The East is Reddening: TV in China*
Andrew GreenOMD
One afternoon in early November 1996, several people shut themselves away in a room at the Media Hotel in Beijing, close to the offices of China Central Television (CCTV). Over tea they deliberated over an important marketing decision. As this involved substantial sums and important strategic choices, it would have been common practice in most industrial countries to inform such decisions with supporting statistics.
In China, however, such data as did exist were hopelessly unreliable and, in any case, the rules of the game if rules there were ...