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Report on the Progress of International Communication of CCTV in 2011

01-05-2012 10:11 BJT

Zhuang Jing, Channel Business Manager

Currently, CCTV is the only TV station broadcasting in six languages (Chinese, English, French, Spanish, Arabic and Russian) in the world (BBC: four languages; CNN: two languages). In the future, CCTV will set a Portuguese channel, forming the international communication pattern of “seven languages plus ten international channels”.

In order to develop itself into a first-class media in the world, CCTV, under the support of Publicity Department of CPC Central Committee, has taken a series of measures that will improve its international communication capacity and influence.

Ⅰ. Upgrade broadcasting facilities, and expand overseas influence

(Ⅰ) Establish a functional department with the number of overseas channel subscribers increasing by about 30% in two consecutive years

In order to expand the influence of the national TV station and provide a powerful and positive publicity platform worldwide for China, CCTV established the Overseas Communication Center in 2010 to coordinate the international communication capacity building. Since the establishment of this functional department, the pace of CCTV’s “going out” has been significantly accelerated. The number of overseas subscribers has kept increasing for over a year. In 2009, the number of overseas subscribers of all the international channels was 132 million, and in 2010 the number soared to 166 million, up 34 million with a YOY growth rate of 26%. As of September 30, 2011, there had been 491 overseas projects of the seven international channels of CCTV in 157 countries and regions around the world, among which the number of subscribers of whole-channel projects reached 217,030,000 (about 217 million), up 51.5 million with a growth rate of 31%.

Through years of hard work, CCTV-NEWS has reached countless households and had 140 million viewers worldwide (not merely the subscribers from the signal-covering area), ranking the second among world-class media, with BBC being the first (230 million) and CNN the third (130 million).

(Ⅱ) Audience ratings gradually come close to world-class media

In June 2010, CCTV entrusted TNS (a world-famous market research company) to conduct an audience measurement among 190 thousand out of 230 thousand viewers in four cities of Greater Los Angeles Area. The result shows that the audience ratings of the hourly news of CCTV-NEWS have basically retained at 0.08 – 0.1%, which is very close to those of BBC. As we can see, even in the U.S. where the broadcasting of Chinese news seems most difficult, the international channel of CCTV can still find a stable audience.

(Ⅲ) Vigorously establish overseas branches and reporter stations to catch up with world-class media

In terms of international news reporting, CCTV has established the global news gathering and editing network, and is trying to achieve the transition from “influencing the international public opinion” to “guiding the international public opinion” and from “information communication” to “agenda setting”.

Next, CCTV-NEWS will improve its news reporting ability domestically and worldwide. The 29 emergency reporting stations around China will be equipped with English reporters, and 22 bilingual (Chinese and English) and trilingual (Chinese, English and French; Chinese, English and Arabic) reporter teams will be set up at Beijing headquarters as “mobile forces” to take charge of the reporting of important domestic news and major incidents. CCTV-NEWS will also expand the contingent of overseas special reporters, striving to add the target cities from 12 to 20 at the end of this year to complement with the foreign correspondents of CCTV, and improve the ability of reporting live on the scene of international incidents.

As the official TV station of China, CCTV distributes press releases to more than 800 media of 97 countries. By the end of 2011, the average quantity of news dispatches on CCTV platform will reach 100 per day, and multi-lingual dispatches will be available.

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