Small is Beautiful
Tim FoleyOMD AsiaAndrew Whitney ACNielsen Media InternationalPhilip RichACNielsen Media International
INTRODUCTION
China is a very big place. It is also the worlds most populous nation. The structure of television means that nearly every city has a unique set of broadcast channels. Channels can be officially national, e.g. CCTV1. Channels can be seminational through rebroadcast over satellite. Channels can be provincial, covering urban and rural populations of around 50 million people. There are also city channels within those provinces that cater exclusively to a single market. Within those cities, there are multiple cable operators...