LEADER: Merger signals a bumpy ride for TV

<p>China's move to merge the sales department of city television </p><p>stations next month is a clear indication that all is not well in the </p><p>business. </p><p><BR><BR> </p><p>Anecdotal evidence suggests that television spend is hardly as robust as </p><p>ACNielsen's adex figuresof 22 per cent for the first four months of the </p><p>year would suggest. The general prognosis is that multinationals are </p><p>spending far less this year. Regional economic uncertainties and the </p><p>almost rabid level of competition from local players in the mainland </p><p>have resulted in a general tightening of purse strings. </p><p><BR><BR> </p><p>Which may explain the surprise move to restructure sales departments of </p><p>city television stations midway through the year. For too long, the </p><p>official attitude towards its television business has been to treat it </p><p>as a cash cow. Which it was for years, when China Central Television's </p><p>(CCTV) annual auction of its prime-time slots, down to five-second ones, </p><p>would generate astronomical sums for government coffers. The sums paid </p><p>provided a barometer of the industry's health. </p><p><BR><BR> </p><p>But frantic bidding battles are more history than reality these </p><p>days. </p><p><BR><BR> </p><p>The stark reality for CCTV is that it is in danger of seeing its </p><p>audience share and revenue streams diminish as satellite and cable </p><p>operators increase penetration levels. </p><p><BR><BR> </p><p>The centralisation directive will naturally bring economic efficiencies </p><p>for the Government. It will also reduce competition, but possibly only </p><p>in the short-term, and again this will depend on how well the directive </p><p>is implemented nationwide. </p><p><BR><BR> </p><p>But it doesn't address the more crucial issue facing CCTV - that of </p><p>building up audience and revenue streams - through quality programming. </p><p>As it stands, provincial operators are showing less inclination to </p><p>acquire CCTV programmes these days. The setting up of MindWorks, with </p><p>its brief to develop high quality programming for China, is a clear </p><p>reflection of the sizeable market gap which the national broadcaster has </p><p>yet to fill. For CCTV, the future is clear - change or lose out. </p><p><BR><BR> </p>