The Embodiment of Media Responsibilities and Values Through the Passing of Messages
BEIJING, June 6 /Xinhua-PRNewswire/ -- The program "Charity Sale for Wenchuan Earthquake Relief" launched by the leading mobile TV organization in China, CCTV Mobile Media, has been progressing successfully, and advertising hours valued RMB20 million have already been sold in just over 10 days. The charity sale will last for one month during which CCTV Mobile Media will donate advertising hours valued RMB40 million to replace the equivalent enterprise donation. The replaced money and goods will be donated to the quake-ravaged areas in Sichuan through charity organizations to support reconstruction after the calamity and to help construct primary and elementary schools.
After the "5-12 Wenchuan Earthquake," various media organizations took speedy action to fully cover the disaster and rescue efforts in the shortest amount of time. This greatly stimulated nationwide patriotism and received unanimous praise from the international community.
As CCTV's new media channel, CCTV Mobile TV reported on the earthquake and the disaster relief through its unique service starting from May 12th, ensuring that the bus passengers nationwide could acquaint themselves with the most updated information about the quake-ravaged areas on their way between homes and offices. During this period, CCTV Mobile TV also cooperated with CCTV.COM to co-launch a service for finding relatives after the earthquake, which received broad attention nationwide. While assuming the function of news broadcasting, CCTV Mobile TV is also seeking an appropriate approach to shouldering its responsibilities as a new media. Mr. Chi Yong, vice president of Sales and Marketing, said that CCTV Mobile TV wishes to bring more of the advantages the new media can provide into play. Henceforth CCTV Mobile Media is providing the quake-ravaged areas with on-the-ground support rather than solely donating money, a major difference between media and corporate responsibilities. The "Charity Sale for Wenchuan Earthquake Relief" highlights these responsibilities that the media should assume. According to Mr. Chi Yong, this program was initiated on May 22nd, i.e., the 10th day after the earthquake, and the detailed procedures of the program are: CCTV Mobile TV donates advertising hours valued RMB20 million for charity sale and all enterprises that have the wish to donate money or goods to the disaster-ravaged areas could purchase these advertising hours. What's different is that the enterprises could purchase the advertising hours by cash or goods that are urgently needed in the quake-stricken areas. The goods will be sent to the quake-stricken areas through charity organizations for reconstruction after the disaster and cash will be used to construct primary and elementary schools. Mr. Chi Yong said that enterprises have been very active in this donation program ever since its launch and half of the advertising hours valued at RMB40 million have already been sold in only a little over 10 days. Of the purchasers, there are pioneers of national enterprises such as Yili and international brands such as Mc Donald's and KFC.
The "Charity Sale for Wenchuan Earthquake Relief" of CCTV Mobile TV will end on the 21st of June. Before that, enterprises can purchase the remaining hours of the charity advertising hours valued RMB40 million.
CCTV Mobile TV, which started broadcasting on December 18, 2007, serves as a nationwide public transit mobile TV platform. In addition it is the only unified broadcasting platform for public transit TV in China that is approved by the State Administration of Radio Film and Television and co-developed by cooperation between the CCTV international Network Co., Ltd. and Bus Online Media Co., Ltd. During its half year of broadcasting, CCTV Mobile TV has attracted attention from public transit passengers with its plentiful programs, especially its excellent performance in the Spring Festival, NPC and CPPCC, the major snow disaster, and the earthquake, during which it timely and accurately broadcasted lots of news and excellent programs from CCTV. Passengers have therefore dubbed it the "CCTV Daytime." As the only mobile TV platform of the 2008 Beijing Olympics, CCTV Mobile Media will focus on the coverage of the Olympics-related information in the latter half of 2008, to serve the Beijing Olympics as well as the public transit passengers of China. CCTV Mobile TV currently covers 30 mainstream cities in China with 25,067 buses, 44,119 TV displays, and an audience of more than 16 billion every year, making it a new platform widely recognized by enterprises for brand exposure.
For details, please contact:
Li Zhen
Tel: +86-10-6854-3941
Email: zhen.li@ivtv.com.cn
