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A History of Foreign Media in China

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The role of music, culture and media in the evolution of societies is widely recognized worldwide.  Mei Yan outlines the shift of young audience tastes from foreign to local content, the development of brand strength, and a strategy to create and maintain brand loyalty.  With highly competitive and saturated media sectors in developed countries, China represents a unique growth opportunity for large international media producers, which have sought strategies to reach Chinese audiences since the 1990’s. Viacom’s big break came in 2003 when the Chinese government agreed to the reciprocal exchange program, where Viacom, Time Warner and News Corp were allowed limited market entry in exchange for helping CCTV expand their footprint in the West.

MTV Greater China faces two major challenges, producing localized Chinese content, and fighting to establish a unique brand.  China’s youth are becoming increasingly media savvy and demand their own local stars.  At the same time, China craves recognition on the world stage as a major creative force.

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"opening of media"

April 6, 2012 by smith (not verified), 2 years 15 weeks ago
Comment: 45

"Things are changing. . . " In fact the media in the PRC is going backwards, like forcing Cantonese off the air in Guangdong and forcing all reporters to have registered tax-paying press offices (no more freelancers). About 20 years ago I use to report freelance from Zhanjiang, Shenyang and Peking - if I did it now I'd be deported in a minute. Another shift has come as Western media tycoons lust for more profit and feed the growing trend to accomodate journalism to satisfy the big bosses in power... which means fewer critical well researched reports and more powder puff stuff that panders to China's elite state capitalists.

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About Mei Yan

Mei Yan Profile Photo
Mei Yan grew up close to China's central authorities.  Her father established the mechanism for news censorship.  Now she heads MTV Greater China, one of the largest foreign media ventures into China. Previously, Mei Yan served in a variety of roles within News Corp and Turner International Asia Pacific, Ltd, relocating to Asia after ten years in a variety of management and journalistic positions at CNN’s headquarters in Atlanta.... [Full Bio]
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