As China is an enormously big market, effective media delivery is a
crucial part of brand building campaigns nationally and within the
provinces.
To underline the daunting challenges media planners face, China now has
more than 1,500 television channels, 75 education channels, 341 cable
stations and 217 terrestrial stations.
Media structure is divided into national, provincial, city and cable TV
levels, according to CSM Shanghai associate client service director Matt
Brosenne.
Compared with Europe and the United States, China is a far more
complicated and diverse media market.
Therefore, Mr Brosenne said, there was not a single formula for media
strategy in China as different provinces have different cultures, and a
varied pace of economic development.
Even seasonal and festival variation such as the summer vacation period
and Chinese New Year festivities at the beginning of the year caused a
significant jump in ratings.
Mr Brosenne said Chinese New Year, National Day and the summer vacation
usually gave television viewership a big boost.
