Giornate degli Autori 2016 - 3° China Film Forum Venice Days | Bridging the Dragon | Doc/it The Chinese Documentary Market: numbers for authors. 10 minutes speech.

1. THE CHINESE DOCUMENTARY MARKET:
Numbers for authors
Rosario
Di Girolamo
Vivien
Sha

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
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
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
Respondents Interested in Documentary
Channels are:
Outstanding Audience: High Education,
High Income , High Position
Who watch documentary

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. Conclusion
The Spring of Documentary
Policies
Audience
Market
Technical
4 drivers
20

21. THE CHINESE DOCUMENTARY MARKET:
Numbers for authors
Rosario
Di Girolamo
Vivien
Sha
谢谢
Xièxiè