China Herald: Saying 'no' to CCTV

Getting online
by atruedrew via FlickrJeremy Goldkorn's Danwei reports about the inroads the internet is making into the daily life of China's citizens, in this case about a home-made edition of the Dream of the Red Mansion, the famous book that is on every Chinese' reading list. That improvised internet edition was appreciated much more by the viewers than the slick CCTV-production, local media reported.
What we are going to see now, is the number game. With 260 million internet users China was already leading in total numbers, but apart from the big cities, as a percentage of the population only a relative small number of Chinese was online. That is changing in the past few years and as the percentage of internet users grows, traditional media will lose their grip - and later also their revenue - from the traditional audiences. Traditional media have been growing, despite the increased competition of internet, because of the growing add markets and the unfamiliarity of both internet companies and add agencies in the usage of the internet as a commercial medium. That is going to change now, not only as the percentage of users goes up, but also because of the economic crisis, that might have adverse effects on add spending.

Commercial
China's media, advertising and its society as a whole are changing very fast under the influence of the internet. Do you want to stay abreast of those change, do invite one of our authoritative speakers on your conference, panel or board meeting.