MediainChinaMindShareChina2003MarketSizePopulation:1.27billionArea:9.6millionsq.km4MunicipalCities23Provinces2SpecialAdministrativeRegions(HongKong,Macao)

5Autonomouszones259citiesatprefecturelevel400citiesatcountylevelMediaAtaGlance

2002

TV 360Radio 306Newspaper 2,137Magazine 9,029**MediaDevelopmentProcessMovingfromunregulatedtoregulated.Rapidchange&developmentinthemarketplace…But,mediaisstillcontrolledbytheGovernment.Censorshipisamust.

BuyersSellersRegulatedUnregulated1996199720022005MediaDevelopment

Immature/Messy Sellers’MarketLackofresearchLackofsystemsAdvertisingPrice-Highinflation-Pre-payment-3tiersratestructurePlanning&buyingbasedongutfeel&experienceMissingspots

MoresteadyMarketorientedImprovedresearchSystematicmanagement AdvertisingPriceSteadyinflationImprovedpaymentterms

OnetierrateRoomfornegotiationSystematic/StrategicPlanning&buying Higherguaranteeonspotappearance199519961997199819992000200120022003 2004MaturingmarketCompetitivemarketMoreroundedresearchAdvertisingPriceInflation/deflationCompletepricing&paymentsystem

Market&resultoriented,ROIplanning&buyingToolsHighprotectiononclient’sbenefitEvaluationofresultsAnnual%MediaInflationTrendSource:ChinaStatisticalYearbook/MindShareMediaMergeMoreRoundedResearchInformationDATA TYPE SUPPLIER COVERAGETVRatings Peoplemeter NielsenMediaResearch 11marketsDiarybasedNielsenMediaResearch11markets Peoplemeter CSM 19markets Diarybased CSM 73markets ProvincialPanel(diary) CSM 19provincesTVspotmonitoring NielsenMediaResearch 133markets CTR 177marketsAdExpenditure TV/Print NielsenMediaResearch 133markets TV/Print CTR 177marketsMediaHabits TGI-CMMS Sinomonitor/BMRB 30markets CNRS CTR 36markets*ACNielsenarenowknownasNielsenMediaResearch**AboutMediaExpenditure…AdvertisingspendexperiencedarobustgrowthTotal:RMB139,472millionUS$16.8billionSource:NielsenMediaResearchTotal:RMB198,646millionUS$23.9billion**2003TopTenSectionNationalPharmaceuticalremainedtheleadingspendingsectioninthismarketSource:NielsenMediaResearchRMB(‘‘000)**2003TopTenSuperBrandsRMB(‘‘000)Source:NielsenMediaResearch(National)2P&Gbrandsinthetop10,Theothersarelocalbrands.**AboutmediaScenario-bymedia...City(Local)ProvinceNationwideStructureofChinaMassMediaNationalProvincialLocalThisstructureappliestoTV,NewspaperandRadioMediaConsumptionHabitsSource:CMMS2003Spring,Target:Male20-40TVTVisstilladominantmediuminChina-highestcoverage---Average90%-highestshareofspendingamongallmedia---70%+TVCoveragebyMarket

/Yesterday%Source:CMMS2003Spring(30cities),Target:Male20-40TV-BasicstatisticsNo.ofcolorTVsets/100HHinUrbanareas 116No.ofTVsets/100HHinRuralareas102Televisioncoverageofpopulation93%ViewingBehaviourInChina,theprimetimerangeiswithin18:30to22:00HigherviewershiponweekendswiththeexceptioninSouthChina,e.g.Guangzhou,wheretheviewershipishigheronweekdaysShanghaiRating%Source:NielsenMediaResearch29July-4AugustBeijingRating%Source:NielsenMediaResearch29July-4AugustGuangzhouRating%Source:NielsenMediaResearch29July-4AugustWatchingTV-thekeyleisureactivitiesminuteminuteSource:CSMAverage3hours/dayNogenderbasis,elderwatchmoreCityTV-Citycable-CountyTVsProvincialSatelliteTVProvincialTV-CableNationalTV(CCTV)StructureofTVNationalProvincialLocalTheNationalChannelsCCTV1 News&General(新聞、綜合)CCTV2 Economic,Life,Service(經(jīng)濟(jì)、生活、、服務(wù))CCTV3 Variety(綜藝)CCTV4 International(國際)CCTV5 Sports(體育)CCTV6 Movies(電影)CCTV7 Children,Military,Agriculture(少兒、軍事、、文藝)CCTV8 Teleplay(電視劇)CCTV9 English(英文)CCTV10 Technology,Education(科教)CCTV11 Drama(戲曲)CCTV12 West(西部)CCTVNewsNews(新聞)ExtentofcoverageCCTV1-2NationwidecoverageviaterrestrialtransmitterCCTV3-12CoverageviacablenetworknationwideProvincialSatelliteCoverageviacablenetworknationwideProvincialTVProvincialcoverageviaterrestrialtransmitterPrefectureCityTV CityandsurroundingareaCountyCityTVCityandsurroundingareaCCTVAnhuiBuyingTVin

AnhuiProvinceAnhuiTVBuyingTVin

AnhuiProvinceJiangsuTVBuyingTVin

AnhuiProvinceLocalHeifeiTVBuyingTVin

AnhuiProvincePrefectureCityTVBuyingTVin

AnhuiProvinceCountyCityTVBuyingTVin

AnhuiProvinceOnecityrepresentsoneTVmarket,therefore,thereare660+TVmarketsacrossthecountry.Ontheonehand,theyareseparatedfromeach,ontheotherhand,theyareinter-relatedbecauseofnational,provincial/regionalspilloverinterferenceAdistinctivephenomenon...NewspaperNewspaperisahighpenetrationmediuminChina-highcoverage---70%-improvingmediumintermsofprintingqualityandrangeofvarietyNewspaperCoverage

/YesterdaySource:CMMS2003Spring,Target:Male20-40CitycirculatedProvincialcirculatedNationwidecirculatedStructureoftheNewspaperNationalProvincialLocalNewspaperTodayOver2,000titlespublishedEveningtitlesaremorepopularthanmorningtitlesLocaltitlesgainedimportanceMorerelevanttolocallifestyleMoretailormadeforlocalinterestNation-wide/provincialtitlesloosingpopularityMoreofgovernmentpropagandaImprovementinprintingqualityandhigherflexibilityincreativeformatNocirculationauditStrict&subjectiveeditorial/ad.censorshipTV+NewspaperDominantmediainChinaOver80%coverageinmostmarkets

98%shareoftotaladexOthermediaUnderdeveloped,developingorforgottenMagazineAmediumwithhighdevelopmentpotential-InternationalpublicationarecontinuingtoexpandinChinawhichleadstoincreasedmediavehiclesandimprovedprintandeditorialquality-MajorityofthetitlesarenationallycirculatedandthusnotaslocallyfocussedasTVandNewspapersMagazineCoverage

/PastMonthSource:CMMS2003Spring,Target:Male20-40MagazineTodayLocalTitlesLongbookinglead-time:canbe6to12monthsforcoverpositionsNotascreative&flexibleasinternationalcounterpartsVerylimitedauditingReproductionqualityimprovingLocaltitleshavehighercirculationandreadershipbecauseoflonghistoryHowever,theoverallsituationisgraduallyimprovingbecauseofhighcompetitivenessInternationalTitles/JVTitlesMoreandmoreenteringthemarketStandardisedbooking&Materiallead-timesOpenforcreativeideasandnegotiationSomewithauditfigures.Circulation/readershipisnotasstrongasthelocaltitles.MorequalitativeconsiderationPartnerwithadvertiseroragencyonsurveysFastgrowingandpotentialmediumtoreachspecifictargetgroupMagazineTodayPicturesLocalTitlesInternationalTitles/JVTitlesImprovingoutlookInternationaladaptationplusrelevantlocalcontentRadioAforgottenmedium-However,verylocalfocusandperformancevariedcitybycity.-Performancepicksupinsomecitiesbecauseofnewtransmissionchannels-canhaveradiobroadcastinpublictransportationRadioCoverage/YesterdaySource:CMMS2003Spring,Target:Male20-40%RadioTodayStronglocalappeal.Niche-castingisstartingtoexpandintocities:Financial,Music,Kids,TrafficchannelsListenershippicksupinsomecitiesbecauseofnewtransmissionchannels-broadcastinpublictransportationContemporaryformat,youthappealProgramsponsorshipisgrowinge.g.musicprogramsCall-inprogramsarealsoincreasingGenerallystrongamongsttheyouth.Morningnewsprogramsingeneralaremostpopularwithhighestlistenership.CinemaVeryontargetmediumforyoungandmoreaffluentgroups.-However,VCDpiracyisthekeyproblemeffectingcinemavisitrateCinemaVisitedinPast3MonthsSource:CMMS2003Spring,Target:Male20-40%CinemaToday63,000cinemasinChinabutdevelopmentondecliningtrend20HollywoodmoviesannuallyallowedinChina(expectedtochangeafterWTOentry?)Chinesecomedies(CNYmovies)areincreasinginpopularityAudiencesareyoungandtendtobeaffluentKeyproblemisVCDpiracyreachingstreetsveryquicklyEarlyreleaseofHarryPotterin2002helpedreducethisOutdoorAdevelopingmediumstilllacksoforganizationandsystem.-playsakeyroleforbothdevelopedmarkets(forreachingthemobilepopulationbecauseofthechanginglifestyle)anddevelopingmarkets(forbuildingexposureinaprimitiveenvironment)OutdoorTypesinChinaSpectacularBillboardNeonGiantlightboxWalladCrossover/BridgePedestrianBus/TaxishelterPedestrianlightboxHanginglightboxTelephoneboothTransitVehicleStation/

TerminalAirport/PierSubwayRuralBrickWallUmbrellaOutdoorTypesinChinaOutdoorCoverage

/PastWeekSource:CMMS2003Spring,Target:Male20-40%TypesofOutdoorSeeninPastWeekSource:CMMS2003Spring,Target:Male20-40%OutdoorTodayNegativesLackoforganization&clarityGovernmentinterferenceLackofsophisticatedresearchSpiralinginflation(aseller’smarket)HighclutterenvironmentHigh‘‘risk’’PositivesNetworkbuysincreasinglyavailablePuttingorderinindustryMoreinformationandspendingdataisreleasedHighcreativepotential,createtalkofthetownMoreinnovativeformatsareforeseeableMoreandmorenewformatsareavailableinthemarketplace.StillahighpotentialmediumtobeexploredInternetAfastgrowingmediuminshorttimeframebutgrowthratehassloweddown-extremelyhighpotentialbutcannotbefullyexploredbecauseofthelimitationofChinainfrastructure.Asexpected,userbasehasbeengraduallyexpandingInMillionSource:CNNICGendersplitremainedsteadyDataSource:CNNICUsersDistributionbyProvinceSource:CNNICDec-2002Top10citiescomprisedcloseto65%ofinternetusersTop10SitesinKeyCitiesSource:CMMS,2002P20-34College+Srankedamongsttop3sitesacross3citiesInternetTodayAdspendingisgrowing,especiallyforWorldCupin2002OnlinemediamarketremainshighpotentialespeciallyforthenichetargetgroupOnlinemediainChinaisabuyer’smarketWebvertisingformatsarehighlyflexibledependingonadvertisers’’requests(e.gsuperstitials,interstitials,extendedbuttons,etc.)TheChinaMediaLandscapeProvincialRadioChannelsNationalRadioChannelsLocalNationalDominantForgottenNationalTVchannelsLocalTVchannelsNationalNewspaperProvincialTVchannelsProvincialNewspaperLocalnewspapersMagazineLocalRadioChannelsCinemaInternetInsummary...TheChinamarketisunique….HugepopulationGeographicallyverydiverseHugenumberofmediaownersRapidly-changingmediasceneUnstructurednegotiationsPoorlydevelopedresearchDevelopingITinfrastructure…infactsomeofthismayhavealreadychanged!9、靜夜夜四無無鄰，，荒居居舊業(yè)業(yè)貧。。。12月月-2212月月-22Saturday,December31,202210、雨中中黃葉葉樹，，燈下下白頭頭人。。。02:42:3902:42:3902:4212/31/20222:42:39AM11、以我獨(dú)獨(dú)沈久，，愧君相相見頻。。。12月-2202:42:3902:42Dec-2231-Dec-2212、故人江江海別，，幾度隔隔山川。。。02:42:3902:42:3902:42Saturday,December31,202213、乍見翻疑夢夢，相悲各問問年。。12月-2212月-2202:42:3902:42:39December31,202214、他鄉(xiāng)生白白發(fā)，舊國國見青山。。。31十二二月20222:42:39上上午02:42:3912月-2215、比不了得就就不比，得不不到的就不要要。。。十二月222:42上上午12月-2202:42December31,202216、行動(dòng)出成果果，工作出財(cái)財(cái)富。。2022/12/312:42:3902:42:3931December202217、做前前，能能夠環(huán)環(huán)視四四周；；做時(shí)時(shí)，你你只能能或者者最好好沿著著以腳腳為起起點(diǎn)的的射線線向前前。。。2:42:39上上午2:42上上午午02:42:3912月月-229、沒有失敗敗，只有暫暫時(shí)停止成成功！。12月-2212月-22Saturday,December31,202210、很多事情情努力了未未必有結(jié)果果，但是不不努力卻什什么改變也也沒有。。。02:42:3902:42:3902:4212/31/20222:42:39AM11、成功就就是日復(fù)復(fù)一日那那一點(diǎn)點(diǎn)點(diǎn)小小努努力的積積累。。。12月-2202:42:3902:42Dec-2231-Dec-2212、世間成事，，不求其絕對對圓滿，留一一份不足，可可得無限完美美。。02:42:3902:42:3902:42Saturday,December31,202213、不不知知香香積積寺寺，，數(shù)數(shù)里