Xia Xiaohui, deputy general manager of CCTV, talk about network linkage integrated Marketing

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The internet is China's most marketable industry, compared with other industries have its own personality. At this stage, China's foreign propaganda, in its own media is still deficient, so the network has become the focus of the country to build a mainstream media. Chinese network television, as the traditional media of CCTV network platform, has become one of the most important members. The Chinese network television media relies on the new technology of the Internet, combines the characteristics of the Internet with the characteristics of TV, and spreads the technology of the Internet to the whole world.

First of all, from the audience level, network video has a very wide audience groups. According to statistics, by December 31, 09, the number of Internet users in China has reached 384 million, up to now estimated more than 400 million, of which more than 60% of the Internet users accept or like the form of online video playback.

Secondly, with the continuous development of the network video industry, video advertising has gradually been accepted by many brands, and began to put video ads. The advantage of network video advertising is: Video promotion + massive information + interactive form, can directly push products to consumers, improve purchasing power. Now, coupled with the national Network video platform launched after the promotion of the entire network of video industry development, but also to promote the entire business community on the network Video awareness. It is reported that online video revenue reached 1.46 billion last year, the forecast will be 100% growth this year, and forecast for the next five years will be an average of more than 75% growth. Such a bright future, I hope that through the Internet enterprises, video industry enterprises, including the business community to work together, the network video This most cost-effective, the most easily accepted media for young people to determine the main advertising form of the enterprise.

What is the network interaction? That is, when the enterprise is advertising, not only in the CCTV studio, in China's network TV studios will appear at the same time. The use of CCTV such a platform, so that more enterprises to understand the central network television, thereby increasing the network platform on the launch.

Sports events is a very good platform, such as Li Ning, Anta, Hung-sung and other enterprises according to their respective characteristics and our cooperation. The whole event included the signing ceremony of CCTV, the broadcast of CCTV and the report of CCTV, which was elevated to a high level. At the same time, corporate apparel to become the designated brand, including in the Spring Festival Gala, big tournaments will be used. For example, the living room and Li-Ning apparel cooperation, is in the relevant sports events, Li Ning sponsored some stars invited to the living room to interview, while deepening the audience on the Li Ning brand impression.

Besides, sports marketing, now many big competitions are bought by CCTV, buy, have an interest, is the media rights, not only includes our television rights, but also includes the right to broadcast the Internet, but also including mobile phone broadcasting rights, this is the overall purchase. For example, the World Cup, either through CCTV or through Chinese Internet TV, is our unique advantage. Other such as: The Asian Games, Champions League, Serie A, including just the past Olympic Games, as well as the next London Olympic Games, as well as the next World Cup, we have bought up the copyright in advance. This copyright resource is very valuable, this is also a lot of enterprises to promote their own brand is a good opportunity, because each big tournament before there will be a good tile, especially for many sporting goods enterprises are rare opportunities.

The video resources of Chinese network television, because the state support in the flow, technology and clarity are incomparable. Especially for students such as young audiences, when encountering major competitions, they are more likely to choose to look at the computer, because more rich, many interactive programs attract full force. So the website traffic and technical requirements are very high.

Tomorrow's World Cup, we estimate that the daily traffic will reach 200 million, so our broadband than usual preparation more than one time, there are more than 5,000 servers. In addition to us, several websites have also received the right to broadcast the World Cup games, through our internal resources and their marketing resources, can maximize the effectiveness of advertising marketing. And the advertising price in CCTV may be better than tens of millions of, but in China Network TV station is only millions of, so from the price and impact of transmission, are more than the traditional media has advantages.

Finally, introduce the marketing of Chinese network TV station. A practical action to develop our operational policy, many internet companies now have a lot of shaping the way the Internet. The second is to be based on our government resources to do our marketing case marketing promotion.

First increase the flow, relative to some small sites, our quality is better than theirs, but the quantity is not enough, so now after the rise, every week is 25% growth, through the World Cup, our quality and flow will have a big leap, which can give the enterprise in our platform a good guarantee.

Second, the advantage of resources to play a lot of content resources can be distributed to various channels, we are a content of the manufacturer and the base business. As a news video portal, and a lot of Web site cooperation, this is not a competitive relationship, is the relationship between cooperation, we can give them something to them, some of the copyright buy, some free to, let it multi-channel concentration, so as to achieve the maximum effect of the content.

The third is our own advantage, that is, the government's advantage. CCTV, in addition to the ratings guarantee, but also authoritative brand, while the Chinese network TV station is the extension of CCTV. At the same time, in view of China's current policy environment, China's network television stations are all at all levels of concern, so do the webcast, to achieve the market effect in addition to a good policy effect, this is the direction of our future development.

Finally thanks again Wanrui data, thanks to the legend of Yingyang, thank Xiamen University, we hope and the media here are many sites to do our share of content resources, but also hope and the enterprises here, we have to maximize the value of our marketing, but also hope that the students here friends, you can also pay attention to our CCTV, Later have the opportunity to our work internship, thank you!