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Venice days 2016 - 3° China Film Forum - The Chinese Documentary Market: numbers for authors

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Venice days 2016 - 3° China Film Forum - The Chinese Documentary Market: numbers for authors

  1. 1. THE CHINESE DOCUMENTARY MARKET: Numbers for authors Rosario Di Girolamo Vivien Sha
  2. 2. 2 TV is Audience's First Choice for Watching Documentary 73.6% 25.9% 0.5% TV Internet Others CHINESE TV STRUCTURE 19 32 28 +300 CCTV SATELLITE TV PROVINCIAL LAND TV CITY TELEVISION TV
  3. 3. 3 The police of SARFT in China for documentary POLICY Since 2013, the State Administration of Radio Film and Television in China promulgate a policy for Documentary Comprehensive Satellite Channel broadcast domestic documentary at least 30 minutes per day on average
  4. 4. 4 Share Of Different Program Categories DOCUMENTARY +1% YOY Drama, 33.34% Movie, 3.11% Entertainment, 11.16% Music/Arts, 2.33% News; 16,87% Leisure/Hobbies, 1.50% Education/Informatio n, 3.32% Sports, 4.77% Children/Youngster; 0,69% Documentary, 10.07% Teleshopping/Ad magazine; 3,51% Cartoon, 4.64% Talk show, 1.74% Miscellaneous, 2.97%
  5. 5. Chinese Documentary Broadcast Structure on Four Levels Channels 44% 43% 7% 6% CCTV Satellite Channel Provincial Land Channel City Television Channel First-class cities Beijing, Guangzhou, Hangzhou, Chengdu 46% 45% 5% 4% Second-class cities Chongqing, Nanjing, Wuhan, Xi’an,etc. 51% 43% 5% 1% Third-class cities Yangzhou, Jingzhou, Chenzhou, etc. 5
  6. 6. Documentary Grown in 2015 (minute) 0 20000 40000 60000 80000 100000 120000 140000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 2015 Documentary Broadcast Length on CCTV 6
  7. 7. Polarization of Length of Documentary Programs on CCTV (minute) Data Source:Arianna 2015.1-2015.12 1360 1010 419 329 116 106 63 54 44 41 21 11 4 4 1 0 0 200 400 600 800 1000 1200 1400 1600 2015 2014 Among fifteen CCTV channels, the broadcast of documentary programs was mainly concentrated on the CCTV-9 and CCTV-10, and the condition of broadcast was still a trend of polarization. CCTV Documentary channel broadcasted documentary programs more than 20 hours per day, which is the longest daily average documentary broadcast time. CCTV-10 broadcasted documentary programs more than 16 hours per day, which was the second longest. The length of the two channels documentary broadcast time accounted for 66% of the total length of documentary broadcast on all CCTV channels. Comparing with the same period in last year, length of CCTV-15 documentary broadcast had increased significantly, mainly because of the promotion of the Television Gramophone, Music and Life, etc. 7
  8. 8. Proportion of Daily Average Length of Documentary Broadcast on Provincial Channels in 2014/2015 Comparing with 2014, length of documentary broadcast made some obvious changes in 2015.The number of channels whose daily documentary broadcast length was between 60 to 120 minutes increased by 48%, and the proportion increased by 12%. These channels which broadcasted documentary more than 120 minutes per day accounted for 26%, and the proportion increased by 10%. 26% 48% 26% 2015 <60minute 60 to 120minute >120 48% 36% 16% 2014 <60minute 60 to 120minute >120minute 8
  9. 9. Top 10 Highest Audience Ratings for Documentary Programs on CCTV-10 in 12 Cities in 2015 Beijing Hangzhou Guangzhou NO. Program Audience Ratings NO. Program Audience Ratings NO. Program Audience Ratings 1 The Third Pole 0.66 1 The Milky Way 0.75 1 Demystify HIV 0.81 2 TaierZhuang 1938 0.60 2 Human and Nature 0.64 2 Human and Nature 0.75 3 The Great Patriotic War 0.56 3 The Third Pole 0.63 3 The Secret of Aweto 0.65 4 Looking for Babushkin Colonel 0.53 4 The Great Patriotic War 0.56 4 The Secret of Yangshe tomb 0.53 5 The Milky Way 0.51 5 2015 Looking for the Best Teachers 0.47 5 2015 Chinese Bridge, My First Intimate Contact with China 0.53 6 Mysterious Tangut 0.51 6 Cherish the memory of Forever martyrs 0.47 6 The Victory Day 70 years 0.52 7 The History of LuXun College of Arts and Culture 0.48 7 Geography of China 0.47 7 Coast anecdote 0.45 8 Influence Prize of National Science in 2014 0.47 8 Xi`an city wall 0.46 8 The Great Patriotic War 0.43 9 Valley of the Eastern Kings 0.47 9 Mysterious Tangut 0.44 9 Commemoration of the 70th Anniversary of the Anti Japanese War 0.40 10 Human and Nature 0.46 10 Valley of the Eastern Kings 0.43 10 The Second Session of the Chinese Traditional Poetry Creation Conte -st Awards Ceremony 0.38
  10. 10. Distribution for genre and age: CCTV-10 48,551,5 Beijing 45,7 54,3 Hangzhou 39,2 60,8 Guangzhou 0% 20% 40% 60% 80% 100% Beijing Hanghzou Guangzhou Age(65+) Age(55-64) Age(45-54) Age(35-44) Age(25-34) Age(15-24) Age(04-14) ManWoman 10
  11. 11. Top 10 Highest Audience Ratings for Documentary Programs on CCTV-9 in 12 Cities in 2015 Beijing Hangzhou Guangzhou NO. Program Audience Ratings NO. Program Audience Ratings NO. Program Audience Ratings 1 African Cats 0.97 1 African Cats 0.63 1 World War II under Color Lens 0.99 2 World War II under Color Lens 0.96 2 African Gladiator 0.62 2 A Bite of China 0.75 3 Last Train Home 0.83 3 Challenge the Limit 0.62 3 White Lion Growth 0.58 4 Chimpanzee 0.74 4 Cooking Fun 0.60 4 A Bite of China II 0.55 5 African Gladiator 0.73 5 United Nations 0.59 5 Diary of Tame Wolf 0.54 6 Demystify Super Aircraft Carrier 0.72 6 Demystify Super Aircraft Carrier 0.58 6 Desert Tuareg 0.52 7 the Dream of Champion Kassim(highlights) 0.71 7 Fiery Battlefield,Cro ssing Chishui River Four Times Back an d Forth, Tough Battle in Lub an Field 0.57 7 White Lion Growth. Adversity Survival 0.51 8 Mike Tyson 0.71 8 the Milky Way 0.55 8 Chimpanzee 0.49 9 Legends Tour of B-24 Bomber 0.65 9 Cave Survival 0.54 9 the Warmth in Three Gorges 0.46 10 A Bite of China 0.63 10 Spring Festival 0.53 10 Wild Poland 0.46 11
  12. 12. Distribution for genre and age: CCTV-9 48,1 51,9 Beijing 46,2 53,8 Hangzhou 41,0 59,0 Guangzhou 0% 20% 40% 60% 80% 100% Beijing Hangzhou Guangzhou Age(65+) Age(55-64) Age(45-54) Age(35-44) Age(25-34) Age(15-24) Age(04-14) ManWoman 12
  13. 13. Top 10 National Documentary Programs NO. Program Channel Audience Ratings 1 The 70th Anniversary of The Victory of The World Anti-Fascist War CCTV-1 9.90 2 2015 Looking for The Best Teachers CCTV-1 3.95 3 United Nations CCTV-1 3.37 4 YaobangHou CCTV-1 2.99 5 Legend of Miyue Beijing TV 2.33 6 The Aerial View of China CCTV-1 2.30 7 Oriental Main Battlefield CCTV-1 2.18 8 Look Miyue at Dragon TV Dragon TV 2.09 9 Commemoration of The 70th Anniversary of The Anti-Japanese War CCTV-1 1.82 10 Don`t Forget The Great Victory CCTV-4 1.82 13
  14. 14. Audience Ratings of The 70th Anniversary of The Victory of The World Anti-Fascist War in Each City Audience Ratings Viewing Share The average Viewing Length Per Viewer Audience Ratings Viewing Share The Average Viewing Length Per Viewer Beijing 6.55 22.3 1:01:29 Nanjing 11.02 28.4 1:05:13 Hangzhou 8.08 28.9 1:09:38 Xiamen 5.07 15.6 1:07:54 Chengdu 9.53 29.3 1:01:56 Kunming 10.87 30.8 1:02:16 Guangzhou 11.90 32.5 1:17:59 Chongqing 7.39 22.0 1:05:23 Changsha 6.15 14.9 1:03:42 Xi`an 13.39 33.7 1:06:25 Wuhan 9.63 24.4 1:07:17 Zhengzhou 8.77 29.8 1:00:24 14
  15. 15. 0,00 5,00 10,00 15,00 20,00 25,00 30,00 02:00:00-02:00:59 02:28:00-02:28:59 02:56:00-02:56:59 03:24:00-03:24:59 03:52:00-03:52:59 04:20:00-04:20:59 04:48:00-04:48:59 05:16:00-05:16:59 05:44:00-05:44:59 06:12:00-06:12:59 06:40:00-06:40:59 07:08:00-07:08:59 07:36:00-07:36:59 08:04:00-08:04:59 08:32:00-08:32:59 09:00:00-09:00:59 09:28:00-09:28:59 09:56:00-09:56:59 10:24:00-10:24:59 10:52:00-10:52:59 11:20:00-11:20:59 11:48:00-11:48:59 12:16:00-12:16:59 12:44:00-12:44:59 13:12:00-13:12:59 13:40:00-13:40:59 14:08:00-14:08:59 14:36:00-14:36:59 15:04:00-15:04:59 15:32:00-15:32:59 16:00:00-16:00:59 16:28:00-16:28:59 16:56:00-16:56:59 17:24:00-17:24:59 17:52:00-17:52:59 18:20:00-18:20:59 18:48:00-18:48:59 19:16:00-19:16:59 19:44:00-19:44:59 20:12:00-20:12:59 20:40:00-20:40:59 21:08:00-21:08:59 21:36:00-21:36:59 22:04:00-22:04:59 22:32:00-22:32:59 23:00:00-23:00:59 23:28:00-23:28:59 23:56:00-23:56:59 24:24:00-24:24:59 24:52:00-24:52:59 25:20:00-25:20:59 25:48:00-25:48:59 Sep.3--CCTV1 Comparison year--CCTV1 The 70th Anniversary of The Victory of The World Anti-Fascist War -CCTV-1 Daily Viewing Curve 15
  16. 16. The 70th Anniversary of The Victory of The World Anti-Fascist War—Audience 48,651,4 Beijing 48,551,5 Hangzhou 45,8 54,2 Guangzhou 0% 20% 40% 60% 80% 100% Beijing Hangzhou Guangzhou Age(65+) Age(55-64) Age(45-54) Age(35-44) Age(25-34) Age(15-24) Age(04-14) ManWoman 16
  17. 17. Top Four Most Attractive Types of Documentary Programs To promote the Chinese dream and the socialist core values Phenomenal food documentary:A Bite of China To promote traditional culture and folk art Production model innovation, promote the theme (medical) 17
  18. 18. 18 Respondents Interested in Documentary Channels are: Outstanding Audience: High Education, High Income , High Position Who watch documentary
  19. 19. Documentary Program Viewers Became Younger 51,8 48,2 Beijing Audience Gender Composition First-class cities, mostly male audiences Nearly 60% of audience age range: 25 to 54 Data Source:Arianna 2014.1-2014.11 4,1 14,9 24,0 18,0 16,6 12,4 10,1 04-14 15-24 25-34 35-44 45-54 55-64 65 and above The Audience's Age Distribution 7,4 13,1 21,3 21,0 16,5 8,0 12,6 04-14 15-24 25-34 35-44 45-54 55-64 65 and above 57,8 42,2 Guangzhou Audience Gender Composition Man Woman 19
  20. 20. Conclusion The Spring of Documentary Policies Audience Market Technical 4 drivers 20
  21. 21. THE CHINESE DOCUMENTARY MARKET: Numbers for authors Rosario Di Girolamo Vivien Sha 谢谢 Xièxiè

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