FOCUS - THE CHINA BRAND SEMINAR: Media most complicated in the world

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