2014 CCTV Spring Festival Gala May Remain the style of “Zero Advertising”
2014年CCTV春晚将保持零广告插播形式
Feng Xiaogang, a well-known Chinese film director, replaced Ha Wen to be the chief director of 2014 Chinese Central Television Spring Festival Gala. It is learned that the 2014 CCTV Spring Festival Gala may remain "Zero Advertising".
冯小刚，以为著名的中国电影导演，取代哈文成为2014年央视春晚总导演。据说今年春晚将仍保持零广告插播形式。
Feng Xiaogang's participation makes people look forward to watching this brand new Spring Festival Gala. The public is curious about whether Feng Xiaogang, recognized as a director who can turn product placements into amazing box office, will keep the style of "Zero Advertising", which Ha Wen maintained in the previous galas.
冯小刚的加入让很多人对新春晚的期待大增。人们好奇的是总会把广告植入转化成奇异的票房收入的总导演冯小刚会否保持哈文在之前晚会中使用的“零广告”形式。
Ha Wen, who directed both 2012 and 2013 CCTV Spring Festival Galas, brought a new style of "Zero Advertising" to the Spring Festival Gala. Back to three years ago, the 2010 CCTV Spring Festival Gala got its highest advertising revenue of about RMB 0.65 billion Yuan. After that, CCTV faced a storm of criticism and decided to carry out a plan of "Zero Advertising" in the following 2011 CCTV Spring Festival Gala. Although it was not Ha Wen who first proposed the style of "Zero Advertising", it was she who best implemented the style. In 2012 and 2013, Ha Wen clearly announced that CCTV Spring Festival Galas would not have any product placements. According to some media, the previous three CCTV Spring Festival Galas, which had no advertising, provided the public with "pure" galas while making CCTV lose about RMB 1.75 billion Yuan.
哈文，曾指导了2012和2013央视春晚，创造了“零广告”的春晚新形式。回到三年前，2010年央视春晚创造了广告植入收入最高的记录，约6.5亿元。在那之后，央视受到暴风一样的批评指责从而决定在接下来的2011年春晚发起“零广告”计划。虽然不是哈文最先提出的“零广告”提案，但她却是落实的最好的那一个。在2012年和2013年的春晚上，哈文明确宣布春晚不会有任何广告植入。据一些媒体报道，之前三次“零广告”春晚虽然给大家带来了“纯净”的晚会却为央视带来了17.5亿元损失。
According to the Peninsula Morning Post, CCTV's Advertisement Department has recently held an inside meeting with its VIP advertisers, preparing for the upcoming "Prime-time Advertising Auction". The department has already promoted an advertising package for 2014 CCTV Spring Festival Gala, which is only designed for the advertising before the Spring Festival Gala. The source emphasized that pre-advertising could not be understood as the advertising for the Spring Festival Gala. "Pre-advertising is before the Spring Festival Gala. Every TV station has pre-advertising. We cannot associate pre-advertising with product placements in the Spring Festival Gala," said the source. No product placement space has been promoted yet so far. There is reason to believe that 2014 CCTV Spring Festival Gala may remain the style of "Zero Advertising".
据半岛晨报报道，央视广告部最近同它的VIP广告商们进行了内部会议，为即将到来的“黄金时段广告招标”做准备。广告部已经筹划要加入一组在2014年央视春晚开始前播放的广告。他们强调事先广告不会被理解为春晚广告。“事先广告是在春晚开始前播放的广告。每家电视台都有。我们不能将实现广告同春晚广告植入联系到一起。”直到目前为止还没有广告植入空间。这是我们让我们相信2014年春晚将仍保持“零广告”形式的原因。