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Presentatie van Sierk Vojacek van SVP uit China. Een Nederlander die het helemaal gemaakt heeft in een land waar ogenschijnlijk niets mogelijk is, maar er dankzij het ontbreken van strakke regelgeving toch heel veel gedaan wordt.
The People’s Republic of
1.33 Billion people
385.5 million households
56 Ethnic groups
31 Provincial level administrative region
2700 TV channels
TV penetration is 96.6% of all households
There are 8 non-communist parties but the communist
party is in power
Media is a state controlled industry
On behalf of the state the
“State Administration of Radio Film and TV (SARFT) has
controlling power on all media
and MII (Ministry of Information Industries)
China copyright, right to copy......
Advertising in china contributes 13.7 billion US towards the 850 TV
stations (2700 Tv channels)
4.5 million US of ﬁnes is collected for abuses in adverting industry.
Specially in miss leading advertising in the healthcare and
pharmaceutical industry. (weight-loss, breast enlargement and
height increasing products, drugs and medical equipment)
In 2006 and 2007: 436 cases, were broadcasters shown TV
programs without paying compensation, were uncovered.
In a market were more then 100.000 hours of TV is broadcasted
per week, it shows that IP is taken seriously.
YES there are rules for advertising,
and yes there are NO rules for advertising
A couple of rules are:
It’s not allowed to advertise (woman) sanitary products during dinner time
Unnecessary and lengthy smoking scenes must be banned (36% of produced drama
in the last two years contained smoking actors) But it is only a recommendation: no
laws to forbid it!
Indecent themes, bloody and explicit scenes should be avoided
Programs about plastic surgery or sex-change operations are not welcome
A couple of possibilities are:
If you like to build a branded entertainment platform on TV, it’s no problem
If your brand is FORD and you like to introduce your new car in a stunning reality
show, you can do that, just the way you like (cars were sold out in one month, after
If you are a producer and you develop a drama series, which you like to ﬁll with
product placement, you free to do that
It all has to do with; Common sense and self censorship
One of china’s most successful cases was in 2005/06. A milk
factory from mongolia sponsored a talent show on a local station,
Hunan. When Super voice girl was on his high, their were watched
by over 400 mio people and the nation never forget Mengiu Milk
Not bad for a budget of 900.000 euro
It’s good case of how the market outperform the regulations
(talent show were more regulated, after this success); Basically, the
government guide the development and progress in the market,
They don’t control it in full extend and this last “Virgin” market of
China is opening up.
Since their are no laws on branded entertainment, it’s paradise for
the advertiser who implements it into his communication strategy.
But as said before: common sense; self regulation is key
Branded TV content
the West versus East
Since western markets are strongly developed, these developments
have restricted the development of advertiser funded programing
To many layers and companies involved protecting their own
specialism; difﬁculties to get all parties in one line
Media laws are not supportive, either clear, on the regulations for
implementing sponsors into branded entertainment TV platforms
In China the market is open: The system: Tv stations give hard ad-
time and the right to implement sponsors to the producer.
Producer is more then only creative content provider, he coordinate
the whole process between advertiser and Tv station: one stop shop
Media laws don’t restrict “seconds” you bring a brand into picture
Advertising agencies “miss the boat”,
as well in China as in Europe
Advertising agencies, rarely enough, cannot think out of the box
anymore, they focus their “old fashion” ways: TV commercial, radio
commercials, print ads.
Surprisingly, if you consider that they have responsibility for brand
image in the market, that they not focus this, very efﬁcient and
often much cheaper way of advertising more often.
Agencies would be the appointed “one stop shop” for branded TV
programs, but they miss the specialism and know how; To start
with: they have no creative people who can think longer then 30
seconds spots, let alone people who can integrate, coordinate and
set up sponsored TV programs, with all activities around it. It
requires a seldom combination of business and creative sense.
Sierk Vojacek and Partners
SVP is founded in 1986 by Sierk Vojacek. Entered China (forbidden)
media market in 1996.
SVP is from origin a commercial producing company. As a director
Sierk Vojacek was the ﬁrst Foreign commercial director working in
China. His commercial-ﬁlm production company (which he left in
2003) belongs in China to the top 3.
In 2000 SVP become the ﬁrst foreign media company which was
licensed with a Wholly Owned Foreign Enterprise (wofe) in China.
Sierk Vojacek is granted in 2004, during a ceremony held in “the
People’s Hall” at Tian man square, the honer full title “Peace
Ambassador from China”
The company, start focussing the Chinese TV industry, since 2000,
with a business model which combines advertisers interests (AFP)
with Chinese broadcasters.
One of the very ﬁrst reality shows in china sponsored by FORD
10 episodes, distributed in 18 provinces
Sponsored Child care program
Weekly on CCTV
The Academy (in cooperation with IDTV NL)
Daily on SMG & syndicated to 12 provinces
SVP team thanks you for your time
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