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中国的传媒市场近几年可谓硝烟弥漫:央视的图强图新、省级卫视的群雄逐鹿、省会市级台的瓜分蚕食、海外传媒巨头的虎视眈眈……在这种情况下,2003年10月3日上海文广旗下的东方卫视正式开播,传媒新宠隆重登场。东方卫视的前身就是上海卫视,名字变了,东方卫视能一改上海卫视的沉默状态吗?东方卫视用8个月的时间给予了回答:收视率由原来的第13位飙升至前3甲,广告收入由原来的5000万元连翻数倍,接近2个亿。坐在记者面前的东方卫视广告营运总监万荣开始细数东方卫视的变化,好象只是一夜之间的事情,东方卫视开始了它的策略化征程,中国的传媒新贵赫然崛起。定位:卓尔不群彰显特色上海东方卫视的开播是上海文广新闻传媒集团(SMG)实施广播电视新一轮改革的重中之重。作为上海对外宣传的重要窗口,曾经
In recent years, China’s media market is filled with smoke: the powerful plans of CCTV, the crowds of provincial-level satellite TV stations, the partition of provincial-level municipal-level television stations and the eye-catching sight of overseas media giants. In this case, October 2003 On the 3rd Shanghai Media’s Oriental TV officially launched, the media’s new darling grand debut. Oriental TV’s predecessor is Shanghai Satellite TV, the name changed, can Dongfang Satellite TV change the silence of Shanghai Satellite TV? Oriental TV with eight months to give the answer: the ratings from the original 13 soared to the top 3 A, Advertising revenue from the original 50 million yuan even several times, nearly 2 million. Before sitting in front of reporters Oriental TV advertising director Wan Rong breakdown of the changes in the Oriental TV, if only overnight thing, Oriental Satellite TV began its strategic journey, the rise of China’s media upstart. Positioning: Zhuoliangmao highlight characteristics The launch of Shanghai Oriental Satellite TV is the Shanghai Media Group (SMG) the implementation of a new round of radio and television reform priorities. As an important window on publicity in Shanghai, once