CCTV To Launch CCTV Air Channel
December 14th, 2010 - 12:04 UTC
by Andy Sennitt.
AirMedia Group Inc, a leading operator of out-of-home advertising platforms in China targeting mid-to-high-end consumers, and China Central Television International Mobile Media Ltd, a subsidiary of China Central Television (CCTV), have established a strategic partnership to operate a TV channel of CCTV Mobile Media (CCTV Air Channel) to broadcast TV programmes to air travellers in China. The partnership agreement has a term of 15 years until 28 November, 2025.
CCTV Air Channel will be run based on AirMedia’s network of digital TV screens in airports and digital TV screens on airplanes. CCTV Mobile Media will be responsible for programme planning, production, and broadcasting. AirMedia will operate exclusively the advertising business of CCTV Air TV Channel. Furthermore, according to the agreement, all advertising revenue generated under this partnership will be allocated fully to AirMedia.
“We believe the partnership will help us take advantage of CCTV’s tremendous influence to increase the brand awareness of our TV platform among the mid-to-high-end consumers. In addition, with the help of CCTV Mobile Media’s professional team, we expect to increase our media value by showing more eye-catching content to draw air travellers’ attention,” remarked Herman Guo, chairman and chief executive officer of AirMedia. “Furthermore, with the sole TV channel approved by the government in the air sector in China, we believe we will have a better position to negotiate with airports or airline companies, and to convince advertisers to spend budgets.”
”We are very pleased to partner with AirMedia to provide TV programs to air travelers in 38 major airports and on the airplanes of 9 airlines in China,” said Hua Xie, Content Director of CCTV Mobile Media. “Through AirMedia’s nationwide network, CCTV and AirMedia together will be able to provide the air travellers with enriched information and high quality entertainment programs, creating a unique media platform with great appeal to the mid-to-high-end consumers.”