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It's A ll in the Voice


  Text by Zhang Nan

  The Voice of China was the hands-down mostpopular singing competition on Chinesetelevision in the summer of 2012.

  On July 13, 2012, when the music competitionpremiered on Zhejiang Satellite TV, its viewershiphit an unexpected high of 1.477 percent. Afterwards,the primetime show airing every Friday onlyincreased in popularity. A month later, its viewershiphit 3.302 percent, beating every other show in that timeslot. Its ad prices also soared. “The price of a 15-secondcommercial during Friday prime time on ZhejiangSatellite TV has jumped from 136,000 to 360,000yuan,” reveals Lu Wei, public relations director of TheVoice of China. “And the rate continues surging.”

  Chinese Version of The Voice

  Rebecca Yuancao Yang is the CEO of a leadingmedia distribution company – IPCN. She and her teamfirst sought the right to produce The Voice of China.

  The Voice of China is a Chinese version of TheVoice – the most watched talent competition in the historyof Dutch television. In 2010, when it premiered inHolland, the program drew viewership equal to 18 percentof the country’s total population. Since its inception,The Voice has been secured by broadcasters frommore than 45 countries around the world. In view ofits tremendous market potential, Yang introduced theprogram to China and produces the Chinese versionof The Voice in cooperation with Star China and ZhejiangSatellite TV.

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