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我国的电视广告业近年来增长迅速,1983-2001年的平均增长率为51.7%。2003年,虽然经历了 SARS 的冲击,中国的电视广告业依然取得了骄人的成绩。据国家工商总局统计,去年我国电视广告营业额达到255.04亿元,较上年增长10.39%。在基数巨大的基础上,这种比例的增长是相当可观的。今年头两个季度,电视广告仍表现较强的增长势头。然而,在这一繁荣景象的背后,巨大的危机已露端倪:互联网广告迅速崛起,开始吞食广告市场份额;个人数码录像机 PVR(Personal
The television advertising industry in our country has been growing rapidly in recent years with an average growth rate of 51.7% in 1983-2001. In 2003, despite the SARS impact, the television advertising industry in China still achieved remarkable success. According to the State Administration for Industry and Commerce, the turnover of television advertising in China hit 25.504 billion yuan last year, an increase of 10.39% over the previous year. On the basis of a huge base, this proportion of growth is considerable. In the first two quarters of this year, television advertising still showed strong growth momentum. However, behind this prosperity, a huge crisis has emerged: the rapid rise of Internet advertising and the gradual devour of advertising market share; the personal digital video recorder PVR (Personal