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CTR《2013年上半年中国广告市场回顾报告》近期发布,2013年上半年电视广告刊例收入同比增幅为11.3%,增幅高于去年同期,对市场整体拉动明显;广告资源出现两极分化,省级卫视和中央台表现抢眼,省级地面频道增幅最低。而安徽地面频道群,在2013年上半年逆势上扬,创造了周边地区最高同比创收增长10.3%。在群雄逐鹿的电视市场竞争格局中,面对央视、省级卫视的压制、新兴媒体的冲击,省级地面频道的生存压力极大。如何改变这样的被动局面,关系着电视地面频道生存与发展。为了加快地面频道转型升级的步伐,安徽省级地面频道群进行了大刀阔斧的变革。
CTR “China’s Advertising Market Review Report for the First Half of 2013” recently released. In the first half of 2013, the revenue from TV advertising subscriptions increased by 11.3% from the same period last year, which was higher than that of the same period of last year. It significantly boosted the market as a whole. There was a polarization of advertising resources, Satellite TV and CCTV eye-catching performance, the lowest increase in provincial terrestrial channels. Anhui terrestrial channel group contrarian rose in the first half of 2013, creating the highest year-on-year revenue growth of 10.3% in the surrounding area. Compete in the crowded television market competition, in the face of CCTV, the provincial satellite TV repression, the impact of emerging media, provincial terrestrial channels under great pressure to survive. How to change such a passive situation is related to the survival and development of the television terrestrial channel. In order to speed up the transformation and upgrading of the terrestrial channel, the provincial-level terrestrial channel group in Anhui Province has made drastic changes.