Over the last few years, CCTV has been signaling expanding its footprint around the globe. On February 6, 2012, CCTV America officially launched with a new production studio based in Washington, D.C.. So far, I have watched a number of CCTV America reports, and I must say, for the American market, they are good. The reporters are American and the nuance is too, American. Obviously the narrative is Chinese. (This article contains a video that auto-plays, which I don’t know how to turn off.)
With economic development, China’s footprint is becoming bigger. After researching into CCTV’s recent expansions, it does feel that way.
CCTV Africa recently launched as well, based out of Nairobi, Kenya. Reporters and anchors are also from the continent of Africa. And I think China’s strategy there is wise, as reporter, KAREN MBUGUA, writes:
Africa has always been portrayed as the problem-stricken continent grappling with famine, debt, corruption and civil wars.
However thanks to an initiative by the China Central Television (CCTV), 700million viewers in over 170 countries can now get the real picture of Africa through a 24hr news channel that focuses on African news and views.
Their introduction below:
Unsurprising, there is a great deal of anxiety in the U.S. when CCTV America’s launch was announced. But there is also a huge swath of Americans disillusioned with their media and hence, there is indeed a market for CCTV to tap. Perhaps that reality is best expressed by an American who got exposure to CCTV while in Shanghai:
George Reid wrote:
I was in Shanghai for two months teaching and CCTV was the only English speaking channel we could get in our Chinese apartment and it was quite interesting stuff. They reported on parts of the world that our networks ignore (Asia, South America). Lots of interviews with Chinese scholars and business folks who were fairly candid at times. Of course, they rarely mentioned any kind of unrest and clearly the perspective was China centered. It was good to view the US on the periphery of things for a while. I’d be happy to have this option and would gladly give up about 40 other channels of pure crap for a few PRC channels.