馮小剛取代哈文 年春晚能否保持零廣告插播形式

2014 CCTV Spring Festival Gala May Remain the style of “Zero Advertising”

2014年CCTV春晚將保持零廣告插播形式

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".

馮小剛，以爲著名的中國電影導演，取代哈文成爲2014年央視春晚總導演。據說今年春晚將仍保持零廣告插播形式。

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.

馮小剛的加入讓很多人對新春晚的期待大增。人們好奇的是總會把廣告植入轉化成奇異的票房收入的總導演馮小剛會否保持哈文在之前晚會中使用的“零廣告”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，曾指導了2012和2013央視春晚，創造了“零廣告”的春晚新形式。回到三年前，2010年央視春晚創造了廣告植入收入最高的記錄，約6.5億元。在那之後，央視受到暴風一樣的批評指責從而決定在接下來的2011年春晚發起“零廣告”計劃。雖然不是哈文最先提出的“零廣告”提案，但她卻是落實的最好的那一個。在2012年和2013年的春晚上，哈文明確宣佈春晚不會有任何廣告植入。據一些媒體報道，之前三次“零廣告”春晚雖然給大家帶來了“純淨”的晚會卻爲央視帶來了17.5億元損失。

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".

據半島晨報報道，央視廣告部最近同它的VIP廣告商們進行了內部會議，爲即將到來的“黃金時段廣告招標”做準備。廣告部已經籌劃要加入一組在2014年央視春晚開始前播放的廣告。他們強調事先廣告不會被理解爲春晚廣告。“事先廣告是在春晚開始前播放的廣告。每家電視臺都有。我們不能將實現廣告同春晚廣告植入聯繫到一起。”直到目前爲止還沒有廣告植入空間。這是我們讓我們相信2014年春晚將仍保持“零廣告”形式的原因。