| Abstract |
Known
as Window on China, CCTV-9's 24-hour English-language channel, the only
national English-language TV service in China, now claims to cover 98% of
the land in the world since its launch on September 25, 2000.The paper
examines the challenges and opportunities that face CCTV-9 in its efforts
towards effective international communication and globalization. The paper
first discusses the influences of globalization on China's state-owned TV
industry as whole and the historical context on how China's English service
has developed with a concept to globalize the local in China. Based on an
internet survey over CCTV-9.com that started in late 2001, the paper explores
the effectiveness of CCTV-9's English services in terms of its popularity
and influences among its viewers. The paper also content-analyzes CCTV-9's
news reports and overall English coverage based on a sample in 2002, to
make a comparison with the survey results and to further the discussions
on CCTV-9's effectiveness and efforts towards globalization. Causal analysis
is then offered for CCTV-9's performances (news presentation, style, China
English, management system, funding etc), followed by an overall assessment
of CCTV-9. To wind up, the paper wishes to use CCTV-9 as a case study, along
with the writer's personal interviews with CCTV-9 directors, to provide
some theoretical framing as to how English-language TV services in a non-English
environment like in China can achieve a significant presence in the Western-dominated
global media market.
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