TV stations have been permitted to only air earthquake-related coverage or national broadcaster China Central Television’s (CCTV) programming. Signals of foreign broadcasters such as HBO have been blocked in hotels.
The media blackout, from 19 to 21 May, is tipped to have cost CCTV about Rmb 90 million (US$13 million).
The broadcaster, meanwhile, has denied releasing an earthquake-themed rate card, which critics have accused as an attempt to cash in on the national disaster.
“It is the biggest three-day advertising blackout globally,” said Stewart Li, MD of ZenithOptimedia China.
“With over 60 TV stations in Shanghai alone showing the same earthquake news updates, the impact is enormous.” The Government also blocked the internet as a mark of respect, while the front pages of Chinese newspapers were printed only in black and white.
Most major Chinese websites, as well as Google.cn, removed colour from their logos and homepages.
Meanwhile, a host of brands including McDonald’s, Nippon Paint and Coca-Cola have suspended advertising following a Government decree to ban TVCs with a ‘happy’ tone.
A McDonald’s branch in Nanjing was faced by angry mobs after the company was unable to stop the distribution of a promotional leaflet with several newspapers.
In addition, Coca-Cola communications director Kenth Kaerhoeg said its sponsorship activities would seek to shift emphasis from the Olympic Torch Relay as a symbol of celebration to one of “hope and optimism”.
Additional reporting by David Blecken and Ella Fitzsimmons
Mainland media blackout freezes marketing plans
BEIJING - The mainland Government has suspended all TV advertising and entertainment programming as part of a three-day media blackout which pays tribute to victims of the massive earthquake in Sichuan province.
