Television in China: the story of the ratings
How a new joint venture could bring China into the front line of TV audience measurement. By Andrew Green, Saatchi & SaatchiHong Kong
Andrew Green
One frosty Beijing day in the winter of 1988, the head of the liaison section of the chief editor's office for China Central Television (CCTV), Chen Ruo Yu, finally concluded that waiting for viewers' letters was no longer the most appropriate way to determine viewer preferences. It was this spark of inspiration that led to the germination of what is now the largest television audience ratings...