MAM
TV ad revenue in China is second largest to Japan in Asia
MUMBAI: The ad revenue in China has been growing at the rate of 12 per cent a year. It reached $ 3.4 billion in 2004. This makes it second to Japan in the Asia Pacific region. The cable and satellite revenue reached $ 2.5 billion.
One of the sessions on the first day of Frames was China: What’s Up in Entertainment. Media Partners Asia executive director Vivek Couto pointed out that C&S revenues refer to basic television. Pay channels are now starting to come in through set top boxes. They could reach one million subscribers by the end of the year.
This is however a very small percentage of the market which consists of 120 million cable homes. National broadcaster CCTV corners a third of that market. The advertising pie is fragmented. For instance the top four companies in the outdoor ad market take 20 per cent of the revenue. A lot of the other operators are mom and pop outfits. CCTV takes up around 30 per cent of the revenue. Couto noted that foreign broadcasters still do not have a level playing field. While China’s distribution infrastructure is superior to India’s the programming lags behind due to government laws.
“Digitising of networks is happening ahead of the 2008 Beijing Olympics. However the uptake of STBs is not as good as it could be. Another area of debate is the revenue sharing between pay broadcasters and MSOs. As is the case in India there is talk about using the telephone to deliver services like broadband.”
Tom Group CEO and executive director Sing Wang said that sports marketing is worth $ 5 billion. This is driven by events that cover a variety of sports. The online and mobile marketing is worth $ 1.9 billion. India could take a chapter from this and not give up on the Internet though the going has not been easy for the likes of Satyam.
The key to growth of the net in India is developing infrastructure. What is helping the Internet in China is that since it is new it is very liberal as far as regulation is concerned. Over the next three years this market could grow to $ 7.5 billion.
On the television front China produces 20,000 hours of programming. Only a quarter of this is aired. Now Chinese companies are looking to expand abroad so that their content reaches a wider audience. There is also some attempt now to make sitcoms that appeal to viewers. On the flip piracy in China is amounting to $2 billion a year.
Wang added that on the film front China has a long way to go in terms of unlocking potential. That is because there are not many multiplexes. 200 Films were made in China last year but the box office is only worth $200 million. Another factor hindering growth is that the government only allows for 20 films to be imported. However things could look up with multiplexes expected to come up in the next three to five years.
As far his company is concerned Wang said that its net profit margin after tax is 26 per cent. That is because it does not spend lots of money advertising. Word of mouth advertising, which is done through parties, meetings has been very effective in helping it get customers. He also feels that the government in China and in India should not be afraid of foreign competition especially in the film sphere. “They have their market. We have ours.”
Also companies like Sony and Time Warner have done joint ventures with local Chinese companies. Whether this will work only time will tell. News Corp is different in that it has also invested in telecom in China.
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
● Easier comparison of policy features
● Direct access to premium details
● The ability to review inclusions and exclusions at your own pace
● Fewer chances of making a rushed decision
● More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
● The scope of cover
● Waiting period terms
● Exclusions
● Room eligibility conditions
● Sub-limits, if any
● Claim-related terms
● Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
● Who can be covered under the plan
● How the sum insured works for the family
● Whether day care procedures are included
● How pre-existing illness rules are explained
● Whether add-ons are optional or built in
● How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
● Treatment-specific limits
● Room rent restrictions
● Co-payment clauses
● Disease-wise waiting periods
● Claim deductions linked to the hospital category
● Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
