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Advertisers in China are shifting ad dollars into digital media, but navigating China's media industry has long been a difficult task due to the size, scope and fragmentation of the market. This week on "Thoughtful China," we analyze the behavior of young Chinese consumers--the "digital generation"--with an academic eye, rather than our usual business focus. Host Kitty Bu interviews Don Schultz, Professor Emeritus at Northwestern University's Medill School and the co-author of "Understanding China's Digital Generation," which will be published later this year.
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Understanding China's Digital Generation

Advertisers in China are shifting ad dollars into digital media, but navigating China's media industry has long been a difficult task due to the size, scope and fragmentation of the market. This week on "Thoughtful China," we analyze the behavior of young Chinese consumers--the "digital generation"--with an academic eye, rather than our usual business focus. Host Kitty Bu interviews Don Schultz, Professor Emeritus at Northwestern University's Medill School and the co-author of "Understanding China's Digital Generation," which will be published later this year.

 

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Thoughtful China was a weekly talk show about creative, media & business affairs in China. The program was produced from 2011 to 2016 and conducted interviews with China's leaders in advertising, brands, digital, marketing and media. More than 180 videos are included in the Thoughtful China series.

By watching the Thoughtful China videos you can learn about trends and issues shaping the world's fastest-growing economy and learn from the country's top advertising, marketing and business executives.

2011 Episodes