Top-Earning Chinese TV Channel Set for Revamp

30 August 2004

Shortly celebrating its forty-sixth birthday, comprehensive Chinese TV channel CCTV-1 is set for a relaunch from state broadcaster China Central Television.

From September, the new-look channel will begin broadcasting twenty-four hours a day (currently twenty hours) with news programmes such as Focus Talk and News Report rescheduled to a later time-slot. It will also introduce seven new entertainment and music shows.

CCTV-1 generates almost half of CCTV's revenues, and only last year underwent a transition from a news-based channel to more generalized content -- although its evening news programme remains the most popular slot.

Over the last three years, CCTV has increased its commercial edge, bringing in specific youth and sports channels and benefiting from a 54% rise in revenue to Rmb 14.4 billion ($1.7bn; €1.4bn; £967m). It also boasts a 13.2% market share of advertising according to CTR Market Research.

Data sourced from: BrandRepublic (UK); additional content by WARC staff