The rapid step ofeconomic development is slowing down, but the demand of advertisements put inby advertisers is growing. However, CCTV and popular provincial satellitestations almost can not broadcast any more. At the same time, they are cuttingthe ads in prime time while rising the price. As a result, advertisers have tofind out other more cost-effective channels to do it.
Comparing to CCTVand popular provincial satellite stations, channels at provincial level isbecoming new favorites of advertisers, in that they require lower price andhave much more ads time. Futhermore, enterprises transfer their target audiencefrom living in first-tier cities to the lower-tier and they requireadvertisements to develop into a more accurate level. There is no doubt thatadvertisers must follow enterprises' marketing strategy, and the trend whichadvertisers follow will become mainstream.
Besides the priceand time, are there other valuable points attracting advertisers in channels atprovincial level?
◆First of all, loyal audience.
TV is the mostpopular media except Internet and outdoor media, both in first-tier cities andthe lower-tier. Meanwhile, according to CMS(content management system) data,channels at provincial level are attracting more and more audience. People inChongqing, for example, prefer to choose them instead of CCTV and popularsatellite TV stations.
◆Second, accurate communication.
What channels atprovincial level foucs on is local and nearby stories. It is just suitable to audienceliving right there. On the other hand, the audience are willing to give theirfeedback to the channels, so that channels and audience build an interactivesystem. In this situation, the information of ads transmitted to the aimed audiencecan be more accurate.
◆Third, resource optimization.
National channels,like CCTV, are not able to cover all the provinces completely. It is time forchannels at provincial level to perform, which is not only to make up to theshortages of national channels on broadcast in provinces, but to gather themost strong local enterprises to put in ads.
In my point ofview, TV channels at provincial level are getting a more and more importantposition in enterprises' marketing strategy battle. Because they are making audience-centeredTV programs, offering accurately-provided information, showingfruitfully-flexible patterns and integrating interactively-optimized resource.It is not difficult to foretell that TV channels at provincial level will makea difference in helping enterprises' maketing strategy come ture. And they'llstand up to a higher position in the whole media market.
In conclusion,what matters to advertises is how much it will cost to put in ads and how muchfeedback they’ll get. In consideration of the price, time and cost performance,TV channels at provincial level have become their better choices. I do not meanCCTV and popular satellite TV stations will not have ads anymore. I am justtalking about the bright future of the TV channels at provincial level becausemore and more ads will be put in there.
