China Central Television, or CCTV, is a national television station of the People's Republic of China. It was on its trial broadcast on May 1st, 1958, and formally launched its programs on air on September 2nd of the year.

　　As a backbone of news media in China, CCTV not only provides information to the general public across China but also works as an effective channel for the communication between China and the rest of the world.

　　Broadcasting over a large land and a population of 1.3 billion by the end of 2004, CCTV programs cover over 94% of Chinese population, about 1.2 billion viewers.

　　China Central Television is currently operating 16 public channels, 10 paid digital TV channels, 2 IPTV channels and 1 HDTV channel, broadcasting more than 600 hours programs a day. The 16 public channels are Comprehensive Channel, Economy/Life and Services Channel, Arts and Entertainment Channel, International Channel(Chinese), Sports Channel, Movie Channel, Agriculture/Youth and Military Channel, TV Drama Channel, International Channel(English), Science and Education Channel, Traditional Chinese Opera Channel, Society and Law Channel, News Channel, Children's Channel, Music Channel, and International Channel(Spanish and French). The content aired on these channels cover nearly all of social life.

　　As China's national television station, CCTV Comprehensive Channel is the major television channel which broadcasts news and policies of China. In order to guarantee the information disseminated smoothly, there are specific regulation which regulated that television stations, retransmitting station, transpose station and cable television station of each province and municipality shall relay all the programs of CCTV Comprehensive Channel.

　　By adopting a “branded channel” strategy in 2005, CCTV progresses in a new stage. In 2006, based on this strategy, Mr. Zhao Huayong, the Director of CCTV, brought upon the concept of "Green Audience Rating", leading CCTV to become the worldly TV station with features of “national characteristics, national style, and world influence”.

　　The 16 public channels held a lion share (35.13%) of reviewers in the whole China market in 2006, about 1 percent more than it was last year. It was a new record since the statistic device was adopted six years ago.

　　In a way towards the goal of worldwide television station, CCTV has been broadcasting its programs to more than 120 countries and regions, with more than 68 million oversea users, namely, hundred millions of oversea audiences are able to watch the programs of CCTV everyday. In 2004, CCTV set up the Great Wall platform in North America, the audience in North America can easily watch the programs broadcasted on all channels. In 2005, Asian platform was built up and in 2006, a European platform was set up. After 2007 and later, CCTV will focus on the construction of more platforms in Africa and other areas, so that CCTV can reach almost all parts of the countries and regions around the globe.

　　Meanwhile, the brand power of CCTV was enhanced to new high. In 2006, CCTV stepped in ‘Global Top 500 Brands’, ranked at 299th, 42 higher than in 2005. It’s ranked 4th among ‘Top 500 Valuable Brands of China’, just behind Haier, Levono and China Mobile, where it was estimated over 60 billion RMB of brand value. All these demonstrate the increasing international influence and competitiveness of CCTV as well as the effects of its successful brand promotion strategy.

　　Beijing 2008 Olympic Game is approaching, providing a ‘gold era’ for the growth of Chinese economy. CCTV, an official partner of Beijing Organizing Committee, is the only authorized television station broadcasting live TV broadcasting service to 1.3 billion China population within Chinese Mainland, and as well it’s the best and only platform for the marketing during Beijing 2008 Olympic Games. Moreover, it’s a precious opportunity for all Chinese companies, and multinational corporations who would like to expand their business in China and to enhance their brand power.

　　The year of 2007 will be the overture of Beijing 2008 Olympic Games, and also evoke the speed up the construction of Olympic brands. Beijing 2008Olympic Games is providing new challenges to develop China's economy. Our spiritual concept is to “believe in the power of brands.” The power here refers to the brand power of China's economy, the outstanding achievement gained through the rapid development since opening-up. This power also refers to the brand power of CCTV. Under the guidance of “branded channel” strategy and the “Green Audience Rating” concept, CCTV produces more high-quality and diverse programming, and overall influence is expanding. Moreover, this power refers to the brand power of enterprises and advertising agencies. Many enterprises grow and become competitive against the backdrop of Chinese economic growth. More and more Chinese companies go global; and more and more international companies come to China. Our clients are pushing the development of Chinese economy; in the meanwhile, they are building their brands.

　　CCTV is willing to cooperate continuously with every industry and grow up along with the economy of China.

責編：綠光