Encountering Globalization: The TV Game in Southern China

Author: Hu Ming, Lu Feng
Publisher:
Publish Date: 2006-01-01
Features: The core of media industry operations is always "content is king," "ideas are supreme," leading trends, and continuous innovation. Southern TV implemented the Southern Strategy, also known as the local strategy, to build a first-class media flagship in China. — Li Yifei, Director General of MTV Television Network Greater China
Facing competition from foreign television, the practical experience of Southern TV deserves attention. Emphasis on audience entertainment needs and core competitiveness, effective brand strategies, resource integration capabilities, and innovative learning abilities are key to its success. — Wang Changtian, Chairman of Huayin Media
Southern TV provides a successful example of domestic television media rapidly growing and strengthening in the market environment where foreign television enters China. — Ding Junjie, Vice Dean of Communication University of China
Since its inception, Southern TV has attached importance to the research and use of ratings data and has established a comprehensive ratings utilization system from a strategic perspective. — Wang Lanzhu, General Manager of CSM Media Research
In June 2001, the State Administration of Radio, Film, and Television specially approved a unique "cable and wireless" merger plan, giving birth to a new provincial television institution in Guangdong—Southern TV. Emerging into the scene, Southern TV grew robustly, this force with sister organizations like Guangdong TV to make significant contributions to changing the competitive landscape of Guangdong television against foreign and Hong Kong television. The establishment of Southern TV was a crucial step in advancing Guangdong's media and television system reform, achieving channel restructuring, and forming a media group structure. The founding of Southern TV received care and support from provincial leadership and the State Administration of Radio, Film, and Television. Leaders at all levels explicitly stated: Southern TV must be dynamic, consciously adhering to staying close to the masses, close to life, and close to reality, clarifying opponents, researching strategies, and enhancing vitality and competitiveness in market competition. The young Southern TV has demonstrated its own advantages and development potential in talent, mechanisms, brands, resources, environment, and joint development. In the four years since its establishment, it has adhered to promoting development through reform, continuously innovating in mechanisms such as channel operations, internal management, and distribution systems while upholding social benefits. Southern TV, with its mission and responsibilities, has achieved remarkable results under the care of the provincial Party committee and government and the support of the provincial media and television system. Together with other television stations, Southern TV has, in three years, changed the passive situation of Guangdong's television market from "strong outside, weak inside" and created a historic record where the two provincial stations under Southern Media Group have surpassed Hong Kong television in overall market share. In terms of revenue generation, Southern TV has been advancing with an average annual increase of 100 million yuan, making its due contribution to making Southern Media Group the largest and most powerful provincial media and television group in China. The core of media industry operations is always "content is king," "ideas are supreme," leading trends, and continuous innovation. Southern TV implemented the Southern Strategy, also known as the local strategy, to build a first-class media flagship in China. — Li Yifei, Director General of MTV Television Network Greater China
Facing competition from foreign television, the practical experience of Southern TV deserves attention. Emphasis on audience entertainment needs and core competitiveness, effective brand strategies, resource integration capabilities, and innovative learning abilities are key to its success. — Wang Changtian, Chairman of Huayin Media
Southern TV provides a successful example of domestic television media rapidly growing and strengthening in the market environment where foreign television enters China. — Ding Junjie, Vice Dean of Communication University of China
Since its inception, Southern TV has attached importance to the research and use of ratings data and has established a comprehensive ratings utilization system from a strategic perspective. — Wang Lanzhu, General Manager of CSM Media Research
In June 2001, the State Administration of Radio, Film, and Television specially approved a unique "cable and wireless" merger plan, giving birth to a new provincial television institution in Guangdong—Southern TV. Emerging into the scene, Southern TV grew robustly, this force with sister organizations like Guangdong TV to make significant contributions to changing the competitive landscape of Guangdong television against foreign and Hong Kong television. The establishment of Southern TV was a crucial step in advancing Guangdong's media and television system reform, achieving channel restructuring, and forming a media group structure. The founding of Southern TV received care and support from provincial leadership and the State Administration of Radio, Film, and Television. Leaders at all levels explicitly stated: Southern TV must be dynamic, consciously adhering to staying close to the masses, close to life, and close to reality, clarifying opponents, researching strategies, and enhancing vitality and competitiveness in market competition. The young Southern TV has demonstrated its own advantages and development potential in talent, mechanisms, brands, resources, environment, and joint development. In the four years since its establishment, it has adhered to promoting development through reform, continuously innovating in mechanisms such as channel operations, internal management, and distribution systems while upholding social benefits. Southern TV, with its mission and responsibilities, has achieved remarkable results under the care of the provincial Party committee and government and the support of the provincial media and television system. Together with other television stations, Southern TV has, in three years, changed the passive situation of Guangdong's television market from "strong outside, weak inside" and created a historic record where the two provincial stations under Southern Media Group have surpassed Hong Kong television in overall market share. In terms of revenue generation, Southern TV has been advancing with an average annual increase of 100 million yuan, making its due contribution to making Southern Media Group the largest and most powerful provincial media and television group in China.