March and April reported record-breaking viewing rates for all time slots. In particular, the TV drama package "Good Show Theatre", broadcast during evening prime time, ranked top in viewing rate in Wuhan area. Nielsen Media Research has given Hubei Film/TV Channel a rating point of up to 1.7 during evening hours since May. The monthly average viewing rate of Hubei Film/TV Channel leads among the five cable TV channels in the province, namely Film/TV Channel, City Channel, Public Channel, Education Channel and Sports Channel.
With a positioning of "Hubei Film/TV, Happy Family", the selection of programme is aggressive and creative. Hubei Film/TV Channel airs high quality TV dramas on "Good Show Theatre" for a broad family audience. In view of the increasing viewing rates of "Good Show Theatre", Shanghai Hutchison Whitecat Company Limited has taken up the title sponsorship and renamed the band as "White Cat Theatre".
The climbing viewing rates on Hubei Film/TV Channel have brought a number of placements from famous brands at home and abroad. To date, the channel has already secured placements from White Cat cleaning products, Nizoral Shampoo, Houdy Shampoo, Skyworth Television, Taiwan's Sunpentown Electric Appliances, Japan's Citizen Watch, Ren He Medicine, En Wei Medicine, Harbin Medicine, Yili Milk, Wang Lao Ji Drinks, Xiao Yang Ren Drinks, Master Kong Drinks, Iveco, Dongfeng Honda, The First Cellar in China 1573, Shui Jing Fang Wines and Hong Kong's Chow Tai Fook Jewelry.
Taking advantage of its film/TV resources in Hong Kong, Qin Jia Yuan can arrange for Hong Kong artists to go to Hubei to participate in promotional activities and charity events. In late May, Qin Jia Yuan will invite Hong Kong renowned comedian Michael Hui to Hubei to meet with the local audience in a show co-organized with the cultural department and sponsored by CITIC Guoan Information Industry Co., Ltd.
Dr Anita Leung Fung Yee, CEO of Qin Jia Yuan, said that with the continuous growth of advertising placements and the acquisition of the first round broadcasting rights for the TV drama series "Wonder Woman" (marking the 10th anniversary of return of Hong Kong's sovereignty to China), the advertising rate card will be adjusted up by 10% from July, providing room for an increase in Qin Jia Yuan's advertising revenue in the second half of 2007.
About Qin Jia Yuan
Qin Jia Yuan Media Services Company Limited (HKEx: 2366) is a China-focused one-stop shop for TV media services, providing integrated programme, distribution, advertising and marketing and public relations services to production houses, advertising agencies and advertisers. The Group was listed on the main board of the Stock Exchange of Hong Kong on June 30, 2004 following a successful initial public offering. Its strategic shareholders include Aegis Group plc, a public company listed on the London Stock Exchange and one of the world's five largest media groups.