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Blue Book of China Audio-Visual New Media: The New Media Are Taking Control

The research center of the State Administration of Radio Film and Television recently published the 2013 Annual Report on the Development of China’s Audio Visual New Media. According to the report, the new media have had a significant impact. Personal computers, flat panel computers, and smart phones have brought the number of households living in Beijing who watch TV down to 30 percent from 70 percent three years ago. The report said that the audience for traditional media has shifted towards the senior population. A majority of the audience that watches television is age 40 years and older. In the meantime, the number of online television and video users has gone up. The Internet has become a major venue for watching popular TV movie series.

The report also suggested that, as the traditional media are losing their young audiences, their advertising market is shrinking as well. From 2007 to 2012, online advertising grew 120 percent for three straight years, significantly surpassing the increase in the television market.

It was reported that the annual income of the online video industry was 3.14 billion yuan (US$0.51 billion) in 2010, 6.27 billion (US$1.02 billion) in 2011 and 9.25 billion (US$1.51 billion) in 2012. The public opinion monitoring room of People’s Daily disclosed that the official media had 80 percent of the discourse rights in the 1980’s while non-official media gained 75 percent of the discourse rights on the top 20 popular social events in 2012.

Source: Xinhua, June 16, 2013