Introduction

Time has flown by; World Expo 2010 Shanghai is almost coming to an end. In the past months, the Expo has dominated each and every media. Warm smiles of the smiling Haibao, is seen everywhere across the city; cabs and buses, various public transports, big or small screens are flooded with World Expo news and information; news and magazines, you will never have difficulties finding news about the event….and along with the rise of social media tools in China, from Sina Weibo to Tianya Mop…one will never have trouble accessing information about the global event. One good example is the” Online Expo Relay Volunteers”, hosted by Tencent Co. Ltd. In just 50 days and under 20100 routes, there is over 6000 million web users have successful applied for ” Online Expo Relay Volunteers”. This number is over 1/6 of the total web user population in China today. The ability to call for such huge number of followers symbolizes the new trend of social media is taking its shift to the main stage.

Media combining newspaper, radio and television’s advantage. Message variety is widely diverse, not only suits all kinds of reads but also is easy to save, copy, search, but most importantly enable users to share across the world. “By 2014, Asia Pacific will replace North America to becoming the largest advertising market in the world.” mentioned in “emarketer” and Starcom in a joint press release,” the global economical meltdown accelerated media advertising revenue to turn to China, India and Brazil.” “emarketer” CEO Geoff Ramsey says “Growth in numbers of media are always quicker than traditional media speed. What we see in England right now is, online advertising is starting to cross the line over to traditional television commercials.” He also mentions that search ads will be a major source of income of the online advertising business which will reach up to 48%, followed by video ads shown in different channels yet video ads is the quickest growing sector in the online advertising business. Enormous demand in the market has pushed Chinese advertising industry to develop in full swing. For instance, the world most prestige and well known media award – Clio Award 2008, Chinese agencies was awarded with 5 silver 2 bronze, and in other major global prizes, Chinese players are starting to be recognized and awarded.

Internet without doubt provided the media with an unlimited platform, yet it also implies the competition has taken to the global level. To many media operators especially small companies, creativity is the key. The exciting thing is Hong Kong and Mainland China has some small companies that are extremely creative, energetic and with character that are working around the clock in the industry displaying their high competitiveness in the intense industry.

Our media prize awards the best media operators and the elites, acknowledging their originality, touching work in the modern art, and encouraging them to persist on bringing us new vision and spirit in their future works.