In 2010, Chinese animation broadcasting system was getting better and animation channels and children’s channels kept deepening self development and accumulated plentiful experience in channel operation. The 34 children’s channels and 5 animation channels in China have become important platforms driving the healthy development of domestic animations. The seven channels of CCTV broadcast about 12 hours’ animations a day. The five specialized animation channels broadcast more than 12 hours’ domestic animations a day on average. More than 300 TV stations in China broadcast domestic animations in fixed time, 3 times as much as the number four years ago. The market effects of ground channels and satellite channels have emerged. Many satellite channels of provincial-level TV stations have opened the column of domestic animations, receiving universal praise from audience. The audience share of animation channels and children’s channels increases year by year. According to China Animation Industry Investment Research Report in 2011, in 2010 the average audience share of Children’s Channel of CCTV was as high as 2.59%, 0.39% higher than the target annual audience share, ranking 7th spot among the satellite channels in China.
Meanwhile, through market operation, Chinese animation channels received good market return. In 2009, the total income of Children’s Channel of CCTV reached 870 million yuan, mainly from advertising. From the first quarter of 2009 till now, Children’s Channel of CCTV occupies above 70% of national children’s market and assumes absolute dominance among the audience aged 4~14, but its advantage is not significant among the further divided audience groups aged 13~15 and aged 16~18.
Income and income growth rate of typical animation (children’s) satellite TV in 2008-2010
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