中国媒体环境调查(NXPowerLite)

ChineseMedia

–StateControlledorFreewheelingTabloids?KnowaboutthemedialandscapeinChinaKnowhowChinesemediadifferfromtheircounterpartsintheWestApplyglobalPRpracticesadaptedtolocalmarketconditionsChinahasbeentheworld’s3rdlargestadvertisingmarket2,000Newspapers9,000

Magazines100millioncopiesdailysold6,800

TVchannels513millionInternetusers356millionsurfwithCellphoneNewspaperistheNo.1choiceofbrandawarenessandreputationbuildingMostnewspapersarelocalizedorregionalMediainTier1citiesareprofessional,andthatintier2citiesaremuchmorecommercialStrictgovernmentcensorsLifestylemediaarethebeneficiaryoftheChinadevelopmentProliferatedalongwiththegrowthoftheChinesemiddle-classandconsumercultureTheWest’sleadinglifestylemagazinesdominatethemarketFashion,

skincareandluxurygoodsarethemaintopicsExpensiveforadvertisinginvestmentNomuchrestrictionandevenencouragementBusinessmediatendtomoreprofessionalandaggressiveFlourishedalongwiththeChineseeconomyProfessionaljournalistsStrictgovernmentcensors,especiallyrefertothestate-ownedcorporationsMediablackmailTelevisioniskinginChinaCapture76%ofChina’s$96billionadvertisingmarketChinaCentralTelevision(CCTV)istheonlynational-widenetworkandeveryprovincehasitsownnetworkforhostinglocalchannelsandprogrammingCommercialapproachStrictgovernmentcensorsLackastrongholdonsomeimportantnicheaudiencesInternetPortalsisthefirstchannelfortheyouthtogettheinformationThe2ndchannelforinformationdistribution,justbehindTVSina,SohuandNetease,listedonNASDAQ,arethetop3commercialportalsinChina.NotallowedtoproducetheirownnewsSocialmediahasbecomethemostactivechannelforinformationsharingKindsofequivalentofUSYouTube,Facebook,Twitter,andLinkedIn.265millionpeoplelogonSNSfrequentlyNo.1choiceforyoungandopinionleadersStricterrestrictionsSinaweiboisthemostactiveplatformwithmorethan200millionregisteredaccountsPRinthePRCUniquefactorsofPRinChinaBestpracticeandmethodologyFundamentalssharedwiththeWestProfessionalapproachRelationshipsbuild

Rightmessagedeliver1UniquefactorsinChinaGovernmentinfluenceTheauthorityleveragesChina’sdynamicmediatobenefitpoliticalstabilityThePartynowtendstoparticipateintheconversationasanauthoritativesourceTendstobeamoresophisticatedapproachCase:RailwayaccidentThegovernmentaskthejournaliststofocusonreporting"touchingstories",suchaslocalvillagersrescuingpassengersandblooddonationsfromsympatheticcitizens,insteadofchallengingthesafetyoftherailwaysystemorthepossiblecorruption.2UniquefactorsinChinaMaturingMarketThecombinationof“payingforcoverage”andpitchinggoodstory3UniquefactorsinChinaPotentialforcorruptionBriberyfornonegativepublicityMediablackmailfrombusinessmediaMethodologyinChinaUnderstandLocalTargetAudiences,Industry,andMediaDevelopTailoredNewsAnglesthatCatchMediaAttentionBuildandNurturelong-termmediarelationCreateYourOwnMediaDon’tEverBeTemptedByorTolerateUnethicalPRPracticesProfileofthekeymediaNewspaperPeople’sDaily(人民日报)est.1948circ.2.8millionAnewspaperundertheCentralCommitteeoftheCommunistPartyofChina(CPC),People'sDailydistributesthelatestnewsandpolicyinformationofthePartyandgovernmentandmajordomesticandinternationalnewsreleasesfromChina.ItisthemouthpieceoftheCPCanddistinctlypatrioticintone.MNCsachievingpositivecoverageinPeople’sDailycanbeperceivedinthemarketasbeinginfavorwiththePartyandgovernment.InadditiontoitsmainChinese-languageedition,ithaseditionsinEnglish,Japanese,French,Spanish,Russian,andArabic.Italsohasanon-lineversion,,whichisoneofthelargestChinesenewsportals.NewspaperChinaYouthDaily(中国青年报)est.1951,circ.500,000RunbytheCentralCommitteeoftheCommunistYouthLeagueofChina,ChinaYouthDailyisapopularofficialdailynewspaperandthefirstindependently-operatedcentralgovernmentnewsmediaportalinthePeople'sRepublicofChina.Althoughitslargereaderbaseisdueinparttomandatorysubscriptionsatuniversitiesandhighschools,itisahigh-qualityandwell-respectednewspaper,especiallybecauseofitsfocusonhumaninterestoverpolitics.AswiththePeople’sDaily,positivecoverageinthisnewspapercanprovideMNCsinChinasomepoliticalcachet.ChinaDaily(中国日报)est.1981,circ.570,000TheleadingEnglishlanguagedailyinChina,itisthemostpopularlocalnewspaperamongforeignerslivinginthePRC.Twentyyearsago,ChinaDailywasadulllitanyofpositivenewsaboutChinaandtriteobservationsofforeigncountries.BecauseitispublishedinEnglish,itreceiveslessscrutinyfromcensors,soinrecentyearsitseditorshavesignificantlyimprovedbothprintandwebeditions,andithasbecomeamorecompellingsourceofinformationaboutChinaandtheworld.MNCsandtheirPRrepresentativesvalueitscoverageoftheirbusinessandeventssuchasCEOvisits,sinceheadquarterscanreadtheclippingswithouttranslation,butitslocalimpactisnotashighasChineselanguagepapers.NewspaperNewspaperGuangzhouDaily(广州日报)est.1952,circ.1.6millionTheofficialpublicationoftheGuangzhouMunicipalGovernment,GuangzhouDailyfocusesonlocalnewsandinformation,andisoneofthemostpopularmainstreammediainsouthernChina,boastingoneofthelargestcirculationsamongdailiesintheentirecountry.Despitebeinganofficialpublication,itishighlyreadable,focusingonlifestyleandpopularnews,especiallylocalinformationfromthePearlRiverDeltaarea.NewspaperSouthernMetropolisDaily(南方都市报)est.1997,circ.1.4millionDistributedmainlyinthePearlRiverDeltaarea,thiscommercialnewspaperisknownforitshard-hittinginvestigativejournalismandedgycommentary.Itseditorsandjournalistsfrequentlycomeunderfirefromtheauthorities.Asoneofthenation’slargestandmostinfluentialnewspapers,itsreportsarereprintedinmanysmallerregionalmediaoutlets.NewspaperBeijingEveningNews(北京晚报)est.1958,circ.1.2millionInexpensiveandreadable,theBeijingEveningNewsisoneofthecapital’smostpopulardailies–especiallywitholderreaders.HowevertheBeijingEveningNewsfaceschallengesfromotheremerginggeneralnewspapersandonlineportals,anditscirculationhasbeendeclining.NewspaperOrientalMorningPost(东方早报)est.2003,circ.250,000ManagedbytheWenxinMediaGroup,thisdailyiscirculatedinShanghaiandneighboringJiangsuandZhejiangprovinces.Focusingonnationalfinanceandeconomicnews,thetargetaudienceoftheOrientalMorningPostistheregion’snewgenerationofuppermiddle-classresidents.Thenewspaperisknownforitsprofessionalismandintegrity;itprofessestobetheNewYorkTimesofChina.NewspaperWestChinaCityDaily(华西都市报)est.1995,circ1.15millionFoundedin1995byformerstaffmembersofSichuanDaily,WestChinaCityDailyistheleadingpaperinChina’sless-developedwesternregion.Itisthemostpopularsourceofnewsandinformationforallmarketsegmentsintheregion,fromwhite-collarprofessionalsandluxurybrandconsumerstogovernmentdecision-makers.NewswireXinhuaNewsAgency(新华社)est.1931AsthestatenewsagencyofthePeople’sRepublicofChina,Xinhuaisthegovernment’sprimarycollectoranddistributorofinformationinChinaandthemostauthoritativesourceofinformationonChinesegovernmentaffairs.Employingmorethan10,000peoplein107bureausworldwide,31ofwhichareinChina,XinhuaNewsAgencyisthelargestwireserviceintheworld.Theagencyprovidesdaily24-hournewsinformationtotheworldinChinese,English,French,Spanish,Russian,ArabicandPortuguese.AsmostChinesenewspapersdonothaveoverseasbureaus,Xinhuaistheirprimarysourceforinternationalreporting.JustaswithothermediainChina,thegovernmenthascutitsfundingoftheagencyanditnowgeneratesrevenuethroughpublicrelationsandinformationservices.In2010,itlaunchedits24-hourEnglish-languagenewschannelChinaXinhuaNewsNetworkCorporation(CNCWorld),whichisheadquarteredinHongKong.CNCWorldwillreportedlybeastrategicfocusforXinhuaNewsAgencyinthenextfiveyears.BusinessMedia21stCenturyBusinessHerald(21世纪经济报道)est.2001,circ.632,000AmemberoftheNanfangDailyGroup,thispaperispublishedfivedaysaweekandisoneofthemostpowerfulfinancialnewspapersinChina.Thepaperisknownforitsaggressivereportingandcriticalcommentary.ApioneerintheChinesemediaindustry,itwasthefirstMainlandfinancialpapertoenterHongKongwithaspecialeditionforthemarket.ItalsohasbureausinNewYork,LosAngeles,London,andMoscow.BusinessMediaEconomicObserver(经济观察报)est.2001,circ.380,000AweeklypublishedonMondays,itstrivestodistinguishitselffromotherbusinessmediathroughin-depthanalysisandanattractivelayout.Providingeditorialspaceforawidevarietyofexpertsandscholars,themagazinefocusesoneconomics,politics,andculture.Thepaper’spink-tintedpagesevokethoseoftheUK’sFinancialTimesandappealstointellectuals.BusinessMediaChinaBusinessJournal(中国经营报)est.1985,circ.380,000PublishedweeklyunderthedirectionoftheChineseAcademyofSocialSciences,theChinaBusinessJournalisoneofthemostinfluentialbusinessandeconomicmagazines,withastrongfocusonthetopicofbusinessmanagement.Thepapertakesamanagementperspectiveanddiscusseshowcompaniescanimprove,butwithoutthetabloidcriticismofleaders,businessperformanceorproductswhichiscommoninotherChinesemedia.BusinessMediaChinaBusinessNews(第一财经日报)est.2004,circ.250,000LikeBloomberg,theCBNGroupoperatesprintandbroadcastbusinessnewsservices.TheGroup’snewspaper,ChinaBusinessNews,ispublishedMondaythroughSaturday;itfocusesonbreakingnewsinbusiness,economics,andfinance.TheOpinions&Commentssectionpennedbyguestcolumnistsisincreasinglypopularwithbusinessreaders.Manyinternationalnewsmediasourceinformationfromthepaperbecauseitisfastandauthoritative.BusinessMediaCaijing(财经)est.1998,circ.225,000Asabi-weeklyglossymagazinefocusingonthecountry’seconomicsandpolitics,CaijingisoneoftheleadingbusinessmagazinesandiswidelyquotedbyinternationalmediasuchasTheWallStreetJournal,Reuters,andtheFinancialTimes.ItschiefeditorHuShuliandthemajorityofitsstaffjournalistsleftthemagazinein2009duetoadisputeovereditorialrights.CaijingwasonceconsideredtobeoneofthemostaggressiveandinsightfulpublicationsinChinabutsubsequentlyseemstohavelostsomeofitsluster.BusinessMediaCBNWeekly(第一财经周刊)est.2008,circ.200,000CBNWeeklyispublishedbySMGandCBNassociated.It’stheNo.1weeklybusinessnewsmagazineinChina.CBNWeeklyfocusonChinesemarketsituationaftertheeconomicrestructuringanddesirestobethepromoterofbusinessmarketlogicandthinking.IthasbeingthemostpopularbusinessweeklymediaamongChinaandbeenregardedasbusinesstextbooktoyoungpeople.CBN,belongstoSMGwhichisthe2ndlargestmediagroupinChina.LifestyleMediaModernWeekly(周末画报)est.1980,circ.497,500AglossytabloidpublishedinGuangzhouwithafocusonfashionandculture,ModernWeeklyisChina’sleadingpaperwithweeklydistribution.Itiswellknownforitspersonalinterviewsandbusinesssection.TargetingupperincomeChineseandthosethatinspiretobe,itisafavoriteadvertisingplatformforluxury,fashion,andotherhigh-endconsumerbrands.LifestyleMediaTheBund(外滩画报）est.in2002,circ.150,000NamedafterShanghai’sfamousriverfront,thisweeklyhasacosmopolitanslantandmainlyfocusesontheShanghaiculturescene.Itispopularforitsinterviews,aswellasitsfashionandentertainmentcontent.BecauseofitsfocusonShanghai,themagazineiscomparableinnaturetoTheNewYorkTimesMagazine.LifestyleMediaSanlianLifeWeekly(三联生活周刊)est.1995,circ.200,000PublishedbytheSanlianBookstore,aunitoftheChinaPublishingGroupinBeijing,thisweeklycoverspolitics,economics,humaninterest,cultureandtechnologyforsmart,urbanaudiences.ItcanbecomparedtoTheAtlanticorTheNewYorkerintheUnitedStates.Afterdrawingcriticismfromcensors,ithasrecentlyshiedawayfromcurrentaffairsandreportsmoreonlifestylerelatedtopicstargetingthegrowingChinesemiddleclass.LifestyleMediaLifestyle(精品购物指南)est.1993,circ.300,000PublishedtwiceaweekinBeijing,withStyleWeeklyonMondayandSouthernLifeWeeklyonThursday,LifestyleincludessectionssuchasFashion,HotTopics,Truth,NewKnowledge,Showtime,Psychology,Nutrition,MotherandChild,Tourism,andAutos.Itisaffordableandhasstrongmassappeal.LifestyleMediaNewWeekly(新周刊)est.1996,circ.285,000PossiblythetrendiestofChineselifestylepublications,aftermorethan15yearsofdevelopment,NewWeeklyhasearnedareputationasakeenobserverandreporterofsocialchangesinthecountry.BasedinGuangzhou,NewWeeklyisoneofthecountry’sfirstglossymagazines.Abiweekly,itispublishedonthe1stand15thofeachmonth.InternetS(新浪)est.1999China’sleadingInternetportalisheadquarteredinShanghai.AccordingtoAlexa,Swas14thintheTopSiterankingsand3rdinTrafficrankingswithinChina.Shasoverthirtyintegratedchannels,includingnews,sports,technologyinformation,finance,advertisingservices,entertainment,fashion,andtravel.SalsoprovidesservicessuchasSMS,email,asearchengine,games,entertainmentandSinaBlog.TheSinaMicro-blog,Weibo,isChina’sequivalentofTwitter.WhileTwitterisblockedbylocalauthorities,SinaWeiboandhasbecomehugelypopular,quicklyamassingover200millionusers,nearlyeighttimesasmanyasTwitter.Accordingtoits2010annualreport,Sina’snetrevenuereached$402million,showing12%annualgrowth.InternetS(搜狐)est.1996WhileSismorenewsfocused,itsmaincompetitorSismoreentertainmentandlifestylefocusedincontent.Sohuwasrankedastheworld's3rdand12thfastest-growingcompanybyFortunein2009and2010,respectively.AsofAugust2010,Sohuiscurrently46thoverallinAlexa'sInternetrankings.SohuwasselectedbyChina’sOlympicauthoritiestoprovideexclusiveservicestoconstruct,operate,andhosttheofficialBeijingOlympicswebsite.Accordingtoits2010annualreport,thecompany’snetrevenuewas$612.8million,showingannualgrowthof19%.InternetNetease(网易)est.1997Operatingthepopularportal163.com,thecompanyisdifferentfromSinaandSohuinthatthecompanygenerateshugerevenuesfromfeesitchargesusersforhostingonlinegames(includingWorldofWarcraft)andwirelessvalueaddedandotherfee-basedpremiumservices,aswellasonlineadvertisementsales.Accordingtoits2010annualreport,thecompany’snetrevenuefortheyearwasnearly$834.5million.InternetTencent(QQ)est.1998(Referredtoas“QQ”)QQisthemostpopularfreeinstantmessagingplatforminChina.Thereareover600millionactiveQQusers(includingQQIMusers),makingitoneoftheworld'slargestonlinecommunities.InFebruary2011,QQ.comranked10thoverallintheAlexaInternetrankings,oneplacebehindTwitter.Asidefromitschatprogram,QQhasalsodevelopedmanyotherfeaturesincludingasearchengine,games,virtualpets,ringtones,andblogs.TVstationChinaCentralTelevision(中国中央电视台)est.1958BasedinBeijing,thisnationalnetworkisdirectlycontrolledbytheStateAdministrationofRadio,Film,andTelevision(SARFT).CCTV’smost-watchedprogramistheNetworkNewswhichbroadcastsdailyfrom7:00to7:30p.m.,simultaneouslyonatleastonestate-runTVchannelineveryprovincialandmunicipalmarket.Thenetwork’sannualNewYear'sGalaisalsomarkedlypopular,drawingoneofthelargestTVaudiencesworldwidewithanestimated700millionviewers.Thenetworkcomprisessixteenchannels,includingCCTV-2,itsbusinesschannel..TVstationHunanTelevision(湖南电视台)est.1970ThehitseriesSuperGirlspropelledHunanTVtobecomeChina'ssecondbiggesttelevisionnetworkafterCCTV.ThenetworkisbasedinChangshainHunanProvinceandXininginQinghaiProvince.Since2009,HunanTVhassolditspopularprogramstomarketsacrossEastAsiaandhassignedcontractswithinternationalproducerstoproduceanddistributeoriginalprogramming.TVstationCBNTV(第一财经频道)est.2003CBNTVispartofthesecondlargestChinesemediagroup–SMG–andistheonlyprofessionalBusinessTVchanneltargetinginvestors.Broadcasting20hoursperdaywith12hoursofliveprograms,CBNTVcoverscoreinvestmentmarketsinChinaandprovidesinsightsfromover30markettradersandsecurityanalysts.Thechannelmainlyfocusesonfinance,markets,andtradinginformationanditsportfolioincludesprogrammingsuchasStockTodayandFinanceNightLine.Itcovers28provincesandcitiesandhas12.9millionviewersinMainlandChina,withanother880,000viewersinHongKong.ItwasthefirstmainstreamTVchannelfromtheMainlandtoenterHongKong.TVstationPhoenixTV(凤凰卫视)est.1996ThisHongKong-basedMandarin-Chinesetelevision-broadcasterispermittedtoairitsnewsinthePRC–oneofthefewnon-governmentcontrolledtelevisionbroadcasters.PhoenixTVhasanexcellentrelationshipwiththegovernment;itsBeijingofficesarelocatedintheDiaoyutaistateguesthouse.PhoenixTV’snewsprogramhasareputationforcoveringeventsandprovidingperspectivesthatarenotavailableonothernetworks,anditsannouncersareyoungandenergeticcomparedtostateTV’shomogeneousanchors.PhoenixTVnowbroadcaststoover150countriesandregionsaroundtheworldandhasanestimated300millionviewers,150millionofwhomareinChina.NewsCorpholdsa17.6%stakeinPhoenixSatelliteTelevisionCompanyLimited.TVstationDragonTV(东方电视台)est.1998FirstlaunchedinOctober1998asShanghaiTV,itchangeditsnametoDragonTVonOctober23,2003.IthasthewidestbroadcastnewscoverageamongtheprovincialsatelliteTVstations,andmorethansixhoursofdailylivenewsshows.Currently,DragonTV’ssignalcoversmostofChina,includingMacao,HongKong,andTaiwan,andisalsoavailableinNorthAmerica,Japan,Australia,Europeandotherareas.AllofDragonTV'snewsprogramsareownedbytheparentcompanySMGTV’snewsproductioncenter–Asia’slargesttelevisionnewsproductionandbroadcastingorganization.TVstationTravelChanel(旅游卫视)est.2002AstheonlysatellitechannelfocusingontourismandleisureinChina,itgarnersalargeviewershipandisapopularadvertisingplatformforhigh-endbrands.Thechannelalsobroadcastsglobalgolfandtenni