Olympics energises CCTV

BEIJING - China Central Television (CCTV), the mainland's sole national broadcaster, has raised a record amount of revenue at this years' auction, bagging RMB6.8 billion (US$864 million), compared with last year's total of RMB5.9 billion.

by | 11/21/2006

With the Olympics drawing closer, media agencies said much of the increased interest could be attributed to brands seeking to enhance their visibility ahead of the Games.

Procter and Gamble, which spent RMB420 million, finished as the auction's biggest spender for the third consecutive year.

Local beverage company Wang Lao Ji shelled out close to RMB380 million, and milk giant Mengniu outlayed RMB248 million.