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| Peter Tan Principal consultant China Insights |
Malcolm Hanlon CEO China Zenith Media |
Dr Judith Clarke Associate professor HK Baptist University |
Scott Kronick President Ogilvy PR Worldwide, China |
YES |
YES |
NO |
YES |
| "The timing is right for China to expand its influence globally. It's time for China to stand out as a global media player, especially after the success of the Olympics and with Expo 2010 coming up. Advertisers will be looking for two things: audience and content. With the audience, it's the number that matters to most media planners and buyers. Advertisers' media budget allocations are still very much driven by the audience size. Apart from the number, the quality and type of the audience these new players will attract will play a key role. In terms of content, independence and a clear positioning will play a key role in attracting advertising from multinationals. Being able to have a view from an Asian perspective is very much welcome. At present, the global news is mainly reported from one region's perspective. ” |
“This is an excellent initiative and important for China to tell its positive story to the world. Not only is the world fascinated by 'brand China' but there are millions of Chinese people living outside China who would also benefit from such a service. However, they need to improve their current offerings which have a domestic rather than global on-air look and feel. They should seek advice, input or even employ global experts who could help develop a far higher-quality global media product. This would need a mindset change, as Chinese Government-run state media is basically closed to foreign involvement or influence. One of the reasons Al Jazeera has been a big success is that it poached a lot of production experts and even some on-air presenters from the BBC and CNN. It was very open to global best practice. To build global media brands, China's media leaders must be open and look for support from the global media industry and not just expect to deliver a home-grown media product to the world stage. If they do this, they have a big chance of success.” |
"Chinese officials' coercive attitude to media control, which has continued even after the commercialisation of news production and the spread of the internet, gives them a bad press both at home and overseas. Their problem has been how to move on without letting go, and a light bulb must have lit up six years ago when they saw the US and UK governments put out in their 'free' media the false story that Saddam Hussein held weapons of mass destruction, justifying the invasion of Iraq. Just as Beijing was learning the technology of internet control from the West, it also took up the ideology of spin from the same source. The next logical step is to follow the US and UK into the international media. There would be some benefits if this happens. Beijing will be adding a strong alternative voice to the global mix, and it may attract some good journalistic talent, boosting the industry in the recession. But as a government-sponsored effort there will be no mechanism for building credibility.” |
"The recent reports regarding the future of China's state media are part of a broader effort to improve understanding of China throughout the world. This campaign is in its infancy, though, and focuses on China's state media as a conduit to helping improve China's image. Similar to the way CCTV, Xinhua News Agency and the People's Daily operate, the Government is encouraging China's media owners to expand their global footprint. The plan can work. There is as yet no indication the Chinese Government is writing a blank cheque, and certainly global advertisers will continue to spend with those media that influence the Chinese population, particularly in China. The critical question, though, is not whether or not these media will become global brands, but what is the best channel to improve China's image.” |
Off the Fence... Can China turn state media into global players?
China is reportedly planning to spend nearly US$7 billion turning CCTV, Xinhua and other outlets into global media organisations. Can it work?
