Stronger links

A Beijinger reads a newspaper at a news stand last weekend. Newspapers, television and radio organizations - the traditional media - in China still take a large slice of the advertising cake, although the digital media market is growing. Total advertising expenditure rose 14 percent during the first three quarters of 2010, market research shows. [Photo / China Daily]

The central government in July announced a pilot project to merge telecommunications, Internet and broadcast networks in 12 cities, aiming to make the three sectors compatible and allow users to make telephone calls, surf the Web and watch television through one cable or wireless gateway.

Experts say the move creates more opportunities for both traditional and new media.

In September, VisionChina also signed a memorandum of understanding with CCTV for a strategic partnership that enables the company to introduce its outdoor mobile television-advertising network to the State broadcaster's client base and to conduct joint promotions during its annual advertising slot auction.

The partnership is expected to provide CCTV's clients with more extensive and comprehensive services by combining their advertising platforms, which will allow both to connect traditional and outdoor television, while broadening audiences.

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"We believe VisionChina will start benefiting from the cooperation from 2011," said vice-president Li.

"At present, the advertising market for traditional and new media is not about who will eventually drive out who, but it is to create a comprehensive and diversified win-win model."

The State-owned China National Radio launched its China National Broadcasting Network in August in an effort to enter the digital world, following hot on the heels of CCTV's newly established China Network Television.

"We're delighted to witness the changes happening in advertising for old and new media," said Li.

"New media represents a modern trend in marketing and branding and it will definitely gain more recognition and attention in coming years."