TV shopping in China faces trust crisis

Updated: 2008-06-16 14:03

TV shopping programs are viewed as nothing more than gimmicks by Chinese audiences, a report by a leading media research company found.

According to the report which was released on Thursday, 93,000 hours of TV shopping programs was broadcast in the country last year, 82 percent more than in 2006. However. the programs were mostly not aired during primetime slots.

Ratings of TV shopping programs were poor, and, only few advertised goods were bought.

The report says its viewers were mainly middle-aged and senior citizens, most of whom were female. Out of them, 10.53 percent have purchased items advertised in the programs such as household utensils and mobile phones.

More than 80 percent of TV audiences in China deem such programs as fake ads, and said they change the channel soon after seeing them.

TV shopping in China is facing a credibility crisis, said Zheng Weidong, deputy director of CSM Media Research and the producer of the report.

Audiences don't have trust in TV shopping, Zheng said, mainly due to the lack of self-discipline in the trade and also industry regulation.

Unlike TV ads, TV shopping is a network of TV program production, payment system, logistics operation and after service, he said, and only by upgrading the entire network can TV shopping keep developing.


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