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Author: Ding Junjie
Title: Dean of Journalism School, Beijing Broadcasting College
Paper Title: Impact of WTO Entry on China's TV Commercials
Key words: media capital; TV commercials; ad operation
Abstract:
With the accession into WTO, the TV commercial media industry in
China will no doubt undergo tremendous metamorphosis and join the
world market in the next few years. One the one hand, the Chinese
media should be psychologically and conceptually prepared for the
change and get to know the game rules of the world in action; on
the other hand, the opening-up of the media market will bring about
direct and indirect impact on the environment of the media, especially
that of TV.
1. In the past few years, the investment, scale and the increase
of demand for TV commercials show that TV ad in China is a huge
market.
2. As there is a huge gap between the Chinese TV industry and that
of the international magnates, joining WTO will result in great
impact on the former. World tycoons will put us in a disadvantageous
position by using their capital, technology and operational scale.
3. A series of changes will take place in the Chinese TV media after
China enters WTO in the coming few years, ranging from competition,
quantity, scale, contents, personnel recruitment and operational
management. As a result, Chinese TV ad will see a marked increase
in volume, dramatic reform on operational modes and sale strategies
and enhancement of specialization.
Author Profile:
Born in Jilin province, Mr Ding is also a professor of the Beijing
Broadcasting College, Director of Journalism Research Institute,
and supervisor of master degree candidate.
Main publications: An Introduction to Broadcasting and TV; Modern
Commercial Activities; The Theory and Practice of Modern Advertisement;
Survey of Modern Advertisement.
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