The Oriental Pearl into outdoor advertising first mobile TV big screen

Yesterday in Shanghai, the famous Huaihailu Road District, there are a large number of passers-by walking head. Their eyes are focused on an area of 48 square meters on the big screen, the screen is playing the world cup in Germany highlights, of course, including advertising.

This is the Shanghai Oriental Pearl mobile TV Co., Ltd. (hereinafter referred to as the Oriental Pearl movement) a new business. Oriental Pearl mobile officially announced yesterday, to enter the outdoor big screen market. The first big screen set up in Shanghai, Huaihailu Road Hua lion shopping plaza, will be broadcast every day on the Oriental Pearl TV mobile TV news and advertising category.

This is China's first outdoor large screen mobile tv." Oriental Pearl mobile TV planning director Zheng Hu said that the layout of the Oriental Pearl TV outdoor large screen media initiatives, is launched under the guidance of the Shanghai public video construction leading group.

At present, the Oriental Pearl outside the operation of the Shanghai outdoor big screen all play ads, no other content. The future of this situation will face variables, the relevant laws and regulations will be introduced to regulate. In the recent two sessions in Shanghai, there have been proposals for outdoor video advertising, it is recommended not only broadcast advertising, and to join a certain proportion of the news and other public information content. The Oriental Pearl TV launched a large screen mobile TV, the proportion of advertising is not more than 30%, the proportion of compliance with government regulations.

The Oriental Pearl mobile TV mobile TV media is the new China's first outdoor digital mobile TV, using terrestrial digital technology, real-time broadcast by wireless digital signal transmission, ground receiving way of TV programs.

At present, the Oriental Pearl mobile TV has been in Shanghai to build three-dimensional transportation platform, receiving terminal has extensive coverage in the more than 8 thousand bus and rail stations and water buses, viewing the total number of terminals has been more than 16220 days, more than 12 million people affected by mode.

Zheng Hu said that the Oriental Pearl mobile TV programs on large outdoor screens, marking the Oriental Pearl Shanghai's largest outdoor television media will be based on the three-dimensional traffic system platform has gradually mature, further to the outdoor extension, the establishment of a full range of outdoor instant information service platform, mobile population.

At the same time, Zheng Hu said, by the end of this year, the Oriental Pearl will expand to the symbol of Shanghai tourism and cultural sites, flow distribution places, including Xujiahui and Nanjing, Shanghai Road shopping district 12 district will enter, in order to maximize the value of the new outdoor advertising media.

Morgan Stanley recently released a report pointed out that the current proportion of outdoor advertising in the China advertising revenues of about 15%, far more than other countries in the United States, this proportion is only 2%~3%. Morgan Stanley analyst pointed out that in China, the content of outdoor advertising production costs, regulatory risk, maintenance and operating costs are lower than other forms of media advertising in the form of. Expected from 2006 to 2008, China's outdoor advertising compound growth rate will remain at around 20%.