3
Table of Contents
Chapter 4:
Advertising
4.1
Introduction ............................................................................................................................................... 37
4.2
Policy and Regulation .............................................................................................................................. 37
4.3
Monitoring ..................................................................................................................................................39
4.4
TV Advertising ............................................................................................................................................ 40
4.5
Outdoor ......................................................................................................................................................41
4.6
Internet .......................................................................................................................................................42
4.7
Brands .........................................................................................................................................................43
4.8
Agencies ....................................................................................................................................................44
4.9
Looking Forward ........................................................................................................................................ 45
Chapter 5:
Print
5.1
Introduction ............................................................................................................................................... 46
5.2
Policy and Regulation .............................................................................................................................. 46
5.3
Publication Licenses .................................................................................................................................. 47
5.4
Retail, Wholesale and Printing ................................................................................................................. 47
5.5
Operators ...................................................................................................................................................49
5.6
Public Listings ............................................................................................................................................. 50
5.7
News ...........................................................................................................................................................50
5.8
Advertising ................................................................................................................................................. 51
5.9
Distribution and Circulation...................................................................................................................... 51
5.10
International Participation ....................................................................................................................... 51
5.11
Foreign Investment In Chinese Publications .......................................................................................... 53
5.12
Looking Forward ........................................................................................................................................ 53
Chapter 6:
Film
6.1
Introduction ............................................................................................................................................... 54
6.2
Production .................................................................................................................................................. 54
6.3
Funding .......................................................................................................................................................57
6.4
Projection ................................................................................................................................................... 58
6.5
Distribution ..................................................................................................................................................59
6.6
Box Office ...................................................................................................................................................60
6.7
International Participation ....................................................................................................................... 60
6.8
Piracy ..........................................................................................................................................................60
6.9
Looking forward......................................................................................................................................... 62
Chapter 7:
New Media
7.1
Introduction ............................................................................................................................................... 64
7.2
The State of the Net .................................................................................................................................. 64
7.3
Regulatory ..................................................................................................................................................65
7.4
It's the Web, But Not As We Know It ........................................................................................................ 66
7.5
Going Mobile ............................................................................................................................................. 67
7.6
Online Players ............................................................................................................................................ 68
7.7
Mobile TV ....................................................................................................................................................71
7.8
Looking Forward ........................................................................................................................................ 72
