MA-Thesis / Master Torsten Hoffmann China - Opportunities for International Media Businesses Giving Historical Context, Media Import and Export Bachelor + Master Publishing
Torsten Hoffmann China - Opportunities for International Media Businesses: Giving Historical Context, Media Import and Export Originaltitel der Abschlussarbeit: China - Opportunities for International Media Businesses ISBN: 978-3-86341-606-5 Herstellung Bachelor + Master Publishing, ein Imprint der Diplomica Verlag GmbH, Hamburg, 2012 Zugl. University of Oxford, Oxford, Großbritannien, MA-Thesis / Master, Juni 2010 Dieses Werk ist urheberrechtlich geschützt. Die dadurch begründeten Rechte, insbesondere die der Übersetzung, des Nachdrucks, des Vortrags, der Entnahme von Abbildungen und Tabellen, der Funksendung, der Mikroverfilmung oder der Vervielfältigung auf anderen Wegen und der Speicherung in Datenverarbeitungsanlagen, bleiben, auch bei nur auszugsweiser Verwertung, vorbehalten. Eine Vervielfältigung dieses Werkes oder von Teilen dieses Werkes ist auch im Einzelfall nur in den Grenzen der gesetzlichen Bestimmungen des Urheberrechtsgesetzes der Bundesrepublik Deutschland in der jeweils geltenden Fassung zulässig. Sie ist grundsätzlich vergütungspflichtig. Zuwiderhandlungen unterliegen den Strafbestimmungen des Urheberrechtes. Die Wiedergabe von Gebrauchsnamen, Handelsnamen, Warenbezeichnungen usw. in diesem Werk berechtigt auch ohne besondere Kennzeichnung nicht zu der Annahme, dass solche Namen im Sinne der Warenzeichen- und Markenschutz-Gesetzgebung als frei zu betrachten wären und daher von jedermann benutzt werden dürften. Die Informationen in diesem Werk wurden mit Sorgfalt erarbeitet. Dennoch können Fehler nicht vollständig ausgeschlossen werden, und die Diplomarbeiten Agentur, die Autoren oder Übersetzer übernehmen keine juristische Verantwortung oder irgendeine Haftung für evtl. verbliebene fehlerhafte Angaben und deren Folgen. Bachelor + Master Publishing, ein Imprint der Diplomica Verlag GmbH, Hamburg, 2012 http://www.diplom.de, Hamburg 2012 Printed in Germany
FOREWORD Little more than a decade ago, executives in multinational firms speculated about the potential of the Chinese market. It was still something of a curiosity. China was a place where managers hoped to do well, but given that key markets were elsewhere, they were spared undue pressure from headquarters. This had changed. For product after product, China is now the largest market in the world and the country plays a key role in the strategy of any global firms. With this shift, comes an urgent need to understand what makes China tick. The focus of this book the Chinese media industry is a crucial case study. The media industry in China is a classic example of the intimate ties that exist between the state and business in China. It is also an example of the rapid evolution of Chinese society (and its relationship to the state). Torsten Hoffmann wrote the original draft of this book while enrolled in the Executive MBA program at the Saïd Business School, University of Oxford, where it earned mark of distinction. This is a program that prizes a combination of practical knowledge with academic training, and both attributes are abundantly evidence in this book. The author is active in the global media sector, and currently serves and an advisor to a Chinese media company. He is wonderfully placed to guide the reader through the labyrinthine that is the Chinese media industry. Dr Eric Thun Peter Moores Lecturer in Chinese Business Studies, Said Business School, University of Oxford Eric Thun is Peter Moores Lecturer in Chinese Business Studies. A political scientist by training, Thun's research focuses on issues of industrial development in China. Recently, he has investigated the development of the Chinese automotive industry, the globalization strategies of Chinese firms, and China's integration into global production networks. Thun's book Changing Lanes in China: Foreign Direct Investment, Local Governments and Auto Sector Development was published by Cambridge University Press in 2006. His work has also appeared in World Development, World Business, Politics & Society and the Journal of East Asian Studies. Thun received his BA from Princeton University in 1990 and his doctorate from Harvard University in 1999. After a year as a postdoctoral fellow at the M.I.T. Industrial Performance Center, he returned to Princeton as Assistant Professor in the Woodrow Wilson School and Department of Politics. He moved to Oxford in 2005.
INDEX 1 Motivation, Structure and Methodology...6 2 Brief Historic Perspective on Political Influence and Media in China...7 2.1 Ancient China, Inventions and Early Uses of Media...7 2.2 Media and Political Influence in Imperial China...7 2.3 The Rise of Mass Culture...7 2.4 Communism, the Use of Propaganda and the Reform Era...8 2.5 Tiananmen Square Massacre...10 2.6 Post-Reform China...12 3 Government Control Today...13 3.1 Broadcasting System and Regulators...13 3.2 Rules and Regulations...14 3.3 Discussion on Cultural Imperialism...17 3.4 Special Case: News...18 4 The Chinese Media Market...20 4.1 Size, Growth and Structure...20 4.2 Import and Export of Cultural Products...22 4.3 The Role of IP and Piracy Issues...24 4.4 Analyzing Audience Preferences...25 5 Chinese Media Companies...27 5.1 CCTV...27 5.2 Xinhua...28 5.3 Second and Third-Tier Players...29 6 Foreign Media Companies and their Strategies in China...30 6.1 NEWS CORPORATION AND STAR TV...30 6.2 PHOENIX...32 6.3 THE WALT DISNEY COMPANY...32 6.4 DISCOVERY CHANNEL AND NATIONAL GEOGRAPHIC...33 6.5 VIACOM...34 6.6 Summary...34 7 10-Year outlook for the Chinese Television Market...35 7.1 Government Control and Sponsorship...36 7.2 The Role of Technological Developments...37 7.3 Domestic Players within China...39 7.4 Foreign Players in China...40
8 Implications for Global Markets...43 8.1 Territories, Genres, and Discussion on Creativity...43 8.2 Spreading the Chinese Perspective...44 9 References:...47 10 Appendices...53