China Mass Media Reports Second Quarter 2011 Unaudited Financial Results

China Mass Media Reports Second Quarter 2011 Unaudited Financial Results

BEIJING, Aug. 22, 2011 /PRNewswire-Asia-FirstCall/ -- China Mass Media Corp. ("China Mass Media" or the "Company") (NYSE: CMM), a leading television advertising company in China, today announced its unaudited financial results for the second quarter ended June 30, 2011.

Second Quarter 2011 Highlights:

-- Total net revenues were RMB51.7 million (US$8.0 million), a decrease of
9.1% from the second quarter of 2010 and an increase of 1.6% from the
first quarter of 2011.
-- Operating income was RMB14.3 million (US$2.2 million), an increase of
77.2% from RMB8.08 million in the second quarter of 2010 and an increase
of 9.0% from the first quarter of 2011.
-- Net income was RMB11.2 million (US$1.7 million), an increase of 158.6%
from RMB4.3 million in the second quarter of 2010 and an increase of
35.3% from the first quarter of 2011.
-- Net cash outflows from operating activities were RMB12.8million (US$2.0
million), compared to RMB41.2 million net cash inflows in the second
quarter of 2010 and RMB34.8 million net cash inflows in the first
quarter of 2011.

Mr. Shengcheng Wang, Chairman and Chief Executive Officer of China Mass Media, commented, "Our performance largely came within our expectations. Due to the second quarter being a seasonally weak period for the advertising market, there was no significant growth in our business. The weak season had a large influence on the sales and revenues of time slots for our "Daytime Advertising Package" and "Television Guide Package" when compared with previous quarters. At the same time, we did see growth in sales revenues from our "Periodic China News Package" on China Central Television ("CCTV")-4 when compared with the previous quarter, as we acquired new customers. As a result of the foregoing factors, our second quarter revenues from advertising agency services increased marginally from the first quarter."

"Our advertising production and sponsorship services have been showing good momentum. In the second quarter, revenues from advertising production and sponsorship services increased significantly from the previous quarter as well as the second quarter of 2010 as we successfully produced a number of commercials for clients, including Sanyuan Dairy, Yunnan Baiyao and Gonow Auto. We also renewed public service sponsorship contracts with Yunan Hongta Group and Wyeth Pharmaceuticals. As mentioned in our first quarter announcement, as of July 1, 2011, we ceased to be the producer of the "Guang Er Gao Zhi" program due to CCTV programming changes. This will have a negative impact on our top and bottom lines in subsequent periods. For the years ended December 31, 2008, 2009 and 2010 and the six months ended June 30, 2011, revenues from sponsorship services in relation to the 'Guang Er Gao Zhi' program amounted to RMB17.2 million, RMB8.5 million, RMB12.2 million and RMB9.1 million (US$1.4 million) respectively."

"The significant increase in both operating income and net profit for the period was mainly attributable to a refund received in the second quarter of RMB4.1 million on the purchase price of advertisements that failed to be broadcasted by CCTV-4 in 2010. In addition, the Company converted its overseas US dollar deposits into Renminbi, thus avoiding the exchange loss caused by the appreciation of the Renminbi against the US dollar. As a result, both operating income and net profit showed significant growth in the second quarter."

"In addition to advertising, content production has become an important component of our development strategy. At the end of the second quarter, we established a China-based film and TV production company, which recently completed program planning for a new TV program. We are now in discussions with two provincial satellite TV networks for the production and broadcast of the program in exchange for advertising time slots. We are also working on the script of a new TV drama series. We believe providing high quality entertainment programs to provincial satellite TV and local TV stations will create more avenues for acquiring new advertising business. We also expect to generate new revenues from in-program advertisement in our TV programs. We will update our progress in content production over the coming months."

"Our listing application was rejected by the Hong Kong Stock Exchange in July 2011 due to the Company's dependence on CCTV."

"Additionally, because we did not reach an agreement with CCTV-E and CCTV-F over contract pricing from July 1, 2011 to June 30, 2013, we terminated our contract with both channels effective July 1, 2011. As a result, from the third quarter of 2011, total advertising time obtained by the Company will decrease significantly. Since the advertising time sold for CCTV-E and CCTV-F channels was limited in the past, we do not expect our overall revenue and total advertising time sold to be significantly adversely affected. Over the past three years, there were no viewership statistics for these channels, making it difficult for us to promote our sales of advertising time. Revenues related to CCTV-E and CCTV-F was approximately RMB80,000 (US$12,000) in the six months ended June 30, 2011, and approximately RMBnil, RMB5.7 million and RMB0.4 million for each of the years ended December 31, 2008, 2009 and 2010, respectively."

"Net cash outflows for the period were mainly due to the settling of outstanding payables to CCTV in relation to the media fees for the "Daytime Advertising Package" and "Television Guide Package" for the year ended December 31, 2009."

"We are anticipating an upturn in the second half of the year, during which there are several important Chinese holidays and festivals. We plan to work on sourcing new clients and further improving the utilization rate of our media resources during this peak season period. We also plan to conduct more media research in preparation for the upcoming public bidding of CCTV advertising resources in November."

Second Quarter 2011 Financial Results

Revenues

Revenues from advertising agency services were RMB45.7 million (US$7.1 million) in the second quarter of 2011, a decrease of 10.1 % from RMB50.8 million in the second quarter of 2010, and a decrease of 2.2% from RMB46.7 million in the first quarter of 2011. As expected, revenues were affected by a decrease in sales during the advertising industry's traditional low season. In particular, revenues from the Company's "Daytime Advertising Package" and "Television Guide Package" decreased. However, certain new clients advertising through the Company's "Periodic China News Package" on CCTV-4 contributed to a noticeable increase in sales compared with the previous quarter. As a result, total revenues from advertising agency services only decreased slightly from the first quarter of 2011. The decrease in revenues compared with the second quarter of last year was mainly due to the decrease in revenues relating to CCTV-4, as the time slots available for sale decreased from 90 seconds to 60 seconds.

Revenues from production and sponsorship services were RMB9.4 million (US$1.5 million) in the second quarter of 2011, an increase of 6.6% from RMB8.9 million in the second quarter of 2010, and an increase of 31.9% from RMB7.2 million in the first quarter of 2011. The Company's efforts to improve production capabilities and proactively source new clients helped support momentum in the Company's production and sponsorship services business. During the second quarter of 2011, the Company successfully produced a number of commercials for clients such as Sanyuan Dairy, Yunnan Baiyao and Gonow Auto, and also renewed sponsorship of public service advertising from Yunan Hongta Group and Wyeth Pharmaceuticals. Overall, revenues from production and sponsorship services increased on both a year-over-year and quarter-over-quarter basis.

Operating costs and expenses

Cost of revenues was RMB24.5 million (US$3.8 million) in the second quarter of 2011, a decrease of 25.2% from RMB32.7 million in the second quarter of 2010 and a decrease of 9.7% from RMB27.1 million in the first quarter of 2011. The significant decrease in cost of revenues from the second quarter of 2010 was because time slots available on the Company's "Periodic China News Package" on CCTV-4 decreased from 90 seconds to 60 seconds in 2011. Additionally the Company received a RMB4.1 million refund from CCTV on the purchase price relating to the advertisements that were failed to be broadcasted by CCTV-4 in 2010. This refund was used to offset the relevant media costs of the "Periodic China News Package". The decrease in cost of revenues compared with the first quarter of 2011 was mainly due to such refund from CCTV.

Sales and marketing expenses were RMB4.2 million (US$0.7 million) in the second quarter of 2011, an increase of 6.3% from RMB4.0 million in the second quarter of 2010 and a decrease of 5.0% from RMB4.4 million in the first quarter of 2011. The increase compared with the second quarter of 2010 was mainly due to the increase of depreciation and entertainment expenses. The decrease compared with the previous quarter was mainly because of a relative decrease in entertainment expenses and promotion costs.

General and administrative expenses were RMB8.7 million (US$1.3 million) in the second quarter of 2011, a decrease of 28.3% from RMB12.1 million in the second quarter of 2010 and an increase of 39.6% from RMB6.2 million in the first quarter of 2011. The decrease compared with the second quarter of 2010 was mainly due to lower professional service fees. The increase compared with the previous quarter was mainly because of the Company's attempt to list on the Hong Kong Stock Exchange, which led to an additional RMB2.5 million in fees for sponsors, lawyers and auditors.

Operating income, as a result of the foregoing factors, was RMB14.3 million (US$2.2 million) in the second quarter of 2011, an increase of 77.2% from RMB8.1 million in the second quarter of 2010 and an increase of 9.0% from RMB13.1 million in the first quarter of 2011. The Company's operating margin was 14.2%, 25.8% and 27.7% for the quarters ended June 30, 2010, March 31, 2011 and June 30, 2011, respectively.

Other expenses included an exchange loss of RMB0.8 million (US$0.1 million) in the second quarter of 2011. As the Company converted its overseas US dollar deposits to Renminbi deposits, the exchange loss arising from the appreciation of the Renminbi against the US dollar decreased significantly as compared to the exchange loss of RMB1.4 million and RMB2.5 million in the second quarter of 2010 and the first quarter of 2011, respectively.

Income tax expense was RMB5.8 million (US$0.9 million) in the second quarter of 2011, an increase of 55.5% from RMB3.7 million in the second quarter of 2010, and an increase of 18.6% from RMB4.9 million in the first quarter of 2011. The Company's effective tax rate was 46.2%, 37.0% and 34.0% for the quarters ended June 30, 2010, March 31, 2011 and June 30, 2011, respectively. The effective tax rate for the second quarter of 2011 was higher than the PRC statutory tax rate mainly due to approximately RMB1.8 million (US$0.3 million) intermediary service expenses incurred in connection with the Hong Kong Stock Exchange listing application and exchange losses of RMB0.8 million (US$0.1 million) incurred by offshore subsidiaries that were not deductible for PRC tax purposes.

Net income was RMB11.2 million (US$1.7 million) in the second quarter of 2011, an increase of 158.6% from net income of RMB4.3 million in the second quarter of 2010 and an increase of 35.3% from RMB8.3 million in net income in the first quarter of 2011. The Company's net margin was 7.6%, 16.3% and 21.7% for the quarters ended June 30, 2010, March 31, 2011 and June 30, 2011, respectively.

Basic and diluted earnings per ADS for the second quarter of 2011 were RMB0.44 (US$0.07), compared with basic and diluted earnings per ADS of RMB0.17 for the second quarter of 2010 and RMB0.32 for the first quarter of 2011.

Each ADS represents 30 ordinary shares of the Company.

Business Outlook

The Company currently expects to generate total net revenues of between RMB52 million (US$8.1 million) and RMB57 million (US$8.8 million) for the third quarter of 2011, including RMB14 million in revenues from CCTV in relation to special events services provided to CCTV for the 2008 Beijing Olympic Games. The expected range of net revenues represents a potential decrease of up to 5.0% or increase of 4.1% compared with the third quarter of 2010. This forecast reflects the Company's current and preliminary estimate, which is subject to change.

Conference Call

China Mass Media will host a conference call and live webcast at 8:00 a.m. Eastern Time (EDT) on August 22, 2011 (8:00 pm Beijing Time on August 22, 2011).

The dial-in details for the live conference call are as follows:

- U.S. Toll Number: +1 617 847 8706
- U.S. Toll Free Number: +1 800 237 9752
- HK. Toll Free Number: 800 96 3844
-South China Toll Free Number/
China Telecom: 10 800 130 0399
-North China Toll Free Number/
China Telecom: 10 800 152 1490
-South China Toll Free Number/
China Netcom: 10 800 852 1490
Passcode: CMM

A live webcast of the conference call will be available on the investor relations section of the Company's website at: http://www.chinammia.com.

A telephone replay of the call will be available after the conclusion of the conference call. The dial-in details for the replay are as follows:

- U.S. Toll Free Number: +1 888 286 8010
- International dial-in number: +1 617 801 6888
Passcode: 9376 9983

Non-GAAP Disclosure

In addition to the unaudited consolidated financial information presented in accordance with US GAAP, management uses a non-GAAP measure of net income excluding non-cash share-based compensation. Company management believes excluding the share-based compensation expenses from non-GAAP financial measures is useful for the investors' understanding of overall current financial performance. Nevertheless, the limitation of using non-GAAP financial measures excluding share-based compensation expenses is that share-based compensation expenses have been and will continue to be a significant recurring expense in the Company's business.

The presentation of the non-GAAP financial measures is not intended to be considered in isolation or as a substitute for the financial information prepared and presented in accordance with US GAAP. For more information on these non-GAAP financial measures, please see the tables captioned "Reconciliations of unaudited non-GAAP results of operations measures to the nearest comparable GAAP measures" set forth below, which shall be read in conjunction with the preceding financial information presented in accordance with US GAAP.

Safe Harbor Statement

This document contains forward-looking statements within the meaning of Section 21E of the Securities Exchange Act of 1934, as amended, and Section 27A of the Securities Act of 1933, as amended, and the U.S. Private Securities Litigation Reform Act of 1995. These statements include, but are not limited to, statements about the Company's plans, objectives, expectations, strategies, intentions, or other characterizations of future events or circumstances and are generally identified by the words "anticipates", "believes", "could", "estimates", "expects", "intends", "may", "plans", "seeks", "would", and similar expressions.

A number of factors could cause the Company's actual results, performance, achievements or industry results to be materially different from any future results, performance or achievements expressed or implied by these forward-looking statements. Additional information concerning factors that could cause actual results to materially differ from those in the forward-looking statements is contained in the Securities and Exchange Commission filings of the Company. China Mass Media does not undertake any obligation to update any forward-looking statements, except as required under applicable law.

About China Mass Media Corp.

As a leading television advertising company in China, the Company provides a full range of advertising services, including advertising agency services, creative production services, public service announcement sponsorship services, and other value added services. The Company currently offers approximately 42 minutes of advertising time slots per day on CCTV Channels 1, 2, and 4. CCTV is the largest television network in China. The Company has produced over 400 advertisements and has won a number of prestigious awards in China and across the world, including the "Gold World Medal" at The New York Festivals® International Television & Film Awards. For more information, please visit http://www.chinammia.com.

For further information, contact:

China Mass Media Corp.
Julie Sun
Chief Financial Officer
6/F, Tower B, Corporate Square,
35 Finance Street Xicheng District
Beijing, 100033
P. R. China
Phone: +86-10-8809-1050
Email: juliesun@chinammia.com

Christensen
Tip Fleming
Phone: +852-2117-0861
Email: tfleming@christensenir.com

Teal Willingham
Phone: +852-9827-3632
Email: twillingham@christensenir.com

CHINA MASS MEDIA CORP.
UNAUDITED CONDENSED CONSOLIDATED STATEMENTS OF OPERATIONS

THREE MONTHS ENDED,
-------------------
June 30, March 31,
2010 2011
---- ----
RMB RMB

Revenues:
Advertising agency
services 50,786,201 46,699,856
Advertisement production
and sponsorship services 8,857,474 7,157,528
--------- ---------
Total revenue 59,643,675 53,857,384
Less: Business tax (2,757,039) (2,955,722)
---------- ----------

Total net revenues 56,886,636 50,901,662
---------- ----------

Operating costs and
expenses:
Cost of revenues (32,707,715) (27,085,297)
Sales and marketing
expenses (3,972,271) (4,446,447)
General and
administrative expense (12,121,812) (6,225,352)
----------- ----------
Total operating costs and
expenses (48,801,798) (37,757,096)
----------- -----------

Operating income 8,084,838 13,144,566

Interest and investment
income 1,270,016 2,481,784
Other expense, net (1,287,347) (2,443,265)
---------- ----------

Income before tax 8,067,507 13,183,085
Income tax expense (3,724,709) (4,883,735)
---------- ----------
Net income 4,342,798 8,299,350
========= =========

Net income available to
ordinary shareholders 4,342,798 8,299,350
=========

Earnings per ordinary
share, basic 0.006 0.0108
===== ======
Earnings per ordinary
share, diluted 0.006 0.0107
===== ======
Earnings per ADS, basic 0.17 0.3234
======
Earnings per ADS, diluted 0.17 0.3220
======

Shares used in
calculating earnings per
ordinary share, basic 788,012,500 769,992,300
=========== ===========
Shares used in
calculating earnings per
ordinary share, diluted 788,012,500 773,240,405
=========== ===========
Shares used in
calculating earnings per
ADS, basic 26,267,083 25,666,410
========== ==========
Shares used in
calculating earnings per
ADS, diluted 26,267,083 25,774,680
========== ==========

THREE MONTHS ENDED,
-------------------
June 30, June 30,
2011 2011
---- ----
RMB US$

Revenues:
Advertising agency
services 45,663,780 7,064,869
Advertisement production
and sponsorship services 9,440,351 1,460,563
--------- ---------
Total revenue 55,104,131 8,525,432
Less: Business tax (3,406,283) (527,003)
---------- --------

Total net revenues 51,697,848 7,998,429
---------- ---------

Operating costs and
expenses:
Cost of revenues (24,459,536) (3,784,256)
Sales and marketing
expenses (4,222,482) (653,280)
General and
administrative expense (8,689,827) (1,344,446)
---------- ----------
Total operating costs and
expenses (37,371,845) (5,781,982)
----------- ----------

Operating income 14,326,003 2,216,447

Interest and investment
income 3,465,320 536,137
Other expense, net (766,957) (118,660)
-------- --------

Income before tax 17,024,366 2,633,924
Income tax expense (5,792,977) (896,260)
---------- --------
Net income 11,231,389 1,737,664
========== =========

Net income available to
ordinary shareholders 11,231,389 1,737,664

Earnings per ordinary
share, basic 0.0147 0.0023
====== ======
Earnings per ordinary
share, diluted 0.0147 0.0023
====== ======
Earnings per ADS, basic 0.4420 0.0684
Earnings per ADS, diluted 0.4420 0.0684

Shares used in
calculating earnings per
ordinary share, basic 762,320,613 762,320,613
=========== ===========
Shares used in
calculating earnings per
ordinary share, diluted 762,320,613 762,320,613
=========== ===========
Shares used in
calculating earnings per
ADS, basic 25,410,687 25,410,687
========== ==========
Shares used in
calculating earnings per
ADS, diluted 25,410,687 25,410,687
========== ==========

CHINA MASS MEDIA CORP.
UNAUDITED CONDENSED CONSOLIDATED BALANCE SHEETS

December 31, June 30, June 30,
2010 2011 2011
---- ---- ----
RMB RMB US$
Assets
Current assets
Cash and cash
equivalents 544,427,828 121,976,628 18,871,607
Restricted cash 10,000,000 - -
Short-term investments 150,000,000 597,092,152 92,379,075
Notes receivable 5,892,690 1,900,000 293,958
Accounts receivable, net 991,024 8,280,885 1,281,177
Prepaid expenses and
other current assets 41,794,343 55,663,424 8,611,963
Total current assets 753,105,885 784,913,089 121,437,780
----------- ----------- -----------
Non-current assets
Property and equipment,
net 58,602,500 58,632,469 9,071,318
Total non-current assets 58,602,500 58,632,469 9,071,318
---------- ---------- ---------
Total assets 811,708,385 843,545,558 130,509,098
=========== =========== ===========

Liabilities and
Shareholders' Equity
Current liabilities:
Accounts payable 156,494,604 190,867,984 29,530,128
Customer advances 39,311,493 33,473,972 5,178,923
Accrued expenses and
other current
liabilities 23,848,004 23,513,610 3,637,907
Taxes payable 30,194,919 28,511,234 4,411,114
Amount due to related
parties 53,237,048 45,241,900 6,999,598
Total current
liabilities 303,086,068 321,608,700 49,757,670
----------- ----------- ----------
Total Liabilities 303,086,068 321,608,700 49,757,670
----------- ----------- ----------

Shareholders' equity
Ordinary shares ($0.001
par value;
3,000,000,000 5,381,321 5,233,608 809,717
shares authorized;
788,332,360 shares
issued and
outstanding as of
December 31, 2010;
765,665,020
shares issued and
outstanding as of June
30, 2011)
Additional paid-in
capital 361,736,018 347,854,197 53,818,240
Statutory reserves 25,000,000 25,000,000 3,867,873
Other comprehensive
income - 820,985 127,019
Retained earnings 126,034,102 145,564,841 22,521,055
Repurchased shares to be
cancelled, at cost
(13,860,000 (9,529,124) (2,536,773) (392,476)
ordinary shares as of
December 31, 2010 ---------- ---------- --------
and 6,705,000 ordinary
shares as of June 30,
2011)
Total Shareholders'
Equity 508,622,317 521,936,858 80,751,428
----------- ----------- ----------

Total Liabilities and
Shareholders' Equity 811,708,385 843,545,558 130,509,098
=========== =========== ===========

CHINA MASS MEDIA CORP.
UNAUDITED CONDENSED CONSOLIDATED STATEMENTS OF CASH FLOWS

THREE MONTHS ENDED
------------------
June 30, March 31,
2010 2011
---- ----
RMB RMB

Cash flows from operating
activities:
Net income 4,342,798 8,299,351
Adjustments to reconcile net
income to net cash provided
by (used in) operating
activities
Depreciation expense 741,029 1,000,185
Investment income (900,712) (2,102,411)
Exchange loss 1,406,128 2,485,718
Share-based compensation 557,720 361,253
Disposal of property and
equipment - (46,406)
Changes in assets and
liabilities:
Notes receivable 4,264,739 (2,733,405)
Accounts receivable, net (445,813) (4,101,852)
Prepaid expense and other
current assets 7,145,623 (6,298,388)
Accounts payable 23,584,679 44,151,860
Customer advances (2,899,658) 16,524
Accrued expenses and other
current liabilities 3,774,216 (2,902,731)
Taxes payable (266,311) (3,379,180)
Amount due to related parties (123,360) -
-------- ---
Net cash provided by (used in)
operating activities 41,181,078 34,750,518
---------- ----------

Cash flows from investing
activities:
Net proceeds from redemption /
(purchase) of short-term
investments 100,000,000 (250,000,000)
Decrease in restricted cash - -
Purchase of property and
equipment (13,358) (1,752,423)
Proceeds from disposal of
property and equipment - -
Gain on sales of investment 1,049,616 2,218,027
--------- ---------
Net cash provided by /(used
in) investing activities 101,036,258 (249,534,396)
----------- ------------

Cash flows from financing
activities: - (5,895,960)
Repurchase stocks on open
market
Proceeds from exercise of
share options - 687,751
Net cash used in financing
activities - (5,208,209)
--- ----------
Effect of foreign currency
exchange (1,406,128) (2,484,064)
---------- ----------
Net increase /(decrease) in
cash and cash equivalents 140,811,208 (222,476,151)
----------- ------------
Cash and cash equivalents at
beginning of the period 402,859,480 544,427,828
=========== ===========
Cash and cash equivalents at
end of the period 543,670,688 321,951,677
=========== ===========

THREE MONTHS ENDED
------------------
June 30, June 30,
2011 2011
---- ----
RMB US$

Cash flows from operating
activities:
Net income 11,231,389 1,737,664
Adjustments to reconcile net
income to net cash provided
by (used in) operating
activities
Depreciation expense 1,038,622 160,690
Investment income (2,306,877) (356,908)
Exchange loss 784,999 121,451
Share-based compensation 627,576 97,095
Disposal of property and
equipment (7,359) (1,139)
Changes in assets and
liabilities:
Notes receivable 6,726,095 1,040,627
Accounts receivable, net (3,188,009) (493,233)
Prepaid expense and other
current assets (4,883,765) (755,591)
Accounts payable (9,778,480) (1,512,877)
Customer advances (5,854,045) (905,708)
Accrued expenses and other
current liabilities 2,301,925 356,143
Taxes payable (1,516,820) (234,675)
Amount due to related parties (7,995,148) (1,236,969)
---------- ----------
Net cash provided by (used in)
operating activities (12,819,897) (1,983,430)
----------- ----------

Cash flows from investing
activities:
Net proceeds from redemption /
(purchase) of short-term
investments (196,469,251) (30,396,728)
Decrease in restricted cash 10,000,000 1,547,149
Purchase of property and
equipment (409,384) (63,338)
Proceeds from disposal of
property and equipment 146,796 22,712
Gain on sales of investment 2,570,987 397,770
--------- -------
Net cash provided by /(used
in) investing activities (184,160,852) (28,492,435)
------------ -----------

Cash flows from financing
activities: (2,673,929) (413,697)
Repurchase stocks on open
market
Proceeds from exercise of
share options - -
Net cash used in financing
activities (2,673,929) (413,697)
---------- --------
Effect of foreign currency
exchange (320,371) (49,566)
-------- -------
Net increase /(decrease) in
cash and cash equivalents (199,975,049) (30,939,128)
------------ -----------
Cash and cash equivalents at
beginning of the period 321,951,677 49,810,734
=========== ==========
Cash and cash equivalents at
end of the period 121,976,628 18,871,606
=========== ==========

CHINA MASS MEDIA CORP.
SELECTED OPERATING DATA

THREE MONTHS ENDED
------------------
June 30, March 31, June 30,
2010 2011 2011

Number of programs secured during
the period 35 35 35
Total advertising time obtained
(seconds) 2,621,970 2,552,220 2,580,630(1)
Total advertising time sold
(seconds) 133,695 127,745 148,330(2)

(1) Represents the total amount of time during regular television
programs secured through our contracts with CCTV, including 221,910
seconds from CCTV-1, CCTV-2 and CCTV-4 and 2,358,720 seconds from
CCTV-E and CCTV-F.

(2) During the three-month periods ended June 30, 2010, March 31,
2011 and June 30, 2011, the company has sold 9,630 seconds and
11,880 seconds and 21,000 seconds of advertisements in CCTV-E and
CCTV-F.

RECONCILIATIONS OF UNAUDITED NON-GAAP RESULTS OF OPERATIONS MEASURES
TOTHE NEAREST COMPARABLE GAAP MEASURES (*)

THREE MONTHS ENDED JUNE 30,
2010
----------------------------
GAAP
Results Adjustment NON-GAAP
Result
RMB RMB RMB

Operating
income 8,084,838 557,720 8,642,558

Net income 4,342,798 557,720 4,900,518

THREE MONTHS ENDED JUNE 30, 2011
--------------------------------
GAAP Result Adjustment NON-GAAP
Result
RMB RMB RMB

Operating
income 17,024,366 627,576 17,651,942

Net income 11,231,389 627,576 11,858,965

(*)The adjustment is for share-based compensation expenses and has
no tax effect as the Cayman Islands, where the Company was
incorporated, currently does not levy taxes on individuals or
corporations based upon profits, income, gains or appreciation.

Non-GAAP Disclosure

In addition to the unaudited consolidated financial information presented in accordance with US GAAP, management uses a non-GAAP measure of net income excluding non-cash share-based compensation. Company management believes excluding the share-based compensation expenses from non-GAAP financial measures is useful for the investors' understanding of overall current financial performance. Nevertheless, the limitation of using non-GAAP financial measures excluding share-based compensation expenses is that share-based compensation expenses have been and will continue to be a significant recurring expense in the Company's business.

The presentation of the non-GAAP financial measures is not intended to be considered in isolation or as a substitute for the financial information prepared and presented in accordance with US GAAP. For more information on these non-GAAP financial measures, please see the tables captioned "Reconciliations of unaudited non-GAAP results of operations measures to the nearest comparable GAAP measures" set forth above, which shall be read in conjunction with the preceding financial information presented in accordance with US GAAP.

SOURCE China Mass Media Corp.

China Mass Media Corp.

Web Site: http://www.chinammia.com

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