Dr Anita Leung Fung Yee, CEO of QJY said, “The Red Classic Channel of Jiangxi Provincial TV Station is a movie and TV drama channel, which will commence test run from December 1, 2007 and be officially launched on January 1, 2008. The rate card value of the Channel will be around RMB150 million for the first year. This will further drive the development of the QJY TV-focused cross-media advertising platform.”
Dr. Leung said that the performance of the new Channel will not be limited to existing audience ratings. Advertising clients and audience have placed great expectations in the new Channel and its new programmes, which command huge development potential. During this year, the Group has enhanced the capabilities of Qin Jia Yuan (China) Advertising Company Limited by hiring professionals with extensive experience in the advertising arena. Under the leadership of Mr. Bernard Yiu, CEO of Qin Jia Yuan (China) Advertising Company Limited, this talented professional pool will make great contributions to the business line of advertising planning and packaging, promotion of TV programming, and branding PR and marketing activities. Building on its track record in the advertising industry and business network, QJY will procure international advertising clients for the Red Classic Channel on one hand and provide professional and high-quality services to its advertising clients on the other hand.
Mr. Yiu said the additional economic value to be derived from the Channel comes from the brand promotion activities to be professionally planned by QJY. That is to say, the advertising placements and brand promotion activities QJY manages for the Channel will generate synergies and complement each other. This will benefit the sponsors and increase QJY’s economic benefit, as well as enhance the market influence of the Channel. It is a win-win situation for all parties involved.
Dr. Leung continued, “QJY is keen to capture business opportunities after China’s entry into the WTO, which led to the opening up of the market for foreign-owned advertising agencies. We target to set up an advertising agency platform with an aggregate rate card value of RMB3 billion by mid 2008 and is progressing well ahead of planning. The Group will adjust its advertising business targets to work towards the achievement of a platform of total advertising asset value of RMB10 billion by the first quarter of 2009. QJY’s TV-focused cross-media advertising agency platform now commands a value of RMB2.3 billion in terms advertising rate card value arising from the rights to three nation-wide newspapers, 11 nation-wide magazines, one programme slot on radio network and four TV channels. The expansion of our advertising platform enables advertisers to enjoy more flexibility and synergies from cross-media advertising placements, and brings more effective resources sharing and cost reduction. All these are beneficial to the prospect of QJY’s advertising business in China.”
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.