- 1. Chinese Broadcasting Media Scene and its Change in the
Context of GlobalizationDr. Hu Zhengrong Professor, Communication
University of China Research Fellow, Harvard University
[email protected], [email protected] October 28, 2005
2.
- Background and Chinese Broadcasting Media Scene
- II. The Issues of Broadcasting Media
- . Discussion as Conclusion
3.
- I. Background and Chinese Broadcasting Media Scene
4.
- A, Media in China are not companies, but government-affiliated
organizations.
- B, Chinese media are stated-owned organizations, but
financially supported by advertising.
- C, Ratings and circulations are the critical factors for all
media in China.
- D, Chinese media are not network-structured.
5.
- The Matrix Muddle (Lieberthal, 2004)
- Vertical structure: Lines (tiao )
- (coordination from center to locality)
- The four-tier media structure.
- Nationwide -- central government
- Province-- provincial government
- City-- municipal government
- County-- county government
6.
- Horizontal structure: Pieces (kuai, )
- (coordination between different sectors)
- Different government organizations are in charge of different
media
7. Communications sector in China StateAdministration of
Radio,Film and TV RadioTV FilmAnimation State Administration Of
Press and Publication Newspaper Magazine Publication Ministryof
Culture Art Entertainment Ministry of Information Industry Telecom.
Wireless service BroadbandStateCouncils Information Office Online
Media Internet 8.
9.
- E, Three stages in the transition of Chinese media
institution
-
- Marketization ( / ): since 1978
-
- advertisingfinancially independent
-
- Gov. subsidies: 10.7% total income (2004)
10.
-
- Conglomeration ( ) since 1995
-
- less efficient allocation of resources and operation
-
- 2004, Total income of entire broadcasting sector:
-
- RMB 82.472 Billion(app. US$ 10 Billion)
11.
-
- Capitalization ( ) since 2003
12. 2, Chinese Broadcasting Media Scene A, The scale of
broadcasting media sector - Radio stations: 282;TV stations: 314
Broadcasting stations: 1913.- Cable households: 116 million 13. -
Radio listeners: 1.22 billion; 94.50% of population TV viewers:
1.23 billion; 95.59% of population - Total income: 82.5 billion RMB
Yuan (2004) (app. $ 10 billion) Advertising income: 41.5 billion
RMB Yuan Radio:0.35 billion RMB Yuan TV:35.1 billion RMB Yuan- Time
Warner: $41.1 billion (2004) 14. B, Digitalization of broadcasting
media - Digital radio and TV pay channels: 145 digitalization by
the end of 2015 - DBS: 2006, 80 channels.- Mobile TV on
vehicles:Beijing, 4000 buses; Shanghai, 6000 buses - IPTV, Mobile
phone TV. 15. C, Structural changes in the context of culture
system reform.Culture System Reform--Decree No. 21. 2003: Public
service sector ( ) Business sector ( ) the core concept is to
categorize media sector according to the level of ideology,
locating public service sector in ideological area while business
sector into the market. 16.
- - production, distribution
- movie/TV drama sports lifestyle, science
- - new media: IPTV, Mobile TV,
17. D, Diversifying financing resources such as being listed at
stock market Beijing Gehua Cable Network, Ltd.E, Lowering market
barriers such as more international and domestic investment
Production/ distribution companies, cinema chains, cable network
digitalization, channel leasing, outsourcing 18. II. The Issues of
Chinese Broadcasting Media 19. A, The current policy and system is
still hindering broadcasting media developmentControl: ideology,
personnel, policy B, the relationship between ownership and
management unchanged client-agency system ? 20.
- C, Structural obstacles in the media transition:
-
- Four-tier media structure/ Media sector structure
-
- Sector / tier / localism protectionism
-
- Difficulties in cross-region & cross-media businesses
21.
- D, Conglomeration has been stymied by its distinct purpose,
means, composition and nature.
-
- Purpose: maximization of control over media for political
function
-
- Means: government administrative push and force
22.
-
- administrator + media outlets
-
- public service unit groups
23. Cases: China Media Group (CMG, ) Dec. 6, 2001June, 2005
Beijing Media Group Division between Media outlets (stations) and
media business companies Beijing radio & TV stations separated
from BMG 24. E, Pressures from globalization coming in and going
out - More international investors local business: production,
channel - CCTV-4 (Chinese): overseas Chinese CCTV-9
(English):Viacom-13000 hotel rooms in the U.S. 25. F, The shortage
of content is becoming a bottleneck for broadcasting sector.
Broadcasting outlets are able to produce Less than70% of the
program needed. 30% need to be got through program exchange. 26. .
Discussion 27. 1, Audience as the public are changing.A,
fragmentation/ diversification - social stratification B, ascending
awareness of civil rights 28.
-
- - Control: legitimacy, stability
-
- - Openness: capacity, competitiveness
29.
-
-
- - To consolidate the legitimacy and leading role of the Party
by strengthening its institutionalized controlideological &
personnel, policy over media.
-
-
- - To develop state-owned mainstream media to obtain the
continual political stability of the Party-state
30.
-
-
- To speed up the pace of commercialization by applying market
mechanism to the development of media capacity and
competitiveness
-
-
- - To provide basic and necessary media services for the public
who are at the low-end of social stratification
31.
- B,De-ideologicalization+Re-ideologicalization
- A problem is that for Chinas media system, the absence of
convincing and new ideology will leave a space for political power
and capital power to erode the public interests and value system
that have already been quite vulnerable.
32.
- C, Ideology: public = propaganda?
- The policy-makers will be likely or not to find the equilibrium
among the politics, the economy and the society?
33.