Overseas media in China

Author: Jiang Fei
Publisher:
Publish Date: 2005-03-01
Features: This book provides a comprehensive scan and strategic research on the reality of overseas media entering China. The strategies adopted by other countries in dealing with foreign media serve as primary data to fill the gap in domestic research. It is part of the World Media Studies Series and represents the collective research of the Institute of Journalism and Communication at the Chinese Academy of Social Sciences. After China's entry into the WTO, many scholars became keenly aware of the reality and impact of overseas media entering China and published their insights. The Institute of Journalism and Communication conducted in-depth and comprehensive discussions, analyzing the operational models and strategies of foreign media groups entering China, as well as China's strategies and countermeasures for developing its media industry. This book not only helps readers grasp the overall picture of overseas media "entering" China but also provides inspiration from the proposed "countermeasures." It is a significant academic work at the forefront of research.
Foreign media have long coveted China's media market. As early as the late 1970s and early 1980s, when China first opened its doors to the outside world, international media groups had already entered China's professional journal market. At that time, the International Data Corporation (IDG), which owned 270 professional publications worldwide, co-published 12 journals in China, the most famous of which was Computer World. In June 2000, IDG Chairman McGowen even stated that the company would invest $1 billion in China over the next seven years. In addition, foreign investment has also entered China's publishing, advertising, broadcasting, internet information, and audio-visual product sectors. This reality at least indicates that a significant portion of China's media industry has long been influenced by foreign media.
After China joined the WTO, foreign media accelerated their entry. In 2002, China fulfilled its commitments to the WTO by approving the entry of a few foreign media into the book and periodical retail markets in six cities, including Beijing and Shanghai, and five special economic zones. It is reported that more than 60 foreign media have now set up offices in mainland China and are planning to invest in book and periodical distribution enterprises. This year alone, 33 foreign satellite TV channels have been approved by the State Administration of Radio, Film, and Television for limited operations.
Since China joined the WTO, the diversification of information dissemination channels has had two immediate effects: more external information will enter China, and correspondingly, more information about China will (should) reach the world. This itself means that China's media are gradually adapting and proactively engaging in international communication in various ways. The wall of isolation has been torn down, and China's media industry, whether willing or not, can no longer entertain itself on its own patch of land. This is the reality of overseas media entering China. How to achieve a balance between cultural diversity and sustainable cultural development, as well as between trade liberalization and sustainable economic development, will be a question for all levels to consider for a long time.
From the prospect of co-development of different cultures to concerns about national cultural security, what runs through it is the entire process of overseas media and its information entering China. The media industry is described as the last highly profitable industry, and the Chinese market is seen as the world's last virgin ground for media. Therefore, from a purely commercial perspective, "the Murdochs" have no reason not to do everything they can to break in. So, from the cries of "the wolf is coming," to the wolf actually arriving, to the arrival of the wolf pack, are we supposed to act like an ostrich and bury our heads in the sand, or learn from the Monkey King, go to the ends of the earth to eliminate the demons and turn the world upside down in a grand display of power?
Crisis and opportunity always go hand in hand. The entry of overseas media into China is no exception. Some argue that discussing the crisis brought by overseas media entering China is premature, especially for institutions and departments that have benefited from early cooperation with foreign media. But it cannot be denied that only by seizing the opportunity to learn advanced technology and management experience from current policies and cooperation can we strengthen ourselves and take timely macro and micro countermeasures. Only in this way can we avoid falling behind in this round of global integration of media resources. Otherwise, the outcome of time and market competition may not only lead to the loss of China's media market but also the loss of the global media market, as well as our media voice and even survival.
Based on this, starting from the perspective of China's media ecosystem and cultural security, a research team led by Dr. Jiang Fei was formed, primarily by the Institute of Journalism and Communication at the Chinese Academy of Social Sciences, to conduct research on the channels and methods of major media entering China from April to December 2004. The study also included the entry of smaller international media into China, conducting both quantitative and qualitative analyses, with the aim of sketching a comprehensive picture of overseas media entering China. At the same time, experts and scholars who have studied abroad for many years and have a deep understanding of the media industries of other countries were tasked with systematically introducing and in-depth research on the strategies adopted by other countries in dealing with foreign media. Based on these materials and considering China's current cultural and media development, they proposed some basic conclusions about the overall situation of overseas media entering China and countermeasures for dealing with it.
A chronicle of major events related to overseas media entering China from 1978 to late October 2004 (the end of the research project) is compiled and attached to the research report to provide readers and future researchers with a comprehensive overview and a starting point for further research. In recent years, the pace of overseas media entering China has accelerated, and by the time this book goes to press, there have been many changes in the internal systems, management, and strategies of overseas media groups in China. In this sense, this research project is only a preliminary outcome. The research team will continue to monitor the development and interaction between overseas media groups and China's media industry, gradually sharing the research findings with the public.