{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-c03aa079.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-517835be.css\" media=\"all\" /\u003e\n\u003cdiv data-title='China announces its presence on Times Square' data-url='/boclips/videos/5c54c567d8eafeecae16ff80' data-video-url='/boclips/videos/5c54c567d8eafeecae16ff80' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nChina announces its presence on Times Square\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eAP TelevisionNew York City, USA - August 1, 20111. Tilt down Xinhua electronic sign2. Mid of Xinhua News Agency electronic sign on Times Square, New York3. Pan from people taking pictures to wide of Times Square2. Mid of Xinhua sign...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eAP Television\u003cbr/\u003eNew York City, USA - August 1, 2011\u003cbr/\u003e1. Tilt down Xinhua electronic sign\u003cbr/\u003e2. Mid of Xinhua News Agency electronic sign on Times Square, New York\u003cbr/\u003e3. Pan from people taking pictures to wide of Times Square\u003cbr/\u003e2. Mid of Xinhua sign coming on\u003cbr/\u003eNew York City - July 29, 2011\u003cbr/\u003e5. SOUNDBITE (English) Gary Singer, CEO of Buyology Inc.:\u003cbr/\u003e\"You''re paying a lot of money to be on Times Square, and you''re doing it for reasons beyond just the normal metrics. You''re doing it for the sense of what you impart on people and what Xinhua is going to accomplish with that billboard is people are going to feel them as a powerful brand, not just think of them as a powerful brand.\"\u003cbr/\u003eNew York City - August 1, 2011\u003cbr/\u003e6. Wide of Times Square, New York\u003cbr/\u003e7. Mid of cars driving through Times Square\u003cbr/\u003e8. Pan of Xinhua sign\u003cbr/\u003e9. Tilt up Xinhua sign\u003cbr/\u003e10. Mid of Coca-Cola sign\u003cbr/\u003e11. Pull out of Kodak sign\u003cbr/\u003e12. Mid of Toshiba and TDK signs\u003cbr/\u003e13. Mid of CNN sign\u003cbr/\u003e14. Mid of McDonald''s sign\u003cbr/\u003eNew York City - 29 July 2011\u003cbr/\u003e15. Pull out of Gary Singer walking through Times Square\u003cbr/\u003e16.  SOUNDBITE (English) Gary Singer, CEO of Buyology Inc.:\u003cbr/\u003e\"I think Times Square is the centre of the commercial world and I think what Xinhua is doing is really putting itself on the world stage and putting it in the company of people like Coca-Cola and TDK. And what they''re doing is making their brand feel a lot bigger than it is.\"\u003cbr/\u003eNew York City - 1 August 2011\u003cbr/\u003e17. Pull out from Toshiba sign to wide of Times Square\u003cbr/\u003e18. Wide of Disney sign\u003cbr/\u003e19. Close of Disney sign\u003cbr/\u003e20. Mid of Bank of America sign\u003cbr/\u003e21. Pan of Times Square\u003cbr/\u003e22. Tilt up signs to LG display\u003cbr/\u003eNew York City - 29 July 2011\u003cbr/\u003e23. Mid of Brian Turner walking through office\u003cbr/\u003e24. SOUNDBITE (English) Brian Turner, President of Sherwood Outdoor:\u003cbr/\u003e\"Typically these signs are all long-term commitments. Typically 10-year deals and actually once they secure their sign locations they also typically keep them and they never give them up. In fact Coca-Cola, who is at 2 Times Square, they have been at that actual sign location since 1932.\"\u003cbr/\u003eNew York City - 1 August 2011\u003cbr/\u003e25. Pan from photographer to Xinhua employees watching sign being lit up\u003cbr/\u003e26. Various of Xinhua employees looking up\u003cbr/\u003eNew York City - 29 July 2011\u003cbr/\u003e27. SOUNDBITE (English) Brian Turner, President of Sherwood Outdoor:\u003cbr/\u003e\"We''re the biggest economy in the world and it is a great place for them to increase their business in a very large way. The United States market is largely untapped for them. So we expect actually many more companies to follow Xinhua''s lead.\"\u003cbr/\u003eNew York City - 1 August 2011\u003cbr/\u003e28. Mid of woman taking picture of signs in Times Square\u003cbr/\u003e29. Mid of man taking pictures in Times Square\u003cbr/\u003e30. Pan of Times Square\u003cbr/\u003e31. Mid of Hyundai sign\u003cbr/\u003e32. Wide of Times Square\u003cbr/\u003e33. Close of American flag\u003cbr/\u003eNew York City - 29 July 2011\u003cbr/\u003e34. SOUNDBITE (English) Gary Singer, CEO of Buyology Inc.:\u003cbr/\u003e\"I think that people come to Times Square to feel the vitality of America and feel the vitality of commercialism. And I think that Xinhua is putting itself smack in the centre of that. I think this is a continuation of what China started with the Olympics. They spent a lot more money than they''re spending on this sign to get recognised by the world as a world power, and beyond politics a world commercial power, and this is just a logical next step.\"\u003cbr/\u003eNew York City - 1 August 2011\u003cbr/\u003e35. Pull out of Xinhua sign to wide of Times Square\u003cbr/\u003eChina''s state news agency has joined the world''s biggest brands, with an advertising billboard in New York''s Times Square.\u003cbr/\u003eIn a symbolic move that proclaims China''s new strength, the ad takes its place alongside household names like Coca-Cola and McDonald''s, in the heart of global capitalism.\u003cbr/\u003eThe Chinese have arrived - in a blaze of glory.\u003cbr/\u003eAs America battles to tackle its huge national debt, one of the nation''s biggest creditors is happy to move in and advertise its presence.\u003cbr/\u003eOn any given day, as many as a half a million people walk through Times Square in New York.\u003cbr/\u003eThe constant crowds and iconic location make this one of the most sought after places in the world to advertise.\u003cbr/\u003eNow the billboard for the Chinese state news agency is right above two of the biggest brand names in the world - Coca-Cola and Samsung. \u003cbr/\u003eThis is the electrifying vision of capitalism, at the heart of the world''s biggest economy.\u003cbr/\u003eCompanies from Japan and South Korea have long competed with the biggest U.S. names for attention at the \"Crossroads of the World.\"\u003cbr/\u003eChina''s state news agency, Xinhua Xinhua (PRON: Cheen-hwa) lit up its new billboard on Monday (August 1, 2011), and in doing so, marked the most ambitious marketing move a Chinese company has ever made in that location.\u003cbr/\u003eXinhua has had a presence in the U.S. for years but only recently, with a new 24-hour English news channel and the billboard in Times Square, has the company been aggressively trying to increase its brand recognition.\u003cbr/\u003eGary Singer, a 30-year veteran of the advertising world, says a sign in Times Square is about building a brand, not necessarily moving more product. \u003cbr/\u003eSinger says Xinhua''s bold move into Times Square is about \"making the brand feel a lot bigger than it is.\"\u003cbr/\u003e\"You''re paying a lot of money to be on Times Square and you''re doing it for reasons beyond just the normal metrics. You''re doing it for the sense of what you impart on people and what Xinhua is going to accomplish with that billboard is people are going to feel them as a powerful brand, not just think of them as a powerful brand.\"\u003cbr/\u003eWhile other Chinese companies have had signs around Times Square before, Xinhua''s sign is the first major-impact sign ever leased by a \u003cbr/\u003eChinese company.\u003cbr/\u003eSherwood Outdoor leases out some of the most sought-after ad space in Times Square including the Xinhua sign.\u003cbr/\u003eThe President of Sherwood Outdoor, Brian Turns says the billboard real estate rented out by many of the companies in Times Square is so valuable many of the companies never give up their lease once they get it.\u003cbr/\u003eTurner says Coca-Cola has had the same sign placement for over 70 years:\u003cbr/\u003e\"Typically these signs are all long-term commitments. Typically 10-year deals and once they secure their sign locations they also typically keep them and they never give them up. In fact Coca-Cola, who is at 2 Times Square, they have been at that actual sign location since 1932.\"\u003cbr/\u003eXinhua''s ad space used to be leased by banking giant HSBC - who this week announced it was cutting 30,000 jobs in a global overhaul.\u003cbr/\u003eTurner feels that while Xinhua might be the first Chinese company to utilise some of Times Square''s most sought after real estate, he believes more Chinese companies will soon follow their lead. \u003cbr/\u003eSinger believes while the sign might read Xinhua, it should read \"China.\" This is the world''s fastest growing economy beginning to flex its muscles:\u003cbr/\u003e\"I think that people come to Times Square to feel the vitality of America and feel the vitality of commercialism. And I think that Xinhua is putting itself smack in the centre of that. I think this is a continuation of what China started with the Olympics. They spent a lot more money than they''re spending on this sign to get recognised by the world as a world power, and beyond politics a world commercial power, and this is just a logical next step.\"\u003cbr/\u003eFor the tourists on Times Square it may look like just another billboard, but the message is clear - China is here, and here to stay.\u003cbr/\u003e\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='action-container flex justify-between'\u003e\n\u003cbutton aria-expanded='false' aria-label='Read more description' class='rp-full-description' type='button'\u003e\n\u003ci class='fai fa-solid fa-align-left'\u003e\u003c/i\u003e\n\u003cspan id='read_more'\u003eRead More\u003c/span\u003e\n\u003c/button\u003e\n\u003cdiv class='rp-report'\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='resource-details-heading' class='rp-info-section'\u003e\n\u003ch2 class='title' id='resource-details-heading'\u003eResource Details\u003c/h2\u003e\n\u003cdiv 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