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Advertising Age Article Abstract

CCTV's New Year Gala Attracts Over 730 Million Viewers

Variety Show Has Huge Audience but Draws Criticism for Heavy Product Placement; Marketers Would Rather Buy Commercials

By: Normandy Madden
Published: March 10, 2010

China Central Television's Lunar New Year extravaganza may not be the the world's most sophisticated variety show, but it is probably the biggest, with over 730 million viewers. ...

Full Article Word count: 842

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