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CCTV International Broadcasting

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CCTV international broadcasting is a collection of China Central Television (CCTV) channels and programs specifically tailored for a foreign audience. CCTV has 17 channels dedicated to local and foreign content. The channels dedicated to foreign content have a global reach of over 140 foreign countries and an estimated 1.4 billion viewers. CCTV has seven channels dedicated to international broadcasting. These channels broadcast in Spanish, French, English, Russian, and Arabic, As well as Chinese. CCTV has set up regional production centers in America and Africa. The company also partners with foreign correspondent stations tasked with news gathering and content creation.  

Contents

  1. Background
  2. Foreign Production Operations
  3. Strategic partnerships
  4. See also
  5. References

Background

CCTV is a major state-owned broadcast television network and has enjoyed close to no editorial independence [1]. Following funding cuts from the government, CCTV found a growing need to rely on Television advertisements for revenue. This led to the emergence of CCTV-4 channel, which later split in 2007 to CCTV International America, CCTV International Europe, and CCTV International Asia [1].  The rise of CCTV-4 and other international broadcast channels from CCTV was also encouraged by the growing need to Globalize Chinese media and level the playing field against western media. Traditionally, international broadcasting was conducted using shortwave radio—a breakthrough in media technology paved the way for the launch of CCTV-4 in 1992 [2]. In 1997, CCTV-9 was set up as a provisional English-Language channel airing programs speaking English for 17 hours daily [2]. This increased in 2000 when the hours increased to 24, and the channel was renamed to CCTV English. This channel airs news bulletins, programs on sports, science, and art, and also Chinese lessons [3].  

CCTV is a group of central TV programs. For example, there is a program named Central News hookup which introduces the information of policy and achievement every day [3]. Some western media argue that it is brainwashing. However, there are also other programs like Today Asian and Discovery which introduce other countries and cultures in foreigners` opinions. CCTV has more than 50 channels including many foreign Languages shows such as Documentary, Français，Español， العربية‎，and Pусский. CCTV means China's central television, and it is an essential institution of China in spreading news, social education, and information services. CCTV significantly impacts the lives of many Chinese [3]. The most popular program is CCTV's news broadcast, which is starts at 7 p.m. and lasts for half an hour every day. This program reveals a lot of information, such as economy index, national management policy, and foreign policy. There is also another popular program made by CCTV, including sports, finance, and technology channel. Therefore, the number of TV viewers watching CCTV is huge. Many enterprises advertise their commercial information on CCTV, especially with the development and popularization of the internet. China is playing a long game, especially in the current era where BBC World Service budgets and Voice of America are buttered by partisan politics and funding cutbacks [3]. The content of CCTV is defined as the same limitations and ideological directives governing the microblogs, debates, and feature films in the country.

Foreign Production Operations

CCTV has rapidly expanded foreign operations to regions of interest. CCTV has set up two production hubs in America and Africa, namely CCTV America and CCTV Africa [4]. Launched in 2012, CCTV Africa was the first of its kind launched in Africa by CCTV. CCTV Africa has its studios and offices in Nairobi, Kenya [4]. The other regional hub set up by CCTV is in America, CCTV America. This local production office and studios were launched on 6 February 2012, In New York Avenue. The two production centers have ample space to work with and also a significant amount of workforce employed to deliver the day to day tasks. It is still unclear where and when another production center will be launched by CCTV as it looks to broaden its global reach.

China has been achieving an excellent position in many reaches of the world economy. Contemporarily the country is setting its sights on the global information system. In 2000, Xu Guagchun announced a new "going out" initiative that would expand the state broadcasting into western languages [4]. For the past ten years, this idea has been growing into an ambitious plan that would expand the global broadcasting footprint of China. This effort was established to enhance the image of China and convey its viewpoints to the world by taking advantage of the disruptions that mostly affect the Western media markets and state broadcasters. CCTV had developed rapidly since its founding in 1958 when it was a domestic propaganda party outlet. Contemporarily, it produces sophisticated reports concerning global issues such as insecurity, climate change, and economy [4]. The most significant impact of CCTV is in the regions where China directs its international investments. For instance, the Nairobi operations are complementing extensive investments in the infrastructure of Africa. The country also pursues crucial investments in Southern Asia and Latin America.

Strategic partnerships

CCTV has signed strategic partnerships with companies and organizations around the world to enhance its global reach. One recent partnership is the deal between CCTV and APUS Group [5]. The agreement signed between the two companies is aimed at promoting international programs meant for the global audience [5]. This one among many partnerships agreed in the bid to boost international broadcast by CCTV.

CCTV has also been exploring new fields for cooperation with the ASEAN State media. The cooperation came up with cooperation on news service along with the state media from about nine ASEAN countries such as Indonesia, Cambodia, Malaysia, and Laos [5]. Through this, CCTV has been exchanging ideas between journalists as well as with the joint production of TV programs. The exchange of TV programs has enabled them to people to know better about their neighboring countries, which ultimately leads to regional peace and solidarity. Furthermore, this joint partnership has been achieved through cross-border coverage, joint production, and shooting and conducting significant events for everyone [5]. This has created a communication platform between the ASEAN members and the people of China.

See also

References

  1. Wu, D. D., & Ng, P. (2011). Becoming global, remaining local: the discourses of international news reporting by CCTV-4 and Phoenix TV Hong Kong. Critical Arts: South-North Cultural and Media Studies, 25(1), 73-87.
  2. Wu, D. D., & Ng, P. (2011). Becoming global, remaining local: the discourses of international news reporting by CCTV-4 and Phoenix TV Hong Kong. Critical Arts: South-North Cultural and Media Studies, 25(1), 73-87.
  3. Bakshi, A. C. (2011). China's Challenge to International Journalism. SAIS Review of International Affairs, 31(1), 147-151.
  4. Becoming global, remaining local: the discourses of international news reporting by CCTV-4 and Phoenix TV Hong Kong
  5. Fan, X. (2017). CCTV expands global reach with APUS deal - Culture - Chinadaily.com.cn. Chinadaily.com.cn. Retrieved 7 May 2020, from https://www.chinadaily.com.cn/culture/2017-05/15/content_29354325.htm.
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