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MediainChinaMindShareChina2003MarketSizePopulation:1.27billionArea:9.6millionsq.km4MunicipalCities23Provinces2SpecialAdministrativeRegions(HongKong,Macao)

5Autonomouszones259citiesatprefecturelevel400citiesatcountylevelMediaAtaGlance

2002

TV 360Radio 306Newspaper 2,137Magazine 9,029**MediaDevelopmentProcessMovingfromunregulatedtoregulated.Rapidchange&developmentinthemarketplace…But,mediaisstillcontrolledbytheGovernment.Censorshipisamust.

BuyersSellersRegulatedUnregulated1996199720022005MediaDevelopment

Immature/Messy Sellers’MarketLackofresearchLackofsystemsAdvertisingPrice-Highinflation-Pre-payment-3tiersratestructurePlanning&buyingbasedongutfeel&experienceMissingspots

MoresteadyMarketorientedImprovedresearchSystematicmanagement AdvertisingPriceSteadyinflationImprovedpaymentterms

OnetierrateRoomfornegotiationSystematic/StrategicPlanning&buying Higherguaranteeonspotappearance199519961997199819992000200120022003 2004MaturingmarketCompetitivemarketMoreroundedresearchAdvertisingPriceInflation/deflationCompletepricing&paymentsystem

Market&resultoriented,ROIplanning&buyingToolsHighprotectiononclient’sbenefitEvaluationofresultsAnnual%MediaInflationTrendSource:ChinaStatisticalYearbook/MindShareMediaMergeMoreRoundedResearchInformationDATA TYPE SUPPLIER COVERAGETVRatings Peoplemeter NielsenMediaResearch 11marketsDiarybasedNielsenMediaResearch11markets Peoplemeter CSM 19markets Diarybased CSM 73markets ProvincialPanel(diary) CSM 19provincesTVspotmonitoring NielsenMediaResearch 133markets CTR 177marketsAdExpenditure TV/Print NielsenMediaResearch 133markets TV/Print CTR 177marketsMediaHabits TGI-CMMS Sinomonitor/BMRB 30markets CNRS CTR 36markets*ACNielsenarenowknownasNielsenMediaResearch**AboutMediaExpenditure…AdvertisingspendexperiencedarobustgrowthTotal:RMB139,472millionUS$16.8billionSource:NielsenMediaResearchTotal:RMB198,646millionUS$23.9billion**2003TopTenSectionNationalPharmaceuticalremainedtheleadingspendingsectioninthismarketSource:NielsenMediaResearchRMB(‘000)**2003TopTenSuperBrandsRMB(‘000)Source:NielsenMediaResearch(National)2P&Gbrandsinthetop10,Theothersarelocalbrands.**AboutmediaScenario-bymedia...City(Local)ProvinceNationwideStructureofChinaMassMediaNationalProvincialLocalThisstructureappliestoTV,NewspaperandRadioMediaConsumptionHabitsSource:CMMS2003Spring,Target:Male20-40TVTVisstilladominantmediuminChina-highestcoverage---Average90%-highestshareofspendingamongallmedia---70%+TVCoveragebyMarket/Yesterday%Source:CMMS2003Spring(30cities),Target:Male20-40TV-BasicstatisticsNo.ofcolorTVsets/100HHinUrbanareas116No.ofTVsets/100HHinRuralareas102Televisioncoverageofpopulation93%ViewingBehaviourInChina,theprimetimerangeiswithin18:30to22:00HigherviewershiponweekendswiththeexceptioninSouthChina,e.g.Guangzhou,wheretheviewershipishigheronweekdaysShanghaiRating%Source:NielsenMediaResearch29July-4AugustBeijingRating%Source:NielsenMediaResearch29July-4AugustGuangzhouRating%Source:NielsenMediaResearch29July-4AugustWatchingTV-thekeyleisureactivitiesminuteminuteSource:CSMAverage3hours/dayNogenderbasis,elderwatchmoreCityTV-Citycable-CountyTVsProvincialSatelliteTVProvincialTV-CableNationalTV(CCTV)StructureofTVNationalProvincialLocalTheNationalChannelsCCTV1News&General(新闻、综合合)CCTV2Economic,Life,Service(经济、生活活、服务)CCTV3Variety(综艺)CCTV4International(国际)CCTV5Sports(体育)CCTV6Movies(电影)CCTV7Children,Military,Agriculture(少儿、军事事、文艺)CCTV8Teleplay(电视剧)CCTV9English(英文)CCTV10Technology,Education(科教)CCTV11Drama(戏曲)CCTV12West(西部)CCTVNews News(新闻)ExtentofcoverageCCTV1-2NationwidecoverageviaterrestrialtransmitterCCTV3-12 CoverageviacablenetworknationwideProvincialSatelliteCoverageviacablenetworknationwideProvincialTV ProvincialcoverageviaterrestrialtransmitterPrefectureCityTV CityandsurroundingareaCountyCityTV CityandsurroundingareaCCTVAnhuiBuyingTVinAnhuiProvinceAnhuiTVBuyingTVinAnhuiProvinceJiangsuTVBuyingTVinAnhuiProvinceLocalHeifeiTVBuyingTVinAnhuiProvincePrefectureCityTVBuyingTVinAnhuiProvinceCountyCityTVBuyingTVinAnhuiProvinceOnecityrepresentsoneTVmarket,therefore,thereare660+TVmarketsacrossthecountry.Ontheonehand,theyareseparatedfromeach,ontheotherhand,theyareinter-relatedbecauseofnational,provincial/regionalspilloverinterferenceAdistinctivephenomenon...NewspaperNewspaperisahighpenetrationmediuminChina-highcoverage---70%-improvingmediumintermsofprintingqualityandrangeofvarietyNewspaperCoverage/YesterdaySource:CMMS2003Spring,Target:Male20-40CitycirculatedProvincialcirculatedNationwidecirculatedStructureoftheNewspaperNationalProvincialLocalNewspaperTodayOver2,000titlespublishedEveningtitlesaremorepopularthanmorningtitlesLocaltitlesgainedimportanceMorerelevanttolocallifestyleMoretailormadeforlocalinterestNation-wide/provincialtitlesloosingpopularityMoreofgovernmentpropagandaImprovementinprintingqualityandhigherflexibilityincreativeformatNocirculationauditStrict&subjectiveeditorial/ad.censorshipTV+NewspaperDominantmediainChinaOver80%coverageinmostmarkets98%shareoftotaladexOthermediaUnderdeveloped,developingorforgottenMagazineAmediumwithhighdevelopmentpotential-InternationalpublicationarecontinuingtoexpandinChinawhichleadstoincreasedmediavehiclesandimprovedprintandeditorialquality-MajorityofthetitlesarenationallycirculatedandthusnotaslocallyfocussedasTVandNewspapersMagazineCoverage

/PastMonthSource:CMMS2003Spring,Target:Male20-40MagazineTodayLocalTitlesLongbookinglead-time:canbe6to12monthsforcoverpositionsNotascreative&flexibleasinternationalcounterpartsVerylimitedauditingReproductionqualityimprovingLocaltitleshavehighercirculationandreadershipbecauseoflonghistoryHowever,theoverallsituationisgraduallyimprovingbecauseofhighcompetitivenessInternationalTitles/JVTitlesMoreandmoreenteringthemarketStandardisedbooking&Materiallead-timesOpenforcreativeideasandnegotiationSomewithauditfigures.Circulation/readershipisnotasstrongasthelocaltitles.MorequalitativeconsiderationPartnerwithadvertiseroragencyonsurveysFastgrowingandpotentialmediumtoreachspecifictargetgroupMagazineTodayPicturesLocalTitlesInternationalTitles/JVTitlesImprovingoutlookInternationaladaptationplusrelevantlocalcontentRadioAforgottenmedium-However,verylocalfocusandperformancevariedcitybycity.-Performancepicksupinsomecitiesbecauseofnewtransmissionchannels-canhaveradiobroadcastinpublictransportationRadioCoverage/YesterdaySource:CMMS2003Spring,Target:Male20-40%RadioTodayStronglocalappeal.Niche-castingisstartingtoexpandintocities:Financial,Music,Kids,TrafficchannelsListenershippicksupinsomecitiesbecauseofnewtransmissionchannels-broadcastinpublictransportationContemporaryformat,youthappealProgramsponsorshipisgrowinge.g.musicprogramsCall-inprogramsarealsoincreasingGenerallystrongamongsttheyouth.Morningnewsprogramsingeneralaremostpopularwithhighestlistenership.CinemaVeryontargetmediumforyoungandmoreaffluentgroups.-However,VCDpiracyisthekeyproblemeffectingcinemavisitrateCinemaVisitedinPast3MonthsSource:CMMS2003Spring,Target:Male20-40%CinemaToday63,000cinemasinChinabutdevelopmentondecliningtrend20HollywoodmoviesannuallyallowedinChina(expectedtochangeafterWTOentry?)Chinesecomedies(CNYmovies)areincreasinginpopularityAudiencesareyoungandtendtobeaffluentKeyproblemisVCDpiracyreachingstreetsveryquicklyEarlyreleaseofHarryPotterin2002helpedreducethisOutdoorAdevelopingmediumstilllacksoforganizationandsystem.-playsakeyroleforbothdevelopedmarkets(forreachingthemobilepopulationbecauseofthechanginglifestyle)anddevelopingmarkets(forbuildingexposureinaprimitiveenvironment)OutdoorTypesinChinaSpectacularBillboardNeonGiantlightboxWalladCrossover/BridgePedestrianBus/TaxishelterPedestrianlightboxHanginglightboxTelephoneboothTransitVehicleStation/

TerminalAirport/PierSubwayRuralBrickWallUmbrellaOutdoorTypesinChinaOutdoorCoverage

/PastWeekSource:CMMS2003Spring,Target:Male20-40%TypesofOutdoorSeeninPastWeekSource:CMMS2003Spring,Target:Male20-40%OutdoorTodayNegativesLackoforganization&clarityGovernmentinterferenceLackofsophisticatedresearchSpiralinginflation(aseller’smarket)HighclutterenvironmentHigh‘‘risk’’PositivesNetworkbuysincreasinglyavailablePuttingorderinindustryMoreinformationandspendingdataisreleasedHighcreativepotential,createtalkofthetownMoreinnovativeformatsareforeseeableMoreandmorenewformatsareavailableinthemarketplace.StillahighpotentialmediumtobeexploredInternetAfastgrowingmediuminshorttimeframebutgrowthratehassloweddown-extremelyhighpotentialbutcannotbefullyexploredbecauseofthelimitationofChinainfrastructure.Asexpected,userbasehasbeengraduallyexpandingInMillionSource:CNNICGendersplitremainedsteadyDataSource:CNNICUsersDistributionbyProvinceSource:CNNICDec-2002Top10citiescomprisedcloseto65%ofinternetusersTop10SitesinKeyCitiesSource:CMMS,2002P20-34College+Srankedamongsttop3sitesacross3citiesInternetTodayAdspendingisgrowing,especiallyforWorldCupin2002OnlinemediamarketremainshighpotentialespeciallyforthenichetargetgroupOnlinemediainChinaisabuyer’’smarketWebvertisingformatsarehighlyflexibledependingonadvertisers’requests(e.gsuperstitials,interstitials,extendedbuttons,etc.)TheChinaMediaLandscapeProvincialRadioChannelsNationalRadioChannelsLocalNationalDominantForgottenNationalTVchannelsLocalTVchannelsNationalNewspaperProvincialTVchannelsProvincialNewspaperLocalnewspapersMagazineLocalRadioChannelsCinemaInternetInsummary...TheChinamarketisunique….HugepopulationGeographicallyverydiverseHugenumberofmediaownersRapidly-changingmediasceneUnstructurednegotiationsPoorlydevelopedresearchDevelopingITinfrastructure…infactsomeofthismayhavealreadychanged!9、静夜夜四无无邻，，荒居居旧业业贫。。。12月月-2212月月-22Saturday,December31,202210、雨雨中中黄黄叶叶树树，，灯灯下下白白头头人人。。。。15:22:3115:22:3115:2212/31/20223:22:31PM11、以我独独沈久，，愧君相相见频。。。12月-2215:22:3115:22Dec-2231-Dec-2212、故人人江海海别，，几度度隔山山川。。。15:22:3115:22:3115:22Saturday,December31,202213、乍乍见见翻翻疑疑梦梦，，相相悲悲各各问问年年。。。。12月-2212月-2215:22:3115:22:31December31,202214、他乡乡生白白发，，旧国国见青青山。。。31十十二二月20223:22:31下下午15:22:3112月月-2215、比不了得就就不比，得不不到的就不要要。。。十二月223:22下下午12月-2215:22December31,202216、行行动动出出成成果果，，工工作作出出财财富富。。。。2022/12/3115:22:3115:22:3131December202217、做前前，能能够环环视四四周；；做时时，你你只能能或者者最好好沿着着以脚脚为起起点的的射线线向前前。。。3:22:31下下午3:22下下午午15:22:3112月月-229、没有失败，，只有暂时停停止成功！。。12月-2212月-22Saturday,December31,202210、很多事情情努力了未未必有结果果，但是不不努力却什什么改变也也没有。。。15:22:3215:22:3215:2212/31/20223:22:32PM11、成功功就是是日复复一日日那一一点点点小小小努力力的积积累。。。12月月-2215:22:3215:22Dec-2231-Dec-2212、世间成事事，不求其其绝对圆满满，留一份份不足，可可得无限完完美。。15:22:3215:22:3215:22Saturday,December31,202213、不知知香积积寺，，数里里入云云峰。。。12月月-2212月月-2215:22:3215:22:32December31,202214、意意志志坚坚强强的