[Reading] the China [news weekly mind to chongqing television, he says: "named shortly just before we do a red-colored sing-song program, the influence is poorer, yellowish will hold out the mayor....... we ought to have pressure." -red track sing just about every day, the marketplace ran naked; For ratings, "LanQiao" pull to JiuChang.
As a propaganda advertising "red" content substance using the tv channel, chongqing tv demonstrate too as other tv distinctive red-colored willpower and determination. The China information weekly "exclusive interview the chongqing television, specific understanding of its mind to" red-colored "road of course
Satellite tv to advertise thematic ambiance using the consistent
Newsweek: China on jan. 3, chongqing tv announced generate "provincial tv 1st red-colored channel. in this kind of revision just before determining to look at advantage of a lengthy preparation process? The municipal special event committee and tv do what communication?
LiuGuangQuan: I is dec 31, the year 2010 to existing the questionnaire before, not straight included in brewing revision, but to method just before some understanding. The revised chongqing this two many years possessing a black, promote thematic created the large ambiance are in agreement. Chongqing within of the themes using the intervals is on the way in top of the. In seem at using the common atmosphere, chongqing tv adopted large style go. offered that this full modern custom to create main melody tone of voice is higher, once the tv or even the unique tune, it should sustain up using the situation.
In addition, I personally have revised the) refers to is amazingly approval. within of the past, i really do do the work for that special event and government, not a great offer elegance to TV. happen after, I obtain aspect within of the nationwide tv organization by technique of some using the getting together with using the provinces and cities, as well as the central tv stop within of the future, all get in contact with using the style using the TV, this kind of as chongqing red-colored channel, and some questions, but most individuals really feel chongqing this road may nicely not like some individuals say, get one, could go on.
First, you think, next all, our tv should obtain social responsibility, genuinely should guide the social specifically youthful generation, cannot do a great offer more entertaining; Second, everyone comment, tv ratings, ratings connect now is always to adsorption advertising, within of the course using the organization for the greatest ratings, who, who most cow. This has move out being a circle, such as this go on all the within of the feelings also has no bottom. And now simply is always to depend on drama and amusement system two tremendous to service ratings. just before some 12 weeks is mainly a excellent tv sequence arrives out, 4 provincial tv broadcast in the specific same time, now have only planting. The previous is three hundred in inclusion to only one 1000 sets, and now often be considered a only one million dollars in inclusion to only one 1000 fixed out a broadcast three sets at night, is three million, completely is lose money. By this to service tv ratings and marketing revenue, even to visit up, are they genuinely often be considered a powerful platform, are they should bear amazing social responsibility? everyone some doubt.
Now we provincial sets of among distinction is amazingly big, better profits was high, but most are pretty low. in this kind of case, most using the advertisements will almost definitely be very few of residence tv monopoly, in inclusion to a huge total of Taiwan the most effective treatment to blunt the most effective treatment to undertake all mainly do not go up, if stubbornly participation in himself and it is divided, may nicely scramble for the financial and social bear all have no. So we chongqing Taiwan is presently looking for a 2nd opinion, go another way.
China information weekly: you next getting business office in March, chongqing tv announced to move out being "elimination of community tv advertising". This choice is the most effective treatment to make? personnel have fixed forward the objection?
LiuGuangQuan: by technique of the springtime Festival, we obtained all factors using the reaction, described next a revision was amazing in chongqing. They fixed forward the chongqing sets now seem critically in Taiwan, as well as they mainly do not need to transaction also want their youngsters to see. however they say is marketing is amazingly boring.
Advertising often be considered a businessman themselves, tv will require to media this broadcast, how a huge total of intervals how a great offer profits was to. We only small area next discussing, really feel now go high-end program situations can also, but marketing seems uncomfortable, dare to undertake a a great offer more real point, go this route?
We analyzed the these many years of advertising. The 1st three many years of ratings is higher, but chongqing sets up the adsorption of marketing ratings capacity isn't really strong. 2008, 2009, the year 2010 three years, common yearly marketing profits just to much under three, the greatest only one 12 weeks 290 million. In fact, strictly speaking we obtain tv marketing support, getting costs and outsourcing system is unjust. once the cost using the tv sequence by now constantly push the high, will almost definitely be considered a great offer more make ends meet. So when we need to tv often be chose to look at advantage of a company new way out. however the vital is is reliant within of the government, so we mainly do not service us using the municipal special event committee propaganda division report, ask for if that is possible? The municipal special event committee propaganda department, described the need to federal government report, see governments attitude. at the moment is all through the springtime Festival. as a final point the federal government HuangJiFan mayor feelings is prepared to service it, allow us critically may be the concern is clear, everyone collectively up a little bit (the government, you possibly could make an work to digest a bit). (eventually) federal government for the 150 million, we very own the world channel to really feel of the treatment to fix the earned income, 150 million..
After that, the two factors using the connect has, within of the only one hand, the tv for the federal government took out about how taxpayer money, nonetheless another tale may be the federal government to spend the community to produce a excellent program often be considered a excellent thing. I really feel bad to say what precisely which completely wrong. If I need to look at advantage of marketing to service this channel, i am particular i am on the way to think regarding the most effective treatment to generate particular the ratings, system will sacrifice the social bear. I really feel chongqing tv often be considered a community platform, this kind of QuZhiYuMin with taxpayers' profits can be for the people.
Newsweek: the China two 150 million dollars to hold out the situation?
LiuGuangQuan: the government's 150 million dollars staging appropriations, no problem. Our very own group, the world of satellite television tv channel and all do the work collectively in operation, no problem.
Newsweek: next China's release have been advertising reviews regarding the mass layoffs of chongqing tv salaries things. Even some better spend personnel have preserved 15%?
LiuGuangQuan: that is a good offer ado about nothing. 1st of all, I just arrived to this position to much less money, to whom, there should be individuals scold dead, even though I need to issue, a minimal of two many years (laughs) say again, I couldn't do this kind of a foolish thing. Second, the layoffs are groundless. Our marketing organization middle that there can be some people, between them in several ways, use a official staff, have sent the system, a short-term workers. Broadcast tv advertising, normally the do the work next small some, so they just prefer to obtain this chance to generate the inner reform, on balance, a official personnel shouldn't active, labor dispatching system within of the more powerful to stay, to hint a apparent mission, a responsibility. there can be several individuals really feel less than many pressure, made a decision to not renew. Then short-term employees may nicely be 10 to individual, no task, he failed to leave. In addition, every other place, failed to shift a person.
The idea of our red-colored isn't really necessarily revolution or even the counter-revolutionary
China information magazine: I observed a questionnaire report, the score using the CSM phone call chongqing tv release correction the ratings have dropped to provincial tv assortment 22. This information and details is true?
LiuGuangQuan: provincial tv ranking row twenty or so is true. Indeed, thirty provincial set, we go residence this way, also a row within of the twenty or so, I really feel that often be considered a huge victory.
A new way has two factors using the problem, first, we demonstrate the most effective treatment to adapt for the marketplace taste, how we improve our very own level, just as ideological content substance and know-how and good-looking, subjectively we need a process. within of the 2nd place, in the stage of seem at using the audience, additionally they need a adapt for the process. For example, some using the higher education to our tv to obtain our game to university students look. So we really feel ratings also will increase, if we rankings to 15 a control, that we're the greatest victory. But we in the existing method could not total ratings investigation in to the top, offered that this individuals in different.
China information weekly: reporters and editors within of the revision for the content substance using the do the work next developed very large change, they are in a position to complement in?
LiuGuangQuan: a company new demonstrate just about every out 1st need to obtain almost definitely the most appropriate unique for, for advice. For additionally they often be considered a design of exercise, within of the only one hand, is his know-how development, in inclusion for the do the work capacity can be considered a design of improved. Now we make the system by technique of two-way choice, as quickly as do within of the road, at existing will not satisfy mainly do not need to do.
Newsweek: in China just before the revision to demonstrate is fixed matching for the marketplace as well as the ask for using the audience, the revision using the fixed next the red-colored system within of the schedule of what is determined?
For illustration LiuGuangQuan: the tale of the "column, we need to begin a within of the country, to some small influence, we ought to create by first, make sure you say again. These popular arrived later, offered that time is too nervous, choose substance in accordance using the common is their recognizable and satisfy our simple position, a minimal of may be the well known using the principal melody, as lengthy since it really is a good offer more stuff, also it really may be the topic, says only one hand that is fine
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