China’s 2010 national broadcasting revenue hits RMB 210 Bln

8 April 2011 18 h 32 min 10 comments

According to China’s State Administration of Radio, Film and Television (SARFT), China’s TV and radio broadcasting industry revenue exceeded RMB 210 bln (22,6 Bn Euros) in 2010, with CCTV, Shanghai Media Group (SMG), and Hunan Broadcasting System (HBS) each taking in over RMB 10 bln in revenues.
The revenue of top three operators (CCTV, SMG, and HBS) in 2010 accounted for 45% of total industry revenue. While combined revenue for the top ten operators rose 15% YoY, revenue for China’s more than 1,000 other operators fell, bringing overall industry growth to less than 9% YoY.
CCTV’s total traditional TV ad revenue for 2010 was RMB 17 bln, nearly as much as the top ten provincial cable TV operators’ revenues combined.

SMG at the top of the provincial TV

According to an SMG executive, SMG saw 2010 revenues reach RMB 11.3 bln, continuing to surpass HBS, while SMG parent company Radio and Television Shanghai (RTS) had total ad revenues of RMB 4.55 bln, also exceeding HBS.
Although SMG subsidiary Dragon TV’s ad revenue did not match HBS subsidiary Hunan Satellite TV’s RMB 3.6 bln, thanks to the Shanghai 2010 World Expo and the 2010 World Cup in South Africa, RTS’s total ad revenue still exceeded HBS’s revenue by RMB 300 mln. In terms of traditional TV advertising revenues, SMG and HBS remained the top two provincial operators, followed closely by Zhejiang Radio and TV Group with RMB 3.21 bln, Beijing Radio and Television with RMB 3.1 bln, Jiangsu Broadcasting Corporation with RMB 3 bln, and Anhui Radio and Television with RMB 2.14 bln.

New revenue streams

. SMG’s Oriental CJ Shopping Channel saw 2010 revenue reach RMB 5 bln, while HBS’s TV and online shopping channel Happigo completed RMB 250 mln in funding in preparation for an IPO.

. CCTV’s national online TV station, CNTV, reported approximately RMB 500 mln in World Cup related revenues, two-thirds of which came from licensing of video broadcasting rights, while the remainder came from advertising and mobile properties.

. The joint IPTV service between SMG subsidiary BesTV and China Telecom took in nearly RMB 400 mln in revenue, with net profit exceeding RMB 200 mln.

Variety reports that the vice-director of SARFT, Zhang Haitao, said that during the period of the government’s 11th Five Year Plan, 2006 to 2010, annual revenues from broadcasting rose by 20% per year.

“From a traditional broadcasting system point of view, CCTV still holds its special place as number one, but from the new media point of view, Shanghai Media Group now has the same status of CCTV, or even more advanced in the IPTV area,” Bao Ran, editor of Digital Media magazine and one of the drivers behind the Beijing Internet TV station, told 21st Century Business Herald newspaper and RapidTVNews.

SOURCES; Variety, SJKooo.Com (01/04/2011), RapidTVNews (06/04/2011)

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