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Article: HOW CHINA BUYS AND SELLS TV; CCTV: National network's system helps advertisers go beyond big cities.(Closed circuit television)
- Article from:
- Advertising Age
- Article date:
- May 8, 2006
- Author:
CopyrightCOPYRIGHT 2006 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: NORMANDY MADDEN
[beijing] Multinational marketers ironically owe a debt of gratitude to one of the most famous Communists in history, Mao Tse-tung.
Chairman Mao, who grasped the power of TV as a mouthpiece of his party, created a national TV network, Beijing-based China Central Television, in 1958. Today, it has 16 channels and has been ad-supported since 1979, with national distribution focused on topics such as sports, movies and even agriculture.
He also made sure locally produced TV sets were affordable even for the country's impoverished rural population. As a result, 347 million households-virtually the entire country-have access ...
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