Chinese broadcaster gives state-owned groups ad discounts

Published on .

BEIJING -- China Central Television (CCTV), the national TV network whose stations reach every corner of the country, plans to give advertising discounts to some large state-owned enterprises, Tan Xisong, assistant president of CCTV, told Beijing Youth Daily.

TV commercials on CCTV are the most expensive among all the TV stations in China due to its wide coverage. Recently, the Jinxiang County in Shandong Province decided to spend 120,000 advertising on CCTV to the promoted county's major cash product - garlic.

The county has a big garlic harvest this year so it decided to contact CCTV about a TV campaign. Learning about this, Tan led a team that decided the county a 40% discount to show CCTV's support for the garlic growing farmers in the county. It is the first time in China that a local government has spent such a large amount of money to make TV commercials to promote sales of its farmers' products.CCTV wants to show its support to other state-owned enterprises by offering them with big discounts. It is in CCTV's interests to develop new advertisers because recently liquor and cosmetic ads have received harsh criticism and such ads could be restricted.

Copyright June 1997, Crain Communications Inc.

Most Popular
In this article: