Document:

exv10w3w1

EXHIBIT 10.3.1

Translation

CERTAIN INFORMATION (INDICATED BY ASTERISKS) IN THIS EXHIBIT

HAS BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES

AND EXCHANGE COMMISSION. CONFIDENTIAL TREATMENT HAS BEEN

REQUESTED WITH RESPECT TO THE OMITTED PORTION.

Shanghai Media Group

Advertising Agency Agreement

Contract No. 2008-B005

Party A: Shanghai Media Group and Advertising Management Center of Shanghai Media Group (“Party A”)

Party B: Shanghai Haobangyang Advertising Co., Ltd. (“Party B”)

Whereas,

This contract indicates to Party A and Party B and both parties explicitly understand and confirm
that:

1. Shanghai Media Group and Advertising Management Center of Shanghai Media Group are together
Party A to this contract. Advertising Management Center of Shanghai Media Group is an entity
authorized by Shanghai Media Group to generally manage and operate placement of its advertisements
and authorized to exercise its rights and fulfill its obligations hereunder;

2. Shanghai Hao Bangyang Advertising Co., Ltd. is Party B to this contract. Party B is an
advertising agent duly formed in the People’s Republic of China and approved to engage in
advertising on media by the relevant industry and commerce administration authority. Party B
warrants that it has the qualification and authority to independently exercise its rights and
perform its obligations hereunder;

3. Both parties are willing to cooperate friendly and explore TV advertising business.

Now therefore, pursuant to the Contract Law of the People’s Republic of China and Advertising Law
of the People’s Republic of China as well as relevant laws and regulations, upon the principles of
integrity, cooperation and mutual-benefit, with respect to the purchase by Party B of the channel
advertising rights of Shanghai Oriental STV, which is run by Shanghai Media Group, the Parties
enter into this contract as follows:

Article 1 Definitions

As used herein, unless otherwise provided in the context, the following words and terms shall have
the following meanings:

1

 

1. Attachment

The Attachment referred to herein means Breakdown of Advertising Agency of Shanghai Oriental STV
Channel for 2008. Both parties have carefully read, sufficiently comprehended and hereby
acknowledge such Attachment.

2. Telecast Mistake

Telecast Mistake referred to herein means any mistake of Party A in telecasting an advertisement of
Party B with respect to version, date or time.

3. Telecast Failure

Telecast Failure referred to herein means the failure to telecast an advertisement ordered by Party
B.

Article 2 Term of Contract

The term of this contract shall commence on 1 January 2008 and end on 31 December 2008.

Article 3 Content of Contract

1. Party A will grant Party B the advertising agency rights on the programs and advertising time
listed in the Attachment in accordance with the terms and conditions agreed hereunder for Party B
to operate advertisements of such channel as an agent.

2. Party A shall telecast advertisements as agreed and may not accept other clients to place any
advertisement to and in abovementioned programs and advertising time during the term of this
contract.

3. The advertising agency rights granted to Party B shall be limited to the programs and
advertising time listed in the Attachment. Party B shall obtain and maintain advertising agent
qualification required by laws, be responsible for solicitation of advertisement clients and
promotion of relevant programs, preparation of all licenses required for telecasting advertisements
and filing for review of advertisement materials, and pay on its own account expenses for
conducting aforementioned work, as well as make payment to Party A on a timely basis.

4. The scope of advertising agency granted to Party B hereunder includes hard advertisements and
plug-in advertisements, but excludes manufacturer advertisements, nominating rights and other
interests on plug-in advertisements deriving from introduced programs and direct sale shopping
programs and other secondary advertisements.

Article 4 Contract Price, Guarantee Deposit and Payment

2

 

1. The contract price for the advertising rights hereunder shall be Renminbi ***** yuan (*****
yuan).

2. Party B shall pay the contract price in the following way:

January 2008: ***** yuan

February 2008: ***** yuan

March 2008: ***** yuan

April 2008: ***** yuan

May 2008: ***** yuan

June 2008: ***** yuan

July 2008: ***** yuan

August 2008: ***** yuan

September 2008: ***** yuan

October 2008: ***** yuan

November 2008: ***** yuan

December 2008: ***** yuan

Note: the date to pay the foregoing amount in each month shall be prior to the 25th day
of such month. The guarantee deposit may and may only be converted into corresponding amounts
payable by Party B for the last two months of the term.

3. Party B shall pay Party A an amount equal to ***** yuan as the guarantee deposit for purchasing
the advertising rights hereunder (“Deposit”) within one week following execution of this contract.
If Party B fails to fully pay the Deposit on a timely basis, Party A shall have the right to
immediately terminate this contract.

4. Party B agrees that Party A may directly deduct from the Deposit the advertisement telecast
fees, penalties, indemnities and other payables. Party B shall make additional payment for the
deducted part within ten days after Party A deducts such amount from the Deposit. If Party B fails
to make such payment on a timely basis, Party A shall have the right to take action as provided in
Section 3 of Article 6 hereof.

5. If Party B fails to pay the contract price, Party A shall have the right to set off the Deposit
against such unpaid contract price. If the Deposit is less than such unpaid contract price, Party
A may request Party B to make additional payment.

Article 5 Rights and Obligations of the Parties

1. Party A shall have the right to conduct relevant qualification review against Party B before
entering into this contract, while Party B shall be obligated to provide relevant materials as
required by relevant rules of the State and responsible for the accuracy of the materials provided.

2. Party A and Party B shall comply with laws and regulations related to telecast of TV

3

 

advertisements. Party A shall endeavor to maintain relative stability of programs and telecast
timetables and completeness of the advertising resources set forth in the Attachment. In special
situations, the parties in cooperation shall resolve such situations through friendly discussion on
a case-by-case basis.

3. During the term of this contract, Party A shall assist with coordination of advertising. The
telecast of any advertisement provided by Party B, in whatever form, shall follow the operation
procedures of Party A. The telecast of any advertisement of Party B that involves background
plates, station sheets and other advertising forms used in a live program or later screen treatment
shall be made to the extent permitted by the program and as approved by the responsible department
of such program and Party A. If Party B contacts directly with a channel or any other party to
place advertisements on such channel, the fees for such advertisements shall be double of the
uniform advertising price for the factual telecast time and shall be paid to Party A in the month
when such advertisements are telecast.

4. Party B shall cooperate with Party A to insert marketing videos regarding the channel and its
programs which have been reviewed by Party A at any time during the advertising period under agency
of Party B.

5. Subject to written consent of Party A, Party B may have discretion to promote, price and manage
the programs under its agency.

6. Party B undertakes not to apply CPRP model in operating contracted programs in 2008 for the
purpose of jointly maintaining stability of price mechanism.

7. If Party A raises certain additional requests with respect to advertising of certain brands,
Party B shall have the obligation to cooperate.

8. Party B warrants to place advertisements on a timely basis at designated time in a designated
session in accordance with the content given to each program by this contract. Otherwise, delayed
advertisements will not be telecast.

9. The marketing team of Oriental STV under supervision of Party A will actively cooperate with
Party B in advertising operation. The specific content and mode will be determined and agreed
separately.

10. Both parties agree that telecast of advertisements for every day or every session shall follow
the program schedule for such day. If Party B fails to provide advertisement schedule or the
telecast time on the schedule provided by Party B is inconsistent with the advertising time granted
by Party A for operation of Party B as agreed for that day or that session, Party B shall be deemed
to have completely used its advertising right for such day or session hereunder.

11. The advertisements to be provided by Party B shall comply with the Advertising Law of the
People’s Republic of China and relevant laws and regulations, without infringement

4

 

on existing
rights of any third party. Party B shall provide Party A with relevant certificates and approvals
issued by competent regulatory agencies. Advertisements related to medical treatment shall be
reviewed by competent administrative authorities of Shanghai. Meanwhile, Party B agrees to
strictly comply with relevant rules of the State Administration of Radio, Film and Television
regarding TV advertising and Advertisement Placement Guides of Party A, otherwise Party A shall
have the right to reject and Party B shall assume all losses incurred thereby. If there is any
political mistake or violation of relevant regulations after telecast of any advertisement, Party B
shall be responsible for all economic and legal liabilities arising thereof. Party A’s review
shall not cause any responsibility on it for the validity and truth of the content and any possible
consequence.

12. Commencing from 1 January 2008, Party B shall provide IMX tapes 10 days prior to the intended
telecast day, otherwise, Party A shall have the right to reject and Party B shall assume all losses
incurred thereby. Party A shall have the right to review the sample tapes provided by Party B with
respect to content, form and technical standard and request Party B to modify the tapes of which
the content and form are not in compliance with laws, regulations and rules and the tapes which
fail to meet technical standards. Party A will have the right to reject to telecast until Party B
has made such modification, and Party B shall assume all losses incurred thereby.

13. The advertisement tapes for telecast shall be consistent with the sample tapes which are
provided by Party B and reviewed by Party A as well as the version set forth in the placement
order. In case of inconsistency, Party B shall assume relevant liabilities arising thereof. Party
B shall apply for a tape number before placing any advertisement. The placement order shall
indicate such number, in addition to version or brand information, and such number shall govern.
If the placement order of Party A does not contain tape number but only brand or version
information, Party A shall have the right to reject and Party B shall assume all losses incurred
thereby.

14. Party B shall obtain consent from Party A, which consent shall be in writing, before it changes
or cancels any advertising orders, and notify Party A with a written chopped document seven
business days prior to the intended telecast date of such advertisement. If Party B notifies Party
A of such change or cancellation four business days prior to the intended telecast date of such
advertisement, Party B shall pay Party A a charge equal to *****% of the amount changed or
cancelled from the original order. Party B may not change or cancel any advertising order within
three business days prior to the telecast date.

15. If Party B has doubt about any advertisement, it shall indicate in writing to Party A within 15
business days after the agreed telecast time of such advertisement and provide written and recorded
video materials issued by a television inspection company mutually recognized by both parties; if
Party B fails to indicate its doubt in writing to Party A within 15 business days after such
advertisement is telecast, such advertisement will be
deemed to have been properly and validly telecast. Party A may, upon request of Party B, provide
telecast proof within thirty days after the telecast time.

16. Party B shall pay the agreed amounts on a timely basis. Party B may not request

5

 

decrease of
the aggregate contract price agreed based on insufficient solicitation of advertisements or any
other reason.

17. If the advertising time resource is not fully used by Party B due to insufficient solicitation
of advertisements or any other reason, the unused part shall be deemed as abandoned by Party B.
Party B may not request to use such unused part in following years or use such unused part to set
off advertising fees for following years.

18. During performance of this advertising agency contract by Party B, any indebtedness or other
dispute arising due to reasons of Party B or its clients, or any lawsuit and dispute arising out of
any advertisement telecasted, shall be resolved by Party B, with relevant liabilities borne by
Party B.

19. During the term of its advertising agency, Party B will inform the organizing party in writing
of any shareholding change, disposal of material asset, litigation and any other material matter or
cooperation in material projects, mortgage, borrowings and any other economic action. If Party B
fails to perform its obligation to inform, Party A will have the right to sue and recourse.

Article 6 Breach of Contract

1. Party B agrees that if it is in breach of section 16 of Article 5 hereunder, it shall promptly
inform Party A and correct such breach on a timely basis, as well as assume all relevant losses,
liabilities, obligations and expenses; in addition, Party A shall have the right to immediately
terminate this contract.

2. After this contract becomes effective, neither party may modify or terminate this contract
without consent. The termination and modification of this contract, subject to applicable law and
provisions hereunder, shall be mutually agreed by both parties which shall enter into a
supplementary agreement separately. The failure to abide with the foregoing provision will
constitute a breach of contract of the relevant party. If Party B terminates this contract, Party
A will not refund the contract price and deposit already paid and shall have the right to require
Party B to indemnify its losses equal to the sum of the unpaid contract price for the rest of the
year.

3. Party B shall make payment in accordance with this contract. In case of any delay in payment by
Party B, Party A shall have the right to suspend telecasting Party B’s advertisements and finally
unilaterally terminate this contract, without refunding the deposit. Furthermore, Party A will
have the right to require Party B to pay to it a delay penalty amounting to *****% of the aggregate
amount in delay for each day until Party B has made such payment. If Party B delays in making any
payment for thirty
consecutive days, in addition to such delay penalty, Party B shall pay Party A an indemnification
penalty amounting to *****% of the unpaid amount.

4. Party B shall assume liability for breach of contract for its breach of section 6 of Article 5
hereof, and Party A will have the right to take the deposit and revaluate the amount under

6

 

this
contract or immediately terminate this contract.

5. Party A shall telecast the advertisements provided by Party B as agreed herein. If there is any
Telecast Mistake or Telecast Failure due to reasons of Party A, such advertisement shall be
re-telecast pursuant to the principle “one mistake, one time re-telecast; one missed, twice
telecast”. The advertisement time for such re-telecast or telecast shall be determined by Party A
in accordance with its program schedules. Notwithstanding the foregoing, if any advertisement
cannot be telecasted or the final telecasted advertisement is inconsistent with the order due to
change of the program or the time of the program which arises out of adjustment of channels and
programs of Shanghai Oriental STV, an order from supervising authorities, machine malfunction or
other reasons, such failure or inconsistency will not be deemed “Telecast Mistake” or “Telecast
Failure”.

Article 7 Independency

1. Either party is an independent contract party to each other and there is no affiliation,
partnership or employment relationship between the parties. Either party as well as its employees
and agents may not or try to operate as a partner, representative or employee of the other party or
explicitly or implicitly make such statement.

2. Without written consent of Party A, Party B may not market itself to others as a sponsorship
partner or program sponsor of Party A. Any use of the name, logo or other marks of Party A or
Shanghai Media Group shall be submitted in writing for review and approval of Party A in advance
and may not be made until so approved.

Article 8 Effect of Contract

1. This contract constitutes the complete agreement between the parties with respect to the subject
matter hereunder and supersedes all preceding oral or written minutes, memoranda, contracts and
agreements and negotiation documents between the parties.

2. Without written consent of Party A, Party B may not assign this contract or any of its rights or
obligations to any third party. Otherwise, such assignment will be deemed as breach of contract.

3. The Breakdown of Advertising Agency of Shanghai Oriental STV Channel, as the Attachment to this
contract, is part of this contract, having the same legal effect as this contract. Any supplement,
deletion or modification to any provision hereof shall be in writing and may not become effective
until executed by duly authorized representatives of both parties. The supplementary or modified
document to this contract shall have the same effect as this contract and supersede corresponding
parts herein.

4. The following documents shall have the same effect as this contract:

(1) Advertising orders;

(2) Latest uniform advertising price list issued by Party A for 2008 (in case of any change,

7

 

the current price list then issued by Party A shall prevail);

(3) Advertisement Placement Guides;

(4) Breakdown of Advertising Agency of Shanghai Oriental STV channel;

(5) List of Oriental STV Advertising Resources contracted by Hao Bangyang; and

(6) Notes to Resource List.

Article 10 Force Majeure

If any party is prevented from continuing implementation of this contract by earthquake, typhoon,
flood, fire, order from Party A’s supervising authorities and change of government policies or any
other force majeure event, this contract shall terminate and neither party may owe liability for
breach of contract to the other party, provided that, the affected party shall promptly inform the
other party after occurrence of such force majeure event for the purpose of discussing follow-on
matters.

Article 11 Resolution of Disputes

After this contract becomes effective, all disputes between the parties during performance shall be
resolved through friendly discussion. The parties agree that any dispute that cannot be resolved
through discussion shall be submitted to the People’s Court corresponding to the location where
this contract is implemented.

Article 12 Effectiveness Provisions

1. This contract is made in Chinese, with four originals, two of which shall be kept by each party
respectively and each original shall have the same legal effect.

2. This contract shall become effective on the date executed and signed, having four originals, two
of which shall be kept by each party respectively.

Party A: Shanghai Media Group and Advertising Management Center of Shanghai Media Group

Legal Representative/Authorized Representative:

Signature: /s/ Shanghai Media Group and Advertising Management Center of Shanghai Media Group

(Seal affixed)

Date: February 4, 2008

8

 

Party B: Shanghai Haobangyang Advertising Co., Ltd.

Legal Representative/Authorized Representative:

Signature: /s/ Shanghai Haobangyang Advertising Co., Ltd.

(Seal affixed)

Date: February 2, 2008

9

 

Appendix I: Advertisement Placement Order

Advertisement Placement Order of Shanghai Wenguang Media Group

Media: Oriental STV

Client: Shanghai Hao Bangyang Advertising Co., Ltd.

	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	Time /	 	 	Ver.	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	Point	 	Telecast
	Program	 	/No.	 	Point	 	Length	 	Mon.	 	1	 	2	 	3	 	4	 	5	 	6	 	7	 	8	 	9	 	10	 	11	 	12	 	13	 	14	 	15	 	16	 	17	 	18	 	19	 	20	 	21	 	22	 	23	 	24	 	25	 	26	 	27	 	28	 	29	 	30	 	Rate	 	Discount	 	Fee	 	Fee
	
	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	
	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	
	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	
	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	
	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	
	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	
	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	
	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	
	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	
	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	
	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	
	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	
	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	Total Price (Renminbi):
	Note:

	 	 	 
	Shanghai Haobangyang Advertising Co., Ltd.

	 	Shanghai Wenguang Media Group
	 
	 	 
	Signature:

	 	Signature:
	Seal:

	 	Seal:
	Address:

	 	          Address:
	Tel:

	 	Tel:
	Date:

	 	          Date:

10

 

Appendix II: Advertisement Rates List of Oriental STV

(effective as of February 1, 2008)

	 	 	 	 	 	 	 	 	 	 	 
	 	 	 	 	 	 	Renminbi: Yuan/Time
	Time	 	Program	 	 	 	5 Seconds	 	15 Seconds	 	30 Seconds
	0700-0900
	 	View on Orient-Break
	 	Mon.-Sun.
	 	4500
	 	9000
	 	15000
	0900-0950
	 	Finance Morning -Break
	 	Mon.-Fri.
	 	5400
	 	10800
	 	18000
	1000-1130
	 	Morning Cinema- P&S Ad.
	 	Mon.-Fri.
	 	5400
	 	10800
	 	18000
	 	Morning Cinema- Break
	 	Mon.-Fri.
	 	6000
	 	12000
	 	20000
	 	Morning Cinema- Ending
	 	Mon.-Fri.
	 	5400
	 	10800
	 	18000
	0830-1200
	 	Weekend Cinema- Break
	 	Sat.-Sun.
	 	6000
	 	12000
	 	20000
	1130-1200
	 	Finance Stop — Break
	 	Mon.-Fri.
	 	6000
	 	12000
	 	20000
	1200-1230
	 	Oriental Noon News- Break
	 	Mon.-Sun.
	 	7500
	 	15000
	 	25000
	1230-1300
	 	True Story- Break
	 	Mon.-Fri.
	 	6000
	 	12000
	 	20000
	1230-1300
	 	Know about them
	 	Sat.
	 	6000
	 	12000
	 	20000
	1230-1300
	 	Kefan Listening
	 	Sun.
	 	6000
	 	12000
	 	20000
	1300-1330
	 	China Businesses
	 	Sat.
	 	6000
	 	12000
	 	20000
	1300-1330
	 	New City (repeated)- Break
	 	Mon.-Fri.
	 	7200
	 	14400
	 	24000
	1330-1530
	 	Weekend Entertainment

(repeated)- Break
	 	Sun.
	 	7200
	 	14400
	 	24000
	1330-1500
	 	Noon Cinema- P&S Ad.
	 	Mon.-Fri.
	 	5400
	 	10800
	 	18000
	 	Noon Cinema- Break
	 	Mon.-Fri.
	 	6000
	 	12000
	 	20000
	 	Noon Cinema- Ending
	 	Mon.-Fri.
	 	5400
	 	10800
	 	18000
	1500-1530
	 	Finance Review- Break
	 	Mon.-Fri.
	 	5400
	 	10800
	 	18000
	1530-1800
	 	Afternoon Cinema- P&S Ad.
	 	Mon.-Fri.
	 	5400
	 	10800
	 	18000
	 	Afternoon Cinema- Break
	 	Mon.-Fri.
	 	6000
	 	12000
	 	20000
	 	Afternoon Cinema- Ending
	 	Mon.-Fri.
	 	5400
	 	10800
	 	18000
	1735-1800
	 	China Police Report- Break
	 	Sat.
	 	13500
	 	27000
	 	45000
	1735-1800
	 	Auto World- Break
	 	Sun.
	 	13500
	 	27000
	 	45000
	1800-1830
	 	Short Show- Break
	 	Mon.-Sun.
	 	13500
	 	27000
	 	45000
	1830-1858
	 	Oriental News- Break
	 	Mon.-Sun.
	 	16500
	 	33000
	 	55000
	1858-1900
	 	before CCTV News
	 	Mon.-Sun.
	 	16500
	 	33000
	 	55000
	1930-1935
	 	before Gold Cinema
	 	Mon.-Sun.
	 	16500
	 	33000
	 	55000
	1935-2100
	 	Gold Cinema- P&S Ad.
	 	Mon.-Fri.
	 	17400
	 	34800
	 	58000
	 	Gold Cinema- Ending
	 	Mon.-Fri.
	 	17400
	 	34800
	 	58000
	2100-2130
	 	Real Story- Break
	 	Mon.-Fri.
	 	17400
	 	34800
	 	58000
	2130-2200
	 	New City- Break
	 	Mon.-Sat.
	 	17400
	 	34800
	 	58000
	1935-2130
	 	Weekend Entertainment- Break
	 	Sat.
	 	26400
	 	52800
	 	88000
	1935-2100
	 	Star Dream/ Unusual Memory
	 	Sun.
	 	24000
	 	48000
	 	80000
	2100-2200
	 	Deep 105- Break
	 	Sun.
	 	19500
	 	39000
	 	65000
	2200-2230
	 	Oriental Evening News- Break
	 	Mon.-Sun.
	 	18000
	 	36000
	 	60000
	2230-2330
	 	Oriental Record- Break
	 	Mon.-Fri.
	 	15000
	 	30000
	 	50000
	2230-2330
	 	Boss Tang- Break
	 	Sat.
	 	16500
	 	33000
	 	55000
	2230-2300
	 	Expo Links- Break
	 	Sun.
	 	15000
	 	30000
	 	50000
	2300-2400
	 	Brain Storm
	 	Sun.
	 	16500
	 	33000
	 	65000
	2330-2400
	 	Short Show (repeated)- Break
	 	Mon.-Sat.
	 	10500
	 	21000
	 	35000
	2400-2430
	 	Sport News- Break
	 	Mon.-Sun.
	 	6000
	 	12000
	 	20000
	2430-2530
	 	Sport Topics- Break
	 	Mon.-Sun.
	 	6000
	 	12000
	 	20000

Notes:

- Additional 20% will be charged for the first or last place; additional 10% for the second or the
second to last place; additional 5% for the third or the third to last place; additional 2% for any
other place required.

- Rates for advertisements with the following length of time will be calculated as follows: rate
for 20-second ads = 80%*rate for 30-second ads; rate for 10-second ads= 45%*rate for 30-second ads;
rate for 5-second ads= 30%*rate for 30-second ads;

11

 

- In January, February, September and December of 2008, all rates for all advertisements at all
times will be increased by 10%.

12

 

SMGA

Advertisement Placement Guides

1. Any advertisement to be placed with our center shall follow the then valid Advertisement Rates
List at the time executing the relevant agreement.

2. Advertisements to be placed with our center shall comply with the Advertising Law and be
supported with the following documents: business license; manufacture permit and trademark
registration certificate. Various approvals shall be presented for advertisements related to
medicines, cosmetic, medical equipment or foods as required by relevant decrees and orders of the
State and such advertisements shall contain such numbers stated on such approvals. Once an
advertisement has been telecast, any legal liability in violation of the Advertising Law shall be
borne by the provider of such advertisement.

3. In principle, the center will review the qualification of advertising agents and will collect
relevant prices and fees prior to advertisements being telecast.

4. If there is any inappropriate content in any advertisement being telecast, the center shall have
the right to require such content to be modified or relevant certificate to be provided. In case
such requirement is not satisfied, the center shall have the right to suspend telecasting.

5. After the advertising time and order has been confirmed, to change the schedule, the client
shall provide a written notice 7 working days in advance. If the client notifies such change with
a four-working-day advance notice, the client shall pay the center a penalty for breach equal to
20% of the price for the advertisement changed or canceled by such notice. No advertisement
placement order may be changed or canceled in three working days prior to the scheduled telecast
date.

6. In case of technical difficulty, equipment failure or unforeseeable program adjustment, the
center shall have the right to adjust the telecast date and time of advertisements without any
liability.

7. The advertisement tapes shall be delivered to the center at least ten days prior to the
scheduled telecast date. In case of delay in telecasting any advertisement due to failure to
deliver the relevant tape on a timely basis, the provider shall bear all costs and liabilities
incurred.

8. The provider shall have a sound supervising system. In case of any doubt concerning telecast of
any advertisement, the provider shall notify the center in writing within fifteen days after the
telecasting date of such advertisement and present a supervisory proof issued by a recognizable
supervising company. If the center confirms existence of any Telecast Mistake or Telecast Failure,
the center will arrange re-telecast for such advertisement pursuant to the principle “one mistake,
one time re-telecast; one missed,
twice telecast”. If the provider fails to notify such doubt within the abovementioned period, the
telecast of such advertisement will be deemed as correct and valid.

9. The right to interpret these guides remains with Advertising Management Center of Shanghai

13

 

Wenguang Media Group.

Advertising Management Center of Shanghai Wenguang Media Group

14

 

Appendix IV

Breakdown of Advertising General Agency of Oriental STV Channel for 2008

(No. 2008-B005)

Shanghai Wenguang Media Group and its Advertising Management Center (Party A) and Shanghai
Haobangyang Advertising Co., Ltd. (Party B) have entered into an advertising agency agreement under
which Party B will act as Party A’s general agent for advertisements on Oriental STV Channel in
2008 (hereinafter referred to as the “Principal Contract”). In witness of such contract, with
respect to breakdowns of advertising time under agency, the parties agree to the following:

I. Party B will have the operation right for the advertising time set forth in the table below in
connection with the current Oriental STV Channel on the execution date of this appendix (within the
term of this agreement): please refer to the 2008 Advertising Resources List of Oriental STV
Contracted to Haobangyang and the Notes to the Resources List.

II. Party A agrees to grant Party B with the advertising agency and operation rights for the
programs and time set forth in the appendix in accordance with the terms and conditions agreed in
the Principal Contract.

III. In case of adjustment of programs, Party A will arrange the advertisements that should be
telecast in the original program to be telecast in the new program, provided that the aggregate
advertising time for the whole day is not affected. In case of adjustment of content of certain
program, the new advertising time under Party B’s agency will be agreed upon by the parties,
provided that the aggregate advertising time each day is not affected.

IV. The advertising time set forth in relevant table attached hereto is temporary. If
advertisements placed by clients increase, upon consent of Party A, Party B may, to an appropriate
extent, increase advertising time, provided that the aggregate length of advertising time under
general agency may not exceed that of 2007.

V. The “hard advertisement” time for all programs under Party B’s agency, such as contributing
sponsorship, denomination and sponsorship, has been included in the aggregate every-day advertising
time and will not be included additionally. Furthermore, the telecast of special advertisements
shall be determined pursuant to the actual telecast times of the relevant programs.

VI. Party B shall be responsible for expenses related to denomination, sponsorship and contributing
sponsorship, as well as preparation of background plates, table cards, product exhibition, table
sheets in the recording rooms and any other special advertisements.

VII. The special advertisements in the programs set forth in the appendix table may not affect
telecast process of the programs. Placement of such special advertisements, including without
limitation, denomination, sponsorship and contributing sponsorship, and background plates, table

15

 

cards, product exhibition and table sheets in the recording rooms shall be subject to written
consent of Oriental STV and the Advertising Management Center.

Party A: Shanghai Wenguang Media Group

              Advertising Management Center of Shanghai Wenguang Media Group

Legal Representative/Authorized Representative:

Signature (Seal): /s/ Shanghai Wenguang Media Group and Advertising Management Center of Shanghai

Wenguang Media Group

Date: February 18, 2008

Party B: Shanghai Haobangyang Advertising Co., Ltd.

Legal Representative/Authorized Representative:

Signature (Seal): /s/ Haobangyang Advertising Co., Ltd.

Date: February 2, 2008

16

 

Appendix V

2008 Advertising Resources List of Oriental STV Contracted to Hao Bangyang

Please refer to the following page for Notes to the Resources List.

17exv10w3w2

EXHIBIT 10.3.2

Translation

CERTAIN INFORMATION (INDICATED BY ASTERISKS) IN THIS EXHIBIT HAS

BEEN OMITTED AND FILED SEPARATELY WITH THE SECURITIES AND

EXCHANGE COMMISSION. CONFIDENTIAL TREATMENT HAS BEEN

REQUESTED WITH RESPECT TO THE OMITTED PORTION.

Shanghai Media Group

2009 Advertisement Agency Agreement

No.: 2009-W014

          Party A: Shanghai Media Group; Shanghai Media Group Advertisement Operation Center (“Party A”)

          Party B: Beijing Shidai Charm Advertising Company Limited (“Party B”)

          WHEREAS:

          Having each been granted the opportunity to read this Contract, Party A and Party B hereby
expressly understand and acknowledge as follows:

          1. Shanghai Media Group and Shanghai Media Group Advertisement Operation Center together
constitute Party A. Shanghai Media Group Advertisement Operation Center is an entity which
centrally manages and operates, under the authorization of Shanghai Media Group, advertisement
placement matters in respect of the media owned by Shanghai Media Group, and which is authorized to
exercise the rights hereunder and perform the obligations hereunder;

          2. Beijing Shidai Charm Advertising Company Limited constitutes Party B. Party B is an
advertisement business entity which is lawfully organized in the People’s Republic of China, has
been duly registered with and approved by the industry and commerce administration, and is
permitted to engage in the business of placing advertisements in the media. Party B warrants that
it has the qualifications and ability to independently exercise its rights hereunder and perform
its obligations hereunder; and

          3. The Parties share the common wish of engaging in friendly cooperation and developing the TV
advertisement business.

          NOW, THEREFORE, in accordance with relevant provisions of the Contract Law of the People’s
Republic of China, the Advertising Law of the People’s Republic of China and other relevant laws
and regulations, based on the principle of honesty and creditworthiness, friendly cooperation and
mutual benefits, Party A and Party B hereby reach the following agreements in respect of the
placement by Party B in 2009 of advertisements on the TV channels owned by Shanghai Media Group:

          Article 1 Definitions

          For the purpose hereof, unless otherwise required by the context, the following words and
expressions shall have the following meanings:

 

2

          1. Contract Price. For the purpose hereof, the term “Contract Price” means the amount to be
paid by Party B to Party A in accordance with Article 4.1 hereof.

          2. Erroneous Broadcasting. For the purpose hereof, the term “Erroneous Broadcasting” means the
broadcasting by Party A of the advertisements of Party B with an error of version, date, time slot,
channel, etc.

          3. Omitted Broadcasting. For the purpose hereof, the term “Omitted Broadcasting” means a
failure to broadcast the advertisement booked by Party B.

          4. Ceased Broadcasting. For the purpose hereof, the term “Ceased Broadcasting” means a
cessation by Party A of advertisement broadcasting due to force majeure or such causes as set out
in Article 6.5 hereof.

          Article 2 Term of Contract

          The term of this Contract shall commence as from January 1, 2009 and expire as of December 31,
2009.

          Article 3 Scope of Contract

          Party B shall purchase from Party A the operational right of developing domestic Direct
Customers on the channel of Dragon TV, as more fully set out below:

          (1) Hard-Sell Advertisement Component

          a total of ***** minutes during 6:00-18:00 each day; and a total of ***** minutes during
18:00-24:30 each day (as more fully set out in the Exhibit hereto)

          (2) Event Sponsorship Marketing Component

          i. Sponsorship Marketing for Large Events. This means sponsorship in the form of naming right,
special broadcasting sponsorship, product endorsement, etc. in relation to variety show programs
(events) which are broadcast on a seasonal basis (as more fully set out in the Exhibit hereto); and

          ii. Sponsorship Marketing for Certain Regular Programs. This means the non-conventional
advertising forms (such as “naming right sponsorship”, “special broadcasting sponsorship”) in
relation to regular programs in the 2009 broadcasting schedule which are permitted by relevant
policies and regulations to run such forms of advertisements (the details of such programs are more
fully set out in the Exhibit hereto).

          (3) Definition of “Direct Customers”.

          “Direct Customers” means advertisers other than those for which a 4A advertising firm has
acted as their agent.

          Article 4 Contract Price, Performance Security Deposit and Method of Payment

          4.1 The Contract Price to be paid by Party B for the purchase of the advertisement operation
right hereunder shall be RMB ***** (*****).

 

3

	 	 	 	 
	 	4.2 Party B shall pay the Contract Price without delay in accordance with the following
schedule:
	 
	 	January, 2009:

	 	RMB*****
	 	February, 2009:

	 	RMB*****
	 	March, 2009:

	 	RMB*****
	 	April, 2009:

	 	RMB*****
	 	May, 2009:

	 	RMB*****
	 	June, 2009:

	 	RMB*****
	 	July, 2009:

	 	RMB*****
	 	August, 2009:

	 	RMB*****
	 	September, 2009:

	 	RMB*****
	 	October, 2009:

	 	RMB*****
	 	November, 2009:

	 	RMB*****
	 	December, 2009:

	 	RMB*****

          NOTE: The payment dates for the above payments shall all fall no later than the
25th day of each month. The performance security deposit to be separately paid by Party
B may be used, and shall only be used, to set off against the relevant amounts of the Contract
Price of the last two months of the term of the contract.

          4.3 Within one week from the execution hereof, Party B shall pay a sum of RMB***** to Party A
as the performance security deposit for its purchase of the advertising operation right hereunder.
If Party B fails to timely pay the full amount of such performance security deposit on a lump-sum
basis, Party A shall have the right to immediately terminate this Contract.

          4.4 Party B agrees that Party A may directly deduct from its performance security deposit the
advertisement broadcasting fee and such liquidated damages, indemnities and any other outstanding
payment as set out in Article 6. Party B shall make up the deducted performance security deposit
within 10 days from such deduction, failing which Party A shall have the right to proceed in
accordance with Article 6.3 hereof.

          4.5 If Party B fails to pay in full the Contract Price, Party A shall have the right to treat
the performance security deposit as the money to set off the unpaid portion of the Contract Price.
Where such performance security deposit is not sufficient to cover such unpaid portion of the
Contract Price, Party A may separately claim the same from Party B.

          Article 5 Rights and Obligations of the Parties

          5.1 Party A shall be entitled to review the relevant qualifications of Party B before the
entry into of this Contract and Party B shall be obligated to truthfully provide relevant documents
to Party A in accordance with relevant requirements of the state and shall be held legally liable
for the truthfulness of such documents.

          5.2 Subject to written consent of Party A, Party B may exercise its rights in accordance with
the principle of “independent promotion, independent pricing and independent

 

4

operation” in the programs in respect of which Party B has the operation right as an agent
hereunder, provided that Party B shall cooperate with the special requests imposed by Party A on
the broadcasting of relevant brand advertisements in light of the requirements of relevant laws,
regulations and policies, the need for public opinion guidance management or the need to stabilize
or safeguard market order.

          5.3 Party B covenants that during the course of the operations conducted by it in 2009 as an
agent hereunder, it shall refrain from applying the CPRP, or cost per rating point method to its
customers and shall safeguard the stability of the pricing system in conjunction with Party A.

          5.4 The Parties shall separately determine, by way of advertisement placement and broadcasting
booking orders, the lengths and positions of the advertisements to be actually placed and
broadcasted during the performance of this Contract. The booking orders of Party B shall in
principle be in the form of an original copy duly signed by the business personnel of Party B and
affixed with the corporate seal of Party B. Party B shall provide the name list of such business
personnel to Party A for its confirmation and recordal. If Party B makes the order by fax, then, in
addition to the signature and sealing as required of the original copy of an order, such faxed copy
shall also clearly set out the fax number and the transmission time. A booking order will become
effective immediately upon confirmation, signature and sealing by the business personnel of Party
A.

          5.5 The Parties agree that the broadcasting of advertisements hereunder during each day or
period shall be based on the program play-out schedule of the day of broadcasting. Where Party B
fails to provide the advertisement schedule, or where Party B provides an advertisement schedule
with advertisement broadcasting times different from the advertising operation time of such day or
period as notified by Party A to Party B in accordance with this Contract, Party B shall be deemed
to have used its advertising operation right in respect of such day or period in full conformity
with this Contract.

          5.6 The advertisements provided by Party B shall comply with the Advertising Law of the
People’s Republic of China and relevant laws and regulations and shall not violate any prior right
of any third party. Party B shall furnish to Party A relevant certificates and approvals issued by
relevant competent authorities. Medical advertisements shall be subject to review and approval by
relevant authorities of Shanghai City. Party B further agrees to strictly abide by relevant
requirements of relevant competent authorities of the state on the placement and broadcasting of
advertisements as well as the Advertisement Placement and Broadcasting Instructions issued by Party
A. Otherwise, Party A shall have the right to decline the broadcasting of such advertisements and
Party B shall bear all losses arising therefrom. Party B shall be responsible for any economic and
legal liabilities resulting from any political mistake or breach of relevant regulations arising
after the broadcasting of any advertisement. Party A shall not be held liable, on account of its
act of review, for the lawfulness and truthfulness of the content of any advertisement or any
consequence arising from such advertisement.

          5.7 Party A shall have the right to review the sample tapes of advertisements in terms of
their content, expressive form, technical standard, etc and to demand Party B to make

 

5

modifications to sample tapes of advertisements which contain contents and expressive forms
that are in violation of applicable laws, regulations and rules or which fail to meet technical
standards. Unless and until such modifications are made, Party A shall have the right to refuse the
broadcasting of the same and Party B shall bear all losses arising therefrom.

          5.8 The advertisement broadcasting tapes and advertisement placement and broadcasting orders
of Party B shall be delivered to Party A ten days before the broadcasting date and Party B shall be
liable for the broadcasting delay arising out of its failure to deliver the same. The advertisement
broadcasting tapes shall be consistent with the sample tapes of advertisement which have been
previously provided to, and approved by, Party A and shall equally be consistent with the version
indicated in the relevant advertising placement and broadcasting order, failing which Party B shall
be responsible for all liabilities arising therefrom. A tape number shall be applied for in
relation to an advertisement before it is broadcasted, and the booking order shall state not only
the relevant version or the relevant brand but shall also state the relevant tape number, which
shall have the overruling effect. If the booking order of Party B contains the brand or version
information only and does not contain the tape number information, Party A shall have the right to
refuse to broadcast the advertisement and Party B shall bear all losses arising therefrom.

          5.9 Any modification or cancellation by Party B of an advertisement order shall be notified by
way of a signed written notice to Party A seven business days before the broadcasting date of the
advertisement and shall obtain written consent of Party A. If such notice is provided to Party A
four business days before the broadcasting date of the advertisement and if Party A grants its
consent, Party B shall pay to Party A a fee equal to *****% of the modified or cancelled portion of
the original order. No advertisement order may be modified or cancelled three business days before
its broadcasting date.

          5.10 Any objection by Party B to the broadcasting of an advertisement shall be made in writing
within 15 business days from the agreed broadcasting time of the advertisement and shall be
accompanied by written and taped broadcasting monitoring documents issued by an authoritative
broadcasting monitoring company acceptable to the Parties. If Party B has not made any written
objection within such 15 business days, the broadcasting of such advertisement shall be deemed
accurate and valid. Party A may at the request of Party B issue a broadcasting completion
certificate within 30 days from the broadcasting date of an advertisement.

          5.11 Party B shall timely make the payments agreed hereunder. Party B shall not demand a
reduction of the agreed total Contract Price on grounds of insufficient advertisement business
development or any other reasons.

          5.12 Party B undertakes to place without delay the advertisements in accordance with the
requirements set out herein within the times and deadlines agreed herein. Party A will not
broadcast any advertisement which has missed such time and deadline.

          5.13 During its performance of the advertising agency contract hereunder, Party B shall be
responsible for resolving, and shall assume relevant liabilities for, any creditor rights,

 

6

debt or other economic disputes arising as a result of reasons attributable to Party B or its
customers, or any suit or dispute arising after the broadcasting of any advertisement.

          5.14 During its conduct of the advertising agency operations hereunder, Party B shall give
Party A a written notice of any of its change in equity interests, material asset disposal,
lawsuits and other material matters, as well as any material project cooperation, mortgage creation
or loan extension and like economic activities in relation to a third party and shall provide
relevant documents together with such notice. Party A reserves the right to pursue Party B for its
failure to comply with this notice obligation.

          Article 6 Breach of Contract Liabilities

          6.1 Party B agrees that it shall immediately notify Party A of any of its breaches of the
foregoing provisions and shall timely take actions to duly remedy the same; and that it shall
solely assume all relevant losses, responsibilities, obligations and expenses and breach of
contract liabilities; and that Party A shall have the right to immediately terminate this Contract.

          6.2 Upon its entry into force, this Contract shall not be unduly modified or terminated by
neither of the Parties. In addition to complying with laws and relevant contractual provisions, any
termination or modification of this Contract shall be subject to the mutual agreement of the
Parties and shall be effected by a separate supplementary agreement to be entered into by the
Parties in accordance with law. Failure to comply with the foregoing sentence shall be deemed a
breach of this Contract. In addition to its right to request the breaching Party to continue to
perform this Contract, the non-breaching Party shall also have the right to demand the breaching
Party to pay liquidated damages equal to *****% of the portion of the Contract Price which remains
to be performed.

          6.3 Party B shall make the payments in accordance with this Contract. Late payment by Party B
shall entitle Party A to cease the broadcasting of Party B’s advertisements and ultimately, to
unilaterally terminate this Contract without a refund of the performance security deposit to Party
B. In addition, Party A shall be entitled to request Party B to pay to it a late payment penalty
equal to *****% of the aggregate sum of late payment for each day of delay until full settlement of
such late payment. If a payment by Party B becomes overdue for more than 30 days, Party B shall, in
addition to the late payment penalty, pay to Party A late payment damages equal to *****% of the
overdue payment.

          6.4 If Party B is breach of Article 5.3 hereof, Party B shall assume breach of contract
liabilities and forfeit the performance security deposit and Party A shall be entitled to
immediately terminate this Contract.

          6.5 Party A shall broadcast Party B’s advertisements in accordance with this Contract. In the
event of an Erroneous Broadcasting or a Omitted Broadcasting, Party A will make up the broadcasting
in accordance with the principle of “One Make-up Broadcasting for One Erroneous Broadcasting; Two
Make-up Broadcastings for One Omitted Broadcasting”, with the make-up broadcasting time slots to be
arranged for by Party A in accordance with the program schedule. However, if, due to a change in
the programs of the various TV channels

 

7

owned by SMG, the order of a superior authority, or a mechanical failure and like reasons, a
program or its broadcasting time or channel has been modified and has thereby made it impossible to
broadcast an advertisement or has thereby resulted in an inconsistency between the actual
broadcasting of the advertisement and its booking order, no breach shall be deemed to have
occurred.

          Article 7 Independent Contractors

          7.1 The Parties hereto are independent contractors and no joint venture, partnership or
employment relationship is created between the Parties. No Party or any of its employees or agents
may conduct, or attempt to conduct, business on behalf of the other Party as a partner,
representative, employee or otherwise or represent itself as such either explicitly or implicitly.

          7.2 Without written consent of Party A, Party B may not carry out external publicity
activities by representing itself as a sponsorship partner or sponsor of the programs of Party A,
nor shall it use the names, logos or other marks of Party A or SMG.

          Article 8 Contractual Effect

          8.1 Without written consent of Party A, Party B may not assign this Contract or any of its
rights and obligations hereunder. Where Party B is found to have made such an assignment without
authorization, Party B shall forfeit the performance security deposit and Party A shall be entitled
to immediately terminate this Contract.

          8.2 The following documents shall have the same legal force as this Contract:

(1) Advertisement placement booking orders;

(2) The last released 2009 standard advertising prices list (in the event of any change, the
standard price/s released by Party A immediately thereupon shall apply);

(3) Advertisement Placement and Broadcasting Instructions;

(4) Details on the 2009 Dragon TV Domestic Direct Customers Development Agency Work;

(5) Hard-Sell Advertisement Resources Table; and

(6) Notes on the Advertising Resources Table.

          Article 9 Force Majeure

          If, due to earthquake, typhoon, flood, fire, the order of a superior authority and other force
majeure events, a Party is prevented from continuing to perform this Contract, the Parties shall
terminate this Contract without liability to each other, provided that the affected Party shall
have timely notified the other Party upon occurrence of the force majeure event.

          Article 10 Dispute Resolution

          Upon effectiveness of this Contract, any dispute arising out of its performance shall be
resolved by the Parties through amicable consultations, failing which, such dispute may be
submitted by the Parties to the People’s Court of the place of performance of this Contract.

 

8

          Article 11 Effectiveness

          11.1 This Contract shall be made in Chinese in four originals, with each of the Parties
holding two copies thereof. Each copy shall have the same legal force.

          11.2 This Contract shall become effective on the date when it is signed and sealed by each of
the Parties.

	 	 	 
	Party A:

	 	Party B:
	Shanghai Media Group;

	 	Beijing Shidai Charm Advertising
	Shanghai Media Group

	 	Company Limited
	Advertisement Operation Center
	 	 
	 
	 	 
	By:

	 	By:
	(Seal)

	 	(Seal)
	 
	 	 
	Date:

	 	Date:

 

9

Exhibit I

Details on the 2009 Dragon TV Domestic Direct Customers Development Agency Work

(No: 2009-W014)

WHEREAS, Shanghai Media Group and Shanghai Media Group Advertising Operation Center (“Party A”) and
Beijing Shidai Charm Advertising Company Limited (“Party B”) have entered into an agency contact
pursuant to which Party B shall represent Party A in the handling of the 2009 Dragon TV domestic
Direct Customers development work (“Main Contract”), Party A and Party B agree as follows as to the
details of the agency work in respect of the advertising time slots covered thereunder:

	1.	 	With respect to the program spaces of Dragon TV as of date of execution of this Exhibit,
Party B shall have the right (during the term hereof ) to operate the advertising time slots
set out in the table hereto (See Dragon TV Advertising Resources Table, as contracted for by
Charm; and the “Notes on the Advertising Resources Table”).
	 
	2.	 	Subject to the terms and conditions of the Main Contract, Party A agrees to grant the
advertising agency operation right in respect of the advertising programs and time slots set
out in the attachment to Party B, which shall carry out, as an agent, the Dragon TV domestic
direct customers development work.
	 
	3.	 	Direct Customers shall mean advertisers other than those for which a 4A advertising company
has acted as their agent. The development and operation right in respect of 4A customers
**************************************************** shall belong to Party B.
	 
	4.	 	In the event of a program adjustment, provided that the total daily advertising volume shall
remain unchanged, the advertising time slots of the original program shall be dealt with
within the framework of the newly-adjusted program. In the event of a change to the program
spaces during the term of the Contract, the new advertising time slots to be made available to
Party B shall be determined by the Parties through consultations, provided that the total
daily advertising volume shall remain unchanged.
	 
	5.	 	The hard-sell advertising (including special naming right sponsorship) time operated by Party
B in all of the programs has been included within the total daily advertising volume and no
extra time will be separately provided for. In addition, the broadcasting of special form
advertisements shall be based on the actual times of broadcasting of the relevant program.
	 
	6.	 	Party B shall pay the expenses for the preparation of special form advertisements for
certain programs of Dragon TV, including the naming right, sponsorship and special
broadcasting sponsorship, studio background board, stage cards, product layout, stage’s
surrounding decoration and other special forms of advertising.
	 
	7.	 	The special form advertisements for the programs set out in the table attached hereto,
including without limitation, the naming right, sponsorship and special broadcasting
sponsorship, studio background board, stage cards, product layout, stage’s surrounding

 

10

	 	 	decoration and like rights and interests, shall not interfere with the broadcasting of the
programs and the implementation of such special form advertisements shall receive prior written
approval of Dragon TV and the Advertising Operation Center.

	 	 	 
	Party A:

	 	Party B:
	Shanghai Media Group;

	 	Beijing Shidai Charm Advertising
	Shanghai Media Group

	 	Company Limited
	Advertisement Operation Center
	 	 
	 
	 	 
	Legal Representative/

	 	Legal Representative/
	Authorized Representative:

	 	Authorized Representative:
	(Signature)

	 	(Signature)
	(Seal)

	 	(Seal)
	 
	 	 
	Date:

	 	Date:

 

11

Exhibit II Hard-Sell Advertising Resources Table

	T/WMon.Tues.Wed.Thurs.Fri.Sat.Sun.W/T778899Endingmusic/songsoftselladEndingmusic
/songsoftsellad10101111121213131414Endingmusic/songsoftselladendingmusic/songso
ftselladEndingmusic/songsoftsellad1515endingmusic/songsoftselladVarietyShow
(Recordedbroadcast)(Middleofshow)(1.5m+1.5m+1.5m+1.5m+1.5m+1.5m+1.5m)
Endingmusic/songsoftsellad16Endingmusic/songsoftsellad161717SpecialReport
(Before;1.5m)CarWorld(Before;1.5m)(Middle;(Middle;1.5m)1.5m)18181919

 

12

	2020212122222323Brainstorming(Middle;3m+3m)YangLanOneonOne
(Middle;3m+3m)00LateNightTheatre(Episode1)LateNightTheatre
(Episode1)1Endingmusic/songsoftsellad1LateNightTheatre(Episode2)
Endingmusic/songsoftselladEndingmusic/songsoftselladLateNightTheatre
(Episode2)2:00-6:002(MaintenanceTime)LateNightTheatre(Episode3)
2Endingmusic/songsoftselladLateNightTheatre(Episode4)LateNightTheatre
(Episode3)33LateNightTheatre(Episode4)LateNightTheatre(Episode5)44LateNight
Theatre(Episode5)LateNightTheatre(Episode6)LateNightTheatre(Episode6)55Late
NightTheatre(Episode7)LateNightTheatre(Episode7)6Endingmusic/songsoftsellad;
16m6LateNightTheatre(Episode8)(insert1*+Endofshow1*)Endingmusic/songsoftselladLate
NightTheatre(Episode8)(Aftersong1.5m+insert1+endshow3m)

 

13

Exhibit III Notes on the Advertising Resources Table

	1.	 	The First Advertising Positions in the hard-sell advertising slots made available to Party B
in the table above shall be possessed by Party B.
	 
	2.	 	In addition to the hard-sell advertising time slots, Party B shall also have soft-sell rights
and interests in respect of part of the externally-produced programs and shall have the right
to operate non-conventional advertising forms, such as “naming right sponsorship” and “joint
sponsorship” , in respect of “Look East”, “ Dragon News”, “Dragon Night News”, “In Depth 105”,
“Extraordinary Memories”, “Ke Fan Listens” “Morning Theatre”, “Afternoon Theatre”, “Weekend
Theatre” and “Golden Theatre”.
	 
	3.	 	Party B shall have the right to operate one “special broadcasting sponsorship (equivalent to
joint sponsorship)” in respect of “Yang Lan One on One” and “Brainstorming”.
	 
	4.	 	Party B shall have the discretionary right to arrange for hard-sell advertising resources to
exploit its soft-sell rights and interests related to “special broadcasting sponsorship”,
including the display of the legend of “special broadcasting sponsored by XXX” and end of show
acknowledgements.
	 
	5.	 	Party B shall have the right to operate sponsorships in the form of naming right, special
broadcasting sponsorship, product endorsement, etc., in respect of the large event programs
“Expo Universelle Gala”, “Ball Party” and “Ideal Couple”.
	 
	6.	 	The Parties will jointly promote the development of novel advertisement-carrying resources on
the basis of the current program space arrangement, with the relevant operation rights and
interests to be separately determined and reasonably allocated by the Parties in accordance
with the basic principles set out in the Contract.

 

14

Dragon TV Channel Advertising Prices List

(Effective as of January 1, 2009)

	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	 	 	 	 	 	 	 	 	RMB Per Run
	Broadcasting Time	 	Name of Program	 	5 Sec.	 	15 Sec.	 	30 Sec.
	Circa 07:10-08:50	 	Look East (Middle)
	 	 	6000	 	 	 	12000	 	 	 	20000	 
	Circa 09:10-11:55	 	Morning Theatre (After beginning of show) (Mondays-Fridays)
	 	 	7500	 	 	 	15000	 	 	 	25000	 
	Circa 09:10-11:55	 	Morning Theatre (Middle of show) (Mondays-Fridays)
	 	 	8400	 	 	 	16800	 	 	 	28000	 
	Circa 09:10-11:55	 	Morning Theatre (Before end of show) (Mondays-Fridays)
	 	 	7500	 	 	 	15000	 	 	 	25000	 
	Circa 08:40-11:50	 	Weekend Theatre (After beginning of show) (Saturdays-Sundays)
	 	 	7800	 	 	 	15600	 	 	 	26000	 
	Circa 08:40-11:50	 	Weekend Theatre (Middle of show) (Saturdays-Sundays)
	 	 	9000	 	 	 	18000	 	 	 	30000	 
	Circa 08:40-11:50	 	Weekend Theatre (Before end of show) (Saturdays-Sundays)
	 	 	7800	 	 	 	15600	 	 	 	26000	 
	Circa 12:00	 	Global News (Before)
	 	 	9000	 	 	 	18000	 	 	 	30000	 
	Circa 12:10-12:15	 	Global News (Middle)
	 	 	10500	 	 	 	21000	 	 	 	35000	 
	Circa 12:40-17:55	 	Afternoon Theater (After beginning of show) (Mondays-Fridays)
	 	 	7500	 	 	 	15000	 	 	 	25000	 
	Circa 12:40-17:55	 	Afternoon Theater (Middle of show) (Mondays-Fridays)
	 	 	8400	 	 	 	16800	 	 	 	28000	 
	Circa 12:40-17:55	 	Afternoon Theatre (Before end of show) (Mondays-Fridays)
	 	 	7500	 	 	 	15000	 	 	 	25000	 
	Circa 12:40	 	Approach Them (Before)(Saturdays)/ Ke Fang Listens (Before) (Sundays)
	 	 	7500	 	 	 	15000	 	 	 	25000	 
	Circa 12:55	 	Approach Them (Middle)(Saturdays)/ Ke Fang Listens (Middle) (Sundays)
	 	 	8400	 	 	 	16800	 	 	 	28000	 
	Circa 13:05-15:25	 	Weekend Theatre (After beginning of show) (Saturdays-Sundays)
	 	 	7800	 	 	 	15600	 	 	 	26000	 
	Circa 13:05-15:25	 	Weekend Theatre (Middle of show) (Saturdays-Sundays)
	 	 	9000	 	 	 	18000	 	 	 	30000	 
	Circa 13:05-15:25	 	Weekend Theatre (Before end of show) (Saturdays-Sundays)
	 	 	7800	 	 	 	15600	 	 	 	26000	 
	Circa 15:20-17:20	 	Variety Show (Recorded broadcast) (Middle) (Saturdays-Sundays)
	 	 	9000	 	 	 	18000	 	 	 	30000	 
	Circa 17:35	 	China Policy Coverage (Before) (Sundays)/ Car World (Before) (Sundays)
	 	 	9000	 	 	 	18000	 	 	 	30000	 
	Circa 18:00	 	True Feelings, True Record (Before)(Mondays-Fridays)/ Entertainment Wujiandao (Before) (Saturdays-Sundays)
	 	 	11400	 	 	 	22800	 	 	 	38000	 
	Circa 18:15	 	True Feelings, True Record (Middle)(Mondays-Fridays)/ Entertainment Wujiandao (Middle) (Saturdays-Sundays)
	 	 	12000	 	 	 	24000	 	 	 	40000	 
	Circa 18:30	 	Dragon News (Before)
	 	 	12000	 	 	 	24000	 	 	 	40000	 
	Circa 18:40-18:50	 	Dragon News (Middle)
	 	 	21000	 	 	 	42000	 	 	 	70000	 
	Circa 19:00	 	Syndicated News Broadcasting (Before)
	 	 	21000	 	 	 	42000	 	 	 	70000	 
	Circa 19:30	 	Syndicated News Broadcasting (After)
	 	 	25200	 	 	 	50400	 	 	 	84000	 
	Circa 19:35	 	Golden Theatre 1 (After beginning of show)
	 	 	25200	 	 	 	50400	 	 	 	84000	 
	Circa 20:25	 	Golden Theatre 1 (Before end of show)
	 	 	28800	 	 	 	57600	 	 	 	96000	 
	Circa 20:35	 	Golden Theatre 2 (After beginning of show) (Mondays-Fridays)
	 	 	35400	 	 	 	70800	 	 	 	118000	 
	Circa 21:00	 	Golden Theatre 2 (Before end of show) (Mondays-Fridays)
	 	 	25200	 	 	 	50400	 	 	 	84000	 
	Circa 21:15	 	Golden Theatre 3 (After beginning of show) (Mondays-Fridays)
	 	 	27000	 	 	 	54000	 	 	 	90000	 
	Circa 21:35	 	Golden Theatre 3 (Middle of show) (Mondays-Fridays)
	 	 	38400	 	 	 	76800	 	 	 	128000	 
	Circa 21:50	 	Golden Theatre 3 (Before end of show) (Mondays-Fridays)
	 	 	32400	 	 	 	64800	 	 	 	108000	 
	Circa 20:30-21:55	 	Changtai Variety Show (Middle) (Saturdays)/Jibo Variety Show (Middle) (Sundays)
	 	 	38400	 	 	 	76800	 	 	 	128000	 
	 	 	Ball Party (National Edition; Season II) (Middle) (Sundays)
	 	 	60000	 	 	 	120000	 	 	 	200000	 
	Circa 22:00	 	Dragon Night News (Before)
	 	 	32400	 	 	 	64800	 	 	 	108000	 
	Circa 22:00-22:25	 	Dragon Night News (Middle)
	 	 	36000	 	 	 	72000	 	 	 	120000	 
	Circa 22:30	 	Weather Forecast (Before)
	 	 	21600	 	 	 	43200	 	 	 	72000	 
	Circa 22:40	 	Dubo Theatre 1 (After beginning of show) (Mondays-Fridays)
	 	 	20400	 	 	 	40800	 	 	 	68000	 
	Circa 23:00	 	Dubo Theatre 1 (Middle of show) (Mondays-Fridays)
	 	 	21000	 	 	 	42000	 	 	 	70000	 
	Circa 23:20	 	Dubo Theatre 1 (Before end of show) (Mondays-Fridays)
	 	 	19500	 	 	 	39000	 	 	 	65000	 
	Circa 23:40	 	Dubo Theatre 2 (After beginning of show) (Mondays-Fridays)
	 	 	15600	 	 	 	31200	 	 	 	52000	 
	Circa 24:00	 	Dubo Theatre 2 (Middle of show) (Mondays-Fridays)
	 	 	16500	 	 	 	33000	 	 	 	55000	 
	Circa 00:20	 	Dubo Theatre 2 (Before end of show) (Mondays-Fridays)
	 	 	15600	 	 	 	31200	 	 	 	52000	 
	Circa 22:35-23:15	 	Extraordinary Memories (Middle) (Saturdays)/In Depth 105 (Middle) (Sundays)
	 	 	19500	 	 	 	39000	 	 	 	65000	 

 

15

	 	 	 	 	 	 	 	 	 	 	 	 	 	 	 
	 	 	 	 	 	 	 	 	RMB Per Run
	Broadcasting Time	 	Name of Program	 	5 Sec.	 	15 Sec.	 	30 Sec.
	Circa 23:30	 	Yang Lan One on One (Before) (Saturdays)/Brainstorming (Before) (Sundays)
	 	 	10800	 	 	 	21600	 	 	 	36000	 
	Circa 23:45-00:10	 	Yang Lan One on One (Middle) (Saturdays)/Brainstorming (Middle) (Sundays)
	 	 	16800	 	 	 	33600	 	 	 	56000	 
	Circa 00:30	 	Late Night Theatre (Before)
	 	 	3600	 	 	 	7200	 	 	 	12000	 
	Circa 00:30-07:00	 	Late Night Theatre (Middle of show)
	 	 	3600	 	 	 	7200	 	 	 	12000	 

Notes:

	 	•	 	Specific designation of the first position or last position is subject to a 20%
surcharge; specific designation of the second position or the penultimate position is
subject to a 10% surcharge; specific designation of the third position or the position
preceding the penultimate position is subject to 15% surcharge; specific designation of all
other positions is subject to a 20% surcharge.
	 
	 	•	 	Prices for advertisements of a non-conventional length shall be calculated as follows:
20 seconds = 30seconds * 80%; 10 seconds =30seconds*40%; 5seconds= 30 seconds * 30%
	 
	 	•	 	For the months of January, September and December of 2009, all advertisement positions
are subject to a surcharge of 10%.

Source: [{"source": "alea-institute/alea-institute/kl3m-data-edgar-agreements/train-00171-of-00352.parquet"}, [{"source": "alea-institute/alea-institute/kl3m-data-edgar-agreements/train-00171-of-00352.parquet"}]]