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MUMBAI:
The post lunch session on the second day of Promax/BDA gave
an overview on how the upcoming Beijing Olympic 2008 is being
used to promote the television networks in China.
Presented
by Workshop Communications creative consultant Ding Meimei,
the session also revealed the context and actual process behind
the on air sports and entertainment campaigns taking place
in China.
CCTV
(China Central TV), the official broadcaster of Olympic, is
branding the entire event as it reaches out to around 2 billion
people in China.
“Considering
the dense population in China, we have distributed the entire
coverage of the Olympic to five channels namely CCTV 5 (sports),
CCTV 2, CCTV 1, CCTV 7 and CCTV HD. While CCTV 5 and CCTV
1 will air sports like gymnastics, which has traditionally
been favourite among Chinese, CCTV 7 will package different
programmes like interviews and flashbacks around Olympics,”
said Meimei.
CCTV
5 will be known as the Olympic channel till the event ends.
Meimei
provided a sneak preview of the online and offline graphics
for Olympic. CCTV has partnered with Workshop Communications
and Red Bee Media to design the creatives and many other promos
related to Olympic.
According
to Meimei, the giant coverage of Olympic by CCTV is a cause
of worry for other broadcasters in China.
Citing
example of Hunan TV which is the second largest broadcaster
in China after CCTV, she explained the complete phenomena
of multi-platform integration and brand extension of channels
in China.
The
channel carries the tag line of 'Happy China' with a branding
of ‘Individual Happiness’. Since Olympic is arriving,
they are re-branding themselves to ‘Collective Happiness’.
“The
entire functioning is influenced by the Olympic and other
international happenings,” said Meimei.
The
channel is tweaking it to suit the international taste of
Chinese viewers. It has recently adapted some of the best
shows from BBC and ITV. Few of them are Super Girl adapted
from American Idol, 1 vs 100 and Strictly on Dancing.
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