CNTV to tap rising video demand
By Ding Yining |
December 29, 2009, Tuesday
|
Print Edition
Print Edition
CHINA Central Television yesterday launched its online video platform as it wants to tap growing demand in the world's largest Internet user market.
Besides offering viewers a variety of TV programs on its 20 channels, China Network Television also enables users to upload videos.
"CNTV will have an impact on China's privately owned video sites since it has abundant capital and more diversified content for viewers," said Hu Yuanyuan, an analyst with iResearch Inc.
The newly launched online video Website (cntv.cn) will include 450,000 hours of TV programs previously produced by CCTV as well as 1,000 hours of videos made by other TV stations around the country, according to an introduction on its Website.
Previous media reports said the Website received a 200 million yuan (US$29 million) government investment. CNTV, however, didn't reveal the amount.
CNTV yesterday also signed a strategic cooperation contract with AdChina to run its online advertising business. The Shanghai-based online ad network agency will develop new technology to track viewers and effects of advertisements via an online video ad research unit.
"The new move by CCTV suggests it has adopted a new marketing way as more and more advertisers are moving into the new media sector," said Huang Shengmin, the dean of the advertising department of Communication University of China.
AdChina expects to raise its proportion of online video advertising from around 40 percent to 50 percent next year after introducing CNTV to advertisers.
"More high-end advertisers such as auto makers will be interested in CNTV as it is a national and authoritative platform," Hu added.
Besides offering viewers a variety of TV programs on its 20 channels, China Network Television also enables users to upload videos.
"CNTV will have an impact on China's privately owned video sites since it has abundant capital and more diversified content for viewers," said Hu Yuanyuan, an analyst with iResearch Inc.
The newly launched online video Website (cntv.cn) will include 450,000 hours of TV programs previously produced by CCTV as well as 1,000 hours of videos made by other TV stations around the country, according to an introduction on its Website.
Previous media reports said the Website received a 200 million yuan (US$29 million) government investment. CNTV, however, didn't reveal the amount.
CNTV yesterday also signed a strategic cooperation contract with AdChina to run its online advertising business. The Shanghai-based online ad network agency will develop new technology to track viewers and effects of advertisements via an online video ad research unit.
"The new move by CCTV suggests it has adopted a new marketing way as more and more advertisers are moving into the new media sector," said Huang Shengmin, the dean of the advertising department of Communication University of China.
AdChina expects to raise its proportion of online video advertising from around 40 percent to 50 percent next year after introducing CNTV to advertisers.
"More high-end advertisers such as auto makers will be interested in CNTV as it is a national and authoritative platform," Hu added.
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