2009-01-01

Industrial Scale of Chinese Television

The 2008 Magnolia "Report on the Chinese TV Shopping Market 2008-2009" was officially released.

After five years of close attention and thorough analysis on the market of professional programs, like Chinese TV series, sports programs, variety programs, news and so on, this year\'s Magnolia Report turns its eyes on television shopping, which provides Chinese TV industry with new content choices and a new way to gain profits. Tang Lijun, Deputy Secretary General of STVF, said at the press conference,that the previous Magnolia Report mainly focused on the content. This year, it turns to the industry, reflecting the urgent need of diversified development of Television in the media industrialization.

"Report on the Chinese TV Shopping Market 2008-2009" (hereinafter referred to as the "Report") was edited by STVF committee and CSM Media Research. According to the "Report", the industrial scale of Chinese television shopping market was over ten billion RMB in 2007, with TV shopping programs occuping more than 100,000 hours. The industrial chain, composed of logistic distribution, information flows, and funds of TV shopping was taking shape and improving daily.

The "Report" also noted although TV shopping gained higher popularity, there is lower accountability from the audience. Among urban audience, buying behavior caused by watching TV shopping programs accounts for about only 10%, but more because of impulse. Measures like stronger governmental supervision, rationalization and establishment of credibility, will effectively promoting the healthy and orderly progress of the TV shopping industry.
When releasing the "Report", Zheng Weidong, deputy managing director of the CSM Media Research pointed out that Chinese TV shopping will show trends of the followings:
1.Fierce competitions will increase gradually and the line-up will undergo great change.
2.Digital fashion will greatly influence TV shopping market.
3.Diversified channels will be integrated and new ways of sales be explored
4.Professional TV shopping channels will become main stream and branches affiliated to it will be made clear.
5.An industrial value ball which focuses on consumer will be shaped gradually.
6.Nationwide or transregional sales will form a new notion.
The "Report" includes nine chapters, which are: The Outline of TV Shopping; The Origin and Development of TV Shopping; The Telecast and Ratings; The Audience\' Recognition and Attitudes towards TV Shopping; Chinese TV Shopping Industrial Chain and Platform; Overseas TV Shopping Case Analysis; Chinese TV Shopping Case Analysis; TV Shopping in Digital Era and The Problems, Status Quo and Prospect of Chinese TV Shopping. The "Report" has made an overall analysis of the status quo and prospect of the Chinese TV shopping industry and TV shopping program market which are still wandering in the primary stage. The “Report”has also released its "Ten Findings" of Chinese TV shopping industry.