Money is pouring in. Last week China Central Television(CCTV)announced that it had already booked 12. 7 billion yuan($1.9 billion)of advertising for 2011-16% more than it had sold at this point last year. Total television advertising has grown sevenfold since 2001. It is by far the richest medium: fully of all advertising spending in China this year will be on television, compared with just 28% in Britain. Andrew Carter t firm which i explains that television is well-suited to bringing new products and brands to the attention of China's fast-growing middle class. Rise of the vulgarians viewing% 4 30 Nationally broadcast provincial channels 2007 Aged four years old and over Source: GrOupM f First four months Related topics The box used to be dominated by the state-run CCtv, which is controlled by the Communist Party's publicity department. But despite the launch of new channels-it currently has 15, including one dedicated to opera-CCTV's share of viewing is falling(see chart). Earlier this year t was overtaken by the combined audience of provincial broadcasters like Shanghai Media Group, Hunan TV and Zhe jiang TV, which can each distribute one channel nationally. These provincial outfits, which are less controlled by Beijing, are locked in a fierce, untidy and occasionally underhanded struggle for viewers Not only do many of their shows resemble British and American programmes like“ Pop Idol”and“ The apprentice”. They also rip off each other’s formats. "If a show is successful, clones appear almost instantly, says Rebecca Yang of IPCN, a firm that brokers formats. A few years ago there was an explosion of talent competitions. Then one show offended the State ministration of Radio, Film and Television (SARFT), not least by conducting a huge text-message vote. Channels are now restricted to one such show per year. Judges are discouraged from abusing contestants and voting is restrictedMoney is pouring in. Last week China Central Television (CCTV) announced that it had already booked 12.7 billion yuan ($1.9 billion) of advertising for 2011—16% more than it had sold at this point last year. Total television advertising has grown sevenfold since 2001. It is by far the richest medium: fully 63% of all advertising spending in China this year will be on television, compared with just 28% in Britain. Andrew Carter of GroupM, the media-investment firm which issues these estimates, explains that television is well-suited to bringing new products and brands to the attention of China’s fast-growing middle class. Related topics The box used to be dominated by the state-run CCTV, which is controlled by the Communist Party’s publicity department. But despite the launch of new channels—it currently has 15, including one dedicated to opera—CCTV’s share of viewing is falling (see chart). Earlier this year it was overtaken by the combined audience of provincial broadcasters like Shanghai Media Group, Hunan TV and Zhejiang TV, which can each distribute one channel nationally. These provincial outfits, which are less controlled by Beijing, are locked in a fierce, untidy and occasionally underhanded struggle for viewers. Not only do many of their shows resemble British and American programmes like “Pop Idol” and “The Apprentice”. They also rip off each other’s formats. “If a show is successful, clones appear almost instantly,” says Rebecca Yang of IPCN, a firm that brokers formats. A few years ago there was an explosion of talent competitions. Then one show offended the State Administration of Radio, Film and Television (SARFT), not least by conducting a huge text-message vote. Channels are now restricted to one such show per year. Judges are discouraged from abusing contestants and voting is restricted