2013 CTR Quality Research into China TV Media Source ： CTR Market Research.

2013 CTR Quality Research into China TV Media

Source ： CTR Market Research

CTR Quality Research into China TV Media

• Quality Research into China TV sets up a new standard for TV channels and TV programmes. Apart from TV ratings, qualities of TV channels and TV programmes, plus the influences to the society will be the new key benchmarks.

• When a high quality TV channel vs. low quality TV channel receiving same TV ratings, the high quality TV channel has better brand value; it would turn into a value-added factor in TV commercials. It also enhances the combination of quality and quantity evaluations.

50 Regional/ Satellite Channels Surveyed• CCTV (16 channels) ： CCTV-1, CCTV-2, CCTV-3, CCTV-4, CCTV-5, CCTV-6, CCTV-7, CCTV-8,

CCTV-9, CCTV-10, CCTV-11, CCTV-12, CCTV-13 News, CCTV-Children, CCTV-Music, CCTV-News

• Provincial Satellite TV (31 channels)

• Phoenix Satellite TV (3 channels) ： Phoenix Chinese Channel, Phoenix InfoNews Channel, Phoenix Movies Channel

Beijing Satellite Shanghai Dragon TV

Tianjin Satellite Chongqing Satellite

Xinjiang Satellite

Hebei Satellite Shanxi Satellite Inner Mongolia Satellite

Liaoning Satellite Jilin Satellite

Heilongjiang Satellite

Shandong Satellite Jiangsu Satellite Anhui Satellite Zhejiang Satellite

Jiangxi Satellite Henan Satellite Fujian Southeast Satellite

Hubei Satellite Hunan Satellite

Guangdong Satellite

Guangxi Satellite Travel Satellite Sichuan Satellite Guizhou Satellite

Yunnan Satellite Shaanxi Satellite Ningxia Satellite Qinghai Satellite Gansu Satellite

Xizang Satellite

CTR Quality Research into China TV Media– methodology

Survey sampling– Individuals aged 15-69 who live in 35 keys cities in

China; plus receiving overseas regional TV channels at home

– Total sample: 3,525, representing aged 15-69 TV population who are receiving overseas regional TV channels at home

– Fieldwork period: 2 Jun to 1 Jul 2013– Survey method: In-home face-to-face

questionnaire interview

Channels with International Image61.2

48.6

46.8

33.7

29.2

20.8

17.5

14.3

12.2

11.2

Phoenix Chinese

CCTV-1

Phoenix InfoNews

CCTV-4

CCTV-13 News

Phoenix Movies

CCTV-3

CCTV-2

CCTV-5

Hunan Satellite

Agree %

CTR-Quality Research into China TV Media 2013 Base: Sample who can receive the individual channel at home

46.8

38.2

29.6

25.2

22.4

18.9

18.8

18.1

17.7

16.7

14.6

10.5

10.4

10.0

50.7Phoenix Chinese

CCTV-1

Phoenix InfoNews

CCTV-13 News

CCTV-3

CCTV-4

CCTV-2

CCTV-10

CCTV-5

CCTV-12

Phoenix Movies

Hunan Satellite

CCTV-6

Shanghai Dragon TV

Jiangsu Satellite

Channels with Professional ImageAgree %


36.2

27.4

26.6

25.1

23.2

20.7

19.7

15.6

14.2

11.9

11.3

11.1

10.3

9.9

8.8

37.0Hunan Satellite

Phoenix Chinese

CCTV-1

CCTV-3

Phoenix InfoNews

Jiangsu Satellite

Zhejiang Satellite

Phoenix Movies

CCTV-13 News

Shanghai Dragon TV

CCTV-4

CCTV-2

Beijing Satellite

CCTV-5

CCTV-10

CCTV-6

Channels with Innovative ImageAgree %


64.0

60.6

44.4

39.6

21.0

10.0

8.0

8.0

7.6

6.9

CCTV-1

Phoenix Chinese

Phoenix InfoNews

CCTV-13 News

CCTV-4

CCTV-2

Hunan Satellite

CCTV-3

Shanghai Dragon TV

Beijing Satellite

Live Broadcasting on Significant EventsAgree %


60.8

58.7

42.3

35.2

20.3

9.2

7.9

7.9

7.5

6.4

CCTV-1

Phoenix Chinese

Phoenix InfoNews

CCTV-13 News

CCTV-4

CCTV-2

Hunan Satellite

CCTV-3

Shanghai Dragon TV

Guangdong Satellite

Best Choice of TV Channel on Significant EventsAgree %


64.2

49.5

43.2

28.2

25.9

16.3

13.7

11.9

11.4

9.1

Phoenix Chinese

Phoenix InfoNews

CCTV-1

CCTV-13 News

CCTV-4

Phoenix Movies

CCTV-3

CCTV-2

Hunan Satellite

CCTV-5

TV Programmes with Global InsightsAgree %


65.4

62.2

47.7

45.3

25.4

11.4

10.1

7.9

7.8

CCTV-1

Phoenix Chinese

Phoenix InfoNews

CCTV-13 News

CCTV-4

CCTV-2

CCTV-3

Shanghai Dragon TV

Hunan Satellite

Quick Responses and Comprehensive News Agree %


46.9

44.7

33.1

29.2

16.6

15.3

13.9

12.5

27.0

20.0

Phoenix Chinese

CCTV-1

Phoenix InfoNews

Hunan Satellite

CCTV-3

CCTV-13 News

CCTV-4

Jiangsu Satellite

Zhejiang Satellite

CCTV-2

TV Channel with Interviews with Key Figureheads

Agree %


42.3

34.8

34.6

33.1

32.2

29.6

28.141.1

64.2

63.0

62.2

60.6

58.7

50.1

48.9

46.9

45.8

45.6

49.5

48.3

47.7

44.4

Rich International News and Information

Objective and Comprehensive Reportage withUnique Analysis

Quick Response to Breaking News

Extensive Live Coverage on Significant Events

Best Choice TV Channel on Significate Events

With Famous TV Programme

Stylish & Attractive Presenters

Interviews with Key Figureheads

Shooting Techniques are Unique and Lively

With Famous Presenters

Well-Produced / Package of the programmesPhoenix Chinese

Phoenix InfoNews

Phoenix Competitive EdgeAgreed %


Ranking of the Commercial Environment on TV channelsChannel/ Ranking Commercial

interference is low to me

Commercials on TV channels are big

brands

Commercial Sponsorship tied-in with programme

I pay attentions to the TV commercials on this

channel

CCTV-1 1 1 1 1

Phoenix Chinese 2 2 2 2

Phoenix InfoNews 3 4 5 3

CCTV-3 4 3 3 4

CCTV- 13 News 5 5 6 6

CCTV-4 6 6 10 9

CCTV-5 7 9 8 7

CCTV-2 8 8 12 12

Phoenix Movies 9 10 7 8

CCTV-12 10 15 15 16

CCTV- 6 11 12 14 17

CCTV-10 12 16 17 15

Hunan Satellite 13 7 4 5

CCTV-8 14 17 18 19

Jiangsu Satellite 15 11 9 10

Base: Sample who can receive the individual channel at homeCTR-Quality Research into China TV Media 2013

Channel/ Ranking International Credibility Culture -Oriented

Innovative Professional

Phoenix Chinese 1 2 1 2 1

CCTV-1 2 1 2 3 2

Phoenix InfoNews 3 4 4 5 3

CCTV-4 4 5 7 11 6

CCTV-13 News 5 3 9 9 4

Phoenix Movies 6 12 8 8 11

CCTV-3 7 6 3 4 5

CCTV-2 8 7 10 12 7

CCTV-5 9 9 17 14 9

Hunan Satellite 10 10 6 1 12

Shanghai Dragon TV 11 16 11 10 14

CCTV-10 12 11 5 15 8

Beijing Satellite 13 14 14 13 18

CCTV-12 14 8 13 18 10

CCTV-6 15 13 18 17 13

Jiangsu Satellite 16 17 12 6 16Base: Sample who can receive the individual channel at home

Ranking of the Branding on TV channels

CTR-Quality Research into China TV Media 2013

Ranking of the Programme Quality on TV channels

Channel/ Ranking International Perspectives

Objective Reporting

With Famous Programmes

Good Response and

Timely Reporting

Live Coverage on Significant

Events

Best Choice on

Significant Events

Phoenix Chinese 1 1 2 2 2 2

Phoenix InfoNews 2 3 5 3 3 3

CCTV-1 3 2 1 1 1 1

CCTV-13 News 4 4 7 4 4 4

CCTV-4 5 5 9 5 5 5

CCTV-3 7 8 3 8 8 8

CCTV-2 8 6 11 6 6 6

Hunan Satellite 9 9 4 7 7 7

CCTV-5 10 12 15 15 15 13

Shanghai Dragon TV 11 10 13 9 9 9

Jiangsu Satellite 12 15 6 16 16 15

Beijing Satellite 13 11 16 10 10 12

CCTV-10 14 16 14 18 18 18

CCTV-12 15 7 12 13 13 14

Zhejiang Satellite 16 17 8 14 14 16Base: Sample who can receive the individual channel at homeCTR-Quality Research into China TV Media 2013

Channel/ RankingShooting techniques are

unique and livelyWell-produced / package of

the programmes

Phoenix Chinese 1 2

Phoenix InfoNews 3 5

CCTV-1 2 1

CCTV-13 News 5 7

CCTV-4 8 9

CCTV-3 4 3

CCTV-2 10 10

Hunan Satellite 6 4

CCTV-5 9 11

Shanghai Dragon TV 14 13

Jiangsu Satellite 11 8

Beijing Satellite 16 14

CCTV-10 12 15

CCTV-12 13 17

Zhejiang Satellite 15 12

Base: Sample who can receive the individual channel at home

Ranking of the Programme Production Quality on TV channels

CTR-Quality Research into China TV Media 2013

2013 CTR Quality Research into China TV Media Source ： CTR Market Research.

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Transcript of 2013 CTR Quality Research into China TV Media Source ： CTR Market Research.