be released in early June by Nielsen Co. The report estimates that daily tuning among the completely unready population represents 6.9 hours on average, and currently accounts for about 7.5% of all daily television viewing, and 8.1% of all prime-time viewing. Looked at on the basis of total television sets - including secondary sets in households where the primary set are currently digital ready - Nielsen estimates that 16.5% are not ready to receive digital broadcast signals. Completely unready households have an average of 2.7 sets per household, while partially unready households have an average of 4.7 sets. Demographically, the Nielsen report spells another potential problem, noting that the least prepared audience segment are men 18- to 24-years-old, a group that is of especially high demand among some advertisers, and one that has been particularly vexing for Nielsen to measure in the past. According to the new Nielsen report, these young men are 27% more unready for the transition than the rest of the U.S. population. (Source: Media Daily News) The Deloitte Digital Index, a measure of the take up of digital services, found that online video consumption will continue to increase dramatically. Deliotte revealed that 19% of people in the UK consume online video on a regular basis. That figure will increase to 50% within five years, according to Deloitte.(Source: advancedtelevision.com) 05 June 2008

7 Industry news. Nationwide 1100 HHs in Hunan Have Had Peoplemeter Installed May 27, 2008 AGB Nielsen Media Research (hereinafter AGB Nielsen for short) announced in Changsha that 1100 HHs in Hunan had installed world s most advanced UNITAM. This means the world s biggest TAM company has finished their layout in Hunan and from now on the Hunan audiences will be evaluated on an accurate and objective basis. Based on the Establishment Survey across the province, AGB Nielsen finally recruited over 1100 samples in all 14 prefecture-level cities, among which 400 HHs are from Changsha. By April 1 this year, the UNITAM valued more than RMB 10,000 each had been installed in all sample households and since April 20 data of the whole province has been provided. Dr. Alberto Colussi, Chairman of the Management Board of AGB Nielsen said that AGB Nielsen has set up its branch office in Changsha with an investment of RMB 70mn in Hunan. AGB Nielsen will provide Hunan TV stations with reliable data and help them to monitor the audience there in order to make effective media strategy; Meanwhile using the accurate and reliable data, Hunan TV stations would advance the objective evaluation of local programs and make further improvement for program quality, also helps Hunan to build up its Cultural Province target on technology aspect. Dr. Colussi said. Since AGB Nielsen entered China market in 2005, Hunan has been the 12th province covered. In 2008, AGB Nielsen will establish over 18,000 samples in 16 provinces and municipalities and offer the China market with viewing data of approx 900mn population and cover more than 80% of GDP. (Source: xinhua.net) 2007 Radio & TV Revenue Reached RMB bn Development and Research Centre of SARFT released its 2008 Report on China Radio, Film and TV Development (SARFT Blue Book) in Beijing on June 16. The Blue Book indicated that in 2007 total revenue of China s radio & TV industries reached RMB bn increasing 17.65% by the last year. Provinces whose revenue reached RMB 5bn include SH, GD, ZJ, JS, BJ, SD and HN etc, which added 2 seats compared with the year before. In 2007, production of TV drama increased with 5.8% and 5.9% respectively from the year before. Ad revenue remained the main revenue for radio & TV industries, with a total of RMB bn, a growth of 13.88% compared with the last year. TV ad revenue was RMB bn. Cable network was the second biggest with RMB bn, 21.96% increase from the year before. On the Press Conference, SARFT indicated that news media had changes in their function and role during the major incidents in Mobile TV and Internet video are developing further, which would breathe new contents into the Blue Book next year. (Source: China Press and Publishing Journal) A Foreign Media Researcher Sees Wenchuan Earthquake Report Very, very, very quick, transparent and covered all aspects in the hit area, when mentioning Chinese media reports of the Wenchuan earthquake, Dr. Alberto Colussi, Chairman of Management Board of AGB Nielsen commented during the interview. AGB Nielsen was founded in 2004 and it s the only multinational company in the world that focus on TAM, which covers more than 30 countries and areas all over the world. Dr. Colussi told the journalist that some employees were in the hit area when the earthquake happened. When he came to China after the earthquake, he got a very detail and timely report of the situation through TV and newspapers. From TV screen and the pictures in the newspapers, he saw many children died or injured as well as countless tents, temporary houses and sufficient food provided soon after the disaster, which showed the powerful organizing ability of the China government faced with the tragic disaster. Dr. Colussi expressed that a lot of foreigners thought there are mysteries everywhere in China. However through the timely and honest reports on the earthquake, many of them now have a new understanding about China. (Source: xinhua.net) Broadcasting Structure Confirmed for the Beijing Olympics In early June 2008, CCTV confirmed broadcasting structure for the Beijing Olympics. During the Games, CCTV will have 5 public channels and 2 pay channels and new media such as CCTV homepage to broadcast 28 Sports and 302 Events. Events of the most attention will be scheduled on CCTV-1, to present the full extent of the Games; International events of Chinese audience s interest will be scheduled on CCTV-2; Dominant events of Chinese audience s interest will be scheduled on CCTV-Olympics; CCTV-7 will mainly be re-broadcasting classic events while CCTV-HD will be broadcasting a selection of the top events of every day, such as swimming, diving, gymnastics etc. Besides, pay channels for football and tennis as well as CCTV homepage, CCTV mobile TV and bus TV will broadcast the whole events. CCTV-HD started broadcasting from May 1, which is the first public HD channel of CCTV. Its launch is a symbol of China s HD TV era. This channel covers the whole country via 3 ways of terrestrial digital, cable digital and satellite, which adopts the national standard system for DTT. (Source: SARFT) June

8 New Project AGB Nielsen Launches National New Program Library Project Background In today s TV media environment, the nationwide TV stations stage and update TV program innovation campaign constantly, with a view to adapt to the audience s taste and keep the vitality of the channels. In a campaign like this, acquisition of TV viewing information, trends of similar channels, and audience intended programs as well as the in-depth analysis of them are of vital importance. To help the local TV stations outperform other ones, AGB Nielsen, by virtue of its real-time monitor of all programs with over 200 local channels nation-wide, will care for the utterly new programs at any moment. Recording and sorting of the basic information of the above-mentioned new programs will be conducted each week, apart from the case analysis. The in-depth analysis report will be issued based upon the recording, filing and case analysis, to build up the TV program archive of China, providing the Chinese TV media staff with the most comprehensive TV program information-associated services. Project Profile Investigated Cities: Beijing, Shanghai, Tianjin, Guangzhou, Shenyang, Dalian, Jinan, Qingdao, Nanjing, Suzhou, Hangzhou, Wuxi, Ningbo, Wenzhou, Fuzhou, Xiamen, Dongguan, Changsha, Chongqing, Chengdu, Wuhan and Shenzhen Investigated Channels: All channels at the provincial and city levels of the above-mentioned cities Time scope: From Jan., 2008, normal tracking Category of programs investigated: Interview / Dialogue, News/ Current affairs, Entertainment, Interest / Leisure, Documentary / Science and technology, Sports, Adolescents and Youngsters, Music / Art, and Education/ Information Definition of new programs: Normal programs that debut for the first time, compared to the previous database (* Remark: inclusive of the documentaries that are broadcasted at one-go) Service Contents Multilevel Analysis Report on the Market and Contents of the New Programs Four levels: 1.List of new programs The most timely and comprehensive list of new programs allows the users to learn the trends of new programs at the first opportunity (1)Cover all new programs broadcasted normally each week, comprising program category, broadcast time, duration, channel, and markets where the program will be broadcasted, coupled with TVR and share; (2)Prioritized by the above-mentioned key words, to facilitate client s query. Offer mode: Internet access or PDF format downloading; updated and released each week. List of normal new programs Market: Shanghai, Beijing, Wuhan, Tianjin, Shenyang, Dalian, Chengdu, Chongqing, Jinan, Qingdao, Chasha, Hangzhou, Ningbo, Wenzhou, Nanjing, Suzhou, Wuxi,Dongguan, Guangzhou, Fuzhou, Shenzhen, National Date: Time: 02:00-25:59 Channel: All local channels Target audience groups: All individuals 4+ Date of first show Program First show time Duration Level 1 Level 2 Market Channel TVR(%) Share (%) Jan. 5, 2008 Sincere Tonight Carnival in Tianjin 21:20-22: h Entertainment Game Tianjin TJ-TJSTV Jan. 6, 2008 Relevancy 18:59-19:24 24m Entertainment Skit and sitcom Shanghai SH-OTXY Jan. 1, 2008 Delicious Food Gathering 19:30-20:00 30m Interest / Leisure Interest / Leisure Tianjin TJ-TJTV4 (City Channel) Jan. 6, 2008 Family Game Show 19:59-21:19 19m Entertainment Game Shanghai SH-OTXY Jan. 5, 2008 Joy Luck Club 20:19-21:29 9m Entertainment Skit and sitcom Shanghai SH-OTXY Jan. 2, 2008 Years Yonger 18:59-19:59 59m Entertainment Other Shanghai SH-OTXY Jan. 3, :59-19:59 59m Education / Information Life & education Shanghai SH-OTXY Jan. 2, 2008 New Avuncular Arbitrator 18:29-18:59 29m Interview / Dialogue Interview / Dialogue Shanghai SH-OTXY Jan. 1, 2008 Love My Car 20:56-21:03 6m Interest / Leisure Interest / Leisure Wenzhou HZ-WZJKT Jan. 6, 2008 Jan. 22, 2008 Jan. 7, 2008 Legend of the Dragon (Entertainment -> Other) Happy Cyclone: Super Weekend Super Classics In the Mood for Communication (Entertainment -> Other) 19:33-21: h Entertainment Other Beijing BJ-BTV2 (Entertainment Channel) :16-22:58 42h Entertainment Other Nanjing NJ-JSZY :59-20:00 1h Entertainment Other Shanghai SH-OTXY Jan. 7, 2008 Stage for the Common People 21:15-21:57 41m Interview / Dialogue Interview / Dialogue Beijing Jan. 4, 2008 Liaison of China between the Musician and the Common People 21:15-21:57 41m Music / Art Other Beijing Jan. 1, 2008 I Love Hangzhou Fellows 18:52-19:30 38m Entertainment Entertainment Hangzhou Jan. 6, 2008 Film and TV Themed Discussion 21:16-22: h Interview / Dialogue Interview / Dialogue Beijing BJ-BTV2 (Entertainment Channel) BJ-BTV2 (Entertainment Channel) HZ-ZJTV-2 Qianjiang City Channel BJ-BTV2 (Entertainment Channel) June 2008

9 New Project 2.TV Audience analysis of different categories of programs The most integrated and diversified analysis report on the program, allowing the clients to master the market situation of the program from the overall situation (1)Overall analysis of all program categories in each month, quantity of different categories of new programs on the targeted markets and the viewing and broadcasting proportion of different categories of programs; Quantity of different categories of normal new programs nation wide since 2008 (2)For a specific category of program, analyze the viewing environment of this category of program on different targeted markets in the current month, including TVR, share, broadcasting and viewing efficiency, viewing tendency and program ranking, etc. Offer mode: Internet access and PDF format downloading; updated and released each month. Entertainment Programs of Beijing Market Entertainment Dialogue Interview/ Education/ Information Program Category Adolescents and Youngsters Interest/ Leisure Music/Art Documentary/Feature Sports Shanghai Beijing Shenzhen Fuzhou Hangzhou Wenzhou Ningbo Nanjing Suzhou Wuxi Jinan Qingdao Guangzhou Shengyang Dalian Chengdu Wuhan Tianjin Chongqing Changsha Dongguan Other satellite TV Total Remark: Jan.-Apr.30,2008/02:00-25:59/all individuals 4+/local channels/cities nationwide Total Beijing Remark: the new programs broadcasted are marked in yellow June

10 New Project 3.Program case analysis The most direct and critical single program information, allowing the clients to lock rapidly the outlines of each program (1)Brief introduction of each program, including the broadcasting channel, producer, host / hostess, program logo, highlights and program profile; (2)Linkage to the official websites and media remarks of the programs; (3)Analysis of program viewing performance, namely, TVR and share of all audience groups for a program that is broadcasted for the first time; (4)Curve figure for viewing tendency per minute for a program that is broadcasted for the first time, marked with the advertisement time and the highest TVR point. Offer mode: Internet access and PDF format downloading; updated and released each week. Program: Midea Air-conditioner -- 1 against 100 Channel: Hunan Satellite TV Date of first show: Apr. 12, 2008 Show time: first show at 20:30 p.m., each Wednesday; Replay at 7:00 and 12:30 on the following day Program category: entertainment game programs Duration: 1.30h Website linkage of the program: Producer: Hunan Satellite TV Station Host: Wang Han (Baidu Portal) media comment linkage: Menus from the program: Program introduction: It is an utterly new puzzle & entertainment program launched by Hunan Satellite TV station in 2008, differnt from any previous programs domestically. The copyright of the program is introduced from the Netherlandish Endmoel Company and the program catches on all over the world. In this program, 1 player will fight against the wisdom of 100 participants. The player has to meditate over not only the program topic, but also challenge the wisdom of 100 happy participants. After several rounds of Q&A PK, the player will be awarded with fruitful awards if wins. The audience on the spot will be awarded with attractive awards, also. The most popular host of Hunan Satellite TV Wang Han makes the program spot be flooded with suspense, incitation, surprise and enjoyment always by his wise and humor speeches. The unprecedented grand scene of 100 VIPs, coupled with the light, stage, and acoustics effect will be presented to the audience. The audience, coming from all walks of life, are selected as the Q&A master-hands via network or telephone test. Celebrities from different industries and the famous actors / actresses will act as happy participants as well, to improve the attraction. It is an effective enforcement to a week's programs at the gold time of Hunan Satellite TV and shows its efforts to start to draw attention from the high-end audience. TVR Gender Educational level Age Male Female Primary or below Junior high school Senior high school college or above Share Gender Educational background Age Male Female Primary or below Junior high school Senior high school college or above Remark: Hunan Satellite TV / Mar. 5, 2008 / 1 against 100 / Changsha / by audience groups 09 June 2008

11 New Project 4.In-depth program analysis The most abundant and solid in-depth analysis for single program, allowing the clients to learn thoroughly all details and development tendency of the program Besides the contents for program case analysis in Level 3, this service features more analysis details. (1)Program profile; Ranking All individuals male Program Channel TVR% Program Channel TVR% Program Channel TVR% Midea Airconditioner - 1 Against 100 Hunan 0.30 Midea Airconditioner Satellite - 1 TV Against 100 Hunan Satellite TV 0.45 Midea Airconditioner - 1 Against 100 Hunan 0.73 Satellite TV Today s Story CCTV Today s Story CCTV Today s Story CCTV Love Film - Love to Draw a Film New City Lucky 7 Lottery CCTV Love Film - Love to Draw a Film Oriental Satellite TV 0.07 C&B Beauty Travel Satellite TV CCTV Love Film - CCTV Love to Draw a Film 0.05 New City Oriental 0.07 Satellite TV CETV As Far as Travel 0.02 As Far as Travel 0.05 There is a Way Satellite TV There is a Way Satellite TV (2)In-depth program viewing analysis, namely, ranking within the realm of market coverage since the program is broadcasted, TVR fluctuation and audience profile, coupled with text and graph analysis of the viewing environment, competition channels and competition programs; Time Concrete contents Menu features Music features Explanation of the basic situation of the 2nd player aside Host/hostess introduces the 2nd player R o u n d 1 o f Q & A comes to an end, choose to continue C l o s e s h o t q u i c k switching between the players, host/hostess and 100 happy participants, with logo of the program as the switching mark F i x e d s h o t f o r t h e host/hostess and the players, helped with the light lamp-house to highlight location of them, and the shot is switched to the audience zone from time to time C a m e r a l e n s m o v e among the host/hostess, players and the audience constantly. The blue and yellow light shine when the 100 players answer questions Advertisement T h e 2 n d p l a y e r answers the quest i o n s c o n f r o n t e d with temptation and c h a l l e n g e o f t h e host/hostess, and overcomes the difficulties and fights through The player waves his/ her hands when he/she gets on the stage. The entire stage is flooded with shining light. Camera lens switches constantly. All 100 players are phased out and the light goes out. Finger-popping themed electronic music Sound effect with intense drumbeat The sound effects of different links will work in together, coupled with the cheering of the audience when the competition hots and coupled with the heartbeat when the competition tenses up. The themed music runs through, coupled with the magestic and gleaming full-length music (4)In light of the program design features, the originality of the producer will be analyzed in an all-round way, including the strong & weak points, forecast of viewing tendency in the future, possible position of a program on the TV market and possible impact of it among the audience; (5)Disc of selective video clippings. Offer mode: as per the demand of the clients, hard or soft copy of report will be offered, which will be packed along flexibly. (3)Production method, continuity introduction of the broadcasting process, describing the contents and sound effect features and presenting the overall perspective; Extended Services Special analysis reports The industry analysis summary report on TV programs will be released every half year, in addition to the corresponding analysis report upon occurrence of special TV program events. Professional seminars Clients and specialists from the industry will be invited irregularly to call for the program demonstration, to make comments on the typical new programs. The clients can exchange ideas with the specialists and persons from the same trade on the spot to obtain the dual experience of theory and practice in program production. Remark: Mar. 5, 2008 / 1 against 100, first shown time: 20:31-22:00/ all individuals 4+ / Hunan Satellite TV / nation wide (More details, please contact Client Severvice Department of AGB Nielsen Media Research.) June

12 Industry Report Co-viewing and Solo Viewing in Four Municipalities By Ann Lv Client Service, AGB Nielsen Media Research Beijing Leaderette: In the TAM Dictionary in issue 6-7 of China TAM, we introduced co-viewing analysis function of Arianna for the first time. This new function officially launched in 2007, having received praises from most clients, did assist TV stations and ad agencies to know better about the audience composition, and based on this, programs and ad positioning would be more accurate. In this article, we will focus on this viewing behavior again, simply explain the profound concepts of co-viewing and solo viewing from the data user s perspective, and specifically analyze these two behaviors in Beijing, Shanghai, Tianjin and Chongqing. 1.What are co-viewing and solo viewing? In any certain time, the numbers of viewers of a household are different, sometimes one and sometimes more. In another word, one s viewing may be accompanied with different members in the family. At the beginning of viewing data collection, every member of the sample household has the only matching button on the Peoplemeter s remote control. When they are watching TV, they should press their matching button and press again when they leave. This means information of different member s viewing behavior in front of one TV is shown in the TAM data from the very beginning. Now with this function in Arianna, researchers are able to survey audience s viewing state from a new perspective, which opened up a new viewing behavior research field. 2.Decipher 000s and TVR of solo viewing and coviewing Suppose there are 100 people aged from 4 to 14 in a market (the blue part in Figure 3) 70 people viewed the program Big Windmill (the light green part in Figure 3) 20 out of the 70 people watched together with others (the dark green part in Figure 3) Figure 3: Total: 100 Viewers: 70 Viewers with companies: 20 Solo viewing means that in front of one TV set, there is only one audience; while it is called co-viewing when there is more than one viewer watching TV. Figure 1: Solo viewing Thus: Age s =70,TVR =(70/100)*100=70% Age 4-14 accompanied by others 000s =20, TVR=(20/100)*100=20% Age 4-14 solo viewing 000s =70-20=50, TVR=(50/100)*100=50% Figure 2: Co-viewing When analyzing co-viewing behavior, we need to define a subject, namely which target group of audience is the base target, and then study how the base group is accompanied with other groups. Remark: Owing to visitors viewing information is not collected in TAM research in China, coviewing may happen only when the size of a household is more than or equals Solo viewing and co-viewing behavior in four municipalities (Q1 2008) Observing the co-viewing behavior in four municipalities vertically, we can find that co-viewing ratio increases in golden time period (18:00-22:59) at night, compared to day time. And viewers, age above 4, from household with more than one member have higher co-viewing ratios than any other ones age above 4. In four municipalities, co-viewing ratios in Tianjin are the highest, and much more obvious in golden time pe- 11 June 2008

13 Industry Report riod at night. Among the people older than four, whole day co-viewing ratio in Tianjin is 69%, while in golden time period at night, the ratio reaches 75%. The ratios in Great Shanghai are the lowest, the whole day ratio and the golden time period at night, ratio are 46% and 55% respectively. Except the situation of families with one person (co-viewing is impossible), Tianjin still has the highest co-viewing ratio among four municipalities. In the golden time period at night,, there are 77% audience (4+) watching TV together with other people. But Great Shanghai still has the lowest co-viewing ratio,that only 57% in the golden time period at night,. The situation of Great Beijing and Chongqing are similar. Table 1: 000s proportion for Solo/co-viewing Figure 5: Number of household TV set(household more than one family member) 100% % 80% % % 50% 40% % 20% % Market Period of time (household more than one family member) 0% Great Shanghai Great Beijing Tianjing Chongqing Great Shanghai Great Beijing 100% Tianjin Chongqing 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Solo viewing Co-viewing Solo viewing Co-viewing 02:00-25:59 54% 46% 53% 47% 18:00-22:59 45% 55% 43% 57% 02:00-25:59 43% 57% 40% 60% 18:00-22:59 36% 64% 33% 67% 02:00-25:59 30% 69% 29% 71% 18:00-22:59 25% 75% 23% 77% 02:00-25:59 41% 59% 40% 60% 18:00-22:59 34% 66% 33% 67% Remark: 2008/1/1-2008/3/31; Great Shanghai/Great Beijing/Tianjin/Chongqing; 02:00-25:59/18:00-22:59; 4+/4+ (household more than one family member) Source: AGB Nielsen Media Research Why is the co-viewing ratio in Tianjin so high? Besides co-viewing wishes of the viewers in Tianjin, coviewing behavior is liable to the effect of household size and number of household TV sets, so we view from these two objective factors as follows. Figure4: Household population ratio in each municipality Great Shanghai Great Beijing Tianjing Chongqing Remark: 2008/1/1-2008/3/31; Great Shanghai/Great Beijing/Tianjin/Chongqing Source: AGB Nielsen Media Research Remark: 2008/1/1-2008/3/31; Great Shanghai/Great Beijing/Tianjin/Chongqing; all individuals 4+ (household more than one family member) Source: AGB Nielsen Media Research Among the four municipalities, there are 96.0% households have more than one family member in Tianjin, most of which are 3-member-family (48.0%). In other 3 municipalities, the highest ratio of 3-member-family is only 42.0% in Great Shanghai. Observing the possession of the TV sets when the households with more than 1 person, we can easily make out that the ratio of households owning 1 TV set is high up to 73.5% in Tianjin, and there is no household with more than 3 TV sets. Therefore, compared with the other municipalities, Tianjin has more households with more than 2 people. The character of low TV owning ratio has prompted the audiences in Tianjin have more chances to watch TV together with other family member, meaning that while programs and ads are reaching the target audience, they also got more chances to reach other accompanying audience. There are more possibilities that they may discuss about the program and ads thereby bear down on them. From the all day viewing behaviors of four municipalities, the trend of co-viewing/solo viewing are not the same, but they all show that co-viewing ratio is much higher than that of solo viewing at night. In detail, the all day trends are similar in Great Beijing and Chongqing, in the small viewing peak in the afternoon(11:00-14:00), coviewing ratio of people 4+ (household member more than one) exceeds solo viewing, respectively reaching 10.2% and 7.8%. In Tianjin, it shows that co-viewing ratio is much larger than solo viewing after 7am till the end of a day, especially in the interval of 17:00-23:59, the former is 3.2 times as big as the latter. However, the situations of Great Shanghai are totally different, in the morning and the whole daytime, solo viewing ratio is always larger than that of co-viewing, until 18:00 when workers come home, the latter begins to exceed the former, it will last until 22:30.(See Figure 6 on next page) 2 3 June

14 Industry Report Figure 6: Trend of 24 h in four municipalities Figure 7: Viewing ratio of different program categories in each municipality TVR% 60 Great Shanghai Great Shanghai Great Beijing Tianjing Chongqing 45 All Solo viewing Co-viewing :00 2:30 3:00 3:30 4:00 4:30 5:00 5:30 6:00 6:30 7:00 7:30 8:00 8:30 9:00 All Solo viewing Co-viewing Solo viewing Co-viewing Solo viewing Co-viewing Solo viewing Co-viewing Solo viewing Co-viewing 9:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 0:00 0:30 1:00 1:30 TVR% 60 Great Beijing Miscellany Interest Adolescents and youngsters Interview TV shopping Entertainment News Education Cartoon TV drama 0 Music Sports Documentary Film 2:00 2:30 3:00 3:30 4:00 4:30 5:00 5:30 6:00 6:30 7:00 7:30 TVR% :00 8:30 9:00 All Solo viewing Co-viewing 2:00 2:30 3:00 3:30 4:00 4:30 5:00 5:30 6:00 6:30 7:00 TVR% :30 8:00 8:30 9:00 All Solo viewing Co-viewing 9:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 Tianjing 9:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 Chongqing 0:00 0:30 1:00 1:30 0:00 0:30 1:00 1:30 Remark: 2008/1/1-2008/3/31; Great Shanghai/Great Beijing/Tianjin/Chongqing; all individuals 4+ (household more than one family member); 02:00-25:59 Source: AGB Nielsen Media Research Observing co-viewing/solo viewing comparing index of all ages in 4 municipalities, we can see that in each market viewers 65+ has prominent co-viewing behavior, but viewers younger than 54 have divergent behaviors according to municipal difference. Compared to other 3 municipalities, viewers younger than 54 in Great Shanghai have an obvious tendency for solo viewing, especially among the group age and In Tianjin and Chongqing, the co-viewing trend of group of viewers just follow the group of viewers 65+, however, co-viewing trend of this age group in Great Beijing is not prominent. Figure 8: Viewers profile in 4 municipality - co/solo viewing comparing index Comparing index 4 co-viewing :00 2:30 3:00 3:30 4:00 4:30 5:00 5:30 6:00 6:30 7:00 7:30 8:00 8:30 9:00 9:30 10:00 10:30 11:00 11:30 12:00 12:30 13:00 13:30 14:00 14:30 15:00 15:30 16:00 16:30 17:00 17:30 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 0:00 0:30 1:00 1: Remark: 2008/1/1-2008/3/31; Great Shanghai/Great Beijing/Tianjin/Chongqing; all individuals 4+ (household more than one family member); 02:00-25:59 Source: AGB Nielsen Media Research Observing the ratio of viewing different program categories, we can see the tendency of viewers are different among four municipalities. But for entertainment, news, music and education programs, co-viewing viewers are more than solo viewing viewers. While viewers of cartoon and film programs are much more like to watch sololy. Other categories of programs situations are divergent, in Great Shanghai and Chongqing, the viewers of sports are much more solo viewing viewers, while more co-viewing viewers in other two municipalities. Unlike Great Shanghai and Chongqing, TV drama viewers in Greater Beijing and Tianjin tend to watch sololy. 0-1 solo viewing Great Shanghai Great Beijing Tianjin Chongqing Remark: 2008/1/1-2008/3/31; Great Shanghai/Great Beijing/Tianjin/Chongqing; all individuals 4+ (household more than one family member); 02:00-25:59 Source: AGB Nielsen Media Research Through observing the co-viewing/solo viewing behaviors, we can make a deeper comprehension of the differences between each market, on basis of which we can study every family member s characteristics of consuming TV media in different markets. Therefore we are able to offer new thoughts and chances for ads strategies of family products, children products and health care products. Meanwhile, we can help TV stations do effective program positioning and TV programming. 13 June 2008

15 Industry Report Overview of TV Viewing Market in the Major Chinese Cities in Q By Crystal Cai & Jean Wang Client Service, AGB Nielsen Media Research China Online TV, IPTV, mobile phone TV..., more and more emerging media are flooding around us. What happens to the viewing of the traditional form of media, TV, in this circumstance? Herein, we will borrow the data of AGB Nielsen Media Research about the four municipalities directly under the central government, namely, Shanghai, Beijing, Tianjin and Chongqing, as well as the eighteen major Chinese cities, namely, Guangzhou, Dongguan, Shenzhen, Hangzhou, Wenzhou, Ningbo, Nanjing, Wuxi, Suzhou, Jinan, Qingdao, Fuzhou, Xiamen, Quanzhou, Shenyang, Dalian, Chengdu and Wuhan (hereinafter referred to as the 22 major Chinese cities ), to describe the viewing situation in the TV markets of the major Chinese cities in Q Viewing behaviour in the TV markets of the major Chinese cities In terms of the overall performance of the TV markets of the major Chinese cities, the TAM data of AGB Nielsen Media Research for Jan. 1, 2007 Mar. 31, 2008 indicates that the overall TVR of the major Chinese cities was increasing, and the long holiday commonly drove the TVR up (see Figure 1). Figure 2-2: Viewing time and reach rate for each audience to watch TV in the time sections of on Jan. 1, 2007 Mar. 31, 2007 Figure 1: Average daily TVR per week on Jan. 1, 2007 Mar. 31, 2008 Remark: Jan. 1, 2007 Mar. 31, 2008; ; all individuals 4+; all channels in the 22 major Chinese cities Source: AGB Nielsen Media Research Peoplemeter Remark: Jan. 1, 2007 Mar. 31, 2008; 24h a day; all individuals 4+; all channels in the 22 major Chinese cities Source: AGB Nielsen Media Research Peoplemeter In terms of the TV viewing behaviour of audiences in the 22 major Chinese cities, the comparison between regions indicates that, both in the day and evening, the average TVR in the northern cities is commonly higher than that of the southern cities (see Figure 3). The rise of overall TVR was due to the viewing time when the audiences watched TV (the average viewing time when each audience watched TV in the day and evening extended by 8% and 3% respectively in Q1 2008, compared with that in Q1 2007). In the meantime, the audience scale slightly increased on a steady basis (see Figure 2). Figure 3: Average daily TVR per week in the 22 major Chinese cities in the time sections of / on Jan. 1, 2008 Mar. 31, 2008 Figure 2-1: Viewing time and reach rate for each audience to watch TV in the time sections of on Jan. 1, 2007 Mar. 31, 2007 Remark: Jan. 1, 2007 Mar. 31, 2008; ; all individuals 4+; all channels in the 22 major Chinese cities Source: AGB Nielsen Media Research Peoplemeter Remark: Jan. 1, 2007 Mar. 31, 2008; ; all individuals 4+; all channels in the 22 major Chinese cities Source: AGB Nielsen Media Research Peoplemeter June

16 Industry Report 2. Competition among the Various Channel Groups in the TV Markets of the Major Chinese Cities Which channel groups does the increased time distribute to? From Figure 4, we can find out the answer. Compared with Q1 2007, the share of CCTV groups and provincial satellite TV groups increased by 22% and 10% respectively in Q1 2008, while the the share of the provincial non-satellite TV channel groups and other local channels dropped considerably. Were the advantages of the local TV stations weakened? Not exactly. From Table 1, we can see that the local TV stations in the economically developed cities still maintained great advantages. In Great Shanghai, Shenzhen, Suzhou, Great China and other economically developed cities, the local TV stations enjoyed the share of 30% or above, and possessed a strong position in the market. The local TV stations in Great Shanghai even enjoyed the share of up to 60%. Figure4: Share of the channel groups in 24h a day / on Jan. 1, 2007 Mar. 31, 2008 Remark: Jan. 1, 2007 Mar. 31, 2008; 24h a day / ; all individuals 4+; all channels in the 22 major Chinese cities Source: AGB Nielsen Media Research Peoplemeter Table 1-1: Share of the channel groups in the 22 major Chinese cities in 24h a day Rank City Local channels CCTV Provincial satellite channels Provincial nonsatellite channels 1 Great Shanghai Dongguan Guangzhou Shenzhen Chongqing Suzhou Great Beijing Jinan Tianjin Qingdao Hangzhou Ningbo Nanjing Chengdu Wuxi Quanzhou Dalian Wuhan Wenzhou Xiamen Shenyang Fuzhou Average Table 1-2: Share of the channel groups in the 22 major Chinese cities in the time sections of Rank City Local channels CCTV Provincial satellite channels Provincial nonsatellite channels 1 Great Shanghai Dongguan Chongqing Shenzhen Suzhou Guangzhou Jinan Great Beijing Tianjin Ningbo Qingdao Nanjing Hangzhou Quanzhou Dalian Wenzhou Chengdu Wuxi Wuhan Xiamen Shenyang Fuzhou Average Remark: Jan. 1, 2008 Mar. 31, 2008; 24h a day / ; all individuals 4+; all channels in the 22 major Chinese cities Source: AGB Nielsen Media Research Peoplemeter 15 June 2008

17 Industry Report 3. Analysis of the audience profile Next, we would like to compare the audience profile of the 22 major Chinese cities (see Figure 5). We find out that the male and female audiences are relatively balanced in the golden time nationwide; from the viewpoint of age, the TV audiences in the southern cities represented by Dongguan are generally younger, while the TV audiences in the northern cities represented by Shenyang and Tianjin are generally older; from the viewpoint of education degrees, the cities with a higher proportion of the audiences of medium and higher education degrees are mostly located in the southern areas of China; comparing with the previous TVR, the TVR is found to be high in the cities (Shenyang, Tianjin, Qingdao, Nanjing, Beijing, etc.) where the TV audiences are relatively older (those who are 35 years old or older account for over 60%). In these cities, the TV audiences mostly have got the junior and senior high school education (those who have got the junior and senior high shcool education account for over 60%). Figure 5: TV audience profile in the 22 major Chinese cities in the time section of in Q Performance of the different categories of TV programs in the market The TV market sees the increasingly fiercer competitions. In order to attract more audience eyeballs, the program producers rack their brains to get rid of the stale and put forward the fresh programs. Now let s see the performance of the various categories of TV programs. According to the statistics for Q1 2008, TV dramas, news reports, entertainment programs were still the top three in terms of TV viewing proportion (with a total share of up to 70%). Compared with that of the Q1 2007, however, only TV dramas out of the three enjoyed a slightly increasing proportion (see Table 2). Table 2: Viewing proportions of the various categories of TV programs nationwide in Q and Q Program category Q Q TV 45.35% 45.98% News / Current affairs 15.76% 13.08% Entertainment 12.72% 11.43% Film 6.30% 6.24% Documentary / Science and technology 4.86% 5.16% Youth and youngster & Cartoon 4.47% 6.14% Sports 3.51% 3.75% Music / Art 3.01% 2.63% Education / Information 1.51% 3.04% Interest / Leisure 1.28% 1.28% Interview / Dialogue 1.25% 1.28% Remarks: Jan. 1, 2008 Mar. 31, 2008; 24h a day; all channels in the 22 major Chinese cities Source: AGB Nielsen Media Research Peoplemeter Remark: Jan. 1, 2008 Mar. 31, 2008; ; all individuals 4+; all channels in the 22 major Chinese cities Source: AGB Nielsen Media Research Peoplemeter Remark Broadcasting proportion: refers to the ratio of the broadcasting duration of some category of programs to the total of all programs; Viewing proportion: refers to the ratio of the viewing duration of some type of programs to the total of all programs; and Viewing benefit index: viewing proportion / broadcasting proportion, used to reflect the supply-demand relation of some categorye of programs in the market. 1 stands for the balance between market supply and demand; less than 1 indicates that the program supply exceeds the demand; over 1 indicates that the program supply falls short of the demand.) June

18 Industry Report The different broadcast platforms may either strengthen or weaken the viewing of the different categories of TV programs. Take these three types of TV programs as examples: TV dramas have the largest broadcasting and viewing proportions in terms of both provincial satellite channels, but the TV dramas broadcasted on the local TV stations have the best viewing benefit (see Figure 6); as the news reports on the people s livelihood become hot in the local markets, the supply of news programs falls short of the demand on the local channels (provincial non-satellite channels and local TV channels), and in the meantime, the supply of news programs on the CCTV channels and provincial satellite channels exceeds the demand (see Figure 7); CCTVs takes the dominant position in terms of entertainment programs, and their broadcasting and viewing proportions are both higher than other channel groups, with the market demand apparently higher than other channels (see Figure 8). Figure 6: Average broadcasting / viewing proportion and viewing benefit index of TV dramas nationwide in Q Figure 8: Average broadcasting / viewing proportion and viewing benefit index of entertainment programs nationwide in Q Remark: Jan. 1, 2008 Mar. 31, 2008; 24h a day; entertainment programs; all channels in the 22 major Chinese cities Source: AGB Nielsen Media Research Peoplemeter Though there are increasingly diverse media in China, the traditional media of TV, generally speaking, still maintains its loyal audiences, and its audience scale and viewing time are both stable. However, the internal competitions in the TV market are becoming increasingly fiercer. In the era of market share competition, the increase of one TV channel s share means the decrease of other TV channels share, and the stronger will be more stronger while the weaker will be more weaker. Only by focusing on the dynamic market situation, addressing the changing audience demands, improving the overall strength, and innovating the production ideas, can we win the steady growth in the competitions. Remark: Jan. 1, 2008 Mar. 31, 2008; 24h a day; TV dramas; all channels in the 22 major Chinese cities Source: AGB Nielsen Media Research Peoplemeter Figure 7: Average broadcasting / viewing proportion and viewing benefit index of news report programs nationwide in Q Remark: Jan. 1, 2008 Mar. 31, 2008; 24h a day; news report programs; all channels in the 22 major Chinese cities Source: AGB Nielsen Media Research Peoplemeter Remark CCTV channel groups include: CCTV1, CCTV2, CCTV3, CCTV4, CCTV5, CCTV6, CCTV7, CCTV8, CCTV9, CCTV10, CCTV11, CCTV12, CCTV News Channel, CCTV Children Channel, and CCTV Music Channel. The provincial satellite channel groups include: Anhui Satellite Channel, Guangdong Satellite Channel, Hunan Satellite Channel, Shandong Satellite Channel, Zhejiang Satellite Channel, Guizhou Satellite Channel, Yunnan Satellite Channel, Henan Satellite Channel, Sichuan Satellite Channel, Hubei Satellite Channel, Hebei Satellite Channel, Shaanxi Satellite Channel, Heilongjiang Satellite Channel, Liaoning TV Station Satellite Channel, Jiangsu Satellite Channel, Southeast TV Station Satellite Channel, Tianjin Satellite Channel, CETV1, Guangxi Satellite Channel, Jiangxi Satellite Channel, Inner Mongolia Satellite Channel, Ningxia Satellite Channel, Qinghai Satellite Channel, Shanxi Satellite Channel, Xinjiang Satellite Channel, Tibet Satellite Channel 2, Chongqing TV Station Satellite Channel, Tourism Satellite Channel, Jilin Satellite Channel, Gansu Satellite Channel, Qinghai Integrated Channel, Hunan Jinying Cartoon, Oriental Satellite Channel, and Shanghai Xuandong Cartoon Satellite Channel. The provincial non-satellite channel groups include: all provincial channels except for the provincial satellite shannels. Local channel groups: major municipal channels. 17 June 2008

19 TV Program Ranking Taiwan According to the TVR data from AGB Nielsen Media Research in Taiwan in May 2008, the top 10 rank did not change much. TV dramas in Taiwanese still took the unshakable lead in the Taiwan TV market, seizing hold of over half of the top 20 ranks. With no suspense, Love sit on the top of the ratings again. As Love comes to its end, FTV started Mom s House at 8:00pm to take over the slot, which is starred by Shi Ying and Tang Mei-yun; the drama launched strong impact toward the top of ratings at the beginning of its broadcast, ranking the second with a minimal 0.05% lag behind and continuing FTV s absolute leading position on the TVR rank. Among the three foreign players of the rank list, the Japanese drama Oshin, introduced by CTV and ranked into top 10 last month, showed up again this month to rise to the 7th position. The second foreign drama, the Korean drama Four Guardians, continued its re-broadcast and ranked the 9th in its aura of the top Korean drama of 2007 in Taiwan. The other Korean drama Love and Hate, broadcast by VLD lacking in strong promotion, took a hard-earned 18th position in the rank as a dark horse. Top 20 TV Dramas in Taiwan - May 2008 Ranking TV Drama Channel TVR(%) 000s Language Category 1 Love FTV ,467 Taiwanese Family 2 Mom's House FTV ,456 Taiwanese Life 3 Destiny Love TTV ,278 Mandarin Youth 4 I Must Succeed SANLI Taiwanese Encouragement 5 Ge Gon FTV Taiwanese Ancient Comedy 6 The Tale of Taiwan SANLI Taiwanese Legend 7 Oshin CTV Japanese Encouragement 8 Ma Zu TTV Taiwanese Ancient 9 Four Guardian CTV Korean History 10 Destiny Love SL Mandarin Youth 11 Ma Zu 2 TTV Taiwanese Ancient 12 Mismatch Made In Heaven CTS Mandarin Family 13 Stars TTV Mandarin Romance Noon Theatre on Sunday: Destiny Love Uncle Bird & Aunt Thirteenth TTV Mandarin Youth SANLI Taiwanese Life 16 13:00 Mom's House FTV Taiwanese Life 17 Uncle Bird & Aunt Thirteenth SANLI Taiwanese Life 18 Love and Hate VLD Korea Love Comedy 19 23:30 Love FTV Taiwanese Family 20 13:00 Love FTV Taiwanese Family Date Provided Exclusively: AGB Nielsen Media Research(Taiwan) Peoplemeter 2008/05/ /05/31 All Channels 02:00:00-25:59:59 All individual 4+(Universe: 21,707,000) June

20 TV Program Ranking South Korea According to the TVR data from AGB Nielsen Media Research in Korea in May 2008, the ever-victorious champion Ugly and Pretty ranked the first again in May, with no suspense. The drama came to a satisfactory end in the first week of the month, with its last monthly TVR championship since its start 8 months before. Although the top 5 ranks witnessed few changes, the TVR rank this month showed a new structure as a result of the ending of hot dramas and the launch of new ones. Among the new dramas, the daily shown drama You re My Sunshine on KBS had the best performance; taking over the hot drama Ugly and Pretty from the same slot, the drama got into top 10 and ranked the 7th, maintaining KBS s leading position in the new round of daily shown drama competition. Iljimae, the drama taking over the slot from SBS s drama trump On Air and starred by Lee Jun-ki, successfully landed on the list to rank the 8th and became the new TVR champion on the Wednesday and Thursday slot. Named after the dramatis personae, the drama described the legendary story of the knight-errant Iljimae in robbing the rich to help the poor, as well as his personal love affairs. Looking at the list, professional romance dramas demonstrated strong performance to stand out. Dramas such as On Air, Park Jung-Geum, Spotlight and Powerful Enemyfocused on the performing arts circle, the police, the news circle as well as the bodyguards around the president; such idol dramas telling stories of specific professionals break the traditional Korean drama structure where family and love affairs are the main topics, presenting to the audience an opportunity to enjoy new stories and feelings. Top20 TV Dramas in South Korea - May 2008 Ranking TV Drama Channel TVR(%) Category 1 Ugly and Pretty( 미우나고우나 ) KBS Daily/Family Comedy 2 Lee San( 이산 ) MBC 13.5 Mon.&Tue./Grand Chronicle 3 The First Wives Club( 조강지처클럽 ) SBS 12.5 Weekend/Life/Ethic 4 Mom's Dead Upset( 엄마가뿔났다 ) KBS Weekend/Family 5 On Air( 온에어 ) SBS 9.9 Wed.&Tue./Realistic Theme 6 I'm Happy( 행복합니다 ) SBS 8.7 Weekend/Family/Romance 7 You're My Sunshine!( 너는내운명 ) KBS1 8.5 Daily/Family/Romance 8 Iljimae( 일지매 ) SBS 7.5 Wed.&Tue./Ancient Martial arts 9 Madam in Ahyeon-dong( 아현동마님 ) MBC 7.5 Daily/Family/Romance 10 Park Jung-Geum( 천하일색박정금 ) MBC 7 Weekend/Crime/Comedy 11 The Great King Sejong( 대왕세종 ) KBS2 7 Weekend/Grand Chronicle 12 Aquarius( 물병자리 ) SBS 5 Mon.& Tue./Family/Romance 13 Beautiful Season( 아름다운시절 ) KBS1 5 TV Fiction 14 Aster Yomena( 쑥부쟁이 ) MBC 4.7 Thu.&Fri. 15 Spotlight( 스포트라이트 ) MBC 4.3 Wed.&Tue./Professional/Romance 16 Our Home Section Two( 우리집에왜왔니 2 부 ) SBS 4 Fri./Romance Comedy 17 Don t Go Away( 흔들리지마 ) MBC 3.8 Morning/Romance 18 Powerful Enemy( 강적들 ) KBS2 3.5 Mon.&Tue./Professional/Romance 19 Our Home Section One( 우리집에왜왔니 1 부 ) SBS 3.4 Fri./Romance Comedy 20 Namchon Beyond the Hill ( 산너머남촌에는 ) KBS1 3.3 Wed. 2008/05/ /05/31 Individuals 4+ _ Nationwide _ 11 Market Data Provided Exclusively by: AGB Nielse Media Research (South Korea) _ Peoplemeter 19 June 2008