MAM

×

×

TV ad revenue in China is second largest to Japan in Asia

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2016/04/08/ficci.jpg?itok=yG1JNuMX

MUMBAI: The ad revenue in China has been growing at the rate of 12 per cent a year. It reached $ 3.4 billion in 2004. This makes it second to Japan in the Asia Pacific region. The cable and satellite revenue reached $ 2.5 billion.

One of the sessions on the first day of Frames was China: What's Up in Entertainment. Media Partners Asia executive director Vivek Couto pointed out that C&S revenues refer to basic television. Pay channels are now starting to come in through set top boxes. They could reach one million subscribers by the end of the year.

This is however a very small percentage of the market which consists of 120 million cable homes. National broadcaster CCTV corners a third of that market. The advertising pie is fragmented. For instance the top four companies in the outdoor ad market take 20 per cent of the revenue. A lot of the other operators are mom and pop outfits. CCTV takes up around 30 per cent of the revenue. Couto noted that foreign broadcasters still do not have a level playing field. While China's distribution infrastructure is superior to India's the programming lags behind due to government laws.

"Digitising of networks is happening ahead of the 2008 Beijing Olympics. However the uptake of STBs is not as good as it could be. Another area of debate is the revenue sharing between pay broadcasters and MSOs. As is the case in India there is talk about using the telephone to deliver services like broadband."

Tom Group CEO and executive director Sing Wang said that sports marketing is worth $ 5 billion. This is driven by events that cover a variety of sports. The online and mobile marketing is worth $ 1.9 billion. India could take a chapter from this and not give up on the Internet though the going has not been easy for the likes of Satyam.

The key to growth of the net in India is developing infrastructure. What is helping the Internet in China is that since it is new it is very liberal as far as regulation is concerned. Over the next three years this market could grow to $ 7.5 billion.

On the television front China produces 20,000 hours of programming. Only a quarter of this is aired. Now Chinese companies are looking to expand abroad so that their content reaches a wider audience. There is also some attempt now to make sitcoms that appeal to viewers. On the flip piracy in China is amounting to $2 billion a year.

Wang added that on the film front China has a long way to go in terms of unlocking potential. That is because there are not many multiplexes. 200 Films were made in China last year but the box office is only worth $200 million. Another factor hindering growth is that the government only allows for 20 films to be imported. However things could look up with multiplexes expected to come up in the next three to five years.

As far his company is concerned Wang said that its net profit margin after tax is 26 per cent. That is because it does not spend lots of money advertising. Word of mouth advertising, which is done through parties, meetings has been very effective in helping it get customers. He also feels that the government in China and in India should not be afraid of foreign competition especially in the film sphere. "They have their market. We have ours."

Also companies like Sony and Time Warner have done joint ventures with local Chinese companies. Whether this will work only time will tell. News Corp is different in that it has also invested in telecom in China.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/skin.jpg?itok=HjekKxpa
Designed to love your skin as much as you do – the new Gillette SkinGuard

MUMBAI: In a country where grooming is increasingly becoming a part of men’s daily lives, Gillette is relentlessly pursuing bringing new products tailored to the evolving needs of consumers. From the stable of Gillette, launches the latest product innovation, Gillette SkinGuard. This razor has a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/manormaa.jpg?itok=Frvbxvyl
ManoramaMAX hits 5,00,000 users in 2 weeks

MUMBAI: ManoramaMAX, the first ever 100% Malayalam News and Entertainment app, launched by MM TV Ltd., has achieved instant success, hitting half-a-million users in just under 2 weeks. Users across web, android and apple devices are continuing to watch the large content bucket of the platform. The...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/swift.jpg?itok=NQhNuZcW
Maruti Suzuki launches #BeLimitless Swift campaign to celebrate real-life heroes

Focusing on recognising heroes who have gone far and beyond across different walks of life, Maruti Suzuki India Ltd, the leading passenger car maker in India, has launched ‘Be Limitless’—a 3-part video campaign for Maruti Swift. The campaign for Swift is aimed at highlighting the stories of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/tata.jpg?itok=iyURhpAX
Tata Motors partners with what3words - Redefines navigation with just 3 words

MUMBAI: Tata Motors, India’s largest automobile manufacturer today announced its partnership with the innovative location technology provider, what3words. Tata Motors will be the first manufacturer in India to bring what3words addressing system in its cars.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/phonepe.jpg?itok=Zc_NkFjg
PhonePe goes live across over 1 mn offline stores in Delhi-NCR

MUMBAI: PhonePe, India’s fastest growing payments platform announced that it is now live as a payment option across 1 million offline merchant outlets in Delhi-NCR. This milestone reflects PhonePe’s phenomenal acceptance across large organised retail stores as well as small and mid-size retail...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/vodafone.jpg?itok=EFqbIpNo
Vodafone appoints Carat as global media buying agency

MUMBAI: Telecom service provider Vodafone has announced the appointment of Carat, from the house of Dentsu Aegis Network (DAN), as its global media buying agency. As per reports, the account size is pegged at Rs 35,000 crore globally. In India, the business is worth Rs 400 crore. The scope includes...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/iamaai.jpg?itok=kVhegjhv
Admitad India announces its partnership with India Affiliate Summit & Awards 2019, organized by IAMAI

MUMBAI: Underlining its position as a domain leader in the Indian affiliate marketing industry, Admitad India has announced its association with India Affiliate Summit & Awards 2019 (#IAS19). Organized by IAMAI, the 5th edition of the premier affiliate marketing event will be held at The Leela...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/edyoda.jpg?itok=a-39J9uU
EdYoda accepted as Asia-Pacific Member by AWS EdStart Program

MUMBAI: EdYoda, a digital platform that imparts industry-relevant skills through a zero-cost learning program. EdYoda aims to serve the underserved students and professionals from Tier 2 and Tier 3 cities and colleges by educating them on industry-relevant skills through zero-cost learning programs...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/09/17/Prateek_Kumar.jpg?itok=6ObZ49Ks
10 marketing trends the banking industry can't ignore

The banking industry is undergoing a massive transformation. Structural, technological data, artificial intelligence and digitisation are changing the dynamics in the world of finance. As a result, marketing in the banking and finance industry has also become more digitised and data-driven. Here...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories