Advertisers win bargaining edge in Hunan TV split

The break-up took place early this month. Media agencies said the fragmentation was a significant development in China's ongoing drive to consolidate its TV stations. "If anything can be learned it is how to plan for a more intelligent allocation of power and resources, said Zenith China's vice-president of strategic resources, Zoe Tan.

Agencies said advertisers would gain as the three stations compete against each other for viewers. "From a negotiating perspective, this is very good news. It indicates a shift from a state-run-like model to one based on supply and demand, said Simon Woodward, MindShare China's national buying and implementation director.

Emerging from the break-up are a satellite broadcaster; a second group of three channels offering lifestyle and financial programmes; and a third station, with entertainment and sports channels.