Consumer China

Enlight media – going local

  • Published 15 Dec 2011

The television programme producer is driving advertising sales by tapping local channels with a wider reach.

The TV entertainment show producer, Enlight Media (300251:SZ), has seen fast growth in its advertising segment helped by targeting regional TV channels and stations. Margins have also been improving thanks to better cost control and an improved product mix. The company plans to spend some of the Rmb1.38bn ($217m, £139m, €164m) in proceeds from its August Shenzhen listing moving further into TV series brokering and film production. Although the latter segment remains fiercely competitive, it may help offset some of the risks arising from greater government control over TV entertainment shows. We expect the company to realise around 30% YoY revenue growth in 2011.

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