(Photo : 2014 Chinese Central Television Spring Festival Gala Staff)

Feng Xiaogang, a well-known Chinese film director, replaced Ha Wen to be the chief director of 2014 Chinese Central Television Spring Festival Gala. It is learned that the 2014 CCTV Spring Festival Gala may remain "Zero Advertising".

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Feng Xiaogang's participation makes people look forward to watching this brand new Spring Festival Gala. The public is curious about whether Feng Xiaogang, recognized as a director who can turn product placements into amazing box office, will keep the style of "Zero Advertising", which Ha Wen maintained in the previous galas.  

Ha Wen, who directed both 2012 and 2013 CCTV Spring Festival Galas, brought a new style of "Zero Advertising" to the Spring Festival Gala. Back to three years ago, the 2010 CCTV Spring Festival Gala got its highest advertising revenue of about RMB 0.65 billion Yuan. After that, CCTV faced a storm of criticism and decided to carry out a plan of "Zero Advertising" in the following 2011 CCTV Spring Festival Gala. Although it was not Ha Wen who first proposed the style of "Zero Advertising", it was she who best implemented the style. In 2012 and 2013, Ha Wen clearly announced that CCTV Spring Festival Galas would not have any product placements. According to some media, the previous three CCTV Spring Festival Galas, which had no advertising, provided the public with "pure" galas while making CCTV lose about RMB 1.75 billion Yuan.

According to the Peninsula Morning Post, CCTV's Advertisement Department has recently held an inside meeting with its VIP advertisers, preparing for the upcoming "Prime-time Advertising Auction". The department has already promoted an advertising package for 2014 CCTV Spring Festival Gala, which is only designed for the advertising before the Spring Festival Gala. The source emphasized that pre-advertising could not be understood as the advertising for the Spring Festival Gala. "Pre-advertising is before the Spring Festival Gala. Every TV station has pre-advertising. We cannot associate pre-advertising with product placements in the Spring Festival Gala," said the source. No product placement space has been promoted yet so far. There is reason to believe that 2014 CCTV Spring Festival Gala may remain the style of "Zero Advertising".