Media in China are ready to take on the world, says high-ranking Chinese media representative in new IMS publication. The report is based on a conference about media in China, held in Copenhagen in November

Media in China have a tremendous influence on public opinion and Chinese politics. Several hundred broadcasters, more than 2000 newspapers ad magazines and countless web-media compete for attention - and a bite of a big and lucrative advertising market.

For this reason a conference on the growth of media in China was organised on 28 November 2008 in Copenhagen. The conference, that was organised jointly by IMS, the Danish National Commission or UNESCO and Copenhagen Business School, presented speakers from China, Canada and UK.

Most prominently featured Mr. Sun Yusheng, vice-president of China Central Television, who presented China's main TV channel to an audience of more than 100 international journalists and representatives from universities, media organisations, governmental institutions as well as non-governmental organisations.

A turning point: Beijing Olympic Games

Mr. Sun Yusheng described how the Olympic Games held in Beijing 2008 marked a giant leap forward for Chinese TV media in terms of expanding network and the capacity to broadcast 24-7. 

During the 16 days of Olympic Games in Beijing, CCTV produced 2700 hours of sports TV and recorded 10 billion viewings. CCTV also covered the Games on the Internet and recorded 231 million 'netizens' watching the global sports event online.

CCTV plans to use this as a stepping stone to go global. Mr. Sun Yusheng explained that CCTV aims at becoming a world-renowned broadcaster with an international news network that will allow for global spread of Chinese culture, and hopefully also a better understanding of Chines culture, he said in the conference.

Freedom of speech in China

In recent years, new technology has led to an enormous increase in access to information through the Internet. Rumours in global media about blocking of websites and silencing of alternative voices in China raised questions from the audience about censorship and government control over the media. During the discussions it was made clear that the Chinese authorities are constantly reassessing the media policies and the control on the media in general as well as of individual media preactitioners.

The conference also discussed the concept of investigative journalism in a Chinese context and covered the aspect as to whether Chinese media are acting as an independent 'fourth estate' today.

The report contains the presentations, discussions and recommendations that came out of the conference.

To view the full report or to download the report for free, please click here.