Brief introduction of Xiamen mobile TV

Xiamen Mobile TV is an emergency information release platform of Xiamen Municipal Government for public emergencies, which is operated by Xiamen Radio and Television Digital Media Co., Ltd., which is wholly owned by Xiamen Radio and Television Group.

As the outdoor mainstream media with strong credibility in Xiamen, Xiamen Mobile TV can provide timely and accurate news and government affairs information, as well as various entertainment and leisure TV programs for outdoor mobile people. It is broadcast every day for 18 hours, and the main self-managed columns are Robinson Shopping Plaza, City Players, Lanfang.com, Lanfang Search Gathering, Car Billboard, China Film Digital DreamWorks, XM6 Film Group, Mommy School, Ludao Fire Fighting, Today in History, Enjoy Life, Xiamen Welfare Foundation for the Disabled, etc. At the same time, CCTV 1, CCTV News Channel, CCTV 4 Cross-Strait, CCTV 5, Xiamen TV Station, Light Media Entertainment Live, Phoenix TV Chinese Channel Health New Concept, Happy Delivery, etc.

First, the media advantages of Xiamen Mobile TV XM6

(1) Exclusive resources: Exclusive possession of all terminal resources of Xiamen BRT. BRT is an important means of transportation for Xiamen citizens at present. With the opening of new BRT lines, the number of terminals will continue to increase. According to the data provided by Xiamen BRT Operation Company, the daily average passenger flow of BRT is more than 200,000, and the peak passenger flow reaches 287,000. According to the audience survey of Xiamen University Brand and Advertising College, the BRT media attention rate of XM6 is as high as 76.7%.

(2) Full-effect communication: XM6 has five broadcasting platforms: BRT Bus Rapid Transit Broadcasting Platform, Ordinary Bus Broadcasting Platform, Public Service Window Broadcasting Platform, China Mobile 3G Broadcasting Platform and CMMB Mobile Multimedia Broadcasting Platform. The main audience groups include the government, staff of institutions, business managers, business travelers, ordinary citizens, students and other mainstream consumer groups. The total coverage is as high as 2 million person-times per day. High coverage, high arrival rate and low cost provide advertisers with accurate full-effect communication.

(3) There are many terminals: Xiamen mobile TV terminals are widely installed in BRT, buses, government agencies, high-end office buildings, residential buildings, airports, railway stations, docks, banks, hospitals, long-distance buses, private cars, square screens and other major places where Xiamen citizens and tourists travel. By the end of 201111/by the end of the year, XM6 had locked 2,800 broadcast terminals, and the number of mobile TV coverage terminals reached 9,750. It is sought after by many mainstream consumers, with a daily audience of 2 million.

(4) Rich programs: XM6 programs are transmitted through the wireless signal of TV tower, and the programs are updated in time every day. XM6 has the exclusive right to broadcast news all day (06:00 ~ 24:00) 18 hours, as well as financial information, entertainment information, live broadcast of major sports events, weather forecast, self-made columns and other programs of public concern and interest. Wonderful programs and advertisements are interspersed among them, and the advertising effect is better.

(5) Emergency Platform: XM6, as an emergency information release platform of Xiamen Municipal Government, provides timely and accurate government information.

(6) One-stop service: XM6 provides advertisers with one-stop service of advertising creativity, planning and broadcasting, and wins customers with quality service.

(7) Differential communication: XM6 is the king of media in the daytime. The golden viewing time of traditional TV is 3 hours, focusing on "19:00-22:00" at night, while the golden viewing time of XM6 is as long as 5 hours, focusing on "7:00-09:00, 16: 45-66". Compared with traditional TV, XM6 grasps the viewing time during the day, especially the commuting time of residents, and forms a different complementarity and communication with traditional TV, which makes customers' advertising coverage higher and the effect better. The space is closed, the channel is single, and the advertisements are repeatedly exposed, which leads to high ratings of mobile TV and high arrival rate of advertisements;

(8) Strong alliance: 20 10, XM6 and China Television Media, an outdoor TV giant listed on NASDAQ in the United States, joined forces to achieve a win-win situation.

Second, Xiamen mobile TV XM6 media analysis

1, the widest audience: Xiamen mobile TV covers 2 million urban people every day.

2. Forced viewing: the audience is locked in a closed carriage at zero distance, and the visual and sound impact is strong; At the same time, rich programs help passengers kill boring time and promote active viewing, and the advertising effect is good.

3. High-frequency contact brings high arrival rate: bus passengers take the bus at least twice a day on average, and the contact time with mobile TV every day is at least 1 hour. High-frequency advertising can ensure low loss and high arrival of information.

4, advertising effect and cost:

The effect is guaranteed: 32 30-second advertisements are placed every day, 1 week, the GRP is high, and the average arrival frequency is 4+, which can reach most audiences;

The cost performance of media is extremely high: the average advertising cost per thousand people is only110 of local TV stations, which is even lower in cost per rating point, with an average of11/30 of local TV stations.

5. High ratings: All-day peak ratings coincide with commuting hours, and the peak ratings exceed or approach 10%.

Third, Xiamen Mobile TV XM6 audience analysis:

1, the main consumer: the audience is 15-35 years old (white-collar workers, office workers, college students, etc. ). They are the main consumer groups in the city (usually spending more than one month 1500 yuan), pursuing fashion, paying serious attention to advertising content, accepting new things and information easily, and paying great attention to the quality of life. It is the main consumer group of clothing, cosmetics, education and training, home appliances, digital products, leisure and entertainment, health products, food, beverages, affordable housing, family cars, furniture and so on.

2. Make a decision "on the way to purchase": Mobile TV advertisements play an important role in consumers' travel, and it is easy for consumers to make a decision to get off the bus on the road; It will play an important role in promoting direct sales, which is also one of the biggest advantages of mobile TV advertising.

3. Brand loyalty has not yet formed: in the era of market economy, consumers are faced with many products, and it is not easy to form specific brand preferences. Therefore, new products still have a chance to enter the market, and the original products need to be consolidated.

Every day, nearly 2 million people are exposed to mobile TV by high-frequency and powerful mainstream media. It's that simple!