QJY Announces Its First Attempt to Produce a Large-Scale Variety Show with Sponsorship of up to RMB 5 Million Acquired

QJY Announces Its First Attempt to Produce a Large-Scale Variety Show with Sponsorship of up to RMB 5 Million Acquired

HONG KONG, Aug. 14 /Xinhua-PRNewswire/ -- Qin Jia Yuan Media Services Company Limited (HKEx: 2366, hereinafter referred to as the "Group" or "QJY") announces that out of the eight Mainland TV channels, for which the Group has acquired exclusive advertising agency rights, seven channels have commenced operation since April 2008. These include the Drama Channel of Hubei TV Station, the Entertainment Channel of Chongqing TV Station, the Red Classic Channel of Jiangxi TV Station, the City Channel of Hebei TV Station, the News & General Channel of Shanxi TV Station, the Satellite Channel of Southern TV Station (Guangdong) and the Education & Culture Channel of China Yellow River TV Station ("those TV channels"). Apart from the exclusive advertising agency rights, the Group also works with those TV channels on the TV content and exchanges ideas with them, jointly planning high quality TV programming other than TV drama series. Following desirable audience ratings and market recognition of a game show planned by the Group and jointly broadcast on three TV channels during the Chinese Spring Festival, and four documentary series released recently about the Sichuan Earthquake, the Group announces the first attempt of those TV channels to jointly produce a large scale variety show, China Enthusiastic--Greetings to 2009 ("the TV show"). The TV show will be shot at the end of 2008 and will debut on those TV channels in January 2009. Moreover, the TV show will be distributed nationwide and worldwide, with coverage in mainland China, the US, Canada, Europe, Hong Kong, Macao, Taiwan, Australia, Vietnam, India, Korea, Mexico, the West Indies and South America, among others.

Dr Anita Leung Fung Yee ("Dr. Leung"), CEO of QJY, says, "It is unusual for those TV channels to work together in TV program production. Being a TV channel advertising agency platform affords the Group advantages in teaming up with our strategic partners to plan and produce a TV branded program. With their innovations, experience and efforts, a solid foundation for the production of high quality variety shows will be laid, and a favorable distribution network will be provided due to their good relationship with the market. China Enthusiastic-Greetings to 2009 is a variety show series that features major events of the year in mainland China with singing, dancing and other entertainment. With the 60th anniversary of the foundation of the People's Republic of China falling in 2009, the TV show will offer a snapshot of China's development over the last 59 years"

QJY also announces the sale of the exclusive sponsorship agency rights of the TV show to Yun Cheng Xin Da International Advertising Company Limited ("Yun Cheng Xin Da"). This is the first time QJY contracts individual exclusive sponsorship agency rights of those TV channels to local advertising agents, with the expectation of enhancing sales abilities of the QJY TV channel advertising agency platform. The sponsorship fee involved is up to RMB 5 million RMB5,000,000.00 , which includes commercial airtime offered to sponsors by those TV channels during the TV show and the title rights of the TV show. The sponsorship fee will be credited to the account of the first half of 2009.

Dr. Leung continues that QJY has made a breakthrough in advertising packaging for this sponsorship. QJY not only offers the sponsorship agent full liberty to assign the wholly-owned title rights of the show and the commercial airtime on those eight TV channels during the show, but also provides a variety of PR events held in the major cities assigned by the sponsors and product placements in the show for the sponsors. These can help promotion for the sponsors. For now, branded enterprises are no longer content with traditional advertising placements, but more prefer all-new and all-round advertising placements and sponsorships. Yun Cheng Xin Da is a well- established advertising and sponsorship agency on the mainland. It has worked with QJY for years in procuring clients as sponsors for large-scale events held in mainland China, such as modeling competitions. The brands Yun Cheng Xin Da has been advertising and sponsorship agents for well-known menswear, cell phones, drinks, household commodities, wines and construction materials on the mainland.

Dr. Leung indicates that the fierce competition between local and international brands in the domestic market has created a lot of opportunities for media to tap more revenue. It has also helped the media to further develop their sponsorship business. QJY will definitely put in more effort to consolidate their advertising resources to make them more versatile, interactive and effective, therefore achieving better financial results.

Dr. Leung reveals that since the sponsorship deal has been signed, the production budget can be cautiously increased in order to ensure the program quality. Therefore, those TV channels are planning to apply for permission to hold and shoot the TV show in the Hong Kong Convention and Exhibition Center. If the application is accepted, the TV show being shot outside mainland China will be more appealing to sponsors and the audience. QJY will arrange for the show to be held and shot overseas once a year, and in 2009 the show will likely be held and shot in Macao in order to mark the 10th anniversary of Macao's handover to China.

Media contacts:

Trimaran Corporate Communications

Canny Liu
Tel: +852-3101-4684
Email: canny@trimaran.com.hk

Amy Wu
Tel: +852-3101-4682
Email: amy@trimaran.com.hk

Source: Qin Jia Yuan Media Services Company Limited

CONTACT: Canny Liu, +852-3101-4684, canny@trimaran.com.hk; Amy Wu, +852-
3101-4682, amy@trimaran.com.hk, both of Trimaran Corporate Communications for
Qin Jia Yuan Media Services Company Limited

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