[VIDEO] China’s Rush to Build Global Media Brands

Al Jazeera’s excellent international media affairs program “The Listening Post” featured a report this week on China’s ambitions to create a global media brand with this year’s launch of CNC World.  I was featured in the report as one of three experts to share my thoughts on some of the challenges that Beijing and CNC will likely encounter with this endeavor.

One of the big mistakes that many international observers make about the Chinese and their global media ambitions is to frame the issue in purely, Western terms.  That is, if CNC World or CCTV News are not competitive with any of the major American or European media brands than somehow China’s media strategy is a failure.  While the Chinese no doubt have ambitions to create media properties with equal heft of CNN, the BBC and Al Jazeera among others, I do not think that is their only benchmark of success.

There is growing evidence that networks like CNC may not be targeting already competitive markets in North America or Europe but instead focusing their energy on emerging ‘Southern’ markets in Africa, South Asia and elsewhere. So it is critical to look at this issue in considerably broader terms than most Americans and European media watchers are accustomed.

The barriers to entry in the mature media markets in the developed world are simply too high for networks like CNC to viable without billions of dollars to invest in marketing and distribution.  By contrast, it is considerably cheaper for the Chinese to gain traction in less developed markets where it will not only be cheaper to penetrate but their product will likely receive a much better reception.

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One Response to “[VIDEO] China’s Rush to Build Global Media Brands”

  1. […] This post was mentioned on Twitter by Elizabeth, Eric Olander 欧瑞克. Eric Olander 欧瑞克 said: Al Jazeera broadcast an interview with me on the rise of global #Chinese #media brands: http://bit.ly/dVL7bH #CNC #CCTV […]

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